Innovations - IHRSA

April 2010
Club business
InternatIonal
24 Exercise Sparks
37 Safe & Sound
47 Total-Body Triumph
81 Olympic Beliefs
87 Gym Bag Bandits
Upbeat in
a Downbeat
Economy
PUra ViDa FitnEss
anD sPa soars
on challEngEs!
®

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EvErything ElsE is obsolEtE.
AnD rEsEArch provEs it.
Bad Idea
IntroducIng the cybex Arc trAIner.
When you compare the CYBEXs Arc Trainer to a typical elliptical, there’s no comparison. That’s because
the Arc Trainer is designed to eliminate wasted motion and burn up to 16% more calories than
conventional ellipticals or cross-trainers. In-depth research conducted by the University of Wisconsin-
La Crosse proves it. And that’s just for starters.
Further independent research studies show that high-intensity Arc Trainer workouts improve muscular
endurance by 35% and work capacity by 28%. It’s also the first cardiovascular machine ever to
demonstrate gains of 17% in force production and 14% in force absorption—two key indicators of
athletic performance.
The bottom line? The CYBEX Arc Trainer delivers a significantly superior overall workout, making
conventional cross-trainers and ellipticals literally obsolete. Better yet, it produces these measurable
results with lower perceived effort and less discomfort.
So your members can reach their loftiest strength, endurance, cardio and weight loss goals, while
they enjoy the smooth, fluid feeling of this research-proven performer.
The CYBeX ArC TrAiner. noThinG Burns FAsTer. noThinG.
© 2010, CYBEX International. All rights reserved
The Typical Elliptical vs. The Arc Tra iner
Good
TesT drive The ArC TrAiner.
GeT A Free pAir oF Bose ® in-eAr heAdphones.
We’re so confident you’ll experience what the research proves, we’re offering you a
FREE pair of Bose ® We’re so confident you’ll experience what the research proves, we’re offering you a
in-ear headphones—a $100 value—just for trying the Arc Trainer.
visit isit http://arctrainer.cybexintl.com or call +1.774.324.8000 to arrange for your
free trial. Feel the difference!
* Arc Trainer test drive must be completed by April 30, 2010
to receive Bose ® In-Ear Headset. Contact your certified
CYBEX representative for eligibility.
Patented
www.cybexintl.com

| Editor’s Welcome |
Kerry brett
One of the most rewarding aspects of journalism is
the access it provides to people, events, information,
and, ideally, real insights. One of the most frustrating
is that most of it is never reported. There’s so
much to share and so little space!
That’s why, this month, CBI is amending, appending, and otherwise
extending the coverage it provides within these pages by
introducing CBI: Unbound, a blog that will appear on IHRSA’s
Website, www.ihrsa.org.
As the title suggests, this new medium will do its best to shake
off some of the conventions and limitations that define print publications.
It will feature entries by CBI’s editorial and design staffs,
regular contributors, and occasional guests.
CBI: Unbound will, in some cases, amplify on stories first covered
here; describe the journalistic process involved; share the authors’
personal thoughts; or provide updates on recent developments.
It may also devote its attention to other news that’s of interest
to industry professionals. It will, by turns, be serious, introspective,
dramatic, provocative, and, occasionally, even humorous.
One of the articles in this issue of CBI admits to the
restrictions of print and illustrates the opportunities
posed by blogs. “Upbeat in a Downbeat Economy”
(pg. 29) is the story of J Madden, a commercial realestate
developer in Colorado who, a number of years
ago, became intrigued by health clubs. The result
was the Greenwood Athletic and Tennis Club
(GATC), a 140,000-square-foot, resort-like complex
in Greenwood Village, Colorado.
More recently, just as the Great Recession was, as
Madden describes it, “gripping the economy with its
talons,” he successfully launched Pura Vida Fitness
and Spa, a breathtaking 30,000-square-foot facility
in Denver’s affluent Cherry Creek neighborhood.
This feature was researched and written by Contributing Editor
Jean Suffin, who visited Pura Vida, met with Madden and his staff,
and conducted numerous follow-up interviews both by phone and
e-mail. When you read it, you’ll discover that, as a club developer,
Madden is a true original. You’ll get a sense of what it’s like to create
a new club in an incredibly competitive market during a financially
inauspicious time. You’ll learn that Pura Vida and its spa, Vital Spa,
were obliged to reinvent themselves to deal with a seismic shift in
the marketplace.
What you won’t learn very much about, however, is Madden’s
special passion for architecture and aesthetics. Or about his
unwavering focus on members. Or about Madden’s response to
being scrutinized so intensely by Suffin. “This has been a fun and
cathartic process for me, as I haven’t been interviewed like this
before,” he told her in an e-mail. “It’s given me a chance to reflect
on my career in this business and the many joys—past, present,
and future—involved.”
Suffin’s response: “Hey, we could have written your biography
by now.”
… or, at the very least, a blog entry or two. —|
4 Club Business International | APRIL 2010 | www.ihrsa.org
The mission of IHRSA is to grow, protect,
and promote the industry, and to provide its
members with benefits that will help them
be more successful.
Publishing
Editor-In-Chief: Craig R. Waters
Publisher: Jay M. Ablondi
Managing Editor: Rebecca K. Maverick
Editor: Jennifer H. McInerney
Associate Editor: Patricia Glynn
Editorial Assistant: Mia Coen
Contributing Editors:
Dawn Allcot, Patricia Amend, Phoebe Anderson,
Jon Feld, Julie M. King, Catherine Larner,
Lesley Mahoney, Jean Suffin, Stephen Wallenfels,
Kristen A. Walsh
Advertising, www.cbimediakit.com
Vice President of Advertising & Membership Sales:
Michele Eynon
Senior Account Manager:
Jessica Gutstein
Advertising & Associate Membership Manager:
Christine Paterson
Advertising Sales Executive:
Donna Garrity
Business Development Publications:
Will Finn
Publications & Associate Coordinator:
Meghan Burnham
Art Direction, Design, Production:
HM Studios, Boston, MA
internAtiOnAl heAlth, rACQuet
& sPOrtsClub AssOCiAtiOn
President & CEO: Joe Moore
Chief Operating Officer: Anita Lawlor
Executive Vice President of Public Policy:
Helen Durkin
Executive Vice President of Global Products:
Jay Ablondi
Club business internAtiOnAl
editOriAl & Advertising OffiCes:
c/o ihrsA
seaport Center
70 fargo street, boston, MA 02210 usA
800-228-4772 usA & Canada
617-951-0055 | 617-951-0056 fAX
e-mail: cbi@ihrsa.org
www.ihrsa.org
to order reprints of articles,
call 800-228-4772 ext. 192 or
visit www.ihrsa.org/cbi
Club business international (issn 1043-9692,
usPs 766-570) is published monthly ©2010
by the international health, racquet & sportsclub
Association, seaport Center 70 fargo street,
boston, MA 02210. All rights reserved. Periodicals
postage paid at boston, Massachusetts, and
additional mailing offices. Canadian sales
Agreement #40767601.
subscription rate for members is $48 per year,
which is included in the dues. Additional subscriptions
$24.95 per year (usA) and $75 (international).
POstMAster: Please send change of address
to Club business international, c/o ihrsA,
seaport Center 70 fargo street, boston,
Massachusetts 02210
Vo l u m e 30, Issue 4
®

InspIratIon strength Chest press
© 2010 Star Trac. All rights reserved. Star Trac, the Star Trac logo and Expect
Different are registered trademarks of Unisen, Inc. Inspiration Strength is a
trademark of Unisen, Inc. Lock N Load ® is a registered trademark of Innovative
Strength Technology, LLC.
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Star Trac offers world class products in every strength
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• Selectorized Strength
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Also available on most Star Trac strength products is the
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10-COR-017-Q2 InspirationAD copy.indd 1 3/2/10 11:50:25 AM

ClUb bUSinESS
IntERnAtIonAL
Everything about Pura Vida Fitness
and Spa emphasizes ‘pure life’
Features
24 Exercise Sparks
ContEntS | ApRIl 2010
Dr. John Ratey, a renowned psychiatrist, has
been studying the effects of exercise on the
brain for more than 30 years. His extensive,
original findings have yielded no less than eight
books on the topic, including his latest, Spark:
The Revolutionary New Science of Exercise and
the Brain. In this exclusive CBI Interview, Ratey
sheds light on how clubs can capitalize on his
breakthrough research.
Cover: ron Pollard | Above: Wendi schneider
6 Club Business International | APRIL 2010 | www.ihrsa.org
30
30 Upbeat vs. Downbeat
J Madden, the owner of the Greenwood Athletic
and Tennis Club, a landmark Colorado facility, has
achieved the unlikely: successfully launching a new
club, Pura Vida Fitness and Spa, in an intensely
competitive market during the Great Recession
37 Safe & Sound
Despite their best efforts, club operators are
confronting a growing number of lawsuits
involving equipment, facility maintenance,
and automated external defibrillators (AEDs).
IHRSA’s legal experts offer advice on how best
to avoid court appearances

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growth, Fiserv also offers EFT processing and outsourced billing. With Fiserv, you have the unrivaled power to perform.
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ClUb bUSinESS
IntERnAtIonAL
Michelle Obama
says ‘Let’s Move’
AfP PhOtO/saul lOeb/newscom
17
Departments
News & Know How
54
15 news
First lady launches ‘Let’s Move;’ Health
o Meter steps up to 15-millionth mark;
industry mourns Leroy Merritt; trustmark
acquires Health Fitness Corporation;
Power Systems powers Haiti; and more
21 On the Move
nYSC joins forces with FDnY; Anderson
named top trainer; grand openings for
Gold’s Gym Los Angeles, GoodLife Fitness,
and Sport & Health; Curves member
featured in People; Sports, Fitness &
Fun staff saves a life; and more
Innovations
43 What’s new
Check out the latest products from Iron
Grip Barbell Company, JumpSport,
Jade Distribution, Lifeline USA, nEStA,
PowerBlock, Marketing World Pool
Products, and MobileFit
47 F.i.T. Extra
Whether it’s done on a stepper, stairclimber,
or artificial wall, climbing provides members
with a total-body triumph
8 Club Business International | APRIL 2010 | www.ihrsa.org
ContEntS | ApRIl 2010
IHRSA Report
81 First Set
the XXI Winter olympics offer reasons
to believe, observes IHRSA Chairperson
David “Patch” Patchell-Evans
82 in brief
As the healthcare legislation battle rages
on, IHRSA continues to wage its Campaign
for a Healthier America
85 international
87 Club Advisor
Here are five tried-and-true ways for
clubs to stem the rising number of crimes
precipitated by the Great Recession
88 Ask the Entrepreneurs
90 Member news
See what’s happening at Connor Sport
Court International, Cybex International,
H2omassage Systems, Motus USA,
Peak Pilates, and more
99 Calendar
Climbing challenges
the total body
91
Robert Riches
presides over ASF
Reps
4 Editor’s
Welcome
10 ihrsa.org
12 letters
101 Marketplace
103 Ad index
104 last Rep
Ushering in a new
board of directors
provides a fresh slate
of opportunity, notes
IHRSA President and
CEo Joe Moore

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are registered trademarks of Brunswick Corporation. (USC-013-10)

ihrsa.org
prepare Now for a Successful
Get Active America!
> www.ihrsa.org/getactiveamerica
Time is running out to enroll in Get Active America!, IHRSA’s
free program designed to get Americans healthy—while
generating new members for clubs. During one week next
month, May 3-9, participating IHRSA clubs will open
their doors free of charge to the public to show them
what they’re missing. Sign up now to ensure plenty of
time for planning, marketing, and community outreach.
This program presents an ideal opportunity for clubs to
drive traffic through their doors and increase membership
IHRSA Offers HR Help
> www.ihrsastore.com
A PREvIEW oF WHAt’S nEW tHIS MontH on WWW.IHRSA.oRG
If you could benefit from some guidance with respect to managing, motivating,
compensating, and rewarding your club’s personal trainers and sales
staff, be sure to read the association’s newest publication, IHRSA’s Guide
to Managing Employee Performance: How to Incentivize, Measure & Reward
Outstanding Performance.
this guide will help you to: motivate sales, fitness,
and personal training staff; develop effective performance
metrics; empower employees to excel;
and improve your bottom line.
“Effective performance management has
long been known to promote positive staff morale,
increase productivity, and reduce employee turnover—all
factors that contribute to your club’s
profitability,” says Jay Ablondi, IHRSA’s executive
vice president of global products. “Clear and
reasonable performance standards, along with
market-rate pay and rewards for excellent work,
will help you foster a favorable, productive environment for your staff.”
IHRSA’s Guide to Managing Employee Performance includes five case
studies, which profile clubs with proven success in these areas. —|
log on to www.ihrsastore.com to purchase this publication in pDF format
($19.95 members, $29.95 non-members).
10 Club Business International | APRIL 2010 | www.ihrsa.org
while at the same time promoting the benefits of physical
activity and a healthy lifestyle in the community. Don’t
miss out! —|
log on to www.ihrsa.org/getactiveamerica for details and to
download program materials.
Keep Fighting
the Good Fight
> www.ihrsa.org/council
By now, you’ve probably read the incredible
story of IHRSA’s “undefeated” 21-0
Public Policy record in 2009. If not, visit:
www.ihrsa.org/victories. these triumphs
are due, in large part, to the members
of the Public Policy Council, who pledged
more than $1 million to support the
Industry Defense Fund.
Unfortunately, the industry is facing
more dangerous legislation this year,
as nearly every state faces an enormous
budget deficit. —|
learn more and lend your support at
www.ihrsa.org/council.

| letters |
Of Utmost Importance
> I just wanted to thank IHRSA for including me as one of the 30
industry leaders who contributed to the e-book, What’s Important
in the Fitness Industry in 2010? (See www.ihrsa.org/2010.) the
publication is a true reflection of our industry, with very diverse
thoughts, suggestions, and philosophies. What becomes quite
obvious is that, across the board and on a global level, there’s
a common thread: that we all see the future of the industry as
positive, and, with the continued hard work of a lot of passionate
people, we see it as an industry full of hope and opportunity.
2010 is poised to be a great year! —|
Fred Hoffman, M.Ed. | Director of International Services |
The Club Synergy Group | Paris, France
Prismatic Effects
> At Leisure Sports, we greatly appreciate and value the
reports and publications that IHRSA’s research team produces.
the new Health Club Consumer Report is full of interesting and
useful information and statistics that can be incorporated into
strategic planning for existing clubs (marketing, programming,
equipment selection, space allocation, etc.) and for new club
growth (market/site selection, facility design, etc.). the section
on the PRIZM profiles is insightful. As a high-end company
with average monthly dues rates over three times the national
average, we know the value of using the PRIZM system to
identify areas with high concentrations of the consumer
segments mostly likely to join our type of club. —|
laurie J. Smith | Senior Vice President | Leisure Sports, Inc. | Pleasanton, CA
Staunch Defenders
> I just wanted to take a moment to extend a special thank
you to IHRSA’s Public Policy Council for all that it does for
our industry. We are truly under siege. I intend to increase
my donation to the Public Policy Council’s Industry Defense
12 Club Business International | APRIL 2010 | www.ihrsa.org
Thrill of Victory
I would like to commend IHRSA for achieving
an impressive undefeated 21-0 win record
during the 2009 legislative session. As someone
who knows all too well the seemingly
unlimited ways that government can affect
the health club industry, it’s reassuring to
know that IHRSA is vigilantly fighting on our
behalf. I encourage all club owners to support
IHRSA’s Industry Defense Fund, to ensure
the continued protection of our industry. —|
Art Curtis | CEO | Millennium Partners Sports Club Management, LLC |
Boston, MA
Fund because I recognize the hard work its staff does and,
more importantly, where we would be if the council was
not doing this work. —|
Jim Thompson | President | Oakland Hills Tennis Club, Inc. | Oakland, CA
Keynotes to Success
> IHRSA 2010 keynoter Malcolm Gladwell’s books are fabulous,
and his interview in the February issue of CBI (see “CBI Interview,”
pg. 33) is a great reminder of one key reality: it takes hard work to
succeed in anything. I love his finding that you don’t have to have
some super IQ to succeed. I also enjoyed his insight into the timing
of society’s interest in something as it relates to our own success.
It’s true: you need to be at the right place on the opportunity curve
to catch the wave—not too soon, not too late. However, I’m still a
firm believer that the true definition of success is: “When hard
work meets opportunity.” —|
Casey Conrad | President | Communication Consultants, WBS, Inc. |
Wakefield, RI
Secret Santa Sensation
> I gave the book Outliers, by Malcolm Gladwell, to one of
my colleagues as a Secret Santa gift this year. He came back
after Christmas and stuck the following quote from the book
on his office wall: “once a musician has enough ability to
get into a top music school, the thing that distinguishes one
performer from another is how hard he or she works. that’s
it. And what’s more, the people at the very top don’t work just
harder or even much harder than everyone else. they work
much, much harder.” the book has given him a new sense
of direction in the way he leads his sales team, and, by all
accounts, they’re responding positively, and we should see
“a cataclysmic rise” in sales this quarter! —|
James Shillaker | Owner Incorpore - The Health Club Company |
Redhill, U.K.

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News & Know How
news 15 | On the Move 21
like clubs, IHRSA associate member companies sometimes get to celebrate
record-breaking achievements. Recently, one of them, Health o Meter
Professional Scales, did just that… when they shipped their 15 millionth
medical scale. Congratulations! Health o Meter is also a new member
of IHRSA’s Group Purchasing program. —|
www.ihrsa.org | APRIL 2010 | Club Business International 15

THE REVOLUTION CONTINUES
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Adjustable Stride length. This best-in-class feature offers
exercisers of any level the ultimate in customization, making
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Add to that our innovative xRide
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Electronically Adjustable Stride

Obama launches ‘let’s Move’
Michelle Obama says ‘let’s Move’
First lady to fight childhood obesity and IHRSA approves
In early February, First Lady Michelle
Obama formally launched an
ambitious nationwide campaign
to combat childhood obesity. “We want
to eliminate this problem… in a generation,”
she said in unveiling the program
on ABC’s Good Morning America. “We
all know the numbers. I mean, one in
three kids is overweight or obese,
and we’re spending $150 billion a year
treating obesity-related illnesses. So
we know this is a problem, and there’s
a lot at stake.”
President Obama supported the
initiative by signing a presidential
memorandum creating a special task
force to help coordinate the wide range
of organizations and activities that
will be involved in the undertaking.
Michelle Obama’s “Let’s Move” effort
has four principal goals: educating
parents about the importance of proper
nutrition and exercise for their families;
reducing fat, sugar, and processed
food in meals; making nutritious food
more accessible; and increasing the
emphasis on physical education.
The President’s Council on Physical
Fitness and Sports (PCPFS) will take the
lead with respect to the latter objective.
The full scope of the program is detailed
on a new Website, www.letsmove.gov.
The first lady’s announcement precipitated
a nearly unanimous response
on the part of dozens of organizations,
ranging from IHRSA, to the National
Wildlife Federation, to Mission: Readiness,
a group of retired military officers.
“On behalf of the health and fitness
industry, I would like to commend you
on your initiative to address childhood
obesity in America and to extend our
help,” Joe Moore, IHRSA’s president
and CEO, wrote in a letter to Michelle
Obama. “The health club industry is an
important and effective resource for
introducing young people to a lifetime
of exercise, fitness, and healthy behaviors…
(and) we want to see you succeed
in your initiative.” —|
| News & Know How | news
AfP PhOtO/saul lOeb/newscom
industry mourns
Merritt Athletic
Clubs founder
> leroy Merritt, a real-estate developer
and owner of the Merritt Athletic
Clubs chain, passed away in late
January, following cancer-related
complications. He was 79.
In 1967, after graduating from
McDaniel College, in Westminster,
Maryland, he founded Merritt Properties.
the company is now the largest
property-management firm in the
Baltimore-Washington area.
A decade later, he followed the
advice of a young racquetball fan and
built the towson Court Club in towson,
Maryland—just as the racquetball
phenomenon was taking hold. the
club became so popular that, within
its first year of operation, it underwent
two expansions. In the mid-1980s, two
leroy Merritt
more club openings followed, as well
as the acquisition of the Downtown
Athletic Club, in Baltimore. today,
there are 10 Merritt Athletic Clubs,
including two “express” locations. A
new 50,000-square-foot “all-green”
facility is currently under construction.
“Leroy’s integrity, generosity, and
good humor will be deeply missed by
everyone who’s had the opportunity to
work with him,” said Scott Dorsey,
Merritt’s cousin and the president of
Merritt Properties. “this is a very sad
time for us all.” —|
www.ihrsa.org | APRIL 2010 | Club Business International 17

| News & Know How | news
Trustmark Acquires health fitness Corporation
Health Fitness Corporation (NYSE Amex: FIT), a
Minneapolis-based provider of integrated health
and fitness management services, has entered into
a merger agreement with Trustmark Mutual Holding Company,
a health and life insurer and benefits administrator
based in Lake Forest, Illinois.
According to the agreement, Trustmark will buy out, through
its subsidiary, all outstanding Health Fitness Corporation (HFC)
shares of common stock at $8.78 apiece. This price is 22%
above HFC’s closing share price on January 20, the last trading
day prior to the announcement of the merger.
HFC’s board of directors has voted unanimously to accept
the merger and has encouraged shareholders to do so as
well. The transaction was expected to close during the first
quarter of 2010.
“When Trustmark approached Health Fitness, it was immediately
evident that they’d put a great deal of thought and
research into their total population health strategy, and that the
goals and cultures of the two companies align nicely,” reports
Gregg Lehman, HFC’s president and CEO. “We’re excited that
Trustmark’s resources and our combined distribution channels
will support our mission—on a greater scale than previously
third Quarter down, but projections Up!
> While the recently released IHRSA
2009 third Quarter Index demonstrated
a drop in clubs’ financial performance
in several areas, early fourth-quarter
reports indicate that business may now
be on the upswing.
Compared to the third quarter of 2008,
the metrics for the same period in ’09 fell in
the areas of overall revenue, membership/
dues revenue, nondues revenue, and earnings
before interest, taxes, depreciation,
amortization, and rent (EBItDAR). Samestore
sales revenues were down 6.5%, and
same-store membership/dues revenue, by
4.3%. Same-store nondues revenues were
down 9.7%. total membership and nondues
revenue declined by 2.8% and 6.1%,
respectively, and EBItDAR fell by 6.7%.
Despite a lackluster third quarter, health
club operators remained upbeat about
the months ahead. In IHRSA’s September
18 Club Business International | APRIL 2010 | www.ihrsa.org
Monthly trends Survey, 49% of the
respondents said they were anticipating
increased revenues for the fourth quarter.
Company Analysis – 3Q 2008 vs. 3Q 2009
possible—of improving the health and wellbeing of all the
people we serve.”
“Our knowledge of the healthcare system and experience
in complex case-management complement their expertise in
wellness and fitness,” points out Dave McDonough, Trustmark’s
CEO. “Together, we have the foundation for a broad
spectrum of innovative and proven services that help people
improve their health, navigate a complex healthcare system,
and reduce medical costs.” —|
In addition, informal reports from operators
indicate that business was picking up
during the first quarter of 2010. —|
Short takes | Power Systems for Haiti
Power Systems, the fitness-equipment manufacturer, has joined a growing number of clubs and supplier companies contributing to relief
efforts in Haiti. For a limited period, it’s donating $2 for each order placed to the American Red Cross Haiti Relief and Development fund.
“As a group, our employees wanted to participate, and we thought it would be wonderful to also include our customers, as we view them
as part of our family,” says President Julie Pauletto. —|
Mean
Median
percent
change
(mean)
percent
change
(median)
total company revenue $27.8 million $6.6 million 2.2% -3.8%
total membership/
dues revenue
$20.4 million $4.2 million 3.3% -2.8%
total nondues revenue $7.1 million $2.0 million 0.0% -6.1%
Same-store sales revenue $8.98 million $5.27 million -4.2% -6.5%
Same-store membership/
dues revenue
Same-store
nondues revenue
Gregg
lehman
Dave
McDonough
$6.41 million $3.91 million -3.0% -4.3%
$2.56 million $1.59 million -7.1% -9.7%
EBItDAR $9.91 million $1.56 million 1.5% -6.7%

