Innovations - IHRSA

JULY 2011
Club business
InternatIonal
Health Club
Hospitality
Jim Snow, tHe
preSident of Gold’S
Gym international,
inC., knowS How to
aCHieve it
36 IHRSA Global 25
44 Group-Ex-cellence
48 Locker Roominess
55 Small-Group Gusto
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| Letters |
IHRSA Joining Forces Network launch
Anytime Fitness ‘Military Friendly’
> Anytime Fitness is very proud of the fact that we’ve been
honored as a “Top 50 Military Friendly Franchise” by a number
of organizations and periodicals over the past several years.
We provide discounts for military personnel and their families.
In fact, almost 20% of our franchise owners are military
veterans. Virtually all of our clubs currently offer what we
call “Hero” membership rates to military families and others,
like police officers and firefighters. Many of our clubs will
support the IHRSA Joining Forces Network, as well. —|
Chuck Runyon | President | Anytime Fitness | Hastings, MN
Joining Forces for Our Troops
> Good job, IHRSA, for getting involved with First Lady
Michelle Obama’s Joining Forces initiative. Last year, our Idaho
National Guard received notice that they were going to be
activated, and Apple Athletic Club offered their spouses and
children a free membership. It was appreciated by the families
who took advantage of the offer and extremely well received
within the community. We also became involved with “Our
Military Kids” to provide specific training classes for the
Guard members’ children.
God bless our troops and many thanks for all they do! —|
Ray Gordon | Membership Manager | Apple Athletic Club | Idaho Falls, ID
SWEAT for a VET 2011
> We’d like to let CBI’s readers know about SWEAT for a VET
2011, our “all-cardio,” inclusive-fitness fundraising event, and
Editor’s note: For additional information on the IHRSA Joining
Forces Network, please see the “Editor’s Welcome,” pg. 6, and
“The IHRSA Joining Forces Network,” pg. 104.
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 | J U L Y 2 0 1 1 | w w w . i h r s a . o r g
First Lady Thanks IHRSA, ACE
“I want to thank the American Council on Exercise
and the International Health, Racquet, and Sportsclub
Association, and their CEOs … who are with
us here today. Thank you guys, both, for your
commitments … They got a call, and this request
was put in, and they jumped on it … So, Joe (Moore)
and Scott (Goudeseune), we’re truly grateful for
this leadership.” —|
— First Lady Michelle Obama, announcing the IHRSA Joining Forces Network on
the South Lawn of the White House on May 9
encourage clubs across the country and around the world to
join us and host a live SWEAT-a-thon event at their own facilities.
This year’s event will be held on Saturday, November 12, from
9:30 a.m. to 12:30 p.m., EST, with the main event location being
the Tysons Sport and Health Club in McLean, Virginia.
Money raised in the U.S. benefits our Wounded Warriors,
helping to provide equipment that will allow disabled veterans
to continue their rehabilitation and expand their vocational
options. Money raised outside the U.S. supports individuals
with physical challenges by hosting training camps where
they’ll learn to become group exercise instructors, and, subsequently,
be able to inspire club members and promote inclusive
fitness worldwide.
Funds will be distributed to those communities where money
is raised by clubs, so every club counts, and every club will see
the results of their efforts locally!
Clubs can offer one, two, or all three hours of the SWEAT-
a-thon “ride,” and don’t have to worry about registration or
donation payments, since both are handled through our
Website. Each individual event will be participating in, and
following, the main event in McLean, seeing and hearing
everything, connected via a live video link.
The SWEAT-a-thon is a fun and unique program that allows
your members to do something good for themselves and, at the
same time, do something good for others.
Check out www.SWEATforaVET.org for more information
and highlights from last year’s event, to become a sponsor,
or make a donation. Register to participate in the event at
www.SWEATforaVET.kintera.org. Clubs interested in
hosting their own SWEAT-a-thon can contact me directly at
Debbie@ProjectVisAbility.org.
Thanks to CBI for helping us get the word out! —|
Debbie Miller | President | Project VisAbility | Delray Beach, FL
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 7

| Editor’s Welcome |
Kerry Brett
Yesterday (May 30) was Memorial Day, and,
throughout the U.S. and in far-flung spots
throughout the world, the commitment, contributions,
and sacrifices of our military men and
women were briefly acknowledged. IHRSA
would like to make their recognition, that sign of
our appreciation, a year-round affair.
Last month, we reported that, approached by First Lady Michelle
Obama, IHRSA had eagerly agreed to participate in her Joining
Forces initiative, designed to provide assistance to military families.
A short while before, in May, Joe Moore, the president and CEO
of IHRSA, had joined Mrs. Obama and others on the South Lawn
of the White House to announce the creation of the IHRSA Joining
Forces Network (IJFN).
The IJFN, which officially launched on June 1, is composed of
IHRSA-member clubs that have agreed to provide free six-month
memberships to members of the families of actively deployed
National Guard and Reserve personnel. The program
is extremely flexible, allowing clubs to
decide, for instance, whether or not to offer additional
benefits, and, even, if they’d like to extend
the offer to other military, e.g., veterans.
No sooner had Mrs. Obama unveiled the plan
than clubs began volunteering to take part;
among the first were Anytime Fitness and Curves
International, Inc. But even before the advent of
the IJFN, some clubs, recognizing the need, and
acknowledging their own debt of gratitude to the
nation’s servicemen and servicewomen, had
introduced similar programs of their own.
Last August, the three Spring Fitness facilities
in Texas began offering free six-month memberships—no strings
attached—to U.S. military veterans and active-duty personnel.
“I’d encourage everyone to do this,” suggested owner Tom
Kennison. (See “Doing the Right Thing!” June CBI, pg. 38.)
Since the IJFN’s debut, however, there’s been a virtual crush
of early adopters. Among the more than 1,000 current network
members are: Club One; Club Fit; Frog’s Fitness; The Alaska
Club; The Atlantic Club; Shula’s Athletic Club; TELOS Fitness
Center; Nashua Athletic Club; Saco Sport and Fitness; Body-
Business Health Club and Spa; Shapes Total Fitness for Women;
and the Personal Training Institute (PTI) of Tucson.
“I feel very strongly about taking part in this worthwhile
program,” explains Craig Jackson, the owner of PTI-Tucson, who
served for seven years as a paratrooper in the U.S. Army, and
participated in the first Gulf War.
For more information on the IJFN, see “The IHRSA Joining Forces
Network,” pg. 104. 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. —|
– Craig R. Waters, c.waters@fit-etc.com
6 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 | J U L Y 2 0 1 1 | w w w . i h r s a . o r g
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
®

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CLUB BUSINESS
INTERNATIONAL
President Jim Snow serves
GGI’s constituencies
Features
30 Health Club Hospitality
A hospitality-industry pro, Jim Snow has been
preaching and practicing the virtues of a servicecentric
business for more than 23 years, most
recently as the regional vice president of operations
for Omni Hotels, a 50-facility brand. Now,
as the president of Gold’s Gym International,
Inc. (GGI), he intends to use all he knows to
help transform the industry’s standard “salesoriented”
perspective into a more productive
“culture built around service.”
8 C l u b B u s i n e s s I n t e r n a t i o n a l | J U L Y 2 0 1 1 | w w w . i h r s a . o r g
CONTENTS | JULY 2011
Spaciousness is key to locker
room/spa success
30 48
36 IHRSA Global 25
IHRSA’s annual ranking of club companies
44 Group Exercise Extraordinaire!
Les Mills’ Ultimate Studio Search winners
48 Locker Room Largesse
Tips on making small areas more spacious
55 SGPT: A Magic Acronym
Small-group personal training is big news!

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CLUBBUSINESS
INTERNATIONAL
24 Hour Fitness
‘serves’ U.S. military
28
Departments
News & Know How
63
15 News
Virgin Active acquires Esporta; Talwalkars
tops 100; Christian Pierar boards IHRSA;
industry mourns Stephen Williams; upbeat
IHRSA Index; plus Latin American News
25 First Person
Go Figure CEO Kyle Zagrodzky assesses
technology’s impact on the fitness industry
27 On the Move
Vivafit debuts in Spain; Crunch’s polefitness
X-Pert-ise; Snap ‘fit’ for entrepreneurs;
RED HOT SUMMER for World;
24 Hour supports the troops; and more
Innovations
63 What’s New
Great new products from TRX, Precor,
Star Trac, Peaksware, Life Fitness, Legend
Fitness, and other IHRSA associates
67 F.I.T. Extra
iPod docks, USB ports, LCD screens,
workout tracking—treadmills, today,
are anything but plain
10 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 | J U L Y 2 0 1 1 | w w w . i h r s a . o r g
CONTENTS | JULY 2011
Peaksware tracks
fitness via iPhone
IHRSA Report
89 First Set
IHRSA Chairperson Art Curtis offers
suggestions on how to accelerate out
of the Great Recession
97
90 In Brief
Whether or not one of your aerobics
instructors is an employee or an independent
contractor matters to the IRS
93 Board Profiles
CBI is pleased to introduce new IHRSA
board members Jasmin Kirstein and
Robert Brewster
94 Ask the Entrepreneurs
Colleen Braun, Simon Gale, and
Michael Jenkins explain how they
solicit club members’ insights
96 Member News
FreeMotion Fitness’ special ‘Value
Proposition;’ plus news from ACE, the
USPTA, Motionsoft, Technogym, and more
101 Calendar
FreeMotion Fitness
on Golden Gate
Reps
4 Letters
6 Editor’s
Welcome
12 Ihrsa.org
102 Marketplace
103 Ad Index
104 Last Rep
First Lady Michelle
Obama is excited
about the new Joining
Forces Network,
reports IHRSA
president and CEO
Joe Moore

2011
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Read All About It: Get Active! Magazine
> www.ihrsa.org/get-active-magazine
Did you miss IHRSA’s 30th Anniversary International Convention and Trade
Show? Or did you attend, but find it impossible to get to every session on
your wish list? Perhaps some of the sessions you attended were so riveting
that you want to share them with your entire staff. You’re in luck: IHRSA30
session recordings are now available for purchase as downloadable MP3s.
Buy the full set of 63 recordings for just $399 ($499 nonmembers). This
great value represents a huge savings over the cost of purchasing each
session individually. Individual sessions are available for $15 each ($20
nonmembers).
Best-selling titles to date include: Building a Successful, Highly Profitable
Sales Department; Creating Raving Fans: The Secret to Business Success;
Big Company Talent Management for Small Organizations; Integrating the
Medical Client into Your Facility; Using Technology to Improve Membership
Sales & Retention; and Release Your Inner Geek: Social Media for Fitness
Professionals. —|
To order, visit www.ihrsa.org/store. Use promo code LISTEN to save 20% on any
IHRSA30 convention session recording purchase, through July 31.
12 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 | J U L Y 2 0 1 1 | w w w . i h r s a . o r g
Readers are raving about the Spring/Summer 2011 edition of Get Active!,
IHRSA’s motivational magazine written exclusively for health club members,
guests, and prospective members. This new issue features interviews with
Madonna and actress Elisabeth Rohm, both of whom own health clubs. It also
includes exercise advice, a dramatic before-and-after club member profile, tips
on staying motivated and overcoming negativity, and much more. Magazines
are available in boxes of 100, and supplies are limited. —|
Log on to www.ihrsa.org/get-active-magazine to read the digital version and to order your
club’s copies of the standard or Anytime Fitness editions.
U.S. Clubs: Enroll in
the IHRSA Joining
Forces Network
> www.healthclubs.com
IHRSA member clubs in the U.S. are being
encouraged to offer free memberships
to the immediate family members of
actively deployed reservists and National
Guard members through the new IHRSA
Joining Forces Network. Clubs may provide
additional benefits such as childcare,
children’s programming, group classes,
discounts for veterans, and discounts for
active-duty families. Military families can
find participating clubs in their area at
healthclubs.com. The Website will also
offer a free digital subscription to Get
Active! Magazine, an IHRSA publication
dedicated to promoting healthy living
through exercise. Visit healthclubs.com
for details and to enroll! —|

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News & Know How
News 15 | First Person 25 | On the Move 27
OpenAire, Inc., an IHRSA associate member, is currently creating
the Royal Marine Aquapark, a one-of-a-kind recreational facility in
Donetsk, Ukraine. “At 86' high and 278' in diameter, it’s the
largest freestanding aluminum dome structure in the world,”
notes OpenAire President Mark Albertine. “And the
unique retractable design makes it the first
park of its kind. There’s simply nothing
else like it.” —|
w w w . i h r s a . o r g | J U L Y 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

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Bulking up: Sir Richard Branson
Virgin Active Acquires 55 Esporta Sites
The $125.4-million deal nearly doubles the size of Virgin’s
U.K. holdings
Virgin Active, the international
club chain headed by Sir Richard
Branson, has nearly doubled the
size of its U.K. footprint by purchasing
55 sites from Esporta for some $125.4
million. The transaction involves 35
fitness centers and 20 racquet-sports
facilities with more than 159,000
members, and increases Virgin Active’s
U.K. portfolio to 126 properties.
The company says its enlarged U.K.
business will have some 430,000 members
and generate annual revenues of
about $525 million.
Earlier, in 2004 and 2005, it had
acquired 10 Esporta clubs in the U.K.
and six in Spain.
“The location of Esporta’s clubs is an
excellent fit with our estate and significantly
strengthens our business,” says
Matthew Bucknall, the chief executive
of Virgin Active. “We’ve been able to
sustain … growth over the last three
years, when economic conditions have
been difficult, and we continue to see
excellent prospects for future growth in
all our territories.”
Virgin Active also owns and operates
clubs in Italy, Portugal, and South Africa.
Virgin Active figures prominently in
this year’s IHRSA Global 25 lists (see
“The IHRSA Global 25,” pg. 36). In terms
of number of facilities, it ranks No. 7
(with 194 sites); number of members,
No. 7 (975,000); total revenues, No. 5
($709 million); one-year revenue growth,
No. 1 (+14%); five-year revenue growth,
No. 2, (+115%); and one-year unit
growth, No. 25 (+4%). Recently, it broke
through the 1-million-member mark. —|
| News & Know How | News
Talwalkars Hits
100-Club Mark
India’s industry
leader pursues
aggressive growth
> India’s largest health club
chain has just gotten a little
bit bigger.
Talwalkars Better Value
Fitness, Ltd., based in Mumbai,
already has facilities in 50 cities
and more than 1 million members,
and, recently, it announced
the opening of its 100th club. The
new Ballygunge branch, situated
in Kolkata, a metropolitan area
in East India, made its debut in
April, and, like other Talwalkars
facilities, features top-of-theline
equipment and highly
trained staff.
Speaking at the opening,
Prashant Talwalkar, the company’s
CEO and managing director,
described it as an “historic
occasion,” and spoke of the
company’s plans to “continue
expanding at an increasing pace
during the coming fiscal year.”
Talwalkars, Ballygunge
Part of its growth strategy
involves the introduction of a new
brand, known as Hi Fi, that will
target a middle-income clientele.
“Hi Fi will fulfill our dream of
making fitness available to the
masses,” says Chairman Madhukar
Talwalkar. The company
hopes to establish 25 Hi Fi
locations within the next year. —|
w w w . i h r s a . o r g | J U L Y 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 17

| News & Know How | Latin American News
Cia Athletica Introduces Activities
Accuracy Manager
Companhia Athletica, the Brazilian health club chain, has
developed an Activities Accuracy Manager (AAM), a system
that generates training programs that effectively address the
conditions, needs, and objectives of each individual member.
Using an iPod Touch, trainers are alerted to a member’s arrival at the
gym, and are provided with their personal-profile data and a description
of the training program they’re supposed to follow. Utilizing this
information, trainers can then improve their client planning, integrate
physical assessments as indicated, renew programs in a timely manner,
and, ultimately, maximize results.
The AAM software relies on the guidelines of the American College
of Sports Medicine (ACSM) and the Brazilian Society of Cardiology to
inform the prescription of activities
and periods indicated, or contraindicated,
for over 400 diseases and
disorders. The software also records
the data obtained in the Test of
Functional Movement (TMF). Developed
in the U.S., TMF was adapted
by Companhia Athletica to analyze a
member’s exercise motions to ensure
proper movement, and, thereby,
Exercise ‘management’
improve posture, prevent injuries,
and enhance performance. —|
O2 Opens Fourth Facility in Chile
This month, the O2 Balance &
Wellness Club will open its
fourth facility in Chile. The
12,900-square-foot unit, situated in
the new Paseo Los Dominicanos mall
at San Carlos de Apoquindo, will
boast a fitness area with strength
and cardiovascular equipment, and
rooms for yoga, group fitness, and
group cycling.
“For us, 2010 was a year in which O2’s No. 4 in Chile
we concentrated on consolidating
our first three clubs,” reports CEO Alfredo De Goyeneche. “Now we’re
beginning a new phase of expansion.”
De Goyeneche reports that the new club “has competition just a block
away, but each of the clubs is good and has a very different profile. Our
club,” he predicts, “will attract a market that’s been growing in recent
years as a result of the strong real estate development in that area of
the city.”
The monthly dues at the new O2 club, which hopes to attract approximately
1,200 members, will range from $100 to $200. —|
Editor’s Note: All of the news items on this page were provided by
Mercado Fitness (www.mercadofitness.com).
18 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 | J U L Y 2 0 1 1 | w w w . i h r s a . o r g
Sport Club Goes
Women-Only
Club Sport: for
women only
> Today, increasingly, women are
searching for a space where they can
disconnect from their daily routine, relax,
have fun, and exercise—both individually
and in groups. Responding to this emerging
trend, many fitness providers have
successfully developed unique ways to
serve this market niche.
Among them is Club Sport, an Argentine
chain, which has just opened its first
women-only facility. The 12,900-squarefoot
unit is located at the new Champagnat
Mall, in the city of Pilar, in the northern
area of Buenos Aires.
Mariana Cuevas Coelho, the company’s
marketing manager, describes the new
corporate brand, Club Sport Women, as
being for “women who want to enjoy a full
workout in an exclusive atmosphere, seeking
balance in the different dimensions of
health—physical, emotional, social,
intellectual, and spiritual.
“It’s designed to enable women to cope
with greater freedom and peace,” she continues,
“and feel comfortable as they enjoy
all of the activities of the new club—cardio,
weight training, aerobics classes, indoor
cycling, and Pilates.” The club will also offer
yoga, meditation, and breathing classes.
The Champagnat site will have an
exclusive and limited membership
“because we take care of the service we
offer,” explains Coelho, who expects the
club to reach 800 members within the
first five months. The second Club Sport
Women will open soon in Buenos Aires.
Depending on the public’s response, the
company then hopes to open additional
women-only facilities. —|

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| News & Know How | News
Christian Pierar Joins IHRSA Board
Industry veteran will share 30 years of European expertise
Christian Pierar, the special European advisor for IHRSA,
has been elected to serve as a full member of the association’s
board of directors. An industry veteran with
more than 30 years’ experience, Pierar has held positions as
a club owner, international consultant, association executive,
and public speaker.
His non-IHRSA accomplishments have included serving as
the co-owner of Centro Sportivo and Moving Fitness Center;
owner of Sports and Management Consulting BVBA; co-owner
and CEO of Forum Lifestyle and Wellness, which developed
fitness centers for major hotel chains; and CEO of Tinbert/
Elexia NV, a venture-capital group that developed 68 clubs
and wellness centers throughout Europe.
Among the numerous titles he’s held on the association
front are those of chairman of the National Belgian Syndicate
for employers of the fitness and wellness industry in Europe;
board member of the Belgian Security Fund for fitness
In Memoriam: Stephen Williams
Industry Mourns Passing of Former Cybex and Technogym Executive
Stephen “Steve” Williams, 61, a
former executive with Cybex
International, Inc. (NASDAQ:
CYBI), and Technogym, passed away
in Seattle, Washington, on April 13,
following a long and courageous battle
with diabetes and kidney failure.
A resident of Bainbridge Island,
Washington, Williams was a passionate
technologist and sophisticated marketer.
At Cybex, Williams worked his way
up the corporate ladder, holding the
positions of director of marketing, vice
president and managing director of
fitness, and eventually, vice president
of corporate development. He also put
his marketing expertise to work on
behalf of Technogym and was the first
president of Technogym USA.
Jill Kinney, the managing director of
Clubsource Development Partners, LLC,
>
Stephen Williams
20 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 | J U L Y 2 0 1 1 | w w w . i h r s a . o r g
based in San Rafael, California, and a
long-time friend of Williams, describes
him as a “true innovator” whose work
had a profound impact on the fitness
industry. “In the mid-80s, he introduced
a new, polished, industrial
industry employees; founding
member of the European
Health and Fitness Association
(EHFA), responsible for the
European Network of Fitness
Employers; and board member
and treasurer of the European
Association of Sport Employers. Christian Pierar
A member of IHRSA for 24
years, Pierar is a graduate of
the IHRSA Institute for Professional Club Management and
has been actively involved in many of the association’s
activities. He commences his four-year board term with
new board members Robert Brewster, the president of The
Alaska Club, in Anchorage, Alaska; and Jasmin Kirstein, the
owner of My Sportlady, in Munich, Germany. Brewster and
Kirstein are profiled on pg. 93. —|
design that turned the old weight stacks
into sleek, attractive equipment, while,
at the same time, insisting that sound
science underlie the steel,” she points
out. “He hired world-class photographers,
consulted with sports and
medical specialists, and used women
in ads for the first time in order to
demonstrate the remarkable benefits
of exercise … The net effect of his
marketing genius was worldwide
recognition for brands such as Cybex
and Technogym.
“Aside from his impact on the fitness
industry,” says Kinney, “Steve was best
known as a great friend. He knew just
about everyone and mixed, equally,
with celebrities, club owners, and
equipment manufacturers—with the
same passion and intellectual humor.
He’ll be missed by all.” —|
Short Takes | Green Spaces Inspire Exercise
It’s no coincidence that people who live near wide-open green spaces are more likely
to engage in physical activities. A new study from the University of Southern Denmark
concludes that a person’s proximity to green space has a direct influence on their fitness
pursuits—including their likelihood of belonging to a health club. —|

