Success Redefined

DECEMBER 2014 CLUB BUSINESS I NTERNATIONAL

Success Redefined

AUTHOR, PUNDIT, AND MEDIA DYNAMO ARIANNA HUFFINGTON TARGETS THE HIGH COST OF CORPORATE ACHIEVEMENT AT IHRSA 2015

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| 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. No, I’m sorry. I know that you’re busy. I know PUBLISHING Editor-In-Chief: Craig R. Waters you’re late for that meeting. And I know that Publisher: Jay Ablondi Managing Editor: Rebecca K. Maverick you’ve got two callers waiting on hold. But no Associate Publisher: Kristen Walsh Executive Editor: Patricia Amend excuses! It’s time to sit down to go over your Assistant Editor: Nancy Murray Young Contributing Editors: to-do list for 2015. Liane Cassavoy, Jon Feld, Patricia Glynn, Joe Halpern, Julie M. King, Lesley Mahoney, Jennifer H. McInerney, Lilly Prince, Melissa First, the business basics: Do you have a good, solid sense of Rodriguez, Jean Suffin where the industry stands right now? Do you know which areas ADVERTISING: ihrsa.org/cbi E-mail: [email protected] are weak, which areas are strong? Which trends are faltering, and which are rising in popularity? Do you have a clear sense of Vice President of Advertising & Membership Sales: Michele Eynon how your club fits into the big picture? Some understanding of Senior Account Executive: what the future holds? Donna Garrity You need to engage in some of what Joe Moore, the president Business Development Publications: and CEO of IHRSA, describes as “Happy New Year R&D.” In this Will Finn Advertising Sales Executive: month’s “Last Rep” column, he recommends two new research Mireille Rivara publications: IHRSA’s 2014 Profiles of Success and its Health Associate Service Manager: Club Consumer Report. An overview of the former (“Chart Your Meghan Burnham Course”) appears in this issue of CBI. Art Direction, Design, Production: Holland-Mark, Boston, MA Both of these are detailed, in-depth, and enlightening publica- INTERNATIONAL HEALTH, RACQUET tions. Read them; study them. ’Nuff said! & SPORTSCLUB ASSOCIATION Kerry Brett Second: You have to learn about the many President & CEO: Joe Moore things you can do to improve on what you do Chief Operating Officer: Anita Lawlor during the coming year. If you’re interested in Executive Vice President of Public Policy: “Making the Most of New Year’s” sales surges, Helen Durkin Executive Vice President of Global Products: Contributing Editor Jean Suffin has some valuable Jay Ablondi suggestions. To appreciate the growing role of CLUB BUSINESS INTERNATIONAL exercise that’s as entertaining as it is effective, EDITORIAL & ADVERTISING OFFICES: you’ll need to read “The Fun Factor.” And to c/o IHRSA Seaport Center plumb the promising potential of a program that’s 70 Fargo Street, Boston, MA 02210 USA new to clubs—obstacle course competitions—flip 800-228-4772 USA & Canada back a few pages to “Mud, Sweat & Cheers.” 617-951-0055 | 617-951-0056 FAX Three IHRSA-member operations—the E-mail: [email protected] ihrsa.org Wisconsin Athletic Club, Fitness Formula Clubs, To order reprints of articles, and the Elmwood Fitness Center—share their thoughts on what call 800-228-4772 ext. 117 or it takes to become “The Best Club in …” your town, and describe visit ihrsa.org/cbi the benefits that distinction confers. And in his “First Set” column, IHRSA chairperson Robert Brewster stresses the critical importance of “Remaining Relevant in 2015.” But when it comes to industry illumination, there’s no finer, fuller, or more formidable resource available than IHRSA’s 34th Annual ® International Convention and Trade Show, which will take place March 11–14 in Los Angeles. What’s state-of-the-art now? What’s Club Business International (ISSN 1043-9692, going to yield big dividends tomorrow? What do the newest equip- USPS 766-570) is published monthly ©2014 by the International Health, Racquet & Sportsclub ment and programs look like, feel like? How do they perform? Association, Seaport Center 70 Fargo Street, IHRSA 2015 knows … and shows. Boston, MA 02210. All rights reserved. Periodicals postage paid at Boston, Massachusetts, and To get a little idea of what you’re going to learn there, read the additional mailing offices. Canadian Sales “First Person” interview with keynote speaker Magnus Lindkvist, Agreement #40767601. an insightful author, consultant, and trendspotter; and the Subscription rate for members is $48 per year, which is included in the dues. Additional subscriptions engrossing Q&A with keynoter Arianna Huffington, a remarkable $24.95 per year (USA) and $99.95 per year, $149.95 Renaissance woman who, among other things, is the founder of per 2 years (International). The Huffington Post. POSTMASTER: Please send change of address to Club Business International, c/o IHRSA, Okay—got that? Now you can go back to work! —| Seaport Center 70 Fargo Street, Boston, Massachusetts 02210 – Craig R. Waters, [email protected] Volume 34, Issue 12

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Software | Payment Processing | Full Service Billing | Mobile Interface CLUB BUSINESS INTERNATIONAL CONTENTS | DECEMBER 2014

Arianna Huffington addresses the price of success at IHRSA 2015

34 Features

34 Success Redefined 38 ‘Power of A’ Gold IHRSA’s Quest leads to a major award Arianna Huffington, a Renaissance woman who’s prevailed in many fields—as author, 42 Mud, Sweat & Cheers Obstacle courses challenge club members actress, political candidate, talk-show celebrity, global pundit, and the founder of The Huffington 46 Chart Your Course! Post—understands better than most the personal Profiles of Success provides the roadmap price one pays for success. She thinks it’s too high! And she suggests a better way—the 50 The Fun Factor Tips on how to make exercise entertaining Third Metric—in her presentation at IHRSA’s 34th Annual International Convention and 54 Best Club in Town Trade Show, March 11-14, in Los Angeles. Award-winning clubs can strut their stuff

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News & Know How IHRSA Report 15 News Master swimmers make a splash; 2014 85 First Set “Trainer to Watch”; Netpulse nets major Board chairperson Robert Brewster funding; Sport & Health offers USMS considers what the new year holds for programs; club revenues up for Q3; IHRSA and the industry and more 86 Ask an Industry Leader 29 First Person Keith Callahan and Bill McBride on the pros and cons of new fees for members Trendspotter and IHRSA 2015 keynote speaker Magnus Lindkvist on creativity 89 In Brief and opportunities Employee posts on social media create 31 On the Move new challenges for club owners Reps Jim Brown honored by World Gym; Genae 90 Member News expands in France; Planet Fitness and 4 Editor’s iGo Figure Software’s unique Value Welcome The Biggest Loser are together again; and Proposition; plus updates from ClubReady, Midtown Athletic Club makes a difference DISQ, Les Mills, Master Lock, Multisensory 10 Ihrsa.org Fitness, and other IHRSA associate members 12 Letters Innovations 96 Calendar 98 Marketplace 62 What’s New Octane Fitness introduces the Zero Runner; 99 Ad Index OPTP endorses the new Franklin Method; Rice Lake Weighing Systems unveils new 100 Last Rep body-composition analyzers; TRX launches IHRSA President the TRX CORE membership program. and CEO Joe Moore recommends some 65 F.I.T. Extra rewarding R&D Lateral and elliptical trainers—club reading to ensure a members want both profitable new year

8 Club Business International | DECEMBER 2014 | ihrsa.org Download the Free IHRSA App: ihrsa.org/app

ihrsa.org A PREVIEW OF WHAT’S NEW THIS MONTH ON IHRSA.ORG

Get to Know Your Members! > ihrsa.org/consumer-report How well do you know your members? To serve them most efficiently, you first need to understand them. The IHRSA Health Club Consumer Report (HCCR) provides detailed insights into participation trends among both member and nonmember consumers at U.S. clubs. “The IHRSA Health Club Consumer Report serves as a valuable guide to how club operators can engage individuals and help them improve their health and fitness levels,” explains Melissa Rodriguez, IHRSA’s senior research manager. —| The 2014 edition of HCCR is now available. To download a free excerpt and/or to order the PDF ($99.95 for IHRSA members; $199.95 for nonmembers), log on to ihrsa.org/consumer-report.

Could Your Programming Use a Little Boost? > ihrsa.org/webinars Would you like to increase your club’s revenue and member retention numbers? Of course you would! Then make sure to take part in IHRSA’s December Webinar, “Increase Club Revenue and Member Retention Through Effective Fitness Programming,” which is generously sponsored by Cybex International, Inc. This session, hosted by Scott Lewandowski, the vice president of fitness for Fitness Formula Clubs (FFC), a Chicago-based chain, will be presented on Thursday, December 4, from 2:00 to 3:00 p.m., EST. Holiday Travel As a participant, you’ll learn: Shouldn’t Mean • The business skills required to operate a successful Missing Workouts private training program > ihrsa.org/passport • How to increase your club’s earnings per square foot by offering successful boot camps The holidays are in full swing, and many of your members will • How to effectively introduce members to nutrition be heading out of town—and, programming possibly, out of the country—to • How to capitalize on endurance training and event visit their loved ones. Help them organizing programs. Scott Lewandowski to stay on track fitness-wise! The Lewandowski has direct oversight of several FFC IHRSA Passport Program is both locations, and also spearheads the development, standardization, and growth of an incredible benefit for mem- FFC’s fitness offerings, as well as its member retention initiatives. He was honored bers who travel, and a valuable as the IHRSA/ACE Fitness Director of the Year in 2001, and is a veteran presenter at enhancement to your club’s sales industry gatherings. Lewandowski has been certified as a personal trainer by both and retention initiatives. It gives ACE and NASM, and is a USA Track and Field Level 1 Coach and a Certified Resistance your members discounted— Training Specialist. He obtained his master’s degree in exercise physiology from and, sometimes, free—guest Benedictine University, in Lisle, Illinois, in 1997. —| privileges at clubs around the world. —| Log on to ihrsa.org/webinars for full details and to register; the cost is $39 for IHRSA members, and $79 for nonmembers. You also can utilize the site to access and purchase Please log on to ihrsa.org/passport copies of past IHRSA webinars. for additional details.

10 Club Business International | DECEMBER 2014 | ihrsa.org Download the Free IHRSA App: ihrsa.org/app HOW DO YOU WANT YOUR MEMBERS TO MOVE? The premium Elevation Series gets bigger and better with the new FlexStrider™ Variable-Stride Trainer and PowerMill™ Climber. Two new cardio choices. Two more ways to move.

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Five-Star Review I’ve read the new 2014 edition of the IHRSA Health Club Consumer Report cover to cover, and wanted to thank the association for compiling yet another remarkable and valuable resource. There’s tons of useful information in the report. I plan to make use of several of the findings, and recommend the report to anyone wishing to better understand the health club consumer and club business. Awesome job! —| Brent Darden | Principal | Brent Darden Consulting | Dallas, TX

Club Management Ms. As you know, the Latin American market is just beginning to grow, and, thus, it’s of the greatest importance that the players > Over the years, serving as a contributing editor for CBI has in our industry move forward in a coordinated and organized really provided the impetus for me to pursue a career in club manner. IHRSA must be the vehicle for this process. Efforts management. I’ve been “selling” myself to potential employers such as the upcoming IHRSA Mercado Mexico City Conference by explaining that I’d like to put all of the knowledge about and Trade Show are giant steps in the right direction. health club management that I’ve gained from interviewing Finally, allow me to congratulate IHRSA on CBI and its industry leaders and writing stories on so many related topics content. CBI is a basic resource for our company’s operations, to practical use in an actual club environment. Now, at last, market intelligence, and development. Keep up the good work! I have a chance to do so. I’m going to manage a new Anytime Fitness facility, in Marcos Alcocer | President | Organizatión Britania | Mexico City, Mexico Gunbarrel, Colorado, a town right outside of Boulder. The club, formerly known as the Gunbarrel Athletic Club, has been Congress-ulations! around for about 20 years, and the couple that bought it has I just wanted to drop a note to everyone at IHRSA to say gutted it and is renovating the whole place. “Great job!” for the 14th Annual IHRSA European Congress in Funny thing is, I worked the front desk there in 1999–2001, Amsterdam. There were some really good speakers, and the and I’ve been joking about how I’m now back to cleaning the event was conducive to great networking. I’m already looking same toilets I cleaned then! Have I really moved up in the world? forward to next year’s congress on the French Riviera, but, First order of business—join IHRSA! until then—see you at the IHRSA convention in Los Angeles! Jean Suffin | Manager | Anytime Fitness | Gunbarrel, CO Dave Wright | CEO | Creative Fitness Marketing, Ltd. (CFM) | Nottingham, Nottinghamshire, England Latin American Hit > I wish to thank IHRSA for having featured our company in Amsterdam’s Appeal the September issue of CBI magazine (see “CBI Interview, I’d like to thank IHRSA for the wonderful time we had in pg. 34). Not only was the article accurate and clear, but, most Amsterdam during the association’s 14th Annual European importantly, it provided an insight into the state of the Latin Congress. The organization of the event and the caliber of the American industry for club owners, operators, and developers speakers were both superb. We learned a lot, and also had a in other parts of the world. Through increased awareness, our good time in the city. —| regional industry eventually benefits in terms of development Yves Preissler | Health and Fitness Manager | Multi Works General and growth. Trading & Contracting Company | Kuwait City, Kuwait

12 Club Business International | DECEMBER 2014 | ihrsa.org Download the Free IHRSA App: ihrsa.org/app

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Water wonders: Australian researchers recently reported that swimming may be the best exercise for older adults, but, obviously, it appeals to individuals of every age. Including: these participants in the Marriott USMS Summer National Mike Lewis, Ola Vista Photography/U.S. Masters Swimming Masters Photography/U.S. Vista Ola Lewis, Mike Championship, held in Mission Viejo, California (see related story, pg. 20). —|

Download the Free IHRSA App: ihrsa.org/app ihrsa.org | DECEMBER 2014 | Club Business International 15 | News & Know How | News

Fitness First Looks to Sell 80 German Clubs U.K.-based chain continues to narrow its market focus

itness First, the U.K.-based club earnings before interest, taxes, depreci- chain, is in talks to sell its 80 sites ation, and amortization (EBITDA) of Fin Germany, as the company con- approximately $38.3 million. tinues to narrow its focus to the U.K., Industry watchers say the deal Australian, and Asian markets. could be concluded in the near future. The company is owned by Oaktree The German clubs are, with the Capital, a global alternative investment exception of its U.K. properties, the management firm, which is being company’s last European locations. advised about the possible transaction Fitness First sold its 91 clubs in France, Fitness First CEO by Lincoln International, a corporate Spain, Italy, Belgium, Luxembourg, and Andy Cosslett finance firm. The sale, if it occurs, the Netherlands to HealthCity, a Dutch could generate an estimated $323 operator, in 2010 and 2011. Asia, where it plans to open up to 50 million for Fitness First. The capital the sale would generate new clubs within the next five years. According to reports, several par- would allow the chain to accelerate the The company is also moving into the ties have expressed an interest in the $431.7-million, corporate global make- technology sector, and is expected to German facilities, which serve some over that’s currently underway. It launch a digital fitness and nutrition 300,000 members and produce annual would also facilitate its expansion in platform early next year. —|

Life Fitness Identifies ‘Personal Trainer to Watch’ São Paulo trainer prevails over 1,700 in international competition

n late October, Life Fitness, the Rosemont, Illinois– approach to personal training and an impressive level of based equipment manufacturer, announced that dedication to the industry,” reports Chris Clawson, the ICristiano Arthur S. Parente, 38, of São Paulo, Brazil, president of Life Fitness. “The resilience, strength, and had been named the winner of its 2014 Personal Trainer humility he’s shown in his journey as a personal trainer to Watch competition. are awe-inspiring.” Parente has served as a personal trainer and the CEO of The other competition finalists were: Nick Freemantle, the Koatch Academia, a personal training and Pilates center, of Gauteng, South Africa; Rachel Hobbs, Surrey, England; in São Paulo, since 1997. He received bachelor’s degrees in Matt Parvis, North Carolina; Adrian Cardin Pereda, both sports science and physical education from the University Cantabria, Spain; Isaac Rojas Rivero, Santa Cruz de of São Paulo, and is currently working towards a master’s Tenerife, Spain; Fiona Ross, Taranaki, New Zealand; Austin degree in sports management, marketing, and law from the Ryan Toloza, California; Andreya Tornes, Minnesota; and University of Neuchatel-Switzerland. Ryan Vivar, Oklahoma. He was chosen Each of the finalists, says Clawson, demonstrated an from a roster of inspirational and diversified commitment to the personal 10 finalists, who training profession and their clients. They were selected were selected from more than 1,700 for their personal values, innovative training philosophies, nominees from education, and experience; and were evaluated as they 43 countries. The shared techniques and developed course material for the competition for Life Fitness SYNRGY360 functional training system. the coveted title Judges included experts from Life Fitness and its educational took place in mid- arm, the Life Fitness Academy, as well as the International October at the Confederation of Registers for Exercise Professionals DavidBartonGym (ICREPs), EuropeActive, American Council on Exercise at Astor Place, in (ACE), and past competition winners. Chris Clawson, l., New York City. Life Fitness and Hammer Strength distribute equipment and Cristiano “Parente dem- in more than 120 countries. Life Fitness is a division of the Parente onstrated a unique Brunswick Corporation (NYSE: BC). —|

16 Club Business International | DECEMBER 2014 | ihrsa.org Download the Free IHRSA App: ihrsa.org/app Montionsoft_IHRSA_fullpage_AD2_Layout 1 8/29/14 5:41 PM Page 1

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| News & Know How | News

In Memoriam: Keith Roger Albright Respected fitness franchise veteran passes at 64

> The World Gym International (WGI) community is mourning the loss of Keith Roger Albright, 64, the vice president of development for the Los Angeles–based fitness franchise. Albright passed away at his home in Corinth, Texas, in mid-October. Prior to joining World Gym, Albright had served as senior vice president of Forward-looking: CEO Bryan Arp franchising for Gold’s Gym International, Inc., the Dallas-based franchisor. He is survived by his wife, Jennifer; his mother, Cathrine; and his three Netpulse Raises $18.6 Million brothers, Steve, Scott, and Jay. Funds will be used to drive growth and product development Albright served as an officer in the U.S. Navy; received a juris doctorate degree, with distinction, from Emory etpulse, based in San Francisco, cofounder and CEO. “Clubs can now University Law School in Atlanta; and a leading digital platform for provide new services to increase practiced law the fitness industry, has secured engagement and generate new sources N before getting $18.6 million in new funding from a of revenue by reaching the members involved in round led by Nokia Growth Partners via mobile and connected products.” franchising. (NGP), with participation from August “The megatrends of connected “The World Capital, Javelin Venture Partners, DFJ devices and big data are converging, Gym Interna- Frontier, and Docomo Capital. providing new business opportunities tional family John Gardner, of NGP, will join the and consumer insights,” observes has suffered Netpulse board. Gardner, the managing partner at NGP. a great loss The company plans to use the funds “The Netpulse platform is uniquely with the to further accelerate its rapid growth, positioned at the center of this conver- passing of advance the development of its product gence to capture data and deliver Keith Albright our dear platform, and introduce new integrations club-branded consumer experiences friend, Keith and services both for club operators across the entire member journey.” Albright,” reflects Guy Cammilleri, the and members. Currently, Netpulse has partnerships managing director of WGI. “Keith was The Netpulse platform links clubs to with eight of the top nine commercial truly one of a kind, and had such a posi- a variety of new technologies, including manufacturers, which, taken together, tive impact on so many. We benefited Internet-connected, touchscreen cardio produce some 83% of the fitness greatly from his wisdom and tremen- equipment, member fitness tracking equipment in clubs. The company dous work ethic. He inspired and devices, sensors, and apps. It integrates also partners with leading club man- influenced many people throughout these new technologies with club management software systems, fitness app his life and career.” agement systems and in-club digital and device makers, and industry service Blair McHaney, a Gold’s Gym fran- experiences to increase engagement, providers. Netpulse-enabled products chisee and former president of the measurement, and the monetization of and mobile applications can be found Gold’s Gym Franchisee Association members’ fitness activities, both inside in thousands of clubs in over 30 coun- (GGFA), says, “He deserves so much of and outside of the club. tries, including those of such leading the credit for what became the Legacy “Netpulse technology has created an brands as Equinox, Crunch Fitness, 2 franchise agreement, which kept opportunity for clubs to engage with Gold’s Gym, and Retro Fitness, as well hundreds of gyms in the brand at a their members in ways previously not as top universities, corporate fitness critical time in Gold Gym’s history.” —| possible,” says Bryan Arp, Netpulse’s centers, and YMCAs. —|

Download the Free IHRSA App: ihrsa.org/app ihrsa.org | DECEMBER 2014 | Club Business International 19 | News & Know How | News

Sport & Health Introduces > Short Takes | WHO Reports Masters Swimming Major Gains in Life Expectancy

People across the globe are living longer, according to World Health Statistics 2014, published by the World Health Organization (WHO). The new report indicates that average global life expectancy has increased by six years since 1990. A girl born in 2012 can now expect to live to be about 73, and a boy born that year, to the age of 68. And, wherever they live in the world, women live longer than men. In the 10 top- ranked countries, female life expectancy is 84 years or longer, and, at 87 years, Japanese women have the longest life expectancy in the world. Life expectancy among men is 80 years or more in nine countries, with the lengthiest in Iceland, Switzerland, and Australia.