That’s no pipe dream. Clubs all over the world that have embraced the LES MILLS® Group Fitness
System are reporting unprecedented membership numbers. Innovative and dynamic Group Fitness
programs like BODYPUMP®, BODYCOMBAT® and BODYFLOW® are smashing IHRSA weekly attendance
averages by almost double.
Success with Les Mills’ RPM® program has created an unexpected problem for David Thoong
of Celebrity Fitness: “I feel so bad when we can’t squeeze any more people into the studios.”
Since adding the LES MILLS® Group Fitness System to the Student Recreation Center at
Fresno State in California, weekly group fitness attendance has doubled.
The LES MILLS® Group Fitness System is the ultimate blueprint for club success.
Take your membership to the max.
Find out more about the pulling power
of the LES MILLS® Group Fitness System.
Visit www.lesmills.com/pro

Programming
Firefighters’ lifesaving exercise
Movers and Shakers
Barnhart named CFo
of Bally total Fitness
> Bally total Fitness has hired
Steven Barnhart as senior vice
president and chief financial
officer (CFo). Barnhart, who
previously served as president
and CEo of orbitz Worldwide,
will oversee the company’s
financial functions, as well as
its It department. “He is exactly
what we need as we continue
to strengthen Bally’s financial
position,” says Mike Sheehan,
Bally’s CEo. “It’s an exciting
time to join Bally,” notes
Barnhart. “With a healthy
balance sheet and a reinvigorated
focus on Bally’s members,
Sheehan and his team
are committed to transforming
the business and have been
making major changes.” —|
World Gym
taps Teatum as
President, Global
Business Systems
> Jim teatum, the former
president of nautilus’ commercial
division, has joined World
Gym as president of global
business systems. In this role,
he will lead the international
development and franchise
growth of the iconic brand.
“new clubs will become part
of the World Gym family, ”
teatum explains. “We want to
move away from franchising
as a ‘business transaction.’ ”
World Gym, founded by industry
pioneer Joe Gold, was recently
purchased by Joyce C. Cammilleri,
the cofounder of JoICo,
an internationally known
hair-care brand. —|
| News & Know How | On The Move
Courtesy fdnY
Award Winning
NYSC partners with FDNY
on lifesaving Skills
new York Sports Clubs (nYSC) has joined
forces with the new York City Fire Department
and nYC Service to offer free cardiopulmonary
resuscitation (CPR) training
classes to new Yorkers. All nYSC locations
will offer FDnY CPR to-Go, a new program
that’s taught by FDnY emergency medical
technicians (EMts). Club membership is
not required to participate.
“In keeping with our clubs’ emphasis
on safety, it’s equally important for us
to train the public on how to assist in a
potentially life-threatening circumstance,
make a difference, and save a life,” asserts
Alex Alimanestianu, nYSC’s CEo. —|
Reality Fitness Owner Named Top Trainer
the Chicago Sun-Times recently recognized
nicki Anderson, owner of Reality Fitness and
Personal training in naperville, Illinois, as
one of “Chicago’s Fitness Gurus.” In fact, the
25-year fitness veteran was the sole female
personal trainer to make the newspaper’s
esteemed list. Anderson, who was once an
obese teenager, specializes in working with
overweight individuals and focuses on nutrition,
exercise, and helping her clients to set
reasonable, realistic goals. Reality Fitness
features private studios and a lineup of nine personal trainers.
“I strive to be the best trainer I can be for those who need some
solid training, education, and motivation,” she said. Anderson
has also lectured for IHRSA, IDEA, ECA, and AFPA, and has
written several books. Her most recent, Nicki Anderson’s
Single Step Weight Loss Solution, was released last year. —|
Member Spotlight
Curves Member Featured in People Magazine
People magazine recently turned its spotlight on Berenice
Salceda, a 17-year-old member of Curves, for her life-changing
weight loss. In 2006, the 5’ 2” Salceda weighed in at an unhealthy
280 pounds, which prompted her to join the popular women-only
club. Every day after school, she worked out at Curves for an hour;
she also altered her eating habits and reduced her fat and carbohydrates
consumption. two years later, she’s lost an amazing
132 pounds. “I’m so much more active now,” the teen told People.
“I’m a completely different person.” —|
www.ihrsa.org | APRIL 2010 | Club Business International 21

| News & Know How | On The Move
Club Openings
Gold’s Gym Opens Sixth Facility in Greater los Angeles
the world’s largest coed gym chain is expanding its territory in the metropolitan
district of Los Angeles. Gold’s Gym of Los Angeles recently opened
a Culver City location, its sixth club in the area. “With the new Culver City
Gold’s Gym now open, we’re raising the bar by which gyms of this size will
be measured,” observes
Angel Banos, CEo of Los
Angeles’ Gold’s Gyms.
“It’s a smaller footprint than
our other Gold’s Gyms, but
still contains many of the
amenities that gym enthusiasts
are looking for.” Among
them are a diverse range
of group exercise programs,
including yoga, Pilates,
dance, kickboxing, boot
camp, core training, Zumba,
tRX suspension training, and more. Additional services include nutritional
counseling, personal training, a supplements store, cardio equipment with
tvs and iPod docking stations, top-of-the-line strength training equipment,
and spacious locker rooms. —|
latest Goodlife Fitness Offers One-Stop Shop
GoodLife Fitness, western
Canada’s largest club
chain, is opening its second
coed location in Winnipeg
this month. the nearly
16,000-square-foot space
provides an all-inclusive
fitness destination with
state-of-the-art cardio
and strength equipment;
personal training services;
group exercise classes,
featuring Les Mills programming; dry cedar saunas; tanning; and massage
therapy. the club also offers a special 20-minute circuit-training workout
called “Fit Fix” for time-pressed members. “they can come in at lunch, blast
through the program, and work every big muscle group,” explains Sherri
Romas, the club’s general manager. —|
Sport & Health
Family Welcomes
latest Addition
22 Club Business International | APRIL 2010 | www.ihrsa.org
the Washington, D.C.,
area’s largest family of
full-service health clubs
continues to grow. the
grand opening of its newest
facility, a 38,000-square-
foot location in Ashburn, virginia, is scheduled for
June. new members can look forward to high-quality
cardiovascular conditioning and strength-training
equipment; a free-weight room; indoor and outdoor
pools; a basketball court; a group exercise studio;
Kidz Klub activity center; a juice bar; spacious locker
rooms; and the Serenity Day Spa. “Sport & Health
is committed to bringing our wealth of fitness programming
to neighborhoods throughout the D.C.
metro area that are often underserved,” notes
Jonathan Alder, CEo. —|
Public Service
Trainer Revives Member at
Sports, Fitness & Fun
lifesavers: from l., Scheiman, Matchett,
Rimipici, Marshall, Sanchez
thanks to the quick-thinking efforts of the staff
at Sports, Fitness & Fun in Florida, new York,
a 57-year-old member survived a heart attack.
Just two weeks shy of his 58th birthday, Jack
Swem had started his usual morning routine when
he collapsed onto the floor and went into cardiac
arrest. Jason Sanchez, a personal trainer and
kettlebells specialist, sprang into action, alerting
tara Marshall, the club’s membership director, to
dial 911. Sanchez realized that Swem had stopped
breathing, so he ran to retrieve the automated
external defibrillator (AED), which helps to normalize
heart rate via electric shock. After Sanchez
alternately administered shocks and CPR, Swem
returned to consciousness—just in time for the
arrival of paramedics, who transported him to
a nearby critical care unit. He was relocated to
a specialty hospital, where a pacemaker was
implanted. Following his recovery, Swem treated
Sports, Fitness & Fun’s lifesaving team—which
also included Melissa Rimipici, customer service
director, and personal trainers Wayne Scheiman
and Barbara Matchett—to dinner. —|

The
Evolution
of Power Branding
Every club would like to have a look and feel like no other place in town,
a reputation as the best place to pursue health and fitness goals. To get there,
you must be careful how you build your reputation. If your name appears
on a product that’s just good enough, your name will mean “good enough.”
If you want to be viewed as the best club in town, let your name be seen on
the best products on Earth.
Ivanko Urethane Dumbbells. American Made. World dominant.
• Patent Pending Ivanko Classic Design
• No weld, proprietary fastening system head to handle
• 35 mm handle (special alloy high strength steel)
• 100% Made in U.S.A.
Made In
America
P.O. Box 1470 • San Pedro, CA 90733 • USA
Phone 310.514.1155 • Fax 310.514.1363
Email: chet@ivankobarbell.com
Web Address: www.ivankobarbell.com

Exercise IQ:
Dr. John Ratey

John Ratey, M.D.
By Patricia Amend
CBI: You’ve written eight books and lectured on exercise and the brain,
throughout the world, for many years. What attracted you to this area
of research?
DR. John RatEy: When I graduated from college in 1970, and decided that I wanted
to become a doctor, researchers were just beginning to suspect that the brain might
have something to do with the psyche. Interest in the study of neuropsychiatry was
rising, so, in medical school, I took all of the related courses that I could, and I just
loved them.
I’ve always been intrigued by how the brain, its natural chemicals, and the drugs
we take play a role in personality. For example, during my residency, I discovered
that beta blockers, which are heart drugs, have a profound effect on aggression
and self-abusive behavior. I received grants to study related areas, and developed
an interest in attention deficit hyperactive disorder (ADHD). Eventually, I began to
lecture on aggression, autism, and ADHD. I knew that exercise had a huge impact
on these disorders, and began to follow the related literature, sparse as it was at
the time.
CBI: The Surgeon General’s Report on Physical Activity and Health, published
in 1996, contained little about the effects of exercise on the brain. When was
the connection first clearly identified?
JR: In 1995, researchers began to study exercise and its effect on Alzheimer’s disease
and our cognitive ability as we age. The field started to explode, and, today, it’s one
of the most popular areas in neuroscience. By 2000, there was so much to say that I
wrote A User’s Guide to the Brain to explain how the brain works to the general public.
Like all of my books, this one has a heavy emphasis on exercise. Since then, I’ve been
lecturing about exercise and its effect on mood, cognition, anxiety, attention, addictions,
and aging. As a result, exercise has come to be regarded as a treatment.
CBI: In your latest book, Spark: The Revolutionary New Science of Exercise and
the Brain, you begin by talking about the physical-education (PE) program in
the public schools in Naperville, Illinois. What intrigued you about it?
JR: I’d been looking for a simple way to illustrate the effects of exercise on learning
in children. Naperville provides a powerful case study on how aerobic activity can
transform not only the body, but the mind as well. The Naperville 203 School District
has 14 elementary schools, five junior high schools, and two high schools, for a total
of 19,000 kids; and, for the last 18 years, it’s offered students a fitness-based PE
program. The kids can choose from among 18 activities—from using an exercise
bike with a video monitor, to running on a treadmill, to scaling climbing walls, to
playing various sports. The key is that they wear heart-rate monitors and focus not
on how well they perform the activity, but, rather, on how much time they spend >
| CBI Interview |
The renowned psychiatrist and best-selling author shares startling
new findings about the dramatic effects of exercise on the brain
Highlights
» ‘Smart’ to exercise
» The benefits of PE
» The brain: a muscle?
» Prescribing exercise
John Ratey, M.D., earned
a bachelor’s degree in philosophy
from Colgate University;
studied premedical sciences
at Northeastern University,
Harvard University, and Boston
University; and received
his M.D., from the University
School of Medicine. He’s an
associate clinical professor of
psychiatry at Harvard Medical
School, a research synthesizer,
speaker, and author, and
maintains a private practice.
He’s lectured and published
60 peer-reviewed articles on
aggression, autism, ADHD,
and other neuropsychiatric
issues, and has edited several
textbooks. He’s also authored
or co-authored eight books,
including A User’s Guide to the
Brain (2000); Shadow Syndromes
(1997) with Catherine Johnson,
Ph.D.; Driven to Distraction
(1994); Answers to Distraction
(1995); Delivered from Distraction
(2005) with Edward Hallowell,
M.D.; and Spark: The
Revolutionary New Science of
Exercise and the Brain (2008)
with Eric Hagerman. —|
www.ihrsa.org | APrIL 2010 | Club Business International 25

| CBI Interview |
in their target heart-rate zone. That
way, any kid can excel. In the classes
I’ve observed, the kids take part with
tremendous enthusiasm.
As a result, less than 3% of these
students are overweight, according to
BMI guidelines issued by the Centers
for Disease Control and Prevention
(CDC). That’s startling when you consider
that more than 30% of U.S. school
children are overweight, and another
30% are on the cusp. In addition, 98% of
the Naperville kids do well in a number
of other fitness measures. Fortunately,
the Naperville effort has spawned many
other programs.
CBI: Exercise also had a positive
impact on learning, didn’t it?
JR: Yes. In 1999, when 98% of Naperville’s
eighth graders took the Trends
in International Mathematics and
Science Study (TIMSS), a test designed
to compare students’ knowledge in
science and math, the Naperville kids
finished first, in the entire world, just
ahead of Singapore, in the science
section. In math, they scored sixth, just
behind Singapore, Korea, Taiwan, Hong
Kong, and Japan. This year, one high
school in Naperville had 18 National
Merit Scholars and four students with
perfect ACT or SAT scores—despite the
fact that these students took time from
their school day for physical education.
CBI: Many clubs serve the family
market. What would you suggest
they do for their members with kids?
JR: Clubs, themselves, first have to be
aware that exercise has a tremendous
effect on the brain. In addition to the
physical benefits it provides, exercise
helps kids regulate their moods and
balance their emotions; stimulates
their cognitive abilities; and helps
them feel motivated. Clubs need to
communicate to parents what exercise
can do, and emphasize that early
training is important.
CBI: What’s the main message of
Spark for adult club members?
JR: The main message is that exercise
activates the brain. Activity spawns the
release of brain chemicals known as
neurotransmitters, and improves the
flow of blood and oxygen to your brain,
in much the same way that it does
for your heart. It’s not unreasonable
“It’s not unreasonable to think of your
brain as a muscle. Exercise helps your
heart and all of the other muscles in
your body become more resilient, and
it does the same thing for brain cells.”
26 Club Business International | APrIL 2010 | www.ihrsa.org
to think of your brain as a muscle.
Exercise helps your heart and all of
the other muscles in your body become
more resilient, and it does the same
thing for brain cells. There’s a close
relationship between mind and movement.
For thousands of years, we
were hunter-gatherers, constantly
on the move, and the mind evolved,
in part, to help us imagine, rehearse,
sequence, and foresee consequences,
as we move. When we move, we turn
on that part of the brain.
CBI: The obvious question, then, is
what do you do for exercise? And
what does exercise do for you?
JR: I’ve belonged to a Boston Sports
Club for years, and, when I’m not
traveling, I use it six times a week; I
work with a trainer once or twice a
week. My exercise program varies,
and that’s key; variety introduces
challenge, which is good for the body
and the brain. Aerobic exercise is
central, but I also do some strength
training nearly every time I work out.
I’m 61, and know that strength training
is important as we age. For cardio, I
use a stairclimber or elliptical trainer,
and get my heart rate up to 85%-90%
of my target rate for 30-40 minutes,
three days a week; I also do 30-second
sprints on the treadmill. Because
sprinting causes a huge uptick in
human growth hormone levels, my
body fat has decreased, helping me
to drop the 10 pounds that I wanted to
lose. My exercise program is important
to me mentally, as well. If I don’t get
to the gym for three days, I find it hard
to engage in what I’m doing—even
when I’m excited about it.
CBI: From a neurological standpoint,
why does exercise make
people feel so good?
JR: During the 70s, we talked about
the endorphin rush, and that’s still a
component. However, we now know
that exercise raises the level of all
kinds of brain chemicals, including
neurotransmitters, such as serotonin
and dopamine, which make most
people feel brighter and more alert.
It also releases brain-derived neurotrophic
factor (BDNF), a protein
I call ‘Miracle-Gro’ for the brain,
which helps build and maintain the
connections between brain cells.
CBI: Given that, it would seem
to be even more important for
people to exercise in economically
difficult times such as these.
JR: When times are bad, people should
join a gym if that’s what they need to do
to get some exercise. Health clubs can
help people get through their program
and stick with exercise, which improves
mood and motivation. It also gets them
out of the house, and that’s important,
too, when they begin to feel depressed.
Movement is transformative: you can
change your whole outlook on life if you
start to move.

“Clubs, themselves, first have to be aware
that exercise has a tremendous effect on
the brain.”
CBI: Earlier, you spoke about the
impact of exercise on cognition
as one ages. What, specifically,
are the mental benefits of exercise
for individuals over 50?
JR: If someone has been inactive up
to the age of 50, but gets involved in a
moderately intense exercise program,
studies show that they’ll push back
cognitive decline by 10 to 15 years.
Other research suggests that you can
cut the risk of Alzheimer’s disease
by up to 50%. Women, by the way,
derive more benefits of this sort from
exercise than do men, especially
after menopause.
CBI: Do you think that most
physicians truly understand and
appreciate how exercise affects
health, lifestyle, and, in particular,
the brain?
JR: No, I don’t think they understand
it all, quite yet. They need to be better
educated about these issues. Now,
medical students are demanding
more information about nutrition,
and I think that exercise is beginning
to get some play. I spoke about
exercise and Parkinson’s disease,
and brain health, in general, at
Stanford University this summer.
In November, here at Harvard, we
| CBI Interview |
had a three-day conference called
Active Doctors, Active Patients,
designed to encourage doctors to
prescribe exercise to their patients.
It was sponsored by the new Institute
for Lifestyle Medicine at Harvard.
The interest is building, but slowly.
CBI: Do you think physicians
should be “prescribing” exercise
to their patients?
JR: Yes, prescribing exercise is key
to changing the healthcare tide. I also
think many family practice physicians
should have a “fitness nurse,” whose
job would not only be to prescribe
exercise, but, in addition, to check
data from a pedometer, heart-rate
monitor, or body-composition scale
on a regular basis. The benefits would
be enormous! —|
– Patricia Amend, Pamend@aol.com
www.ihrsa.org | APrIL 2010 | Club Business International 27

In 2009,
IHRSA Members
spent over
Five Million Dollars
with
IHRSA Group
Purchasing.
Just imagine how much they saved.
Buy the products and services you need every day through
IHRSA Group Purchasing. We have negotiated significant discounts to
save you money on janitorial supplies, lighting, printing,
mailing services and much more. Participation is open to IHRSA Club and Associate Members.
Visit ihrsa.org/grouppurchasing for more information.
International Health, Racquet & Sportsclub Association

CURRENT GROUP PURCHASING VENDORS
ADMINISTRATIVE SUPPLIES & SERVICES
A human resources consulting firm with products and services specifically designed for the
club owner, including dynamic, industry-specific management training, employee handbooks,
individual consulting, background check services and much more!
SALES & MARKETING
VCP has been working with the fitness industry for many years. Offering IHRSA members the
finest in printing services at extremely attractive prices. Let VCP help your in reaching your
members and prospects with communications that are eye-catching, informative and effective!
LICENSING
As a non-profit performing right organization, BMI is committed to bringing you the best
music and best value to your business. Offering IHRSA members discounted licensing fees
when paid online.
HOUSEKEEPING & APPLIANCES
AmSan is a distributor of janitorial and cleaning supplies, with over 90,000 products including
janitorial, cleaning equipment, paper products, HVAC, plumbing, electrical appliances and
more. AmSan offers local representation to provide daily service and employee training.
Are your club members happy and healthy? Skin contact, sweat and touching equipment can
promote the spread of germs from one surface to another...and ultimately to other members. A
clean gym can save costs, increase revenue and promote good health.
Ecolab is the global leader in cleaning, sanitizing, food safety and infection control products
and services.
Grainger Industrial Supply will reduce your maintenance, repair and operational business
costs! Club Employee Discount Available!
Health o meter ® Professional Fitness Scales are designed to provide many years of accurate,
reliable and repeatable weight measurements. Innovative features such as BMI and wellness
software make the weighing process simply, fast and convenient.
A European distributor group that is your “One Stop Shop” for Cleaning & Hygiene Supplies.
Standard Textile's Hospitality serves customers with engineered textiles designed to enhance
guest satisfaction and reduce operational costs.
INSURANCE
Aon Affinity Insurance Services, Inc. is a world class leader in insurance programs for associations
and is committed to meeting the insurance needs of IHRSA members. Offering Workers'
Compensation Insurance to ALL IHRSA members, including California, (subject to underwriting guidelines).
SFIC has been in the business of insuring health clubs and fitness centers, providing General
Liability and Property Insurance for our industry for the past 25 years.
UTILITIES
APPI’s staff of engineers, tariff and regulatory specialists, and financial and legal professionals
will help you navigate the maze of energy options by analyzing, negotiating, contracting, and
managing critical components.
With more than a century of experience inventing cutting-edge products and services, GE
strives to make life better, more convenient and more efficient for commercial and industrial
customers. The lighting division of GE sells a variety of lighting solutions.

aesthetic excellence
THe Denver mArkeT wAs fiercely comPeTiTive. THe GreAT recession wAs
Retail expertise
30 Club Business International | APrIL 2010 | www.ihrsa.org