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

| News & Know How | News
IHRSA Index
Reflects Industry
Strength
Clubs’ 2010 financial performance
shows marked improvement
IHRSA recently released the findings
of its Financial Index for 2010, and,
despite a weak economy, the industry’s
metrics, the results show, were
surprisingly good.
“Our survey of 16 leading U.S. health
and sports club companies, representing
a total of 498 facilities, shows that
performance was robust among commercial
health clubs last year,” reports
Jay Ablondi, IHRSA’s executive vice
president of global products.
The Index documented marked
improvements in revenue, membership
dues revenue, nondues revenue, and
EDITDAR (earnings before interest,
taxes, depreciation, amortization, and
rent). Overall, results for the full calendar
year ending December 31, 2010,
compared to those for 2009, showed
that total revenue rose 5.9%; membership-dues
revenue climbed 3.5%;
nondues sales increased 11.8%; and
EBITDAR grew by 4.9%.
“Even though the year started with
performance comparable to 2009 indicators,
the quarterly-index participants
finished the year with strong fourthquarter
results,” points out Melissa
Rodriguez, IHRSA’s manager of
research. Nondues revenue posted the
strongest increase, up 13.4% over the
same quarter in ’09, and EBITDAR
was up by 9.1% over 4Q ’09.
For complete results, visit
www.ihrsa.org/research. —|
> CORRECTION: Todd Galati was
incorrectly identified as being the
new director of the American Council
on Exercise (ACE) in the March issue
of CBI (pg. 34). In
fact, Galati’s title
is: Director of
Credentialing for
ACE. CBI regrets
the error. —|
Todd Galati
Marketing
The Power of Group Buying
By Liane Cassavoy
22 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 | J U L Y 2 0 1 1 | w w w . i h r s a . o r g
Thanks to group-buying services, such as Groupon, shopping is no longer a
solitary activity. These deal-of-the-day services, which have recently
exploded in popularity, are changing the way people shop—and the way
merchants, fitness clubs among them, sell their wares. These services offer clubs
a new marketing platform, and a novel way to get first-time customers in the door.
Groupon, LivingSocial, and the just-launched Facebook Deals work by offering
a limited-time special, which must be purchased by a minimum number of users
in order for everyone to reap the savings. Groupon’s approach, says spokesman
Chad Nason, works because its “tipping-point” concept guarantees a certain
number of customers.
Groupon works with businesses to
create the deal and determine the
tipping point, then sells the vouchers
and collects payments. After taking
its 50% commission, it hands the rest
of the money over to the business.
Nason says that “virtually all” of its
deals reach their payoff point now
that the service has more than 70
million subscribers.
The Chelsea Piers Sports and Entertainment
Complex, a high-end sports and entertainment complex in Manhattan, uses
Groupon to offer discounts on programs that could bring in potential new members,
notes Dana Thayer, the senior vice president of marketing and sponsorship.
Because customers have to redeem their Groupon once they enter a gym, operators
can track the results of the promotion. “You can see exactly who they are, and
provide the great experience that will turn them into repeat customers,” says Nason.
Amy Peddycord, the owner of Invoke, a yoga and Pilates studio in Indianapolis,
Indiana, agrees. Her first deal, last year, resulted in the sale of 404 Groupons,
70% of which were sold to newcomers to her studio. Peddycord says that 50% of
the Groupon customers went on to purchase additional classes or merchandise
from the studio, and 40% became regular students.
Groupon does allow businesses to impose a cap on their offers, a welcome
relief for those wary of being overrun by bargain hunters. And clubs should
consider how to cover the cost of the deals they offer. Peddycord says she made
the decision not to pay her teachers—who are typically compensated per
student—for the Groupon users who attended their classes.
Both Thayer and Peddycord agree that, while using a service like Groupon is
extra work, the effort is worthwhile.
The concept of group buying and discounting has become so prevalent that
now industry-specific versions, such as FitnessCouponClub.com, have begun to
appear, as have business-to-business versions, including Motionsoft’s
fillMyGym, which allows gyms to purchase discounted equipment.
The overwhelmingly large scope of Groupon is one of the primary reasons
that John Spencer Ellis started FitnessCouponClub.com. “Sometimes
fitness services get lost in the mix,” he explains. “Now, an offer for a gym won’t
be overlooked between the chimney-sweeping and restaurant appetizer
specials.” —|

CBI Spends 10 Minutes on the Line with
Kyle Zagrodzky
Kyle Zagrodzky is the
CEO of Go Figure, Inc.,
based in Houston. He
began developing club
management software
in the 1990s, after he
and his wife, Brenda,
opened nine franchised
Curves facilities. In
1997, he introduced the
iGo Figure Membership
and Business Management
program, which
is now sold in 14
languages in more
than 50 countries.
.com
To hear Kyle Zagrodzky
describe iGo Figure
software in detail, log
on to www.igofigure.com
and click on “iGo
Product Video.”
| News & Know How | First Person
QWhat, exactly, is data mining and how can clubs capitalize
on it most effectively? What prompted you to develop the
iGo Figure Membership and Business Management software
program? How can health clubs get the most out of the
software they have? What’s the future look like for data mining?
“Data mining is a method of processing large data
sets to help identify trends, patterns, and anomalies,
with the goal of gaining insights into what’s
going on in many areas of a business.
For example, on a day-to-day basis, you can use
member data to help increase retention by identifying
at-risk customers—ones with declining or
erratic attendance patterns—or, conversely, VIP
customers who maintain high spending levels.
You can determine where most of your customers
live, define their demographic profile, and then
target the most likely prospects with an effective
ad campaign. You can also use data to help
identify members who are part of a special
population—for instance, ones with diabetes—
and then tailor programs, service levels, and
specific communications for them that they’d
profit from. Or you can identify and establish
partnerships with the businesses in your market
that club prospects tend to frequent.
These are just a few of the ways that good data
can help operators manage their businesses
better. If they’re not making use of data-mining
software at all, or aren’t fully leveraging the software
they have, then they’re missing out on some
major opportunities.
I first entered the fitness industry as a martial
artist many years ago. In the 1990s, my wife, Brenda,
and I opened nine Curves franchises in Houston,
and, in 1999, we won the Curves Multi-Franchisee
of the Year Award. I began designing comprehensive,
all-inclusive membership and club management
software to meet my needs as a club
operator. When iGo Figure demanded more of my
time, Brenda, an outstanding club operator, took
over our clubs. We sold them eight years ago.
Over the years, my team and I have continued to
design the product from the end-user’s perspective.
Today, thousands of clubs use iGo Figure, in
14 languages, in more than 50 countries. Our
software offers integrated payment-processing
and collection services in several of the countries
we serve. And all of our users are encouraged to
take advantage of our free one-on-one training,
and have unlimited access to our powerful,
Internet-based learning tools.
Technological advances are constantly improving
on what club management systems can deliver,
which makes this an exciting field. What we can
accomplish today with a single line of code
required 20 lines of code just a few years ago.
User-interface concepts are much more flexible
and simpler to design, which makes applications
easier to learn. Now, nontechnical employees
can perform the complex data-mining tasks that
were once left to “the IT people” to complete.
For clubs to get the most from software, top
management must recognize its value and properly
train the employees who will be using it.
Clubs will obtain the highest return on their
investment only if they leverage its capabilities to
the fullest.
Social media may be the new frontier. People
spent more time on Facebook than on any other
Website in 2010. It’s becoming one of the best
ways to get information directly to your members,
and allows you to target ads locally, reaching your
desired demographic. Some day, I imagine we’ll
be able to farm data or write applications to work
with sites like Facebook.
Once we do, the sky’s the limit! ” —|
w w w . i h r s a . o r g | J U L Y 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 25

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Franchising Programming
Vivafit Breaks Ground in Spain
Warm welcome for Vivafit
Vivafit, the Western European chain of women-only health clubs, has
opened its first franchise location in Spain in the town of Lepe, near Huelva.
The new facility—owned by businessman Florencio Andre—opened in
February, and, having sold 232 memberships during presale, was already
at break-even on the day that it made its debut.
Vivafit owns two additional Spanish locations and hopes to have 100
in the country by 2016. The company, based in Portugal, has more than
100 centers there, and dominates the 30-minute-express sector with an
estimated 80% market share. It’s also exploring opportunities in India
and Singapore.
“Vivafit strives to be the leading weight-loss fitness franchisor in the
world,” explains President Constance Morrissey Ruiz. “We’re committed
to meeting the highest standards of the fitness industry and the highest
standards of franchising.” —|
Snap Fitness a Top Franchisor for Young Entrepreneurs
Snap Fitness, Inc., one of the world’s fastest-growing franchisors of 24/7
express fitness centers, has been named one of the Top 21 Franchises for
Young Entrepreneurs by Under30CEO.com. The recognition honors Snap
Fitness as a franchise concept that appeals to the interests of entrepreneurs
under the age of 30, pointing out that it’s “paid special attention
to helping franchisees select their locations and has some of the lowest
startup costs in the industry.” Snap also offers a Web tool that enables
franchisees to manage their club operations online.
“No matter the age, we
encourage everyone who’s
interested in opening up a
health club to look at Snap
Fitness as a viable franchise
option,” suggests Peter
Taunton, the founder and
CEO of Snap Fitness, based in
Chanhassen, Minnesota. “As
a growing fitness concept, it’s
our franchise system’s goal
to provide the Generation Y
franchise owners within our
system with the necessary
Peter Taunton
support to lead them toward
success.” —|
| News & Know How | On The Move
Crunch Launches X-Pert Pole
Fitness Training Program
Crunch Fitness, an industry leader in the field
of innovative group-fitness programming, has
announced the launch of X-Pert Pole Fitness, a
professional training program. The course, offered
in conjunction with X-Pole, a major manufacturer of
poles, is the first and only one of its kind accredited
by the Aerobics and Fitness Association of America
(AFAA) and the American Council on Exercise
(ACE). The curriculum has also been endorsed by
the Pole Fitness Association (PFA).
Developed and led by
top professionals in the
fitness industry and polefitness
community, the
two-day, 16-hour training
lays the groundwork
for a general standard
of safety and technique.
It breaks down each
section of a pole-fitness
class—e.g., how to set up
a pole properly, dance
choreography, exercise
Pole X-Pert-ise science—to provide the
best workout possible. —|
Marketing
World Gym International
Fires Up RED HOT SUMMER
World Gym International,
LLC, the iconic
gym brand and
international franchise
company, has unveiled
a new consumer
campaign for its franchisees.
The tagline:
RED HOT SUMMER.
The promotion features trademarked graphics
that celebrate the company’s heritage and recent
initiatives. The promotion package includes direct
mail and e-mail, in-gym posters, social-media tools,
and Website support to help franchisees attract
prospects and retain existing members.
“Our RED HOT SUMMER campaign helps franchisees
to differentiate themselves from the generic
fitness brands with which they compete,” explains
Managing Director Guy Cammilleri. —|
w w w . i h r s a . o r g | J U L Y 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 27

| News & Know How | On The Move
Club Openings
FFC West Loop
Sport & Health Finds Promise in Frederick, Maryland
Fundraising
FFC Introduces New West Loop Facility
Sport & Health Clubs, the largest chain of health and fitness facilities in the
metropolitan Washington, D.C., area, has signed a lease in anticipation of opening
a $6-million, 42,000-square-foot location at Market Square, in Frederick, Maryland.
“We’re just crazy about Frederick,” enthuses CEO Mark Fisher, who observes that
the community is “very vibrant, active, and health-conscious.”
The new facility in Frederick will offer an array of amenities, including group
exercise, racquetball courts, indoor/outdoor swimming pools and tennis courts,
Pilates, a Kidz Klub, tanning, and spa services.
Sport & Health is based in Vienna, Virginia.” —|
24 Hour Fitness Employee Supports the Troops
Jessica Maddin, a front-desk employee at 24 Hour Fitness
Worldwide, Inc., the world’s largest privately-owned club chain,
could never have predicted the response she’d receive from an
e-mail she sent to CEO Carl Liebert III, asking for his help to
support U.S. troops. Now, she’s the proud founder of Jessica’s
Hope Project, a 501(c)(3) charitable organization that supports
the men and women of the nation’s armed forces via care
packages containing health
and fitness supplies.
Last April, Maddin sent
her request to Liebert and
explained her concern that,
according to the U.S. Marine
Corps, deployed military
personnel lose approximately
50 pounds of body weight per
deployment. Within 10 days of
Liebert, l., with Maddin her initial message, Maddin
received a shipment from
Liebert totaling more than $17,000 worth of 24 Hour Fitness
retail products, including supplements, vitamins, protein bars,
and powders. She’s since redistributed the donations to soldiers
abroad in 451 individual shipments.
“There are people out there like Jessica who have the power
to take a stand and make a difference,” said Liebert, who once
served as a naval officer. “I hope the success we’ve had with
Jessica’s Hope Project serves as an inspiration to others to
carry through with their ambitions.” —|
28 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 | J U L Y 2 0 1 1 | w w w . i h r s a . o r g
Fitness Formula Clubs (FFC), which owns and operates nine upscale clubs and
manages three corporate fitness centers in the Greater Chicago area, has opened its
new West Loop facility at 10 S. Clinton Street. The full-service, 52,000-square-foot
property features a dramatic three-story glass-enclosed atrium entryway; an expansive
skylight over the indoor pool; a new Pilates studio; advanced training areas; and a
luxurious outdoor pool, sundeck, and beverage bar. Other amenities include an indoorcycling
theater; group-fitness studios; complimentary towel and laundry service; and
the FFC Spa. —|
Sport & Health
expanding
The Claremont Club Excels at Art of Giving
The Claremont Club, one of
Southern California’s premier
health, fitness, and wellness
destinations, will celebrate its
fifth year of hosting the Art of
Giving Charity event this
month, on July 30. The semiformal
food and wine-tasting
affair will be held at the side of
the club’s pool, and 100% of
Art of Giving goings-on
the proceeds will be distributed
to three programs:
• the Living Well After Cancer program, in partnership with the
Pomona Valley Hospital Medical Center’s Robert and Beverly
Lewis Family Cancer Care Center, which supports individuals
in different stages of recovery through personal training, nutritional
counseling, group-exercise classes, and support groups;
• the Adopt a Family program, which provides needy families
with household essentials, such as beds, washers, dryers,
linens, and other items;
• and the Matt Leinart Foundation, an organization that cares
for disadvantaged youth.
“We’re hoping to raise $60,000 this year and anticipate a
great turnout,” notes Shannon Malooly, the club’s groupexercise
director. “Community businesses donate all the food,
beverages, entertainment, and raffle items, and we put on an
incredible event!” —|

GGI President Jim Snow

Jim Snow
By Patricia Amend
CBI: When you moved from Omni Hotels to become president of Gold’s Gym
International, Inc. (GGI), in 2009, it raised a few eyebrows. What valuable
qualities, skills, and experience did TRT Holdings, the parent of both
companies, hope you’d bring to bear on GGI?
JIm Snow: I think TRT saw it as a logical move, since the hospitality and fitness
businesses have many fundamental components in common. They each have
guests, facilities, sales departments, and a lot of competition, and rely heavily on
great customer service and their ability to develop strong customer loyalty. The
hotels I’ve managed were consistently ranked at the top of Omni’s guest-service
and profitability metrics. This experience translated remarkably well to what we’re
doing now at Gold’s Gym.
CBI: Recently, in CBI, John McCarthy, IHRSA’s executive director emeritus,
wrote that one of the most important things that the industry needs to do
today is “redefine itself as a hospitality business” and become much more
“consumer-centric.” Your thoughts on that concept and how it relates,
specifically, to Gold’s?
JS: John is right on point. The fitness industry has a culture built around sales,
while the hospitality industry has a culture built around service.
But it wasn’t always like that; the hospitality industry was once dominated by fullservice
hotels. When the economy brands began entering the market at a rapid pace
with high-quality products, free amenities, and low prices, the competitive pressures
escalated dramatically. The luxury hotel segment was forced to improve its products
and service, and, today, it’s synonymous with service.
The fitness industry faces a strikingly similar development, and consumers’
spending habits have changed. Therefore, it’s more important than ever to provide
value, regardless of what segment you’re in. Service is driven by culture, and culture
revolves around people—not programs. A service-oriented culture requires a
strong commitment by a company’s leadership.
CBI: How would you best describe your own leadership style?
JS: I’m a driver, and I expect fast results. And, while I don’t change things for
the sake of change, the reason that I’ve assumed the positions I have is because
progress had become stagnant or things were outdated. I also try to be very
transparent for everyone, and, generally, people appreciate that.
CBI: When you came on board, did TRT provide you with a list of specific
goals or objectives?
JS: Our guiding principle is: “To Be the Best Franchisor in this Space.” Our three >
| CBI Interview |
Gold’s Gym International, Inc., is relying on his vast hospitality
industry experience to make it ‘The Best Franchisor in this Space’
Highlights
» Fitness/hospitality
» Franchisee upgrades
» Gold’s Gym Express
» Worldwide expansion
Jim Snow became president
of Gold’s Gym International,
Inc. (GGI), in 2009. A graduate
of Kansas State University, he
brings more than 23 years of
experience in the hospitality
and service industries to GGI,
having developed an impressive
track record in sales, retail,
marketing, and management
in a multi-unit, service-driven
environment. He embarked
on his career with Omni
Hotels in 1992, and worked
his way through numerous
executive positions within the
company. Most recently, he
served as regional vice president
of operations for Omni
Hotels, a sister company of
GGI, where he oversaw several
high-profile properties, thousands
of employees, and
millions of dollars in revenue.
Under his leadership, Omni
Hotels was twice recognized
as one of the “Best Places to
Work in Texas.” Snow resides
in Dallas with his family. He
works out daily at a Gold’s
franchise near GGI’s corporate
office and, on weekends,
at a corporate-owned club
near his home. —|
w w w . i h r s a . o r g | J U l y 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 31

| CBI Interview |
long-term goals are to grow the GGI
brand around the world; help our
franchisees become more profitable;
and dominate the fitness industry in
the years to come.
Our philosophy is guided by these
goals, all of which demand that we
balance the needs of our customers,
associates, and owners. Identifying what
was out of balance with GGI, and remedying
that, has been my primary focus.
CBI: Tell us what you’ve accomplished
since becoming president.
What progress have you made,
thus far, in achieving your goals?
JS: During the past 18 months, we’ve
completely rebuilt GGI’s technology
platform and improved the level of
service that we provide to our new and
existing franchisees. This has included
redoing Gold’s Gym University online;
investing in a new franchise communications
platform; rebuilding our
franchise sales systems; and revamping
the Gold’s Gym Website.
In addition, we’ve modified the
roles of our regional field managers;
launched the Gold’s Gym Express
concept; and introduced our new
Gold’s Capital financing division to
support our franchisees.
CBI: Let’s talk about those two
additions for a moment. Can you
tell us more about the Gold’s Gym
Express clubs? What are their
price points, what do they offer,
and how do they differ from others
in the economy segment?
JS: Gold’s Gym Express was created in
response to requests from our franchisees,
who wanted a product to compete
in the high-volume, low-price segment.
Gold’s Gym Express is a $9.99-
$19.99-a-month gym with low labor
costs. All Express clubs feature highquality
construction and design, our
signature Cardio Cinema, unlimited
guest passes, and a no-contract
option. In addition, franchisees can
choose to offer tanning, massage
chairs, and a free training component.
What differentiates us is the support
we provide that most low-cost players
don’t offer, including the latest virtual
training technology, advice from
celebrity trainers, customized workout
programs, and comprehensive
online tracking tools.
“The hospitality and fitness businesses …
each have guests, facilities, sales
departments, and a lot of competition,
and rely heavily on great customer
service and their ability to develop
strong customer loyalty.”
32 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 | J U l y 2 0 1 1 | w w w . i h r s a . o r g
Our brand can now expand in ways
that weren’t possible before, as this
model works anywhere. Depending on
the location and situation, franchisees
can build a standalone Gold’s Gym
Express or utilize it as part of a huband-spoke
strategy.
CBI: And the new financing arm,
Gold’s Gym Capital—what was the
rationale for creating it? Will it
aid your new franchisees and your
existing ones, as well?
JS: Today, financing is the No. 1
impediment to growth in the industry.
We’ve hired Chuck lemar, the former
president of Cybex Capital, to assist
new and existing franchisees in
obtaining financing for new operations,
equipment financing, and renovations.
CBI: You have an iconic, timetested
brand—one of the few in
the industry. How have you
managed to broaden your market,
while maintaining brand integrity?
JS: Our founder, Joe Gold, was
responsible for some of the earliest
innovations in equipment and training,
and, today, our iconic brand means so
much to so many people around the
world. We have the highest consumer
awareness of any brand in the industry.
More than ever, we’re focused on
creating new offerings to help our
members achieve their goals. We’ll
continue to push the envelope on
technology and innovation, whether
that’s through our signature Cardio
Cinema, our best-in-class customerretention
program, our new Max Burn
Zone and les Mills CX30 programs, or
our new functional-training programs.
Our “Know your Own Strength”
campaign, which rolled out two years
ago, this year evolved to become our
“Stronger Than” campaign. It revolves
around the notion of “redefining
strength.” Strength refers not just to
muscle, but also to inner strength, or
the strength to get through tough
times. This campaign has resonated
strongly with consumers since we
rolled it out in January.
CBI: Speaking of tough times,
we’ve all just been through a
painful economic downturn. How
has the recession affected your
corporate revenues and profitability
since it began in 2007? How do
you see a general economic
rebound taking shape?
JS: After a couple of flat years in ’07
and ’08, GGI posted the two most
successful years in the history of the
company in 2009 and 2010. I’m confident
that we’ll continue to see strong
growth moving forward as we continue
to implement our business plan. We
still have very high unemployment
around the country, and the weakness
of the dollar is a concern, but I
believe we’re on track for a slow,
extended recovery.
I think the right question to ask is,

“What’s the new normal?”(See “The
New Normal,” April CBI, pg. 42). I
believe we’ve gone through a period
that only our grandparents understand.
A lot of people have been hurt. We’ve all
made changes in the way we live.
CBI: In your view, how has the
downturn affected the fitness
industry? Will things ever get
back to ‘normal’, or are fundamental
changes occurring? If
so, what are they?
JS: The industry is experiencing
changes that will be with us for a long
time. For example, short-term, the
lack of financing has slowed franchise
growth dramatically in all segments.
As the economy improves, financing
will loosen, but I’d be surprised if
the easy lending days of the past
ever return.
The recession hurt the retail industry,
creating a window for low-cost
operators to step through. A lot of
retail space is currently available,
and the cost to enter the market in
this segment is low. Franchises are
attractive investments for equity
groups, for multi-unit franchise
operators, and for displaced corporate
executives who can use funds
from their large 401(k)s.
low-cost gyms will improve just
as the economy segment of the hotel
industry has. They’ll continue to put
pressure on full-amenity gym operators
to keep their products looking
good and their service standards high.
CBI: What was the overall mood
like when you attended IHRSA’s
30th Anniversary International
Convention and Trade Show in
San Francisco? How did you make
use of your time there?
JS: This was my second IHRSA
convention. It was great to see how >
Pro FormA: GOlD’S GyM
INTERNATIONAl, INC.
| CBI Interview |
• Number of Gold’s Gym full-service
franchises in the U.S. and elsewhere: 623
• Number of Gold’s Express franchises:
3-5 open by August 2011
• Total number of members in 2010:
3.5 million
• Member breakdown:
53% female, 47% male
• Cost to build/own a full-service Gold’s Gym
(35,000-100,000 square feet): $963,000-
$3.9 million; $25,000 franchise fee; royalty
of 3% of annual gross revenues; National
Ad Fund fee of 2% of annual gross revenues
• Cost to build/own a Gold’s Gym Express
(10,000-25,000 square feet): $895,000
to $1.9 million; $25,000 franchise fee;
royalty of 5% of annual gross revenues;
National Ad Fund fee of 2% of annual gross
revenues —|
w w w . i h r s a . o r g | J U l y 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 33

| CBI Interview |
much passion there is for this business
among the attendees. These
events provide us with an opportunity
to talk to our franchisees, vendors,
and investors about the new things
that are happening at GGI. There’s a
lot of enthusiasm for our new initiatives,
and IHRSA was the perfect
venue to capitalize on it.
CBI: Looking ahead, what are your
plans for 2011 and 2012? How many
new clubs do you expect to open in
the U.S. and internationally?
JS: We anticipate having 20-30 new
domestic clubs in 2011 and up to
100 by the end of 2012. About 20%
will be full-service clubs, and the
remainder will be Gold’s Gym Express
clubs. International development is
also moving at a fast clip. Our master
franchisees in India, the United Arab
Emirates (UAE), the Philippines, and
other places are ahead of schedule.
34 C l u b B u s i n e s s I n t e r n a t i o n a l | J U l y 2 0 1 1 | w w w . i h r s a . o r g
India, alone, may exceed 100 new clubs
over this time period. During the past
few years, we’ve also opened Gold’s
Gym clubs in Spain, Poland, and Venezuela,
and, now, we’re drawing interest
from other areas of the world.
CBI: And, finally, on a more
personal note: in what ways has
fitness made a lasting, indelible
impact on your life?
JS: I joined my first gym, a European
Health Spa, when I was 21, and I’ve
been a gym member ever since.
However, over time, all of the business
dinners, traveling, and entertaining
in the hotel industry took their toll.
Thankfully, I see the Gold’s opportunity
as a message from God to get back in
shape! Todd Scartozzi, our chief operating
officer (COO), and I work out
every day at a Gold’s franchise near
our office in Irving, Texas, and I use
our Plano facility on weekends.
new GGI ‘Express’ concept
I’m especially proud of my oldest
son, Mitchell, who’s transformed his
life through fitness. When he went to
college, Mitchell was 6'4" and
weighed about 260 pounds. He joined
a Gold’s Gym near campus, where he
met a trainer, Courtney Palmer, who
was our fitness manager. Courtney put
Mitchell on the path to success, and
he’s now 210 pounds, toned and
muscular, and an inspiration to me,
my wife, and our two other sons. —|
– Patricia Amend, PAmend@aol.com