Oldest: Japanese women, No. 1 at 87 port & Health, which owns Programs will be offered at and operates 23 full-service Sport & Health’s Bethesda, Bram- Shealth clubs and day spas bleton, Crystal Park, Fredericks- in Virginia, Maryland, and burg, Gainesville, Lakeforest, Washington, D.C., has announced North Frederick, Regency, Rio, that it will soon offer Masters Skyline, Tenley, Tysons, Wood- Swimming programs at 14 of its bridge, and Worldgate clubs. locations, in partnership with Each location will have a U.S. Masters Swimming. (See coach-instructor who has “Helping Seniors ‘Master’ Sports,” completed Levels 1 and 2 of the October CBI, pg. 42.) U.S. Masters Swimming Coach Founded in 1970 and head- Certification Program. quartered in Sarasota, Florida, “We’ve had adult swimming U.S. Masters Swimming is a programs at several locations The report reveals that low-income coun- member-run, national governing for some time,” says Tamara tries have made the greatest progress, with body that promotes health, well- Yaunches, the corporate an average increase of nine years between ness, fitness, and competition via director of aquatics for the 1990 and 2012. That said, people in high- swimming, for adults age 18 and chain. “However, it was time income countries continue to have a much over, by partnering with more to standardize our offering as better chance of living longer than those in than 1,500 adult swim programs an official USMS program and low-income ones, due to their success in in the U.S. launch it across all our clubs.” —| managing noncommunicable diseases, such as heart disease and stroke. —| > Short Takes | Car Mechanics Rev Up for Exercise Who exercises the most? Automobile mechanics, according to a British Heart Foundation survey; they work out an average of 4.44 times a week. They’re followed by plumbers, electricians, builders, and tourism and marketing professionals (4 days); medical personnel (3.14); human resources workers (3.04); and, finally, by florists (2.68). —|

20 Club Business International | DECEMBER 2014 | ihrsa.org Download the Free IHRSA App: ihrsa.org/app

| News & Know How | News

| CBI’s Eye on the Economy | Employment levels, disposable income, and club revenues—all up

> From an economic standpoint, the good news continued growing demand, reflected by high levels of member traffic and for IHRSA clubs during the third quarter of 2014. Bottom line: an expanding membership base; historically, though, the sum- The data revealed that consumers spent more. mer months tend to be among the slowest of the year for clubs. As the unemployment rate fell, fees for club dues and According to the IHRSA Industry Data Survey, the results of lessons, as well as for all items, climbed steadily throughout which appear in the current edition of IHRSA Profiles of Success, the summer. In June, for example, the increase in the cost of the clubs that responded to the survey reported that 2013 was a all items outpaced those for club dues and lessons, while, in typical year in that sense—the summer months were, indeed, July and August, the situation reversed, with dues increasing the slowest in terms of membership growth. But when club faster than the price for all items. operators respond to next year’s survey, the results of which Specifically, dues rose by 1.92% in June, by 3.04% in July, will be published in the 2015 edition of Profiles, the increases and by 1.95% in August. Lesson fees were also rising, as they’ve they recorded this past summer will finally surface. been doing since March. They were up by 1.62% in June, 1.95% In addition to the impact produced this year by a drop in unem- in July, and 1.65% in August, as the momentum continued. ployment levels, fee increases during the third quarter might also Fees for all items grew by 2.07% in June, by 1.99% in July, be weather-related. July was an unseasonably cool month and by 1.70% in August. nationwide, and while temperatures rose in August, some parts Should unemployment continue to improve, revenues from of the country recorded record rainfall. At a time of year when fees should, likewise, continue to grow, thanks to the greater consumers traditionally enjoy the beach and other warm-weather disposable income consumers will have to spend on health and outdoor activities, some may have delayed their summer vaca- leisure activities. tions or spent them indoors—hopefully, at their health clubs. However, as any club veteran understands, the revenue For additional information on the figures cited here, please increases experienced this summer represent a distinct depar- log on to ihrsa.org/research. For more on the IHRSA Health Club ture for the industry. Fee hikes are usually associated with Consumer Report, please go to ihrsa.org/consumer-report. —|

Consumer Prices and National Economic Trends (% change vs. same month previous year) 5

0 6/13 7/13 8/13 9/13 10/13 11/13 12/13 1/14 2/14 3/14 4/14 5/14 6/14 7/14 8/14 -1

-2

-3 Club Dues (NSA*) Fees for Lessons (NSA) -4 All Items (NSA)

-5

Note: NSA: Not Seasonally Adjusted

22 Club Business International | DECEMBER 2014 | ihrsa.org Download the Free IHRSA App: ihrsa.org/app

5 4 3 2 1 0 -1 -2 -3 -4 -5

| News & Know How | News

Among the Fittest and Fastest Growing IHRSA associate members make Inc. 500 and 5,000 lists

hink of them, if you will, as “the MINDBODY, Inc., headquartered in San most wanted lists” for small, Luis Obispo, California, a global provider of Tprivately held businesses. They’re Web and mobile management solutions to Inc. magazine’s lists of the 500 and 5,000 the wellness and beauty industries, placed fastest-growing companies, based on 1,445 on the Inc. 5,000 list—the seventh three-year revenue growth. time it’s made the list. As the fitness industry is a particularly For the second year in a row, WELL- entrepreneurial one, it may come as no BEATS (formerly Fitness On Request), surprise that three IHRSA associate based in Maple Grove, Minnesota, has member companies—one franchisor and earned a spot on the Inc. 5,000, this year two service providers—made these lists landing at No. 800. WELLBEATS provides this year, and for two of them, it was a virtual fitness programs to a variety of repeat performance. clients, including health clubs, schools, Orangetheory Fitness, based in Fort and military facilities. Lauderdale, Florida, which was ranked In addition, two industry-related compa- No. 392 on the Inc. 500, has some 124 fran- nies made the Inc. 500. Tough Mudder, Inc., chised studios open and 280 under development in 28 states based in Brooklyn, New York, which is well known for its and three countries. Founded in 2010, it had revenues of endurance obstacle courses, was ranked at No. 143. And $7.1 million in 2013, and a three-year growth rate of 1,178%. Title Boxing Club, of Lenexa, Kansas, which operates fitness The firm also claimed the No. 403 spot on Entrepreneur facilities that offer boxing, kickboxing, and personal training, magazine’s list of the 500 fastest-growing franchises. was No. 202. —|

> Short Takes | Vasper, a New Training Device, Attracts the Elite The National Aeronautics and Space

Administration (NASA) is intrigued by Trendsetters: from l., Sebastian Vasper it; Olympians and other elite athletes Wasowski, Chelsea Morris, Tripp Baird, have expressed interest; and Google and Vasper creator Peter Wasowski has already installed one at its California headquarters. It’s Vasper, a new piece of equipment that trains the muscles in a unique way. Named for “vascular performance,” the machine uses cooling and compression systems to accelerate the activation of fast-twitch muscles, placing them in an anaerobic state without the normal wear and tear that’s produced by long workouts. Designed by Peter Wasowski, a Hawaiian entrepreneur, Vasper involves working out for intense, 20-minute intervals on a recumbent bike. an anaerobic state, thereby increasing that are filled with a chilled liquid to The difference: The patented the production of lactic acid. The keep the body’s core temperature technology includes compression resulting acid buildup signals the brain lower during exertion, allowing users cuffs filled with liquid that, according to increase the production of anabolic to push themselves harder with less to Wasowski, place gentle pressure hormones, such as testosterone and sweat and fatigue. on the muscles of the upper arms and human growth hormone. The Vasper’s purported benefits: thighs. This, he says, activates the The system also includes a cooling increased energy, muscle growth, and fast-twitch muscles, placing them in vest, copper footplates, and a helmet fat loss, and more restful sleep. —|

24 Club Business International | DECEMBER 2014 | ihrsa.org Download the Free IHRSA App: ihrsa.org/app The all new RESTYLED. REFINED. REIMAGINED.

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> Short Takes | Insurance-reform exercise Next Generation of Workout Wearables flairimages-Fotolia.com Dhananja Jayalath and Christopher Wiebe used to lift weights together when, as students, they were pursuing electrical engineering degrees at the University of Waterloo, in Ontario, Canada. Both were frustrated by the fact that they couldn’t tell exactly how their muscles were performing—i.e., whether they were exercising too hard or not hard enough. Bringing their expertise to bear, the two have since created Athos, a line of workout clothing that’s lined with electromyography (EMG) sensors that perceive the activity inside muscle fibers, pre- cisely tracking how hard, and how Lower Health Insurance Fees for well, the body is performing. In August, their company obtained a Health Club Members? $12-million round of financing Japanese study suggests concept could produce major savings that will permit it to ramp up manufacturing. The first shipments of clothing were scheduled to go out his effort is well overdue—but The new model would help create in the fall. it’s a good sign, just the same. a society “where insurance premiums Researchers at Osaka Univer- match health enhancement efforts,”

T Athos sity, in Osaka, Japan, are working on says Takura. To develop it, the a business model that would allow the research group is working with club insurance industry to offer lower operators and members, insurance premiums to people who regularly companies, and medical and research work out at health clubs. institutions. As part of their research, the group If the plan were implemented, people collected obesity, blood pressure, who exercise regularly at clubs would diabetes, and other medical data from qualify for lower insurance premiums, 79 club members aged 20 to 82, and plus other benefits, while, in turn, calculated the probability of their insurers could expect to reduce insur- suffering strokes, heart attacks, or ance payments by selling policies to other major medical problems. healthy individuals. Athos gear The 79 people in the study paid an Furthermore, club operators might in action average of approximately $173,063 be able to attract new members by in medical expenses between the ages partnering with insurance companies. And Jayalath and Wiebe aren’t of 40 and 85—$14,337 less than the Medical and research institutions alone: The Leo, a wearable band national average of $187,4000 calcu- would collect data for further studies, designed for runners and cyclists, lated by the country’s Health, Labor, while providing health checkup and also utilizes EMG. “We can actually and Welfare Ministry. disease prevention services. use these signals to measure your The finding adds weight to the notion The study is being subsidized by lactic acid levels, and alert users that physical exercise is beneficial not Japan’s Ministry of Economy, Trade, before they get a cramp if they’re only for individuals, but also for insur- and Industry. More data will be gath- pushing the pace too hard,” says ance companies, suggests Tomoyuki ered over the next two years before the Leonard MacEachern, the firm’s Takura, the Osaka University professor proposed model is formally presented founder. —| who led the study. to the insurance industry. —|

Download the Free IHRSA App: ihrsa.org/app ihrsa.org | DECEMBER 2014 | Club Business International 25 | News & Know How | News

Curves Veteran Membership Sales Snaps Back Gary Findley introduces EnVie Making the Most of New Year’s fitness franchise to the U.S. By Jean Suffin > Gary Findley has big plans. The fitness industry veteran who helped t’s December, and the New Year’s rush is about to begin. How can you make the create Curves International, Inc., and most of it? spent five years as the COO of Snap I You’ll want to reassess your staffing, sales training, sales process, and Fitness, has launched EnVie Fitness in incentive programs, counsel several leading club operators. the U.S. Ironically, the new business will Last month, for example, the Gainesville Health and Fitness Centers be based in Waco, Texas, the birthplace (GHFC), in Gainesville, Florida, got started by ensuring that the necessary new of Curves. staff members had been hired and fully trained, recounts General Manager Currently, the women-only franchise Shawn Stewart. “Having the right staff is critical to handling the January rush,” has seven locations in Australia, plus two he points out. The club will keep these extra employees until mid-February. more in development. Findley intends to You’ll also want to give your staff a clear heads-up disseminate the brand throughout the about what to expect, suggests Paula Neubert, the pres- world, starting in Texas, and will oversee ident and general manager of the Greenwood Athletic all operations, except those in Australia. and Tennis Club, in Denver. “The club will be crowded,” A corporate EnVie location has opened she warns, “so they should be prepared to handle the in the Dallas suburb of Mansfield, and lines of people checking in, addressing current members a franchised location made its debut in by name with a smile, and, in general, providing as much Phoenix, Arizona, in October. Findley TLC as possible.” has hosted prospective franchisees from Thoroughly preparing your sales team is critical, insists Amanda Konigsberg, the Active Sports Clubs general Las Vegas and Orlando, Florida, at the Paula Neubert Mansfield facility, and, after opening at manager at the 92nd Street Y, in New York City. “It’s least three EnVie clubs in Waco, will be essential, for instance, that your team be well educated inviting more visitors to Central Texas. about exactly how your club compares to and is distinguished from the competi- Findley also has tion.” She advises that you arm them with competitive information, on matters Gary Findley his eye on Canada such as pricing and class schedules, so they can detail the ways in which your club and Mexico, and might be a better match. reports that he’s Konigsberg also suggests you can increase the team’s efficiency by making in touch with a wise use of mobile technology. “It’s an excellent time to assess your club potential client management system, and, then, make changes that will ensure the enrollment in Dubai. process is seamless for the prospect, and simple for your team. How? By using “I’d like to see iPads or tablets instead of multiple paper forms.” at least 500 stores During the January and, hopefully, February crush, when prospects, tire kick- open within the ers, and current members all converge on the club, you’ll want to devise ways to next five years,” handle the heavy traffic, especially during peak hours. One way to do this, offers he says. Neubert, is to schedule classes so as to channel people toward slower periods. EnVie locations And, she adds, “The club should be in perfect condition.” require about Another way to make the crowds easier and more agreeable to contend with, 2,500 square says Stewart, is to link your initiation and fitness assessment process to some feet of space. They’re equipped with attractive perks. “With so many people embarking on an exercise program, it’s treadmills and elliptical machines for important to have everyone exercising safely and appropriately,” he explains. cardiovascular workouts, and with “So we offer a free Face2Face initiation program. Every new member is sched- strength-training circuits. Designated uled for five assessment and training sessions over the course of the first six areas can be used for group training, weeks of their membership.” such as yoga and kickboxing. Personal Finally, Konigsberg observes, you’ll need to protect staff morale during this trainers are available every day, and each high-stress time. “You can facilitate that,” she says, “by including them in the location also offers nutrition counseling. decision-making process. … Treat the members of your team as though they Findley estimates that a typical fran- were business owners, ones with an active role in many aspects of the operation. chisee will probably require $140,000 to Keeping them informed, invested, and incentivized will go a long way toward $160,000 to bring a club online. —| attracting, and keeping, your new members.” —|

26 Club Business International | DECEMBER 2014 | ihrsa.org Download the Free IHRSA App: ihrsa.org/app Finishing a workout never felt so good

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| News & Know How | First Person

Magnus Lindkvist Trendspotter, Author, Consultant Zurich, Switzerland

By Patricia Amend

Last year, you spoke to more than 500 club operators at the In ancient Norse, the word trendr means “to turn.” When we 13th Annual IHRSA European Congress in Madrid. What did trend-spot, we’re simply looking for turns, shifts, bumps— you learn about our industry from that experience? the waves and ripples in the currents that define and describe a society. To trend-spot, the first thing you have to What surprised me most was how diverse this industry is, do is overhaul your “information diet.” I mean, what’s on both in terms of its offerings and the wide range of people your information menu? How do you feed your brain? You who own and operate health clubs. It’s really remarkable! should strive to be provoked by a new idea, concept, or per- (See “CBI Interview,” October 2013 CBI, pg. 30.) son at least once a week. For the same reason, you also Now, as a keynote speaker at the 34th Annual International should try to travel extensively. IHRSA Convention and Trade Show in Los Angeles in March, what’s the main message you’re going to convey? What are the best, and worst, ways to respond to emerging trends? It’s very simple, but, at the same time, quite profound. What we should all be doing is striving to create new, valuable, The best way, it’s clear, is to respond very slowly and very and rewarding products and experiences—rather than con- thoughtfully. And the worst way, it therefore seems stantly focusing on competing with one another. obvious, is to respond very quickly and impulsively.

When a client employs your services, what are they Have you spotted any new developments in the fitness generally looking for? What do they want? industry you think we should keep an eye on?

For the most part, I think, they’re searching for some kind I think the whole wristband, wearable, exercise tracking and of X-factor. A company might be adept at business logic, for monitoring devices and apps that are designed to motivate instance, but deaf when it comes to business magic, so they users, and help them get the most out of their workouts—it’s might ask me to provide some. They’re often looking for a all quite interesting. It’s certainly a trend worh watching. way to expand their corporate mindset, and help them identify new opportunities. So, that’s where I come in. Other recent industry trends include the proliferation of budget clubs and intense exercise regimens. How can How can club operators best cultivate creative thinking operators respond to such disruptive innovations? in their staff? Contrary to conventional thinking, “disruption” is surpris- By, first, treating them like the creative people they already ingly easy to anticipate. Whenever a new product or service are, and, then, by letting them work at it. Creativity is inher- comes along that you consider inferior, in terms of its ent in all of us. Just look at how imaginative and inventive quality, its value proposition, or its similarity to what children are by their very nature. And just consider how you’re already offering—that’s when you should begin to easily quality can be destroyed. You don’t want to do that worry. The serious competitors always come from below— with your staff. from companies you thought were smaller, cheaper, and You’re a certified “trendspotter,” so it’s inevitable that we inferior—not from the companies you regard as your peers. ask: How does one spot new trends? Pay attention to the players who provoke you. —|

Download the Free IHRSA App: ihrsa.org/app ihrsa.org | DECEMBER 2014 | Club Business International 29

| News & Know How | On The Move

Award Winning Club Openings Jim Brown Honored for Lifetime Achievements In September, the 2014 Joe Gold Lifetime Achievement Award was presented to Jim Brown, the Hall of Fame football star, civil rights activist, and actor, during this year’s annual World Gym International (WGI) convention. The Los Angeles– based fitness franchise staged the event at the Mandalay Bay Hotel & Casino in Las Vegas. Brown is arguably one of the greatest athletes of the 20th century. He was also a Hollywood trailblazer, as one of the first African American actors to command leading roles in a number of major films, including The Dirty Dozen. Even more com- mendable, however, is his ongoing commitment to saving and changing lives. At the height of his football career, Brown founded the Negro Industrial Economic Union, which, under his leadership, created more than 400 businesses and thousands of jobs in urban communities. In 1988, he also created the Amer-I-Can Life Management Skills program, which helps people coming out of incar- ceration find jobs after their release. “The World Gym family is proud to pay tribute to such an extraordinary athlete, actor, and humanitarian who continues to have such a profound impact on the lives of so many,” observes Guy In the swim: Cammilleri, the managing director XSport lap pool of WGI. —|

Hall of Famer Jim Brown XSport Fitness Plans for Xciting Growth XSport Fitness has big plans for growth in the next year, as the Illinois-based Acquisitions company continues to expand throughout the Chicago, New York, and Washington, D.C., markets with three new facilities. Genae Acquires an Elixia Site in Lyon, France Slated to open by the end of this year French health club operator Genae Club recently expanded its portfolio to four are clubs in Melrose Park, Illinois; The locations with the acquisition of the 25,800-square-foot Club d’Ecully from the Bronx, New York; and the Fort Totten Scandinavian health club brand Elixia. neighborhood of D.C. All three will The “overnight rebranding” of the facility, which was relaunched in August, feature state-of-the-art cardiovascular introduced a new pricing and membership structure that saves members 40%. equipment with Cardio Theater; Now they can take advantage of the club’s many offerings for $62 a month on selectorized strength training machines; a no-contract basis and a pay-by-the-hour system for classes, compared with extensive free-weight areas; certified $101 a month on a 12-month contract under their previous member agreement. personal training programs; and the new Located in Lyon, France, the club features three studios, a gym, a spa area, a cutting-edge, fast-paced, competitive pool, and a restaurant; pro- interval-training program, X-IT. Amenities include a basketball court, grams include Pilates, yoga, Club d’Ecully, Lyon, France aerobics, cardio-gym, dance, a four-lane lap pool, a resistance pool, and martial arts. a children’s play area, a café, and a pro Genae is already planning shop. Like all XSport facilities, these its fifth location, set to open clubs will be open 24 hours a day, 365 next year in Toulouse. days a year, and offer a variety of Elixia will continue to membership options. operate its two other clubs in Earlier this year, XSport Fitness Lyon, and has plans to open opened two express locations—in one or two additional clubs Woodbridge, Virginia, and Matteson, by the end of 2015, also in the Illinois—and one full-service facility in greater Lyon area. —| Norridge, Illinois. —|

