august 09 cbi_lores

> August 2009 36 Pilates creativity

43 New nondues notions

48 group-cycling gusto

61 Entertainment edge

83 Win at weight loss ®

Club business InternatIonal

Polishing a Brand’s ImagePolishing a Brand’s Image

Art CurtIs And smAIyrA mIllIon hAve enhAnCed the sPorts CluB/lA’s APPeAl

Art CurtIs And smAIyrA mIllIon hAve enhAnCed the sPorts CluB/lA’s APPeAl

When you purchase a pink treadmill, CYBEX will donate 10c/mile* logged during the month of October (Breast Cancer Awareness Month)

to The Breast Cancer Research Foundation.Women are 54% of health club members and the fastest growing member groupBreast Cancer Research: A great cause

Exercise: A great benefit for women’s health

–

Pink Ribbon Run: A great opportunity to show your club cares

CYBEX: A great treadmill

Why your facility should buy a pink 750T TREADMILL

The Breast Cancer Research Foundation is dedicated to preventing breast cancer andfinding a cure in our lifetime by funding clinical and translational research worldwide. For more information about BCRF, visit www.bcrfcure.org.

JOIN THE PINK RIBBON RUNLet your members make their workout work for breast cancer research.

Visit us online www.cybexintl.com to learn moreTo join the Pink Ribbon Run call CYBEX today at +1.774.324.8000

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Joe Moore, the president and CEO of IHRSA, is a particularly prescient guy. This month, in his “Last Rep” column on the final page of the magazine, he steals much of the thunder of this “Editor’s Welcome.” Thanks, Joe!

Moore, however, makes an important point that’s certainly worth repeating, especially in the midst of a recession. There can be no commerce, growth, profit, or business future—at any time—without investment and reinvestment. One needs to sow… to reap. To spend… to garner rewards.

Moore, who was a successful club operator for years, clearly under-stands the critical role that equipment plays in our industry, and, so, he focuses on that. “A new attraction on the fitness floor can go a long way toward pleasing and reengaging members,” he points out.

He’s right. More than most others, our industry is predicated on, and has nearly become synonymous with, the hardware it employs. Free weights, treadmills, stationary bikes, climbers, selectorized machines, elliptical trainers, fitness-assessment equipment—they are what we do.

Investment, of course, can take many other forms. One can devote resources to finding new talent, freshening up facilities, fine-tuning staff skills, and formulating new programs. These sorts of upgrades are touched upon, too, in this issue of CBI.

When Millennium Partners, a Boston-based real estate development firm, purchased six Sports Club/LA facilities in 2006, it was investing, first, in a premier brand; protecting it was crucial to maintaining the appeal of its commercial proper-ties, in which the clubs were located. It invested, next, economic rumblings notwithstanding, in the clubs themselves, spending $35 million over

two years on everything from new furnishings to a state-of-the-art information technology (IT) system.

The result: 6%-7% revenue increases per year, despite flat membership growth.

Art Curtis and Smaiyra Million, the CEO and COO, respectively, of Millennium’s new Sports Club division, describe how they did it in this month’s Q&A.

Check out our other articles—on, for instance, imaginative new Pilates programs, valuable nondues revenue sources, and the next generation of group-cycling successes—and you’ll find a similar dynamic at work. In each case, people have committed significant time, effort, and money to create, develop, and deploy profitable new ideas, programs, and, yes, Joe, equipment.

In his comments, Moore writes, “On the basis of my discussions with owners, it seems to me that the ones who are accomplishing the most aren’t those who are battening the hatches, hoping to weather the storm, but, rather, those who are still investing in their future—unfurling their sails to put more distance between themselves and the competition.”

This issue of CBI makes a solid case for his argument. —|

– Craig R. Waters, [email protected]

| Editor’s Welcome |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.

PublishingEditor-In-Chief: Craig R. WatersPublisher: Jay M. AblondiManaging Editor: Rebecca K. MaverickEditor: Jennifer H. McInerneyAssociate Editor: Patricia Glynn Editorial Intern: Mia CoenContributing 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 EynonSenior Account Manager: Jessica GutsteinAdvertising & Associate Membership Manager: Christine PatersonAdvertising Sales Executive: Donna GarrityBusiness Development Publications: Will FinnPublications & Associate Coordinator: Meghan Burnham

Art Direction, Design, Production: HM Studios, Boston, MA

internAtiOnAl heAlth, rACQuet & sPOrtsClub AssOCiAtiOnPresident & CEO: Joe MooreChief Operating Officer: Anita LawlorExecutive Vice President of Public Policy: Helen DurkinExecutive Vice President of Global Products: Jay Ablondi

Club business internAtiOnAl editOriAl & Advertising OffiCes:c/o ihrsA seaport Center 70 fargo street, boston, MA 02210 usA800-228-4772 usA & Canada 617-951-0055 | 617-951-0056 fAXe-mail: [email protected] 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 subscrip-tions $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 8

Kerry b

rett

4 C l u b B u s i n e s s I n t e r n a t i o n a l | A u G u S t 2 0 0 9 | w w w . i h r s a . o r g

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32 Polishing a Brand’s ImageWhen Millennium Partners, a Boston-based real estate development firm, purchased six Sports Club/LA facilities in 2006, it did so to protect and improve on a premier brand—one central to the success of its commercial properties, in which the clubs were located. Since then, Art Curtis, CEO, and Smaiyra Million, COO, of the firm’s new Sports Club division, have achieved Millennium’s dream.

36 Pilates CreativityPiloxing, Tangolates, workouts on unlikely equipment and for special populations—Pilates has never been more exciting!

43 New Nondues NotionsSmart clubs are beating the recession by generating as much as 50% of their income from nondues- revenue sources.

48 Group-Cycling GustoEndless innovation and fertile imaginations have made group cycling an exercise ‘fad’ that shows no sign of fading.

Art Curtis beams at Sports Club/LA’s success

32


COntEntS | AuguST 09

CluB BusINEssIntERnAtIOnAL

Features

Cover & Above: greg hren Photography

LTB

CAMPBELL MITHUN • DIGITAL RESOURCES • PREPRESS STUDIOPUBLICATION CONFIRMATION

Client Name: Fiserv Media Type: Trade -

Health & Fitness Color Mode: 4C Ad Number/Code: FISHFTD9016P Ad Caption/Title: Cardio/Health Club 1st Issue/Run Date: July 2009 Usage Rights: 1 year End Date: 6/30/2010 Publication: Various

MECHANICAL INFORMATION drStudio Location: Mpls

Prepress Job Number: FISHFTD9016 Purchase Order: P00070877

MECHANICAL DIMENSIONS IN DECIMAL INCHES

Final Size: 7.75” x 10.75”

Bleed: 8.375” x 11.125” Trim: 7.75” x 10.75” Live/Safety: 7” x 9.875”

DOCUMENT INFORMATIONDocument Filename: 70877_Cardio_P.inddPage Number: 1Document Path: CMServer:Volumes:CMServer:Prepress:CLIENTS:FiServ:06_JUNE09:FISHFTD9016P00070877PRE:70877_Cardio_P Folder:70877_Cardio_P.indd

Revision Number: 4 File History: 5/27/09 tf; 6/1/09 sh, sh, ak

Print Scale: 100% Print/Export Time: 6-8-2009 12:40 PMPDF Compatibility: None

Colors Used: Cyan, Magenta, Yellow, BlackFonts Used: Times (Roman; Type 1), Univers (67 Bold Condensed, 55 Roman, 45 Light, 65 Bold, 57 Condensed, 47 Light Condensed; Type 1), ITC Zapf Dingbats (Medium; Type 1), Helvetica (Black Condensed; Type 1)Linked Images: FTM_V4.jpg (RGB; 2.0MB; 348 ppi), fisv_prf_fo_cmyk.eps (283KB)

Notes: INDD-CS3Ver. 1; Pg. 1:

AGENCY CREDITS Executive Creative: Garry Valone Creative Director: Bryan

DeYoung Art Director: Wendy

Hansen Copywriter: Bryan DeYoung Producer: Bill Schneck Traffic: Lynn Walstrom

DOCUMENT OUTPUT REVIEW Initials Date Time

drStudio: | AUTOMATED DATA

Traffic: | |

Proof Cycle 1: | |

Proof Cycle 2: | |

Agency Legal: | |

Art Director: | |

Copywriter: | |

Agency Exec: | |

Account Team: | |

Producer: | |

Client: | |

Client Legal: | |APPROVED FINAL VERSION

OK to Ship _______________________________

It’s like adding cardio to your health club. CompeteSM from Fiserv is the most comprehensive club management

software in the health and fi tness industry. Yet it’s totally attuned to your club and to each member, helping clubs of all

sizes grow and retain membership while maximizing revenue and minimizing day-to-day costs. For a total approach to

growth, Fiserv also offers EFT processing and outsourced billing. With Fiserv, you have the unrivaled power to perform.

The power within. www.clubs.fi serv.com

Pay ment s � Processing Ser v ices � R isk & Compl iance � Cus tomer & Channel Management � Business In tel l igence & Opt imizat ion

© 2009 Fiserv, Inc. or its affi liates.

S:7”S:9.875”

T:7.75”T:10.75”

B:8.375”

PL_70877_Cardio_P.indd 1 6/12/09 2:29:03 PM

Inspected 6/12 stl

8958

18

TRX trainer is good to out-of-doors

Little Squirts enjoy Playtime

Cybex Arcs toward Medical Fitness

News & Know How 15 News World Class ads; Congressional exercise;

Cybex thinks pink; Fitness Anywhere goes green; Eye on the Economy; and more

25 First Person Christine O’neal thalwitz identifies

the takeaway ideas in her update of The Economic Benefits of Regular Exercise

27 On the Move Jackie Chan parties at California Fitness;

new roles for Helen Rockey, Rick Caro; Patriots cheerleaders’ BodyScapes; Curves franchisor of the year; plus more

Innovations 57 What’s New Check out the latest from IDEA, Playtime,

Brewer’s Ledge, Marpo Kinetics, InDOORCyCLInG GROuP, and others

61 F.I.T. Extra AV systems, personal viewing screens,

high-definition plasma tV—has exercise ever been more entertaining?

IHRSA Report 77 First set IHRSA Chairperson David ‘Patch’

Patchell-Evans ‘invests’ in education

78 In Brief Legislative sessions are now in recess,

making it an ideal time to promote Campaign for a Healthier America

81 International new IHRSA Ambassadors Gianluca

Scazzosi and tamer Farag extend the association’s international presence

83 Club Advisor Club consultant Laurie Cingle singles

out the factors of a successful weight- loss program

84 success by Association Since founding the Little Rock Athletic

Club in 1989, Pat Riley, Jr., has relied on IHRSA for guidance

87 Member News We know what’s up at Cybex, Fiserv,

Max Muscle, Mystic tan, Big Ass Fans, Fitness Anywhere, Active XL Promotions, JayBird Sports Audio, and Clif Bar & Company

92 Calendar

Reps 4 Editor’s

Welcome

10 Ihrsa.org

12 letters

93 Marketplace

95 Ad Index

96 last Rep Wise club operators

are still ‘investing’ in their success, reports IHRSA President and CEO Joe Moore


COntEntS | AuguST 09

CluB BusINEssIntERnAtIOnAL

Departments

A PREVIEW OF WHAt’S nEW tHIS MOntH On WWW.IHRSA.ORG

Save Big with IHRSA group Purchasing> www.ihrsa.org/grouppurchasing

IHRSA Group Purchasing provides IHRSA member health clubs with exclusive discounts on the products and services they need to run their businesses effectively and profitably.

The free program has more than a dozen partner compa-nies, including: Discover Network (incentive and rebate cards); VCP Printing & Mailing Services (design and direct mail); Ready Care Industries (locker room amenities); Grainger Industrial Supply (maintenance, repair, and operational supplies); General Electric Lighting (lighting); Clorox (cleaners); and HR Pro Shop (human resources consulting). —|

Log on to www.ihrsa.org/grouppurchasing to find out more about these and other participating companies.

New: The IHRSA Guide to Personal Training > www.ihrsastore.com

The IHRSA Guide to Personal Training was designed to assist club owners and operators who either have existing personal training programs or are looking to offer them for the first time. this unique publication details statis-tics of American personal trainer usage; fees per session; and the people

who most commonly use personal training. It also features information about certification standards; different ways to pay your trainers; and fresh suggestions on how to set your program apart from the competition.

Other highlights include best practices; 10 new trends in personal training that you can implement immediately; new ideas and approaches to con-sider; and a variety of case studies from clubs with successful personal training programs.

Along with this publication, you’ll receive a free supplementary PowerPoint presentation

that can be used to educate your staff and begin a worthwhile discussion on building and/or enhancing personal training in your club! —|

Order The IHRSA Guide to Personal Training at www.ihrsastore.com today.

HR Headaches? Get ActiveCareers Digest Are you a human resources (HR) professional, or do you do some or all of the hiring, firing, or managing for your club or company? If so, sign up now for a free subscription to ActiveCareers Digest, IHRSA’s monthly e-newsletter about all things employment-related. Recent article topics include: personality testing of job applicants, reference checks, and cutting payroll without laying off employees. —|

Log on to www.ActiveCareers.com/employer to sign up and to access many other free employment-related resources.


ihrsa.org

| letters |

Time Well Spent

I just wanted to thank you for the invitation to listen to best-selling author Keith Ferrazzi’s presentation in Orlando last night. Ferrazzi, who also spoke at IHRSA’s 4th Annual Profitability Conference last August (see “When Good Friends Mean Business,” pg. 45, CBI August 2008), is a very easy-going and comfortable speaker who really engaged the audi-ence to get his ideas and concepts across. Orlando is a three-and-a-half-hour drive from my house, but Keith’s presentation was definitely worth the effort. Thanks again to IHRSA for making these opportunities available. —|

Ray gordon | Owner | Sales Makers | Cape Coral, FL

Join the Campaign!> I want to congratulate the IHRSA staff, the IHRSA Board of Directors, and the IHRSA members who participated in the 2009 IHRSA Summit for a Healthier America, which took place in Washington, D.C., in May. the event was extremely well organized and the quality of the materials prepared by the IHRSA staff was exceptional. Our members can certainly be very proud of the invaluable health-promotion and related legislative work that IHRSA is doing and how its quality and effectiveness have evolved so well.

During the 2009 IHRSA Summit for a Healthier America, I was able to spend time speaking directly to Congressman Mike Castle and his staff. they listened carefully, asked good questions, and were appreciative of receiving IHRSA’s information—especially the health and fitness data that’s specific to Delaware. I suspect Congressman Castle’s reaction is not unusual.

It seems to me slowly, but surely, IHRSA is gaining traction with our congressmen and senators. this is true both because of the substance of what we’re supporting and the strong supporting information that IHRSA members are providing personally to their elected officials. In the case of this year’s Summit, the two glossy documents that IHRSA prepared, “the Economic Benefits of Regular Exercise” and the Campaign for a Healthier America’s “Providing a Solution to Rising Health Care Costs and Physical Inactivity,” will be helpful to senators and congressmen and their staffs as they wrestle through the details of any proposed health-care-reform legislation. Even more important, of course, is that club owners and personnel simply make time to call, e-mail, or

visit their elected officials to request support for IHRSA’s work in the public policy arena.

In general, the public and elected officials have undervalued IHRSA’s contribution to the growth of small business and the extremely positive role our industry can play in reducing health-care costs. Fortunately—as evidenced by the success of IHRSA’s 2009 Campaign for a Healthier America—this situation is chang-ing. But the reality remains that the speed with which this occurs and IHRSA’s ability to play a vital, nationally and internationally recognized role in getting more citizens to become active will be a direct function of each club owner’s willingness to “chime in” appropriately.

to that end, I’d like to point out that IHRSA has made it ridiculously easy, via its Website, to send a personal message to legislators on behalf of our industry. now, in a matter of minutes, we can write a quick message, click a button, and have it sent to any elected official we select. —|

Roger Ralph | Principal | Hockessin Athletic Club | Wilmington, DE

Hold That Stretch!> In the June issue of CBI, there was an item about the adidas 3-Stripes purchasing program, which included a photo of an athlete performing the hurdler’s stretch (see “Associate Profiles,” pg. 84). Who is still teaching this stretch, which has been contraindicated for many years due to the stress it puts on the knee that’s out to the side? I’m glad to know that the program described is not an educational one. —|

Jeanne “Bean” Murdock | Owner | BeanFit Health and Fitness Services | Paso Robles, CA


Keith Ferrazzi

(800) 829-4321 • www.motionsoft.net

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w w w . i h r s a . o r g | A u G u S t 2 0 0 9 | C l u b B u s i n e s s I n t e r n a t i o n a l 15

World Class Clubs, the Russian chain, recently won the Effie 2008 Brand of the year award, in the category of “Services and Facilities.” Its winning ad campaign, developed with the Low Adwenta advertising agency, featured striking images of actual club members, including children, to convey athleticism, beauty, health, and success. —|

News & Know HowNews 15 | First Person 25 | On the Move 27

Senators Max Baucus (D-MT) and Tom Harkin (D-IA) are taking the lead in the development of comprehensive health-related legislation on Capitol Hill. They’re devising a system of rewards and benefits for employers who

promote wellness to their workers. Tax credits and other subsidies are among the incentives currently being considered if employers’ programs comply with fed-eral requirements.

Harkin’s proposal stipulates that employers could be eligible for tax credits, gift certificates, or premium discounts if they offer their employees options that address a range of issues, including tobacco use, fitness and nutrition, and depression.

The thinking is that if workplace wellness programs are made easily available, then perhaps chronic issues—such as obesity, diabetes, high blood pressure, and other diseases that can be managed with diet and exercise—can be prevented. “Prevention and wellness should be a centerpiece of healthcare reform,” Harkin tells The New York Times. According to the Times, employers are finding that their workers are healthier and more productive as a result of participation in corporate wellness programs. —|

ihrsA named a ‘Fit Friendly Company’It’s never too late to Start! participating in health-promotion programs

> A team of IHRSA staff members recently participated in the American Heart Association’s (AHA’s) Start! Walking Day Rally. the event was part of the Start! campaign to educate Americans about the benefits of physical activity, and was sponsored by Fitcorp, a Boston-based IHRSA member.

the rally included speeches by local celebrities and success stories from people who have lost weight, and culminated in a walk across Boston. Several local organizations, including IHRSA, were awarded the title of “Fit Friendly Company,” which recog-nizes firms that provide a healthy work environment and make an effort to help their employees stay fit.

Start! is a powerful example of a successful health-promotion program.

IHRSA recently wrapped up its own national campaign, Get Active America! this program helped IHRSA clubs reach out to their communities and welcome newcomers. For one week, participating clubs hosted events showcasing their staff, equipment, and amenities. the program was incredibly successful, increasing foot traffic, bolstering membership, and helping clubs receive media attention.

to learn more about Get Active America!, please visit www.ihrsa.org/getactiveamerica. —|

Fit Friendly: from l., back row, IHRsA staffers Cathy McNeil, Tim sullivan, Pam O’Donnell, Amy Bantham; from l., front row, lilly Prince, Kara Thompson, and Kathryn Horne.

| News & Know How | News

CYBEX is thinking PinkNew treadmill supports breast cancer research

CYBEX International (NASDAQ: CYBI) has painted its popular 750T treadmill pink and trans-

formed it into a cancer-fighting machine! It has introduced its powerful, compact model in this pretty hue, along with the Pink Ribbon Run, to help raise aware-ness and funds during Breast Cancer Awareness Month, in October 2009. For the entire month, the company, based in Medway, Massachusetts, will donate 10 cents for every mile logged on one of its pink treadmills to the Breast Cancer Research Foundation (BCRF).

According to the American Cancer Society, one in eight women will develop breast cancer; it’s the second-leading cause of death in females. Research indicates that exercise greatly reduces the risk of developing cancer.

To join the Pink Ribbon Run, visit www.cybexintl.com/pinkribbonrun. CYBEX is encouraging participating clubs to take over the campaign and extend the fundraising period beyond October. —|


Congress Proposes Healthy Incentives New legislation would reward employers who promote wellness

u.s. senator Max Baucus

Carrie d

evorah/Wen

n.com

/new

scom.com

By Jennifer H. McInerney

CBI’s not the only one who’s been noticing our industry’s efforts to treat the environment with respect. Recently, Outside magazine named IHRSA associate Fitness Anywhere to its “Best Places to Work” list, due, in part, to its commitment to environmentally conscientious practices. the San Francisco-based business was ranked no. 22 out of the nation’s top 30 companies.