800. 989.0201
&
balance
form
celare.com

Map locations indicate firms’
corporate headquarters
24 Hour Fitness USA, Inc.
Anytime Fitness
Bally Total Fitness
Brick Bodies
Club One, Inc.
ClubCorp (part of KSl
Resorts)
Curves International, Inc.
elements fitness
Fitness Together Holdings
Gold’s Gym International, Inc.
Jazzercise, Inc.
l&T Health and Fitness
lA Fitness International, llC
lady of America Franchise
Corporation
leisure Sports, Inc.
life Time Fitness, Inc.
lifeStart Wellness Network
lifestyle Family Fitness
lucille Roberts Health Clubs
MediFit Corporate
Services, Inc.
Millennium Partners Sports
Club Management llC
Planet Fitness
Renaissance, Inc.
The Rush Fitness Complex
Snap Fitness
Spectrum Athletic Clubs, Inc.
Stroller Strides, llC
Town Sports International
Holdings, Inc.
Western Athletic Clubs (part
of KSl Resorts)
The IHRSA
GloBAl
25
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 | J U l y 2 0 1 1 | w w w . i h r s a . o r g
Organizacion Britania
Goodlife Fitness Clubs

ElIXIA Nordic AS
Fitness World
HealthCity
Bannatyne Fitness, ltd.
David lloyd leisure, ltd.
Fitness First Group, ltd.
lA Fitness, Plc.
A! Bodytech Participações
BIO RITMO
Bodytech
Companhia Athletica
New Fitness Centers, SA
dba/ Gold’s Gym Peru
Sportlife
Nuffield Health Fitness &
Wellbeing Centres
B-Fit
Club Med Gym
Virgin Active
Holmes Place
McFit GmbH
Kieser Training AG
Fernwood Women’s
Health Clubs
power house sports international
Central Sports Co., ltd.
Konami Sports & life Co., ltd.
PURE FITNESS
World Gym Taiwan
The economic
recovery iS uneven,
buT iT’S gaThering momenTum
By Patricia Amend
w w w . i h r s a . o r g | J U l y 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 37

The IHRSA Global 25
t’s now official.
The health club industry—comprised, in large part, of thousands of dedicated, hard-working, highly professional
IHRSA members—is truly recession-resilient. Figures for 2010 confirm that the U.S. industry has successfully navigated
one of the worst and most trying economic downturns of the last century. Many club operators in other parts of the
world have also stayed the course, but, admittedly, some continue to struggle in this most uneven of recoveries.
A year ago, CBI noted that the industry had breathed a collective sigh of relief, as there was a real sense that things
were finally beginning to improve, despite the fact that a full recovery remained elusive. That positive sentiment is
even stronger now.
“We can be proud that many people in this industry worked very hard to improve their clubs under difficult
circumstances,” observes Rick Caro, the president of Management Vision, Inc., a consulting firm based in New York
City. “In 2010, the number of net members increased, and attrition is under control again—closer to the 2008 numbers,
following a difficult 2009. Nondues revenue came back; EBITDA margins are now closer to 2008 levels, though
not as high as in 2007; and we saw the first growth in members in several years.”
Results from IHRSA’s annual membership survey, conducted in January, indicate that U.S. club membership
reached 50.2 million in 2010, a healthy 10.8% increase over 45.3 million in 2009. That jump is even more impressive
considering the fact that the number of Americans belonging to a club was flat—between 45 and 46 million—
from 2006 to 2009. In addition, the total number of health club consumers—i.e., members and nonmember users
and visitors—reached 58 million in 2010, up 10.4% from 52.6 million in 2009.
Finally, total U.S. industry revenues were $20.3 billion in 2010, up 4% over the previous year, and the number of
clubs totaled 29,890, a slight increase from 29,750 in 2009. Worldwide, the industry generated an estimated $70
billion in revenues, the result of the efforts of more than 128,000 clubs.
Turning The corner
“I’m definitely seeing more optimism on the part of club owners, compared to the ‘bunker mentality’ of the last two
years, and, I think, for good reason,” says Duane Stullich, managing director at FocalPoint Partners, an investment
banking firm based in Los Angeles. “Operators with balance-sheet issues who took the steps needed to fix them have
created opportunities for growth. Crunch Fitness is a good example of this.”
“Groups including LA Fitness, Urban Active, and XSport continue to build highly attractive, multisport boxes and
maintain large memberships at reasonable membership prices,” says Pete Moore, the managing partner at Integrity
Square, a boutique investment firm based in New York City that focuses on the active-lifestyle, health, and wellness
sector. “Equinox and Life Time Fitness, on the high end, are exceeding expectations. And Planet Fitness and WOW!
Work Out World are performing extremely well at lower-priced memberships.”
One of the principal factors contributing to the relatively stable number of clubs in
the U.S., and the increase in the number of club members, both in the U.S. and world-
wide, is the ongoing success story of Anytime Fitness and Snap Fitness. By the end of
2010, Anytime Fitness had a total of 1,496 facilities, a 20% increase over 2009, and
placed No. 2 on the Number of Franchises list; Snap Fitness had 1,122, a 17%
increase over ’09, and placed No. 3 on the list. Anytime Fitness’ five-year unit
growth rate (2006-2010) was 397%, and Snap Fitness’ was 783%.
Together, the two companies now serve some 1.3 million members.
Still, there were no big deals in the U.S. last year for three principal
reasons, Caro explains. “Strategic buyers haven’t been willing to pay
the prices of three years ago, so potential sellers have been holding off.
Debt financing has been hard to obtain for cash-based borrowers who couldn’t
get the leverage that was available in 2008. It was also difficult for asset-basedborrowers
because banks have tightened their requirements in general or because
they have problems with this industry. However, due to changes in some SBA loan requirements, things may pick
up by the end of this year.”
“Fitness facilities definitely require cash-flow loans, which was a class of lending that dried up in 2009, but
experienced some loosening in 2010,” notes Brent Knudsen, a managing partner at Partnership Capital Growth in
San Francisco. “It’s now available primarily to larger, stronger operators such as LA Fitness, which raised a
$300-million acquisition line earlier this year, and 24 Hour Fitness, which also restructured its debt recently. In
addition, more local and regional operators have accessed improved credit facilities with lenders willing to support
higher debt levels for growth and acquisitions.”
“We can be proud
that many people
in this industry
worked very hard
to improve their
clubs under difficult
circumstances.”
38 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 | J U l y 2 0 1 1 | w w w . i h r s a . o r g

vieW From euroPe
Results from a survey conducted by the Leisure Database Company show a slight increase in the number of U.K.
clubs, from 5,795 in 2009 to 5,885 in 2010, while membership rose from 7.3 million in 2009 to 7.4 million in 2010.
However, Continental Europe was still restrained by the recession in 2010, with the main exception being
Germany, points out David Giampaolo, the chief executive of Pi Capital, based in London. “Greece, Ireland, and
Portugal had to be bailed out by the European Central Bank and the International Monetary Fund. Unemployment
is high in most countries, and taxes are on the rise. I don’t think the industry has turned the corner yet,” he suggests.
“However, there are some very successful exceptions, including Fitness First, Virgin Active, and Health City.”
When it comes to debt financing, medium and large companies still enjoy access, Giampaolo says. “However, it’s
neither easy nor cheap,” he adds. “Generally speaking, debt financing, in my opinion, will be a lot harder to obtain
for years to come. Part of the reason for this is the fact that most banks need to shrink their balance sheets and
increase their capital reserves. And there are other industries with a better credit history than fitness.”
Still, the end of 2010 and the first half of 2011 were ripe with noteworthy deals. Health City acquired all 57 Fitness
First facilities in the Benelux region, which, when combined with their takeover of the budget chain Basic Fit, brings
Health City’s total count to 210 clubs.
Virgin Active agreed to acquire Esporta’s 35 health and fitness operations and 20 racquet-sport clubs in the U.K.,
which will give the company 124 sites in Britain, in addition to its locations in Italy, Spain, Portugal, and South Africa.
Club Med Gym’s majority shareholder, the private-equity group 21 Partners, acquired Group Helvetique Silhouette.
Club Med Gym operates 22 clubs in Paris, and 32 corporate or hotel facilities; Silhouette has 22 sports clubs in
Geneva, Zurich, and Brussels. >
NUMBER OF FACIlITIES OWNED—yEAR 2010
Rank & Company number owned other Units Total Units
1 Fitness First Group, ltd. 474 Franchised: 18 492
2 24 Hour Fitness USA, Inc. 419 N/A 419
3 LA Fitness International, LLC 360 N/A 360
4 Bally Total Fitness 300+ N/A 300+
5 Goodlife Fitness Clubs 216 Franchised: 48 264
6 Konami Sports & life Co., ltd. 210 Managed: 149 359
7 HealthCity 203 Franchised: 7 210
8 Virgin Active 194 N/A 194
9 B-Fit 164 N/A 164
10 Town Sports International Holdings, Inc. 158 Managed: 4; Partly Owned: 2 164
11 ClubCorp 139 Managed: 8 147
12 Central Sports Co., ltd. 115 Managed: 40 155
13 SATS Sports Club Sweden AB 113 licensed: 30; Franchised: 3 146
14 Renaissance, Inc. 98 Managed: 6 104
15a Life Time Fitness, Inc. 89 N/A 89
15b David Lloyd Leisure, Ltd. 89 N/A 89
16 LA Fitness, Plc. 80 N/A 80
17 Fernwood Women’s Health Clubs 74 N/A 74
18 Fitness World 64 N/A 64
19 Gold’s Gym International, Inc. 63 Franchised: 637 700
20 Bannatyne Fitness, Ltd. 60+ N/A 60
21 Lifestyle Family Fitness 55 N/A 55
22a Nuffield Health Fitness & Wellbeing Centres 52 Managed: 148 200+
22b lucille Roberts Health Clubs 52 Franchised: 3 55
23 L&T Health and Fitness 48 N/A 48
24 Organizacion Britania 46 Managed: 5 51
25a ELIXIA Nordic AS 45 N/A 45
25b Bodytech 45 N/A 45
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The IHRSA Global 25
The Altor Fund III signed an agreement to acquire ELIXIA Holding II AS, which operates 34 clubs in
Norway, 11 in Finland, and two in Sweden.
auSTralia leadS in aSia-PaciFic
Once regarded as a relatively untapped market, this part of the world now claims a number of successful
club companies, including Konami and Central Sports in Japan; Ozone Fitness and Shenzhen Catic Wellness
in China; and Fitness First, which is based in the U.K.
Now, in a major move, the Fitness First Group has applied for an initial public offering (IPO) on the
Singapore exchange during the third quarter of this year. The company, which is owned by BC Partners,
based in London, hopes to raise S$600 million ($481.4 million) to S$700 million ($561.6 million). Fitness
First now owns or franchises nearly 500 clubs across 18 countries in Europe and the Asia-Pacific region.
“At the same time, over the past two years, club growth was slow or flat in markets affected by the
downturn,” observes Melissa Rodriguez, IHRSA’s research manager. “Thailand, in particular, endured a
political crisis and violence that led to the loss of the True Fitness Zen Central club in Bangkok. Other
countries, such as Indonesia, were relatively unaffected by the recession, which put Celebrity Fitness
in a position to acquire California Fitness’ Malaysian operations. Just as they have in the U.S., some club
companies in Asia-Pacific are now consolidating and improving their internal processes.
“On the plus side,” continues Rodriguez, “more than 2.5 million people belonged to 2,800 clubs in the
Australian market, which generated $2 billion in 2010. Women-only clubs, such as Curves, Contours
Express, and Fernwood Women’s Health Clubs, a full-service chain, have also flourished. At the moment,
Fitness First Australia claims an estimated one-third of the full-service market.”
In Japan, the fitness market, with some 3,500 clubs, generated an estimated $5.1 billion in 2010. After
three years of slight declines or slow growth, the first quarter of 2010 was marked by an uptrend, according
to Club Business Japan. However, the devastating 8.9-magnitude earthquake that struck in March and the
23-foot tsunami that battered the coast have hurt the industry, Rodriguez says. “The FIA Japan has indicated
that more than 100 clubs sustained damage, and 30 of them haven’t announced plans to reopen.”
hat’s ahead for the industry in the near future? What trends bode well for clubs?
Will deal-making resume in the U.S.?
“We can all agree that 2010 was a challenging year as businesses were still
recovering and valuations weren’t appealing with respect to exits,” says Knudsen.
“However, with hold periods approaching five years for private-equity-backed
fitness properties and business performance recovering, we believe that we’ll see a
fair amount of deal activity in 2011 and 2012.”
“I see a number of trends continuing to drive the industry,” concludes Stullich.
“From the consumer’s point of view, I see more choices emerging as operators become
more sophisticated about identifying and exploiting niches. With respect to consolidation,
I do see significant investor interest and improving capital markets. There’s also
the ongoing entrepreneurial spirit, the passion for health and fitness, and the favorable
demographic trends—which is why I love this resilient industry.”
– Patricia Amend, PAmend@aol.com
Editor’s note: Data for this article was compiled, in part, from The 2011 IHRSA Global Report: The State
of the Health Club Industry, which contains profiles of more than 240 companies. This comprehensive
publication can now be purchased by logging on to www.ihrsa.org/store; the price is $29.95 for IHRSA
members, and $69.95 for nonmembers.
>
40 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 | J U l y 2 0 1 1 | w w w . i h r s a . o r g

NUMBER OF FRANCHISES—yEAR 2010
Rank & Company number of Units other Units Total
1 Curves International, Inc. 8,032 N/A 8,032
2 Jazzercise, Inc. 7,800 Owned: 2 7,802
3 Anytime Fitness 1,486 Owned: 10 1,496
4 Snap Fitness 1,092 Owned: 30 1,122
5 Gold’s Gym International, Inc. 637 Owned: 63 700
6 Fitness Together Holdings 394 N/A 394
7 Planet Fitness 374 Owned: 16 390
8 Stroller Strides, llC 303 Owned: 1; licensed: 110 414
9 lady of America Franchise Corporation 168 licensed: 30 198
10 Goodlife Fitness Clubs 48 Owned: 216 264
NUMBER OF MEMBERS—yEAR 2010
Rank & Company Total
1 24 Hour Fitness USA, Inc. 3,800,000
2a Gold’s Gym International, Inc. 3,500,000
2b Bally Total Fitness 3,500,000
3 Planet Fitness 2,348,270
4 Curves International, Inc. 1,900,000
5 Fitness First Group, ltd. 1,317,170
6a McFit GmbH 975,000
6b Virgin Active 975,000
7 Anytime Fitness 940,000
8 Konami Sports & life Co., ltd. 801,000
9 Goodlife Fitness Clubs 670,533
10 life Time Fitness, Inc. 612,556
11 Town Sports International Holdings, Inc. 493,000
12 Snap Fitness 400,000
13 Renaissance, Inc. 355,000
14a Organizacion Britania 350,000
14b ClubCorp 350,000
15 SATS Sports Club Sweden AB 275,000
16 Fitness World 254,000
17 lady of America Franchise Corporation 240,000
18 lucille Roberts Health Clubs 233,300
19 lifestyle Family Fitness 212,969
20 Nuffield Health Fitness &
Wellbeing Centres 170,000
21 ElIXIA Nordic AS 162,000
22 World Gym Taiwan 159,000
23 Club One, Inc. 151,250
24 Spectrum Athletic Clubs, Inc. 125,000
25 Jazzercise, Inc. 119,250
REVENUES—yEAR 2010
Rank & Company Revenues $ millions
1 Konami Sports & life Co., ltd. 1,052
2 24 Hour Fitness USA, Inc. 1,000 +
3 Fitness First Group, ltd. 984
4 life Time Fitness, Inc. 913
5 Virgin Active 709
6 Central Sports Co., ltd. 565
7 Bally Total Fitness 480
8 Renaissance, Inc. 466
9 Town Sports International Holdings, Inc. 462
10 Goodlife Fitness Clubs 341
11 SATS Sports Club Sweden AB 247
12 McFit GmbH 212
13 Holmes Place 193
14 Kieser Training AG 191
15 ElIXIA Nordic AS 168
16 Planet Fitness 157
17 Western Athletic Clubs 111
18a lifestyle Family Fitness 102
18b Fitness Together Holdings 102
19 Jazzercise, Inc. 96
20 Millennium Partners Sports Club
Management, llC 92
21 Spectrum Athletic Clubs, Inc. 90
22a Fitness World 80
22b Club One, Inc. 80
23 A! Bodytech Participações 78
24 Curves International, Inc. 76
25 leisure Sports, Inc. 73
w w w . i h r s a . o r g | J U l y 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 41

The IHRSA Global 25
REVENUE GROWTH
2010 Revenues 2009 Revenues Change
Rank & Company $ millions $ millions $ millions % Change
1 Virgin Active 709 623 86 14%
2 life Time Fitness, Inc. 913 837 76 9%
3 Goodlife Fitness Clubs 341 275 66 24%
4 Fitness First Group, ltd. 984 943 41 4%
5 Fitness World 80 45 35 78%
6 McFit GmbH 212 179 33 18%
7 Planet Fitness 157 130 27 21%
8 Holmes Place 193 171 22 13%
9 Kieser Training AG 191 170 21 12%
10 BIO RITMO 65 45 20 44%
11 ElIXIA Nordic AS 168 148 20 14%
12 Renaissance, Inc. 466 447 19 4%
13 Organizacion Britania 50 33 17 52%
14 elements fitness 22 9 13 144%
15 A! Bodytech Participações 78 65 13 20%
16 Bally Total Fitness 480 469 11 2%
17 World Gym Taiwan 47 38 9 24%
18 leisure Sports, Inc. 73 64 9 14%
19 Companhia Athletica 49 43 6 14%
20 The Rush Fitness Complex 46 41 5 12%
21 Western Athletic Clubs 111 106 5 5%
22 Brick Bodies 20 16 4 25%
23 Sportlife 25 21 4 19%
24 MediFit Corporate Services, Inc. 35 31 4 13%
25 SATS Sports Club Sweden AB 247 243 4 2%
TOP TEN FIVE-yEAR REVENUE GROWTH
2010 Revenues 2006 Revenues Increase
Rank & Company $ millions $ millions $ millions % Change
1 life Time Fitness, Inc. 913 512 401 78%
2 Virgin Active 709 329 380 115%
3 Fitness First Group, ltd. 984 717 267 37%
4 Goodlife Fitness Clubs 341 127 214 169%
5 Central Sports Co., ltd. 565 422 143 34%
6 Planet Fitness 157 30 127 423%
7 Holmes Place 193 79 114 144%
8 McFit GmbH 212 105 107 102%
9 ElIXIA Nordic AS 168 73 95 130%
10 SATS Sports Club Sweden AB 247 158 89 56%
42 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 | J U l y 2 0 1 1 | w w w . i h r s a . o r g

UNIT GROWTH
Rank & Company 2010 Units 2009 Units Unit Increase % Change
1 Jazzercise, Inc. 7,802 7,472 330 4%
2 Anytime Fitness 1,496 1,250 246 20%
3 Snap Fitness 1,122 956 166 17%
4 Stroller Strides, llC 414 305 109 36%
5 HealthCity 210 114 96 84%
6 Planet Fitness 390 300 90 30%
7 B-Fit 164 80 84 105%
8 Nuffield Health Fitness & Wellbeing Centres 200+ 157 43 27%
9 lA Fitness International, llC 360 324 36 11%
10 Konami Sports & life Co., ltd. 359 327 32 10%
11 Club Med Gym 53 22 31 141%
12 elements fitness 39 12 27 225%
13 Fitness World 64 39 25 64%
14 MediFit Corporate Services, Inc. 224 203 21 10%
15 PURE FITNESS 32 16 16 100%
16 power house sports international 20 6 14 233%
17 Goodlife Fitness Clubs 264 250 14 6%
18 New Fitness Centers, SA dba/ Gold’s Gym Peru 22 10 12 120%
19 lifeStart Wellness Network 30 20 10 50%
20 BIO RITMO 34 24 10 42%
21 leisure Sports, Inc. 16 7 9 129%
22 McFit GmbH 134 125 9 7%
23 Bodytech 45 36 9 25%
24 World Gym Taiwan 22 15 7 47%
25 Virgin Active 194 187 7 4%
TOP TEN FIVE-yEAR UNIT GROWTH
Rank & Company 2010 Units 2006 Units
Units
Increased % Change
1 Jazzercise, Inc. 7,802 6,285 1,517 24%
2 Anytime Fitness 1,496 301 1,195 397%
3 Snap Fitness 1,122 127 995 783%
4 Planet Fitness 390 106 284 268%
5 Stroller Strides, llC 414 151 263 174%
6 lA Fitness International, llC 360 175 185 106%
7 B-Fit 164 10 154 1540%
8 Goodlife Fitness Clubs 264 121 143 118%
9 Fitness Together Holdings 394 300 94 31%
10 Konami Sports & life Co., ltd. 359 276 83 30%
STIPUlATIONS
IHRSA’s Global 25 listings are designed to provide basic
information about some of the world’s largest and/or fastest-
growing club companies, but they are not definitive. Many of
the firms that should appear on these charts do not because
they were unwilling or unable to provide all of the informa-
tion requested by CBI’s deadline. The figures reported were
obtained from the companies themselves or from public,
published resources, and, in most cases involving major
firms, represent the one-year period ending on December
31, 2010. None of the figures, it should be noted, have been
independently corroborated. —|
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Group Exercise
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Fitness-Studio onE overlooks
the Black Forest
hen Les Mills International set the stage for its Ultimate
Studio Search in January, it sought to discover the finest
group-fitness studios in the world. In the process, the
industry-wide competition shone a spotlight on the vital
role that design can play in creating memorable—even
magical—group-ex experiences.
“We wanted to make the point that not every club has a sterile, intimidating
group-ex environment,” explains Phillip Mills, Les Mills’ chief
executive. “Many clubs go well beyond the traditional approach to create
the engrossing theatre space a great studio can be.”
The search is over, the votes are in, and the bar has been set. The two
winning clubs, which were selected by an all-star panel of judges, are