Download the Free IHRSA App: ihrsa.org/app ihrsa.org | DECEMBER 2014 | Club Business International 31 | News & Know How | On The Move

Strategic Partnerships

Planet Fitness and “We’re excited to be a part Biggest Loser trainers Jessie of The Biggest Loser … as an Biggest Loser a Pavelka and Jennifer Widerstrom important part of the contes- Winning Team tants’ transformation process,” says Dawn Sullivan, director of For the fourth year in a row, marketing at Planet Fitness. Planet Fitness will serve as Joining veterans Dolvett the national gym partner of Quince and Bob Harper are new the popular NBC reality series, trainers Jessie Pavelka and The Biggest Loser, now in its Jennifer Widerstrom. In a new 16th season. twist, Harper will work with elim- Planet Fitness not only will inated contestants at a secret fully equip the gym on The location called “Comeback Biggest Loser ranch in support Canyon,” where they’ll have the of 20 former athletes who hope opportunity to compete for a to regain their health, but will chance to return to the show. also be featured with a past Dover, New Hampshire– Biggest Loser contestant high- based Planet Fitness, known for its low prices and Judgement lighting the brand’s pe@pf program (phys.ed at Planet Fitness). Free Zone, has more than 800 locations nationwide serving SelectCBI_Caption_White episodes will show contestants working out at Planet Fitness clubs near their homes. nearly six million members. —|

Franchising Public Service

elements to Launch a Flagship Facility in Miami Opportunity Knocked and the The fitness and Midtown Athletic Club Answered lifestyle brand Thursdays have elements plans become a special to open a flag- day at the Midtown ship location on Athletic Club tony Brickell (MAC) in Oak Park, Avenue in Illinois. That’s Miami’s “new when a group of urban core.” At press young adults from time, the Opportunity company was in Knocks, a local talks with two organization that major develop- serves people with element-ary! developmental ers to include MAC meets special needs elements as a and intellectual resort-level health club and luxury spa, tapping into the disabilities, visits growing trend of local developers competing for prime the club to enjoy a lively fitness workout. amenity placements. The sessions are provided free of charge as part of the Scheduled to open in spring of 2015, the planned elements MAC’s community outreach program. club and spa will be a building enhancement for residents “We do random challenges where they’re touching walls, and guests, as well as a public membership club and desti- competing against each other, and just doing a lot of team- nation spa. Signature brand features such as BalanceDiet, building games that engage the brain,” Brian Lyons, the thinspa, candlelight yoga, and fitness valet will be offered MAC’s fitness director, explained in an interview with ABC7 in the 12,000-square-foot upscale boutique facility. TV in Chicago. “They may have had previous ideas about This project comes on the heels of a multi-club expan- exercise, but when they come here and are having fun sion in Florida, and recent announcements of expansion within five minutes, that’s where it’s at, and then we’re plans for the East Coast, California, and Latin America. —| high-fiving and having a great time at the end.” —|

32 Club Business International | DECEMBER 2014 | ihrsa.org Download the Free IHRSA App: ihrsa.org/app It's not the machines, stupid. It’s the people. - Lou Ferrigno

Come hear Lou share how social engagement impacted his early days in the gym & See how the GymGroups social and sensory technologies can help you increase member retention at http://gymgroups.com/ Reflecting on success: Arianna Huffington | CBI Interview | Arianna Huffington The author, pundit, television celebrity, and founder of The Huffington Post will redefine what “success” means at IHRSA 2015

By Jon Feld Highlights » Redefining success CBI: As one of the keynote speakers at IHRSA’s 34th Annual International » Women lead the way Convention and Trade Show in Los Angeles, you’ll be discussing the topic » A healthier workplace “Redefining Success: The Third Metric That Can Benefit Your Bottom » Taking care of oneself Line,” which is based on your most recent book—what’s that all about? ARIANNA HUFFINGTON: Earlier in my career, I operated under the common delusion that burning out was the necessary price one paid for accomplishment and success. However, recent scientific findings have made it clear that this couldn’t be less true. In fact, performance actually improves when our lives Arianna Huffington, 64, include time for renewal, wisdom, wonder, and giving. was born in Athens, Greece, Things changed for me when I had a painful wake-up call in 2007. Sleep-deprived and educated at the University and exhausted, I fainted, hit my head on my desk, and broke my cheekbone. Since of Cambridge in England. She then, I’ve arrived at a new phase that features breathing spaces, a deeper perspec- moved to New York in 1980, tive, and daily practices to keep me on track—and out of doctors’ waiting rooms. and became a naturalized U.S. citizen in 1990. Prior to CBI: What are the components of the Third Metric, and how do they relate launching The Huffington Post to personal, as well as professional, success? in May 2005, she had a storied career that encompassed AH: The Third Metric is about well-being, wonder, wisdom, and willingness. acting, international punditry, If we don’t redefine what success is, the price we pay, in terms of our health and, in 2003, a run for gover- and well-being, will continue to increase. But when we include well-being in our nor in California. In 2011, AOL definition of success, we begin to change how we deal with time, which leads us acquired The Huffington Post to the next element: wonder. for $315 million; Huffington When we live a life characterized by what Harvard professor Leslie A. Perlow remains the president and calls “time famine,” we rob ourselves of our ability to experience wonder—our editor-in-chief of The Huffing- sense of delight in the mysteries of the universe, and the everyday occurrences ton Post Media Group. Today, and small miracles that fill our lives. the HuffPost boasts more We also need wisdom to redefine success. Around the world, we see smart than 800 editors and reporters leaders—in politics, in business, in media—making terrible decisions because they worldwide, and 11 global lack inner wisdom. That’s no surprise. It’s never been harder to tap into our inner editions, with more to come. understanding, because, in order to do so, we have to disconnect from all our omni- In August 2014, the online present devices—gadgets, screens, social media—and reconnect with ourselves. news site had 115 million The last component of the Third Metric is a willingness to give, prompted by unique visitors, making it our empathy and compassion. When we have a wake-up call, and, subsequently, No. 1 in the U.S. During her experience well-being, wonder, and wisdom, we discover that we possess a prolific career, Huffington has natural willingness to serve—to respond to a wake-up call for humanity. written 14 books, including her latest, Thrive: The Third CBI: People in the fitness industry already share your passion about many Metric to Redefining Success of these concerns. What more do you hope to leave with the members of and Creating a Life of Well- your IHRSA ’15 audience? Being, Wisdom, and Wonder. —| AH: I want to give them concrete ways to move from knowing what to do to actually doing it. I describe 12 steps they can take; each person needs to pick the one that >

Download the Free IHRSA App: ihrsa.org/app ihrsa.org | DECEMBER 2014 | Club Business International 35 | CBI Interview |

resonates most strongly with them. AH: I have several rituals to help me reporters, and engineers to try to match Here are three of them: unplug and enjoy some time away the 24-hour news cycle. Therefore, we First, have a specific time at night from my devices. For example, I have a do a lot to prevent burnout, and to when you turn off all of your devices specific time at night when I regularly acknowledge that our employees have and disconnect from the digital world, turn off all my devices—and gently lives outside of work. We make it very which is something Perlow suggests escort them out of my bedroom. And clear that no one is expected to check in her book, Sleeping With Your Smart- when I wake up in the morning, I don’t work e-mail and respond after hours, phone. This will help you to reconnect start the day by looking at my smart- or over the weekend, unless, of course, to your wisdom, intuition, and creativity. phone. I take one minute to breathe those happen to be working hours. And don’t start your day by looking at deeply, or to be grateful, or to set my Everyone gets at least three weeks of your smartphone. Instead, take one intention for the day. vacation that they’re highly encouraged minute to breathe deeply, to be grateful, to take, and I’ve implored our and to set your intention for the day. “HuffPosters”—without much success, Next, introduce five minutes of CBI: You suggest in your book I must admit—to eat lunch away from meditation, and, eventually, increase that, while men currently drive their desks. We also have two nap that to 15 to 20 minutes a day, or the culture of power, women are rooms in our newsroom. more. Even a few minutes a day will going to lead the way when it open the door to developing a new comes to redefining success. CBI: Nap rooms? What’s been habit, and provide many benefits. How so? the reaction to that? Third, drop the things that no AH: Women are uniquely equipped to longer serve you. At age 40, I did a AH: Now our naps rooms are full most make leadership more fulfilling and major “life audit,” and I realized how of the time. Initially, when we installed sustainable. That’s why, if we’re ever them in the spring of 2011, they met with skepticism and reluctance. Many employees were afraid their “Women are uniquely equipped to colleagues might think they were make leadership more fulfilling and shirking their duties by taking a nap. We’ve made it very clear, however, sustainable. … We’re already witnessing that walking around feeling drained a global shift toward leadership values and exhausted is what should be looked down on—not taking a break that, traditionally, have been considered to rest and recharge. feminine: flexibility, compassion, collaboration, empathy, and nurturing.” CBI: You also make the case that healthy employees contribute to a healthy bottom line. Again, what are you doing at HuffPost to foster many projects I’d committed to in my going to redefine success, it’s going health and wellness? head—learning German, becoming a to be women who lead the way. And, AH: They’re a huge priority for us. good skier, and learning to cook. Most once men discard the notion that the In our New York offices, we host remained unfinished, and many had only avenue to success is the Heart meditation, breathing, and yoga never been started. Yet, these count- Attack Highway to Stress City, they’ll classes throughout the week, and less, uncompleted projects diverted join us, gratefully, both at work and our new offices in D.C. have dedicated my attention and drained my energy. home. … We’re already witnessing a meditation, yoga, and nap rooms. The Each one took a little bit of me away. global shift toward leadership values benefits of standing and walking—as It was liberating to realize that I could that, traditionally, have been consid- opposed to sitting all day long—have “complete” a project by simply elimi- ered feminine: flexibility, compassion, led us to provide a standing desk for nating it from my to-do list. Why carry collaboration, empathy, and nurturing. anyone who requests one. We also around unnecessary baggage? have a gym, and take part in the Virgin Pulse wellness program, which CBI: How does all of this play out CBI: allows employees to earn up to $500 a That first step—unplugging, in the workplace? What, for or battling “overconnectivity”— year by engaging in healthy practices; instance, have you done for your is very difficult for most business and to facilitate such practices, we employees at The Huffington Post? leaders. How successful have you stock refrigerators with healthy been at doing so? AH: Since the news never stops, snacks, including yogurt, hummus, there’s a temptation for editors, fruit, and baby carrots.

36 Club Business International | DECEMBER 2014 | ihrsa.org Download the Free IHRSA App: ihrsa.org/app | CBI Interview |

CBI: Turning to the health and a really healthier world—in LIVE! IN PERSON! fitness industry, the irony is the future? ARIANNA HUFFINGTON obvious. Although this business is AH: Fortunately, yes! Many political all about helping clients improve For a lively, engaging, and illuminating leaders are finally recognizing that their health and well-being, many evening—Arianna Huffington will discuss the well-being of their citizens of us are on that “Heart Attack “Redefining Success: The Third Metric That depends on much more than their Highway to Stress City” that you Can Benefit Your Bottom Line” during country’s quarterly growth rate, mentioned earlier. Any advice for IHRSA’s 34th Annual International as important as that may be. This club owners and operators and Convention and Trade Show, March 11–14, political epiphany could, hopefully, other fitness professionals? in Los Angeles. Her keynote address, lead to significant policy changes— generously sponsored by SPRI, will take AH: It’s especially important that encompassing everything from family place on Wednesday, March 11, from 5:15 to people involved in industries related leave to job creation—that would 6:30 p.m. For more information or to regis- to health and well-being take care reduce stress and improve overall ter, log on to ihrsa.org/convention. —| of themselves! My advice: Take full well-being. Let’s hope that happens! advantage of your position. You’re on the cutting edge of science and medi- CBI: Finally, tell us a bit about cal research, in terms of what it your own fitness regimen. Given hike in good company. I have a group means to live a healthy life, and you’re your packed schedule, how do of friends with whom I hike, and it’s part of a community that’s committed you stay fit? our tradition that whoever is feeling the to well-being. At the same time, most energized that day has to talk on remember to make time for well- AH: I have several rituals that help the way up the hill we’re climbing. The being practices and rituals that have me de-stress and unwind when I’m at rest talk on the way down. Let’s just say nothing at all to do with your career! home, as well as when I’m traveling. I’m pretty well known as a consistent I start every morning with 20 to 30 min- downhill talker. —| CBI: Finally, any bright spots utes of meditation and exercise as often that point to a healthier world— as I can. My favorite workout is a long – Jon Feld, [email protected]

Download the Free IHRSA App: ihrsa.org/app ihrsa.org | DECEMBER 2014 | Club Business International 37 Well- Deserved! IHRSA wins the ‘Power of A’ Gold Award for championing Augie’s Quest

By Lilly Prince

t’s an honor that confers credit and distinction upon IHRSA, its staff, and both its club and associate members. It’s an honor that also demonstrates, once again, that the IHRSA family has “heart.” Earlier this year, IHRSA was named the recipient of the “Power of A” (Association) Gold Award, conferred by the American Society of Association Executives (ASAE), for its strong and ongoing support of Augie’s BASH. The BASH, a fund-raising gala held each year during IHRSA’s Annual International Convention Iand Trade Show, is one of the principal efforts of Augie’s Quest, a charitable initiative that raises money for research to find a cure for amyotrophic lateral sclerosis (ALS), also known as Lou Gehrig’s disease. The Quest was founded and is overseen by industry veteran Augie Nieto, the co-founder and former head of Life Fitness, and his wife, Lynne. In 2005, Nieto was diagnosed with ALS, a disease that affects roughly 300,000 Americans each year. The ASAE represents more than 21,000 association executives and industry partners from 10,000 organizations. Its members manage leading trade associations, individual membership societies, and voluntary organizations in the U.S. and nearly 50 countries worldwide. Its “Power of A” Gold Award is presented to groups that have leveraged their skills and influence to produce a positive impact on American lives. IHRSA was one of only 23 associations, selected from a pool of 100 applications, to receive the award this year. “I’m honored and humbled to accept this award on behalf of all of IHRSA’s members and associate members, the people who really make Team Quest: from l., Augie’s BASH a success every year,” says Joe Moore, the president and Moore, Augie & Lynne CEO of the association. “It makes me proud of our industry, and shines a Nieto, McCarthy deserving light on our undeniable desire to do good.”

38 Club Business International | DECEMBER 2014 | ihrsa.org Download the Free IHRSA App: ihrsa.org/app BASH benefactors: the 2013 event raised $1.6 million

The efforts IHRSA has hosted The BASH for Augie’s Quest each year for the past nine years, raising more than $13 million for ALS research, reports Gretchen Simoneaux, the spokeswoman for Augie’s Quest. The most recent BASH, at IHRSA 2014 in San Diego last March, attracted more than 1,200 people and raised over $1.7 million. Since 2006, the Quest, in conjunction with the Muscular Dystrophy Association (MDA), has raised over $41 million. The 10th annual edition of the BASH will be held during IHRSA’s 34th Annual International Convention and Trade Show, March 11–14, 2015, in Los Angeles; the event will take place on Friday, “This award is a reflection of March 13, from 8 to 11 p.m. a grass-roots effort from the “IHRSA’s support of the BASH has been decisive in the success of the Quest, not only in the contributions it’s raised, but also in the fitness industry, supporting one way it’s facilitated the involvement of many other groups,” notes of their own. .... This support John McCarthy, IHRSA’s executive director emeritus and chairperson of the Augie’s BASH Committee. “Bravo to IHRSA, and to its has been monumental to my leadership under Joe Moore and his team, to the IHRSA board of Quest to find a cure for ALS!” directors, and to the many hundreds of IHRSA clubs that are involved in the Quest.” More than 35 members of IHRSA’s leadership and its membership actively promote and organize the BASH. In addition, hundreds of clubs conduct individual fundraising initiatives as part of “Clubs for the Quest.” The BASH is a unique event that pulls out all the stops, offering lavish décor, great food, celebrity hosts and performers, and a special appearance by Augie and Lynne Nieto. It also brings together IHRSA members—who are often competitors—for a night of camaraderie and goodwill in a collective effort to support ALS research. >

Download the Free IHRSA App: ihrsa.org/app ihrsa.org | DECEMBER 2014 | Club Business International 39 Well-Deserved! IHRSA effort: Moore, l., and staff take the ALS Ice Bucket Challenge “The BASH may be the heart and soul of the entire industry,” reflects Moore. Yield accolades The noble intentions and impressive results of the BASH, and IHRSA’s role in its success, have been acknowledged not only by Paul Pomerantz, of ASAE’s “Power of A” awards judging committee, but also by U.S. Sen- ator Elizabeth Warren (D-MA). “IHRSA’s work with ALS and Augie’s BASH really stuck out in my mind,” says Pomerantz, the chair of the committee, and CEO of the American Society of Anesthesiologists. “They exercised their power in an extremely impressive way, and attained very real results for a very important issue.” The awards, Pomerantz explains, “were initiated in 2009 to celebrate associations’ achievements, and also as a way to reach policy makers, who often don’t understand what associations do. The awards generate stories about their good work, and demonstrate to lawmakers how important associations are to the political process.” “I applaud IHRSA’s continuing effort in the fight to end ALS, and hope Senator that you’ll continue to provide leadership and guidance as a role model in Warren the community,” congratulated Warren. “Thank you for all that you do.” Words of appreciation and praise also came from Nieto. “This award is a reflection of a grass-roots effort from the fitness industry, supporting one of their own. IHRSA has committed the last night of every IHRSA convention to the BASH. This support has been monumental to my Quest to find a cure for ALS!” he explained in an e-mail. And new allies The conferring of the “Power of A” Gold Award came at a timely moment, given all of the publicity attending the ALS Ice Bucket Challenge, a groundbreaking, social media phenomenon that’s recently raised more than $114 million in donations for the MDA. Earlier this year, everyone from Ethel Kennedy to Justin Timberlake to, of course, Nieto himself, poured a bucket of ice water over their head, and challenged others—via social media—to do the same. “I applaud IHRSA’s continuing effort The objective: to promote awareness of the in the fight to end ALS, and hope disease and encourage donations to ALS research. IHRSA was quick to participate after being that you’ll continue to provide challenged by Chris Clawson, the CEO of Life Fit- leadership and guidance as a role ness. Moore, in turn, nominated the entire health and fitness industry, and a slew of member clubs model in the community.” jumped on board. Among the many were L&T Health and Fitness, in Falls Church, Virginia, and the Brooklyn Sports Club, in Brooklyn, New York. Clearly, IHRSA and its thousands of members excel at inspiring others to take part in a worthy cause. As Nieto notes poignantly, club operators, equipment manufacturers, and product and service providers are in a special position to fight for a cure for ALS. “I’m having a blast using the same skills I developed in my 35-plus years in the fitness industry, forging relationships with club owners around the world,” he says. “It’s the same marketing challenge—develop a product that people want to invest in. Thirty-seven years ago, it was a computerized stationary bike called the Lifecycle. Today, it’s the world’s largest ALS research center. “We will find a cure for ALS!” —| – Lilly Prince, [email protected]

40 Club Business International | DECEMBER 2014 | ihrsa.org Download the Free IHRSA App: ihrsa.org/app lockerlockerinnovation innovation

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EDGE director Andy Farina

Adult action: the Gainesville Health and Fitness obstacle course

By Julie King hile marching up and down in a step class used to constitute a strenuous workout, today’s exercisers are scaling 16-foot walls, flipping truck tires, and bounding over tree stumps. With demand increasing for ultra-intense workouts, obstacle course races such as Tough Mudder, Spartan Race, and Warrior Dash, are inspiring and driving Herculean sweat sessions at IHRSA facilities. Even couch potatoes are being moved to action by popular TV shows, such as American Ninja Warrior, American Gladiators, and Wipeout, which showcase jaw-dropping physical prowess on unforgiving obstacle courses. As a result, more clubs are investigating obstacle course training as a dif- ferentiator, a new revenue stream, and a retention tool. The success of the outdoor obstacle courses at clubs such as the Gainesville Health and Fitness Center (GHF), in Gainesville, Florida, and Fore Court Racquet and Fitness, in Cumberland, Rhode Island, is making it clear to others in the IHRSA universe that a profitable new business opportunity lies at hand. W42 Club Business International | DECEMBER 2014 | ihrsa.org Download the Free IHRSA App: ihrsa.org/app MUD, SWEAT, CHEERS Obstacle courses are creating new fitness and business & opportunities for IHRSA clubs