“We create and sell our products in an environmentally sustainable and socially responsible way,” explains Alison Ross, Fitness Anywhere’s director of marketing.

One of the pillars of its green success is the tRX Suspension trainer, a total-body training system that debuted in 2005. Constructed of industrial-quality nylon, the device weighs less than two pounds and requires no electricity; the human body creates all of the power and resistance necessary to operate it.

“It’s a solution that provides all of the functionality of an expensive and bulky multistation gym, but has a minimal environmental footprint,” she continues.

In addition, all of the tRX’s collateral content—including exercise guides and posters—is made from 100% post-consumer recycled materials and soy-based inks. the company has also eliminated all PVC lamination from its guides. And, when the tRX trainers wear out, the company collects them and recycles their components into ultra-durable dog leashes that are donated to the Society for the Prevention of Cruelty to Animals (SPCA).

Last fall, Fitness Anywhere opened its tRX training Center, which was designed and constructed according to green best prac-tices and Leadership in Energy and Environmental Design (LEED) standards. the earth-sensitive facility features recycled building

materials, energy-efficient compact fluorescent lightbulbs (CFLs), and low-flow showerheads and water-saving toilets.

At its corporate headquarters, Fitness Anywhere has reduced its carbon footprint by eliminating its fax machine, in favor of e-faxing, and participating in the PG&E ClimateSmart Program, which offsets its impact on global warming. Some of its other green initiatives include: a comprehensive recycling program for paper, plastic, glass, batteries, ink toners, and DVDs; the purchase of products and office supplies that are made from recycled materials; the selection of vendors that use less pack-aging and adhere to environmentally responsible practices; and the use of eco-friendly cleaning products.

Way to go green, Fitness Anywhere! —|

Please contact [email protected] with your ‘green’ initiatives.

TRX suspension Trainer is good to the great out-of-doors


Of the 50 most bustling metropolises in the country, Washington, D.C, has been elected the healthiest, according to the

American College of Sports Medicine (ACSM). The Seattle-based organization evaluated cities throughout the nation, measuring different lifestyle metrics, including “personal health indicators” and “community and environmen-tal factors,” to produce its annual American Fitness Index (AFI).

The nation’s Capitol emerged victorious due, in part, to its high percentage of citizens who eat five or more fruits and vegetables per day; a low incidence of chronic health problems, such as obesity and diabetes;

and a low percentage of smokers. It also dominated the field with respect to its per- capita preponderance of park land, recreation centers, tennis courts, and swimming pools.

“Researching and understanding the problem is the first step toward developing programs, initiatives, and policies to increase physical activity,” said Walt Thompson, Ph.D., AFI advisory board chair. “This report will help identify each metropolitan area’s strengths and weaknesses.” —|

.orgto view the ACSM’s American Fitness Index in its entirety, visit www.AmericanFitnessIndex.org.

ACsM releases American Fitness IndexWashington, D.C., named healthiest metropolis in the U.S.


| Green Scene |

taking home the ‘green’ Ribbon!

P.O. Box 1470 San Pedro, CA 90733 USA Phone 310.514.1155 Fax 310.514.1363 Email: [email protected] Web Address: www.ivankobarbell.com

Made InAmerica

The Evolutionof Power BrandingEvery club would like to have a look and feel like no other place in town,

a reputation as the best place to pursue health and fitness goals. To get there,

you must be careful how you build your reputation. If your name appears

on a product that’s just good enough, your name will mean “good enough.”

If you want to be viewed as the best club in town, let your name be seen on

the best products on Earth.

Ivanko Urethane Dumbbells. American Made. World dominant.

Following an upbeat report from the Conference Board indicating that consumer confidence had increased to 54.9% in May, up from 40.8% in April, shares of Life time Fitness (nySE: LtM) jumped 6.9%, to $17.66, in a single day in late May. By early June, the stock price was over $20 per share and climbing… —|

Short takes | Taking Stock>

-2%

-1%

0%

1%

2%

3%

4%

5%

6%

May ’08 June ’08 July ’08

Consumer Price Index (CPI)-FItness Clubs(% change same month previous year)

August ’08 September ’08 October ’08 November ’08 December ’08 January ’09 February ’09

March ’09 April ’09 May ’09

Club Dues

Club Fees

All items

| CBI’s Eye On the Economy |

Consumer Price Index (CPI) for fitness Center dues softensCPI for Club Service Fees Rises Faster than CPI for All Items



Contrary to popular belief, the local health club isn’t just a place to work up a sweat and burn off calories. On Capitol Hill, the House and Senate gyms are the places to weigh important issues, toss

ideas around, and put proposals through their paces. In the basement gym of the Rayburn House Office Building, Transpor-

tation Secretary Ray LaHood, Representative Barron Hill (D-IN), and White House Chief of Staff Rham Emanuel are all “regulars” who feel that a good workout is valuable not only to their health, but also to their jobs.

“People are more frank when they’re wearing their gym clothes,” Senator Chuck Schumer (D-NY) told Politico.com.

Across campus, the gym at the Russell Senate Office Building is also a popular hangout, where Vice President Joe Biden and former Senator Ted Kaufman (D-DE) catch up while lifting weights or riding stationary bikes. For some, it’s easier to track down the Vice President at the gym, rather than wait for him to return a phone call. —|

White House WorkoutsHouse and Senate gyms are legislative proving grounds

In May, the consumer price index (CPI) trend for fitness center dues continued to soften, when compared with the figures for May ’08. the last time the month-to-month percent change in CPI for fitness center dues was negative occurred in August ’05. However, in the short term, the CPI for dues increased slightly (0.67%) from April ’09 to May ’09, the first upward movement in three months.

A positive sign is that the CPI for club fees for services has risen more quickly than the CPI for “All Items.” this suggests that

consumers value club services and will pay above-inflation rates for them. However, in the short term, club fees for services have been feeling a slight pinch because of the recession. the monthly and three-month percent change CPI for club fees for services has been negative.

the “new normal” may be that consumers are still willing to pay a little bit more, out of pocket, for extra services, although this, too, is contracting, but they’re not willing to pay more for dues. —|

For more detailed monthly information and additional producer price indexes (PPI), please visit www.ihrsa.org/research.

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> On HBO’s Sex and the City series, and in the 2008 blockbuster film of the same name, actress Kim Cattrall helped make fitness very sexy indeed—frequently showing off her toned body in nude scenes as the insatiable Samantha Jones. A com-mitted gym-goer, the 5'7", 130-pound Cattrall favors kettlebell workouts, Pilates, and personal exercise ses-sions with trainer Gunnar Peterson.

“I grew up in a generation where a woman did not work out. Jane Fonda was one of my heroes,” she tells corinescorner.com. “It’s always been a part of my life, to be in shape so I can endure a 19-hour day, and to look good.”

Given her firm physique, it’s little wonder that Cattrall long ago achieved sex-symbol status. What’s hard to believe, though, is that this stunning siren will, on the 21st of this month, turn 53 years old.

Returning in a Sex and the City sequel in May 2010, this scene-stealing vixen has, thanks to her healthy lifestyle, stolen the spotlight here at CBI to become the fitness role model for August. Cattrall is truly living proof that with exercise, age really is just a number. —|

Fifty-Plus and Fabulous!Fitness Role Model: Kim Cattrall


international update: Fitness Fireworks in China

Since 2001, when it made a successful bid for the 2008 Olympic Games, China’s health

club industry has grown dramatically. Xiao Tian, the vice director of the

General Administration of Sports of China (GASC), has high hopes for the continued expansion of the fitness industry in his country, and believes that the Beijing Olympics contributed to a national explosion of interest in sports and exercise. Even the residents of small towns, individuals such as Huang Hongq-ing, are feeling the buzz. “Ever since 2001, people around me have become crazy about sports!” he told China Daily.

A GASC economic report documents the trend, showing an 8.5% increase in the sports market since the beginning of ’08. But it hasn’t always been that way.

Before the Olympics appeared on the horizon, China’s capital had only two western-style health and fitness facilities. In 2001, New Zealander Matt Lewis, the owner of two Evolution Fitness gyms in Beijing, began working to introduce western fitness concepts to the Chinese. At the time, it wasn’t easy to find employ-ees who were familiar with workout

equipment, and some female members showed up for group-exercise classes wearing high heels. “People had no idea. It was all new to them,” he told the New Zealand Herald. Today, the number of gyms in the city is close to 500, and an estimated 3 million residents have memberships.

Lewis’ pair of gyms have 4,000 members and have been earning $2 million a year between them. Last year, the entrepreneur put them up for sale, intending to launch a consulting firm to help other Beijing club operators become more successful.

Liu Qingzao, a professor at the Shanghai University of Sport, points out that, even in the midst of a global economic crisis, the fitness industry’s prospects still seem promising in China. “At present, there is a huge market in fitness training and sports organization,” he told China Daily.

Xiao Tian thinks so, too: “The indus-try should seize the chance to develop when China is expanding internal demands. To some extent, the economic crisis may turn into a good thing for the industry.” —|

sports participation is up in China

Short takes | Equinox Unequaled

Equinox Fitness Clubs, based in new york City, are no. 1 in Health magazine’s book. the chain, which has 49 clubs nationwide, outranked the largest players in the industry on the basis of its “rigorous cleanliness, extensive equipment, impressively trained staff, and healthy, fun workouts.” —|

Comely Kim Cattrall

>


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| News & Know How | First Person

CBI Spends 10 Minutes on the Line with

.comDownload a free copy of Building a Corporate Wellness Program, or order The Economic Benefits of Regular Exercise at www.ihrsastore.com.

How did you come to research and revise IHRSA’s Economic Benefits of Regular Exercise? How can club owners/operators make the best use of it? How has

ACAC leveraged this publication, particularly with respect to its own corporate marketing efforts? What have you learned that you didn’tknow before? Are there any facts that particularly surprised you?

Christine O’neal thalwitz has worked in club management, sales, fitness, and group exercise during her 20-year career in the fitness industry. Currently, she’s a writer/researcher for ACAC Fitness & Wellness Centers in Charlottesville, Virginia.

“We, at ACAC Fitness & Wellness Centers, have always appreciated the value of The Economic Benefits of Regular Exercise publication from IHRSA. As a result, one day last fall, Phil Wen-del, ACAC’s owner, said to me, “this is a great publication. Let’s think about how we could add to it from our experience.” So, last September, we approached IHRSA about updating it.

In this newest version, Kelly Lynn, ACAC’s cor-porate wellness director, and I have included information for membership sales teams, trainers, corporate outreach, and general managers—in other words, for every person on a club’s team.

The Economic Benefits of Regular Exercise answers the questions that club representatives are most likely to be asked by potential corpo-rate partners, including “How much will this cost the company,” and “What will be the likely return on investment (ROI)?” this publication includes extensive research on the cost-benefit of corporate wellness and presents several case studies. One major study showed that programs related to physical activity, nutrition, and tobacco use can yield an average ROI of $5.60 for every $1 invested within five years.

Our corporate program, acac@work, makes very good use of The Economic Benefits of Regular Exercise; it’s one of the first things we put into the hands of our potential corporate partners. It has talking points to start a conversation with these companies. It’s a great piece for human-resources (HR) heads to share with corporate decision-makers.

While researching the data about productivity, absenteeism, and disability, I found many eye-opening statistics. For example: more than half of all u.S. adults have one or more chronic condi-tions, and the diagnosis and treatment of these conditions accounts for 75% of healthcare costs.

Another study shows that, if current trends con-tinue, nine out of 10 adults will be overweight or obese by 2030. All of this information underscores the urgent need for our industry to broaden its welcome mat and encourage sedentary adults to exercise. In order to accomplish this, we feel that clubs need to provide specific support and expertise to these populations.

taking on this project has reaffirmed, for me, the importance of ACAC’s efforts, as a wellness pro-vider, to attract the deconditioned. PREP, our physician-referral program, is medically based and offers support for new exercisers. Participants work with our medical fitness team, which includes exercise physiologists, trainers, and a nurse. I think this approach is the future of our industry.

Finally, to further assist clubs in structuring their corporate sales presentations to make the stron-gest case possible for wellness at work, we’ve included a companion piece: Building a Corporate Wellness Program: A Guide for Club Owners and Operators. It’s free, in digital form, with the pur-chase of the publication (www.ihrsastore.com).

Our goal is to help owners and operators formu-late a plan to successfully pursue this market if they haven’t been doing so. It may open up a whole new window to selling memberships during these challenging economic times.” —|

Christine O’Neal Thalwitz


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| News & Know How | On The Move

Jackie Chan, center-stage at California Fitness

Helen Rockey is new World Gym COO> Helen Rockey, who has senior-management experi-ence with nike and Brooks shoe companies, has been appointed to the position of chief operating officer (COO) at World Gym International, in Los Angeles, California, which was recently purchased by the Joyce J. Cammilleri family. Rockey has also worked for a number of big-box and specialty-franchise retail operations, including the Seat-tle-based Front Porch Classics toy and game company. —|

Rick Caro Joins Parisi Board> Industry veteran Rick Caro has been appointed to the board of directors of the Parisi Speed School, the Fair Lawn, new Jersey-based firm that franchises performance-enhancement training camps nationwide. Caro, one of the cofounders of IHRSA, is the president of Management Vision, Inc., a prominent industry consulting firm based in new york City. the Parisi network currently has 40 sites. —|

Movers and Shakers

Jackie Chan is the Life of the Party at California Fitness CelebrationsIn May, actor and martial arts expert Jackie Chan visited the California Fitness-Jackie Chan Sport Club at MegaBox in Hong Kong, which was commemorating its first anni-versary, as well as the California Fitness-Jackie Chan Sport facility, novena Square, then marking its third year. Chan enthusi-astically led a series of workouts, ranging from Zumba Fitness and Body Jam, to his own JC Boxercise class, a combination of boxing and martial arts.

“Jackie Chan has been a great partner… a true inspiration… in promoting good health,” said Colin Heggie, president of California Fitness, the Asian-based subsid-iary of 24 Hour Fitness Worldwide. Chan has, thus far, lent his name to a total of six of the 25 California Fitness facilities. —|

Milestones


Chatham Health Buoys Senior FitnessAt Chatham Health & Swim Club, in Chatham, Massachusetts, 34 seniors recently rowed their way to improved functional fitness. As part of a six-week study, participants—averaging 71 years of age—completed 30-minute rowing classes on Concept2 Indoor Rowers, which are manufactured by Concept2, Inc., an IHRSA associate member located in Morrisville, Vermont. under the guidance of nurse practitioner Carol Penfield, Rn, MS, all of the exercisers experienced an impressive 20%-34% improve-ment in both strength and flexibility. One club member named Ruth t. proclaims that she’s experienced yet another benefit: “My friends all tell me I look younger!” —|

Promotions

study in progress at Chatham Health & swim

| News & Know How | On The Move

BodyScapes Partners with Patriots CheerleadersWho better to cheer on your business than a professional cheerleading squad? Hoping to broaden its fan base, newton, Massachusetts-based BodyScapes, the parent company of BodyScapes Fitness full-service clubs, as well as One2One BodyScapes personal training studios, has partnered with the new England Patriots Cheerleaders for a year-long, mutually beneficial venture. the partnership will bring the peppy ladies into BodyScapes facilities, where they’ll participate in special appearances and even boost their own personal fitness by working out alongside members. to further spread the word about BodyScapes, the Patriots Cheerleaders’ market-ing materials will prominently feature the company’s logo. It’s a win-win scenario all around! —|

Award-Winning

Business Development

Curves Recognized as 2009 Franchisor of the Year

the American Association of Franchisees and Dealers (AAFD) recently honored Curves International, Inc., as the Franchisor of the year 2009. Curves, which currently has more than 10,000 domestic and international locations serving over 4 million members, is one of the fastest-growing franchise companies in history.

under the leadership of cofounders Gary and Diane Heavin, the 14-year-old company is committed to providing high-quality circuit training and support to women worldwide. In bestowing the award, the AAFD recognized the “exemplary franchise culture” that Curves has established within the franchise system, which has resulted in extraordinary customer satisfaction and loyalty. —|

24 Hour Fitness goes for the gold, Silver, Bronze—and Pinstripes!24 Hour Fitness Worldwide, Inc., the largest privately-owned club chain in the u.S., has been working with the united States Olympic Commit-tee (uSOC) since 2003, and is already gearing up for the 2010 Olympic Winter Games in Vancouver, British Colombia. As an Official Fitness Center Sponsor of the u.S. Olympic team, 24 Hour has been responsible for providing state-of-the-art equipment and training expertise at Olympic Centers in Colorado Springs, Colorado; Chula Vista, California; and Lake Placid, new york.

With the 2010 Olympic Winter Games set to begin next February, 24 Hour will be offering an incentive to u.S. Olympians and aspiring Olympi-ans: they can make use of 24 Hour facilities all over the country for a discounted rate. Last year, the company developed and staffed the uSOC’s High Performance training Center at Beijing normal university during the 2008 Summer Olympic Games.

In related news, 24 Hour Fitness recently completed a state-of-the-art weight room for the new yankee Stadium. It features cardiovascu-lar and strength-training equipment, an Impact Wall for resistance and core-training drills, and an assortment of functional training accessories, including exercise balls, bands, hurdles, ladders, BOSus, and more.

“24 Hour Fitness has created a custom workout space in our weight room, which will put the yankees in the best position to maximize our assets potential on the field,” said Brian Cashman, yankees senior vice president and general manager. —|


Curves CEO Gary Heavin, center, accepts award

New Yankee stadium weight room

Patriots’ Bodyscapes

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GP spread-0809CBI:GP spread-0409CBI 6/24/09 7:13 AM Page 1

COO Smaiyra Million and CEO Art Curtis

| CBI Interview |

By Jon Feld

CBI: In January 2006, Millennium Partners concluded a deal, estimated at $65-$80 million, to purchase six Sports Club/LA facilities from The Sports Club Company, in which it was already the largest shareholder. What prompted the move?

Art CurtIS: It’s common knowledge that, a number of years ago, The Sports Club Company was up for sale. Millennium Partners, an investor in the chain, was also the landlord for five of its club locations. Ultimately, Millennium stepped up, buying the five sites that were part of its real estate holdings, along with The Sports Club/LA on New York’s Upper East Side. Millennium Partners felt it was important that it protect its investments by controlling the brand image and operating standards of the clubs. They’re very important tenants—a critical revenue stream—and their operating standards need to be consistent with the image and standards of the other elements in Millennium’s mixed-use projects.

SMAIyrA MIllIOn: From a branding perspective, The Sports Club/LA has established a very well known and respected brand. The possibility that someone else might come in and rebrand it would have posed an interesting situation for residents, some of whom had purchased real estate based on the fact that they were going to be in a building with a Sports Club/LA and a Ritz Carlton or a Four Seasons Hotel. Millennium Partners wanted to protect and maintain the integrity of those brands.

CBI: At the time of the acquisition, you espoused a smooth transition, but also said that you saw opportunities to make positive changes within the organization that would be transparent to members. What did you mean?

AC: It actually started during the due-diligence phase. At that time, we developed what we called a “Value Creation” plan, which focused on areas where we thought there were opportunities to increase revenues, reduce expenses, and improve margins. The plan guided us from day one and drove several different initiatives: deploying capital to make improvements that would either be visible or meaningful to the members; reengineering and streamlining back-office systems; and investing in technology to improve sales and marketing management and to improve access to our business intelligence.

CBI: How did the capital investment side work?

SM: We should take a step back, first. Art described some of the changes as “visible and meaningful to members,” but we also worked to keep certain aspects transparent to them. For example, we made no changes in club-level management or staffing that were apparent to customers, because we regarded that as key to maintaining the clubs’ culture.

