> September 2009
25 ‘Brand-man’ briefing
Club Business International
36 Member Satisfaction 41 Get Active! Results 46 Competitive CEUs 61 F.I.T. Extra: Bikes
Blazing Trails in Brazil
Waldyr Soares savors the 10th anniversary of IHRSA/Fitness Brasil
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Why your facility should buy a pink 750T TREADMILL Women are 54% of health club members and the fastest growing member group Breast Cancer Research: A great cause s /NE OUT OF EVERY EIGHT WOMEN WILL DEVELOP BREAST CANCER NEW CASES OF BREAST CANCER WILL BE DIAGNOSED AMONG WOMEN IN THE 5NITED 3TATES WITH DEATHS s "REAST #ANCER IS THE SECOND LEADING CAUSE OF CANCER DEATH IN WOMEN AFTER LUNG CANCER s /NE OUT OF BREAST CANCER CASES OCCUR IN WOMEN UNDER THE AGE OF $ATA FROM !MERICAN #ANCER 3OCIETY
Exercise: A great benefit for women’s health s ! WOMAN S HORMONE LEVELS NATURALLY mUCTUATE THROUGHOUT HER LIFE AND WE HAVE FOUND THAT EXERCISE LIKELY OFFERS PROTECTION AGAINST BREAST CANCER REGARDLESS OF A WOMAN S STAGE IN LIFE &EBRUARY – 5NIVERSITY OF 7ISCONSIN S #OMPREHENSIVE #ANCER #ENTER 57### s !CCORDING TO A STUDY OF MORE THAN POSTMENOPAUSAL WOMEN VIGOROUS EXERCISE MAY CUT RISK OF BREAST CANCER BY PERCENT IN NORMAL WEIGHT WOMEN .OVEMBER n *OURNAL OF "REAST #ANCER 2ESEARCH s 'IRLS AND YOUNG WOMEN WHO EXERCISE REGULARLY BETWEEN THE AGES OF AND HAVE A SUBSTANTIALLY LOWER RISK OF BREAST CANCER BEFORE MENOPAUSE COMPARED TO THOSE LESS ACTIVE -AY n *OURNAL OF THE .ATIONAL #ANCER )NSTITUTE
Pink Ribbon Run: A great opportunity to show your club cares
9OUR PURCHASE OF THE PINK 4 COMES WITH A PRE PACKAGED BREAST CANCER AWARENESS CAMPAIGN PROMOTING YOUR FACILITY S PARTICIPATION INCLUDING PRESS RELEASES WEB IMAGERY POSTERS HANG TAGS AND PARTICIPANT PINK RIBBON BUTTONS s 'IVE YOUR MEMBERS THE OPPORTUNITY TO DO MORE WITH THEIR EXERCISE TIME %VERY MILE EARNS MONEY FOR BREAST CANCER RESEARCH AND PARTICIPATING MEMBERS GET A PINK RIBBON BUTTON TO SHOW THEY CARE s !N EXERCISE RELATED CAUSE YOUR CLUB CAN GET BEHIND AND BRING TO YOUR COMMUNITY *OIN THE NATIONAL PRESS COVERAGE AND RECEIVE LOCAL MEDIA RECOGNITION
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| Editor’s Welcome | It’s September, which, for nearly everyone, evokes visceral back-to-school feelings. The emotional stirrings may have little to do with actual obligations, but, for those in the fitness industry, education is obviously a perpetual process.
Kerry Brett
4
That fact is made repeatedly in this issue of CBI and for good reason. As Contributing Editor Jon Feld notes in his introduction to “Knowledge is THE Competitive Edge” (pg. 46): “At any point in time, pleasant, professional, well-informed, and helpful personnel have a greater impact on a club’s smooth operation, and contribute more to a member’s club experience, than any other factor,” he writes. “That’s why staff educational opportunities—both internal, to keep a club’s culture and values top-of-mind; and external, to promote the highest professional standards—are critical.” Learning, of course, is crucial for every constituency that clubs encompass: The owner/operator needs to be alert to specific industry trends and general economic developments. Employees require sophisticated skills that demand constant honing. And customers should understand why they joined and how to get the most out of their membership. In Feld’s piece, club operators make the case persuasively. “For our company, education is a strategic priority, one that the entire executive team and all of our managers understand and support,” observes Patricia Laus, the founder, owner, and CEO of The Atlantic Club. And, “At the Cooper Fitness Center, we value education and consider it one of the pillars of our long-term success,” says Brad Wilkins, Cooper’s director of fitness management and development Waldyr Soares, the founder and president of Fitness Brasil and the subject of this month’s Q&A (pg. 31), shares the sentiment, but with respect to an entire country. Since he founded his firm in 1989, Soares has become a fitness evangelist to a nation of nearly 200 million. His company provides a wide range of continuing-education services, including conventions, trade shows, training programs, publications, and research. His flagship event, the IHRSA/Fitness Brasil Latin American Conference and Trade Show, a joint effort involving IHRSA, is Brazil’s premier gathering for fitness professionals; and his latest, Wellness Rio 2009, held in June, attracted more than 30,000 people. Jay Ablondi, IHRSA’s executive vice president of global products and a featured speaker at Wellness Rio, is another strong advocate of instructive efforts. In “Put the Media to Work!” (pg. 41) he points out that Get Active!, the association’s consumer magazine, has been positioned to entertain, inform, and motivate. “The articles in it,” he explains, “showcase what clubs have to offer, educate readers about the benefits of regular workouts, and help them develop healthy exercise and nutrition habits.” It’s an important lesson that now, more than ever, the world needs to learn. —|
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The mission of IHRSA is to grow, protect, and promote the industry, and to provide its members with benefits that will help them be more successful. Publishing Editor-In-Chief: Craig R. Waters Publisher: Jay M. Ablondi Managing Editor: Rebecca K. Maverick Editor: Jennifer H. McInerney Associate Editor: Patricia Glynn Editorial Intern: Mia Coen Contributing Editors: Dawn Allcot, Patricia Amend, Phoebe Anderson, Jon Feld, Julie M. King, Catherine Larner, Lesley Mahoney, Jean Suffin, Stephen Wallenfels, Kristen A. Walsh Advertising, www.cbimediakit.com Vice President of Advertising & Membership Sales: Michele Eynon Senior Account Manager: Jessica Gutstein Advertising & Associate Membership Manager: Christine Paterson Advertising Sales Executive: Donna Garrity Business Development Publications: Will Finn Publications & Associate Coordinator: Meghan Burnham Art Direction, Design, Production: HM Studios, Boston, MA INTERNATIONAL HEALTH, RACQUET & SPORTSCLUB ASSOCIATION President & CEO: Joe Moore Chief Operating Officer: Anita Lawlor Executive Vice President of Public Policy: Helen Durkin Executive Vice President of Global Products: Jay Ablondi Club Business International Editorial & Advertising Offices: c/o IHRSA Seaport Center 70 Fargo Street, Boston, MA 02210 USA 800-228-4772 USA & Canada 617-951-0055 | 617-951-0056 FAX E-mail: cbi@ihrsa.org www.ihrsa.org To order reprints of articles, call 800-228-4772 ext. 192 or visit www.ihrsa.org/cbi
®
Club Business International (ISSN 1043-9692, USPS 766-570) is published monthly ©2009 by the International Health, Racquet & Sportsclub Association, Seaport Center 70 Fargo Street, Boston, MA 02210. All rights reserved. Periodicals postage paid at Boston, Massachusetts, and additional mailing offices. Canadian Sales Agreement #40767601. Subscription rate for members is $48 per year, which is included in the dues. Additional subscriptions $24.95 per year (USA) and $75 (International). POSTMASTER: Please send change of address to Club Business International, c/o IHRSA, Seaport Center 70 Fargo Street, Boston, Massachusetts 02210 Volume 29, Issue 9
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Club Business International
Contents | September 09
41
Fitness Brasil’s success satisfies Waldyr Soares
31
Get Active! magazine makes an industry impact
Features 31 Blazing Trails in Brazil
36 Member Satisfaction
Waldyr Soares, the founder and president of Fitness Brasil, is one of the Latin American industry’s most accomplished visionaries, evangelists, and entrepreneurs. Since 1982, his firm has fielded a growing lineup of conventions, trade shows, continuing-education programs, and publications. Chief among its achievements: the IHRSA/Fitness Brasil Convention and Trade Show, which this year celebrates its 10th anniversary. 6
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Christopher Gallo, the president of Health Club Development, shares the results of the 2008-09 Member Satisfaction Surveys
41 Get Active! Results IHRSA’s popular consumer magazine is one of a club’s most productive membership-sales and member-retention tools
46 Competitive CEUs Whether it’s offered internally or externally, ongoing employee education gives clubs a sharp competitive edge
It’s like adding cardio to your health club. Compete
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Club Business International
Contents | September 09 Cycling excitement in F.I.T. Extra
World Class club fit for the czars
27
87
Exergaming gains professionalism
61
Departments
News & Know How
IHRSA Report
15 News
83 First Set
25 First Person
84 In Brief
I HRSA partners with EHFA; Latin American developments; club stimulus package; Eye on the Economy; and more
IHRSA Chairperson David “Patch” PatchellEvans says that, to see the world, you should fly with IHRSA
ritish branding guru Peter Draper previews B his presentation next month at IHRSA’s 8th Annual European Congress
The threat might seem small, but the time to prepare for the H1N1 influenza pandemic is right now
27 On the Move
87 Member News
orld Class goes czar-class; Ultimate FightW ing at home; a 26-ton contribution; Lady of America assists St. Jude’s; SilverSneakers’ poster girl celebrates 101st birthday
What’s going on at Les Mills, Life Fitness, Gyminee, Ace Styline, Chirotractor, iTECH Fitness, Fabiano Designs, MT Industries, Management Momentum, and Genewize Life Sciences? CBI knows.
Innovations
92 Calendar
57 What’s New
10 Ihrsa.org
95 Ad Index
The manufacturers of stationary bikes are boosting utilization by delivering a more social and lifelike experience
96 Last Rep
These clubs succeed by asking members what they want, notes IHRSA President and CEO Joe Moore
IHRSA’s 29th Annual International Convention & Trade Show “Looks to the Future” Club Business International
4 Editor’s Welcome
93 Marketplace
78 IHRSA 2010
8
Reps
12 Letters
resh from efi, ASF, HUR, NASM, PumpOne, F Harbinger, Perform Better, Twin Oaks Software, and others!
61 F.I.T. Extra
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ihrsa.org
A preview of what’s new this month on www.ihrsa.org
IHRSA Offers Free Strategic Planning Guide > www.ihrsa.org/strategicplanning Are you suffering from information overload? Instead of spending your time searching the Internet looking for answers to your business-related questions, you’d be well advised to consult IHRSA’s new Guide to Strategic Planning. Over the past year, everyone has come to appreciate, even more, the importance of strategic planning. You may not be able to predict the future, but you can prepare for it. A strategic plan can help you deal with developments, such as the recent economic downturn, that are outside of your control. This guide provides actionable information on strategic planning for your business. Best of all, you won’t waste time searching through hundreds of articles in order to, hopefully, find the right one. —| Visit www.ihrsa.org/strategicplanning to access the free guide (IHRSA members only).
IHRSA Store Offers New Releases > www.ihrsastore.com The IHRSA 2009 Consumer Report takes a detailed look at the metrics and participation trends of America’s fitness facilities. Who’s the typical club member? What sort of exercises do they prefer? The Report provides authoritative, up-to-date answers—statistics on club members, including demographics, income, membership history, attendance, equipment The IHRSA 2009 Consumer Report usage, and much more. Compiled and written by IHRSA and Sports Marketing Survey, it’s an invaluable tool—a resource to consult before making new purchases, expanding a facility, etc. If you’re interested in learning more about health club consumers, this publication is for you! And, if you’re also interested in educating your staff about the fine points of customer service, you’ll want to obtain these new IHRSA DVDs: Engaging New Members in the Club; Creating and Sustaining a Member-Service Culture; and Membership Retention in the Health and Fitness Industry. —| Health Club Activity Usage, Trends & Analysis
Powered by
International Health, Racquet & Sportsclub Association
All are available for purchase at www.ihrsastore.com.
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Industry Leaders Plan for 2010 Summit > www.ihrsa.org/summit If you care about the nation’s well-being, you need to exercise your rights and lobby Congress to pass legislation that will ensure a healthier America and a prosperous fitness industry. Please join IHRSA and fitness professionals from across the country for an inspiring and enlightening two-day event in our nation’s capital. The 8th Annual IHRSA Summit for a Healthier America will take place May 5-6, 2010, at the Hyatt Regency Washington and on Capitol Hill. Visit www.ihrsa.org/summit for details and to register. The work the industry is doing in Washington pays dividends for every club and every American! —|
| Letters | Great in ’09, Going in ’10 I’d like to convey my sincere thanks to the entire IHRSA team for organizing the great convention and trade show that it produced last March in San Francisco, and to let you know that I look forward to being part of the mega-event that the association has planned for next year. (IHRSA’s 29th Annual International Convention and Trade Show will take place in San Diego, California, March 10-12, 2010. To register, log on to www.ihrsa.org/meetings.) The trade show was very informative, and provided a wealth of opportunities for us to learn about the latest developments in the fitness industry. I particularly liked the morning sessions conducted by expert professionals, who introduced us to the use of various types of equipment. The 2009 convention and trade show was excellent, and I eagerly look forward to participating in the 2010 event. —| Jeetendra Srivastava | Sales Head | Gympac Fitness Systems Pvt., Ltd. | New Delhi, India
An Internet Education > IHRSA’s May Webinar, Turn Your Club into a Community, was fabulous! The presenter, Herb Lipsman, the president & CEO of The Health Club Company, is an industry veteran much like myself, and he has great insights into our business. When more club operators discover how valuable these Webinars are, many more are going to sign up to take advantage of them. —| Cary L. Adler | President | Spa 23 Health & Racquet Club | Pompton Plains, New Jersey
Success by Association! > I just wanted to share an exciting development with CBI and its readers. This month, Vivafit is celebrating the fact that we’ve reached 100 centers—98 in Portugal and two in Spain! We’ve been working very hard for the past six years, and are thrilled that we’ve gotten this far. Certainly, we owe a lot of our success to the industry knowledge that we’ve acquired from IHRSA. Thanks, and keep up the good work! —| Constance Ruiz | Owner, President | Vivafit | Cascais, Portugal
163% Return on Investment > The purpose of this note is to serve as a letter of recommendation for IHRSA, as the result of First Financial’s having been an associate member of the association for the past two years.
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Initially, I applied to speak at an IHRSA convention on debt financing, which is our company’s area of expertise. After submitting my application to speak, my professional background and seminar topic proved acceptable; however, at the time, our company wasn’t an associate member. I met with Dan Pace, our CFO, and we decided to enroll as an associate member in 2007; and I accepted the chance to speak at the 2008 convention in San Diego. My seminar was well received by the attendees, and I enjoyed a free room for a night in San Diego, a free trade show, and the prestige of being recognized as a speaker at the show, as well as on the marketing materials distributed to IHRSA’s membership. We then explored some of the other benefits of associate membership, and learned we had the opportunity to direct-mail and call the IHRSA club-member list. We worked with IHRSA staff to refine the list of members, and proceeded to conduct two annual direct-mail and telemarketing campaigns. Over the past two years, we’ve invested a total of $7,738 in IHRSA dues, and direct-mail and telemarketing expenses. As a direct result of these two marketing initiatives, we’ve repaid our entire investment and earned a profit of $12,623—a 163% return on investment. Needless to say, our IHRSA associate membership has been a very valuable investment for First Financial. —| Paul Bosley | Director of Marketing | First Financial | Ft. Lauderdale, FL
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News & Know How News 15 | First Person 25 | On the Move 27
Dr. Zibin Guo, center, a medical anthropologist at the University of Tennessee in Chattanooga, suggests the possibilities of wheelchair tai-chi at a demonstration conducted prior to the International Paralympics held last year in Beijing, China. Guo is currently researching the benefits of tai-chi for wheelchair-dependent individuals at the university. —|
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The Evolution of Power Branding Who wouldn’t want to be known as the best place in town? But making a name for yourself is a long careful process. At every step, you must be sure the quality you represent supports the image you seek. Try this rule of thumb. To be seen as the best place in town, associate your name with the best products on Earth.
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| News & Know How | News
IHRSA Partners with EHFA for Global Results Agreement lays groundwork for cooperative efforts on broad front
I
HRSA and the European Health and Fitness Association (EHFA), an organization based in Brussels, Belgium, have recently agreed to work collaboratively to combat the global obesity epidemic. Together, the two associations represent an extensive worldwide constituency of health clubs and fitness professionals with the potential to help millions of people avoid, curtail, or successfully treat a large number of chronic and life-threatening diseases. The two groups’ members—including fitness businesses and their employ-
ees—hold the key to healthier lives through exercise. “In order for the industry to take its rightful place in the healthcare sector, we must engage governments, the media, and the healthcare community at all levels—local, national, EU, and global,” the agreement between IHRSA and EHFA reads, in part.
• IHRSA recognizes that EHFA will play the primary role in representing the European industry’s public-policy interests before European government bodies, with IHRSA playing a supporting role.
The terms of the compact stipulate that:
• The two groups will work cooperatively to inform and influence industry-related, public-policy discussions by global organizations, such as the World Health Organization (WHO).
• EHFA acknowledges that IHRSA will act as a Global Federation, serving as an umbrella organization for EHFA and other national federations.
