The first thing you notice about Ray Wilson's Healthy Exercise gym in Oceanside is that the people working out look more like you than the hardbodies at the national chain gym. These people are not gym rats; they just want to get into shape and stay there, and they don't want to take all day doing it. They range from stay-at-home parents to businesspeople to senior citizens to students.

They are exactly the type of people Wilson wants in his gym. He knows they have signed up at other gyms in the past but then found they didn't have enough time to commit to a two-hour workout several times a week. Their good intentions were blindsided by their real lives.

Besides, some people feel intimidated by the "beautiful people" at larger gyms; and who wants to sign up for years, spending big money for the privilege?

That is the crux of Wilson's new gym concept. He knows that a two-hour workout, minus the chit-chat and socializing, boils down to about 40 minutes. He figures that charging $19 month-to-month with no contract is more appealing to the average person.

"I believe that everyone, regardless of their age, needs exercise for better health, fitness, mobility and just to be happy," he said.

An underserved market

This concept has been in Wilson's mind for the past 30 years, but he is just now getting around to giving it a try. He and other fitness promoters had concentrated on where the money was by targeting the 18- to 35-year-old demographic.

"We were selling sex, really," he said with a chuckle.

He described it as "boy meets girl, and boys and girls want to look better for each other.

"It's what they wanted, and that's what they got," he said.

However, he began to realize that there was a 200 million-strong "unconditioned" market that was being underserved. These are the people who need and want to exercise but are turned off by traditional gyms.

"Most people are not going to stay with an exercise program unless it gets maximum results in a minimum amount of time," he said. "We all have lives to live and we can only devote a limited time to exercise."

Partnering with his nephew Lenny Wilson, 47, Wilson put the Oceanside gym into a three-year experiment to determine what would be the best way to serve its target audience. In addition to the circuit-training equipment, his club is adding some state-of-the-art cardio equipment and a full line of the new Hoist advanced equipment.

People can get in and out for a workout in about 40 minutes, but if they want to linger, more exercise options are available.

'He's the pioneer'

The elder Wilson is a living legend in the field of exercise. He was an early proponent of the fitness industry and the inventor of the Lifecycle exercise bicycle. And after 55 years in the business, he believes his new concept is more important than his Family Fitness Centers, Lifecycle Exercise Bike or any other of his successful ventures.

"He is the pioneer in the fitness industry," said Norm Cates Jr., owner and publisher of The Club Insider, a magazine covering the fitness industry with a worldwide circulation. "Ray Wilson has had six phases in his career, including two that were amazing right there in the San Diego area: the creation of his Family Fitness Centers, and perfecting and bringing to the worldwide market the Lifecycle along with Augie Nieto. He has seen it all and done it all."

After injuring his back as a professional wrestler in the 1950s, Wilson became involved in fitness along with other pioneers such as Jack LaLanne, Vic Tanney and Joe Gold.

"Jack set the pace and got everyone interested in physical fitness through his television show," Wilson said. "Without Jack, we never could have succeeded."

LaLanne is in his 90s and currently appearing in a TV commercial for Target. He's still a good friend, said Wilson, and made him laugh recently when LaLanne said: "I can't die. It would wreck my image."

Regular workouts

Wilson himself will be 80 in February but looks decades younger. He still works out regularly and is actively involved in the fitness industry.

Wilson started his legacy with his American Health Studios in 1952 and his Silhouette Figure Salons, with LaLanne as his partner. He sold both in 1958. From there he founded and sold Club International, Silhouette International, Trim and Swim Health Spas, European Health Spas, and his Family Fitness Centers, which he sold in 1995.

He threw millions of dollars at the Lifecycle until he had it perfected and in nearly every gym in the world. He sold the cycle in 1984. His business acumen has earned him the right to live a life of luxury.

The vanity wall in his home gym includes photos of former President George Bush and television actress Linda Evans.

Not bad for one of nine children of migrant farmworkers who lived in a tent. He moved on to become a professional wrestler and then returned home to help raise his brothers and sisters when his father died at age 48. He tried a couple of years of college at Phoenix Junior College, where he met Dr. Kenneth Dale, who saw promise in Wilson.

When Wilson wanted to thank his mentor for his support, Dale told him just to put him on his payroll for a year when he was successful. Wilson did just that for three years until Dale died of a heart attack at age 55.

"He didn't like to exercise," Wilson said.

Ray Wilson's Healthy Exercise gym is at 3509 Cannon Road in Oceanside. Call (760) 726-1600.

Ray Wilson, a local fitness pioneer who is nearly 80, has this advice for people over 65 who want to exercise. As always, if you have health problems, you should check with your doctor before embarking on any exercise program:

1. A moderate exercise program is very important. Moderation is the key to getting results and the key to staying free of injuries.

2. Be sure your exercise program includes cardiovascular exercise, which is one of the pillars of fitness.

3. Have a regular exercise schedule, at least 40 minutes three times a week. Not much can be accomplished on a hit-and-miss basis.

4. Leg exercises increase mobility and are especially important for people over 65 and almost as important as cardiovascular exercise.

5. Circuit training exercises and strengthens every part of the body.