First Coast Fitness has a
distinctive theatrical flair
Extraordinaire!
Ultimate Studio Search discovers
infinite design possiblities
located on opposite sides of the planet: Fitness-
Studio ONE in Germany, and First Coast Fitness in
Florida. In recognition of their efforts, they each
win trips for two to Auckland, New Zealand, the
home of Les Mills.
“The top entries demonstrate that great studio
design can inspire your instructors and members,
and transform your business,” observes Mills. “If you
invest in the tremendous power of group fitness, it
can pay huge dividends. I think our two winners set a
very high standard for the industry to strive for, and
it will be fascinating to see how other clubs respond.”
About 14 years ago, Fitness-Studio ONE owner
Frank Schmid bought an aging fitness club in the
historic village of Dornstetten, nestled in the German
Black Forest. The club offered some old-school step
and aerobics classes, but the tiny 646-square-foot
group fitness room had a wooden pillar in the
middle and accommodated only 10-12 class members
at a time. Amenities were basic and, in a town of
10,000 citizens, the club was at the mercy of two
modern gyms that had just opened nearby.
“In such a competitive fitness market, my main
goal was just to survive,” Schmid reflects.
The first part of his journey was to introduce the
Les Mills GFM (Group Fitness Management)
approach and systematize the studio side of his
business. As more and more people began to cram
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>

Group Exercise Extraordinaire!
Fitness-Studio one wins in
Dornstetten, Germany
into his tiny gym, Schmid realized he needed to
move to a larger venue.
Today, Fitness-Studio ONE occupies a former
car dealership, which has been remodeled into a
state-of-the-art facility. Its group fitness studio
affords breathtaking views and a perfect environment
that motivates up to 45 class members. The
studio’s front and sides are made completely of
glass to provide an impressive view of the Black
Forest and give members the feeling of taking
classes in the middle of nature.
“The fitness room is air-conditioned and flood-
lit to help our people push to the limit and fight for
their fitness, but also to have fun and relax,” he says.
“Our mission was to create a new dimension of group
fitness magic, every time. We want each participant
to be a part of a very special fitness adventure,
effecting a positive life change. And the success of
my members means the success of my studio.”
The studio’s compelling design impressed the
competition’s judges.
“The use of natural light and the view in and out
of the studio make an important statement about
the future of what great studios can be,” enthuses
renowned health club designer Rudy Fabiano, of
Fabiano Designs, an IHRSA associate member in
Montclair, New Jersey.
“I love this guy’s story,” adds Mills. “He has succeeded
in a hugely competitive market by emphasizing
group-ex. He invested in, and committed to, giving
his members an outstanding environment for their
workouts, and they’ve clearly responded to that.”
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First Coast Fitness takes prize
in St. Johns, Florida
Similarly, half a world away in St Johns, Florida,
First Coast Fitness goes the extra mile to give members
the best possible setting for their workouts.
Perhaps the most impressive feature of this groupfitness-only
club is a 2,000-square-foot Zenterra
Bamboo fitness floor, designed specifically for yoga
and group exercise. It’s manufactured by Fitness
Flooring, Inc., an Indianapolis-based IHRSA
associate member. A high stage contributes to the
“theatre” effect and a sophisticated lighting system
creates an array of spectacular effects.
“Lighting has really enhanced our participants’
experience,” says owner Annda Kinsey. “Everyone
feels comfortable to explore their own fitness levels
and every class feels like a party!”
Ultimate Studio Search judge Scott Jeffrey, the chief
creative officer at Interbrand Design Forum, in Dayton,
Ohio, felt a personal connection with this room.
“When I think of working out, I do so in the hopes
of transforming my body,” he said. “First Coast
creates a dynamic environment that’s exciting, and
would entice me to go on a regular basis and,
perhaps more importantly, stay on a regimen! In
addition, the darker environment gives me the
feeling that I’m part of a group, yet provides a
modest amount of privacy if I’m not satisfied with
my individual results.”
And that, after all, is the essence of a great
group fitness space: allowing participants to feel
comfortable expressing themselves and inspiring
them to create fitness magic. Congratulations to
Fitness-Studio ONE and First Coast Fitness! —|

moSt-HoNorABlE mENtioNS
to judge entries submitted to the les Mills Ultimate Studio Search, les Mills CEO Phillip Mills
enlisted the expertise of Donna Cyrus, senior vice president of programming for Crunch
Fitness; Rudy Fabiano, the president and design director at Fabiano Designs; and Scott Jeffrey,
the chief creative officer for Interbrand Design Forum. They singled out several non-winning
studios as appropriate examplars for the industry:
Fitness Concepts, New York - “I love the high ceilings and the antique stained-glass windows.
It creates a wonderful organic feel with varying light throughout the day.” — Mills
City Club, Fort Worth, texas - “The sound boards’ wavy design not only addresses the sound
echo issues in a racquet ball court, but gives the ambience of clouds in the sky.” — Cyrus
level Up, Kuching, malaysia - “The electrically charged atmosphere would encourage me
to go all-out in the spin class. I could imagine the energy created by my spinning ‘powering’ the
room.” — Jeffrey
Go Fitness, Cancun, mexico - “They were able to take the energy of the classes and tie that into
the entire club.” — Cyrus
liFE Clubs, New York - “This is a fabulous sound and light system, and decor.” — Mills
Other companies on the judges’ short list were: Fitness Centre Pura Vita, Emden, Germany;
Zone Health and Fitness, Salisbury Plain, Australia; Powerhouse Utica, Utica, New york; Energy
Gym, Selbyville, Delaware; and Re-Creation Carnegie, Melbourne, Australia. —|
Zone Health & Fitness
PUSHiNG DESiGN BoUNDAriES
While none of the les mills gyms in New
Zealand were eligible to participate in the
Ultimate Studio Search, these facilities are
no less committed to design excellence.
The company’s most recent addition,
les Mills Britomart, in downtown Auckland,
is ideally situated to draw commuter and
residential foot traffic, while complementing
its bigger brother, les Mills
Auckland—which has 10,000 group-
Powerhouse Gym
fitness visits a week—just up the road.
Built adjacent to the city’s central
railway station, its location on prime
real estate means space is tight and
smart design is crucial. To maximize
capacity, the stage is set across the
corner of the main group-fitness studio,
effectively creating a diamond-shaped
layout. To protect personal space, the
studio carpet has been specially woven
City Club
LIFE Clubs
Pura Vita
with circles—approximately four feet in
diameter—defining the ideal individual
workout area.
On the other hand, each bike in the
RPM studio is deliberately set as close
to each other as possible, within close
proximity to the stage, to replicate the
experience of pack riding and make it
easy for people to engage with instructors
and one another. —|
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locker room
largesse
TOP DESIGNERS
OFFER VAlUABlE
TIPS ON ‘OPENING’
UP SMAll SPACES
the average locker room presents a particular design conundrum. It is, by nature,
an intimate area, but operators still need to provide the perception of space.
“Spatial sensitivity—or the general desire for more personal space—is
increasing,” reports Rudy Fabiano, AIA, the president of Fabiano Designs, in
Montclair, New Jersey. “By making one’s personal space seem larger, we can
achieve the desired result of making the overall space seem bigger as well. For
example, larger showers create a feeling of grandness. Likewise, increasing the
width of hallways and passageways creates a sense of spaciousness as members
move through the locker room. Remember, people in towels don’t really want to touch one
another, so the perception of space in this area of the club is critical.”
Even small, tucked-away details can help open things up. “Built-ins and casework—in lieu
of loose, spread-out furnishings—can bring more space back into the room,” says Michael
Prifti, FAIA, a principal at BLT Architects, in Philadelphia. “Millwork items also add a sense of
luxury and a feeling of roominess.”
According to the architects and designers that CBI spoke with, virtually every aspect of the
locker room can be enlarged … without necessarily adding a square foot of space.
COlOR PROVIDES CONTEXT
“Strategically placing lighter color tones in the open and common areas will increase the sense
of openness in contrast to the smaller, individually focused spaces,” points out Robert Braun
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Symphony House Health Club
By Jon Feld
>

Spaciousness reigns in Fabiano-designed locker room
of Club H Fitness at Hell’s Kitchen in new York City
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Locker Room Largesse
RA, LEED AP, of Langdon Wilson International, based in Los Angeles. “Selectively placing color and
incorporating complementary hues or changes in saturation can enhance the user’s spatial perception.”
Bob McDonald, senior principal at the Ohlson Lavoie Collaborative, in Denver, adds: “The more light,
bright, and airy you can make a space, the more open it’s going to feel. That’s not to say that a few rich
accents of darker wood or stone aren’t appropriate. If applied sparingly and with care, these can add a
luxurious feel at a reasonable cost. It’s especially important to keep floor tile, partitions, and ceiling
surfaces a lighter color, as these reflect lots of light and will ensure that what might be a tight space feels
as open as possible.”
SHEDDING lIGHT ON SPACE
In the context of creating spatial depth, lighting has as much to do with setting the tone of the locker room
as color.
“Lighting may be among the more important ways to create a more spacious feel within a locker room,”
says J. Thomas Seymour, AIA, of PSA-Dewberry, Inc., in Peoria, Illinois. He notes that concealed, indirect
lighting placed above lockers provides a smooth, uniform feel.
“Up-lighting—a method of indirect lighting in which the lights shine up
to the ceiling—also works well in a locker room setting,” says Bruce Carter,
the president of Optimal Design, in Weston, Florida. “Individual recessed
can lighting gives a locker room a soft ‘spa-like’ atmosphere. Wall sconces
can have the same effect, and work especially well in the entrance to a
locker room.”
When possible, balancing natural and artificial lighting can make a
measurable difference, both aesthetically and economically. “Energy cost
and lighting controls are supporting greater flexibility in the quality of
artificial and natural light,” says Braun. “We’re beginning to see skylights
and light monitors that allow for diffused day-lighting in locker rooms.
Working with different light sources adds animation to the space while providing controlled conditions in
the vanity, shower, and locker areas.”
“Spatial sensitivity—
or the general desire
for more personal
space—is increasing.”
GO WITH THE FlOW
The overall flow—the layout and configuration of the locker room’s components—can make or break a
club’s design, notes McDonald.
optimal Design chose upscale materials, opulent
design for a world Gym in Trumball, Connecticut
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Color and translucent doors ‘open up’ shower area
at Club H Fitness, in Jersey City, new Jersey

BLT Architects set this locker room
apart with natural wood, light colors,
open displays, and airy artwork
“It’s important to consolidate all of the enclosed spaces as much as possible. For example, grouping
together the wet areas of the locker rooms—the toilets, sinks, and showers—not only improves the
efficiency of the plumbing work, but also allows the non-enclosed spaces—the lounge, locker, and vanity
areas—to be in a more contiguous relationship. This type of grouping eliminates the need for floor-toceiling
walls, creating one big space, with the lockers appearing almost as pieces of furniture within the
room. The effect is an overall feeling of a larger, more gracious interior.”
More space-enhancing tips:
• High ceilings can add an illusion of grandeur, even when floor space is limited.
• Don’t just keep the doors open; get rid of them! Entryways can be designed in a way that eliminates
sight lines and ensures privacy. In addition to feeling more open and inviting, this approach is more userfriendly
for members lugging a heavy gym bag or other gear.
• Balance circulation space with locker count. “If you have adequate room for a person to stand at the
vanities, another to pass by, and yet another to stand at a grooming station, your locker room will not feel
as cramped,” counsels McDonald.
And if you’re uncertain about how your fixtures or areas should be set up, common sense should
prevail, says Fabiano. “For example, the toilets and showers should not be visible to the rest of the locker
room areas. Today, toilets are no longer stalls, but individual rooms with doors. You need to make the
personal spaces personal.”
MORE ON THE FlOOR
In addition to providing durability and safe footing, locker room flooring can help create the sensation of space.
“Spaciousness can be emphasized by minimizing the number of different flooring materials, as well as
organizing them in such a way that circulation areas are clearly defined,” Seymour says. “Minimizing bold
patterning will also help create a more open and spacious feel.”
McDonald adds: “If the space is chopped up with all kinds of different flooring, it can look patchy and
diminutive. By carefully planning where the different flooring materials occur, and how one transitions
to the other, the room can appear more flowing and unimpeded.”
Braun offers a final bit of advice for club owners, whether they’re remodeling or building from scratch:
consider the big picture. “Contrast the small support spaces with the concentrated common area,” he
suggests. “Use ceiling heights, lighting, and finishes that differ from the individual, focused spaces. Interlink
the spaces to flow together expanding on the whole, versus a series of small detached alcoves.” —|
– Jon Feld, jfeld@inc.com
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PRoDUCT
Feature Headline goes here no Continued
SHOWCASE
A-1 tExtilES &
HoSPitAlitY ProDUCtS
One of the biggest monthly replacement
items in athletic clubs is
towels. The complete line of Golden
Mills towels, available from A-1
Textiles, is manufactured to withstand
constant washing, bleaching,
and over-drying, yet remains soft,
white, and absorbent for club
members. Offering six shipping
points nationwide and seven
different levels of quality and price,
A-1 Textiles has the perfect towel
to cover the needs of every club.
Contact: 800-351-1819,
www.a1athletictowels.com.
Please see our ad on page 73. —|
HollmAN
For prospective members, the most important stop along the health club tour is often the locker room. They seek a
rewarding post-workout retreat that’s clean, spacious, and well-appointed. IHRSA’s associate-member companies
provide a range of products that cater to your members’ need for refreshment and rejuvenation—fluffy towels,
decadent massage, luxurious soaps and lotions, and, of course, the all-important lockers!
CElárE BY DiGiloCK
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Celáre lockers offer clubs the opportunity
to reinvent the locker-room experience. Its
functional frames and immaculate doors
combine beauty with precision engineering.
All Celáre materials meet the latest sustainability
standards and are equipped with a
comprehensive ventilation system, which
provides true airflow. Celáre offers interchangeable
doors in glass and metal, in a
variety of colors and sizes. Secured by
Digilock, Celáre lockers can accommodate
both day-use or assigned-use locker rooms.
Contact: 800-989-0201, www.celare.com.
Please see our ad on page 35. —|
Hollman is an LEED/FSC-certified manufacturer of luxury custom wood, veneer, and plastic laminate
lockers. It offers a durable UV-cured finish that’s 100% water-borne, anti-microbial, and
formaldehyde-free. Hollman lockers are fabricated utilizing the latest technology, guaranteeing
a warp- and fade-resistant product, backed by an excellent reputation and customer service,
since 1976.
Contact: 800-433-3630, www.hollman.com. Please see our ad on page 76. —|
GoJo iNDUStriES, iNC.
rEADY CArE iNDUStriES
Healthy people are inherently aware of what they use on
their bodies and the environment. In its new campaign,
“Healthy bodies, healthy skin,” Ready Care offers clients
an opportunity to use a free locking “eco-unit” in their
showers, and then purchase natural products. Its products
are biodegradable; they assimilate into the earth without
damaging it. Natural products provide nutrients that allow
for beautiful hair and skin, and a reduction of fine lines.
Contact: 800-477-7283, www.readycare.com.
Please see our ad on page 54. —|
For more than 60 years, GOJO has demonstrated excellence and expertise in creating
the best hygiene solutions for club members. From PUREll Instant Hand Sanitizer to
GOJO soaps and dispensers, the company offers the brands members know and trust.
Its hassle-free program makes it easy for operators to maintain a high-performance,
high-impact hygiene regimen that helps make their facility the club most preferred by
members and staff.
Contact: 800-321-9647, www.gojo.com. Please see our ad on page 14. —|

iDEAl ProDUCtS, iNC.
Ideal has manufactured wood and
plastic laminate lockers and benches
and distributed them worldwide since
1982. The company also helps clubs
resolve issues with locker-room layout
and design. Its current programs
support the political, economic, and
ecological environment: all of its products
are “100% Made in USA” and all of the materials used to construct lockers
are made locally. Its substrate materials come from 100% recycled and rapidly
renewable sources.
Contact: 800-884-3325, www.idealockers.com. Please see our ad on page 82. —|
GYmWiPES/2xl
GymWipes is an industry leader in fitness-equipment
surface cleaning. Specially formulated and disposable,
its wipes are designed to easily clean and sanitize all
fitness equipment surfaces. The GymWipes product
line ranges from EPA-registered disinfecting/sanitizing
formulas that protect against 50-plus pathogens,
including CA-MRSA, HIV, and H1N1, to anti-microbial
cleansing formulas for affordable cleansing options.
All formulas contain no phenol, alcohol, or bleach,
and are freshly scented. Buckets, refills, and
attractive dispensers and stands are available.
Contact: 888 977-3726, www.gymwipes.com. Please see our ad on page 73. —|
oJmAr
SAlSBUrY iNDUStriES
Constructed of industrial-grade particleboard and covered
with plastic laminate, Salsbury’s Designer lockers are
offered in blue, gray, black, maple, cherry, and mahogany.
Designer lockers are available in widths of 12" and 15".
Units measure 6' high and 18" deep, regardless of widths,
and are available in single-tier, double-tier, triple-tier,
six-tier box, and the double-tier “S” styles.
Contact: 800-LoCkers, www.lockers.com.
Please see our ad on page 74. —|
A good lock system means simplicity and reliability for
clubs and their customers. Ojmar combines the most
reliable technology with extensive market experience
to offer operators a series of products, which can adapt
to the needs of an entire facility. Its full range of lock
solutions are ideal for wet and humid locker rooms.
Contact: 888-795-5588, www.ojmar.com.
Please see our ad on page 78. —|
For more information, or to contact
any of these companies, log on to
www.ihrsa.org/products
HYDromASSAGE
PRoDUCT
SHOWCASE
For over 20 years, HydroMassage has been
trusted by doctors and industry leaders, such
as Gold’s Gym, lifestyle Family Fitness, Mayo
Clinic, U.S. Olympic Training Center, and
Walter Reed Army Medical Hospital. Hydro-
Massage provides an outstanding massage
that’s convenient and affordable enough for
members to enjoy every day, but does not
require clubs to hire a massage therapist.
From a financial standpoint, HydroMassage
creates a new profit center for clubs:
members will pay an extra $10-$20 per
month for a HydroMassage package.
Contact: 800-699-1008, www.HydroMassage.com.
Please see our ad on page 70. —|
PEtrA HYGiENiC SYStEmS
Petra Hygienic Systems is one of the largest
locker-room-amenity suppliers in North
America. With over 20 years of formulating,
manufacturing, and distribution experience,
Petra is positioned to serve the health and
fitness industry from coast to coast. Its skinand
hair-care products are designed specifically
for active individuals; its budget-friendly
towels pamper club members; and its
economical and effective Anti-Bacterial
Equipwipes provide a clean workout environment.
Contact: 800-463-2516, www.petrasoap.com.
Please see our ad on page 72. —|
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Group activity at Gainesville
Health and Fitness Center
By filling the gap
between group exercise
and one-on-one, SGPT
provides an important
missing link
SG
PT
A Magic
ACRONyM
By Jean Suffin
Due to a number of factors—not
the least of which is an ailing
economy—there’s been a distinct
surge in the popularity of
small-group personal training
(SGPT), and, experts predict, it’s going to
continue to grow.
SGPT is neither one-on-one personal
training, nor is it group exercise.
It’s a unique class format that straddles
the two, falling conveniently in between.
“SGPT has been around since personal
training expanded to the general market in
the late 1980s,” points out Michael Motta,
the president of Plus One Health Management,
Inc., a corporate wellness consulting
firm based in New York City. “Going back
even further, the small-group circuit training
protocols that The European Health
Spa promoted in the ’70s could also be classified
as a very basic form of SGPT.”
Historically, the approach has tended to
emerge, naturally, nearly organically, in
sports-training environments. >
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SGPT: A magic Acronym
“Team sports and training
for them takes a group
of people on a collective
journey, during which they
interact, evolve, grow, and
develop together on a shared
mission,” observes Steve
Jack, the director of Steve
Jack, Ltd., based in London.
“Wouldn’t it be interesting to
consider what clubs might Steve Jack
look like today if our industry
had evolved from team sports rather than from
bodybuilding?”
SGPT: the concept
It’s really only during the past five or so years, since bootcamp-style
classes have come into their own, that many
clubs have begun offering SGPT. Because the format is so
flexible and dependent upon the creativity of the trainer,
individual programs may vary dramatically, but certain
elements remain consistent: class size, frequency, and a
strong focus on each participant’s progress.
Group effort at a Plus one Health
management facility
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“The type of workout is
limited but by the imagination
of the trainer and the
needs, goals, and objectives
of the group,” explains Motta.
“With the right instructor
and equipment, even a small
indoor cycling class could be
considered a SGPT session.”
By definition, small groups
michael motta
range in size from four to 20
participants engaging in the
same activity simultaneously, or in different activities in
a circuit-style format. Unlike group exercise classes,
which don’t limit the number of participants, and are
open to all members, at any time, on a drop-in basis,
SGPT typically requires that students take part two to
three times a week over a series of weeks. Because a
commitment is necessary—and, in fact, is what members
are paying for—they tend to form tight, cohesive groups,
and receive personalized attention that they wouldn’t
enjoy in a standard group class.
“If less than five people are involved, you could, conceivably,
still use the traditional one-on-one moniker,”

Steve Jack’s SGPT classes in
London are sports-oriented
suggests Pete McCall, an exercise physiologist and
spokesperson for the American Council on Exercise
(ACE), “whereas anything greater than five people lends
itself to a group program.”
More than 10 members is unusual, notes Sandy Todd
Webster, the editor-in-chief of the IDEA Fitness Journal.
“Ten is about the limit, insofar as equipment and instructor
efficacy are concerned. Instructors have to have
enough small equipment for all of the participants, and
be able to teach, simultaneously, to individuals at different
levels, while ensuring safety, good form, and high
motivation,” she explains.
The Gainesville Health and Fitness Center (GHFC),
which has three locations in Gainesville, Florida, limits
their group classes to 10 people, with the exception of
their boot camp, which is held outside. “We don’t want to
cross the line into group exercise,” says Melissa Lynn Forgione,
the chain’s group-personal-training coordinator.
Most SGPT classes utilize props and equipment, which,
McCall advises, can be employed as a unique selling point.
“Why would someone be willing to pay for a small-group
program?” he asks. “Well, you get to use equipment that
isn’t normally available on the floor. It’s kind of like the
VIPs in a nightclub—they get to go into the roped-off
section. You’re giving your clients a special area to hang
out in and special equipment for them to use.”
“Our members don’t have access to certain equipment
on the exercise floor—things such as TRX, kettlebells,
and all of the other toys—and they probably wouldn’t
have the confidence to use them on their own,” says Pam
Harrison, a GHFC personal trainer.
Visible and measurable progress is the third critical
component of the SGPT class format. To facilitate and
document it, McCall suggests that assessments be conducted
both at the beginning and end of the series. “Each
workout should be a little more difficult than the previous
one, and there should be a progression toward a
certain training goal,” he recommends.
Constant improvement is one of the many reasons
that members stick with, and return to, SGPT classes,
and what makes them such a success. Because they’re
motivated by the group environment, the friendships
Steve Jack’s Team Dynamics
studio is SGPT-specific
SGPT fosters, and the camaraderie it creates, the
participants see results. “Through small groups, the club
becomes, in reality, that third place the industry is
always talking about. It’s not the office, and it’s not
home—it’s the club, and people get really connected to
it,” confirms McCall.
SGPT: the challenges
For individuals who can’t afford one-on-one personal
training or, conversely, aren’t motivated by the anonymity
of a group exercise class, SGPT provides a solution.
“SGPT is a great niche for those folks who are ready for
the next step,” says Harrison. In fact, she notes, most of
the members who are attracted to SGPT are ones who’ve
never been interested in one-on-one. “It’s a different
animal altogether,” she explains. “That’s not the way
these people are wired; it’s not their personality.”
One of the challenges for clubs, however, is distinguishing
SGPT from its standard group-exercise options
and justifying the extra fee.
“Group exercise is our biggest competitor—it’s not
outside clubs that compete with SGPT so much as it is
our own group-exercise offerings,” observes Forgione.
“Our group-ex teachers are phenomenal, and they’re
free, so it’s hard to get members to see the difference.”
Effective marketing is one of the ways to accomplish
that. “Create materials that are professional, of high
quality, and that communicate the concept effectively,”
counsels Darren Jacobson, the head of product for Virgin
Active South Africa. “SGPT is about trust, relationships,
and achieving results, so make sure your marketing
materials reflect this.”
Another challenge posed by SGPT is training to different
levels of participant experience. Often one class has
to accommodate both beginners and high-level athletes
simultaneously, and, in such a situation, a trainer has to
be hyper-vigilant to provide a more personal experience.
This, in turn, makes identifying and training SGPT trainers
critical.
“Not every one-on-one superstar makes a good group
trainer,” says Harrison, “and, when it comes to SGPT,
w w w . i h r s a . o r g | J U l y 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 57

