january/february 2009 club business europe

ClubBusinessE U R O P EThe magazine for the

European Health Club Industry

WinningTeam

Vivafit’s Constance and Pedro Ruiz

WinningTeam

Vivafit’s Constance and Pedro Ruiz

Unfailing optimism,continued investmentin the UK market

IHRSA University:IESE Barcelona ’08fondly remembered

Rejuvenateyour businessat IHRSA 2009

January/February 2009

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Welcome It’s important to remainpositive, yet realistic

Pardon us, if we sound a bit trite. But the way wesee it, recessions present vast opportunities, inaddition to immense challenges.

Such pauses allow us, or, perhaps force us, to rethinkour strategies, and retool our businesses, so that weare better positioned to take advantage of the upturnwhen it comes. To do this, it’s important to remain pos-itive, yet realistic.

In this issue we highlight some good news, albeitwith that needed touch of realism.In our main feature on pg. 20, “Recession Resilience…

and More!,” David Minton of The Leisure Database Com-pany talks about how unexpectedly well the UK marketis performing right now, citing case after case of new clubopenings. He also reminds us that, during the recessionof 1991-1992, the UK hotel industry transformed itself byadding fitness centres and spas for the first time.

In our interview with Pedro and Constance Ruiz(pg.15), the co-founders of Vivafit and winners of the2008 IHRSA European Club Leadership Award, theydiscuss what inspired them to start the company in2003 and how they grew Vivafit in just five years fromone company-owned location to four, and 86 fran-chises in Portugal and Spain.

In tough times, it’s important to build one’s skillsand network whenever the opportunity presents itself.In the story on pg. 24, “At IHRSA University, TheExperience Excels,” we reminisce about IHRSAUniversity last year in Barcelona. It’s a reminder thatit is time to register for this year’s session, 1-5 June.

Let us also draw your attention to a new section,Product Spotlight, which introduces products, pro-grammes and services from the best suppliers in theindustry (pg. 29).

Finally, in their Finish Line column, IHRSA president and CEO JoeMoore and IHRSA Director Europe Hans Muench remind us how highlyvalued our services are and will continue to be. They also suggest someuseful business strategies.

If we’re patient; if we band together, share ideas and continue to edu-cate ourselves; if we focus only on what we can control; good things willcome from this crisis—in time.

Regards,

Cathy Masterson McNeil Jay M AblondiEditor-in-Chief Publisher

Catherine Masterson McNeil

Jay M Ablondi

2 C lub Bus iness Europe � JANUARY /FEBRUARY 2009 � www. i h rsa . o rg

TracyPow

ellTracy

Powell

ATime for Transformation

Themission of IHRSA is to grow,protect, and promote the industry, andto provide its members with benefitsthat will help them bemore successful.

PUBLISHINGPublisher:

Jay M Ablondi | [email protected]

Editor-in-Chief:Catherine Masterson McNeil | [email protected]

Managing Editor:Patricia Amend | [email protected]

Contributing Editors:Catherine Larner, Guido Willemsen

Associate V.P. of Advertising:Michele Eynon | [email protected]

Senior Account Executive:Jessica Gutstein | [email protected]

Advertising Account Executives:William Finn | [email protected] Garrity | [email protected]

Christine Paterson | [email protected]

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

IHRSA President & CEOJoe Moore | [email protected]

IHRSA INTERNATIONALDEVELOPMENT DEPARTMENTCatherine Masterson McNeil,V.P. of International Operations

[email protected]

Hans Muench, Director [email protected]

Alison O’Kane,Assistant V.P. of International Operations

[email protected]

Jacqueline Antunes, [email protected]

Blakely Sullivan, [email protected]

CLUB BUSINESS EUROPEEDITORIAL & ADVERTISING OFFICES:

c/o IHRSASeaport Center • 70 Fargo Street,

Boston, MA 02210, USA+1 617 951 0055 • +1 617 951 0056 FAX

E-mail: [email protected]

Club Business Europe is published bimonthly©2009 by the International Health, Racquet& Sportsclub Association, Seaport Center,70 Fargo Street, Boston, MA 02210 USAPOSTMASTER: Please send change of addressto Club Business Europe, c/o IHRSA, SeaportCenter, 70 Fargo Street, Boston, Massachusetts02210, USA

VOLUME 6, ISSUE 1

ClubBusinessE U R O P E

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News & Notes8 Two EHFA boardmembers resign | Russian Fitness

Group launches three newWorld Class clubs

9 Virgin Active buys Club Francesco Conti in Milan |UK Trusts released from VAT | People on the move:Dr. Paul Bedford joins The Leisure Database Company

10 Money easier for Curves in Spain | Decathlon unveilsnew French club | Holmes Place launches obesityprogramme

11 MIOFF 2008 is a major success |Austrian promotion draws 70,000 |30 Minutos introduces clientmanagement software

12 News briefs from around theindustry | Fitlinxxmoves toSweden and Spain

13 Famous footballer launches GO3food products | New Siluets clubsnow open in San Sebastian

Departments2 Welcome

6 ihrsa.org

27 Inside IHRSA

29 New! Product Spotlight: Strength training

30 Calendar

31 Advertisers Index

32 Finish Line

ClubBusinessE U R O P E

Photography (cover): Vitor Gordo

JANUARY/FEBRUARY 2009

FEATURES15 Pedro and Constance Ruiz

The 2008 IHRSA European Club Leadership Award winnersdiscuss Vivafit’s success

20 Recession Resilience… andMore!UK investors remain determined to seize the opportunitiesin tough times

24 At IHRSA University, The Experience ExcelsFriendships are launched, while business acumen is tested

Still strong: Data shows that UK consumers areholding onto their gym memberships

Beckham beckons:The footballer hopes UKfamilies will try his newline of healthy foods

page 20

page 13

IHRSA EUROPE COUNCIL

Christophe Andanson,FHRSA, France

Maria Angelesde Santiago Restoy,

Sports Managers, Spain

Ramon Canela,DiR Fitness, Spain

Kilian Fisher,ILAM, Ireland

John Harris,Stars Fitness, Austria

Theo Hendriks,Sports and Leisure Group,Fit!vak, The Netherlands

Rod Hill,Consultant/Speaker, Spain

Rasmus Ingerslev,Wexer, DFH0, Denmark

António Macias,AGAP, Portugal

DougMiller,Sales Makers,Scandinavia/UK

David Minton,Leisure Database, UK

Maria Paul,SFCV, Switzerland

Christian Pierar,DFO, Belgium

Matthias Schmitz,Fitness First, Germany

Anastasia Yusina,Strata Partners, Russia

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If you don’t remember your login or password, please [email protected] or call +1 617 951 0055, and ask tospeak to your membership representative.

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From 2005:

The Black Box: 17 Unknown Best Practices for PersonalTraining Profitability, presented by Bob Esquerre of theEsquerre Fitness Group

• Learn how to develop and position club programming optionsso that they support diversified member needs

• Identify how personal training can add value to your club’s brand

• Identify the potential benefits of creating a synergy betweenpersonal training and other non fee-based club services

• Learn how to net a 20% return from your personaltraining business

Growing Your Business Through Corporate Outreach, presentedby Michele Guerra from Human Kinetics

• Learn the basics of corporate health promotion: what it is,how it works, what your role can be

• Discover how to convince corporate decision-makers to useyour services

• Find out how to provide effective, cost-effective programmingthat meets corporate needs

From 2006:

One Size Does Not Fit All: “Plan B” Approaches toWeight Control,presented by Dr. Glenn Gaesser of the University of Virginia

• Discover which basic dietary patterns and exercise strategiesare likely to optimise both health and weight control

• Receive templates for individualised approaches to long-termweight control—one size does not fit all

Exercise is Medicine… Great; Now How Do I Make A Profit?,presented by Dr. Jason Conviser of JMC & Associates

• Learn to leverage the relationship between exercise andmedicine to attract physician referrals

• Understand what legal and insurance land mines needto be overcome

• Take one chronic disease and create an exercise programme for it

• Know how to articulate the benefits of exercise as a medicalservice and capability of your fitness center

Keep your reputationspotless: Get IHRSA’s Guideto Health Club Cleanliness>www.ihrsastore.com

In June 2008, IHRSA launched a researchprogramme to explore the ways in whichmember perceptions of health club cleanlinessaffect member retention. This research hasbeen published as IHRSA’s Guide to HealthClub Cleanliness. It presents the findings ofIHRSA’s online surveys of 600 U.S. clubmembers and 495 club staff, as well asinterviews with leaders of club companiesacross the country.

In this 16-page report you’ll find informa-tion on:

• Why it’s important to invest in club cleaning

• Areas of clubs that need cleaning the most

• The effect of cleanliness on usage andnon-dues revenue

• Creating a clean club culture

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> World Class opened threenew clubs in Moscow in2008—World Class Triumph,World Class Moscow City andWorld Class Zemlyanoy Val.

