Nordic Ambition Nordic Ambition - IHRSA

AuGuST 2011 

Club business 

InternatIonal 

Nordic 

Ambition 

CEO OlAv ThOrsTAd 

hAs ExpANsivE 

plANs fOr sATs 

40 Gym-Pact Proposal 

45 The IHRSA Yearbook 

50 Group-Ex Options 

59 Club ‘Prescriptions’ 

71 Aerobic Accessories 

®

TAKE STEPS TO END BREAST CANCER 

Support the Cause and Your Business 

Attract new members, bring buzz to your facility and take part in a causerelated 

marketing campaign that embraces women’s health and wellness. 

This is an exercise-related cause your facility can really get behind! 

Our treadmills offer your members and the community the chance to 

be part of the Pink Ribbon Run movement by walking/running for the 

cure. Call us today at +1.774.324.8000 or visit www.cybexintl.com/PRR 

to learn more. 

© 2011, Cybex International, Inc. All rights reserved. 

+1.774.324.8000 I www.cybexintl.com 

CYBEX 3 rd Annual 

Pink Ribbon Run 

Breast Cancer Awareness Month: During 

October 2011, CYBEX will donate 10 cents 

to The Breast Cancer Research Foundation ® 

for every mile logged on the CYBEX 

pink treadmill. 

® 

The Breast Cancer Research Foundation is dedicated to preventing breast cancer and finding a cure in our lifetime by funding clinical and translational 

research worldwide. For more information about BCRF, visit www.bcrfcure.org. 

www.cybexintl.com

| Letters | 

> JUNE 2011 

CLUB BUSINESS 

INTERNATIONAL 

34 Maestro Michael Bruno 

43 Intel’s High-Tech Gym 

48 Celebrating IHRSA30 

55 The Assessment Edge 

67 F.I.T. Extra: Strength 

High- 

Impact 

Public 

Service 

FIFTH AVENUE CLUB 

IS HELPING CHILDREN 

IN ETHIOPIA 

Public Service Victory 

® 

Joining Forces, Finally! 

> I wanted to share an article that the Warwick Valley (N.Y.) 

Chamber published about IHRSA’s new Joining Forces 

Network initiative. I’m so proud and thankful to be a part of 

this effort. I operate a club in Florida, New York, and am also 

the mom of a deployed Navy man. Thank you, IHRSA, for 

supporting our military! —| 

Roberta Kruse-Fordham | General Manager | Sports, Fitness & Fun 

Florida, NY 

Sports, Fitness & Fun Health Club in Village of Florida offers 

free memberships to active duty military personnel 

FLORIDA — As the mom of a Navy sailor, Roberta Fordham 

knows what it’s like to have a family member serving overseas. 

Now she’s lending a hand to other Orange County families 

facing similar experiences. 

Fordham, CEO of the Sports, Fitness & Fun health club in the 

Village of Florida, is offering free gym memberships to active 

military personnel in all branches of service—as well as to their 

immediate families—to train, decompress, and de-stress. 

“It’s a great stress reliever to be able to work out, take yoga, 

do Pilates, especially for the people left at home, and certainly 

those who are about to be deployed,” Fordham said. 

Active servicemen and women will get free access to the club 

prior to being deployed. Their immediate families—parents and 

spouses—will then receive free six-month memberships. 

The offer, which began June 1, is part of a national program 

by the International Health, Racquet & Sportsclub Association 

and first lady Michelle Obama — who advocates active lifestyles, 

as well as supporting military families, in her “Let’s Move!” and 

“Joining Forces” initiatives. The Joining Forces Network establishes 

an affiliation of health clubs nationwide offering free 

memberships to actively deployed Reservists and National 

Guard personnel. 

Gold’s Gym in the Town of Wallkill is also offering free and 

discounted memberships to military members and families. 

Three people from Florida have already signed up at Sports, 

Fitness & Fun—a 26-year-old serviceman who is home for one 

4 C l u b B u s i n e s s I n t e r n a t i o n a l | A u G u S T 2 0 1 1 | w w w . i h r s a . o r g 

Thank you for all that IHRSA is doing for our troops! 

(See “IHRSA Joining Forces Network Unveiled by Michelle 

Obama,” June CBI, pg. 18.) Our facility has been honoring 

them since we opened three and a half years ago. We help out 

where we can and support our local chapter of Rolling Thunder 

VT1. We have our eligibility in place now, and sometimes do a 

case-by-case membership. Again, it’s so nice to see something 

like this finally happening! —| 

Beth Atwood | Owner | Eagle Peak Fitness | Orange, MA 

month before being redeployed to Afghanistan, his father, and 

his wife. 

“It’s so small in the big scope for these people who put their 

lives on the line,” Fordham said. “It’s the least we can do.” 

It’s also personal for her. Her 24-year-old son, T.J., an aviation 

warfare specialist with the Navy, is currently overseas. His wife 

and young baby are living in Jacksonville, Florida. 

“When I heard of this program, I joined the cause immediately 

because it spoke to my heart, and I believe it will do the same for 

others in our community,” she said. “Our staff is so proud to be 

able to give back to the families of these courageous Americans 

in such a unique and beneficial way.” —| 

Three-City Cavalcade 

> On behalf of my clients from Nizhny Novgorod, Russia, as 

well as myself, I want to thank IHRSA for its help in organizing 

a tour of clubs in London, Frankfurt, and Munich. We were very 

impressed by the quality of most of the 35 club operations that 

we saw, and by the outstanding job the association did in 

arranging the visits on such short notice. Witnessing the 

strength of the IHRSA network in action was a real experience. 

Thanks again. —| 

Stephen Tharrett | President | Club Industry Consulting 

Highland Village, TX 

Make My Day! 

> Who wrote the item on the BallBike Pro in the July issue of 

CBI (see “What’s New,” pg. 64)? It was real nice. And who 

decided to put the photo of the bike in the front section near the 

table of contents? Glad that you did! Just wanted to extend, to 

all those involved, a big “Thank you, IHRSA” for the wonderful 

gesture. As we sell bikes, I’m constantly lobbying our business 

team to allocate for ads, so, when a complimentary one like 

this one comes along, I have nothing but “compliments” to 

offer you. You made my (our) day! —| 

Aaron Huber | Sales Manager | Fit One LLC | Louisville, OH

| Editor’s Welcome | 

Kerry brett 

Some ideas bear repeating: More than 2,000 

years ago, Hippocrates, the Greek author of 

modern medicine, wrote, “If we could give every 

individual the right amount of nourishment and 

exercise, not too little and not too much, we 

would have found the safest way to health.” 

I, myself, made use of that quotation in this space two years ago 

to introduce “The Diabetes Opportunity,” a feature written by 

Contributing Editor Stephen Wallenfels, which described the 

achievements of a number of fitness facilities in helping individuals 

who were dealing with diabetes. 

The principal points that Wallenfels made were clear, unambiguous, 

and indisputable: diabetes is a modern scourge (affecting 

25.8 million people in the U.S. and 347 million worldwide); and 

regular exercise is effective in both preventing and treating the 

disease. The implications of his article, however, were incredibly 

far-reaching. 

In my “Editor’s Welcome,” I noted that exercise 

was also known to have a positive impact 

with respect to stroke, heart disease, high blood 

pressure, cognition, a variety of cancers, and 

psychological conditions such as stress, anxiety, 

and depression. 

Since then, the number and prevalence of 

chronic, lifestyle-related medical conditions have 

steadily increased; and our understanding of the 

efficacy of exercise in combating them has 

grown. So now, in this issue of CBI, we’re able to 

present “The Growing Power of Exercise” (see 

pg. 59), in which Contributing Editor Jean Suffin 

reports on other health clubs that, today, are 

offering programs that have been specifically designed to curb or 

control illness. 

Among the pioneers: The Works Family Health and Fitness 

Center (WFHFC), in Somersworth, New Hampshire; the regional 

West Coast Athletic Club (WAC) chain; The Claremont Club, in 

Claremont, California; and the Toronto Athletic Club’s Sports 

Medicine Clinic, in Toronto. 

These businesses recognize better than most others that the 

world and the proper role of clubs have, in fact, changed. They’ve 

perceived a huge need, and responded by developing appropriate 

products and services. They recognize that the growing power of 

exercise pays significant dividends not only for individual club 

members, but also for the industry, as a whole. 

When he wrote about the dilemma of diabetes, Wallenfels 

ruefully observed, “A corresponding tragedy is that regular exercise—which 

can clearly be helpful in preventing or controlling the 

disease—has not been brought to bear on the problem effectively.” 

Suffin offers no such judgment, and, hopefully, neither will 

history. 

Until they become reality, yielding solid solutions … some 

ideas bear repeating. —| 


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 

Associate Editor: Mia Coen 

Contributing Editors: 

Patricia Amend, Liane Cassavoy, Jon Feld, 

Julie M. King, Lesley Mahoney, Melissa 

Rodriguez, 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 Sales Executive: 

Donna Garrity 

Business Development Publications: 

Will Finn 

Publications & Associate Coordinator: 

Meghan Burnham 

Art Direction, Design, Production: 

Holland-Mark, 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. 117 or 

visit www.ihrsa.org/cbi 

Club business international (issn 1043-9692, 

usPs 766-570) is published monthly ©2011 

by the international health, racquet & sportsclub 

Association, seaport Center 70 fargo street, 

boston, MA 02210. All rights reserved. Periodicals 

postage paid at boston, Massachusetts, and 

additional mailing offices. Canadian sales 

Agreement #40767601. 

subscription rate for members is $48 per year, 

which is included in the dues. Additional subscriptions 

$24.95 per year (usA) and $75 (international). 

POstMAster: Please send change of address 

to Club business international, c/o ihrsA, 

seaport Center 70 fargo street, boston, 

Massachusetts 02210 

Volume 31, Issue 8 

®

Get, keep, & know your members 

with a busine s management suite in the cloud 

myClub 

Online Portal 

Quickstar 

Billing 

See what better means. Call or visit at: 

motionsoft.net/betterville 

800.829.4321

CLub buSiNESS 

INTERNATIONAL 

CEO Olav Thorstad 

is pleased by SATS’ 

progress and prospects 

Features 

34 SATS’ Nordic Aspirations 

Though SATS began as a single modest club in 

Oslo in 1995, it’s always had grand goals, and, 

by 1998, it had 49 sites in Norway. Since then, 

fueled by its own adrenaline and a series of 

investment companies, it’s more than doubled 

in size—to 113 facilities in Norway, Sweden, 

Finland, and Denmark. And, according to CEO 

Olav Thorstad, SATS is just getting started. Its 

new budget brand and product-development 

efforts will keep the growth going. 


CONTENTS | AuguST 2011 

34 

40 Gym-Pact Proposal 

Two entrepreneurs tackle club utilization 

45 ‘Most Likely to Succeed …’ 

Excerpt: IHRSA’s 30th Anniversary Yearbook 

50 Group Ex-Travanganza 

Three routes to group-exercise excellence 

59 Growing ‘Power of Exercise’ 

Clubs are tackling chronic medical conditions

It’s like adding cardio to your health club. Fiserv offers the most comprehensive club management software and 

services in the health and fi tness industry. We’re helping clubs of all sizes grow and retain membership with the only 

single-source solution that maximizes revenue while minimizing day-to-day costs. For a total approach to growth, Fiserv 

also offers easily integrated EFT and POS payment processing as well as outsourced billing. With Fiserv, you have the 

unrivaled power to perform. The power within. www.clubs.fi serv.com 

Pay ments ■ 

© 2010 Fiserv, Inc. or its affi liates. 

Processing 

Ser vices ■ 

Risk 

& Compliance ■ 

Cus 

tomer & Channel Management ■ 

Insights 

& Optimization

CLub buSiNESS 

INTERNATIONAL 

Parkour is taking 

off at SATS 

21 

Departments 

News & Know How 

15 News 

FIA assists Japanese clubs; 24 Hour 

Fitness is now hiring; Koreans ‘bank’ on 

fitness; Octane shapes up ‘man in the box’; 

new film explores YOGAWOMAN; SATS 

brings parkour in-house; CBI’s Eye on 

the Economy; plus more 

29 First Person 

Club One president Bill McBride discusses 

what his company has learned and achieved 

31 On the Move 

Les Mills a Rooster booster; Healthtrax 

enlists in Joining Forces Network; 24 Hour 

PALA support; new facilities for Strata 

Partners, The Rush, and Anytime Fitness 

Innovations 

67 What’s New 

Super new stuff from ACE, Everlast, Digilock, 

OPTP, CSI Software, Med-Fit Systems, 

and other IHRSA associate members 

71 F.i.T. Extra 

A virtually infinite variety of aerobic 

accessories is guaranteed to make 

workouts challenging and fun 

68 

ClubCom 

entertains 

exercisers 

IHRSA Report 

91 First Set 

To embark on the “Road to Recovery,” 

consider Ford, says IHRSA Chairperson 

Art Curtis 

92 in brief 

When it comes to effective legislative 

lobbying, good old-fashioned face-to-face 

works best, a new study shows 

98 

95 Club Advisor 

Social media can work both to a club’s 

advantage … as well as to its disadvantage. 

Here’s how to limit the latter 

96 Ask the Entrepreneurs 

Roberta Kruse, Andrés B. Capriles, and 

Laurel Noel reveal whom they turn to for 

business advice 

98 Success by Association 

First Lady Michelle Obama would 

approve of what Greg Lappin is doing 

at the Rochester Athletic Club 

100 Member News 

What’s up at OpenAire, Power Systems, 

Creative Fitness, Ball Dynamics, united 

Leasing, etc.? We’re glad you asked. 

104 Calendar 


CONTENTS | AuguST 2011 

Fitness fun at 

Rochester Athletic Club 

Reps 

4 Letters 

6 Editor’s 

Welcome 

12 ihrsa.org 

106 Marketplace 

107 Ad index 

108 Last Rep 

The fitness industry 

is blessed with 

people who’ve 

mastered the three 

stages of truth, notes 

IHRSA president and 

CEO Joe Moore

2011 

TRANSFORM 

YOUR 

ENVIRONMENT 

Create 

your own 

Select from frame, 

upholstery and 

shroud choices or 

try these preselected 

design options 

Gallery 

Collection 

Refined 

Black Frame, 

Terra Cotta Pads, 

Rosewood StackWrap 

S I G N A T U R E S E R I E S 

Serenity 

Platinum Frame, 

Wheat Pads, 

Bamboo StackWrap 

Elegance 

Black Frame, 

Cranberry Pads, 

Bronze StackWrap 

866.590.7498 www.lifefitness.com/SignatureDesign 

Brilliance 

Candy Apple Red Frame, 

Black Pads, 

Steel StackWrap 

©2011 Life Fitness, a division of Brunswick Corporation. All rights reserved. Life Fitness is a registered trademark of 

Brunswick Corporation. Signature Series is a trademark of Brunswick Corporation. Printed in USA. USC-028-11(03.11) 

Reflection 

White Frame, 

Imperial Blue Pads, 

Sky StackWrap 

Renewal 

White Frame, 

Slate Pads, 

Stem StackWrap

ihrsa.org 

Get More Bang for Your Training Buck 

with IHRSA Webinars 

> www.ihrsa.org/webinars 

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

Traveling Members Can 

Stay Active On the Road 

> www.ihrsa.org/passport 

IHRSA Webinars present an incredibly cost-effective way to learn and 

remain competitive. They provide training for you and your entire staff, 

whenever you need it. You can register in advance for Webinars and 

“attend” them from your computer while they’re being held, or you can 

purchase previous Webinars and listen to them at your leisure. 

Log on to www.ihrsa.org/webinars to get details about, and register 

for, upcoming Webinars. Recent Webinars, which are now available for 

purchase at www.ihrsa.org/store, include: 

• What Geeks Can Teach You About Being Social: Facebook, 

Foursquare, and Fitness 

• The Winning Triad: Personal Training, Health Clubs & Medicine 

• Creating the Ultimate Member Experience! 

• Teach Your Trainers to Sell —| 

This month only, use promo code Aug2011CBI at checkout to save $10 on 

any IHRSA Webinar purchased from www.ihrsa.org/store. Offer expires 

September 1, 2011. 


The popular IHRSA Passport Program provides guest privileges worldwide to your 

club members who travel. Administered entirely online, the program (which is 

free and limited to IHRSA-member clubs) offers a superior value: a minimum of 

50% savings on guest fees at participating clubs! Passport guest fees for each club 

are listed at www.healthclubs.com/passport, an area of IHRSA’s consumer Website 

that makes it easy for your members to search for a place to work out while 

they’re traveling more than 50 miles away from your club. —| 

To enroll your club, visit www.ihrsa.org/passport. Questions? Contact passport@ihrsa.org. 

Free Job Postings 

for Hard-Hit Clubs 

and Companies 

> www.ihrsa.org/asiapacific 

To assist with the industry’s recovery 

efforts in areas affected by recent 

disasters, IHRSA is pleased to offer its 

member clubs and companies in Japan 

and New Zealand unlimited free online 

job postings on www.healthclubs.com/ 

jobs through the end of 2011. As IHRSA’s 

full-service online career center, the site 

is user-friendly and can link your fitness 

business with qualified job candidates 

quickly and efficiently. —| 

For details on taking advantage of this offer, 

log on to www.ihrsa.org/asiapacific or 

e-mail intl@ihrsa.org.

FUNCTIONAL TRAINING CENTER 

• Space-saving footprint 

• Dual independent weight stacks 

• Ergonomic & Adjustable 

GDCC210 

PREMIUM ELLIPTICAL TRAINER 

• Self generating power 

• Wirless HRC with HRC programs 

• 21" stride 

E5000 

PEC DEC/REAR DELT 

• Independent arms with 5 adjustments 

• Gas assisted seat adjustment 

• 360° rotating handles 

DPEC-SF 

THE 

STRONGEST 

LINE-UP OF PRODUCTS 

IN THE INDUSTRY. 

Olympic Rubber 

Bumper Plates 

OBPC# (Colors) 

OBPB# (Black) 

POWER RACK 

• Extended frame with spotter access 

• 1000 lb capacity 

• Integrated chinning bar 

SMR1000 

FULL LINE OF DYNAMIC TRAINING TOOLS 

NEW PREMIUM KETTLEBELLS! • Chrome Handle • Rubber Coated • 5lb to 75lb (KBC#) 

Dual Station Machines • Single Station Machines • Cardio Equipment • Leverage Machines 

Multi-Station Gyms • Freeweight Equipment • Weight Plates, Dumbbells & Kettlebells • Racks and Accessories 

Visit us online at www.bodysolid.com e-mail: info@bodysolid.com 

For more information, call 1-800-833-1227 

Body-Solid, Inc. · 1900 South Des Plaines Avenue · Forest Park, IL 60130

THE CLASS ENDS IN 

5 MINUTES. 

BUT THEY’RE NOT GOING 

CLUBS THAT OFFER LES MILLS ® GROUP FITNESS CLASSES HOLD ON TO 

THEIR MEMBERS. NO FEWER THAN 81% OF THOSE WHO TAKE PART IN 

OUR CLASSES DO SO ON A REGULAR BASIS.* 

The LES MILLS ® Group Fitness System is proven and our programs are constantly refreshed to 

keep your members coming back for more. So if you want to turn studio space into your most 

powerful retention tool, check out the group fitness system that’s helping over 13,000 clubs 

around the world build healthier businesses. 

FIND OUT MORE AT LESMILLS.COM/PRO 

*Nielsen 2010 

ANYWHERE.

Allen Eyestone, The Palm Beach Post News 

News & Know How 

News 15 | First Person 29 | On the Move 31 

Instructor Karol Helms performs at the 

second annual International Pole & Exotic 

Dance Fitness Convention held recently in 

West Palm Beach, Florida. Once a niche 

fitness activity, pole dancing is now being 

offered in a variety of venues—studios, 

health clubs, even churches—worldwide. —| 

w w w . i h r s a . o r g | A u G u S T 2 0 1 1 | C l u b B u s i n e s s I n t e r n a t i o n a l 15

EFT | SOFTWARE | MARKETING 

STOP SEARCHING 

IN MULTIPLE 

PLACES FOR YOUR 

CLUB’S REPORTING... 

Data Warehouse is the solution for you. 

It’s loaded with everything for business intelligence at its best. ABC Financial’s Data 

Warehouse will allow clients to tap into drag and drop reporting, on the fly. Need a new 

report? Data Warehouse makes it faster and easier to get your hands on your clubs data. 

Looking for last month’s memberships, sales, or check-ins? Everything you want for powerful 

reporting is available in the Data Warehouse. The best part is, it’s free! Data Warehouse is a new 

feature of ABC’s DataTrak. 

ABC has always been known as the leader in customer and member services. Now we provide 

the most powerful software in the health club industry. Let us show you the power of DataTrak. 

Contact our sales team today at 1-800-551-9733 or visit us online at abcfinancial.com. 

EFT • SOFTWARE • MARKETING 

Follow us on http://www.facebook.com/abcfinancialservices 

©2011 ABC Financial Services, Inc.

fitness industry a Friend in Japan 

FIA launches initiative to assist victims of earthquake 

and tsunami 

Responding to the incredible 

tragedy and incalculable 

human and financial toll 

wreaked by the March 11 earthquake 

and tsunami in Japan, the 

Fitness Industry Association of 

Japan (FIA) has embarked on a 

program to raise funds to assist 

victims of the disaster. 

Its efforts will take two principal 

forms: It will provide temporary 

relief funds to many of the industry’s 

nonpermanent workers, 

including freelance instructors 

and part-time/contract-based 

employees. The association has 

focused on this particular group 

because these individuals don’t 

qualify for public funds or other 

support, while full-time employees 

are eligible for unemployment 

compensation. The FIA also 

intends to conduct a number of 

mid-to-long-term charity fundraisers 

via a variety of venues— 

e.g., the FIA convention, Fitness 

Hotline, Elderly Day, Masters 

Aftermath of March 

earthquake in Japan 

Swimming—to underwrite other 

recovery initiatives. 

The FIA estimates that, as a 

result of the 8.9-magnitude 

earthquake and 23' tsunami that 

battered the country’s coast, more 

than 100 health clubs sustained 

damage, and 30 of them haven’t 

yet announced plans to reopen. 

Despite the horrific, widespread 

impact, many clubs and fitness 

professionals have provided 

support by sending specialists to 

offer healthcare and wellness/ 

fitness services to victims. 

Full details about the FIA’s 

initiative can be obtained by 

contacting the association 

at +81-3-5207-6107 or 

ohtani@fia.or.jp. Donations may 

be wired directly to the Ichigaya 

Branch of The Bank of Tokyo- 

Mitsubishi UFJ, Ltd., using the 

following information: account 

holder, Fitness Industry Association 

of Japan; account No. 0966132; 

SWIFT Code, BOTKJPT. —| 

| News & Know How | News 

A sign of recovery 

24 Hour Fitness to hire 1,000-plus 

personal trainers 

> In May, just as the u.S. Labor Department 

reported a marked slowdown in new 

job creation, along with a slight increase in 

unemployment, our own industry offered 

a sharply contrasting, wholly positive 

announcement: 24 Hour Fitness International, 

Inc., said that it planned a significant 

increase in its workforce! 

The San Ramon, California-based chain, 

which has more than 400 clubs serving 

nearly four million members, is bucking 

current job trends by setting out to hire an 

additional 1,300 personal trainers—on top 

of the 3,500 it already employs. It hopes to 

fill positions at its clubs from coast to coast 

this year to meet increased demand on the 

part of its membership. 

upbeat activity at 24 Hour 

Mark Foley, the executive vice president of 

human resources and chief talent officer for 

the company, explains the move is in direct 

response to its customers’ needs. “We’re 

growing our fitness team to ensure our 

members can work with qualified, knowledgeable, 

and inspiring personal trainers.” 

To that end, in line with corporate policy, 

all potential hires must possess either an 

advanced fitness-related degree or certification 

from one of nine listed certifying 

organizations. —| 

Short Takes | Oprah’s Trainer Recommends Octane 

Bob Greene, Oprah Winfrey’s personal trainer and a best-selling author, has kind words for Octane Fitness in his new book, 20 Years 

Younger. When it comes to elliptical training, says Greene, “You get a great, effective workout, especially with the CROSS CiRCuIT cardio 

and strength interval program, the cool features like SmartStride, and interactive heart-rate routines.” —| 



As Waistlines shrink, 

Bank Accounts Swell 

In South Korea, many 

people dream of having 

an “S-Line”—the equivalent 

of an hourglass figure. 

The S-Line allure is especially 

strong for customers of 

Hana Bank, part of the Hana 

Financial Group, which 

offers a special S-Line 

savings account to fitnessminded 

bankers. 

S-Line account-holders 

are rewarded for every 

calorie they burn and every 

pound they shed with higher 

interest earnings on their 

deposits. Additionally, the 

program confers favorable rates for customers who join a 

health club and those who lose, within a year, more than 

5% of their body weight. 

A local office worker, Choi Jung-hee, lauded the idea and, 

echoing the opinion of many others, considers it an enticing 

incentive. “I would be proud of myself to see more money 

coming in as a reward for my strict regimen,” she told a 

local news outlet. 

To date, the program has been well received, generating more 

than $356 million from approximately 50,000 patrons. —| 

Short Takes | Today’s Wonder Woman is a YOGAWOMAN 

This summer, the sleeper hit at the box 

office just might be yoga. The ancient regimen 

is the focus of YOGAWOMAN, a new 

film produced by Second Nature Films and 

YogaKula Productions. 

YOGAWOMAN offers an in-depth look at 

the history and evolving nature of yoga. In 

particular, the documentary explores how 

females have taken over this once maledominated 

routine. It details not only how 

women have changed the practice, but also 

investigates how they themselves have been 

forever changed by it. 

From the bustling streets of midtown 

Manhattan, to the slums of Kenya, to the 

sun-soaked shores of Australia, viewers 

are transported around the globe as multiple 

industry experts and leading medical 

internet extra! 

Video at ihrsa.org/cbidigital: Intriguing YOGAWOMAN trailer 


> Short 

Takes | Octane Helps 

‘Man in the Box’ Shape Up 

What happens when you place one man, in one box, for 

one month? 

According to Blue Cross and Blue Shield of Minnesota, 

this unusual experiment, conducted recently in the Twin 

Cities, represented an ideal—and imaginative—way to 

demonstrate how an overweight person can improve 

their health through 

diet and exercise. 

In March, Blue 

Cross dispatched 

a local resident, 

Scott Jorgensen, 45, 

to live—and work 

out—inside a glass 

box at the Mall of 

America. To support 

Scott Jorgensen 

the campaign, 

Octane Fitness, the 

fitness equipment manufacturer based in Brooklyn Park, 

Minnesota, equipped Jorgenson’s cube with a Q47ci 

standing elliptical featuring CROSS CiRCuIT, an option 

that facilitates off-machine strength training. 

