For me, the same answers always comeup, and they are always around verysimilar themes of protecting what I caremost about – people’s health and well-being, natural environments, wildlifehabitats, the future of our planet. -Bahram Akradi Experience Life March 2012 Lifetime Outdoors
Lifetime Outdoors The Active Outdoor Recreation Economy by the Outdoor Industry Foundation, estimates the $730 billion economic contribution of active outdoor recreation (bicycling, camping, fishing, hunting, paddling, snow sports, wildlife viewing, and trail-running, hiking, climbing) to the U.S. economy.
Lifetime Outdoors2010 Health Club Industry Report:In North America, $20.3 billion was generated in How Can Lifetime Turn thisrevenue as 58 million members frequented Into an Opportunity?38,000 facilities. 20.3 Billion Vs. 289 Billion
Lifetime Outdoors• In the last 4 years Lifetime has published over 100 articles on outdoor adventures, fitness and wilderness-related topics• The most recent issue (March ‘12) of Experience Life Magazine showcases mountaineer Matt Walker with a front page spread• “Helping others embrace their sense of adventure, make more mindful life choices and expand their sense of self in the process” – Matt’s goal quoted from his article in Experience Life• From the very first issue of Experience Life in August 2011, Lifetime has included a “Head Out” department of its magazine to focus on outdoor related adventures
OUR PERFECTO MANIFESTO.Living healthy takes a strong belief in yourself and your desires. A belief is more than a thought.Its a deep-rooted truth. Powerful enough to move you. These are ours. What are yours?LIVE THOUGHTFULLY.When it comes to improving our health, we tend to focus on the state of our bodies. But it turnsout that the other domains of health and fitness — mental, emotional, social, spiritual — are justas important.Actively developing skills and awareness in all these areas can have a huge, positive effect on ourcurrent health status, and on our ability to change our bodies and lives for the better.
Why Lifetime Outdoors? | The Missing Link• The lifetime philosophy and mission/vision supports and fosters a healthy outdoor lifestyle• People spend Billions of dollars each year on Outdoor gear, with the desire to put it to use, but no clue on the How or the Where• Establish Lifetime of Dublin, OH as a Leading Club and Hub for Lifetime Fitness Retreats• Take member participation and loyalty to the next level• Give members something to work toward and look forward to (Displaces the "Boring exercise rut members and clients get into when they start questioning Why they continue to work out.“• Classes and courses preparing members for a particular retreat
Why Lifetime Outdoors? | The Missing Link• Establish affiliate programs for outdoor gear (Lifetime Outdoors Gear Shop)• Subsidize the cost of the retreats through sponsorships (i.e. Cliff Bar, North Face, Garmin, MooseJaw, etc.)• Establish Lifetime as the go-to organization for outdoor adventure, fitness, retreats and recreation that takes its roots from its indoor health clubs and their comprehensive approach to health• The chance one day for stand alone “Lifetime Outdoors” facility where people can go to learn about outdoor recreation/fitness, plan adventure trips, take preparatory courses, and buy outdoor gear and apparel
Why Lifetime Outdoors? | The Missing LinkLifetime members are unique• More likely to have discretionary income for getaways/vacations/retreats• More likely to seek adventure and excitement when planning a getaway• More likely to stay committed to seeking more meaning and purpose in life• Less likely to sit around and watch the world fly by around them• Lifetime Members are the Doers/Participators, not the Watchers• More likely to want to participate and include friends and family in their experiences• More likely to be competitive and seek out new challenges, obstacles and competitions
The First Lifetime outdoors RetreatGreat Smoky Mountains National Park, Tennessee and North CarolinaPlanned Events:•Mount Le Conte Summit Hike•Chimney Tops Summit Hike•Charlies Bunion Summit Hike•Riding 20 mile Bicycle Route in Cades Cove•Zipline the Smoky Mountains / Gatlinburg•Camping in Cades Cove Campground•Driving to summit of Clingmans Dome (Highest Pt. in TN) Trip Details: •Depart Lifetime Dublin Thursday at 6 PM •Spend the first night in Knoxville, TN •Set up Camp Friday morning at Cades Cove Campground •Hike Mount Le Conte Friday after lunch •Saturday: Chimney Tops, Clingmans Dome, Zip Line •Sunday: Take Down Camp, Bicycle Ride •Arrive back in Dublin by 8 PM Sunday
How Much Money Will Lifetime Make?Example #1: Hiking and Camping in the Smokey Mountains National Park (4 Days)(Based upon 20 members) (Enough for a Charter Bus)CostsTransportation Costs (Round Trip) = $2,200Employee Compensation (Total) = $100 per day * 4 days * 4 Employees = $1600Campsites = 8 sites * $20 per campsite * 2 nights = $320Cost of Food and Water = $6/meal * 3 meals a Day * 3.33 days * 20 Members = $1200Activities = $300Cost of Permanent Gear and Provisions were left out because its a onetime expenseTotal Costs = $5620 / 20 members = $281 cost per member Costs Transportation ($2,500) Employees ($1,600) Campsites ($320) Food/Water ($1,200) Activities ($400)
How Much Money Will Lifetime Make? Profit Smokey Mountains National Park • To markup 100% or use a cost plus pricing model that strives for a price per member twice that of the cost per member, Lifetime could charge each member $599 for the trip. • This equates to a return of 113% and a profit margin, in dollars, of $318 per member or a total profit of $6360 for the trip. ROI % Member Cost Profit / Member Total Profit 113% $599 $318 $6360Lifetime Outdoors