• IHRSA and EHFA agree that, when they hold different opinions about specific issues, each will act in the best interests of their own constituents. —|
| CBI’s Eye On The Economy |
Nondues Prices Edge Up in June; Dues Prices Fall The price of nondues club services posted a respectable gain in June: during the preceding 12 months, it climbed 2.37%, according to Bureau of Labor Statistics data. The price of club dues, however, not only didn’t keep pace, but, in fact, declined marginally, by 0.33% during the same period. The changes are closely tied to national economic trends, which currently include higher unemployment, and modest increases in disposable personal income and total personal consumption. Disposable income rose just 0.07% over the same
12-month period. The good news is that short-term consumer spending increased by 0.19% between April and May of this year. The fitness industry relies on consumers with strong disposable income, and, without steady gains in that area, club patronage may contract. The continuing challenge for operators is to convince Americans to invest in their health. The notion that “exercise is medicine” should resonate even more strongly as the federal government places healthcare reform at the top of its agenda. —|
Consumer Prices & National Economic Trends (% change same month previous year, unless otherwise noted)
10%
8% Unemployment Rate (SA;%)** Real Total Disponsable Personal Income (SA) Total Real Personal Consumption (SA)
Club Dues (NSA)* Fees for Lessons (NSA) All items (NSA)
6%
4%
2%
0%
6/08
7/08
8/08
9/08
10/08
11/08
12/08
1/09
2/09
3/09
4/09
5/09
6/09
-2% * Not seasonally adjusted ** Seasonally adjusted For more detailed monthly information and additional producer price indexes (PPI), please visit www.ihrsa.org/research. www.ihrsa.org
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| News & Know How | News
Gyms Introduced to Uruguay’s Shopping Malls
Sport Club sizzle
Sport Club Expands in Argentina
S
port Club, one of Argentina’s leading health club chains, is in the process of opening two additional facilities: a 21,500-square-foot unit situated in DOT Baires, one of Buenos Aires’ newest shopping malls; and a 43,000-square-foot, aquatics-oriented operation with three swimming pools, in Pilar, on the northern edge of Greater Buenos Aires. The company also intends to open another 21,000-square-foot club there, in the Las Palmas del Pilar Shopping center, by the end of the year. “These openings demonstrate that our relationship with major retail chains is growing stronger,” observes Adrian Anaya, the president of Sport Club. “Most of the sites that we’ve opened recently are located in malls, not just because they provide us and our members with security and parking space, but also because we’ve noticed that many people have changed their buying habits and now prefer to be doing their consuming in malls.’ Sport Club currently has a total of 21 facilities with more than 70,000 members, and, by the end of the year, expects to have 24, serving some 80,000 people. The company also operates 10 facilities in Spain under the Polideportivos & Fitness brand. —|
> Some of the principal shopping malls in Montevideo, Uruguay, have decided to follow the global trend and add fitness centers to their list of retail offerings. Montevideo Shopping became the first to do so when it opened You Fitness Area last April, and, in February, Punta Carretas Shopping will launch the ViaAqua Gym and Spa. You Fitness Area is a 17,200-square-foot club that cost $900,000 to open and will be able to accommodate 2,000 members. It has four dedicated exercise rooms—ones for yoga and Pilates, strength training, aerobics, and group cycling. The latter has a giant screen on which images of the Tour de France are displayed to make workouts more exciting. Among the other amenities offered are massage, tanning, wet sauna, body beauty treatments, hairdressing, a bar, and a sportswear pro shop. The new $4-million ViaAqua facility will occupy a five-story building, each floor of which is 8,600 square feet in size. It will feature a 4,300-square-foot fitness center, a stretching room, large dressing rooms, and an area encompassing two water pools, dry and wet sauna, two whirlpools, and a relaxation room. Members will also be able to avail themselves of medical nutrition services, hairdressing, and an aesthetic clinic, solarium, and BistroBar. —|
Venezuelan Gold’s Gym Doubles its Size
A
ttesting to its groundbreaking success, the first Gold’s Gym to open in Caracas, Venezuela, has recently expanded and, in the process, doubled in size. When it made its debut in 2007, the club measured 12,900 square feet, but now, it’s a state-of-the-art, 25,800-square-foot facility. The expansion, which absorbed an adjoining property, cost $600,000, and, in addition to enlarging the fitness area, allowed the business to add a “mind, body, and soul” studio and a hairdressing shop. Given the modifications, the club hopes to hit 4,000 members by February. “We were very pleased with the performance of the first site and the value it provided to our members,” explains Andres Capriles, the Gold’s Gym master franchisee for Venezuela. —|
Gold’s Gym jumpin’ in Caracas
Editor’s note: All of the news items on this page were provided by Mercado Fitness, www.mercadofitness.com
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| News & Know How | News
Wilkins Wins McCarthy Merit Scholarship
| Green Scene |
Cooper staffer shines at IHRSA’s Institute for Professional Club Management
Harder-Working Hardwood Floors
B
rad Wilkins, the director of fitness management and development for the Cooper Fitness Center, in Dallas, has been named the recipient of the 4th Annual John McCarthy Institute Merit Scholarship. Wilkins received full tuition and a $500 travel stipend to attend the 21st Annual IHRSA Institute for Professional Club Management, which was held last month at the Resort at Squaw Creek, in Lake Tahoe, California. Wilkins has worked at the Cooper Fitness Center for 13 years. He’s held the position of director of fitness management since 2005, and serves as the team leader of the Cooper Corporate Solutions commercial consulting line. In that capacity, he’s responsible for the daily operations and strategic business development of a multimillion-dollar department. Wilkins was also instruBrad Wilkins mental in restructuring the club’s fitness department and creating its Trainer Advisory Board. “Brad has done an exceptional job of growing the personal-training services and establishing a team approach among the staff at the Cooper Fitness Center,” observes Roger Ralph, the co-owner of the Hockessin Athletic Club, in Wilmington, Delaware, and a member of the scholarship-selection committee. “The great results produced by Brad’s Trainer Advisory Board are a testament to his leadership and team-building talents. He’s very deserving of this award.” The John McCarthy Institute Merit Scholarship was established in 2006 to honor IHRSA’s executive director emeritus. It’s funded through donations from industry founders and friends. The other members of the selection committee included: Rick Caro, president, Management Vision, Inc.; Jarod Cogswell, general manager, ClubSport Oregon; Nestor Fernandez, vice president of operations, Western Athletic Clubs; and Karen Wischmann, president, Total Woman Gym and Day Spa. —|
Bamboo ‘floors’ fitness fans
By Jennifer H. McInerney Let’s face it: hardwood floors look amazing in health clubs’ yoga, Pilates, and group-fitness studios, but they’re not exactly the “kindest” option with respect to the environment. “Most hardwood trees that are milled for flooring can take anywhere from 40 to 80 years to grow to a size that’s suitable for harvesting,” explains Steve Chase, the general manager of Fitness Flooring, Inc., in Indianapolis, Indiana. In general, recycled rubber flooring and recycled-content carpeting are more environmentally friendly, but not necessarily ideal for aerobics and mind/body classes. The solution? Bamboo, which is considered a renewable resource because it grows—and re-grows—to its full height within a matter of months and can be utilized for flooring material in about five years. “That means that, at a minimum, bamboo provides flooring boards eight times over in the same amount of time it takes for a maple tree to be harvested once.” For 25 years, Fitness Flooring has offered a popular line of hardwood groupexercise flooring, under the brand Exerflex. The wood used in this product, Chase explains, is derived from sustainable managed forests and certified by the Forest Stewardship Council (FSC). However, the company wanted to go even “greener.” Earlier this year, it introduced Zenterra, a bamboo flooring offering designed specifically to be durable—and beautiful—enough for commercial fitness applications. “The timing for developing Zenterra coincided with advances in harvesting technology that allow for a product that’s actually harder than maple or oak,” Chase continues. “It also has a lower VOC (volatile organic compound) content, which makes it environmentally safer.” Aesthetically, there’s only a slight difference in the appearance of Zenterra bamboo flooring when compared with traditional hardwood: instead of dark streaks and knots, bamboo is characterized by a subtle “knuckle” pattern indicating where the cane ends. Predictably, clubs are lining up to install this rapidly renewable resource— which also happens to be Fitness Flooring’s fastest-growing product line, with sales outpacing even its historically best-selling Exerflex brand. —| Please contact j.mcinerney@fit-etc.com with your ‘green’ initiatives. www.ihrsa.org
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| News & Know How | News
Motionsoft Connects With Conexion
Marketing
‘Stimulus Package’ for Clubs
Acquisition doubles firms’ sales, increases its industry presence > Motionsoft, a leading provider of club-management solutions for the fitness industry, has acquired Conexion, which specializes in club-management software, accounts receivables, and financial-services programs for the health and wellness industry; and Conexion Tan, which provides financial-services programs for the tanning industry. The merger, announced in mid-July, more than doubles Motionsoft’s annual operating revenues and expands its client base to more than 1,500 health clubs, hospital and corporate wellness centers, university fitness facilities, and tanning salons worldwide. “The combination of Motionsoft and Conexion increases our access to industry know-how and capital funds, which, in turn, solidifies our promise to deliver premium club-management solutions from software, financial services, and beyond,” notes Al Noshirvani, the CEO of Motionsoft. “Our companies are synergistic,” points out Benson Fine, the CEO of Conexion. “Our management teams, products, service offerings, and commitment to excellent service make this pairing particularly advantageous to our clients and the entire industry.” The financial details of the acquisition were not released. Founded in 1988, Motionsoft is based in Silver Spring, Maryland. —|
>
Short Takes | Health Matters Most A recent survey of 3,000 health-minded Americans conducted by the American Council on Exercise (ACE) determined that they regard “preventative health” as the No. 1 reason for making use of a health club; and that 54% exercised primarily to remain healthy, while just 40% do so primarily to look good. —|
By Lesley Mahoney
D
espite the challenging economy, many clubs have been devising effective marketing strategies that are attracting and retaining members in droves. For Equinox, based in New York City, conducting the Equinox Challenge throughout the month of January monetarily motivated new members to work out on a consistent basis. If they exercised at the club 36 times in their first 90 days, they were refunded their initiation fee. The program was so successful that Equinox reinvented it: in February, as Get Your Heart Racing at Equinox and, in March, as the Memorial Day Countdown. The numbers are telling: in January, Equinox surpassed its goals in both sales and leads by 100%, and the clubs’ usage was up significantly over last year. “We believe that fitness is a need, not a want,” observes David Geller, vice president of marketing. The chain promoted its initiatives through direct mail, print, and Web-based ads, as well as on its Website. Similarly, The Atlantic Club in Red Bank and Manasquan, New Jersey, launched a membership rewards program, last November, in partnership with local businesses. When members spend a specified amount at one of 45 participating businesses, they receive a one-month membership to the club; the club sets the parameters regarding the spending threshold, which is typically around $500. Over a four-month period, 350 one-month memberships—valued at just over $100 apiece—were redeemed, which ultimately translated to about 85 new full memberships. New members aren’t the only ones who benefit from the program. Each month, five participating businesses offer discounts to all members on the club’s Website. As an offshoot to this program, The Atlantic Club created Restaurant Week, rewarding anyone who joined or referred a new member during the week of March 7-15 with a $25 gift certificate to 12 restaurants, a $300 value. “This economy has required us to try new things and look for more added value than what we were providing before,” explains Chief Operating Officer Kevin McHugh. Industry innovator Crunch, in New York City, has been leveraging the power of comprehensive online marketing to grow memberships. “We’ve maximized technology and reallocated our marketing dollars in order to be more targeted and efficient,” notes Christina DeGuardia, vice president of marketing. Crunch introduced online memberships earlier this year, a move that’s accounting for 8%-10% of new membership sales; the number of new members joining per club was up in January by about 2% and in February by about 7%. Since the relaunch, traffic on the site has increased by more than 50% over last year. Crunch drives people to its Website by creating targeted key words so that it receives the highest ranking when people search. It also buys search-engine advertising and display ads on Websites; places ads on Yelp user reviews of Crunch clubs; and uses e-mail marketing and a Facebook page to communicate with its members. —| – Lesley Mahoney, lmahoney1@gmail.com
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| News & Know How | First Person CBI Spends 10 Minutes on the Line with
Peter Draper
Y
our area of expertise is branding: Which club companies do you think have the most successful brands? What attributes or qualities do their corporate personas communicate? Does “branding” simply suggest that people understand what a company stands for? How can it help clubs compete? Which corporate identifiers are the most valuable in the world today?
“
Peter Draper, the former director of marketing for Manchester United, one of Great Britain’s premier football clubs, has marketed sports and sports-related brands for more than 30 years. He is a nonexecutive director of IRIS National, an international creative communications agency, and is the founding partner of his own “passion brands” strategic consulting business.
My presentation at the 9th Annual IHRSA European Congress, which will take place next month, October 22-24, in Dublin, will be about branding, and what one can learn from strong brands and, in particular, how they deliver great customer service. The club brands that I’m familiar with are all U.K. companies, and there are a number of excellent ones. Virgin Active has a very good offering, and the company is taking full advantage of what its brand stands for—constantly achieving a high standard in service and everything else it does. A second brand worth noting is Fitness First, which has been able to capitalize on the good name it’s developed around its clubs and service in the U.K., in order to expand internationally. In the case of both Virgin Active and Fitness First, the public knows what to expect because these clubs provide consistency—that’s what brands are all about. The articulation, promotion, and delivery of the brand identity assures consumers that, when they go to these clubs, they’ll receive what they expect. Branding, really, is a promise, having to do with delivery, regardless of the kind of business you’re in. In the fitness industry, keeping that promise ensures high member retention.
.org For more information about Draper and the 9th Annual European Congress, log on to www.ihrsa.org/meetings
Another U.K. company that bears watching is DW Sports Fitness, which was formerly known as the JJB Fitness Clubs, a chain of fitness facilities aligned with sporting-goods stores. DW currently has more than 50 locations in the U.K. and Ireland. The new owner, David Whelan, has been very successful as a professional football player and sports retailer. He understands that people who participate in sporting activities perform
better in every arena of life, and he’s creating venues to help them do just that. His business model also offers great opportunities for crossselling or up-selling on the retail side. A similar situation prevails with another namesake chain, David Lloyd Leisure, Ltd. When it was founded by Lloyd, the clubs were created in the mold of the man—a successful professional tennis player and businessman. There was, and is, an impression, and an appreciation, of him as a person and a personality. Like Whelan, he understands what sports people want from their facilities. Recently, he bought the company back, so now, it’s one to watch, too. While it’s certainly possible for a single club to distinguish itself from the chains, it really has to be somewhat special to stand out from the crowd. It has to have a great location, ease of access, and plenty of parking, and has to offer something that no one else has—unique equipment, perhaps, or special classes run by dynamic instructors. It’s not unlike the role star players perform for a football team. Whether you have one or several locations, it’s important to hire the right staff because they’re the principal representatives of, the main ambassadors for, your brand. Over the next two to five years, high service levels are going to be the defining difference in business. Branding is about convenience, service, people, products, the entire customer experience—it’s a total journey, isn’t it? A company turns customers into fans. That makes the bond between the customer and the brand difficult to break. —|
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– Patricia Amend, Pamend@aol.com
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“With ACSM-certified staff, my club can help more people. That’s good for the individuals who come here. And it’s good for business, too.”
ONE CERTIFICATION OPENS THE DOOR TO MORE MEMBERS. ACSM certification means your staff will be uniquely qualified to work with a variety of people to improve health, fitness and wellness, even those with health risks. We’ll help by providing your staff with everything they need, from self-study materials to handson workshops worldwide. Go to www.acsm.org/cbi. NEW ACSM CLUB CONNECTION PROGRAM The ACSM Club Connection Program makes educating and certifying your club’s fitness professionals easier and less expensive by providing study materials and valuable discounts on certification. To learn more, please call 1-800-486-5643. ACSM. The organization that’s leading the way in making exercise good medicine.
LEADING THE WAY
COMING SOON! ACSM Group Exercise Instructor Certification
| News & Know How | On The Move Club Openings the president of UFC. “It’s going to have something for everyone— from traditional mixed martial arts to all-around fitness classes, personal training, and a gym just for kids.” Mastrov is the founder and former head of 24 Hour Fitness Worldwide, Inc., and Rowley, the former president of the company’s northern division. —|
Wellbridge Brings Upscale Fitness to Boulder
World Class in Krestovskiy
A Health Club Fit for the Czars In St. Petersburg, Russia, the city of the Czars, world-renowned for the magnificent grandeur of its historical buildings, there’s now yet another impressive and luxurious, but brand-new, structure. Open since April, the World Class chain’s 40,000-squarefoot Krestovskiy health club boasts, among its many unique features, lofty 26' ceilings and large windows, which flood its three levels with sunshine and provide a spacious ambience. Among the club’s countless amenities are an 8,000-square-foot fitness center; a four-lane swimming pool; cycling, group-fitness, and Pilates studios; a boxing ring; space for personal training, a spa with Turkish sauna; and a café, boutique, and kids’ club. The Krestovskiy facility is World Class’ first “luxury” property. The chain, which has a total of 19 sites, is owned by the Russian Fitness Group, which, in all, has more than 42 clubs, some 3,200 employees, and more than 109,000 members. —|
The Wellbridge Company, the Denver, Colorado-based chain, has hiked some 21 miles to open its first Colorado Athletic Club in nearby Boulder. The residents of that community will soon be able to enjoy the nearly endless amenities provided by the new $6-million, 40,000-square-foot multisport facility. The Colorado Athletic Club-Boulder will offer a comprehensive lineup of cardiovascular, strength, and sports training equipment; a four-lane indoor saline pool; dedicated yoga, Pilates, and group-cycling studios; personal training; massage therapy; an experiential learning area for children; and upscale locker rooms, including one for families. The club’s extensive outdoor offerings will include a six-lane saline pool; a children’s play pool and splash pad; and programming ranging from Triathlon Clubs to Mountain Yoga Retreats. “We look forward to providing Boulder residents with the opportunity to pursue their indoor and outdoor fitness goals in this flagship club, which will be specifically designed with Boulder residents in mind,” says Ed Williams, the president of The Wellbridge Company/Colorado Athletic Clubs. Wellbridge currently owns and manages 18 clubs and spas throughout the U.S. —|
First UFC Gym Will be Close to Home The New Evolution Fitness Company (NEFC) and Ultimate Fighting Championships (UFC) have announced that the first in a series of UFC Gyms will be located in Concord, California, just west of San Francisco. (See “Ready to Rumble,” April CBI, pg. 38). The site was chosen, in part, because of its proximity to the homes of NEFC cofounders Mark Mastrov and Jim Rowley. “The facility will allow us to carefully monitor and fine-tune the UFC Gym concept for future growth, and to provide our community with fitness training in dynamic new ways,” explains Mastrov. UFC Gym, which reflects UFC’s combative ambience and bold style, will offer a variety of martial arts and fitness activities. “We’re excited to open our first UFC Gym,” says Dana White,
Public Service
Vivafit Lifts 26 Tons for the Needy While many clubs boast about the weight that members have lost, Portugal’s Vivafit, a women-only chain with 96 locations, has earned bragging rights thanks to how many pounds it’s acquired. As part of a national campaign on behalf of Ajuda de Mãe, a private, nonprofit organization that helps teenage mothwww.ihrsa.org
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| News & Know How | On The Move
Lady of America ‘Crunches’ for St. Jude’s The Lady of America Franchise Corp. (LOA), the Fort Lauderdale, Florida-based franchiser of women’s fitness centers, recently completed its second annual Ab Crunch Challenge to raise funds for St. Jude’s Research Hospital. The event, held at more than 200 Lady of America and Ladies Workout Express facilities in 78 cities across the country, involved approximately 1,500 club members, and produced donations totaling $110,000. Participants, “sponsored” by friends, family, and coworkers, performed an average of 2,500 crunches each during the hour-long challenge! In all, LOA has raised $325,000 for St. Jude’s, one of the world’s premier pediatric cancer research centers. “We’re clearly on our way to our goal of raising $1 million for St. Jude,” observes Toni Negas, the marketing director for LOA. “It’s our honor to raise money for an organization that makes a real difference in the lives of catastrophically ill children worldwide.” LOA, the world’s largest full-service chain of women’s centers, has more than 300 franchised units in 45 states and nine countries. Its brands include LOA Fitness for Women, Lady of America, Ladies Workout Express, Workout Express, and Health Clubs of America. —|
From left: Vivafit owners Pedro and Constance Ruiz; Vivafit president Maria Flor Mendonca; and Duarte
ers and their children, Vivafit’s staff and clients recently collected approximately 26 tons of nonperishable food items. The total contribution, which included 60,000 items ranging from baby food to rice, was the largest the charitable group has ever received in its 18-year history. Dubbed “Take care of yourself by taking care of others,” the chain’s month-long initiative prompted many of its 40,000-plus members to make donations each time they worked out. New members were also encouraged to participate, and received a 50% discount if they donated five or more different food products. Madalena Teixelra Duarte, the president of Ajuda de Mãe, praised Vivafit for its impressive, and much appreciated, effort: “It was a fabulous experience… We weren’t expecting such a tremendous contribution.”—|
Special Events
SilverSneakers’ Poster Girl Celebrates 101st Since 1992, SilverSneakers, the senior fitness program developed by Healthways, Inc., the health-services provider based in Franklin, Tennessee, has helped countless individuals add value to their golden years. Mildred “Amazing Milly” Fisher, in particular, has found it to be incredibly valuable— in fact, she’s got more than 100 reasons to appreciate, and recommend, the program. Fisher is one of over 16,500 people who attend SilverSneakers classes at some 55 Lifestyle Family Fitness facilities, and, recently, she celebrated her 101st birthday alongside her fellow exercisers. Working out, claims this great-grandmother to nine, is one of the secrets to aging well. Geoff Dyer, the founder of the St. Petersburg, Florida-based chain, which provides SilverSneakers through the Humana health insurance plan, shares Fisher’s enthusiasm for the offering. He regards the preventive curriculum as “one of the best… in the industry.” And, he says, seeing the “active seniors thoroughly enjoying the positive environment” is one of the highlights of his day. —|
Mildred Fisher
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Bill McBride Chief Operating Officer Club One
“WE USE EXPRESSO BIKES TO ATTRACT NEW MEMBERS.”
Finally, cardio equipment that helps build your business. Whether your members race through the Alps after work or hunt dragons on their lunch hour, the winner is inevitably your business. With the ability to shift and steer through over 30 virtual tours and off-road games, Expresso bikes will keep your members always coming back for more. How much more? Expresso riders have already cycled to the moon and back 35 times. Next year, they’ll reach Venus. expresso.com | 1.888.528.8589
| CBI Interview |
Waldyr Soares parses the Brazilian fitness industry’s progress on the 10th anniversary of the IHRSA/Fitness Brasil partnership
Highlights
By Patricia Amend
» Birth of an industry
CBI: First of all, please tell us something about your business.
» Partnering with IHRSA
Waldyr Soares: My company, Fitness Brasil, provides continuing-education services for professionals in the fields of physical education, nutrition, and physiotherapy. We stage trade shows that feature the top corporate brands in the health and fitness industry. And we generate scientific and marketing information through the Fitness Brasil Institute. We also produce quality publications for consumers and professionals, alike. Our trade magazine, Fitness Business Latin America, now has a circulation of about 10,000. Last year, Fitness Brasil had sales of $2.3 million (U.S.).
» Painful tax challenges » Wellness opportunities
Waldyr Octavio Soares, CBI: Similarly, can you provide us with a little overview of the Brazilian fitness industry? WS: Well, there was no official data before 2007, which is when the Federal Physical Education Council (CONFEF) first began collecting it. That year, however, IHRSA estimated that Brazil had a total of 7,350 clubs, 3.7 million members, and annual revenues of just $801 million. By 2008, the figures had climbed to 12,682 clubs, 3.9 million members, and $1.2 billion in revenues. This year, we expect them to finish at 14,016 facilities, 4.7 million members, and $1.1 billion in revenues, the latter drop due primarily to the strength of the U.S. dollar. CBI: Who are the principal players in Brazil? What’s the market like in other South American countries? WS: Brazil has four large chains—Runner, Bio Ritmo, A! Body Tech, and Companhia Athletica— each of which has 13 to 20 units. The majority of their clubs are concentrated in São Paulo and Rio de Janeiro, but each of the companies has units throughout the country. These chains charge monthly fees of about $120-$150. The rest of the market is comprised of small- and mediumsized clubs, which cost much less. Taken together, Brazilians pay an average of $25 in monthly dues. The only international presence consists of Contours and Curves franchises. In South America, the second-largest market is Argentina, with 4,950 gyms, followed by Chile, with some 460. >
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69, the founder and president of Fitness Brasil, was born in São Paulo, Brazil, and has always enjoyed sports and fitness activities. A self-taught entrepreneur, he obtained his first business experience working as a sales representative for a government concessionaire, and, later, as the director of a leasing company. When he was 42, Soares decided to begin producing special events, and, in 1982, founded Mecânica de Produção, which, initially, focused on aerobics and fitness. In 1989, he left that company to found Fitness Brasil. Soares is married and has four children. The two youngest, ages 7 and 10, attend a school that devotes half of the day to academic studies and half to sports. His wife is a runner. Soares works out at least three times a week, doing stretching, aerobics, and strength training at the 4 Fit Academia, in São Paulo, which he describes as being “as natural as brushing my teeth.” —|
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| CBI Interview | CBI: How has the fitness industry evolved in Brazil? What have been the major influences?
CBI: Has the IHRSA/Fitness Brasil partnership had an impact on the Brazilian industry?
WS: The market was comprised, for the most part, of bodybuilding or swimming clubs until the 1980s, when Jane Fonda’s video appeared and launched high-impact aerobics. That was really the key to the acceleration of the industry’s development. I founded Fitness Brasil in 1982, and we held our first event at São Paulo State University in 1987; for 10 years, we also produced the Brasil Aerobic Championships. When Globo TV, the largest Latin American TV station, aired the Championships, the public discovered that exercise was both enjoyable and entertaining. Aerobics also helped inspire the development of two of the large chains, Runner and Companhia Athletica.
WS: Absolutely, and, I think, an incredibly positive one. After the first IHRSA/Fitness Brasil meeting in 2000, the industry really began to evolve and become more professional, as a result of the better training courses that had been introduced. The market also began to embrace fitness equipment technology and innovation—more along the lines of the approach taken in America and Europe. Our local equipment industry has also grown. Interestingly, many of the country’s fitness trends now originate in São Paulo, primarily because our conference and trade show has been held there for the past 10 years.
“While IHRSA has clearly helped the Brazilian fitness industry to develop, I think that Fitness Brasil might possibly be able to help IHRSA grow the wellness market in the U.S., as well as worldwide.”
CBI: IHRSA has obviously also been a major influence. How did it get involved in the picture?
CBI: That’s right! This year marks the anniversary of the decadelong relationship between IHRSA and Fitness Brasil. What’s in store for the 10th Annual Latin American Conference and Trade Show, which will be taking place next month, October 22-24?