Following one workout, Jorgensen offered a review 

on his daily video blog: “I cannot say enough nice things 

about the equipment. Honestly, it’s amazing.” 

Jorgensen, who was nearly 50 pounds overweight 

at the outset, had successfully shed 29 pounds by 

month’s end. —| 

professionals share wisdom, inspiring 

insight, and messages of empowerment. 

Further, some of the genre’s most 

popular teachers, pros such as Seane 

Corn and Shiva Rae, speak to the benefits 

women have realized. Yoga, enthusiasts 

attest, has helped ease symptoms of 

cancer and depression; has positively 

influenced those afflicted by hardships, 

such as imprisonment; and has aided 

individuals recovering from body-image 

and eating disorders. 

Its creators offer a sneak-preview: 

the film, they explain, “follows the heartrending 

stories of women who have 

found a lifeline through this magical and 

mystical practice.” —|

sAts brings urban 

Adventure Indoors 

> Looking for a new boot camp alternative? Why 

not consider parkour? 

Also known as “PK,” parkour is a noncompetitive 

outdoor activity created by the French that involves 

running along a route and attempting to surmount 

any obstacle in one’s path—a little like employing the 

city streets as a playground or obstacle course. 

Not for the faint of heart, it requires jumping, vaulting, 

rolling, swinging, and climbing on or over any 

surface, be it a wall, staircase, or concrete barrier. 

Now SATS, the Nordic club chain, Europe’s thirdlargest 

fitness provider with 118 wholly-owned fitness 

centers in Norway, Sweden, Denmark, and Finland 

serving 284,000 members, has brought parkour and 

its many fitness benefits inside its clubs. (See Q&A 

with Olav Thorstad, pg. 34.) The company offers 20 

parkour classes at its locations in Norway, 21 in 

Sweden, five in Denmark, and three in Finland. 

before, parkour outdoors 

“Parkour classes, which are included in our 

membership, make good use of mats, hurdles, foam 

cores, and steps,” explains Fredrik Sjöberg, the 

SATS Nordic Group’s exercise manager. “We’ve 

marketed them through our SATS Websites, Facebook, 

and other social media. We’ve also conducted 

a simultaneous, one-day ‘Parkour guerilla tour’ in 

six large Scandinavian cities. The classes have 

attracted a lot of attention.” 

To whom do they appeal? 

Surprisingly, the average participant is female, 

between the ages of 21-30, though many young men 

have joined as well, reports Sjöberg. —| 


Video at ihrsa.org/cbidigital: See SATS’ parkour class in action 

> 


Pedal-Pushers 

Clubs put indoor-cycling on the fast track 

> Indoor cycling has proven so popular in group-exercise programs 

that, now, it seems to be spawning innovative new developments and 

workout opportunities industry-wide. 

For starters, 

Equinox, the 

upscale, fullservice 

club chain 

based in New York 

City, recently 

entered into a 

strategic partnership 

with SoulCycle, 

RealRyder rally at iHRSA trade show 

which currently 

operates eight 

boutique cycling studios in New York and Florida. SoulCycle offers 

clients a high-energy, results-oriented, community-based workout 

featuring proprietary music. The partnership with Equinox will allow the 

business to expand to more than 40 locations over the next five years. 

Flywheel Sports, another specialized indoor-cycling model, made its 

debut earlier this year, opening three locations, in New York City, East 

Hampton, New York, and Boca Raton, Florida. Flywheel strives to 

provide a luxurious cycling experience, with top-notch instructors and 

generous amenities, including high-quality indoor bikes, theater-style 

seating, an in-house DJ, complimentary towels and water, and cycling 

shoe rentals. Flywheel also boasts Torqboard, a state-of-the-art 

technology with on-bike and in-studio displays that facilitate performance-tracking 

and in-studio competition. 

The company says it intends to open new locations in Atlanta, 

Chicago, and Miami Beach, Florida, later this year. 

CorePower Yoga (CPY), the latest cycling-fusion phenomenon, will 

also be making its debut this year. The brainchild of CEO Trevor Trice, 

CPY marries yoga and group cycling, which, he feels, is a natural 

combination. Both, he points out, “require focus, physical strength, 

breath control, and that mind-body connection.” Trice intends to open 

some 50 studios, all of which will feature the RealRyder indoor cycle, 

manufactured by RealRyder International, LLC, an IHRSA associatemember 

company. —| 

Short Takes | The Doctor Is In … But the Patient Is Out 

Dr. Scott Rankin, a physician who practices in 

Hanover, Pennsylvania, has worked in hospital 

emergency rooms for more than 20 years, and is 

convinced that the best way to keep his patients 

healthy and fit … is to keep them out of his office. 

That’s why, one year ago, he opened a franchised 

Gold’s Gym in Hanover. “I see so many people 

coming in who have diseases and conditions that 

can be prevented,” he told a local ABC television affiliate. 

His club offers a variety of services and amenities, including 

free-weights, cardiovascular equipment, group exercise, personal 

training, a cardio theater, a juice bar, and nutritional counseling. —| 



Mike Motta Pulls up a Chair at Plus One 

Founder to lead club-management firm’s future growth 

Plus One Health Management, Inc., a club-management firm based in New York City, 

has realigned its executive team, naming Mike Motta the chairman of the company. 

Motta founded Plus One in 1986, and was instrumental in growing it from a single 

location in New York City to some 160 centers in 23 states, making it one of the country’s 

leading corporate fitness providers. He had formerly served as CEO. 

Motta also served on IHRSA’s board of directors from 2004 to 2008, and was awarded 

IHRSA’s Dale S. Dibble Distinguished Service Award in 2010. 

“As the founder and CEO of Plus One, the past 25 years have been the most rewarding 

of my life,” reflects Motta. “I’m very proud of the company we’ve built together and the 

clients we serve. I’m honored to be given this opportunity as chairman to keep Plus One 

striving to be the gold standard of our industry.” —| 

| CBI’s Eye on the Economy | 

dues down, All else up, suggesting Need to Increase Value 

> The pricing for club dues continues to slide, while the pricing 

for lessons and instruction—reflecting the change in cost for all 

items in the economy—continues to rise. That was the message 

conveyed by the metrics for March and April. 

Pricing for dues fell by 0.06% in March and 2.29% in April, 

contributing to a four-month decline. Club dues had posted a 

nominal increase, of 0.33%, for the entire year of 2010, but, 

prior to that, had dropped for 13 of the 19 months between April 

2009 and November 2010. 

Fees for lessons and instruction, which have edged up consistently 

throughout the recession and recovery, continued to 

rise, increasing by 1.28% in March and 1.59% in April. 

5 

4 

3 

2 

1 

0 

-1 

-2 

-3 

-4 

-5 

Consumer Prices & National Economic Trends 

(% change same month previous year) 

Club Dues (NSA*) 

Fees for Lessons (NSA) 

All Items (NSA) 


Mike Motta 

Pricing for all items was 2.65% higher in March than in the 

same month in 2010, and 3.16% higher in April than in the same 

month last year. 

Although the ongoing drop in dues confirms consumers’ 

unwillingness to pay fees similar to those they paid prerecession, 

clubs should be wary of discounting at the expense of 

attracting new clients and retaining current members. Making 

the benefits of membership appear more valuable—by, for 

instance, buying new equipment or bundling in services, such as 

fitness screenings—is one way to justify a competitive fee. —| 

For more detailed monthly information and additional Producer 

Price Indexes, please log on to www.ihrsa.org/research. 

12/09 1/10 2/10 3/10 4/10 5/10 6/10 7/10 8/10 9/10 10/10 11/10 12/10 1/11 2/11 3/11 4/11 

Note: NSA: Not Seasonally Adjusted

Keep It Simple! 

Complete Club Management 

Tools for Your Busy Lifestyle 

• Easy to use Software 

• Live EFT Billing Journal 

• Comprehensive Reports & Statistics 

• Scheduling for every aspect 

Easy as 1, 2, 3 

Call 866-278-6750 today and ask for our 

top 3 ways to improve your bottom line! 

www.TOSD.com 

SOFTWARE • BILLING • RETURNS MANAGEMENT 

• Advanced Online Features 

• No Hidden Costs 

• 98% Retention rate 

• Always Friendly Tech Support 

Strong. Healthy. Growing. Tomorrow’s Solutions Today. 

Twin Oaks Software,1463 Berlin Turnpike, Berlin, CT 06037 

Phone 860.829.600 • toll-free 866.278.6750 www.TOSD.com


goodlife Getting Even Better 

Canadian club chain prepares to add 100 sites 

> The goodLife Fitness Clubs, based in London, Ontario, is 

currently the largest chain in Canada, and the fifth-largest in 

the entire world. However, given its recent announcement that 

it intends to add 100 new clubs to its portfolio over the next five 

years, it could soon eclipse several of its competitors. 

To fund its ambitious growth plans, the company recently 

secured a $125-million credit facility. Penfund, an independent 

investment firm based in Toronto, which specializes in providing 

junior capital to middle-market companies, provided $50 

million of the amount. The remaining $75 million came from 

Macquarie Bank, Manulife Capital, GRI Investments, Inc., The 

Canadian Medical Protective Association, and the Teachers’ 

Retirement Allowances Fund Board. 

GoodLife will not only break ground on new facilities, but also 

plans to upgrade and renovate many of its existing locations. 

“We’re committed to providing more GoodLife locations,” 

explains David “Patch” Patchell-Evans, the founder and CEO of 

GoodLife. “This capital will help us to accelerate our growth and 

improve the quality of the services we offer to our members.” 

Adding 100 facilities would give GoodLife a total of nearly 

400 sites. 

technogym’s mywellnesskey 

Unlocks FIBO Success 

> Technogym SpA, the fitness equipment manufacturer based in Gambettola, 

Italy, recently won one of the industry’s most prestigious awards 

during the FIBO trade show held in Essen, Germany. The company, one of 

three to receive a FIBO Innovation Award, took the top prize in the Health 

Promotion category with its unique mywellnesskey. 

The mywellnesskey is a small portable device that can measure a person’s 

physical exertion throughout an entire day, both 

during normal activities and dedicated workouts. 

It allows users to set a daily activity goal for 

themselves, and provides visual feedback on their 

progress. used in clubs, it also allows members 

to activate Technogym machines, save their 

results, and, via uSB support, store their data 

on www.mywellness.com. 

The other winners of FIBO Innovation Awards 

were: in the Design category, Lamiflex SpA, an Italian 

company that produces Ciclotte, an exercise 

bike that combines high style, an abstract design, 

mywellnesskey 

and magnetically generated resistance; and, in 

the Training Equipment category, Cube Sports GmbH, a German firm that 

markets Adventure Playground, a modular, plug-in system. —| 


Video at ihrsa.org/cbidigital: Product promo with Italian flair! 


investors give GoodLife 

warm reception 

The company figures prominently in this year’s IHRSA Global 

25 rankings (see “The IHRSA Global 25,” July CBI, pg. 36). In 

terms of number of facilities, it was No. 4 (with 216 owned and 

48 franchised properties); No. 9 in number of members 

(670,533); No. 10 in revenues ($341 million); No. 3 in one-year 

revenue growth (+24%); No. 4 in five-year revenue growth 

(+169%); No. 16 in one-year unit growth (+6%); and No. 8 in fiveyear 

unit growth (+118%). —| 

> Short 

Takes | Extreme Fit 

Does It Out-of-doors 

Just about one year ago, CBI pointed out that a 

growing number of clubs were taking some of 

their exercise options outside, introducing members 

to the benefits of fresh-air workouts (see 

“Fitness Is Great 

Extreme Fit 

Outdoors,” August 

devotees 

2010 CBI, pg. 36). 

Since then, several 

imaginative entrepreneurs 

have 

devised “club” 

business models 

that are based on 

alfresco activities. 

Among the newest 

is Extreme Fit, based in Novato, California, the 

brainchild of personal trainers Johnny May and 

Kyle Sammons. Currently offered at two locations, 

Extreme Fit is a three-tiered fitness program, 

appropriate for individuals at all fitness levels. 

Routines are varied to avoid plateaus, and the 

equipment utilized is largely homemade. 

The classes are held five times a week with 

rates ranging from $15 for a single session, to 

$1,200 for a one-year package of 144 sessions. —|

Jump into the Latin-inspired, 

easy-to-foLLow, caLorie-burning, 

dance fitness-party that makes 

working out a spLash. 

TO BRING THE AQUA ZUMBA ® PROGRAM 

TO YOUR FACILITY vISIT: 

zumba.com/aqua 

facebook.com/zumba twitter.com/zumba 

NO LICENSING FEES TO FITNESS FACILITIES. * 

*Except in Singapore, China, Taiwan, Hong Kong, Malaysia, and in some cases, Thailand and Indonesia. 

Copyright © 2011 Zumba Fitness, LLC | Zumba ® , Zumba Fitness ® and the Zumba Fitness logos are registered trademarks of Zumba Fitness, LLC


fitness first and 

healthCity Realign 

FF divests and prepares for IPO, 

while HC acquires sites 

> HealthCity, a European club chain 

based in Hoofddorp, the Netherlands, 

recently announced that it had reached 

an agreement to purchase 45 facilities, 

in France, Spain, and Italy, from Fitness 

First, the u.K.-based chain. The acquisition, 

which gives HealthCity a total of 

259 sites with more than half a million 

members, makes it the largest club 

company in Europe. 

Last year, HealthCity acquired Fitness 

First Benelux, which had 52 clubs in 

Benelux and Germany, giving it a total of 

125 facilities in the luxury segment, plus 

89 Basic-Fit gyms, in those markets. 

“By adding the Fitness First clubs, we 

are now present in seven countries,” notes 

René Moos, the CEO of HealthCity. “We 

also recognize the new opportunities to 

build a leading position in these countries.” 

The transactions reflect HealthCity’s 

growing aspirations and impact in 

Europe, and Fitness First’s intention to 

focus more heavily on Asia and developing 

countries. 

Fitness First, which, in terms of 

number of units, has long been the 

world’s largest club company, is widely 

expected to launch an initial public offering 

(IPO) in Asia, possibly in Singapore this 

summer, to underwrite its realignment 

and expansion efforts. The IPO is being 

led by CLSA, one of the Asia-Pacific 

market’s leading brokerage and investment 

groups, with participation by Credit 

Suisse and JPMorgan. Fitness First hopes 

to raise some 600-700-million Singapore 

dollars ($476.2-$555.5 million). —| 

CORRECTION: Jeremy Wheaton, formerly 

the fitness director at the Bronson 

Athletic Club (BAC), in Kalamazoo, 

Michigan, was a main contributor to 

the article, “The Big Picture of Perfect 

Health,” which appeared in the June 

issue of CBI (see pg. 55). His knowledge 

and expertise helped create the outstanding 

personal training program 

that exists today at BAC. —| 

Technology 

Maximize with a Mobile Makeover 

By Liane Cassavoy 


In today’s fast-paced, techno-savvy society, one of the best ways to grow your 

business is to think small—about 2" to 3", actually. That’s the size of the screen 

on most of today’s smartphones, the devices that are increasingly being used to 

surf the Web. 

In fact, by the end of 2010, almost half (47%) of all mobile subscribers were 

using their iPhones, Droids, and BlackBerrys to access mobile media, either 

downloading apps or browsing the Web, according to Internet metrics researcher 

comScore. Similarly, a study by networking company Cisco revealed that mobile 

data traffic increased by almost threefold in 2010. 

The mobile Web is moving into the mainstream, 

and you—and your Website—need 

to be ready. Essentially, a mobile site is a 

separate “downsized” version of a traditional 

desktop Website, with fewer bells and whistles 

to impede its loading progress. 

“For mobile users, you need to deliver content 

that’s clearer and more concise,” explains 

Hossein Noshirvani, the executive vice president 

of Motionsoft, Inc., a provider of club-management 

and billing solutions. “You need a site 

without all of the flash and pictures, so that it 

loads quickly.” 

Removing animation and illustration doesn’t 

mean eliminating functionality, adds Mike 

Ranshaw, the vice president/group account 

director of Apollo Interactive, the company 

behind Curves’ Website. “The key is identifying what information the mobile 

audience is going to seek—such as hours, directions, and class schedules—and 

then limiting the mobile site to that functionality.” 

Curves’ mobile site, launched in early 2010, leverages the core functionality 

of mobile devices, namely location-detection and telephone-integration. users 

can find nearby locations and obtain directions; they can also initiate a call to a 

Curves facility directly from the mobile home page. That sort of immediate interaction 

is key to a mobile site, observes Karen Jashinksy, the founder of 02 MAX, 

a fitness and media company targeted at the youth market. “The reality is that 

most people are on-the-go all the time. If they want to quickly check when a 

class is scheduled, who the instructor is, or sign up, they need to be able to do 

that from their phone,” she points out. 

Building a mobile site shouldn’t involve a huge expense, and the firm you used 

to create your current Website should be able to develop a mobile-friendly 

version for a fraction of the overall cost, suggests Ranshaw. And while you could 

create the site yourself, investing in a professional service will likely be worth 

your while. 

“It’s like using a health club. I could go by myself and get a lot out of it, but 

I can benefit even more if I hire a professional trainer,” says Noshirvani. “The 

mobile Web is the Yellow Pages of the future. Think about the marketing value 

and how your mobile site will reflect on your brand.” —| 

– Liane Cassavoy, liane.cassavoy@gmail.com

& sleek 

&&sculpted 

&sculpted 

1.800.989.0201 www.celare.com

.com 

To learn more about 

Club One, visit 

www.clubone.com. 

CBI Spends 10 Minutes on the Line with 

Bill McBride 

QAs the new president of Club One, what are your 

current objectives? How has the company performed 

during the recession, and what have you learned 

from the experience? How are you enjoying your role 

as a member of IHRSA’s board of directors? 

Since 1986, Bill McBride “I started with Club One on June 2, 2003, and have 

has held many positions loved this company since the very first day. Given 

in the health club indus- my background in the health club industry, which 

try, including senior vice dates back to 1986, this is a dream job for me. 

president of sales and 

As president and COO, I have the pleasure of 

business development 

working with Robin Klaus, the CEO and chairman, 

for The Sport & Health 

who heads our board of directors and is heavily 

Company of Mclean, 

involved in our growth strategy; and Bonnie 

Virginia. He joined Club 

Wheatley, our vice president of finance and IT, 

One in 2003, becoming 

who’s been restructuring the organization to 

COO in 2006, and 

president and COO 

bring all of our channels together under a 

in January. He is the 

focused, unified growth strategy. 

vice chairperson of Right now, our objectives include: strengthening 

the IHRSA board of our 18 branded clubs in San Francisco and 

directors, chairperson San Diego; growing our medical-fitness man- 

of its membership and agement division, which includes Saint Mary’s 

standards committee, Medical Fitness Center in Reno, Nevada; 

and a member of its expanding our corporate-fitness management 

finance committee. division, which oversees 60 sites; growing our 

community center sector, which numbers seven 

locations throughout the country; and delivering 

the best possible service to our members, who 

now number 150,000. 

As a mature club company, we’ve experienced 

challenges in net membership growth the last 

few years at our branded sites, which affected our 

EBITDA. After evaluating all of our business units, 

we cut costs wherever we could, focusing on avenues 

that were the farthest from our customers. 

We also tweaked certain memberships, lowered 

registration fees, and did many targeted promotions. 

Our approach wasn’t uncommon in the 

industry among many clubs that were fighting for 

higher sales volume and traction. Coming into 

2011, we did away with a lot of our promotional 

| News & Know How | First Person 

pricing and levied a strategic dues increase on 

members who were below our current rates. 

While we saw an increase in member attrition at 

the end of ’08 and throughout ’09, 2010 had lower 

attrition, and we‘re tracking even lower in 2011, 

thus far. Our registration fees and dues are 

slightly up, and we’re building net membership. 

I think we’re in a very good position now. Still, this 

downturn has taught me some valuable things. 

Three things, in particular: 

When times are tough, be brutally honest with yourself 

and others. Optimism is great, but you’ve got 

to face the facts, plan for the worst, and manage 

your way out. Having confidence in your decisions 

is paramount, but you must also over-communicate 

with your staff to keep everyone focused. 

Never take your customer/member for granted in 

any way. It’s vital to ask: “Are you relevant to your 

members? If you aren’t, how do you become 

relevant so you can serve them better?” 

Make sure you have adequate cash reserves and 

contingency plans for the unexpected. I think that 

many clubs and manufacturers were caught with 

lower reserves than would normally be “comfortable.” 

We were fortunate to maintain a very solid 

balance sheet, but experienced valuable lessons 

in contingency planning. 

As vice chairperson of IHRSA’s board, I’m pleased 

to offer my passionate and honest opinions 

about how I think the association can best serve 

our members. I believe in fiscal responsibility, 

getting the value proposition right, growing and 

protecting the industry. What I’m gaining is an 

appreciation of what it takes to serve multiple 

constituencies. ” —| 


Clubs Offer Group Fitness Without 

Breaking a Sweat (or the Bank) 

A Sharp Tool in the Toolbox 

Mark Stevens has found a revolutionary new way to 

offer group fitness classes to his members. “Being an 

owner of several fitness clubs, we wanted to be able 

to offer group exercise classes, but without the hassle 

of managing instructors.” Mark is not alone. Managing 

group fitness staffing can become a big expense and a 

serious time commitment. Enter Fitness On Request, 

a marriage of fitness programming and technology 

designed to improve the GroupX experience for 

everyone involved. 

Advertisement 

Power up the effectiveness of your team. 

Designed to lighten management’s load, Fitness On Request 

is NOT an instructor avoidance tool. Personal trainers and 

instructors love to use it to “prescribe” classes as part of a 

flexible workout regimen. It’s a great introduction to GroupX 

and personal training, plus it’s an experience that 

“We wanted to be able to offer 

group classes, but without the 

hassle of managing instructors.” 

— Mark Stevens, Multiple Club Owner, Tupelo, MS 

differentiates from the competition. Since Mark added 

Fitness On Request he can “offer group exercise around the 

clock” to his club members. He has customers that use it by 

themselves, as couples or as larger organized groups. 

The club tour finalé is all about flexibility. 

Rather than taking a class only when it has been scheduled, 

why not shift to an “On Request” model? This new concept 

increases program participation and makes better utilization 

of often wasted studio space. “When we show Fitness On 

Request to potential members, it often helps us seal the deal! 

We will be placing it in the rest of our clubs by this summer.” 

This revolutionary product Is both a time saver AND a serious 

boost to the bottom line! 

— Call us at 888-520-7501 or visit www.FitnessOnRequest.com for more 

information and ideas on how you can “Rethink Group Fitness”.

Partnerships 

Racing Team members 

display their Rooster combs 

Les Mills and Rooster Racing Join to Beat Cancer 

Les Mills International, a world leader in group-fitness programming, has 

joined the Rooster Racing cycle team to help raise money and awareness 

for people affected by cancer. In cooperation with the LIVESTRONG Challenge, 

a Lance Armstrong Foundation cycling series, Rooster Racing hopes 

to enlist more than 10,000 donors and raise more than $100,000 at three 

LIVESTRONG events in California, Pennsylvania, and Texas. 

The Rooster Racing team was founded by former Les Mills RPM program 

director Dan McDonogh, and includes many instructors who teach the 

Les Mills RPM class. To support the cause, Fitmarc, the South Central u.S. 

distributor for Les Mills, has pledged $1 for every instructor in its subscription 

database, which adds up to more than 3,000 donors. 

“We’re honored to be part of the Les Mills ‘tribe’ and its mission to 

change lives,” says McDonogh. “Rooster Racing was created to be an 

extension of this—to change lives via the bike.” —| 

Special Events 

24 Hour Fitness Accepts PALA Challenge 

| News & Know How | On The Move 

IHRSA Joining Forces Network 

Healthtrax Joins Forces to Support 

Troops and Families 

Healthtrax Fitness and Wellness, the Glastonbury, 

Connecticut-based chain, has become the latest 

club company to enlist in IHRSA’s new Joining 

Forces Network. (See “IHRSA Joining Forces 

Network unveiled by Michelle Obama,” June CBI, 

pg. 18.) The network, a partnership between the 

association and the First Lady’s Joining Forces 

campaign, is a nationwide collaboration of clubs 

that are offering complimentary six-month 

memberships to the immediate families of 

deployed National Guard and Reserve members. 

“Healthtrax Fitness and Wellness is honored to be 

a participating health club member of the IHRSA 

Joining Forces Network, and is pleased to play a 

small role in supporting the needs of these activeduty 

military families on the home front,” says 

Debbie Stauble, the director of public relations 

for Healthtrax, Inc., which operates 17 facilities 

in eight states. 

In addition to a free membership, the Healthtrax 

network package includes a thorough fitness 

orientation, over 60 group fitness classes, use of 

aquatics, and more. 

Clubs that take part in the IHRSA Joining Forces 

Network are listed on www.healthclubs.com, where 

military families can search for nearby participating 

gyms. To enroll in the network, log on to 

www.ihrsa.org/joining-forces. Full information on 

the program is available on the same site at the 

extension /joining-forces-network. —| 

24 Hour Fitness International, Inc., the largest privately owned u.S. health club chain, has 

joined IHRSA in its support of the Million PALA Challenge, a program of the President’s 

Council on Fitness, Sports, and Nutrition (PCFSN). The company, based in San Ramon, 

California, hopes to help the council achieve its goal of having one million Americans earn 

a Presidential Active Lifestyle Award (PALA) by next month. 

To earn a PALA, participants must complete the recommended daily physical activity 

(30 minutes of moderate to vigorous activity per day for adults, 60 minutes per day for youth 

and teens) five days a week for a minimum of six weeks. Participants can monitor and log 

their activity online at www.presidentschallenge.org. 

“We’re honored to have support from one of the fitness club industry’s most respected 

leaders, whose goal of changing lives through fitness aligns perfectly with ours,” says 

Shellie Pfohl, the executive director of PCFSN. “Working with organizations like 24 Hour 

Fitness allows us to further promote healthy lifestyles through specialized programming 

and education.” —| 


| News & Know How | On The Move 

Club Openings 

Strata Partners Opens 34th Location in Russia 

Strata Partners, a leading club-management company in Russia, has opened its 

newest club under its Orange Fitness brand in Krasnodar, a bustling hub with a 

population of more than 700,000 in the south of the country. The new facility, 

which occupies 100,000 square feet in a four-story building, is the largest health 

club in the city. 

Among its many features are a multipurpose 

sports court, an indoor pool with a hydromassage 

area, a children’s pool, sauna, solarium, and 

whirlpool. Other amenities include a boxing ring 

and training area, a cardiovascular zone, 10 

spaces dedicated to group fitness, plus martial 

arts and cycling areas. The club also offers a 

Orange Fitness, Krasnodar luxurious mind/body veranda dedicated to Pilates 

and yoga, which overlooks the Kuban River. —| 

greenville, S.C., gets The Rush 

The Rush Fitness Complex, a Knoxville, Tennessee-based club chain, recently 

celebrated the grand opening of its 23rd location, in Greenville, South Carolina. 