World Class Triumph isa family fitness club locatedin the historic district ofMoscow. It spans 3,500sq m,and includes a 25m swim-ming pool, a gym of 720sq m,three group fitness studiosand a personal training stu-dio, kid’s club, beauty salon,retail shop, Finnish andTurkish saunas and a Russ-ian banya.

World Class MoscowCity is situated in the new

Moscow City business centre.The club is 2,700sq m, and

includes five group fitnessstudios, a swimming areawith a pool for aqua aerobicclasses and two whirlpools.

World Class ZemlyanoyVal is located in centralMoscow. The club spans4,000sq m, and includes a25m swimming pool, 850sq mgym, several group fitnessand personal training studios,separate RPM and martialarts studios, a kids’ club,beauty salon, retail shop,and Turkish and Finnishsaunas. The kids’ club is oneof the biggest in Moscow. �

News&Notes

> In an unprecedented move, PaulEigenmann, CEO of QualiCert inSwitzerland, and Christian Pierar, chair-man of De Fitness Organisatie in Belgium,tendered their resignations in earlyDecember. Both indicated that the docu-ment “10 Questions for IHRSA,” whichEHFA Chair Harm Tegelaars sent to anundisclosed list of media and industryleaders in late November, contributedheavily to their individual decisions.

Their actions reflect how the referenceddocument has largely been viewed—as anattack on IHRSA, implying that IHRSAshould not have a presence in Europe.

In his resignation letter, Eigenmannstated, “The document ‘10 Questions forIHRSA’ has not only caused disbeliefamong the recipients, it has alsoprompted me to hand in my immediateresignation as an EHFA board member.I have not, do not and never will supporta hostile approach by EHFA towardsIHRSA. After almost 14 years as afounding member and board memberof EHFA, after well over a year of hardand intensive work of finding ways forsound communication and extremely

important collaboration [betweenIHRSA and EHFA], the time hascome for me to leave ‘my baby’ byresigning from the EHFA board.

“Remaining on the EHFA boardwould mean supporting its presentpolicy towards IHRSA. This is notwhat I am willing to do as a long-time IHRSA liaison partner andmember of the IHRSA Health CareTask Force.”

Pierar expressed similar thoughtsin his decision to leave the EHFAboard, noting in his resignation letterthat “this decision was a difficult oneto take and took long reflection.”

Pierar’s letter continued: “The eventsand developments over the last coupleof months, together with the way my(and other board members’) integrityhas been questioned, left me with noother choice. It is clear that my per-sonal points of view (and those of theorganizations that I represent) relatedto important projects, i.e., EREPs andIHRSA, do not comply with the ideasof the leadership of EHFA or its opera-tional directors.

“We have often questioned certaindecisions and never gotten the solidanswers to them. Communicating is onething; perception is another. What iswritten [obviously] is not worth much,it’s the transparency that counts. I havealways been a strong believer that cre-ative thinking and open discussion arekey elements of a democratic board andthe results of growing pains. ThereforeI cannot agree with the existing attitudethat objective positive criticism alwayshas to lead to hostile response. It doesnot contribute to trust and a positiveatmosphere.” �

Two EHFA board members resign

Russian Fitness Group launches three new World Class clubs

The biggest: The Zemlyanoy Val club spans 4,000sq m


Paul Eigenmann Christian Pierar

News&Notesc o n t i n u e d

www. i h rsa . o rg � JANUARY /FEBRUARY 2009 � C lub Bus iness Europe 9

> On 31 October VirginActive signed an agreementto purchase Club FrancescoConti, the celebrated healthand fitness club located inthe heart of Milan.

This agreement will createa brand new club formula, theVirgin Active Classic—anexclusive environment withluxurious equipment andfacilities. The prestigious Conticlub is now undergoing anextensive €10m renovation,which will lead to the creationof at least 20 new staff posi-tions. The club marks a newpresence for Virgin Active inthe centre of Milan.

Established more than50 years ago, the ClubFrancesco Conti is a piece ofMilan’s history, an icon ofwellness, known for its holisticapproach to fitness. VirginActive will carry on with thenotion of balance betweenmind and body.

“I am very proud of thistransaction,” declares LucaValotta, president and CEO ofVirgin Active Italy. “Club Contihas always been consideredan institution in fitness. Wecouldn’t let such an opportu-nity slip by. Our promise is tokeep up to the members’aspirations, and to honour

this wonderful institution thatMr. Conti initiated.”

When the renovationstarted on 1 January, VirginActive established aninformation centreat the club formembers, whoare being givenseveral

options for using their clubConti memberships. �

Virgin Active buys Club Francesco Conti in Milan

Leonardo, Francesco andFiorenza Conti

UK trusts releasedfrom VAT> All-inclusive membership packagesat leisure centres run by leisure trustsare no longer liable for VAT followinga landmark decision in the UK.

Her Majesty’s Revenue andCustoms (HMRC) has announcedthat leisure trusts are entitled to anexemption from VAT in respect ofthe sale of all-inclusive membershipcards for leisure facilities and, where VAT has been paid onfacilities that are now exempt from VAT, trusts will be ableto reclaim the VAT they have paid for the past three years.

“We are delighted with this result, which gives clarity to along-standing and confusing situation,” says Craig McAteer,chair of sporta, the body that represents 120 cultural andleisure trusts across the UK, which has been negotiating withHMRC for more than a year. “It is a tremendous relief forsporta members who collectively were facing potential retro-spective tax bills of several millions of pounds…The decisionwill allow cultural and leisure trusts to continue to play a vitalpart in improving the health and wellbeing of the nation byproviding cost-effective, high quality leisure services for theirlocal communities.” �

Craig McAteer

People on the move> Dr Paul Bedford has joined UK-based The Leisure Data-base Company to offer integrated member solutions to thefitness industry.

Bedford, who worked for YMCAFitness Industry Training foralmost 20 years, has recentlybeen awarded a PhD. Hisresearch was centred on thefactors that affect retention.His application of behaviouralchange strategies has increasedaverage membership lengthfrom seven to 13 months andreduced cancellations from anaverage of 77 per 1,000 membersa month to 23 per 1,000 a month.

Bedford’s company, Re-Aim, will continue to offer itsretention and attrition management services to clients withthe support of The Leisure Database Company. “The syner-gies between Re-Aim and TLDC mean that we can workmore effectively to support the fitness industry in the currentchallenging climate,” says Bedford. “By working together wewill identify those illusive components that affect retentionand attrition, and provide practical solutions.” �

Dr Paul Bedford


> Curves in Spain has announced agreements with severalbanks to make financing available to potential franchisees.

“In a time when the great challenge is to get financing,Curves puts at buyers’ disposal some agreements withconditions and requirements similar to those existing in themarket one year ago,” says Roberto Rodriguez, managingdirector for Spain and Portugal. Curves has also revealedagreements with banks to reduce commissions or charges.

In the meantime, Curves recently opened a new centre inLeioa (Euskadi) and two more in Dos Hermanas (Andalusia). �

> Sports retailer Decathlonhas opened its third healthclub in France, the firstunder its new brand concept.

The €25m Domyos Club atMarcq-en-Baroeul near Lilleboasts 2,750sq m of space

for fitness, dance, martial artsand conditioning activitiesfor adults, children, familiesand corporate members.Some 2,000 people used theclub in its first week with1,200 buying a regular

membership. Theremainder haveopted to use theclub at an hourlyrate. “They canbuy one hour, twohours or 10 hoursat €5 an hour,” saysdirector, AnthonyBarquisseau.

The club is pop-ular for its pro-gramming and itsfriendly, familyfeel, he says. Thereare the regular

components of cardio,weights and studio, witheach broken down intozones. And there are five dif-ferent studios, covering well-ness, martial arts, training,dance, and group cyclingsupported by the Activio sys-tem, each with a dedicatedteam. The studios look outon the outdoor weight train-ing centre, Zen garden andrunning path.

“In France we need credi-bility and professionalism inthe sector because it has hada bad image. Decathlon isvery important in this goalbecause people are familiarwith the brand and knowthat whatever we do will begood,” says Barquisseau.

Decathlon will also use

this new club as a tool forthe brand. If new productsor lines are being developed,the club members will beinvited to try them andgive their feedback, whichwill then be implemented.The Domyos club will alsoserve as the internationalheadquarters with themarketing and researchteam based there.

The existing sports clubsowned by Decathlon will betransformed into the newconcept in 2009-2010, andanother club will open inLyon next to an existingDecathlon retail outlet.Decathon is consideringexpansion into other coun-tries where it has a strongpresence. �

Money easier for Curves Spain

Money talk: Curves is working to make funds available

Decathlon unveils new French club

Early success: Some 2,000 people usedthe Domyos Club the first week

Holmes Place launches obesity programme> People with a BMI equal to or above 30 are being offered a free membership, an initial personal training session andthree months’ free access to gyms in Spain through an initiative launched by Holmes Place-Europolis.

