Location is first.
The other thing I look for is how crowded the floor is with machines. I like some personal space while working out.
The thrird thing is knowing when the place is less crowded. (Granted, having a flexible schedule makes that easier for me than the 9-5 types.)
The only women I don't like seeing a lot of in the gym are the Spandex Queens. They are generally there more to show off than work out. Same thing with the Steroidathals. Nothing more demotivational then being subjected to the mating ritual between the two.
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