WS: In 2000, we got together and produced the first IHRSA/Fitness Brasil Latin American Conference and Trade Show, which attracted international suppliers, including Cybex, Nautilus, Technogym, and Life Fitness. That event represented a first in many respects. Then, in 2002, IHRSA and Fitness Brasil joined forces again to launch Fitness Business Latin America magazine—a sister publication, of sorts, to CBI—to keep the industry informed about the latest news, trends, and product innovations.
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WS: The conference will be held at the Transamérica Expo Center in São Paulo, and the featured keynote speaker will be Ricardo Amorim, a highly regarded international economist and the anchorman of the Manhattan Connection TV program. In terms of content, we’ll be offering two modules—one for management and one
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for instructors. We’ll present the results of a survey on fitness and wellness trends in Latin America; discuss the industry’s future, and how we can better serve our clients; and explore the role of innovation and strategy in responding to changes in the market. The conference will feature other local and international speakers and offer plenty of networking opportunities. At this point, the trade show, which will involve more than 130 exhibitors in 140,000 square feet of space, is nearly sold out. In all, we expect over 15,000 visitors. CBI: How are IHRSA and Fitness Brasil continuing to capitalize on this successful collaboration? What’s next? WS: That’s a great question! As a matter of fact, we’ve just concluded the first installment of what, for us, is undoubtedly going to prove to be a second major event. Wellness Rio 2009, which was held in Rio de Janeiro, attracted 830 industry professionals, who participated in a wide variety of seminars, and 70 exhibitors. The speakers included, among others, Jay Ablondi, IHRSA’s executive vice president of global development and the publisher of CBI, and Carlos Alberto Parreira, the coach of Brazil’s World Cup soccer team in 1994 and 2006. Our Wellness Rio Expo drew more than 30,000 visitors. While IHRSA has clearly helped the Brazilian fitness industry to develop, I think that Fitness Brasil might possibly be able to help IHRSA grow the wellness market in the U.S., as well as worldwide. In Brazil and Europe, the principal emphasis is on wellness, rather than working out or weight loss, but in the U.S., wellness just seems to be gaining a foothold. CBI: Speaking of wellness, what’s the status of public health in Brazil? Is obesity a concern there? What’s the situation in terms of healthcare?
| CBI Interview | WS: Yes, obesity is a problem, but it’s not nearly as prevalent as it is in the U.S. and U.K. The levels of overweight and obesity, however, are starting to climb as we begin to adopt U.S. dietary habits. We need to do a better job of educating our children so that we don’t wind up with a generation of obese people. In terms of healthcare, Brazil, unfortunately, has a very outdated system. The government, though, has begun to encourage people to exercise to improve their health and reduce future healthcare costs. Employers are also beginning to think of wellness as a promising component of healthcare. CBI: How does fitness programming in Brazil compare with that in the U.S.? What are some of the biggest trends right now? WS: Pilates and functional fitness are very popular. Preformatted
Learn in Latin America! Next month, the 10th Annual IHRSA/Fitness Brasil Latin American Conference and Trade Show—the largest and most comprehensive industry event in Latin America— will take place October 22-24 at the Transamerica Expo Center in São Paulo, Brazil. More than 15,000 people are expected to attend, taking advantage of seminars, workshops, and presentations by world-class speakers, and checking out the products and services offered by some 130 exhibitors showcasing their wares on the 140,000-square-foot trade show floor. Conference tracks have been developed for both management and instructors, and are designed to inform, inspire, advise about industry trends, and generate new ideas to improve management, sales, marketing, and programming skills. The trade show is regarded as the premier Latin American venue to launch, or learn about, new products and services for the fitness market. To register to attend the 10th Annual IHRSA/Fitness Brasil Latin American Conference and Trade Show, please contact: Jacqueline Antunes at IHRSA, 800-228-4772, Ext. 171 (U.S., Canada), or 617-316-6742, or via email at ja@ihrsa.org; or Fitness Brasil at (011) 55-11-5095-2699, or via email at commercial@fitnessbrasil.com.br. —| programs, ones that exercise the entire body by employing light weights, elastic bands, balls, and isometrics, are doing quite well. Individual training and group exercise
are also quite popular. Studios that offer more customized services are beginning to appear, and we’re seeing more attention being paid to the playful side of exercise.
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| CBI Interview | CBI: What’s the situation with respect to instructor training, availability, certification, etc.?
oped the first post-graduate course in wellness in the world, and it’s been recognized by the Brazilian Education Ministry (MEC). The course makes use of a distance-learning program, in combination with university extension courses, to turn fitness and wellness professionals into quality-of-life consultants.
WS: In Brazil, the law requires that all instructors have a bachelor’s degree in physical education and be registered with the Federal Physical Education Council (CONFEF). We consider this an advantage because clubs will always have qualified professionals to serve their members. Brazil has also devel-
CBI: A lot of good things seem to be happening in Brazil on the
health and fitness front. What are the biggest barriers to the industry’s growth? WS: The profit margins for our sector are very low because of taxes, primarily those associated with payroll—that’s the biggest expense. Brazil is notorious for overtaxing payroll. In addition, we have the ISS service tax, and the PIS (Employees’ Profit Participation Program) and COFINS (Contribution for Social Security Financing) taxes. These are calculated on the basis of revenue, minus any deductions for applicable credits, but, because of the nature of our business, we qualify for little in the way of credits. Ideally, the PIS and COFINS taxes for our sector would be 0.65% and 3%, respectively, or 3.65% of gross sales, but we actually pay 1.65% and 7.6%. Then, because we generally have large facilities, we have high fixed costs related to the IPTU (Building and Territorial Urban Tax). We also pay a federal income tax and a Social Contribution tax on net profit, just like any other Brazilian company. CBI: Looking forward, what do you see happening with the Brazilian industry? And, beyond that—what are your own personal goals? WS: The Brazilian market will continue to discover, reinvent, and transform itself. As in the U.S. and Europe, the sector will have many segments—large chains, independent neighborhood clubs, small studios, and specialized facilities for children, women, the elderly, and special-needs populations, such as those with diabetes, heart problems, and individuals who are morbidly obese. The companies that best serve the needs of these markets, and that invest most wisely in innovation and technology, will be the leaders of tomorrow. In terms of my own goals: I want to share the concept of wellness with some of the needier populations in Brazil by building gyms on the outskirts of São Paulo. I hope to be able to educate them about prevention, and to successfully promote professionally guided physical activity. —|
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The 2008-09
Member Satisfaction Surveys New research reveals what members really value about the health club experience By Christopher Gallo
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Over the past several years, my firm, the Health Club Development Company, has spent hundreds of hours researching and analyzing the attitudes of current health club members, as well as the behaviors that pose barriers to joining for nonmembers. Our ultimate objective has been to ascertain, and intimately understand, what people truly “value” with respect to joining, utilizing, and remaining members of clubs. We’ve conducted this research by reviewing existing scientific studies, consulting with authorities in exercise physiology, interviewing hundreds of club members, and conducting Web-based Member Satisfaction Surveys in 2008 and 2009 that, in all, involved more than 7,500 respondents. Recently, we’ve been assisted in these efforts by our professional partners, including IHRSA, Advance Health Solutions, LLC, and Les Mills International, Ltd. The following report represents a “snapshot” of some of the key points and findings that we’ve discovered in analyzing our data set. These notions, ideas, observations, opinions, trends, and conclusions—in short, all of the elements that are part of the membership-decision equation— reflect what members value most about the health club experience.
u
What do members LOVE about the overall health club experience?
Members LOVE variety: One of the questions on the 2009 Member Satisfaction Survey asked people what they “loved” most about the overall health club experience. More than 6,500 individuals responded. Exercise “variety” was the top consideration, as “variety of equipment” and “variety of classes” were ranked No. 1 and No. 2, respectively.
v
“LOVE” About Health Club Experience
Percent & Rank
Variety of Equipment
63.90%
Variety of Classes
42.40%
Motivating Atmosphere
41.60%
Access to Knowledgeable Staff
34.70%
Getting Away from Home or Work
33.50%
The Healthy, Happy Club Culture
32.50%
Video Entertainment While Exercising
31.70%
Being Around Other Healthy People
25.70%
The Fun Social Appeal
<10%
Rate the following factors in their overall importance in making a decision to join a health club:
A professional staff has a positive effect on membership sales: A knowledgeable, professional fitness staff is an essential element in convincing prospects of a club’s value during the membership sales process. Club members made this point loud and clear on more than one occasion during several recent surveys. For example, in one conducted in the summer of 2008, they were asked to rate the most important factors influencing their decision to join a club. There were 1,336 responses. “Professional Staff and Knowledgeable Trainers” was rated No. 1 out of the list of 10 possible choices.>
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Service
Highest Value
Professional Staff & Knowledgeable Trainers
1
Multiple Group-X Rooms w/ Great Classes
2
Over 100 Pieces of Cardio Equipment
3
Impressive Strength Training Area
4
Huge Facility with Many Amenities
5
Mind-Body Classes: Yoga & Pilates
6
Includes Pool & B-Ball Courts
7
Appealing Style and Décor
8
Quality Programming for Families
9
Quality Child Care Programs
10
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The 2008-09 Member Satisfaction Surveys
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Club sales experts should be passionate and believable: It’s hard to overestimate the importance of knowledgeable employees in communicating a club’s value to prospective clients. In addition to having a professional fitness staff, it’s essential that clubs make use of competent, well-versed staff as part of the “front-end” sales process, since members consistently cite “trust” as an important factor in their decision to join a club. Sales associates who are believable and exude energy and passion are the most successful in making the case for the benefits of club membership. Surveys and member interviews conducted in 2008 and 2009 strongly support this notion. In 19 out of 20 surveys, involving more than 7,000 people, respondents indicated that they preferred to be toured by “fitness professionals,” rather than by “club managers,” by a margin of more than two to one! It may not be easy to turn fitness professionals into sales experts, but clubs should constantly strive to ensure that their sales associates are knowledgeable about health and fitness. Remember: enthusiasm is contagious; “title” and “appearance” count; and passion sells.
Who would you prefer to give you a tour of the club? Fitness Trainer
46%
Member of Sales Team
11%
Prefer to Browse on Own
14%
No Difference
27%
No Response 2%
x
0%
10%
20%
30%
40%
50%
Verbal mastery communicates value: One of the most productive ways to engage prospects and involve new members is to offer free introductory instruction. If, however, a club wants to make sure that its new clients “value” its personal-training (PT) program and “show up” for the free sessions, it’s important to use the right words and phrases. Minor details, such as the language employed, often have a major impact. Our research has shown, for instance, that using the term “complimentary personal training session” generates the greatest number of positive responses and the highest show rate for new members. Our 2009 surveys, involving more than 6,000 respondents, suggest that allocating a “credit” to the new member, and attaching a dollar figure to the free service, is the most rewarding approach. Brad Denton, the cofounder of ClubReady.com, an Internet-based provider of services focusing on sales, productivity, and wellness, reports: “When we analyzed new-member PT sales consultations across many clubs, we found an approximate 25% increase in the consult show rates when a club automatically offered a free session credit as part of the new-member-signup process, and gave that free credit a monetary value, with an expiration date… This can translate into a lot of dollars down the road for the PT department, and to a far more efficient operating system.”
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Rank the value of receiving the following health and fitness services: Service
Highest Value
Complimentary PT Session
1
Complimentary Assessment
2
Complimentary Orientation
3
Complimentary Goal-Setting Apt.
4
Complimentary Diet & Fitness Evaluation
5
Introductory Group Fitness Classes
6
y
“
It may be a truism, but it’s true: There’s no better way to add value to your business model than to ‘think like your customers think.’
”
Keep it clean: When they were asked what factors might have an adverse impact on renewing their membership, the 6,000 respondents to a 2009 survey confirmed what earlier studies have found. The thing that members are most concerned about is club cleanliness. Last year, when IHRSA conducted a research project to determine how important a club’s cleanliness was to its success, it reached a similar conclusion. (For more information or to purchase the resulting study, IHRSA’s Guide to Health Club Cleanliness, log on to www.ihrsastore.com; “Selling the Value Proposition,” a 90-minute Webinar presented by Gallo and Kevin Hedley, COO, O2 Fitness, is also available at the online store.) IHRSA’s Profiles of Success reports go even further, establishing a direct quantitative connection between cleanliness and profitability. “The more a club spends on housekeeping,” notes IHRSA, “the better their performance in other categories, such as revenue growth and member retention.” When, in analyzing the 2009 survey, we filter out and focus only on those members who are “uncertain” if they’re going to renew their membership, “Personal Financial Situation” moves up to become the No. 1 factor affecting retention. Surprisingly, “Local Competition”—which many club owners consider a primary challenge—came in dead last as a threat to renewal, according to active members.
What are the factors likely to have the greatest influence over your long-term commitment? Factor
Rank
Cleanliness
1
Convenience
2
Personal Financial Situation
3
Equipment Maintenance
4
Personal Motivation
5
Personal Schedule
6
Staff Interaction/Care
7
Atmosphere
8
Parking
9
Fitness Programming
10
Relocation
11
Social Relationship
12
Family/Friend Support
13
Local Competition
14
Customer Satisfaction: A Work in Progress John Stockton, the owner of several Snap Fitness franchises in Pennsylvania, took part in the 2009 Member Satisfaction Surveys, and had this to say about the experience: “The quantitative results were very informative, but the qualitative comments were especially useful. I consider the report a ‘living document,’ and refer to it frequently to help identify ways to improve our product and customer service. The survey isn’t a ‘once-and-done’ sort of activity; it provides the basis for a continuing, ongoing dialogue with our current customers. And, by learning from our current customers, we can pinpoint and pursue opportunities that exist in our target prospect group, as well. I re-review the survey results about once a month, and then develop a specific project based on what I’ve learned. The positive member feedback we’ve received has been remarkable.” —|
Industry-wide studies, such as the 2008-2009 Membership Satisfaction Surveys, can provide valuable insights into the thoughts and behaviors of current club members. However, there’s nothing more revealing or valuable than the member research a club conducts on its own. Such local, customized, on-the-scene surveys not only produce important information, but also empower members, making them feel as though they’re a critical, contributing part of the club community. That, obviously, has implications with respect to club loyalty. It may be a truism, but it’s also true: There’s no better way to add value to your business model than to “think like your customers think.” —| – Christopher Gallo, chris@healthclubdevelopment.com
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Media to Work! Put the
Get Active! produces results for members, clubs, and the industry By Kristen A. Walsh
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Take Control
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getactivemagazine.com FALL 2008
GA0908_Cover:NewGACover
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Queen of the Court
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LL Cool J, Stacey Keibler, Kathy Smith, and Leeza Gibbons—these are just a few of the fitness-minded celebrities who have graced the cover of Get Active!, IHRSA’s special magazine for club members. Yes, Get Active! is attractive, exciting, topical, and endlessly informative, but what makes it truly unique is its ability to perform as an effective membership-sales and member-retention tool. “The primary goal of Get Active! is to encourage and reinforce the consumer’s decision to belong to a club,” explains Jay Ablondi, IHRSA’s executive vice president of global products. “The articles in it showcase what clubs have to offer, educate readers about the benefits of regular workouts, and help them develop healthy exercise and nutrition habits.” “Get Active! is a high-quality publication, and we knew it would be well received by our members,” says Mark Daly, the national media director for Anytime Fitness, Inc., the Hastings, Minnesota-based fitness franchise. The firm, which recently opened its 1,200th facility, makes THE Get Active! available to its franchisees at a FANTASTIC POUR discounted rate. “We saw it as an inexpensive, Beverages getactivemagazine.com SUMMER 2008
highly efficient marketing tool with great potential,” he adds. “We love being able to present a logo-ed Anytime Fitness magazine to our prospects and existing members.” Health clubs sell the best product in the world, which is exercise, explains Jim Schmatlz, the editorial director of Get Active! “How many other businesses can say that they can give you something that will prevent disease, make you happier, and extend your life expectancy?” he asks. “It’s our job to make sure people appreciate all of the benefits conferred by a club membership, and to provide them with the advice and techniques that will help them obtain the results they want.” “The magazine includes interesting articles that are at a level our members can understand and relate to,” observes Sue Speagle, >
That Keep You Young PLUS:
Jack LaLanne Still Feisty at 90!
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GET INTO THE GYM! The Life-enhancing Power of Exercise getactivemagazine.com SUMMER 2008
Fit in a Flash The 30-Minute
THE FANTASTIC POUR
Lunchtime Workout
getactivemagazine.com FALL 2008
Beverages That Keep You Young
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Queen of the Court
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THE TAO OF THE TREADMILL
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Is Your Salad Making You Fat?
Put the Media to Work! the membership director of the Decatur Athletic Club, in Decatur, Illinois, which has been distributing Get Active! to its members for two years. “It’s important to keep clients informed about current health issues and exercise developments, and Get Active! does a great job of that.”
“The primary goal of Get Active! is to encourage and reinforce the consumer’s decision to belong to a club.” Public-policy platform
Get Active! not only performs a valuable service for clubs and their members, but also allows healthconscious Americans to effect positive change in their state capital and in Washington, D.C. “Get Active! and healthclubs.com provide us with a direct line of communication to club members,” explains Amy Bantham, IHRSA’s deputy vice president of government relations. “That allows us to interact with them, and to encourage them to make their opinions known. The result has been thousands of e-mails sent to state and federal lawmakers about key topics, such as sales
Get Active! Gets Results! Advertise in Get Active! to spread the word about your products and services to 50,000 active health club members—plus digital circulation with homepage exposure on IHRSA.org and healthclubs.com! The digital edition is also available free at Scribd.com and Yudu.com—two major ePublishing sites— generating substantial additional exposure each month for advertisers. You can also “Private Label” Get Active! with your company’s logo for as little as 99 cents a copy! Use Get Active! as a marketing resource to strengthen your brand with your clients and in your community. Contact IHRSA at 800-228-4772 or 617-951-0055 to learn more. —|
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taxes on club memberships and financial incentives for healthy lifestyles.” That, in turn, Bantham points out, pays dividends for the entire industry.
Maximizing Get Active!’s potential
The semi-annual magazine is available to IHRSA clubs in bundles of 100, for only $35, plus shipping. To make the best use of them, operators can include copies in sales/membership kits and distribute them throughout the facility, e.g., at the front desk, and in the lobby, locker rooms, cardio area, etc. They can also seek permission from local businesses to put free copies into the hands of the patrons of day spas, hair and nail salons, sporting-goods stores, medical offices, coffee shops, car dealerships, etc. Get Active! also makes an ideal giveaway at health fairs and similar events. To turn the magazines into an effective sales tool, clubs can introduce a special offer. Matthew Piwowar, the owner of an Anytime Fitness facility in Plainfield Township, Michigan, inserts two different coupons in each issue and distributes them to some 45 local businesses. “The back of the coupon includes directions to our club and a list of our amenities,” he explains. “And we put a label on the cover that includes our address and phone number.” The coupons generate at least 20 new memberships each year for Piwowar’s club. “Considering that one paid-in-full, 18-month membership pays for all of our magazines for an entire year, it’s a very productive and low-cost way to advertise,” he attests. To provide extra impact, IHRSA has made it easy for operators to “private label” Get Active! with a customized cover that includes the club’s logo, address, and phone number, for less than $1 per copy. IHRSA can even create an interactive digital version for individual clubs that can be linked to their Website. To order Get Active!, visit ihrsastore.com or contact Phoebe Anderson at 617-951-0055, Ext. 192, or pha@ihrsa.org. To read Get Active! online or to sign up for a free digital subscription, go to www.healthclubs.com. —| – Kristen A. Walsh, kwalsh@ihrsa.org
www.ihrsa.org
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Ah-ha! This is the moment you discover the value of IHRSA Group Purchasing.
Save hundreds, even thousands, just by changing the way you think about purchasing . . . to IHRSA Group Purchasing. That’s all it takes and you’ll start saving immediately on a variety of products and services that you use every day in your club. That’s the power of IHRSA Group Purchasing! Imagine saving an average of up to 25% on cleaning products, payroll, office supplies and more. Now more than ever, powerful savings on locker room amenities, cleaning supplies and insurance can actually help you to manage this tough economy.
Ah-ha! This is the moment when it makes real sense. With IHRSA’s Group Purchasing Program, we find the savings for you. You just need to take advantage of them. It’s that simple.
TO LEARN MORE
Visit us online at www.ihrsa.org/grouppurchasing, call 800.228.4772 or email, grouppurchasing@ihrsa.org.
“
Our initial proposal from PrimePay offered a savings of over $200 per month! The transition was smooth and the support staff at PrimePay was extremely helpful. We have been very pleased with all the support and full range of services that PrimePay offers. I am more than happy to recommend PrimePay as I now feel I have a payroll company that shows interest in us. Again, IHRSA has provided a great benefit. Lorinda Drake Crow The Belmont Athletic Club Long Beach, California
”
IHRSA GROUP PURCHASING 101: We have arranged for substantial discounts with more than 20 key companies and are adding new vendors all the time. Save on items you use on a daily basis like payroll companies, office supplies, printing, and retail items. The benefits? • It’s free! • Free newsletters announce new vendors, feature products and “hot deals” of the month. • Some vendors extend their discounts to your employees, which you can use in your employee benefit package. • It will significantly reduce your purchasing costs on items that are essential to your club’s operations. • It can impact your bottom line, and that’s more important than ever.
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START SAVING NOW — IT’S EASY! Visit www.ihrsa.org/grouppurchasing and take a look at the vendors IHRSA has engaged on your behalf. Contact those vendors, let them know you’re an IHRSA member and place your order. Reap the rewards of instant savings (or perhaps found income)! You’ve known for years that IHRSA’s Group Purchasing Program can offer you a wealth of savings. Ah-ha . . . now you know how to make it work for you! To learn more, visit us online at www.ihrsa.org/grouppurchasing, call 800.228.4772 or email grouppurchasing@ihrsa.org.