The programme is being offered to 12 people applying to each Holmes Place club (600 across the group). After the initialthree months, the person in each club who has achieved the best results in reducing their BMI will be able to continue theirmembership at no cost during 2009. The programme lasts for three months, December to March, and those interested intaking part have to commit to attending the gym three times a week.

In Spain, almost 16% of adults and 13% of children are obese, and Spain ranks 10th among the most obese countries in the world. �



www. i h rsa . o rg � JANUARY/FEBRUARY 2009 � C lub Bus iness Europe 11

> The 6th Moscow International Fitness and Wellness FestivalMIOFF, held 17-19 September at LFK CSKA, was, once again,one of the most important B-2-B events of the fitness andwellness industry in Russia.

The event attracted a total audience of more than 4,985 CEOsand managers, fitness directors, marketing and sales directors,coaches and trainers, spa experts and rehab specialists. Some100 companies exhibited in the 7,500sq m exhibit space, repre-senting more than 250 brands in the Russian and CIS market.

“The show is very useful for growing the industry,” saysJim Teatum of Global Business Systems, who visited MIOFFfor the second time. “The education component is pivotal toits success, as it gives instructors and managers the opportu-nity to find out what is happening in other markets as well asto keep up with trends.”

The MIOFF Forum of Fitness Industry Professionals attracted660 delegates from public and private fitness, health and sportclubs, hotels and spa facilities from Moscow and St Petersburg,and the CIS and Baltic countries.

More than 70 speakers offered their experience in admin-istration, marketing and sales, staff training and service,fitness programmes, wellness, rehabilitation and spa. LifeFitness Academy also held seminars, with the support ofSportmaster Company. Gevin Akvilina presented a well-attended programme on personal training. IHRSA’s Russianrepresentative, Leila Timergaleeva, presented modernsales techniques to a full seminar room.

“The market is thirsty for knowledge,” said Hans Muench,IHRSA’s Director Europe, who attended the event.

Speakers at the MIOFF Wellness Convention made presen-tations on BOSU, Body Bar, Gyrokinesis, Pilates and functionaltraining to the 894 instructors and trainers who attended.

Paul Brown, CEO/President of Face 2 Face Retention Systemsremarked: “MIOFF has broad appeal to the club owners andtheir varying staff. The industry has clearly grown andmatured in the region due at least in part to the educationand information provided by such events as MIOFF.” �

> Franchisees of the 30 Minutos chaincan now make use of a new softwaresystem called 30FITNESS. The product

combines an evaluation of every client’s fitnessand integrates marketing tools to improve

retention, loyalty and recovery ratios (sendingnotices to members by email, SMS or alerts in the centre itself). It also handlesadministrative tasks such as member records, registrations and cancellationsand includes the Call Centre for Franchisees (CAF).

Meanwhile, in the last two months of 2008, 30 Minutos opened two new centresin Madrid and another new centre in Valencia. And the company has entered intoan agreement with EnerZona, which distributes the Diet of the Zone programme,the brand name for the Barry Sears Zone Diet in Europe.

“Now we offer the fundamental keys for a healthy and balanced life, theperfect conjunction between exercise and a balanced diet,” says a spokespersonfor 30 Minutos. �

MIOFF 2008 is a major success

Floorshow: 100 companies exhibited in the 7,500sq mexhibit space at MIOFF ’08, representing 250 brands

30 Minutos introduces clientmanagement software

Austrian promotiondraws 70,000

> In October, some 266 clubs inAustria participated in the annualSeven Days for Fitness initiative.While participation was slightly downon the previous year, with walk-ins andthe closing ratio up, the organiserswere pleased with the response—70,000 visitors.

People were given a seven-day passto try any of seven nominated facilities.Their guest pass also acted as a lotteryticket in a drawing for prizes of €30,000and a car, a Smart Cabrio.

Now in its third year, the initiativewas organised by fitness.at InternetGmbH. �


> FitLinxx continues itsprogramme of internationalexpansion with new site open-ings in Spain and Sweden.

The three installations inSpain, in conjunction withLife Fitness, are the RoyalTorraco in Tarragona eastcoast, Toledo in central Spainand Tau Vitoria in the Basqueregion. This last club is partic-ularly prestigious as it islocated within the FernandoBuesa Arena, home to theTau Vitoria basketball team.

Colin Neale, director ofsales and internationaldistribution for FitLinxx,says: “The fitness industryin Spain is really embracingconnectivity. There is a hugedemand for it.”

FitLinxx also saw theopening of its second site inSweden last autumn. The topend facility in Malmo is inpartnership with Apiro, andis set to become a show sitefor Star Trac, which hasinstalled 10 pieces of CVequipment and 17 resistancemachines. The club’s weightloss programme is supportedby the FitLinxx system,FitLinxx online, and the latestinnovation from FitLinxx,ActiPed, a new generationof pedometer that monitorsactivity, automatically down-loads data and connectsdirectly to the FitLinxxsystem.

“ActiPed enables users tomonitor their entire lifestyle,not just the time spent in thegym,” says Neale. “It will bean invaluable tool for those ona weight loss programme.” �


FitLinxx moves toSweden and Spain

> On 18 December, IHRSA’s Russian representative, LeilaTimergaleeva, held the first IHRSA Russian FitnessCommunity meeting at the Donsport club in Moscowto exchange information and share best practices.More such meetings are planned for Moscow and Kiev,and the CIS countries and Eastern Europe in 2009.

> Planeta DeAgostini has launched PC FIT, a mousemat with USB connection and eight points sensitiveto pressure. PC FIT has been developed by SpanishCompany La Factoria d’Imatges with the technical

advise of Polideportivos and Fitness, a Spanish chain of sportcentres. It is recommended for all ages and was conceived as

complementary to regular exercise.

> A new €99,800 fitness suite for the Ministry of Justice at the governmentoffices in Petty France, London has been kitted out by Physique. It features

Hoist ride-orientated resistance equipment, Roc-It, and Life Fitness CV stations.The facility is managed by Energy Fitness Professionals.

> Most dieters have some weight regain despite the type of diet they may havebeen on. The trick to preventing this seems to be increasing exercise ratherthan changing diet strategies, according to research at the University ofCopenhagen, published in the American Journal of Clinical Nutrition.

> Sport England has awarded a three-year contract to The Leisure DatabaseCompany as part of its strategy to increase the number of people doing moresport. The data collection and maintenance contract encompasses the deliveryof sports facility and grass pitch data for 30,000 sites throughout England forSport England’s Active Places website. This site shows people what sportsfacilities are available in their neighbourhoods.

> Schoolchildren throughout Europe will be offered free fruit every week in aneffort to improve children’s health and tackle obesity. The EU AgricultureCommissioner will provide €90m a year to finance the project with memberstates contributing on a voluntary basis. Distribution of fruit will begin in the2009-2010 school year. Some 22 million children in the European Union areoverweight and five million are classified as obese.

> The 13th Fitness Industry, Sports Facilities and Wellness Show, FITNESS 09organised by IFEMA will take place between 26 February and 1 March at Feriade Madrid. Last year the show recorded its best results with 200 companiesexhibiting and 19,883 visitors. Many leading exhibitors are already committedto the show. Others supporting the event include AEGID, the Spanish Associationof the Fitness Industry and Sports Facilities, the Madrid Gym Federation, theNational Federation of Sports Facility Businessmen, the Association of Sports

Nutrition Businesses, WABBA and the Spanish Aerobics Federation. �

News briefs from around the industry


> David Beckham, the England footballer who isprobably the world’s best known sportsman, haslaunched a global range of food products. CalledGO3, it includes family favourites such as fishfingers, pasta, wraps and omelettes. Tesco storeswill distribute it in the UK.

“As a dad, I know how hard it is to get kids toeat the right things. GO3 is tasty food kids can eatevery day that has been made healthier,” saysBeckham. “I also know as a footballer how impor-tant it is to eat the right things to perform well,so I think the GO3 range is a great way to helpfamilies to take small steps to be fit and healthyat affordable prices.”

Neil Sanderson, managing director of GO3says: “David is able to talk to parents and childrenalike with the experience of an elite sportsmanand a father. Together, we want to help familiesto eat healthier and get some of the government’srecommended levels of vegetables and fish oileach week. Our main aim is to give parents ahelping hand with the small steps needed fora healthier lifestyle.”

To complement the range of foods, GO3 hasdeveloped three food supplements to help childrenand adults receive a boost in nutrients needed fora healthier life. �

Famous footballer launches GO3 food products

Father knows best: Beckham hopes to use his influence as a celebrityand a dad to help families eat healthier

New Siluets clubs now open in San Sebastian

The Siluets solution: The clubs have dedicated areas for Pilates and other classes


> Siluets, the chain of wellness centresfor women, has entered San Sebastian(in the Basque region) with a new400sq m club, as well as a new 250sqm facility in Torrelodones, in the northmountain area of Madrid.

Both centres have dedicated areas forPilates, a 30-minute fitness circuit, Spin-ning, Vibro-fitness, a consulting roomfor naturopathy, and a changing roomwith sauna and solarium.