Kids’ fun: Fore Court Racquet and Fitness’ OCR training center

Understanding the appeal people lifted weights, performed gymnastics, and Of course, the uninitiated might reasonably ask, “What exercised on ropes, ladders, and other apparatus,” notes compels someone to voluntarily crawl under barbed Vincent Metzo, the director of education at KettleBell wire, traverse monkey bars, or grab hold of a rope and Concepts, Inc. (KBC), an IHRSA associate member based hurl themselves across open pits?” in New York City. The reasons abound. For some, obstacle courses represent a return to child- “There seems to be a new fondness for experiencing hood play, which is a powerful motivator in a 24/7, fitness in novel ways,” observes Josh Gould, a personal plugged-in, stressed-out world. “They take you back to the trainer who writes the blog Exercise Expertise, from playground—to swinging around, crawling, hanging, and Brookline, Massachusetts. “What makes these races throwing,” points out David Ganulin, the CEO of KBC. attractive is that they’re more fun than your average road “Consider the growing popularity of kettlebells, sandbags, race, and simply completing one is very rewarding.” calisthenics, and primitive or primal movements,” he Yet, however innovative and fresh they may seem suggests. “The obstacle course is a natural progression.” today, obstacle courses definitely aren’t new. “Actually, They may also evoke early, childhood memories of they replicate the training of the early 20th century when physical education programs, which emphasized >

Download the Free IHRSA App: ihrsa.org/app ihrsa.org | DECEMBER 2014 | Club Business International 43 Overview: OCR Mud, Sweat, & Cheers training center

locomotion, body management, and object management skills, while fostering mental toughness and personal confidence. But it’s not only the strength, cardiovascular, and agility demands that engage participants; the emotional and psy- chological aspects do so as well. And because most clubs use the courses to train groups, strong bonds form as members perspire and persevere together. “The social and camaraderie components are huge,” attests Ganulin. And of course, obstacle course trainings and competitions confer coveted bragging rights. “These events offer participants a unique challenge and a sense of accomplishment that they rarely experience in traditional fitness activities,” contends Cedric Bryant, Ph.D., the chief science officer of the American Council on Exercise (ACE), based in San Diego. “There’s a great sense of pride and healthy elitism among those that conquer these taxing races.” At 19,000 square feet, the club’s massive Outdoor As for whom you’re likely to see at the starting or Course Race (OCR) Training Center offers 20 obstacles, finish lines, the experts report that there’s nothing like a including traverse walls and ropes, a cargo net climb, typical participant. The regimen’s devotees include monkey bars, 10 walls of various heights, log hops, a youngsters, students, young adults, fitness buffs, week- teeter-totter, and a Hercules hoist. Nearby are tires, end warriors, and former, elite, and pro athletes. sledgehammers, sand bags, and a spear throw area. Clubs in action, No. 1 Morin, his son, his brother Brian, and several staffers built many of the obstacles at a cost of about $9,000. GHF had the foresight to create an obstacle course in its outdoor boot camp area, in March of 2011, at the recom- Members work on the OCR in small groups of up to 15 mendation of personal trainer Andy Farina. “I saw the that are led by a trainer. A single session costs $15, and obstacle course race movement gaining momentum, there are package discounts. All participants must sign a loved obstacle racing, and felt that our boot camp separate waiver prior to using the course. “Because this is program needed expanding, so I proposed it, and over- our first year, we only allow people on the course with a saw the construction,” he explains. class and accompanied by a coach,” says Morin. Farina is now the director of EDGE obstacle and To control access, the course is fenced in and locked, tactical training, the program he developed, at GHF. with security cameras and “No Trespassing” signs. Local The course includes a main pit area measuring police conduct nighttime surveillance. 41' x 130'; a 16' warped wall; a 14' cargo net climb; a repelling wall; parallel bars; monkey bars; balance beams A rich opportunity and logs; pull-up bars; a 5', 45-degree vertical wall; jump Has it been worth the investment? stumps; stacked tractor tires; and more. According to The answer from Farina and Morin is a resounding Farina, creating the course cost approximately $15,000. “Yes.” Personal trainers lead all sessions, after having care- The obstacle courses at GHF and Fore Court have dif- fully assessed participants’ ability levels. They then ferentiated these clubs from their competition, generated personalize the workout for each person accordingly, excitement among members, and produced gratifying increasing or reducing the challenges involved. Members fitness results. participating in EDGE personal training can purchase “We’ve had outstanding outcomes—with respect to fat individual course sessions for $14.75 per hour, or in loss, strength gains, enhanced movement patterns, and packages that cost $10.75 per session; nonmembers can improved running performance—on the part of those purchase a single session for $20. who use the course,” observes Farina. “There’s been a great buzz in our fitness center—its Clubs in action, No. 2 windows overlook the course,” reports Morin. “We have In January 2014, Fore Court Racquet & Fitness, working a chance to watch a lot of people having a ton of fun.” with a local obstacle course race organizer and competi- In addition to accommodating members, Fore Court tor, converted two outdoor sand volleyball courts into an also has hosted outside groups on the OCR. Among them, obstacle course training center. “There was nothing like 45 U.S. Marine recruits who were about to enter boot this in the area, so we decided to go for it,” explains Dave camp; a local Chili’s restaurant staff in search of a Morin, the president of Fore Court, a family-run business team-building experience; a private educational facility that celebrated its 40th anniversary this year. “I thought that fosters the confidence of kids 12 and older; and this could provide us with another revenue stream.” numerous birthday and bachelor parties.

44 Club Business International | DECEMBER 2014 | ihrsa.org Download the Free IHRSA App: ihrsa.org/app Over the top: Gainesville Health and Fitness These events offer participants a unique challenge and a sense of accomplishment that they rarely experience in traditional fitness activities. There’s a great sense of pride and healthy elitism among those that conquer these taxing races.”

And, have no doubt, more fitness facilities with “The growing popularity of obstacle races represents a courses are on their way. For example, the 32-year-old nice business opportunity for fitness professionals, American Gladiators franchise is now betting on the allowing them to design new programs that address success of obstacle course training with its American upper-body strength and endurance, flexibility, agility, Gladiators FitClubs concept. Qualified and preapproved balance, and coordination,” he says. “ACE’s Sports personal trainers will be able to license their own busi- Conditioning and Metabolic Training can help provide ness, under the well-known brand, to offer sports/fitness the knowledge and skills required to develop and offer instruction and competitions. these rigorous regimens.” Creating a program Safety,‘‘ promotion, opportunity So you’d like to introduce a program at your club. How Because safety is so critical, it’s worth reemphasizing do you do it? that the use of such courses should be overseen by a As you might expect, adding an obstacle course isn’t personal trainer, and limited to members whose abilities as simple as just tossing some ropes and sandbags have been thoroughly evaluated. “Fitness professionals outside. To succeed, you’ll first need to identify an first need to ensure that the participant can move well, advocate—e.g., an obstacle racing devotee among your and, then, assess their functional strength and condition- staff or members, a U.S. military veteran, or a profes- ing,” advises Gould. sional consultant—with expertise in design, layout, Metzo agrees. “Proper programming and progres- and construction. sions, based on a sports and needs analysis of To find out more about obstacle courses, you can participants, are the foundation of a training regime,” he search online, attend and/or participate in obstacle races indicates. “Training for this type of race must incorpo- yourself, and watch obstacle course competition shows rate a conditioning component and a skill progression.” on TV. You’ll also want to discuss your plans for a course If your obstacle course enthusiasts are safe and satis- fied, they’ll naturally spread the word. Be sure to make with your insurance company to identify potential good use of their testimonials in your club’s communica- liability issues. tions and social media efforts. “Market your obstacle Once you’re ready to acquire equipment, be resource- course as ‘the most fun people can have’ while getting ful. Consider repurposing materials you might already into the best shape of their lives,” Farina suggests. have, checking local junkyards, scouring eBay or Morin is convinced that opportunity abounds. “There are Craigslist, or even asking local manufacturers for a lot of people participating in obstacle course racing who’ve castoffs, such as tires or wire spools. made training for these races a major part of their lives,” he Most importantly, you have to ensure that your staff is points out. “The racing network and culture are tight-knit. both well educated and experienced. They should tackle And the energy and camaraderie they generate are motivat- your club’s course repeatedly, and participate in some ing both to the racers themselves and to observers.” obstacle races themselves. “Trainers should experience “As a trainer and coach,” says Gould, “I love to hear the course firsthand, and become your program’s lead- that people are looking outside of the walls of the gym for ers,” counsels Farina. “And they have to be good at help- new ways to help people improve their fitness.” —| ing people overcome fear and develop mental toughness.” You might also want to consider offering special – Julie King, [email protected] personal training programs that prepare people for the course’s unique demands, suggests Bryant. See “Product Showcase” on pg. 58.

Download the Free IHRSA App: ihrsa.org/app ihrsa.org | DECEMBER 2014 | Club Business International 45 Chart Your Course! … with IHRSA’s Profiles of Success

By Lilly Prince

ongratulations seem to be in order for • Smaller clubs generated less revenue per member the health and fitness industry, suggests ($631) than larger clubs ($876). the newest edition of IHRSA Profiles of • Total payroll consumed 41.7% (median) of total Success: The Annual Industry Data revenue for all responding clubs. Survey of the Health and Fitness Industry. CThis detailed IHRSA research report, document- • Clubs reinvested nearly 2% of their revenues into ing the industry’s performance in 2013, indicates fitness equipment. that it was a productive year for U.S. health clubs, “IHRSA’s annual industry data survey results despite the lingering effects of the economic down- indicate that leading clubs are continuing to experi- turn. Clubs experienced strong growth in three key ence growth and improvements in revenue, areas: revenue, membership, and club count—the membership, and operational metrics,” observes strongest since the beginning of the recession. Jay Ablondi, IHRSA’s executive vice president of Total industry revenue increased by 2.7%, global products. “This year’s report also shows that from $21.8 billion in 2012 to $22.4 billion in 2013, IHRSA operators are adept at managing and while, during the same period, total membership increasing member traffic throughout the year, not increased by 5.3%. The total number of facilities just during the first quarter. The clubs surveyed are increased by 5.4%, from 30,500 to 32,150, clearly able to deal with seasonal fluctuations.” which was more than twice the growth rate of the previous year. An industry primer These may be the bottom-line findings reported In a word, Profiles is a primer on the industry, as well by Profiles of Success, but this valuable publication, as a rich source of information that operators can which provides the most comprehensive, up-to- simply use as a point of comparison or, even more date, and authoritative data on U.S. clubs, also importantly, as a foundation on which to predicate tracks all of the metrics that yielded them. Profiles future action. For example, the report notes that the provides solid statistics on virtually every area of recent recession has had a major and ongoing impact; club operations, including, among others, facility, operators have implemented and are maintaining membership, and revenue growth; staffing and conservative operating budgets––for good reason. payroll; and profit center productivity. “One key insight from the current report has to This allows owners and operators to compare do with the overall economic climate, which is their results with those of their peers, pinpoint their something operators should take very seriously,” business’ strengths and weaknesses, and identify advises Profiles author Greg Manns, the senior vice opportunities for improvement and growth. president of Industry Insights, Inc., a research firm Consider the following insightful facts unearthed based in Columbus, Ohio. “Unemployment and by Profiles: reduced consumer spending continue to create a headwind that clubs struggle against on a daily • Clubs that are part of a chain reported 5.6% rev- basis in an effort to increase revenues. In 2013, enue growth, while independent clubs logged 3.7%. average consumer spending reached its highest • Fitness-only clubs posted greater net member- level over the last five years, but was still well below ship growth (6.2%) than multipurpose clubs (0.8%). where it was in 2008. >

46 Club Business International | DECEMBER 2014 | ihrsa.org Download the Free IHRSA App: ihrsa.org/app The 2014 edition assesses both the industry’s status and its future prospects

Download the Free IHRSA App: ihrsa.org/app ihrsa.org | DECEMBER 2014 | Club Business International 47 Chart Your Course!

“In addition, the ‘right-sizing’ in terms of staffing A trend spotter that occurred after the recession has remained in Interestingly, the new edition of Profiles reiterates place in the health and fitness sector, as it has in and once again emphasizes a growing trend that it most other industries,” he points out. “Once focused on in the 2013 report––the emergence of managers saw that they could operate effectively boutiques, “micro-gyms,” and other specialty fit- while spending less, they began to manage their ness studios that focused on activities such as yoga, personnel more cautiously.” indoor cycling, barre, and CrossFit. Club operators can make equally good use of “There’s no question that the studio and micro- the report’s extensive and revealing sections on gym segments have been growing,” acknowledges consumer participation, demographics, and Art Curtis, the president of Curtis Club Advisors, psychographics, which also help to identify LLC, based in Lakewood Ranch, Florida, and for- strengths, weaknesses, and opportunities posed by mer IHRSA chairperson. “It’s not surprising that, emerging trends. as the industry continues to mature, and as “I was surprised to learn that overall member- approaches to fitness evolve, the industry is ship is now 52% female vs. 48% male. This is segmenting more, to complement the established dramatic––more so than most operators realize,” business models of multipurpose and fitness-only.” observes Bill McBride, the president and CEO of the Curtis recommends that clubs should view the Active Sports Clubs, with sites concentrated in growth of this new category as an opportunity to California’s Bay Area. “This indicates that a much fine-tune their value propositions to ensure they’re higher percentage of new membership is now com- providing their members with unique and exciting ing from female purchasers. I was also surprised offerings. “Whenever a new concept appears in by the decline in the number of members younger your community, you should be concerned, because than 35,” notes McBride, who’s also a former it has the potential to steal market share,” he chairperson of IHRSA’s board of directors. warns. “I’d be especially concerned if I owned a multipurpose, middle-market club with mediocre studio programs, and a specialty facility opened in my area. I’d want to make sure that my club was clearly differentiated from the competition, that my value proposition was clear, and that my studio- based programming was at least as good as that offered by the new kid on the block.” Competition is always hot in the fitness industry, but, according to Profiles, the thermostat was set even higher in 2013. In response, clubs of all sizes dedicated around 2% of their budget to sales and marketing. “Both multipurpose and fitness-only clubs reported significantly higher spending on sales and marketing, as well as their new-member acquisition costs,” explains Manns. While this could mean that two different segments are battling with one another, “It’s more likely,” he says, “that the competition among clubs within each segment is continuing to heat up.” “As the industry evolves, there will be a migration towards specializa- tion, which is what we’re now seeing,” reflects McBride. “The question is, Will the specialty offerings remain varied and progressive?”

48 Club Business International | DECEMBER 2014 | ihrsa.org Download the Free IHRSA App: ihrsa.org/app A peek at tomorrow While Profiles is an informative and illuminating account of the industry’s recent past, it’s also an instructive guide to what’s to come—a roadmap clubs can use to grow membership sales, increase club utilization, manage expenses, reduce attrition, and other- Art Curtis Bill McBride wise operate as efficiently and profitably as possible. “Profiles is a body of work that allows operators to respect to group and small-group training, while employ a set of benchmarks that are being updated as maintaining a male-friendly offering.” the industry itself is changing,” explains Curtis. “These The new edition of Profiles also takes note of an benchmarks provide them with an accurate context, so apparent slide in the size of the under-35 cohort. they can compare the performance of their business “As an operator with 10 commercial clubs in the with that of their peers or the overall industry. Bay Area, we’ll use this data to explore the obvious “This report,” he insists, “is essential reading for opportunity to appeal to younger professionals anyone who’s serious about the club business.” with tailored membership options,” McBride adds. McBride concurs, revealing that he’s formulated “I use Profiles of Success frequently to evaluate how several new plans of action based on findings in my clients are performing relative to their peers, and Profiles that have to do with shifts in member demo- to identify potential strengths and weaknesses,” con- graphics. “Active Sports Clubs is already realigning cludes Curtis. “I can’t imagine club leadership teams itself towards the fact that the female member is not being familiar with the data in this report—it now driving more volume in club purchasing,” he would be like a football player ignoring his playbook. says. “The report emphasizes the importance of “You do so at your own risk.” —| focusing on the female consumer, especially with – Lilly Prince, [email protected]

NEXT STEP TO SUCCESS Studying the new edition of IHRSA Profiles of Success: The Annual Industry Data Survey of the Health and Fitness Industry provides both a clear sense of how well your own club is doing, plus a distinct competitive edge. IHRSA members can purchase Profiles for $249.95, and nonmembers, for $499.95, by logging on to ihrsastore.com.

Club Operating Benchmarks by Club Type

Download the Free IHRSA App: ihrsa.org/app ihrsa.org | DECEMBER 2014 | Club Business International 49 The ‘Fun’ Factor

50 Club Business International | DECEMBER 2014 | ihrsa.org Download the Free IHRSA App: ihrsa.org/app IMMERSIVE FITNESS Transformer Disq class by Les Mill International at Crunch Fitness

Valuable tips on how to make exercise entertaining and addictive By Liane Cassavoy

here’s a nasty little secret in our industry, and it has nothing to do with pricing, or contracts, or trainer certifications, or the cleanliness of your club. The secret: Most people don’t enjoy exercising. In fact, many of them actually dislike working out. That’s the naked, unvarnished truth. Fortunately, there is a solution: making exercise fun and entertaining. Turning club-based physical activity into something that’s engaging and enjoyable will keep members coming through your doors over and over again. TThat’s good for them—and it’s good for you. We know that’s true, in theory, but how can you make exercise and entertainment synonymous in reality? For suggestions, CBI interviewed six industry thought leaders to get their take on how to achieve that golden goal—with and without the use of technology. Here’s what they had to say.

Phillip Mills, president, Les Mills International Phillip Mills agrees that the entertainment factor is incredibly important. “Most people are attracted to exercise because they’re after results, but they need more to take their engagement to the next level,” says Mills. “We want them to fall in love with fitness, so they’ll want to work out. Exercise that’s social, entertaining, and fun will accomplish that–– it’s addictive. People forget about the effort involved, enjoy themselves, are inspired to achieve more—and keep coming back.” Mills suggests that clubs have a wide variety of options to choose from. “We’re talking about motivating people, so top music, rock-star instructors, great programming and choreography, crowd energy—those are all effective. But if you’re looking for one thing to do, I’d say build Nightclub Series bigger studios, 4,000 to 10,000 square feet. This will enable you to hire the best teachers and class from Zumba run huge classes, with 100 to 300 participants every day. >

Download the Free IHRSA App: ihrsa.org/app ihrsa.org | DECEMBER 2014 | Club Business International 51 The ‘Fun’ Factor

“While the large-studio model is still uncommon, wherever we see it around the world, it works incredibly well. You should also focus on cool programming, such as HIIT classes; today, the dominant group exercise (GX) market is the Gen Y/Millenial one.” What about technology? “For weight rooms and cardio centers, I love big-screen mosaics, featuring music videos with the audio played throughout the gym, and some exciting sports; we recommended a music-to-sports ratio of three- to-one. Save the news and soaps for the personal cardio screens. “For GX studios, our IMMERSIVE FITNESS video programming is the future,” he contends. “By combining technology with exercise, we’ve blurred the lines between entertainment and workouts. For inspiration, we studied the immersive tents used at music festivals and the innovative video employed, for instance, at Beyoncé or Kanye West concerts. The movement and music of our exercise classes are now synchronized with a video-content screen in a purpose-built studio. We’ve successfully integrated technology, exercise education, and creative design.”

Harley Pasternak, fitness guru, celebrity trainer, and best-selling author The key to making exercise more entertaining? The Netflix effect, says Harley Pasternak. “Exercise—especially cardio—can be boring because it’s often repetitive and uneventful. Time moves slowly, and we think about all of the things we’d rather be doing. Entertainment makes workouts go by faster,” he explains. “If you’re watching a captivating television show, you’re distracted, and the time flies by.” That’s how technology can be useful, he continues. “If you get hooked on a series, and only watch it when you’re exercising, you’ll look forward to your time on the treadmill instead of dreading it.” And the technology doesn’t have to be a screen on the wall or a console on the equipment. Wearable devices can prove entertaining, too. “Using a Fitbit activity monitor adds another dimension to exercise, diverting our attention by showing us how much we’ve moved.” Clubs and trainers who don’t want to rely on technology to enliven a workout should consider a change of scenery, he says. “I think any new atmosphere can be great. Just changing what you’re looking at can make all the difference. For me, I love being outside. Whether you’re enjoying the scenery in a park or people-watching in a city, it gives your brain something to distract itself with. And, of course, music can really perk up a workout, increasing energy and intensity.” Finally, don’t overlook the power of a friendly competition. “My favorite kind of cardio is playing basketball with my buddies. We have a half-court at our gym, and I get caught up in the competition and fun, and forget how hard I’m working.”

