The document proposes establishing Lifetime Outdoors retreats and activities organized by Lifetime fitness clubs. It outlines potential retreat locations and activities, and estimates costs and profits. Key points include: - Retreats could take members hiking, camping, rafting to build camaraderie and promote an active lifestyle. - The first proposed retreats are in Great Smoky Mountains NP and Gauley River WV, including estimated costs and potential 100-275% profits. - Other revenue opportunities include sponsorships, gear sales, and outdoor courses to recruit and retain members long-term. - Lifetime Outdoors could expand to youth camps, races, and social networks to enhance the member experience.

1. LIFETIME OUTDOORS & Fitness Retreats

2. For me, the same answers always come
up, and they are always around very
similar themes of protecting what I care
most about – people’s health and well-
being, natural environments, wildlife
habitats, the future of our planet.
-Bahram Akradi
Experience Life
March 2012
Lifetime Outdoors

3. 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.

4. Lifetime Outdoors

6. Lifetime Outdoors
2010 Health Club Industry Report:
In North America, $20.3 billion was generated in How Can Lifetime Turn this
revenue as 58 million members frequented Into an Opportunity?
38,000 facilities.
20.3 Billion
Vs.
289 Billion

7. OUTWARD BOUND: Our
One True Competitor

8. Lifetime Outdoors

9. 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

10. OUR PERFECTO MANIFESTO.
Living healthy takes a strong belief in yourself and your desires. A belief is more than a thought.
It's 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 turns
out that the other domains of health and fitness — mental, emotional, social, spiritual — are just
as important.
Actively developing skills and awareness in all these areas can have a huge, positive effect on our
current health status, and on our ability to change our bodies and lives for the better.

11. 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

12. 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

13. Why Lifetime Outdoors? | The Missing Link
Lifetime 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

14. The First Lifetime outdoors Retreat
Great Smoky Mountains National Park, Tennessee and North Carolina
Planned 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

15. 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)
Costs
Transportation Costs (Round Trip) = $2,200
Employee Compensation (Total) = $100 per day * 4 days * 4 Employees = $1600
Campsites = 8 sites * $20 per campsite * 2 nights = $320
Cost of Food and Water = $6/meal * 3 meals a Day * 3.33 days * 20 Members = $1200
Activities = $300
Cost of Permanent Gear and Provisions were left out because its a onetime expense
Total Costs = $5620 / 20 members = $281 cost per member
Costs Transportation ($2,500)
Employees ($1,600)
Campsites ($320)
Food/Water ($1,200)
Activities ($400)

16. 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 $6360
Lifetime Outdoors

17. The First Lifetime outdoors Retreat
Gauley River National Recreation Area, West Virginia
Planned 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

18. 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)
Costs
Transportation Costs (Round Trip) $2,000
Employee Compensation (Total) = $100 per day * 3 days * 4 Employees = $1200
Campsites (2 nights included) = 30 Members * $20 per campsite = $600
Cost of Food and Water (Breakfast and Dinner Included One Day) = $6/meal * 2 meals a Day * 2 Days
* 30 Members = $720
Cost of Rafting Trip = $40 Per Member * 30 Members = $1,200
Cost of Permanent Gear and Provisions were left out because its a onetime expense
Total Costs = $5720 / 30 members = $191 per member
Costs Transportation ($2,000)
Employees ($1,200)
Campsites ($600)
Food/Water ($720)
Rafting ($1,200)

19. 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 $8550
Lifetime Outdoors

20. Opportunities to Increase Revenue Per Club
Some 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?)

21. Lifetime Outdoors
LIFE TIME IS //
Let us Educate Members About the Outdoors
An educator.
Knowledge is everything. The more we enlighten our members, the better choices they make in
life.
An entertainer.
Outdoors and Entertainment go Hand-in-Hand
We believe in having fun in the name of fitness. Because working out shouldn't be work.
Teamwork = Friendships . Outdoors + Teamwork = Leadership
A 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 = Innovation
Staying ahead of the curve keeps members inspired to live healthier, happier lives.
The Sense of Accomplishment Leads to Discovery
A 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 Way
Through best-in-class programs and places, we are the leader in living the healthy way of life.

22. 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

23. 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 Prepare
Through Corporate Members
Members
Participating
The Trip /
Contracts in Place Meet Trip Quota for
Adventure We have
for 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

24. Lifetime Outdoors
Future 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!