The Siluets method combines originalPilates with an express fitness circuit,massage, physioaesthetics, dietetics andspecialised classes, including expressslimming, menopause, post-labour,healthy back, and others. �

CBEInterview Our membership is an economical optionwhen compared with traditional clubs

CBE:Youwere first to embrace the expressworkout conceptfor women in Portugal. What was the original inspirationfor Vivafit?

CONSTANCE RUIZ: The original inspiration was the 30-minute fitness revolution in the USA, which includesCurves and Casey Conrad’s Healthy Inspirations. Casey isone of my favorite “gurus” in the industry. I have alwaysbeen partial to the new exerciser, and the 30-minuteworkout is an easy way for women to get started. Also,it is convenient and effective for the person who does nothave time for a longer gym workout.

CBE: How do you compete with Curves? What do youdo better or differently?

PEDRORUIZ: We are different from Curves in the way wedeliver fitness, and in the success of our franchising effort.Our clubs offer our unique architectural design, specialcolors and lighting effects. We also have a separate studiofor Pilates and Les Mills’ Body Vive. In addition, ourservice is better, as we have invested heavily in initialtraining, continuing education and advanced training,with approximately 12 training days available yearly—forowners, managers, sales people and instructors. Our fran-chisees have higher profits as a result of having moremembers. Our current average is 350 payingmembers per club.

CBE: Why did you pursue franchising?

CR: It is a means to expansion. Nowwe have a total of 90 units in Portugaland Spain.

CBE:Howmuch does it costtoopenaVivafit franchise?What does a franchiseepay in royalties?Whatdoyoulookforinpoten-tial franchisees?

PR: It costs approximately €100,000, including theinitial fee, machines, and construction build-out. The roy-alties in 2008 were fixed at €950. Having a fixedroyalty benefits the high performers and penalises the lowperformers. This way, we can rotate out the low per-formers to keep the performance of the network strong.

Potential franchisees must have a great attitude andbusiness/management experience. Many passionatefitness industry professionals with managementand/or commercial experience are primefranchise candidates.

PedroandConstanceRuizThe 2008 European Club Leadership Award winners discuss Vivafit’s success

By Patricia Amend

• The Vivafit difference• The economic crisis and its effects• The Vivafit value proposition• Working with AGAP

Q&A Highlights

�

A great moment: In October Pedroand Constance Ruiz receive the 2008European Club Leadership Award at the IHRSAEuropean Congress in Lisbon

CBE: How has the current economiccrisis/credit crunch affected your fran-chisees? How many locations do youexpect to open in 2009?

PR: It is much more difficult to find bankfinancing for franchisees, though oursuccess is attracting high calibreprospects. These investors/business peo-ple don’t have financing problems. Ourinitial goal for 2008 was to sign 30 newlocations and we ended the year with 20.In 2009, we hope to sell at least another20 in Portugal and 10 in Spain.

CBE:What do you offer your franchisees interms of business support and training?

CR: For starters, they receive a compre-hensive set of manuals, which coverconstruction, marketing, selling, how theexercise circuit works, and opening thefacility. They receive nine days of trainingat Vivafit University and three days ofbusiness training from the FranchiseAcademy, an independent institutionhere in Portugal. Our continuing educa-

tion includes our back-to-basics seriesand customer service/team building. Wehave a convention once a year foradvanced training. We also encourageour franchisees to attend the local fitnessconvention in Portugal (Manz), and theIHRSA European Congress. In October,15 franchisees and their staff attendedthe Congress in Lisbon.

CBE: Please describe a typicalVivafit club. How many mem-bers do your clubs have?

PR: The typical location isapproximately 170 sq m, with40 sq m as a group exercisestudio. The colours in thecircuit are lime green (ener-getic and fun) and light blue(relaxing and calm). The studiois lavender (for spirituality/relaxation) and terracotta (closeto nature). We make the mostof natural light wheneverpossible. Each facility has 10hydraulic machines with 10platforms. There are no mir-rors in the circuit trainingarea, as studies have shownthat they are not good forself-esteem.

The stores have three full-time staff, and two or threepart-timers. Fitness instructionis included in the first orienta-tion, and there is always aninstructor teaching the circuitin the morning, at lunchtime

and in the evening. The goal is 500 mem-bers per franchise, and currently, ourentire network is averaging 350.

CBE: What do members pay per month?Do you ask for contracts?

PR: Our basic membership for circuittraining only is €39 per month. We hadbeen offering Pilates classes as an extraactivity. But we did not see much up-saleor secondary profit from the Pilates stu-dio. So, we piloted a second pricingoption—for only €10 additional, or €49,members can attend Pilates classes, andtwice as many people signed up instantlywhen we piloted this initiative. For 2009,we have the circuit-only option or the fullmembership with group exercise.

We have offered six, 12- and 24-monthcontracts in Portugal. We have droppedthe six-month contract. In Spain, we haveexperimented with month-by-month,12-month and 24-month options. But it’stoo soon to draw any conclusions.

CBE: Have your franchises been seeing adrop-off in membership sales or in theretention of current members in the lastsix to 12 months?

CR: Our membership is an economicaloption when compared with traditionalclubs. We started the second half of 2008with average higher sales than in thesame period of 2007. However byNovember, average sales started to beaffected by the scare of unemployment.We have developed a frequent user

Interview It is much more difficult to find bank financing for franchisees,though our success is attracting high calibre prospects


Constance Ruiz began herwork in the fitness industry first as a fitness instructor,then as a class coordinator at the Holmes Place clubs in Portugal. After 15 years,she left the company, where she had become group fitness programmingmanager,when she recognised the need for a 30-minute, women-only fitness centre in themarket. In the summer of 2002, she and her husband, Pedro, began researchingtheir business plan. In September of that year, they started Vivafit, opening thefirst location in January of 2003. The first franchise opened in December 2004.Today, there are three company-owned locations in Portugal, and one in Spain, anda total of 86 franchise units in both countries.

IHRSA honoured Pedro and Constance Ruiz with the 2008 IHRSA European ClubLeadership Award at the 8th IHRSA European Congress in Lisbon in October.

First to serve the needs of busy women

Very affordable: Vivafit’s €39 monthly feeincludes a high level of personal instruction

programme that rewards members whotrain a minimum of eight times a monthfor three months. With the addition ofBody Vive, we will increase usage, reten-tion, and results, for our members.

CBE: Please tell us about Body Vive.

CR: Body Vive is a Les Mills programmethat we have permission to run in ashorter format—35 minutes. While it isgeared to the 40- to 60-year old decon-ditioned participant, many 30-year-oldsenjoy it. It is a total conditioning class,with fantastic music, great instructionand new choreography released everythree months.

CBE: Do you offer members weight-losscoaching? If so, do they pay extra for it?

CR: We have been piloting a behaviourchange coaching programme at an extracost. Right now, Body Vive is our innova-tion priority, but we understand theimportance of weight-loss coaching.

CBE:Do you expect your franchisees to getinvolved in their communities? If so, how?

CR: Our franchisees do such things ascollect items for the poor, support dis-abled children, gather baby items for local

orphanages, and participatein walks/runs for cancer.Involvement is really thedecision of each individualfranchisee.

CBE: Do you work with anyhealth insurers right now tooffer fitness?

PR: After years of negotia-tions with major insurancecompanies, we have madea deal with the lead healthinsurer in Portugal to offera 25% discount to mem-bers who have trained 100 times atVivafit during the past year. This will belaunched in 2009.

CBE: Please tell us about your work withAGAP, the Portuguese fitness association.

CR:We have been actively involved in theRICO committee, which is for interna-tional relations. Our goal has been toencourage participants to attend theIHRSA meetings—we had 35 in Amster-dam, 50 in Paris, and we won the hostsite for Lisbon that had more than 200Portuguese participants!

My husband and I have also beeninvolved in AGAP meetings that deal with

local issues. Now we have a bat-tle with the local government…it wants to launch a directivethat is not in alignment withEHFA and the European rec-ommendations. It mandatesthat all staff working in healthand fitness centres be universitylicensed. In Portugal, thatmeans that physical educationteachers are seen as superior toany other fitness professional,including personal trainers andfitness instructors. There arenot enough of these licensededucators to teach in all thegyms in Portugal, not to men-tion the retraining that theywould need. We are supportingAGAP in its efforts to lobby thegovernment against this newdirective.

CBE: How has IHRSA played a role in yoursuccess? What could IHRSA do to helpmake youmore successful?

PR: We have learned from attendingIHRSA conventions and reading ClubBusiness International and Club Busi-ness Europe. Also, IHRSA University inBarcelona was a valuable experience. Wealso learn from reading Why People Stay,Why People Quit, the IHRSA GlobalReport and the IHRSA European MarketReport. IHRSA needs to keep doing whatit is doing.

CBE: What opportunites do you see inSpain and Portugal at the moment?

PR: In Portugal, the large discount chainswill enter the marketplace. With only 5%penetration, there are a lot of opportuni-ties. In Spain, there are many localcommunity fitness centres. However, feware professionally managed and thereare few large health club chains—andthus, many opportunities. The exceptionis Barcelona, which is well developed.