Ron Pollard Ron Pollard
Upbeat
in a Downbeat
Economy
By Jean suffin
ABouT To BeGin. BuT J mADDen wAs DeTermineD To lAuncH A new cluB.
J Madden, the owner of two landmark Colorado
facilities—the Greenwood Athletic and Tennis Club,
in Greenwood Village, and Pura Vida Fitness and
Spa, in Denver—is the first to admit that, if he’d
known anything about the fitness industry… things
might not have worked out so well.
But they did—remarkably well.
Joining the John Madden Company, his father’s
commercial real-estate development firm, immediately
after graduating from college, he rose
through the ranks, from “the bottom” to president
and partner, until, in the mid-’80s, health clubs
caught his attention.
He had no fitness background, knew little about
the business, had never attended an industry
conference, and, to this day, does nearly no
networking with other club operators. What he
did have was an intense interest, a strong set
of personal and management skills, and an
irresistible sense of adventure.
“My dad gave me an incredible opportunity to
learn not only about the art of office-building
development, but also about the creative process
that goes hand-in-glove with the financial risks
and potential rewards involved,” says Madden.
“Fostering one’s creativity and a certain appetite
for risk—that’s the chemistry my dad imparted.”
The result of his new fascination, unveiled to the
world in 1987, was the Greenwood Athletic and
Tennis Club (GATC). The multipurpose, resort-like
facility had 2,000 members the day it opened, and,
now, 23 eventful and rewarding years later, boasts
more than 4,000 memberships. The complex currently
encompasses a 90,000-square-foot fitness
center, a 52,000-square-foot tennis building, and
three outdoor pools, and generates $11.2 million in
revenues a year. (For more on GATC, see “IHRSA-
CBI Club Photo Competition,” March CBI, pg. 47.)
GATC may have been eminently successful, but
Madden wasn’t quite satisfied. Sensing dwindling
prospects for massive suburban fitness centers,
he began to mull over urban possibilities. “I asked
myself, ‘If you had the chance to start with a clean
slate, what would you do? Would you buy some
land in the suburbs and compete with giant
clubs… or create a special urban brand?’”
The question virtually answered itself when the
Tattered Cover, a bookstore with an international >
www.ihrsa.org | APrIL 2010 | Club Business International 31

Upbeat in a Downbeat Economy
Luxurious amenities
reputation and an iconic Denver presence, abandoned
its landmark four-story home in the affluent Cherry Creek
section of the city for new quarters. “In October 2006, I
saw the leasing sign on the building, and that instant was
the real start of Pura Vida,” Madden recalls. “I loved that
building; it was a case of synchronicity.”
The location was decided upon not only without hesitation
but, also, without any demographic research, market
reports, feasibility studies, or competitive analysis. “Mad-
den is something of a maverick,” observes one colleague.
“He trusts himself and his own ideas and goes off his gut.”
“Truth be known,” Madden acknowledges, “I don’t do a
lot of research because I want to trust my own instincts.”
The name for the new venture materialized just as
serendipitously. During a trip to Costa Rica, Madden
became familiar with pura vida, a phrase that literally
means “pure life,” which is often used to describe the
country’s characteristically optimistic, upbeat, healthy,
and holistic attitude about life. “I came back from Costa
Rica, and had a tablet by my bed, and I wrote down all
of these names, seven or eight of them, and drew a circle
around Pura Vida,” Madden recalls. “Later, I shared the
names with an inner circle of people, and everyone
selected Pura Vida.”
32 Club Business International | APrIL 2010 | www.ihrsa.org
Auspiciously, pura vida also translates as “purified
life,” “full of life,” “This is living!” and “Cool!”
As he had with GATC, Madden relied on his own
vision, background, sensitivity, and the trusted network
of architects, designers, and builders developed during his
commercial real-estate days to bring Pura Vida to fruition.
The new 30,000-square-foot facility, capitalized at more
than $10 million, opened on April 15, 2008, just 18 months
after Madden had spotted the “For Lease” sign.
“It wasn’t good timing. We were opening Pura Vida just as
the recession was gripping the economy with its talons.”
Ron Pollard
The first and second floors of the building are devoted to
a reception area, locker rooms, and guest conference
rooms. The third floor, the fitness venue, contains a wide
variety of exercise equipment and indoor-cycling, groupexercise,
and Indo Row studios. The top floor, with its
dramatic views of the Denver skyline, accommodates the
club’s mind/body component: yoga, Pilates, and Technogym
Kinesis studios, and the 4,400-square-foot Vital Spa,
which, more than any other space in the facility, crystallizes
the pura vida concept.
An adjacent garage offers members free parking, an
unheard-of perk in Denver.
Unlike the launch of GATC, the advent of Pura Vida
involved something extra: the two decades of experience
Madden had acquired operating a sophisticated health

and fitness business. “GATC is the foundation for all of my
club knowledge and operating experience,” he explains.
“It taught me the critical importance of connecting with
our members and customers; being familiar with their
expectations is key to our success.
“Our business is never static,” he observes. “It’s always
dynamic, which is challenging, but also stimulating
and exciting.”
Madden’s GATC insights, as well as his instincts, would
soon be put to the test.
The mile-high city of Denver is, to begin with, one of the
most intensely competitive fitness markets in the country,
with an active, outdoors-oriented population, and a host of
fine facilities to serve them. Pura Vida, conceived of as a
luxury brand, was opening on the cusp of the Great Recession,
when the demand for pricey products and upscale
services would begin to evaporate. By some reckonings,
spa industry revenues would eventually drop by 40%.
“It wasn’t good timing,” Madden acknowledges. “We
were opening Pura Vida just as the recession was gripping
the economy with its talons.”
Though it was beautiful and brand new, Pura Vida Fitness
and Spa found itself in the uncomfortable position of
having to reinvent itself. “We realized that our message
didn’t resonate in the deteriorating economy, which, immediately,
put us in the mode of having to shift, strategically,
to align ourselves more closely with market conditions and
consumer desires.”
The principal, primary, change was to redefine the target
audience. “Keith Moore, Pura Vida’s general manager,
moved his sights from an older, affluent population to a
younger clientele, an urban 30s and 40s crowd,” says
Madden. “By doing so, he repositioned us from being
exclusive to inclusive, aligned us with our market, and
strengthened the substance of our brand.”
The move affected every aspect of the operation,
including pricing, marketing, outreach, staffing, programs,
and services.
The spa, originally named Nectar, was constricted most
by the weight of the recession and, appearances suggest,
profited most from the changes. “The original concept—
pretense, fluff-and-buff, ridiculously expensive skin
products and potions—didn’t work,” explains Moore. “It
clearly wasn’t 2006 anymore. People were looking for
something real, authentic—organic, no-fluff, serious-health,
body-and-soul treatments.
“The Vital Spa was born, and, immediately, the young
people responded.”
Today, the spa, with a staff of 20 and a director recruited
from Ritz-Carlton, provides members and nonmembers with
massage, manicures and pedicures, face and body treatments,
and body wraps, at an average price point of $130.
“The Vital Spa is the only day spa with a spa bar that allows
guests to build and customize their own treatment,” Moore
points out with pride. “The concept has really taken off.
“You start with a basic service, let’s say deep tissue
massage,” he explains, “and are then asked to customize
and enhance your treatment. For instance, ‘Choose your
oil: Organic Rosemary, Tuscan Lavender, Sea Kelp.’ Then,
‘Choose your scalp treatment: Cranial Massage, Hot Oil
Treatment, etc.’ And then there are add-ons… You can
get a basic massage for $85, add a few enhancements,
and still come out for under $100.”
Nonmember clients also enjoy access to the rest of the
club on the day they purchase services—“An incredible
value,” notes Moore, as well as an effective recruiting tool.
Some 23% of the club’s members make regular use of
the spa. Madden, himself, books several deep tissue
massages during the year.
Reflecting on the realignment, Moore says, “Rather
than a ‘Mangotini Massage with a Sprinkling of Gold
Dust,’ the consumer was looking for a great massage, by
a talented therapist, using an essential organically-based
oil. Throw in a nice cup of tea, with exceptional service,
attentive service
in an environment that’s beautifully designed, at a price
that’s under $100… and you have a busy spa.”
Pura Vida Fitness and Spa, which opened with 250
members, now has more than 1,500; on any given day,
as many as 40% of them may utilize the club. Attrition is
less than 10%. Madden, pleased with the results, and
convinced that the brand has demonstrated its viability,
is now eying other urban markets.
“Times may be more difficult,” he says, “but people
still want to take care of themselves physically, mentally,
and spiritually, and that’s what our tagline, pura vida, is
all about—the good life.” —|
– Jean Suffin, jrsuffin@yahoo.com
Wendi Schneider
www.ihrsa.org | APrIL 2010 | Club Business International 33

PRoDUCt
SHOWCASE
Hex sPA AmeniTies
An attractive facility, pleasing appointments, and attentive professional service go a long way toward making a club-based
day spa a success. But it’s the amenities that touch a client directly—aromatic oils, massage, tanning rays—that ensure a
memorable experience. If it looks, smells, or feels good… it’s good for business.
The HEX spa lineup includes HEX vertical
tanning with SmartLamps and a complement
of unique skincare products. During tanning,
SmartLamp’s proprietary glass promotes the
body’s natural vitamin D production, while
its 3-in-1 design tans the entire body evenly.
HEX’s bomm skincare division offers patented
regimens that promote holistic health: Spray
Me Tan is a basic self-tanning kit with a reusable
mitt; Jo Al’s Tan is a self-tanning kit that
includes turmeric, pomegranate, glutamine,
and vitamins D and E; and Jo Al’s Miracle
is a therapeutic moisturizer with turmeric,
blueberry, green tea, lemon, lemon oil, proteins,
amino acids with glutamine, vitamins, and more.
Together, they help club members look good
and feel good.
Contact: www.icehex.com, 800-556-3201.
See our ad on pg. 77. —|
A-1 TexTiles
34 Club Business International | APrIL 2010 | www.ihrsa.org
One of the biggest replacement items
for all athletic clubs and departments
is the “towel.” This item, which can wear
out quickly and often disappears, must
be manufactured to withstand constant
washing, bleaching, and over-drying; a
single towel can be washed 1-10 times
daily. The end user, the club member,
wants their towel to be soft, white, and
absorbent when they use it. The complete
HyDromAssAGe
Trusted for over 20 years by doctors and athletes, HydroMassage is an unattended
massage system that can offer club members a daily rejuvenating massage in as
little as 10 minutes. A powerful wave of water spans the entire length of the body,
providing a relaxing and beneficial massage, while users remain comfortably dry
and fully clothed. HydroMassage helps relieve muscle soreness, increase range
of motion, stimulate the release of endorphins, and reduce healing time for
sports-related injuries. Positioned as a profit center, HydroMassage packages
provide an easy way to add $10-$20 a month to a member’s monthly draft.
Contact: www.hydromassage.com, 800-699-1008. See our ad on pg. 60. —|
JADe DisTriBuTion
line of Golden Mills towels, available
from A-1 Textiles, is manufactured to
meet all these demands. With six shipping
points nationwide, and offering seven
different levels of quality/price towels,
A-1 Textiles has the perfect towel to cover
every club’s needs. Free samples are
available upon request.
Contact: www.A1Athletictowels.com,
800-351-1819. See our ad on pg. 59. —|
Jade Distribution provides earth-friendly, biodegradable
products and locker room amenities, created especially
for health clubs, spas, resorts, and racquet clubs. The
company makes it easy for clubs to offer their membership
top-quality “Spa Line” retail products printed with the club’s logo, phone
number, and Web address. To try a complimentary sample, send a high-resolution
logo to jade4soap@aol.com. The same Jade Body Spa products that members use
in treatment rooms and vanity and shower areas can now be filled into beautiful,
branded bottles and jars for retail sale.
Contact: www.jadedistribution.com, 800-785-5233. See our ad on pg. 64. —|

mArkeTinG worlD
Pool ProDucTs, inc.
Marketing World Pool Products,
Inc., has introduced Permanon, a
new nano-coating technology that’s
been specifically designed for use
in the fitness and aquatic industries.
As safe and easy to use as water,
Permanon provides a protective
coating for the surfaces of pools,
spas, steam rooms, locker rooms,
and fitness equipment, eliminating
microscopic surface variations that
would normally hold dirt, grime,
and bacteria. This creates a layer
of protection to simplify the cleaning
process; surface protection that’s
water-repellent helps to reduce
bacteria. Permanon shields the
surface, allowing dirt and grime
to be wiped off fast, saving time
and adding a durable shine.
PeTrA HyGienic sysTems
Contact: www.PermaCoatings.com,
802-655-1165. See our ad on pg. 67. —|
Petra has unveiled a revolutionary advancement in towels: the AT Towel System.
This microchipped anti-theft system was developed specifically for the health
and fitness industry to solve the problem of “disappearing towels” at clubs.
Through membership and guest compliance, clubs’ towel budgets will shrink
without compromising quality of service. The AT Towel System pays for itself and
puts money back into the club in no time. Clubs hold onto their towels, increase
profits, and are able to offer
their members more—it’s all
part of the AT Towel System
by Petra.
Contact: www.petrasoap.com,
800-568-1165. See our ad on pg. 52. —|
reADy cAre inDusTries
For more information, or to contact
any of these companies, log on to
www.ihrsa.org/products
sPorTsmiTH
PRoDUCt
SHOWCASE
Sportsmith, “Your Fitness Parts & Products
Superstore,” offers four distinct spa-product
lines ranging from the basic to the most
luxurious. Its Club Basic Aloe Formula line
is made with aloe vera extracts and includes
a variety of shower and vanity products.
The Sports Images Aloe and Bio-Complex
line utilizes aloe vera, coconut oil, herbs,
multivitamins, and antioxidants. The Sports
Solutions Aloe and Botanical line, designed
to meet athletes’ special needs, provides the
ultimate in skin and hair conditioning and
great outdoor scents, such as almond, ocean
mist, and cucumber melon. Sportsmith’s
Aroma Therapeutic line provides a treat
for both the senses and the mind.
Contact: www.sportsmith.net, 800-713-2880.
See our ad on pg. 40. —|
PURa VIDa’s VItaL sPa:
sPECIaL sERVICE!
“The Vital Spa… allows guests to build and customize their
own treatment,” points out General Manager Keith Moore.
“The concept has really taken off. You start with a basic
service, let’s say deep tissue massage,” he explains, “and
are then asked to customize and enhance your treatment.
For instance, ‘Choose your oil: Organic rosemary, Tuscan
Lavender, Sea Kelp.’ Then, ‘Choose your scalp treatment:
Cranial Massage, Hot Oil Treatment, etc.’ And then there
are add-ons… ”
ready Care Industries produces premium spa and locker-room amenities, including
a variety of massage treatments, manicure supplies, and private-label retail products.
Its Body Eclipse Professional Spa line encompasses shampoos, conditioners, bath
gels, scrubs, and body lotions in a number of tantalizing scents, e.g., Citrus Nectar,
Cocomango, and Green Tea Lemongrass. The company also offers an extensive line
of amenities, from shower caps to shaving kits, and spa accessories and supplies,
including sandals, disposable apparel, containers and applicators, gloves and loofahs,
cotton products, body brushes, and disposable sheets and towels.
Contact: www.readycare.com, 800-477-4284. See our ad on pg. 48. —|
www.ihrsa.org | APrIL 2010 | Club Business International 35

Your members’ personal goals are
as important to you as your own.
You provide them with the best facility
and services for optimum results. Providing
PURELL ® and GOJO ® takes your commitment
to member health to the next level.
Let’s talk about the best program
for your health club.
Visit health-fitness.GOJO.com
BECAUSE YOU WANT
THEM TO BE THEIR BEST
©2010 GOJO Industries, Inc. All rights reserved. PURELL is a trademark of Johnson & Johnson and is used under license • #5582

keePinG
cluBs
safe &
sound
Recent court rulings on injury liability
offer lessons for every club operator
By Kristen Walsh
It’s one of every health club operator’s worst nightmares: a lawsuit. If a client is
injured, or worse, while at your facility and legal action ensues, you could be in
for months—or even years—of unnecessary stress, meetings, and paperwork,
not to mention the financial burden involved in defending yourself or, worse yet,
paying damages.
Today, legal experts say they’re seeing an increasing number of lawsuits in three
areas, relating to: automated external defibrillators (AEDs); misuse of equipment;
and facility maintenance.
HAve HeAlTHy HeArT Policies
Prior to the proliferation of laws requiring clubs to purchase AEDs and to employ
trained personnel to use them, the most common allegation in wrongful-death
claims was that a facility didn’t have one of the units, explains Brian P. Heermance,
a partner in the law firm of Morrison Mahoney LLP, based in Manhattan. “If the club
had simply kept an AED on-site, the plaintiff would argue, the decedent would have
survived the cardiac event without incident,” he says. “Thus, health clubs were
routinely defending claims arising out of their failure to have an AED.
“Not surprisingly, the growing availability of AEDs at clubs, in an effort to comply
with the new statutory obligations, has done little to stop the plaintiffs bar from
initiating wrongful death suits against the nation’s clubs,” he continues. “Now, the
www.ihrsa.org | APrIL 2010 | Club Business International 37
>

Keeping Clubs safe & sound
argument has shifted to being either that the club didn’t
use the AED when it should have, or, if it did use an AED,
that it didn’t do so quickly enough.”
A New York court recently dismissed a case involving the
death of a club member, as the result of complications from
heart failure. The individual involved collapsed while using
a treadmill. Another club member, who’d seen what had
happened, notified a front-desk employee,
who dialed 911 and then searched for a key
to a cabinet holding the AED. A second
employee began administering CPR.
After several minutes, paramedics arrived
and employed their defibrillator during the
course of the emergency response, which,
ultimately, was unsuccessful.
The plaintiff’s estate argued that the failure
to use the club’s AED on the victim in a
timely fashion had caused, or contributed
to, his death. The court, however, held that
heermance
he’d assumed the risk of cardiac arrest by
engaging in aerobic exercise. It also found
that the club was in compliance with its
statutory obligation to have an AED and
trained personnel on-site during business
hours, and that contacting 911 and performing
CPR constituted a reasonable emergency
response. The court thus concluded that the
failure to successfully open the cabinet and
use the AED wasn’t an omission giving rise
to liability.
“As can be seen from this case, health
clubs should undertake to train employees to
perform an adequate emergency response,
Baumgarten
including an immediate telephone call to 911
emergency services and the beginning of CPR
efforts, if necessary,” suggests Heermance. “The use of an
AED, when appropriate, may also be useful.
“However,” he adds, “clubs should understand that
the failure to utilize their AED in response to a cardiac
event isn’t, from a liability standpoint, necessarily fatal,
particularly when other emergency response actions
have been taken immediately. In many jurisdictions,
these beginning steps are enough to protect the club
under applicable good Samaritan statutes.”
use equiPmenT fiTTinGly
Douglas Baumgarten, the president of SportFit Consulting,
based in Aldie, Virginia, points out that many cases of
LIABILITY WAIVErS CAN BE SAVIOrS
38 Club Business International | APrIL 2010 | www.ihrsa.org
fitness-equipment misuse also involve overzealous personal
trainers. “There are some fitness professionals out there
who think that the crazier the exercise, the more it enhances
their reputation as a tough and innovative trainer.”
As a result, he acknowledges, some trainers lead deconditioned
nonathletes to attempt difficult exercises that
may put them at risk of injury.
Baumgarten served as an expert witness in a 2009
Texas case involving a plaintiff who’d fallen off of a popular
training device during a session with a personal trainer
at a gym. She claimed that, as a result, she’d fractured
both wrists and suffered other injuries. The plaintiff sued
the gym; the trainer, for having her use the device in a
manner not recommended by the manufacturer; and
the manufacturer, charging that the warnings on the
equipment were inadequate since the company knew
trainers were misusing the device.
The jury found no negligence or product defect on the
part of the manufacturer, but it concluded that the trainer
was 85% negligent, and the plaintiff, herself, 15% negligent.
It could have awarded her as much as $1,818,575, but,
because of a high-low agreement reached before the onset
of the trial, the award was capped at $1 million.
The lesson here is simple, says Baumgarten: “Use
equipment in the way it was intended—if you don’t,
you’re liable.”
mAinTAin ProPerTy ProPerly
A liability waiver, as important and valuable as it is,
typically won’t protect a club if it fails to maintain its
facilities properly. This was demonstrated in 2006, when
a California court ruled that a waiver didn’t protect a club
from liability for injuries suffered by a patron who’d fallen
on a pool deck made slippery by the growth of algae. “The
risk of algae growing on the pool deck, causing it to
become dangerously slippery, is not inherent in the sport
itself, and is not a risk assumed by those who utilize the
swimming pool, so as to relieve the pool owner of the duty
to keep the deck clean,” the court wrote.
“In California, as a general rule, courts will only uphold
a waiver if the type of injury suffered by a member is contemplated
by use of the equipment and services,” explains
Gary Bradley, Esq., a partner at Bradley & Gmelich in
Glendale, California. “While pulling a muscle while using
the treadmill would qualify, slipping on algae around a
club’s pool—wouldn’t.” —|
– Kristen Walsh, kwalsh@ihrsa.org
A key component of any club’s risk-management program is a carefully crafted and unambiguous
liability waiver. “The primary function of the waiver is to protect the provider from liability for negligence,
and, when used in the correct circumstances, waivers can provide liability protection in at least 45 states,”
according to Doyice J. Cotton and Mary B. Cotton, whose Waivers & Releases of Liability, 7th edition, is based
upon more than 1,000 recreation-related cases. (This book is available at www.ihrsastore.com.) —|