Alberto Perez, CEO, Zumba Fitness, LLC Zumba, of course, is known for making exercise fun. “There’s a reason the Zumba program caught on with 15 million people—it’s exercise in disguise,” explains Alberto Perez. “If you’re enjoying what you’re doing, and you experience the emotional and physical effects, then there’s no feeling of dread; it’s actually something you want to do—not something you have to do. This will get the average person off the couch, and help them to become active and healthy.” However, Zumba’s success didn’t arise out of the program’s fun choreography alone, he adds. It’s the group approach that keeps people coming back. “The class setting creates a sense of comfort and community, allowing people to open up more, and enjoy the support of their fellow students. It’s also a place where they can meet new friends.” Perez firmly believes that you don’t have to rely on technology to make exercise fun. “At Zumba, we’ve learned that less is better. You don’t need distractions to enjoy your workout in one of our classes.” However, the right music and lighting are essential, he cautions. “Music is the key to an amazing workout—that’s clearly obvious in a Zumba class. Our new media campaign, ‘Let It Move You,’ addresses this factor directly. The music takes over your body and mind, and allows you to break free and live in the moment—that’s the effect that music and dance can have.” And if it feels like a party, all the better. “We like to create a party-like atmosphere, from the sound system to the lights,” says Perez. “In my studio, I have a light-up stage that adds a nightclub element to the experience––because, at the end of the day, a workout should be an experience that sticks with you long after the class has ended.”

52 Club Business International | DECEMBER 2014 | ihrsa.org Download the Free IHRSA App: ihrsa.org/app Bryan O’Rourke, chief executive, Integerus, LLC; president, Fitness Industry Technology Council As the president of the Fitness Industry Technology Council (FITC), Bryan O’Rourke spends much of his time thinking about the future of fitness. More often than not, that involves technology. But no matter how much technology you have in your club, you have to remember this: “People want what is fun and social. This is driven by groups, music, motivation, and ambiance,” he says. “You need great music and great, motivating instructors to keep things entertaining.” The desire to connect with instructors on a more personal level, as well as to work out with like-minded people, is one of the factors driving growth in the boutique studio market, O’Rourke points out. These smaller facilities offer an atmosphere that many members enjoy more than those of bigger facilities, though larger, multipurpose clubs remain popular, too. And, great instructors and great music are central to making exercise fun, no matter where you work out. When it comes to technology that can make exercise more entertaining, options abound, and many more are on the way, reports O’Rourke. “There are so many possibilities, some of them making use of artificial intelligence and interactive equipment. The morphing of the digital and physical space is key to the engagement and entertainment trend.” Also coming soon, thanks to falling prices for screens and virtual reality: fully immersive experiences, such as Les Mills’ IMMERSIVE FITNESS programming.

Brent Darden, principal, Brent Darden Consulting; former chairperson, IHRSA’s board of directors Making exercise fun isn’t just an intriguing idea, observes Brent Darden. It could also be the key to the industry’s future. “People often view physical activity as fun when they’re participating in sports or recreational activities. They’re getting exercise, but they don’t pursue those activities specifically for exercise,” he explains. “But, too often, when people say, ‘I need to exercise,’ they don’t associate that with having fun. Finding more ways to make it entertaining and enjoyable will benefit those individuals, our industry, and society as a whole.” One of the best ways to make exercise fun is to create a community around it, says Darden. “It’s been well documented that, if we can get people engaged in a community around exercise, they’re more likely to stick with it longer. If someone joins with a partner, it makes a big difference; and small or large groups are even better. Exercising alone is boring. Other people make it more entertaining.” However, Darden says, the instructor makes a class. “An instructor who’s creative and knowledgeable and chooses great music will provide an overall experience that’s fun. The instructor also must make it interactive, get to know all of the participants, and be helpful and facilitating during the class. That helps members build a support system that comes from working out regularly with the same people.” When it comes to technology, Darden advises customizing things whenever possible. “What one person may find entertaining, the next person may have no use for. Someone wants to watch ESPN, while someone else wants to download music and movies. The key is letting people access what entertains them personally.”

Donna Cyrus, senior vice president of programming, Crunch Fitness Sure, there are some people who’d be content to exercise all day, every day. But, for the rest of the world, one of the keys to making exercise fun is making the time go by—fast. In a group class, there are several ways you can help make that happen, suggests Donna Cyrus, starting with the instructor. “If the instructor is engaging, the time will fly by,” she promises. You also should consider the look and feel of the room, she says. “The environment in the room, especially the lighting, can play a huge role in creating the feel of the class. Low and soft color lighting is great for classes such as yoga or mind/body. And don’t be afraid to use theatrical lighting; dance comes to life with, for example, brightly colored lighting or even disco balls. Choose the lighting based on the activity.” And while technology shouldn’t be the be-all/end-all when it comes to making fitness fun, it can prove useful in keeping members motivated and engaged. “TV screens and virtual reality systems all play a part in adding to the environment. Technology systems for indoor cycling programs increase engagement of the participant, especially those that allow them to track their improvement, and compete with other members of the class. These kinds of systems,” she concludes, “can keep them coming back more regularly.” —|

– Liane Cassavoy, [email protected]

See “Product Showcase” on pg. 58.

Download the Free IHRSA App: ihrsa.org/app ihrsa.org | DECEMBER 2014 | Club Business International 53 “THE BEST CLUB IN …”

» How to earn and capitalize By Joe Halpern on local “best of” awards

You’ve seen this type of award many times: “Best of Boston,” “Best of Philly,” “Best of Chicago.” Lists that rank the “best” and, therefore, most highly desired products and services appear everywhere—in magazines, on Websites, and on television programs in cities large and small throughout the country.

54 Club Business International | DECEMBER 2014 | ihrsa.org Download the Free IHRSA App: ihrsa.org/app And although some may seem to be little more than popularity contests, motivated, in part, by the sponsor’s desire to increase its readership, audience, or advertising, the truth is, they do provide value. Educated consumers who want some assurance that they’re spending their money wisely make use of these awards to identify the firms (or the club) they want to do business with. Think of them as a convenient, slimmed-down form of Angie’s List that awards its Seal of Approval to a single company. For that and other reasons, a “Best Of” designation is something many club owners dream about. It attracts a lot of attention, validates the job a club is doing, sets it apart from the competition, attracts prospects, and makes its current members proud. Beyond that, such an award, if marketed properly, can go a long way toward enhancing a club’s brand, having a distinct impact on its growth, bottom line, and long-term success. “Awards are always a great validation of your gym’s success,” says Lindsey Richardson, the director of marketing at Fitness Quest 10, in San Diego, who’s moderated roundtable discussions on marketing strategies at IHRSA’s annual convention and trade show. “Because of that, they should be part of the message you get out there describing what a good job your club is doing.” How can you, first, get your club on a local list, and, then, leverage that honor to the hilt? To find out, CBI talked with three leading club companies that show up regularly on “Best Of” media lists, to demonstrate how these awards are generally conferred, and how clubs can capitalize on the marketing opportunity they proffer.

FITNESS FORMULA CLUBS (FFC) Company: Owns and operates nine “THE BEST CLUB IN …” multipurpose clubs in and around Chicago, and manages four others. Recent awards: “Best Gym Under $80,” Chicago Magazine, 2013; “Best Club in the Midwest,” Competitor Magazine, 2013 and 2014. Chicago magazine excerpt: “Beyond the expected features—weight rooms, cardio machines of every ilk, and a packed group fitness calendar—there are many amenities, including indoor lap pools, rock-climbing walls, free parking, onsite baby care, full-service spas, and cafés. Fitness Formula Clubs could compete handily with the upscale gyms in the city...” Making Chicago magazine’s coveted “Best of Chicago” list in 2013 was no small feat— even for FFC, one of the best-known regional chains in the country. The prestigious monthly, after all, boasts more than 700,000 readers, most of them educated and affluent, and features different business award categories every year. The last time it included a gym category in its “Best of Chicago Lifestyle” rankings was in 2007. >

Download the Free IHRSA App: ihrsa.org/app ihrsa.org | DECEMBER 2014 | Club Business International 55 “The Best Club in …”

So when, in late 2012, the magazine’s editors called looking for information, the club handled the request very carefully, recalls Jeff Riney, FFC’s vice president of operations. “Rather than just give them answers over the phone, I invited them to meet me at one of our clubs, so I could give them a tour and answer their questions in detail. The plan was to guide their experience to put us in the best possible light—the same way we do with any telephone inquiry about membership.” After scrutinizing the impressive facilities and amenities points out Gale Landers, the chain’s founder and CEO. “But offered, and considering what the club charges for mem- we don’t compete to be ‘best.’ We compete to be unique. bership, the editors named FFC the best lower-priced gym Competing to be unique thrives on innovation and creating in the Chicago area. a point of differentiation—when we do that, the ‘best’ That recognition set into motion a well-orchestrated ratings often follow.” marketing campaign to make the most out of the honor. Signs thanking the members for helping to make the club ELMWOOD FITNESS CENTER great were quickly posted throughout its nine locations. In addition, the company created its own “Chicago’s Best Company: Part of the Ochsner Health System, four multi- Award” logo and placed it prominently on every page of purpose locations in and around New Orleans, serving FFC’s extensive Website, and provided posts and links to approximately 25,000 members. the original magazine article on the club’s Facebook and Recent awards: “Best Health Club,” Gambit, “Best of New Pinterest pages. Orleans,” 2013.

“The award has become a way for us to validate what we do, and why we’re doing it. It reinforces, for everyone here, that we’re making a real difference in people’s lives.”

The effort has paid dividends. Gambit excerpt: “Whether you’re a seasoned triathlete Its increased online presence has helped FFC move up training for your next Ironman competition or a child on Google’s search engine, “making it a whole lot easier learning to swim, you’ll find the classes, equipment, for people shopping for clubs in Chicago to find us,” nutrition advice, and professional support you need to points out Riney. He’s also convinced that the bump achieve your fitness goals at this 175,000-square-foot provided by Chicago, which was followed by Competitor center, an outpost of Ochsner Health Center.” magazine’s naming FFC “Best in the Midwest,” helped When the readers of Gambit, the city’s most popular the company post an 8.5% year-over-year increase in membership sales in 2013. weekly newspaper, once again voted the Elmwood Fit- In turn, the resulting increase in sales helped FFC earn a ness Center the “Best Health Club in New Orleans” in spot on IHRSA’s 2013 Global 25 list, as one of the industry’s 2013, the club’s marketing team was ready to celebrate, fastest-growing clubs, with respect to revenue growth. and broadcast, that fact. They splashed the exciting “No doubt, the publicity surrounding the award keeps news on two 12-by-25-square-foot billboards positioned FFC front-of-mind to many consumers and members,” on two of the busiest highways in the New Orleans area.

56 Club Business International | DECEMBER 2014 | ihrsa.org Download the Free IHRSA App: ihrsa.org/app “We don’t normally spend a lot of money on any one marketing campaign, but this was a great opportunity for us to get the word out about our quality facilities and staff, and “We don’t compete to be ‘best.’ also to thank our members,” says Randy Strassel, the gen- We compete to be unique. … eral manager of the center, about the billboard advertising. Strassel, who estimates that his club spends between When we do that, the ‘best’ $8,000 and $10,000 per month on marketing, notes that Elmwood Fitness has made the Gambit awards list “some- ratings often follow.” thing like 18 of the last 20 years”—mainly on the basis of its reputation for providing outstanding personal attention and amenities for its members. To help remind members about the A-List voting, the Gambit—an independently owned newspaper and club placed a public computer in each of the lobbies of its Website, with a print circulation of 40,000, and an online seven locations, with homepage links posted to WISN.com audience exceeding 230,000 visitors, who generate some and its online ballot page. The club’s marketing depart- 600,000 page views per month—is the go-to news and ment also sent e-mail reminders about the ballot voting entertainment source in New Orleans. “It’s something that to its members, and made mention of it on its Facebook nearly everyone here knows about and looks at, and page weeks prior to the voting deadline. refers to at one time or another,” says Strassel. “So, of At the same time, O’Connor was careful to handle the course we want to get on the list.” situation with a light touch, and to be a little modest. “You How does the center do it? “The truth is we don’t ask our members to vote for us,” he responds. “They do it because they love what we offer here at our clubs, which is something WAC creative: Stephanie Hink, director of special and individualized for every one of our members.” branding; Thomas Jung, director of social media In addition to the highway signage, the Elmwood Fitness Center has made mention of its Gambit awards in TV ads, as well as in direct-mail pieces sent out to the prospective members in the community. And although Strassel admits that the new members gained via the advertising blitz may not always justify the marketing expense involved, he says that the recognition his staff receives is invaluable. “The awards serve as a reminder, to everyone who works here, of how much we’re helping the members of our community achieve their fitness goals,” he maintains. THE WISCONSIN ATHLETIC CLUB (WAC) Company: Seven multipurpose clubs in and around Milwaukee, serving approximately 24,000 members. Recent awards: “Best Gym,” the A-List, WISN.com (WISN- TV, Channel 12), 2013. can’t ask people to vote for you, but you can certainly make A-List, reader review: “This club has the best vibe, people aware of the awards,” he says, adding quickly, “Our great staff, and standards that beat every other club. I’ve philosophy has always been, ‘yes, we want the recognition.’ cancelled three other club memberships due to the But it’s our members who will ultimately decide whether or WAC being more encouraging to sticking to a plan and not we’re deserving.” executing it.” What does the award say about the WAC? What’s the award’s true value? WISN-TV’s WISN A-List, which was introduced in 2007 and “We’re not the largest club around here, but we’re very is now highly coveted in the Milwaukee area, has grown in fortunate to have incredibly loyal members who think popularity each year. It currently recognizes 175 award- enough of us to vote for us,” replies O’Connor. winning businesses—selected from a pool of more than “The award has become a way for us to validate what we 4,100 nominees—with the results based on the votes of do, and why we’re doing it. It reinforces, for everyone here, more than 138,000 local experts, according to WISN.com. that we’re making a real difference in people’s lives.” Because of the desirability of being endorsed by the TV … And what could be more rewarding than that? —| station, Ray O’Connor, the general manager at the WAC, and his staff were ready for the most recent award competition – Joe Halpern, [email protected] in early 2013. See “Product Showcase” on pg. 58.

Download the Free IHRSA App: ihrsa.org/app ihrsa.org | DECEMBER 2014 | Club Business International 57 Feature HeadlineOne of the goes great things here about theNo health Continued club industry is that no matter what you’re trying to do—e.g., make exercise PRODUCT more entertaining (as in “The Fun Factor,” pg. 50), or develop a new profit center (“Mud, Sweat & Cheers,” pg. 42), SHOWCASE or simply to prevail in your market (“The Best Club in …,” pg. 54)—hundreds of IHRSA associate members stand ready to help. If any of the above initiatives are currently on your agenda, you might want to check out the companies below.

“THE BEST CLUB IN … ” “THE FUN FACTOR”

GYMGROUPS MYE CLUB TV According to IHRSA figures, 60% of a TV audio is club’s cancelling members quit for a now available reason that clubs can control: a lack on Apple and of engagement. GymGroups creates a Android private social networking platform that increases members’ involvement with smartphones each other, with trainers, and with the gym. The platform includes a unique, with the MYE patent-pending sensory technology that tracks members’ in-club activity, and AppAudio. All allows them to share the results with their trainer and/or other members. The members program is easy to implement, and doesn’t require any massive staff overhaul. need to do is Contact: 844-GYMGRPS, gymgroups.com. Please see our ad on page 33. —| visit the iTunes or Google Play store, download the AppAudio listening app, HYDROMASSAGE and they can listen to TVs on cardio equip- For over 25 years, HydroMassage beds ment or anywhere else in the facility. Clubs have enjoyed the trust of doctors and can also use the AppAudio online marketing industry leaders, allowing clubs to offer tool to engage members by uploading the benefits of massage without having custom messaging, discount offers, to hire or manage a therapist. Members announcements, and class schedules receive one 7–10-minute massage that will appear directly on members’ per club visit, which can be utilized as smartphones. a relaxing cool-down after a workout. Contact: 661-964-0217, myeclubtv.com. — Most clubs create a new profit center by Please see our ad on page 28. | including HydroMassage services in premium memberships, or by charging an additional $10 to $20 per month. Clubs with the best utilization rates set up HydroMassage Zones, which include two or more beds in a semiprivate room with spa décor. “MUD, SWEAT & CHEERS” Contact: 727-536-5566, HydroMassage.com. Please see our ad on page 27. —|

POWER SYSTEMS, INC. INTOUCH TECHNOLOGY, INC. The sturdy, well-made InTouch Follow-Up is a sales and reten- Power tion software that’s been specifically Systems designed for health clubs. It enables Training Rope operators to capture all of a club’s leads can be used and communicate with them, proactively and effectively, to sell more member- indoors or ships and personal training sessions. Using this product, clubs can customize outdoors, and is a perfect addition to any their lead and member follow-up efforts to fit their own sales process. All sales obstacle course. Nothing works the body activities are tracked so that owners and managers can hold club staff account- for developing power and explosiveness quite able. Over 900 fitness facilities in 17 countries use InTouch Follow-Up to drive like rope training. It engages both the upper their revenue by increasing membership sales and member retention. and lower body, as well as the core, at the — Contact: 888-437-8243, intouchfollowup.com. Please see our ad on page 72. | same time, providing a quick and efficient workout. Various lengths and diameters of the rope increase the user’s stamina, grip strength, and overall conditioning. The Power Systems Training Rope is ideal for either individual or partner workouts. Contact: 800-321-6975, powersystems.com. Please see our ad on pg. 64. —|

58 Club Business International | DECEMBER 2014 | ihrsa.org Download the Free IHRSA App: ihrsa.org/app AFAA’s APEX ad for Dec 2014 issue of CBI TOM IVICEVIC 800-446-2322 x 214 full page / 4 color bleed (10/23/14) v1

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Download the Free IHRSA App: ihrsa.org/app ihrsa.org | DECEMBER 2014 | Club Business International 61 | Innovations | What’s New

Octane Fitness, LLC OPTP » Octane Fitness, LLC, has introduced » Eric Franklin's new the innovative Zero Runner, a unique book, Fascia Release cardio machine that replicates natural and Balance, now running, but without producing any available from OPTP, impact. The unit’s mechanical hip and describes how knee joints mimic the human biome- connective tissues chanics involved in running, and its integrate the various independent pedals allow users to components of the employ their natural gait, just as if human body, facilitat- they were outside, and provide support ing all movement. throughout. The Zero Runner also This information is measures gait and analyzes each step, complemented by helping runners to maintain and perfect Franklin Method their form—particularly when fatigue imagery and ball- begins to set in. The machine is ideal to rolling exercises, supplement training for half or full marathons, for active recovery, which release tension and prepare the fascia for and for cross-training. For more information, contact the company expansive movement. Fascia Release and Balance at 888-628-2634; zerorunner.com. —| introduces new Franklin Method exercises that, incorporating anatomical imagery and propriocep- tive tools, target specific areas of the fascia—from foot to jaw. Anatomical imagery is supported by rich, full-color illustrations, and each exercise includes step-by-step instructional photos. For more information, contact the company at 800-367-7393; optp.com.—|

Rice Lake Weighing Systems » The accurate, durable, Competitor Series body-composition analyzer (BCA), from Rice Lake Weighing Systems, comes in three distinct models: the D-1000-3 Full Body, D-1000-2 Upper, and D-1000-1 Lower. All TRX come with a built-in » TRX has announced a new and improved TRX CORE, an unlimited- thermal printer access membership program that’s now available to all fitness profes- that immediately sionals. Members enjoy a wide range of benefits, including TRX exercise produces identifying and workout videos, a discount on products, and access to educational information, analysis breakdowns, and a segmental and networking events. Among the upgrades are a new dashboard and analysis. More in-depth results can be obtained by »navigation system; an upcoming features calendar; targeted content utilizing the exclusive Body Pass software. Its Goal and challenges; and a video series featuring TRXperts answering the Setter mode allows users to select a target body-fat questions asked most frequently by TRX CORE members. “We’re proud percentage, and the BCA then calculates how to offer this comprehensive educational and content-delivery platform much weight needs to be lost to achieve that goal. to the entire fitness community,” says Randy Hetrick, the founder For more information, contact the company at and CEO of TRX. For more information, contact the company at 800-472-6703; ricelake.com. —| 888-878-5348; trxtraining.com. —|