CBE:What are your goals for Vivafit in thenext five years?

CR:We are working towards master fran-chising. Prospects are contacting us fromEurope, South and Central America andthe Middle East. We plan to grow Portu-gal to 150 centres, Spain to 250, and haveat least five master franchises. �

PATRICIA AMEND is the managingeditor of CBE.

Interview We plan to grow Portugal to 150 centres, Spain to 250,and have at least five master franchises

www. ih rsa . o rg � JANUARY/FEBRUARY 2009 � C lub Bus iness Europe 17

• Year founded: 2002

• Number of clubs in 2007: 65

• Number of clubs in 2008: 90, including fourcompany-owned locations and 86 franchises.

• New clubs opening in 2009: 30

• Citieswhere clubs are located:Greater Lisbon(60) and Greater Porto (6). There are additionalclubs in northern and western Portugal,in the Algarve, on the Azores Islands andin Madrid.

•Members in 2007: 24,000

•Members in 2008: 32,000

• Annual revenues in 2007: €12m

• Annual revenues in 2008: €15.5m

Vivafit Pro Forma

Something extra: For €49 per month members canenjoy Pilates in addition to circuit training

28th ANNUAL INTERNATIONALCONVENTION & TRADE SHOW16-19 March 2009 | San Francisco, California USAMoscone CenterSan Francisco . . . Here We Come! San Francisco is often called "Everybody'sFavorite City" — a title earned by its scenic beauty, cultural attractions, diversecommunities, and world-class cuisine. Measuring 49 square miles, this very walkablecity is dotted with landmarks like the Golden Gate Bridge, cable cars, Alcatraz, and thelargest Chinatown in the United States. A stroll of the city's streets can lead from UnionSquare to North Beach to Fisherman's Wharf, with intriguing neighborhoods to explore at every turn.Views of the Pacific Ocean and San Francisco Bay are often laced with fog, creating a romantic mood inthis most European of American cities. Join with us in March next year as we celebrate our 28th annual event,and explore "A World of Opportunity"!

7th ANNUAL IHRSA LEGISLATIVE SUMMITMay 2009 | Washington, DC USAJoin political icons as IHRSA descends upon the Nation’s Capitol to work togetherfor a Healthy America. Being involved in grassroots lobbying is something everyfitness professional can do, whether you work for a large chain of clubs or youown a small independent club, and doing so is personally and professionallyrewarding. The work we are doing in DC benefits all clubs and all Americans.

4th ANNUAL IHRSA UNIVERSITY1-5 June 2009 | Barcelona, SpainIESE Business SchoolOne of the key problems facing fitness operators worldwide is the quality ofmanagement and the availability of appropriate, affordable top-quality executiveleadership development programs. This problem has been solved. IHRSAUniversity at IESE Barcelona is a world-class executive leadership educationprogram designed specifically for the health and fitness club industry.

IHRSA Meetings.Preparing you for Great Accomplishments!Plan to attend one or more upcoming IHRSA Meetings and you will be prepared for greataccomplishments. Each IHRSA meeting is designed to address specific needs and provide youwith the tools to excel in discrete areas of expertise. For 28 years, IHRSA Meetings have beensynonymous with success. Register today by visiting ihrsa.org/meetings. Meeting...accomplished!

21st ANNUAL IHRSA INSTITUTEFOR PROFESSIONAL CLUB MANAGEMENT

August 2009 | Location to be AnnouncedIf you aspire to reach new heights in your career, or have a star

employee you are grooming for success at your club, then the21st Annual IHRSA Institute for Professional Club Management

is perfect for you.

9th ANNUAL IHRSA EUROPEAN CONGRESS22-25 October 2009 | Dublin, Ireland

The European market remains one of the most vibrant, fluid markets inthe world today. Join together with the movers and shakers in the European

fitness community to strategize on how to grow, prosper, andinfluence the entireEuropean community for the greater good.

10th ANNUAL IHRSA / FITNESS BRASIL LATINAMERICAN CONFERENCE & TRADE SHOW

29-31 October 2009 | São Paulo, BrazilTransamérica Expo Center

The fitness industry is growing fast and setting precedents in Latin America . . .and the world is taking notice. Join over 6,000 attendees and more than 120

trade show exhibitors in beautiful São Paulo as we focus on ‘preparation’that leads to resounding fitness success.

8th ANNUAL IHRSA ASIA-PACIFIC FORUM10-13 November 2009 | Tokyo, Japan

The world’s fastest growing economy acts as an appropriate backdrop as webring industry leaders from the Pacific Rim together for an intense, yet

exhilarating four days designed to help you set the direction of your clubfor the future.

LEARN MORE BY VISITING ihrsa.org/meetings or call +1 617-951-0055.


How about some good economic news for achange? If the results from the last recessionaryperiod in 1990-91 are any indication, overall,the UK fitness industry may do unexpectedlywell during the current one.At the moment, UK fitness consumers are maintaining their gym memberships as

a ‘need to have’ rather than a ‘nice to have,’ expenditure, the Fitness Industry Associ-ation (FIA) reported at the launch of its three-year strategy last May in Westminster.“Figures from The FIA State of the UK Fitness Industry Report 2008 show that

consumer spending is holding up despite the pressures in other sectors of theeconomy,” says Andrée Deane, CEO of the FIA.This data, complied by The Leisure Database Company (TLDC), reveals a

2.6% increase in the estimated market value of the fitness industry despite thedifficult economic climate. Reporting on the industry’s performance from 1 April 2007to 31 March 2008, the results highlight positive, but slower, growth than the previousyear’s increases in all three key indicators: fitness facilities, members andmarket value.While there is no doubt that some operators are finding economic conditions

difficult, generally speaking, these are times for optimism and investment. In total,379 sites opened in the last recession, and 90% are still operating.

Leisure hotels with fitness emergedLooking back, Sir David Michels, president of the British Hospitality Association(BHA), spoke at a lunch last year about the opportunities he saw in previousrecessions. Within three weeks of arriving at Stakis Hotels in 1991, he made 5,000people redundant. At that time, the hotel sector was suffering from a confluence oflow valuation, low yield and low average room price. Yet some hoteliers, Stakisincluded, decided to see the recession as an opportunity and to expand into new areasin order to make their properties more attractive than the competition. The conceptof the ‘leisure hotel’ was developed and expanded, with fitness suites, spas and poolsopening at a faster rate than any time before, or since.

“While there is nodoubt that someoperators are findingeconomic conditionsdifficult, generallyspeaking, these aretimes for optimismand investment. Intotal, 379 sites openedin the last recession,and 90% are stilloperating.”

Resilience…

By David Minton

Recession

During the recession of 1990-1991, a total of 220 pri-vately owned fitness sites opened in the UK and almost halfwere in hotels. Cliché as it may sound, the health and fitnessindustry did go from strength to strength during this period.Boddingtons, the brewers, had opened its second Village

Hotel and Leisure Club concept at Cheadle in 1989 withimmediate success, and a third site opened in 1991 on theWirral. Marriott developed its bigger, more swish Leisureand Country Club concept, with both Hanbury Manor andSprowstonManor opening in 1991. Its Breadsall Priory andForest of Arden sites had been open less than a year whenthe recession hit. The leisure manager at the independentJarvis Hotels was rolling out two clubs a year under theSeb Coe banner.Many hotels keen to expand into this new, health, well-

ness and fitness arena decided to enlist a managementcompany to help develop and run their sites. A small com-pany in Norfolk called Fitness Express not only opened itssecond site at Park Farm Hotel in 1991, but the partnersDavid Courteen (former chair of FIA) and Steve Taylormoved into the new area of corporate wellness on two sites.

LivingWell and other brands thriveThe partnership of Frank Reid and Matthew Bucknall hadintroduced the LivingWell brand into the UK and opened11 in Hilton Hotels between 1989 and 1991, while the SpiritHealth Clubs opened no less than 14 hotel sites in two years.Harm Tegelaars (former chair of FIA and currently pres-

ident of European Health and Fitness Association) hadalready sold his company to Queens Moat House Hotels(QMH) to provide investors with an exit, but was able to leada management buyout five years later when QMH ran intofinancial difficulties. By 1993, Tegelaars had 25 sites open.

The Royal Berkshire Racquetsand Health Club (RBRHC)opened in the autumn of 1990.The first MD was Patrick Hen-choz, who took the premiummembership to a staggering4,700 by the end of 1993.David Lloyd opened two

clubs, Bushey and Enfield, in1991 while Finchley andRaynes Park were less than ayear old. Also in 1991, the orig-inal LA Fitness opened in Isle-worth, Topnotch opened in Brentford, while Fred Turok(current chair of FIA) opened his first club in Victoria.Investment was also being made by the public sector

throughout the recession years of 1990 and 1991 with 159sites opening, including some very big venues like the inter-nationally-renowned Ponds Forge in Sheffield.

