What does your health/fitness club stand for? The business case for building a unique business Part 2 © Ray Algar – Oxygen Consulting 2007

PART 2 Four fitness clubs that members love

Do you believe these centres have a powerful purpose?

Is the centre’s purpose important?

Will the centre leave a strong legacy or history?

If these centres closed today, would they be genuinely missed by members?

Centres with a cause - Gainesville Health & Fitness Center

Meet Joe Cirulli

Started 1976 with 3 staff

A fitness experience that helps members get the most out of life

Key business values

‘ Extraordinary Commitment to helping people - We offer a consistent level of service that far exceeds the ordinary’

‘ We define integrity as always doing the right thing even when no one is looking’

To make Gainesville the healthiest community in America

‘ It was a 3 1/2 year project. We accomplished it in 2003’

‘ We then changed our mission to keeping Gainesville the healthiest community in America ‘

‘ To keep Gainesville healthy one business, one person at a time’ Let’s break that down

Three words that define your club ‘ Members get results’

‘ The third place in members’ lives’

Free eight week cancer recovery programme

Free childcare

World fitness centre 20001

Gold well city award 2003

IHRSA industry visionary award

Club has engaged 60% of Gaineville’s workers

Members stay on average 40 months

Families have grown up at Joe’s centre

3 employees have worked with Joe for 31 years

23,000 members

Questions?

Here’s another club that members love

Welcome to Eco Fit Brazil: Is this the most environmentally friendly fitness centre in the world?

Reduce, re-cycle and re-use philosophy

Re-claim rainwater, materials from renewable sources

Solar power, maximise natural light

Reduce use of chemicals Ozone-treated pool

Organic supplies staff uniforms, café bar

More than a fitness club – an environmental academy

2,000 classes for the whole family each month

Works with Greenpeace, Brazilian Institute for the Defence of Nature and other environmental charities

Ecokids – environmental awareness courses for children

Questions?

Here’s another club that members love

Aspire - A fitness centre that people will never want to leave

Each year, 1,200 young people in the UK will become spinally injured

Welcome to Aspire: Is this the most loved fitness centre in the world?

A fitness club that people will never leave “ We are here to transform lives” Brian Carlin, Chief Executive

A fitness centre that people will never want to leave

Physical link to the hospital

33% of Aspire’s members have a disability

Wheelchair access to pool

Re-building lives, one day at a time

Welcome to Aspire: Is this the most loved centre in the world? Meet Lily - Loving ASPIRE at 87

“ The staff in the gym are so helpful and wonderful ”

“ My haven”

A fitness club that people will never leave “ Friendliest centre I’ve ever been to”

€ 53/496 KR per month 46% discount for disabled members

A fitness club that people will never leave “ Aspire seem to have a skill for selecting the right staff”

A fitness club that people will never leave “ It’s like coming home”

“ I see people progressing. I just love it” (staff member)

A fitness club that people will never leave “ The service is exceptional”

A fitness club that people will never leave High staff retention – average of 4 years

A fitness club that people will never leave Aspire breaks the normal 15 minute club catchment area

A great cause attracts finance – 65m Kr/€6.9m for new extension

Questions?

Here’s another club that members love

Gary and Diane Heavin

So, what is your club going to stand for?

World’s largest fitness chain

10,000 clubs - end 2007

Opening average of 833 clubs each year

4 million members - end 2007

Operating in 55 countries

Club size from just 93 square metres

Franchise fees – upfront and monthly

€ 41/Kr 380 per month

Curves advertising

Curves advertising

Curves joint promotion

Joint marketing promotion - Australia

Curves magazine. Printed every three months – 1.4 million copies

Curves books

Questions?

So what will your centre’s cause be?

‘ Stand for something, or fall for anything’ Malcolm X

Do not imitate these centres – find your own special cause

A strong purpose provides a compass for your fitness club and brand

It helps you to become unique

It helps to make the competition irrelevant

MY club’s purpose is this way

Contact me with your questions? [email_address]

Thank you Read more in Mastering Health Club Management, www.oxygen-consulting.co.uk