62 Club Business International | DECEMBER 2014 | ihrsa.org Download the Free IHRSA App: ihrsa.org/app Ask about our great lease deals! Contact: [email protected] MEMBERS LOVE

Sure, we can tell youHELIX that the patented motion of the Helix, the only true 360° lateral trainer, creates radically more muscle activation (including the glutes, inner/outer thigh and core) while training you in all 3 planes. But the simple fact is, MEMBERS LOVE HELIX, and forward-thinking clubs have figured that out. For example:

“I actually love the Helix and my members love it, too. I wish I had more of them!” – Daryl Coston, Anytime Fitness, Brandywine, MD

“It says a lot about the Helix that almost everyone has a smile on their face when they’re using it.” – Dick Snyder, Lifesport Fitness, Philadelphia, PA

“The Helix has proven to be a good selling point with potential members.” – Amanda McFerren, Lancaster YMCA, Lancaster, PA

Helixes are the Adding Helixes to your facility has never been most popular new cardio product at easier. Besides being the world’s first lateral the East Bank Club trainer, Helix is also the most budget-friendly in Cleveland, OH lateral trainer available. And, since it is self-generating, with virtually no maintenance, cost of ownership is amazingly low. Contact Helix today to learn more about our great lease offers. Hundreds of additional testimonials available at: www.helixco.com/testimonials

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ELLIPTICALS Cardio Complexity BODY-SOLID, INC. Lateral, elliptical, alternative motion trainers—club members want them all

One of the newest “darlings” of cardio equipment, lateral trainers are still generating healthy sales, manufacturers report, as club operators respond to their growing popularity with exercisers. However, that doesn’t mean that they’re stealing space from ellipticals, the 20-year-old cardio Endurance E5000 Premium category that’s now solidly established worldwide. Elliptical Trainer Endurance Center Drive elliptical trainers “The lateral trainer category is still new, and while we’re still in the offer a blend of research, engineering, product acceptance stage, our health club sales have exploded,” performance, and technology. The use of notes Scott Logan, the vice president of sales and marketing for patented technologies provides a stable, Helix Co. “The fitness facilities with lateral trainers just love them.” space-efficient platform on which to Logan observes that, while national chains and large, high-end perform rigorous low-impact, full-body clubs have been among the early adopters, he expects that smaller, workouts. The combination of natural value-oriented clubs are going to begin investing in these unique stride, quality manufacturing, and supe- machines next year. rior programming have created the “Lateral trainers are gaining more acceptance at clubs,” acknowl- latest evolution in cardio training. The edges Tim Porth, the executive vice president of product manage- E5000 uses an internal generator, elimi- nating any power requirement. Designed ment and marketing for Octane Fitness. “Our LateralX unit is now for extreme durability, the E5000 offers going mainstream, as opposed to being just a niche product.” a commercial warranty. Because the lateral category is young, the tweaking that’s been Manufacturer’s list price: $3,250.00 done has been evolutionary, rather than revolutionary, in nature. Helix, for example, has changed its drive system to enhance CYBEX INTERNATIONAL, INC. movement, redesigned the frame to produce a more compact SEE OUR AD ON THE TAB footprint, and added instructional placards to guide exercisers. When it comes to ellipticals, manufacturers seem to have mastered the basics—now they’re fine-tuning these dependable workhorses, improving the user experience with increased customization, a greater variety of programming, and enhanced entertainment and connectivity options. To facilitate user-designated workout intensity, the eGlide ellipticals, by Spirit Fitness, utilize a patent-pending, direct-drive system that creates a friction free, “floating” experience, plus a 30-pound flywheel that provides greater inertia in both forward and reverse directions. For additional comfort, the pedals are tilted inward two 525AT Arc Trainer degrees, and the console’s position can be adjusted by 10 degrees to optimize visibility. The Cybex 525AT is ideally suited to And users have responded enthusiastically to the introduction of workout spaces where “less is more.” This proven Arc Trainer offers broad Octane’s CROSS CiRCUIT workouts, which combine cardio intervals on incline and resistance ranges, literally the elliptical with strength training routines adjacent to the machine. making it three machines in one. At Interestingly, lateral and elliptical trainers haven’t suffered from lower incline levels, it glides like a cross- the emergence of another category, that of the alternate motion country skier. In the middle, it strides trainer, represented by products such as Precor’s AMT or Matrix like an elliptical. And at the higher levels, Fitness’ Ascent. “Gone are the days when a club had just one it's a climber or stepper. At every level, it offering in the elliptical category,” notes Porth. “Today, members burns more calories in less time than any demand variety.” —| elliptical or crosstrainer.

Download the Free IHRSA App: ihrsa.org/app ihrsa.org | DECEMBER 2014 | Club Business International 65 | Innovations | FIT Extra Ellipticals

625A Arc Trainer 625AT Total Body Arc Trainer 770A Arc Trainer and 770AT Total Body Arc Trainer Designed to concentrate on the lower This total-body crosstrainer was body, this crosstrainer is popular with created for the most demanding users The 770A Arc Trainer concentrates on facilities that want to provide greater in the most demanding environments. the lower body, and the 770AT Arc variety for their users. The versatility of The versatility of the 625AT Arc Trainer Trainer (shown) is a total-body machine. the 625A Arc Trainer allows a single unit makes it possible for a single unit to Both have the patented Arc design for to satisfy a diverse range of user needs satisfy a diverse range of user needs training for strength, power, and weight and desires. and desires. loss. At lower incline levels, the “glide” is a cross-country skier. In mid-range levels, the motion is a “stride.” And at high levels, it’s the “climb” of a stepper or climber. Research shows that the Arc Trainer burns more calories than other crosstrainers and ellipticals.

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66 Club Business International | DECEMBER 2014 | ihrsa.org Download the Free IHRSA App: ihrsa.org/app | Innovations | FIT Extra Ellipticals

FREEMOTION FITNESS INDOORWALKING LANDICE TREADMILLS

FreeMotion Elliptical Trainer Indoorwalking E9 ElliptiMill Elliptical Trainer The FreeMotion Elliptical Trainer Indoorwalking combines music with a The Landice E9 ElliptiMill elliptical features a patented rear-access machine that’s a fusion of a crosstrainer trainer features excellent accessibility. design to minimize its footprint, without and a group exercise bike. The Indoor- Exercisers simply grab the handrails, compromising functionality or durability. walker offers high inertia and fluidity step in, and start exercising in comfort. The machine’s custom-designed with every step, which, together with A patented center-drive system repli- electromagnetic resistance system the ellipse trajectory, allows move- cates the body's natural motion and consistently applies resistance to the ments to be set to a musical sequence. offers a natural stride, which is adjust- flywheel to ensure a smooth, natural The program makes use of five grips, able as well. Orthopedic “gel” footpads stride. Available with a self-powered four positions, two muscle emphases, deliver optimal comfort and eliminate Basic console or an optional Workout three combinations, and four cardiovas- foot fatigue, and an integrated rear TV console, the elliptical features Quick- cular training zones. Indoorwalking has step yields a low step-up height to Touch adjustments with 20 resistance more than 2,500 qualified instructors better accommodate senior users or levels, and eight preprogrammed work- and a training program created by beginners. Side handrails also outs. The wheel track cover protects international master trainers. enhance safety. moving parts and guards against debris. Manufacturer’s list price: $1,950.00 Manufacturer’s list price: $3,695.00

GEE HOO INDUSTRIAL CORP. KEISER LIFE FITNESS SEE OUR AD ON PAGE 11

NEW M5 Strider GB9300B Activate Series Elliptical The Keiser M5 Strider was designed for Crosstrainer With a 23" stride length; oversized, non- group elliptical training, engineered for slip pedals; and a rear access area, this durability, and destined for success. The Life Fitness’ Activate Series Elliptical elliptical provides smooth motion and result of Keiser’s intention to create a Crosstrainer allows exercisers to enjoy total-body workouts. Exercisers can product to set a new standard for others an intense cardio workout that’s also choose from 11 preset workouts, to follow, the M5 Strider has already low-impact. The smooth, total-body including two custom programs, and become a popular piece of exercise motion burns more calories with less two interactive heart-rate routines. equipment in clubs worldwide. The unit perceived exertion. This highly durable, Heart-rate monitoring is provided boasts one of the smallest footprints of reliability-tested cardio equipment through telemetry, a back-lit LCD screen any elliptical on the market, while, at makes the most of any space and helps displays feedback, and the elliptical has the same time, providing a comfortable exercisers to do the same. an integrated reading rack and a per- and stable elliptical experience. sonal stereo holder. The self-powered unit comes with a battery charger.

Download the Free IHRSA App: ihrsa.org/app ihrsa.org | DECEMBER 2014 | Club Business International 67 | Innovations | FIT Extra Ellipticals

Elevation Series 95X Elliptical Elevation Series Elliptical NEW Crosstrainer with Achieve Console Crosstrainer with Discover SE Elevation Series FlexStrider and DiscoverIHRSA SI Consoles - Club International Life Fitness combines form and function with Discover SE and Discover SI Consoles with its sleek 95X Elliptical Crosstrainer. The Elevation Series ellipticalSalsbury cross- Industries Part of the Elevation Series, the 95X trainer with Discover SE and Discover SI The FlexStrider Variable-Stride Trainer with the Achieve console features an tablet consoles redefines workouts with lets users change stride length on the intuitive display with LED technology, advanced technology. The integrated LCD fly and choose a workout that feels nat- 25 resistance levels, and a 20" stride touchscreen (16" on Discover SE, 10" on ural. It’s easy to use, offers a smooth length. Also included are seven work- Discover SI) features entertainment motion that feels like running or jogging, outs, including two Zone Training+ options, enhanced interaction, and Inter- and provides a satisfying total-body, programs, and heart-rate monitoring net connectivity. Extensive biomechanical low-impact workout. The Discover SE via the patented Lifepulse digital hand research results in a natural motion that Tablet Console features a 16" LCD sensors and Polar telemetry. The Runsclosely in: replicates running or walking for touchscreen and entertainment options, 95X can be equipped for personal a comfortable, effective total-body cardio including integrated TV, Internet con- entertainmentFeb, with Apr,Life Fitness’ Jun, 17"Aug, Oct,experience. Dec, Buyers Four color Guide options are avail- nectivity, Lifescape interactive courses, Attachable TV. able to complement any health club. and interaction with the LFconnect and other popular third-party apps. The Discover SI Tablet Console features a 10" LCD touchscreen and similar options.

Integrity Series Elliptical Crosstrainer The Life Fitness Integrity Series Elliptical Crosstrainer has an updated look and new entertainment features, such as iPod compatibility and integrated TV controls. The Integrity Series Elliptical Crosstrainer offers a smooth, total- body cardiovascular workout with a variety of low-impact programs. Built for comfort and engineered to be ergonomically correct, with exceptional durability, these machines take elliptical cross-training to a new level.

68 Club Business International | DECEMBER 2014 | ihrsa.org Download the Free IHRSA App: ihrsa.org/app

1/3 Page Square 4 5/8” x 4 3/4 COLOR IHRSA9a (indesign doc.) MYZONE_0414CBI.pdf 1 2/28/14 12:10 PM

CMY

K | Innovations | FIT Extra Ellipticals

MATRIX FITNESS SEE OUR ADS ON THE INSIDE FRONT COVER AND PAGE 1

A3x Ascent Trainer NEW This Ascent Trainer model delivers ALB3x Lower Body Ascent Trainer the same core functionality and great An alternative to the familiar Ascent 7-Series Ascent Trainers value of the 7-series and A5x machines. Trainer, the Lower Body Ascent Trainer The 7-series Ascent Trainer models The A3x offers adjustable incline and (LBAT) provides the same smooth offer adjustable incline and variable variable stride length to match the movement and variable incline with stride length. Packed with entertain- body’s natural movement, with dual- fixed handlebars to help promote ment, both models can play video and action upper arms for an efficient total- correct body positioning. The new LBAT audio from iPod devices, and each body workout. The A3x trainers also can provides a lower-body workout with for- includes immersive Virtual Active work- be operated in self-powered modes for ward and reverse motion for targeting outs. The A7xe with a 15" touchscreen is cost savings and freedom of placement. different muscle groups. ALB3x trainers compatible with Nike + iPod for the For viewing feedback, the A3x includes also can be operated in self-powered Gym, and is WiFi-capable for use with a large LED display. modes for cost savings and freedom of Matrix Asset Management. WiFi is placement. For viewing feedback, the included with the new A7xi model, plus ALB3x includes a large LED display. a 16" touchscreen, app interface, social media, and asset management.

A5x Ascent Trainer The Matrix A5x Ascent Trainer mini- NEW mizes the intimidation factor for new users, but also provides enough variety ALB5x Lower Body Ascent Trainer 7-Series Suspension Ellipticals to satisfy advanced users. It boasts a The Matrix ALB5x Ascent Trainer offers Save space and offer members an redesigned LED console with new pro- a redesigned LED console with new entertaining, efficient workout with file display, and an adjustable incline profile display, plus adjustable incline. these Suspension Elliptical trainers. and variable stride length that facilitates An alternative to the familiar Ascent They offer long, 21" stride lengths, audio efficient total-body workouts. The A5x Trainer, the machine provides smooth and video playback from iPod devices, can charge iPod media players, and is movement and variable incline, with and Virtual Active programming. The WiFi-capable for use with the Matrix fixed handlebars to help promote cor- E7xe with 15" touchscreen is compatible Asset Management System. It can also rect body positioning. Not only can it with Nike + iPod for the Gym and is be operated in self-powered modes for charge iPod media players, but it can WiFi-capable for use with the Matrix energy savings and flexible placement. be operated in self-powered mode for Asset Management system. The all-new energy savings and flexible placement. E7xi model is equipped with WiFi, along with a 16" touchscreen, app interface, access to social media, and Asset Management.

70 Club Business International | DECEMBER 2014 | ihrsa.org Download the Free IHRSA App: ihrsa.org/app

| Innovations | FIT Extra Ellipticals

NEW NEW E1x Elliptical ALB7xe Lower Body Ascent Trainer ALB7xi Lower Body Ascent Trainer Designed for limited-use facilities, the On the ALB7xe, adjustable incline and An alternative to the Ascent Trainer, E1x features a 19" stride length, a highly variable stride length give users control the ALB7xi provides the same smooth readable 7" blue backlit LCD console, over workouts, and iPod connectivity movement and variable incline, with and auto-positioning pedals for a very offers access to personal audio and fixed handlebars to help promote cor- smooth and natural workout. Its main- video. The machine provides smooth rect body positioning. The new machine tenance-free drive is completely self- movement and variable incline, with provides a complete lower-body work- powered and cord-free, providing cost fixed handlebars to help promote out with forward and reverse motion to savings and freedom of placement correct body positioning. The new target different muscle groups. The within a facility. The E1x is also prewired LBAT provides a lower-body workout touchscreen and intuitive app interface for optional Matrix FITCONNEXION with forward and reverse motion for give users easy access to social media integrated entertainment hardware. targeting different muscle groups. The and Web content, while iPod and smart- ALB7xe is WiFi-enabled for use with phone connectivity puts users’ own Matrix's Asset Management System audio and video at their fingertips. or Virtual Active programming.

E3x Suspension Elliptical Offer club members perpetually fluid elliptical motion with this Suspension Elliptical trainer. The compact model with 21" stride length and brushless, maintenance-free generator system provides smooth operation and extra- low starting resistance. It also offers self-powered operation to save money and provide flexibility of placement. The E3x features an LED display that is easily navigated by users of all experience levels.

72 Club Business International | DECEMBER 2014 | ihrsa.org Download the Free IHRSA App: ihrsa.org/app “This machine is amazing. It is our most talked about piece of equipment.” – Nikki Castenada, Owner, Gold Gate Fitness

Toll Free: 866.697.4100 | jacobsladderexercise.com

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MOVEMENT OCTANE FITNESS

E5x Suspension Elliptical With the same compact platform and NEW Pro4700 Touch Elliptical great value as the top-of-the-line Matrix Elliptical RT240 Crosstrainer 7-Series ellipticals, the E5x Suspension Elliptical trainer is equipped with an Movement ellipticals combine comfort, This top-of-the-line Pro4700 Touch intuitive LED console and new profile design, and performance into one boasts Octane’s exclusive Embedded display for easy operation, and it can compact model. Blending the efficiency Touch Screen, which adds live TV, music charge iPod media players. To help club of running with the smooth, rhythmical videos, iPhone/iPod compatibility, and managers and owners keep track of its movements of cycling, Movement’s more, to continuous workout feedback status, the E5x is also WiFi-capable for elliptical distributes the effort through- in a split screen for ultimate motivation. use with the comprehensive Matrix out the muscles evenly, and offers eight Also included are Octane's breakthrough Asset Management System (sold sepa- levels of resistance. An 18.1" stride CROSS CiRCUIT combined cardio and rately), which is accessible on almost facilitates a full range of motion for all strength-training workout, an electroni- any Internet-connected device. users, and 11 programs offer motiva- cally adjustable stride length (18"–26"), tion. The user-friendly, interactive LCD patented SmartStride interactive MILON INDUSTRIES GMBH screen provides valuable feedback ergonomics, and patented Converging during workouts. Path and MultiGrip handlebars. Rigorous workouts, such as MMA and the 30:30 MULTISPORTS, INC. Interval program from Athletes’ Performance, enhance results. Manufacturer’s list price: $8,599.00

PRECOR, INC. SEE OUR AD ON PAGE 9

MILTRONIC Premium Crosswalker Vario The MILTRONIC Premium Crosswalker ECT-880L Vario is a total-body elliptical trainer that has an adjustable range of motion. The self-powered ECT-880L combines A belt drive facilitates smooth, quiet walking, jogging, stepping, and cycling operation, and the power ranges from in one machine. Several features help create the ultimate workout: The small 20 to 400 watts. Interactive heart-rate EFX 811 programs add challenge, and a multi- distance between the foot pedals helps function display includes a heart-rate to minimize potential back stress; the Featuring moving handlebars and monitor. A smart card with memory 21" stride feels natural; and the belt- a ramp incline optimally set at 20 function controls the elliptical. drive is ultra-quiet. The ECT-880L degrees, the EFX 811 offers users a offers 11 programs using dual action, dynamic workout that complements and measures heart rate using wireless active lifestyles. telemetry or contact grips. Constructed from extra-heavy-gauge steel, the elliptical is equipped at all turning points with sealed bearings. Manufacturer’s list price: $2,799.00

Download the Free IHRSA App: ihrsa.org/app ihrsa.org | DECEMBER 2014 | Club Business International 75

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connectivity enables exercisers to enter or save workout summaries, and the touch heart-rate has a digital noise- reduction system. Self-powered, the 25EX has 25 resistance levels, a six- pivot linkage system, and oversized foot pedals with the Bio-Stride drive train system, along with all military protocols and CSAFE compatibility. SPIRIT FITNESS EFX 815 EFX 883 The EFX 815 combines the benefits of With the unique Precor CrossRamp CrossRamp technology and upper-body technology, users can alter the path of moving handlebars for a total-body the EFX 883 between 13 and 40 degrees workout. CrossRamp technology, in both forward and reverse stride unique to Precor, offers ramp inclines motions, cross-training various muscle from 13 to 40 degrees, which allows groups to offer a wider range of work- users to target different muscle groups. outs focused on the lower body.