Is there anything more important to a health and fitness facility than members’ safety? No. Or more multifaceted and
demanding? No. That’s why conscientious club operators utilize every product and service available to avoid illness
and accidents; act responsibly when incidents do occur; and, importantly, also safeguard their business.
GoJo inDusTries, inc.
GOJO Industries is now offering the new GOJO Green Certified Foam Hand,
Hair & Body Wash. This readily biodegradable formula rinses clean without
buildup or residue associated with liquid soap; and, because it’s foam, members
use 56% less than liquid soap and get five times more showers between refills.
research shows that a facility’s cleanliness has a significant impact on a member’s
willingness to stay and partake of all of the services available. Take advantage
of recognized and trusted brands, including PUrELL Foam and Wipes, and total
solutions, such as GOJO Green Certified Foam Hand, Hair & Body Wash.
Contact: www.gojo.com, 800-321-9647. See our ad on pg. 36. —|
HeArTsine TecHnoloGies
2xl corPorATion
PHilADelPHiA
insurAnce comPAnies
PRoDUCt
SHOWCASE
Philadelphia Insurance Companies (PHLY)
subscribes to the belief that fitness is a key
ingredient to wellness and a healthy lifestyle.
Because PHLY employees practice fitness
in their daily lives and have specialized in
this growing industry, they understand how
to provide broad-form fitness center coverages
for health clubs, fitness studios, day
spas, and Pilates and dance studios, as well
as personal trainers, and yoga and fitness
instructors across the U.S. Coverages include
comprehensive general and professional
liability; special cause of loss property coverage;
and other program options, such as abuse
and molestation, membership discrimination,
tanning, and liquor liability.
Contact: www.phly.com, 610-538-2236.
See our ad on pg. 55. —|
HeartSine Technologies is committed to providing easy-to-use Automated External Defibrillators
(AEDs) for first-responders, regardless of their level of training. The HeartSine Samaritan PAD
is ideal for sports and health club applications. It features visual and oral prompts that guide
rescuers through every step and is light and portable, weighing only 2.4 pounds. In addition, it
carries the industry’s highest protection rating against dust and water, and can be utilized in
inclement weather or in a wet environment. The Samaritan PAD’s replaceable cartridge combines
battery and electrode pads, and is easy to replace.
Contact: www.heartsine.com, 866-478-7463. See our ad on pg. 52. —|
FOrCE, the latest addition to the expanding GymWipes product line, provides clean,
safe, and sanitizing protection for all health club and equipment surfaces, including
pads, benches, chrome, steel, rubber, electronic panels, and tanning beds. These
premoistened, freshly scented, disposable towelettes kill 99.9% of disease-causing
germs and contain no alcohol or bleach. EPA registered, they’re available in 800-count
containers. The company also provides floor-stand and wall-mounted dispensers;
as well as Stage2 Instant Antibacterial Hand Sanitizer, which contains two moisturizers,
glycerin and propylene glycol, and is enriched with vitamins A and E.
Contact: www.gymwipes.com, 888-977-3726. See our ad on pg. 58. —|
www.ihrsa.org | APrIL 2010 | Club Business International 39

InnovationsWhat’s New 43 | FIT Extra 47 | BuyersMart 73
Power Plate, pro6
featuring proMOTION technology —|
Photo sponsored by Power Plate
www.ihrsa.org | APRIL 2010 | Club Business International 41

“With ACSM-certified staff, my club
can help more people. That’s good for
the individuals who come here. And
it’s good for business, too.”
ONE CERTIFICATION
OPENS THE DOOR TO
MORE MEMBERS.
ACSM certification means your staff will be uniquely qualified to work with a variety of people to
improve health, fitness and wellness, even those with health risks. We’ll help by providing your
staff with everything they need, from self-study materials to hands-on workshops worldwide.
Go to www.acsm.org/cbi for everything you need to know about ACSM’s health, fitness and
clinical certifications.
ACSM CLUB CONNECTION PROGRAM
The ACSM Club Connection Program makes educating and certifying your club’s fitness
professionals easier and less expensive by providing study materials and valuable discounts
on certification. To learn more, please call 1-800-486-5643.
LEADING THE WAY ACSM. The organization that’s
leading the way in making
exercise good medicine.
»

Iron Grip Barbell Company
» Iron Grip Barbell Company has released
the newest version of its eWeight Planner
facility-planning software. This updated version
includes the most current free-weight and
plate-loaded lines from 13 of the top commercial
fitness equipment manufacturers. This free
online tool helps customers plan the proper
quantity of weight plates, bars, dumbbells,
Iron Grip’s
eWeight Planner
and barbells for their health clubs. The Planner analyzes the make,
model, and number of free weight pieces, and then calculates the
correct quantity of weight plates for each machine, recommending
Olympic bars and storage racks when necessary. For more information,
contact the company at 800-664-IRON; www.irongrip.com. —|
Fitness bounce
by JumpSport
JumpSport
» More than a decade ago, JumpSport designed and patented the
first affordable backyard trampoline safety enclosure. The company
continues to focus on improving the quality and safety of trampolines,
and to expand their use. Today, JumpSport combines quality, safety,
fun, and fitness with The Fitness Trampoline. It elevates personal
fitness to new heights with revolutionary elastic spring technology, an
elegant fit and finish, and unmatched stability. For more information,
contact the company at 877-507-1399; www.fitnesstrampoline.com. —|
| Innovations | What’s New
Jade Distribution, Inc.
» Neo Body Spa is a mild,
all-natural product that uses
the natural soaps of coconuts
to gently cleanse and moisturize
the hands, hair, and skin.
Completely biodegradable,
Neo Body Spa is free of artificial
colors, fragrances, and
preservatives. Its moisturizing
formula contains a unique,
naturally derived system
called Enhansys, which
Neo Body Spa soaps
by Jade
eliminates the need for traditional synthetic
preservatives. The body wash, shampoo, and hand
wash are now available in 400-ml and 1,000-ml
cartridges for greater convenience and cost savings.
For more information, contact the company at
800-785-5233; www.jadedistribution.com. —|
Lifeline USA
» Lifeline USA
fitness cables
boast proprietary “Progressive Layering Technology,”
which provides consistent resistance with up to
21 individual layers of high-density rubber. The
compact Quik Fit Cable Kit comes with a door attachment
and Quik Fit handles that are wrapped in
high-density foam for comfort. The TNT Cable Kit
holds up to three cables at once to deliver peak
resistances of more than 300 pounds. A three-in-one
ergonomic handle adjusts to fit the user’s grip. The
kit comes with three 40-pound resistance cables,
one door attachment, and an instruction manual.
For more information, contact the company at
800-553-6633; www.lifelineusa.com. —|
www.ihrsa.org | APRIL 2010 | Club Business International 43

| Innovations | What’s New
KettleBlocks, by PowerBlock
Nano-protection:
Marketing World
PowerBlock
» PowerBlock has two new quick-change kettlebells
called KettleBlocks, which replace up to eight kettlebells
in the space of one, and at a fraction of the cost of traditional
kettlebells. A selector pin helps adjust the amount of resistance,
similar to a selectorized weight machine. Two models
are available: the KettleBlock 20, which comes in increments
of 5, 8, 12, 16, and 20 pounds; and the KettleBlock 40, which
offers increments of 8, 12, 16, 20, 25, 30, 35, and 40 pounds.
The KettleBlock 40 is also expandable to 55 pounds. For
more information, contact the company at 800-446-5215;
www.powerblock.com. —|
Marketing World Pool Products, Inc.
» Permanon is a new nano-coating technology for surface protection
in the health club, fitness, and aquatics industries. This safe, easy
solution coats microscopic surface variations that would normally
hold dirt, grime, and bacteria, thereby creating a layer of protection
that is water-repellant and that helps to reduce bacteria. Because
Permanon shields the surface, dirt and grime can be wiped off quickly,
and Permanon leaves a durable shine. It helps reduce the labor and
chemicals needed to maintain surfaces in the pool, spa, steam room,
locker room, and fitness areas. For more information, contact the
company at 802-655-8941; www.PermaCoatings.com. —|
44 Club Business International | APRIL 2010 | www.ihrsa.org
»National Exercise & Sports Trainers Association
» The National Exercise and Sports Trainers Association
(NESTA) has launched a new martial arts division called
Mixed Martial Arts Conditioning Association (MMACA) in response
to the increasing popularity of mixed martial arts (MMA). The
MMACA was developed to bridge the gap between sports conditioning
science, MMA training methods, and direct application
to the arena. The organization teaches multiple business models,
and does not instruct or certify coaches in specific fight strategies
or styles. MMACA offers fitness and sports conditioning
professionals the designation of Certified Mixed Martial Arts
Conditioning Coach. For more information, contact the
company at 877-348-6692; www.nestacertified.com. —|
Martial arts
impact: NESTA
MobileFit Intelligent
Fitness Training
Systems
» MobileFit is a cuttingedge
member-engagement
technology that uses a health
club’s equipment inventory to
create customized workout
programs for members, and
track their daily progress.
MobileFit’s personal training
module is designed to grow a
club’s personal training business
by connecting members
to trainers by leveraging
proprietary member-profiling
technologies, and then utilizing
fitness tools to enable trainers
to easily grow and manage
their client base. For more
information, contact the
company at 502-618-1949;
www.mobilefit.com. —|

Arm Yourself.
Owning a health club is a challenge.
To excel, you need an arsenal of tools that keep members
engaged and coming back for more. Power Plate ®
Acceleration Training, with new proMotion cable
technology, delivers a complete workout – including
stretch, strength and massage – in under 30 minutes.
Contact us today to arrange a private demonstration.
30 min
powerplate.com
877-87-PLATE

Total-Body
Works Out!
Climbing, however it’s done, engages members
from top to bottom
Climbing enthusiasts are a tough lot. They demand total-body
strength with a purpose, not building a few muscles here and
there. They train for enduring the challenging ascent.
While climbing fans make use of the same total-body equipment
that other members do, they likely derive even more benefit from
climbing-specific machines. In addition to its Experience Series 776i
Climber, Precor, Inc., offers the Adaptive Motion Trainer (AMT), which
adapts to users’ movements, facilitating a range of different motions,
such as climbing, walking (short strides), and running (long strides).
“The variety it offers reduces boredom, giving members, including
climbers, the motivation to train for extended periods,” says Jennifer
Davis, marketing coordinator at Precor, in Woodinville, Washington.
“It’s also a great tool for improving endurance and aerobic capacity,
as it combines both lower- and upper-body movements. The AMT
works all the muscles of the legs, but is particularly good for working
the glutes, hip flexors, and calves.”
For those seeking a “vertical” training experience, HeartRate, Inc.,
offers the VersaClimber. “Rock climbers, mountain climbers, hikers,
etc., have always gravitated toward equipment like the VersaClimber
because the exercise movement is vertical, not horizontal; it’s vertical
body movement fighting the pull of gravity,” states Brett Collins, sales
and marketing manager at the Costa Mesa, California, company. “Our
climbing machines mimic the natural body motion of climbing—
stepping, reaching, pulling, and pushing against gravity. Some
climbers even use the ‘back side’ of the unit, which creates an inverted
or ‘hangover’ climbing scenario. This approach provides the serious
user with an enhanced, hanging-on-while-stepping-reaching-andpulling
workout.”
While climbing machines accommodate specific training needs,
climbing walls provide a taste of realism indoors. As they’ve become
more prevalent in the club environment, these walls have grown
ever-more sophisticated in their ability to emulate a “real” climb.
Nicros, Inc., Climbing Walls’ surfaces, for example, are available in a
variety of textures and designs. “Our A.R.T. Wall and Nicrolite ‘realistic
rock’ designs mimic outdoor climbing features with pockets, cracks,
and face holds,” notes Kimberly Prager, who heads marketing and
handhold sales at the St. Paul, Minnesota, company. “We’ve even
created closed-cell foam wall surfaces, on which climbers can use ice
axes and crampons to simulate ice climbing.”
The total-body and climbing options featured in this installment of
F.I.T. Extra are sure to elevate members’ fitness levels! —|
- Jon Feld, jfeld@inc.com
| Innovations | FIT Extra Climbers
CLIMBERS
CYBEX INTERNATIoNAL, INC.
SEE OUR AD ON THE INSIDE FRONT COVER
& PAGE 1
Cyclone-S
The CYBEX Cyclone-S is equipped with
Cyclone family displays, 21 resistance
levels, and a variety of programming,
including an adjustable heart-rate control
program and fitness test. The stepper
comes with contact and Polar-compatible
heart-rate monitoring, and an optional
AV mount for television screens. The
handlebars facilitate superior ergonomics
in an upright stepping position or a more
traditional stepping posture, and the
stepper is available in five standard frame
colors and unlimited custom colors.
Manufacturer’s list price: $3,395.00
FIRST DEGREE FITNESS,
NoRTh AMERICA
SEE OUR AD ON PAGE 78
Aspen Stepmill
The Aspen Stepmill delivers a mountain
of a workout without taking up the space
of a stair climber. Aspen works the body
the way individuals climb naturally on
full-sized steps, and exercisers supply
the power for workouts; the machine is
eco-friendly with no motor, and, instead,
uses an effective electromagnetic braking
system. It delivers a whole-body climbing
experience and is well suited to light
commercial applications.
www.ihrsa.org | APRIL 2010 | Club Business International 47

FREEMoTIoN FITNESS
FreeMotion Incline Trainer
The FreeMotion Incline Trainer is two
machines in one, with speeds of 0-12 mph,
and inclines from -3% to 30% grade. It’s
powered by the innovative Direct Rear
Velocity System (DRVS), a rear-drive motor
system that, combined with urethane deck
isolators, provides cushioning to reduce
joint impact. Also available is the optional
Workout TV, a flat-panel LCD screen
integrated into the console for a clear
picture at a comfortable viewing angle.
h/P/CoSMoS SPoRTS &
MEDICAL GMBh
h/p/cosmos discovery
The h/p/cosmos discovery is an ergometer
with a unique ladder configuration that
permits a full-body climbing movement.
Used to test and train firefighters for over
25 years, the unit targets the arms, upper
back, legs, and glutes, and is designed to
improve muscle tone, endurance, grip
strength, and coordination. The discovery
offers: a fixed 75-degree climbing gradient;
a speed range of 0-130' per minute; four
programmable memory locations; and
Polar heart-rate training.
Manufacturer’s list price: $15,000.00
JACoBS LADDER, LLC
Jacobs Ladder
Total Body Exerciser
The Jacobs Ladder Total Body Exerciser
optimizes low-impact cardiovascular
training. Utilizing ladder-type rungs on a
non-motorized treadmill, Jacobs Ladder
places exercisers at a 40-degree angle to
reduce lower-back stress and pressure on
the knees and hips. It offers aerobic and
anaerobic training; automatically adjusts
to the user’s speed; and accommodates all
exercisers. Readouts include rate (feet per
minute), distance, calories, and time. The
machine features a welded steel frame
and a chain-and-sprocket drive train.
Manufacturer’s list price: $3,495.00
LIFE FITNESS
SEE OUR AD ON PAGE 9
90S
Life Fitness’ 90S stairclimber simulates
actual stair-climbing using the IsoTrack
climbing system with a mono-roller beltdriven
pedal system. The self-powered
90S offers heart-rate monitoring, Lifepulse
hand sensors, Polar telemetry, and 20
resistance levels. The unit can be equipped
for personal entertainment with Life
Fitness’ Attachable LCD Entertainment
System. Users can select from up to
nine languages.
| Innovations | FIT Extra Climbers
93Si
The ergonomically designed 93Si utilizes
the IsoTrack Climbing System to ensure
smooth, low-impact exercise. Heart-rate
monitoring is provided by Lifepulse digital
hand sensors and Polar telemetry. The
Life Fitness stairclimber delivers 15
workouts, including Zone Training+
workouts; an alphanumeric LED console;
an integrated reading rack; and an accessory
tray. The unit can be equipped for
personal entertainment with Life Fitness’
Attachable TV System, and users can
select from up to nine languages.
95Si
The 95Si offers challenging workouts with
its IsoTrack Climbing System, which
replicates a natural stepping motion. With
oversized pedals banked at an optimal
angle, the Life Fitness stairclimber delivers
26 workouts, including five Zone Training+
workouts; heart-rate monitoring is provided
by Lifepulse digital hand sensors
and Polar telemetry. The 95Si includes a
dual-level alphanumeric LED console, an
integrated reading rack, and an accessory
tray. LCD EX-TV Console or Entertainment
System options are also available.
www.ihrsa.org | APRIL 2010 | Club Business International 49

| Innovations | FIT Extra Climbers
Summit Trainer
The Summit Trainer is a low-impact,
but tough, total-body workout that
perfectly complements an established
strength or cardio training routine.
Equipped with Linear Incline Fit Training
Technology, the Summit Trainer lets
users define their stride length, and
choose multiple positions to target
different muscle groups. Among the
27 programs are four goal-based
workouts, and five Zone Training+
routines. The 95Li model has an
LED console, and the 95LEZ has
an attachable LCD-TV.
MARPo KINETICS
VMX Multi-Mode Rope Climber
VMX is a multi-mode rope climber with
three exercise modes—vertical pull,
diagonal pull, and horizontal pull. Each
mode delivers a wide variety of strength
and cardio exercises that target the
entire body. Users can switch easily
among modes with a simple, safe,
one-step carriage move. A longer bench
accommodates various positions closer
or farther away, for longer or shorter
hand strokes, and allows for seated
or standing exercise positions.
Manufacturer’s list price: $5,095.00
MATRIX FITNESS SYSTEMS
SEE OUR AD ON THE FRENCH COVER
7-Series Stepper
The Matrix S7xe Stepper boasts an
integrated 15" touch-screen display with
FitTouch Technology, full iPod compatibility,
wireless data transmitter, personal fan,
and thumb-switch controls. Smooth and
quiet operation can be expected from the
belt drive design of the S7xe, while the
angled independent stepping motion
mimics the feel of real climbing. The S7x
has many of the features of the S7xe, but
comes with an integrated 7" LCD.
S3x
The angled, independent stepping motion
on the Matrix S3x Stepper mimics a real
climbing feel while providing a comprehensive
workout. A belt drive design offers
smooth and quiet operation, and ultra
non-slip large pedals increase stability.
The eight workout programs on the S3x
will keep users motivated to meet their
fitness goals. The S3x is prewired for the
optional Matrix FITCONNEXION integrated
entertainment system.
S5x
50 Club Business International | APRIL 2010 | www.ihrsa.org
The intuitive layout of the S5x console
minimizes the intimidation factor for new
users, while the full workout menu offers
variety for the most advanced exerciser.
The angled, independent stepping motion
mimics real climbing, while the non-slip
pedals increase stability. The S5x also
features a wireless data transmitter and
integrated personal fan to keep users
cool during the most strenuous workouts.
The S5x is prewired for the optional
Matrix FITCONNEXION integrated
entertainment system.
MoTuS uSA
M650SL Stepper
The Motus M650SL Stepper boasts a
fully integrated Samsung LCD TV screen
for customizable viewing. Entertainment
options function independently of the
unit’s operation, which allows for simultaneous
scrolling through workout levels
and statistics, while viewing the TV
screen. Ergonomic handlebars provide
a comfortable grasp, and a tilted screen
reduces strain on the neck and shoulders.
Large, touch-sensitive buttons, an integrated
reading rack, and a sturdy, hardframe
construction contribute to a
comfortable workout.
NICRoS, INC. CLIMBING WALLS
SEE OUR AD ON PAGE 71
A.R.T. Wall Climbing Wall System
Nicros’ A.R.T. Wall provides a realistic
climbing experience with glass-fiber
reinforced-concrete (GFRC) construction,
fashioned from molds of real rock. Concrete
provides the feel of rock, nature’s designs
provide intricate climbing features found
on actual surfaces, and handhold attachment
points are arranged for proper
alignment. The A.R.T. Wall is suitable
for all forms of climbing (top

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| Innovations | FIT Extra Climbers
roping, lead climbing, and bouldering),
and can be used with auto belays. Nicros
also offers special handholds molded
from real rock.
Auto Belay Safety System
Nicros offers a patent-pending Auto Belay
Safety System (A.B.S.S.) that monitors
auto-belay usage on a climbing wall. The
system determines whether a climber is
on the wall, but not attached to the autobelay
device, and warns the climber and
facility staff via an audible alarm and
strobe light. The climbing height at which
the activation occurs and the type of alarm
that sounds can be customized to fit a
health club’s needs.
gym...
From the
Nicrolite-HandSculpted
EquipmE n t WipE s | HAn D s A n itiZ i n G | An D m O RE
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52 Club Business International | APRIL 2010 | www.ihrsa.org
Nicrolite-HandSculpted uses the same
fiberglass substrate as Nicrolite, but is
faced in a concrete polymer that’s handsculpted
to allow for limitless design
capabilities. As Nicros’ premier handsculpted
product, this can be installed in
minimal time. The company custom-sculpts
each section in its shop, and assembles
the sections on-site, attaching each to a
modular, bolt-together frame. Nicros is
able to emulate different types of rock
features to add a unique appearance and
additional climbing options.
Everything you expect
in an Automatic
External Defibrillator.
Except bulk
and complexity.
Nicros-GranitPanel
Nicros-GranitPanels are 4' x 8' sheets of
3/4" plywood that have been coated with
a cementitious material to give them a
coarse, granite-like texture and look.
Each panel has 40 screw-in T-nuts, and
its surface can be tinted and flecked to
match surrounding walls. Nicros-Granit-
Panels are appropriate for simple traverse
walls, but can also be cut and attached to
a custom framework to create a great
vertical climbing wall.
Manufacturer’s list price: $299.00
The best way to prepare for the worst is with HeartSine’s samaritan ®
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our Zumba classes are so popular
that they are outgrowing our group
exercise rooms!
- Ingrid Owen
Vp of Group Fitness, 24 Hour Fitness
75 Countries
50,000 LoCations
6 miLLion partiCipants a week
BRING DOWN
THEHOUSE.
BUILD UP YOUR
COMMUNITY.
The Zumba Fitness-Party gets people moving,
laughing, shouting and grooving with each other
like no other group ex class. It’s more than a
workout, it’s a social event.
IT BRINGs PEOPlE TOGETHER.
According to The IHRsA Guide to Membership
Retention, “Members who socialize with friends
(both new and old) at clubs have higher retention
rates.” The extremely socialized Zumba Fitness-
Parties are proven to maximize such member-tomember
connections, building a deeply rooted
community in your gym.
GET THE PARTY STARTED.
WATCH YOUR COMMUNITY GROW.
SEE MEMBER RETENTION GO THROUGH THE ROOF.
zumba.com
Copyright © 2010 Zumba Fitness, LLC | Zumba ® , Zumba Fitness ® and the Zumba Fitness logos are registered trademarks of Zumba Fitness, LLC

| Innovations | FIT Extra Climbers
Nicros-SegWall
The Nicros-SegWall is a modular wall that
combines aesthetics and easy installation.
Molded from real rock and fabricated from
fiberglass, Nicros-SegWall panels are
bolted to one another and to an existing
wall or subframe, provided that the wall
or ceiling can support the top anchors.
Attaching to an existing wall yields a
substantial cost savings. The panels can
also be attached to a trailer to produce a
realistic portable wall.
Manufacturer’s list price: $18,999.00
WestCoast Climbing Wall System
WestCoast walls feature a special polymer-
concrete texture that’s applied utilizing a
process that produces flat areas around
the T-nuts (handhold attachment points),
which reduces handhold breakage. After
the texture is applied, small rock features
are imprinted. The company’s tinting
process employs both integral dye and
post-applied flecking and streaking, which
makes simple concrete look more like real
rock. WestCoast walls are suitable for all
forms of climbing and can be used with
auto belays.
NuSTEP, INC.
NuStep Recumbent Cross Trainer
NuStep, Inc., offers three models of its
award-winning, versatile Recumbent
Cross Trainers, including the new T5xr
and T5 models, which offer more than
40 new features and design improvements.
The T4 delivers the classic NuStep design
and features that have made it a leading
exercise choice at home and among
professionals. All levels of exercisers—
from deconditioned or disabled users to
workout warriors and elite athletes—
can use NuStep’s safe, effective,
adaptive products.
PRECoR, INC.
C776i Climber
54 Club Business International | APRIL 2010 | www.ihrsa.org
The C776i climber now comes with Tap
Control “paddles” that control step rate,
and a user-friendly display that seamlessly
integrates optional personal viewing screens.
This self-powered climber features a quiet,
durable belt drive and Precor’s commercial-
grade generator. Fourteen preset programs
include fitness test, which simulates V02
max. Other features include: SmartRate
monitoring, which establishes a user’s
optimum weight-loss and cardio-training
zone; handheld heart-rate sensors and
telemetry; and QuickStart. The unit is
CSAFE-compatible.
SCIFIT
TC1000 Climber
Designed to accommodate the body’s
natural movement, the TC1000 climber
provides a smooth and quiet climbing
motion, courtesy of its unique V-belt drive
system. The TC1000’s 17" x 7" footplates
afford independent stepping action and
superior traction, and can operate within
a speed range of 5'-110' per minute.
To accommodate both beginners and
advanced athletes, the unit features
ergonomically designed handlebars that
permit multiple hand positions, as well as
a wide variety of user-friendly programs.
Manufacturer’s list price: $2,995.00
SPoRTSART FITNESS
S7100
The S7100 stepper features a virtually
silent poly-v belt drive system that delivers
smooth, consistent motion, versatile programming,
multiple hand-grasp positions
that cater to any user, and a state-of-theart
display with CardioAdvisor. The
S7100 stepper is a lasting investment
for any facility.