In terms of tangible and visible changes, we implemented them within a framework defined by three objectives. Those were: to provide beautiful, topnotch facilities; main-tain excellent customer service; and make sure that clients understood we intended to

are helping Millennium Partners Sports Club Management maximize its Sports Club/LA brand

In 2006, Millennium Partners, a national real estate develop-ment firm based in New York City, purchased six Sports Club/LA facilities from The Sports Club Company (SCC), based in Los Angeles. Millen-nium, which has developed more than $4 billion in mixed-use properties, had been the largest shareholder in SCC. To assist in the due-diligence process, Millennium retained Art Curtis, a 25-year industry veteran who, earlier, had served as the COO of the Wellbridge Company and as CEO of Stonewater, a day-spa operator. Curtis was subsequently named CEO of Millennium’s new club-operation division, Millennium Partners Sports Club Man-agement LLC (MPSCM), which is headquartered in Boston. Smaiyra Million, with 20 years of industry experience, including execu-tive positions with SCC, the Ritz-Carlton hotel group, and Candela Spas, was named the COO of MPSCM. —|

w w w . i h r s a . o r g | A U g U S T 2 0 0 9 | C l u b B u s i n e s s I n t e r n a t i o n a l 33

Highlights» Ensuring a brand

» System innovations

» Maximizing margins

» Future opportunities

>

Art Curtis and Smaiyra Million

Greg H

ren Photography

| CBI Interview |

make a very sizable investment to enhance the member experience.

During the first two years of owner-ship, we spent $35 million on upgrades throughout the facilities, encompass-ing everything from revamping color schemes to buying new furnishings and equipment. And we filtered every-thing we did through a set of lenses to make sure members realized that we were investing in them—before we asked them for anything in return. As we went into the second year, we did increase our dues, and it went very well because the members felt that they’d been taken care of. Everything looked new and felt new and was consistent with our value proposition.

CBI: You’ve said that part of the investment was designed to take the clubs to “the next level.” Can you give us an example of how you did that?

SM: Shortly after the acquisition, we began adding mind/body yoga and Pilates studios, utilizing existing space or requisitioning extra square footage. The move not only brought in new revenues from the programming, but also attracted a different group of prospects, people who might not have joined our clubs in the past. The resulting revenues already constitute 5% of MPSCM’s overall top line.

CBI: How has the Value Creation plan unfolded in operational areas?

AC: In terms of operations, we felt that we could make a number of improve-

ments by streamlining some processes and eliminating unnecessary ones. And we knew that we could utilize technology much more effectively—by, for instance, investing in back-office systems that could communicate with one another. That made it possible for us to obtain better business intelli-gence, which permitted us to make decisions based on reliable data. Ultimately, this led us to invest in the development of a data warehouse.

Rather than relying on several different applications, the warehouse allows us to create reports using data that’s imported from a number of sources—payroll, general ledger, club management, etc. The system

has evolved to the point where, with respect to most revenue streams, we’re now able to look at our business, literally, on a real-time basis; we can identify revenues from various sources, compare them to budget, compare them to prior periods, etc. We’re close to being able to monitor our expenses in a similar way.

CBI: Were they any other major innovations?

AC: Yes, there were. We changed the way that we do a lot of our financial reporting, particularly internally, in a dramatic way. We introduced the concept of key performance indicators (KPIs) for our core club business, as well as for various profit centers, such as spa services, private training, membership sales, etc. We identified

the big critical drivers in all of the parts of our business, and then combined them within a simple reporting format. Now, when we conduct monthly P&L meetings, our data-warehousing capa-bilities and KPI focus really streamline the process. They permit us to zero in on specific areas where we might need to make adjustments and to make decisions quickly.

CBI: What has that done for you at the club-management level?

SM: These tools have definitely made our general managers and department heads more sophisticated businesspeople. Today, they know there are levers they can pull to con-trol their business, rather than just watching it unfold, passively, from the sidelines. They understand KPIs and know exactly how to manipulate them to generate the best possible margins every month. They’ve become even more involved and hands-on.

CBI: What was the hardest part of the process?

AC: Writing the check—all told, the systems ran about $125,000 to imple-ment—was a bit painful. But putting all the pieces together and getting them all to work fluidly—that was the most difficult aspect.

CBI: Obviously, the acquisition of a centralized data platform and the accompanying technology has introduced a number of operational efficiencies. But what’s it done for the bottom line?

AC: Right now, we’re able to operate the business at lower expense levels than when we bought it in 2006. As a result, our margins have improved substantially. In terms of the metrics, we’ve grown our revenues about $5-$6 million, or 6%-7%, per year. They were $113 million in 2007 and $118 million in ’08. It’s worth noting that we’ve managed to do so despite the fact that membership growth at our six mature locations has been

34 C l u b B u s i n e s s I n t e r n a t i o n a l | A U g U S T 2 0 0 9 | w w w . i h r s a . o r g

“The numbers that best tell the story, however, are consolidated operating income, which has increased by 263% since 2006; and our consolidated operating margin, which has increased by 232% during the same period.”

| CBI Interview |

virtually flat since the acquisition. We currently have about 36,500 members at our six clubs.

Our sales for 2008 were approxi-mately $118 million, and the results clearly demonstrate that we’ve become more efficient, and have also been able to increase the yield from our membership base. Our dues revenue per member/per year is up 19.5%, or $301. Private training and mind/body revenue is up 24%, or $119 per member/per year. Total revenues per member, per year, are approximately $3,200. The numbers that best tell the story, however, are consolidated operating income, which has increased by 263% since 2006; and our consolidated operating margin, which has increased by 232% during the same period.

CBI: What type of operational relationship do you have with Millennium Partners?

AC: We operate quite independently of Millennium Partners. MPSCM is the only operating company they have, so we’re something of an anomaly for them. We, on the one hand, have 1,500 or so employees. Millennium Partners, on the other, is a real estate develop-ment firm, and, depending on what they’re doing at any particular point, they might employ 75-100 people. It’s a very different kind of company. At the same time, what we do is very important to them in terms of how it fits with the positioning of their real estate portfolio. We operate independently of one other, but enjoy a very synergistic relationship.

CBI: The past three-and-a-half years have clearly been very productive ones for MPSCM. What do the cards hold going forward?

AC: There’s obviously the potential for new fitness facilities. As Millennium Partners develops other projects of

a similar type and scale as the one that we’re involved in now, we’ll put clubs in there. We already have one project of that sort on the drawing board.

There are other opportunities out there, as well, that are compatible with our core skills. There aren’t too many organizations with the expertise required to operate in the very high end of the market; so, I think, we could do some great third-party management for other investors, whether they’re hotels, resort companies, or other real estate developers. given the current economic meltdown that we’re all struggling with, we may see some companies not come out of it particularly well—we might be able to step in and help out there, too. —|

– Jon Feld, [email protected]

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Not Your

Mother’s P lates!

Viveca Jensen, front right, created Piloxing


For some fitness enthusiasts, Pilates is just one of many fitness regimens. For others, though, it’s an art, a precise science, a transformational study of movement. But, regardless of the phrases used to describe it, one thing is certain: Pilates, in a word, works—for clubs and members alike.

Thanks to its unquestioned effectiveness, dem-onstrated over a period of more than 90 years, and to constant improvements, upgrades, and imagina-tive new variations on the original theme, Pilates remains an ideal protocol for attracting, engaging, and retaining members.

Recently, the recession has, to be sure, left its mark. Pilates-Pro.com, an online community for industry professionals, recently conducted a survey on the financial performance of Pilates businesses. Some respondents acknowledged that sales had, indeed, slipped as clients trimmed their training time; but, surprisingly, a large number reported that their revenues had either remained stable or, better yet, increased significantly.

Those who continue to flourish despite the econo-my’s failure have recognized a few fundamental facts. They understand that, while they must remain focused on the basics—safe, efficient programming; excellent customer service; sound business practices—they must be ever alert to fresh opportunities to improvise, innovate, and otherwise reinvent what they do.

Existing opportunitiesOne of the simplest and least expensive ways to reinvigorate a club’s Pilates menu is to leverage its current offerings. An increasingly popular and profit-able approach capitalizes on group equipment classes. Such sessions, in which an instructor works with two to as many as six clients at a time, deliver a number of advantages. They make Pilates more dynamic, are socially rewarding for members, and are kind to their wallets, increasing utilization—all of which translates to greater revenues for the club.

PJ O’Clair, a STOTT PILATES Master Instructor Trainer and the 2008 IDEA Program Director of the Year, can attest to their value. The owner of Club Xcel/Northeast, a small boutique-style club with some 480 members in Hamilton, Massachusetts,

she’s compensated for a slight dip in private lessons with an uptick in group sessions.

Individual sessions cost $55-$85, depending on the leader’s level of training, but group classes are just $30 per person, and a 10-pack can be purchased for $195.

Group equipment options, O’Clair points out, obvi-ously require more equipment, but, she contends, more than pay their own way in the long run.

“Our numbers are up this year,” she enthuses. “We logged a 5% increase in revenues during the first quarter.”

Another way to pump up Pilates proceeds is to make use of equipment that may already be in the club, for which manufacturers have devised routines based on Pilates movements. Reformers, chairs, and other traditional Pilates pieces may remain pivotal,

New forMats, prograMs, aNd equipMeNt keep thiNgs exCitiNg

By Patricia Glynn

>

tangolates pairs Pilates and dance

but devices originally designed with other exercises in mind can add a unique, fresh twist to workouts, and do double, even triple, duty—serving, as well, in personal training and group-exercise situations. Among the categories of equipment that can be uti-lized for Pilates are glide boards, cable and pulley systems, whole-body vibration devices, and, even, rebounders (mini-trampolines).

New possibilitiesGrafting Pilates concepts to nontraditional equipment or combining it with other exercise modalities are two great ways to get creative. Yogalates, which pairs yoga and Pilates, has already become something of a standard at many clubs, and now, new couplings are occurring.

Viveca Jensen, a native of Sweden, former World Gym instructor, and the owner of V Pilates in Toluca Lake, California, a part of Los Angeles, has moved Pilates into the boxing ring. “When I studied Pilates, I discovered that its originator, Joseph Pilates, was a boxer,” she explains. “And I was like, ‘Oh, there it is!” Jensen’s inspired creation, Piloxing, is an hour-long routine that flows seamlessly from uppercuts to mat work. Classes, priced at $15, generally attract 15-35 people, and, Jensen notes, attendance is increasing.

“Clients say that Piloxing makes them feel good not just physically, but mentally, as well,” she reports.

The program, which has generated a fair amount of buzz, also serves as a feeder into V Pilates’ traditional training services, which has brightened

Jensen’s bottom line. “It sparks an inter-est,” she says.

A hemisphere away, another innova-tor, Tamara Di Tella, has married Pilates and Argentina’s national dance, the tango, to create Tangolates. Pilates first made a name for itself when it was embraced by professional dancers, and Di Tella seems to be resurrecting history. Tangolates is offered at her five Pilates studios in Buenos Aires and elsewhere in Argentina, and is licensed for use at some 50 clubs in 12 other countries worldwide.

Tangolates makes use of a special piece of equip-ment, the T-DiTella apparatus, a platform with four upright bars that accommodates two users at a time, which introduces a formerly missing exercise element. “Pilates is excellent for flexibility and strength, but Tangolates adds cardio to the equa-tion,” Di Tella explains. “Many clients are looking for weight loss, but not finding it, in traditional Pilates. Tangolates, on the other hand, burns calories.”

Each of Di Tella’s studios caters to approximately 200 clients, and her Tangolates classes average about 10 people in size.

Another clever individual, Joan Breibart, the president and cofounder of the PhysicalMind Insti-tute (PMI), based in New York City, which certifies instructors in the Pilates Method, has also devel-oped some promising permutations: Standing Pilates and Circular Pilates. “We’ve done what we

not your Mother’s Pilates!


PJ O’Clair, left, with Club Xcel client Pilates on Pineapple vibration platform

tangolates choreographer tamara Di tella

Paul Lyden Photography


think Joe (Pilates) would have done if he were still alive,” says Breibart.

As the name implies, Standing Pilates is performed in a standing position. One of the primary goals of the class is to teach clients how to apply the neutral spine of Pilates to everyday tasks, such as bending and walking. Circular Pilates, a 20-minute routine, was developed in association with Kristin Hapke, an instructor for the Institute, and Marika Molnar, a clinical advisor to the PMI. This class includes stand-ing, sitting, kneeling, supine, and prone movements, all of which are designed to build strength during rotation.

Interestingly, injury-prevention and rehabilitation is now one of the fastest-growing segments of the Pilates industry—a natural development, perhaps, given the fact that Pilates was originally devised for wounded, bed-bound soldiers during World War I. “People came to Joe with an injury, and he found a way to help them,” explains Ken Endelman, the founder, owner, and CEO of Balanced Body, a Pilates equipment manufacturer based in Sacramento, California. “He was essen-tially one of the first physical therapists.”

Attuned to the trend, STOTT PILATES intends to introduce a continuing-educa-

tion series focused on post-rehab training, as well as on different medi-cal disorders. “Specialty tracks will give instructors the expertise to specialize a little more and help them hone their skills,” explains Moira Merrithew, the cofounder and executive director of education for STOTT PILATES, the Toronto-based subsidiary of the Mer-rithew Corporation, a leading provider of Pilates products and services.

“Post-rehabilitation is a huge new trend,” attests O’Clair, of Club Xcel, who specializes in post-rehab and athletic performance. “I’m getting a

lot of referrals from doctors—more than I’ve ever had.” Approximately 50% of her clients are post-rehab, she says, and athletes constitute 20% of her private-training business.

“Many pro athletes are incorporating Pilates into their training regimens, and the majority of them are men,” points out Lindsay Merrithew, the cofounder, president, and CEO of STOTT PILATES. “Perhaps they’re introduced to it while on the mend from injury, but most are sticking with it. I think that, in the future, we’re going to see a lot more men taking advantage of the benefits of Pilates.”

Of special note, and indicative of a new direction that Pilates seems to be taking, is O’Clair’s Pilat-ease offering, developed to provide cancer patients with “a

gentler approach” to Pilates exercise; 10 people are currently enrolled in the pilot program.

Bettina Blank, a Pilates Method Alliance (PMA) Gold Certified Pilates teacher at the Circle Studio in Port-land, Oregon, has also done some groundbreaking work, helping individuals suffering with Parkinson’s disease. The author of Pilates for Parkinson’s Disease: An Instructional Handbook, Blank is convinced that Pilates can alleviate some of the symptoms of Parkinson’s—e.g., tremors and a shuffling gait—and has witnessed such improvements firsthand. The participants in her classes, she reports, “feel better, feel more energized, and their posture improves.” —|

– Patricia Glynn, [email protected]

“MaNy ClieNts are lookiNg for weight loss, but Not fiNdiNg it, iN traditioNal pilates. taNgolates, oN the other haNd, burNs Calories.”

lindsay, l., and Moira Merrithew

t-Ditella unit for tangolates

STOTT P

ILATES®

Photography ©

Merrithew

Corporation

not your Mother’s Pilates!

Pilates’ EvolutionAfter nearly a century, Pilates, today, remains as popular as any exercise regimen anywhere. It has managed this impressive achievement by regularly introducing products and programs that effectively address shifting market needs—an accomplishment attested to by the following offerings from IHRSA associate members.

AFAA’s Yoga and Pilates On The Ball and Yoga and Pilates Double Ball Workout self-study courses are designed for everyone. Each workout includes a warm-up, conditioning phase, and cool-down. The exercises come in three levels, Beginning, Intermediate, and Advanced, and include modifications for beginners, individuals with medical con-cerns, and those who want a more chal-lenging workout. The routines are designed to challenge both the mind and body, strengthen and stretch the muscles, improve balance and coordination, and improve body awareness.

“AFAA’s Yoga and Pilates On The Ball and Yoga and Pilates Double Ball Workout DVDs are filled with fun and creative exercises incorporating the use of a stability ball and/or a small Pilates ball,” explains Kathy Stevens, AFAA’s educational director. “These total-body workouts are designed for participants of any ability. Each self-study course package includes a DVD training, 60-minute music CD, choreogra-phy notes, and a self-study offering six AFAA CEUs.”

Contact: www.afaa.com, 877-968-7263 See our ad on page 24 —|

AeroBiCs And Fitness AssoCiAtion oF AmeriCA (AFAA)

BAlAnCed Body

Balanced Body has introduced the EXO Chair with split-pedal option. The innovation permits greater rotational and reciprocal movement of the extremities, enhancing performance and producing a more robust exercise repertoire. The split-pedal EXO is appropriate for group Pilates classes and personal training sessions. An optional Functional Resistance Kit facilitates additional exercises unique to the chair.

“We originally designed the single-pedal EXO in 2007 to meet the needs of fitness centers, Pilates professionals, and home users who wanted a versatile piece of equip-ment with a small footprint,” notes Ken Endelman, the founder and CEO of Balanced Body. “Since then, we’ve improved the chair’s design and functionality to stretch and strengthen muscle groups not typ-ically reached by more traditional equipment and techniques.”

Contact: www.pilates.com, 800-745-2837 See our ad on page 67 —|


oPtP

OPTP’s Stretch Out Strap Pilates Essentials guide features dynamic exercises that l e n g t h e n a n d strengthen the body and chal-lenge core stabil-ity and control. Using the Stretch Out Strap during workouts pro-vides users with sensory feedback that helps improve posture, flexibility, muscular balance, and body symmetry, as well as core strength and shoulder stability. The book includes more than 40 exercises, and can be purchased separately or as a package, along with the Stretch Out Strap.


STOTT PILATES’ lightweight (100-pound) SPX Max Plus Reformer was designed for shared spaces and is ideal for group or private Pilates training in multi-purpose studios. It makes use of an innovative retractable rope system and traveling pulley system on its vertical frame; is stackable and easily stored; and offers a full complement of Reformer accesso-ries to expand programming options without sacri-ficing quality or stability.

“The SPX Max Plus Reformer has all of the same features as our popular V2 Max Plus Reformer,” points out Lindsay g. Merrithew, the president and CEO of STOTT PILATES. “This lightweight, vertical-frame Reformer is perfect for studios that need to optimize space efficiency, without compromising either programming or results.”

Contact: www.stottpilates.com, 800-910-0001 See our ad on page 42 —|

The Peak Pilates MVe program represents an easy, nonintimidating way to introduce a new group-equipment class or to expand an existing Pilates program. The complete package combines stack-able chairs or Reformers (or both) with on-site instructor training, educational materials, and dynamic programming created by Master Trainers that incorporates familiar fitness moves.

“The MVe workout is fun, produces results, and utilizes the entire body to increase core strength, flexibility, and balance. It generates interest on the part of men and woman, alike,” attests Julie Lobdell, the president of Peak Pilates. “The sleek, stackable

line of MVe equipment is equally at home in a multi-purpose room for group classes or in a dedicated Pilates studio.”

Contact: www.peakpilates.com, 800-925-3674 See our ad on page 56 —|

PeAk PilAtes

stott PilAtes

“aN iNCreasiNgly popu-lar aNd profitable approaCh to pilates iNstruCtioN is group equipMeNt Classes.”

“The exercises in Stretch Out Strap Pilates Essentials increase one’s awareness of how their body moves and feels,” notes Angela Kneale, OTR, a certified Pilates instructor and OPTP con-sultant. “Using the strap allows one to experience movement that increases strength and flexibility and alleviates muscle stress and tension.”

Contact: www.optp.com, 800-367-7393 See our ad on page 69 —|

www.stottpilates.com 1-800-910-0001 ext. 250

STOTT PILATES®

… Build Your Club’s Core Strength!For any forward-thinking club owner

wanting to provide more choice for

their clients, our versatile system

of training, programming,

equipment and support is

the perfect solution.

Contemporary Pilates

Starts and Ends Here.

2798 ® Registered trademark of Merrithew Corporation, used under license.

2798 CBI Ad_Aug.indd 1 6/29/09 12:23:34 PM


surviving vs. thriving: WHAt’s tHe diFFerenCe?

Smart clubs are succeeding by relying on nondues revenuesI

By Patricia Amend

It’s a fact that seems to fly in the face of the current recession.The IHRSA Comparative Performance Survey, for the month

of January, found that nearly two-thirds of the 292 responding club operators enjoyed consistent or improved performance—with respect to membership attendance, nondues revenue, new nondues revenue sales, and total revenues—when compared to January ’08.

What’s their remarkable secret?The successful clubs reported that they’re discounting

enrollment fees; improving customer service; and pushing profit centers, such as short-term memberships, nondues revenue programs, and nonmember services.