The new 35,000-square-foot facility, located in the Cherrydale Point Mall, features 

a dazzling array of amenities. 

Among the new club’s many offerings are a 

member’s lounge with Wi-Fi access, a groupcycling 

room, a Cardio Theater, a giant whirlpool 

spa, personal nutrition programs, Kid Fit classes, 

free childcare, indoor running bleachers, and 

the popular Ring of Fire, a six-station, octagonshaped 

circuit-training center for small-group 

personal training sessions. 

Feel The Rush 

“Dynamic and trend-setting locations are 

planned in the near future,” says Larry Gurney, 

the founder of The Rush. “The company’s focus is centered on incredible customer 

service, specialized fitness programs, unique state-of-the-art equipment, and the 

latest nutritional supplements, all available 24 hours a day, seven days a week.” —| 

New Westfield Club Helps Members Anytime 

Marcus Austin, a fitness and wellness expert, and his business partner, Alex Lalos, 

recently opened an Anytime Fitness franchise in Westfield, Massachusetts. Now, 

they report, members are flocking to enjoy the facility’s top-of-the-line equipment 

and exceptional personal training services. 

The new 24/7 club is a certified Hammer Strength 

facility, featuring Life Fitness Cardio Inspire Series 

equipment. The units boast touch-screen technology, 

iPod and iPhone capability, uSB connectivity 

for progress tracking, a virtual trainer, and 17" TVs 

wired to Comcast’s extensive entertainment menu. 

Austin and Lalos are also promoters of Body By Vi, 

a successful weight-loss regimen. 

For Austin, his dream of helping people achieve 

Marcus Austin 

their health and fitness goals has finally come 

true. “The body, mind, and soul work in unison,” 

he says. “At Anytime Fitness, you’ll find both words of encouragement and physical 

training to assist you all around.” —| 


Award-Winning 

Rochester Athletic Club 

Honored for Weight- 

Management Program 

The Rochester Athletic Club (RAC), in 

Rochester, Minnesota, was recently 

recognized for its seminal role in 

implementing a creative and effective 

weight-management program for 

Olmsted County employees. As a result 

of its achievement, the county, itself, was 

given the Hubert H. Humphrey Institute 

for Public Affairs Award for Government 

Innovation. 

RAC President Matt Remick, 3rd from l., 

with Olmstead County executives 

The 12-week program, developed and 

administered by the RAC, enrolled 

government employees, who received 

training and services from the club’s 

dieticians, personal trainers, and health 

coaches to help them lose weight and 

improve their health. Former Minnesota 

Congressman Tim Penny presented the 

award and praised RAC’s efforts. 

“In times of budget cuts, it’s refreshing 

to see a great partnership between government 

and private business that helps 

people and saves on healthcare costs,” 

notes Penny. 

Greg Lappin, the RAC’s general 

manager and a co-owner, believes the 

program could be offered successfully by 

nearly any club. “This has been an excellent 

new profit center for us, and some 

participants have joined as members 

following the program,” he explains. 

“It’s given us great new exposure in the 

community, and the weight-loss data has 

been excellent. I hope that other IHRSAmember 

clubs could be successful with 

such a program, as well.” —|

Visit our partners 

at IDEA 

Convention and 

Can-Fit-Pro 

BeBalanced! 

Next Generation 

FIND THE LATEST PROGRAMS AND ALL YOU NEED TO KNOW ABOUT 

TRAINING WITH AIREX ® EXERCISE MATS, THE BALANCE-PAD ELITE 

AND THE NEW BALANCE-PAD XLARGE. 

www.bebalanced.net 

NEW 

Balance-pad XLarge 

The whole AIREX ® range at a glance 

Find all information on the brand-new AIREX ® Balance-pad 

XLarge as well as all other AIREX ® Balance products and exercise 

mats and their innumerable applications. 

Download the newest workout routines and program videos 

using AIREX ® products 

Our training programs are available for download as videos and/or 

PDF manuals. Some selections are also available on DVD. 

Newsletter subscription 

First-hand information about new training programs and products. 

As well as many additional extras on the website! 

Master Distributor: Magister Corporation 1-800-396-3130 

Distributors: 

Balanced Body ® Inc., 1-800-PILATES 

Fitter International, Inc. 1-800-Fitter-1 

Muscle Up Canada 1-800-496-2468 

Perform Better 1-800-556-7464 

PHI Pilates 1-877-716-4879 

Power Systems, Inc. 1-800-321-6975 

SPRI Products, Inc. 1-800-222-7774 

made in switzerland www.bebalanced.net www.airexag.ch

SATS CEO Olav Thorstad

Olav Thorstad 

SATS’ CEO is capitalizing on the chain’s past achievements, new 

budget brand, and ambitious product development initiatives 

By Patricia Amend 

CBI: Is it safe to say that you joined SATS because you loved it so much? 

OlAv ThOrSTAd: Yes! I’d been a member for many years, so it was a product that 

I knew very well. I joined the company three-and-a-half years ago as the country 

manager for our Norwegian operation; then, in June of 2009, I became CEO. My 

professional background in retail, and my interest in sports and an active lifestyle, 

served me well in tackling this unique opportunity. 

CBI: In a relatively short period of time, SATS has gained a strong foothold 

in the Nordic market. Please take us through the history of its expansion. 

OT: In 1995, three club businessmen—Vegard Liven, Aksel Gresvig, and Bjørn-Sigurd 

Johansen—formed SATS, which stands for “Sport Aerobic Training Centre” in Norwegian. 

They began with just one gym in downtown Oslo. By 1998, they had 49 clubs in 

Norway, including several franchised units, operating under the name Spenst. 

At the end of ’98, SATS was sold to McCown De Leeuw & Co., the American privateequity 

firm, via Euro Fitness Holding, its European subsidiary. McCown had been one 

of the early investors in 24 Hour Fitness Worldwide, and, at that time, owned it, so 

SATS became part of 24 Hour. By 2001, SATS had more than 100 clubs in Scandinavia. 

In 2002, SATS was bought back by its original founders, with financial assistance 

provided by Nordic Capital, a Scandinavian investment company. Four years later, it 

was purchased by Tryghedsgruppen, a privately held Danish company that’s a majority 

stockholder in Tryg, a publicly held insurance group. 

Tryghedsgruppen has a long-term view with respect to its ownership of SATS, so it’s 

willing to invest in new clubs and upgrade existing ones. 

CBI: What’s transpired since you became CEO? How many clubs and 

members, for instance, do you have now? 

OT: Today, SATS has a total of 113 facilities and more than 285,000 members in 

Norway, Sweden, Finland, and Denmark. Our clubs range in size from 13,000 to 38,000 

square feet. We offer studio training with free weights, plate-loaded and traditional 

strength-training equipment, and a wide variety of cardio options. We place a strong 

emphasis on classes, including some that we design ourselves; and we also offer 

well-known programs, such as Zumba and, from Les Mills International, BODYPUMP 

and BODYBALANCE. 

CBI: Please tell us a bit more about your SATS-branded classes. What are 

the advantages of creating your own programs? 

OT: Our most popular ones are SatsCore, SatsCycling, and SatsPowerStep. The most 

original ones are SatsCorePulse, which is high-intensity interval training on the Reebok 

coreboard; SatsEnergy, which combines cardio training with drills from other sports, > 

| CBI Interview | 

Highlights 

» SATS’ expansion 

» Group-ex originals 

» Fresh Fitness debut 

» Plans for the future 

A native of Norway, Olav 

Thorstad was an accomplished 

water polo player 

in high school and college, 

representing Norway in 

national championships and 

European Cup competitions. 

He holds a B.Sc. with a 

major in economics from 

the Norwegian School of 

Management in Oslo. He has 

an extensive background in 

strategic marketing and 

product and brand management, 

having worked for a 

number of large corporations, 

including Coca-Cola Norway and 

the retailer Norgesgruppen. 

In 1997, Thorstad joined 

SATS, first as a club member, 

and, a decade later, as the 

CEO of SATS Norway. In June 

of 2009, he became CEO of 

SATS Nordic Services, and 

is now responsible for the 

company’s operations in 

Norway, Sweden, Finland, 

and Denmark. In his free 

time, he enjoys running, 

cross-country skiing, and 

working out in SATS facilities. 

Thorstad is married and has 

three children. —| 

w w w . i h r s a . o r g | A U G U S T 2 0 1 1 | C l u b B u s i n e s s I n t e r n a t i o n a l 35


such as running, athletics, soccer, and 

American football; and SatsCore, a core 

workout that we’ve been offering for 

four years. 

SATS is committed to helping more 

people work out more regularly, and 

we’ve observed that members feel safe 

and secure within the defined structure 

of group activities. Since our classes are 

designed by our staff of 13 experts, and 

taught by instructors we’ve trained 

ourselves, we’re able to guide participants 

in the right direction. This 

ensures high quality, in both content 

and delivery, which produces a more 

positive experience for our members. 

CBI: How has the recession 

affected your major markets 

and SATS’ performance? 

OT: Fortunately, the recession hasn’t 

hit the Nordic market as hard as it has 

other countries. The 285,000 members 

“We’re opening some new clubs and 

investing a significant amount to 

refurbish existing ones in 2011.” 

EXTERRA SYSTEMS: 

Pre-finished Exterra hardwood floors 

deliver maximum shock absorption. 

36 C l u b B u s i n e s s I n t e r n a t i o n a l | A U G U S T 2 0 1 1 | w w w . i h r s a . o r g 

we have now represent a net growth of 

approximately 10% over the last two 

years. Our EBITDA (earnings before 

interest, taxes, depreciation, and 

amortization) was $19.7 million in 2009 

and $27.8 million in 2010. We achieved 

RUBBER FLOORING: 

Heavy-duty Flecks Speckled in convenient 

rolls, squares or interlocking tiles. 

FLEXIBLE FLOORS. VERSATILE VALUE. 

these results despite the fact that, due 

to health concerns, we eliminated all 

of our tanning beds in December 2009, 

incurring a net loss of several million 

dollars. We expect our financial results 

to improve further this year. 

CBI: What’s happened recently to 

the Nordic consumer? Are people 

more price-conscious today? Are 

low-priced operators proliferating? 

OT: Yes, we’re finding that people are 

more concerned about cost, and, yes, 

several low-priced operators have 

appeared in our markets. As a result, 

last September, we launched our own 

low-priced brand, Fresh Fitness, to 

target this segment of the population. 

We already have six facilities—three 

each in Norway and Denmark—and we’ll 

have twice that many by year’s end. 

These clubs are 13,000-14,000 

square feet in size, and have approximately 

100 pieces of strength and 

MODULAR FLOORS: 

Premium DuraFLEX flooring offers strength, 

comfort and lasting aesthetic appeal. 

SIMPLY THE BEST FLOORING IN THE BUSINESS. Designed exclusively for commercial fitness facilities, our high- 

performance wood, rubber and modular flooring systems provide unequalled quality and lasting value matched with easy 

installation and carefree maintenance. Call us for a FREE flooring system consultation. Call Today 1.800.428.5306 

LASTING VALUE UNDER FOOT 

www.fitnessfloors.com 

6801 Lake Plaza, Suite 105-A, Indianapolis, IN 46220 

Telephone: 317.849.6181 Fax: 317.842.5384 ©2010 Fitness Flooring, Inc.

cardio equipment, plus two studios— 

a “cycle cinema” and a group exercise 

studio—that offer an extensive lineup of 

220 sessions a week. Compared to our 

SATS facilities, the Fresh Fitness sites 

will have fewer employees, smaller 

locker rooms, fewer showers, and 

no personal training, sauna, pool, or 

childcare. Monthly dues will be approximately 

$25 in Denmark and $34 in 

Norway, compared to $65 and $110, 

respectively, for SATS. 

CBI: What do you expect to see 

happening, what do you hope to 

accomplish, during the rest of this 

year and in 2012? 

OT: This year, we’re opening some new 

clubs and investing heavily in refurbishing 

our existing ones. We’ll be trimming 

the organization, preparing it for new 

challenges, and making it possible for 

us to continue introducing new highquality 

products. The opportunities are 

Personal Training. Reinvented TM 

numerous but, at the moment, we see 

great possibilities in a number of areas, 

including those of providing tailor-made 

corporate solutions, increasing the 

penetration of personal training, and 

others. Furthermore, we’ll never stop 

striving to create a unique and clearly 

differentiated position in our markets. 

Financially, our business is heading in 

a positive direction, and we expect that 

trend to continue. 

CBI: Finally, the inevitable 

question—please tell us about 

your own fitness regimen. 

OT: When I was young, I played water 

polo, participating in national champion- 

ships and European cups. Now, I do 

interval training on the treadmill, group 

training, and weight training at a SATS 

club. I like to run during the summer and 

cross-country ski during the winter, and, 

last November, I competed in the New 

York Marathon for the first time. —| 

Pro FormA: SATS 


• Number of SATS clubs: 

113 (38 in Norway, 53 in Sweden, 10 in 

Finland, and 12 in Denmark) 

• Number of Fresh Fitness clubs: three, 

each, in Norway and Denmark 

• Number of classes offered 

per week at SATS: 220 

• Number of members in 2009: 

256,500-plus 

• Number of members in 2010: 

285,000-plus 

• Current number of employees: 

5,500 (approximately 1,400 full time) 

• 2009 revenues: $243.4 million 

• 2010 revenues: $246.9 million 

• 2011 revenues (projected): 

$274.5 million 

• 2009 EBITDA: $19.7 million 

• 2010 EBITDA: $27.8 million —| 

There’s a Reason it’s 

called Personal Training. 

For many clubs, personal training is the largest 

source of non-dues revenue. If your club has 

a reputation for employing the best personal 

trainers, clients will come and revenues will 

grow. We’ll arm your trainers with the innovative 

ACE Integrated Fitness Training (ACE IFT) 

Model—a comprehensive, application-based 

training system integrating the latest in exercise 

and behavioral sciences that leads to real results 

for real people. 

Find out why the ACE IFT Model is 

revolutionizing personal training. 

Visit www.acefitness.org/PT-Rethink 

M12-001 PT Reinvented ad_final.indd 1 7/1/11 10:43 AM 


IHRSA 2012 Trade Show: 

Don’t Miss Your Hollywood Moment 

For the first time ever, the IHRSA Convention & Trade Show will 

be held in sunny Los Angeles, CA USA, March 14-17. Here’s your 

chance to grab a starring role. 

This is a rare opportunity to market your brand and services in one of the world’s 

top international destinations. Demand is intense and space is limited, so make your 

reservations now! 

Numerous companies have already seized their chance to be cast in this industry 

blockbuster. This will be the best Hollywood party the fitness world has ever thrown, 

and you don’t want to be fashionably late to this one. 

JOIN THEM! Space will go fast so contact Tom Hunt, teh@ihrsa.org 

or call +1 617-951-0055 ext. 152. Download the Exhibitor Prospectus 

at ihrsa.org/exhibitors. 

® 

International Health, Racquet & Sportclub Association

2XL Corporation 

3D Art Pte Ltd - Dynaforce 3D 

A-1 Textiles 

Ab Coaster 

Affiliated Acceptance Corporation 

ASF International 

Aspen Information Systems, Inc. 

Association Insurance Group 

Creative Agency Group 

Creative Health Products 

CSI Software 

CSM Fitness Equipment 

Cybex International 

Digilock 

Dynastream Innovations, Inc. 

ERC Wiping Products Inc. 

Everlast Sports Surfacing 

Fabiano Designs International 

Firestone Financial 

Fiserv 

Fitness Audio, LLC 

Fitness Pak, a division of InterWest 

Insurance 

FitRewards, LLC. 

Fitter International, Inc. 

Flynn Construction 

FreeMotion Fitness 

Gopher Performance 

Harbinger 

HOIST Fitness Systems, Inc. 

Hollman, Inc. 

Hydromassage 

Hydrorider 

Jet Sport Industrial Co, LTD. 

Keiser Corporation 

Lincoln Equipment 

Life Fitness 

M&S Distribution 

Matrix Fitness 

McArthur Towel & Sports 

Members Today 

Here is an Exhibitor list of those who already have their names on the marquee.* 

*Exhibitor contract and deposit received as of June 30, 2011 

Merrithew Health & Fitness 

MINDBODY, Inc. 

Mondo 

MYE Entertainment Inc. 

NETA 

Netsertive 

North West Rubber 

Octane Fitness ® 

Ojmar S.A. 

Paramount Acceptance 

Paramount Fitness Corporation 

Polar Electro 

Power Systems, Inc. 

Precor 

ProTeam 

PT Studio 

RealRyder ® Athletic Business 

Athletix Products by Contec 

AV Now Fitness Sound 

AVID Fitness Headphones 

Balanced Body 

International LLC 

Relay Fitness Group 

Retention Management 

reZeneration, Inc. 

Salsbury Industries 

Shape.net Software 

® 

Biospace, Inc. 

BOSU ® 

Broadcastvision Entertainment 

Signature Sports Flooring 

Smart Fitness 

Star Trac 

Steamist 

The Stick.com / RPI of Atlanta 

Sunny Health & Fitness 

Tanita Corporation 

Technogym ® 

ThermaSol 

TMI Salt Pure Corp 

Towel Tracker LLC 

TRX 

Tuff Stuff Fitness Equipment, Inc. 

Tung Keng Enterprise Co., Ltd 

Umax Strength 

UniMac ® 

United Leasing, Inc. 

U.S. Rubber Sport Floor Systems 

VersaClimber (Heart Rate Inc.) 

Visual Fitness Planner CEMCO Strength Equipment, INC 

Centaur Floor Systems LLC 

Clif Bar & Co. 

Club Insider 

Club Resource Group 

Codelocks, Inc. 

Concept2 CTS Inc. 

CP Mobelsysteme Gmbh & Co. KG 

Vitabot 

Zumba Fitness LLC 

“ If you are looking to 

sell your product in the 

fitness industry you HAVE 

to exhibit at IHRSA! ” 

~ Sam Caucci, Director of 

Sales & Marketing / Parisi 

Speed School 

Seaport Center, 70 Fargo Street, Boston MA 02210 USA

Harvard grads hope 

to make members 

more ‘responsible’ 

for exercise adherence 


FOrmInG a 

Innovators Geoff 

Oberhofer and 

Yifan Zhang

‘GYm-PACT’ with Clubs 

By Jon Feld 

Which is more likely to motivate club members: future possibilities or immediate consequences? 

Many health clubs promote the former, talking up results ranging from weight loss to toned 

muscles to improved cardiovascular function. However, last October, two recent graduates of 

Harvard University set out to prove that financial “consequences” might be a more effective 

inducement than long-term health benefits. 

Yifan Zhang and Geoff Oberhofer, who majored in economics and neurobiology, respectively, 

unveiled Gym-Pact, a new membership model that charges members a penalty fee when 

they miss workouts. 

Their company, based in Cambridge, Massachusetts, began by offering what were then free 

memberships through Fitness Together, Bally Total Fitness (BTF), Boston Sports Club (a Town 

Sports International brand), and other local partner facilities. 

While the upfront costs were, at that time, zero, the new member had to commit to working 

out at least four times a week. The catch? For each missed day, they’d be fined a “motivational 

fee” of $25 by Gym-Pact. Dropping out of the program completely triggered a $75 penalty. 

“In part, your typical membership model is based on the theory of ‘sunk’ costs,” Zhang 

explains. “Once you pay for something up front, it’s no longer a motivator. It doesn’t really 

change your behavior. That’s how we view a standard gym membership. You pay for it up front 

at the beginning of the year, or at the beginning of the month, and, afterward, it doesn’t do 

anything further to motivate you.” 

“People also have what are called ‘time-inconsistent preferences,’” adds Oberhofer. “What 

they might want to achieve in January isn’t necessarily what they’re concerned about on a 

specific day, say, in February, when they’re debating whether they should go to the gym. Unlike 

a yearly contract or a month-to-month agreement, Gym-Pact is designed to motivate members 

on a day-to-day basis.” 

Monitoring participants’ adherence is challenging, but Gym-Pact believes it’s solved that 

particular problem with some proprietary, patent-pending technology. Each partner club 

receives an electronic “token,” kept at the front desk, which contains an application that does 

nothing but generate new passwords every 60 seconds. Each time a member begins and ends 

their workout, they have to access the current password and text it to Gym-Pact. Gym-Pact then 

knows precisely when the member entered and exited the facility. 

In Gym-Pact’s initial formulation, stringing those workout days together until the member 

had completed six months was how the company generated revenue. At that point, the firm 

received a commission on the sale of the membership from its partner club. 

The notion seemed so novel, so unorthodox, that, thanks to the Internet, it quickly spread, 

and was soon being discussed and debated, worldwide. 

But, as with any new entrepreneurial venture, the concept, the program’s basic components, 

the details of how it all works have since been revisited and revised, in some cases, in 

significant ways. > 


Forming a ‘Gym-Pact’ with Clubs 

rick Caro 

Critical questions 

Gym-Pact is attempting to reinvent and improve upon the traditional membership model, but the final 

verdict hasn’t been rendered yet. Rick Caro, the president of Management Vision, Inc., an industry consultancy 

based in New York City, suggests that Zhang and Oberhofer may have overlooked some of the 

factors that have made standard memberships work pretty well for so long. 

“The fundamental club concept, for the member, is based on return on investment 

(ROI)—‘I’ve plunked my money down. Now I want the ROI!’” he explains. “The enrollment, 

or initiation, fee starts the ROI equation, and the monthly dues then make the club 

accountable to the member, who can simply quit if the experience isn’t everything they 

want. It’s a great model if people choose to use the club. 

“With regard to the Gym-Pact model,” Caro continues, “most people don’t schedule 

themselves on a consistent, regular basis. They don’t commit to a regular workout 

schedule because life just doesn’t allow it. To stipulate that someone needs to visit their 

club a given number of times might be arbitrary or even unreasonable.” 

At this point, however, Zhang and Oberhofer believe that their concept, given some 

attentive and intelligent tweaking, is not only working, but can be made to work better 

and in more business environments. 

They’ve conducted two pilot trials, the first involving about 12 people, and the 

second, about twice as many, and the results show that, over a period of five months, Gym-Pact members 

were in compliance with their commitments about 90% of the time, averaging 3.5 workouts per week. In 

between the two trials—reflecting some of Caro’s concerns—Gym-Pact made key changes to the model. 

“We did pre- and post-program surveys following both trials,” says Zhang. “Following the first one, we 

discovered that people wanted more flexibility in the program. We realized that, if we wanted to appeal 

to a wider cross section of potential members, we’d have to change what we were doing.” 

As a result, the second pilot still required a 

workout commitment, but it could be as low 

as one day per week, and members could set 

their own motivational fees, starting at $10 

for each missed session. In addition, members 

who met their target were rewarded 

with points toward prizes, discounts on 

various products and services, etc. 

“The incentive model may work better 

for members,” observes Doug Baumgarten, 

the director of SportFit Consulting, LLC, 

based in Herndon, Virginia. “Members have, for years, been looking for accountability programs—that’s 

essentially what personal trainers are. And, given the recent economic downturn, more people want that 

accountability, but without the cost of personal training. That’s the reason for the increased success of 

small-group-training programs. 

“Gym-Pact is essentially offering that accountability at no greater cost—or even at less cost—than a standard 

gym membership,” he says. “The model has real potential, if it can be packaged more effectively.” 

An evolving solution 

Today, the Gym-Pact package still has the same objectives that it did at the outset. It’s designed to help 

convince prospects of the value of joining a club, and inspire them to use their membership regularly, 

thereby improving their results and satisfaction, which, in turn, will increase club sales and member 

retention. Many of the details of the program, however, have changed. 

The free membership, for instance, is now a thing of the past. Currently, Gym-Pact offers standard or 

discounted memberships to their clients, and receives a commission on each referral from their partner 

club. It generates additional revenue from advertising and sponsorships. Individuals can choose the terms 

of their Gym-Pact commitment, electing to be held accountable for as little as one workout per week and 

a motivational fee of as little as $5 per session. The fees collected are returned to clients in the form of 

prizes and discounts to reward them for regular club visits. The company continues to study other fee 


“OnCE YOu PAY FOr SOmEThInG uP FrOnT, IT’S 

nO lOnGEr A mOTIvATOr. IT dOESn’T rEAllY 

ChAnGE YOur BEhAvIOr. ThAT’S hOw wE vIEw 

A STAndArd GYm mEmBErShIP.”

BodyScapes, a 

Boston-based chain, is 

leveraging Gym-Pact 

possibilities, and is now developing an iPhone app 

of the program, which, conceivably, would do 

away with the financial penalty entirely. If that 

were to happen, its ability to track club visits 

closely and encourage members to work out 

would become the principal motivation provided. 

With their model now revamped and still being 

refined, Oberhofer and Zhang are thinking about 

expansion. “Our goal is to create as wide a network 

of partner clubs as possible, which will 

include not just gyms, but dance and yoga studios, martial arts facilities, and more,” says Zhang. 

To appeal to potential partners, Gym-Pact lists facilities, free of charge, on its Website 

(www.gym-pact.com), and the clubs and other organizations currently involved typically offer a range of 

“Gym-Pact-only” discounts (for example, the Boston Union Gym and Athletic Club features a discounted 

monthly dues structure). 

To sustain itself, asserts Baumgarten, “Gym-Pact has to prove it can deliver enough members to have 

facilities see a value proposition beyond a basic free listing. It’s an ambitious venture, and, with no real 

precedent, it may be a tough go.” 

While some of the participating clubs 

report mixed results thus far, Peter Norris, 

the managing director at the Union Gym of 

Boston, feels that “Gym-Pact’s business 

concept is sound. They essentially do the 

legwork for me, reaching out to possible 

new members to join our facility. I’m 

excited to see the long-term results.” 

Whether, in the long term, Gym-Pact 

succeeds or fails, it has, at the very least, 

reminded the industry of the need to constantly reexamine the question of how to make memberships a 

more appealing, rewarding, and valuable option for a greater number of people. —| 

“GYm-PACT’S BuSInESS COnCEPT IS SOund. 

ThEY ESSEnTIAllY dO ThE lEGwOrk FOr mE, 

rEAChInG OuT TO POSSIBlE nEw mEmBErS TO 

jOIn Our FACIlITY. I’m ExCITEd TO SEE 

ThE lOnG-TErm rESulTS.” 

– Jon Feld, jfeld@inc.com 

The Boston union 

Gym and Athletic 

Club is using 

Gym-Pact 


“In Every Industry, There is One Product or Service 

That Changes The Game Forever...” 

MYZONE is the only system in the world that 

has the capability of accurately tracking and 

reporting the activity of every single member in 

or outside your club. 

MYZONE offers unrivalled group and studio 

feedback enhancing your instructor’s and 

member’s club experience. 

MAKING MOVEMENT MEASURABLE 

www.myzone.org 

Welcome to... 