Just Another Day At The Office
Focus on the things that Matter, We’ll Handle the Risk! ®
Philadelphia Insurance Companies (PHLY) subscribe to the belief that fitness is a key ingredient to wellness.
Because we practice physical fitness in our lifestyle and have specialized in this growing industry, we understand
how to provide broad-form insurance coverage for health clubs and fitness centers across the United States.
For all your health and fitness insurance needs, visit our website www.phly.com.
General Liability | Professional Liability | Property | Auto | Crime & Fidelity | Umbrella/Excess
Crisis Management | Loss Control Services
800.873.4552
PHLY.com
A+ Superior
Financial Strength
Rating A.M. BEST
Philadelphia Insurance Companies is the marketing name for the insurance company subsidiaries of the Philadelphia Consolidated Holding Corp., a Member of the Tokio Marine Group. Coverage(s)
described may not be available in all states and are subject to Underwriting and certain coverage(s) may be provided by a surplus lines insurer. Surplus lines insurers do not generally participate in state
guaranty funds and insureds are therefore not protected by such funds. | © 2010 Philadelphia Insurance Companies

| Innovations | FIT Extra Climbers
STAIRMASTER
56 Club Business International | APRIL 2010 | www.ihrsa.org
StairMaster SM916 StepMill
For over 25 years, the StairMaster StepMill
has been called the toughest workout in
the health club—but Nautilus thinks it just
might be the toughest workout anywhere.
For members who want real results and
an excellent workout, there is no substitute
for the unique StairMaster StepMill.
No license fee for 3 months!*
877.436.8348
STAR TRAC
SEE OUR AD ON PAGE 5
E Series Stepper E-STi
Featuring iPod connectivity, Star Trac’s
E Series stepper allows users to watch
personal video content on an integrated
15" personal viewing screen, while entertainment
options are at their fingertips in
the dedicated media center. A sleek silver
finish complements the company’s signature
built-in fans and constant heart-rate
monitor. Eight programs, including Star
Trac’s Famous Steps, keep users motivated.
Plus, the USB port charges personal media
devices, including iPods, BlackBerrys, MP3
players, and cell phones.
Manufacturer’s list price: $4,995.00
SToTT PILATES
Split-Pedal Stability Chair
The Split-Pedal Stability Chair is a compact,
multifunctional piece of equipment
that builds strength, enhances stability,
and improves body control. It’s ideally
suited to exercisers who need to stay in
a seated or upright position. It helps
rebalance muscles, and provides a fullbody
workout by facilitating exercises
for athletes, fitness enthusiasts, and
individuals who are rehabilitating. The
smaller base of support and dual pedals
allow for bilateral, unilateral, and
reciprocal movements to increase
intensity and overall balance.

TEChNoGYM
SEE OUR AD ON THE BACK COVER
Excite Step
Excite Step offers a natural stepping
motion that’s enjoyable, smooth, and easy
to operate. The belt transmission system
ensures a consistently fluid and quiet
movement. Fast Track Controls positioned
by the hand sensors allow users to adjust
resistance and monitor heart rate without
altering the training position. Excite Step is
available in three models: self-powered,
powered LED, and iPod-compatible Active
Wellness TV. It provides extensive program
options across 25 resistance levels.
VERSACLIMBER/EXERVIBE
SEE OUR AD ON PAGE 92
108 CM
The CM offers a shorter 10" step height
to provide a challenging, yet comfortable,
workout, and an increased upper-body
range of motion up to 27" for all users.
A voice-response module provides
coaching and instruction, and exercisers
can customize their course with virtual
landmarks, and select opponents to race.
Also included are standard heart-rate
monitoring; variable-control resistance
up to 500 pounds; padded side handrails;
and optional arm extenders for individuals
up to 7' tall.
Manufacturer’s list price: $4,395.00
108 CMA
The 108 CMA offers fixed resistance
800-222-7774
WWW.SPRI.COM
| Innovations | FIT Extra Climbers
for a more relaxed workout. Its shorter
step height ranges 1"-10" to suit all
fitness levels. It also offers increased
upper-body range of motion of up to
27" to accommodate users of every size;
a voice-response module for coaching
and instruction; opponents to race; and
a variety of virtual landmarks. Included
are heart-rate monitoring, padded side
handrails, and optional arm extenders.
Manufacturer’s list price: $3,995.00
GOING FARTHER
RUBBER
RESISTANCE
STABILITY BALLS
WEIGHTED
RESISTANCE
BODY WEIGHT
TRAINING
SPORT
CONDITIONING
BALANCE &
STABILITY
EXERCISE MATS
BODY-MIND
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AQUATICS
KICK BOXING
TRAINING
RESOURCES
FITNESS
ASSESSMENT
CORRECTIVE
EXERCISE
Providing clubs with
professional quality
products for over 25 years
www.ihrsa.org | APRIL 2010 | Club Business International 57

C
M
Y
CM
MY
CY
CMY
K
| Innovations | FIT Extra Total-Body Cardio
108 SM
The SM is designed to deliver high-caloric
expenditure. Among its many attractions:
a smart module display, featuring voice
response for coaching and instruction;
virtual landmarks; opponents to race; a step
stride of 1"-20"; and up to 20" of vertical
arm travel. The 108 SM comes standard
with heart-rate monitoring; variable control
resistance up to 500 pounds; padded side
handrails; optional arm extenders for individuals
up to 7' tall; and an optional seat.
Manufacturer’s list price: $4,395.00
CBI.ai 11/20/08 5:25:16 PM
NEW
108 SMA
The SMA has no top-end limitations, making
it ideal for sprinting and interval training.
Among its refinements: a smart display,
featuring voice response for coaching and
instruction; virtual landmarks; opponents
to race; a step stride of 1" to 20"; and up
to 20" of vertical arm travel. Included are
heart-rate monitoring; variable control
resistance up to 500 pounds; padded side
handrails; optional arm extenders for
individuals up to 7' tall; and an optional seat.
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58 Club Business International | APRIL 2010 | www.ihrsa.org
ToTAL-BoDY CARDIo
AVANTI FITNESS, INC.
CardioGym CG-5000
Avanti Fitness’ Cardio Gym CG-5000
combines cardio and total-body strength
exercise in a single machine. The Cardio
Gym utilizes a smooth, magnetic resistance
recumbent bike with a built-in highlow
pulley system with two 150-pound
weight stacks. This unique design enables
individuals to perform more than 30 pulley
exercises while riding. The bike has a
one-touch reverse feature that allows
users to unlock the bike’s position to
pivot 180 degrees with ease.
Manufacturer’s list price: $5,999.99
Bh NoRTh AMERICA
SK9100, SK9100 TV
The SK 9100 elliptical series combines a
sleek design, high-quality performance,
and an automotive-grade finish to provide
the ultimate in total-body motion, functionality,
and durability. Sophisticated
biomechanics offer a precise, controlled,
and quiet workout. The series is selfpowered
with Genesia III technology, and
features Polar Heart Rate monitoring and
40 different programs. The SK9100 TV has
an integrated 7" LCD cable-ready monitor;
the SK9100 has an LED matrix display.
Manufacturer’s list price: $5,799.99

| Innovations |
FIT Extra
BRuDDEN TEChNoLoGY
E610 Elliptical
E610 is a compact elliptical trainer that still
permits large steps (18''), respecting ergonomic
standards and simulating natural
walking. It offers comfort and safety to
users with an exclusive movement system
that provides a smooth workout, independent
of the training profile. A touch-screen
panel enables exercisers to enjoy entertainment,
and the E610 is very quiet.
CYBEX INTERNATIoNAL, INC.
SEE OUR AD ON THE INSIDE FRONT COVER
& PAGE 1
425A Arc Trainer
The CYBEX 425A Arc Trainer has been
designed to provide a solution for lightcommercial
applications. It meets and
complements a facility’s needs with its
compact footprint, elegant design, and
easy-to-use features. Combining elements
of a skier, elliptical, stepper, and hiker, the
425A Arc Trainer makes it possible for users
to focus on their specific fitness needs, and
can facilitate a virtually unlimited number
of workout combinations. The 425A’s
remarkable versatility satisfies every
club-member population.
Manufacturer’s list price: $4,995.00
Runs in:
Feb, Apr, Jun, Aug, Oct, Dec, Buyers Guide
Products Include:
• Single Tier Standard
• Double Tier Standard
• Triple Tier Standard
• Box Style Standard
• Vented
• Open Access
• Modular
• Designer
• Solid Oak Executive
• Plastic
• Storage
• Benches
Order Factory Direct!
IHRSA - Club Inter
Salsbury In
1010 East 62nd Street, Los Angeles, CA 90001-1598
Phone: 1-800-562-5377 • Fax: 1-800-562-5399
www.ihrsa.org | APRIL 2010 | Club Business International 59
Contact us for a Free Quote or Catalog

| Innovations | FIT Extra Total-Body Cardio
750AT Total Body Arc Trainer
The self-powered, commercial CYBEX
750AT Arc Trainer combines elements of
a climber, hiker, and skier to produce a
variety of workout combinations. By varying
resistances and inclines, the same
area can be targeted in different ways,
to build muscle, burn calories, or both.
The versatility of the high-end CYBEX Arc
series allows health clubs to purchase
one unit that will help all members
reach their personal fitness goals.
Manufacturer’s list price: $6,595.00
Profit Center Made Simple.
HydroMassage® is an unattended
profit center that offers your members
a powerful massage that is convenient and
affordable enough to enjoy every day.
Most importantly, your members will pay
an extra $10-20 per month for a
HydroMassage® package.
1.800.786.1930
www.hydromassage.com/success
“We’ve made an additional
$6,300 in annual revenue…
in the first 24 hours!”
- Dave Yaldo, Powerhouse Gym
• • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • •
“It provides a true ‘wow’ factor
for us... It has also been an effective
closing tool for selling memberships.”
- Jay Bryan, Anytime Fitness
Tax Day Guarantee!
Buy before April 15th and
we’ll guarantee your success
for the first three months!
Trusted for over 20 years by doctors, athletes and trainers.
HydroMassage_0410_CBI_V4.indd 60 Club Business International 1 | APRIL 2010 | www.ihrsa.org
3/2/2010 10:21:42 AM
FIRST DEGREE FITNESS,
NoRTh AMERICA
SEE OUR AD ON PAGE 78
1
E-720 Fluid Cycle XT - Multi-
function Cycle /UBE Cross Trainer
The E-720 Fluid Cycle XT (Cross Trainer)
combines the fun of cycling and climbing
with fluid resistance to offer a great
recumbent cycling experience and upperbody
ergometer. With 20 levels of patented
variable adjustment, this machine is ideal
for health clubs that seek to attract a wide
membership base, from sedentary individuals
to athletes. The cross trainer is easy
to use, and workouts are fun, delivering
cardio and strength training with high
caloric burn.
FREEMoTIoN FITNESS
FreeMotion Elliptical Trainer
The FreeMotion Elliptical Trainer features
a patented rear-access design to minimize
its footprint, without compromising
functionality or durability. The machine’s
custom-designed electromagnetic
resistance system consistently applies
resistance to the flywheel to ensure a
smooth, natural stride. Available with a
self-powered Basic console or an optional
Workout TV console, the elliptical features
QuickTouch adjustments with 20 resistance
levels, and eight preprogrammed workouts.
The wheel track cover protects moving
parts and guards against debris.

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| Innovations | FIT Extra Total-Body Cardio
KEISER
Keiser M5 Strider
The Keiser M5 Strider elliptical trainer
continues the M Series’ award-winning
tradition of modern style and innovative
design. Keiser has taken the elliptical to
the next level by redesigning it to fit seamlessly
in the group-training environment
and creating one of the hottest new workouts
in the industry, M5 striding. The M5 Strider
offers several class-friendly features,
including a dramatically decreased size,
while retaining the familiar, comfortable,
and stable elliptical feel.
LANDICE TREADMILLS
62 Club Business International | APRIL 2010 | www.ihrsa.org
E9 ElliptiMill Elliptical Trainer
The Landice E9 ElliptiMill elliptical trainer
features excellent accessibility. Exercisers
simply grab the handrails, step in, and
start exercising in comfort. A patented
center-drive system replicates the body’s
natural motion and offers a natural stride,
which is adjustable as well. Orthopedic “gel”
footpads deliver optimal comfort and eliminate
foot fatigue, and an integrated rear
step yields a low step-up height to better
accommodate senior users or beginners.
Side handrails also enhance safety.
Manufacturer’s list price: $3,695.00
LIFE FITNESS
SEE OUR AD ON PAGE 9
Classic Series
Elliptical Cross-Trainer
The Life Fitness Classic Series Elliptical
Cross-Trainer offers a smooth, total-body
cardiovascular workout with a variety of
low-impact programs. Built for comfort
and engineered to be ergonomically
correct, with the durability that Life Fitness
is known for, these machines take
elliptical cross-training to a new level.

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Come and see the Suunto Fitness Solution
live at FIBO 2010, Suunto booth in Hall 3 Nr. A/16.
Heart rate: 142 bpm
Calories burned: 250 kcal
Time elapsed: 23:40
You have 20 seconds to get to Yellow!
Smarter training for Better reSultS
Suunto Fitness Solution is an automatic heart rate monitoring system, which dramatically
enhances your members’ experience at your club. With this new system you can offer
new services, bringing positive results to your members and your club’s bottom line.
_ Motivating real time feedback
_ Personal reports after each workout
_ Unique direct marketing tool for clubs
_ Revenue generation through Suunto product sales
_ For group exercise and gym floor

| Innovations | FIT Extra Total-Body Cardio
Elevation Series 95X with
Achieve Console
Life Fitness combines form and function
with its sleek 95X Elliptical Cross-Trainer.
Part of the Elevation Series, the 95X with
the Achieve console features an intuitive
display with LED technology, 25 resistance
levels, Quiet Drive system, and a 20" stride
length. Also included are seven workouts,
including two Zone Training+ programs,
and heart-rate monitoring via the patented
Lifepulse digital hand sensors and Polar
telemetry. The 95X can be equipped with
Life Fitness’ 17" Attachable TV.
Elevation Series 95X with
Engage Console
64 Club Business International | APRIL 2010 | www.ihrsa.org
The 95X Elliptical Cross-Trainer with the
Engage console features an integrated
15" LCD with touch-screen technology
and built-in video. Also included are iPod
and iPhone compatibility; FM radio; USB
connectivity to create and save workouts,
as well as play songs and audio books;
Workout Landscape Perspectives; and a
Virtual Trainer that provides encouragement
and feedback. Designed with advanced
Quiet Drive technology, the 95X offers
26 resistance levels, a 20" stride length,
and 35 workouts.
Elevation Series 95X with
Inspire Console
Life Fitness’ 95X Elliptical Cross-Trainer
with the Inspire console features an
integrated 7" LCD with touch-screen
technology to deliver iPod and iPhone
compatibility; USB connectivity for creating
and saving workouts, as well as playing
music and audio books; Workout Landscape
Perspectives; and a Virtual Trainer
to provide exercise feedback and encouragement.
Also included are 25 resistance
levels, Quiet Drive technology, a 20" stride
length, and 35 workouts, including five
Zone Training+ programs.

MATRIX FITNESS SYSTEMS
SEE OUR AD ON THE FRENCH COVER
A5x Ascent Trainer
The A5x Ascent Trainer features a simple,
easy-to-use console to minimize intimidation
for new users, while providing ample
variety in workout selection for advanced
users. An adjustable incline and variable
stride length target the glutes, hamstrings,
and core. Engineered to precisely match
the body’s natural movement, the Ascent
combines comfortable pedal motion with
smooth, dual-action, upper-body arms
for a dynamic total-body experience. An
integrated fan keeps exercisers cool
during workouts.
E5xc
| Innovations | FIT Extra Total-Body Cardio
The Matrix E5xc elliptical cross trainer
offers a simple, easy-to-use console
with the same compact platform as the
top-of-the-line E7xe. It’s well-equipped
with an integrated personal fan, wireless
data transmitter, and smooth 21" stride
length to accommodate all users for a
comfortable workout. Included are
25 resistance levels and seven training
programs. The E5xc is designed to accommodate
the company’s FITCONNEXION
technology, which utilizes individual
flat-screen televisions.
MILoN INDuSTRIES GMBh
Cross-Walker
The milon Cross-Walker features excellent
workmanship; ideal biomechanics
to train the entire body; and 12 programs,
including a heart-rate-controlled option.
The milon Smart Card System saves
training data, which provides post-exercise
documentation using the accompanying
software. milon industries GmbH, a
German company, is a manufacturer and
complete supplier of electronic fitness
and medical training equipment.
www.ihrsa.org | APRIL 2010 | Club Business International 65

| Innovations | FIT Extra Total-Body Cardio
MoTuS uSA
M770EL LCD TV Integrated
Embedded Crosstrainer Elliptical
The M770EL Crosstrainer Elliptical
features a fully integrated, crystal-clear
Samsung LCD TV for multiple viewing
options. It operates seamlessly with adaptive
strides that glide in sync with the body’s
natural movement. The unique SafetyStride
utilizes articulating pedals that position
exercisers’ feet to ensure that the leg and
glute muscles are properly engaged with
minimal strain. Moving handlebars facilitate
a total-body workout, and dual heart-rate
monitors are located on both the stationary
and moving handlebars.
NAuTILuS
Nautilus E916 Elliptical
The E916 puts workout controls at
exercisers’ fingertips with the Remote
Operation Control (ROC) bar. Users can
start their workouts and control resistance
using keys on the upper-body handles.
Other convenient features include: the
C51 console with one-touch Quick-Start;
the SyncLink articulating footplate, which
follows the natural movement of the
foot; and integrated, contact heart-rate
monitoring on the upper body and
front handles (telemetry heart-rate
monitoring included).
oCTANE FITNESS
SEE OUR AD ON PAGE 16
Pro370 Elliptical Cross Trainer
The compact Pro370 is designed to give
vertical markets signature Octane features.
Among them: Body-Mapping Ergonomics,
for natural, smooth motion; the patent-pending
Converging Path and patented MultiGrip
handlebars, for superior upper-body motion;
a comfortable 20" stride length; and the
popular X-Mode, GluteKicker, and Arm-
Blaster boosters. With its 30 resistance
levels and a variety of programs, the Pro370
is ideal for all exercisers. The self-powered
machine boasts heart-rate interactivity;
quiet, virtually maintenance-free operation;
and durable performance.
Manufacturer’s list price: $4,199.00
Where we rank in first
aid training.
The American Heart Association is the originator of the official resuscitation and first aid
guidelines used by all other training organizations. Our Heartsaver® First Aid Courses
offer the most comprehensive first aid training in the industry.
Our first aid courses are designed to meet OSHA guidelines and are available online,
in a classroom setting, and in Spanish.
Our proven methods of hands-on instruction will give your Health Club Owners, Managers,
and Professionals the confidence and skills to handle a variety of emergencies.
Unfortunately, accidents happen. When they do, your Health Club Personnel will be trained
by the trusted leader in first aid training.
American Heart Associatiocn: First In First Aid.
Learn more about quality First Aid, CPR, AED,
and Bloodborne Pathogens training:
877-AHA-4CPR (877-242-4277)
www.AmericanHeart.org/workplace
©2010, American Heart Association. DS3559 1/10
66 Club Business International | APRIL 2010 | www.ihrsa.org