Such results come as no surprise to Michael Meehan, the general manager of the Maryland Athletic Club and Wellness Center (the MAC), a 70,000-square-foot club with 7,500 mem-bers in Timonium, Maryland. >

All photos courtesy Miramont Lifestyle Fitness

Above: Swim lessons are fee-based

Surviving vs. thriving: What’s the Difference?


“Our membership sales for January increased 5% over last year, and our attrition is holding even,” he says. “Right now, we’re focused on the basics—on delivering what we promise. We also know that if people see real value, they’ll spend above and beyond their membership. Today, nondues revenue makes up 29% of our gross revenues; swimming lessons, alone, contribute $250,000 a year, from both members and nonmembers.”

For years, industry consultant Will Phillips, the founder of the REX Roundtables for Executives, has been encouraging clients to develop new nondues-revenue sources, which, he argues, mature clubs need to prosper—in any economy.

“You can’t grow your business just by selling memberships, controlling the cost of sales and labor, and managing retention,” he insists. “And without growth, you won’t have the capital to reinvest in your facility or be able to provide opportunities for your staff. Ideally, clubs with a strong fitness component will develop multiple nondues streams, and generate as much as 50% of their gross revenues from these sources.”

Incredibly, some clubs are doing even better than that.

GettinG stArtedOne of the ways they’re doing so is by utilizing short-term, modestly priced programs with a clearly identified goal.

Research shows that such offerings make sense. A 2007 IHRSA survey of individuals who had never belonged to a club found that nearly half—46%—said they’d be more receptive “if they could pay for specific programs, rather than a blanket fee.”

Cliff Buchholz, the owner of three multipurpose Miramont Lifestyle Fitness clubs in Ft. Collins, Colorado, features “starter programs” among his nondues options. His highly structured eight-week Quick Start program, for people who are new to exercise or have given up in the past, includes a fitness assessment and goal-setting session, six half-hour personal training sessions, guidance, and support—and a money-back guarantee on the $149 fee.

Buchholz claims a 90% conversion to membership with Quick Start at his Miramont South location, a 76,000-square-foot facility with 8,900

“Ideally, clubs with a strong fitness component will develop multiple nondues streams, and generate as much as 50% of their gross revenues from these sources.”

Many classes raise income tennis scores sales success


members. “We’ve run 400 people through the program since it started, generating $59,600 in nondues revenue,” he says. “Since 360 people have joined the club, that represents an additional $356,400 in new annual membership revenues.”

At the Miramont South location, nondues income accounts for 42%-45% of the club’s total revenues.

The MAC has also run a successful Healthy Start program for several years. The cost for the supervised, highly structured offering, which is run by a registered nurse, is $60 for 60 days, and that amount can be applied to a regular membership. Approximately half of the people who participate do so. “It’s been a good program for us,” explains Meehan. “When people go to their doctor, their blood pressure may be lower, and the doctor asks, ‘What have you been doing?’ And, as a result, we get more physician referrals.”

Fee-BAsed oFFerinGsIn addition to starter programs, Miramont, the MAC, and other nondues-savvy clubs also make wise and profitable use of fee-based programs and classes. At Miramont South, for instance, the possibilities include tennis, basketball leagues, swim lessons and teams, childcare, preschool and afterschool programs, youth programs, summer camps and spa services. Many of them are open to nonmembers.

Buchholz also offers five wellness programs, including Healthy Back; Healthy Lifestyle, a weight-loss program; and Take Control, a diabetes program. All are open to members and nonmembers for fees ranging from $149 to $299 for the eight-week sessions.

“These programs differentiate us from other fitness-only facilities because they highlight our core values, which are wellness and helping people reach their goals,” notes Buchholz. “They also drive physician referrals.”

Small group-training classes at the MAC include 5K and half-marathon training, group fitness, KYA (karate, yoga, and aerobics), off-season training for athletes, a variety of boot camps, Pilates reformer and cross training—all for a fee.

The MAC has even found a way to charge for some group-ex classes, such as group cycling and yoga, even though similar classes are offered for free to members. “We add something unique—for example, Rock ’N Roll Spinning, for six weeks,” he explains. “It’s not a standard class, and we offer it for a limited time. You simply have to convince people that the class provides an added value.”

The MAC also makes incredibly productive use of its 25-meter, six-lane, open lap pool; its two warm therapy pools; and its whirlpool. It offers 45 aquatic group-exercise classes weekly, year-round swim lessons for adults and children, triathlon training, weight-loss and water-therapy programs—so many options, in fact, that it’s hard for Meehan to describe them all. But he tries: “We have bicycles in the water and wheelchair ramps for aquatic wheelchairs,” he says. “We have water walking classes. We offer healthy-knee, healthy-back, healthy-hip, and healthy-foot-and-ankle classes.

“These are small group programs that run 6-8 weeks. Many are open to both members and nonmembers, but the focus is on members.”

ProGrAm ProliFerAtionImaginative, intriguing, and effective standalone programs, which can be marketed to both prospects and members, are an excellent way to grow nondues revenue. Some clubs have become so proficient at creating and offering them that they rival large community centers.

“Adding the right, new sources of nondues rev-enue can make any club a more profitable one.”

Spinning for extra revenues

Surviving vs. thriving: What’s the Difference?


The Sports and Fitness Edge, Inc., which has five locations, ranging from 58,000 to 139,000 square feet in size, in Essex Junction, South Burlington, and Williston, Vermont, is among them. This regional chain publishes a monthly newsletter listing dozens of options for adults and children. The available opportunities include swimming, tennis, group fitness, personal training, sports leagues, summer camps, and after-school programs.

“These programs attract people who wouldn’t come otherwise,” says Laurie Adams, the manager of the Williston facility. “For nonmembers, we price them at a level that’s affordable, but that still creates an incentive to buy a full membership, which averages $77 per month. Members receive a 15%-25% discount on programs that aren’t included in their membership.”

Some 25% of nonmembers who take the a la carte programs buy a full membership.

The programs, attests Adams, help Sports and Fitness to compete. “We definitely stand alone in the number and diversity of the programs we offer,” she observes. “There’s no other club in our market that has the children’s programming we do. We offer all-day childcare for infants; a preschool with swim lessons, sports in our field house, and classroom activities; and after-school programs for older kids. Many parents who bring their kids to these programs are nonmembers, and we strive to convert them to memberships.”

Adams says that nondues revenue averages 45% of total revenues at all three facilities, and, at Williston, the figure tops out at 60%!

endless PossiBilitiesStarter programs and other fee-based programs, classes, and services can go a long way toward ensuring and/or increasing a club’s sales, but, when it comes to nondues, the possibilities are virtually endless.

“You can rent out space to a franchised juice or smoothie bar—you may have to try several franchises before you find one that clicks, but it’s worth it,” suggests Phillips. “Offering salads and sandwiches also satisfies a member need. Although it’s a bit controversial, tanning can be a good profit center. Massage does well, too, if you can find the right person to run the program. Right now, water massage beds are quite popular; they look like a single bed with a water mattress, and people can use them fully clothed.”

Phillips recommends that operators scrutinize every square foot of their club to make sure that they’re maximizing their return, and then consider all of the attractive options. “Water parks, summer camps, sports-specific training, and speed schools are good, though you need to have the appropriate equipment and expertise,” he continues. “Beyond that, ballroom dancing and martial arts are great for cultivating a social connection, as are walking clubs, book clubs, and wine-tasting clubs.”

Ideally, Phillips says, a club should introduce a new program or service every four months and market it like a grand opening. “Do something different, invite people in, and launch it at midnight,” he suggests. “Over the past year, I’ve seen club performance vary widely. Some have done well in membership sales, but others haven’t. But what distinguishes the profitable clubs is the fact that they’re now selling more to the same members. Adding the right, new sources of nondues revenue can make any club a more profitable one.” —|

– Patricia Amend, [email protected]

“You can’t grow your business just by selling memberships, controlling the cost of sales and labor, and managing retention.”

nondues options lift profits


endless innovation and fertile imaginations keep group cycling going strong

The

‘Fad’ THAT DIDN’T FADE

By Jean suffin

There aren’t many forms of exercise that can maintain members’ interest and sustain their enthusiasm over time, but indoor group cycling is one of them.

The way that it burst onto the scene and quickly conquered the industry may have led some to think that it was just a passing fad. But we’re here to tell you that, not only is it alive and well—it’s more popular than ever before.

Manufacturers continue to revise and innovate, mak-ing their bikes more attractive, efficient, and reliable, and introducing new features that make them more appealing to, and rewarding for, users.

If you haven’t kicked the tires of group-cycling bikes recently, well, you really don’t know how much things have changed.

Clubs, for their part, have been equally conscientious and proactive in terms of designing and implementing imaginative new programs to keep riders in the saddle.

“Everyone knew that group cycling would enjoy a good run, but many people are surprised that it’s still growing in popularity,” observes Ed Trainor, the vice president of fitness services for the clubs of Town Sports International Holdings, Inc. (NASDAQ: CLUB), the Manhattan-based chain.

Evolution in actionWhen the first Spinning studio opened in Los Angeles some 15 years ago, part of the appeal of indoor cycling had to do with

the simplicity of the bikes. Devoid of a lot of bells and whistles, they consisted of little more than a frame, flywheel, pedals, and brake. Riders of all abilities could take part in the same class simply by adjusting the resistance to match their fitness level.

Over time, however, “original” began looking “old,” and “simple” began seeming “simplistic.” Manufacturers responded to club members’ growing expectations by revisiting and revis-ing what already was in hand, and by imagining what worthy features weren’t yet there. Handlebars, seats, shrouds, color combinations—everything came under scrutiny.

Life Fitness, the Schiller Park, Illinois-based equipment man-ufacturer, conferred a sleek and sophisticated new design on its LeMond RevMaster that simulates the look and performance of a true road bike. “The larger oval tubing on the X-Frame

Mad Dogg Athletics/ Spin Fitness pioneered group cycling


provides a more solid feel and greater stability for riders,” explains Bob Quast, the vice president of brand management for the company.

“Today,” says Trainor, “the bikes are friendlier, better look-ing, a little bit smarter, and able to help people get started.”

In the same way that it did with treadmills and stationary bikes, technology has gradually transformed the appearance and performance of group-cycling equipment. As a result, class attendance has increased; group cycling is no longer necessarily a “group” experience; instructors are no longer necessarily needed; bikes are rolling out of studios; and the cycling experience is richer than ever.

As they have with virtually everything else in the world, computers have played a major role.

Technological revolution“Participants in group-cycling classes are die-hards and love what they do,” observes Tania Cobb, the vice president and chief financial officer (CFO) of Motus USA, the Carson, California-based manufacturer. “They want their readouts. They want to know how well they’ve performed and whether or not they’ve met their goals.” Predictably, Motus’ MIRacing series bikes come complete with an onboard computer.

The progression—from simple to smart—has allowed group-cycling bikes to move out onto the fitness floor. If, for

Participants in group-cycling classes are die-hards and love what they do.

“”

>

the ‘Fad’ that Didn’t Fade


instance, clubs don’t have the money to purchase more cardio equipment, Cobb suggests, they can roll out their group cycles to give their members yet another calorie-consuming option. That, in turn, may prompt more of them to give classes a try.

That—creating a new cardio category—was exactly what Mad Dogg Athletics/Spin Fitness, the Venice, California-based origina-tor of the Spinning brand, had in mind when it introduced its new eSpinner bike. The eSpinner is a standalone unit with a touch-screen-embedded cardio computer that displays a virtually unlimited

selection of instructor-led Spin classes. After the user specifies certain parameters, such as age, gender, weight, type of ride (e.g., endurance, interval, strength, or race day), level of difficulty, and workout duration, their maxi-mum heart rate is calculated (the user can adjust the resulting figure if they know their Vo2 Max). An instructor then appears on the screen to lead them through a customized class.

The approach provides two dis-tinct advantages. First, members who can’t attend scheduled classes can participate on their own at any time. Second, individuals who have been too intimidated to join a class can learn on their own, get comfortable, and then move into the classroom environment; there, they can enjoy the added benefits of the energy and camaraderie provided by a class.

“The idea is not to drive people out of the classroom,” explains John Baudhuin, the founder and CEO of Mad Dogg Athletics/Spin-ning, “but to get people to come into the classroom who, in the

past, may have been reluctant to do so.”

“People wanted to Spin on their own terms,” contends Jeff Dilts, the product manager for Star Trac, the Irvine, California-based equip-ment company that distributes the commercial Spinner bikes. “They want to be able to get on their favorite bike when they want. The demand on the floor is growing.”

Many other manufacturers of group-cycling units are also exper-

imenting with, or introducing, new high-tech touches. Schwinn Fit-ness Indoor Cycling, a brand of Nautilus, the Vancouver, Washing-ton-based producer, offers the Authentic Cycling (AC) bike. Its Mpower Performance computer console features a “Coaches Quad-rant” that provides feedback on miles per hour, watts, heart rate, and calories. “Measurement is motivation,” suggests Julz Arney, the lead master trainer for the Schwinn Fitness Indoor Cycling program. “People want to know how they’re doing, how their indoor ride compares to an outdoor one, and whether what they’re doing is making a difference.”

KEISER, the Fresno, California-based equipment company, has pursued a similar path with its M3 Indoor Cycle, which has an onboard computer that measures RPM, watts, calories, heart rate, distance, and power. Though the stats can be used by the rider, Darrin Pelkey, the vice president of sales and mar-keting for KEISER, notes that they’re most valuable to the class leader. “The instructor is crucial in indoor cycling,” he says, “and com-puter readouts provide them with objective measurements. They’re able to construct a class based on RPMs, cadence, and, in the case of the M3, the variability of gears.”

The INDOORCYCLING GROUP, the Nuremberg, Germany-based distributor of Tomahawk bikes, has just released the MyRide 3Wave, which simulates an indoor cycling class on a computer screen. “The MyRide experience isn’t a gaming or virtual-reality alternative, but an actual reenactment of the exact coaching methods utilized in our I.C.E. (Indoor Cycling Experience) indoor-cycling classes,” stresses Andreas Fischer, the company’s global marketing director.

Programming solutionsFitness directors, personal trainers, and group-exercise instructors have been quick to adopt the new

One of the things that keeps people coming to the gym is variety.“

”

KEISEr M3 has cycling and computer smarts


technology, as well as to come up with new ideas, devices, and programs of their own. Fusion cycling classes involving yoga or Pilates have proven not only interesting, physically effective, and psychologically therapeutic, but also quite popular. “Even in a tight space, participants can unroll their mat and get going,” notes Arney.

CRUNCH, the Manhattan-based chain long known for its original pro-gramming, has come up with a number of imaginative options. Its Red-line class employs heart-rate monitors to anonymously track participants’ performance on a large plasma TV screen as the instructor pushes riders “into the red.” After class, each participant receives a personal report. “It’s popular because they’re learning about heart-rate training and achieving their goals,” reports Donna Cyrus, CRUNCH’s senior vice pres-ident of programming.

Similar programs, utilizing the 60" Polar Galaxy LCD TV screen, are offered by The Sports Club/LA and Reebok Sports Club/NY.

Other CRUNCH group-cycling confections include a Spectrum ride, during which the color of the room changes to simulate charkas; a Cycol-ogy class, in which the instructor turns into the members’ psychologist, explaining what motivates them, and talking them through the ride; a rhythm ride, accompanied by a live drummer; and a tag-team ride, in which two instructors battle it out.

“One of the things that keeps people coming to the gym is variety,” notes Trainor. “And, given all of the exciting things that have been hap-pening with the equipment and classes, it’s no wonder that group cycling is still going strong.” —|

– Jean Suffin, [email protected]

Clients crowd to tomahawk CyClEwell class

Detail, KEISEr M3 Indoor Cycle

CrunCH’s redline plasma screen

the ‘Fad’ that Didn’t Fade


Group Cycling Rolls Right AlongTo maintain user interest, excitement, and engagement, group-cycling bikes need to be more than handlebars and wheels. Like every other piece of fitness equipment, bikes are becoming increasingly sophisticated and interactive. The following examples, produced by IHRSA associate members, demonstrate the many ways in which manufacturers are meeting club members’ demands for greater training diversity and more feedback.

indoorCyClinG GrouP

MyRide now offers the 3wave Digital Indoor Cycling System, which boasts more than 100 variations on interactive workouts. The bike makes use of what the company calls a “Technique Camera,” which prompts the user about movement changes during the workout; a console screen that provides them with an ongoing visual interpretation of their exercise profile, alerting them to upcoming intensity changes; and the “Borg Scale,” which provides feedback on intensity, with three virtual on-screen trainers addressing alternative skill levels.

“MyRide has been designed to meet the diverse needs of members, regardless of their background and level of fitness,” points out Andreas Fischer, the global marketing director for the INDOORCYCLINg gROUP. “The 3wave education program conforms to the fundamental values of the ICE education program, which is well-known, worldwide, for its commitment to improving the standards of indoor cycling and to developing additional educational resources.”

Contact: www.indoorcycling.com, 49-091-154-44450 See our ad on the Inside Back Cover —|

keiser

Keiser’s M3 indoor cycle is constructed from corrosion-resistant materials, boasts a resistance system that doesn’t wear, and is virtually maintenance free. Among the bike’s many features are adjustable Shimano combo pedals; dual-placement comfort handles; a four-way adjustable seat; an anti-slip belt; and magnetic resistance. An optional computer system displays RPM, power output, calories, heart rate, pedaling time, gear (resistance), and trip distance.

“As the demand for our M Series products and educational resources continues to expand, we strive to make a difference with respect to the physiological and psychologi-


cal aspects of cycle training,” explains Darrin Pelkey, the vice president of North American sales and marketing for Keiser. “Our objective, in providing an innovative cycle and educational materials, is to do more than lay a foundation for instruction; our goal is to deliver a leading training program.”

Contact: www.keiser.com, 800-888-7009 See our ad on page 47 —|

stAr trAC

Star Trac’s new eSpinner bike has been specifically designed to bring the Spinning experience out of the group-cycling room and onto the cardio floor. It does so by incorporating an embed-ded touch-screen computer that allows users, at any fitness level, to choose their exercise intensity and time goal, and then enjoy a guided, virtual Spinning class workout.

“The eSpinner serves up a Spinning experience in a club’s main cardiovascular area, and complements it with a high level of guidance and coaching,” reports Jeff Dilts, Star Trac’s product manager. “From top to bottom, the eSpinner has all of the qual-ity, design, and details that customers have come to expect from both Star Trac and Spinning. Noteworthy among its features are a Smart Release system for added safety on the cardio floor, and educational programming that instructs users about proper hand and body positioning.”

Contact: www.startrac.com/espinner, 800-228-6635 See our ad on page 5 —|

nAutilus

Nautilus, Inc., and Schwinn Fitness have introduced the Authentic Cycling (AC) line of bikes, consoles, and instructor training. The cycles in the series feature a maintenance-free magnetic braking system and the MPower console, which utilizes what the company calls “advanced reasoning,” and are accompanied by a comprehensive instructor course. The Schwinn AC Performance bike, the line’s flag-ship, also boasts aluminum-frame construction; handlebars with dual, oversized water-bottle holders; SPD toe-clip pedals; a Smart Release; and a three-position fore/aft adjustment.

“As long as indoor cycling has existed, Schwinn has been building indoor cycling bikes,” notes Jim Liggett, Nautilus’ commercial-channel vice president and general manager. “As we developed this new line of equipment, our focus, from the start, was to surpass anything that we’d done in the past. For example, the Schwinn AC units feature Virtual Contact Resistance Technology, an innovative system that utilizes magnets and an aluminum disk to generate resistance.”

Contact: www.nautilus.com/SchwinnAC, 800-628-8458 See our ad on page 26 —|

The bikes are friendlier, better looking, a little bit smarter, and able to help people get started.