MYZONE is marketed 

and distributed in 

North America by 

TM 

MYZONE is the ‘pinnacle’ of customer 

interaction enabling you to have relevant 

discussions with your members about their 

physical activity levels 365 days of the year. 

MYZONE offers your club the opportunity to 

connect with any School, Business or Weight 

Loss Center in your community. 

“MYZONE comes with a money back guarantee!”

MOST LIkELY TO 

SucceeD ... 

30 Years of Excellence, 1981-2011, 

captures the industry’s soul 

Flip through your high school or college yearbook, and you’re reminded about the way 

you were, and the way things were, back then. Fading photographs, dated styles, 

accounts of modest accomplishments, wishlists of dreams-to-be-achieved. The people 

pictured—scattered, dispersed, settled-down, still searching, succeeding, failing, and, 

gradually, growing older, grayer, wiser. 

Thirty Years of Excellence, 1981-2011, the publication that celebrates IHRSA’s 30th anniversary and was 

one of the highlights of its 30th Anniversary International Convention and Trade Show in San Francisco in 

March, is, however, a yearbook of an entirely different sort. 

Though, in fact, it casts its gaze over a 30-year period, Thirty Years of Excellence brings the industry’s 

history up to date and makes it as fresh, contemporary, interesting, and instructive as the headlines of 

yesterday’s Washington Post or New York Times. The attractive 108-page publication provides concise, 

inviting, and revealing bios of more than 400 of the men and women who, each day, make this industry what 

it is, and who, by doing so, facilitate all that it will become. 

This is what they look like now. This is what they’ve already achieved, and this is what they’re doing today. 

This is the Class of 2011! 

The individual club operator or industry supplier, operating within a well-defined market, serving clients 

on familiar turf, may have little sense or lose sight of the fact that they’re part of a large, growing, vital, and 

incredibly productive global community that addresses important human needs. IHRSA, alone, has more 

than 9,000 member clubs in some 75 countries, and, flipping through the pages of Thirty Years of Excellence, 

one becomes acutely, palpably, aware of their own unique place and role in the industry. 

Thirty Years of Excellence was distributed onsite to all the attendees of IHRSA’s 30th anniversary convention, 

but, for those who didn’t make it to San Francisco, copies can still be purchased by logging on to 

www.ihrsa.org/store and clicking on “Magazines.” The price for IHRSA members for either the print or PDF 

versions is just $9.95 and, for nonmembers, $19.95. 

Thirty Years of Excellence is a colorful, living portrait of the health and fitness club industry, an exciting, 

rewarding, and promising work-in-progress that includes you. > 

o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o 








most likely to Succeed ... 

Kay Aplin, M.A. 

Owner 

Family Fitness, Inc. 

Lake Jackson, TX, USA 

YeAr eNTereD INDuSTrY: 1985 

FIrST IHrSA eveNT: 1995 

IHrSA coNveNTIoNS ATTeNDeD: 14 

FAvorITe IHrSA memorY: I remember 

waking up at the Convention in San Francisco 

some years ago after a long evening of networking 

and feeling like I did not want to attend 

the keynote session by Colin Powell. I finally 

decided to get up and attend. I sat on the edge 

of my seat for an hour and a half. Secretary 

Powell was amazing! By the time I left, I was so 

proud that I was part of IHRSA, an organization 

that would bring us such amazing talent 

to inspire us to achieve well beyond our 

imaginations. 

Scott Gillespie 

President 

Saco Sport & Fitness 

Saco, ME, USA 

emAIL: scott@sacofitness.com 




PAST comPANIeS: HealthTrax International 

AWArDS/INTereSTS: NEHRSA Board 

of Directors, Maine Clubs for Fair Competition, 

IHRSA Board of Directors 

FAvorITe IHrSA memorY: Covert Bailey, 

after his general session presentation on 

his book Fit or Fat, when asked by a woman 

in the audience about vitamin supplementation 

as an aid to weight loss, replying, 

“Honey, that’s like putting jet fuel in a Pinto. 

Ever seen a fat Cheetah? Just RUN!!!” 

William Brackmann 

Sports Manager 

Oak Hill Country Club 

Rochester, NY, USA 





PAST comPANIeS: Tennis Corporation 

of America (TCA) 

AWArDS/INTereSTS: Hiking, backpacking, 

biking, soccer, motorsports 

FAvorITe IHrSA memorY: John McCarthy’s 

warmth, caring, and dedication as well as 

his incredible memory for names! 

FAvorITe QuoTe: I believe this is from Tom 

Peters: “You have two types of customers; 

internal (your staff) and external (your 

members and prospects). Serve both 

EQUALLY as well.” 

Kristen Green, BSpSc 

General Manager 

Aquafit Fitness & Leisure 

Campbelltown, NSW, Australia 

emAIL: kgreen@aquafit.com.au 




PAST comPANIeS: 

Fitness First Australia, Twins Gym 

AWArDS/INTereSTS: Manager of Aquafit 

Fitness & Leisure “Fitness Centre & Fitness 

Business of the Year” - Fitness NSW (2004, 

2005 & 2006), “Outstanding Contribution to 

the Industry by an Individual” 

- Fitness NSW (2006) 

FAvorITe IHrSA memorY: Being in a room 

of over 4,000 people addressed by President 

Bill Clinton—what a speaker! 

Geof Eng 

Owner/Operator 

The Grand Health & Racquet 

Tulsa, OK, USA 

emAIL: geof@grandhealthandracquet.com 



FAvorITe IHrSA memorY: In the early 

2000’s, after listening to Tommy Frank’s 

encouraging keynote address, Precor gave 

me the opportunity to chat with the General 

afterwards in a small session. It was a 

delight engaging in a conversation with a 

man who had such passion for America and 

the perseverance of our freedom, yet gentle 

enough to share silly childhood memories 

of his upbringing in small, rural Oklahoma. 

It made me proud to be a fellow Oklahoman 

and will be a favorite highlight of my IHRSA 

memories! 

Fred Hoffman, M.Ed 

Director of International Services 

Club Synergy Group 

Paris, France 

emAIL: fred@fredhoffman.com 




PAST comPANIeS: Reebok Sports Clubs 

Russia, Buddha-Bar Spa 

AWArDS/INTereSTS: IDEA Fitness Instructor 

of the Year (2007), Elected to the International 

Who’s Who of Professionals 

FAvorITe IHrSA memorY: My favorite 

memory is watching and listening to 

former President Bill Clinton give his 

keynote address. I was in awe! 

FAvorITe QuoTe: Things turn out best for 

those who make the best out of the way 

things turn out!

Darren Jacobson, B.S. 

Head of Product 

Virgin Active South Africa 

Cape Town, South Africa 

emAIL: darren.jacobson@virginactive.co.za 




AWArDS/INTereSTS: Finalist, IDEA 

Program Director of the Year (2009), 

IDEA personal training committee, 

IHRSA industry expert 

FAvorITe IHrSA memorY: The excellent 

IHRSA keynote speakers and, of course, 

Dara Torres’s abs! 

FAvorITe QuoTe: “Nothing is impossible!” - 

Braam Malherbe (First man to run the entire 

length of the Great Wall of China) 

Patricia Laus 

Owner/Chief Executive Officer 

The Atlantic Club 

Manasquan, NJ, USA 

emAIL: patl@theatlanticclub.com 




AWArDS/INTereSTS: IHRSA Distinguished 

Service Award, Foodbank’s Humanitarian of 

the Year, Lou Gehrig Humanitarian of Year, 

IHRSA Community Service Award 

FAvorITe IHrSA memorY: Accepting the 

IHRSA Community Service Award in recognition 

of the Clubs for the Cure effort to find a 

cure for Breast Cancer and ALS. 

FAvorITe QuoTe: “Good, better, best. 

Never let it rest. ‘Til your good is better and 

your better is best.” 

Darren Kanwischer, B.A. Phys Ed. 

Owner 

Fifth Avenue Club 

Calgary, AB, Canada 




PAST comPANIeS: World Health Club, 

Shell Fitness Centre, Norcen Club, 

Fifth Avenue Club 

AWArDS/INTereSTS: Body building, 

general fitness, squash, traveling, photo- 

graphy, health, family, church, snowboarding 

FAvorITe IHrSA memorY: Hearing 

Arnold Schwarzenegger and Marcus 

Buckingham speak 

FAvorITe QuoTe: After a difficult time, I 

always say, “The world will still turn and life 

will go on.” 

Vaughn Marxhausen 

Area General Manager 

Houstonian Lite Health Club 

Houston, TX, USA 

emAIL: vmarxhausen@houstonianlite.com 




PAST comPANIeS: Houstonian Golf & Country 

Club, Technogym, The Houstonian Club, 

Brown & Root Wellness Center, Bally’s, 

Irvine Health & Racquet Club, Nautilus 

Aerobics Plus, International Fitness Center 

FAvorITe IHrSA memorY: Meeting Clint 

Eastwood at the Star Trac party. Making 

new friends with lots of good memories to 

last a lifetime. 

FAvorITe QuoTe: “If you know but don’t do, 

you don’t know.” 

Dr. Kathy Langlotz 

Co-Owner / General Manager 

Fitness Dynamics, Inc. dba 

Aerofit Health & Fitness Centers 

Bryan, TX, USA 

emAIL: kathy.l@aerofitclubs.com 




PAST comPANIeS: Texas A&M University 

AWArDS/INTereSTS: Bicycling, travel with 

family and friends, music, good books 

FAvorITe IHrSA memorY: Attending 

the Institute for Professional Club 

Management. A fabulous experience with 

many great memories. 

FAvorITe QuoTe: “We can do no 

great things, only small things with 

great love.” - Mother Teresa 

Linda Mitchell 

Director of Marketing 

& Public Relations 

Newtown Athletic Club 

Newtown, PA, USA 

emAIL: linda@newtownathletic.com 




PAST comPANIeS: University of Illinois, 

Servico Corporation 

FAvorITe IHrSA memorY: The first 

BASH for Augie’s Quest, an inspiring 

and moving event; and the first time I spoke 

as a presenter at an IHRSA convention, a 

true personal and professional milestone 

for me. 









most likely to Succeed ... 

Vivekanand Palaniappan, B.SC. 

Managing Director 

Fitnessone Group India Ltd 

Chennai, Tamil Nadu, India 

emAIL: vp@fitnessoneclub.co.in 




PAST comPANIeS: Suburban Air Freight 

AWArDS/INTereSTS: Fastest Emerging 

Companies (2009), Young Enterpreneur 

Award (2010) 

FAvorITe IHrSA memorY: Mr. “Patch” 

Evans of GoodLife Clubs of Canada, 

getting the whole audience on their chairs 

cheering “I’m a ‘10.’” 

FAvorITe QuoTe: A champion gets up even 

when he cannot. 

Christine Thalwitz 

Director of Communications 

& Research 

ACAC Fitness & Wellness Centers 

Charlottesville, VA, USA 

emAIL: christineot@acac.com 




AWArDS/INTereSTS: Industry writer & 

presenter (IHRSA, Club Industry, 

Recreation Management), group fitness 

instructor, trainer, choreographer 

FAvorITe IHrSA memorY: Hosting the 2001 

IHRSA Institute in Charlottesville, VA 

FAvorITe QuoTe: “What must underlie 

successful epidemics, in the end, is a 

bedrock belief that change is possible, that 

people can radically transform their behavior 

or beliefs in the face of the right kind of 

impetus.” - Malcolm Gladwell 


Tanya Piotrowski 

Club Owner/Operator 

Re Creation Health Club 

Carnegie, Victoria, Australia 

emAIL: tpiotrowski@optusnet.com.au 




AWArDS/INTereSTS: Attending fitness 

conventions, keeping up-to-date with 

trends, services, programs, and let’s not 

forget the fun socializing that is compulsory 

at every event. 

FAvorITe IHrSA memorY: Participating in 

my first Spin class at the trade show and 

recognizing instantly the birth of a brilliant 

new program! 

FAvorITe QuoTe: There are no shortcuts to 

any destination worth getting to. 

Wendy Turrell, M.A. 

Director of Marketing 

& Public Relations 

LifeCenter Plus Health & Fitness Center 

Hudson, OH, USA 

emAIL: wturrell@lifecenterplus.com 




PAST comPANIeS: Tailor-Made Marketing, 

Ohio Ballet, Health Management Group, 

Marketec Communications, 

The Akron Symphony Orchestra 

FAvorITe IHrSA memorY: Attending 

IHRSA’s national conference right after 

I joined the company—a wonderful crash 

course in the business from presenters to 

exhibitors. 

FAvorITe QuoTe: “Life is what happens 

when we’re busy making other plans.” 

- John Lennon 

Neal Simpson 

General Manager 

Roundup Athletic Club 

Pendleton, OR, USA 

emAIL: nsimpson@raclub.biz 




PAST comPANIeS: Woodlake Racquet 

Club, Grande Ronde Athletic Club, Cascade 

Athletic Club 

AWArDS/INTereSTS: Oklahoma Sooners 

football, racqueball, baseball, golf 

FAvorITe IHrSA memorY: The first time 

I met Bill Pearl 

FAvorITe QuoTe: “If if’s and but’s were 

candy and nuts, we would all have a Merry 

Christmas.” - My Dad 

George Vierra 

Executive Director 

The Works Family Health 

& Fitness Center 

Somersworth, NH, USA 

emAIL: george.vierra@wdhospital.com 



AWArDS/INTereSTS: National racquetball 

champion, served on NEHRSA board 

of directors 

FAvorITe IHrSA memorY: It will always be 

my first IHRSA Convention in 1986. This is 

when I decided that this would be my career 

(owning and operating health clubs). My 

interest has never changed over the years 

and it was at the IHRSA Convention where 

people shared ideas and the energy was 

overwhelming. Also, getting to know John 

McCarthy will always be a special memory. —|

THE WORLDWIDE PROGRAM 

THAT DELIVERS 

New 

Spinner ® Blade 

Spinner ® NXt 

Spinner ® Pro 

Partner with us today by calling 800.847.7746 or visit www.spinning.com. 

Copyright ©2011 Mad Dogg Athletics, Inc. All rights reserved. 

Spin®, Spinner®, Spinning®, and the Spinning logo are registered 

trademarks of Mad Dogg Athletics, Inc. 

cbi spinning 07-2011.indd 1 6/27/11 3:54:32 PM

Group-Ex-Trava 


By mia coen 

WHeN IT 

comeS To 

grouP FITNeSS cLASSeS, 

cLuBS HAve 

A WorLD 

oF cHoIce

A les mills 

BOdYATTACk event 

ganza! 

Since the release of Aerobics, Dr. Kenneth 

H. Cooper’s groundbreaking book, in 

1968, the popularity and effectiveness of 

group exercise has increased without 

pause. We’ve seen the concept emerge, 

take shape, and evolve—from the Jazzercise 

explosion in the ’70s, to Richard 

Simmons’ animated antics in the ’80s, to 

Billy Blanks’ cardio/martial arts combination 

in the ’90s. 

We’ve also seen innovation erupting in 

countless other forms: a single class created by an imaginative 

instructor; an entire menu of unique offerings developed by a 

progressive chain; equipment-specific routines devised by manufacturers; 

and sophisticated, prepackaged classes produced by 

professional program-development firms. 

Today, health clubs offer a remarkably diverse range of group 

fitness classes, and, increasingly, find them playing an important 

role with respect to membership sales, club utilization, revenue 

generation, and member retention. But, for each club, group-ex 

is a singular experience, one that, ideally, should be tailored to its 

own needs and goals. 

Should it, like O2 Fitness, a regional six-facility chain based in 

Raleigh, North Carolina, construct programs of its own from the 

ground up? Or, as so many clubs are now doing, spice things up 

with an exciting offering from the outside, such as one of the 

popular new dance-exercise formats? Or should it, like thousands 

of fitness facilities worldwide, depend on some of the tried-andtrue 

programs marketed by industry vendors? 

Or, maybe … do a bit of each? 

In each case, a given club’s answer will be different. 

SIGNATURE GROUP-Ex 

O2 Fitness, which has locations in the Raleigh, Wilmington, 

and Chapel Hill areas of North Carolina, is a club company with 

the resources—e.g., management, fitness instructors, program 

consultants—to develop group-ex options in-house, and that’s 

exactly what it’s done. As a result, it enjoys full control over its 

offerings, course content, levels of class difficulty, and marketing, 

and scores high in terms of member attendance, satisfaction, 

and retention. 

Each of its clubs offers approximately 15 class formats, totaling 

some 50 hours of instruction per week. Chelsea Dale, the chain’s 

regional group fitness director, reports that 30% of its 20,000 

members take part on a monthly basis. 

Each class concept begins with an idea proposed by an O2 

Fitness instructor, who submits an outline detailing strategies 

and goals. Then the group fitness manager, after obtaining input 

from the club’s general manager and staffers, refines the class’ 

design and implements the program at that club. Once a new 

class has proven itself, Dale rolls it out to other O2 facilities. 

“Each site has unique needs, and we’re very careful to monitor 

our programming so that it fits each individual gym,” explains 

Dale. “This means that not all formats are offered at all of our 

locations.” > 


Group-Ex-Travaganza! 

An Aqua Zumba 

pool party 

O2 Fitness has developed a number 

of innovative classes that capitalize on 

popular exercise trends, such as 

aquatic fitness—its take on the topic is 

Ahi Chi Aqua, which combines aquatic 

resistance training with tai chi. Among 

its many other offerings are O2 Pilates; 

02 Ride (group cycling); O2 Yoga; Ab 

Sculpt (abdominal toning); and Functionally 

Fit (functional training with 

accessories). 

“Group fitness instructors are the 

most important ingredient in this mix,” 

advises Dale. “They’re key to launching 

a new program effectively, and, by promoting 

it aggressively, are critical to its 

ongoing success.” 

SPICE IT UP! 

One of the industry’s hottest new trends is driven by 

high-energy, dance-based classes, which can either 

serve as an exciting standalone course or, given the 

rapidly proliferating variations on the form, constitute 

an entire curriculum. The two leading proponents 

and providers of the programs are Zumba Fitness 

and Batuka. 

Since its inception in 2001, Zumba, a Latin-dance 

inspired system, has been embraced worldwide. Each 

week, according to the company, more than 12 million 

people take Zumba classes in over 110,000 clubs in 

more than 125 countries. Six types of classes are currently 

offered: Zumba (beginner-level); Zumba Gold 

(baby boomers); Zumba Toning (toning stick); Aqua 

Zumba (aquatic dance fitness); Zumbatomic (for kids); 

and Zumba in the Circuit (circuit training combo). 

The Zumba Academy provides opportunities for 

instructors to become 

certified in each of the 

six, and also provides the 

tools, resources, and 

licensing required to 

implement programs. 

Zumba-certified trainers 

are encouraged to join 

the Zumba Instructor 

Network (ZIN), which 

provides them with continuing 

education, marketing 

support, and new 

music and choreography 

on a regular basis. 

Batuka, which was 

first popularized in 

Europe and South America, 

choreographs its 


A BTS Group ride 

class at Courthouse 

Athletic Club 

routines to music composed by founder Kike Santander, 

a Grammy-winning music producer. It also offers six 

programs: Batuka Dance (cardio dance); Batuka Zen 

Flow (tai chi and yoga); Batuka Zen Power (vinyasa yoga, 

Pilates, and functional training); Batuka Fight (cardio 

martial arts); Batuka Force (sculpting and strength); and 

Batuka Junior (for kids). Instructors who become certified 

in Batuka can earn continuing education credits and 

receive the tools, resources, music, and choreography 

they need to begin teaching immediately. 

TURNkEY GROUP FITNESS 

Recognizing the appeal and numerous benefits of group 

exercise, a number of manufacturers of fitness 

equipment and accessories have designed their own 

product-specific workouts. One of the newest to do so— 

and quite successfully—is TRX, which sells the TRX 

Suspension Trainer, a bodyweight-based portable training 

tool that mounts to a wall, ceiling, or to one of its own 

freestanding frames. The companion program is TRX 

TEAM, “powered by TRX R4,” which stands for rollout, 

revenue, retention, and results. 

“Offering small-group TRX TEAM training allows 

clubs to attract new clients, create a new revenue source, 

and increase member retention,” says Sarah Brenner, 

the company’s marketing manager. “We’ve seen customers 

achieve a tremendous return on their investment 

after implementing TRX TEAM.” 

But when it comes to prepackaged group fitness 

programs, the two companies that have been at it the 

longest, and that boast the most eclectic and compre- 

hensive catalogs, are Les Mills International (LMI) and 

Body Training Systems (BTS). Both produce branded, 

professionally developed, quality-controlled programs, 

and offer instructor training, sales and marketing 

systems, continuing education, management systems,

Trx training 

with a personal 

touch 

and, even, software to monitor program success. 

The LMI portfolio includes 10 classes: BODYATTACK 

(cardio); BODYFLOW/BALANCE (mind/body); BODY- 

COMBAT (martial arts); BODYJAM (cardio dance); 

BODYPUMP (barbells); BODYSTEP (step); BODYVIVE 

(low-impact total body); CX30 (core); RPM (cycling); and 

SH’BAM (dance fusion). 

“Our programs attract more than 159 million 

members a year, and on average, the clubs licensing 

them have about 500 more members than the norm,” 

notes Phillip Mills, the CEO of LMI. “In Les Mills-licensed 

clubs, 33% of the visits are for group fitness, compared 

to estimated industry norms of 10%-20%.” 

BTS’ Group Fitness System consists of seven classes: 

Group Power (barbells); Group Step (STEP); Group Ride 

O2 Fitness’s 

signature 

Body Step 

(cycling); Group Kick (martial arts); Group Groove 

(dance); Group Centergy (mind/body); and Group Active 

(fusion of cardio, strength, balance, and flexibility). The 

company plans to introduce a new core-focused program 

later this year. 

“When working with a club to incorporate our system, 

we conduct a comprehensive business analysis to assess 

areas of strengths and weaknesses,” explains Terry 

Browning, the president of BTS. “We then agree on the 

priorities, focusing on the weak areas, and develop a 

plan with targets and objectives. The clubs we work with 

closely will typically see a doubling of their group fitness 

numbers within the first year.” —| 

– Mia Coen, mia@fit-etc.com 

RETURN ON INVESTMENT (ROI) 

Investing in strong group fitness programs can produce handsome dividends, as the following clubs attest: 

• Kimberly Spreen, the national director of group fitness and education events for Life Time Fitness (NASDAQ: LTM), 

reports that Zumba has one of the highest class attendance rates at its 92 locations in 21 states—Zumba averages 50 

participants per class vs. a national group-ex average of 30 per class. 

• carrie Sattler, the general manager at the Yakima Athletic Club, in Yakima, Washington, reports that it achieved ROI 

on its TRx TEAM Training Camp program after just six months. In addition, when it surveyed participants, 91% said they 

had increased core stability; 62% said they had a better body image; and 100% said they would recommend the class 

to a friend. 

• gold’s gym, in Brownsville, Texas, introduced seven LMI classes in 2009. Since then, monthly group fitness visits 

have increased by 45%, and 47% of all visits are now for group classes. Natalie Sales, the club’s group fitness manager, 

monitors the growth with Les Mills’ CLUBCOUNT software. “Every moment counts, so being able to access management 

information rather than waste time generating it is a huge win,” she says. 

• Justen maron, the fitness director of the Courthouse Athletic Club, based in Salem, Oregon, introduced BTS programming 

in 2005. “Since then,” he says, “participation has more than doubled. In 2005, visits to group classes at our five 

facilities were less than 20,000 per month; today, the figure is close to 40,000. Back then, our best clubs pulled in 15% 

of their total visits to group-ex; now they’re close to 40%.” —| 


PrOduCT 

Feature headline goes here no Continued 

SHOWCASE 

Friendly competition, camaraderie, and challenge are a few of the many reasons why members can’t get enough of 

group fitness. The possibilities are endless and there’s always something for everyone. Whether your club is looking to 

spice up existing offerings, continue trainer education, refurbish your studio, or incorporate some new accessories or 

equipment, these IHRSA-member companies have got what you need to keep members coming back for more. 

AeroBIcS AND FITNeSS ASSocIATIoN oF AmerIcA (AFAA) 

For group exercise instructors whose training and educational background 

have prepared them to take the AFAA Primary Group Exercise Certification 

exam, this course is a review of AFAA’s Basic Exercise Standards and 

Guidelines, anatomy, exercise science, exercise evaluation, and exam 

criteria. The program format includes practical application of group 

exercise, study guide overview, and question-and-answer sessions. The 

day concludes with written and practical exams. Current CPR certification 

is required before certification is issued. 

Contact: 877-968-7263, www.afaa.com. Please see our ad on page 19. —| 

BALANceD BoDY 

The Orbit from Balanced Body provides 

fitness facilities with an inventive workout 

that strengthens and stretches on multiple 

planes, making it ideal for personal training 

or group fitness. Exercises include circular 

and linear movements, ranging from mild 

to complex, to increase upper- and lowerbody 

strength and improve flexibility and 

balance. The Orbit has an ergonomic 

design, solid construction, and comfortable 

padded surface as members sit, lie, 

kneel, and stand for a variety of exercises. 

Easy to carry and store, it comes with a 

34-minute DVD. 

Contact: 800-745-2837, www.pilates.com. 

Please see our ad on page 76. —| 

AIrex Ag 


The AIREx Balance-pad Elite, the new Balance-pad xLarge, and the Balancebeam 

are special foam pads filled with millions of tiny air bubbles. Since they’re 

multi-functional and dynamic, they support a wide range of training options. The 

AIREx BeBalanced! programs offer tremendous potential for all users and age 

groups. Program 

offerings include basic 

training, strength and 

back exercise, and active 

aging. Furthermore, 

there are five-minute 

mind/body programs 

that achieve great 

results with little effort. 

Contact: 800-396-3130, 

www.bebalanced.net. 

Please see our ad 

on page 33. —| 

AmerIcAN couNcIL oN exercISe (Ace) 

The ACE Group Fitness Instructor Manual, 

Third Edition, from the American Council 

on Exercise (ACE) is a valuable 

resource for those preparing to become 

group fitness instructors as well as for 

seasoned group fitness experts. It 

prepares individuals to design group 

fitness programs and safely lead a wide 

range of class formats and participants. 

This all-new manual features the latest 

scientific information and guidelines 

and includes a companion DVD hosted 

by fitness industry guru Lawrence 

Biscontini. 

Contact: 888-825-3636, www.acefitness.org. 

Please see our ad on page 37. —|

mATrIx FITNeSS 

Matrix offers a total group-exercise 

package, combining the right balance 

of products, programming, and people. 

Its strategy is to combine a talented 

development team with exclusive 

partner relationships with Johnny G, 

LIVESTRONG, and Indoorcycling Group. 

Partners that excel in their field, and 

together with Matrix, are helping to 

reshape the fitness industry. The result 

takes exercisers beyond the bells and 

whistles to true solutions and unique 

offerings, such as the krankcycle, 

LIVESTRONG by Matrix Indoor Cycles, 

and Myride V3. 