SGPT: A magic Acronym
outdoor SGPT class at
Gainesville Health and Fitness
the right staff will either make you or break you.” At
Gainesville, the group exercise instructors must receive
one of three approved personal training certifications
before moving into SGPT. Then, after that, they’re
trained internally.
At this point, there aren’t many certifications specific
to SGPT, although there are a few on the horizon, so it’s
generally up to clubs to get trainers up to speed. “Our
trainers get specific extra training in-house,” reports
Mike Wunsch, the director of training and program
design at Results Fitness, in Santa Clarita, California.
Wunsch suggests that, to engage members at different
levels, circuit-based classes may work well. He advises
picking an exercise of medium difficulty that’s adjustable
in level. “With the circuit, a trainer has all of the
exercises on a worksheet in front of them, along with the
variations. There are no last-minute decisions, and
nothing is done ‘on the fly,’” he points out.
In choosing an SGPT trainer, clubs are advised to look
for someone who’s concerned about, and appropriately
trained, on safety measures; a creative programmer;
adept at teaching to different levels; able to foster inclusiveness;
and possessing an engaging and motivating
personality. Few club programs place such high
demands on a trainer’s skills as SGPT.
Often, explains McCall, the best SGPT trainers have a
team sports coaching background. “If you’ve coached
a team, you can give directions and lead a number of
people through a workout at the same time.”
58 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 | J U l y 2 0 1 1 | w w w . i h r s a . o r g
Results Fitness students enjoy
rope-undulation exercise
“Through small groups, the club becomes, in reality, that
third place the industry is always talking about. It’s not the
office, and it’s not home—it’s the club, and people get really
connected to it.”
SGPT: the payoff
When a club is staffed with talented trainers and stocked
with appropriate equipment, the profitability of SGPT
classes is a virtual given. Members are happy because
they’re saving money and seeing results; trainers are
happy because their earnings are climbing; and the club
is happy because it’s offering a program with a high
return on investment.
At Gainesville, members can choose from any of six
small-group options, all designed to be
consistent with the club’s brand. These
Custom Fit offerings include Body Ultimate,
Boot Camp, Dance Definition, Pilates,
Wedding Ready, and Yamuna Body
Rolling. Members can purchase a single
session for $25 or a 10-pack for $199
($19.90 per session) with no time limit.
Results Fitness offers two options. The first involves
SGPT and semiprivate sessions (less than four participants)
for $267 per month. The second offers SGPT only,
on an unlimited basis, for $147 per month. Because
SGPT attracts more people, the club more than makes up
the difference in fees through increased sales volume.
“When we first switched from one-on-one to smallgroup,
we thought that members’ results might not be
as dramatic, since we weren’t providing that extra
attention,” Wunsch explains. “But we thought, ‘We can
give a person a cheaper membership, serve more clients,
and make more money, and there’d only be a slight
reduction in results.’ What we discovered was that we
had better results, which was very unexpected.”
Since Results Fitness introduced SGPT, Wunsch notes
with satisfaction, its membership renewal rate has
increased by 70%. —|
– Jean Suffin, jean@fit-etc.com

Small group personal training (SGPT) helps clubs satisfy the needs of members who opt not to participate in large
group-exercise classes or one-on-one training. This type of offering combines the camaraderie of the former with the
personalized attention of the latter. Recognizing this important niche, IHRSA’s associate-member companies offer a
range of SGPT programs and products that will guarantee success for members and clubs.
lES millS iNtErNAtioNAl
les Mills CX30 offers a short, sharp
workout that’ll inspire members to the
next level of fitness, while strengthening
and toning their bodies. The 30-minute
core workout hones in on the torso and
sling muscles and helps improve functional
strength. It’s based on scientific
research and combines the best of
personal training with the energy of a
group fitness class. Each class is based
on a choreographed routine that’s
refreshed every three months and set
to chart-topping music.
Contact: www.lesmills.com/pro.
Please see our ad on page 16. —|
CroSSCorE, iNC.
CrossCore180 “Turn your Game Around” is
a breakthrough in bodyweight training for
sports and fitness conditioning. The patentpending
suspended pulley adds improved
balance through imbalance to any sportsspecific
exercise. The pulley can also be
locked in place via a magnetic pin for improved stability, when needed. Attach
gymnastics rings, resistance bands, and even kettlebells for enhanced versatility.
The CrossCore180 can be used at home, at the gym, or out in the field, and fits
conveniently into a small carry-along bag.
Contact: 800-288-3047, www.crosscore-usa.com. Please see our ad on page 66. —|
iNtErNAtioNAl SPortS
SCiENCES ASSoCiAtioN
For decades, ISSA has focused on
two industry strengths: education
and support. National DETC
accreditation, recognized by the U.S. Department of Education, confirmed these
strengths and opened the door to ISSA’s fully accredited associate’s degree in
exercise science. ISSA certification courses are at the core of the degree, allowing
candidates to progress from entry-level certification to advanced credentials
to a degree. Comprehensive curriculum and ongoing support ensure that ISSA
trainers are fully prepared to help clients reach their goals.
Contact: 800-892-4772, www.issaonline.edu/clubs. Please see our ad on page 65. —|
VitFit
VitFit is a customized training program that provides exercise regimens to users via the Internet or
through a club’s Web portal. The experience is made personal with programs built around the user’s
fitness level and mp3 downloads to coach them in real-time at the gym, on the road, or at home. VitFit
supports club trainers, motivates members, and keeps exercisers on track with their training. VitFit
offers dynamic programming for trainers, portable fitness for members, and ancillary revenue for clubs.
Contact: 215-280-8210, www.myvitfit.com. Please see our ad on page 72. —|
PRoDUCT
SHOWCASE
NAtioNAl FEDErAtioN oF
ProFESSioNAl trAiNErS (NFPt)
NFPT has been
certifying fitness
professionals
since 1988,
offering an
NCCA-accredited
Certified Personal
Trainer (CPT) credential. NFPT’s education
curriculum provides a comprehensive
approach to fundamental exercise science
concepts with prep tools that facilitate individuals’
full understanding of the material. Exam
dates are set by appointment at more than
300 locations, and certification maintenance
allows for free Continuing Education Credits
(CECs). NFPT can guide trainers step-by-step
down the path to success by providing startto-finish
support, convenience, and credibility.
Contact: 800-729-6378, www.nfpt.com.
Please see our ad on page 34. —|
AEroBiCS AND FitNESS
ASSoCiAtioN oF AmEriCA (AFAA)
For aspiring and
experienced
fitness professionals
working
one-on-one with
clients, this three-day certification workshop
includes lectures, practical demonstration,
and both written and practical exams. This
certification is also offered, as an option, through
AFAA’s third-party authenticated Personal
Trainer Certification Online Course. It covers
exercise physiology, anatomy, kinesiology,
and injury-prevention strategies, along with
fitness-assessment testing procedures, nutrition
fundamentals and weight management,
special populations and medical considerations,
communication skills, leadership and motivational
coaching, exercise programming,
and risk-factor assessment guidelines.
Contact: 877-968-7263, www.afaa.com.
Please see our ad on page 23. —|
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“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!”

InnovationsWhat’s New 63 | FIT Extra 67 | BuyersMart 83
Paramount Fitness,
Treadmill 7.85T —|
Photo sponsored by Paramount Fitness
w w w . i h r s a . o r g | J U L Y 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

Where some treadmills are good in one or two areas,
ours is a bit of an overachiever in all of them.
Introducing Star Trac Coach
It coaches. It motivates. It entertains.
Star Trac Coach , a personalized treadmill workout led
by a professional coach with over 1 million possible
workouts to ensure a different workout every time. This
revolutionary technology is exclusively available on Star
Trac’s embedded screen E Series treadmills. Star Trac
Coach takes the ordinary treadmill experience to a new
level of engagement never seen before.
For more information contact Star Trac at
714.669.1660 (800.228.6635) or sales@startrac.com
©2011 Star Trac. All rights reserved. Star Trac, the Star Trac logo, Soft Trac, Dynamic Heart Rate Control
are registered trademarks of Core Industries. Star Trac Coach is a trademark of Core Industries. iPod is
a registered trademark of Apple, Inc.
Nike + iPod
»

ABC Financial Services, Inc.
» ABC Financial Services, Inc., has
added seven feature upgrades to its
popular DataTrak software. These
include: automated e-mail to send
reports and agreements to employees or members; electronic agreement
entry with customized fields; wallet software that accommodates various
forms of payment; a freestanding, in-club kiosk for membership or
class registration; locker management to assign lockers, view history,
and track maintenance needs; a customizable dashboard that features
new loss-prevention and tools for graphs and charts; and MyiCLUBonline,
which enables prospective members and renewals to sign up from
home. For more information, contact the company at 800-551-9733;
www.abcfinancial.com. —|
Life Fitness’
Virtual Trainer Website
Life Fitness
» Created in June 2008, the Life Fitness Virtual Trainer Website
(www.virtualtrainer.lifefitness.com), now boasts 21,290 users, and is
compatible with Facebook. The new “Buddies” feature enables exercisers
to create and share cardio workout programs with their friends and
family, add a profile picture, group their buddies, and view buddies’ alerts
on their homepage. The site also allows exercisers to create personalized
workouts for the company’s Elevation Series cardio products. Users
can track and organize their workout results to view their progress,
and personal trainers can develop customized workouts for their clients
virally. For more information, contact the company at 800-735-3867;
www.lifefitness.com. —|
| Innovations | What’s New
Legend Fitness
LeverEDGE, by
Legend Fitness
» LeverEDGE, the new
plate-loaded, unilateral
strength line from Legend
Fitness, features thoroughly
researched biomechanics,
competitive pricing, and
versatility. “We incorporated
a lot of adjustability to
accommodate a wide variety
of users, while keeping
the machine as simple as
possible,” says Pierre
Steenekamp, the president
of Legend Fitness. Each machine in the LeverEDGE
line breaks down to fit through a standard single
doorway, and all models employ pillow-block bearings
that are durable, yet easy to replace. Most LeverEDGE
units feature a smaller footprint than comparable
models. For more information, contact the company
at 865-992-7097; www.legendfitness.com. —|
Peaksware, LLC
Peaksware’s
TrainingPeaksGPS
» Peaksware, LLC, has acquired
SprintGPS, a suite of GPS
activity-tracking applications
for the iPhone from Screenmedia.
Being rebranded as
TrainingPeaksGPS, the suite
includes several customizable
applications: Run Tracker Pro,
Cycle Tracker Pro, Walk
Tracker Pro, Walk Tracker
Free, and Pedometer Pro. On
March 22 and 23, Peaksware
donated all the proceeds from
the specially priced 99-cent
download cost equally to the American Cancer Society’s
DetermiNation, Lymphoma and Leukemia Society’s
Team in Training, and the National Multiple Sclerosis
Society’s BikeMS, raising $5,000 for these programs.
For more information, contact the company at
720-406-1839; www.peaksware.com. —|
w w w . i h r s a . o r g | J U L Y 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 63

| Innovations | What’s New
Zumba Fitness, LLC
Exhilarate with
» Zumba Fitness, LLC, has launched Exhilarate,
a seven-disc DVD collection that features
Beto Perez, the creator of Zumba, along with
instructors Gina Grant and Tanya Beardsley.
Shot in music video format, each workout allows
users to either Learn It, with verbal move-cueing
from the hosts, or to Feel It, by turning off the
verbal instructions to fully sense the music.
The DVD set also introduces Mix, a compilation
Zumba Fitness of workouts based on cultures and rhythms
inspired by the global explosion of the Zumba
Online TRX Directory
brand. Each DVD includes bonus material as well. For more information,
contact the company at 954-925-3755; www.zumba.com. —|
Precor's Seated
Leg Curl C007ES
Precor, Inc.
» Precor, Inc., has launched five dual-function machines to extend its
Experience Strength S-line range. The new additions include a multipress,
bicep curl/triceps extension, pull-down/seated row, leg extension/
leg curl, and abdominal/back extension. “The S line has an economical
footprint and is designed for facilities with limited space, and the dualfunction
pieces allow for maximum user convenience,” notes Jez Whitling,
the U.K. sales director at Precor. “Ease of use was top of mind when
designing the dual units, so individuals can make adjustments and perform
exercises while seated on the machine.” For more information, contact
the company at 800-786-8404; www.precor.com. —|
64 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 | J U L Y 2 0 1 1 | w w w . i h r s a . o r g
TRX
» TRX, the creator of
Suspension Training
bodyweight exercise,
has launched the
online TRX Directory
at www.trxdirectory.
com. This directory
is a database of
30,000 trainers
from 40 countries
who are educated in
TRX Suspension Training, along with a list of qualified
host facilities of TRX Professional Education courses
and TRX R4 licensed facilities. “We’ve been conducting
thousands of education courses for professionals,
and are excited to connect the public with these
trainers to learn more about Suspension Training,”
explains Randy Hetrick, the inventor and CEO of
TRX. For more information, contact the company
at 888-878-5348; www.trxtraining.com. —|
Star Trac
Star Trac’s next-generation
Spinner
» Star Trac introduced
several new
products at IHRSA’s
recent 30th Anniversary
International
Convention and
Trade Show. Among
them is a new plateloadedstrengthtraining
line called
Leverage, which uses
a unique lever and
cam system to work efficiently with human biomechanics
by matching the natural strength profiles of
specific movements. Eight units are currently available.
And, along with Mad Dogg Athletics, Inc., Star Trac
presented the next generation of Spinner bikes, including
the new Spinner NXT, Spinner Pro, and Spinner Blade,
with a patent-pending drive train that enhances safety
and reliability. For more information, contact the
company at 800-228-6635; www.startrac.com. —|

Associate’s Degree
in Exercise Science with an Emphasis in Personal Training
Master Trainer Elite Trainer
Certified Fitness Trainer
Introducing a continuum of education that celebrates the autonomy of the personal training
profession—promoting industry standards and commanding respect among allied health professionals.
Step up from your personal trainer certification to an Elite or Master Trainer credential, then on to a
nationally accredited Associate’s Degree in Exercise Science with an Emphasis in Personal Training!
Knowledge is Power. Call us today at 1.877.633.9644
to learn more or visit www.ISSAonline.edu Mention cbi0711
International Sports Sciences Association • 1015 Mark Avenue • Carpinteria, CA 93013

Sports Performance
and Fitness Training
Rotation, Rotation, Rotation…
In order to mimic the natural mobility of your body and
sport, it takes rotational movement – Period! Whatever
your sport, whatever your fitness goal, the CrossCore180®
offers the most advanced fitness training tool in one
small package. The ability to train in static mode when
the pin is engaged and rotational mode when the pin is
pulled makes it safe for beginners and a rude awakening
for even the most elite athlete.
TURN YOUR GAME AROUND
crosscore-usa.com
Military, Mixed Martial
Arts and Action Sports
Eight years in development and originally developed for
the military, the War Machine® is the perfect training tool
for troops in the gym or out in the field. The War
Machine® is built like a tank and adapts to any climate and
terrain to provide training consistency no matter the
location. Counterweights and resistance bands can be
used when more than just bodyweight is desired. MMA
fighters are also discovering how the exclusive rotational
movement of the War Machine® is increasing their speed
and endurance while helping reduce the chance of injuries.
PULL THE PIN

Treadmills
Hit Their Stride
From basic to sophisticated, these ubiquitous units offer
something for everyone
At clubs worldwide, newcomers and longtime members
alike gravitate toward the tried-and-true workhorses of
the cardio floor: treadmills. For newbies, they offer instant
access to exercise; for veteran exercisers, they’re like a
reliable friend—one who’s constantly being upgraded with
ever more innovative features.
Among the most prevalent innovations is a greater emphasis on
sophisticated technology. Many treadmills now come equipped with
iPod docks, USB ports, LCD screens, and workout tracking—all of
which help to motivate members, increasing exercise adherence and,
importantly, member retention.
Another trend that continues to emerge is “green” treadmills.
“Our engineers are finding new ways to make our treadmills superefficient,
creating self-generating equipment that feeds power
back into the grid,” reports Amber Maechler, the marketing and
communications director at SportsArt Fitness.
SportsArt’s ECO-POWR is a 5-HP maintenance-free system that
uses up to 32% less electricity than standard AC and DC motors—
which can save an average club, running 12 treadmills a day, an
estimated $3,000 per year.
Woodway and Technogym, among others, also produce energyefficient
treadmills.
Another innovative advance is offered by the AlterG Anti-Gravity
Treadmill, which takes technological advances to a new level—a new
altitude, actually—giving the user the sensation of “running on air.” It
employs differential air pressure technology to minimize impact by
“unweighting” exercisers to as little as 20% of their body weight.
“Originally used for rehabilitation, the AlterG suits fitness facilities
because it allows many more people to use a treadmill who wouldn’t
otherwise be able to,” contends Gabriel Griego, the vice president of
marketing at AlterG, Inc.
But, for club operators and members who want to keep it simple,
there are still plenty of attractive options. “Many people just want to
get on a treadmill and press start,” observes Dean Sbragia, CEO of
Med-Fit Systems, Inc., which manufactures Nautilus.
Take, for instance, Woodway’s new Curve treadmill, a non-motorized
unit that recently appeared on NBC-TV’s The Biggest Loser: Couples.
“The Curve delivers a dynamic workout with the user in control of the
speed,” explains Michael Frank, Woodway’s associate marketing
communications manager.
For more, check out the following pages of F.I.T. Extra! —|
| Innovations | FIT Extra Treadmills
TREADMILLS
BH NORTH AMERICA
BH Fitness SK6900
The BH Fitness SK6900 is an uncompromising
commercial treadmill that balances
both style and function. It features
a powerful 4-HP AC motor, 12 mph top
speed, 15% elevation, a 22" x 63" running
surface, five Alpha-Numeric LED displays
for statistical information, and a large red
LED matrix window.
Manufacturer’s list price: $6,699.00
BH Fitness T8 Pro,
BH Fitness T9 (shown)
The BH Fitness T8 Pro is a high-power
solution for light commercial facilities
that need high-quality, affordable fitness
equipment. It features advanced electronics,
a powerful 3.5-HP motor, 12 mph
top speed, 15% elevation, a 22" x 60"
running surface, and five red alphanumeric
LED displays, with a blue backlit LCD
program profile display. Its warranty is
lifetime on the frame, 10 years on the
motor, five years on parts, and one year
on labor. The BH Fitness T9 features an
embedded cable-ready 15" touch-screen
LCD television with built-in speakers,
headphone jack, and MP3 capabilities.
Manufacturer’s list price: BH Fitness T8 Pro,
$3.299.99; BH Fitness T9, $4,599.00
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| Innovations | FIT Extra Treadmills
BODy-SOLID, INC.
T10HRC Commercial Treadmill
by Endurance
With its all-steel frame, generous
20" x 60" running surface, and high-torque
3-HP motor, the T10HRC treadmill by
Endurance can hold its own in any commercial
setting. It offers 25 user programs,
heart-rate control, and an elevation range
of 0%-15% to help the most determined
fitness enthusiasts achieve their goals.
The easy-to-read panel and push-button
speed controls provide ease of operation
and instant feedback information on a
long list of features.
Manufacturer’s list price: $2,999.00
BRuDDEN TECHNOLOGy
E750 Treadmill
E750 is controlled by a 15" LCD touchscreen
with an interactive, user-friendly
interface that facilitates a quick, easy
workout setup. Equipped with an intelligent
system of shock-absorption control
(SAC), E750 controls the impact caused
by running or walking. The unique World
Courses feature simulates more than 30
different well-known running circuits,
from Central Park to the Paris Marathon.
CyBEX INTERNATIONAL, INC.
SEE OUR AD ON THE INSIDE FRONT
COVER & PAGE 1
625T
The CYBEX 625T is a value-packed
treadmill that delivers the performance
features that health clubs need to keep
members happy and business healthy. For
colleges and universities, this treadmill
is designed to encourage serious athletes
and casual exercisers alike to rediscover
the simple joys of running, jogging, and
walking. Built for performance, the
CYBEX 625T is engineered to provide
better stability and greater comfort
than other treadmills.
Manufacturer’s list price: $6,795.00
750T
68 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 | J U L Y 2 0 1 1 | w w w . i h r s a . o r g
The CYBEX Legacy 750T is a premium
treadmill that’s fully equipped to deliver
an exceptional user experience. It has
a high-contrast display and enhanced
easy-to-use technologies, as well as a
high-performance AC drive capable of
delivering 6 HP. The Legacy 750T also
offers a compact design with a running
surface of 22" x 62" and an ultra-lowprofile
hood for a spacious feel.
Manufacturer’s list price: $7,495.00
NEW
770T-CT
The CYBEX 770T enriches the joys of running,
jogging, and walking. The advanced
770T boasts CYBEX’s ARMZ support bars,
as well as the CardioTouch display, which
puts every exercise and entertainment
option at the user’s fingertips. The IS3
Intelligent Suspension System matches
the ergonomics of running—the deck is
soft at landing, firm in the middle, and
rigid at toe-off. With the 770T, elite runners
can push the limits, while casual
users can enjoy a comfortable walk.
Manufacturer’s list price: $7,395.00
LCX-425T
The LCX-425T treadmill is designed to
provide light-commercial facilities with
the functionality and running area of
larger commercial treadmills in a spacesaving
package. Featuring a full 20" x 60"
running surface, this treadmill boasts an
ultra-low-profile hood to maximize the
entire running area and minimize the
footprint to just 72" long. Equipped with a
3-HP motor, the LCX-425T incorporates
a fully featured console that employs a
simplified approach to make it extremely
user-friendly.
Manufacturer’s list price: $4,495.00