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InnovationsWhat’s New 57 | FIT Extra 61

To learn more about MVe total solutions, visit peakpilates.com or call 800.925.3674

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| Innovations | What’s New

Harbinger Sports» Harbinger Sports has issued its popular Women’s Pro glove in a new gold and black color combination, offering an attractive silhouette for today’s fashion-conscious exercisers. The comfortable gloves feature ventilator mesh so that hands and fingers can flex naturally and stay cooler, as well as a short finger length to provide more dexterity and less bulk. Plus, the gloves can be machine-washed and dried, which actually softens the leather. They come in sizes XS-L and have a suggested retail price of $15. For more information, contact the company at 35 Executive Court, Napa, CA 94558; 800-729-5954; 707-257-5838; www.harbingersports.com. —|

IDEA Health & Fitness Association» To enhance educational opportunities for fitness professionals and enthusiasts, IDEA Health and Fitness Association has launched an educational fitness video subscription service. For $28-$34 per month, individuals can access the initial collection of 75 online exercise videos, with more than 120 hours of skills, drills, tips, and strategies, as often as they want. A sampling of titles includes Boot Camp Complete: From Start to Finish; Extreme Interval Training; Lean Legs, Great Glutes; and The New Yoga-Pilates Blend. IDEA plans to add 12 new releases each month. The service is available by logging on to www.ideafit.com/ subscription-offer. For more information, contact the company at 10455 Pacific Center Court, San Diego, CA 92122; 800-999-4332; 858-535-8979; www.ideafit.com. —|

InDoorCyClIng group» The 3wave, the new second-generation MyRide indoor cycle, has a versatile, dynamic design with freestanding, pod-formation, or wall-mounting options to suit any environment. The 3wave requires minimal floor space, is user-friendly, and comes assembled with fully integrated wiring, along with a 15" LCD DVD player that offers enhanced viewing for exercisers. The system can be installed in any studio or cardiovascular area to encourage club members to participate in indoor cycling, and to generate additional energy. The complete premium system, consisting of the console and stand, complements any exercise space or studio. For more information, contact the company at Happurger Str. 86; Nuremberg, 90482, Germany; 00-49-0-9115444450; www.indoorcycling.com. —|

»Brewer’s ledge » The new Ladder Line from Brewer’s Ledge helps ensure that exercisers of all levels can enjoy a customizable, engaging climbing workout on the company’s Treadwall. The revolutionary holds enable users to experi-ence cardio and strength benefits without having to use more difficult traditional climbing holds. At lower intensity settings, the Ladder Line provides a great warm-up, with long moves and a broad range of motion that facilitate full shoulder and hip movement. At more intense settings, total-body strength training can be performed at peak cardio levels. The easy-to-clean, solid wood rungs feel smooth and comfortable, and bolt directly to any Treadwall. For more information, contact the company at 34 Brookley Road, Boston, MA 02130; 617-983-5244; www.brewersledge.com. —|

Ladder Line add-ons, by Brewer’s Ledge


Pro touch, by Harbinger Virtual exercise IDEA

INDOORCYCLING’s 3wave


Marpo Kinetics» The new VECTOR cross trainer from Marpo Kinetics is designed for group or individual strength and cardio programs. Small, portable, and easy to use, this rope-like device provides fast, effective upper-body workouts, and facilitates alternative cardio training for those with lower-body injuries. Plus, it’s an ideal complement to lower-body exercise, such as cycling or running. The soft, comfortable rope is designed for prolonged use, and the patented, isokinetic braking system adapts to each user. The electronic display tracks distance, time, speed, and calories. Marpo Kinetics designs and manufactures com-mercial rope trainers that simulate rope-climbing and rope-pulling workouts. For more information, contact the company at 258 Lindbergh Ave., Livermore, CA 94551; 925-606-6919; www.marpokinetics.com. —|

yogaFit» In an ongoing effort to help save the environment, YogaFit has launched a line of bamboo/organic clothing that’s environmentally friendly, comfortable, and chic. From sleek shirts and pants, to jackets and breath-able capris, the collection is fashioned from quick-drying, antibacterial, and antibromic (deodorized) material. Other hot new offerings from YogaFit include: Unisex Cargo Pants with flattering patch pockets and a drawstring waist in woven nylon Lycra; the Fold-Over Bootleg Capri with a slit on the side in thick Lycra stretch and a double-sided, fold-over waistband; and Capri Flex pants with knee slits for mobility, with a drawstring waistband that sits below the waist, a 17" inseam, and flat side pockets. For more information, contact the company at 888-786-3111 or www.yogafit.com. —|

opTp» To keep pace with the ever-increasing popularity of Pilates, OPTP offers two new educational resources by Angela Kneale, OTR. Desk Pilates: Living Pilates Every Day, addresses Pilates principles, core muscles, and practical ways to align the body while sitting. The Desk Pilates sequence can be performed in its entirety or in segments of a few mind-body movements at a time. Stretch Out Strap Pilates Essentials targets dynamic exercises, using the Stretch Out Strap, that lengthen and strengthen the body, while challenging core stability and control. The Stretch Out Strap provides sensory feedback that helps develop better posture, flexibility, muscular balance, and body symmetry. For more information, contact the company at 3800 Annapolis Lane, #165, Minneapolis, MN 55447; 800-367-7393; 763-553-0452; www.optp.com. —|

»playtime, llC» Playtime, LLC, a provider of children’s soft-sculpted, interactive play areas, has introduced Little Squirts, a new line of themed water play products designed for young children. The company incorporates innovative soft- and hard-sculpted play features with Squirt Zone technology—water effects and hydraulic elements that are positioned to control water sprays in specific areas. For comfort and convenience, adult seating is integrated into these play areas. “New, innovative attractions are necessary to compete, placing more pressure on club operators to provide a higher level of family entertainment,” notes Steve Brinkel, the vice president of sales and marketing for Playtime. For more information, contact the company at 8480 Upland Drive, Ste. 110, Englewood, CO 80112; 303-662-0302; www.playtimeco.com. —|

Little Squirts enjoy Playtime

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Pilates options, by OPTP

VECTOR, by Marpo Kinetics

YogaFit sports finery


life Fitness» To capitalize on the valuable motivation that can come through friends, family, and personal trainers, the Life Fitness Virtual Trainer Website (www.virtualtrainer.lifefitness.com) has added a new “buddies” feature that enables exercisers to create and share cardio workouts with others. This new feature allows users to invite their friends and family to be their “buddies,” whereby they can communicate with and motivate each other online. “Social interaction is a key motivator when working out,” says John Stransky, the president of Life Fitness, “and technology now enables us to replicate the motivation of exercising with friends when you work out alone.” For more information, contact the company at 5100 River Road, Schiller Park, IL 60176; 847-288-3300; www.lifefitness.com. —|

Matrix Fitness Systems » The new Matrix G7 Series premium strength-training line from Johnson Health Tech North America, Inc., consists of a converging chest press, a converging shoulder press, a diverging lat pulldown, a diverging seated row, a seated triceps press, a leg extension, and a seated leg curl. The line features state-of-the-art, low-profile designs; an electronic counter that tracks repetitions, activity time, and rest time; converging and diverging motions that replicate the body’s natural movement; ergonomic seat and back cushions; action-specific grips that contour to the hands; and a unique, incremental weight system that can be adjusted from the seated position. The G7 Series will soon expand to 19 products. For more information, contact the company at 1600 Landmark Drive, Cottage Grove, WI 53527; 866-693-4863; www.matrixfitness.com. —|


Life Fitness’ Virtual Trainer

Matrix: G7 strength series

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| Innovations | FIT Extra Exercise Entertainment

Having It Both WaysOn today’s cardio floor, individual and large screens work hand in hand

Until recently, “exercise entertainment” meant a wall-mounted

television, something similar to what you might find in an

upscale private hospital room. From there, the industry

progressed to individually mounted screens on a number of

different types of machines. As the industry matures, we’re

seeing a shift back to wall-mounted screens, albeit

larger-than-life-sized and with much higher definition.

“We just did an installation at a club in Cambridge, Massachusetts, in which we configured 12 42" monitors to create the ultimate 8' x 8' ‘big screen’,” says Bruce Carter, CEO of Optimal Design Systems International, in Weston, Florida. “We have another at a club in Connecticut with three 62" screens, each of which wraps around 12 pieces of equipment. They still have individual screens, but this configuration offers more visual options.”

There are also practical implications behind the trend. “Part of the return to large screens likely has to do with the recent analog-to-digital conversion,” observes Scott Cada, president of CardioVision, in Aurora, Illinois. “In addition, advances in wireless transmitters, coupled with cost reductions in the large plasmas and LEDs, have made this setup more attractive, so you’re seeing a lot of integration with big and small screens.”

Tony Garcia, the founder and president of MYE Entertainment, of Stevenson Ranch, California, offers another insight: “Operating budgets are the driving factor in the resurgence of traditional wall-mounted TVs,” he suggests. “In this economy, club operators are pulling back on spending, and wireless entertainment systems are a very viable, lower-cost option to personal LCD screens.” His company, he notes, has recently enjoyed a “significant increase” in the sales of such systems.

That integration doesn’t mean that machine-mounted screens will go away any time soon. “Our data indicates that a piece of equipment with a personal viewing screen gets twice as much use as a product with no TV. We’re a ‘plugged-in’ society, and our customers have come to appreciate and expect personal viewing screens in their cell phones, airplane seat backs, and even grocery store check-outs,” asserts Adam Hubbard, director of entertainment and technology at Woodinville, Washington-based Precor, Inc. External technology, he adds, has continued to push the value of the individual screen. “The iPod and iPhone have, of course, had a global impact on the way consumers access media and entertainment. They want more features and options, but only if they’re valued, relevant, and easy to use.”

The following pages of F.I.T. Extra contain all of the latest developments in “exercise entertainment”! —|

– Jon Feld, [email protected].

ExERCISE ENTERTAINMENT AV NOW, INC.

Fit For Sound ipod player

The Fit For Sound iPod Player allows fitness facilities to dock an iPod and play it easily through the club’s sound system. Whether it’s used in the group-exercise studio, the fitness floor area, or throughout the club, Fit For Sound is an ideal rack- mounted solution for iPod music playback.

general Audio-Visual

AV Now is equipped to meet a variety of sound-system needs for health and fitness facilities. It offers systems for group- exercise programs (e.g., cycling, yoga, cardio-kickboxing), as well as aquatic sound systems, background music, and entertainment systems. The company has a large selection of CD, MP3, and iPod players with pitch control. AV Now specializes in sweat-resistant wireless microphones for fitness use. Customers receive lifetime technical support for every product purchased. Free fitness sound system design help is available.



premium Fitness Sound System 4-S

A popular choice for 1,200-square-foot exercise studios, this system features the Aeromix 2+2 EU mixer, with iJack front input of iPods and MP3 players; choice of speakers; a Crown amplifier; a Denon single-disc CD player with pitch control; a 16-space carpeted rack; a power module for one-button on/off operation; wall mounts; 50' speaker cables; and connection cables and rack-mount screws. An optional drawer, filler panels, and fitness audio wireless microphone system are also available.

Sports Sound Aquatic Sound System

The Sports Sound Ultra Aquatic Sound System is a professional system designed for in-pool or deck-side instruction. It consists of the AMA Baqua Pak True Waterproof/submersible transmitter, headset microphone, charger, and Baqua Harness, plus a rechargeable, battery- operated public-address (PA) system with a built-in diversity (two-antennae) wireless microphone receiver, and a CD/USB player with pitch control. The heavy-duty, pool-safe PA system delivers 6-8 hours of full-range sound for aqua exercise classes, swim meets, or background music.

BV ENTERTAINMENT

Branded Music & Messaging

BV Entertainment offers an Internet-based system that creates a health club’s own branded private music network through the overhead sound system. With the touch of a button on this easy-to-use, low-cost system, customers schedule the music style and energy level, which automatically changes throughout the day to fit demographics of member usage. Music cannot be changed by members or unauthorized employees, and the music profile can be standardized at all locations, or customized.

FM Wireless

The wireless FM transmitter is a low- cost entertainment option that enables club members to listen to audio from any wall- or ceiling-mounted TV on their personal radio. No devices are mounted to exercise equipment. The small AXSFMT FM transmitter is lightweight with a rugged enclosure for durability, and has a trans-mitting range of up to 2,500 square feet. BV Entertainment can also provide tiny FM radios with a built-in, universal MP3 player and USB port.

High Definition plasma & Wireless Entertainment

BV Entertainment’s 42" commercial-grade plasma and LCD TVs offer an easy upgrade to high-definition digital broadcasting technology. With the company’s retrofit

mounting brackets, health clubs can use existing brackets of older tube TVs, and the new BVe AXS Series wireless system provides members with the latest in wireless entertainment. The enhanced look, feel, and performance of the BVe plasma TVs and the AXS wireless system can help increase membership and retention.

personal Viewing Screen

The BV Entertainment 15" high-definition digital personal viewing screen provides health clubs with the latest exercise entertainment technology. Members can enjoy their preferred TV entertainment on a bright screen with rich color and dynamic contrast. The affordable screens easily upgrade existing cardio equipment using the company’s telescopic stand or manufacturer-attached mounts.

Wireless System upgrade

It’s easy and cost-effective to upgrade old BroadcastVision, Cardio Theater, CardioVision, or MYE wireless system receivers to the new BV Entertainment AXS Series FM and 900MHz receivers. The AXS equipment-mounted receivers are compatible with all major manufacturers’ transmitters. Quick, inexpensive standard headphone jack replacements can be purchased from BV Entertainment’s online store or at any retailer.



CARDIO THEATER

Cardio Theater 12" personal Viewing System

With the fully integrated 12" Personal Viewing System (PVS12), Precor and Cardio Theater, have integrated enter-tainment and exercise equipment. The new design incorporates the screen into the equipment, with no external metal bars or loose wires, while also reducing neck strain. This unique, fluid approach allows for quick, “plug-and-play” mounting and dismounting of the screen, with no equipment downtime. With the optional Personal Entertainment Player (PEP), users can also play stored video from their iPod.

Cardio Theater 15" personal Viewing System

Whether freestanding or mounted directly onto equipment, the Cardio Theater 15" Personal Viewing System (PVS15) adds a new dimension to the club member’s experience. The Cardio Theater PVS has been designed to weather the harsh fitness environment. Each model undergoes rigorous testing, which results in a longer product life and reduced downtime and maintenance costs. Featuring state-of- the-art technology, a bright display, and a 150-degree viewing angle, the PVS is guaranteed to enhance every workout.

Cardio Theater personal Entertainment player (pEp)

The Personal Entertainment Player (PEP) is an optional attachment to Precor’s integrated personal viewing screens. It allows users to dock their Apple iPod into the machine and watch stored video on the viewing screen. The PEP works with all video-enabled iPods and all commercial Precor products that use the 12" personal viewing screens.

Cardio Theater xTV900 and 863 MHz Wireless System

Cardio Theater wireless systems can transform any fitness facility into a state- of-the-art entertainment venue. They combine functionality, performance, and style to bring high-fidelity sound to each individual. The 900 MHz system features individually selectable frequencies for static-free performance. For the budget- conscious, Cardio Theater also offers the 863 MHz option, a wireless FM system that provides an ideal entry-level solution for small or midsized clubs. Both systems are easy to set up and operate.

CARDIOVISION

2.4 gHz Wireless System

CardioVision has upgraded in-club entertainment with its 2.4 GHz wireless transmitters and receivers. This 14-channel 2.4 GHz transmitter delivers digital CD-quality sound and offers

almost twice the transmission range of a 900 MHz system. At less than 1" thick, it’s small enough to fit discretely behind a wall-mounted flat-panel TV, and it includes CardioVision’s new quick-change headphone jack, which can be changed in seconds with no tools, and without removing the receiver.

CardioVision

CardioVision delivers high-quality fitness audio-visual (AV) products backed by superior service. Its 19" HD personal viewing screen (PVS) sets a new industry standard, and its new 2.4 GHz transmitters and receivers offer unparalleled sound clarity and transmission range. The 19" PVS includes a new slim design controller with an easily replaceable headphone jack. CardioVision’s universal stands with connective tubing offer a convenient solution for mounting screens and concealing wires without expensive installation charges.

CENTER FOR NEuROACOuSTIC RESEARCH / BIO-TuNING

NEWDr. Thompson Sound Journey Chair

The Dr. Thompson Sound Journey Vibro-Acoustic Chair from the Center for Neuroacoustic Research delivers an “inner tune-up” to users. Individuals feel the music, enjoy a deeply relaxing, regenerative experience, and find their “flow state.” Dr. Jeffrey Thompson’s work, which is scientific and clinically proven, exercises the brain and nervous system to control and coordinate the brain/body interface for maximum performance.Manufacturer’s list price: $6,599.00


CLuBCOM

ChannelCast

ClubCom’s patented ChannelCast system transforms the personal viewing screen into interactive entertainment, while establishing a powerful, one-on-one communication with health club members. ChannelCast integrates satellite and/or cable programming with a club’s own internal customized channels, which are broadcast through the ClubCom server. When members insert headphones into a personal viewing screen, a customized home page displays programming options. Customized channels can range from music video genres and movie trailers to internal communications.

ClubCom Media networks

ClubCom is a provider of private digital media networks for the fitness industry. Its networks empower health clubs with their own private television network that can broadcast customized entertainment programming, internal club promotions, and member education. Clubs can also earn revenues from advertisers. Club-Com integrates proprietary broadcast technologies with a digital entertainment library and an award-winning library of health club promotions, ultimately for a customized broadcasting network that meets a facility’s entertainment, educational, and promotional needs.

DMx

Music, Audio, and Video Systems

DMX provides a wide range of “sensory branding” elements that deliver powerful, on-target entertainment services designed to entertain, motivate, and inspire members. Services include music, audio messaging, video, and even scent, to help clubs differentiate themselves and drive member loyalty. With professionally designed audio/ video and scent systems, DMX creates a convenient, cost-effective entertainment and brand-building solution. Targeted music, custom messages, captivating visuals, and pleasing scents help opera-tors create a unified, integrated environ-ment that keeps members coming back.

IDEACAST, INC.

IdeaCast Satellite/Cable TV

IdeaCast provides satellite programming, including CNN, MSNBC, and CNBC to health clubs—free of charge—with no cost for programming, equipment, or installation. Additionally, clubs are rewarded up to $125 a month, or $1,500 per year, for using the IdeaCast service. The company’s technology is designed to complement, not replace, a facility’s current cable or satellite service, and work with its existing equipment, so that health clubs keep their preferred services and programming.


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JAYBIRD GEAR

Freedom Bluetooth Headphones

JayBird offers Freedom Bluetooth Headphones for athletes. These stay-put headphones feature a slim, sleek design that enhances any workout. They work with music and mobile devices, and come with a lifetime warranty against sweat.Manufacturer’s list price: $129.00

LIFE FITNESSSEE OuR AD ON PAGE 9

Achieve Console with Attachable TV

Many exercisers seek an easy and intuitive display so that they can get on and get going. The Achieve Console features the workout feedback that’s most important to users and the six most commonly used Life Fitness workouts. The external numeric remote allows exercisers to easily control the 17" Attachable TV. The simple, attractive alphanumeric LED-interface and personal entertainment options encourage users to exercise and help facilities to increase retention.

Attachable TV Stand

Add personal entertainment with the 17" Attachable TV and external numeric remote control with multiple mounting

options to Classic Series and silver/gray commercial cardio machines with LED consoles. Designed specifically for fitness facilities, this high-definition wide-screen television ensures an immersive visual experience.

Attachable TV System

The Attachable TV Stand System provides a perfect solution for adding personal entertainment to early-generation Life Fitness cardio machines or any other brand. This freestanding system includes a 17" Attachable TV, stand, and external numeric remote control.

Engage Console

The Engage Console, an integrated 15" entertainment center, combines personal entertainment, education, and exercise program control for the ultimate workouts. Users can watch their favorite TV shows, manage their iPod music and video lists, and listen to FM radio. The USB connectivity enables exercisers to create, plan, and track workouts at the Life Fitness Virtual Trainer Website. The Workout Landscape Perspectives offer variety and motivation, and a built-in Virtual Trainer provides tips and feedback.


HEX Tanning and Marketing Concepts

© 2009 International Tanning Equipment 242cbi

Call your HEX consultants today! 1-800-556-3201 www.hextanning.com

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.

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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.

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E-Z TV Console with Attachable TV

Control the 17" Attachable TV using the E-Z TV Console with convenient built-in TV controls for new 97 model E-Z TV Treadmills and new 95 model E-Z TV Summit Trainers and Stairclimbers. It’s also compatible with previously purchased 97 model E-Z TV Treadmills and 95 model E-Z TV Treadmills, Elliptical Cross-Trainers, Lifecycle Exercise Bikes, Summit Trainers, and Stairclimbers.