Contact: 866-693-4863, www.matrixfitness.com. 

Please see our ad on the French cover. —| 

mAD Dogg ATHLeTIcS/ 

SPINNINg 

The Spinning program and patented 

Spinner bikes manufactured by 

StarTrac deliver a personalized 

workout, incredible calorie burn, 

and personal challenge—all at a 

self-directed pace. Facilities frequently 

choose Spinner bikes and Spinning 

education because of its 20-year track 

record, brand recognition, and superior 

reputation for enticing, exciting classes 

that keep riders coming back for more. 

Contact: 800-847-7746, www.spinning.com. 


FITNeSS FLoorINg 

Exterra represents the newest evolution in 

group exercise flooring from Fitness Flooring, 

the same company that has been providing 

the industry with top-quality group-exercise 

surfaces for over 30 years. Its new solid prefinished 

surface is virtually flawless in color 

and clarity. Utilizing the patented Silver Spring 

installation method, Exterra is completely freefloating, 

which makes it quick and easy to install 

and allows simple relocation without loss of a 

club’s flooring investment. Exterra floors are 

easy to maintain and carry a five-year warranty. 

Contact: 800-428-5306, www.fitnessfloors.com. 


For more information, or to contact 

any of these companies, log on to 

www.ihrsa.org/products 

LeS mILLS INTerNATIoNAL 

PrOduCT 

SHOWCASE 

Les Mills turns group fitness into club 

profit. With 10 dynamic programs, including 

BODYPUMP (weights), BODYCOMBAT (martial 

arts), and Cx30 (core) updated with new 

moves and music each quarter, members get 

a world-class fitness experience every time. 

Its group-fitness-management system makes 

it easy to succeed with top-quality instructor 

training and certification, advice, support, and 

free marketing materials. Approximately 

70,000 certified instructors teach Les Mills 

group fitness classes in almost 14,000 

licensed clubs around the world. 

Contact: www.lesmills.com/pro. 


HAmPToN FITNeSS ProDucTS 

The group fitness scene has never looked 

brighter. Jelly Bells are among the bestlooking 

aerobic dumbbells on the market. 

Durable, colorful Gel-Grip urethane 

makes them a pleasure to use. Each color 

corresponds with a weight, so members can 

easily keep track of which weight they use 

for their fitness level. They’re available in 

2.5-pound increments, from 2.5 pounds 

through 15 pounds. More racking options 

are available soon! 

Contact: 877-339-9733, www.hamptonfit.com. 



PrOduCT 

Continued 

Feature headline goes here no Continued 

SHOWCASE 

SPrI ProDucTS, INc. 

Cardio, strength, and flexibility workouts 

are propelled to the next level with the 

unique STEP360 from SPRI Products, Inc. 

This versatile functional-training tool 

combines a stable platform atop dual 

inflatable oscillating air chambers for a 

valuable balance challenge during a multitude 

of functional and traditional exercises. 

Exercisers of all levels can add excitement 

to their routines, improve core strength 

and stability, maximize exercise efficiency, 

and achieve optimal performance through 

360 degrees of movement. 

Contact: 800-222-7774, www.SPRI.com. 



merrITHeW HeALTH & FITNeSS/SToTT PILATeS 

Facilities looking to implement a high-quality group Pilates program quickly and 

effectively are encouraged to try the STOTT PILATES Group SPx from Merrithew 

Health & Fitness. The Matwork and Reformer courses are specifically designed 

for trainers who teach in a group environment. They provide instructors with the 

skills and cueing 

methods to conduct 

effective and energizing 

group classes. 

Courses cover group 

training-specific issues, 

such as exercise modifications 

for clients of 

differing ability levels 

and group cueing and 

motivation techniques. 

Contact: 800-910-0001, 

www.merrithew.com/ 

groupSPX. Please see 

our ad on page 74. —| 

STAr TrAc 

The updated 2011 eSpinner is a breakthrough 

Spinning bike that brings the 

experience out of the group-cycling room 

and onto the cardio floor. Now, users of all 

levels and abilities can experience the fun, 

energy, and excitement of a Spinning class 

whenever they want, and on their terms. 

It’s entertainment-ready with a state-ofthe-art 

embedded touch screen and a 

made-for-iPod docking station. 

Contact: 800-228-6635, www.startrac.com. 


NATIoNAL exercISe TrAINerS ASSocIATIoN (NeTA) 

NETA group exercise instructors have the ability to change people’s lives through 

fitness, friendship, community, and accountability. NETA offers two options to help 

trainers become a NETA Certified Group Exercise Instructor: attend a one-day 

exam-preparation workshop and gain insight into the basics of teaching group 

exercise, or register with NETA for the “Test Only” option and take the certification 

exam at over 500 Comira Testing Centers conveniently located all across the U.S. 

Contact: 800-237-6242, www.netafit.org. Please see our ad on page 79. —|

Trx 

The TRx Group Suspension Training Course (GSTC) prepares fitness professionals 

to teach TRx Suspension Training bodyweight exercise in small, 

large, or boot-camp-style group-exercise formats for all fitness levels. 

Participants learn TRx Suspension Training fundamentals, as well as how 

to incorporate a range of TRx strength and flexibility exercises into two 

unique group-training formats so clubs can offer essential bodyweight 

exercise programming. Exclusive courses are available. 

Contact: 888-878-5348, www.trxtraining.com/education. Please see our ad on page 63. —| 

ZumBA FITNeSS, LLc 

TecHNogYm uSA 

Before summer ends, try the ultimate pool party: Aqua Zumba. Following 

the traditional Zumba fitness formula that’s already popular with 12 million 

people, Aqua Zumba incorporates rhythms that have been adapted to use in 

the water’s resistance for a safe and effective aquatic workout. Participants 

get a complete workout in half the time because the resistance of the water 

is 12 times that on land. Aqua Zumba is perfect for those whose movements 

are confined due to injury, chronic pain, or rehabilitation. 

Contact: 954-925-3755, www.zumba.com/aqua. Please see our ad on page 25. —| 

For more information, or to contact 

any of these companies, log on to 

www.ihrsa.org/products 

PrOduCT 

SHOWCASE 

Easy Line provides a fun, effective, and easy-to-use training option for 

individuals looking for a friendly and non-intimidating training modality. 

The hydraulic resistance system requires no adjustments; resistance 

is determined by the speed of movement. The nine-piece circuit also 

incorporates interval station equipment to support Technogym conditioning 

programs: general fitness/weight management, kids and teens, 

and active aging. In a non-group setting, Easy Line can be used as an 

entry-level resistance-training circuit. 

Contact: 800-804-0952, www.technogymusa.com. 

Please see our ad on the back cover. —| 

FITNeSS oN reQueST 

Fitness On Request is an automated 24/7 

group fitness and training system designed 

to enhance group fitness program flexibility 

and participation. Product lines include 

retail-focused kiosk fitness systems 

designed for health clubs, as well as sitespecific 

systems tailored to fit the needs 

of varied environments. It comes standard 

with a sleek touch-screen kiosk interface, 

studio speakers, a wide-screen HD projector 

and 120" powered screen. The FOR system 

also includes a full series of classes in each 

of these eight major genres: kickboxing, 

high-low, step, yoga, Pilates, cycling, cardio/ 

muscle combo and strength training. 

New classes are released each month. 

Contact: 888-520-7501, www.fitnessonrequest.com. 



INTRODUCING THE NEW SPINNER ® BIKES 

©2011 Star Trac. All rights reserved. Star Trac and the Star Trac logo are registered 

trademarks of Core Industries. SPIN ® , Spinning ® , Spinner ® , the Spinning ® logo and 

eSpinner ® are registered trademarks of Mad Dogg Athletics, Inc. 

SPINNER ® BLADE SPINNER ® NX T SPINNER ® PRO 

LEAD THE PACK. 

Success Spinning ® started the group cycling revolution with its patented group cycle 

design and the competition has been trying to catch up ever since. Six years ago 

the Spinner ® NXT changed the group cycle category and now the next generation 

Spinner ® bikes continues to maintain its position as the leader in the industry. 

Features Improved biomechanics delivers the best rider Q factor in the industry. A 

patent-pending drive train including new pedal, crank arm and bottom bracket 

interface will far exceed the current group cycling design standards, all packaged in 

a new sleek, iconic design. 

Power of Package Spinner ® bikes and the Spinning ® Program gives you the tools to 

attract potential members with the fun and effective programming they crave while 

motivating your current members. 

For more information contact Star Trac at 714.669.1660 (800.228.6635) or sales@startrac.com 

For information about the Spinning ® Program contact Mad Dogg Athletics at 310.823.7008 (800.847.7746) or www.spinning.com

The Growing 

‘Power of 

By Jean Suffin 

Exercise’ 

HeALTH cLuBS oWN THe ANSWer To curTAILINg cHroNIc meDIcAL coNDITIoNS 

The Toronto Athletic aClub’s 

Sport medicine Clinic 

growing number of Americans are grappling with chronic medical conditions, 

and, we’re reminded nearly daily, by newly published studies, that 

exercise is regarded as effective both in helping to prevent and treat many 

of these conditions. 

As a result, many groups—the public, physicians, healthcare professionals, 

insurers, club operators, government bodies—are revisiting the role of 

exercise, and repositioning it, by increments, as a health/wellness/longevity > 


The Growing ‘Power of Exercise’ 

solution. In the future, prospects will continue to buy club memberships to tone up, lose weight, become 

stronger, and improve functionality. But they’ll also join to avoid, or deal with, medical issues, such as 

heart disease, obesity, diabetes, hypertension, stroke, cancer, and musculoskeletal injuries. 

… And that’s a short list of the chronic conditions that can be helped by exercise. 

In a cover feature in a 2004 issue of Harvard Magazine titled “The Power of Exercise,” Managing 

Editor Jonathan Shaw enumerated a few more benefits. Exercise, he noted, has a positive impact with 

respect to arthritis, gallstones, diverticulitis, bone strength, blood volume, blood lipid profile, growth of 

new capillaries, appetite regulation, fat utilization, the immune system, psychological well-being … 

The list, and the data, continues to expand. 

In one of the most recent reports, published in late February in The Proceedings of the National 

Academy of Sciences, researchers at McMaster University, in Hamilton, Ontario, Canada, documented 

the dramatic effect that exercise has in extending longevity. “Exercise alters the course of aging,” concluded 

lead researcher Dr. Mark Tarnopolsky, a professor of pediatrics at the university’s Michael G. 

DeGroote School of Medicine. 

“Every part of the body was protected by exercise,” he explained. “I think that exercise is the most 

potent anti-aging therapy available today, and likely forever.” 

The case for exercise has never been more compelling, a development that has profound implications 

for clubs, and is already beginning to affect the industry’s look, feel, priorities, and product offerings. 

Healthy Protocol 

Phil Kaplan, the president of Be Better Solutions, a consulting firm based in Sunrise, Florida, has taken 

an inclusive approach to combating illness and disease via exercise. He’s designed what he refers to as 

the Protocol program, which, offered in health clubs, addresses the entire spectrum of lifestyle-related 

conditions in one class. 

“We need to understand that all of these things—diabetes, cardiovascular disease, hypertension, hypothyroidism, 

inflammatory disease, anxiety-related disease—result from movement along a continuum, 

and that our lifestyle determines how we move on that continuum,” he explains. 

Before they begin teaching Protocol, instructors must first master an intense 12-week curriculum. The 

actual eight-week program can be utilized by any club member, and is flexible to meet the needs of individuals 

at any fitness level. The full program is priced at $750, and a less personalized version at $450. 

60 C l u b B u s i n e s s I n t e r n a t i o n a l | A U G U S T 2 0 1 1 | w w w . i h r s a . o r g

Protocol not only generates extra revenue for the clubs that offer it, Kaplan reports, but is also effective 

in attracting new members—particularly ones who are thinking seriously about their health. 

The Works Rx 

The Works Family Health and Fitness Center (WFHFC), a 90,000-square-foot facility with 9,000 members 

in Somersworth, New Hampshire, has responded to the changing environment by developing The Works 

Rx. This eight-week program provides a customized workout regimen for people who have been referred 

by a physician, or been advised that physical activity could help ameliorate the symptoms of their 

particular condition. 

“In general, the goal of the program is to tear down the barriers to exercise—whether it’s cost or a 

person’s misconception that clubs are only for the physically active and body-beautiful types,” says 

Fitness Director Samantha Merchant. 

For nonmembers, the $60 enrollment fee includes a free club membership for the eight weeks, and an 

impressive 84% of the participants continue with their workout plan afterward, either at the club or elsewhere, 

on their own. “The Works Rx program has proven a huge source of referrals, and a great way to 

work more closely with the medical community,” notes Melanie Ashcroft, the club’s medical 

wellness coordinator. 

In addition, WFHFC also offers a number of condition-specific options, including prenatal, new-mothers, 

arthritis, diabetes, osteoporosis, and cancer-recovery classes. “Some of the programs we offer were 

driven by the needs a hospital brought to our attention,” explains Ashcroft. “Our arthritis program grew 

out of the needs of local physical therapy centers. 

“It’s cheaper and more effective,” she indicates, “for patients to come to us.” 

Nearly 70% of the participants in these programs, she says, purchase a membership after completing them. 

Cancer Wellfit 

Using exercise to counter the effects of cancer and cancer treatments is the raison d’être of the Cancer 

Wellfit program, which was developed by the West Coast Athletic Club (WCAC), and is currently offered 

at two of its three locations—in Santa Barbara and Goleta, California. 

This groundbreaking regimen was created by the late Julie Main, the former manager of the Santa 

Barbara club and past president of IHRSA, who utilized it in her own battle with breast cancer; and Paula 

Lilly, now director of the Cancer Wellfit program in Santa Barbara. Their partner in the process was the 

oncology department at the Santa Barbara Cancer 

Center. 

“The members of the oncology team were forward-thinkers,” 

says Lilly. “They thought, ‘Well, if 

this works well for Julie, it’s possible that it will 

work with our other patients.’” 

WCAC and the Cancer Center underwrite the 

cost of the program. Most participants are referred 

by a physician, but a referral isn’t required. Each 

session involves 12-14 people, who meet twice a 

week for 10 weeks. The primary focus of the 

classes is strength training, but participants are 

also taught how to stretch, improve their balance, 

and use the cardio equipment. At the conclusion of 

the program, many transition to regular club membership. 

“Exercise is incredibly empowering,” attests Lilly. “For individuals in treatment for cancer, it gives them 

the sense that they have control over something having to do with their body—a sense that cancer tends 

to destroy.” 

WCAC has made the Cancer Wellfit program available to other clubs, and it’s now being offered at 

dozens of facilities nationwide. 

SCI specialty 

“exercISe IS INcreDIBLY em- 

PoWerINg. For INDIvIDuALS IN 

TreATmeNT For cANcer, IT gIveS 

THem THe SeNSe THAT THeY HAve 

coNTroL over something HAvINg 

To Do WITH THeIr BoDY—A SeNSe 

THAT cANcer TeNDS To DeSTroY.” 

The Claremont Club, a 65,000-square-foot multipurpose facility with more than 10,000 members, has what, 

for a health club, may be a unique medical offering—a Community Fitness Program for SCI (spinal-cord- 

w w w . i h r s a . o r g | A U G U S T 2 0 1 1 | C l u b B u s i n e s s I n t e r n a t i o n a l 61 

>

The Growing ‘Power of Exercise’ 

injured) clients. The effort is the brainchild of Mike Alpert, the 

president and CEO of the club, who was inspired to develop 

the program after a family friend became a paraplegic. 

To bring his vision to fruition, Alpert partnered with the 

Casa Colina Rehabilitation Center, in Pomona, California, 

and the Be Perfect Foundation, a nonprofit organization 

that raises money for SCI patients. A Casa Colina 

therapist assesses each patient, develops a program for them, 

and provides educational support for both the patient and 

their club trainer. 

Initially, Claremont struggled to find trainers who weren’t 

intimidated by working with this special population, but, now, 

there are 17 trainers who participate enthusiastically. 

Participants meet with the trainer two times a week for 

about two hours per session. The goal is to help each client 

enjoy a better quality of life through exercise, other activities, 

and social-based therapy. “We encourage each SCI participant 

to integrate and interact with the general population of 

the club to the extent that they’re able,” Alpert explains. “And 

the club makes every effort to help their family through this 

challenging time by extending a complimentary membership 

to them as long as the client is here.” 

“The great thing is how supportive the membership is of 

Treating SCI at 

what we’re doing,” observes Alpert. “Often, someone will stop 

The Claremont Club 

me and say how proud they are to be associated with a club 

that has these kinds of programs.” 

Claremont also offers a Living Well After Cancer program, and Parkinson’s and brain-injury support groups. 

“Our intention isn’t to attract the 8%-10% of the market that’s fit,” concludes Alpert. “We already do 

that very well. But when you can save or help a person who’s in dire need, it’s life-changing, and it’s 

contagious. It’s where the future of this business and this industry lie.” 

Stressed-out success 

Most of the clubs that have implemented wellness programs don’t have medical professionals on staff, 

but the Toronto Athletic Club’s Sports Medicine Clinic, which occupies 2,000 of the facility’s 37,000 

square feet, has 22 contract practitioners who focus, exclusively, on musculoskeletal issues. 

“We have a number of programs that deal with a variety of health concerns, because so many of them 

are amenable to fitness interventions,” says Lawrence Micheli, the manager of the clinic. He sites 

coronary heart disease as the number-one preventable, lifestyle-related disease whose prevalence is 

caused by stress, poor diet, and lack of exercise, but notes that most of the clinic’s clients are referred by 

a physician for orthopedic issues. 

“People who are sedentary and stressed-out often develop bad postural habits and muscle imbalances,” 

he explains. “Over time, their bodies will wear down and tear down faster than someone with an active 

lifestyle, which may then precipitate the onset of heart or other diseases.” 

Louise Malone, a senior consultant with the Health Systems Group, in Quebec, offers a number of 

suggestions for clubs that are thinking about adding programs with medical aims. It’s not necessary to 

have a physician on staff, she says, but it’s important to have the support of healthcare providers who can 

assist in referring patients and training club staff to work with special populations. The club also needs 

to implement appropriate orientation and integration systems for its at-risk clients. 

“Many healthcare providers are concerned about the level of education and training of the fitness staff. 

Knowing what they’re looking for in a program or facility can be very helpful, and, obviously, obtaining 

the appropriate training is critical.” But, equally important, she points out, is the trainer’s attitude. 

Malone counsels that isolating the medical client into a special program isn’t always the best strategy. 

“By normalizing the exercise experience as much as possible,” she suggests, “the health club has a greater 

chance of keeping that client.” She points out that the club’s menu of specialized programming should be 

open to all of its members, since many of them also live with chronic conditions. —| 

internet extra! Video at ihrsa.org/cbidigital: an exclusive look at how The Claremont Club developed its SCI program. 


©2011 Fitness Anywhere, Inc., San Francisco, California. All rights reserved. TRX ® , R 4 , TRX ® TEAM and 

Suspension Training ® are registered trademarks of Fitness Anywhere, Inc. in the U.S. and other countries. 

HERE’S 

A NEW 

EXERCISE: 

MAKE 

MONEY. 

Bulk up your bottom line and boost member 

retention with the new TRX TEAM program. 

It’s a customized, fee based small group 

training program that is generating results 

for club members and owners alike. 

To learn more and download 

our white paper visit: 

TRXtraining.com/TRXTEAM 

TRXTEAM@trxtraining.com 

1-888-878-5348

Taking Group Exercise 

One Step Further 

Stop Wasting Your Money on Inferior Products. 

Does it seem that the vinyl and neoprene on your newly 

purchased group exercise products are constantly falling off 

within the first 6 months of class use? Why pay all of that 

money just to have to replace the product a few months later? 

You no longer have to. Hampton's Gel-Grip Series products 

are coated in the most durable Poly Urethane coating on the 

market and backed by a 5 YEAR commercial warranty. 

Save money by not having to replace these items again and 

again over the next 5 year period. 

Buy once. Buy Hampton. 

Power into the future! 

A NEW ERA IN URETHANE 

Call us at 877-339-9733 and ask our customer service 

representative for a local dealer; or visit our web site at 

WWW.HAMPTONFIT.COM 

© 2009 Hampton Fitness Products Inc.

Innovations What’s 

Digilock, Celare by Digilock —| 

New 67 | FIT Extra 71 

Photo sponsored by Digilock 


LIFE FITNESS SALUTES 

AUGIE NIETO 

FOR MORE INFORMATION CALL 

866.537.6217 

OR VISIT 

www.lifefitness.com/augies-quest 

©2011 Life Fitness, a division of Brunswick Corporation. All rights reserved. 

Lifecycle is a registered trademark of Brunswick Corporation. USC-018-11 

WITH THIS SPECIAL-EDITION 

LIFECYCLE 

EXERCISE BIKE BENEFITING 

AUGIE’S QUEST 

LIMITED QUANTITIES AVAILABLE »

American Council on Exercise 

» The American Council on Exercise 

(ACE), which has enlisted in First Lady 

Michelle Obama’s Joining Forces effort, 

is reaching out to fitness professionals 

to encourage them to donate a total 

of 1 million hours of training to the 

families of actively deployed National 

Guard and Reserve members. Joining 

Forces is a national initiative to enhance the health and fitness of service 

members and their families. Those who enroll in ACE’s program will 

not only serve a major public good, the Council points out, but can also 

utilize it to grow their own business. Participants receive a document 

detailing “7 Ways Joining Forces Can Boost Your Business,” as well as 

an extensive promotional “Toolkit.” For more information, contact the 

Council at 800-825-3636; www.acefitness.org. —| 

Stylish security 

from Digilock 

Digilock 

» The new Camlock from Digilock combines modern styling with the 

latest technology for optimum security for shared-use or assigned 

lockers. The metal housing is available in keypad or RFID interface, 

and the lock uses a recess mount with an integrated pull lever. It 

comes with audible and visual usage indicators, and programmable 

auto unlock capabilities. ADA-compliant, the Camlock uses three AA 

batteries and is backed by a two-year warranty. For more information, 

contact the company at 707-766-6000; www.digilock.com. —| 

| Innovations | What’s New 

Everlast Sports Surfacing 

» New from Everlast Sports Surfacing is the 

ECORE Green Solutions line of eco-friendly floor 

care products, including E-Cleaner, E-Strip, and 

E-Finish. E-Cleaner, a highly concentrated low-foam 

floor cleaner that is Green Seal-certified, can be used 

with damp mopping, scrubbing, spray-and-wipe 

cleaning, or with a hand bucket and cloth. Fast-acting 

with low odor, E-Strip removes multiple layers of 

finish in only minutes, without harsh alkalies and 

other conventional components. And E-Finish provides 

a tough, black-mark-resistant shine with no powdering; 

it contains no polymers or urethane; and meets ASTM 

D2047-93 requirements for slip-resistance. For more 

information, contact the company at 888-383-7655; 

www.everlastsportssurfacing.com. —| 

HUR Health and Fitness Equipment 

iBalance Platform 

from HUR 

» HUR Health and Fitness 

Equipment has introduced 

new iBalance Testing and 

Training Platforms, which 

come in three versions. 

The HUR iBalance Plus is 

a portable unit that’s wellsuited 

to medical fitness 

and physical therapy centers, 

senior centers, and senior 

communities. The HUR 

iBalance Smart Card 

combines the company’s 

innovative Smart Card 

virtual training software with the iBalance System. 

And the HUR iBalance Premium is a research-based 

system that’s ideal for universities and research centers 

that have an interest in conducting studies or other 

data comparisons. For more information, contact 

the company at 847-729-2636; www.hurusa.com. —| 


| Innovations | What’s New 

Med-Fit Systems, Inc. 

» Med-Fit Systems, Inc., the 

manufacturer of Nautilus commercial 

fitness equipment, has added the 

Nautilus QUICKfit program iPhone 

app for purchase in the iTunes Store. “The program focuses on the 

time-under-tension principle,” explains Dean Sbragia, the CEO of 

Med-Fit Systems, Inc. “When combined with the biomechanics of 

Nautilus strength equipment, users experience superior results in 

a shorter time.” It includes 10 progressive fitness levels that users 

“unlock” as they complete each one. The QUICKfit program is designed 

to help health clubs minimize attrition, increase trainer revenue, 

and generate income. For more information, contact the company 

at 800-874-8941; www.medfitsystems.com. —| 

Self-service with 

CSI kiosk 

CSI Software 

» CSI Software has released Spectrum 4.5, which offers several new 

user-friendly features. Its self-service kiosks enable individuals to join 

as members, view account information, schedule appointments, and 

register for programs. A new online landing page intuitively showcases 

the comprehensive services of Spectrum NG. The Promotions Manager 

allows facilities to offer reduced membership pricing online and/or in 

the club, and an improved Contract Management module provides 

enhanced functionality, better workflows, and easier user interface. 

Its Terms and Conditions Online tool lets clubs capture signatures 

remotely, while its Electronic Addendums option minimizes paper 

waste. A new Group X module provides class registrations and confirmation 

vouchers. The new Areas and Regions feature enables multisite 

companies to organize and report on their sites within a larger 

corporate structure. For more information, contact the company at 

800-247-3431; www.csisoftwareusa.com. —| 


Zoom Media & Marketing 

Zoom’s FlexCast 

interface 

» Zoom Media & 

Marketing recently 

introduced its 

patented “FlexCast” 

digital media interface 

through its 

ClubCom division. 

FlexCast is an 

advanced, intuitive 

content-management 

interface 

for customized digital media networks. Health club 

operators identify their entertainment preferences 

and product and service offerings, and FlexCast 

dynamically renders digital programming that’s 

customized to business needs and audience preferences. 

FlexCast integrates control over sight, sound, 

and motion (television) programming as well as 

digital signage, and can be managed anywhere 

from the individual club level to regional or national 

chains. For more information, contact the company 

at 212-685-7981; www.zoommedia.com. —| 

OPTP 

OPTP’s foam 

fundamentals 

» Now available from 

OPTP, the newly updated 

second edition of Foam 

Roller Techniques includes 

full-color images and new 

anatomical diagrams. This 

exclusive guide contains 

47 pages of descriptive 

instructions and clear 

photo demonstrations of 

self-massage techniques for 

each muscle group using 

the foam roller. Performing foam roller exercises 

on a regular basis helps increase flexibility, reduce 

muscle tension and pain, and improve rehab and 

fitness outcomes. Self-massage on the foam roller 

is comparable to deep tissue massage, myofascial 

release, and trigger-point therapy. For more 

information, contact the company at 800-367-7393; 

www.optp.com. —|

Small Size, 

Big Impact! 

Expanding aerobic accessories category adds variety, 

challenge, and fun to workouts 

While flashy new treadmills and high-tech elliptical trainers 

certainly attract members’ attention, the ever-evolving aerobic 

accessories category plays an important role in helping to 

engage, motivate, and reshape exercisers. 

