SeptembeR 2011 - Test - IHRSA

September 2011
Club Business
International
18 Clubs’ Q1 Results
38 September 11, 2001
43 Net-Worth Network
50 IHRSA’s 9th Summit
®
55 A Savings Strategy
HealthCity
Ascendant
CEO Rene Moos has
created Europe’s
largest club chain

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| Letters |
> JUNE 2011
CLUB BUSINESS
INTERNATIONAL
34 Maestro Michael Bruno
43 Intel’s High-Tech Gym
48 Celebrating IHRSA30
55 The Assessment Edge
67 F.I.T. Extra: Strength ®
High-
Impact
Public
Service
FIFTH AVENUE CLUB
IS HELPING CHILDREN
IN ETHIOPIA
Fitness Springs Forward
I think it’s wonderful that my employer, Spring Fitness, is
offering free memberships to all active-duty U.S. military
personnel, as well as veterans. I’m very fortunate to work
for a company that’s given so much to our community!
Plus: I love being able to give back to our military for
everything they do for our country. Great article! (See
“Doing the Right Thing,” June CBI, pg. 38.) —|
Megan Robertson | Manager | Spring Fitness | Spring, TX
High Marks for IHRSA
> Many thanks for the IHRSA European Market Report.
IHRSA is constantly trying to help us by identifying ideas
and opportunities than can benefit our business. —|
Stephan Pfitzenmeier | Manager | Fitnesspark Pfitzenmeier
Schwetzingen, Germany
IHRSA Advantages
> We’ve received many benefits by virtue of being a member
of IHRSA. Specifically, the market data and recruitment
information it’s provided were invaluable when we were
opening our direct offices in Germany and, more recently,
in Spain and Italy. The support and networking opportunities
that IHRSA provides has allowed Escape to continue to
build on the success of its unique functional-training zone
concept, and to assist more fitness firms and entrepreneurs
throughout Europe. —|
Matthew Januszek | Customer Solutions Director | Escape Fitness
Peterborough, Cambridgeshire | England
Prevention the New Priority
> As a recent PricewaterhouseCoopers report on prevention
clearly pointed out: prevention pays for everyone. One euro
invested in stop-smoking programs produced a return of
m1.0-m2.80 and, with respect to physical activity and obesity,
of m0.3-m1.3 for every euro spent. According to the WHO
(World Health Organization), 80% of the principal causes of
death are lifestyle-related, of which 50% can be prevented.
Our industry needs to focus on delivering solutions and
treating the “problems” of anyone who steps into one of our
facilities. Unless we want to remain a leisure-focused industry,
we have to work to provide an integrated approach. This means
specific targets, an easy entrance assessment, and measuring
parameters that really help the client. High blood pressure or
body fat are just symptoms, but what are the underlying causes?
Furthermore, we have to educate our clients, providing them
with insights on physical activity, nutrition, relaxation, and
behavioral change; motivate and monitor them for the whole
year; and, at the end, measure them and evaluate the whole
process. We have to offer solutions for all lifestyle “problems,”
wrapped up in fun programs, and we have to produce results.
Doing so will attract more than the average 10%-15% of the
population that’s currently attending our facilities, and will
increase retention to 85%-90%—which is normal for thirdspace
communities, such as tennis, golf, and football clubs. —|
Jan de Jong | CEO | Vital Balance Group | Kapelle, The Netherlands
Make Industry Growth Real!
> This year, a new Portuguese tax regime has changed the face
of fitness, and, thus, a new set of challenges confronts gyms.
Continuing to do what we’ve done in the past to achieve the
same results is the biggest mistake we can make. It’s clear
that providing good facilities and good service is no longer good
enough. We also need to be intensely client-centric, and, above
all, create value for our businesses, our customers, and our
communities. Our industry is being called upon to satisfy the
needs of new populations with different ambitions.
The European health and fitness sector has just set a goal of
doubling the number of club members. In Portugal, AGAP
(IHRSA’s Portuguese trade-association partner), along with a
variety of other industry players, now share an enormous responsibility:
that of finding ways to achieve this objective, and, thereby,
achieve significant market penetration and increased retention.
We’re counting on IHRSA’s expertise and connections to
make it happen—to make it real! —|
Armando Moreira | Board Secretary | AGAP | Sintra, Portugal
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 | S e p t e m b e r 2 0 1 1 | w w w . i h r s a . o r g