Inspire Console with Attachable TV

The Inspire Console features an integrated 7" touch screen to access iPod music and video, control the optional attachable TV, and manage workouts. Designed specifically for health clubs, the 17" high-definition wide-screen TV delivers vibrant color and exceptional clarity for an immersive experience. Workout Landscape Per-spectives offer program variety and motivation, and a built-in Virtual Trainer helps users pick the best program to meet their goals and provides motivating encouragement and feedback.

MATRIx FITNESS SYSTEMSSEE OuR AD ON THE FRENCH COVER

FITConnEXIon Entertainment Technology

The ultimate in personal entertainment, Matrix’s FITCONNEXION integrates


FOR MORE INFORMATIONSee the advertisers’ index on pg. 95 or search at

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concealed wiring with a special mounting bracket that supports the individual Matrix flat-screen LCD TVs on all Matrix cardiovascular products. By eliminating exposed cable wires and power cords, the system creates a completely seamless look.

MOTuS uSA

Motus Cardio with Fully Integrated lCD TV Entertainment

Motus outfits all of its products with the ultimate in entertainment amenities. Exercisers can enjoy a fully integrated Samsung LCD-TV console with a personal viewing screen, and use touch-sensitive buttons to adjust and scroll through workout statistics, while simultaneously viewing entertainment options, such as a DVD, satellite TV, or more than 120 TV channels. Additional features include convenient accessory trays, contact and wireless heart-rate measurements, branded components, and a sleek design.

Motus Entertainment Screens

Fitness facilities can enhance their members’ cardio-exercise experience with Motus USA’s entertainment solutions, which work seamlessly with their existing equipment. Featuring a 17" flat-screen format and protective LCD screen shield, this innovative option features fully- adjustable stands and an optional CD/ DVD player. Unique wiring-management options conveniently hide exposed cabling, reducing potential retrofitting costs and enhancing a facility’s aesthetics.

Mp3 Compatible Treadmill

The M990/995 Series treadmills are entertainment-savvy and offer the full

audio-visual fitness experience with fully integrated, embedded 15.1" crystal-clear Samsung LCD TV screens. Compatible with MP3, DVD, satellite TV, and 125 cable TV channels, these units elevate the fitness experience with options that stimulate the mind and motivate the body. The entertainment controls are separate from the unit's operating functions, conveniently allowing users to simultaneously view workout statistics in individual readout windows for uninterrupted viewing.


At Sports & Fitness Insurance our service and commitment ensure you a perfect fit.Contact us at: Post Office Box 1967 • Madison, MS 39130-1967

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MYE ENTERTAINMENT, LLCSEE OuR AD ON PAGE 71

NEWFM receiver

The MYE Entertainment FM receiver provides audio from any ceiling- or wall-mounted TV monitor connected to an FM transmitter. Included are a new, secure grip-mounting band; Intellijack, which signals an alert for a faulty headphone jack; and dual FM program mode, which enables users to switch between TV audio and FM radio. Advanced performance MYE FM receivers work with MYE FM transmitters or existing FM transmitters from all major fitness entertainment companies.

FM Transmitter

The MYE FM System dual diversity transmitter features state-of-the-art wireless technology, including a dual diversity antenna system, to ensure reliable and static- and drift-free transmission. Among its other features: an LED FM frequency display; automatic audio level control (of loud commercials or audio track spikes) for distortion-free sound; and a detachable mounting bracket for easy, secure installation on virtually any surface, including walls.

MyE personal Digital TV

The MYE Personal Digital TV system features a 15" high-resolution TFT screen; a digital QAM, ATSC, NTSC tuner; an internal vibration-dampening system; an embedded, electrostatic firewall; and an antiglare LCD shield. The patent-pending controller boasts INTELLIJACK technology that signals when headphone jacks require service or replacement; a direct closed-caption button; the ability to scan and listen to favorite FM radio stations; five Pro-EQ tones; an energy-saving auto-off motion sensor; and secure-lock mounting brackets.


MyE Wireless receivers

MYE Wireless systems offer advanced performance and reliability, worldwide compatibility, and clear audio from any ceiling- or wall-mounted TV. MYE Wireless receivers work with MYE Dual Diversity Antenna transmitters or existing 900MHz, 800MHz, and FM transmitters from major fitness entertainment companies. MYE Wireless 900MHz, 800MHz, and FM systems feature INTELLIJACK technology that signals when headphone jacks require service or replacement; five distinct Pro-EQ tones; secure-lock mounting brackets; and static- and drift-free transmitters with auto leveling.

Wireless 900MHz Transmitter

The MYE 900MHz dual diversity transmitter features state-of-the-art wireless tech-nology, including a dual diversity antenna system, to ensure reliable and static- and drift-free transmission. It’s available in 900MHz and 800MHZ wireless formats, with worldwide compatibility. Automatic Level Control lets users enjoy distortion-free sound, without loud commercials or audio track spikes, and a detachable mounting bracket provides for easy, secure installation on virtually any surface, including walls.

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The Nautilus NV915 LCD television enables viewers to control their channel selection and volume directly on the display. Manufactured with a 15" LCD screen by LG that’s designed specifically to handle health club environments, the Nautilus NV915 also features integrated function keys for power, volume, mute, input selection, and channel changes, and a 10-key function pad for direct access to channel selection. Accessories include the Nautilus NR 915 remote, and the Nautilus LCD TV stand.

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Star Trac’s E Series is a complete cardiovascular entertainment line with iPod connectivity. It allows users to watch video content on a fully integrated 15" personal viewing screen, and places entertainment options at the user’s fingertips in a dedicated media center. A sleek, silver finish complements Star Trac’s signature console, which includes built-in fans and a heart-rate monitor.

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SupremeFM broadcasts the audio of a TV or sound system to each client, using a personal FM receiver. It features a long broadcast range and easy installation via Velcro attachment. It includes an FM transmitter, AC adapter, “tune-to” sign, and self-adhesive numbers. Facilities utilizing the system experience the seamless services of the Supreme Audio brand. It comes with a two-year warranty and 99% same-day shipping. Each channel is $349.Manufacturer’s list price: $349.00


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The Active Wellness TV, available on Technogym Excite equipment, combines simplicity and intuitive use with cutting-edge personal entertainment technology. The embedded touch-screen TV display includes only the necessary buttons to access any training function, reducing navigation time and clutter on the screen. Display data can be adapted by users based on their entertainment and training data preferences. The TV integrates fully with iPods, and users can control content directly through the touch screen.

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Armband Carriers

Members bringing their own music to the club can enjoy hands-free listening with unmatched comfort, convenience, and protection, thanks to Tune Belt’s many different armband carriers designed to hold all the latest iPod and other MP3 players. The innovative carriers hold the player right side up or upside down so that the screen is easier to read while on the arm. Other design features include a protective window cover with full operational control and a cord- management flap.Manufacturer’s list price: $20.00

Headphones

For health club members who have entertainment systems, Tune Belt offers nine different models of headphones, including conventional, middle-ear, neckband, earbud, and sport earphone styles. All provide full-dimension, digital stereo sound, and are lightweight, comfortable, and durable. Of special note is Model CV-E31, an innovative, in-ear, sound-isolating earphone that fits comfortably and reduces outside noise.

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BoDiBEAT

BODiBEAT is the world’s first mp3 player/fitness device that selects and plays songs to match the pace of the user’s workout. Software automatically categorizes each downloaded song by beats per minute (bpm) and “runnability,” and a heart-rate monitor clips gently onto the user’s ear. Designed to maximize the benefits of fitness activities, such as running, walking, and dancing, BODiBEAT also tracks key metrics, including distance, time, pace, calories, and heart rate.Manufacturer’s list price: $299.00

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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 pastissues, and purchase reprints!

To learn more, visitwww.ihrsa.org/cbi.

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IHRSA MeetingsPreparing you for great accomplishments!Plan to attend one or more upcoming IHRSA meetings and you will be preparedfor great accomplishments. Each IHRSA meeting is designed to address specificneeds and provide you with the tools to excel in discrete areas of expertise. For28 years, IHRSA meetings have been synonymous with success.

Register today by visiting ihrsa.org/meetings. Meeting...accomplished!

10th ANNUAL IHRSA / FITNESS BRASIL LATIN AMERICANCONFERENCE & TRADE SHOWOctober 22-24, 2009 | São Paulo, Brazil | Transamérica Expo CenterThe fitness industry is growing fast and setting precedents in Latin America . . . and the worldis taking notice. Join over 10,000 attendees and more than 130 trade show exhibitors inbeautiful São Paulo as we focus on ‘preparation’ that leads to resounding fitness success.

9th ANNUAL IHRSA EUROPEAN CONGRESSOctober 22-25, 2009 | Dublin, Ireland | The Burlington HotelThe European market remains one of the most vibrant, fluid markets in the world today. Jointogether with the movers and shakers in the European fitness community to strategize on howto grow, prosper, and influence the entire European community for the greater good.

8th ANNUAL IHRSA ASIA-PACIFIC FORUMNovember 10-13, 2009 | Tokyo, Japan | Hilton TokyoThe Japanese health club industry boasts at least three companies in multiple categories in the2008 listing of the IHRSA Global Top 25, making Tokyo a perfect setting for the 2009 IHRSAAsia-Pacific Forum. Included in the event will be a tour of some the country's finest clubs,which are run with a distinctive management and operational style that cannot be seen any-where else. Join us for an exciting and invigorating four days at this lively forum!

IHRSA 2010: 29th ANNUAL INTERNATIONALCONVENTION & TRADE SHOWMarch 10-13, 2010 | San Diego, California USA | San Diego Convention CenterIHRSA 2010 returns to San Diego for another spectacular Convention and Trade Show. Witha positive theme, 'The Future is You!', we will focus on moving beyond the economic struggleswe have experienced and celebrate YOU, the individual who is truly at the core of whatmakes the fitness industry so successful.

TO LEARN MORE OR TO REGISTER• Visit ihrsa.org/meetings• Call +1 617-951-0055 or 800-228-4772

International Health, Racquet & Sportsclub Association | Seaport Center, 70 Fargo Street, Boston, MA 02210 USA

meetings spread-0809CBI:meetings ad-0809CBI 6/24/09 10:07 AM Page 1

When one thinks about exercise, one generally thinks of muscles, but bones also profit from workouts, particularly the weight-bearing kind. The National Institutes of Health (NIH) notes that “Bone is living tissue that responds to exercise by becoming stronger”—particularly important for children, women, and the elderly. —|

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IHRSA Report

First Set 77 | In Brief 78 | International 81 | Club Advisor 83 Success by Association 84 | Member News 87 | Calendar 92 | Coming Soon 92

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Today, governments around the world are creating financial rescue packages that are focused on unsuccessful firms, ventures, and grandiose objectives, such as rescuing the auto industry. In most cases, they’ve got their logic and their economic incentives backwards.

A more rational and productive alternative would be for govern-ments to invest a significant amount of money in corporate and personal educational initiatives—in other words, provide economic incentives to successful companies to help them get even better, and to individuals for additional training and education. This would lead, inevitably, to increased productivity, which, in turn, would generate greater tax revenues.

What we don’t want is program- or investment-targeted gov-ernment initiatives that have no end date, because then there will be an ongoing cost that extends beyond the need for stimulus.

What I’d like to propose, instead, is creating a culture that rewards companies and people for contributing to the economy. If, for instance, you were running a successful auto manufacturing

plant, you’d be entitled to a government grant in order to operate your plant even more efficiently, employ even more people, and contribute even more to the local economy.

In his book, Go Put Your Strengths To Work, consultant Marcus Buckingham, a speaker at last year’s IHRSA convention, argues that we should invest money and resources in successes, rather than prop up failures. If we apply this philosophy to the most important component in any organization—its people—we’d reward those who are doing a good job and have the ability, knowledge, and desire to do even better. If we incentivize them properly, they’ll be motivated to try harder and will accomplish more.

How does this relate to our clubs? Quite simply, if we create incentives based on education, then education will

produce results. We can’t change behavior until we know which behaviors we want to change. We can’t perform perfectly until we know how to perform.

At my clubs, we have an incentive contest for managers to win trips to IHRSA conferences. The appeal is the opportunity to relax in a sharing envi-ronment; learn from, and share with, other top performers; and get even better at one’s job. Our managers come back more inspired, motivated, and knowledgeable, with a set of valuable new skills.

So, will I see your best performers at IHRSA’s 29th Annual International Convention and Trade Show in San Diego next March? —|

– David “Patch” Patchell-Evans, [email protected]

| IHRSA Report | First Set

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.

800-228-4772 USA & Canada 617-951-0055 International 617-951-0056 FAXwww.ihrsa.org www.healthclubs.com E-mail: [email protected]

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

® Government IncentivesAre Backwards!

w w w . i h r s a . o r g | A u g u s T 2 0 0 9 | C l u b B u s i n e s s I n t e r n a t i o n a l 7 7

David Patchell-Evans IHRSA Chairperson

.org Register this month to get the lowest rates of the year for IHRsA 2010 at www.ihrsa.org/convention

| IHRSA Report | In Brief

August Is the Perfect Time to Meet with Your Local Legislators

Currently, two IHRSA-supported pieces of health-promotion legislation are pending before Congress: the Workforce Health Improvement Pro-gram (WHIP) Act and the Personal Health Investment Today (PHIT) Act.

During August’s congressional recess, your legislators will be back in the District meeting with constituents. Take this opportunity to be a

voice for the Campaign for a Healthier America and make an appointment today. When you meet with your Members of Congress, share with them the following

information:

The Workforce Health Improvement Program (WHIP) Act (H.R. 2106/S. 913) Under current law, employers and employees may be discouraged from offering or using a health benefit of membership to a health club. The reason: even though employees are not taxed for the benefit of using an in-house workout facility, they must report the benefit of a membership to an off-site fitness facility as additional income. This forces employers to deal with more IRS paperwork and increases employees’ taxes for making use of their benefits.

The Personal Health Investment Today (PHIT) Act (H.R.2105)The PHIT Act creates a financial incentive for Americans to engage in physical activity and exercise. The PHIT Act would allow Americans to utilize up to $1,000 annually, or $2,000 for a joint filing, from pre-tax health spending accounts to make expenditures related to organized, individual, and team sports; fitness and exercise; recreation; and other physical activities. The PHIT Act would provide Americans with a tax incentive to invest in preventative healthcare before costly treatment is necessary, with the potential to save 20%-30% annually on fitness-related costs.

To what extent could the WHIP and PHIT Acts increase the number of Americans who exercise?

• Over half (57%) of Americans would exercise more often if their employer offered programs to encourage exercise.

• Tax incentives would encourage at least two in five Americans to exercise more.

• Half of Americans would be “somewhat” or “very likely” to renew or start a health/athletic club membership if the expense was tax-free.

What impact could the WHIP and PHIT Acts have on healthcare costs?

• In January 2008, the Centers for Disease Control and Prevention (CDC) released a study which indicated that participants who “averaged at least two health club visits per week over two years incurred at least $1,252 less in healthcare costs in the second year.”

• In 2006, Medica Health Plans conducted a study that found that people over 65 who were committed to a regular program of exercise at least eight times a month had 33.6% lower average monthly medical costs.

• A 2007 study released by Blue Cross and Blue Shield of Minnesota found that frequent users of a fitness discount program had 17.8% lower health-claims costs than non-participants.

• An annual investment of $10 per person in programs that increase physical activity, improve nutrition, and break tobacco habits can provide a return of $5.60 for every dollar invested within five years.

What is the level of public support for the WHIP and PHIT Acts?

• Three-quarters of Americans (77%) say they would encourage their Member of Congress to vote to pass WHIP and 70% would encourage their representative to vote to pass PHIT. —|

7 8 C l u b B u s i n e s s I n t e r n a t i o n a l | A u g u s T 2 0 0 9 | w w w . i h r s a . o r g

.org Log on to http://ihrsa.org/campaign for detailed information about how you can become a powerful advocate for healthy lifestyles in just 30 minutes.

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WE SEE THE FUTURE.AND IT’S YOU!

29th Annual IHRSA InternationalConvention & 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 economystrengthens, so does the resolve of each individual in thefitness industry to help promote a growing, healthy andprosperous future. In short, THE FUTURE IS YOU!

The IHRSA International Convention & Trade Show will drawthousands of industry professionals just like you, for fourdays you will never forget. Look forward to these excitingfeatures:• World-class keynote and feature addresses• Over 100 educational sessions, workshops, forumsand more

• Exceptional networking and social opportunities• Leading edge exercise classes• The always massive, spectacular IHRSA Trade Show

REGISTRATION IS OPEN!Can’t wait to register for IHRSA 2010? Then visitihrsa.org/convention and secure your place at the lowestpublished rates or contact your Membership Specialistat [email protected].

“As usual we had anincredible IHRSA experience.Fabulous keynotes, wonderful

sessions, excellentnetworking, exciting

trade show . . .

IHRSA provides aworld-class experience for

Club Owners, Managers andFitness Professionals.

Congrats and keep up thegreat work!”

Sherri McMillanNorthwest Personal Training &

Northwest Women's Fitness Club

2010CV ad-0809CBI:2010CV ad-0809CBI 6/26/09 9:48 AM Page 1

| IHRSA Report | International

IHRSA Expands Network of International AmbassadorsNew appointments made in Italy and Egypt

IHRSA is working to broaden its international reach with the appointment of new IHRSA Ambassadors overseas: Gianluca Scazzosi, of Wellink, in Italy, and Tamer Farag, of Global Sports Company, in Egypt. IHRSA has one other ambassador in Europe, Doug Miller, of Sales Makers International, in Scandi-

navia, who’s been working on the association’s behalf for several years.

The Ambassador program was established to increase awareness, among international health club leaders, of the many benefits of belonging to IHRSA—from attending the annual international convention to accessing current industry news and research on the association’s Web site. Ambassadors are often IHRSA’s first point of contact for clubs in their countries.

“IHRSA’s International Ambassadors bring a wealth of experience and expertise from across the global industry,” says Joe Moore, the association’s president and CEO. “Each new ambassador represents not only their respective countries, but also the global industry as a whole. We’re con-fident that these new appointees will help to grow and strengthen the connections within the international health and fitness community.”

Scazzosi, the new IHRSA Ambassador of Italy, has spent 20 years in the fitness industry as an entrepreneur, manager, and consultant. He’s run development projects for some of the major Italian fitness chains, and previously held the post of operations director at Fitness First, in Italy. He’s now the founder, major partner, and managing director of Wellink, a company that provides consulting services to clubs, spas, wellness facilities, and corporations, and develops new business ventures in the industry.

“Gianluca is well respected in the Italian fitness community. We’re very pleased to have him as part of our global Ambas-sador team,” says Hans Muench, IHRSA director, Europe.

Farag, the newly appointed IHRSA Ambassador of Egypt, is CEO of Global Sports Company, whose portfolio includes a

subfranchise of Gold’s Gym in Zayed, Africa, a Royal SPA facility, and the Equilibrium brand. His group is widening its scope in health and fitness, beauty, and spas, and expanding into Egypt and the Middle East. Until 2008, Farag was the regional technical director of six branches of Gold’s Gym in Egypt, managing all personal trainers, fitness instructors, nutritionists, and physiotherapists. He has lectured for ISSA for personal trainers, and is also an IDEA Ambassador.

Farag and IHRSA have identified three major benefits of IHRSA membership as the focus of his promotional efforts in his new role: publications (magazine, newsletters, research) of interest to the chairpersons, CEOs, GMs, and key management staff of clubs and suppliers; educational materials (books and magazines) of interest to fitness man-agers, personal trainers, and health and fitness enthusiasts; and events and trade shows with educational seminars.

“I believe that the first two areas of focus are the direct way to achieve more awareness of IHRSA and to encourage the key persons to become IHRSA members,” suggests Farag.

“We’re grateful to have Gianluca and Tamer on the IHRSA team,” notes Cathy McNeil, IHRSA’s vice president of inter-national operations. She added that club operators have the same informational needs and face many of the same challenges in running their businesses, no matter where in the world they’re located.

“IHRSA serves as the global integrator for the industry, bringing club leaders together to share solutions to common problems and ideas for growing their businesses,” points out Alison O’Kane, associate vice president of international development for IHRSA. “With the help of our new Ambas-sadors, we’ll bring even more great minds together.” —|


“We’re confident that these new appointees will help to grow and strengthen the connections within the international health and fitness community.”