Today’s accessories run the gamut, including, among many others, 

steps, gliding discs, mini-trampolines, BOSU Balance Trainers, and 

balls of all sizes and varieties. With their space-efficiency, portability, 

versatility, and value, accessories provide interest and effectiveness to 

individual workouts, group-ex classes, and personal training sessions. 

“Our sales of accessories continue to be very robust,” attests Bruce 

Mylrea, the national sales manager of Savvier Fitness, which distributes 

gliding disks, Bender Balls, and ropeless jump ropes. David Maley, the 

president of Magister Corporation, which distributes AIREX mats in the 

U.S., concurs. “The market has come back; we’re seeing high demand 

with customers spending money.” 

Many of the latest accessories focus on building core stability 

and strength. 

“A strong core is the basis for all movement, so accessories that 

strengthen core muscles will always be popular, and new variations 

keep it interesting,” says Gloria Miller, the marketing manager of Ball 

Dynamics International, which produces the FitBALL brand. 

Among the three-dimensional tools that offer a wealth of exercise 

options and benefits are the Core Transformer from reZeneration, 

Inc., and the STEP360 Pro from SPRI Products, Inc. 

“The Core Transformer activates the core functionally from multiple 

planes of movement, while engaging an individual’s balance, coordination, 

strength, and cardiovascular systems,” explains Linda LaRue, the creator 

of the Core Transformer. 

There also seems to be a resurgence of interest in “retro” accessories, 

such as kettlebells, jump ropes, and trampolines. 

“The biggest uptick we’ve seen recently is in kettlebells, possibly 

due to their increased use in group-fitness and boot-camp settings,” 

observes Rob Hornbuckle, the vice president of Hampton Fitness 

Products. Another strong and persistent performer, he notes, is 

dumbbells, including Hampton’s Jelly Bells. 

“Our Fitness Trampoline is low-impact but offers a high-calorie 

burn, with less stress than traditional rebounders,” notes Steve 

Moulton, the executive vice president of JumpSport, Inc. “Plus, fun is 

one of the most important motivators, and that’s what we deliver.” 

Adds LaRue: “Today, fitness professionals rely on a full array of 

accessories, many of which didn't exist a few years ago.” —| 

| Innovations | FIT Extra Aerobic Accessories 

AEROBIC 

ACCESSORIES 

AEROmAT FITNESS PRODUCTS/ 

ECOWISE FITNESS PRODUCTS 

Aeromat Fitness Products 

Aeromat Fitness Products/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. 

AESON FlOOORINg/ 

STAgESTEP, INC. 

Plyorobics 

This innovative blend of plyometrics 

and aerobics safely and effectively 

builds endurance, speed, balance, agility, 

and explosive power. The challenging, 

uncomplicated choreography alternates 

periods of modified plyometric moves with 

active rest and recovery stations to create 

a class that’s fun. Workouts are performed 

on the AerSquare, a shock-absorbent, 

anti-fatigue mat with a surface specially 

designed for running, turning, sliding, 

and jumping. The unit features a unique 

three-layered design and measures 

42" x 42". 

Manufacturer’s list price: $75.00 



AVID FITNESS 

Green Headset 

The unique Green Headset is high-end, 

RoHS-compliant, (lead/mercury free), and 

made of eco-friendly, non-toxic materials. 

The base of the ear bud is made completely 

of wood, and the speaker elements are 

made from recyclable materials. It also 

comes with noise-reduction ear tips and 

an easy-to-carry travel case. This is an 

environmentally friendly, reuseable 

source of entertainment. 

NEW 

Mix and Match Deal 

AVID Fitness Headphones offers a line of 

low-cost headsets that are ideal for resale. 

Health clubs can add profit with AVID’s 

Mix and Match Deal 25 headsets, which 

come in resale packaging, for only $50. 

AVID provides fitness entertainment 

products, including guest headsets, cardio 

accessories, disposable headsets, pro 

shop retail, latex-free headsets, fitness 

amenities, and more. 

hc.com/jobs .5p-0811CBI:hc.com/jobs .5p ad-0811CBI 6/28/11 1:57 PM Page 1 

Cost of a Health Club’s New Hire: $625 

YOUR COST: $99 

According to IHRSA’s 2011 Employee Compensation & Benefits 

Survey Results, the average cost of a new hire for a health club 

is a hefty $625. 

Find your next star quickly and inexpensively through 

healthclubs.com/jobs – IHRSA’s full-service online career 

center – where a 60-day job posting is just $99 for IHRSA 

members! 

In order to be profitable, you need the right people. 

Questions? Contact jobs@healthclubs.com or 

call +1 617 951-0055 ext. 117. 

New Headset Line 

Add profit through resale with these 

low-cost, high-quality headphones. 

No minimum order requirement allows 

every club to carry a variety of styles 

and colors, and gives smaller clubs the 

opportunity to carry the added amenity 

without breaking the bank. Each headset 

comes in resale packaging and is ready 

for display. 

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


BAll DyNAmICS 

INTERNATIONAl, llC 

NEW 

FitBALL Giant Balance Disc 

The FitBALL Giant Balance Disc can add 

a dynamic core-strengthening element to 

group exercise classes. Its 22" training 

surface makes it a good fit for men or 

women. With high-quality, durable 

construction and a low price, the FitBALL 

is an affordable, versatile accessory for 

group exercise. 


FitBALL Mat 


Offering quality at an incredible value, 

the versatile FitBALL mat is available in 

two different sizes to accommodate most 

fitness and rehabilitation applications. At 

23" in width, both mats are wide enough 

to use for group-exercise ball workouts. 

Their 1/2" thickness provides extra cushioning 

support for yoga and Pilates mat 

work. The longer mat is 72" in length 

and the shorter mat is 49". 

FitBALL Mini 

intl mkt report 5 page-0711CBI:intl mkt report .5p ad-CBI0711 5/24/11 10:56 AM Page 1 

IHRSA is proud to present 

2011 IHRSA International Market 

Report Size & Scope of Key Health 

Club Markets. 

This important report provides a comprehensive overview of 

developed and emerging health club markets. This report is 

a must-have for investors and club operators. You will find 

authoritative data on the following topics: 

• Health club industry growth and outlook 

• The economic impact on the industry 

• Club model and membership trends 

• Detailed analysis of mature health club markets 

• Individual market reports on emerging Asia-Pacific 

countries/regions 

To Order: 

Visit ihrsa.org/store or call 800-228-4772 

(US/Canada) or +1 617-951-0055 (international) 

The FitBALL Mini is an inexpensive, 

dynamic, and portable Pilates and 

group-exercise accessory. This unique 

tool adds focus and energy to mind-body 

workouts. It can be used, slightly deflated, 

as a prop underneath the head, neck, 

feet, or back for support and positioning. 

It’s also an important resistance tool 

used for strengthening. 


2011 201 A0 1 

2011 IHR 

por 

y 

2S0A 2HR 2011 I S In 

1onal1ep 1por ep1 

2Size 

1ets 

tio onal R 

& Scope cope of KK0ternat1io 

e Heal H th Club Mark1t 

Sponsored by 

International Heal ealth, Racquet 

& Spor tsclub Association 

ociation 




FitBALL MiniMeds 

A more comfortable alternative to 

dumbbells, the FitBALL MiniMeds add 

an instant strength-training challenge to 

group exercise classes. Made of a rubber 

outer shell with filler, the MiniMeds range 

from one to five pounds, have a small 

5" diameter, and can be strapped onto 

the hands or feet. 

FitBALL SPORT Firm 


The FitBALL SPORT Firm is a professional, 

high-quality stability ball that provides a 

firmer feel for fitness applications. The 

firmer the ball, the more the balance 

challenge and, therefore, the better the 

core workout will be. The highly durable, 

burst-resistant exercise ball comes in 

sizes of 45 cm, 55 cm, 65 cm, and 75 cm, 

and is made from a unique material that 

prevents a sudden loss of pressure if the 

ball is punctured. 

Group Exercise Tubing 

This economy-line tubing is an excellent 

value for group exercise classes, clinics, 

or gyms. The basic design includes a 4' 

long rubber tube attached to easy-clean 

plastic handles. A grommet connection 

within the handle webbing offers full 

range-of-motion rotation. Five color-coded 

resistance levels accommodate a wide 

range of users.

BOSU By FITNESS QUEST, INC. 

BOSU Ballast Ball PRO 

Filled with white multi-dimensional 

material, the translucent light blue 

Ballast Ball stays put. It features a sixsided 

design for proper alignment and 

positioning, and allows exercisers to 

perform progressions and dynamic drills 

that aren’t possible on a regular ball. 

Made of high-quality, burst-resistant 

material, the Ballast Ball can be inflated 

between 55 cm and 65 cm, and comes 

with a foot pump and DVD. Multiple balls 

stack easily, eliminating the need for 

storage racks, and the balls are backed 

by a one-year commercial warranty. 



BOSU PRO Balance Trainer 

The new, improved BOSU PRO Balance 

trainer features a dually over-molded 

platform for extra strength; a smooth, 

non-skid, non-marking base; and a commercial-grade 

design for extra durability. 

The bladder weighs eight pounds, and 

the blue dome includes logo detailing. 

Backed by a one-year commercial 

warranty, the BOSU comes with a foot 

pump and the BOSU Integrated Balance 

Training Manual and DVD. Quantity 

discount pricing is available. 


BOSU Soft Fitness Ball 

Unlike traditional medicine balls, the 

four-pound BOSU Soft Fitness Ball is 

designed to be soft to the touch and 

easily gripped in one hand. It gives users 

a full range of movement, and perfectly 

complements many exercises performed 

on the BOSU Balance Trainer and BOSU 

Ballast Ball. The BOSU Soft Fitness Ball 

comes with a Total Body Workout DVD, 

and quantity discount pricing is available. 


Do you need a hand 

managing your facility? 

With AAC, running your 

facility has never been easier. 

Affiliated Acceptance continually strives to keep you easily 

connected with your facilities. We offer everything you need to keep 

your facility running smoothly. By providing billing, software and 

collection services, we know you will find our full service program 

meets all of your business needs. 

Call our sales team today to start making your life easier. 

AFFILIATED ACCEPTANCE CORPORATION 

800.233.8483 • sales@affiliated.org • www.affiliated.org 

Join our community! 

Scan this QR code with your 

smartphone to find out more. 



BOSU Stax Elevation System 


The BOSU Stax Elevation System 

allows users to work with the BOSU 

Balance Trainer at different heights, 

enhancing their ability to create and 

deliver programming for a variety of 

applications. Combining Stax with the 

Balance Trainer offers unlimited options 

for advanced drills and exercises, sport 

progressions, and explosive power and 

agility drills. It permits trainers to 

explore ideas for seated workouts for 

their older-adult, corrective-exercise, 

and youth-fitness clients. The system 

includes: one BOSU Stax Riser (black), 

two BOSU Stax Holders (grey), and 

BOSU Elevation & Multiplied DVD. 


FITTER INTERNATIONAl, INC. 

DuraBall Pro 

Advanced strength trainers need an 

exercise ball that can withstand excessive 

amounts of pressure, weight, and wear, 

and the DuraBall Pro was designed to 

meet those needs. With a burst rating of 

1,100 pounds and a weight rating of 

4,400 pounds, the DuraBall Pro allows 

users to lift weights safely and with confidence. 

With superior firmness, consistency, 

and durability, the DuraBall Pro 

makes training with an exercise ball safe 

and secure. 

FlEXI SPORTS gmBH 

Flexi-Bar 

The Flexi-Bar from Flexi-Sports GmbH 

features vibrations 270 times per minute 

to activate the core muscles and draw 

blood and oxygen to the muscles. Exercisers 

who use the bar several times a 

week can experience stronger abdominal, 

back, and hip muscles; improved posture, 

balance, and coordination; quicker 

recovery from injuries; relief from aches 

and pains; and weight loss. Originally 

designed by German physiotherapists, 

the Flexi-Bar is suitable for anyone over 

14 for use at home or in the health club, 

in group classes, and during personal 

training sessions.

XCO-TRAINER 

The XCO-TRAINER from Flexi-Sports 

GmbH is an innovative physical therapy 

accessory. Its anodized aluminum tube 

contains a granular substance, which 

serves as an oscillating mass that 

increases in direct proportion to the 

momentum of an exerciser’s swing. 

When activated by rhythmic, swinging 

motions, the mass dynamically harnesses 

the power of the user’s own momentum 

and provides a powerful counterbalance 

to the exercise it’s being applied to, 

thereby increasing the effectiveness of 

the activity. Ideally, the XCO-TRAINER 

is used in conjunction with walking, 

running, or cardio workouts. 

HAmPTON FITNESS PRODUCTS 

SEE OUR AD ON PAGE 64 

Jelly-Bell Aerobic Dumbbells 

Jelly-Bell urethane aerobic dumbbells 

are completely encased in translucent, 

color-coded urethane, and are more 

durable than their vinyl, rubber, and 

neoprene counterparts. The dumbbells 

are available in six weight increments 

(2.5, 5, 7.5, 10, 12.5, and 15 pounds) and 

are protected by a five-year warranty. 

They can be purchased with a compact 

vertical rack, or with a locking, portable, 

bin-style rack, which works well for 

group-fitness environments. 


HARBINgER FITNESS 

Antimicrobial Treated 

Durafoam Mat 

Profit Center Made Simple. 

Buy it and plug it in... 

how much easier can it get? 

HydroMassage ® is an unattended profit center that 

offers your members a fantastic massage every day. 

No additional staff 

No inventory to control 

No major renovations 

Most importantly, your members will pay an extra $10-20 

per month for a HydroMassage ® package. 

Trusted by doctors and industry leaders for 

over 20 years to provide the benefits of massage 

without hiring or managing a massage therapist. 

Call Now For Details On The Anniversary Special 

1.800.786.1930 - www.hydromassage.com/club 

This mat is made of exclusive 5/8" 

double-thick, closed-cell, antimicrobialtreated 

Durafoam that controls odors 

and staining caused by bacteria. It has a 

moisture-resistant surface that’s easy 

to wipe clean. Non-skid ridges prevent 

slipping by gripping the floor, and a 

removable strap makes carrying and 

storing the mat simple. 


“Most importantly for me... 

the numbers just work. It’s 

flat-out a profit center. 

If you want to make money, 

add it to your facility.” 

Bart De Bruijn, 

Anytime Fitness - Largo, FL 



Push Up Bars 

The Push Up Bars from Harbinger 

have a delta-shaped base that provides 

a stable training platform, evenly distributes 

weight during exercise, and helps 

alleviate stress on the wrists. Padded 

foam grips increase comfort, and nonskid 

rubber pads provide traction during 

use. The Push Up Bars are also ideal 

for reverse push-ups. 


Weighted Rope 

For maximum workout flexibility, this 

rope features three 1/3-pound weights 

in each handle that can fit together for 

extra challenge, be used separately, 

or be put aside. The 9' length can be 

shortened, and this “Dual-Corded” rope 

will not stretch or lose its shape. Highly 

durable handle bearings provide a 

smooth, consistent swing motion. 


IRON gRIP BARBEll COmPANy 

Group Strength 

fitness brazil .5p-0711CBI:fitness brazil .5p ad-CBI0711 6/3/11 1:10 PM Page 1 

Everybody is talking about Brazil. 

Come and see why. 

Over the past decade, the IHRSA/FITNESS BRASIL Latin American 

Conference & Trade Show has grown to become the health and 

wellness industry's premier Latin American event, with 25% trade 

show growth last year alone. 

The event, which is held in São Paulo, features three days of seminars, 

networking opportunities and a trade show with more than 130 

exhibitors and over 10,000 attendees. Seminars are presented in 

English or Portuguese, with simultaneous translation into Portuguese 

as needed. 

Don't miss the chance to meet face-to-face with the largest number 

of industry leaders, decisions-makers and buyers in Latin America. 

For more information, visit ihrsa.org/fitness-brasil or call Jacqueline 

Antunes at +1 617-316-6742. 

Iron Grip’s Group Strength offers versatility, 

safety features, and easy handling. 

It features durable, urethane-encased 

weight plates with Iron Grip’s patented, 

two-grip design. The plates’ integrated 

hand grips facilitate quick, safe transitions 

between exercises, and permit the plates 

to be utilized for exercises that normally 

require a dumbbell. A Group Strength 

“club pack” consists of 20 individual 

barbell sets, each including 35 pounds of 

plate weight, a pair of commercial-grade 

collars, and a straight chromed bar. 



JUmPSPORT, INC. 

NEW 

Exercise Handle Bar 

The exercise handle bar is specially 

designed for JumpSport’s fitness trampoline. 

It provides additional stability for 

jumpers, increased safety, and the ability 

to perform dynamic upper-body workouts. 

It is flush-fitting and ultra-sturdy, 

with six adjustable height settings (30"- 

40" above the mat), a padded handle, and 

wide legs for superior frame stability. 


NEW 

JumpSport Fitness Trampoline 

Model 350 

The silver Model 350 Series has Enduro- 

Last 4 elastic cords (tested to 4 million 

bounces), which provide jump surface 

firmness adjustability, a silent bounce, a 

skirt covering the cord connectors, durability, 

and performance. The company’s 

patent-pending, arched legs provide an 

exceptionally stable and safe platform. 

This allows for a wide variety of exercises 

(which are depicted in the company’s 

fitness DVDs), and facilitates stacking 

multiple units for compact storage. 


Making Great Trainers for Over 35 Years... 

Let NETA make you great! 

www.NETAfit.org 

800.237.6242 

NEW 

JumpSport Fitness Trampoline 

Model 370 

The silver Model 370 Series is JumpSport’s 

top-of-the-line model, with padded petals 

extending to the rim. It has EnduroLast 6 

elastic cords (tested to more than 6 million 

bounces), which provide jump surface 

firmness adjustability, a silent bounce, 

durability, and performance. The company’s 

patent-pending, arched legs provide 

stackability, and stable and safe platforms 

that offer variety for group exercise classes, 

and small group and individual training. 


NETA 

CERTIFICATIONS 

NCCA Accredited and 

nationally recognized. 

Personal Trainer 

Group Exercise 

HANDS-ON 

INSTRUCTION 

By the best trainers 

in the fitness industry. 

WORKSHOP 

LOCATIONS 

Conveniently located 

near you. 

Call for a FREE brochure 

w w w . i h r s a . o r g | A U G U S T 2 0 1 1 | C l u b B u s i n e s s I n t e r n a t i o n a l 79 

®


KANgOO JUmPS 

Kangoo Group Exercise 

Kangoo Jumps has something to offer 

every group fitness professional. Kangoo 

Power features plyometric exercise 

taught in a multi-level/multi-intensity 

format; Kangoo Boot Camp uses a circuittraining 

format; Kangoo Discovery allows 

kids to experience fitness through games 

and activities; Kangoo TTR is dance-oriented 

and uses a classic aerobic format; Kangoo 

Kick features punch and kick movements; 

and Kangoo Running Clinic provides an 

effective training alternative for amateur 

and competitive runners. New in 2011— 

Kangoo Academy, an online licensing 

process for fitness professionals. A one-stop 

shopping center for all of your Kangoo 

Jumps educational needs. Log-on and 

join the Academy so that your clients 

can start to “Have Fun Getting Fit.” 

mERRITHEW HEAlTH & 

FITNESS/STOTT PIlATES 


NEW 

STOTT PILATES 

Cardio-Tramp Rebounder 

This cutting-edge tool easily transforms 

any STOTT PILATES Reformer into a 

unique Pilates cardiovascular machine, 

delivering safe and effective plyometric 

training. It features a soft and resilient 

landing surface, allowing for extended 

use without over-stressing the joints. 

The Cardio-Tramp Rebounder is a fun 

way to intensify any Reformer workout. 

NEW 

STOTT PILATES Jumpboard 

The Jumpboard will add punch to any 

STOTT PILATES Reformer workout. It 

provides a firm, flat jumping platform 

with excellent proprioceptive feedback, 

useful for precision footwork routines. 

The firm, densely padded surface of the 

Jumpboard provides an ideal surface 

for plyometric exercises. 

The IHRSA STORE 

Your professional resource center 

Home | Club Operations Resources | DVDs | MP3s | Webinars | Industry Data and Research | Magazines | Wearables/Merchandise 

Digital DVDs and eBooks at Your Fingertips! 

The IHRSA Store is pleased to expand its digital offerings to meet your needs – 

in the office, on the road, or wherever you might be! 

DVD Downloads | DVD Streaming | eBooks in EPUB® 

24/7/365 

Your professional resource partner. 

Anytime. Anywhere. Any Device.* 

*All devices not using proprietary software; e.g., Kindle. 


EPUB is the recommended standard from 

the International Digital Publishing Forum 

and the leading platform for reflowable digital 

books for all computers, laptops, readers 

and smart phones. 

ihrsa.org/store 

Presented by Healthy Lear ning TM

OPTP 


Soft Gym Overball 

This versatile ball is 9" in diameter and 

has a soft, easy-grip texture. The Soft 

Gym Overball can be utilized to quickly 

correct body position while performing 

exercises. It’s also an effective accessory 

for Pilates workouts! 


SpyderCord 


The OPTP SpyderCord, a fun and challenging 

exercise tool, adds dynamic resistance to 

members’ workouts. Made from mediumlevel 

tubing joined in an x-shape, the 

SpyderCord can help virtually anyone 

strengthen, tone, and stretch. The Spyder- 

Cord comes with a comprehensive 30-page 

instructional manual. 


POWER SySTEmS, INC. 

Airope 

From beginner to advanced, individuals 

at all skill levels can improve their 

cardiovascular conditioning with the 

Airope. Incorporate it into group-fitness 

classes, sports-performance training, 

or rehabilitation, or simply perform 

traditional jumprope actions without 

the hindrance of a rope. The Airope 

intensifies any exercise. Use it alone 

or combine it with other equipment for 

greater versatility. There are no limits 

to the possibilities, and getting started 

is as simple as a turn of the handles. 



High-Density Foam Roller 

HAVE 

HAD THE YOU 

TRAINING 

EXPERIENCE? 

Use a barcode scanner on 

your smartphone to see a 

Step360 Pro video! 

The High-Density Foam Roller from 

Power Systems rolls together the perfect 

blend of function, form, and practicality. 

It delivers very firm support with a smooth 

surface for all types of hardcore rolling 

applications and modalities; the highdensity 

molded foam retains its shape 

through moderate to heavy use. It’s ideal 

for deep-tissue myofascial release and 

for use by fitness, sports, and rehab 

professionals. The High-Density Foam 

Roller measures 6"H x 36"L. 

The Step360 Pro combines the best in 

Balance, Strength and Cardio Training. 

To learn more about The Step360 

Training Experience contact SPRI today! 


800-222-7774 WWW.SPRI.COM 

Myo-Release Ball 

Power Systems’ Myo-Release Balls 

are sturdy, lightweight balls that come 

in two sizes, a 6" advanced and 8" intermediate, 

and two colors, blue and black. 

Both are constructed of heat-sealed, 

closed-cell EVA foam. The crush-resistant 

Myo-Release Balls meet and exceed the 

demands of self-myofascial release, 

Pilates training, rehabilitation, and other 

exercise. They will not absorb moisture, 

trap odors, grow bacteria, or become 

lumpy. They can be washed or sanitized 

with antibacterial spray. 

Myo-Therapy Balls 

These smooth, air-filled balls gently 

compress to achieve myofascial release 

and to roll out muscle tension throughout 

the body. The Myo-Release Balls can 

pinpoint trigger areas and deeply penetrate 

specific muscles. The smaller 6" ball is 

suitable for the neck, pelvis, arms, spine, 

and other hard-to-reach areas. The larger 

8" ball best fits the abdomen, glutes, 

quadriceps, and other large muscle 

groups. A “bumpy” version, the Myo- 

Therapy Ball Plus, is also available.

Premium EVA Foam Roller 

The Premium EVA Foam Roller helps 

exercisers achieve myofascial release; 

condition the core; improve balance; 

enhance alignment; and build a stronger, 

more flexible body. This high-density, 

heat-sealed, closed-cell roller will not 

mat down or lose its shape, does not 

absorb moisture, and does not trap 

odors and bacteria. It’s available in four 

sizes: 6" round x 12" long; 6" round x 

36" long; 12" round x 12" long; and 

12" round x 36" long. 

Premium VersaBar 

With the Premium VersaBar, users get 

the same comfortable grip offered by 

the VersaBar, plus squared-end caps 

to prevent rolling, and color-coding for 

easy identification. The high-quality 

rubber caps also reduce noise and 

won’t damage floors. The weight value 

is molded into the cap so it won’t wear 

off. Like the VersaBar, this Premium 

version is ideal for incorporating into 

squats, lunges, deadlifts, bicep curls, 

and deadrows, or for stretching. 

VersaBars 


This padded, solid-steel fitness bar 

adds weighted resistance to enhance 

core strength, functional training, 

cardio workouts, and group and 

individual exercise. The VersaBar is 

covered with a durable rubberized 

coating that minimizes tears, rips, 

cuts, and other damage. Designed to 

distribute weight evenly across the 

bar, the VersaBar ranges from 4' to 

6' long and from 4 to 36 pounds. 

Versa-Tube Resistance Products 

Versa-Tube resistance tubes offer an 

affordable, efficient, and portable fitness 

option for upper- and lower-body toning, 

core and abdominal conditioning, yoga, 

Pilates, and stretching. The collection 

includes the 48" Versa-Tube and Premium 

Versa-Tube; the Versa-Tube has 

plastic handles and the Premium Versa- 

Tube has padded handles. The Double 

Versa-Tube has two tubes attached to 

each handle for more variety and intensity. 

The Versa-8 and Versa-O have padded 

handles, and Versa-Cuffs have padded 

Velcro wraps. 



PATRIOT 

C R E A T I V E G R O U P 

INCREASE 

SALES with 

On-Site Truck 

Advertising 

• Affordable Short 

and Long Term Rentals 

• Quality Custom 

Designs 

• Increase Visibility 

and Direct More 

Customers to 

Your Location 

• Free Licensing, 

Free Insurance, 

Free Maintenance 

• Move Your Truck 

When and Where 

You Want 

1-877-844-7446 

PatriotCreativeGroup.com 

Find us on 

Scan QR Code 

with your Smart 

Phone for more 

information. 

CBI ©08/11 U-Haul Int'l 

REZENERATION 

NEW 

The Core Transformer 

The Core Transformer is an exciting 

360-degree total-body core HIIT exercise 

tubing tool that makes core performance 

fun and functional for every body. It 

seamlessly blends athletic movements 

with Pilates- and yoga-inspired moves. 

The Core Transformer’s unique choreography 

creates balanced, multi-planar 

core-fusion workouts using the constant 

resistance of the exercise tubing. The 

group fitness Pro Team provides cuttingedge 

instructor training and certification, 

and strategic marketing materials are 

available online. 