Pro3
The durable Pro3 Treadmill features a
clean style that complements any décor
and a low step-up height that’s less
intimidating for new exercisers. With
plenty of programs to satisfy serious
runners, the CYBEX Pro3 treadmill is
simple to operate for even the occasional
user. Programs can be changed on the
fly so that exercisers can raise or lower
intensity. Users will also appreciate the
convenience of dual water bottle holders,
utility tray, and Quick Start.
Manufacturer’s list price: $6,795.00
FASSI SPORT
NEW
FCPTMTX07
The FCPTMTX07 treadmill from FASSO
Sport features a 19" advanced graphics
widescreen TFT touch-screen display,
with 16.7 million colors, and 1440 x 900
pixel resolution. A hand-scroll roller
controls digital speed and incline adjustment,
and a deck-heating sensor provides
an alert when the belt and deck need
lubrication. The treadmill is also
certified by TUV.
FITNESS MASTER, INC.
SEE OUR AD ON PAGE 71
NEW
Aristo PT10 Treadmill
For commercial and rehab use, the
Steelflex Aristo PT-10 treadmill features
a low start-up speed of 0.2 mph, a wide
speed range, a reverse option, and an
oversized user cooling fan. With an easyto-read,
eight-window display with dotmatrix
LED readouts, the treadmill also
offers contact and wireless heart-rate
monitoring, a USB feature that allows
customer programming and tracking,
cushion-grip side handrails along the
full length of treadmill, and a large
emergency panic/stop button.
Manufacturer’s list price: $5,100.00
FREEMOTION FITNESS
FreeMotion Incline Trainer
The FreeMotion Incline Trainer provides
a comfortable, yet challenging, exercise
experience. It’s powered by the Direct
Rear Velocity System (DRVS), a rear-drive
motor system that, combined with urethane
deck isolators, provides additional
cushioning to minimize impact. The
Incline Trainer boasts a 22" x 60" running
surface; incline capabilities of -3%-30%;
QuickTouch functions for easy incline
adjustments; and Workout TV. The LED
console reports on time, incline, pace,
distance, calories, heart rate, speed,
and more.
| Innovations | FIT Extra Treadmills
FreeMotion Treadmill
The FreeMotion Treadmill, powered by
the innovative Direct Rear Velocity System
(DRVS), provides a smooth, consistent
workout and a long, efficient motor life.
This unique motor system pulls, rather
than pushes, the tread belt, which provides
direct, consistent belt tension and
alleviates stress on the bearings and
rollers. The treadmill features a 22" x 60"
walking surface and an optional 12.1" LCD
television with the Workout TV console.
H/P/COSMOS SPORTS &
MEDICAL GMBH
h/p/cosmos mercury
Incorporating a shock-absorbing running
surface that measures 59" x 19.7", this
premier treadmill can elevate to a maximum
25% grade, and generate a speed range
of 0-14 mph. The mercury offers smooth,
quiet operation, and a comprehensive
programmable control panel with safety
components. It features: a maintenancefree,
3-HP, continuous-duty drive motor
backed by a 20-year warranty; a three-year
warranty on all parts; and an RS 232 interface
for a PC, printer, ECG machine, etc.
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| Innovations | FIT Extra Treadmills
LANDICE TREADMILLS
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.
“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
Call Now For Details On The Anniversary Special
1.800.786.1930 - www.hydromassage.com/club
L7 Club Pro Trainer
Since 1967, Landice has been manufacturing
state-of-the-art treadmills. Made
in the USA, its treadmills are a result of
years of manufacturing, design, and field
experience in the harshest club environments.
The Club Series represents the
culmination of this experience. Using the
latest in engineering technology, uncompromised
materials, and old-fashioned
American craftsmanship, these treadmills
HydroMassage’s 22 nd
Anniversary Special
Get Started with
HydroMassage for
only $22/month
call 1.800.786.1930 for details
70 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 | J U L Y 2 0 1 1 | w w w . i h r s a . o r g
HydroMassage_0711_halfisland.indd 1 6/2/2011 2:31:22 PM
offer the features and dependability today’s
high-volume health clubs demand.
Manufacturer’s list price: $3,495.00
LIFE FITNESS
SEE OUR AD ON PAGE 11
Elevation 95T Achieve Treadmill
The 95T Achieve treadmill from Life
Fitness sets health clubs apart with its
sophisticated design and intuitive interface.
Everything about the 95T Achieve—
from the DX3 Belt and Deck System and
Flexdeck technology, to the open sightlines,
to the Activity Zone that places
the most frequently used controls at the
user’s fingertips—is designed to deliver
the ultimate cardio experience.
Elevation Series 95T
Inspire Treadmill
The Life Fitness 95T Inspire Treadmill
includes seamless iPod audio integration,
a Virtual Trainer, USB connectivity, and
Workout Landscape Perspectives. Its 7"
integrated LCD screen allows users to
make workout selections and manage
their iPod music lists; 36 workout programs
and six goal types offer variety.
For premium personal entertainment,
a 17" attachable HD-ready wide-screen
TV is optional. The Elevation Series 95T
Inspire Treadmill with Attachable TV
features an HD-ready 17" diagonal
wide-screen television.

Integrity Series 97Ti Treadmill
The Integrity Series 97Ti Treadmill delivers
unmatched durability with speeds up
to 16 mph and a 3% decline to challenge
everyone, including advanced exercisers.
It offers a simplified, intuitive amber LED
console with seamless iPod integration,
so that exercisers can skip songs, adjust
the volume, and change channels right
on the console. Users can charge their
iPods while they work out, and can also
view iPod-delivered video content through
an optional 17" HD-ready, attachable TV.
MATRIX FITNESS
SEE OUR AD ON THE FRENCH COVER
7-Series Treadmills
The Matrix T7xe features an integrated
15" touch-screen display with FitTouch
Technology, iPod compatibility, a wireless
data transmitter, crossbar speed and
controls, secondary data display window,
and a personal fan. The 22" wide belt
provides security and freedom while
running, and the Ultimate Deck System
holds up under the most extreme conditions.
The T7x shares many of the same
features as the T7xe, but comes with an
integrated 7" LCD.
T1xeLS
The T1xeLS offers Vista Clear Television
Technology—the most vibrant picture
quality in the industry—on its integrated
7" LCD loaded with workout options.
From the 3.2-HP club-rated drive system
to the ultimate reversible, maintenancefree
deck, this treadmill is packed with
features that are typically only available
on higher-priced models. Each purchase
from the LIVESTRONG by Matrix line
ensures that a minimum of $4 million
will support LIVESTRONG and the fight
against cancer.
T1xLS
Appealing to users of all experience
levels, the T1xLS features a large LED
display for easy viewing with simple
controls. The Ultimate Deck System and
3.2-HP Johnson Integrated Drive system
provide years of superior, worry-free
performance and durability. The low 7.5"
step-on height allows for easy accessibility.
The T1xLS is also designed to accommodate
the optional Matrix FITCONNEXION
integrated entertainment system. Each
purchase from the line of LIVESTRONG
by Matrix ensures that a minimum of
$4 million will go to LIVESTRONG and
the fight against cancer.
| Innovations | FIT Extra Treadmills
FMI Fitness MasterCBI July Ad OL.pdf 1 5/25/2011 10:01:51 AM
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| Innovations | FIT Extra Treadmills
T3x
Sharing the same platform as the T3xe,
the Matrix T3x is designed with simplicity
in mind. Users of all experience levels
will easily navigate the controls of its
intuitive console. Featuring several
training programs, including manual,
rolling hills, fat burn, 5k, target heart
rate, Gerkin protocol, and Army, Navy,
Air Force, and Marine PFT and PRT
tests, the T3x has plenty of options
for user motivation.
T3xe
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Safe to use on all fitness equipment
Alcohol , Bleach and Phenol Free
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Multiple dispensing systems available
1-800-463-2516 • INFO@PETRASOAP.COM • WWW.PETRASOAP.COM
72 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 | J U L Y 2 0 1 1 | w w w . i h r s a . o r g
The T3xe blends ease-of-use and entertainment
to deliver a superior workout
experience. Complete with an engaging
graphical user interface and Vista Clear
Television Technology, the T3xe provides
a greater variety of workout options. The
4.2-HP AC drive and Ultimate Deck system
provide years of superior performance
and durability. The user-friendly console
offers multiple training programs to keep
users motivated to reach their fitness goals.
WIPES
WIPES
CLEANER & DISINFECTANT B Y P E T R A
CAll TOdAy FOR MORE INFORMATION & SAMPlES:
T5x
The Matrix T5x features an intuitive LED
console designed to minimize intimidation
for new users, while providing a complete
workout selection to challenge advanced
exercisers. A 22" wide belt enhances
security while running, and the Ultimate
Deck and Dynamic Response Drive systems
offer maintenance-free performance and
durability. The T5x features an integrated
personal fan and a wireless data transmitter
for product-performance monitoring.The
treadmill also accommodates the optional
FITXCONNEXION integrated entertainment
system.
VitFit

MILON INDuSTRIES GMBH
Clubrunner
The Clubrunner treadmill features a
specially designed shock-absorption
system that has been scientifically
validated as well as 13 programs to keep
exercisers motivated and deliver results.
The Clubrunner uses milon’s proven
Smart Card system. Boasting central
lubrication, the treadmill is almost
maintenance-free. milon is a German
manufacturer and complete supplier of
electronic fitness and medical training
equipment. It produces all of its own
products and has a dedicated distribution
and service network.
MOTuS uSA
M900T Advanced Interactive
Interface Treadmill
The sophisticated M900T Series treadmill
incorporates soft-touch consoles and
touch-sensitive buttons with blue LEDs
for easy scrolling of statistics. A variety
of custom and pre-programmed courses
are at the user’s fingertips. Features
include antimicrobial handlebars; spacious
accessory trays; Quick Start functions;
heart-rate monitoring; and the
company’s innovative OneTouch buttons
for instant speed and incline adjustments.
Smooth, minimal-impact workouts are
delivered via Hyundai precision electronics
and a 5.7-HP Mitsubishi AC drive motor.
| Innovations | FIT Extra Treadmills
NEW
RESIDUE
FREE
FORMULA!
NAuTILuS
Nautilus T916 Treadmill
The T916 premium treadmill is equipped
with a custom 4.8-HP AC motor with the
patented Quinton Hyperdrive system,
delivering maximum torque. The system
powers a 22" x 63" running surface at
speeds of 0.5 mph-12 mph and at elevations
up to 15%. It also offers Nautilus’
REACT Absorption Control System; a low
step-up height of 7.5"; Remote Operation
Control (ROC) bar with TouchSensor
technology; 14 exercise programs; and a
welded steel frame.
Defeat CA-MRSA,
H1N1 and HIV
■ Lowest Cost, Most Effective
■ Made with 100%
renewable resources
■ Approved by leading
equipment manufacturers
Let the Revolution Begin!
(888) 977-3726 ■ www.2xlcorp.com
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| Innovations | FIT Extra Treadmills
PARAMOuNT FITNESS
CORPORATION
SEE OUR AD ON PAGE 26
7.85T and 7.55T Treadmills
The Paramount 7.85T and 7.55T treadmills
offer health clubs a progressive design;
durable performance; a wide 22" x 64"
running surface with cushioned footfall
and firm push-off; and up to 21 training
programs with a motivational color LCD
screen. A USB port allows facilities to
upgrade software easily and insert their
personalized messages into the display.
User-centric features include a backlit
Touch Sensor console, numeric keypad,
heart-rate monitor, exercise data-tracking
software, and state-of-the-art entertainment
options.
PRECOR, INC.
74 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 | J U L Y 2 0 1 1 | w w w . i h r s a . o r g
NEW
TRM 823 (shown), TRM 833
Durability meets a low-impact workout
in the TRM 823 and TRM 833 treadmills.
As with all Precor models, these new
models come standard with Integrated
Footplant Technology (IFT) and Ground
Effects (GFX). The TRM 823 and TRM 833
are built with exceptional durability, and
ensure users comfort, ease-of-use, and
a dynamic and rewarding workout to help
them meet all of their exercise goals.
NEW
TRM 885
The TRM 885 is a top-of-the-line treadmill,
renowned for its performance and
durability. A 3-degree decline option and
maximum speed of 16 mph are unique to
the TRM 885. Equipped with Integrated
Footplant Technology (IFT) and Ground
Effects (GFX), the TRM 885 delivers a
smooth and natural feel when running or
walking. The TRM 885 features a touchscreen
console, just like a high-end phone,
and a simple, intuitive interface that draws
members deeper into their workout.
PROMAXIMA FITNESS
S16TX and S16T STEX Treadmill
The STEX S16TX treadmill includes an
integrated LCD with HDTV. Both the
S16TX and S16T include a 4-HP AC
continuous-duty motor; a speed range
of 0.5-14 mph; elevation from 0-16%; a
20" x 60" four-ply, self-lubricating belt;
a shock-cushioning deck system; and fitness
test protocols, such as Gerkin, Navy
PFT, Marine PFT, Army PFT, Air Force
PFT, and Fit Test. Also included are the
Intelligent Touch Heart Rate System and
a six-segment display.

S25TX and S25T STEX Treadmill
The STEX S25TX treadmill boasts an
integrated LCD with HDTV. Both the
S25TX and the S25T include a 5.5-HP AC
continuous-duty motor; a speed range
of 0.5-15.5 mph; elevation from 0-20%;
a 22" x 64" four-ply, self-lubricating belt;
a shock-cushioning deck system; the
Intelligent Touch Heart Rate System;
and a six-segment display. Fitness test
protocols include Gerkin, Navy PFT,
Marine PFT, Army PFT, Air Force PFT,
and Fit Test. Generous warranties
cover both treadmills.
SCIFIT
AC5000 Treadmill (shown),
AC5000M Treadmill
SCIFIT’s AC5000 Treadmill uses a 3-HP
motor to provide durability and a smooth,
comfortable feel. It offers a slow starting
speed of .1 mph; an incline up to 15%; an
oversized walking/running surface; and
a 500-pound user-weight capacity to
accommodate all exercisers. Side handrail
switches for speed and elevation
make it easy to adjust the workout without
breaking stride. Special features of
the AC5000M (medical) Treadmill include
extended handrails, an elevation of -3%
to 12%, and a reverse speed up to 4 mph,
making it ideal for rehabilitation.
| Innovations | FIT Extra Treadmills
SPORTSART FITNESS
SEE OUR AD ON PAGE 77
NEW
T652 Treadmill
The T652 treadmill features a 5-HP
Eco-Powr motor that uses 32% less
electricity than traditional treadmill motors;
delivers a speed range of .1-15 mph; and
has a user weight capacity of 500 pounds.
The 22" x 62" running surface is easy on
the joints, and telemetry and contact
heart rate, along with multiple pre-set
programs, allow exercisers to achieve
maximum benefits. The treadmill comes
with WFI Firefighters’ Wellness Fitness
Initiative programming and optional
iPod connectivity.
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.
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| Innovations | FIT Extra Treadmills
T680 Treadmill
The T680 treadmill is equipped with the
ECO-POWR (Extreme Conservation and
Output) System, a maintenance-free,
self-regulating, brushless drive system
that delivers long-term savings by using
up to 32% less electricity. It also boasts
the comfortable, joint-friendly My-Flex
cushioning system, as well as the proprietary
CardioAdvisor heart-rate-training
system. The unit’s entertainment-ready
15.4" LCD screen can display full-screen
workout data, full-screen video, or a
split-screen combination.
Manufacturer’s list price: $7,799.00
H O L L M A N
L o c k e r s & C o u r t s
STAR TRAC
SEE OUR AD ON PAGE 62
E-TRx Treadmill
The E-TRx has been built with the
benefit of Star Trac’s 20-plus years of
treadmill innovation. The E-TRx offers
optional upgrades, including: Made for
iPod connectivity, USB charging station,
integrated 900 MHz wireless controller,
and 15" HD personal viewing screen.
The treadmill comes with dual-adjustable
personal fans; a Hot Bar with onefinger
speed and elevation controls;
contact heart-rate grips; and 20%
maximum elevation.
E-TRxe Treadmill
The E-TRxe features Made for iPod
technology, a USB charging station, an
integrated 900 MHz wireless controller,
and a 15" HD personal viewing screen.
The treadmill also comes with dualadjustable
personal fans; a Hot Bar with
one-finger speed and elevation controls;
contact heart-rate grips; and 20%
maximum elevation.
Chosen by The Dallas Cowboys, Equinox, LA Fitness, Gold’s Gym, 24 Hour Fitness, Lifetime
Fitness and the Spectrum Clubs as the superior locker and court supplier.
76 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 | J U L Y 2 0 1 1 | w w w . i h r s a . o r g
If you can imagine it; we can build it!
1-800-433-3630
www.hollman.com

E-TRxi Treadmill
The E-TRxi treadmill is built on the culmination
of Star Trac’s 20-plus years of
treadmill innovation and the company’s
flexible E Series entertainment offering.
It features an integrated 15" HD personal
viewing screen with intuitively placed
channel and volume controls; Made for
iPod technology; a USB charging station;
centered, dual-adjustable personal fans;
an easily accessible Hot Bar with onefinger
speed and elevation controls; an
integrated stop button; contact heartrate
grips; and 20% maximum elevation.
coming soon...the Green System – revolutionary
energy-generating fi tness equipment
To fi nd out how much you can save, log on to
http://green.sportsartamerica.com
Built.
Going green not only helps the environment,
it also reduces energy and builds business for your club.
T652 Treadmill
View detailed specs for this
and more ellipticals,
treadmills and cycles at
www.sportsartamerica.com
Star Trac Coach
The Star Trac Coach is a personalized
treadmill workout led by a professional
Coach. Over 1 million possible running
and walking workouts ensure users’
workouts will be different every time.
This patent-pending technology is exclusively
available on Star Trac’s E series
embedded-screen treadmills.
*iPod is a registered trademark of Apple Inc., registered in the US and other countries.
| Innovations | FIT Extra Treadmills
S-TRc Treadmill
The STRc is a customized model for use
in unsupervised facilities. The treadmill
is equipped with user-focused features,
such as hourglass-shaped handrails;
a 5" step-up height; a stop clip; larger
buttons and fewer scrolling letters for
easier viewing; 13 programs; personal
cooling fans; and multiple cup holders.
An integrated 15" HD personal viewing
screen is optional.
LIFETIME ECO-POWR motor warranty
3% decline to 15% incline range
Optional iPod ® connectivity
22” x 61” running surface
Multiple language settings
Fitness tests for fi re, military and medical
SportsArt’s ECO-POWR treadmills
use 32% less energy than traditional
treadmills, saving club owners
thousands on electricity bills.
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| Innovations | FIT Extra Treadmills
S-TRx Treadmill
The S-TRx treadmill is designed for
light-commercial facilities seeking a
commercial-quality treadmill without
a commercial price. The treadmill is
equipped with user-focused features,
such as hourglass-shaped handrails;
a 5" step-up height; a stop clip; larger
buttons and fewer scrolling letters for
easier viewing; 13 programs; personal
cooling fans; and multiple cup holders.
An integrated 15" HD personal viewing
screen is optional.
TECHNOGyM
SEE OUR AD ON THE BACK COVER
Excite Med Run
78 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 | J U L Y 2 0 1 1 | w w w . i h r s a . o r g
Excite Med Run combines cardiovascular
wellness with performance training,
testing, medical treatment, and rehabilitation
applications. Med Run is UL, CE,
and TUV Medical Certified and incorporates
submaximal, maximal, and military
testing features. Excite Med’s Cardio
Memory software enables real-time
acquisition, visualization, and storage of
all relevant training and test data. Med
Run safety accessory options include a 6"
rear safety step; a minimum speed of
0.25 mph; height-adjustable underarm
supports; and adjustable handrails.
Excite+ Jog Now 700
Technogym’s Excite+ Jog combines
space efficiency and style with enhanced
usability, safety, and entertainment features.
Jog offers numerous accessibility
features, such as the patent-pending In
Motion light, a low 0.25 mph minimum
speed, a step-up height of 8", and heartrate
program access through the hand
sensors. Jog features a high-contrast
LED display or the VISIOWEB display,
an interactive cardiovascular interface
that offers touch-screen entertainment,
as well as Web-browsing, marketing
capacity, and intuitive navigation.
Excite+ Run Now 900
Technogym’s Run Now treadmill offers
exceptional energy savings, along with
engaging new workout interfaces and
enhanced safety features. An independent
TUV study found Run Now uses 40%
less energy than other treadmills. Run
Now also incorporates a high-contrast
LED interface or the Web-compatible
VISIOWEB display, an entertainment,
marketing, and education digital platform.
Safety features include the new In
Motion light that indicates when the belt
is in motion, Runner Detection Function,
and laser-etched belt markings.

TRuE FITNESS
SEE OUR AD ON PAGE 81
CS500 Treadmill
The CS500 treadmill features a new
console design that provides a sleek,
cohesive look, along with versatile display
options. Among them: the classic
two-window LCD, featuring basic iPod
compatibility; and the 15" LCD with
touch-screen technology, offering
advanced iPod compatibility. With its
space-efficient design, low-profile
frame, and accessible 7" step-up height,
the CS500 is equipped with a 4-HP
Endura-Drive motor to ensure smooth
operation. It also features one-touch
HRC Cruise Control.
Manufacturer’s list price: $5,999.00
CS550 Treadmill
The CS550 treadmill features a new
console design that provides a sleek,
cohesive look, along with versatile
display options: the 11" LCD offers
basic iPod compatibility, and the 15" LCD
with touch-screen technology features
advanced iPod compatibility. With its
space-efficient design, low-profile frame,
and accessible 7" step-up height, the
CS550 is equipped with a 5-HP Max-Drive
motor with a self-cooling system. It also
features one-touch HRC Cruise Control.
Manufacturer’s list price: $7,099.00
CS800 Treadmill
The CS800 treadmill features a new
console design that provides a sleek,
cohesive look, along with versatile display
options: the 11" LCD offers basic
iPod compatibility, and the 15" LCD with
touch-screen technology features
advanced iPod compatibility. The CS800
is built on a commercial, 11-gauge,
robotically welded, steel frame that
provides uncompromising stability. It
utilizes the patented SOFT system, and
is equipped with a 5-HP Max-Drive
motor with a self-cooling system.
Manufacturer’s list price: $7,799.00
LC1100 Treadmill
The TRUE LC1100 treadmill is engineered
to outperform and outlast other equipment
in its class. A performance-driven machine,
the LC1100 is powered by a heavy-duty
Endura-Drive AC motor that delivers
TRUE’s signature smooth and quiet
acceleration, plus its proven reliability.
Manufacturer’s list price: $5,099.00
| Innovations | FIT Extra Treadmills
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PatriotCreativeGroup.com
Find us on
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CBI ©07/11 U-Haul Int'l
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| Innovations | FIT Extra Treadmills
PS100 Treadmill
The TRUE PS Series treadmill was
engineered to be a real workhorse, but
designed to look like a true thoroughbred.
Built on a commercial-grade frame
and outfitted with the sturdiest and most
durable components in its class, the PS
Series treadmill will remain attractive
and reliable for years to come.
Manufacturer’s list price: $2,699.00
PS900 Treadmill
Making Great Trainers for Over 35 Years...
Let NETA make you great!
www.NETAfit.org
800.237.6242
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The TRUE PS900 treadmill has been
engineered to provide performance and
durability. This workhorse is driven by
a powerful 4-HP DC self-cooling motor
that delivers TRUE’s signature smooth
and quiet acceleration, plus its proven
reliability.
Manufacturer’s list price: $3,699.00
VISION FITNESS
SEE MATRIX
T9700HRT, T9700S
The T9700 Series features heavy-gauge,
welded steel frames; 3-HP continuousduty
motors; low-maintenance Seigling
Cool-Weave belts; club-rated PWM motor
controllers with fuseless current-limit
and dynamic short-circuit protection;
and 2.5" rollers that allow the belts to
operate under low tension, generating
minimal friction and heat. The T9700HRT
offers motivational programming with
heart-rate training. The T9700S doesn’t
include programming—just touch the
Start button and get going. All are
assembled in an ISO 9001-certified
manufacturing facility.
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
®

T9800HRT, T9800S
Vision Fitness’ robust T9800 Series
treadmills will withstand hours of use
in commercial settings. Large 3" rollers,
a powerful AC drive system, and a spacious
22" x 60" running surface make these
treadmills comfortable for exercisers
and require very little maintenance. The
T9800HRT offers 16 programs, including
the exclusive SPRINT 8, four heart-ratetraining,
and five user programs. The
T9800S, a simpler model, does not include
programming; exercisers simply touch
the Start button to begin.
©2011 TRUE FITNESS TECHNOLOGY, INC.
WOODWAy uSA
CURVE
The CURVE manual treadmill allows
users to exercise in dynamic way. The
innovative Curve design enables exercisers
of all sizes to instantly achieve their desired
speed simply by increasing their pace,
much like running outside. Because the
treadmill has no motor, the user is doing
all the work, and is thereby burning 30%
more calories, which benefits both the
exerciser as well as the health club’s
electricity bill.
| Innovations | FIT Extra Treadmills
EcoMill
The WOODWAY EcoMill uses zero
electricity, and actually creates power
utilizing the user’s energy output. The
display board is powered by the exerciser
spinning the belt, and has a USB outlet
that charges a phone or iPod during
workouts. WOODWAY’s electromagnetic
braking system effectively controls and
maintains a consistent speed throughout,
and the EcoMill has an initial maximum
speed setting of 1.0 mph to prevent overacceleration.
A battery back-up system
ensures uninterrupted display functions
during exercise sessions.
w w w . i h r s a . o r g | J U L Y 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 81