Knowledge is THE Competitive Edge
Leading club companies invest in education, both internally and externally By Jon Feld
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Club owners often note that staff are their most valuable asset, and, recently, given the recession, many have observed that employees are also their most productive investment. But those are more than casual, well-intentioned pleasantries. Those, in reality, are facts. At any point in time, pleasant, professional, well-informed, and helpful personnel have a greater impact on a club’s smooth operation, and contribute more to a member’s club experience, than any other factor. And, in challenging times, they may well represent the make-or-break difference. That’s why staff educational opportunities—both internal, to keep a club’s culture and values top-of-mind; and external, to promote the highest professional standards— are critical. And that’s why many club companies, such as the Cooper Fitness Center, in Dallas, consider education the force that drives their mission. “Our goal is simple—to enhance our value by providing a better product/service to our consumer base,” explains Brad Wilkins, the director of fitness management and development for the Center. “It’s our responsibility, as a company, to be proactive in the development of our people to enhance our brand and overall value.” That, it became apparent, is very much the same philosophy that inspires and guides many of the other leading club companies that CBI spoke to while researching this piece. All concurred that their educational initiatives—their own in-house, as well as professional continuing-education, programs—are crucial to keeping their employees loyal, and to keeping their members coming back.
The Atlantic Club
Manasquan and Red Bank, New Jersey Facilities: 2 clubs Number of employees: 735 Members: approximately 10,000 Annual training expenditure: $125,000 to $325,000 annually “Our trainings have two primary objectives,” explains Patricia Laus, the founder, owner, and CEO of The Atlantic Club. “They’re provided to assist a manager with both their professional growth and their personal development. For our company, education is a strategic priority, one that the entire executive team and all of our managers understand and support. Simply put, The Atlantic Club is a learning organization.” Internal training: The Atlantic Club offers a wide variety of long-term trainings and workshops, including ones titled Strategic Management Training; Basic Management Skills; Business Writing Skills; Peer Today, Boss Tomorrow; Time Management; and Team Building. In addition, the clubs
sponsor four annual management presentations featuring prominent industry leaders, such as Rick Caro, Ron Buckley, Robert Devine, John McCarthy, Casey Conrad, Klaus Hilgers, and Bill Parisi. External continuing professional development: “Each year, we send our employees to numerous industry events, including ones presented by IHRSA, IDEA, Club Industry, and ECA World Fitness, as well as local seminars for our key managers,” says Laus. “We have a presence at these Patricia Laus events and assign key objectives to each staffer who attends them.” Laus’ clubs also tap educational resources outside of the industry. For example, when she discovered that her team didn’t understand Twitter, she sent the senior-management group and entire marketing team to an eight-hour Twitter workshop. “Yes, it cost $350 per person, but the expense will be more than offset by our use of Facebook and Twitter in our future social-marketing efforts.” >
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Knowledge is THE Competitive Edge ClubCorp
Dallas, Texas Facilities: 160 properties, 57 with fitness services Number of employees: 16,000 Members: 200,000; 60,000 with fitness center privileges Annual training expenditure: N/A “A well-educated staff makes a critical contribution to our members’ experience,” posits Sean Laney, the senior vice president of the company’s business and sports clubs. “ClubCorp has an expectation that our fitness staff will have the appropriate education and certification for their specific roles and responsibilities, along with the skills required to provide professional hospitality.”
“
It’s our responsibility, as a company, to be proactive in the development of our people to enhance our brand and overall value.
”
Internal: ClubCorp’s internal educational efforts emphasize the essential elements of professional hospitality. Its training program, titled 3-Steps of Service, focuses on providing Warm Welcomes, Magic Moments, and Fond Farewells. External: “We have an expectation that our trainers will be certified by an organization accredited by the National Commission for Certifying Agencies (NCCA),” says Laney. “But we consider certification and continuing education to basically be the responsibility of the employee. Because most of our fitness positions involve commissions, we feel the employee is best equipped to determine what further education might be most useful in helping them to differentiate and market their products and services.”
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Cooper Fitness Center Dallas and McKinney, Texas Facilities: 2 Number of trainers: 41 Members: approximately 6,500 Annual training expenditure: $20,000 to $25,000 per year
“At the Cooper Fitness Center, we value education and consider it one of the pillars of our long-term success,” says Wilkins. “Our educational system is dynamic in nature and unique to our specific needs. We’ve designed it to enhance our capabilities and increase our value to consumers, with the Center and its employees working together as a team. The club and the trainers both benefit greatly, with respect to their perceived value, due to the unity of purpose that’s created by this team approach to education.” Internal: At the Cooper Fitness Center, all new trainers take part in an extensive, in-depth, 80-120-hour classroom and practical training program designed to familiarize them with the Center’s training philosophy—before they ever work with a client. The Center is especially strong in the area of personalBrad Wilkins training (PT) education, appropriate given the fact that it conducts more than 50,000 PT sessions each year. “The old team adage, ‘You’re only as strong as your weakest link,’ is true even in the world of personal training,” observes Wilkins. “In 2007, we revamped our educational system to focus on specific goals and objectives that, we believed, would strengthen our team by standardizing our training methodology. The results have been fantastic: from 2007 through 2008, we experienced a 28% increase in the average per-session rate, from $78 in ’07 to $100 by the end of ’08.” External: While the Center regards its in-house system as its primary educational resource, it also provides all of its fitness trainers with an annual stipend to pursue outside continuing-ed opportunities. “This gives employees a chance to acquire special knowledge or unique skills, allowing them to explore areas where they have specific interests or talents,” explains Wilkins. “Our staff doesn’t have to worry about CEUs because our internal system generally covers their CEU requirement. We’ve also introduced a pay-scale system that rewards both education—degrees, certifications, seminars, and/or workshops—and years of experience. This makes it possible for staff to accelerate their earning potential by furthering their education.”
Fitness Formula, Ltd.
Chicago, Illinois Facilities: 9 Number of employees: 500 Members: more than 25,000 Annual training expenditure: N/A
Scott Lewandowski
External: “It’s important that our fitness professionals continue to further their education through conventions, workshops, and certifications,” notes Scott Lewandowski, FFC’s regional director of fitness. “Not only does it allow them to maintain their primary Personal Training Certification, but it also provides them with valuable new tools to use in their work with clients.” Full-time staffers enjoy extra educational benefits, such as a companysponsored scholarship that pays up to $2,500 toward an advanced degree. FFC also offers a Professional Development Credit, matching dollarfor-dollar up to $200 for any outside educational activity, including convention registration, continuing education, and new certifications.
“We provide a variety of educational and growth opportunities for everyone,” observes Lauren Eller, the director of human resources for the Fitness Formula Clubs (FFC). “We recognize that, only by training and educating our staff can we grow our base of ‘A’ players in the company.” Internal: At the Fitness Formula Clubs, the educational process for each new employee begins with the review of a training manual, followed by the taking of a proficiency test. They then embark on a six-step educational curriculum, and have 90 days to successfully complete each level. Monthly in-house trainings are also offered by FFC fitness directors at the club level; and quarterly company-wide trainings are provided by Elite 1 Trainers, all of whom are continuing-education providers.
Midtown Athletic Clubs
“Our ‘associates’ are crucial to the success of our organization. They serve as ambassadors for the Midtown Athletic Clubs, and are in contact with our members more frequently than any other individuals in the company,” points out Ann Skiffington, Midtown’s vice president of human resources. “It’s critical for them to be regularly updated about best service practices and the latest trends in business and communications.” Internal: The core of the Midtown Athletic Clubs’ (MAC’s) in-house training is beREMARKABLE, a patented, associate-training program that was developed in consultation with The Ritz-Carlton Hotel Company’s Leadership Center. The program encompasses such topics as opportunity resolution; giving and receiving feedback; and how to interact with members and coworkers. MAC associates attend daily beREMARKABLE meetings, during which they review club news, service principles, etc. They also have the opportunity, during the meetings, to share success stories and challenging situations with their coworkers and MAC’s leadership. “This continuous, ongoing process of education ensures that associates stay abreast of the latest club developments,
and have regular opportunities for learning and feedback,” says Skiffington. MAC provides a number of internal training opportunities. It certifies tennis professionals through its Junior Development Pathway and Tennis in No Time programs. And, utilizing its own online program, M Fitness, it provides the training and curriculum required for associates to apply for nationally recognized certifications from ACE, ACSM, NASM, or NSCA. Support is also available to help staff prepare for Starfish Certification (aquatics) or Body Training Systems Certification (group exercise).
Nan Stein
Chicago, Illinois Facilities: 10 Number of employees: 1,800 Members: 45,000 Annual training expenditure: N/A
External: MAC provides Ann Skiffington, center associates who have been employed for six or more months with a Professional Development Account (PDA), which pays a portion of the cost of activities that are designed to help them develop their work skills or pursue a career path with the company. These could include, among others, college classes; educational seminars; continuing-education or technical training courses; membership in a professional association; and the purchase of educational materials. —| – Jon Feld, jon@trendline-co.com
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Knowledge is THE Competitive Edge
Education is Its Own Reward As far as keeping up with trends goes in the fitness industry, falling behind the curve can be a career-threatening mistake. Given the myriad opportunities available to keep your knowledge up to date and your skills honed—just check out what the following IHRSA associate members have to offer—it simply doesn’t make sense to let your education slide. Aerobics and Fitness Association of America (AFAA) The AFAA offers up-to-date, industryrecognized certifications, training, and continuing education, including workshops, written and practical examinations, online courses, and publications. Its programs and materials are affordable and designed to meet the latest criteria and highest standards of the fitness industry. AFAA is an affiliate of the National Board of Fitness Examiners and has applied for additional accreditation through an organization recognized by the Council for Higher
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Education Accreditation and the U.S. Department of Education, meeting IHRSA’s recommendation on accreditation for fitness certification organizations. “AFAA has always prided itself on providing ‘affordable excellence’ to the fitness professional,” asserts Linda D. Pfeffer, founder and president of AFAA, which has certified more than 250,000 fitness professionals since 1983. Contact: www.afaa.com, 877-968-7263. See our ad on page 23 —|
American College of Sports Medicine (ACSM)
American Council on Exercise (ACE)
ACSM supports fitness professionals in enhancing their careers with a broad range of certification offerings. Club-level certifications include ACSM Certified Personal Trainer and ACSM Health Fitness Specialist. It also offers clinical certifications: ACSM Clinical Exercise Specialist and ACSM Registered Clinical Exercise Physiologist. Its specialty certifications are ACSM/ACS Cancer Exercise Trainer, ACSM/ NCPAD Inclusive Fitness Trainer, and ACSM/NSPAPPH Physical Activity in Public Health Specialist. “Our certification exams uphold the highest standards in the industry, and we make them achievable through our wide variety of study materials and hands-on workshops,” says Richard Cotton, ACSM’s national director of certification.
Through its publications, study materials, and courses, ACE has successfully helped thousands of candidates earn the following certifications: ACE Personal Trainer, Advanced Health & Fitness Specialist, Group Fitness Instructor, and Lifestyle & Weight Management Consultant. All of these are accredited by the National Commission for Certifying Agencies (NCCA). The organization also offers the ACE Club Partnership Program and Fitness Service Specialist course, designed to provide facility management with training for frontline staff and enhance member retention. “Program accreditation assesses the quality of a certification organization’s exam development and testing procedures, which, in turn, directly influences the quality of the individuals carrying that certification,” observes Dr. Cedric Bryant, ACE’s chief science officer.
Contact: www.acsm.org, 800-486-5643. See our ad on page 26 —|
Contact: www.acefitness.org, 800-825-3636. See our ad on page 64 —|
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American Fitness Professionals & Associates (AFPA) AFPA offers nationally accredited certification in the fields of health, fitness, and nutrition. It was founded in 1994 and has grown to more than 65,000 certified members worldwide. AFPA certifications are universally accepted throughout the fitness industry and have been peer-reviewed and approved for continuing education credits from a range of organizations. “Through innovative program design, teaching, research, and service focused on the
professional practice of fitness, wellness, and nutrition,” notes Amy Occhipinti, AFPA’s director of operations, “the AFPA’s mission is to provide students with an affordable education that gives them the knowledge, skills, and awareness necessary to enhance their own lives, the lives of others, and the community at large.” Contact: www.afpafitness.com, 609-978-7583. See our ad on page 40 —|
Balanced Body Balanced Body University (BBU), the educational arm of Pilates equipment manufacturer Balanced Body, is among the industry’s leading Pilates education companies. BBU offers continuing education conferences, including Pilates on Tour, as well as equipment and educational road shows, and on-site training programs for fitness facilities looking to implement a profitable Pilates program. To date, BBU has trained more than 6,000 students. “The growth of Pilates has skyrocketed during the past few years and, subsequently, so has the need for Pilates instructors,” says Al Harrison, BBU’s director of education. “Our goal is to provide clubs with highquality, affordable training for both beginning and experienced Pilates instructors. To that end, we now have 80 training centers and a faculty of more than 170 instructors worldwide.” Contact: www.pilates.com, 800-745-2837. See our ad on page 65 —|
Les Mills International The Les Mills group exercise-to-music programs include cardio-based BodyAttack; the strengthtraining BodyPump program; martial arts-inspired BodyCombat; BodyStep; BodyJam dance program; RPM cycling; yoga, tai chi, and Pilates-based BodyBalance/BodyFlow; and the low-intensity cardio BodyVive class. The programs, currently offered in more than 12,000 facilities in over 70 countries, are based on standardized, proven formulas and are updated every three months. “Our Group Fitness Management system and instructor training and certification make the Les Mills system easy to manage for clubs,” says Phillip Mills, founder of Les Mills International. “An array of online marketing materials is also available to clubs.” Contact: www.lesmills.com, 888-669-8876. See our ad on page 29 —|
National Exercise Trainers Association (NETA) NETA, a nonprofit education provider, has trained and certified more than 125,000 group exercise instructors and personal trainers since 1977. NETA offers certification and continuing education workshops in group exercise, personal training, Pilates, and yoga. Its certifications are recognized at more than 18,000 fitness facilities across the U.S., and all NETA certifications are NCCA-accredited. “The benefit of holding an accredited NETA certification is quality assurance of the fitness professionals’ knowledge and competence,” explains Suzanne Kranitz, NETA’s training and development director. “NETA also provides hands-on training workshops for fitness professionals, and has served the fitness industry for 32 years.” Contact: www.netafit.org, 800-237-6242. See our ad on page 60 —| www.ihrsa.org
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Knowledge is THE Competitive Edge National Federation of Professional Trainers (NFPT) NFPT, an accredited organization, has been certifying personal trainers since 1988. The organization provides the Certified Personal Trainer (CPT) credential and specialty titles for every type of fitness professional, from the novice to the very experienced trainer. NFPT education offers a comprehensive approach to exercise science fundamentals with a credential obtained through successful examination of the trainer’s required skill sets. “NFPT offers convenient and affordable certification processes, but our priority is to
continue providing fitness enthusiasts with the education and resources needed to address failing health in America,” states Angie Pattengale, NFPT’s director of certification. “NFPT will continue to work with its trainers, and alongside other reputable organizations, to further this awareness within our rapidly evolving industry.” Contact: www.nfpt.com, 800-729-6378. See our ad on page 59 —|
Nautilus Institute
Northwest Personal Training & Fitness Education
Nautilus Institute offers the Schwinn Indoor Cycling Instructor Training. Taught by qualified Schwinn Master Trainers, participants will earn continuing education credits through both ACE and AFAA. The trainers lead participants through bike fit, cycling physiology and mechanics, proper technique, the Schwinn Cycling Coaching Pyramid, class design, class scheduling, and two workouts. “This eight-hour course is designed for facilities with instructors who have some indoor cycling experience,” says Jay Blahnik, Schwinn Indoor Cycling Program developer and advisory board member for the Nautilus Institute. “In one eight-hour day, participants will explore how to incorporate consistency and integrity into the indoor program by bringing out each instructor’s individual style, while mainstreaming for the sake of the participant. Utilizing diverse class formats and giving appropriate descriptions of what each class entails, as well as what one can hope to achieve, will help participants ‘strategize’ their indoor-cycling training.” A more comprehensive 12-hour course is also available. Contact: www.nautilusinstitute.org, 888-471-0014. See our ad on page 19 —|
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Northwest Personal Training provides monthly hands-on, practical courses/workshops, conferences, presentations, Webinars, books, DVDs, manuals, business systems, and consulting, as well as continuing education credits. “For more than 20 years, we’ve been helping fitness professionals, business owners, fitness directors, managers, personal trainers, and group fitness instructors achieve success in the fitness industry,” asserts Alex McMillan, Northwest’s cofounder. “Our mission at Northwest Personal Training & Fitness Education is to inspire excellence in fitness and business, one fitness professional at a time. We help owners and managers seeking to increase personal training sales and systematize departments. And we help personal trainers and group fitness instructors advance their practical skills and obtain CECs.” Contact: www.nwFitnessEducation.com, 360-574-7292. See our ad on page 62 —|
OPTP OPTP offers a variety of physical therapy, rehabilitation, fitness products, and clinical and knowledge resources geared toward health and fitness professionals. Those tools include a wide selection of books and DVDs. Examples include: The Next Core Challenge on DVD, and OPTP’s best-selling book, Foam Roller Techniques: For Massage, Stretches, and Increased Flexibility.
“For more than 30 years, OPTP has aligned itself with industry experts who help us identify and provide the most up-to-date knowledge-based resources available,” asserts Shari Schroeder, OPTP’s president. “OPTP prides itself on our continued commitment to supplying health and wellness professionals with the educational materials they need for success. We strive to provide our customers with an extensive product and resource line that includes tools for fitness and knowledge for health.” Contact: www.optp.com, 800-367-7393. See our ad on page 77 —|
Twin Oaks Software Twin Oaks Software provides training on health club business best practices, including managing EFT and delinquent account followup; billing maximization through Account Updater; resubmitting and acquiring new card information; flagging accounts at the front desk; reporting expired cards; personal training sales; and business operations. “Twin Oaks provides training to help health clubs develop business processes with the goal of optimizing sales, income, and member retention,” says Carole Oat, Twin Oaks’ sales manager. Contact: www.tosd.com, 866-278-6750. See our ad on page 20 —|
Zumba The Zumba Academy prepares fitness and dance instructors to teach Zumba classes at their own facilities. Anyone interested in teaching a Zumba course must first attend a Zumba Instructor Training Workshop and then keep their instructor status current through Zumba Academy. The first step in becoming a Zumba instructor is to attend one of two basic courses: Zumba Basic Steps Level 1 or Zumba Gold. “In a few short years, Zumba Fitness has sold millions of DVDs and made its presence known in tens of thousands of facilities in over 75 countries worldwide,” says Alberto Perlman, CEO of Zumba Fitness. “We believe Zumba offers a key member-retention strategy. Group exercise directors are finding that Zumba’s party-like atmosphere leads to the development of in-club communities and stronger bonds between members.” Contact: www.zumba.com, 954-925-3755. See our ad on page 35 —|
“At the Cooper Fitness Center, we value education and consider it one of the pillars of our long-term success.”