| Editor’s Welcome |
Kerry Brett
September 11, 2001. That date has taken on a
substance that few others own. It is serious, set
forever in place, as solid and unchanging as a
slab of black steel. Can it really be 10 years since
the horrific events of that stunning, mind-numbing
day took place and changed the world?
Yes, it has been 10 years, and, yes, the world remains changed.
History can flex, and bend, and stretch to untenable lengths, but,
once it’s been broken, it doesn’t snap back. Today, this place that
all of us call our home seems a bit less predictable, stable, secure.
Psychologically, viscerally, we remain on high alert.
Ten years ago, we reported on the experiences, the losses, and
the unfathomable tragedies that befell people who worked in, or
were members of, health clubs that were close to Ground Zero in
lower Manhattan.* Approximately 20 were located near the
World Trade Center, and, of that number, half were affected.
We heard about facilities that had been destroyed—a ClubCorp
affiliate on the 105th floor of the World Trade Center,
the corporate offices of Plus One, a Fitness
Company center at 3 World Trade Center; and we
heard from ones that had offered their clubs, staff,
and other resources to help New Yorkers in
need—Crunch Fitness, Equinox Fitness, Health
Fitness Corporation (HFC), The Sports Club Company,
The Sports Center at Chelsea Piers. …
There were many good Samaritans then.
For this issue of CBI, Contributing Editor Jon
Feld got back in touch with many of the same clubs
he’d described so tellingly, so indelibly, in those
dark days—ClubCorp, Crunch, Club One, Health
Fitness, Plus One—to see how the people and the
companies had changed, developed, and were doing today.
“The general sense conveyed was of strong resiliency, with
respect to the city, their businesses, and lives,” reports Feld. “While
a subliminal unease and heightened security remain part of the
new environment, there’s also optimism, progress, and renewal.”
Ironically, his observation reminded me of something that I’d
written, in this space, in the November 2001 issue of CBI:
“Let us begin by saying this: Let us not forget September 11.
And then, after a moment of silent reflection, let us pretend that
life will go on as usual. It will not. But what remains, although
changed—our families, homes, businesses, society—are the
bricks, the building blocks, from which a new and better future
will be fashioned.”
That rebirth is slowly taking place.
Let us end, by saying again: Let us not forget September 11. —|
– Craig R. Waters, c.waters@fit-etc.com
* “September 11: Ground Zero—A First-Person Account,” “September 11:
Industry Losses—Staff, Members, Suppliers,” CBI November 2001, pg. 13;
“Defining Moment,” CBI September 2002, pg. 42.
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
Editor-at-large: Patricia Amend
Contributing Editors:
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
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 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 | S e p t e m b e r 2 0 1 1 | w w w . i h r s a . o r g

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Club Business
International
Contents | September 2011
CEO Rene Moos
is pushing
HealthCity forward
32
Features
32 HealthCity Ascendant
Created by three aggressive entrepreneurs—
Rene Moos, Dennis Aarts, and Eric Wilborts—
and generously funded by the private-equity
firm of Waterland, HealthCity has recently
claimed the distinction of being the largest club
company in Europe. Over the past two years, it’s
acquired 102 facilities from Fitness First, giving
the Dutch chain a total of 265 locations in seven
countries. And that’s just for starters: now CEO
Moos is shooting for 500!
38 Reverberations of 9-11
Reflections on the tragedy’s 10th anniversary
43 Net-Worth Networking
How clubs leverage the law of social capital
50 IHRSA Summit Sum-Up
A Summit for a Healthier America briefing
55 A Cost-Savings Strategy
How clubs can save a dollar to earn a dollar
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 | S e p t e m b e r 2 0 1 1 | w w w . i h r s a . o r g