The First Lifetime outdoors RetreatGauley River National Recreation Area, West VirginiaPlanned Events:•Guided Day-Long White Water Rafting Trip on the Upper Gualey River•Hiking Nearby Trails (10-15 miles)•Setting Up and Taking Down Campsite•Teaching and Learning Outdoor Skills and Techniques•Promoting Team Involvement•Cooking Outdoors•Driving to the Mountain Summit of Spruce Knob, WV (Highest Point in WV) Trip Details: •3-Day, 2-Night •Departing on a Friday, Set up Camp •Rafting Takes Place Saturday, Lasts 8 hrs With Lunch •Hiking Will be Sunday, Take Down Camp •Arrive Back at the Club no Later than 7 P.M. •Food, Transportation, Rafting and Camping will be all Inclusive
How Much Money Will Lifetime Make?Example #2: White Water Rafting in the Gualey River Recreation Area, WV (3 Days)Based on 30 Members (Enough for a Charter Bus)CostsTransportation Costs (Round Trip) $2,000Employee Compensation (Total) = $100 per day * 3 days * 4 Employees = $1200Campsites (2 nights included) = 30 Members * $20 per campsite = $600Cost of Food and Water (Breakfast and Dinner Included One Day) = $6/meal * 2 meals a Day * 2 Days* 30 Members = $720Cost of Rafting Trip = $40 Per Member * 30 Members = $1,200Cost of Permanent Gear and Provisions were left out because its a onetime expenseTotal Costs = $5720 / 30 members = $191 per member Costs Transportation ($2,000) Employees ($1,200) Campsites ($600) Food/Water ($720) Rafting ($1,200)
How Much Money Will Lifetime Make?Profit Gauley River National Recreation Area, West Virginia • To markup 100% or use a cost plus pricing model that strives for a price per member twice that of the cost per member, Lifetime could charge each member $475 for the trip. • This equates to a return of 275% and a profit margin, in dollars, of $285 per member or a total profit margin of $8550 for the trip. ROI % Member Cost Profit / Member Total Profit 275% $475 $285 $8550Lifetime Outdoors
Opportunities to Increase Revenue Per ClubSome Examples• Profit from the all-inclusive trip packages• Sponsorships (i.e. North Face, Clif Bar, Marmot, Subaru, Coleman, Garmin)• Ancillary Sales of nutrition items, outdoor gear, and provisions• Revenue from Lifetime Outdoors Adventure and Fitness Prep Courses• Leadership Adventure courses utilizing Lifetime Outdoor principals and philosophies (For both Corporate and Single Members)• Recruitment tool to help procure more memberships• Branching off into providing Lifetime Outdoors retreats/camps for youth (in the Summer)• Lifetime Outdoors apparel (pushing a brand by people who live the lifestyle). For example, members going on a retreat will be given free Lifetime Outdoors bags/packs.• Outdoor Adventure Corporate Retreats• Being the one-stop-shop for all Outdoors recreation and fitness education. Be the place where you can sign up for, prepare for, and partake in exciting, memorable and life-changing adventures and education/leadership courses. (Ask yourself....Where can you go in your current city or neighborhood to do the above?)
Lifetime OutdoorsLIFE TIME IS // Let us Educate Members About the OutdoorsAn educator.Knowledge is everything. The more we enlighten our members, the better choices they make inlife.An entertainer. Outdoors and Entertainment go Hand-in-HandWe believe in having fun in the name of fitness. Because working out shouldnt be work. Teamwork = Friendships . Outdoors + Teamwork = LeadershipA friend.By forming loyal friendships, we become a trusted leader for our members and in our community.An innovator. Lifetime Outdoors + Lifetime’s Brand & Scope = InnovationStaying ahead of the curve keeps members inspired to live healthier, happier lives. The Sense of Accomplishment Leads to DiscoveryA warm invitation.We welcome everyone in to discover the greatness hidden within each of them.A functional leader. The Opportunity is Huge. Lifetime Will Lead the WayThrough best-in-class programs and places, we are the leader in living the healthy way of life.
What Needs to be Executed• Creation of a Logo (Including Name)/ Flyer/ Marketing Material• Marketing/Brand Strategy• Beta Phase/Date and Launch Phase/Date• Creation of a Leadership Team• Potential Partners/ Sponsors/ Affiliates• Establish and Forecast Revenue and Profit Margins• Required Education and Certifications for Leadership Team• Getting the “Go Ahead” from Lifetime Corporate• Launch with Enthusiasm
Lifetime Outdoors Moving Forward After Receiving the OK In-Club Farewell Inspire/Lead/ Advertising and with pictures and Motivate/ Energize/Marketing Cleared Showcase of and PrepareThrough Corporate Members Members Participating The Trip /Contracts in Place Meet Trip Quota for Adventure We havefor Trip/Products/ # of Members been Preparing / Sponsors Participating Waiting for! Post-Trip Follow-Up Get Training Viral / High-Energy with In-Club Display Sessions Going Marketing Rollout of Pictures and Stories of the Trip
Lifetime OutdoorsFuture Opportunities for Lifetime Outdoors• In-Club Group/Team Training for Obstacle Course Races (i.e. Spartan Race, Warrior Dash, Tough Mudder)• Sponsorship of such races or creation of Lifetime’s own• Summer Camp Adventure Getaways for Kids• Organizing Run, Cycle and Maybe future Tri Clubs under Lifetime Outdoors Umbrella• Re-Branding the whole idea of vacations as Playcations, which allow families, friends and people to have a more fulfilling and accomplished getaway that leads to repeat participants for a Lifetime• Creation of a universal Social Network integrated with a Facebook App, for example, that allows members to share with others their photos and experiences• Lifetime Fitness will become more of a destination that will increase member value and retention• Experiences Last a Lifetime. The more memorable, the more valuable!