Scazzosi Farag

ACSM certification means your staff will be uniquely qualified to work with a variety of people toimprove health, fitness and wellness, even those with health risks. We’ll help by providing yourstaff with everything they need, from self-study materials to hands-on workshops worldwide.

Go to www.acsm.org/cbi for everything you need to know about ACSM’s health, fitness andclinical certifications.

ACSM. The organization that’s leading the way in making exercise good medicine.

“With ACSM-certified staff, my club can helpmore people. That’s goodfor the individuals whocome here. And it’s goodfor business, too.”

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| IHRSA Report | Club Advisor

Weight Loss That WorksBy Mia Coen

Recognize the difference. “The fitness industry and the weight-loss industry are really two completely different things, and you have to market them differently,” Cingle tells CBI. Weight loss is a result of behavior changes, which is harder to tackle because it requires a lifestyle change. The already-fit members of the club are inter-ested in what they can do to stay active, whereas weight-loss members need to completely modify their habits. Clubs need to realize that conquering obesity involves more than physical activity alone.

Offer à la carte options. Because weight loss is difficult to undertake, it’s important to offer a range of choices to members. Again, “one size does not fit all.” Cingle stresses: “You need to offer a menu of services in order to make a difference to your members. One method will not work for everyone, and clubs need to be aware of that.” Identifying the member’s level of motivation and being able to accommodate it will guarantee success for the members, and for the club as well.

Identify key components. For a weight-loss program to be successful, it must comprise several key elements working in concert. These could include: a structured tool, such as a book, Website, or supplement product; behavioral programs; and, of course, exercise. Addi-tionally, a club operator may need to bring in a certified dietician, or design a 12-week intensive “course” that teaches exercise and healthy eating. The club can also host educational lectures or special events to engage members’ interest.

Make the team. “The individuals who are responsible for the success of programs and profit centers have to

be involved in the development, implementation, and administration of it,” Cingle notes. The administrative staff needs to estab-lish a communica-tive atmosphere for all staff trainers. And, as far as programs go, they won’t be effective without a cham-pion. “A program champion must possess extreme, tireless passion for the program they promote. They must have a positive, upbeat personality, and must support the culture and business philosophy of the environment they work in. Without a champion, the program will fizzle out.”

Tie it all together. “It’s all about leadership. Someone has to drive the program and work to create a team of department heads. A club needs a ‘program director’ of sorts, so that the directors of exercise, personal training, and fitness can get together and coordinate programs and events to cross-market their services,” Cingle asserts. One program is not a singular entity; every program is tied into one another somehow. A personal trainer may recommend weight-loss tools and services that may lead to an interest in group exercise, and reciprocally, a group-exercise member seeking weight-loss options may consult a personal trainer or weight-loss tool. The staff needs to realize that each program is a member-integration tool, like an organ of the club body. Unless they’re all in sync, the whole body won’t function. —|


Weight-loss programs are a natural fit in the club industry, but there’s not necessarily a “one-size-fits-all” approach to success. Some gyms fail because they lack one or more of the programming fundamentals that are essential in this cate-gory. Laurie Cingle, business success coach and consultant, shares the dynamic strategies for developing an effective weight-loss program in the club environment that were the basis of her IHRSA 2009 convention presentation:

| IHRSA Report | Success by Association

In April, the Little Rock Athletic Club (LRAC), in Little Rock, Arkansas, celebrated its 20th anniver-sary—a milestone that might never have occurred without the assistance of IHRSA.

“In the early days, there were many times when I wondered what I was doing, whether I’d made the right decision,” cofounder Pat Riley, Jr., recalls. If not for a lot of hard work, a little luck, the support of family and friends, and the extensive resources of IHRSA, the LRAC could, conceivably, not now be embarking upon its third decade in business.

In the early 1980s, Riley was living in Dallas, working for a bank-consulting firm. There, he became a member of Dr. Kenneth H. Cooper’s iconic health club, the Cooper Aerobics Center. “It was a place I just grew to love,” recalls Riley. “It became the direct inspiration for getting into this business.”

He’d been considering moving back to his native Little Rock, and the notion of opening his own health club appealed to him. “It was 1983 or 1984, and there weren’t many multipurpose clubs around. I knew that there wasn’t one in Little Rock. I just assumed, naïvely, that a club like this would succeed.”

Riley sought the backing of his father, who’d been involved in the develop-ment of a member-owned tennis and swimming club in Little Rock in the 1960s, as well as of an indoor ten-nis club that became known as the Westside Tennis Club. “I asked him if he’d be interested in partnering with me if I did all the work,” Riley remem-bers with a laugh.

Riley hired consultants from the Cooper Aerobics Center and returned to Little Rock in 1985, intend-ing to build a new facility from the ground up. But, when he discovered that Westside was for sale, he decided, instead, to purchase and renovate that club. He and his team spent the next four years designing and redesigning the plans for the club to accommodate the existing building, obtaining financing, and overseeing construction. All the while, Westside continued to operate, with Riley serving as its manager.

At the same time, he discovered IHRSA and began utilizing its many resources to learn as much as he could about the health club industry. In 1985, Riley attended the first of the more than 20 IHRSA conventions he’s been to. “The whole event made you feel as though you were getting in on something that was about to take off,” he says of the gathering in Reno, Nevada. “There was a lot of great energy involved.”

Riley, who holds an MBA from Southern Methodist University, in Dallas, also attended IHRSA’s Institute for Professional Club Management in the summers of 1986 and 1987, when it was conducted at the University of Michigan. What did IHRSA teach him that he hadn’t learned in business school? “You get to meet these titans of the fitness industry who are sharing their specific knowledge about the challenges they’ve faced in developing and running their own clubs,” Riley explains. “It was inspiring to hear what they’d been able to accomplish.”

Cardio rocks at Little Rock Athletic Club


Pat Riley, Jr.

LRAC Makes a Lasting ImpressionLittle Rock club has logged two decades of ‘Success by Association’

By Liane Cassavoy

| IHRSA Report | Success by Association

When LRAC opened its doors in 1989, Riley continued to rely on IHRSA to help grow his business. He’s sent approximately 20 employees to the IHRSA Institute, and has turned to the associa-tion’s publications, including CBI, to keep him and his employees up to date on the latest trends in the industry.

One of the developments that he latched onto was the move away from the traditional adults-only club environment toward a family membership model. “Not long after we opened our kids’ center, there was an article in CBI about after-school programs. Because of that article, we looked into developing an after-school program of our own. It’s now in its 12th year, and it’s been really successful for us,” Riley reports.

Riley’s involvement with IHRSA goes well beyond attending events and reading magazines. He’s also an active participant in IHRSA’s Industry Leader-ship Council (ILC), working to prevent the passage of unfair tax legislation. His home state instituted a

sales tax on clubs in 1992; and, years later, Riley’s business was audited and found to owe $300,000 in back taxes, due to what he felt was an unfairly worded line of that law. Riley and the ILC worked with an Arkansas state representative to write and introduce a bill amending the language of the law. It passed, and Riley’s company was refunded the $300,000 it had paid as a result of the audit.

While Riley’s involvement with IHRSA has clearly been financially beneficial for his company, he credits it for something even greater—helping to save a man’s life.

“In 1998, an article in CBI made us realize that it made sense to have an AED (automated external defibrillator) in our club. That’s why we got one,” Riley says. “We’d had it for less than a month, when a member had a heart attack in the club. We revived him with the AED.”

Today, LRAC is the flagship of Riley’s Health and Fitness Centers, Inc., which owns two other clubs and manages a third in the Little Rock area. During its 20th anniversary party, the club offered employ-ees and members a series of celebratory activities, including a sunrise swim, 1980s-themed workout classes, and an inflatable climbing wall for kids. Riley’s planning a similar event for 2019. —|

– Liane Cassavoy, [email protected]

LRAC’s water park is wet ’n wonderful


“In the early days, there were many times when I wondered what I was doing, whether I’d made the right decision.”

Topics and SpeakersAll webinars take place on Thursday, 2pm EDT

� August 13th: Personal Training Management –Eight Critical ComponentsBrent Darden, Owner & General ManagerTELOS Fitness Center

� September 10th: Youth Performance Training –Capitalizing on a Multi-Billion Dollar MarketBill Parisi, Founder & CEOParisi Speed School

ARCHIVE AVAILABLE!� Club Programming for Fun, Retention & ProfitLaurie Cingle, PresidentLaurie Cingle Consulting & Coaching

Summer 2009 WebinarsMaximizing Non-Dues Revenue


Sponsored byIHRSA webinars continue this summer witha special focus on non-dues revenue, acritical bottom line contributor for your club.Sign up. Log on. Listen in. This is IHRSA-qualityeducation delivered right to your desktop.

Webinars are value-priced at $49 per log-in.Have as many people view and participateas you like. Plus, you get unlimited access toyour webinar archive for 60 days!

SPECIAL OFFER!

All three webinars, only $99!

Visit ihrsa.org/webinars for more informationor to register today.

webinars ad.5 page-0809CBI:webinars .5pg ad-0709CBI 6/26/09 7:23 AM Page 1


| IHRSA Report | Member News

In the two decades since Fabiano Designs was established, the Montclair, New Jersey-based architectural and design firm has completed more than 400 projects, most of them directly related to the fitness, well-

ness, and spa industry. Founder Rudy Fabiano attributes his company’s steady growth and impressive achievements to its overall vision and its in-house capability and capacity. “We have registered architects and interior designers on staff, and have been able to deliver both full-building and interior fit-out and design services,” he explains. “If you look at the work we’ve done, you’ll find that very few of our projects have ever had to be redone, renovated, or upgraded. We build today to be relevant 10 years from now. That represents an incredible cost saving for our clients.”

Strengths“As actual registered architects and interior designers, we bring a full package of services to the table. Many of the other design firms, although good in their own way, outsource the architectural work, which can result in coordination headaches and incomplete documentation. We also have a lot of real-world construction experience, which allows us not to build cheaper, but, rather, to produce a better product for less money—that’s a real difference. The fact that we understand how to minimize construction steps makes for a less costly project.

“Early on, we took advantage of the opportunities presented by the fitness industry, recognizing that good design could serve as an effective market differen-tiator for our clients. We appreciate that the member experience has as much to do with enjoying the time one spends at a club or spa as the actual workout. Even the fitness space requires special attention to make the experience exceptional. The right lighting, materials, and general arrangement all play an important role.”

Opportunities“Learning about, really understanding, spa operations has involved a steep learning curve, but we’ve finally mastered it, and so we see greater opportunities there. We’ve also begun expanding our client base to include hotels, country clubs, and larger institutional facilities. We’re now working with another industry group to provide turnkey hotel fitness experiences.”

Challenges“Obviously, the economy has been a real challenge this year. We’re directly tied to the construction industry, which is fueled, primarily, by bank financing, so we do anticipate a reduction in staffing and revenues.

“I think we need to do a better job of communicating what we’re all about to prospective clients. We never get a chance to bid on a lot of jobs simply because people think our services are probably too expensive. At times, I think the appearance of our completed projects belies our ability to work within budget and deliver on a solid value proposition.

“Overall, I’ve always felt that, in some ways, the great success that we’ve enjoyed as an industry has, in fact, held us back. Tougher times, though, will force all of us to rethink many aspects of this industry—programming, price options, etc.—which, in turn, will mean taking a look hard look at the facilities delivering its services.” —|

Full Disclosure Fabiano Designs

Pro Forma: Year Founded: 1989

2008 Revenues: $2 million in fees

Annual growth Rate: 2005-’08, approx. 30% per year

Projects completed: 400 +

Employees: 14

Green and GrowingYou don’t survive—and thrive—in any business for 20 years if you’re not sensitive to shifts in the marketplace, flexible, and resourceful. Rudy Fabiano, the founder of Fabiano Designs, is, and, most recently, has been focusing on sustainable design. “Clubs, spas, and wellness centers are ‘natu-rals’ when it comes to taking advantage of all of the ‘green’ resources out there,” he points out. “From rebates and tax credits to the latest technology, there’s a lot we can do.

It’s the right thing to do, all around, and, for our clients, the marketing benefits and eventual cost savings of going green are undeniable. sustainable design will become the industry stan-dard over the next 10 years.”

At the moment, Fabiano is also focused on devoting more resources to his firm’s growth. “After 20 years in business, we finally brought on a sales director, Andy graham, a 20-year-plus industry vet-eran.” graham was formerly with FreeMotion Fitness and Cybex International. —|

Rudy Fabiano


JayBird Sports Audio

u Designed for clubs and other profes-sional settings, JayBird headphones hide unobtrusively behind an individual’s ears. The headphones are light, small, and comfortable with no solid bar behind the head to move around while running or get in the way on the bench press, making workouts more enjoyable. Rugged construction and gasket-sealed rubber overmolded buttons ensure that water and sweat stay on the outside. JayBird backs the headphones with an unprece-dented lifetime warranty against sweat. For more information, contact the company at 2825 E. Cottonwood Pkwy., ste. 500, salt Lake City, utah 84121; 801-937-4907; http://jaybirdgear.com. —|

SportFit Consulting u sportFit Consulting by Douglas Baumgarten, M.s., provides safety, risk, and management consulting services to fitness and health clubs. With more than 30 years’ experience in personal training, the fitness industry, and legal consulting, Baumgarten provides expertise in employee management/training programs, facility safety, risk reduction, and liability management. sportFit Consulting has techniques for increasing personal training revenue to make the department a true profit center, and the company can also evaluate a club’s safety profiles, compliance with ACsM and other industry standards, and risk-management techniques. If an accident has already occurred, Baumgarten can provide experienced expert witness services for pending litigation. For more information, contact the company at 42218 Terrazzo Terrace, stone Ridge, VA 20105; 301- 448-5499; www.sportfitconsulting.com. —|

ASSOCIATE PROFILES

ActiveXL Promotionsu ActiveXL Promotions has hired Adam Parker as its major accounts representative. In this capacity, he will develop partnerships with various multi-club chains and franchise companies to implement ActiveXL’s “Company store” concept. The Company store consists of a link on corporate Web sites where designated employees or franchisees can order pre-selected, logo-imprinted marketing, promotional, and retail products. Previously, Parker served in a manage-ment position at the Boca Raton Athletic Club; he also has extensive background in the finance industry, where he specialized in training mortgage and financial center professionals. “Adam’s addition will significantly strengthen our sales team as we continue to grow our customer base and our marketing services for 2009,” notes gail deLeede, the cofounder and vice president of marketing at ActiveXL. —|

Big Ass Fansu Congratulations to Big Ass Fans, which recently earned “silver status” in recognition of its sleek, compact Pivot Fan in the HVAC category of Plant Engineering magazine’s annual Product of the Year rankings. Plant Engineering readers look for innovation, energy efficiency, and productivity in selecting the award winners. The new Pivot is a 6' diameter fan that utilizes two independent pivot points to adjust directional airflow in 73 unique positions, making it possible to direct air around obstructions with its exclusive new

airfoil profile and winglet combination. The fan also includes a lightweight, low-profile cage for protection. “The 2008 Product of the Year winners provide great solutions for the plant floor in every area,” explains Bob Vavra, the editor of Plant Engineering. —|

Clif Bar & Companyu Clif Bar & Company has hired Mike Valvano as national sales manager of the sports retail channel, where he manages relationships with key specialty retailers and oversees the company’s network of representatives. With more than 15 years of experience in the outdoor, bike, and luggage industries, Valvano has leadership in strategy, sales, marketing, operations, and customer relationships. “We need outstanding sales leadership to ensure that we get the right products to the right places, and Mike brings the experience and creativity to help us get there,” observes scott Whipps, the vice president of sports retail at Clif Bar & Company. Previously, Valvano was general manager and president of Overland Equipment, and he has also held positions at Timbuk2, Mountainsmith, and Kelty. —|

ASSOCIATE NEWS


Parker



Max Muscleu Max Muscle sports Nutrition (MMsN) is a dynamic sports nutrition franchise, offering franchisees business opportunities to turn their passion into their profession. successful MMsN franchisees are leaders; believe fitness and nutrition are critical

factors in a healthy lifestyle; have a desire to help others reach their goals; and are ready to invest in their futures. Franchisees get the benefits of a strong national brand and a management team committed to their success. For more information, contact the company at 1641 s. sinclair st., Anaheim, CA 92806; 888-629-6872; www.maxmuscle franchise.com. —|

Mystic Tan, Inc.u Mystic Tan introduces Mystic Tan for Fitness, an automated, sunless, spray-on booth that delivers an instantly beautiful tan. With multiple options that allow clients to create the perfect tan, there

are numerous ways for health clubs to increase revenue, boost retention, and attract new members. In fact, Mystic Tan sunless tanning has the potential to increase EFT revenue by 20%-30%. Estimated by research group Mintel to be a $230-million industry, sunless tanning is free of ultraviolet rays and uses natural ingredients. For more information, con-tact the company at 13800 senlac Drive, ste. 300, Farmers Branch, TX 75234; 877-668-8826; 972-447-3800; www.mystictan.com. —|

ASSOCIATE PROFILES

Cybex International, Inc.u Cybex International, Inc., has become a Vendor Advisory Board Member of the Medical Fitness Association (MFA), a nonprofit profes-sional membership organization dedicated to medical fitness and integrated care. MFA provides industry standards, educational pro-grams, benchmarks, outcome measurements, professional development, and networking opportunities for the medical fitness industry. “We’re confident that our 25-year sports medicine and physical rehabilitation heritage and our focus on providing exceptional results for the end user enable us to be in an excellent position to support the MFA,” says Paul Dolan, the senior director of business development at Cybex. The company’s research arm, The Cybex Institute, will support the MFA’s collaborations in scientific and exercise research arenas. —|

Fiserv, Inc.u Fiserv, Inc., a provider of financial services technology solutions, has appointed Lance Drummond to serve as executive vice president. In this post, he’ll be responsible for accelerating the development of business line extensions in data analytics, consulting, and wealth management. Drummond, who has 30 years of business and technology experience, joins Fiserv after six years at Bank of America in Charlotte, North Carolina, where he led online banking and ATM operations. Previously, he spent 26 years in a variety of technology and leadership positions at Eastman Kodak, in Rochester, New York, most recently as chief operating officer (COO) for the office professional products

division. “Lance’s proven track record in developing and operating scale businesses, along with his experience leading digital and payments strategies, are well aligned with our objectives,” adds Jeffery Yabuki, the president and CEO of Fiserv. —|

Fitness Anywhereu Congratulations to Fitness Anywhere, which was named to Outside magazine’s second annual “Best Places to Work” list, ranking No. 22 out of 30 companies. The list is compiled with the help of the Outdoor Industry Associa-tion and Best Companies group, which choose companies that best enable employees to balance productivity with active, eco-conscious lifestyles. “These 30 companies believe that the secret to success is empowering employees to live balanced lives and remain committed to their communities and the environment,” says Michael Roberts, the executive editor of Outside. According to Randy Hetrick, the CEO of Fitness Anywhere, “We inspire our customers by living and breathing the active lifestyle we promote. Daily exercise increases morale, helps our employees be more productive and less stressed, and reduces absenteeism.” —|

ASSOCIATE NEWS

Drummond

NEW MEMBERS

ArizonaDESERT SPORTS & FITNESS ExPRESS *9725 n. Thornydale Plaza, no. 131Marana, AZ 85742520-219-4891Ms. Kelly Ramirez

DESERT SPORTS & FITNESS ExPRESS3030 W. Valencia, no. 272Tucson, AZ 85746520-908-3319

SNAP FITNESS400 Finnie Flat Road, Ste. 1ACamp Verde, AZ 86322Mr. David Trahan

CaliforniaCuRvES 750-B n. Brea Blvd.Brea, CA 92821714-990-2878Ms. Shannon Wood

CuRvES 9550 Flair DriveEl Monte, CA 91731626-444-6933Ms. Georgann Lamb

CuRvES 17627 Ventura Blvd.Encino, CA 91316818-986-7212Ms. Diane Boyd

CuRvES 1727 n. Vermont Ave., Ste. 107Los Angeles, CA 90027323-644-9898Ms. Greta Flate

CuRvES *2724 Griffith Park Blvd.Los Angeles, CA 90027323-912-9205Ms. Dyan Collins Ralph