United States Professional Tennis Association (USPTA) With more than 15,000 members, the USPTA is the world’s oldest and largest association of tennis-teaching professionals. The well respected organization offers a professional career path certification designed for full-time tennis professionals. Membership in USPTA also includes $9 million in on-court liability insurance, and additional insurance for nonmembers. “We pride ourselves on bringing our members top-notch education through the most innovative technology,” says Tim Heckler, USPTA’s CEO. “The education of our members is by no means limited to their certification. They can further their knowledge and skills through various offerings, such as specialty courses, online resources, seminars, and instructional DVDs, to name a few.” Contact: www.uspta.com, 800-877-8248. See our ad on page 66 —|
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Innovations
What’s New 57 | FIT Extra 61
Freemotion, Incline Trainer. —|
Photo sponsored by FreeMotion Fitness
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LICENSEE
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| Innovations | What’s New
efi Sports Medicine
Harbinger
» The i-Shape, the latest innovation from efi Sports Medicine, was launched earlier this year at IHRSA’s 2009 convention by none other than Mike Singletary, football legend and head coach of the San Francisco 49ers. Lauded as “the next wave of vibration exercise technology,” the i-Shape combines a unique stretching cage along with dual-vibration platforms. A mounted LCD is also included, and this helps guide users through a routine designed to enhance “flexibility, strength and explosive force.” The equipment stimulates muscles and tendons via Tonic Vibration Reflex (TVR) technology, which results in involuntary muscular contractions. These contractions assist in boosting athletic performance and reducing recovery times. For more information, contact the company at 7755 Arjons Drive, San Diego, CA 92126; (858) 586-6080; www.efisportsmedicine.com —|
» Jumping rope is an inexpensive, easy-to-learn cardio option. Harbinger’s new Anti-Microbial Speed Rope makes it an ideal, back-to-basics exercise with which to jump-start a sluggish fitness routine. This new product from Harbinger features an adjustable 9' length, steel High jumpin’ bearings to provide a smooth, with Harbinger consistent swing motion, and a dual-corded PVC rope that resists stretching. The dual-injection molded handles offer a firm, comfortable grip. A nontoxic antimicrobial treatment has been applied to the handles to help fight germs; it not only cuts down on odor, but also eliminates bacterial growth. For more information, contact the company at 35 Executive Court, Napa, CA 94558; 800-729-5954; www.harbingerfitness.com. —|
HUR Health and Fitness
Easy access to ASF
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ASF International » ASF International, a leading billing and software provider, has launched a new interactive Website at www.asfinternational.com to provide users with a helpful, easy-to-navigate informational resource. One of the site’s new features is a comparison checklist that allows club owners in search of billing or software services to compare firms and their offerings side-by-side. “There are so many Websites that require users to dig through a ton of text to find the answers they’re seeking,” notes Rachelle Dodge, the marketing manager of ASF. “We designed this site with simple navigation to provide concise information about our services.” For more information, contact the company at 640 Plaza Drive, Ste. 300, Littleton, Highlands Ranch, CO 80129; 800-227-3859; 303-986-9563; www.asfinternational.com. —|
» Designed for an aging population, the HUR Health and Fitness Equipment Senior SmartZone turnkey system delivers a complete full-body workout—16 separate exercises on HUR’s Smart Zone for seniors 12 machines. The line requires only 700 square feet of space, and takes full advantage of HUR’s SmartCard technology. When exercisers insert their personal card, the equipment automatically adjusts resistance, and can then offer personalized guidance and record their exercise performance. The line’s Natural Transmission mechanism eschews the traditional cams used in weight-stack machines, relying, instead, on air resistance. The Senior SmartZone is a nonintimidating, easy-to-use, strengthtraining system that’s ideal for health clubs and senior-focused communities. For more information, contact the company at Patamaentie 4, 67100 Kokkola, Finland; 3-586-832-5500; www.hur.fi —|
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| Innovations | What’s New
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M-F Athletic Company – Perform Better » To keep stability balls from rolling around on the floor, Perform Better is now offering a new wall-mounted, professional stability-ball wall rack that holds up to four balls. It’s constructed from heavy-duty steel, has a durable powder-coated finish, and comes complete with mounting hardware and instructions. The rack, a handy organizer and efficient space-saver, helps health clubs maintain a neat, professional appearance. Measuring 96" L x 20" W, it’s priced at $349. For more information, contact the company at P.O. Box 8090, Cranston, RI 02920-0090; 800-556-7464; www.performbetter.com. —|
Balls Perform Better now
National Academy of Sports Medicine (NASM)
PumpOne, LLC
» The National Academy of Sports Medicine (NASM) has released an updated version of its Corrective Exercise Specialist (CES) Advanced Specialization course. The revised curriculum, designed for all industry professionals interested in furthering their education, adds two new chapters and now includes an interactive, Web-based training presentation. Individuals pursuing the CES credential who take the course “will postion themselves among the most elite…by gaining advanced injury-prevention and recovery knowledge to help their clients move toward better, healthier lives,” notes Scott Lucett, NASM’s director of education. For more information, NASM’s new notions contact the company at 26632 Agoura Road, Calabasas, CA 91302; 800-460-NASM (6276); 818-595-1200; www.nasm.org. —|
» The iPump FitnessBuilder from PumpOne, LLC, delivers more than 400 workouts and 4,000 exercise images and videos PumpOne that users can trainer access to create their own workouts using their iPhone or iPod Touch. The workouts are suited to a variety of environments and cater to a range of goals, from weight loss to strength-building. A user-friendly workout log enables individuals to track progress, and the Inspire tool lets users e-mail their workout to others or to ask fitness experts at PumpOne for advice. “FitnessBuilder creates a portable fitness tool,” explains Declan Condron, the exercise physiologist and cofounder of PumpOne. For more information, contact the company at 34 E. 9th St., #2, New York, NY 10011; 212-982-5050; www.youpump.com. —|
Twin Oaks Software Development, Inc. » Twin Oaks has made managing a club even easier with applications that are accessible from any browser, at any time, anywhere there’s an Internet connection. Its club-management software provides all of the functionality required to operate a club, and boasts advanced Internet features that integrate seamlessly with the desktop software. Among them are Twin Oaks’ Online Joining and Online Booking functions. Online Joining provides prospects with a comfortable, nonintimidating environment in which to consider joining, and facilitates customizable promotions and offers. By utilizing Online Booking, members and trainers can view and book appointments easily via the club’s Website. For more information, contact the company at 1463 Berlin Turnpike, Berlin, CT 06037; 866-278-6750; www.tosd.com. —|
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STOTT PILATES
» All of the 120 titles in the STOTT PILATES award-winning library can be easily purchased at the company’s recently enhanced online store. The store now features short clips of many of its popular DVDs, enabling purchasers to feel more confident about their selections. Also new are easier navigation; in-depth product descriptions and photos; convenient shopping cart options; and the ability to manage accounts and pay open invoices online. “We’re offering online shoppers a muchimproved experience, and we look forward to meeting all of their Pilates-related needs,” says Lindsay G. Merrithew, the president, CEO, and cofounder of STOTT PILATES. For more information, contact the company at 2200 Yonge St., Ste. 500, Toronto, Ontario M4S 2C6 Canada; 800-910-0001; 416-482-4050; www.stottpilates.com. —|
STOTT PILATES’ online store
PERSONAL TRAINERS
WITH A STRONG FOUNDATION
Educated
Professional
Well-Rounded
Keep your members coming back for more… RESULTS = RETENTION NFPT trainers have earned their accredited CPT credential and are ready to exceed your expectations!
800-729-6378 Find your NFPT Personal Trainer Today! Accredited
www.nfpt.com/trainers
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PERSONAL TRAINER certification
TRAINING
exam prep by dedicated trainers
RECOGNITION NCCA accredited and nationally recognized
CONVENIENCE
workshop locations near you
get Certified! www.NETAFIT.org 800-237-6242
| Innovations | FIT Extra Recumbent Bikes
Back to Basics… And Beyond
Recumbent BIKES Brudden Technology
The newest stationary bikes are more social and satisfying than ever before It seems that any discussion having to do with innovations in fitness equipment inevitably revolves around technology that’s designed to make the machines more personal and
E540 Recumbent Bike
interactive—iPod docking, online tracking, etc. Recently,
The E540 stands out for its comfort and its focus on wellness and efficiency. With its interactive touch-screen display, this bike monitors the workout in an efficient way, independent of the user profile. To confirm E540 as a great investment, its innovative design allows an optimal costbenefit ratio, allied to easy maintenance procedures. Its braking system permits high resistances for advanced power trainings, and makes it one of the most silent bikes on the market.
however, in conversations with the manufacturers of stationary bikes, we’ve heard about a new thrust: a push to provide an exercise experience that’s more social, natural, and lifelike. “There’s a movement toward replicating the feel of a real bike and a real ride,” observes Sean Harrington, the president of RealRyder LLC. Brian Button, the president of the Expresso Fitness Corporation, elaborates on Harrington’s idea. “Our riders consistently report that they’re able to stick with a workout program more easily, and that their workouts are much more effective, when the bikes they’re using deliver a realistic feel.” “What we’re seeing, in terms of an aging population and the increased interest in road cycling, suggests a long-term upward trend for indoor cycling,” notes John Post, the president of LeMond Fitness, Inc. Watt-based training for performance tracking and coaching, as well as wireless data downloads, also increase utilization, adds Post. The trend toward increased socialization, facilitated, ironically, by more sophisticated technology, is helping to keep cycling successful both inside and outside the club. “Fitness enthusiasts are communicating through their personal blogs or sponsored forums,” points out Button. “Having a social network plays an important role in their ability to stick with a program and achieve their health and fitness goals. A network allows riders to connect with one another to offer advice and encouragement, and to challenge each other to achieve objectives.” Fred Heim, the marketing manager for SPIN Fitness, notes that bike programming, complemented, at times, by online options, not only facilitates socialization, but also does a better job of meeting the needs of all types of users, from the casual to the competitive. “Riders can participate in individual, group, or team challenges via specialized programs for beginners; simple personal or group goals; or advanced challenges involving team competitions that motivate and push users,” he says. On the competitive side of the spectrum, online gaming is becoming increasingly important. “The incredible popularity of MMOG (massivemultiplayer online game) holds some promising possibilities for fitness,” suggests Button. The possibilities abound in this edition of F.I.T. Extra! —|
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CYBEX International, Inc. See our ad on the inside front cover and page 1
750R Recumbent Bike The 750R is a versatile commercial recumbent bike for fitness enthusiasts who demand CYBEX performance with the comfort of a more upright position and back support. It offers both performance variety for the user and unparalleled durability for the club owner. This cycle has the same high-tech look as the rest of the CYBEX cardiovascular family of products to create a seamless, cohesive workout environment. Manufacturer’s list price: $3,295.00
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At Sports & Fitness Insurance our service and commitment ensure you a perfect fit. Contact us at: Post Office Box 1967 • Madison, MS 39130-1967 1-800-844-0536, Ext 2222 or 2252 • 601-898-8464 • Fax: 601-707-1037 • contactus@sportsfitness.com
GENERATE $1 MILLION IN PERSONAL TRAINING!
YOU WILL GET: • • • •
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• YOU WILL GET the license to use our systems valued at over $27,000! • YOU WILL GET one year subscription to our PT Profit MasterMind Group • No High upfront and ongoing franchise fees!! • Attend live Nov. 7th and 8th SPACE IS LIMITED or just purchase the rights and utilize all of our turn-key systems! • You CANNOT afford to miss this opportunity! World Leaders in the Personal Training business, Alex and Sherri will teach you the systems to get your PT business MAKING BIG MONEY and take your PT Sales and Training Team to the next level! The Business of Personal Training course is packed full of immediate, income-generating marketing strategies, sales systems that close 80% of prospects, techniques for creating staff buy-in, and customer service procedures that produce raving fans.
Use promo code IHRSA9 and get 10% off your purchase
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Call or Email us now - You’ll experience growth to your PT Business within one month of adopting these systems!
| Innovations | FIT Extra Recumbent Bikes xpresso Fitness E Corporation
FreeMotion Fitness
LeMond Fitness, Inc. See our ad on Page 43
See our ad on Page 30
S2r Interactive Cycling Systems These recumbent bikes can be networked so that riders can compete against one another. Using virtual-reality technology, the S2r Interactive Cycling System motivates exercisers with rich, interactive training environments in which they can select from dozens of realistic road tours, rated basic to extreme, with workout data displayed in real time. The handlebars are used to steer, and a shifter changes the resistance. Expresso Services enable riders to check their fitness results on the Internet.
FreeMotion Recumbent Bike
g-force RT
Taking comfort to a new level, the FreeMotion Recumbent Bike features an ultra-comfortable seat and wide, easy-to-reach accessory trays. Users can keep their water bottle, MP3 player, and more at their fingertips. The unitâ&#x20AC;&#x2122;s sleek design and low-frame profile facilitate easy entry/exit, making it convenient for all exercisers, including seniors and the deconditioned. As with all FreeMotion cardiovascular machines, the Recumbent features an optional Workout TV console with a 12.1" integrated flat-panel TV screen.
The cordless g-force RT can be positioned anywhere. To begin workouts, users simply slide the custom-designed seat back to a comfortable position, choosing from five different angles that can be adjusted while pedaling. Riders select from 13 exercise programs, including heart-rate training, five exclusive workouts designed by cyclist Greg LeMond, and the new WKO Lite, a personal training program created by Training Peaks. Contact heart-rate sensors are built into the handlebars for convenience.
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| Innovations | FIT Extra Recumbent Bikes Life Fitness See our ad on Page 9
Classic Series Recumbent Bike
Elevation Series 95R Recumbent Lifecycle Exercise Bike with Achieve Console
This flagship product from Life Fitness offers durable components and ergonomic design features for exercisers who prefer a seated position. Conveniently placed Lifepulse hand sensors provide precise heart-rate monitoring, and a wide variety of motivating workout programs make this exercise bike a must-have for every facility. Easy to maintain, the Recumbent Lifecycle is cordless and features a reliable belt-drive system that makes it virtually maintenance-free and able to be placed in any location.
The Elevation Series 95R Recumbent Lifecycle with the Achieve Console features a step-through design that allows exercisers to easily get on and off, and an improved seat for enhanced comfort. Resistance controls on the optional deluxe armrests and side handlebars make it easy for exercisers to adjust workout intensity. The Achieve Console provides the six most commonly used Life Fitness workouts, along with the workout feedback that’s most important to users.
Elevation Series 95R Recumbent Lifecycle Exercise Bike with Engage Console The Elevation Series 95R Recumbent Lifecycle Bike with the Engage Console features a step-through design, and new armrests with convenient resistance controls and Lifepulse digital heart-rate sensors. An improved seat provides enhanced comfort and better thigh clearance, and dual-sided pedals come with a new adjustment mechanism and quick release. The Engage Console features seamless iPod integration, USB compatibility, Virtual Trainer, Workout Landscape Perspectives, and the ability to view video on an integrated 15" LCD.
In the age of competition how much do you stand out? Better trained staff means more satisfied members & an increased bottom line.
The American Council on Exercise® (ACE®) is your resource for:
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ŝƐĐŽǀĞƌ ŚŽǁ ͛Ɛ ůƵď WĂƌƚŶĞƌƐŚŝƉ WƌŽŐƌĂŵ ĂŶĚ &ŝƚŶĞƐƐ ^ĞƌǀŝĐĞ ^ƉĞĐŝĂůŝƐƚ ĐŽƵƌƐĞ ĐĂŶ ŚĞůƉ LJŽƵ͘ ŽŶƚĂĐƚ EĂƟŽŶĂů ŽŵŵĞƌĐŝĂů ĐĐŽƵŶƚƐ DĂŶĂŐĞƌƐ͕ :ĞƌƌLJ EĂƉƉ Žƌ ƌŝĂŶ 'ƌĞĞŶůĞĞ͕ Ăƚ ϴϬϬͲϴϮϱͲϯϲϯϲ͘
American Council on Exercise®ɕ4851 Paramount Drive, San Diego, CA 92123 ɕwww.acefitness.orgɕ800.825.3636
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For more Information
See the advertisersâ&#x20AC;&#x2122; index on pg. 95 or search at
www.ihrsabuyersguide.com Elevation Series 95R Recumbent Lifecycle Exercise Bike with Inspire Console From beginners to serious athletes rehabilitating from injuries, users will enjoy the Elevation Series 95R with the Inspire Console. A seat with ample thigh clearance accommodates a wide range of body types; deluxe armrests or side handlebars and resistance controls enhance comfort; and the pedal strap adjustment and step-through design boost convenience. Exercisers can be inspired with seamless iPod integration, USB compatibility, Virtual Trainer, and Workout Landscape Perspectives.
Matrix Fitness Systems See our ad on the french cover
R1x The R1x recumbentâ&#x20AC;&#x2122;s eye-catching 7" blue backlit LCD provides multiple workout options to keep users of all experience levels motivated to meet their fitness goals. Designed for limited-use facilities, the R1x has step-through entry for easy access and quick-zip pedal straps for easy adjustment on the fly. A Johnson Integrated Drive (JID) generator system offers smooth operation and an ultra-low starting resistance. The R1x is prewired for the optional Matrix FITCONNEXION integrated entertainment system.
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R3x The Matrix R3x Recumbent Cycle includes simple program buttons so that cyclists can get started quickly and make program changes on the fly. The step-through frame makes getting onto the machine easy, and the two-part seats are designed for durability and comfort, with ergonomic shaping that molds to the body for less pressure. The R3x includes a Johnson Integrated Drive (JID) resistance generator, and is prewired for the optional FITCONNEXION integrated entertainment system.
R5x
R7xe
Matrix’s R5x Recumbent Cycle offers step-through entry for easy access, along with the Ergo Form seat and back pad for comfort and support to keep users going for longer workouts. The console on the R5x features an integrated personal fan, eight motivating workout programs, and a wireless data transmitter—all packaged in a simple, intuitive layout to minimize intimidation for new exercisers. The R5x is prewired for the optional Matrix FITCONNEXION integrated entertainment system.
The 15" touch-screen display with FitTouch Technology on the R7xe Recumbent Cycle offers exceptional features, including iPod compatibility, wireless data transmitter, integrated personal fan, thumb switch controls, and a secondary data display. The Ergo Form seat and back pad provide comfort and support for a longer, more efficient workout. Step-through entry grants easy accessibility. The R7x Recumbent Cycle shares many of the features of the R7xe, but has an integrated 7" LCD.
Invite your members to play Tennis – for the health of it! SM with a USPTA-certified Professional
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United States Professional Tennis Association 66
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| Innovations | FIT Extra Recumbent Bikes milon industries GmbH
Precor, Inc.
Bikes
M660BRL Recumbent Bike
milon industries GmbH is a manufacturer and supplier of electronic fitness and medical training equipment. Members train reliably and at the highest level on milon cardio equipment. The belt drive system on the recumbent bike gives users a silky-smooth and practically noiseless ride, and its ergonomic frame construction supports correct posture. Workouts fly by with 12 motivating training programs; a heart-rate monitor that measures intensity levels; and the milon Smart Card System for user-friendly training comfort.
The M660BRL is an entertainment-savvy bike designed for users of all types. It features a fully integrated Samsung LCD TV offering DVD, satellite TV, and 125 cable TV options. Its entertainment controls are separate from the bike’s operating functions, allowing users to browse through entertainment choices while viewing workout statistics. This recumbent bike also boasts an EZ WalkThrough design, adjustable locking slide seats, retractable armrests, water bottle holder, reading rack, and heart-rate monitoring via telemetry.
Motus USA
Nautilus
C846i Recumbent Cycle The C846i recumbent cycle provides smooth resistance at lower speeds, making it ideal for deconditioned users. Tap Control “paddles” control resistance, and a user-friendly display seamlessly integrates optional personal viewing screens. The C846i features a 3" steel tube frame, rigid steel crank, and an electromechanical belt drive. It’s also equipped with an ergonomic seat, handlebars, and pedals; lumbar support; a new pedal/strap design; touch heart-rate sensors on seat handles; 12 courses; and water bottle/stereo holders. Manufacturer’s list price: $3,295.00
See our ad on page 19
ProMaxima Fitness
M660BR Recumbent Bike The M660 Series was designed specifically to accommodate users at different life stages. This recumbent bike features a 10.4" LED screen, retractable armrests, and a user-friendly EZ Walk-Through design for convenient access to and from the unit. Touch-sensitive keys and a large, bright display facilitate easy maneuvering through programs and statistics. Standard features include: adjustable locking slide seats, water bottle holder, reading rack, and heartrate monitoring via telemetry.
STEX 8020R Commercial Recumbent
Nautilus R916 Recumbent Bike The R916 is a commercial-series recumbent bike that replaces the StairMaster 3800 model. The step-through design is consistent with all of the Nautilus cardiovascular machines. Among the R916’s many highlights: superior biomechanics; time-tested Schwinn technology from the company’s line of indoor cycling bikes; and numerous user-friendly features.
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The heavy-duty, self-generating STEX 8020R recumbent cycle features fluid lines and contemporary colors; excellent biomechanics, with 12 seat-length adjustments; a belt drive and alternator for smooth operation; and a user-friendly console with six preset and four heartrate-control programs, along with five feedback windows. Also included are a built-in reading rack, drink holder, and RS232 communications port. Options include an attachable LCD-TV monitor, integrated LCD TV, and smart-card device. LCD entertainment systems require 120 volts of power.
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| Innovations | FIT Extra Recumbent Bikes SCIFIT
STEX 8020RL Attachable LCDTV Recumbent Bike The heavy-duty STEX 8020RL recumbent bike boasts fluid lines and contemporary coloring, a belt drive with alternator for smooth operation, and 12 seat adjustments for a comfortable fit. The easy-to-operate console, which offers a combination of LED and LCD readouts, has six preset and four heart-rate-control programs, which are displayed through five feedback windows. Heart-rate functions are offered through contact and telemetry measurements. An optional LCD TV is available; models without the TV are self-powered.
ISO1000R Recumbent Bike
STEX 8020RX Built-In LCDTV Recumbent Bike STEX 8020RX bikes feature an ergonomically designed backrest that keeps the body in an ideal position, and the seat, handlebars, and pedals are also properly aligned for maximum mobility. Other offerings include a heavy-duty frame with double-triangular structure for durability; a drive belt system for smooth operation; a self-contained alternator brake system to control pace; built-in Polar telemetry hand grips for heart-rate programs; an easy-to-use display; and a 12" integrated LCD TV.
The self-powered ISO1000R is designed for cardiovascular conditioning and strength training via its Iso-Strength program. The bike features SCIFIT’s step-through seating for safe, easy access. The Iso-Strength accommodating resistance program provides safe, effective resistance training for all exercise abilities. The ISO1000R features a very low starting resistance. The workload can be changed in one-watt increments, providing 200 levels of resistance. Optional adjustable pedal cranks and optional adjustable seat are available. Manufacturer’s list price: $2,895.00
The Institute of
Lifestyle Medicine
Active Doctors, Active Patients The Science and Experience of Exercise November 13-15, 2009 The Hyatt Regency Hotel and The Sports Club/LA Boston, Massachusetts
Join distinguished faculty from Harvard Medical School and world class fitness and wellness practitioners for this highly interactive, exercise-centered course that will provide physicians with the necessary tools to assess and recommend changes in patients' levels of physical activity/exercise.
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HEX Tanning and Marketing Concepts We’re adding big dollars to the bottom lines of top fitness centers, as well as adding additional people to their membership base, so why not yours? Let us provide you with high-performance, high-profit verticals and beds that are designed for your brand identity. Return on investment is astronomical – we’ve found the secret to adding unbelievable monies to your bottom line and growing your business without adding employees or overhead. Our marketing concepts bring you new members, more profits from existing members, and increase your brand equity. We’ve been involved with the fitness industry since 1979 – and we’re ready to go to work for you.
Contact us for resources and tools you can use at your club!
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Call your HEX consultants today! 1-800-556-3201 www.hextanning.com
Harvard Medical School, Department of Continuing Education PO BOX 825, Boston, MA 02117-0825 www.cme.hms.harvard.edu
www.activedoctors.org
© 2009 International Tanning Equipment
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| Innovations | FIT Extra Recumbent Bikes Star Trac See our ad on Page 5
ISO7000R Bi-directional Recumbent Bike SCIFIT’s ISO7000R recumbent bike is designed for cardiovascular conditioning and strength training via its Iso-Strength program and bidirectional resistance. Expandable step-through seating makes getting on and off the bike quick and easy. The bike boasts a very low starting resistance, no minimum RPM, and a 500-pound user-weight capacity. The control panel allows adjustments in 0.1 increments, affording 200 levels of resistance. Optional swivel seat with height adjustment and optional adjustable pedal cranks are available. Manufacturer’s list price: $3,295.00
E Series Recumbent Bike E-RBi Star Trac’s E Series recumbent bike allows users to watch personal video content on a fully integrated 15" personal viewing screen. A sleek silver finish complements a built-in fan and heartrate monitor. Adjustable armrests and a reading material holder ensure a comfortable workout. Plus, the USB port charges personal media devices, including iPods, BlackBerrys, MP3 players, and cell phones. The E-RB model is available without the personal viewing screen and integrated entertainment controls. Manufacturer’s list price: $4,895.00
SportsArt Fitness
S Series Recumbent Bike S-RB and S-RBx The S Series recumbent bike is the latest addition to Star Trac’s line of cardiovascular products. Among its many user-focused features are: a walk-through design with wrap-around seat adjustment; intuitive display, featuring easy-to-read control buttons; and dual-platform pedals with inline-skate-style straps for easy adjustments. The bike, which is suitable for any fitness facility, is available prewired for Star Trac’s entertainment solution, which includes a 15" LCD TV, integrated control keypad, and headphone jack. Manufacturer’s list price: $2,695.00
Technogym See our ad on the back cover
P Series Recumbent Bike P-RB C580r Recumbent Cycle The C580r recumbent cycle boasts wellconceived features, offering maximum comfort and customization for every user. The unique ComfortDri seatback is contoured to provide solid back support and vented for optimum airflow. Convenient adjustment handles allow riders to control the patented reclining seatback from the seated position. The pedals feature easy, one-touch adjustment buttons. An LCD entertainment-ready system offers multiple advanced programs and multisource inputs.