NEW CE800 Elliptical Trainer The Spirit Fitness CE800 Elliptical Trainer offers a multitude of program options, wireless and contact heart- rate, a 20" stride length, 40 levels of resistance, and extensive console feedback. Because the CE800 employs a EFX 833 EFX 885 self-generator to power its console, it doesn’t require an electrical hookup. The Precor Elliptical Fitness Cross- The EFX 885 combines the benefits of A turbo cooling fan is standard on all trainer EFX 833 incorporates unique CrossRamp technology and moving CE800s. The unit's heavy-gauge steel CrossRamp technology. Users can alter upper-body handlebars for a total-body frame and durable powder-coat paint the path of the EFX 833 between 13 and workout. CrossRamp technology, unique make it a dependable, long-lasting 40 degrees in both forward and reverse to Precor, offers ramp inclines from 13 to machine. stride motions, cross-training various 40 degrees, which allow users to target muscle groups to offer a wider range of different muscle groups. And with a Manufacturer’s list price: $2,599.00 workouts focused on the lower body. touchscreen console just like a high-end STAR TRAC phone, it offers an experience equal to the best interactions outside the club. PROMAXIMA FITNESS

EFX 835 E-CTe Cross Trainer Similar to the EFX 885, the EFX 835 The E-CTe includes an embedded 15" incorporates CrossRamp technology HD touchscreen that helps align each and moving upper-body handlebars for Centurion 25EX Elliptical user’s workout with their individual a total-body workout. Precor’s proprie- entry goals and intuitive programs. tary CrossRamp technology offers ramp Designed to keep exercisers motivated, the heavy-duty Centurion 25EX elliptical Integrated iPod connectivity with music, inclines from 13 to 40 degrees, allowing video, and a USB charging station allow users to target different muscle groups. comes with a 15" HD LCD touchscreen entertainment system with virtual exercisers to display personal content The updated console with familiar tech- while charging media devices. Soft Trac nology will keep members moving. training and iPod capabilities. USB

Download the Free IHRSA App: ihrsa.org/app ihrsa.org | DECEMBER 2014 | Club Business International 77 | Innovations | FIT Extra Ellipticals

pedals provide shock-absorbing com- at the edges of the movement pattern. Hand Sensors and Fast Track Controls on fort; a minimal step-up height yields The unique converging upper-body levers the handles allow users to monitor heart easy access from all angles; a personal mimic natural running motion. ARTIS rate and change resistance without fan offers comfort; and a space-efficient Synchro is also one of the safest cross- compromising the training position. footprint makes placement easy. trainers on the market, thanks to its Equipment is available in powered, self- Manufacturer’s list price: $8,595.00 smart rear access and the automatic powered, and touchscreen models, and resetting system, which repositions all machines feature heart-rate, goal- TECHNOGYM pedals and levers in the safest position for oriented, and interval options. SEE OUR ADS ON THE FRENCH COVER entry. It also features the brand-new open AND THE BACK COVER platform, Android-based UNITY interface.

Vario ARTIS Synchro Excite+ Synchro 500 and 700 Series Vario brings unprecedented freedom and ARTIS Synchro offers a smooth and quality of movement to Technogym’s Excite+ Synchro offers an engaging and rhythmic total-body workout with its Excite+ line. Vario is a cardiovascular smooth non-impact workout. Intuitive patent-pending “Soft Return System” cross-training machine that seamlessly display options include the Internet- and technology, which lessens the impression adapts to the user’s stride length and iPod-compatible UNITY tablet-like touch- of physical strain by reducing acceleration preferred form of movement—from screen or Goal Oriented LED display. Dual stepping, to walking, to running. Users

78 Club Business International | DECEMBER 2014 | ihrsa.org Download the Free IHRSA App: ihrsa.org/app | Innovations | FIT Extra Ellipticals

can enjoy a total-body workout by able with five console options, including suspension design provides an excep- holding the moving handles, or grip the capacitive touchscreen Transcend tionally smooth feel, utmost comfort, the center handles for lower-body console with a full-feature set, the high- and unmatched accessibility. A multi- conditioning. The low step-up height, definition Escalate consoles, and the LED tude of programs on the user-friendly rear entry, fixed handrails, and no- Emerge console. The CS900 comes with a console keep users motivated to reach impact design provide a safe and lifetime frame warranty and a three-year their fitness goals. Facility managers accessible workout. parts/labor full-coverage warranty. will appreciate the self-powered gener- Manufacturer’s list price: $6,599.00 ator system, which allows freedom of TRUE FITNESS placement anywhere in the room. VISION FITNESS SEE MATRIX FITNESS

Elliptical—CS900 S70 Suspension Elliptical This club series elliptical makes use of TRUE Fitness’ proven core-drive design, S60 Suspension Elliptical The S70 Suspension Elliptical Trainer which offers a smooth, natural motion; offers Vision Fitness’ exclusive Perfect- Cardio 360 total-body workouts; and safe The S60 Suspension Elliptical Trainer Stride technology to the commercial and easy entry and exit. The CS900 is pack- offers an ideal stride motion and market for years of user comfort. aged in a small footprint to maximize space ergonomically correct foot positioning Combining an ideal stride motion, utilization. The unit’s stylish design is avail- for years of user comfort. The unique ergonomically correct foot positioning,

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and optimal incline and stride length speaker so that exercisers can play balance and agility. Pro Fitter enhances adjustments, PerfectStride allows users video and audio files to listen to music functional core stability, builds leg and to change the emphasis on the muscles and watch movies during workouts. shoulder strength, and improves being targeted during their workout. The Feedback includes time, distance, proprioception. The Pro Fitter Physio unique suspension design provides an resistance level, rpm, speed, calories, Kit comes with a Pro Fitter 3D Cross exceptionally smooth feel, utmost and heart rate. Trainer, Soft Ankle Board, instructional comfort, and unmatched accessibility. DVD, color exercise chart, and support information on general conditioning WNQ FITNESS LATERAL TRAINERS and rehabilitation. FITTER INTERNATIONAL, INC. Manufacturer’s list price: $699.95 THE HELIX COMPANY SEE OUR AD ON PAGE 63

F1-8618B-TV1 Commercial Elliptical The F1-8618B-TV1 commercial elliptical Pro Fitter 3-D Cross Trainer has 16 resistance settings, and an easily adjustable EMS resistance system to Pro Fitter 3-D Cross Trainer has been suit exercisers of all levels. It includes used by athletes and medical experts Helix Lateral Trainer worldwide to maximize sports perfor- an external USB connection, a 10.2" The revolutionary Helix Lateral Trainer, mance and rehabilitation through LCD screen, and a built-in, clear loud- which the company says is “the first ® BY ASSOCIATION BY

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80 Club Business International | DECEMBER 2014 | ihrsa.org Download the Free IHRSA App: ihrsa.org/app | Innovations | FIT Extra Lateral Trainers true lateral trainer on the market,” OCTANE FITNESS TECHNOGYM works the inner and outer thighs and SEE OUR ADS ON THE FRENCH COVER glutes simultaneously. It’s thus able to AND THE BACK COVER deliver the kind of dramatic lower-body sculpting results that can normally be achieved only through a combination of weight and cardiovascular training. With the inclusion of the adductors, abductors, and core muscles, the Helix provides a perfect 360-degree lower-body workout. A recent study (helixco.com/study) compares the performance of the Helix to that of elliptical trainers. LateralX Manufacturer’s list price: $4,495.00 Available exclusively from Octane Fitness, Excite+ Crossover the LateralX represents a reinvention of The Crossover provides an easy-to-use, cross-training. With smooth, 3D move- total-body lateral training experience. ment that transitions from a vertical, Crossover combines lower-body lateral elliptical stepping motion to an adjust- training with converging upper-body able side-to-side motion, this one-of-a- involvement for a natural, rhythmic, and kind cardio workout trains the body in Going Mobile? engaging exercise experience. The unique new ways, providing a greater challenge, lower-body movement combines abduc- more muscle usage, and higher caloric Download the IHRSA App: tion, extension, and external rotation to expenditure. With 10 varying planes of recruit different muscles from those used motion to stimulate variety and results, ihrsa.org/app on traditional cardio machines. the LateralX can be equipped with Octane’s Embedded Touch Screen for numerous entertainment options. GOOD NEWS: HEALTH CLUBS ARE HIRING!

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Providing members of participating IHRSA clubs with discounted guest privileges worldwide.

Learn more and enroll at ihrsa.org/passport.

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First Set 85 | Ask an Industry Leader 86 | In Brief 89 Member News 90 | Calendar 96 | Coming Soon 96

The results of a new study with mice suggest that adding exercise to a regimen of chemotherapy shrinks tumors more than chemotherapy alone. “The tumor data—I find them actually amazing,” reports researcher Joseph Libonati, an associate professor in the School of Nursing at the University of Pennsylvania. —|

Download the Free IHRSA App: ihrsa.org/app ihrsa.org | DECEMBER 2014 | Club Business International 83 “ If you can attend just one convention a year, IHRSA is THE ONE! ” – Susan DeSimone, Rosemont Health & Fitness

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2015CV ad-1214CBI.indd 1 10/28/14 10:29 AM | IHRSA Report | First Set

® Remaining Relevant

The International Health, Racquet & Sportsclub Association is a not-for-profit trade association in 2015 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. The new year is now just days away. Among the 800-228-4772 USA & Canada 617-951-0055 International good news: an economy that continues to improve, 617-951-0056 FAX ihrsa.org and growing awareness of the importance of regu- healthclubs.com E-mail: [email protected] lar exercise. Among the bad: constantly increasing competition, and persistently sedentary lifestyles. IHRSA Board of Directors Robert Brewster: Chairperson The Alaska Clubs As we confront 2015, the principal challenge, it seems to me, is 907-337-9550 to ensure that our clubs remain relevant—relevant, that is, to the Bill Beck: Club Fit Jefferson Valley needs and dreams of our members and communities. 914-245-4040 The health and fitness industry is inherently—and histori- Gustavo Borges: Academia Gustavo Borges cally—about change. But never before have the changes been +55 11 5051-8009 so significant or come so swiftly. Is there, in fact, such a thing Allison Flatley: L &T Health & Fitness as a “traditional” health club anymore? The number and vari- Corporate Fitness Works 703-204-1355 ety of business models proliferate too fast to follow. Price Derek Gallup: New Evolution Ventures Robert points plummet, while in the case of boutique studios, they 925-297-6369 Brewster, skyrocket. Rasmus Ingerslev: Fresh Fitness IHRSA Everything, it seems, is in flux. +45 2235-3530 Chairperson There’s no better or more current guide to the sector’s Molly Kemmer: MediFit shifting landscape than the new edition of IHRSA’s Profiles of 303-525-5392 Success. “Chart Your Course,” on pg. 46, provides a preview, and Jasmin Kirstein: My Sportlady Fitness the complete publication is available at ihrsastore.com. +49 89-201-4248 Remaining relevant—and, therefore, profitable—obviously requires that Christian Pierar: De Fitness Organisatie we employ all of the skills and expertise we’ve acquired in the past. We +32 9-232-5036 still need to make the best possible use of our existing assets; maximize Mark Stevens: Houstonian Hotel, Club, and Spa our understanding and utilization of new technologies; and invest in new 713-685-6888 equipment, new types of equipment, and new programs. Jim Zupancic: Stafford Hills Club 503-612-2400 For example, “Mud, Sweat & Cheers,” on pg. 42, reports on the recent emergence of club obstacle courses; and “The Fun Factor,” on pg. 50, Brent Darden: Ex-Officio Brent Darden Consulting describes the growing importance of making exercise entertaining. 972-458-2582 Right now, at one of The Alaska Club’s tennis facilities, we’re developing a dedicated tennis social lounge and introducing 24-hour access to the courts. These changes will allow us to provide additional court time, host more and better events, and delight a niche clientele. But, at the same time, we need to be acutely sensitive to shifts in social and industry trends, be aggressively innovative, enthusiastically embrace risk-taking, and make even better use of every education/information resource available. The latter, of course, is where IHRSA—with its magazines, research reports, conventions, conferences, trade shows, and other valuable services—comes into play in a major way. The pursuit of a better bottom line may remain the same, but how we get there in 2015—well, that’s a brand-new game. —|

– Robert Brewster, [email protected]

Download the Free IHRSA App: ihrsa.org/app ihrsa.org | DECEMBER 2014 | Club Business International 85 | IHRSA Report | Ask an Industry Leader

What do you think about assessing a new fee, such as a facility maintenance or a facility improvement fee, from one’s existing members?

Levying a one-time fee, as opposed A number of health clubs have to increasing dues on a permanent successfully utilized this particular basis, can—if done correctly— method to drive income, so represent a win-win for both the there’s no reason you can’t begin member and the club. In the case to introduce this sort of fee to your of the member, their monthly existing members. You can do so dues don’t go up ad infinitum; and, efficiently in one of two ways. in the case of the club, the move Option No. 1 is to just do it: Set a generates additional cash. date in the future—for instance, Assuming a $25 fee—as opposed to $2 more per six months out—and notify your existing members that month in dues—you’d receive the equivalent of what the fee is going to happen, and begin to advise prospects amounts to a full year’s increase at one time. And, and new members that this levy is part of the club’s recognizing that some of your members will leave overall program. Be prepared to justify the expense, and during the coming year, the one-time fee will, in most to explain how you’re going to spend at least some of the cases, prove more lucrative than a dues increase. new revenue that’s generated. With respect to the negative implications of imposing In the case of individuals with “contract” memberships, a one-time fee: Members may be surprised by the you should be aware there are local and federal laws charge and feel as though they’re being “nickeled and that don’t allow you to charge members for something dimed,” so transparency and clear, open communication that’s not stipulated in the original agreement. For are essential. example, if your members are prepaid for a certain To facilitate that, add language to your membership length of time, and you charge the additional fee during agreement indicating that, on occasion, you may a period when they’re not expecting to be provided charge such a fee. Most operators have discovered that with additional services, or to be asked to pay an extra they don’t have a problem assessing it of members who charge, you may create a difficult situation for yourself are on a month-to-month status, as long as they’ve and your business. given them at least a 30-day notice, so, if they object, Option No. 2 is to phase the fee in with new members they can choose to cancel their membership. over a period of time, grandfathering in your existing You’ll also want to send members a letter notifying ones for a preset period of time. them about the fee and explaining the rationale behind Option No. 1 is clearly more aggressive. As a result, it it. It’s important that you respond directly to those requires a real conviction on your part of the need for members who question the charge. You might want to and reasonableness of the fee, as well as some real consider giving them the option of avoiding the fee by planning and careful execution. —| committing to a 12-month agreement; that way, you reward loyal clients, while increasing retention. —| BILL MCBRIDE KEITH CALLAHAN PRESIDENT & COO GENERAL MANAGER/MANAGING PARTNER ACTIVE SPORTS CLUBS MANCHESTER ATHLETIC CLUB SAUSALITO, CALIFORNIA MANCHESTER, MASSACHUSETTS

Editor’s Note: OneOne ofof thethe mostmost frequentlyfrequently consultedvisited sections sections of IHRSA’sof IHRSA’s Website, Website, ihrsa.org, ihrsa.org, is “Ask is “Ask an anIndustry Industry Leader,” Leader,” which which features answers from industry experts to asome wide thought-provoking range of thought-provoking questions. questions. In this column, Beginning we highlight this month, one we’llof them. highlight Answers somemay have of them been in edited this new for reasonsCBI column. of space Visit and/orihrsa.org/industryleader clarity. Visit ihrsa.org/industryleader to read responses toto moreread answersthan 100 toquestions nearly 200 such questions as these orsuch to submitas this onea question or to submit of your a ownquestion to be of answered. your own. — —| |

86 Club Business International | DECEM B ER 2014 | ihrsa.org Download the Free IHRSA App: ihrsa.org/app

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

2015CV Exh ad-1214CBI.indd 1 10/27/14 10:54 AM | IHRSA Report | In Brief

mployees’ use of social media has always posed complicated questions for health club owners. You’d hope that your staff would use social media judiciously, particularly with respect to comments about your club, but, sometimes, unfortunately, they don’t exercise their best judgment. EWhat should you do when an employee makes a compromising statement about your club or members? Do you have the right to take disciplinary action against them? First, it should be noted that the First Amendment only protects free speech from When government interference, which leaves private-sector issues to the manager’s discretion. That said, it’s not a cut-and-dried issue. While you can, to some extent, control what your employees post about business, there are still federal labor laws to consider. Employees For example, in 2013, The New York Times reported on the case of Mariana Cole- Rivera, a former domestic-violence advocate for Hispanics United of Buffalo, who’d Sound Off been fired from her job because of something she’d posted on her Facebook account. According to The Times, Cole-Rivera learned that a fellow caseworker was going to complain to their boss that others weren’t working hard enough. In response, on Social Cole-Rivera took to Facebook and wrote, “A coworker feels that we don’t help our clients enough at HUB. I’ve about had it! My fellow coworkers, how do you feel?” Media Several coworkers chimed in, often with angry, expletive-laden responses. Days later, Cole-Rivera and four coworkers were fired for violating HUB’s By Lilly Prince harassment policy by disparaging another coworker. The case was brought before the National Labor Relations Board (NLRB), which ruled that the terminations were unlawful. The board based its decision on the National Labor Relations Act’s protection of workers’ rights to engage in “concerted activities for mutual aid or protection.” This clause was written before social media existed, but the NLRB applied the same rubric for deciding which type of speech qualifies as concerted activity: i.e., whether multiple workers were involved in the discussion in question; whether it related to work conditions; whether it was unacceptably disloyal or malicious; and whether it was intended to instigate action. According to Cole-Rivera, she and her coworkers acted collectively to address working conditions and defend the workforce against potential discipline. So, what does this mean for health clubs? Can you fire an employee for tweeting or posting updates that portray your club or members in a negative light? In short: It depends on the post. Generally, if the post is offensive, not concerted activity, not about working conditions, or includes confidential information about the club or members—it’s likely grounds for legal termination. In other words, if it’s just griping, chances are it’s OK for you to fire the person responsible. For example, if a front-desk attendant tweets negative observations about the physical appearance or demeanor of members as they enter the club, that’s likely a terminable offense. However, in the end, a club’s best defense in social media situations is to have a social media policy in place. It should be practical and enforceable, define employee rights and obligations, provide guidance to club managers, and establish a record of compliance efforts. The provisions of such a policy should include: (1) prohibitions against discrimination, harassment, and disclosure of confidential or member information; (2) a requirement that employees identify themselves as such when making a comment about the club; and (3) a requirement that, if employees disclose their full name and club relationship, and express views on political, religious, or other matters of public concern, they then must state that these views are their own and not necessarily endorsed by the club. Clubs also should add a disclaimer at the end of their social media policy specifically stating that nothing in the policy is intended to limit an employee’s labor rights under federal, state, or local laws, including the National Labor Relations Act. —|

– Lilly Prince, [email protected] .org For more information on legal and legislative issues related to health clubs, visit ihrsa.org/advocacy.

Download the Free IHRSA App: ihrsa.org/app ihrsa.org | DECEMBER 2014 | Club Business International 89 | IHRSA Report | Member News

Value Proposition: iGo Figure Software

In 1997, club owner Kyle Zagrodzky wanted a business management software that met his needs, so he created iGo Figure Software

ike many entrepreneurs, a in a client-based system. It was quite an key driver for club owner Kyle innovation for its time. Zagrodzky was frustration— But, like any software firm that looks the feeling that something to survive long-term, riding the crest can be done better than it’s of time, iGo Figure, based in Houston, currentlyL being done. has been obliged—and pleased—to con- In the mid-1990s, he owned nine fit- tinue innovating. Its more than 80 team ness centers in Texas, and, after having members strive endlessly to keep the worked long, hard, and conscientiously company on the cutting edge of secure to grow his business, he still found him- payment processing, club management, self challenged by member- and money- and member-retention technology. management issues. “It may be difficult to One prime and instructive example is believe now, but, back then, many clubs the recently released iGo 360, a cloud- were run with pencil and paper, with based version that allows operators member information tracked on index to manage their clubs from anywhere cards kept in a recipe box!” he recalls. there’s an Internet connection. “I knew I couldn’t expand further unless “When we were just getting going, the Founder and CEO Kyle Zagrodzky I was able to automate club operations.” Internet was just getting started. The His solution, the first version of the idea of cloud-based applications hadn’t iGo Figure Software, introduced 18 occurred to anyone,” says Zagrodzky. “Our goal is years ago, offered automated member “iGo Figure began as a client-based » management and payment processing application (i.e., software that resides to maximize on a dedicated com- a club’s touch puter), which, at the time, utilized the best points with iGo Figure Software: Future Focus technology available. prospects Payment process- and members, What’s next for iGo Figure Software? ing was done using a Company founder and CEO Kyle Zagrodzky isn’t about to give up dial-up modem—that creating a any trade secrets about the firm’s direction or pending product was state-of-the-art. better, more improvements. But he offers some insight, explaining that future “Moving to the personalized developments will be driven by the twin imperatives of prospect cloud has helped us management and member retention. set the pace for a experience “These are always top priorities for our customers, and we’re software-based, club- for them, management system, constantly working to come up with new ideas to enhance the and allowing process to convert more prospects into members, and to retain and, at the same time, current members longer,” he says. “For instance, some upcoming greatly increased our a club to iGo Figure Software innovations will take advantage of the latest functionality.” differentiate Internet and cell phone technologies. iGo 360, a cloud- based app, boasts sev- itself “Our goal is to maximize a club’s touch points with prospects and eral key features that from the members, creating a better, more personalized experience for them, a client-based product and allowing a club to differentiate itself from the competition.” —| competition.” simply can’t provide,