More clubs opened in 2008Right now, one year into the so-called ‘credit crunch,’ therehas been no slowdown of new openings across the UK pub-lic and private sector. Considerable investment is also goinginto refurbishment and expansion of sites. On average, 10new fitness sites opened each month in 2008. The openingsto date are almost equally split between the public and privatesectors, with over 10,000 people signing up for new fitnessmemberships each month.One new opening getting more coverage than normal—

deservedly so—was The Gym in Hounslow, west London.This new venture is backed by Bridges Ventures, thesocially aware private equity firm, which reports the social


and More!

UK INVESTORS REMAIN DETERMINED TOSEIZE THE OPPORTUNITIES IN TOUGH TIMES

�

David Minton

impact scorecard to investorsalongside financial returns. So far,The Gym has done just what itintended; it has expanded themarket, delivered social andregeneration impact, and all in anenvironmentally friendly way.The Gym is the brainchild of

industry veteran John Treharne,who in the last recession opened thefirst of the Dragons clubs in a con-verted squash facility in 1991. In2008 Treharne opened a 24-hour,seven day a week, affordable clubaccessed by pin number. The rathereye-catching pre-opening offer of€11.67 permonth is delivered quitecomfortably over 5,000 members.The Gym is also delivering

socially, as the membership mir-rors the demographics of the localpopulation, something to whichfew public or private fitness sitescan lay claim. Because around40% of its members are ‘first-time’joiners, it’s also expanding themarket. In keeping with Bridges’socially aware credentials andwith The Gym needing to keep itscarbon footprint to aminimum, aninnovative lighting scheme willsave over €2,336 per year inenergy costs.

The €14.3m Freemans QuayLeisure Centre in Durham, whichopened last July, has also taken

environmental considerations intoaccount. Competition Line invested€2.6m towards the project andnow manages the 130-stationfitness area under their LifestyleFitness brand. This development isa good example of urban renewaland partnership arrangementsbetween the public, voluntary andprivate sectors aimed at encourag-ing wider recreational activity. Thedevelopment sits smack in the citycentre, alongside the DurhamSixth Form Centre—which usesthe sports hall weekdays—and thecity’s new Walkergate leisure andhotel complex. The centre’s web-site is user-friendly and linksseamlessly into the Lifestyle Fit-ness site where, you can joinonline and get the opening offersof three months free and €37.93per month anytime membership,which is inclusive of swimmingand classes.The end of August saw the

launch of JJB’s even more afford-able new brand ‘MiFit.’ WhileBarry Aspinall, managing directorof JJB Fitness Clubs, is veryexcited by this new development,some industry insiders wonderwhat sort of revolution he’s about

to unleash.Meanwhile,

with 36 facilitiesincluding a new20m pool andnew Life Fitnessgym,whichopenedin June, plus atimetable withover 40 aerobicclasses, the longestablished Park-landsCountryClubhas raised thegame on Glas-gow’s Southside.Michael Modlin,the director of

Parklands, made a€2.3m investment and now onlyemploys staff in the new gym—which opened last June—who

have a minimum of REPS level 2.Investment, value for money, anda flexible attitude are all planned tokeephis3,500 loyalmembershappy.Back in London,where the credit

crunch began, the third Gymboxsite was in pre-sale before openingin September. So far over 500 havesigned up to join this urban, funkybrand with the catchy-soundingclasses. Across town, a new flagshipFitness First opened in September.This will be the ninth Fitness Firstsite with a pool and the first tofeature a 1.3sqm boxing ring. �

David Minton is director andindustry advisor at The LeisureDatabase Company

Recession Resilience continued


GOODCUSTOMERDATAISKEYTOSUCCESSClearly, it can be a bold move to invest whenconsumer spending is under pressure. How-ever, decisionsbasedon researchandanalysisof customer data will be well founded. Aninvestment in customer profiling analysis isthe first step to gaining new customers—thekey to increasing income and profit.TheLeisureDatabaseCompany (TLDC)uses

the industrystandard incustomer profiling, theMosaic consumer classification system, tohelp its clients get closer to their members.The Mosaic profiles give operators a richunderstanding of who their members are,where they live and what their consumerchoices are.Understanding the current membership

base means better use of marketing andsales resources to target the most likelypeople in the localmarket to take out a fitnessmembership. TLDC can profile the demo-graphics of a target market to establish notonly the market potential using its uniquesupply-demand model, but also identify andproducea targetedmailing list ready for action.For more details on The FIA State of

the UK Fitness Industry Report 2008,customer profiling and TLDC, please visitwww.theleisuredatabase.com.

REGISTER NOW! A 3-DAY TRADE SHOW PASS FOR ONLY US$50!Register for IHRSA 2009 today by visting ihrsa.org/showpass or by calling +1 617-951-0055.

Stepin to aWorld of

Opportunity

17-19 MARCH 2009SAN FRANCISCO, CA USA

28th Annual IHRSAInternational Trade Show

International Health, Racquet & Sportsclub Association | Seaport Center, 70 Fargo Street, Boston, MA 02210 USA | www.ihrsa.org/convention

The world’s leading fitness manufacturers and suppliers continually identify theIHRSA Trade Show as the ‘must exhibit’ event of the year. Join us as we occupy twomassive trade show halls in Moscone North and South to celebrate the innovation,technology and sheer entertainment that have become the fitness industry.

Many exhibitors will provide you hands-on opportunities with group classes andone-on-one sessions, and of course our popular Early Morning Workouts, whileothers will put on remarkable demonstrations and serve you refreshing beveragesas you make your way across the show floors. And if you are ready to purchase,rest assured, they are ready to offer you show-only specials on the latestequipment, supplies and services you need to make your club ‘a world ofopportunity’ for your valuable members!

IHRSA 2009 Special Attendee Bonus!An added bonus to your trade show experience is admission to the feature presentation:

Dara TorresOlympic Gold, Silver and Bronze Medalist, Swimming

Celebrating the Champion SpiritThursday, 19 March • 4:00pm–5:00pm(Sponsored by SPRI®)

Dara Torres successfully made her comeback to competitive swimming by makingher 5th Olympic squad and proudly represented the United States in the 50mfreestyle, the 4x100m free relay, and in the 4x100m medley relay. Join DaraTorres as she recounts her incredible journey to her 5th Olympic appearance.Her story of drive, determination and the sheer joy she experiences representingher country will empower us all to think beyond what is expected of us to what ispossible from us!

2 for 1 for theTrade Show!

2 for 1 Trade Show Registration whenyou register before 28 February 2009.

2 people for only US$50!

Register now at www.ihrsa.org/showpass.Enter CODE 2for1 at checkout.

*In order to take advantage of this offer, both people mustregister at the same time. This offer may not be combinedwith or applied to any other promotions, discounts, or

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✁


The answer, I’m afraid, I didn’t quite make out.That’s because my attention was drawn to another“heated” discussion, by several other attendees, aboutthe customer satisfaction matrix we analysed earlierin the day, transferred to another matrix, drawn andredrawn on several cocktail napkins. That was sooneclipsed by yet another group discussing whether aperson’s chance at having a big Irish wedding corre-lated to the dullness and/or charisma factor of thepotential bridegroom…. Hmmm.Truth be told, I almost did not make the time this

past June to attend IHRSA University in Barcelona,publishing schedules and deadlines being as unfor-giving as they are. Two things influencedmy decision

to make the trip. First, I had heard personally frompast attendees whom I greatly respect, such as DavidPatchell-Evans, founder of the Goodlife Fitness Clubs,that it was a first-class learning experience, and sec-ond, I took the time beforehand to look over the 2008attendee list. Then, the decision was easy.Astonishingly, the 37 participants hailed from 18

(eighteen!) countries, bringing a level of diversity sim-ply too good to pass up. As I scanned the lecture hall,I witnessed connections being made from Dublinto Dubai, Madrid to Malaysia, Moscow to Munich,Norway to New York, Ireland to Italy, Stockholm toSeattle, and Berlin to Boston, and… well, you getthe idea.

excelsexperience

AT IHRSA UNIVERSITY,

FRIENDSHIPS ARE LAUNCHED,WHILE BUSINESS ACUMEN IS TESTED

By Jay Ablondi

“Say Patrick, are Belgians more lovers or fighters?”So asked Mark Forest, CFO of Fitness First Australia,jokingly to Patrick de Vleeschauwer, the manager ofthe Royal La Rasante club in Brussels.