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Risk
Cus
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Club Business
International
Contents | September 2011
66
99
Avoiding signs of
club problems
Vivafit: from
Portugal to Uruguay
20
Paramount’s
functional XFT-300
Departments
News & Know How
15 News
Fitness in Phnom Penh; new International
Market Report; upbeat IHRSA Q1 Index;
latest Latin American news; IHRSA board
app deadline; dues down, nondues up in
May and June; engaging kids with social
media; plus more
27 On the Move
Armstrong a Good Citizen of the Year;
Anytime a top workplace; NAC drives drug
awareness; stars salute Urban Active;
Plus One pumps up ExxonMobil; and more
Innovations
65 What’s New
Cool stuff for clubs from ACSM,
Ideal, Netsertive, PumpOne, Paramount,
Polar Electro, and other IHRSA
associate members
69 F.I.T. Extra
A status report on stationary bike offerings
and their ever-evolving and constantly
improving features
IHRSA Report
95 First Set
Are your employees as satisfied as your
members? wonders IHRSA Chairperson
Art Curtis
96 In Brief
The AT&T v. Concepcion ruling protects
clubs and other retail business from
destructive class-action lawsuits
99 Club Advisor
Members can tell whether you really
care—or don’t care—about your business.
Here’s what gives you away
100 Ask the Entrepreneurs
Trina Gray, Joe Mannino, and Jim
Worthington explain what they do to help
club members connect
102 Member News
Netpulse’s unique Value Proposition; plus
news from Direct Source, Fit for Green,
Metromedia, and other leading companies
110 Calendar
Reps
4 Letters
6 Editor’s
Welcome
12 Ihrsa.org
112 Marketplace
115 Ad Index
116 Last Rep
Industry commoditization
raises questions,
including, “What do
you want to be famous
for?” says IHRSA
president and CEO
Joe Moore
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 | S e p t e m b e r 2 0 1 1 | w w w . i h r s a . o r g

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ihrsa.org
A preview of what’s new this month on www.ihrsa.org
What Would You Ask an Industry Leader?
> www.ihrsa.org/industryleader
Every Monday morning, on IHRSA’s Website, one or more
industry leaders will answer a pressing question on a hot
topic. Their responses may provide insight that will help you
run your business more effectively—and, even better, it’s
free. Read experts’ thoughts on such topics as: How to Deal
with Turnover of Group Exercise Instructors; How to Protect
Cars in Your Parking Lot from Thieves; How to Respond
When Your Club is Affected by a Natural Disaster; and What
to Do When a $55-Million Rec Center Moves in Next Door. —|
Log on to www.ihrsa.org/industryleader today to ask a question, to
volunteer to answer a future question, and to comment on responses
to previously asked questions.
European Congress Convenes Next Month in Milan
> www.ihrsa.org/congress
The 2011 European Congress, to be held October 27-30 in
beautiful Milan, Italy, will feature presentations by executives
from both inside and outside the club industry, providing
thought-provoking commentary on trends shaping business
and the fitness industry. Networking icebreakers, special
activities for first-time attendees, focus-group discussions,
and lunch and evening receptions will provide the opportunity
to build relationships with colleagues from throughout Europe.
“With more than 400 industry professionals in attendance,
the annual Congress offers one of the best networking opportunities
for the industry in Europe,” points out Joe Moore, the
president and CEO of IHRSA.
The roster of high-powered speakers at the Congress includes:
• Santiago Alvarez de Mon, a professor specializing in
managing people in organizations, of the IESE Business
School, based in Spain, discussing “Leadership: The Art
of Engaging People.”
• Simon Bolton, a professor and director of the Centre for
Competitive Creative Design at Cranfield University, and
cofounder of the Creative Resource Lab, both in the U.K.,
on “Building Equity and Business Value through Effective
Product and Brand Development.”
• Jonny Hewlett, managing director, Diesel-U.K. and Ireland,
on “Driving Positive Change: Transforming Diesel in the U.K.”
Other event highlights will include a Sponsor Showcase,
which allows attendees to talk one-on-one with leading
suppliers in a relaxed environment, and tours of some of
Milan’s premier health clubs. —|
Log on to www.ihrsa.org/congress for details or to register for
this exciting event!
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 | S e p t e m b e r 2 0 1 1 | w w w . i h r s a . o r g

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News & Know How
News 15 | On the Move 27
“A Celebration 10 Years in the Making” was the theme of
Zumba Fitness’ annual convention, which took place recently
in Orlando, Florida. Some 6,000 instructors took part in the
four-day event in July to further their education. Zumba
estimates that it now has some 12 million regular participants
in 125 different countries. —|
w w w . i h r s a . o r g | S e p t e m b e r 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

