What Does Your Fitness Club Stand For? Part 2

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Ray Algar at the Healthy Business Conference Gothenburg Sweden 2007

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  • What Does Your Fitness Club Stand For? Part 2

    1. 1. What does your health/fitness club stand for? The business case for building a unique business Part 2 © Ray Algar – Oxygen Consulting 2007
    2. 2. PART 2 Four fitness clubs that members love
    3. 3. Do you believe these centres have a powerful purpose?
    4. 4. Is the centre’s purpose important?
    5. 5. Will the centre leave a strong legacy or history?
    6. 6. If these centres closed today, would they be genuinely missed by members?
    7. 7. Centres with a cause - Gainesville Health & Fitness Center
    8. 8. Meet Joe Cirulli
    9. 9. Started 1976 with 3 staff
    10. 10. A fitness experience that helps members get the most out of life
    11. 11. Key business values
    12. 12. ‘ Extraordinary Commitment to helping people - We offer a consistent level of service that far exceeds the ordinary’
    13. 13. ‘ We define integrity as always doing the right thing even when no one is looking’
    14. 14. To make Gainesville the healthiest community in America
    15. 15. ‘ It was a 3 1/2 year project. We accomplished it in 2003’
    16. 16. ‘ We then changed our mission to keeping Gainesville the healthiest community in America ‘
    17. 17. ‘ To keep Gainesville healthy one business, one person at a time’ Let’s break that down
    18. 18. Three words that define your club ‘ Members get results’
    19. 19. ‘ The third place in members’ lives’
    20. 20. Free eight week cancer recovery programme
    21. 21. Free childcare
    22. 22. World fitness centre 20001
    23. 23. Gold well city award 2003
    24. 24. IHRSA industry visionary award
    25. 25. Club has engaged 60% of Gaineville’s workers
    26. 26. Members stay on average 40 months
    27. 27. Families have grown up at Joe’s centre
    28. 28. 3 employees have worked with Joe for 31 years
    29. 29. 23,000 members
    30. 30. Questions?
    31. 31. Here’s another club that members love
    32. 32. Welcome to Eco Fit Brazil: Is this the most environmentally friendly fitness centre in the world?
    33. 34. Reduce, re-cycle and re-use philosophy
    34. 35. Re-claim rainwater, materials from renewable sources
    35. 36. Solar power, maximise natural light
    36. 37. Reduce use of chemicals Ozone-treated pool
    37. 38. Organic supplies staff uniforms, café bar
    38. 39. More than a fitness club – an environmental academy
    39. 40. 2,000 classes for the whole family each month
    40. 41. Works with Greenpeace, Brazilian Institute for the Defence of Nature and other environmental charities
    41. 42. Ecokids – environmental awareness courses for children
    42. 43. Questions?
    43. 44. Here’s another club that members love
    44. 45. Aspire - A fitness centre that people will never want to leave
    45. 46. Each year, 1,200 young people in the UK will become spinally injured
    46. 47. Welcome to Aspire: Is this the most loved fitness centre in the world?
    47. 48. A fitness club that people will never leave “ We are here to transform lives” Brian Carlin, Chief Executive
    48. 49. A fitness centre that people will never want to leave
    49. 50. Physical link to the hospital
    50. 51. 33% of Aspire’s members have a disability
    51. 52. Wheelchair access to pool
    52. 53. Re-building lives, one day at a time
    53. 54. Welcome to Aspire: Is this the most loved centre in the world? Meet Lily - Loving ASPIRE at 87
    54. 55. “ The staff in the gym are so helpful and wonderful ”
    55. 56. “ My haven”
    56. 57. A fitness club that people will never leave “ Friendliest centre I’ve ever been to”
    57. 58. € 53/496 KR per month 46% discount for disabled members
    58. 59. A fitness club that people will never leave “ Aspire seem to have a skill for selecting the right staff”
    59. 60. A fitness club that people will never leave “ It’s like coming home”
    60. 61. “ I see people progressing. I just love it” (staff member)
    61. 62. A fitness club that people will never leave “ The service is exceptional”
    62. 63. A fitness club that people will never leave High staff retention – average of 4 years
    63. 64. A fitness club that people will never leave Aspire breaks the normal 15 minute club catchment area
    64. 65. A great cause attracts finance – 65m Kr/€6.9m for new extension
    65. 66. Questions?
    66. 67. Here’s another club that members love
    67. 68. Gary and Diane Heavin
    68. 69. So, what is your club going to stand for?
    69. 71. World’s largest fitness chain
    70. 72. 10,000 clubs - end 2007
    71. 73. Opening average of 833 clubs each year
    72. 74. 4 million members - end 2007
    73. 75. Operating in 55 countries
    74. 76. Club size from just 93 square metres
    75. 79. Franchise fees – upfront and monthly
    76. 80. € 41/Kr 380 per month
    77. 81. Curves advertising
    78. 82. Curves advertising
    79. 83. Curves joint promotion
    80. 84. Joint marketing promotion - Australia
    81. 85. Curves magazine. Printed every three months – 1.4 million copies
    82. 86. Curves books
    83. 88. Questions?
    84. 89. So what will your centre’s cause be?
    85. 90. ‘ Stand for something, or fall for anything’ Malcolm X
    86. 91. Do not imitate these centres – find your own special cause
    87. 92. A strong purpose provides a compass for your fitness club and brand
    88. 93. It helps you to become unique
    89. 94. It helps to make the competition irrelevant
    90. 95. MY club’s purpose is this way
    91. 96. Contact me with your questions? [email_address]
    92. 97. Thank you Read more in Mastering Health Club Management, www.oxygen-consulting.co.uk

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