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THEIR GOALS.
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LAU_SIF_Ad_7.125x4.75.indd 1 6/7/11 10:44 AM

»
Product Profiles
Special Advertising Section
The BuyersMart is an effective shopping tool—one
that allows you to find out about a wide range of
products and services without leaving the comfort
of your club. The following companies are also listed
on www.ihrsa.org/buyersmart, where an advanced
search function enables you to find the companies
and products you are looking for easily. For detailed
contact information, please refer to the advertiser
index at the end of this section.
SPOTLIGHT
Supreme Audio
The Leader in Sound and Entertainment Systems for Gyms
New…“The Entertainer” 3-Band (FM, 900 MHz and 2.4 GHz) Wireless Entertainment
System by SupremeVision. Receivers and transmitters are 100% compatible
with all your current entertainment system components! FREE “Professional
Audio Buyer's Guide” featuring SupremeProAudio, Samson, Shure, Telex and
Audio-Technica wireless microphones, variable speed CD players and tape
decks, speakers and amplifiers. Wireless entertainment systems, personal
LCD screens digital signage and studio lighting. Largest selection of components
with 100% secure online shopping. Competitive prices. Free Lifetime
Technical Support. Our experience has made the difference since 1975!
» For more information, please contact us at P.O. Box 550,
Marlborough, NH 03455, call Jane Plaugher, V.P.- General Manager
at 800-445-7398 or visit www.SupremeAudio.com.
| Innovations | BuyersMart
w w w . i h r s a . o r g | J U L Y 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 83
®

| Innovations | BuyersMart
ABC Financial
84 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 | J U L Y 2 0 1 1 | w w w . i h r s a . o r g
Special Advertising Section
Aeromat/EcoWise Fitness Products
Aran Stainless ASF International
Big Ass Fans
» www.bigassfans.com;
877-244-3267
THE Ultimate Spray Bottle Holder
No more broken holders or
misplaced spray bottles. Stainless
steel. Proudly made in the U.S.A
» www.aranstainless.com;
aran1@consolidated.net;
1-800-228-2726
The 8-to-10-ft diameter Isis ® is a silent,
customizable fan for fitness spaces with
ceilings as low as 12 feet. Just one 8-ft
Isis covers more area than nine small
ceiling fans while using only one-third of
the energy. The airflow from Isis creates
an evaporative cooling effect that lowers
perceived temperatures and improves
the comfort level of members.
Aeromat/EcoWise
2070 Zanker Road
San Jose, CA 95131
Toll-Free: 877-278-6158
Fax: 707-221-4040
info@aeromats.com
www.aeromats.com
www.ecowisefitness.com
Aeromat/EcoWise Fitness Products specializes in supplying
high quality mats and related fitness products to the fitness,
sporting and rehabilitation industries, and offers the market
both product innovations and brand name recognition.
» For a dealer near you, call today!
Call toll-free: 877-278-6158 or visit www.aeromats.com
or www.ecowisefitness.com.
CI Solutions

HEX Tanning
Tune Belt
Special Advertising Section
245cbi
505245_Buyersmart_July_09_FINAL.indd 1 5/19/09 2:35:07 PM
For free samples & pricing
Call: 1-800-860-1175
visit: www.tunebelt.com
Page Advertiser
Cardio Entertainment Accessories &
Instructor Supplies
• Armbands for iPhones, iPods & More
• Microphone Belts & Batteries
• Ten Quality Headphones
84 » ABC Financial Services, Inc.
www.abcfinancial.com | 800-551-9733
84 » Aeromat/EcoWise Fitness Products
www.aeromats.com | 877-278-6158
84 » A-RAN Stainless Fabricators
www.aranstainless.com | 800-228-2726
84 » ASF International
www.asfinternational.com | 800-227-3859
84 » Big Ass Fans
www.bigassfans.com | 877-244-3267
Ojmar
| Innovations | BuyersMart
Ojmar Locking Systems for Lockers—
A good lock system means simplicity
and reliability for you and your customers.
Ojmar combines the most reliable
technology with extensive market
experience to offer you a series of
products which can adapt to the needs
of an entire facility. Ideal for Wet and
Humid Locker rooms Ojmar has a full
range of lock solutions for your facility. Our aim is to make
the complicated simple.
» Contact us at jameso@ojmar.com or toll free
888-795-5588.
See your ad here!
Contact Meg Burnham at mb@ihrsa.org
to advertise in BuyersMart.
Page Advertiser
84 » CI Solutions
www.cisolutions.biz | 800-599-7385
85 » HEX Tanning and Marketing Concepts
www.hextanning.com | 800-556-3201
85 » Ojmar US
www.ojmar.com | 888-795-5588
83 » Supreme Audio - Fitness Audio
www.supremeaudio.com | 800-445-7398
85 » Tune Belt, Inc.
www.tunebelt.com | 800-860-1175
w w w . i h r s a . o r g | J U L Y 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 85

CAPTURE THE CRAZE OF
GROUP FUNCTIONAL TRAINING
CLASSES IN YOUR CLUB!
Introducing the complete Functional Training Station
(FTS) designed by PÚRMOTION . Perform countless
functional strength exercises in one dedicated area. Great
for individual workouts, with personal trainers, or in a
group training setting.
Get clients on their feet, developing total body strength
and stability while using bodyweight for resistance
along with PÚRMOTION’s unique, patent pending
training products. Promote exercise that emphasizes
developing real life functional strength while keeping it safe
and FUN! Workshops, education, and marketing materials
are available for integrating the FTS and conducting group
training in your facility.
LEASE FOR
AS LOW AS
$199/MO FOR
60 MONTHS
WAC.
“The PurMotion FTS has been incredible for our
one-on-one and small group training services and
revenues. Our members in the club cannot help but
notice and watch what our staff is doing with their
clients and our clients are getting fantastic results, and
just as important, having FUN while they work out! I
highly recommend the FTS!”
- Robert Rettmann, MS, Vice President of Education,
The Rush Fitness Complex
VISIT WWW.PURMOTION.NET
FOR MORE DETAILS!
TOLL FREE 877.798.9078

IHRSA Report
First Set 89 | In Brief 90 | Ask the Entrepreneurs 94
Member News 96 | Calendar 101 | Coming Soon 101
The results of a study presented recently at the
annual meeting of the Pediatric Academic Societies
concluded that children and teenagers with cystic
fibrosis may benefit from an individually tailored
exercise program. This inherited life-threatening
disease affects the respiratory and digestive systems.
Patients in the study profited from improved lung
function, overall health, self-perception, and
emotional well-being. —|
w w w . i h r s a . o r g | J U L Y 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 87

Welcome New IHRSA Associate Members.
Time to get Down to Business!
IHRSA welcomes this month's new
Associate Members. These leading
companies offer the products and
services your business needs to
succeed in the rapidly competitive
club market.
For information on up-to-date products
and services in the health club industry,
go to ihrsa.org/products.
Fit in Fit
514/706-6000
www.fitinfit.com
Induro Cycling Studios, Inc.
816/561-0088
www.indurocycling.com
International Sports &
Fitness Trainers
Association, Inc.
863-949-4271
www.isfta.com
Jet Sport Industrial Co, LTD.
886 4 2491 7666
LAR Audio Systems
716/285-0555
www.laraudio.com
Netsertive
919/323-8385
www.netsertive.com
Resolute Physio Sport
719/661-9499
www.resoluteps.com
reZeneration, Inc.
310/890-3305
www.CoreTransformer.tv
Royal Blue Textiles
310/888-0156
www.royalblueintl.com
TheGymShoppe.com
201/984-5079
www.TheGymShoppe.com
US Sport Tech, LLC
201/773-8218
www.usstech.com
Zebra Mats
763/315-4920
www.zebramats.com
International Health, Racquet & Sportsclub Association | Seaport Center, 70 Fargo Street, Boston, MA 02210 USA

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
Mike Raymond: Curves International
254-399-9285
Susan Cooper: BodyBusiness Health Club & Spa
512-459-9424
Sandy Hoeffer: Clubsource
Development Partners
415-459-1500
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 Fitness & Racquet 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
David Patchell-Evans: Ex-officio
GoodLife Fitness Clubs
519-661-0190 ext. 238
SPECIAL ADVISOR
EUROPE
Christian Pierar: De Fitness Organisatie
+32 9-232-5036
® Innovate
Art Curtis
IHRSA Chairperson
Out
of Slow Growth!
The great recession may be over, but things
certainly aren’t back to normal—or, at least, the
normal that we knew before 2008. Now, we’re
trying to understand how we can help our clubs
prosper given a slow-growth environment in
which buying behaviors have changed dramatically.
Those of you who’ve fared the best during the prolonged economic
downturn probably did so by playing good defense. However, in
a new book, Accelerating Out of the Great Recession, How
to Win in a Slow-Growth Economy, authors David Rhodes
and Daniel Stelter, of the Boston Consulting Group, argue that
defense isn’t enough to prevail in a slow-growth economy. To
win, you have to go on the offensive.
One of the most effective ways to do so, they remind us, is to
focus on innovation.
A study conducted recently by Accept Corp. found that there
were several characteristics common to highly innovative companies,
as well ones shared by the least innovative.
The top innovators understood how to:
• Balance investments in breakthrough advances with spending on incremental
innovations in existing processes, products, and services.
• Prioritize by focusing on projects that aligned both with market needs and the
company’s overall business strategy.
• Analyze customer feedback effectively, right from the start, so they could make
adjustments or drop an idea early on if it wasn’t well received and, then, move
on to the next idea.
On the other hand, the poor innovators:
• Didn’t listen to customers or truly understand their wants and needs.
• Didn’t collaborate with their customers and other stakeholders, including staff
and suppliers, when developing new ideas.
• Were misaligned, with poor communication between senior management and
line staff, resulting in resources being spent on the wrong ideas, or leading to
poor execution of viable ideas.
• Were uncertain because of a lack of clear criteria and decision-making
processes. As a result, decisions were made on the basis of internal politics and
subjectivity rather than an idea’s actual merit.
• Executed ideas ineffectively. They found it difficult to allocate resources to
match a new market opportunity, and, simultaneously, to keep their eye on the
ball with respect to their core products and services.
So, how does your business stack up in terms of innovation? —|
– Art Curtis, acurtis@millenniumptrs.com
| IHRSA Report | First Set
w w w . i h r s a . o r g | J U L Y 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 8 9

| IHRSA Report | In Brief
Employee or
Independent
Contractor?
How to
Satisfy the
IRS
When hiring an aerobics instructor or tennis pro, many health club
operators consider making use of an independent contractor, especially
for teaching a specific class or exercise. On the one hand, doing
so costs less money and reduces the possibility of exposure to liability
claims related to negligent acts by employees while on the job.
But, on the other, it can prove problematic.
At the close of 2012, the Internal Revenue Service (IRS) will complete its
National Research Program, which involves the random selection and auditing
of 6,000 employers. For years, the IRS has intentionally made it more difficult to
classify workers as independent contractors (independents). For that reason, club
operators who decide to treat workers as independents risk being audited and
found in violation of the IRS tax code, which has costly repercussions. (Some
sources say an improperly classified worker costs an employer an average of
$3,000 in back taxes). Therefore, a growing number of club operators have been
reluctant to take on workers as independents.
But this doesn’t necessarily mean that hiring them at your club is inadvisable; it
just means that, in order to do so, you should take great care and cover all bases.
Here’s a summary of what you need to know when it comes to hiring independents
rather than regular employees:
Who is, and who isn’t, an independent contractor?
While there’s no clear-cut answer to this question, the key factors that distinguish
employees from independents are: (1) the degree to which the club company controls
the job the worker performs and how they do it—for instance, employees take their
orders from club management, while independent contractors use their own
discretion as to how they perform a task or provide a service; (2) if financial
aspects of the worker’s job are controlled by the company (i.e., how the
worker is paid, expense reimbursement); and (3) whether there are written
contracts or employee-type benefits, such as health insurance or vacation pay.
Some factors may suggest that the worker is an employee, while others may
indicate they’re an independent. According to the IRS, “there’s no ‘magic’ or set
number that ‘makes’ the worker an employee or an independent contractor.”
Therefore, it’s in your best interest to examine the entire relationship between
your business and an individual worker and consider how much right you have
to control the way in which they perform the designated service or task.
How do other clubs classify aerobics, fitness, and racquet sport instructors?
The majority of IHRSA clubs compensate their aerobics, fitness, and racquet
sports instructors as employees. However, about 31% pay their racquet sports
instructors as contractors; 22% classify their aerobics instructors as contractors;
and 10% compensate their fitness instructors as contractors.
What if I’m not sure?
The conservative approach is to compensate workers as employees to avoid the
risk of an audit and back taxes. If you remain unsure, you can ask the IRS for a
determination by filing Form SS-8. The IRS will use the information provided to
determine how certain workers should be classified.
The IRS does allow for relief from federal tax obligations for businesses as long
as three requirements are met: (1) you had a reasonable basis for not treating
workers as employees (i.e., advice from a lawyer, a court case, or an IRS ruling);
(2) you treated all previous and similar workers the same way; and (3) you filed
a 1099-MISC form for each worker.
If your club is audited, strengthen your case for hiring independents by doing
your homework. Research IRS rulings on situations similar to your own, and,
most importantly, be sure to commit to writing each of the factors you used to
determine whether to classify workers as employees or independents. —|
.org
9 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 | J U L Y 2 0 1 1 | w w w . i h r s a . o r g
To read IHRSA’s complete briefing paper on independent contractors, log on to
www.ihrsa.org/briefing-papers.

webinars ad-0711CBI:webinars .5pg ad-0711CBI 5/24/11 10:25 AM Page 1
HARNESS THE POWER
OF THE EXERCISE CURE
Become an integral part of the healthcare solution.
This webinar will provide a step-by-step guide to enlisting
physicians and personal trainers into a complementary loop that
will fill an essential need — and your club — at the same time.
■ The Winning Triad: Personal Training, Health Clubs & Medicine
Thursday, July 14 | 2:00pm-3:30pm (EDT)
Presented by Phil Kaplan, President & Owner, Fitness 21
Register Today: 3 Easy Ways!
• Email membership@ihrsa.org
• Call 800-228-4772 (US/Canada)
• Visit ihrsa.org/webinars
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
International Health, Racquet & Sportsclub Association | Seaport Center, 70 Fargo Street, Boston, MA 02210 USA
ONLY $39!

u JaSmIn KIRSTeIn
My Sportlady
Introducing: Jasmin Kirstein
and Robert Brewster
As the newly elected members of IHRSA’s
board of directors begin taking their seats,
you might well be wondering, who are they?
Well, we'd be delighted to introduce Jasmin
Kirstein, the owner of My Sportlady, in Munich,
Germany, and Robert Brewster, the president
of The Alaska Club, in Anchorage, Alaska.
Preface: In the early 1980s,
Jasmin Kirstein worked as a
model, and, during a visit to
Boston, discovered Healthworks.
Inspired by this innovative
women’s club, Kirstein
returned to her native Germany
to open the first-ever fitness
facility for women in Munich.
In 1984, she launched My
Sportlady, a 3,000-square-foot
unit that offers women a
holistic approach to fitness
and well-being.
Shortly after opening the
club, Kirstein’s daughter was
diagnosed with leukemia, but
the new entrepreneur was
able to continue developing
her business while caring
for her child. Fortunately,
her daughter prevailed over
the disease and inspired
Kirstein to open her club’s
doors—for free or at reduced
rates—to struggling mothers.
The original facility has
since been expanded to nearly
20,000 square feet, and now
has a sister operation in
Taufkirchen. Kirstein also
launched the My Sportlady
Trust Fund, which supports
women and children both
locally and in other countries.
Her efforts led to her being
awarded the 2010 Julie
Main Woman Leadership
Scholarship for excellence,
professionalism, courage,
and perseverance.
Preview: “I learned so much
through IHRSA,” Kirstein
reflects. “The association
made it possible for me to
face the risk of opening a
studio, and encouraged me
to go further. So now, it’s
time for me to give back.”
As a member of IHRSA’s
board, Kirstein would like
to develop ideas designed
to attract new members to
IHRSA, and help create an
educational component that
encourages women in leadership
positions. She’d also
like to help grow IHRSA’s
international membership.
“The industry has to
recognize that it needs to
provide club members with
additional benefits, some-
| IHRSA Report | Board Profiles
Jasmin Kirstein Robert Brewster
thing more than just exercise,”
she says. “We have to listen
to our members, and make
them feel welcome again,
and again, and again.” —|
u ROBeRT BReWSTeR
The Alaska Club
Preface: Robert Brewster has
a lifelong history of participation
in competitive sports,
primarily cross-country skiing,
for which he received a gold
medal in the 30-km freestyle
at the World Masters Cross
Country Ski Championships
in 1983. Over the past 28 years,
he’s managed a diverse
assortment of health clubs,
including multipurpose,
tennis-only, sport-specific,
high-end gyms, and lowprice/high-volume
units.
Today, Brewster serves
as the president of The Alaska
Club (TAC), a company that
operates a network of 18
multipurpose facilities;
Acceleration Alaska, a sportstraining
center; and Alaska
Fitness Equipment, a commercial
equipment distribu-
tion company. His broad
experience, longstanding
relationship with IHRSA,
and participation in the REX
Roundtables for Executives
have provided him with
a clear understanding of
the unique circumstances
confronting the industry.
Preview: “The perspectives
I’ve gained will help me identify
critical industry problems,
effective solutions, and the
resources that clubs need to
prosper,” says Brewster.
During his time on IHRSA’s
board, Brewster intends to
focus on ensuring the association’s
financial stability
through revenue diversification
and resource management,
and on strengthening its
public policy and advocacy
efforts to protect IHRSA
members from unfair competition
and burdensome
government regulation.
“I’m excited at the prospect
of being able to help
shape direction and policy
at this important moment in
the association’s development,”
he explains. —|
w w w . i h r s a . o r g | J U L Y 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 3

| IHRSA Report | Ask the Entrepreneurs
9 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 | J U L Y 2 0 1 1 | w w w . i h r s a . o r g
Accessing Valuable Insights
How do you solicit feedback from your club’s members?
u mIcHael HOeBeR JenKInS, Owner
Body Kinetics, LLC, Mill Valley & Novato, California
We solicit feedback from our members via an annual club survey that we send out each January.
We e-mail it to members and also make it available at the front desk. The survey asks what
new equipment, facility changes, and/or programming the client would like to see. We charge
a $25-$35 enhancement fee each year and use the proceeds to implement the most-requested
changes. This usually involves adding new pieces of equipment or improving a particular area
of the club. Our members are very happy with the changes, and can clearly see that their money
is being used for their benefit. —|
u cOlleen BRaun, Owner
Anytime Fitness, Madelia & Springfield, Minnesota
We randomly distribute a brief questionnaire asking members about their experience at the
club and soliciting their suggestions about how we could improve. We also try to connect with
them face-to-face, talking with them regularly on a personal basis as they work out, participate in
classes, etc. In addition, we hold a weekly staff conference call and review the thoughts, ideas,
and feedback that we’ve received. We then communicate the changes and solutions we intend
to implement in our monthly newsletter. I’ve also considered developing a member advisory
board, but we haven’t done that yet. —|
u SImOn Gale, General Manager & Director of Instruction
Yonkers Tennis Center, Yonkers, New York
Our front-desk staff has established solid relationships with our customers, and, as a result,
member feedback tends to come directly to them, and is then passed along to management.
We also make a point of getting out from behind the desk and interacting with our clients in
the lobby. Being a tennis club, we’ve had great success with our parent weeks, which involve
parents coming down onto the courts and taking part in their child’s lesson. We answer any
questions or concerns they may have about their child’s progress. By obtaining feedback from
them and dealing with any concerns head-on, we avoid any end-of-season complaints that
might result in a child’s quitting. —|
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.