The GreaTesT
sTride since The
ellipTical.
Something special happened 15 years ago. Precor released the first EFX ® elliptical crosstrainer–and members
everywhere completely changed the way they exercise. Now, they’ll change it up again, the moment they step
onto the new Experience Series cardio equipment from Precor. With a simple, intuitive interface that draws
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>
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© 2011 Precor Incorporated

| News & Know How | News
IHRSA Releases 2011
International Report
Study pins down specifics of the
Asia-Pacific health club market
Downtown Phnom Penh
Fitness Goes Upscale in Phnom Penh
State-of-the-art Sports Club debuts in Cambodia’s capital
When you think cutting-edge and world-class with respect to
health clubs, cities such as New York, Los Angeles, London,
and Tokyo immediately come to mind. But, as of this spring,
Phnom Penh, the capital of Cambodia, also qualifies for consideration.
The Phokeethra Sports Club, which recently opened on the grounds
of the Sofitel Phnom Penh Phokeethra hotel, is impressive by anyone’s
standards. Situated in an attractive low-rise building on the hotel’s
grounds, it features a state-of-the-art fitness center, with a full
complement of equipment provided by Life Fitness and Cybex; four
tennis courts; two air-conditioned, glass-backed squash courts; and
a 50' x 100' outdoor pool with adjoining restaurant.
At the moment, the club employs 10 professionally trained instructors,
three of whom have won Mr. Cambodia fitness and bodybuilding competitions.
Classes offered include aerobics, yoga, Pilates, kickboxing,
and Khmer dancing.
The club’s amenities for children include a dedicated kid’s club, a
reduced-size tennis court, a dedicated shop, and after-school childcare.
“We’ve positioned ourselves at the top of the price scale for fitness
clubs in Cambodia, and the investment we’ve made in the Phokeethra
Sports Club reflects this,” Didier Lamoot, the club’s general manager,
told the Travel News Gazette. “Cambodia is booming, and local and
expat residents are willing to spend a little bit more to access high-quality
fitness facilities such as ours.” —|
Short Takes | Fit Doctors More Likely to Encourage Exercise
Physically active medical students are more likely to prescribe physical
activity to patients in their future practice, according to research presented
at the American College of Sport Medicine’s 58th Annual Meeting and the
2nd World Congress on Exercise Is Medicine. The five-year study showed that
80% of students believe physical activity counseling will be highly relevant in
their future clinical practice. —|
> IHRSA has released The 2011 IHRSA International
Report: Size & Scope of Key Health Club
Markets, a comprehensive study of the health
club industry in the Asia-Pacific region that
also spotlights mature markets in Europe.
“This report is ideal for anyone looking for
credible data about international markets
poised for growth,” suggests Melissa Rodriguez,
IHRSA’s research manager. “It examines
membership penetration rates, market size,
market potential, leading club companies and
business models, economic outlook, and
much more.”
The report, sponsored by Life Fitness,
contains the most authoritative and up-todate
information available on the markets
studied. The Asia-Pacific arena, it notes, is
now home to
some 18,000
fitness facilities,
serving roughly
13 million
members, and
generating revenues
estimated
at $10 billion a
year. The markets
examined
include those
of Australia,
China, Hong
Kong, India, Indonesia, Japan, Malaysia, New
Zealand, Philippines, Singapore, South Korea,
Taiwan, Thailand, and Vietnam.
The report’s European coverage focuses on
Belgium, Denmark, Finland, France, Germany,
Italy, Ireland, Netherlands, Norway, Portugal,
Russia, Spain, Sweden, Switzerland, and the U.K.
Providing extensive and exhaustive market
details, the report is conveniently organized into
five main sections: a Fitness Macroeconomic
Overview; Prevalent Club Operating Models;
Competition; Health & Fitness Club Market
Charts; and Market Reports. The full report
is available for purchase at ihrsa.org/store
for $995. A “Club Operator” edition is also
available in PDF format for $49.95 for IHRSA
members and $99.95 for nonmembers. —|
w w w . i h r s a . o r g | S e p t e m b e r 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 | News
IHRSA Index Posts Improved Performance
for Fourth Consecutive Quarter
Providing some welcome relief from the generally
gloomy economic news, IHRSA’s First Quarter Index
reports that, between January and March, many
club companies posted improvements in all of their key
financial metrics.
The Index, which compiles results from 16 leading U.S.
health and sports club companies with a total of 503 facilities,
documented strong results with respect to total revenue, membership-dues
revenue, nondues revenue, and earnings before
interest, taxes, depreciation, amortization, and rent (EBITDAR).
Total revenue for the quarter was 6.5% higher than for the
same quarter in 2010, while membership-dues revenue was
up by 4.8%. Revenue from ancillary services increased by
10.2%, and EBITDAR grew by 7.1%.
“Improved performance in the first quarter of this year
marks the fourth consecutive quarter of strong key indicators,”
points out Jay Ablondi, IHRSA’s executive vice president
of global products. “Although we’d anticipated slow growth,
given the lagging economic recovery, robust performance
from the Index and an overall increase in membership point
to a potential uptrend for the industry.”
Established same-store facilities recorded modest increases:
their sales revenue was up 1.5%, compared quarter to quarter,
while membership dues were 1.7% higher, and nondues
revenue, 1.2% higher. —|
Total
Revenue
Total Membership
Dues
Total Nondues
Revenue
Same-Store
Total Revenue
Same-Store
Membership
Dues Revenue
Same-Store
Nondues
Revenue
Mean Median Percent
Change
(mean)
Q1 ’10 vs.
Q1 ’11
$34.2
million
$24.3
million
$9.7
million
$11.2
million
$7.9
million
$3.3
million
EBITDAR $12.7
million
$7.9
million
$5.3
million
$2.2
million
$6.6
million
$4.4
million
$2.0
million
$2.5
million
Percent
Change
(median)
Q1 ’10 vs.
Q1 ’11
6.5% 3.8%
4.8% 1.4%
10.2% 7.7%
1.5% 1.5%
1.7% 0.8%
1.2% 4.0%
7.1% 3.7%
Short Takes |
Zumba Unites
Cancer Survivors
This summer, the Capital City
Health Gym, in Helena,
Montana, celebrated National
Cancer Survivor Day with a
series of free group-exercise
classes, including Zumba.
The event inspired individuals
battling cancer to participate
in fitness activities that would
build their confidence and
enhance their health. —|
Your Chance to Serve the Industry:
Deadline Extended to September 16
The deadline for applying to serve on IHRSA’s board of directors has been extended to
September 16, 2011. IHRSA board service, regarded as “a noble calling” by many of those
who have served in that capacity, allows club professionals a unique opportunity to assist
the association, specifically, and the industry, in general, by providing insights, ideas, guidance,
and strategic direction.
“Serving on the IHRSA board was a great professional experience,” recalls Sandy Hoeffer, a
partner in Clubsource Development Partners, LLC. “I was honored to have the opportunity to
help shape policies and practices that contribute to the health of our industry and to the health
of individuals around the globe.”
Each year, two to four board members complete their four-year term, and are subsequently
replaced by incoming directors. The resulting mix of new and veteran directors ensures a smooth
and seamless transition and a board experience that’s both instructive and productive.
“Imagine having the opportunity to work with some of the best minds in our industry,”
suggests former director Joe Cirulli, the president and owner of the Gainesville Health and
Fitness Centers, in Gainesville, Florida. “Then, having the ability to work with these people to
carve our industry’s future. It’s an incredible experience!”
For full information and to obtain an application, log on to ihrsa.org/governance or contact
Nominations Committee Chairperson Brent J. Darden, the co-owner and general manager of the
TELOS Fitness Center in Dallas, at 972-458-2582 or bdarden@telosfitnesscenter.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 | S e p t e m b e r 2 0 1 1 | w w w . i h r s a . o r g