THE


In addition to the renowned IESE faculty-led curriculum, the2008 University featured dialogues with fitness industry legendsMarkMastrov, founder of 24 Hour Fitness and Fitness HoldingsWorldwide, and David Lloyd, founder of David Lloyd Leisure.Mastrov and Lloyd each had a wealth of experience to share,yet each was quick to admit that they found their time spentwith the impressive IHRSA business leaders in Barcelonaenlightening as well.(On a side note, the way Mastrov manoeuvred his bike

through the back streets of Barcelona during the group tourwould have made his good friend Lance Armstrong proud.)If you are not familiar with

IHRSA University, the course useshighly interactive learningmethodsand includes case study examina-tions of innovative companies. Weexamined Starbucks and Benihanaof Tokyo, among others. Dag Lee,Deputy CEO of SATS Group, provided a real life case study ashe generously gave his company’s overview of the fitness industryin Sweden, Denmark, Finland and Norway.Designed as a total immersion experience, the programme

extended beyond the classroom and included company visits,tours, team-building activities, andmeals with participants andfaculty. In addition, it included a 360° leadership profile eval-uation prior to the programme, and an actionable, e-mail-basedMission Critical Leadership plan lasting 100 days afterwards.So, if I’ve left any doubt in your mind about what I think

about IHRSA University, let me put it this way: send in your

application now (enrollment is limited), mark your diary, andstart the countdown to 1 June 2009, when the fourth annualIHRSA University kicks off.One last thought: Many thanks to industry-leading

manufacturers Cybex, Precor, Star Trac and Technogym, whoare sponsoring the 2009 IHRSA University. �

JAY ABLONDI is the executive vice president of IHRSA’s GlobalProducts Division and publisher of CBE. He can be reachedat [email protected].

IHRSA University is a world-class execu-tive leadership programme designedspecifically for the health and fitness clubindustry. Faculty for the course consists ofIESE professors, who work regularly asconsultants, solving real problems at topcompanies around the world in a variety ofsectors. Top-executive speakers fromwithinthe industry complement the IESE faculty.Amongbusinessschoolsglobally, IESEhas

beenrankedbyBusinessWeekasnumberoneforcustomeducationprogrammes,andbyTheEconomist asnumber one forMBAstudies.The learning methods are highly inter-

active and include case studies, discussions,simulations, presentations, and small grouplearning activities and breakout sessions.Course content for 2009 will include:

Self-Leadership and Leading Teams/People Development• Develop the knowledge and self-awareness needed to be a better andmoreeffective manager

• Create an outline of what it takes to be abetter team leader and understand how toapply it to your organisation

Business Economics• Create a global view of your market andlearn to zero in on what is important withinyour own demographics and member pool

Marketing and Customer Strategies(Service for Retention)• Provide a clearmarketing perspective forapproaching related business problems

• Create business models for outstandingcustomer service

• Develop customer retention strategiesbased on classroom examples

Financial Management• Understand the basic tools available tomanage a financially successful business

•Develop skills for identifying opportunitiesand sources of value creation

Business Strategy and Focus• Develop positioning and competitiveadvantage strategies

• Design a “next steps” approach to takeyour business to the next level

Execugame• Practises collectively applying new andevolving skills and mind frames to a real-istic competitive simulation game wherefinishing last isn’t necessarily negative

Programme registration covers tuition,academicmaterials,mostmeals and socialevents. An optional 360° review and 100-day email coaching programme are alsoavailable for an additional fee. Participantswill stay at the Sansi Hotel, which is withinwalking distance of the IESE campus.Forprogramme fee informationandhotel

rates or to register, please contact BlakelySullivan at IHRSA at +1 617 951 0055 [email protected]/university.

ABOUT IHRSAUNIVERSITY

Designed as a total immersion experience, the programme

extended beyond the classroom and included company visits, tours,

team-building activities, andmeals with participants and faculty

The IHRSA University Class of 2008: Participants traveledto Lisbon from 18 different countries

Inside IHRSA

IESE in Barcelona

4th AnnualIHRSA Universityscheduled for1-5 June> One of the industry’s mostpopular gatherings of indus-try leaders and rising starswill once again be held atIESE in Barcelona, 1-5 June2009. IHRSA University (seearticle on pg. 24 of thisissue) annually bringstogether 40 of the best andbrightest for a stimulating,thought-provoking andintense week of educationaimed at taking participants

to the next level profession-ally. They leave the eventwith a global network ofcolleagues and a plan to helptake their clubs/companiesto the next level.Sponsored by Cybex,

Technogym, Precor andStar Trac, the event hasbeen attended by more than100 industry leaders overthe past three years.

Among the comments froma few of the 2008 attendees:“I enjoyed the recent

IHRSA University inBarcelona very much,” saidRicard Canela of DiR Fitnessin Spain. “The course wasgreat, and the quality of peo-ple attending was also verygood. I plan to start applyingthe knowledge I’ve gaineddirectly to DiR Fitness.”

Jasmin Kirstein, owner ofMy Sportlady in Germany,commented, “IHRSA Univer-sity offered much more thanany other seminar. Here wecould interact with high-levelprofessionals from the indus-try, and I learned how theyoperate their businesses.”And Megan Usui, condi-

tioning manager for theWashington Athletic Club inthe USA, said: “The IHRSAUniversity condensed onemonth’s worth of businessand leadership education intoa highly intensive five-days oftraining. Anyone who consid-ers herself a leader in the fit-ness industry cannot affordto pass up this opportunity.”For more information

or to register, visit www.ihrsa.org/university. �

Join the global industry at IHRSA 2009> Pave the way for club success in2009 by attending the 28th AnnualIHRSA International Convention &Trade Show, 16-19 March in SanFrancisco, USA. Take advantageof the inspiration from speakers likeSeth Godin (sponsored by TechnogymSpA), Joe Montana (sponsored byMatrix Fitness Systems), MarcusBuckingham (sponsored by PrecorIncorporated), Dara Torres (sponsoredby SPRI), and Augie and Lynne Nieto.Then combine that with an exceptionalschedule of educational sessions, whichwill provide you with information andtools to take back with you to your cluband immediately use with your mem-bers and staff.Here is just a glimpse of some of the

take-aways you will enjoy as a conven-tion and trade show attendee:

• Best Practices for marketing success,retention strategies and customerservice excellence.

• Employee Development includingrecruitment and training, performancemotivation, and sales team development.

• Fitness & Personal Training enhanc-ing profits and motivational techniques.

• Innovations & Opportunities throughtechnology, website development, emerg-ing markets, and special populations.

• Management & Operations includingstrategic planning, going “green,” facilitydevelopment, and expansion efforts.

• Marketing & Research from a lookat the latest market and consumerdata on Europe to utilising the Internet,branding, prospecting, using statistics,and industry growth analysis.

• Membership Growth & Retention,Programming, Supplier Seminars,Wellness, and more.

• New Trends, New Products, NewServices from the best trade showexhibitors in the world!

Plus, several sessions will be simulta-neously translated into Spanish andRussian.As always, for four days you’ll be

submerged into a world of exerciseclasses, outstanding social events, livelynetworking opportunities with peersfrom all over the world, and the chanceto learn about the latest in innovativetechnology at the industry’s leadingconvention and trade show.For more information or to register,

visit www.ihrsa.org/convention. �


Organiser: FIBO Niederlassung der Reed Exhibitions Deutschland GmbH · Völklinger Str. 4 · 40219 Düsseldorf · GermanyTel. +49(0)211-90191-300 · Fax +49(0)211-307578 · E-Mail: [email protected]

The Leading International Trade Show for Fitness, Wellness & Health

Innovation. Contacts. Opportunities.

23 - 26 April 2009 · Exhibition Centre Essen · Germany

www.fibo.de

HIRING RIGHT has never beenMORE IMPORTANT!During these challenging economic times, assembling andmaintaining a strong team is vital to your success. Managersmust be disciplined enough to keep spending under budget,and sales representatives must be positive and persistent inorder to meet their goals.

Let IHRSA help you find your next top performers. Post yourjob opportunities and search the resume bank today!

International Health, Racquet & Sportsclub Association

ActiveCareers.com


Product Spotlight

CSM Fitness Equipment Nautilus One

Les Mills BODYPUMP Star Trac HumanSport

CSMFitness Equipment featuresa complete supply of used andreconditioned commercial fitnessequipment for your commercial

fitness center, corporate fitness facility or home. Choose fromour strength lines, free weights and dumbbells from all themajormanufacturers, including Nautilus, Cybex, StairMaster, Icarian,Hammer Strength andmore. (We also offer crosstrainers, elliptical,exercise bikes, and indoor group cycling bikesmade by Star Trac,Precor and Life Fitness). Our discounted pricesmake for a greatvalue. In addition, we have factory remanufactured and demoexercise equipment.

> Formore information, please contact the company [email protected]; + 1 714 369 8277, or see our ad on pg. 3.

Lift your game to the next level with LesMills BODYPUMP, the original barbellclass—the genuine article. Now runninginmore than 11,000 clubs worldwide,BODYPUMPwas the founding LesMillsgroup fitness program—and is now agenuine, global phenomenon. For theclubmember, it’s a proven way ofstrengthening and toning the entire body.For the club owner, it’s a proven crowd-puller. The latestmusic, inspiring

instructors and compelling choreography keepmembersmotivatedand coming back week after week. To get the best results, it pays touse genuine BODYPUMP weights and accessories.

> Formore information, please visit www.lesmills.com, or seeour ad on pg. 1.