IntroducIng a new
nano-coatIng technology for aquatIc
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surface protectIon that
Is as safe and easy to
use as water.
• Reduce & Eliminate the need for harsh chemicals
and time consuming scrubbing.
• Clean, Safe, Surfaces for the Aquatic and
Fitness industries.
• Improve your cleaning process by filling microscopic
surface variations which would normally hold
dirt & bacteria.
• The electrostatic attraction of PERMANON droplets
immediately attach a nano-coating on any
nonporous surface.
• PERMANON forms a hard shell that allows dirt to
be cleaned off fast and easy.
• PERMANON is nontoxic, nonflammable and
biodegradable.
MARKETING
WORLD pool products inc.
Authorized distributor of permAnon
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Permanon Pool & Spa Supershine is a universal high-tech surface
protection. It creates a long lasting, durable surface that is easy to clean
and is gentle on existing finishes. This results in significantly less dirt and
grime accumulation. Permanon is an extremely effective water repellent.
Time savings with a durable
shine. Find out how you can
get a competitive edge using
Permanon for clean, safe surfaces
at www.permacoatings.com.
Marketing world Pool Products inc. Po BoX 498 winooski vt 05404 tel: 802.655.8941 FaX: 802.655.0439 www.PerMacoatings.coM

| Innovations | FIT ExtraTotal-Body Cardio
Pro3700 Elliptical Cross Trainer
The third-generation Pro3700 elliptical
features Octane’s patent-pending Converging
Path, patented MultiGrip handlebars,
and a choice of stride lengths (either
20.5" or 24"). For extra comfort, exercisers
will appreciate Soft Grip pedals; controls
for resistance and programming on the
moving handlebars; and an integrated fan.
Programs include custom interval training
and an exclusive regimen designed by
Athletes’ Performance. Track covers
help to seal out dust, dirt, and sweat, and
bigger rollers yield better performance.
Manufacturer’s list price: $4,899.00
Pro4700 Elliptical Cross Trainer
This elliptical is packed with Octane’s
breakthrough features, including electronically
adjustable stride length (18"-26"),
the patented SmartStride interactive ergonomics,
the patent-pending Converging
Path handlebars, and the patented Multi-
Grip handlebars for comfort, variety, and
more muscle use. A variety of workouts,
such as the challenging 30:30 Interval
program from Athletes’ Performance,
maximize motivation and results. Convenience
and comfort are optimized with
fingertip controls on the moving handlebars,
soft grip pedals, and a personal fan.
Manufacturer’s list price: $5,999.00
xR6000 Seated Elliptical
The unmatched xRide by Octane Fitness
delivers the cardiovascular, low-impact,
total-body benefits of traditional ellipticals—
all from a comfortable seated position.
Plus, the ergonomically designed seat
offers leverage for simultaneous strength
training. Studies show that xRide exercisers
use more glutes and burn more calories
than those on a recumbent bike. With a
wealth of programs, the xRide is ideal for
users of all fitness levels and outperforms
any other seated product on the fitness floor.
Manufacturer’s list price: $4,899.00
PARAMouNT FITNESS
CoRPoRATIoN
6.85E Elliptical
68 Club Business International | APRIL 2010 | www.ihrsa.org
The rear-entry, self-powered 6.85E Elliptical
Trainer features a backlit touch-sensor
console with a full-color LCD; 15 motivational
training programs; 25 resistance
levels; and a space-efficient 33.5" x 71.5"
footprint. Patented center drive technology
places users directly over the center of
rotation for balance, stability, and comfort.
Exercisers can easily choose from lowerbody,
upper-body, or total-body workouts.
PRECoR, INC.
Adaptive Motion Trainer 100i
The Adaptive Motion Trainer 100i features
an innovative Stride Dial that allows
exercisers to control stride length from
0" to 27", and Precor’s EFX technology
provides 20 levels of resistance. Additional
features include QuickStart, SmartRate,
and touch heart-rate monitor. A numeric
keypad controls entertainment and
exercise choices, and Tap Control buttons
respond to input with a click. The self-
powered machine offers comprehensive
diagnostics and the optional Cardio
Theater PVS screen.
EFX 556i Total Body Elliptical
Fitness Crosstrainer
The EFX 556i provides a fixed ramp angle
of 20 degrees to increase comfort and
provide a natural gait. It features Tap
Control “paddles” that facilitate ease of
use; a six-phase generator to deliver
smooth performance and reduce the risk
of over-striding; QuickStart; eight programs;
a 10-button keypad for entertainment and
machine performance control; SmartRate
monitoring, which establishes a user’s
target training zones, based on age and
body weight; and CSAFE-compatibility.
Manufacturer’s list price: $5,695.00

| Innovations | FIT Extra Total-Body Cardio
EFX 576i Total Body Elliptical
Fitness Crosstrainer
The EFX 576i features the patented Cross-
Ramp, which inclines from 13 to 40 degrees,
combined with total-body motion. It comes
equipped with easy-to-use Tap Control
“paddles,” which control resistance and
the CrossRamp, while seamlessly integrating
entertainment with an optional
personal viewing screen. Also included are
14 programs; QuickStart; dome switches
for added durability; a 10-button keypad
that controls workout and entertainment
selections; SmartRate monitoring, which
establishes an individual’s optimal
weight-loss and cardio-training zones;
and CSAFE-compatibility.
Manufacturer’s list price: $6,795.00
PRoMAXIMA FITNESS
STEX 8020EX
To help keep exercisers entertained and
motivated, the STEX 8020EX next-generation
elliptical comes with built-in iPod
capability and an integrated 19" TFT-LCD
personal entertainment system. Featuring
easy operation, sturdy design, and dependable
engineering, the STEX 8000 Series
Cardio Line is technologically advanced to
help members maximize their workouts.
Designed with comfort and results in mind,
these heavy-duty ellipticals withstand
rigorous club use.
SChWINN
Schwinn Airdyne
Incorporating a dual-action, air-resistance
system, the Schwinn Airdyne is designed
to recreate an outdoor cycling experience.
The bike’s large fanwheel generates
increased resistance as the exerciser’s
pedaling rate increases, and also acts to
cool the user. Its patented, synchronized
arm and leg movements make it easy for
all people to use. Stationary foot pegs allow
users to concentrate exclusively on upperbody
conditioning, and an on-board
computer provides continuous feedback.
Manufacturer’s list price: $649.00
SCIFIT
70 Club Business International | APRIL 2010 | www.ihrsa.org
PRO2 Sport—Total Body Exerciser
SCIFIT’s PRO2 Sport provides a total-body
strength and cardio workout in one machine.
The Iso-Strength program delivers a totalbody
strength routine; the bidirectional
resistance engages the major muscle
groups; and the knee-to-elbow motion
exercises the core. The standard seat
features an expandable step-through
design and a 500-pound user-weight
capacity, and is removable for wheelchair
access. An optional bariatric seat offers
a 600-pound user-weight capacity.
Manufacturer’s list price: $3,895.00
SPoRTSART FITNESS
NEW
S770 Pinnacle Trainer
The unique Pinnacle Trainer blends cardio,
core, and lateral training. The combination
of forward and lateral motion recruits
small muscle groups that are crucial for
core stability and balance, and efficiently
targets inner and outer thigh muscles.
Users can train muscle groups that they
typically cannot target effectively on traditional
cardio machines, which generally
employ only forward/backward motions.
Manufacturer’s list price: $7,499.00
STAR TRAC
SEE OUR AD ON PAGE 5
E Series Total Body Trainer E-TBTi
Star Trac’s E Series Total Body Trainer
offers SelectFit technology, giving exercisers
a choice of pushing, pulling, or no upperbody
motion. With available iPod connectivity,
it allows users to watch personal
video content on a fully integrated 15"
personal viewing screen. The USB port
charges personal media devices, including
iPods, BlackBerrys, MP3 players, and cell
phones. The E-TBT model is available
without the 15" screen, iPod connectivity,
and integrated entertainment controls.
Manufacturer’s list price: $8,040.00

© 2010 All Rights Reserved WWW.NICROS.COM 800.699.1975

| Innovations | FIT Extra Total-Body Cardio
P Series Total Body Trainers
P-TBT and P-TBTx
Star Trac’s space-saving P Series Total
Body Trainers offer smooth, varied workouts.
The SelectFit feature, found exclusively on
the P-TBTx model, provides the ability to
integrate strength training; exercisers
simply choose either a pushing or pulling
motion for two distinct upper-body routines.
For lower-body-only workouts, the upperbody
motion can be disengaged with the
touch of a button. Both machines offer
user-focused features, including personal
cooling fans, a motivational track, and an
intuitive display.
Manufacturer’s list price: $5,545.00
S-TBTx Total Body Trainer
The S Series Total Body Trainer (S-TBTx)
is a light-commercial, total-body cardiovascular
machine that boasts traditional
Star Trac quality. Features include Soft
Trac pedals, dynamic heart-rate control,
personal adjustable fans, and a user-friendly
console with a large message window,
motivational track display, 10 user-specific
programs, and multiple cup and accessory
holders. It comes pre-wired for Star Trac
entertainment solutions. It’s also available
with a consumer warranty, and is ideally
suited for light-commercial facilities.
Manufacturer’s list price: $4,995.00
72 Club Business International | APRIL 2010 | www.ihrsa.org
TEChNoGYM
SEE OUR AD ON THE BACK COVER
Excite Synchro 500 and 700 Series
Excite Synchro offers an engaging and
innovative non-impact workout. Intuitive
display options include the iPod-compatible
Active Wellness TV or the high-contrast
Goal Oriented LED display. Dual hand
sensors and Fast Track Controls on the
handles allow users to monitor heart rate
and change resistance without compromising
the workout position. The belt drive ensures
a smooth, quiet movement. Equipment is
available in powered, self-powered, and TV
models, and all machines feature numerous
program options.
NEW
Excite+ Crossover
Technogym’s new EXCITE+ CROSSOVER
provides an easy-to-use, total-body lateral
training experience. CROSSOVER combines
lower-body lateral training with converging
upper-body involvement for a natural,
rhythmic, and engaging exercise experience.
The unique lower-body movement
combines abduction, extension, and external
rotation to recruit different muscles
than those used on traditional cardio
machines. User-friendly features include
dependent pedal action, fast-track controls,
dual heart-rate hand sensors, and an
optional touch-screen VISIO display.
TRuE FITNESS
CS800 Elliptical
The TRUE CS elliptical cross-trainer
features patent-pending side steps that
provide added safety, while allowing users
to step off the machine and drive using
upper-body only. Variable mix3 programming
gives them an entirely new workout,
from their own personal trainer, each time
they use the machine, keeping them coming
back for more. The patented Core Drive
system’s space-efficient design provides
an incredibly natural movement, offering
superior balance, stability, and comfort.
VISIoN FITNESS
X6700HRT
The self-powered X6700HRT elliptical
trainer is designed to provide club members
with a smooth, comfortable total-body
workout. Advanced programming, including
the innovative SPRINT 8 program and four
heart-rate training options, helps exercisers
reach their fitness goals. The unit’s EASY-8
console offers an uninterrupted display of
nine types of exercise feedback, an alphanumeric
message display, and a 10" x 14"
dot-matrix profile screen. The heavy-gauge
steel construction and powder-coat finish
look great and are durable.

»
Product Profiles
Special Advertising Section
The BuyersMart is an effective shopping tool—one
that allows you to find out about a wide range of
products and services without leaving the comfort
of your club. The following companies are also listed
on www.ihrsa.org/buyersmart, where an advanced
search function enables you to find the companies
and products you are looking for easily. For detailed
contact information, please refer to the advertiser
index at the end of this section.
SPOTLIGHT
Sports & Fitness Insurance Corporation
Since 1985, Sports & Fitness Insurance (SFIC) has been in the business of
insuring health clubs and fitness centers. For the past eight years SFIC has
been IHRSA’s only business partner providing General Liability Insurance
for our industry. As a member of IHRSA’s Group Purchasing Program, SFIC
offers General Liability Insurance, Property Insurance, Professional Liability
Insurance, Umbrellas, Worker’s Compensation Insurance and Surety Bonds
for facilities in all 50 states.
» At Sports & Fitness Insurance our service and commitment ensure you
a perfect fit. Contact us at Post Office Box 1967, Madision, MS 39130–1967
800-844-0536, Ext 2222 or 2252; 601-898-8464; 601-707-1037 (FAX)
contactus@sportsfitness.com
| Innovations | BuyersMart
www.ihrsa.org | APRIL 2010 | Club Business International 73
®

| Innovations | BuyersMart
A-1 Textiles
74 Club Business International | APRIL 2010 | www.ihrsa.org
Special Advertising Section
ASF International CI Solutions
CYBEX International, Inc.
CYBEX Bravo functional trainer
No other product offers such gamechanging
training possibilities and
versatility! The Bravo’s unique patentpending
design adds two key features to
revolutionize training applications—the
Progressive Stabilization Pad, which
allows the user to incrementally modify
their stability, and the Cable Width Adjustment, which results
in innumerable height and width configurations, giving the
most creative trainers unlimited exercise possibilities.
» www.cybexintl.com
Aeromat/EcoWise Fitness Products
Del Ozone
Aeromat/EcoWise
2070 Zanker Road
San Jose, CA 95131
Toll-Free: 877-278-6158
Fax: 707-221-4040
info@aeromats.com
www.aeromats.com
www.ecowisefitness.com
Aeromat/EcoWise Fitness Products specializes in supplying
high quality mats and related fitness products to the fitness,
sporting and rehabilitation industries, and offers the market
both product innovations and brand name recognition.
» For a dealer near you, call today!
Call toll-free: 877-278-6158 or visit www.aeromats.com
or www.ecowisefitness.com.
Del Ozone. Advanced
Sanitation Technology.
The DEL Clean Ozone Laundry
Program reduces the costs and
environmental impact associated
with your on-premise laundry
operations. Ozone safely reduces
hot water and chemical needs while
enhancing linen quality. Ask about
our 100% performance guarantee.
» Contact DEL Ozone to request a free cost savings
analysis: 800-676-1335 x 279 ● www.delozone.com

dotFIT LLC
Founded by a team of leading fitness
industry visionaries, dotFIT is rapidly
becoming the worldwide leader in
personalized nutrition and fitness
solutions. Delivered to consumers
via fitness clubs, dotFIT provides
tools and products to help people
eat, live and feel better, including online nutrition and
exercise programs, supplements, and coaching.
Whether you're a national chain or a small club, dotFIT’s
flexible licensing options make it easy to connect the dots
between you and your customers—and higher profits.
» www.dotFITWorldwide.com and www.dotFIT.com
Email: sales@dotFIT.com
Phone: 877-436-8348
Special Advertising Section
HEX Tanning
Fiserv Iron Grip Barbell Company
With Fiserv, your club has one
source to call for technical and
revenue support. Integrated club
management software and EFT/POS
payment processing services for clubs of all sizes—from
a single, trusted and experienced global provider of end-
to-end financial e-commerce solutions.
» Fiserv
16969 N. Texas Avenue, Suite 500
Webster, TX 77598
Phone: 888-590-0026
www.clubs.fiserv.com
| Innovations | BuyersMart
Group Strength® by Iron Grip
Iron Grip’s Group Strength ® equipment
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www.ihrsa.org | APRIL 2010 | Club Business International 75
245cbi

| Innovations | BuyersMart
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76 Club Business International | APRIL 2010 | www.ihrsa.org
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© 2010 HEX Tanning and Marketing Concepts 281-cbi

IHRSA Report
April is Keep America Beautiful Month,
and we can think of no better way to do
that than by helping every American to
look their very best. What, after all, is
more attractive than a person who’s
active, healthy, fit, and happy—benefits
that regular exercise imparts. —|
First Set 81 | In Brief 82 | International 85 | Club Advisor 87
Ask the Entrepreneurs 88 | Member News 90 | Calendar 99 | Coming Soon 99
www.ihrsa.org | APRIL 2010 | Club Business International 79

The International Health, Racquet & Sportsclub
Association is a not-for-profit trade association
open to investor-owned and member-owned
fitness, racquet and athletic facilities. Associate
memberships are available to manufacturers
or suppliers of products and services of use
to IHRSA members.
800-228-4772 USA & Canada
617-951-0055 International
617-951-0056 FAX
www.ihrsa.org
www.healthclubs.com
E-mail: info@ihrsa.org
IHRSA Board of Directors
David Patchell-Evans: Chairperson
GoodLife Fitness Clubs
519-661-0190 ext. 238
Lynne Brick: Brick Bodies Fitness
410-252-8058
Rick Beusman: Saw Mill Club
914-241-0797
Bob Shoulders: Fayetteville Athletic Club
479-587-0500
Mike Raymond: Curves International
254-399-9285
Susan Cooper: BodyBusiness Health Club & Spa
512-459-9424
Art Curtis: Millennium Partners
Sports Club Management, LLC
617-476-8910
Sandy Hoeffer: Western Athletic Clubs
415-901-9243
David Hardy: Franvest Capital Partners
780-953-4273
Kilian Fisher: ILAM
+ 353 (0) 45 902235
Chuck Runyon: Anytime Fitness
651-438-5000
Kay Yuspeh: Elite Fitness & Racquet Clubs
262-786-0880
Bill McBride: Club One
415-477-3000
Gene LaMott: Ex-officio
TW Holdings
360-877-3915
SPECIAL ADVISOR
LATIN AMERICA
Richard Bilton: Companhia Athletica
(55) 11-5181-2000
® A
Time to
Believe
| IHRSA Report | First Set
Witnessing the spectacle of the 2010 Winter
Olympic Games in Vancouver, Canada, has been
both exciting and deeply inspiring—on both a
personal and professional level. And I’m sure
that many of you were also transfixed by the
images and sounds that were televised around
the world.
More than any other that I recall, the XXI Winter Olympics seems
to have been marked by dramatic challenges and heroic accomplishments.
Such amazing athletes! Such remarkable feats!
American skier Lindsey Vonn; Canadian skier Alexandre
Bilodeau; and Canadian figure skater Joannie Rochette—who’ll
ever forget their performances?
At the Olympics in Turin, Italy, in 2006, Vonn had to be
airlifted off of a mountain following a serious crash, and,
shortly before the Vancouver Games, she was suffering bruised
shins, and wasn’t sure she could race. But race she did—all the
David Patchell-Evans
way to the gold!
IHRSA Chairperson
Another highlight, for me, was being there when Bilodeau
took the gold in the men’s moguls freestyle skiing. As a Canadian,
I was particularly proud, but it wasn’t his victory that impressed me most—
it was his sharing with the world that his inspiration, drive, and determination
to win came from his older brother, Frederic, who has cerebral palsy.
Bilodeau is fired by the courage of his brother, who, he explained, never
complains and is “the happiest person I know.”
Another Canadian athlete, Rochette, brought tears to the eyes of millions
when, two days after her mother’s tragic death, she took the bronze, and, while
waiting to hear her score, mouthed, in French, “This is for you, Mama.”
Very often, the thing that fortifies us most, refusing to let us surrender to
life’s daunting demands, is the example of people with special needs or
facing special challenges. In my case, I owe every success I’ve had in business
to my autistic daughter. She’s taught me so much about overcoming obstacles,
taking joy in each incremental gain, and not letting limitations preclude a
rewarding life.
Vonn, Bilodeau, and Rochette are examples of people who believe in
themselves, and, more importantly, believe in the support system provided
by those around them—families, friends, coaches, and devoted fans. They
never give up, and their example makes us all very proud.
The official theme song for the 2010 Winter Olympics is “I Believe.” It’s
about not giving up, even when things are tough. It’s about connecting with
those who inspire us and who won’t allow us to shelve our dreams. As the
song says, “I believe, together, we’ll fly. I believe in the power of you and I.”
For IHRSA, individual clubs, and the industry, 2010 is a time to believe! —|
www.ihrsa.org | APRIL 2010 | Club Business International 81

| IHRSA Report | In Brief
IHRSA
Continues
Campaign
for a
Healthier
America
82 Club Business International | APRIL 2010 | www.ihrsa.org
Early 2009 set in motion a shift in Washington politics: for the first time
in more than 16 years, the passage of major healthcare reform legislation
seemed possible. As the ensuing political battles raged on, a new
movement in the fitness industry was born: the Campaign for a
Healthier America.
IHRSA started the Campaign for a Healthier America, a national grassroots
project, with the goal of bringing together fitness enthusiasts to make healthy
lifestyles a priority for all Americans. The goals of the Campaign are part of
IHRSA’s Vision for a Healthier America, which is based on the fundamental idea
that any effort to rebuild America’s health and redesign the healthcare system
must include physical activity as a core component of prevention and health
promotion. The Vision is also a recognition that, while the health club industry
offers a major solution to America’s physical inactivity epidemic, we cannot work
alone. As such, the Vision seeks to unite fitness professionals with six key groups
to effect change: government, employers, medical professionals, insurance providers,
children, and individuals.
IHRSA initially set out to lead the industry and be a voice in the healthcare
reform debate by engaging government, employers, and individuals. Within the
industry, fitness professionals joined the grassroots project in a number of ways.
At last year’s IHRSA International Convention & Trade Show in San Francisco,
nearly 100 people recorded video messages for the Campaign. In May, fitness
professionals traveled to Washington, D.C., for IHRSA’s Summit for a Healthier
America to meet with their members of Congress on Capitol Hill to discuss
healthcare reform legislation.
Throughout the year, people in the industry and hundreds of club members
across the country spoke out by sending messages to Congress and the White
House, expressing their support for common-sense solutions to motivate
Americans to become physically active. Hundreds of individuals also
interacted with the Campaign on social media networks, such as
Twitter, Facebook, and YouTube.
Earlier this year, the effort to pass reform legislation in Congress
hit some major stumbling blocks. In spite of this, the Campaign is
moving forward. “We’ve seen that the need for cost-effective legislative
solutions that get to the root of the problem are gaining support,”
says Helen Durkin, executive vice president of IHRSA’s public policy
team. “The Campaign is helping to bring together and educate key
audiences about the power of exercise, along with its health and
economic benefits for the country.”
Next month, IHRSA will conduct its 8th Annual Summit for a
Healthier America in the nation’s capital. At this meeting, the most
innovative minds in the health club industry will convene for a national discussion
about how clubs can make a positive difference in the future of America’s health
while improving the industry’s bottom line.
The Campaign will continue its grassroots outreach to Congress in support of
policies that encourage Americans to be more active. That will include a new
piece of legislation—which is expected to be introduced this spring—that takes a
comprehensive approach to solving the nation’s obesity crisis. The Campaign will
also be supporting the launch of the National Physical Activity Plan, which will
occur during the week of May 3rd, coinciding with IHRSA’s Get Active America!
program and the IHRSA Summit for a Healthier America. As always, the Campaign
will continue to engage fitness professionals and consumers on Twitter,
Facebook, and YouTube.
The American Council on Exercise (ACE), CYBEX, the National Academy of
Sports Medicine (NASM), and SPRI are sponsors of the Campaign for a Healthier
America. —|
To learn more about the Campaign for a Healthier America and to become a part of this national
.org grassroots project, visit www.ihrsa.org/campaign.