The P Series recumbent bike features a distinctive walk-through design that offers easy access to the seat. Added convenience and comfort come in the form of a wrap-around seat adjustment; inline-skate-style pedal straps that allow more precise adjustments; and an exclusive reading station equipped with armrests and a sliding heart-rate bar with a book/magazine clip. The bike’s intuitive display includes cooling fans, a motivational track, and several new programs. Manufacturer’s list price: $3,195.00
Manufacturer’s list price: $4,299.00
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Excite Recline Bike 700i Technogym’s Excite Recline recumbent bike includes walk-through accessibility and numerous adjustments to meet a variety of conditioning needs. The back pad angle adjusts for optimal comfort, and the horizontal seat adjustment can be set to accommodate all user sizes. A handlebar located near the display and the low 4" step-over height increase ease of entry and exit. Recline features 14 programs and one test option via an Active Wellness TV or LED display.
| Innovations | FIT Extra Upright Bikes Upright BIKES
TRUE Fitness
Brudden Technology
PS900 Recumbent Bike CS8.0 Recumbent Bike The CS8.0’s walk-through design makes it ideal for users of all fitness levels. With heart-rate control, multiple user programs, and varying resistance levels, this sleek bike will provide years of smooth, reliable operation. Older or deconditioned users will also benefit from this state-of-the-art bike, thanks to its easy access and reclining adjustable seat. The TRUE CS8.0 is a versatile beauty that meets the needs of every bike user.
The PS900 walk-through recumbent bike is built on a custom-designed steel frame that is a perfect complement to any exercise facility, especially when combined with other cardio pieces in the PS line-up. TRUE uses the most durable materials available in this class to ensure that the PS900 recumbent bike will look good for the long haul. Manufacturer’s list price: $2,399.00
Vision Fitness
Manufacturer’s list price: $3,099.00
NEW E520 Upright Bike An innovative electromagnetic system makes the E520 a smooth, quiet upright bike that powers up to 450 watts for intense workouts. With easy-access commands and a user-friendly console, the touch-screen LCD allows full interaction between the user and the bike. It’s also equipped with the unique World Courses feature that simulates biking circuits, such as the Tour de France and Olympic circuits.
CYBEX International, Inc. See our ad on the inside front cover and page 1
R2750HRT
PS100 Recumbent Bike TRUE recumbent bikes accommodate users of all fitness levels. The walk-through design is safe and allows for easier access on and off the machine. In addition, these bikes offer an ergonomic seat back that can be adjusted to fit one’s comfort level. Manufacturer’s list price: $1,899.00
The R2750HRT is fully equipped with 15 motivational programs, single touchbutton operation, and a step-through design. Comfort is enhanced with selfbalancing pedals, an accessory tray, and remote control grips on the seat handlebars to facilitate programming adjustments. The seat rail offers 28 positions, accommodating anyone from 5' to 6' 6", and the electromagnetic generator system permits the bike to be positioned anywhere. The R2750HRT features the same programs as the R2700HRT model.
750C Upright Bike This versatile commercial upright bike from CYBEX International offers the ultimate in durability and performance versatility for any environment. Built to withstand the test of time in even the most demanding of facilities, the 750C will also be a favorite in less demanding environments. It’s ideal for users of every size, weight, and fitness goal. Manufacturer’s list price: $3,095.00
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| Innovations | FIT Extra Upright Bikes xpresso Fitness E Corporation
LeMond Fitness, Inc. See our ad on Page 43
See our ad on Page 30
Elevation Series 95C Achieve Upright Lifecycle Exercise Bike g-force UT S2u Interactive Cycling Systems Using virtual-reality technology, the S2u Interactive Cycling Systems motivate exercisers with a rich, interactive training environment, and provide tools to help them keep improving. Premium computer systems allow riders to select from dozens of realistic road tours, rated basic to extreme, with workout data displayed in real time. The handlebars are used to steer, and a shifter changes the resistance. These revolutionary bikes can also be networked so that riders can compete against one another.
FreeMotion Fitness
The g-force revolution features a seat that goes up and down, and slides fore and aft, and adjustable handlebars. It also offers a narrower pedal width; ergonomic handlebars; a standard seat post that accommodates any road bike seat; and a wider base so that exercisers can pedal out of the saddle. It has 13 custom workout programs, including three for heart-rate training, and WKO Lite, a new personal training program created by Training Peaks.
Whether exercisers are looking for a great workout, training for a race, or recovering from surgery, the 95C Achieve can take them to the fitness level they desire. Designed with an easily adjustable pedal strap and at-their-fingertips resistance controls, the 95C Achieve delivers an exceptional experience. Built with 30 years of research and development and extensive ergonomic and user-based tests, the 95C Achieve motivates exercisers to keep working out at health clubs.
Manufacturer’s list price: $1,995.00
Life Fitness See our ad on Page 9
Elevation Series 95C Engage Upright Lifecycle Exercise Bike
Classic Series Upright Bike
FreeMotion Upright Bike Convenience and performance come together in the FreeMotion Upright Bike. The QuickLift padded seat, molded armrests with dual pulse grips, and accessory trays offer the rider comfort in a bike that’s built to deliver a superior workout. The custom-designed ERS (electromagnetic resistance system) applies consistent resistance to the flywheel and generates power for the Basic console. Members can enjoy personal TV viewing on the optional Workout TV console.
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Life Fitness’ Classic Series Upright Bike is an affordable model for basic workouts. This self-powered unit offers 20 intensity levels, 400 watts of resistance, a Comfort Curve seat, racing-style handlebars, and an integrated reading rack and accessory tray. There are 27 seat-height and 11 pedal adjustments, and exercisers can access a variety of programs, including manual, hill, random, and five Zone Training+ workouts. It can also be equipped with Life Fitness’ Attachable LCD Entertainment System.
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The 95C Engage boasts an integrated 15" LCD with touch-screen technology so users can watch video, connect an iPod, and listen to FM radio. The USB connectivity enables them to create, customize, and track workouts; get motivated by the built-in Virtual Trainer; and visualize progress with Workout Landscape Perspectives. Built with years of research and development and extensive ergonomic and userbased tests, the 95C Engage includes an easily adjustable pedal strap and simple seat adjustment.
| Innovations | FIT Extra Upright Bikes
Elevation Series 95C Inspire Upright Lifecycle Exercise Bike
NEW 7-Series Upright Bikes
Built following 30 years of research and development, and extensive ergonomic and user-based tests, the 95C Inspire Lifecycle Exercise Bike can take exercisers to new fitness levels. The advanced technology of the 95C Inspire console provides touch-screen access to seamless iPod integration, USB compatibility, a built-in Virtual Trainer and Workout Landscape Perspectives. A breakthrough seat design also allows users to enjoy a more comfortable fitness experience.
Featuring Vista Clear Television Technology, the integrated 15" touch-screen display on the U7xe provides vibrant picture quality. The full iPod compatibility, personal fan, wireless data transmitter, Ergo Form seat, and race-inspired handles offer users an intuitive, comfortable workout. Thumb switch controls allow exercisers to change resistance levels on the fly. The U7x comes with many of the same features as the U7xe, but has an integrated 7" LCD screen.
The H5x Hybrid Cycle combines a command seating position with recumbentstyle back support, moveable armrests, and an intuitive console. Workouts include manual, intervals, fat burn, random, fit test, target heart rate, and constant watts, with 25 resistance levels for variability for all users. The H5x is prewired for the optional FITCONNEXION integrated entertainment system, and the selfpowered Johnson Integrated Drive (JID) resistance generator is backed by a five-year warranty.
H3x Hybrid Cycle
U1x
Offering the best of both upright and recumbent cycling, the H3x Hybrid Cycle combines a command seating position with recumbent-style comforts, including a back support and moveable armrests. The self-powered, step-through machine has a Johnson Integrated Drive (JID) resistance generator with a generous five-year warranty, 25 resistance levels, and eight programs. The H3x is prewired for the optional Matrix FITCONNEXION integrated entertainment system, and constructed for use in heavycommercial applications.
Featuring a 7" blue backlit LCD, the Matrix U1x upright cycle enhances comfort with racing-inspired handles with contoured elbow rests, and a comfortable Ergo Form seat. A Johnson Integrated Drive (JID) generator system offers an ultra-low starting resistance, and Quick-zip pedal straps facilitate easy adjustments on the fly. Workout options include: manual, interval, goals, constant watts, random, target heart rate, weight loss, and fit test. The U1x is prewired for the optional FITCONNEXION integrated entertainment system.
H5x Hybrid Cycle
Matrix Fitness Systems See our ad on the french cover
NEW 7-Series Hybrid Cycles Matrix provides Vista Clear Technology for vibrant picture quality in an integrated 15" touch screen on the H7xe Hybrid Cycle. Other features include iPod compatibility, thumb switch controls, wireless data transmitter, and a secondary data display window. The command seating position offers recumbent-style back support and moveable armrests for comfort. Step-through entry provides easy accessibility, while an integrated personal fan keeps users cool. The H7x Hybrid Cycle comes with an integrated 7" LCD screen.
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| Innovations | FIT Extra Upright Bikes Motus USA
Nautilus See our ad on Page 19
U3x The Matrix U3x Upright Cycle boasts racing-inspired handlebars with padded elbow rests, and an Ergo-formed seat for comfort. A brushless, maintenance-free generator drive eliminates the need for a battery or electrical outlet, and offers a low-wattage starting workload that’s ideal for beginners. Programs (manual, rolling, intervals, fat burn, random, fit test, target heart rate, and constant watts) can be changed on the fly for variety. Every U3x is prewired for the FITCONNEXION integrated entertainment system.
M660BU Upright Bike
Nautilus U916 Upright Bike
Club members can “get in the zone” with the M660BU Upright Bike and its fully integrated 10.4" bright screen LED display. Features include a convenient EZ Walk-Through design, gas/pneumatic seat adjustment, racing handlebars, water bottle holder, reading rack, and telemetry heart-rate monitoring. Userfriendly functions and an interface with large, touch-sensitive buttons enable users to cycle in and out of statistics with ease for a comfortable, focused ride.
The U916 is Nautilus’ commercial-series upright bike, which replaces the StairMaster 3400 model. The updated design incorporates superior biomechanics, time-tested Schwinn technology from its highly successful line of indoor cycling bikes, user-friendly features, and an industrial design that’s consistent with the rest of the Nautilus cardiovascular product line.
M660BUL Upright Bike
C846i Upright Cycle
The M660BUL Series upright bike has a fully integrated Samsung LCD TV. The entertainment controls are separate from the unit’s operating functions, making it simple for users to cycle in and out of entertainment options, while simultaneously viewing workout statistics. Ten preprogrammed workouts and five customized, goal-oriented programs are available. Features include an EZ Walk-Through design, gas/pneumatic seat adjustment, racing handlebars, water bottle holder, reading rack, and telemetry heart-rate monitoring.
The C846i is ideal for deconditioned users because it offers comfort and smooth resistance at lower speeds. The frame is made of 3" steel tubing; a rigid steel crank increases durability; and an electromechanical belt drive enhances the feel. Tap Control “paddles” control resistance, and a user-friendly display integrates optional personal viewing screens. The bike also features an ergonomic seat, handlebars, and pedals; lumbar support; a new pedal/strap design; touch heart-rate sensors; and 12 courses.
Precor, Inc.
U5x The U5x Upright Cycle from Matrix is loaded with features. Prominent among them: an Ergo Form seat for comfort and support; integrated personal fan to keep exercisers cool during intense workouts; racing-inspired handles with contoured elbow rests for enhanced ergonomics; and an integrated wireless data transmitter for continued monitoring of product performance. The U5x is designed to accommodate the optional Matrix FITCONNEXION integrated entertainment system.
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Manufacturer’s list price: $3,095.00
| Innovations | FIT Extra Upright Bikes ProMaxima Fitness
SCIFIT
STEX 8020U, 8020UL, 8020UX Upright Bikes
ISO1000 Upright Bike
The STEX 8020U upright cycle features heavy-duty construction, contemporary colors, and excellent biomechanics, with a gas-spring-loaded seat that provides a perfect fit for all users, and an automotive drive belt and alternator system that ensure smooth, quiet operation. The selfpowered STEX 8020U can be positioned anywhere, but those models with LCDs require a power source. The STEX8020UL includes a 17" LCD TV entertainment system, and the STEX 8020UX has a 12" integrated LCD TV.
SportsArt Fitness
C580u Upright Cycle
This self-powered stationary bike is designed for cardiovascular conditioning and strength training via its Iso-Strength program. It has an easy-access, stepthrough design with no center console to obstruct entry, and a very low starting resistance. The ISO1000’s workload can be changed in one-watt increments, providing 200 levels of resistance, and adjusted to be either dependent on, or independent of, pedal speed. Optional adjustable pedal cranks are available. Manufacturer’s list price: $2,495.00
The C580u upright cycle features a cutting-edge design and a low-profile shroud for easy on/off access. The comfortable, oversized, padded seat adjusts forward and backward, and up and down, with the touch of a button. Dual-position contact heart-rate-monitor pads allow users to keep tabs on their workout from any cycling position. A state-of-the-art LCD screen rounds out the package, offering a variety of programming and entertainment options. Manufacturer’s list price: $3,699.00
Star Trac See our ad on Page 5
Schwinn
ISO7000 Bi-directional Upright Bike
E Series Upright Bike E-UBi
Incorporating a dual-action, air-resistance system, the Schwinn Airdyne is designed to recreate an outdoor cycling experience. The bike’s large fanwheel generates increased resistance as the exerciser’s pedaling rate increases, and also acts to cool the user. Its patented, synchronized arm and leg movements make it easy for all people to use. Stationary foot pegs allow users to concentrate exclusively on upperbody conditioning, and an on-board computer provides continuous feedback.
SCIFIT’s ISO7000 upright bike features a step-through design for easy entry. The comfortable seat accommodates users up to 7' tall. The ISO7000 is designed for cardiovascular conditioning, interval training, strength, and power training via its Iso-Strength program and bidirectional resistance. Levels are adjustable in .1 increments, providing 200 levels of resistance. The bike features a very low starting resistance (5 watts) and no minimum rpm. Optional adjustable pedal cranks are available.
Star Trac’s E Series upright bike is equipped with iPod connectivity, and allows users to watch personal video content on a 15" personal viewing screen. A sleek silver finish complements built-in fans and a heart-rate monitor, and 10 programs, including Auto Pilot and fitness test, motivate exercisers. The USB port charges personal media devices, including iPods, BlackBerrys, MP3 players, and cell phones. The E-UB model is available without the 15" viewing screen and integrated entertainment controls.
Manufacturer’s list price: $649.00
Manufacturer’s list price: $2,895.00
Manufacturer’s list price: $4,595.00
Schwinn Airdyne
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| Innovations | FIT Extra Upright Bikes
S Series Upright Bike S-UB and S-UBx
NEW eSpinner The eSpinner is a breakthrough new Spinning bike that brings the group-cycling experience onto the cardio floor. Users of all abilities can enjoy the fun, energy, and excitement of a Spinning class whenever they want, on their own terms. With its state-of-the-art, embedded touch screen, it’s a virtual Spinning Master Instructor. Users simply choose a goal and intensity level, and they’re off to a guided, virtual Spinning class experience.
The S Series upright bike is the latest addition to Star Trac’s line of cardiovascular products. Among its many user-focused features are its walk-through design, with easy-up seat adjustment; an intuitive display featuring easy-to-read control buttons; and dual-platform pedals with inline-skate-style straps for simple adjustments. The bike is available pre-wired for Star Trac’s entertainment solution, which includes a 15" LCD TV, integrated control keypad, and headphone jack. Manufacturer’s list price: $2,395.00
Technogym
Excite Med Bike The Technogym Excite Med Bike combines training, testing, medical, and rehabilitation applications. It’s UL, CE, and TUV Medical Certified and incorporates submaximal, maximal, and military tests. The Cardio Memory software enables real-time acquisition, visualization, and storage of training and test data. Med Bike includes a standard seat connector, horizontal seat adjustment, adjustable pedal cranks, and a workload of 10-1,000 watts. It also offers the same programs of standard Excite products.
TRUE Fitness
See our ad on the back cover
P Series Upright Bike P-UB The P Series upright bike is loaded with features that enhance function, performance, and pleasure. An “easy-up” seat adjustment permits users to customize the seat height by simply grasping and raising it to the desired position. The handlebars accommodate the comfortable and efficient racing position, and the pedal straps have an inline-skate-style design to facilitate more precise adjustments. The console makes use of Star Trac’s motivational display and personal cooling fans, and offers many programs. Manufacturer’s list price: $2,895.00
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Excite Bike 700i
CS8.0 Upright Bike
Technogym’s Excite Bike is inspired by the needs and preferences of outdoor cyclists. The seat post angle replicates that of a road cycle, and half-inch seat height increments and a narrow width between pedals ensure a precise fit. The handlebar accommodates three training positions, and dual hand sensors and fast-track controls make it easy to adjust the intensity. The bike features 15 program and test options via an Active Wellness TV or LED display.
The CS8.0 is a versatile, high-performance upright bike. This ergonomic cycle offers multiple resistance levels and preprogrammed workouts to challenge club members at all riding levels. The CS8.0 also features HRC Cruise Control, a unique system that automatically adjusts the work load to keep users at their target heart rate. Whisper-quiet operation and a hearty warranty guarantee years of comfortable, worry-free service.
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Manufacturer’s list price: $2,699.00
| Innovations | FIT Extra Upright Bikes Vision Fitness
Missed an Issue? Did you know you can access the full text of CBI articles from as early as 2001 on IHRSA’s Website? You can also download entire past issues, and purchase reprints! To learn more, visit www.ihrsa.org/cbi.
PS900 Upright Bike The PS900 upright bike is built on a custom-designed, steel frame that is a perfect complement to any exercise facility, especially when combined with the other cardio pieces in the PS line-up. TRUE uses the most durable materials available in this class to ensure that the PS900 upright bike will look good for the long haul. Manufacturer’s list price: $1,899.00
E3700HRT The E3700HRT was designed to withstand hours of use and abuse. This upright bike features an extra-heavy steel frame, a durable powder-coat finish, and topquality components. The Easy-8 console features four heart-rate training (HRT) programs with a separate heart-rate feedback window for optimal training, as well as five custom programs. Its ratcheting chrome-plated seat post, Comfort Arc seat, and convenient accessory tray make the E3700HRT an ideal bike for any type of fitness facility.
OPTP’s wide selection of foam rollers offer lasting durability and quality in many shapes and sizes.
There’s a
difference
in foam rollers.
CHOOSE FROM: • OPTP’s Standard White Foam Rollers – an economical solution for treatment and rehab. • OPTP AXIS™ ROLLERS – a firmer roller that will not lose shape with daily use. • OPTP PRO-ROLLERS™ – are guaranteed not to breakdown. These textured, closed-cell foam rollers are comfortable and ultra durable. Available in green or blue marble. • OPTP PRO-ROLLER™ SOFT – a softer, gentler version of the popular PRO-ROLLER.
T O O L S F O R F I T N E S S • K N O W L E D G E F O R H E A LT H
www.optp.com/ad | 1-800-367-7393 ©2008 OPTP
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THE FUTURE IS YOU
. . . IN SAN DIEGO! 29th Annual IHRSA International Convention & Trade Show San Diego, California USA | March 10-13, 2010 | San Diego Convention Center
The Excitement in the Fitness Industry is Two-Fold: Soon, we’ll all be together again! Soon, we’ll be back in San Diego! When IHRSA last returned to San Diego in 2008 after a nineyear absence, Convention and Trade Show attendees along with exhibitors sang the praises of San Diego as an ideal venue for this annual global gathering of the fitness industry. This year’s theme for IHRSA’s International Convention & Trade Show is THE FUTURE IS YOU! As the economy strengthens, so does the resolve of each individual in the fitness industry to help promote a growing, healthy and prosperous future. In short, THE FUTURE IS YOU! As you begin to plan your trip to and time in San Diego next March for IHRSA 2010, you probably recall how different San Diego looked, new sights and sounds blended with the unique features that make this one of the best-loved tourist cities in the world. So, as you prepare for your convention experience, why not also plan to take in some of the most popular attractions. To help, we have compiled a terrific Top 10 for IHRSA 2010!
“I always come back from IHRSA inspired and ready to implement all I have learned. It lights a motivational fire under me mentally and physically. I hope to see it continue to grow and improve for years to come.” Aubree Albert Membership Director / Kennedy Club Fitness
1. San Diego Zoo: Get in touch with your ‘wild side’ at this world famous attraction with familiar animals and seldom-seen creatures such as tree kangaroos and komodo dragons. The zoo is also a botanical garden with more than 6,500 plant species, and some of its plants are more exotic than the animals.
Sea World: Shamu and her buddies perform daily. Sea World San Diego is a medium-sized park, easy to walk across, with rides, animal exhibits and shows. Long one of the area’s most exciting attractions, you’ll love what you ‘sea’ here!
Coronado Island: Across the spectacular bridge you’ll find another world on the idyllic Corondo Island. It’s home to the elegant Hotel Del Coronado and one of the best beaches in the country. Bike, hike, shop, explore, even take a gondola ride!
La Jolla: La Jolla is one of California's prettiest oceanside towns, and home to several of the state's best beaches. It’s popular with shoppers, romantics and outdoor adventurers who surf and kayak. It's also a great foodie destination with some of San Diego's best-rated restaurants. Mission Beach: Harbor Cruise: A harbor cruise tour
takes you away from the hustle and bustle, and shows how closely the city is tied to its maritime heritage. It's a great way to rest your feet and get some great city views with ships docked beneath San Diego's modern skyline, or watch sea lions lounging on a buoy.
Balboa Park and Museums: The largest cultural complex west of the Mississippi, San Diego's Balboa Park is sometimes called the "Smithsonian of the West". Among its attractions are eight gardens, 15 museums, a Tony Award-winning theatre and the San Diego Zoo.
