FRISCO, TEXAS — Fitness consulting company Champion4Fitness will open its flagship studio location at The Shops at Starwood, a multi-phase mixed-use development located in Frisco. Champion4Fitness will open in May at a 4,000-square-foot end cap space. It will feature a sports apparel retail boutique, a proprietary LifeStyle Performance Center that provides scientific fitness testing, fitness and nutrition counseling, personal training and sports massage. The Shops at Starwood, which is owned by Dallas-based Hermansen Land Development, held its grand opening in 2006. The third phase of the project, consisting of an office tower, retail and restaurants, will break ground this year. Recent retail tenant openings include Panache at Home, The Gent’s Place, Papagallo’s Classiques, Petra Essence of Mexico, The Cupcakery, Mattress Logix and Plum Crazy.