Nautilus One, the next generation ofsingle-station strength combines arevolutionary, new weight stacktechnology with the most intuitiveand user-friendly selection methodever created: a dial—resulting in aline of equipment that bringssingle-station training into the 21stcentury. Nautilus One delivers a

series of firsts, including using the same resistance tower in eachof the 14 stations in the circuit, and a new resistance engine thatdelivers smooth and effective workouts. Weight adjustments aremade by the turn of a dial positioned comfortably within reach ofthe user while seated at the station. Nautilus One’s sleek, mod-ern design elevates your look, improves your members’ trainingexperience, andmakes strength a selling point for your facility.

> Formore information, please contact the company atwww.nautilus.com; +49 22032020 0, or see our ad on pg. 5.

Star Trac offers user-focused cardio-vascular and strength equipment,including the HumanSport series, aline of six uniquely functional trainingstrength machines. Each machinerepresents two traditional cable-motion pieces within one compactunit facilitated by a dual-independentweight stack system. The versatilepieces feature distinctive styling,

one-touch adjustment, and swivel pulleys to ensure a smoothand unlimited range of motion. The space-saving HumanSportline offers users a diverse range of training options.

> Formore information onHumanSport or Star Trac cardioor strength products, please contact the company atwww.startrac.com; +44 (0) 1494 688260, or see our ads on theinside front cover and on pg. 26.

Strength training products that shineAs a service to our readers, CBE is pleased to debut this new section, which highlights progammes,equipment and services offered by some of the best suppliers in the industry. Our focus, in this issue,is on the strength category.Look for cardio equipment and accessories in the March/April issue, along with a preview of select

exhibitors from the FIBO 2009, 23-26 April, in Essen, Germany, and from the IHRSA 2009 Trade Show,16-19 March, in San Francisco, California, USA. To include your 100-word listing, please contact WillFinn at [email protected], or call +1 617 951 0055 by February 11.


Calendar of Events2 0 0 9

2009 IHRSA Events

16-19 MARCH28th Annual InternationalConvention & Trade ShowSan Francisco, California, USAwww.ihrsa.org/convention

MAY7th Annual IHRSA Legislative SummitWashington, DC, USAwww.ihrsa.org/summit

1-5 JUNE4th Annual IHRSA UniversityIESE Business SchoolBarcelona, Spainwww.ihrsa.org/university

AUGUST21st Annual IHRSA Institutefor Professional Club ManagementWellesley, Massachusetts, USAwww.ihrsa.org/institute

22-25 OCTOBER9th Annual IHRSA European CongressDublin, Irelandwww.ihrsa.org/congress

29-31 OCTOBER10th Annual IHRSA/Fitness BrasilLatin American Conference & Trade ShowSão Paulo, Brasilwww.ihrsa.org/fitnessbrasil

10-13 NOVEMBER8th Annual IHRSA Asia-Pacific ForumTokyo, Japanwww.ihrsa.org/forum

19-22 FEBRUARY2009 IDEA Personal Trainer InstituteAlexandria, Virginia, USAwww.ideafit.com

20-22 FEBRUARYForum Il Nuovo ClubVerona, Italywww.ncforum.com

6-8 MARCHArnold Sports FestivalColumbus, Ohio, USAwww.arnoldexpo.com

17-19 APRIL2009 Australian Fitness ExpoSydney Convention & Exhibition CentreSydney, Australiawww.fitnessexpo.com.au

23-26 APRIL2009 IDEA Fitness Fusion ConferenceRosemont, Illinois, USAwww.ideafit.com

23-26 APRILFIBOEssen, Germanywww.fibo.de

20-24 MAYInternational Festival forPhysical Culture and SportsMoscow, Russiawww.fisaf.org

27-30 MAYClub Industry EastBoston, Massachusetts, USAwww.clubindustryshow.com

12-16 AUGUSTIDEAWorld Fitness ConventionAnaheim, California, USAwww.ideafit.com

2009 Industry Events

Index

Company Page# Contact Phone# Email/WebSite

Activio AB Back Cover Tom Magnergard 46-(0)-8-750-84-00 www.activio.se

CSM Fitness Equipment 3 Craig Athey 714-369-8277 www.csmfitness.com

Evergreen International

Corporation 14 Debbi Lee 866-3-351-3608 www.TaiSPO.com.tw

Les Mills International 1 Vaughan Schwass 64-(9)-366-9900 www.lesmills.com

Nautilus International SA 5 Sales Department 49-2203-2020-4517 www.nautilus.com

Precor EMEA 7 Mark Fest 44-(0)-1276-404900 www.precor.com

Reed Exhibitions 28 Maren Mehlis 49-2119019167 www.reedexpo.de

Star Trac Europe Inside Front Cover & 26 Mark Shade 44-(0)-1494-688260 www.startrac.com/europe

STOTT Pilates 31 Sales Department +1416-4-82-40-50 [email protected]

Technogym Inside Back Cover Luca Ceccaroni 39-0547-56047 www.technogym.com

CBEAdvertisers


2506 ™/® Trademark or registered trademark of Merrithew Corporation, used under license. All rights reserved. *US Patent Pending and other countries. †Workshops presented in English only.

for more information or to register:visit www.stottpilates.com/symposiumany questions? call +1-416-482-4050 ext 247

Learn ground-breaking programming options from

leaders in the industry, featuring the V2 Max Plus™

Reformer* and more. Plus, increase client retention

with our selection of sport-tailored and

lifestage-specific workshops†!

Increase Your Earning Power with Featured Workshops†:

� V2 Max Plus™ Programming 1� Jumpboard Interval Training, Level 1� Athletic Conditioning on Stability Chair� Mini Flex-Ball™ Workout and many more!

is coming to Europe! April 25 & 26The first-ever STOTT PILATES European Symposium is coming to the Sheraton Essen,

Germany. Meet and train with world-renowned STOTT PILATES Master Instructor

Trainers in a series of cutting-edge workshops. Any fitness professional can attend!

Finish Line Only through physical (and mental) fitness can wemaintain our standard of living


Health is Wealth

In these challenging economic times, we still have reason to be opti-mistic that the future is good for the health and fitness club industryfor one simple reason: health is wealth.It is true that we are all feeling the pinch of a shrinking global econ-

omy. It is equally true that taking care of one’s health is more importantthan ever in such times. A very real future scenario is that more andmoreof the working population will need to extend their working life beyond65 years of age (in Germany this has already been raised to 67). This canbe good news for our industry. Only through physical (and mental) fitnesscan we maintain our standard of living and remain competitive in ourcareers as well as other aspects of our lives.We are providing a valuable service which, when used regularly, delivers

a plethora of benefits: increased life expectancy, lower illness rates,improved self-esteem, disease prevention and so on. Our challenge is toprovide the added value, social network and support that will make people,emotionally as well as physically, be “dependent” upon our service.The “new” school of thought in the IHRSA Guide “How to Survive in

Competitive Markets” includes:

• Unbundling services (such as á la carte pricing) vs. all-inclusive offers(both can work).

•Reachingoutbeyond thebricksandmortarofourownclubswithourservices.

• Understanding our customers’ needs and how they perceive us.

Clubs might consider alternatives in pricing to address the current con-cerns of the population. For example:

• Offer a limited (contract) commitment time at a premium as an alterna-tive to 12 or 24 month contracts. Some customers will prefer this option(we’ve noticed this trend in Denmark in the last 12 months). This optionshould generally be more expensive than the standard offers.

• Develop courses vs. monthly membership fees, i.e., an 8-12 week weightloss course. Such courses are offered in hundreds of clubs in various coun-tries at prices ranging from €99-€549.

• Consider offering existing members who lose their jobs a temporarymembership fee reduction or freeze until they regain their employment.Such a programme can be a positive PR activity, showing your club as asocially responsible partner.

Challenging times ahead? Yes—but there is no shortage of opportuni-ties given the vital role our industry plays in making the world healthier. �

TracyPow

ell

Joe MooreIHRSA President & CEO

One Hundred Twenty MillionMembers by 2010

Hans MuenchIHRSA Director Europe

ITALY - TECHNOGYM SpA Ph. +39 0547 56047 Fax +39 0547 650505 E-mail: [email protected]

OTHER COUNTRIES - TECHNOGYM SpA Ph. +39 0547 650500 Fax +39 0547 650591 E-mail: [email protected]

Challenge your upper body.

www.technogym.com

EFFECTIVE CARDIO TRAINING

WARM UP FOR STRENGTH TRAINING

MAXIMUM TRAINING VERSATILITY

SPORT SPECIFIC TRAINING

The upper body makes up 1/3rdof the muscles in our body.

Is it getting the attention it deserves?

EXCITE™ TOP offers a unique combination of cardiovascular and strength exercises for the core, arms and torso.

It’s a versatile and innovative product targeting different muscles with different handle

and training positions.

EXCITE™ TOP features the exclusive WARM UP program to prepare the upper body for effective and safe strength training.

EXCITE™ TOP, COMPLETE UPPER BODY TRAINING.

january/february 2009 club business europe

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