Old Town: Old Town San Diego, the
first European settlement in what is now California, is often called the state's birthplace. It includes a state historic park and related historic sights outside the park. History aficionados will find plenty of interest, but most people come to shop and eat in the restaurants.
One of the best places in San Diego to soak up the city's beach lifestyle, this is an unsurpassed area for people watching or building sandcastles. For a faster pace, rent a bike or in-line roller skates or better yet, take a ride on Belmont Park 's world-famous wooden roller coaster.
Gaslamp Quarter:
Vibrant, eclectic, and endlessly entertaining, the Gaslamp Quarter covers more than 16 city blocks of downtown San Diego, with hundreds of specialty shops and dozens of trendy restaurants and bars.
Maritime Museum: This mu-
seum-on-water is the focal point of San Diego's historic Embarcadero Promenade with several painstakingly restored historic ships. One of the ships showcased at Maritime Museum of San Diego is the Star of India (1863), a stunning vision which graces the coastline as the world's oldest actively-sailed, square-rigged ship.
We’re Holding the Line on Registration Rates! The registration prices for IHRSA 2010 are the same as last year’s prices! There’s no better value than a four-day pass that gives you full access to over 100 education sessions and forums, a seat at each keynote and feature address, participation in a variety of social and networking activities and of course access to the industry’s best-loved Trade Show in the sprawling San Diego Convention Center. Register now at the lowest published rate, only $550 for a full four-day pass. For more information, or to register yourself and your team, visit ihrsa.org/convention or call your Membership Specialist at 800-228-4772 (US, Canada) or +1 617-951-0055 (international). Group discounts for five or more are also available by contacting Nicole Johnson, Senior Sales Manager, nj@ihrsa.org or extension 197 at the numbers above.
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International Health, Racquet & Sportsclub Association
IHRSA Report First Set 83 | In Brief 84 | Member News 87 Calendar 92 | Coming Soon 92
Some 34.1 million Americans have been diagnosed with asthma, and, contrary to common perception, exercise can both help prevent the condition and, if employed properly, help alleviate its symptoms. It does so by strengthening the breathing muscles, fortifying the immune system, and regulating body weight. Case in point: Olympic gold medalist and asthma sufferer Jackie Joyner-Kersee. â&#x20AC;&#x201D;|
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| IHRSA Report | First Set
The World Awaits You
®
The International Health, Racquet & Sportsclub Association is a not-for-profit trade association open to investor-owned and member-owned fitness, racquet and athletic facilities. Associate memberships are available to manufacturers or suppliers of products and services of use to IHRSA members.
Currently, about half the people making use of IHRSA come from outside of North America. New IHRSA members might wonder what happened first: did IHRSA go to the world, or did the world come to IHRSA? The answer: First people came to IHRSA. Then IHRSA went out to the world.
800-228-4772 USA & Canada 617-951-0055 International 617-951-0056 FAX www.ihrsa.org www.healthclubs.com E-mail: info@ihrsa.org IHRSA Board of Directors David Patchell-Evans: Chairperson GoodLife Fitness Clubs 519-661-0190 ext. 238 Lynne Brick: Brick Bodies Fitness 410-252-8058 Rick Beusman: Saw Mill Club 914-241-0797 Bob Shoulders: Fayetteville Athletic Club 479-587-0500 Mike Raymond: Curves International 254-399-9285 Susan Cooper: BodyBusiness Health Club & Spa 512-459-9424 Art Curtis: Millennium Partners Sports Club Management, LLC 617-476-8910 Sandy Hoeffer: Western Athletic Clubs 415-901-9243 David Hardy: Club Fit Corporation 780-953-4273 Kilian Fisher: ILAM + 353 (0) 45 902235 Jeff Klinger: Anytime Fitness 651-438-5050 Kay Yuspeh: Elite Fitness & Racquet Clubs 262-786-0880 Bill McBride: Club One 415-477-3000 Gene LaMott: Ex-officio TW Holdings 360-877-3915 SPECIAL ADVISOR LATIN AMERICA Richard Bilton: Companhia Athletica (55) 11-5181-2000
There’s a large school of thought that suggests you should focus on what you’re doing in your own backyard, country, and continent. I believe that’s backward logic. If you’re focused, insularly, on a small percentage of the world’s population, whether it’s the U.S., Europe, or, let’s say, Brazil, you’re inevitably looking only at your competitors for inspiration. As a result, you’re missing out on an opportunity to learn from the other 6.7 billion people who are out there! What’s truly great about the meetings that are hosted by IHRSA is that they bring the world to one doorstep. There’s a David Patchell-Evans collective sharing of thought. IHRSA Chairperson What a great way to inspire all of us to become better. As club owners and operators, we’re all interested in improving our bottom line. Achieving better results might simply require tweaking your business practices by 1%. Just think what an increase of 1% in sales and retention and a reduction of 1% in expenses would mean! Think about learning something from another American club operator that could motivate your management team; or something from an European colleague that could improve your customer service; or something from an Asian owner that could make your business more efficient and effective. We exist in a global economy where most government entities, and most sales, manufacturing, and service enterprises find a way to pool and share insights. Why should it be any different in the fitness industry? Wisdom is the great enabler of successful planning and implementation. First, you have to gather wisdom from as many sources as possible; and then, you have to use your unique talents to wisely apply the new intelligence— that’s where the difference between mediocrity and success resides. By bringing the best and the brightest from throughout the world to one place, IHRSA provides you with access to new concepts, ideas, and products. It will conduct events next month in São Paulo, Brazil, and Dublin, Ireland; in November, in Tokyo; and next March, at IHRSA’s 29th Annual International Convention and Trade Show, in San Diego, California. (For details, see “Calendar” on pg. 92 or visit www.ihrsa.org/meetings). You may not be able to go the world, but IHRSA can bring the world to you. —| – David “Patch” Patchell-Evans, patch@goodlifefitness.com
.org
Register this month to get the lowest rates of the year for IHRSA 2010 at www.ihrsa.org/convention www.ihrsa.org
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| IHRSA Report | In Brief
Pandemic Preparedness: H1N1 Flu Planning for Your Club
I
magine, for a moment, what would happen to your club if it was temporarily shut down by government health officials because of the H1N1 flu pandemic. How would you communicate with your members and employees? Would you be financially prepared? Do you have plans in place to handle such a development? Though shutting down is a worst-case scenario, health experts are warning that closures of nonessential businesses could occur in the event that the H1N1 influenza, commonly known as the swine flu, increases in severity. Recently, a public recreation center in the U.K., the Mary Webb Sports Centre, in Pontesbury, was briefly forced to do so. In June, for the first time in 41 years, the World Health Organization declared an influenza pandemic. The decision was based on the sustained worldwide spread of the virus, not the severity of the illness caused by it. The virus spreads easily from one person to another. At the time the pandemic was announced, the virus was preferentially infecting young people under the age of 25. The most severe cases occurred among 30- to 50-year-olds. By mid-July, some 34,000 cases of infection had been reported, resulting in 170 deaths. IHRSA’s Public Policy Team has developed a template that club operators can use to create their own preparedness plan, which will help to protect their business, employees, and members in case of a severe H1N1 outbreak. The template is available to IHRSA members as a free download at http://ihrsa.org/bestpractices. The opportune time to begin planning is now, while conducting “business as usual.” Operators should begin to develop a pandemic preparedness protocol if they don’t already have one in place; or, if they do, then they should review and update the existing plan. Priorities include: • Identifying essential business activities; • Determining which employees, supplies, and equipment are necessary to keep the club open; • Developing basic hygiene precautions to protect the health and safety of employees and members; • Writing emergency plans to facilitate communication with employees and members; • Reviewing and updating policies on physical and IT security; • Evaluating and updating policies to ensure compliance with any applicable laws and regulations; • And assessing finances and insurance policies required to keep the club open, or to reopen it in the event of a voluntary or mandatory closure. As soon as clubs complete their planning, they should then implement pandemic preparedness protocols. During this stage, their priorities become: • Implementing any new policies or emergency plans; • Educating employees and club members in the preparedness protocols; • Stockpiling necessary supplies or equipment; • And evaluating pandemic preparedness with ongoing testing and assessments. If the virus were to continue spreading or its severity increase, it’s possible that federal, state, and/or local governments would impose a quarantine and close nonessential businesses, including clubs. During this emergency-response phase, clubs should focus on business continuity; minimizing economic loss; protecting the health and safety of employees and members; and maintaining essential business operations until the club can reopen. —|
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WE SEE THE FUTURE.
AND IT’S YOU!
29th Annual IHRSA International Convention & Trade Show San Diego, California USA | March 10-13, 2010
This year’s theme for IHRSA’s International Convention & Trade Show is THE FUTURE IS YOU! As the economy strengthens, so does the resolve of each individual in the fitness industry to help promote a growing, healthy and prosperous future. In short, THE FUTURE IS YOU! The IHRSA International Convention & Trade Show will draw thousands of industry professionals just like you, for four days you will never forget. Look forward to these exciting features: • World-class keynote and feature addresses • Over 100 educational sessions, workshops, forums and more • Exceptional networking and social opportunities • Future trends in exercise programming • The always massive, spectacular IHRSA Trade Show
REGISTRATION IS OPEN! Can’t wait to register for IHRSA 2010? Then visit ihrsa.org/convention and secure your place at the lowest published rates, contact your Membership Specialist at membership@ihrsa.org, or call 800-228-4772 (U.S. & Canada) or +1 617-951-0055.
“I always come back from IHRSA inspired and ready to implement all I have learned. It lights a motivational fire under me mentally and physically. I hope to see it continue to grow and improve for years to come.” Aubree Albert Membership Director Kennedy Club Fitness
| IHRSA Report | Member News
Full Disclosure Zumba Fitness, LLC Pro Forma: Year Founded: 1999 2008 Revenues: N/A Annual Growth Rate: 2007-’08, approx. 100% Projected Growth Rate: 2009, approx. 130% Clients: 40,000 sites in 75 countries Employees: 38 full-time, 60 part-time, 30,000-plus instructors Capture and Keep A good program, by itself, can’t capture prospects and keep current members coming back to any fitness facility. Alberto Perlman, the CEO of Zumba Fitness, LLC, is sure of the intrinsic appeal of Zumba, but, he points out, “We’re constantly upgrading our technology, marketing materials, and educational tools to make it easy for clubs and instructors to obtain new members and keep them happy. “A good example of this is: Zumba instructors post their classes on the zumba.com class locator to attract new people to the facilities where they teach.” Bernadett Ferjez, a Zumba instructor at the Lifetime Athletic Club in Boca Raton, Florida, seconds Perlman’s point. “I get at least five new members every month from the online class locator at zumba.com,” she says. “My health club loves me!” —|
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n 1999, Beto Perez, a celebrity fitness trainer in Cali, Columbia, introduced Zumba—a fitness dance workshop based on salsa, merengue, and other Latin rhythms—to the U.S. He soon joined forces with entrepreneurs Alberto Perlman and Alberto Aghion, who, in 2002, secured a deal with a large infomercial company to launch the concept nationwide. Virtually overnight, they sold hundreds of thousands of videos. The Zumba phenomenon caught on quickly, and today, claims CEO Perlman, 5 million people take Zumba lessons at more than 40,000 locations in 75 countries. “That makes us the largest branded dance-based fitness program in the world,” he points out. To date, Zumba Fitness, LLC, based in Hollywood, Florida, has sold more than 4 million DVDs worldwide. Strengths “Zumba’s greatest strength is the fact that it’s evolved into something much more than a fitness program. For participants, or Zumba ‘fanatics,’ as we refer to them affectionately, the Zumba experience is a way of life. They’re individuals who appreciate the positive side of life, and, as a result, they love attending their Zumba classes. A good comparison is yoga: yoga helps people feel happy, achieve balance, and get in great shape. Zumba does much the same. “It’s also a way of life for our 38 employees and the tens of thousands of Zumba instructors. We’re all very passionate about the program. We wake up every day, knowing that it’s a win-win situation for everyone. Fitness facilities win because they have packed classes; instructors, because they love what they do and earn a lucrative and steady income; and participants, because they see results and actually look forward to exercising. It’s truly rewarding work.” Opportunities “Our premier program, the Zumba Fitness Party, has demonstrated that it has tremendous staying power. Some clubs have been offering it for five years, and it’s still going strong. Now, terrific opportunities are emerging with our specialty programs. We’ve already trained more than 5,000 instructors in our senior program, Zumba Gold. We’ve successfully launched Zumba Toning, a body-sculpting class that uses weighted, maraca-style dumbbells; and, this month, at the Zumba Convention, we’re unveiling Aqua Zumba, a water-based workout, and ZumbAtomic, a dance-based exercise program for kids.” Challenges “Right now, our greatest challenge is meeting the insatiable demand in the international markets. Introducing a program in a new country is more challenging because of language, logistics, and communications issues. Over the past year, we’ve hosted nearly 60 training workshops in more than 15 countries; in the Netherlands alone, we trained more than 1,000 instructors. We’ve had to develop an international Zumba Workshop team to make sure we can continue to meet the growing need. Another ‘challenge’ that we’re currently confronting is that there are some ‘illegal’ instructors out there—ones who aren’t officially trained and licensed by Zumba Fitness. We’ve already cracked down on some of them, and will continue to do whatever’s required to defend the Zumba brand.” —|
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Associate Profiles
Associate News Ace Styline Architectural Millwork
Chirotractor
Congratulations to Ace Styline Architectural Millwork, which has earned the Forest Stewardship Council (FSC) Chain of Custody Certificate. The recognition allows the company to participate in the most demanding LEED projects, and assures its clients that the wood it uses is obtained from responsibly managed sources. Ace Styline is one of the few millwork companies in the U.S. that has this certificate; it also holds the Architectural Woodwork Institute’s (AWI’s) Quality Certification Certificate. In 2007, the company embraced the concept of using environmentally friendly materials, whenever possible, in the manufacturing process. Based in Chicago, the company is a national provider of architectural millwork for the fitness, spa, hospitality, retail, and medical industries. —| u
u Chirotractor’s new back-exercise device, the CT-L, has received the prestigious Innovation Award presented by the Fitness Tribune, Europe’s largest German-language fitness industry magazine. The CT-L allows users to mobilize and self-adjust the lower back, and facilitates stretching the lower back and external hip rotators. The CT-L is particularly helpful when used as a complement to traditional back exercises, which focus primarily on strengthening the back and abdominal muscles, but neglect stretching, flexibility, and back mobilization. For more information, contact the company at Berliner Platz 6, Kronberg, Hessen, 61476, Germany; 49-173-68007; www.chirotractor.com. —|
Genewize Life Sciences The DNA Repair Shop, developed by GeneWize Life Sciences, is an individually formulated and encapsulated nutritional supplement that’s based on an individual’s own DNA. This unique all-in-one, genetically customized nutritional aid is based on 12 years of research and development in the fields of genomics and nutritional science. Users perform a simple, selfadministered, cheek-swab test, the results of which determine the composition of the whole food and organically based supplement. Since it’s fully customized, the product is made fresh and shipped directly to customers every month. It’s backed by a 90-day, money-back guarantee. For more information, contact the company at 16211 N. Scottsdale Road, No. 451, Scottsdale, AZ 85254; 480-212-6140; www.DNARepairShop.com. —|
Fabiano Designs International Fabiano Designs International has named Andy Graham its new director of sales and business development. A 20-yearplus industry veteran, Graham has worked, in the past, for fitness-equipment manufacturers Cybex International, Inc., and FreeMotion Fitness. “Andy is a true professional and a real asset to his customers,” notes Rudy Fabiano, the president and design director of Fabiano Designs. “We share the same work ethic and values, especially when it comes to serving our clients to help them make smart, informed Graham choices about building great places, while protecting their resources to produce the best facility for the money.” Says Graham: “It’s my privilege to introduce Fabiano Designs to those market segments that haven’t yet benefited from their work.” —| u
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Gyminee u Gyminee, the fitness social network and tracking service, has changed its name to DailyBurn, and has also closed a seed-funding round that raised $525,000 from a number of public and private investors. The funds will be utilized to acquire additional developers and to expand sales and marketing efforts for the network, which currently has some 125,000 members. DailyBurn Challenges, launched last year as an accountability tool, permits users to either create custom fitness challenges, or join ones developed by others, to improve fitness, lose weight, and motivate each other. The firm also has created a “white label” version of its popular platform, which allows health clubs and corporate wellness centers to customize the tools for their members. —|
iTECH Fitness, Inc. u The National Academy of Sports Medicine’s Board of Certification has awarded its seal of approval to the XRKade 1.0 Management and Instructor training course, developed by iTECH Fitness, Inc. It’s the first time that an active-gaming course has been approved by a major certifying organization in the health and fitness industry. The XRKade 1.0 program is a comprehensive, 14-hour continuing-education class that’s designed to prepare the management of new XRKade-licensed facilities to
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Hylant Group, Inc.
The Hylant Group, Inc., offers IHRSAmember facilities Equipment Maintenance Insurance (EMI). It’s a form of coverage that, while often overlooked, offers clubs an opportunity to improve their operational efficiency, budget predictability, and, most importantly, their bottom line. Immediate, hard-dollar cost savings can range from 15% to 40%, Hylant claims. Its EMI product ensures that all covered maintenance expenses will be reimbursed exactly as detailed in the club’s old maintenance service contract; moreover, coverage not offered by the original equipment manufacturer (OEM) can also be added. For more information, contact the company at 303 W. Madison, Ste. 700, Chicago, IL 60606; 312-283-1320; www.hylant.com. —|
market and operate their business effectively. NASM-certified professionals earn 1.4 CEUs upon completion of the course. “Because active gaming will play a significant role in engaging children in fitness, it’s important to have certified trainers who understand the biomechanical and behavioral considerations of training with an XRKade system,” explains Dr. Michael A. Clark, the CEO of NASM. —|
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Management Momentum u The business philosophy of Management Momentum is simple: effective management is critical to change and performance Abdilla within a club’s sales department. The firm, founded by industry veteran Brenda Abdilla, specializes in the areas of employee recruiting, personality profiling, sales training, and management and performance coaching. It works with groups of club personnel to improve new-staff selection, communication, training and development, and teambuilding. For more information, contact the company at 3850 Garland St., Wheat Ridge, CO 80033; 303-456-1210; www.managementmomentum.net. —|
Les Mills International, Ltd. Les Mills International, Ltd., has appointed Simon Rickman the CEO of Les Mills West Coast, Inc., which has its offices in San Francisco. Rickman is currently the operations director at Les Mills International, where he oversees the ongoing development and production of the eight Les Mills group exercise programs and manages the company’s merchandising business. Based in the U.S. since 2005, Rickman has been instrumental in expanding Les Mills’ presence in the market via six regional agencies. He’s also served in London as the Rickman company’s strategic-alliances manager for Europe. Before joining Les Mills, Rickman was employed in various executive capacities with Carter Holt Harvey, New Zealand’s largest forest-products company, and the New Zealand Dairy Group. —|
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Life Fitness u Frank van de Ven, the Life Fitness vice president responsible for Europe, the Middle East, and Africa (EMEA), has been named a member of the board of directors of the European Health & Fitness Association (EHFA). The EHFA is a nonprofit organization that represents fitness facilities in the European Union; promotes best practices in training and instruction; sets standards for the industry; and encourages people to be more active, more often. “I look forward to working with the EHFA to Van de Ven make the fitness industry in Europe more cohesive and effective,” says van de Ven. EHFA’s board reflects the association’s diverse membership, representing employers, training providers, other national associations, fitness-equipment suppliers, and a certification organization. —|
MT Industries, Inc. u Two innovators of sunless tanning equipment and products, MagicTan Corp., the manufacturers of the VersaSpa Skin Care System, and Mystic Tan, the manufacturers of the MyMyst System, have joined forces to form MT Industries, Inc. (MTI), which is headquartered in Macedonia, Ohio. “Combining our resources and experience results in a company with the means to produce more cutting-edge products, and an expanded marketing budget to reach more consumers,” observes Scott Thomason, the president and CEO of the joint company. Both brands will retain their individual features and identities, and, Thomason adds, “we’re committed to providing support dedicated to the owners’ specific brand.” The marketing, engineering, and sales departments remain separate, while the manufacturing, shipping, and administration divisions have combined for operational efficiency. —|
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New Members
IHRSA Membership Eligibility Standards
Indiana
Members of the association must comply with IHRSA’s baseline health, safety, and ethical standards. To learn more, visit www.ihrsa.org/standards or contact IHRSA at 617-951-0055.