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| IHRSA Report | International
Resources & Benefits
A focused approach will aid our children and communities
By David “Patch” Patchell-Evans
There’s a New Zealand Maori proverb that goes,
“Ko taku rourou, ko tau rou rou, ka ora te
tangata.” For those unfamiliar with Maori, that
means, roughly, “With my resources and your
resources, everyone will benefit.” It’s an admonition
our industry would do well to heed.
I’d like to propose that health clubs, suppliers, and allied
organizations worldwide work to marshal and target their
resources—to the advantage of all.
One of the rewarding things about attending IHRSA
conventions, conferences, and congresses is the opportunity
they provide to talk to lots of people from many different
countries. And one of the things I’ve noticed is that, when
people focus on good intentions, their businesses invariably
become more successful.
It’s a fact I was reminded of recently when I attended the
2010 Winter Olympics in Vancouver, Canada (see “First Set,”
pg. 81). In order to attain Olympic status, athletes focus on a
single sport and do everything in their power to master it.
But, in order to stand on the winners’ podium, they have to
do more: they have to produce a performance that elevates
the bar, surpasses everything that’s preceded, and, in
essence, yields a new best practice.
“ I’d like to propose that health clubs,
suppliers, and allied organizations worldwide
work to marshal and target their
resources—to the advantage of all.
”
When they do so, they’re rewarded with the appreciation,
approval, and applause of the crowds.
I believe the same will hold true if we commit our time,
energy, resources, and efforts to pursuing excellence on
behalf of others.
We can do so in two basic ways: by doing a better job of
delivering the benefits that we provide; and by giving back
even more to the community.
The first step, I believe, consists of choosing a cause. It doesn’t
matter if we choose the same or different causes. What’s important
is that you adopt and own one that inspires you and creates
a sense of passion within you. At GoodLife Fitness, 90% of our
outreach efforts have to do with two major health challenges.
One is autism, which affects one in every 150 children, including
my own daughter. The second is the crisis of overweight
and physically unfit children and youth, many of whom have
never enjoyed a life enriched by play and exercise.
Today, the majority
of children are overweight,
out of shape,
and suffering the
related emotional
and
psychological
implications
of low selfesteem.
With respect to
the latter, a number
of club companies
have come up with
some great ways to make a
difference. Geoffrey A. Dyer, the
founder of Lifestyle Family Fitness, the
55-unit, Florida-based chain, created the American Teen
Challenge, offering free fitness services to teens each year in
July and August, and is expanding the program throughout
the U.S.—what an amazing idea! IHRSA has adopted the program,
and, this summer, all of my clubs will be offering it, too.
We can also demonstrate that we, our clubs, the industry,
and IHRSA are concerned about the state of the world and
committed to setting a higher standard by increasing our
community involvement. We show that we care every day, of
course, by distributing a product that improves the quality
and length of people’s lives, and by constantly working to
improve our facilities, equipment, programs, and professional
expertise.
We can emphasize the fact that ours are clubs with a conscience
by being good corporate citizens. There are countless
ways to achieve that, but, just to get things started, I’d like to
offer one simple suggestion: If you haven’t already done so,
consider donating at least 1% of your pretax profit—a
philanthropic standard set by most countries—either via
fundraising initiatives at your club or by direct contributions
to charity.
What, conceivably, would be the combined effect if we
were all to do so?
Together, IHRSA clubs could raise an estimated $14.5 million
in charitable donations every year.
Imagine, in addition, if each club also committed to the
equivalent of 10 hours of volunteer community work, per
employee, per year.
What a powerful example we could set! What a significant
message we could send to the world! —|
– David “Patch” Patchell-Evans, patch@goodlifefitness.com
www.ihrsa.org | APRIL 2010 | Club Business International 85

Stopping the
‘Gym Bag Bandit’
By Kristen A. Walsh
During a recession, crime rates tend to rise—and the parking
lots and locker rooms at health clubs are often irresistible
targets for thieves. As a result, club operators are now
intensifying their efforts to keep their members from being
victimized. While different solutions will work for different
clubs, here are some strategies for keeping clubs theft-free.
Post reminders of the risks. As criminals become savvier,
the potential costs to victims mount. Their cash and
property may be stolen, and their credit cards can be
used to rack up unauthorized purchases. In some
cases, they can also fall prey to identity theft. In June,
a Deerfield, Illinois, club patron told police that an
iPhone stolen from his secured locker had been used
to make $4,000 in losing stock trades. Remind members—via
signage and other memorandum—of the
risk of theft, and remove liability by stating, “The club
is not responsible for lost or stolen property.”
Implement a parking lot surveillance system. Police say
that burglars gravitate to gym parking lots for several
reasons: Their clients may, despite warnings posted
in the club, leave cash and valuables locked (and
sometimes unlocked) in their cars. And, time is on the
criminal’s side; car owners will probably be occupied
by their workouts for at least an hour, leaving plenty
of time to break in and get away. Unfortunately, members’
vehicles may be damaged—thieves frequently
smash a windshield to gain quick access, a tactic
known as “car clouting.” “More clubs are installing
and using surveillance video and partnering with law
enforcement to reduce crime,” notes the Vancouver,
Oregon, police department. “Police use those images
to identify and arrest criminals committing crimes.”
Safeguard—or eliminate—the key basket. For convenience,
many clubs offer a wall-mounted rack or “key
basket” at the front desk for members to store their
keys. While this practice gives exercisers the freedom
to work out without carrying their keys around, it also
offers thieves an easy opportunity to “borrow” keys
and gain access to cars that don’t belong to them.
If your club offers this option, be sure the keys are
attended at all times.
| IHRSA Report | Club Advisor
Install a locker alarm system. Once inside a locker
room, crooks will sometimes cut off a locker’s padlock,
steal goods from inside, and then replace it with a
new lock to avoid immediate detection. Some will
remove a single credit card from an unsecured locker,
but leave the rest of the wallet untouched. The missing
card may go unnoticed until the next credit card
statement arrives—documenting, perhaps, thousands
of dollars worth of bogus charges. An Illinois club
manager, who requested anonymity, reports that her
company has experienced a “significant increase” in
locker break-ins and thefts thus far this year. “As a
result, we’ve put alarms in several lockers in an
attempt to catch the thieves.”
Be vigilant. In June, a woman dubbed the “Gym Bag
Bandit” by Sacramento police was sentenced to six
years in prison for a series of thefts from a California
club chain. Prosecutors said that she used a stolen
membership card to enter several fitness centers in
Sacramento County. Once inside, she took bolt cutters
out of her gym bag, broke into lockers, and stole personal
items belonging to members. She then used the
victims’ identification and credit cards to commit other
thefts, authorities said. She was apprehended after
a victim called one of the clubs to see if her stolen
membership card had been used; the club’s computer
indicated that it had been scanned just minutes earlier.
As a result, police were able to locate and arrest
the “Gym Bag Bandit.”
For additional tips on curbing theft in and around
clubs, log on to www.ihrsa.org/bestpractice to read
IHRSA’s Best Practice paper on the topic (IHRSA
member log-in required). —|
– Kristen A. Walsh, kwalsh@ihrsa.org
www.ihrsa.org | APRIL 2010 | Club Business International 87

| IHRSA Report | Ask the Entrepreneurs
88 Club Business International | APRIL 2010 | www.ihrsa.org
Technology Enhances the Member
Experience and Bottom Line
What specific software, hardware, Websites, or other technology
have contributed the most to your success as a health club operator?
u JoE AnD RAy GIACoBBE, Owners
Power & Fitness Health Club, Rahway, New Jersey
“The Twin oaks software system is very user-friendly, and helps us, as owners, to oversee every
aspect of the club. After going through the company’s training, we had a good understanding of
how the software works. Its paperless online contracts make enrolling new members fast and
easy. Reports are available at the click of a mouse, on anything from club usage to the monthly
EFT draft. If we were to run into any problems with the software, we could call Twin Oaks’
service line for assistance. We recommend this software to any health club operator who’s
either just starting out or looking for new software.” —|
u TRACEy FLETES, Owner/Cofounder
Body-N-Spirit Athletic Club, Harvey, Louisiana
“As a gym owner, staying in touch with our members is essential. By using Constant Contact, an
online e-mailing system for small businesses, we’ve been able to stay in contact with members
and to conduct surveys, promote events, offer specials, publicize club updates, and much more.
Constant Contact has allowed our staff to communicate on personal matters as well as bring in
new business through advertising. It’s cost-effective and easy to use, and enhances the member
experience and my growing business.” —|
u RyAn VoGT, Fitness Director
LifeQuest Fitness Center & Tri-City Court Club, Pasco, Washington
“As the fitness director of multiple locations, MINDBODY Online provides me with access to my
personal training department’s schedules, income reports, payroll, usage reports, consultation
conversions, etc. The freedom to manage the department from any location has allowed me to
devote more time to staff training and team building. The software has a built-in dashboard,
making it easy to communicate messages to multiple employees simultaneously. Enrollment
in group exercise and small group training classes has increased, now that members can
pre-register online for classes. MINDBODY has helped us to simplify business operations,
boost revenues, and focus more on members.” —|
Editor’s note: If you’d like to be profiled in this column, please contact Kristen Walsh, IHRSA’s senior editor, at kwalsh@ihrsa.org.

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| IHRSA Report | Member News
Full Disclosure ASF International
Like a parent raising a child, ASF is acutely aware of the
constantly changing needs its technology has to address
Nearly 40 years ago, Richard
Reed, an eighth-degree
taekwondo senior master,
founded ASF International,
in Denver, Colorado. Reed,
who also founded the American
Taekwondo Association, originally
established ASF to assist martial arts
franchises in their collections efforts. It
didn’t take long for him to discover how
effective his services could be to the
entire health club industry.
That vision, coupled with the ability
to adapt to changes in technology,
has been ASF’s hallmark during its
three-decades-plus tenure. By 1983, the
firm had developed leading-edge computerized
club-management software,
including the early integration of
payment processing.
Keeping PT Profitable
To help clubs generate additional revenue through their personal
training (PT) profit centers, the company’s point-of-sale system
has been integrated with its scheduling program to track PT
packages purchased and inventory of sessions available to each
member. “What that means,” explains Bob Riches, ASF’s president,
“is that payment plans can now be offered and inventories
of sessions adjusted based on payments received and/or rejected.
This will not only help our clients grow these profit centers but,
more importantly, it will help them manage their profitability.” —|
ASF’s suite of services includes payment
processing, software management
packages, and permanent interactive
marketing programs. What differentiates
the company is that, for the past 35 years,
ASF has helped clients achieve a competitive
edge with an understanding of
how billing and software services interact
with a club’s marketing and operational
90 Club Business International | APRIL 2010 | www.ihrsa.org
systems. Today, ASF serves nearly 3,000
clients throughout the U.S., Canada, and
Puerto Rico. Robert Riches, ASF’s president,
and Sean Kirby, its national sales
director, elaborate on the key factors to
the company’s successful growth.
The right tools for the job
“Technology is a never-ending, everdeveloping,
and endlessly growing asset
for ASF and our clients,” asserts Riches.
“Like being a parent, you’re never done.
Constant reevaluation—stemming from
feedback through our clients and
advances outside our industry—require
us to internally house our own IT, R&D,
and programming. While other companies
may have outsourced or acquired
their software developments, ASF has
always maintained control of software
development, so that
it never impedes our
clients’ potential in
relation to their financial
growth.”
To Riches’ point, ASF
recently introduced:
• ASF Dashboard—A
business support tool,
the Dashboard gives
operators up-to-theminute
assessment of
their club and its
profit centers, offering
reports on deposits,
new sales, prospects, attendance,
scheduling, point-of-sale, and more.
• TRIALBox—This customized lead-
generation tool is designed to generate
greater branding for a club as well as
leads. The leads are then tracked in ASF’s
prospect database, allowing sales reps to
schedule follow-up activities, and measure
sales performance against closing ratios.
» “Cu
Sean Kirby
s t o m e r
s e r v i C e is
m o r e t h a n
j u s t b u i l d i n g
t h e r i g h t t o o l s
a n d b e i n g polite
a n d C o u r t e o u s
o v e r t h e p h o n e.
it’s a b o u t
d e v e l o p i n g
r e l a t i o n s h i p s
a n d t r u s t. We
v i e W o u r s e l v e s
a s a n e x t e n s i o n
o f o u r C l i e n t s
a n d a p a r t n e r,
a s W e l l .”

• Locker Tracking System—This function
is integrated into the member database
function for easy tracking.
• Online Point-of-Sale and Appointment
Scheduler—Both of these programs are
also integrated with the member database
to allow better tracking of sales, as well as
tracking of sessions purchased, scheduled,
used, and remaining.
“We gather input from our clients
with the goal of determining their
common needs and the flexibility they
require,” Kirby adds. “We also look at
best-practice tracking and technologies
outside the industry that might better
enhance our development. We then
work to weed out the ‘need to have’ vs.
‘nice to have’ functionalities and beta
test with a large group of clients.”
In addition, ASF’s focus on the development
of new applications extends to,
and results in, helping clubs build new
profit centers. To accomplish this, the
company seeks ways to drill down into
club functions and consistently automate
the data wherever possible. “The growth
of billing for additional profit centers in
clubs is still a huge opportunity,” avers
Riches. “Clubs must be able to offer multiple
payment options for such areas as
personal training, enhancement fees,
group training, daycare, tanning, and
even towel service, and be able to track
revenue-generation from these profit
centers. We continue to expand our billing
services to account for these profit
centers by offering increasingly targeted
reporting capabilities.”
Alleviating risk
Among the most important services ASF
performs for its clients may be in the
area of risk-reduction. “The greatest
recent challenge has been the new rules
and regulations for Payment Card Industry
Data Security Standard (PCI-DSS)
compliance,” Riches notes. “These new
Robert Riches
regulations are greatly affecting the
ways in which future service memberships
can be processed in our industry.
Many operators don’t realize that, by
swiping a credit card at their club, they
could be considered a Level IV or even a
Level III processor by Visa/MasterCard,
which makes them liable and responsible
for the security of that member’s banking
information. The cost to secure this
information is great, but the fines for not
properly securing bank information can
be devastating to a club business. We’ve
worked to ensure that our processing
services are already PCI-compliant, so
our clients avoid those costs and potential
risks.”
“Customer service is more than just
building the right tools and being polite
and courteous over the phone,” concludes
Kirby. “It’s about developing relationships
and trust. We view ourselves as an extension
of our clients and a partner, as well.
Only by working with our clients in a
mutually beneficial environment can we
both achieve financial success. To that
end, their success is our success.” —|
| IHRSA Report | Member News
ASF International
Pro Forma
Year Founded: 1973
Overall Growth,
2005-2009: 48%
Number of
Employees: 165
Number of Clients: 2,800
The Bottom Line
“Only by working with
our clients in a mutually
beneficial environment can
we both achieve financial
success,” attests National
Sales Director Sean Kirby.
“To that end, their success
is our success.”
www.ihrsa.org | APRIL 2010 | Club Business International 91

ASSoCIATE PRoFILES ASSoCIATE nEWS
BiProUSA
u Established in 2003, BiProUSA manufactures
two types of unflavored whey
protein isolates, BiPro and BioZzz. BiPro
is 100% natural whey protein isolate that
contains 20 grams of protein per serving,
with no protein blends or unwanted
ingredients, such as carbohydrates, fat,
sugar, lactose, and artificial flavors.
BioZzz, an isolated whey protein with
18 grams of protein per serving, is the
purest form of alpha-lactalbumin
commercially available. It’s rich in
tryptophan, 100% natural, and contains
no fat or lactose. For more information,
contact the company at 877-MyBiPro;
www.biprousa.com. —|
Everlast Sports Nutrition
u Everlast
Sports Nutrition
offers a
complete line
of supplements,
bars,
and beverages
that’s been scientifically developed for
fitness-minded consumers and serious
athletes. New products include: Everlast
E-DRENALINE Energy Shots; Everlast
Energy Bars (three flavors); Everlast
Women’s Multi and Everlast Men’s Multi;
and supplements, including Energy,
Focus, Defense, and post-workout
Recovery. For more information,
contact the company at 212-967-9700;
www.evernutrition.com. —|
| IHRSA Report | Member News
Connor Sport Court International, Inc.
u The North America, Central America, and Caribbean
Volleyball Federation (NORCECA) has signed a long-term
contract with Connor Sport Court, making it the federation’s
official playing surface. Connor’s outdoor courts are
manufactured with the highest standards for UV stability,
making them resilient to the tropical heat, sunlight, rain,
and humidity that are prevalent in many NORCECA countries. According to Cristobel
Marte Hoffiz, the president of NORCECA, “These suspended modular surfaces are
extremely cost-effective, provide world-class performance, and reduce shock so
that there’s less wear and tear on joints and limbs.” For more information, contact
the company at 801-972-0260; www.connorsportcourt.com. —|
Cybex International, Inc.
u Cybex International,
Inc., recently concluded
a four-month
“Arc Trainer Fitness
Challenge” at the
Mall of America in
Minneapolis, Minnesota.
Shoppers were
invited to try the
company’s new patented
750AT Total Body Arc Trainer for two minutes, followed by two minutes on
a competing elliptical trainer. More than 800 surveys were collected, with 82%
preferring the Arc Trainer; four Arc Trainers were sold; and Chris Lutz of Edina,
Minnesota, won the random drawing for a free home unit. For more information,
contact the company at 888-462-9239; www.cybexintl.com. —|
H2Omassage Systems
u Jason Lemieux, the president
of H2Omassage Systems,
is convinced the company’s
Ultimate Series 110-220 beds
will accelerate its expansion
in the health club market.
“This is the right equipment for the fitness industry,” he says. The beds offer a
wide range of options—including flotation, massage, soft- and deep-tissue manipulation,
thermo-conditioning, and whirlpool treatment—and are ideal for use
either before or after physical activity, minimizing pain and stiffness. Users, lying
on the bed fully dressed, can specify partial- or total-body treatment; massage
duration; water-jet intensity; and temperature. For more information, contact the
company at 866-783-0668; www.H2Omassage.com. —|
Fitness Marketing Systems Motus USA
u Fitness Marketing Systems (Fitmarc) is
u Motus USA has selected Dynamic
a global supplier of innovative fitness and Wellness Solutions, Inc., as the
wellness solutions for fitness professionals distribution arm for its products in
and organizations. Its team of more than the active aging market. Already a
50 fitness professionals and strategic preferred vendor of the International
business partners offers consulting, > Council on Active Aging (ICAA), Motus USA produces a line of commercial cardio-
>
www.ihrsa.org | APRIL 2010 | Club Business International 93

| IHRSA Report | Member News
< ASSoCIATE PRoFILES < ASSoCIATE nEWS
support, and expert training. Customers
represent a wide range of health facilities
and organizations across the U.S., including
corporate and local health clubs. Fitmarc
is an approved GSA schedule contractor,
delivering fitness and wellness solutions
globally. For more information, contact
the company at 800-814-1207;
www.fitmarc.com. —|
Steamist
u Based in East Rutherford, New Jersey,
Steamist offers a full commercial line of
Steambath steam generators and saunas,
digital controls, and maintenance
products for health clubs and day spas.
The Total Sense Collection is comprised
of a menu of steam bathing products,
each of which is designed to deliver a
complete, customized steam experience
with aromatherapy, chromatherapy,
and music. For more information,
contact the company at 800-577-6478;
www.steamist.com. —|
Trigger Point Performance
u Trigger Point
Performance
founded
Myofascial
Compression
Techniques
(MCT) and
Self-Myofascial
Release Technique
and Core Workout (SMRT-CORE).
It markets its in-home massage products
to consumers in the athletic, healthcare,
and personal wellness markets, and
provides information, media, products,
and services that enhance personal
development, wellness, and positive
lifestyles. For more information,
contact the company at 888-312-2557;
www.tptherapy.com. —|
94 Club Business International | APRIL 2010 | www.ihrsa.org
vascular equipment designed for the active adult and rehabilitation markets. Its
treadmills feature large displays with touch-sensitive buttons, medical handrails,
and a low step-up height; its bikes have a walk-through design, pneumatic gas seat
adjustments, ergonomic cushions, and retractable armrests. For more information,
contact the company at 888-668-8766; www.motususa.com. —|
National Academy of Sports Medicine (NASM)
u The National Academy of Sports
Medicine (NASM) and its highereducation
partner, the California
University of Pennsylvania (CalU),
have named Jessica Bashioum
and Nicole Cahen the spring 2010
recipients of the two organizations’
Pursuit of Excellence in
Health and Fitness Award. Both
will receive full tuition, valued at
more than $15,000, toward a
Master of Science in Exercise Science and Health Promotion at CalU. During the
2010-2011 academic year, they’ll be able to choose a specialization in one of the
school’s Internet-based tracks: fitness and wellness; sports performance
enhancement and injury prevention; rehabilitation science; or sports psychology.
For more information, contact the company at 800-460-6276; www.nasm.org. —|
Bashioum Cahen
Peak Pilates
u Peak Pilates has named Kevin Bowen director of education,
responsible for continuing the company’s tradition of
delivering progressive, classical education programs. He
will oversee Peak Pilates’ expansive external network of
teacher trainers and education partners; enhance existing
partnerships; and create new strategic alliances. With
more than 15 years of experience in fitness, Pilates, and
management, Bowen is the cofounder and former president
and executive director of the Pilates Method Alliance.
Prior to joining Peak Pilates, Bowen was president/
director of Pilates Miami and the Pilates Education
Group. For more information, contact the company at
800-925-3674; www.peakpilates.com. —|
Bowen
Power Plate North America
u Power Plate machines played an important
role in the training of actors who portrayed
rugby players in the popular movie, Invictus,
which tells the story of the 1995 rugby world in
post-apartheid South Africa. According to Grant
Roberts, a celebrity trainer and an actor in the
movie, “We played full-tilt rugby every day, all
day, and I used the Power Plate daily to activate
my muscles before filming and to stretch and
promote active recovery.” Director Clint Eastwood
and lead star Morgan Freeman reportedly used the machines as well during filming.
For more information, contact the company at 949-863-1737, www.powerplate.com. —|
Roberts