CuRvES 4870 Eagle Rock Blvd.Los Angeles, CA 90041323-259-5800Ms. Lynda D’Angelo

CuRvES 7385 Milliken Ave., no. 130Rancho Cucamonga, CA 91730909-941-3739Ms. Sonia Roselli

CuRvES 3816 La Sierra Ave.Riverside, CA 92505951-343-2878Ms. Mary Curl

CuRvES *10615-B Tierrasanta Blvd.San Diego, CA 92124858-496-1194Ms. Barbara Cota

CuRvES 1919 BroadwaySanta Monica, CA 90404310-582-9181Ms. Sue Walseth

CuRvES 5522 Van nuys Blvd.Van nuys, CA 91401818-783-8783Ms. Sarah Lee Pett

SPORTS CONDITIONING AND REHAB871 S. Tustin Ave.Orange, CA 92866714-633-7227Mrs. Michele Herkimer

YOuR BODY WORkS424 Executive Court n, Stes. C & DFairfield, CA 94534707-320-8367Ms. Amy Laree Fischer

FloridaANYTIME FITNESS 3930 S.W. 42nd St., Ste. 103Ocala, FL 34474352-433-4176

ANYTIME FITNESS 2504 S. Alafaya TrailUnits 320-340Orlando, FL 32828407-433-0009Mr. Jaime Vicent

IndianaANYTIME FITNESS 3919 Madison Ave.Indianapolis, In 46227318-602-3624Mr. Ersal Ozdemir

SNAP FITNESS1883 U.S. Hwy. 231 SCrawfordsville, In 47933Mr. Bill Hahn

IowaANYTIME FITNESS 3135 Wiley Blvd. SWCedar Rapids, IA 52404319-396-2447Mr. Rhiannon Pharr

MaineSNAP FITNESS400 San Isidro Ave.Metepec, ME 52140Mr. Carlos Ibarra

MassachusettsANYTIME FITNESS 81 Shrewsbury St.Boylston, MA 01505508-869-2307Mr. John Cherubini

ANYTIME FITNESS 70 Worcester RoadWebster, MA 01570508-461-7535Mr. Demetrios Baraklilis

MichiganSNAP FITNESS7200 Kalamazoo Ave. SECaledonia, MI 49316Mr. Ryan Cook

SNAP FITNESS4011 S. Canton Center RoadCanton Twp., MI 48188Mr. Donald David

MinnesotaSNAP FITNESS321 E. Main St.Melrose, Mn 56352Ms. Renee Anderson

MississippiANYTIME FITNESS 1335 E. Pass RoadGulfport, MS 39507228-896-4005Mr. Kenny Knaps

ANYTIME FITNESS 655 Hwy. 49 S.Richland, MS 39218601-933-1945Mr. Christopher Dupre

MissouriANYTIME FITNESS 14523 Manchester RoadManchester, MO 63021636-527-6470Mr. William Daniel Lyon

New JerseyANYTIME FITNESS 93 Knights Bridge WayMays Landing, nJ 08330609-226-3009Mr. Michael Collazo

BRICk HAuS FITNESS163-165 newark Ave.Jersey City, nJ 07302201-830-3172Ms. Sandra Salmon

CAN DO FITNESS1 Deer Trail Roadnorth Caldwell, nJ 07006201-396-0338Mr. Tony Santomauro

HEALTHTRAx FITNESS & WELLNESS AT THE kENNEDY HEALTH AND WELLNESS CENTER *405 Hurffville-Cross Keys RoadSewell, nJ 08080856-582-2180Mr. Douglas Page

New YorkHEALTHTRAx FITNESS & WELLNESS AT THE WINTHROP WELLNESS PAvILION *1300 Franklin Ave.Garden City, nY 11530516-741-1057Mr. Joseph Laudati

North DakotaANYTIME FITNESS 2400 8th Ave. SW, Stes. F3 & F4Jamestown, nD 58401701-252-4142Mr. Tim Restle

ANYTIME FITNESS 2400 Hwy. 281 S.Jamestown, nD 58401701-252-4142Mr. Tim Restle

OhioANYTIME FITNESS 223 Captain D Seeley MIA Dr.Marietta, OH 45750740-373-3340Mr. Jason Thorn

ANYTIME FITNESS 154 McMahan Blvd.Marion, OH 43302740-389-6200Mr. Jerry Clum

IHRSA Membership Eligibility StandardsMembers 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 3104 Milan RoadSandusky, OH 44870419-609-9262Mr. Brian Demos

CARDINAL HEALTH FITNESS CENTER7200 Cardinal Place WDublin, OH 43017614-757-3488Ms. Kelly Jones

PennsylvaniaSNAP FITNESS814 Scalp Ave.Johnstown, PA 15904Mr. Jason Davis

South CarolinaOMNI FITNESS2685 Celeanse RoadRock Hill, SC 29732803-327-7141Mr. Erik Altenbach

TennesseeANYTIME FITNESS 1144 n. Houston Levee RoadCordova, Tn 38018901-309-0024Ms. Sharon Lucius

TexasANYTIME FITNESS *7300 FM 2222, Ste. 208Austin, TX 78730512-372-4000Mr. Alex Gonzalez

ANYTIME FITNESS 8516 Anderson Mill RoadAustin, TX 78729512-258-9900Mr. Jim Shuppenhauer

ANYTIME FITNESS 1101 Stone St.Kilgore, TX 75662903-315-8383Mr. Jan-Michael Bradford

ANYTIME FITNESS 3415 Richmond RoadTexarkana, TX 75503903-794-5348

SNAP FITNESS1395 E. Tyler St., Ste. 101Athens, TX 75751Ms. Kimberly McCoy

SNAP FITNESS2101 Harwood Road, Ste. 124Bedford, TX 76021Mr. Ross Payne

UtahSNAP FITNESS129 E. 13800 SDraper, UT 84020Mr. Greg Kimball

SNAP FITNESS2107 W. 1700 SouthSyracuse, UT 84075Mr. Gavin McCleary

VirginiaANYTIME FITNESS 5300 Kemps River DriveVirginia Beach, VA 23464757-233-0240Mr. David Theodore

GOLD’S GYM 2841 Hartland Road, Ste. 200Falls Church, VA 22043703-930-5475Mr. Kirk Galiani

GOLD’S GYM815 Middle Ground Blvd.newport news, VA 23606757-599-4653Mr. Kirk Trader

SNAP FITNESS1315 King St.Alexandria, VA 22314Mr. David Rudy

SNAP FITNESS2857 Stuarts Draft Hwy.Stuarts Draft, VA 24477Mr. Craig Hansen

WashingtonANYTIME FITNESS 223 S.W. 327 PlaceFederal Way, WA 98023253-589-5277Mr. Corey Lewis

TAHOMA ATHLETIC CLuB1620 Lake Tapps Pkwy., Ste. 110Auburn, WA 98092253-833-1117

WisconsinANYTIME FITNESS 237 Parkview DriveMilton, WI 53563608-371-1000Mr. Jeff DeChampeau

ANYTIME FITNESS 7115 Durand Ave.Mt. Pleasant, WI 53177262-554-7117Ms. Janie Dziedzic

AustraliaGENESIS FITNESS CLuB 258 Scoresby RoadBoronia, Victoria 3155(61) 39-762-8333Mr. John Souness

CanadaLEvEL 10 FITNESS, INC.110-890 Harbourside Drivenorth Vancouver, British Columbia V7P 3T7604-985-8910Mr. Anthony Findlay

SNAP FITNESS1450 Clark Ave. W, Unit 1CThornhill, On L4J 7R5Dave and Wendy Passalent

SNAP FITNESS183 Roncesvalles Ave.Toronto, On M6R 2L5Adam and Marcy Verburg

ItalykLABVia G.B. Lulli, 62, aFirenze 50144(39) 5-533-3621Mr. Paolo Fantucci

PortugalCORPuS SANuS TAGuRSPARkTaguspark, nucleoCentral, n 120Porto SalvoLisboa, 2740-122(353) 21-421-8384Mr. Jorge Coutinho

Saudi ArabiaGOLD’S GYM P.O. Box 127387Jedddah, 21352(966) 2-692-1077

SwitzerlandSILHOuETTE WELLNESS S.A. CENTRE DE vERMONT8 rue du VermontGeneve, 1202(41) 22-733-2075Ms. Adriana Vigano

SILHOuETTE WELLNESS SA MORGESRue de Lausanne 42Morges, 1110(41) 21-801-2007Ms. Sophia Carvaldo

SILHOuETTE WELLNESS SA NYONCh. de Creve-Coeur 1nyon, 1260(41) 22-362-5890Ms. Catherine Fuchs

SILHOuETTE WELLNESS SA PETIT-LANCY48 Route de ChancyPetit-Lancy, 1213(41) 22-793-8446Ms. Barbara Venneri

SILHOuETTE WELLNESS SA CHENE-vERT98 Rue de GeneveThonex, 1226(41) 22-349-3231Mr. Peter Marcadet

UkraineJAIPuR WELLNESS CENTERMostovaya 4-ADnepropetrovsk 49000(38) 05-031-5008Ms. Tatyana Sosnovska —|

* Indicates participation in Passport Program

CORRECTION

Inaccurate contact information was provided for the In Shape Health Club in the June issue (pg. 89) of CBI. The correct information is:

IN SHAPE HEALTH CLuB180 Griffith LaneBrentwood, CA 94513925-513-8700Steve Saxton

To obtain complete details about, or to register for, all IHRsA events, log on to www.ihrsa.org/meetings..org

| IHRSA Report | Calendar

AuGuST 6-7Health & Fitness Business Expo & ConferenceDenver, Coloradowww.healthandfitnessbiz.com

AuGuST 12-16 IDEA World Fitness ConventionAnaheim, Californiawww.ideafit.com

AuGuST 18-2028th Annual National Fitness Trade ShowReno/Tahoe, Nevadawww.nationalfitness tradeshow.com

AuGuST 19-23Can-Fit-ProToronto, Canadawww.canfitpro.com

SEPTEMBER 10-13SIBEC North AmericaPasadena, Californiawww.mcleanevents international.com

SEPTEMBER 22-24Leisure Industry WeekBirmingham, Englandwww.liw.co.uk

OCTOBER 9-10FitnessvakdagenultrechtThe Netherlandswww.fitnessvakdagen.nl

OCTOBER 14-17Club IndustryChicago, Illinoiswww.clubindustryshow.com

NOvEMBER 4-7American Council on Exercise’s Fitness Symposium 2009san Diego, Californiawww.acefitness.org/ symposium

NOvEMBER 4-7SIBEC Europesplit, Croatiawww.sibec.co.uk

DECEMBER 2-515th Annual MFA Medical Fitness & Healthcare ConferenceOrlando, Floridawww.medicalfitness.org

DECEMBER 3-5Athletic Business Conference & ExpoOrlando, Floridawww.athleticbusiness conference.com —|

Save the date | 2009-2010 IHRSA Events COMING SOON IN

u Soaring High: Waldyr soares celebrates the 10th anniversary of the IHRsA/Fitness Brasil Latin American Conference & Trade show

u Satisfaction Stats: Health Club Development Co. president Chris gallo has identified what it takes to make members love their clubs

u Stimulus Smarts: Crunch, Equinox, and The Atlantic Club are deploying marketing strategies that drive sales despite the recession

u Brand Man: Marketing guru Peter Draper previews his presentation on successful club branding at IHRsA’s European Congress

u A Real Ride: New-breed stationary bikes provide a more realistic, social, and interactive exercise experience, F.I.T. Extra found

CLuB BuSINESS INTERNATIONAL

AuGuST 2-521st Annual Institute for Professional Club ManagementLake Tahoe, Californiawww.ihrsa.org/institute

OCTOBER 22-2410th Anniversary IHRSA/Fitness Brasil Latin American Conference & Trade ShowTransamerica Expo Center, são Paulo, Brazil www.ihrsa.org/fitnessbrasil

OCTOBER 22-259th Annual IHRSA European CongressDublin, IrelandThe Burlington Hotelwww.ihrsa.org/congress

NOvEMBER 10-138th Annual IHRSA Asia-Pacific ForumTokyo, Japanwww.ihrsa.org/meetings

MARCH 10-13IHRSA 2010 – The 29th Annual International Convention & Trade Showsan Diego, California www.ihrsa.org/meetings

MONTHLYIHRSA Online EducationMonthly Webinar Series For details and topics visit: www.ihrsa.org/webinars —|

2009 Industry Events


Out of shape by Stan Tran

Out of shape by Stan Tran

| Marketplace |


Products & Services

NEW CLUBS IN 2009!Visit us at wellbridge.comor send your resume [email protected].

Fitness | Wellness | Sports | Fun

EXERCISE YOURPOTENTIAL!

Continue your career path inthe fitness industry with ourteam of highly motivated &well compensated industryprofessionals at one of ourstate-of-the-art athletic clubsand spas located in CO, FL,GA, MA, MD, MN, MO, & NM.

Employment

SPORT&YOu

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 MANAGERSLeading & driving all club activities including sales, operations, financial management, retail, programming & staff develop-ment. 5-10 years of health club sales & management experience, including financial management is a must.

SPORT&SALES DIRECTORSDriving 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&BENEFITSCompetitive salaries, aggressive bonus & commission plans, great benefits package, 401(k) plan, relocation assistance, ongoing training & long term career opportunities.

To check us out, visit us at www.sportandhealth.com!

Send resume and total compensation requirements to Director of Recruiting, Chris Ann Becki, [email protected].

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 • DistrictSales/OperationsManagers• ClubSales/OperationsManagers

TRAINERS / INSTRUCTORS• DistrictandAreaPersonalTrainingManagers• PersonalTrainers

• GroupFitnessInstructors

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.

APPLY NOW at www.lff.com. EOE

See your ad here!

Rates start at just $245 per issue for IHRSA members.

visit www.ihrsa.org/classifieds or e-mail [email protected]

for details.

| Marketplace |


ConsultingEffective

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Hiring Right is More Important Than EverDuring 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


IHRSA is the only group protecting and promoting the industry in allfifty states and at the federal level. Show your support today by donatingto the Public Policy Council.

Contributors include major chains, industry suppliers, independentclubs, and concerned fitness professionals.

Contributions of all levels are appreciated. Learn more aboutcontributor benefits and pledge online at ihrsa.org/council.

If you don’t in�est in the future of this industry, who will?

IHRSA Public Policy Council:Protecting & Promoting the HealthClub Industry in All 50 States

ILC ad.5 page-0809CBI:PPC .5pg ad-0809CBI 6/29/09 9:46 AM Page 1

| Ad Index |

Page Advertiser

54 » ABC Financial Services, Inc. www.abcfinancial.com | 800-622-6290

24 » Aerobics and Fitness Association of America www.afaa.com | 877-968-7263

59 » Affiliated Acceptance Corporation www.affiliated.org | 800-233-8483

35 » American Council on Exercise www.acefitness.org | 800-825-3636

2 & 3 » ASF International www.asfinternational.com | 800-227-3859

67 » Balanced Body Pilates www.pilates.com | 800-745-2837

80 » Club Industry www.clubindustry.com | 610-238-9306

Inside Front » CYBEx International, Inc. Cover & 1 www.cybexinternational.com | 508-533-4300

73 » eFit Financial www.efitfinancial.com | 877-772-3348

7 » Fiserv www.compete.fiserv.com | 800-242-9522

21 » Hampton Fitness www.hamptonfit.com | 805-339-9733

65 » HEx Tanning www.hextanning.com | 800-556-3201

66 » Hydromassage www.hydromassage.com | 727-536-5566

Inside Back » INDOORCYCLING GROuP, GmbH Cover www.indoorcycling.com | 49(0)911-54450

11 » Iron Grip Barbell Company www.irongrip.com | 800-664-4766

19 » Ivanko Barbell Company www.ivankobarbell.com | 310-514-1155

86 » Jade Distribution www.jadedistribution.com | 800-785-5233

60 » k & k Insurance www.kandkinsurance.com | 800-637-4757

47 » keiser www.keiser.com | 800-336-8133

Page Advertiser

16 » Les Mills International Ltd. www.lesmillsusa.com | 888-669-8876

9 » Life Fitness www.lifefitness.com | 800-634-8637

French » Matrix Fitness Systems Cover www.matrix-fitness.com | 866-693-4863

13 » Motion Fitness www.motionfitness.com | 877-668-4664

71 » MYE Entertainment, LLC www.myeclubtv.com | 800-779-6759

76 » National Exercise Trainers Association www.netafit.org | 800-237-6242

26 » Nautilus, Inc. www.Nautilus.com | 800-NAUTILUS

14 » Octane Fitness www.octanefitness.com | 763-757-2662

69 » OPTP www.optp.com | 800-367-7393

56 » Peak Pilates www.peakpilates.com | 800-925-3674

68 » Ready Care Industries www.readycare.com | 800-477-4283

64 » Salsbury Industries www.lockers.com | 800-562-5377

68 » Sports & Fitness Insurance Corporation www.sportsfitness.com | 800-844-0536

5 » Star Trac www.startrac.com | 800-228-6635

42 » STOTT PILATES www.stottpilates.com | 800-910-0001

Back » TECHNOGYM Cover www.technogymusa.com | 303-875-0306

22 » Twin Oaks www.tosd.com | 866-278-6750

29 » Zumba Fitness, LLC www.zumba.com | 954-925-3855


O

| Last Rep |

As you might well imagine, I talk to many club operators, and, when I do, I generally ask them how their business is doing. Recently, I’ve been receiving mixed responses—from “things are awful,” to “sales are better than ever.”

f course, countless factors enter into the “just surviving” or “thriving” equation: the national and local economies, the number and quality of competitors, one’s own business model, the age and condition of one’s facility, the appeal of the programming, the newness of the equipment, etc.

On the basis of my discussions with owners, it seems to me that the ones who are accomplishing

the most aren’t those who are battening the hatches, hoping to weather the storm, but, rather, those who are still investing in their future—unfurling their sails to put more distance between them-selves and the competition.

They’re spending judi-ciously, and wisely, in areas where it matters, on things that are sure to enhance the member experience—on, for instance, employee education and capital expenses.

The IHRSA white paper on capital expense (cap ex) notes

that the phrase has both negative and positive implications. It encompasses, on the one hand, depreciation: “a non-cash expense relating to the continually decreasing value of fixed assets by reason of time, wear and tear, and the continually changing nature of every marketplace.” But, on the other, it also includes improvements, “such as additional fitness equipment, a new front-desk design, a new software package, an expansion of the parking lot, etc.”

The vast majority of operators I’ve spoken to report that word-of-mouth marketing—satisfied

clients talking to their friends—accounts for most of their new members. One simple way to keep the free endorsements flowing is to capitalize on the power of novelty: with a trend-setting program, fresh coat of paint, or new piece of cutting-edge equipment.

Just take a look at some of the amazing exercise-entertainment options catalogued in “F.I.T. Extra” in this issue of CBI or the many other exciting products featured throughout the magazine. A new attraction on the fitness floor can go a long way toward pleasing and reengaging members, but the equipment itself is just part of the energiz-ing process.

The individual tactics facilitating the grand strategy should include: announcements of your intention to purchase additional equipment; requests for your members’ input, which makes them part of the action; selecting what you’re going to buy with a fair amount of fanfare; announcing when the equipment will arrive; and demonstrat-ing it to every member when it does. Don’t assume that members will simply notice it on their own—tie ribbons, bows, and balloons on every piece. Market it! Make its arrival an event! Give your members something to talk about!

If you can’t afford to reequip an entire area right now, pursue your goal in a piecemeal fashion—add a few pieces over time. Just don’t let your workout area grow tired and stale.

In today’s rough economy, when you have to work harder than ever to stay ahead of the compe-tition, you should think of cap ex not as an expense, but, rather, as capital excellence. —|

– Joe Moore, [email protected]

One Hundred Twenty MillionMembers by 2010

Joe Moore IHRSA President & CEO

Tracy Pow

ell


Cap Expense or Excellence?

TUVRheinland

Product SafetyGeprüftes MedizinproduktApproved medical device

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KINESIS ONE FOR MOVEMENT TRAINING.Kinesis™ One expands your training options so users can perform nearly any movement relevant to their training goals.

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KINESIS ONE FOR YOUR BUSINESS.Kinesis™ One will support your personal training staff, attract members and generate secondary spending opportunities.

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S_K-one_UK INT (cbi 20081120).indd 1 20-11-2008 16:25:50

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