Anytime Fitness
Arizona Snap Fitness 400 Finnie Flat Road Ste. 1A Camp Verde, AZ 86322 Mr. David Trahan
California Club One At Petaluma 1201 Redwood Way Petaluma, CA 94954 707-766-8080 Mr. Ken Brendel
Union City Sports Center 31224 Union City Blvd. Union City, CA 94587 510-675-5808 Mrs. Corina Hahn
Colorado Anytime Fitness 13445 Voyager Pkwy. Colorado Springs, CO 80921 Mr. Alan Erickson
3308 N. Wayne St. Angola, IN 46703 260-490-0000 Mr. Patrick Carpenter
Gold’s Gym 8401 N. Michigan Road Indianapolis, IN 46268 317-357-4653 Mr. Roy Switzer
Kentucky Snap Fitness 3215 Irvin Cobb Drive Ste. 103 Paducah, KY 42003 Mr. Chad Young
19501 Biscayne Blvd. Aventura, FL 33180 305-935-9514 Mr. Anthony Quinones
Maryland Anytime Fitness 4265 Howard Ave. Kensington, MD 20895 301-661-3630 Mr. Richard Warren
Georgia Snap Fitness
Kutomotie 2a Helsinki, FI-00380 (358) 10-309-9320 Ms. Mervi Vihinen
BAC - Express
S.A.T.S. Tikkurila
3896 Union Road Cheektowaga, NY 14225 716-565-0008 Mr. Duane Pieri
Itamerenkatu 21 Helsinki, FI-00180 (358) 44-795-0016 Ms. Piia Jaaskelainen
Rochester Athletic Club
Germany
822 Nazareth Pike 191 Plaza Nazareth, PA 18064 Mr. Stephen Schwartz
Circle D Tennis & Fitness 15535 Circled Club Lane Woodbine, MD 21797 410-489-6941 Mr. Tim Dowd
Texas Snap Fitness
Michigan
3703 FM 2765 El Campo, TX 77437 Wayne & Delores Vinson
Snap Fitness 7200 Kalamazoo Ave. SE Caledonia, MI 49316 Mr. Ryan Cook
Virginia Snap Fitness
Minnesota
2857 Stuarts Draft Hwy. Stuarts Draft, VA 24477 Mr. Craig Hansen
Rural American Fitness, LLC 104 S. Main St. Bird Island, MN 55310 320-365-4073 Ms. Lori M Sheehan
Club Business International
S.A.T.S. Pitajanmaki
325 Rte. 100 Somers, NY 10589 914-301-5969 Mr. Michael Gennusa
Snap Fitness
Canada Anytime Fitness 123 Toronto Road Port Hope, Ontario 2284 905-885-7878 Ms. Jennine Huffman
488 N. Main St. Ste. 103 Alpharetta, GA 30004 Mr. Art Cain
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Anytime Fitness
Pennsylvania
Snap Fitness 2200 Winter Springs Blvd. Ste. 118 Oviedo, FL 32765 Mr. Steve Ellis
Finland
190 Greece Ridge Center Drive Rochester, NY 14626 716-565-0008 Mr. Duane Pieri
Florida Equinox Health Club
New York
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Aspria Hannover GmbH Rudolf-von-BennigsenUfer 83 Hannover, 30519 (49) 5-118-997-9795 Mr. Christoph Pemp
Body + Soul Center Brunnthal Eugen Sanger-Ring 5 Brunnthal, 85649 (49) 891-893-1350 Mr. Michael Pribil
Body + Soul Center Erding West Erding Park Johann-Auser-Strasse 4 Erding, 85435 (49) 812-286-8320 Mr. Michael Pribil
Body + Soul Center Trudering Kreillerstrasse 215 Munich, 81825 (49) 891-890-8740 Mr. Michael Pribil
Ireland Astropark Coolock Lane Coolock, Dublin (353) 1-806-0088 Mr. Aidan McDevitt
Buncrana Community Leisure Centre Shore Road Buncrana, Donegal (353) 71-936-1000 Mr. Gerard McClafferty
Bundoran Waterworld Sea Front Bundoran, Donegal (353) 71-984-1172 Mr. Anderson Keys
Camden Court Hotel Health + Fitness Club Camden St. Dublin, Dublin (353) 01-428-3906 Ms. Gillian Bolger
Carlow Institute of Further Education Kilkenny Road Carlow (353) 059-913-1187
Castlerosse Hotel & Golf Resort Killorglin Road Killarney, Kerry (353) 0-643-1144 Mr. Phil Spillane
Claremorris Leisure Centre Dalton St. Claremorris, Mayo (353) 94-937-1313 Ms. Elizabeth Lydon
Club Vitae Red Barn Youghal Cork (353) 0-249-3095 Ms. Joanne Collins
Club Vitae Health & Fitness Club Maldron Hotel Oranmore, Galway (353) 09-179-2434 Mr. Keith Gildea
| IHRSA Report | Member News
Coral Leisure Monaghan Leisure Complex Clones Road Monaghan, Monaghan (353) 478-1734 Mr. David Moore
Ennis Leisure Complex New Road Ennis, Clare (353) 65-682-1604 Mr. J Coote
Fermanagh District Council Townhall Enniskillen Fermanagh (353) 0-286-632-5050 Mr. Keith Collen
Lucan Leisure Centre Griffeen Valley Park Lucan, Dublin (353) 624-1930 Mr. Greg Waters
Mount Wolseley Leisure Club The Mount Wolseley Hotel Spa & Country Club Tullow, Carlow (353) 59-918-0108 Ms. Kelly-Ann Grout
Oughterard Leisure Centre Ltd Oughterard Galway (353) 9-155-7775 Ms. Maeve Kavanagh
The Watershed Scanlon Park Kilkenny, Kilkenny 01 (353) 56-773-4620 Mr. Dermot Gaynor
Tower Hotel Leisure Centre Waterford The Mall Waterford City, Waterford (353) 8-186-2478 Mr. Paul Ennis
Zest Health & Fitness Club
Avalon Fitcentre Boxmeer
Cavan Crystal Hotel Dublin Road Cavan, Cavan (353) 49-436-0685 Mr. Daniel McDaid
St. Hubertusstraat 2 Nijmegen, 6531 LB
Japan Konami Sports Club Goko 408-8 Kanegasaku Matsudo Chiba, 270-2251 (81) 47-384-0911 Mr. Chiaki Nakajima
Konami Sports Club Sayama 2-23 Irumagawa Sayama-shi, Saitama 350-1305 (81) 42-953-0033 Mr. Chiaki Nakajima
Boddieplan Studio Apeldoorn Korianderplein 27b Apeldoorn, 7322 NB
Bodyfit Bunde
All Active Folkert Elsingastraat 38 Rotterdam, 3067 NW
Art of Sport Industrieweg 10 Assendelft, 1566 JP
At 6th Huismanstraat 32a Huissen, 6851 GT
Atrium Sport en Lifestyle Centrum Weststraat 43 Ouddorp, 3253 AR
FM Healthclub Heemstede
Kotterstraat 33 Den Haag, 2584 VA
Kerklaan 113 achter Heemstede, 2101 HM
Fit Factory Eersel
FOCUS Leefstijl Studio San Franciscosingel 1-3 Den Haag, 2548 HS
Fit In De Wijk
Bodytrend Body en Health
Fit Sports Emmen
BoukeSport
Nijbracht 116 Emmen, 7821 CE
Molenstraat 8b Reusel, 5541 CL
Health & Fitness Sportivo Sportlaan 1 Budel, 6021 KA
Pastoor Brggemanlaan 33 Oosterbeek, 6861 GR
Fitlife Budel B.V. Instraat 9a Budel, 6021 AC
Stemerdingweg 1 Soesterberg, 3769 CE
Mijlweg 23 ‘s-Gravendeel, 3295 KG
Industrieweg 34 Noordhorn, 9804 TG
Fit-en Wellnesscentrum Oosterbeek
Club Wellness
FS Sportcentrum
Fysio-Fit Noordhorn
H. Tillemaweg 63b De Wijk, 7957 CB
De Schans 7 Hardenberg, 7773 AA
De Eendenkooi 1a S-Hertogenbosch, 5223 KG
Lange Beijerd 14a Cuijk, 5431 SJ
First 1 Bedrijfsfitness B.V.
Molenbaan 18-20 Capelle a-d Ijssel, 2908 LM
Kanaalweg 94a Utrecht, 3533 HH
Club Actief VOF
1.2.b-Fitt Sport-en Gezondheidscentrum
Vaart Zuid Zijde 81 Appelscha, 8426 AH
Fit For Free BV
BodySports
Fidelity Fitness Club - Terrenkur
Netherlands
Flapper Fitness
Oranje Nassaulaan 3 Maarheeze, 6026 BW
Dreef 31 Eersel, 5521 GN
Meidoornlaan 1a 6241 BN
Kazakhstan Dostyk Street, 128 Almaty, 05 00 51 (7) 727-380-0800 Mr. Bagayddin Bekov
Enjoy Fitness
Health & Sports Club Valkencourt Pastoor Heerkensdreef 15 Valkenswaard, 5552 BG (31) 40-204-4652
Health Center “De Schildkamp”
DRW Fitnesscentrum
Fitness & Aerobiccentrum Rhenen
Achterstraat 11 Asperen, 4147 AA
Fuutweg 10 Nijverdal, 7442 CL
Radboudweg 3 Rhenen, 3911 BE
Health Center Fit
Dynamic Fit Wellness Centre B.V.
Fitness Factory
Meentweg 37F Blaricum, 1261 XS
Holterweg 3-F Laren (Gld), 7245 AL
Kees Boekestraat 2 Alkmaar, 1817 EZ
Ebert Sportschool
Fitnesscentre Fysiek
Zuidkade 53 Drachten, 9203 CN
Hoge Rijndijk 68-70 Leiden, 2313 KK
El Futruo Tilburg
Fitnesscentrum Bodyfit
Prof. Goossenslaan 22 Tilburg, 5022 DM
Hildo Kropstraat 37 Nieuwegein, 3431 CC
International Health Spa B.V.
Pastoor Koopmanweg 68 Den Helder, 1784 NX
Elbe Fitness & Therapie
De Savornin Lohmanplein 7a Den Haag, 2566 AA —| * Indicates participation in Passport Program
Fitnesscentrum Olympiawaard
Elbe 3 Hoogeveen, 7908 HB
www.ihrsa.org
Health Club Gold’s Gym
W.M. Dudokweg 70 Heerhugowaard, 1703 DC
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| IHRSA Report | Calendar
Save the date | 2009-2010 IHRSA Events October 22-24
NOVEMBER 10-13
10th Anniversary IHRSA/Fitness Brasil Latin American Conference & Trade Show Transamerica Expo Center, São Paulo, Brazil www.ihrsa.org/fitnessbrasil
8th Annual IHRSA Asia-Pacific Forum Tokyo, Japan www.ihrsa.org/forum
MARCH 10-13
OCTOBER 22-25 9th Annual IHRSA European Congress The Burlington Hotel Dublin, Ireland www.ihrsa.org/congress
IHRSA 2010 – The 29th Annual International Convention & Trade Show San Diego, California www.ihrsa.org/convention
Monthly IHRSA Online Education Monthly Webinar Series For details and topics visit: www.ihrsa.org/webinars —|
Coming Soon in
Club Business International Screen Queen: Businesswoman, boxer, mother, and TV star Laila Ali proves that she’s the daughter of the ‘Champ’ in this exclusive Q&A
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Capitol Climb: The 7th Annual IHRSA Summit for a Healthier America convinced all that the industry is making serious government-relations headway
u
u ci09 All Ready: Club Industry’s flagship convention and trade show, returning to Chicago next month, focuses on the economy
2009 Industry Events September 6-7
September 19-23
NOVEMBER 4-7
Health & Fitness Business Expo & Conference Denver, Colorado www.healthandfitnessbiz.com
Can-Fit-Pro Toronto, Canada www.canfitpro.com
American Council on Exercise’s Fitness Symposium 2009 San Diego, California www.acefitness.org/ symposium
September 10-13 SIBEC North America Pasadena, California www.mcleanevents international.com
September 12-16 IDEA World Fitness Convention Anaheim, California www.ideafit.com
September 18-20 28th Annual National Fitness Trade Show Reno/Tahoe, Nevada www.nationalfitness tradeshow.com
September 22-24 Leisure Industry Week Birmingham, England www.liw.co.uk
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NOVEMBER 4-7 SIBEC Europe Split, Croatia www.sibec.co.uk
OCTOBER 9-10 Fitnessvakdagen Ultrecht The Netherlands www.fitnessvakdagen.nl
DECEMBER 2-5
OCTOBER 14-17 Club Industry Chicago, Illinois www.clubindustryshow.com
Club Business International
15th Annual MFA Medical Fitness & Healthcare Conference Orlando, Florida www.medicalfitness.org
DECEMBER 3-5 Athletic Business Conference & Expo Orlando, Florida www.athleticbusiness conference.com —|
.org |
Internet Access: An overview of the growing number of ways in which clubs are using the Web to meet their, and their members’, needs u
To obtain complete details about, or to register for, all IHRSA events, log on to www.ihrsa.org/meetings.
September 2009
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www.ihrsa.org
Supplier Smarts: The benefits, economic and ecological, of the ‘green’ revolution haven’t been lost on the industry’s vanguard vendors u
Out of Shape by Stan Tran
| Marketplace | Employment SPORT&YOU
Lifestyle Family Fitness is one of the fastest-growing premier fitness clubs in the industry. Investing in our employees, creating a culture of teamwork, and building lasting relationships with our members is what gives Lifestyle Family Fitness the competitive edge to achieve great things! The Company is in an aggressive growth state with locations in Florida, Indiana, Ohio and North Carolina. Our target markets include the Southeast, Mid-West, and Mid-Atlantic. Give your career more strength and join the Lifestyle Family Fitness team! Lifestyle Family Fitness has immediate career opportunities for qualified candidates in the following areas: SALES / OPERATIONS MANAGEMENT • Regional Sales/Operations Managers • District Sales/Operations Managers • Club Sales/Operations Managers
Sport & Health Clubs, Washington DC’s premiere provider of over 20 multi-purpose health clubs, is looking for talented industry professionals to join our team! We want DYNAMIC individuals who will build & develop teams, drive sales, implement & improve business tactics, foster member relationships & want to make $$$!
sport&general managers Leading & driving all club activities including sales, operations, financial management, retail, programming & staff development. 5-10 years of health club sales & management experience, including financial management is a must.
sport&sales directors Driving sales. Building & training sales teams. Implementing marketing plans. Fostering member relationships. 3-5 years of industry sales & management experience, a proven successful sales record & a desire to make $$$ are all required!
sport&benefits
TRAINERS / INSTRUCTORS • District and Area Personal Training Managers • Personal Trainers • Group Fitness Instructors
Experience the benefits of working with some of the most talented people in the fitness industry. Exercise your ability to have a fulfilling career with Lifestyle Family Fitness today! Lifestyle Family Fitness offers a Competitive Salary, Bonus, & Commission Programs; Robust Benefits Package; State-of-the-Art Fitness Facilities, Certification Reimbursement & Continuing Education, An Energetic, Enthusiastic, Team Oriented Work Environment.
Continue your career path in the fitness industry with our team of highly motivated & well compensated industry professionals at one of our state-of-the-art athletic clubs and spas located in CO, FL, GA, MA, MD, MN, MO, & NM.
NEW CLUBS IN 2009!
To check us out, visit us at www.sportandhealth.com! Send resume and total compensation requirements to Director of Recruiting, Chris Ann Becki, cbecki@sportandhealth.com.
Consulting
APPLY NOW at www.lff.com. EOE
EXERCISE YOUR POTENTIAL!
Competitive salaries, aggressive bonus & commission plans, great benefits package, 401(k) plan, relocation assistance, ongoing training & long term career opportunities.
See your ad here! Rates start at just $245 per issue for IHRSA members. Visit www.ihrsa.org/classifieds or e-mail classifieds@ihrsa.org for details.
visit www.ihrsa.org
Visit us at wellbridge.com or send your resume to resumes@wellbridge.com.
Fitness | Wellness | Sports | Fun
www.ihrsa.org
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| Marketplace | Consulting
Effective marketing doesn’t have to be expensive
Get your club noticed and drive in new leads with a package custom designed for your club’s market situation.
Guide brings an industry trade show right to your computer!
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Hiring Right is More Important Than Ever During these challenging economic times, hiring the right people is crucial. Managers must be disciplined enough to keep spending under budget, and sales representatives must be positive and persistent in order to meet their goals. Find your next star at ActiveCareers.com, the health club industry’s premier online career center. A 60-day job posting is only $149 for IHRSA members, and includes resume bank access.
ActiveCareers.com
Summer 2009 Webinars Maximizing Non-Dues Revenue IHRSA webinars continue this summer with a special focus on non-dues revenue, a critical bottom line contributor for your club. Sign up. Log on. Listen in. This is IHRSA-quality education delivered right to your desktop. Webinars are value-priced at $49 per log-in. Have as many people view and participate as you like. Plus, you get unlimited access to your webinar archive for 60 days! SPECIAL OFFER! All three webinars, only $99! Visit ihrsa.org/webinars for more information or to register today.
Sponsored by
Topics and Speakers All webinars take place on Thursday, 2:00pm EDT � September 10: Youth Performance Training – Capitalizing on a Multi-Billion Dollar Market Bill Parisi, Founder & CEO Parisi Speed School Archives Available! � Personal Training Management – 8 Critical Components Brent Darden, Owner & General Manager TELOS Fitness Center � Club Programming for Fun, Retention & Profit Laurie Cingle, President Laurie Cingle Consulting & Coaching
International Health, Racquet & Sportsclub Association | Seaport Center, 70 Fargo Street, Boston, MA 02210 USA
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www.ihrsa.org
| Ad Index | Page
Advertiser
Page
Advertiser
24
» ABC Financial Services, Inc. www.abcfinancial.com | 800-622-6290
68
» Jade Distribution www.jadedistribution.com | 800-785-5233
69
» Active Doctors/Institute of Lifestyle Medicine www.activedoctors.org | 781-234-1205
43
» LeMond Fitness Inc. www.lemondfitness.com | 425-482-6773 ext 102
23
» Aerobics & Fitness Association of America (AFAA) www.afaa.com | 877-968-7263
29
» Les Mills International www.lesmillsusa.com | 888-669-8876
63
» Affiliated Acceptance Corporation www.affiliated.org | 800-233-8483
9
» Life Fitness www.lifefitness.com | 800-634-8637
26
» American College of Sports Medicine www.acsm.org | 800-486-5643
French » Matrix Fitness Systems Cover www.matrix-fitness.com | 866-693-4863
64
» American Council on Exercise www.acefitness.org | 800-825-3636
13
» MotionSoft, Inc. www.motionsoft.net | 800-829-4321
40
» American Fitness Professionals & Associates (AFPA) www.afpafitness.com | 609-978-7583
60
» National Exercise Trainers Association (NETA) www.netafit.org | 800-237-6242
2 & 3
» ASF International www.asfinternational.com | 800-227-3859
59
» National Federation of Professional Trainers (NFPT) www.nfpt.com | 800-729-6378
» Balanced Body Pilates www.pilates.com | 800-745-2837
85
» National Fitness www.nationalfitness.com | 888-969-6000
» Club Industry www.clubindustry.com | 610-238-9306
19
» Nautilus, Inc. www.Nautilus.com | 800-NAUTILUS
Inside Front » CYBEX International, Inc. Cover & 1 www.cybexinternational.com | 508-533-4300
62
» Northwest Personal Training & Fitness Education www.nwFitnessEducation.com | 360-574-7292
54
» eFit Financial www.efitfinancial.com | 877-772-3348
14
» Octane Fitness www.octanefitness.com | 763-757-2662
30
» Expresso Fitness Corporation www.expresso.com | 888-528-8589
77
» OPTP www.optp.com | 800-367-7393
33
» Fabiano Designs www.fabianodesigns.com | 973-746-5100
82
» Ready Care Industries www.readycare.com | 800-477-4283
7
» Fiserv www.compete.fiserv.com | 800-242-9522
62
» Sports & Fitness Insurance www.sportsfitness.com | 800-844-0536
68
» Fitness Equipment Source, Inc. www.fitnessequipmentsource.com | 800-748-5125
5
» Star Trac www.startrac.com | 800-228-6635
69
» HEX Tanning www.hextanning.com | 800-556-3201
Back » TECHNOGYM Cover www.technogymusa.com | 303-875-0306
34
» Hydromassage www.hydromassage.com | 727-536-5566
56
» Thin & Healthy’s Total Solution www.thinandhealthy.com | 800-260-THIN
Inside Back » INDOORCYCLING GROUP, GmbH Cover www.indoorcycling.com | 49(0)911-54450
20
» Twin Oaks www.tosd.com | 866-278-6750
11
» Iron Grip Barbell Company www.irongrip.com | 800-664-4766
66
16
» Ivanko Barbell Company www.ivankobarbell.com | 310-514-1155
» United States Professional Tennis Association (USPTA) www.uspta.com | 800-877-8248
35
» Zumba Fitness, LLC www.zumba.com | 954-925-3855
65
Insert
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| Last Rep |
Krebs Cycle? Or Satisfying Customers?
One Hundred Twenty Million Members by 2010
What works best—one set or three sets? Free weights or selectorized machines? Super sets or pyramids? High- or low-intensity? Ballistic or super-slow? Wait a minute! Maybe those aren’t the right questions for us to be asking at all.
T
Tracy Powell
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hese and similar questions are among the ones that exercise professionals study and debate, and rightly so. But which routine, or type of machine, or training approach “works best” is irrelevant to all of those people who don’t exercise at all. Why explain the Krebs cycle to a couch potato? We in the club industry love exercising. So, many of us have designed clubs, purchased equipment, and created programs that reflect what we’re familiar with, what we enjoy, and what we find exciting—not, necessarily, what the community is looking for. And, of course, most people don’t like to exercise. The halcyon days of “Just build it, and they will come” are long gone. There’s more and better competition, so consumers have a large number of appealing choices. Joe Moore People are looking for fitness IHRSA President & CEO venues that are affordable, convenient, and that meet their needs, and provide the experiences they’re seeking. Today, the most successful club operators are those who—get this—have actually invested time, money, and effort to research what people want and then designed their clubs and programs accordingly. Art Curtis, the CEO of Millennium Partners Sports Club Management LLC (MPSCM), which owns and operates six upscale Sports Clubs/ LA locations, quickly comes to mind. A while ago, as he was giving me a tour of his newly renovated Boston facility, he talked nonstop about what he’d learned from the focus groups that MPSCM had conducted, and explained how that
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information had led to major decisions, facilitating significant changes with respect to design, program offerings, etc. (See cover and accompanying Q&A, pg. 32, August CBI.) The company’s subsequent $35 million investment in improvements, renovations, and expansion has had a dramatic impact on member satisfaction, sales, and retention. Despite the economic “downturn” that’s turned into a recession, MPSCM’s revenues have been increasing 6%-7% per year. Curtis has a doctorate in applied physiology and, at one point, served as a strength and conditioning consultant to the Washington Redskins, but I’d be willing to bet that he never explains the Krebs cycle to his members. However, if his focus groups said they wanted that sort of detail, I’m equally sure he’d provide it. Other customer populations prefer things real simple, and Jeff Klinger and Chuck Runyon, the cofounders of Anytime Fitness, the Hastings, Minnesota-based fitness franchise, have met their needs with a unique business model. Their clubs are predicated on a simple, straightforward premise: many people really want an affordable, convenient, and rewarding place to exercise— sound familiar? Klinger and Runyon opened their first club in 2002, now have more than 1,200, and are planning to expand into Europe, the Middle East, Asia, and New Zealand this year. They’re able to bill their company as “the world’s largest 24-hour coed fitness franchise.” The Sports Club/LA and Anytime Fitness are strikingly different types of clubs, but, in both cases, their success is built on the same principle: Find out what people want. Then give it to them. —| – Joe Moore, jm@ihrsa.org
www.ihrsa.org
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