“With ACSM-certified staff, my club
can provide higher quality service.
That’s good for our members, and
it’s good for business, too.”
ONE CERTIFICATION
OPENS THE DOOR TO
MORE MEMBERS.
ACSM certification means your staff will be uniquely qualified to work with a variety of people to
improve health, fitness and wellness, even those with health risks. We’ll help by providing your
staff with everything they need, from self-study materials to hands-on workshops worldwide.
Go to www.acsm.org/cbi for everything you need to know about ACSM’s health, fitness and
clinical certifications.
ACSM CLUB CONNECTION PROGRAM
The ACSM Club Connection Program makes educating and certifying your club’s fitness
professionals easier and less expensive by providing study materials and valuable discounts
on certification. To learn more, please call 1-800-486-5643.
LEADING THE WAY
CHECK OUT OUR
ACSM Group Exercise
Instructor Certification

| IHRSA Report | Member News
Value Proposition Freemotion Fitness
‘Innovation and education’ are the keys that have allowed this functional-strength
company to expand into, and explore, the whole world of fitness equipment
FreeMotion Fitness, based in
Logan, Utah, was founded in
1999 on the basis of what Pat
McGinnis, the company’s
president and COO, describes
as a simple, yet bold observation:
One-dimensional training doesn’t correspond
to, doesn’t carry over into, a
three-dimensional world—a place
where twisting, turning, and moving in
all planes is a fact of daily life.
Guided and driven by that insight, the
company has developed comprehensive
lines of strength and cardiovascular
equipment that focus on developing core
strength for balance and stability, as
well as products that are designed to
strengthen individual isolated muscles.
Spinning into a new Space
“We’re no longer just a functional strength company,” posits Pat
McGinnis, the president and COO of FreeMotion Fitness. While the
firm has made major inroads into the cardio space over the past
few years, it’s climbed to an entirely new level with the recent
introduction of its FreeMotion Indoor Cycling Bikes.
The company’s audacious goal with this particular product line,
McGinnis says, is to “revolutionize” the way that people experience
indoor cycling.
The bike’s features are designed to deliver on the promise. The
FreeMotion S Series of bikes boasts rust-resistant, zinc-coated
steel frames; ergonomics to accommodate virtually any user,
including an open, step-through design and multiple bar and seat
adjustments; a drive system that mimics outdoor cycling; a magnetic-resistance
system that delivers consistent resistance, with
no brake pads to maintain; a perimeter-weighted flywheel, which
means that, with the weight on the outer edge, the flywheel produces
high inertia, which provides a smoother riding experience;
and a console that features direct power measurement. —|
9 6 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 | J U L Y 2 0 1 1 | w w w . i h r s a . o r g
It didn’t take long for the fitness
manufacturing community to take notice
of FreeMotion’s unique approach. In
December 2000, ICON Health & Fitness,
the equipment juggernaut that’s headquartered
in Logan, acquired the
company and positioned FreeMotion as
its commercial division. Icon also owns
the NordicTrack, ProForm, Weider,
HealthRider, EPIC, Image, and Weslo
brands, and licenses the Google, Gold’s
Gym, and Jillian Michaels names.
Today, FreeMotion enjoys all the
benefits of being a wholly owned subsidiary
of the world’s largest producer of exercise
equipment, but remains independent
with respect to its marketing, sales,
research, development, and operations.
Asked what sets
FreeMotion apart,
McGinnis responds
immediately with
two simple words:
“Innovation,” he says,
“and education.”
Patents and
partnerships
S i n c e t h e f i r m ’ s
inception, research
and development
have been an integral
part of the business’
DNA. In fact, notes
McGinnis, R&D is one
of the key corporate
attributes FreeMotion
has brought to ICON.
“As far as I know, we
spend more money
on R&D than anyone
else in the fitness
industry,” he says.
The facts suggest that
» “While
Pat McGinnis
we
have a complete
education
staff at our
headquarters,
we also have
an established
team of master
trainers all
over the world
… Today, we do
trainings on our
equipment at
all of our major
installations.”

the claim is not mere hyperbole: The
company holds more than 300 separate
patents on things such as quick-touch
speed and folding treadmills, and currently
has more than 100 filings in the
pipeline. Its recently introduced iFit Live
is supported by no fewer than 20 patents.
iFit Live stands as something of a
testament to FreeMotion’s commitment
to new-product development. The
interactive system, which complements
the company’s cardio equipment, offers
users infinite workout options. For
example, thanks to a partnership with
Google Maps, they can follow routes
in Boston, New York City, Paris, and
Pasadena, California, including 5Ks,
triathlons, and more. As the workout
unfolds, iFit Live controls the speed and
incline, or resistance, of the equipment
to simulate the terrain and distance of
the actual real-world route. “With
Google Maps, you can see an overhead
or street view of any place you’d like to
run,” explains McGinnis. “Running in
Central Park is my personal favorite.”
iFit also allows exercisers to compete
with friends; download and access data
via their PCs and mobile devices; or
choose to take part in specially designed
workouts by The Biggest Loser’s Jillian
Michaels, another program partner.
eclectic educational options
For FreeMotion, education is a multifaceted
discipline involving the collection of
original information and its dissemination
along a number of different avenues.
The company takes part in independent
research on muscle movement and
other important fitness-related issues;
offers a wide range of downloadable
exercise charts; produces product videos;
and makes excellent use of its human
capital. “While we have a complete education
staff at our headquarters, we also
have an established team of master
trainers all over the world,” notes Jeremy
Strom, the firm’s director of education.
iFit Live technology takes users
onto the Golden Gate Bridge
“Our company grew, from the ground up,
by educating the market about functional
training with our cable cross, selectorized
circuit, and incline workouts … and, today,
we do trainings on our equipment at all
of our major installations.”
market-expansion moves
On the development side, FreeMotion
has worked hard to expand beyond its
cable-strength origins by exploring
many of the possibilities of cardio,
including upright and recumbent bikes,
standard and reflex treadmills, elliptical
trainers, incline trainers, and striders.
Now, similarly, on the sales and marketing
side, it’s attempting to delve more deeply
into vertical markets consisting of hotels,
schools, wellness centers, multi-housing
complexes, etc.
In terms of demographic targets,
FreeMotion has the active-aging population
in its sights. “There are more than
93,000 extended-living facilities,” points out
McGinnis, “and most have some sort of
wellness facility. We feel a deep corporate
responsibility to help people remain
healthy, fit, and active longer.” —|
| IHRSA Report | Member News
Pro Forma
Year Founded:
1999
Growth:
20% revenue growth,
2010 to 2011; 20%-25%
growth projected for 2011
Facilities:
21,000-square-foot
prototype facility; 140,000
square feet of ISO 9001
manufacturing capacity
Installation:
more than 2,000 fitness
facilities in 40 countries
worldwide
w w w . i h r s a . o r g | J U L Y 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 7

| IHRSA Report | Member News
aSSOcIaTe PROFIleS
ACEOS Gmbh
u The new Aeroman professional is a handy
device that accurately and conveniently
measures energy metabolism during
exertion. With it, the previously time-consuming,
uncomfortable, and sometimes
imprecise methods for performance
diagnostics become obsolete. It enables
fitness professionals, athletic trainers,
and physiotherapists to determine the
fitness levels and optimum training zones
of athletes more quickly, easily, and reliably.
The Aeroman professional offers performance
diagnostics that, to date, have only
been available to professional athletes. For
more information, contact the company at
+49 (0) 911-477527-0; www.aeroman.com. —|
The Coughlin Group, Inc.
u The Coughlin Group, Inc., provides
customized and comprehensive insurance
coverage for large health clubs or small
studios to protect them and their members,
while keeping costs under control. Providing
maximum coverage for the dollar,
product offerings include comprehensive
property and building; loss of income,
extra expense, and equipment failure;
professional, general, personal injury,
and products liability; sexual and molestation
abuse liability; crime, including
theft, disappearance, and destruction;
disaster coverage; earthquake; automobile,
including non-owned and hired car;
and liquor liability. For more information,
contact the company at 800-542-0661;
www.coughlingroup.com. —|
aSSOcIaTe neWS
American Council on Exercise
u The American Council on Exercise (ACE)
and Life Fitness are searching among more
than 261,000 certified personal trainers
for America’s Personal Trainers to Watch.
To nominate a personal trainer who’s
passionate and inspires others to change,
visit www.lifefitness.com/personaltrainers.
One grand prize winner will receive $5,000
toward their personal training business, a
piece of Life Fitness equipment, an ACE
fitness-certification package with study
materials and exam voucher, and national recognition as the winner of America's
Personal Trainers to Watch. Ten finalists will also be honored, and winners will be
announced in October. For more information, contact the company at 800-825-3636;
www.acefitness.org. —|
Merrithew Health & Fitness
Marina Glogovac
Motionsoft, Inc.
9 8 C l u b B u s i n e s s I n t e r n a t i o n a l | J U L Y 2 0 1 1 | w w w . i h r s a . o r g
u Motionsoft, Inc., has hired Brian O’Leary as vice
president of enterprise sales, where he will guide
the sales direction and execution of the launch
of MoSo, Motionsoft’s cloud-based membership
relationship management software. O’Leary has
25 years of industry experience selling valueadded
software and service solutions, and is a
former Gold’s Gym club owner. He has been a
featured speaker, presenter, and advisory board
member for IHRSA chapters along the east coast.
Most recently, he was a senior sales executive for
another club management software and billing
company. For more information, contact the
company at 800-829-4321; www.motionsoft.net. —|
u Merrithew Health & Fitness has hired Marina
Glogovac as executive vice president of marketing
and sales. With more than 20 years of experience
in multi-channel sales, direct and brand marketing,
eCommerce online marketing, strategy development,
and general management, Glogovac most
recently served as CEO of Lavalife Corp., Toronto,
Canada, a world-leading provider of singles services,
including online communities and products across
several consumer communication channels.
“We look forward to taking the company to the
next level,” says Lindsay G. Merrithew, the
company’s president and CEO. For more
information, contact the company at
800-910-0001; www.merrithew.com. —|
Brian O’Leary

aSSOcIaTe PROFIleS
Bodybuilding.com
u Bodybuilding.com offers more than
13,000 sports supplements, nutritional
products, and fitness accessories to help
7.5 million monthly visitors achieve their
health, fitness, and aesthetic goals. The site
includes 35,000 pages of free instructional
and motivational information, including
articles, videos, and expert online trainers;
new content is added daily. The company
also offers BodySpace, a large social media
site for fitness-minded individuals; more
than 800,000 members find and share
workout, diet, and motivation tips. In addition,
Bodybuilding.com runs the largest online
discussion forum in the fitness industry.
For more information, contact the company
at 877-991-3411; www.bodybuilding.com. —|
Astone Fitness, Ltd.
u Unlike other bodyweight trainers and
suspension gyms, The Human Trainer from
Astone Fitness, Ltd., has a proprietary
design that allows users to select and
instantly swap the handles for other
accessories, such as rings, foot cradles,
cable pulley attachments, and ab straps.
The Human Trainer also facilitates additional
exercises, such as dips and widegrip
overhead pull-ups, as well as training
with separately anchored dual straps.
According to Darren Shane, the company’s
director of fitness, “The Human Trainer is
the most versatile piece of fitness equipment
on the planet.” For more information,
contact the company at 866-497-9012;
www.humantrainer.net. —|
< aSSOcIaTe neWS
| IHRSA Report | Member News
Octane Fitness
u In the midst of the 2009-2010 U.S.
recession, Octane Fitness LLC introduced
nine new standing and seated
elliptical cross trainers, doubled its
space, and hired nine new team members,
with plans to add seven to nine
more employees, and six new products,
this year. “Our ability to deliver equipment
that people want and products that
meet their needs has helped us thrive,
despite economic challenges,” explains
Dennis Lee, Octane’s president and CEO. Octane’s new headquarters is located
at 7601 Northland Drive North, Suite 100, Brooklyn Park, MN 55428. For more
information, contact the company at 888-OCTANE-4; www.octanefitness.com. —|
Technogym
u Technogym’s mywellness key received the
prestigious Health Innovation Award during
the FIBO trade show held recently in Germany.
The mywellnesskey is a portable device that
measures an individual’s daily physical activity,
and assigns a daily target based on one’s lifestyle.
The unit provides immediate visual feedback
through a bar that has to be filled—the more the
user moves, the faster the bar fills, indicating if
the target has been reached. Inside health clubs,
the mywellnesskey allows clients to activate the
Technogym machines on their personal training
program and save the results, which helps them
to achieve their daily target. For more information,
contact the company at 800-804-0952; www.technogym.com. —|
United States Professional Tennis Association, Inc. (USPTA)
u In 2010, United States Professional Tennis
Association (USPTA) teaching professionals
raised more than $5 million for charity
through the association’s Lessons for Life
program. Since Lessons for Life became
its national charitable program, USPTA
members have raised more than $45 million
to support various organizations. Fundraisers
include tournaments, pro-ams, auctions,
black-tie dinners, and clinics, many of which
are at country clubs and commercial clubs,
where the majority of USPTA professionals direct tennis operations and
programming. While Lessons for Life is officially celebrated in October, events
may be hosted throughout the year. For more information, contact the company
at 800-877-8248; www.uspta.org. —|
w w w . i h r s a . o r g | M O N T H 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 9

| IHRSA Report | Member News
neW memBeRS
Arizona
anyTIme FITneSS
3990 S. Alma School Road
Ste. 1
Sun Lakes, AZ 85248
480-855-5510
Mr. David Grueneich
anyTIme FITneSS
16650 E. Palisades Blvd.
Ste. 109
Fountain Hills, AZ 85268
480-837-5151
Mr. Josh Allison
PeRSOnal TRaInInG
InSTITuTe
7625 N. Oracle Road
Tucson, AZ 85704
520-297-8280
Arkansas
anyTIme FITneSS
5313 Hwy. 5 N
Ste. 300
Bryant, AR 72022
501-213-0526
anyTIme FITneSS
206 Garden Oaks Drive
Camden, AR 71701
870-836-7100
Mr. Tom Reynolds
anyTIme FITneSS
1301 Hwy. 62 E
Mountain Home, AR 72653
870-580-0941
Mr. Chris Kimball
anyTIme FITneSS
1007 S. Mt. Olive St.
Siloam Springs, AR 72761
479-373-1122
Mr. Nikolas Hicks
California
anyTIme FITneSS
4270 Riverwalk Pkwy.
Stes. 112-116
Riverside, CA 92505
951-977-9607
Mr. Benjamin McCarty
anyTIme FITneSS
3191-B Mission Inn Ave.
Riverside, CA 92507
951-684-2874
Mr. Benjamin McCarty
anyTIme FITneSS
811 Via Suerte
San Clemente, CA 92673
949-276-8888
Mr. Steve Sullivan
In-SHaPe cITy *
125 Sunset Ave.
Suisun City, CA 94585
707-439-4004
In-SHaPe FITneSS *
26536 Carmel Rancho Blvd.
Carmel, CA 93923
831-620-7100
In-SHaPe FITneSS *
6901 Ming Ave.
Bakersfield, CA 93309
661-833-3740
In-SHaPe FITneSS *
1140 N. Lemoore Ave.
Lemoore, CA 93245
559-925-4210
In-SHaPe FITneSS *
2821 Countryside Drive
Turlock, CA 95380
209-634-1035
In-SHaPe FITneSS *
2370 Fremont St.
Monterey, CA 93940
831-333-1853
In-SHaPe FITneSS *
1146 Forest Ave.
Pacific Grove, CA 93950
831-649-2348
In-SHaPe FITneSS *
3900 Pelandale
Modesto, CA 95356
209-552-7590
In-SHaPe FITneSS *
4300 Delta Gateway Blvd.
Pittsburg, CA 94565
925-752-7010
In-SHaPe FITneSS *
4230 California Ave.
Bakersfield, CA 93309
661-843-3100
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 | J U L Y 2 0 1 1 | w w w . i h r s a . o r g
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.
In-SHaPe FITneSS *
615 Elmira Road
Vacaville, CA 95687
707-455-5010
PeRSOnal TRaInInG
InSTITuTe
16350 Ventura Blvd.
Ste. C
Encino, CA 91436
818-783-4792
Colorado
anyTIme FITneSS
2740 Hwy. 50
Grand Junction, CO 81503
970-242-7200
Mr. Eddie Elari
Connecticut
cluB FITneSS *
107 Old Windsor Road
Bloomfield, CT 06002
860-286-9801
Mr. Rick Pomygalski
cluB FITneSS *
640 Enfield St.
Enfield, CT 06082
860-253-9521
Mr. Rick Pomygalski
GOld’S Gym
Scitico, CT
860-763-1909
Mr. Steven Suschanna
GOld’S Gym *
1001 Day Hill Road
Windsor, CT 06095
PeRSOnal TRaInInG
InSTITuTe
995 Boston Post Road
Guilford, CT 06437
203-533-4595
Idaho
anyTIme FITneSS
1251 Arrowhead Plaza
Driggs, ID 83422
208-354-9675
Mr. Greg Rasmussen
Illinois
anyTIme FITneSS
1862 South West Ave.
Freeport, IL 61032
815-233-4334
Mr. Karl Dimmer
anyTIme FITneSS
5325 N. Second St.
Loves Park, IL 61111
815-639-9100
anyTIme FITneSS
1003 W. Lane Road
Ste. A
Machesney Park, IL 61115
815-633-3100
Mr. Mike Langley
anyTIme FITneSS
2705 N. Dirksen Pkwy.
Springfield, IL 62702
217-523-1541
Mr. Tim Everett
anyTIme FITneSS
506 N. Elida St.
Winnebago, IL 61088
815-335-8222
Mr. Trent Eddy
Indiana
PeRSOnal TRaInInG
InSTITuTe
493 E. Dupont Road
Fort Wayne, IN 46825
260-338-2022
Iowa
anyTIme FITneSS
3415 53rd Ave.
Bettendorf, IA 52722
563-332-3200 —|

.org
To obtain complete details about, or to register for,
all IHRSA events, log on to www.ihrsa.org/meetings.
| IHRSA Report | Calendar
Save the date | 2011 IHRSA Events cOmInG SOOn In
July 14
The Winning Triad: Personal
Training, Health Clubs, and Medicine
IHRSA Webinar
www.ihrsa.org/webinars
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
July 12-13
FIA Flame Conference
Telford, Shropshire, U.K.
www.fia.org.uk
July 14-16
WellnessRio 2011
Rio de Janeiro, Brazil
www.fitnessbrasil.com.br
July 18-20
Gold’s Gym Convention
Las Vegas, Nevada
www.goldsgym.com
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
SePTemBeR 14-16
Health & Fitness Business
Conference & Expo 2011
Las Vegas, Nevada
www.healthand
fitnessbiz.com
SePTemBeR 20-22
Leisure Industry Week (LIW)
Birmingham, U.K.
www.liw.co.uk
SePTemBeR 22-25
SIBEC North America
Marina Del Ray, California
www.mcleanevents
international.com
SePTemBeR 23-25
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
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 6-9
Inner IDEA Conference
San Diego, California
www.ideafit.com
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
www.mcleanevents
international.com
decemBeR 1-3
Athletic Business
Conference & Expo
Orlando, Florida
www.athleticbusiness
conference.com —|
CLuB BuSINESS
INTERNATIONAL
u SaTS-ifaction: An exclusive Q&A
with Orlav Thorstad, the new CEO
of one of Europe’s most vital club
companies
u exercise Rx: A growing number
of clubs are designing and offering
fitness programs that target specific
medical conditions
u Gym-Pact act: These two Harvard
grads-turned-entrepreneurs believe
club members should pay more if
they don’t exercise
u Group-ex ease: Professionally
produced group-exercise products
take the pain out of launching
successful new programs
u added attractions: F.I.T. Extra
showcases the aerobics accessories
that make workouts even more fun
and productive
Out of Shape by Stan Tran
w w w . i h r s a . o r g | J U L Y 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

| 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.
1 0 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 | J U L Y 2 0 1 1 | w w w . i h r s a . o r g
Business Opportunities
Consulting
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.
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Page Advertiser
73 » a-1 Textiles
www.a1athletictowels.com | 800-351-1819
13 » aBc Financial Services, Inc.
www.abcfinancial.com | 800-551-9733
23 » aerobics & Fitness association of
america (aFaa)
www.afaa.com | 877-968-7263
75 » affiliated acceptance corporation
www.affiliated.org | 800-233-8483
95 » american college of Sports medicine (acSm)
www.acsm.org | 800-486-5643
2, 3 & 5 » aSF International
www.asfinternational.com | 800-227-3859
35 » celare by digilock
www.celare.com | 707-766-6000
91 » club Industry
www.clubindustry.com | 610-238-9306
66 » crosscore, Inc.
www.crosscore-usa.com | 800-288-3047
Inside Front
cover & 1
» cyBeX International, Inc.
www.cybexinternational.com | 508-533-4300
9 » Fiserv
www.clubs.fiserv.com | 888-590-0026
71 » Fitness master, Inc.
www.fitnexonline.com | 866-434-8639
14 » GOJO Industries
www.gojo.com | 800-321-9647
33 » Gold’s Gym International
www.goldsgymfranchising.com | 214-296-5003
73 » Gym Wipes-2Xl corporation
www.2xlcorp.com | 888-977-3726
92 » Healthy learning
www.healthylearning.com | 888-229-5745
76 » Hollman, Inc.
www.hollman.com | 800-433-3630
70 » Hydromassage
www.hydromassage.com | 727-536-5566
82 » Ideal Products
www.idealockers.com | 800-88-IDEAL
29 » iGo Figure
www.igofigure.com | 866-532-9588
65 » International Sports Sciences association
www.issaonline.edu | 800-892-4772
16 » les mills International
www.lesmillsusa.com | 888-669-8876
Page Advertiser
11 » life Fitness
www.lifefitness.com | 800-634-8637
French
cover
» matrix Fitness
www.matrix-fitness.com | 866-693-4863
7 » motionSoft, Inc.
www.motionsoft.net | 800-829-4321
60 » myZone
www.myzone.org | 312-870-4802
80 » national exercise Trainers association (neTa)
www.netafit.org | 800-237-6242
34 » national Federation of Professional
Trainers (nFPT)
www.nfpt.com | 800-729-6378
78 » Ojmar uS
www.ojmar.com | 888-795-5588
26 » Paramount Fitness corporation
www.paramountfitness.com | 800-721-2121
79 » Patriot creative Group
www.patriotcreativegroup.com | 877-844-7446
72 » Petra Hygienic Systems
www.petrasoap.com | 800-463-2516
86 » Purmotion, llc
www.purmotion.net | 877-798-9078
54 » Ready care Industries
www.readycare.com | 800-477-4283
Inside Back
cover
» Retro Fitness
www.retrofranchising.com | 201-867-5309
74 » Salsbury Industries
www.lockers.com | 800-562-5377
82 » Sports & Fitness Insurance corporation
www.sportsfitness.com | 800-844-0536
77 » Sportsart Fitness
www.sportsartfitness.com | 800-709-1400
62 » Star Trac
www.startrac.com | 800-228-6635
Back cover
» TecHnOGym
www.technogymusa.com | 303-875-0306
81 » TRue Fitness
www.truefitness.com | 877-712-7209
19 » Twin Oaks Software
www.tosd.com | 866-278-6750
72 » vitFit
www.myvitfit.com | 215-280-8210
21 » Zumba Fitness, llc
www.zumba.com/gyms | 954-925-3755
| Ad Index |
w w w . i h r s a . o r g | J U L Y 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 3

Tracy Powell
| Last Rep |
The IHRSa
Joining Forces Network
One of the questions I’m frequently asked by IHRSA club operators
is: “What can I do to give back to my community?” Here’s a unique
and excellent answer: Log on to healthclubs.com right now and
enroll your club(s) in the IHRSA Joining Forces Network.
On the afternoon of May 9, my good friend, Scott
Goudeseune, the CEO of the American Council on
Exercise (ACE), and I had the privilege of sharing
the stage with First Lady Michelle Obama on the
South Lawn of the White House as she introduced
two exciting new programs, both designed to
support the nation’s military families.
The first, administered by our own association,
is the IHRSA Joining Forces Network (IJFN).
“The International Health, Racquet and Sports Club
Association has agreed to offer free memberships
to immediate family members
of actively deployed National
Guard and Reserve members,”
Mrs. Obama explained. “They’re
aiming to offer more than
100,000 free memberships—
the equivalent of more than
18 million free days of access
to gyms and health clubs
across the country….”
Starting last month, on
June 1, IHRSA facilities
nationwide began offering
Joe Moore
free six-month memberships
IHRSA President & CEO to the immediate family members
of actively deployed
reservists and National Guard
members (certain restrictions apply). Full program
details are available at www.healthclubs.com.
ACE, for its part, has agreed to encourage
personal trainers to provide at least 1 million hours
of free instruction to the same group of families.
Both programs are aligned with Mrs. Obama’s
Let’s Move! and Joining Forces initiatives.
Many clubs across the country have already
answered the call, but, if you haven’t enrolled,
let me assure you: Uncle Sam does want you!
Now, given the fact that I’ve had the opportunity
to meet both Barack and Michelle Obama, people
1 0 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 | J U L Y 2 0 1 1 | w w w . i h r s a . o r g
are asking me, “What are the president and first
lady like?”
I’m pleased to report that both of them work out
regularly and are sincere about their commitment
to active lifestyles. I met the president a few days
after Seal Team 6 had completed its mission at the
compound of Osama bin Laden, so he had a lot on
his mind, but his personal trainer, Cornell McClellan,
told me that, no matter how busy Obama is,
and no matter how difficult the challenges he faces,
he makes time for exercise.
The president is the same man you see on
television—smart, warm, and engaging, and, most
definitely, a sports and fitness person. He’s been
a member of several IHRSA facilities, and told
me he’s very pleased that we’ve aligned our clubs
with the first lady’s Let’s Move! and Joining
Forces campaigns.
And, yes, Mrs. Obama is the same woman you
see on television—smart, warm, and engaging,
and just as committed to exercise as her husband.
She’s well informed about our industry, appreciates
the work that clubs do, and understands the role
that IHRSA plays in uniting the industry.
During the presentation announcing the new
IHRSA and ACE initiatives, she told her audience,
composed largely of members of military families:
“You might not be in uniform, but we all know that
all of you make the same—if not more of—the sacrifice.
We know that, when our troops serve, you
all serve. And I think that it’s time that we started
serving you in return. It’s time we started doing
everything as a country that we can do to show our
gratitude for your contributions to this nation.”
How can you do your part in giving back to these
military families?
Log on to www.healthclubs.com right now to
enroll in the IHRSA Joining Forces Network! —|
– Joe Moore, jmoore@ihrsa.org

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