SAVVIER FITNESS 

Bender Ball 


The Bender Method of Core Training 

was developed by master trainer Leslee 

Bender, who has more than 25 years of 

international fitness experience, and 

has presented throughout the world. 

The method of Selective Stabilization 

cranks up the intensity and targets the 

muscles from all sides, and the Bender 

Ball allows exercisers to work their abs 

in unique ways, experiencing extension 

backward and flexion forward. 

Gliding Professional 

Gliding makes use of a sliding-disc 

exercise system to facilitate smooth, 

fluid, graceful movements. It’s extremely 

versatile, and can be structured as a 

stand-alone class or incorporated into 

existing formats, such as step, high- 

low, circuit, yoga, Pilates, and balance 

training. The program is supported by an 

accomplished group of Master Trainers, 

including Mindy Mylrea, Lawrence 

Biscontini, Maureen Hagan, Gay Gasper, 

Rob Glick, Marcos Prolo, Sherri McMillan, 

Jeff Howard, and Keli Roberts. 

SPRI PRODUCTS, INC. 


NEW 

Roll Out Ladder 

Raise the intensity level of training, 

developing balance, speed, coordination, 

and overall quickness with the SPRI Roll 

Out Ladder. Made of heavy-duty, durable, 

non-skid recycled rubber, this new ladder 

resists bunching up and stays in place on 

all types of surfaces. It quickly unrolls 

and lies flat, then rolls up for easy storage 

and portability. This generous 16" x 12.5" 

foot ladder area is perfect for all ages 

and ability levels.

SPRI Group-Exercise Accessories 

SPRI Products, Inc., a leader in rubber 

resistance for over 26 years, offers a 

range of popular accessories for groupexercise, 

personal-training, and functional-fitness 

applications. Among its 

offerings: signature rubber resistance 

products; an Xercise Ball stability ball 

line; mind/body fitness items; weighted 

products; a new line of sports-conditioning 

tools; and much more. SPRI delivers highquality 

professional fitness products, as 

well as education programs for fitness 

professionals. The company’s new catalog 

showcases its comprehensive selection. 

SPRI Mini Contour-Weights 

SPRI’s Mini Contour-Weights are soft, 

flexible, neoprene-covered 6" dumbbellstyle 

tubes. They conform to an individual’s 

hands to provide the perfect grip for 

upper- and lower-body resistance exercises, 

as well as walking activities. The 

comfortable, secure, elastic hand strap 

and the ergonomic design of the product 

eliminate over-gripping and hand fatigue. 

Accommodating all fitness levels, the 

Mini Contour-Weights are available in 

five weights, ranging from one to five 

pounds. 


SPRI Slanted Riser for Groups 

SPRI’s Slanted Riser is an angled step 

riser designed specifically for use with 

the Original STEP. From aerobic training 

to strength conditioning, SPRI’s patented 

Slanted Riser delivers unlimited versatility. 

Slanted Risers are offered as a pair and 

are sold separately from STEP platforms. 

They’re available with a DVD, featuring 

three workouts that focus on strength, 

cardio, and interval training, providing 

full-body routines that are fun and effective. 

SUPREmEAUDIO.COm 

“The Breeze” Combo Headset 

Microphone System 

SupremeProAudio’s “The Breeze” 

SPA-664 wireless headset and transmitter 

lets individuals move around freely to talk, 

exercise, dance, or instruct without having 

to wear a belt pack. This combination 

wireless headset and transmitter is 

lightweight, sweat-proof, and easy to wear; 

stays in place; and makes communicating 

simple, with outstanding clarity and quality. 



TKO SPORTS gROUP, 

USA lImITED 

TKO Cardio Pump Set 834CPAC 

The TKO Cardio Pump 20 Pack is the 

ultimate set for group strength-training 

classes. The 834CPAC includes 20 sets 

and rack. Each cardio pump set comes 

with a 48" long steel bar covered with a 

durable PVC coating for extra comfort 

and grip; two 10-pound, two five-pound, 

and two 2.5-pound grip color-coded 

plates; and one pair of spring collars. 

The rack will complement every studio 

with a modern sleek design and store all 

20 sets neatly in one place. The dimensions 

of the rack are 53" H x 74" W x 24" D. 

Manufacturer’s list price: $3,500.00 

TROy BARBEll & FITNESS 

TLS-20 Lightweight 

workout system 


Troy Barbell and Fitness’ TLS-20 unit 

is an ideal choice for group-exercise 

enthusiasts. It’s an “aerobic-lite” workout 

system that safely holds up to 23 of the 

company’s TLW-40 lite bars, quiet-iron 

rubber plates, and collars. The front-loading 

design makes removal and storage of 

plates quick and easy, while bars are 

securely stored in a vertical position in 

the back. The TLS-20 sports an attractive 

black powder-coated finish and measures 

39" H x 59" L x 20" W. 

TUNE BElT, INC. 

Armband Carriers 

Members bringing their own music to 

the club or wanting to stay connected 

can enjoy hands-free listening with 

unmatched comfort, convenience, and 

protection, thanks to Tune Belt’s many 

different armband carriers designed for 

all the latest smartphones, iPods, and 

other MP3 players. The innovative carrier 

solutions hold the device right-side up or 

upside down so that the screen is easier 

to read while on the arm. They include 

many other features, such as a protective 

window cover with full operational 

control and a cord-management flap. 

Manufacturer’s list price: $20.00

Headphones 

For health club members using entertainment 

systems, Tune Belt offers 10 

different models of headphones, including 

conventional, middle-ear, neckband, 

earbud, and sport earphone styles. All 

styles provide full-dimension digital stereo 

sound and are lightweight, comfortable, 

and durable. Of special note is Model 

CV-E31, an innovative in-ear, soundisolating 

earphone that fits comfortably 

and reduces outside noise. 


Tune Belts 


Tune Belt offers a wide range of styles 

of hands-free neoprene carrier belts 

for wireless microphone transmitters, 

smartphones, iPods, and other portable 

music players. All Tune Belts come with 

a one-year warranty against defects in 

materials and workmanship. Tune Belt’s 

latest carrier (pictured) holds wireless 

microphone transmitters vertically. 


store ad-0711CBI:store .5pg ad-0711CBI 5/31/11 6:24 AM Page 1 

UgI FITNESS, INC. 

Ugi 

Ugi is the ultimate 30-minute workout 

that combines endurance, strength, and 

stability training into a fun, challenging 

method of becoming functionally fit. Ugi 

offers health clubs an opportunity to 

double their capacity with a powerful, 

full-body interval workout class—with 

easy storage, complete portability, and 

no major set-up. The company also 

offers training workshops that teach 

group fitness instructors and personal 

trainers the unique Ugi system. 

Get More Bang for 

Your Training Buck 

with IHRSA DVDs & Webinars 

IHRSA provides sound advice and training from recognized 

industry experts, for you and your entire staff – whenever you 

need it. Recent topics include: 

• What Geeks Can Teach You About Being Social: Facebook, 

Foursquare & Fitness (webinar) 

• Engaging New Members in the Club (DVD) 

• Creating the Ultimate Member Experience! (webinar) 

• Selling Club Memberships (DVD) 

• Teach Your Trainers to Sell (webinar) 

Give your staff the training they need to succeed! 

Buy online at ihrsa.org/store or call 617-316-6811. 

(Click on “DVDs/MP3s/Webinars”) 

Questions? Contact store@ihrsa.org. 

International Health, Racquet & Sportsclub Association 

Seaport Center, 70 Fargo Street, Boston, MA 02210 USA • 800-228-4772 • +1 617-951-0055 


POLARUSA.COM/B2B_TECHNOLOGY 

GIVE PERSONALIZED GUIDANCE 

IN A GROUP SETTING 

Bring heart rate-based training to your group classes with Polar Cardio GX. This 

system gives instructors the tools to deliver personalized feedback to an entire 

class at once. During a Cardio GX group class, every members’ heart rate is 

displayed on a big screen – meaning they can see how much they’re pushing 

themselves in real time. What are the benefits? Once instructor is able to give 

a whole class a tailored workout in an exhilarating environment, keeping 

them motivated and loyal to your club. 

Learn More: 

888.850.0349 // healthclub.division@polar.fi

IHRSA Report 

A new study suggests exercise may be 

useful in the treatment of post-traumatic 

stress disorder (PTSD), a severe anxiety 

condition suffered by the victims of violent 

acts, e.g., war, rape, and terrorism. The 

findings were released recently during 

the 58th Annual Meeting of the American 

College of Sports Medicine (ACSM) and 2nd 

World Congress on Exercise is Medicine. —| 

First Set 91 | In Brief 92 | Club Advisor 95 | Ask the Entrepreneurs 96 

Member News 100 | Calendar 104 | Coming Soon 104 


$3295 

CALL TODAY FOR THE 

INTRODUCTORY SPECIAL OFFER 

“The Helix is by far our most popular piece of cardio equipment. I have several units and 

plan on buying more. If Helix was to franchise I would be their first customer.” 

Dick Weber, Owner 

B Real Fitness, Camarillo, CA 

Brett Maloley 888-435-4926 | 888-HELIXCO Brett@helixco.com

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 

Art Curtis: Chairperson 

Millennium Partners 

Sports Club Management, LLC 

617-476-8910 

David Hardy: Franvest Capital Partners 

780-953-4273 

Kilian Fisher: IHRSA Europe Council 

+353-89-4322125 

Chuck Runyon: Anytime Fitness 

651-438-5000 

Kay Yuspeh: Elite Sports Clubs 

262-786-0880 

Bill McBride: Club One 

415-477-3000 

Richard Bilton: Companhia Athletica 

+55 11-5181-2000 

Carol Nalevanko: DMB Sports Clubs 

480-609-6979 

Brent Darden: TELOS Fitness Center 

972-458-2582 

Scott Gillespie: Saco Sport & Fitness 

207-284-5953 

Christian Pierar: De Fitness Organisatie 

+32 9-232-5036 

Jasmin Kirstein: My Sportlady Fitness 

+49 89-2014248 

Robert Brewster: The Alaska Clubs 

907-337-9550 

David Patchell-Evans: Ex-officio 

GoodLife Fitness Clubs 

519-661-0190 ext. 238 

® The 

Road 

to Recovery 

In the April issue of CBI, John McCarthy, IHRSA’s 

executive director emeritus, painted a clear, 

compelling, and brutally candid portrait of our 

industry (see “How to Prevail in Competitive 

Markets Today,” pg. 59). It was not, he conceded, 

a particularly pretty picture. 

McCarthy made several important points: Today, with respect to 

health clubs, demand and supply are profoundly out of sync. 

We’re continuing to experience the deepest recession since the 

Great Depression. And, in past recessions, our industry has trailed 

the general economic recovery by 18-24 months. 

His somber observations are aggravated, too frequently, by 

the daily news headlines. 

The good news is that, while the Great Recession has 

changed things irrevocably, it has also created new opportunities 

to thrive for those willing to change with the times! 

An informative example of what can be done despite difficult 

circumstances is provided by the Ford Motor Company. 

Not too long ago, news about the automotive industry was 

uniformly bad, but Ford proved an inspiring exception. Led by 

Alan Mulally, its president and CEO, Ford was the only one of the Big 3 to 

avoid bankruptcy and refuse TARP money. It managed to do so because 

Mulally focused both on Ford’s immediate needs and future prospects and was 

willing to make tough decisions. 

He reduced the company’s cost structure by renegotiating its contract 

with the United Auto Workers (UAW). He trimmed the number of car models 

available worldwide from 97 to approximately 20. He reduced excess capacity 

by closing nine plants and sold off niche product lines such as Volvo, Jaguar, 

and Land Rover. 

At the same time, looking to the future, he changed the production mix to 

more fuel-efficient cars; surpassed the Japanese manufacturers in terms of 

perceived quality as measured by Consumer Reports and JD Power; 

equipped vehicles with new technologies, e.g., mobile communication 

apps and next-generation voice activation (Ford has admittedly had some 

quality-control issues with its mobile technology); and utilized Facebook to 

launch new models. 

The result: Ford made more money in the first six months of 2010 than 

in the previous five years combined, and the company’s shares rose in value 

more than 78% during the first three quarters of ’10. 

Mulally took bold moves based on his sense of urgency, understanding 

of how the landscape had changed, and optimistic vision for the future. 

Do you, like Mulally, have a plan to thrive? —| 

Art Curtis 

IHRSA Chairperson 

– Art Curtis, acurtis@mp-sportsclub.com 

| IHRSA Report | First Set 

w w w . i h r s a . o r g | A U G U S T 2 0 1 1 | C l u b B u s i n e s s I n t e r n a t i o n a l 9 1

| IHRSA Report | In Brief 

Lobbying 

Congress: 

Facebook 

or Face- 

to-Face? 

9 2 C l u b B u s i n e s s I n t e r n a t i o n a l | A U G U S T 2 0 1 1 | w w w . i h r s a . o r g 

As the world’s fixation with Facebook continues, it’s clear that social 

media has forever changed the ways in which we communicate with 

one another. Prior to the social media revolution, people in high places 

—such as members of Congress—seemed virtually inaccessible. But, 

now, one of the ways they can be reached is … virtually. 

An unofficial survey conducted by IHRSA reveals that all of the members of 

Congress have some sort of presence on Facebook, whether it’s a profile that’s 

maintained by an aide or staffer, or a page managed by Facebook. Most use the 

site to communicate policy positions or keep the public abreast of their activities; 

some also post their interests and even their relationship status. 

And yet, with this four-fold increase in transparency, the efficacy of Facebook and 

other social media sites (e.g., LinkedIn, Twitter, etc.) as a means to communicate 

constituent views and policy opinions to members of Congress remains to be seen. 

You may be able to see photos from your senator’s weekend activities, but you 

can’t necessarily tell them how you feel about an issue, or how you’d like them to 

vote on a certain bill. 

The Congressional Management Foundation (CMF), a nonprofit nonpartisan 

organization based in Washington, D.C., recently conducted a survey of congressional 

aides and staffers on the efficacy of various methods of communication 

between constituents and their members of Congress. Among the findings: many 

believed that Facebook is more of a one-way street when it comes to learning 

about constituents’ policy priorities. 

According to the survey, nearly two-thirds (64%) of staffers surveyed think 

Facebook is an important way to understand constituents’ views, and nearly 

three-quarters (74%) think it’s more effective for sharing congressmen’s 

views on issues. 

So, then, what works? How do you get your message to your lawmakers? 

Good old-fashioned face-to-face encounters, according to CMF. A whopping 

98% of the aides surveyed reported that attending events in the district or 

state is the most direct way to get the attention of legislators. This doesn’t 

mean that other modes of communication aren’t useful, but almost all 

agree that in-person meetings are important. 

The best part about this finding is that it means you don’t have to go 

all the way to Washington, D.C., to relay your message. Depending on the 

location of your member’s district office, they could be just down the road. 

Even better: if ever there was an ideal year in which to pay your member 

a visit in your district, it’s 2011. Typically, Congress schedules about five recesses 

per year. This year, they’ve scheduled 13—which means you have quadruple the 

opportunities to walk down the street and pay your congressman or congresswoman 

a visit. 

Another strategy is to invite them to your office—your club, that is. The increase 

in the number of congressional recesses means legislators will have more time in 

their schedule to visit you and tour your facility, so they can see, first-hand and 

in-person, the positive impact your business has on the district. They’ll also come 

to understand why your business is an integral part of the community. 

When it comes to advocacy, relationship-building is key. While you can share a 

wealth of information over the Web, it’s a very “low-touch,” low-impact approach. 

As any club owner or personal trainer can attest, it’s that personal connection with 

a member that helps solidify the relationship, build a community within the club, 

and retain members. 

Facebook and social media are certainly invaluable tools, but when it comes to 

getting to the heart of a matter, in-person meetings with a clear message still seem 

to be the best way to create a strong and lasting connection. —| 

For all the information required to set up an in-district meeting with your legislator, e-mail IHRSA 

.org Government Relations at gr@ihrsa.org.

When we fl ex our muscles, 

members feel the difference. 

10-ft Isis ® 

Learn more about a Big Ass Fan’s ability 

to increase your operating margins at 

www.BigAssFans.com or call 

877-BIG FANS (244-3267) 

Thousands of fi tness centers 

worldwide use Big Ass Fans 

to increase member retention 

and reduce energy costs. 

• Boost retention rates by drastically 

improving member comfort 

• Lower energy bills by relying 

less on A/C 

• Cover NINE times the area of a 

52" fan with just a single 8-ft Isis 

An ISO 9001:2008 certifi ed company. Covered by one or more of the following U.S. Patents: 6,244,821; 6,589,016; 6,817,835; 6,939,108; 

7,252,478; 7,284,960; 7,654,798; D587,799; D607,988 and other patents pending. ©2011 Delta T Corporation dba the Big Ass Fan Company. All rights reserved. 

12-ft Element ®

Managing Your 

Online Reputation 


There’s no question that social media has irrevocably 

changed “word-of-mouth” marketing—and not exclusively 

for the better. While Facebook, Twitter, and Yelp, the city 

guide, can be valuable tools for promoting your business, 

they also provide dissatisfied customers with a virtual 

megaphone for blasting negative messages out to your 

prospective members. Try these helpful suggestions for 

handling unfavorable online reviews. 

Keep a close watch. “Make sure that ‘reputation 

management’ is part of someone’s responsibility in 

your club,” urges Will Phillips, the founder and president 

of REX Roundtables for Executives, based in Quincy, 

Massachusetts. “Similar to the employee who walks 

around the club each morning to make sure all the 

equipment’s working, you should have someone ‘walk 

around’ the Internet every morning. They should scan 

for any comments about your club on popular social 

networking sites.” 

“We use Google Alerts, which covers about 98% of 

that task for us,” says Brian Russell, a communications 

specialist at the Gainesville Health and Fitness Center, 

in Gainesville, Florida. “Whenever Google indexes 

something new that refers to our club, we get a heads-up 

and can check it out. For comments posted on Twitter, 

we use Tweetdeck, another free product.” 

Always act like a pro. There will inevitably be people 

who aren’t satisfied and want to express themselves, 

sometimes intensely, Russell concedes, and potential 

members are likely to come across such postings when 

they use Google to search for clubs. “We respond only 

once to negative postings as soon as possible—with an 

invitation to speak with us on the phone or to visit the 

club to resolve their concern. We respond only once 

because it’s too easy for things to escalate into a 

‘flame war,’ and that’s just not professional.” 

| IHRSA Report | Club Advisor 

Fortunately, at most sites, Russell says, the club’s 

posted response will appear alongside the complaint. 

“As a result, people who come across these posts will 

see our response, and understand that we do care and 

are working to resolve complaints. Hopefully, any 

negative posts will be disregarded in the context of 

all the other positive information posted about us.” 

If you goof up, own up. “Everyone recognizes when 

you’re covering, delaying, or, worse yet, lying,” Phillips 

points out. “If you’ve made a mistake, offer a sincere 

apology, telling the person how you’ll fix the problem, 

if you can. Empathize with the complainer whenever 

possible. Also, be prepared to marshal and post 

countervailing comments from other members.” 

Make a peace offering. “With Yelp, I receive an e-mail 

every time someone posts a review,” says Kelly Tobey, 

the assistant general manager of The Sporting Club in 

San Diego. “With Yelp, you can respond privately, and 

I do so within 24 hours to both positive and negative 

reviews. Then, I may offer the reviewer something 

free, such as a smoothie, and ask to speak with them 

one-on-one. In many cases, negative reviewers haven’t 

had the chance to discuss a problem with anyone at 

the club. Once we’ve spoken, that individual may be 

willing to remove the negative review, or allow me 

to post a response that indicates that we’ve talked 

things over.” —| 

– Patricia Amend, pamend@aol.com 


| IHRSA Report | Ask the Entrepreneurs 

Who Do You Turn To? 

What one individual is your most valuable 

business resource? 

u ROBeRTA KRuse-FORdhAM, General Manager 

sports, Fitness & Fun, Florida, New York 


“Given the growth of social media, I’m able to stay connected and utilize many specialists 

both inside and outside of the industry. But if I had to choose just one individual, it would 

be Eddie Tock, a health club sales and marketing consultant and a partner at REX Roundtables 

for Executives. When looking for answers or direction outside of the four walls of my business, 

he’s the resource of resources. Whether I need information on business strategy, marketing, 

sales, team development and performance, industry trends, or whatever, Eddie’s invaluable. 

He makes higher levels of success and achievement possible for his colleagues and the 

industry as a whole.” —| 

u ANdRés B. CAPRIles, CeO 

Gold’s Gym, Caracas, Venezuela 

“I’m an avid reader and I carry my iPad (with Kindle inside) all of the time. To keep up with the 

industry’s latest developments, I read Mercado Fitness and CBI. I also attend IHRSA’s annual 

International Convention and Trade Show, the Gold’s Gym Conference in Las Vegas, as well 

as the Master Summit that takes place in various locations. As far as the ‘outside world’ is 

concerned, I read The Economist, Forbes, Harvard Business Review, and Business Week, 

and I manage to get through 6-10 books each year. Training one’s mind is as important as 

preparing one’s body for a marathon.” —| 

u lAuRel NOel, director 

The Club at Chesterfield, Chesterfield, Missouri 

“I enjoy the blog written by Rob Bishop and Barry Klein—they accurately convey the joys and 

frustrations of this business. However, it’s the members of my club who provide me with the 

information I need to better manage my club, motivate my staff, and keep on top of the latest 

advances in health and fitness. My strong, overwhelming desire is to provide them with the best 

possible experience, and to make the connection between wellness and community. After being 

in this industry for 20-plus years, the basic answers to running a stellar club come from your 

gut … and from having an open mind and open heart.” —| 

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.

| IHRSA Report | Success by Association 

If First Lady Michelle Obama and U.S. Surgeon 

General Regina Benjamin, M.D., were to meet 

industry veteran Greg Lappin, the three would 

undoubtedly chat up a storm about the vital goal 

they share in common: helping kids become fit, 

healthier, and more active. 

One public service announcement (PSA) for Let’s 

Move!, Obama’s initiative against childhood obesity, 

now airing on TV stations nationwide, shows kids 

happily at play in a park on a sunny day. At IHRSA’s 

30th Anniversary International Convention and 

Trade Show in San Francisco, in March, Benjamin 

described her “Vision for a Healthy and Fit Nation,” 

stating, “Children should be having fun and playing 

in environments that provide parks, recreational 

facilities, community centers, and walking and 

bike paths.” 

As the general manager and part-owner of the 

Rochester Athletic Club (RAC), Lappin has created 

exactly that sort of setting for families in Rochester, 

Minnesota. 

U.S. Surgeon General 

Regina Benjamin, c. 

Allied Against Childhood Obesity 

Greg Lappin sets fun-fitness example at Rochester Athletic Club 



Designed to deliver 

The 260,000-square-foot, 11,000-member multipurpose 

facility has 19 tennis courts and a highly 

acclaimed tennis program for juniors and adults, as 

well as The Neighborhood, a 35,000-square-foot 

family entertainment center that offers a wide variety 

of games, sports, and fitness activities. 

Explaining why he believes staying active should 

be a joy, rather than drudgery, Lappin enthuses: 

“No one ever said, ‘This is so much fun, I’ll never do 

it again!’ ” 

Both Obama and Benjamin would undoubtedly 

chuckle in agreement. 

They’d also appreciate that Lappin has been creating 

family fitness and quality tennis programming 

for decades. A look at his 35-career boasts an amazing 

number of “firsts.” 

In college, Lappin played NCAA Division I tennis 

as a member of the University of Minnesota Tennis 

Team. After college, he worked as a tennis pro for 

10 years. In 1985, he developed the Flagship Athletic 

Club, in Eden Prairie, Minnesota, one of the first 

four-season social and athletic clubs in the U.S., with 

an outdoor pool and paddle tennis courts. He stayed 

for eight years, holding every department head position. 

In 1992, however, he was approached by a 

group of investors and signed on with them to 

design a new club and assemble a new team. A year 

later, the RAC opened with 19 courts, plus an open 

design, a family locker room, and an outdoor water 

park—extras that very few clubs offered at the time. 

“We built the club to meet the needs of families,” 

he recalls. “Most clubs had very few activities for 

7-12-year-olds then. So, we included a junior gym, 

baseball batting cages, and a water park with a 

200' slide.” 

The RAC was tremendously successful for a 

decade. In 2003, though, Lappin decided it needed 

an update. After considering the club’s market and 

brand identity, he established The Neighborhood— 

a name suggested by RAC President Matt Remick— 

which has 13 different activities, including miniature 

golf, trampoline basketball, a synthetic ice rink, batting 

and golf cages, foosball, air hockey, ping-pong, 

Xbox Kinect, a climbing wall, a full-size gym, and a 

concession area with a picnic table. Is if that weren’t 

enough, the space has a high-school-size gym.

RAC has embraced the USTA’s 

10 and Under tennis program 

The RAC has also embraced the USTA’s 10 and 

Under initiative, designed to develop legions of 

talented young tennis players. 

“ When balls, racquets, and courts are the 

right size for kids, it accelerates their skill 

development, and they have more fun. 

” 

“The success our junior players are having is 

amazing,” says Lappin. “One girl won a world 

championship in Paris, and another was honored as 

SportsKid of the Year by Sports Illustrated for Kids. 

When balls, racquets, and courts are the right size 

for kids, it accelerates their skill development, and 

they have more fun.” 

Networking to effect 

The First Lady would certainly applaud. Another 

lighted-hearted PSA for Let’s Move! and for the 10 

and Under program shows two seven-year-old girls 

playing a competitive tennis match, with Obama 

and tennis legends Steffi Graf and Andre Agassi 

serving as “ballpersons.” 

Finally, Obama and Benjamin would appreciate 

Lappin’s long involvement in various affinity groups, 

which has helped him to network, improve his 

business skills, and keep abreast of the latest 

| IHRSA Report | Success by Association 

trends. He first joined USTA and the USPTA 

as a tennis pro. He’s volunteered at the local and 

national levels of the USTA since 1995, serving 

as president of the Northern Division of the USPTA 

and USTA. He received the first USPTA General 

Manager of the Year award in 2000, and the RAC 

was named the USTA Outstanding Facility of the 

Year in 2007. 

Lappin joined IHRSA in 1985, and has attended 

nearly every one of its conventions and trade shows 

since, speaking at many. He served as a member of 

IHRSA’s board of directors from 2003 to 2006, and 

received IHRSA’s Distinguished Service Award in 

2007. He now contributes to IHRSA’s Industry 

Defense Fund Campaign to promote and protect the 

health and fitness club industry. “When you volunteer, 

you get more than you give,” he avers. 

What does the Surgeon General think about such 

success by association? 

“As someone who oversees 6,500 uniformed 

health officers around the world, I believe in the 

power of associations,” she told the audience at 

IHRSA30. “Think of a snowflake, how fragile it is, 

but think of what snowflakes do when they stick 

together—they can create an avalanche.” 