90 Club Business International | DECEM B ER 2014 | ihrsa.org Download the Free IHRSA App: ihrsa.org/app | IHRSA Report | Member News

he points out. The new options include a portal that allows members to access their account to make payments, schedule personal training, etc.; data consolidation, so multi-site owners can easily compare club performance; the ability to track member data and contract status, so the members of one club can be scanned and admitted to a sister facility; and automated marketing for ongoing communication with prospects and members. The iGo 360 app affords true mobility Mastering the lessons Over time, the iGo program has become Defeat Competition”; “Get to Know and to successfully manage their club, increasingly robust, including more and Track Your Members”; and “Win Mem- at an affordable price––no matter more functions. There’s fully integrated bers Back! Cancellation and Lost Sale where in the world they are. ” —| payment processing, scheduling, a mem- Analysis.” ber portal, member retention—the list goes on and on. But, notes Zagrodzky, “iGo Fig- Mastering the languages ure Software training has been designed Ease of use, functionality, innovative with simplicity in mind,” so, to help users features—all of these attributes have master the system, the firm offers free helped iGo Figure to fashion a large Pro Forma online training materials and hands-on, and deep footprint. Its software, trans- Year founded: 1997 interactive, Web-training sessions, as well lated into 15 different languages, is now as unlimited technical support. being utilized by thousands of clubs in Location: Houston, Texas “Our online training materials include 74 countries. Team members: 80 manuals and videos that clearly describe However, being “fully internation- Average annual growth, every aspect of the program,” he alized,” Zagrodzky suggests, requires 2010–2013: 15% explains. “The modules are broken down more than competent translation. into categories for managers, employees, “Different countries have different Current market: 74 countries and owners; each includes a test quiz to taxing, address-format, and/or pay- Languages available: 15 ensure a person’s understanding of the ment processing data requirements,” concept. This is a great feature for clubs he explains. “iGo Figure Software is that may experience high employee designed to address all of these factors. turnover; a new employee can generally This helps individual club owners in learn the software in an hour.” those countries, allowing them to inte- Complementing the online materials, grate our software easily and seamlessly. one of the iGo Figure trainers contacts “Another important benefit accrues each new customer to review every aspect to multi-site owners or fitness franchi- of the program, ensuring that the staff sors who want to expand globally,” he knows how to use it. continues. “We provide a single plat- And iGo Figure’s iCamp YouTube form that allows operators to oversee channel offers a wide range of educa- all of their clubs worldwide. It takes fac- tional and motivating Webinars. Among tors such as franchisor standards into the many titles: “New Business Strategies, account, and provides up-to-the-second Social Media, and Testimonials”; “Fea- data on all club locations. Bottom line,” tures That ROCK Your Business”; “Mem- posits Zagrodzky, “we intend to offer all ber Relationships to Improve Revenue and of the functionality an operator requires

Download the Free IHRSA App: ihrsa.org/app ihrsa.org | DECEM B ER 2014 | Club Business International 91 | IHRSA Report | Member News

ASSOCIATE PROFILES ASSOCIATE NEWS

ClubReady American Council on Exercise (ACE) u ClubReady u The American Council on Exercise (ACE) has offers a complete endorsed a recent recommendation by the membership U.S. Preventive Services Task Force (USPSTF) management having to do with overweight or obese adults. system that The USPSTF suggests that such individuals, if consolidates they have at least one additional risk factor for numerous cardiovascular disease, should be referred for business behavior-change counseling interventions that applications promote healthy eating and exercise. Further- within a single, easy-to-use structure. more, it identifies exercise professionals, along Included are industry-leading CRM with a select group of health professionals, as functionality, POS functionality with appropriate providers of such services. The rec- inventory management, mobile features ommendation is a milestone for certified exer- Counseling for staff and trainers, personal training cise professionals and health coaches, easing change program management, and extensive the way for them to become part of a network of reporting functions. ClubReady has been health professionals working to improve peo- serving health clubs and franchise ple’s lives. For more information, contact the companies for more than eight years. For company at 858-279-8227; acefitness.org. —| more information, contact the company at 800-405-4818; clubready.com. —| Balanced Body u Balanced Body has hired Lane as its DISQ agency of record to introduce the premium u DISQ produces Pilates and mindful movement brand to a revolutionary a larger national audience. Lane will mobile fitness manage national and regional media, system that blogger and influencer outreach, thought introduces con- leadership, digital marketing, and social stant, adjustable media to educate consumers about resistance to Balanced Body’s products. “Lane’s deep virtually any expertise and integrated approach will physical move- help us more effectively connect with our target audiences across a variety of commu- ment. Developed nications channels,” notes Ken Endelman, the founder and CEO of Balanced Body. by speed skaters For more information, contact the company at 800-745-2837; pilates.com. —| Stefan Groothuis, DISQ an Olympic gold delights! Core Fitness, LLC, dba Star Trac medalist, and pro u Star Trac recently was honored as the recipient of the Steve Block Vendor of the skater Robert Boekema, DISQ’s products Year Award, during the annual GoodLife Fitness Awards Gala, in Toronto. Star Trac and training systems maximize both cardio has emphasized intensifying its commitment to the GoodLife Fitness facilities and and strength training activities in any set- canfitpro, the Canadian education and certification organization, by providing compre- ting. The comprehensive training program, hensive fitness solutions; innovative fitness products and programs; and high-quality, downloadable workouts, and coaching app customer-focused service and support. “I’m so proud to accept this award from my allow users at every fitness level to work good friend, David ‘Patch’ out anytime and anywhere. The Pro version Patchell-Evans, and I look sells for $299, and DISQ Personal, a forward to a long relation- lighter-weight consumer version, is priced ship with this outstanding at $199. For more information, contact the organization,” says company at 213-284-2520; thedisq.com. —| Michael Bruno, the founder of Star Trac. For GoodLife Fitness more information, contact Award winners the company at 800-228- 6635; startrac.com. —|

92 Club Business International | DECEMBER 2014 | ihrsa.org Download the Free IHRSA App: ihrsa.org/app | IHRSA Report | Member News

ASSOCIATE PROFILES ASSOCIATE NEWS

Master Lock Les Mills International u Master Lock is u Les Mills International is now marketing its recognized worldwide SMARTBAR and SMARTSTEP products directly at as an authentic, LesMillsEquipment.com. The Les Mills SMART- enduring name in BAR is a barbell featuring a patented design that padlocks and security utilizes a new “gator” fastening mechanism for products. Since 1921, speedy weight transitions; the bar accommodates the company has as many as three 22-pound weight plates at each worked hard to earn end. The SMARTSTEP is an advanced version of and maintain the trust the classic step, and can save clubs up to 20% in of its customers by delivering on its promise storage space requirements. It employs a unique riser lock-in system to provide of product strength and quality, and by greater stability, and features a nonslip surface, which affords improved grip and soft constantly setting new standards for lock support for the body. For more information, contact the company at 415-296-6070; design, application, and performance. lesmills.com. —| One of the largest global manufacturers and marketers of padlocks, Master Lock Precor, Inc. continues to build on its founder’s passion u The Green Bank Leisure for innovation, quality, and compelling Centre, in Swadlincote, South value by providing expanding lines of Derbyshire, U.K., which is security solutions. For more information, managed by Active Nation, an contact the company at 414-571-5625; exercise charity, is undergoing masterlock.com. —| an expansion from 2,000 to 4,500 square feet that will Multisensory Fitness, Inc. make heavy use of Precor u Multisensory equipment. The new fitness Fitness’ SMART suite—split into Power, Move, and Core zones—will feature 76 machines, including the technology club’s existing Precor cardiovascular and strength equipment; four new Discovery employs an plate-loaded stations; seven additional Vitality Series machines; and a selection of exciting new Icarian benches and racks. “This expansion will enable more people to get active and approach that benefit from these facilities,” notes Jez Whitling, the U.K. sales director for Precor. simultaneously For more information, contact the company at 800-786-8404; precor.com. —| trains both the brain and the The Sports Facilities Advisory body with u The Rocky Top Sports World facility challenging recently opened in Gatlinburg, Tennessee. group, individ- The center was developed with the help ual, and circuit of the Sports Facilities Advisory (SFA) workouts. In the and Sports Facilities Management (SFM). process, it The facility was designed to attract new makes fitness more engaging and fun for visitors to the area and boost the local users of all ages and abilities. A single economy, and SFA-SFM officials predict SMART Trainer effectively engages up to that, within five years, it will have a eight people for small-group training, and $30-million economic impact on Gatlinburg. works equally well for personal and circuit Rocky Top Sports World, an 80-acre training. The SMART ProTrainer is designed complex, encompasses seven athletic for high-level fitness and sports training, fields; an outdoor play area, pavilion, and while the SMART Play Pods introduce inter- picnic tables; and an 86,000-square-foot active fitness to childcare programs. For facility housing six indoor basketball more information, contact the company at courts, which can also be configured 800-483-7258; MultisensoryFitness.com. —| into 12 volleyball courts. For more information, contact the company at 727-474-3845; sportadvisory.com. —|

Download the Free IHRSA App: ihrsa.org/app ihrsa.org | DECEMBER 2014 | Club Business International 93 | IHRSA Report | Member News

NEW MEMBERS Nevada IHRSA Membership Eligibility Standards Members of the association must comply with IHRSA’s baseline health, DRAGON RIDGE safety, and ethical standards. To learn more, visit ihrsa.org/standards 552 S. Stephanie St. or contact IHRSA at 617-951-0055. California Henderson, NV 89012 TOTAL WOMAN GYM & SPA 702-856-8458 Mr. Troy Meier 727 Sunnyvale Saratoga Road France Netherlands Sunnyvale, CA 94087 408-732-6200 FITNESS PARK BERCY 2 AF BENELUX VESTIGING Ms. Jahnis Nichols New York Centre Commercial Bercy 2 LANDGRAAF 4 place de L’Europe Streeperstraat 76 THE MERCEDES CLUB Charenton Le Pont, 94220 Landgraaf (L), 6371 AZ 550 W. 54th St. (33) 65-190-9671 (31) 85-773-9911 Florida New York, NY 10019 Mrs. Nathalie Schwartz Ms. Marij Funke MIRABAY 212-265-1111 Mr. Mathew Cicci 107 Manns Harbor Drive GENAE BOUC-BEL-AIR AF BENELUX VESTIGING Safety Harbor, FL 33572 Oxylane Village GELEEN 813-649-1500 La Petite Bastide Rijkswe Zuid 1b - 1c Ms. Mindy Anderson Texas RN8 Geleen (L), 6161 BE HEROES FITNESS Bouc Bel Air, 13320 (31) 85-773-1479 2423 N. County Road W (33) 044-294-0315 Ms. Marij Funke —| Maryland Odessa, TX 79763 GENAE WITTENHEIM COLUMBIA COUNTRY CLUB Mr. Stephen Langdon Oxylane Village 7900 Connecticut Ave. ZA Carreau Anna Chevy Chase, MD 20815 Wittenheim, 68270 301-951-5000 (33) 038-957-0735 Ms. Angela Jackson

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

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Save the date | 2014-2015 IHRSA Events COMING SOON IN DECEMBER 4 FEBRUARY 5, 2015 CLUB BUSINESS Increase Club Revenue and Group Training: Revenue, Results, Member Retention through Effective and Raving Fans with Small-Group I NTERNATIONAL Fitness Programming and Semi-Private Training ihrsa.org/webinars ihrsa.org/webinars u Power Player: Author, psychologist, JANUARY 15, 2015 MARCH 11-14, 2015 and university lecturer Kelly Retention, Revenue & Results IHRSA 2015 McGonigal explores “The Willpower ihrsa.org/webinars 34th Annual International Convention & Trade Show Instinct” during IHRSA 2015 Los Angeles, California ihrsa.org/convention u Euro Expert: A revealing “First Person” Q&A with Olav Thorstad, the winner of the 2014 European Club Leadership Award

u 2015 Global: Industry leaders, 2015 Industry Events observers, and analysts assess the year to come in North America, FEBRUARY 7-8 MARCH 5-8 APRIL 16-19 Latin America, Europe, and Asia TheFitExpo The Arnold Sports Festival IDEA Personal Trainer Southern California Columbus, Ohio Institute—WEST u Sneeze-on: The season for colds Los Angeles, California arnoldsportsfestival.com Seattle, Washington and flu is upon us. Here’s what clubs thefitexpo.com ideafit.com need to do to make sure members MARCH 18-21 FEBRUARY 16-18 TaiSPO— MAY 26-30 don’t catch something on-site. FISA WEST Taipei International American College Palm Springs, California Sporting Goods Show of Sports Medicine’s u E-management: “F.I.T. Extra” fisana.org Taipei, Taiwan Annual Meeting provides a quick, convenient guide to taispo.com.tw San Diego, California all of the newest and most versatile FEBRUARY 19-21 acsmannualmeeting.org ForumClub—Expo and MARCH 30-APRIL 3 club management software available International Congress American Journal of JULY 15-19 Bologna, Italy Health Promotion’s IDEA World forumclub.it 25th Annual Art & Science Fitness Convention of Health Promotion Los Angeles, California Out of Shape by Stan Tran FEBRUARY 19-21 Conference ideafit.com San Diego, California ForumPiscine— AUGUST 12-16 Pool & Spa Expo healthpromotion conference.com canfitpro International and International Congress Fitness and Club Bologna, Italy APRIL 9-12 Business Conference forumpiscine.it and Trade Show FIBO 2015 Toronto, Ontario, Canada Cologne, Germany FEBRUARY 25-27 canfitpro.com IDEA Personal Trainer fibo.de Institute—EAST APRIL 10-12 SEPTEMBER 22-24 Alexandria, Virginia Leisure Industry Australian Fitness ideafit.com Week (LIW) & Health Expo NEC Birmingham, Melbourne, Australia FEBRUARY 26-MARCH 1 United Kingdom fitnessexpo.com.au Meet The Top liw.co.uk Mallorca, Spain meet-the-top.de

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

96 Club Business International | DECEMBER 2014 | ihrsa.org Download the Free IHRSA App: ihrsa.org/app IHRSA WEBINAR

JOIN US FOR: n RETENTION, REVENUE & RESULTS Thursday, January 15 | 2:00pm-3:00pm (EST) Presented by Bill McBride, President & CEO, Active Sports Clubs & BMC3

LEARNING OBJECTIVES: • Gain insight on how to increase your membership sales and revenue generation. • Explore how to better engage with your members; and learn how to design the club experience around the member’s journey and interactions. • Discover how you can design a revenue focused member engagement delivery approach. • Review the latest approaches and technologies available to support your program with a customized scale.

An incredibly cost-effective way to learn and remain competitive every month . . . it’s education when you need it, whenever you need it!

Missed a Webinar? Don’t worry! You may download past webinars at ihrsa.org/store. Simply click on “webinars” to see a complete listing of topics and presenters.

ONLY $39! for IHRSA Members

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

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98 Club Business International | DECEMBER 2014 | ihrsa.org Download the Free IHRSA App: ihrsa.org/app | Ad Index |

Page Advertiser Page Advertiser

7 » ABC Financial Services, Inc. 37 » Les Mills International abcfinancial.com | 800-551-9733 lesmills.com | 888-669-8876

59 » Aerobics & Fitness Association of America (AFAA) 11 » Life Fitness afaa.com | 877-968-7263 lifefitness.com | 800-634-8637

74 » Affiliated Acceptance Corporation Inside Front » Matrix Fitness affiliated.org | 800-233-8483 Cover & 1 matrixfitness.com | 866-693-4863

2 & 3 » ASF Payment Solutions 17 » Motionsoft, Inc. asfpaymentsolutions.com | 800-227-3859 motionsoft.net | 800-829-4321

41 » Celare by Digilock 28 » MYE Club TV Systems celare.com | 707-766-6000 myeclubtv.com | 661-964-0217

21 & 23 » CSI Software 69 » MYZONE csisoftwareusa.com | 800-247-3431 myzone.org | 312-870-4802

Tab » CYBEX International, Inc. 18 » Netpulse, Inc. cybexintl.com | 508-533-4300 netpulse.com | 415-643-0223

33 » GymGroups 64 » Power Systems Gymgroups.com | 844-GYM-GRPS power-systems.com | 800-321-6975

60 » Hampton Fitness 9 » Precor, Inc. hamptonfit.com | 805-339-9733 precor.com | 800-786-8404

80 » Healthy Learning 68 » Salsbury Industries healthylearning.com | 888-229-5745 lockers.com | 800-562-5377

63 » The Helix Company 66 » Sports & Fitness Insurance Corporation helixco.com | 888-435-4926 sportsfitness.com | 800-844-0536

27 » HydroMassage 30 » Taiwan External Trade Development Council hydromassage.com | 727-536-5566 (TAITRA) taispo.com.tw | 886-2-2725-5200, x2865 71 » iGo Figure Software igofigure.com | 866-532-9588 French & » TECHNOGYM Back Cover technogymusa.com | 800-804-0952 72 » InTouch Technology, Inc. intouchfollowup.com | 888-741-6408 79 » TRX TRXtraining.com | 415-655-4740 13 » Iron Grip Barbell Company irongrip.com | 800-664-4766 Inside Back » Twin Oaks Software Cover tosd.com | 866-278-6750 73 » Jacobs Ladder, LLC jacobsladderexercise.com | 866-697-4100 14 » Zumba Fitness, LLC zumba.com/clubs | 954-925-3755 5 » Jonas Fitness, Inc. jonasfitness.com | 800-324-9800

Download the Free IHRSA App: ihrsa.org/app ihrsa.org | DECEMBER 2014 | Club Business International 99 | Last Rep |

Happy New Year R&D

It’s difficult to believe that 2014 is nearly over. If, like many club operators, you’ve resolved to improve on what and how well you do in 2015, IHRSA has two resources you simply can’t do without: the 2014 Profiles of Success and the IHRSA Health Club Consumer Report.

rofiles of Success: The Annual Industry Data Profiles informs you about how other companies Survey of the Health and Fitness Industry (see are doing, but it’s equally important that you “Chart Your Course,” pg. 46), which was published understand your members—their needs, desires, in October, provides a detailed analysis of the expectations, favorite fitness activities, etc. The annual performance of U.S. health clubs, includ- IHRSA Health Club Consumer Report (see “The ing key metrics on such factors as revenue and Game Plan for 2015,” November CBI, pg. 36), Pmembership growth, payroll, member retention, which was published in September, provides a nondues revenue, and EBITDA. wealth of up-to-date findings on business mod- The new edition of Profiles els, price points, industry growth, membership Tracy Powell is based upon membership demographics, club utilization, personal training, and financial data for 2012 equipment preferences, and other important issues. and 2013 provided by 186 The latest installment of the report, which club companies, which, taken covers calendar year 2013, constitutes a crash together, represent 6,819 course in club user perceptions and demograph- facilities. The report addresses ics, and offers operators guidance on virtually key indicators for several club every aspect of running their business. But it goes types—fitness-only, multipur- well beyond statistics and numerical results, spot- pose, independent, and multi- lighting opportunities across various demographic chain operations—as well as segments, providing actionable information. It for facilities of different sizes. notes, for instance: A snapshot of club consumer • Many consumers now maintain memberships at Joe Moore participation, demographics, more than one fitness facility IHRSA President & CEO and psychographics is also • The current movement away from the traditional included. multipurpose model and toward boutique clubs In general, the 2014 Profiles and fitness studios paints an instructive portrait of the industry’s performance. For example: • The correlation between both age and club usage with tenure (e.g., members who stay on board for • For the period from 2012 to 2013, the responding at least 10 years utilize the club an average of 139 clubs posted net membership growth (median) of days a year; and older people tend to remain with 4% and revenue growth of 5% their club longer) • Fitness-only clubs reported greater net member- • The recent decline in equipment utilization by ship growth (+6.2%) than multipurpose clubs (+0.8%) club members • Smaller facilities generated less revenue per If you study these two new IHRSA research publica- member ($630.80) than larger ones ($876.10) tions, and then implement some of the ideas they suggest, 2015 will likely be a personally and • Total payroll claims a median 41.7% of total professionally, as well as a financially rewarding year. revenue for all of the clubs Both reports are available at ihrsastore.com. Profiles • Clubs reinvest nearly 2% of their total revenue in is priced at $249.95 for IHRSA members and $499.95 fitness equipment for nonmembers; the Consumer Report, at $99.95 for members, and $199.95 for nonmembers. —| • Over 90% of the respondents offer group exercise classes at no additional cost – Joe Moore; [email protected]

100 Club Business International | DECEMBER 2014 | ihrsa.org Download the Free IHRSA App: ihrsa.org/app TWIN OAKS CLUBS ARE MORE PROFITABLE (REASON #59 – OUR CLUBS HAVE MORE ONLINE SALES)

Many features for members to use, Boost Your Bottom-Line anytime & anywhere! Including: with Twin Oaks • Online Joining • Purchase Personal Training Sessions For a FREE Software Demo call 866-278-6750 • Book & Schedule Appointments or visit HealthClubSoftware.com • Class Enrollment • Update Billing, Pay Balances • Buy Gift Certiﬁcates

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