IHRSA’s Newest Supplier Members!
For information on up-to-date products and services in the health club industry,
go to ihrsa.org/products.
Art 4 Fitness
877/437-7799
www.art4fitness.com
ASTEK Technology Ltd.
886-6-2729488, x113
www.astek-health.com
Bauerfeind USA Inc.
877/437-7799
www.bauerfeind.com
BSA – Akademie
(49) 681-685 5110
www.bsa-lehrzentrum.de
CycleOps Power
877/437-7799
www.cycleops.com
Edufit Fitness Studio
877/437-7799
www.edufit.com
Equator Fitness
514/386-9301
www.equatorftness.com
Fantaay International Technologies
877/437-7799
www.fantaay.com
Feelfit Ltd
(44) 020 8405 5555
www.feelfit.com
Five Diamond Trading Company, LLC
877/437-7799
www.fitbodywrap.com
G2 Lifestyles
877/437-7799
www.g2lifestylyes.com
GB Global Marketing USA
877/437-7799
www.goldsgym.gb-gm.com
Good Earth Products
877/437-7799
www.goodearthproducts.net
Hyper Wear
877/437-7799
www.hyperwear.com
Interactive Fitness Holdings
877/437-7799
www.ifholdings.com
Life Measurement, Inc.
877/437-7799
www.lifemeasurement.com
List Industries Inc.
877/437-7799
www.listindustries.com
MEND
250/712-3393
www.mendprogramme.org
My Sauna
416/948-5269
mysauna@bell.net
Partnership Capital Growth
877/437-7799
www.pcg-advisors.com
Performance Health Systems
877/437-7799
www.biodensity.com
Signature Sports Floorings
877/437-7799
www.signaturesportsflooring.com
Soolis.com
877/437-7799
www.soolis.com
Terraboost Media
877/437-7799
www.terraboost.com
Tiger Tail Rolling Muscle Massager
206/779-5238
www.polarfusion.com
The Tennis and Track Company
877/437-7799
www.tennisandtrackco.com
Waterplay Solutions Corporation
250/712-3393
www.waterplay.com
International Health, Racquet & Sportsclub Association | Seaport Center, 70 Fargo Street, Boston, Massachusetts 02210 USA

| IHRSA Report | Member News
nEW MEMBERS
Alabama
GoLD’S GyM
189 E. University
Auburn, AL 36832
334-826-1224
Arkansas
SnAP FITnESS
400 N. Bowman Road
Little Rock, AR 72211
Mr. Bill Rahn
California
EquInox FITnESS CLuB
440 Portage Ave.
Palo Alto, CA 94306
858-449-2472
EquInox FITnESS CLuB
10220 Constellation Blvd.
Century City, CA 90067
310-552-0420
EquInox FITnESS CLuB
19540 Jamboree Road
Irvine, CA 92612
949-296-1700
EquInox FITnESS CLuB
5400 Rosecrans Ave.
Hawthorne, CA 90250
310-727-9543
EquInox FITnESS CLuB
8590 Sunset Blvd.
West Hollywood, CA 90069
310-289-1900
EquInox FITnESS CLuB
21530 Oxnard St.
Woodland Hills, CA 91367
818-887-6450
Connecticut
SnAP FITnESS
54 Halls Road
Old Lyme, CT 06371
Mr. Peter Taunton
Delaware
SnAP FITnESS
1030 Forrest Ave.
Dover, DE 19901
Mr. Stephen Schwartz
Georgia
SnAP FITnESS
1000 Marietta St. NW
Ste. 240
Atlanta, GA 30318
Mr. Alan Brown
Kentucky
SnAP FITnESS
9815 Brownsboro Road
Ste. 101
Louisville, KY 40241
Mr. Terry Walsh
SnAP FITnESS
10105 Dixie Hwy.
Ste. 105
Louisville, KY 40272
Ms. April Holmgren-Smith
Louisiana
SnAP FITnESS
4840 Hwy. No. 1
Ste. 3
Raceland, LA 70394
Mr. Paul LeBoeuf
SnAP FITnESS
1640 Hickory Ave.
Harahan, LA 70123
Mr. John Dang
Maryland
EquInox FITnESS CLuB
4905 Elm St.
Bethesda, MD 20814
301-652-1078
Massachusetts
EquInox FITnESS CLuBS
225 Franklin St.
Boston, MA 02110
617-426-2140
96 Club Business International | APRIL 2010 | www.ihrsa.org
IHRSA Membership Eligibility Standards
Members of the association must comply with IHRSA’s baseline health,
safety, and ethical standards. To learn more, visit www.ihrsa.org/standards
or contact IHRSA at 617-951-0055.
Michigan
SnAP FITnESS
3226 U.S. 41 W
Ste. C
Marquette, MI 49855
Mr. Robert Mahaney
SnAP FITnESS
780 Edelweiss Village
Gaylord, MI 49735
Andrea & James Risk
SnAP FITnESS
1600 E. Beltline Ave. NE
Grand Rapids, MI 49525
Mr. Ryan Cook
Mississippi
SnAP FITnESS
2400 Denny Ave.
Pascagoula, MS 39567
Mr. Chad Bergeron
Nebraska
SnAP FITnESS
825 23rd St.
Ste. 900
Columbus, NE 68601
Mr. Dennis Bargen
Nevada
SnAP FITnESS
8930 W. Sunset
Las Vegas, NV 89148
Ms. Carol Chludzinski
New York
EquInox FITnESS CLuB
817 Lexington Ave.
New York, NY 10065
212-750-4900
EquInox FITnESS CLuB
1429 2nd Ave.
New York, NY 10021
212-249-3917
EquInox FITnESS CLuB
203 E. 85th St.
New York, NY 10028
212-439-8500
EquInox FITnESS CLuB
100 Tenth Ave.
New York, NY 10011
212-367-0863
SnAP FITnESS
126 E. Main St.
Smithtown, NY 11787
Mr. Greg Sivin
SnAP FITnESS
650 Main St.
East Aurora, NY 14052
Ms. Bridget Kelley
North Carolina
SnAP FITnESS
624 U. S. Highway 17 S.
Holly Ridge, NC 28445
Mr. Dennis Howard
SnAP FITnESS
1848 Martin Luther King Jr. Blvd.
Chapel Hill, NC 27514
Victoria and Dan Widman
Ohio
SnAP FITnESS
820 Sunbury Road
Unit 606
Delaware, OH 43015
Mr. Chris Ferch
SnAP FITnESS
866 S Third St.
Columbus, OH 43206
Mr. Matthew Davis
Oregon
SnAP FITnESS
2940 W. Cascade Ave.
No. 100
Hood River, OR 97031
Mr. Mike Kehoe —|

Conference & Exhibits: May 5-7, 2010 • The Javits Center • New York, NY
www.clubindustryshow.com/east
Making It Work for You!
Find Strategies
That Can Make Your Business Different…and Make a Difference in Your Business!
Club Industry East will focus on showing you all of the latest ways to help deliver the superior service, innovative
programming and wellness options that make everything work for you! Meet the industry’s leading suppliers and see
the widest selection of equipment, products and services.
The conference program features 70+ seminars in eight dynamic tracks plus new roundtable luncheon and a
networking breakfast, featuring NYC Firefighter Matthew Long who came back from near-fatal injuries to again
complete the NYC Marathon and an Ironman Triathlon.
FREE Events for All Attendees!
Keynote Address • Thursday, May 6 • 11:30am-12:30pm
Bucky Dent, NY Yankees (3-time All-Star, 2-time World Series Winner); Owner, Bucky Dent Baseball School
A Game of Moments: Leveraging Your Advantages for Long-Term Success
Industry Forum • Thursday, May 6 • 4:00pm
Can Personal Trainers Cure Disease?
Phil Kaplan, President, Personal and Club Development
Kelli Calabrese, President, Calabrese Consulting
Keynote Address • Friday, May 7 • 9:15 am – 10:00 am
Ali Vincent: First Female Winner of NBC’s “The Biggest Loser”
1+1=3 Together, We Can Accomplish More Than We Do on Our Own
PLUS:
• Traditional/Mixed Martial Arts Demonstrations • Group Fitness Competition • The Industry’s Largest Boot Camp
Register for FREE Exhibit Hall Admission:
go to www.clubindustryshow.com/east

Take Back Your Health:
Feel Better. Look Better. Live Better.
May 3-9, 2010
What is Get Active America!?
The 7th Annual Get Active America! is the IHRSA-organized national membership drive and community health initiative
that helps clubs increase their role in improving the health of their neighborhood while building their membership base
through a week-long open house.
Get Active America! is an opportunity to come together as an industry, to teach people in our communities ways to take
control of their health by integrating regular exercise into their lives. Through the program, your club can educate your
local communities about disease prevention and healthy living through exercise.
The program attracts tens of thousands of Americans into IHRSA member health clubs, and is a great opportunity to
turn new faces into new members. Participating clubs will be promoted through IHRSA’s national public relations
campaign and on healthclubs.com, our website that gets thousands of hits a month from people looking to start exercising.
Take Back Your Health: Feel Better. Look Better. Live Better.
This year, Get Active America! will offer three new program tracks that are designed to
guide your members and guests to start and maintain a healthier lifestyle at your club.
The 2010 theme of “Take Back Your Health” includes the program tracks: “Feel Better”,
“Look Better”, and “Live Better”. The flexibility of the program enables your club to use
the tracks however you see fit — individually, combined, or just focused on the overall
theme of “Take Back Your Health”.
Participating Clubs will receive:
• Get Active America! Program Guide containing instructions for how to develop and run the program successfully. It
includes programming ideas, public relations tips and strategies, corporate outreach ideas, and marketing materials.
• Email newsletters provide you with updates and best practices.
• Downloadable, high-resolution banner, two posters, and a flyer.
How Do I Enroll My Club?
Visit ihrsa.org/getactiveamerica to enroll today. Enrollment is complimentary for IHRSA member clubs!
For general questions, please call 800-228-4772 or email membership@ihrsa.org.
ONE-WEEK OPEN HOUSE
MAY 3-6
Member Bring a Guest
MAY 7-9
Open House to the Public
International Health, Racquet & Sportsclub Association
Seaport Center, 70 Fargo Street, Boston, MA 02210 USA
800-228-4772 • 617-951-0055 • www.ihrsa.org • membership@ihrsa.org

.org
To obtain complete details about, or to register for,
all IHRSA events, log on to www.ihrsa.org/meetings.
| IHRSA Report | Calendar
Save the date | 2010 IHRSA Events CoMInG Soon In
MAy 5-6
8th Annual IHRSA Summit for
a Healthier America
Hyatt Regency Washington on Capitol Hill
Washington, D.C.
www.ihrsa.org/summit
AuGuST
22nd Annual IHRSA Institute for
Professional Club Management
www.ihrsa.org/institute
SEPTEMBER 2-4
11th Annual IHRSA Fitness Brasil Latin
American Conference & Trade Show
Transamerica Expo Center, São Paolo, Brazil
www.ihrsa.org/meetings
2010 Industry Events
APRIL 14-17
SPATEC Europe
Split, Croatia
www.mcleanevents
international.com
APRIL 14-18
Russian Fitness
Festival 2010
Moscow, Russia
www.fitness-convention.ru
APRIL 15-18
Russian Fitness Festival
Moscow, Russia
www.fitness-convention.ru
APRIL 22-25
FIBO 2010
Essen, Germany
www.fibo.de
APRIL 30-MAy 2
Australian Fitness Expo
Sydney, Australia
www.fitnessexpo.com.au
MAy 5-7
Club Industry East
New York, New York
www.clubindustry
show.com
JunE 1-5
ACSM’s 57th Annual
Meeting and World Congress
on Exercise Is Medicine
Baltimore, Maryland
www.acsm.org
AuGuST 4-8
IDEA World Fitness
Convention
Los Angeles, California
www.ideafit.com
AuGuST 11-15
Can Fit Pro International
Fitness & Club Business
Conference & Trade Show
Toronto, Canada
www.canfitpro.net
AuGuST 19-21
29th Annual National
Fitness Trade Show
Grand Sierra Resort,
Reno, Nevada
www.nationalfitness
tradeshow.com
oCToBER
10th Annual IHRSA European Congress
www.ihrsa.org/meetings
noVEMBER
9th Annual IHRSA Asia-Pacific Forum
Location to be Determined
www.ihrsa.org/meetings
MonTHLy
IHRSA Online Education
Monthly Webinar Series
For details and topics, visit:
www.ihrsa.org/webinars —|
SEPTEMBER 23-26
SIBEC North America
Chateau Elan Winery
& Resort
Braselton, Georgia
www.mcleanevents
international.com
SEPTEMBER 23-26
SIBEC North America
Braselton, Georgia
www.mcleanevents
international.com
oCToBER 6-9
Club Industry 2010
McCormick Place,
Chicago, Illinois
www.clubindustry
show.com
DECEMBER 2-4
Athletic Business
Conference & Expo
San Diego, California
www.athleticbusiness.com/
events —|
CluB BuSINESS
INTERNATIONAL
u Personal Best: Bodyscapes
has expanded beyond profitable
personal-training centers to firstclass
full-service facilities
u Pros and Cons: CBI hosts a
roundtable discussion with
successful pro shop operators
u Legal Ease: A guide to obtaining
in-depth expertise on challenging
financial or legal issues
u Photo Finish: A showcase of the
winners of Awards of Merit and
of Distinction in the IHRSA-CBI
Photo Competition
u neat niches: Three entrepreneurs
share their niche-marketing success
stories
u IHRSA 2010 Recap: We share
some of the highlights of IHRSA’s
29th Annual International Convention
and Trade Show
Out of Shape by Stan Tran
www.ihrsa.org | APRIL 2010 | Club Business International 99

Praise for
IHRSA Webinars
“Overall they have been a very positive experience.
I’m very pleased and I hope you continue to
do them.”
Steve Hansen
Oxford Athletic Club
“IHRSA's May webinar — Turn Your Club into a
Community — was fabulous! Herb Lipsman
(President & CEO of The Health Club Company) is
an industry veteran like me and he has great insight
into the business. Once more club operators find
out how valuable these webinars are, many more
will sign up.”
Cary L. Adler, President
Spa 23 Health and Racquet Club
“No matter how much you think you know, you
will never know it all! IHRSA's webinars prove this
every time.”
John Youngblood
Santa Barbara Athletic Club
Visit ihrsa.org/webinars or call 800-228-4772 (US/Canada) or +1 617-951-0055
(International) for more information.
Sponsored by
“I thought the webinar was very informative and
gave terrific examples of successful marketing
campaigns and ads that have proven to be
successful.”
Diana Korzenko
Sunrise Health and Racquet
“IHRSA's seminars, over and over again, renew
ideas that might have gotten lost in the cacophony
that surrounds day-to-day athletic club marketing.
Always refreshing to hear!”
Jean Braun
Almaden Valley Athletic Club
“Excellent seminar! Was a great use of my time. The
speaker gave very specific ideas on how to better
market our club, how to improve customer service,
and the importance of branding our club in the
community.”
Stacey Mullet
Super Fitness
International Health, Racquet & Sportsclub Association | Seaport Center, 70 Fargo Street, Boston, Massachusetts 02210 USA

Employment
Lifestyle Family Fitness is one of the fastest-growing premier
fitness clubs in the industry. Investing in our employees, creating
a culture of teamwork, and building lasting relationships with
our members is what gives Lifestyle Family Fitness the competitive
edge to achieve great things!
The Company is in an aggressive growth state with locations in
Florida, Indiana, Ohio and North Carolina. Our target markets
include the Southeast, Mid-West, and Mid-Atlantic.
Give your career more strength and join the Lifestyle Family
Fitness team!
Lifestyle Family Fitness has immediate career opportunities for
qualified candidates in the following areas:
SALES / OPERATIONS MANAGEMENT
• Regional Sales/Operations Managers
• District Sales/Operations Managers
• Club Sales/Operations Managers
TRAINERS / INSTRUCTORS
• District and Area Personal Training Managers
• Personal Trainers
• Group Fitness Instructors
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Continue your career path in
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Visit us at wellbridge.com
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See your
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Rates start at just $245 per
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Visit www.ihrsa.org/classifieds
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Business Opportunities
| Marketplace |
Sport & Health Clubs, Washington DC’s premier
provider of over 20 multi-purpose health clubs, is looking
for talented industry professionals to join our team!
We want DYNAMIC individuals who will build and develop
teams, drive sales, implement and improve business tactics,
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&general managers
Lead & drive all club activities. 5-10 years of health club sales
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&sales directors
Drive sales, build & train sales teams. Implement marketing
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www.ihrsa.org | APRIL 2010 | Club Business International 101

| Marketplace |
Consulting
TRAInInG WHEn you WAnT IT
IHRSA’s top-notch webinars,
sponsored by Parisi Franchise Systems,
are now only $39 for members!
102 Club Business International | APRIL 2010 | www.ihrsa.org
Health Clubs Are Hiring!
Health clubs and wellness companies located around the world are
looking for their next stars. Log on to healthclubs.com/jobs today
ihrsa.org/webinars
and start shaping up your fitness career!
healthclubs.com/jobs .5 page-1009CBI:healthclubs.com/jobs .5pg ad 9/8/09 11:02 AM Page 1
Since 2005, ActiveCareers.com has been the
health club industry’s premier online career
center. Now, IHRSA has harnessed the power
of healthclubs.com and is pleased to present
healthclubs.com/jobs.
If you’re hiring, or looking for a job in the industry, healthclubs.com/jobs is for you.
Log on today!
Itroducing . . .
International Health, Racquet & Sportsclub Association | Seaport Center, 70 Fargo Street, Boston, Massachusetts 02210 USA

Page Advertiser
59 » A-1 Textiles
www.a1athletictowels.com | 800-351-1819
20 » ABC Financial Services, Inc.
www.abcfinancial.com | 800-622-6290
62 » Affiliated Acceptance Corporation
www.affiliated.org | 800-233-8483
42 » American College of Sports Medicine
www.acsm.org | 800-486-5643
66 » American Heart Association
www.heart.org | 214-706-1114
2 & 3 » ASF International
www.asfinternational.com | 800-227-3859
65 » The Blaster div. Ironman Investments
www.multiblaster.com | 760-485-8940
97 » Club Industry
www.clubindustry.com | 610-238-9306
45 » CSI Software
www.csisoftwareusa.com | 800-247-3431
Inside Front » CyBEx International, Inc.
Cover & 1 www.cybexinternational.com | 508-533-4300
56 » dotFIT, LLC
www.dotFITWorldwide.com | 877-436-8348
78 » First Degree Fitness, north America
www.firstdegreefitness.com | 877-455-3029
7 » Fiserv
www.compete.fiserv.com | 800-242-9522
80 » Global Fitness, Inc.
www.globalfitness.com | 888-991-9991
36 » GoJo Industries
www.gojo.com | 800-321-9647
83 » GRAVITy by efi Sports Medicine
www.efisportsmedicine.com | 800-541-4900
58 » Gym Wipes-2xL Corporation
www.gymwipes.com | 888-977-3726
51 » Hampton Fitness
www.hamptonfit.com | 805-339-9733
52 » HeartSine Technologies, Inc.
www.heartsine.com | 215-860-8100, ext. 112
77 » HEx Tanning
www.hextanning.com | 800-556-3201
60 » Hydromassage
www.hydromassage.com | 727-536-5566
Inside Back » THE InDooRCyCLInG GRouP, GmbH
Cover www.indoorcycling.com | +49 (0)911-54450
11 » Iron Grip Barbell Company
www.irongrip.com | 800-664-4766
23 » Ivanko Barbell Company
www.ivankobarbell.com | 310-514-1155
64 » Jade Distribution
www.jadedistribution.com | 800-785-5233
19 » Les Mills International
www.lesmillsusa.com | 888-669-8876
Page Advertiser
9 » Life Fitness
www.lifefitness.com | 800-634-8637
84 » Mad Dogg Athletics, Inc.
www.spinning.com | 800-847-SPIN
67 » Marketing World / Permacoatings
www.permacoatings.com | 802-655-8941
French » Matrix Fitness Systems
Cover www.matrix-fitness.com | 866-693-4863
61 » Mondo uSA
www.mondousa.com | 800-441-6645
13 » MotionSoft, Inc.
www.motionsoft.net | 800-829-4321
| Ad Index |
89 » national Exercise Trainers Association (nETA)
www.netafit.org | 800-237-6242
27 » national Federation of Professional Trainers (nFPT)
www.nfpt.com | 800-729-6378
71 » nicros, Inc. Climbing Walls
www.nicros.com | 800-699-1975
16 » octane Fitness
www.octanefitness.com | 763-757-2662
52 » Petra Hygienic Systems
www.petrasoap.com | 800-463-2516
55 » Philadelphia Insurance Companies
www.phlycom | 800-873-4552
46 » Power Plate north America
www.powerplate.com | 877-877-5283
48 » Ready Care Industries
www.readycare.com | 800-477-4283
59 » Salsbury Industries
www.lockers.com | 800-562-5377
40 » SPoRTSMITH, LLC
www.sportsmith.net | 800-713-2880
57 » SPRI Products, Inc.
www.spriproducts.com | 800-222-7774
5 » Star Trac
www.startrac.com | 800-228-6635
63 » Suunto
www.suunto.com | 801-624-7501
Back Cover » TECHnoGyM
www.technogymusa.com | 303-875-0306
14 » Twin oaks Software
www.tosd.com | 866-278-6750
86 » ultra Fitness Equipment
www.ultrafitnessequipment.com | 877-288-0285
92 » VersaClimber/Exervibe
www.versaclimber.com | 800-237-2271
Insert » West Bend Insurance
www.thesilverlining.com | 262-334-5571
69 » xerox Corporation
www.freecolorprinters.com | 503-381-5211
53 » Zumba Fitness, LLC
www.zumba.com | 954-925-3755
www.ihrsa.org | APRIL 2010 | Club Business International 103

| last Rep |
I’m particularly pleased, this month, to introduce the four new
members of IHRSA’s board of directors. They are: Richard Bilton,
the president of Companhia Athletica; Brent J. Darden, the co-owner
and general manager of the TELOS Fitness Center; Scott Gillespie,
the president of Saco Sport and Fitness; and Carol Nalevanko, the
CEO of DMB Sports Club, Ltd.
Each year, the seating of new directors marks the
advent of a process of both education and reflection.
The incoming members begin to learn, in much
greater detail than they’d ever imagined, about the
huge range of products and services that IHRSA
provides… and what it takes to produce them.
I do what I can to fill them in.
I, for my part, am reminded
that IHRSA is not only an
association for, but also of,
the taxpaying health and
fitness club industry. Its volunteer
board is composed of
people very much like you,
accomplished individuals who
are dedicated to this business.
Bilton, Darden, Gillespie,
and Nalevanko need to know
about IHRSA’s product line
Tracy Powell
An IHRSA
Board Update
because, in the months and
Joe Moore
years to come, they’ll be
IHRSA President & CEO
responsible for delivering and
extending it. You need to
know more about it for a different, but equally
important, reason: it’s vital to your club’s success.
Let me fill you in:
• IHRSA helps to protect the industry by aggressively
opposing harmful legislation and business
regulation, and helps it to grow by promoting programs
and legislation that would prompt more
Americans to exercise. Last year, it monitored and
tracked more than 200 bills that would have
affected clubs.
• DVDs & MP3s: IHRSA and Healthy Learning
Videos have produced several high-quality educational
DVDs for club operators and their staffs,
including ones on Managing the Sales Team and
104 Club Business International | APRIL 2010 | www.ihrsa.org
Process, Engaging New Members in the Club, and
Increasing Membership Retention in the Health
and Fitness Industry. Audio recordings (MP3 files)
of past IHRSA convention sessions are also available
(www.ihrsastore.com).
• www.IHRSA.org: IHRSA’s Website features a
wide variety of free resources, including articles
from CBI dating back to 2002, “Best Practices,”
briefing papers on legal issues, and articles on such
critical topics as sales and marketing, programming,
member service, wellness, and retention.
• Ask an Industry Leader: In this online forum,
more than 100 of the industry’s best and brightest
respond to club operators’ most challenging
questions—free of charge (www.ihrsa.org/industry
leader).
• IHRSA Research: This section of IHRSA.org
provides members with the latest data on
virtually every aspect of the health club industry
(www.ihrsa.org/research).
• Healthclubs.com/jobs: This site offers developers
and operators an efficient, cost-effective way to
find new employees, and also provides them with
free information on compensation levels and other
human resources (HR) issues.
• Webinars: This cost-effective way for industry
professionals to remain current and competitive
provides training whenever and wherever it’s
needed. IHRSA offers a new Webinar each month
(www.ihrsa.org/webinars).
• Group Purchasing: This free program provides
IHRSA member clubs with attractive discounts on
hundreds of products and services from dozens of
vendors, including cleaning supplies, HR services,
and more (www.ihrsa.org/grouppurchasing). —|
– Joe Moore, jmoore@ihrsa.org
One Hundred Twenty Million
Members by 2010

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