It’s clear that Lappin, Obama, and Benjamin are 

all doing their best to create a fitness “avalanche” for 

kids. Working in concert, they just might succeed. —| 


| IHRSA Report | Member News 

AssOCIATe PROFIles 

4EVERCLEAN 

u 4EVERCLEAN is a manufacturer of 

environmentally friendly cleaning products 

and antibacterial, biodegradable fitness 

wipes; it’s also a distributor of all Jan/San 

eco-friendly personal care products. 

Core business divisions include personal 

care products, sustainable paper towels 

and paper goods, and sustainable flatware 

and tableware. The company believes that 

truly “clean” cleaning products should 

have a positive, sustainable impact on the 

earth and help keep it “forever clean.” Its 

products are made in the U.S. with natural, 

non-toxic, biodegradable, and non-flammable 

ingredients. For more information, 

contact the company at 952-500-8685; 

www.4EVERCLEAN.com. —| 

Bottega Sol 

u Bottega Sol offers MiGym, a unique, 

brand-able mobile App developed 

specifically for health club members. 

MiGym makes it possible for all fitness 

facilities—from one to hundreds of locations—to 

remain connected with their 

current and prospective members via 

their smartphones. By providing a mobile 

app, clubs can create a presence on 

mobile phones that increases retention 

among their members, and provides a 

modern approach to attracting new clients. 

MiGym represents a cost-effective 

way for clubs to compete effectively by 

capitalizing on current and future communication 

trends. For more information, 

contact the company at 312-265-6010; 

www.bottegasol.com/migym. —| 

AssOCIATe News 

1 0 0 C l u b B u s i n e s s I n t e r n a t i o n a l | A U G U S T 2 0 1 1 | w w w . i h r s a . o r g 

Ball Dynamics International, LLC 

u Ball Dynamics International has named Joyce Goodman 

the FitBALL spokesperson for active aging. A dancer and 

dance instructor throughout her 70-plus years, Goodman 

recognizes the importance of exercise. She recently 

developed a new Ball Dancing program that incorporates 

the FitBALL exercise ball for low-impact, high-cardio 

bouncing. Bouncing helps the lymphatic system by 

increasing blood flow and circulating oxygen throughout 

the body. Bouncing daily can combat depression, increase 

lung capacity, stimulate metabolism, and improve balance 

and endurance. For more information, contact the company 

at 800-752-2255; www.fitball.com. —| 

Creative Fitness Marketing 

u Creative Fitness Marketing has added two industry 

leaders to help launch and distribute MYZONE 

globally. Mike Leveque, previously the president 

and COO at Star Trac, is the chief operating officer, 

and Phil Williams, formerly head of commercial 

and NGO partnerships for the United Kingdom Department of Health’s Change4Life 

program, is the head of marketing and communications. According to Dave Wright, 

the CEO of Creative Fitness Marketing and the creator of MYZONE, “I am confident 

that they’re the best people to work toward revolutionizing how exercise is monitored 

and reported in different environments.” For more information, contact 

the company at 312-870-4802; www.myzone.org. —| 

CrossCore, Inc. 

u Jay “Wizard” Wilson has joined CrossCore, Inc., as vice 

president of global marketing. Previously, he was a global 

vice president at Vans Shoes, in Orange, California, and 

also helped launch Vuarnet Sunglasses and DirecTV. 

CrossCore has also hired Ryan Ready as head trainer. A 

13-year fitness industry veteran, Ready has been a personal 

trainer and nutrition coach for business and entertainment 

industry executives, producers, directors, and actors, and 

has trained with bands and musicians, including Green Day, 

Jimmy Eats World, and Pete Yorn. CrossCore manufactures 

Rotational Bodyweight Training products and accessories. 

For more information, contact the company at 

800-288-3047; www.crosscore-usa.com. —| 

Joyce Goodman 

Jay Wilson

AssOCIATe PROFIles 

S3 Design, Inc. 

u S3 Design, Inc., specializes in architecture, 

interior design, and planning for private 

health clubs, sports centers, and recreation 

facilities for colleges and universities. 

The company translates its clients’ goals 

and aspirations into facilities that excite, 

retain, and attract members, all while 

balancing cost and budget. With more 

than 15 years of experience designing 

for the health club industry, S3 brings 

a passion for pushing club design to the 

next level, which helps give its clients 

a competitive advantage. For more 

information, contact the company at 

617-472-8804; www.s3design-inc.com. —| 

Premier Fitness Products 

u Premier Fitness Products offers 

innovative, high-quality free weights. Its 

patented designs improve function, style, 

and safety, and are backed by a lengthy 

warranty. Plates and dumbbells are 

constructed from the highest industrygrade 

urethane from BASF Germany, 

withstanding impacts and scuffs. A custom 

logo option is included in all free-weight 

orders to help clubs develop brand recognition. 

The company strives to provide 

premier products that fulfill operators’ 

needs, whether they’re seeking to outfit 

one gym or a national network of health 

clubs. For more information, contact 

the company at 866-530-3539; 

www.premierfitnessproducts.com. —| 

< AssOCIATe News 


OpenAire, Inc. 

u OpenAire's latest international project 

is located in the Republic of Georgia, 

where the company designed, manufactured, 

and installed a spectacular 

retractable roof enclosure to cover an 

Olympic-size rooftop swimming pool, 

aptly named Skypool. The enclosure, 

with its polycarbonate roof and insulated 

glass sides, opens up 45%, offering 

swimmers sunlight, fresh air, and 

incredible views of the Black Sea. 

It measures 117' x 199', and is 26' tall 

at its highest point. Skypool is a part of Batumi Plaza, a luxurious six-story development 

in Batumi that includes a shopping mall, a multiplex cinema, restaurants, 

offices, conference facilities, and a 53-room 5-star hotel. For more information, 

contact the company at 800-267-4877; www.openaire.com. —| 

Power Systems, Inc. 

u After 25 years of leadership, Julie Pauletto, the president 

of Power Systems, Inc., has retired. Julie and her husband, 

Bruno Pauletto, started the company in 1986 as a small 

home business; today it’s a large-scale fitness and sports 

performance products distributor. “Had it not been for what 

Julie did for 25 years, there wouldn’t be a Power Systems,” 

notes Bruno, the CEO of Power Systems. Julie plans to 

continue working with many charities and local organizations, 

including the Boys and Girls Club and Habitat for Humanity. 

For more information, contact the company at 865-769-8223; 

www.power-systems.com. —| 

Julie Pauletto 

United Leasing, Inc. 

u In Monitor magazine’s 2010 Top 25 Private Independent 

Leasing Companies, United Leasing, Inc. (ULI), was recognized 

as the nation’s 20th largest private leasing and 

financing company, moving up three positions since 2009. 

“This recognition validates that, even in a challenging 

credit and funding market, United Leasing turned 2009 

and 2010 into some of our most successful years,” notes 

Martha Ahlers, the vice president of ULI. “I credit this to the 

diligent efforts of staff, our focus on process improvement, 

and the understanding that our business is to provide 

solutions.” For more information, contact the company 

at 800-742-3928; www.unitedevv.com. —| 

Martha Ahlers 

w w w . i h r s a . o r g | A U G U S T 2 0 1 1 | C l u b B u s i n e s s I n t e r n a t i o n a l 1 0 1


New MeMBeRs 

California 

ANYTIMe FITNess 

10618 Hageman Road 

Bakersfield, CA 93312 

661-854-1500 

Mr. Richard Skaggs 


9711 Village Center Drive 

Ste. 125 

Granite Bay, CA 95746 

916-786-3999 

Mr. Loren Thomas 


900 Bluebell Drive 

Livermore, CA 94551 

925-443-1400 

Ms. Debra Casados 


3970-I Missouri Flat Road 

Placerville, CA 95667 

530-295-3600 

Ms. Catherine Dudley 


113 Main St. 

Winters, CA 95694 

530-795-4444 

Mr. Reid Tileston 

Connecticut 

sNAP FITNess 

9 Durant Ave. 

Bethel, CT 6801 

Mr. Hector Rosado 

Illinois 

lIFesTART 

30 N. LaSalle 

Fitness Center-Concourse Level 

Harwood Heights, IL 60654 

312-759-7717 

Ms. Camile Finley 

lIFesTART 10 & 

30 s wACKeR 

10 S. Wacker 

Chicago, IL 60606 

312-775-9308 

Mr. Tim Ross 

lIFesTART wellNess 

NeTwORK 

525 W. Monroe 

Level 1 

Chicago, IL 60661 

312-207-5253 

Louisiana 

sNAP FITNess 

7731 Perkins Road 

Ste. 110 

Baton Rouge, LA 70810 

Terry and Terri Neuville 

Michigan 

sNAP FITNess 

325-C S. Waverly Road 

Lansing, MI 48917 

Maris & R.J. Brennan 

sNAP FITNess 

3192 Commerce Lane 

Ionia, MI 48846 

Ms. Jenny Baldwin 

Minnesota 

sNAP FITNess 

2518 E. Beltline 

Ste. A 

Hibbing, MN 55746 

Mr. Richard Shaffer 

New Jersey 

sNAP FITNess 

576 Bergen Blvd. 

Ridgefield, NJ 07657 

Mr. Kyle Weller 

North Carolina 

sNAP FITNess 

7427 Matthews-Mint Hill Road 

Ste. 107 

Mint Hill, NC 28227 

Ms. Kristin Ganzenmuller 

Ohio 

sNAP FITNess 

15 E. 7th St. 

Cincinnati, OH 45202 

Mr. Scott Gerke 


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. 

Oregon 

sNAP FITNess 

2862 Willamette St. 

Ste. A 

Eugene, OR 97405 

Mr. Greg Vauters 

sNAP FITNess 

650 G St. 

Jacksonville, OR 97530 

Ms. Susan Jansson 

Tennessee 

sNAP FITNess 

1216 Hillsboro Blvd. 

Manchester, TN 37355 

Mr. David Karkau 

Virginia 

AMeRICAN FAMIlY FITNess * 

12201 S. Chalkley Road 

Chester, VA 23831 

804-748-4222 

Ms. Lisa Walton 

Washington 


6918 Hannegan Road 

Lynden, WA 98264 

360-306-8668 

Ms. Leslie Hoefer 


205 W. Stewart Road 

Mt. Vernon, WA 98273 

360-873-8377 

Mr. Anthony Hamilton 


7104 265th St. NW 

Ste. 130 

Stanwood, WA 98292 

360-939-2288 

Mr. Pete Noetzel 

sNAP FITNess 

70 Walter Road W 

Bedford, WA 6052 

Mr. Stuart Cardey 

West Virginia 

PRO PeRFORMANCe Rx 

460 Mylan Park Lane 

Morgantown, WV 26501 

304-983-7761 

Mr. Robert Dunlevy 

Australia 

sNAP FITNess 

Corner of Pacific Pines 

Blvd. & Hotham Drive 

Pacific Pines, Queensland 

Matt and Kylie Fallon 

sNAP FITNess 

Harvey Norman Centre 

18-20 Rogers Drive 

Unit 5 

Kingaroy, Queensland 4610 

Mr. Richard Gilbert 

sNAP FITNess 

1000 Waterwork Road 

The Gap 

Brisbane, Queensland 4061 

Ms. Kerryn Conroy 

Canada 


465 Holland St. W 

Unit 1-3 

Bradford, Ontario L3Z 0C1 

905-775-2424 

Ms. Tatiana Johnson 


2025 Guelph Line 

Burlington, Ontario L7P 4M8 

289-337-8333 

Mr. Isaac Elatrash 


7150 Kingsway 

Burnaby, British Columbia 

V5E 1E8 

604-777-1622 

Mr. Yaro Babiy —|

webinars ad-0811CBI:webinars .5pg ad-0811CBI 6/24/11 11:02 AM Page 1 

MAKE YOUR MEMBERS 

YOUR BIGGEST FANS 

Create a thriving community and make your club a 

local hot spot. Learn proven ways to energize your members 

with exciting events that will build word-of-mouth buzz and 

attract new business. 

■ Create Raving Fans by Engaging Your Members 

Thursday, August 11 | 2:00pm-3:30pm (EDT) 

Presented by Trina Gray, Owner, Bay Athletic Club 

Register Today: 3 Easy Ways! 

• Email membership@ihrsa.org 

• Call 800-228-4772 (US/Canada) 

• Visit ihrsa.org/webinars 

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

ONLY $39!

| IHRSA Report | Calendar 

Save the date | 2011 IHRSA Events COMING sOON IN 

sePTeMBeR 1-3 

IHRSA/Fitness Brasil Latin American 

Conference & Trade Show 

Transamerica Expo Center, 

São Paolo, Brazil 

www.ihrsa.org/meetings 

OCTOBeR 27-30 

11th Annual IHRSA European Congress 

Milan, Italy 

www.ihrsa.org/congress 

2011 Industry Events 

AuGusT 11-14 

2011 IDEA World 

Fitness Convention 

Los Angeles, California 

www.ideafit.com 

AuGusT 17-21 

Can-Fit-Pro Toronto 

Toronto, Ontario, Canada 

www.canfitpro.net 

sePTeMBeR 7-10 

SPATEC Fall North America 

Dana Point, California 

www.mcleanevents 

international.com 


Health & Fitness Business 

Conference & Expo 2011 

Las Vegas, Nevada 

www.healthand 

fitnessbiz.com 


Leisure Industry Week (LIW) 

Birmingham, U.K. 

www.liw.co.uk 


SIBEC North America 

Marina Del Ray, California 




WELLFIT Expo Romania 

Bucharest, Romania 

www.wellfitexpo.com 

sePTeMBeR 24 

AGAP Annual Congress 

Lisbon, Portugal 

www.agap.pt 

OCTOBeR 6-8 

Fitness & Health 

Bureau Benelux 

Utrecht, The Netherlands 

www.fitnessandhealth 

benelux.nl 

OCTOBeR 6-9 

Inner IDEA Conference 

San Diego, California 

www.ideafit.com 

.org 

MONThlY 

IHRSA Online Education 

Monthly Webinar Series 

For details and topics, visit: 

www.ihrsa.org/webinars 

2012 

MARCh 14-17, 2012 

IHRSA 2012 

31st Annual International 

Convention and Trade Show 

Los Angeles, California 

www.ihrsa.org/convention —| 

OCTOBeR 12-14 

Club Industry 2011 

Chicago, Illinois 

www.clubindustry 

show.com 

OCTOBeR 19-20 

ILAM Annual Conference 

& Exhibition 2011 

Ireland 

www.ilam.ie 

NOVeMBeR 2-5 

SIBEC Europe 

Malta 



NOVeMBeR 30- 

deCeMBeR 3 

17th Annual MFA Medical 

Fitness & Healthcare 

Conference 

Orlando, Florida 

www.medicalfitness.org 

deCeMBeR 1-3 

Athletic Business 

Conference & Expo 

Orlando, Florida 

www.athleticbusiness 

conference.com —| 

To obtain complete details about, or to register for, 

all IHRSA events, log on to www.ihrsa.org/meetings. 


ClUB BUSINESS 

INTERNATIONAL 

u 9-11 Remembered: CBI revisits 

the New York City clubs that were 

affected by the attack 

u Global Goings-On: IHRSA’s new 

International Market Report sheds 

light on the European and Asia- 

Pacific markets 

u Capitol Impact: We report on 

the promising results of IHRSA’s 

9th Annual Summit for a 

Healthier America 

u stats Master: Researcher 

Dr. Steven N. Blair makes sense 

of the proliferating studies on 

America’s obesity crisis 

u health Cycle: F.I.T. Extra testrides 

the fleet of stationary bikes 

that help ensure members’ 

cardiovascular fitness 

Out of Shape by Stan Tran

IHRSA Summit for a 

Healthier America: 

Showcasing the best the industry 

has to offer for wellness, policy 

and the future of the industry. 

A new movement is emerging to make primary prevention and regular exercise a pillar of health, and it 

was passionately showcased at the 9th Annual Summit for a Healthier America last May in Washington, DC. 

IHRSA would like to thank the following clubs and companies for their leadership, thought provoking 

conversation and dedication to promoting our industry’s Vision for a Healthier, More Prosperous America: 

• 1st Time Fitness 

• Alturnative Fitness 

• The American Council on Exercise (ACE) 

• Anytime Fitness 

• The Atlantic Club 

• Brick Bodies 

• Chobani Greek Yogurt 

• CHWGlobal 

• The Columbia Association 

• MYZONE 

• Curves 

• Fitmarc 

• Gold’s Gym 

• The Gold’s Gym Franchisee Association (GGFA) 

• Healthtrax 

• Impact Solutions 

• L&T Health and Fitness 

• Millennium Partners 

• The National Academy of Sports Medicine (NASM) 

• O2 Max Fitness 

• The Oxford Athletic Club 

• Retro Fitness 

• Sport & Health 

• Thin And Healthy 

• The Yale Club of New York City 

More information on IHRSA’s Summit for a Healthier America can be found at ihrsa.org/summit. 

We gratefully acknowledge the support of the 2011 IHRSA Summit for a Healthier America sponsors: 

International Health, Racquet & Sportsclub Association 

Seaport Center, 70 Fargo Street, Boston, Massachusetts 02210 USA | 800-228-4772 | +1 617-951-0055 

®

| Marketplace | 

Employment 

We want DYNAMIC individuals who will build 

and develop teams, drive sales, implement 

and improve business tactics, foster member 

relationships and want to make $$$! 

&general manager Lead & drive club activities. 

5-10 years of health club sales & management 

experience, financial management is a must. 

&sales director Drive sales, build & train sales teams. 

Implement marketing plans. 3-5 years of 

industry sales & management experience. 

&fitness director Train & develop personal 

training teams. Create a fitness culture that continues to 

define Sport&Health. 3-5 years of personal training & industry 

management experience. 

&benefits Competitive salaries, aggressive bonus & 

commission plans, great benefits package, 401(k) plan, 

relocation assistance, ongoing training. 

&long term career opportunities. 

&bonus Ask about our signing bonus! 

Apply today at 

sportandhealth.com/careers 

see your ad here! 

Rates start at just $245 per issue 

for IHRSA members. 

Visit www.ihrsa.org/classifieds or 

e-mail classifieds@ihrsa.org for details. 


Business Opportunities 

Consulting 

Great Turn-Key 

Opportunity in 

Fort wayne, Indiana 

Successful multi-purpose club in 

desirable location, and strong/stable 

membership base. 27,000 sf on 4 acres of 

land (residential neighborhood setting). 

Good community reputation and roomfor 

expansion and/or more $$ opportunities. 

Virtual tour and additional 

info@summitcityfitness.com. 

Asking price $1.475 million. 

E-mail serious inquiries to 

summitcityfitness@gmail.com. 

#1 Tracking Log - Your LOGO 

The Most Effective Equipment... 

May Just be the Least Expensive! 

Visit us for a 

FREE Digital 

Sample with 

YOUR LOGO 

Call Now 

800-340-7011

Page Advertiser 

85 » A-1 Textiles 

www.a1athletictowels.com | 800-351-1819 

16 » ABC Financial services, Inc. 

www.abcfinancial.com | 800-551-9733 

19 » Aerobics & Fitness Association of America (AFAA) 

www.afaa.com | 877-968-7263 

75 » Affiliated Acceptance Corporation 

www.affiliated.org | 800-233-8483 

33 » Airex 

www.bebalanced.net | 800-396-3130 

28 » American College of sports Medicine 

www.acsm.org | 800-486-5643 

37 » American Council on exercise 

www.acefitness.org | 800-825-3636 

2, 3 & 5 » AsF International 

www.asfinternational.com | 800-227-3859 

76 » Balanced Body Pilates 

www.pilates.com | 800-745-2837 

94 » Big Ass Fans 

www.bigassfans.com | 877-244-3267 

13 » Body-solid, Inc. 

www.bodysolid.com | 800-833-1227 

27 » Celare by digilock 

www.celare.com | 707-766-6000 

Inside Front 

Cover & 1 

» CYBex International, Inc. 

www.cybexinternational.com | 508-533-4300 

9 » Fiserv 

www.clubs.fiserv.com | 888-590-0026 

36 » Fitness Flooring 

www.fitnessfloors.com | 800-428-5306 

30 » Fitness On Request 

www.FitnessOnRequest.com | 888-520-7501 

20 » GOJO Industries 

www.gojo.com | 800-321-9647 

64 » hampton Fitness Products 

www.hamptonfit.com | 805-339-9733 

90 » helIxCO 

www.helixco.com | 888-435-4926 

77 » hydroMassage 

www.hydromassage.com | 727-536-5566 

14 » les Mills International 

www.lesmillsusa.com | 888-669-8876 

Page Advertiser 

11 & 66 » life Fitness 

www.lifefitness.com | 800-634-8637 

49 » Mad dogg Athletics, Inc. 

www.spinning.com | 800-847-7746 

French 

Cover 

» Matrix Fitness 

www.matrix-fitness.com | 866-693-4863 

| Ad Index | 

74 » Merrithew health & Fitness/sTOTT PIlATes 

www.merrithew.com | 800-910-0001 

7 » Motionsoft, Inc. 

www.motionsoft.net | 800-829-4321 

44 » MyZone 

www.myzone.org | 312-870-4802 

79 » National exercise Trainers Association (NeTA) 

www.netafit.org | 800-237-6242 

86 » OPTP 

www.optp.com | 800-367-7393 

84 » Patriot Creative Group 

www.patriotcreativegroup.com | 877-844-7446 

88 » Polar electro, Inc. 

www.polarusa.com | 800-290-6330 

Inside Back 

Cover 

» Retro Fitness 

www.retrofranchising.com | 201-867-5309 

83 » salsbury Industries 

www.lockers.com | 800-562-5377 

70 » sPORTsMITh, llC 

www.sportsmith.net | 800-713-2880 

82 » sPRI Products, Inc. 

www.spri.com | 800-222-7774 

58 » star Trac 

www.startrac.com | 800-228-6635 

93 » sunless, Inc. 

www.sunlessinc.com | 404-281-8173 

69 » sunlighten 

www.sunlighten.com | 877-292-0020 

Back Cover 

» TeChNOGYM 

www.technogymusa.com | 303-875-0306 

63 » TRx Training 

www.TRXtraining.com | 415-655-4740 

23 » Twin Oaks software 

www.tosd.com | 866-278-6750 

25 » Zumba Fitness, llC 

www.zumba.com/gyms | 954-925-3755 

w w w . i h r s a . o r g | A U G U S T 2 0 1 1 | C l u b B u s i n e s s I n t e r n a t i o n a l 1 0 7

| last Rep | 

F 

Tracy Powell 

The ‘Three stages’ 

to Success 

German philosopher Arthur Schopenhauer is credited with having 

said: “All truth passes through three stages. First, it is ridiculed. 

Second, it is violently opposed. Third, it is accepted as being selfevident.” 

I believe the observation can also be applied to the efforts 

of successful club entrepreneurs. 

irst, ridiculed: Most people get involved in this 

business because they love fitness, not because 

they want to become rich. If their goal were to 

become millionaires, chances are that they’d 

gravitate toward a different business, e.g., oil, 

munitions, hedge funds…or become politicians. At 

any rate, their friends, relatives, and others who 

don’t share their vision, often ridicule them. The 

scoffing stops many good 

people from entering the 

business. As a result, they 

never reach the second stage— 

that of violent opposition. 

Others, however, have the 

will, strength, and fortitude to 

continue pursuing their 

dreams—no matter what. 

Second, violently opposed: 

The fledgling entrepreneur 

makes plans and begins 

trying to raise the money 

Joe Moore 

required to develop their 

IHRSA President & CEO 

business. The bankers, who, 

more than ever, are averse to 

risk, respond by pointing out 

every conceivable reason the concept will fail. In 

response, the undeterred entrepreneur turns to 

unconventional means to finance their startup, e.g. 

friends, relatives, or new partners, who, formerly, they 

may not even have known. If they’re successful in 

raising the necessary capital, they then often have 

to fight with officials at the zoning boards, planning 

commissions, and city, county, and state inspection 

departments. Unfortunately, they’re obliged to 

spend their time, energy, and scarce funds overcoming 

the violent obdurateness of bureaucrats 

who, all too often, seem to be rewarded for their 


inactivity, rather than for actively promoting business 

and increasing the tax base in their communities. 

Third, the self-evident truth: Just consider 

the following success stories: 24 Hour Fitness 

International, Inc., the largest U.S. club chain; Life 

Time Fitness, Inc. (NYSE: LTM), the “Healthy Way 

of Life Company”; Curves International, Inc., the 

world’s largest fitness franchise; and Anytime 

Fitness, one of the originators of the budget fitness 

franchise. All, originally, represented radical 

departures from the norm and had their detractors, 

people who doubted the business models would 

work. However, those doubting Thomases can 

only wish that they’d come up with the concepts 

themselves; and that they’d had the tenacity of 

Mark Mastrov (24 Hour), who sparked the 24-hour 

service trend; Bahram Akradi (Life Time); Diane 

and Gary Heavin (Curves), who reinvented womenonly; 

or Chuck Runyon (Anytime). 

These people have changed our industry. 

In the process, they’ve also succeeded in making 

a bit of money. Mastrov sold 24 Hour Fitness for 

$1.6 billion in 2005, and now heads up New Evolution 

Ventures (NeV), a private-equity firm; Life Time 

Fitness has a market cap of $1.53 billion. And, 

at the end of 2010, there were 8,032 Curves 

and 1,496 Anytime Fitness franchises worldwide. 

(See “The IHRSA Global 25,” July CBI, pg. 36.) 

Now the truth is self-evident—these are people 

who had great ideas and who, obstacles and 

opposition notwithstanding, realized them. 

But there’s another self-evident truth that their 

example demonstrates: This is the greatest industry 

in the world, one that attracts hardworking people 

who sacrifice for their dreams and, in the process, 

make the world a better place. —| 

– Joe Moore, jmoore@ihrsa.org

If you can’t beat ‘em, join ‘em. 

Transform your gym and join one of the fastest growing franchises in America. 

BEFORE 

AFTER 

To learn more call 201.867.5309 

or visit RetroFranchising.com 

Retro Fitness Average Gross Sales Per Unit 

of $1.9 Million, and Average Revenue 

Per Sq. Ft. of $143.24 * 

Retro Fitness ranked one of the “Fastest Growing 

Franchises” for 2011 by Entrepreneur magazine 

*The top 10% of Retro Fitness clubs experienced average gross sales per unit of $1.9 million from March 2009-February 2010. Revenue per square foot is 

derived from average gross sales numbers published in Item 19 of our 2010 FDD. This is not an offer to sell a franchise. Offerings made by prospectus only.

Finance.y Finance.yah e.ya e.yah yah ya yah ya yah a oo.com oo. oo.com oo ooo.com 

o

Nordic Ambition Nordic Ambition - IHRSA

Create successful ePaper yourself

Delete template?

Save as template?