THE CLASS ENDS IN
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THEIR MEMBERS. NO FEWER THAN 81% OF THOSE WHO TAKE PART IN
OUR CLASSES DO SO ON A REGULAR BASIS.*
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keep your members coming back for more. So if you want to turn studio space into your most
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around the world build healthier businesses.
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| News & Know How | Latin American News
U Action & Relax
Unveils Third Site
Vilas Club has opened a new U Action & Relax
facility at the Marriott Plaza Hotel in Buenos
Aires—its third fitness center offering premium
full service at a five-star hotel. Its first opened
in 1999 at the InterContinental Hotel, followed, a
decade later, by a second location at the Claridge
Hotel, also in Buenos Aires.
The new
8,600-square-foot
facility features
a heated pool,
strength and cardio
area, personal
training, a wide
variety of group
classes, a running
team, sauna, relaxation
room, and
massage and
beauty treatments.
“U Action & Relax offers its members a place
unlike any other in the market,” says Sales Manager
Beatriz Hambeck. “Our goal is to provide personalized,
quality services.”
This year, the company has made a strong commitment
to further growth in the corporate segment.
“We’ll keep looking for better business opportunities
to consolidate our position as leaders in premium
wellness, taking care of every detail in the programs
we provide,” adds Hambeck.
U Action & Relax is owned by the Vilas Club,
one of the best-known tennis and social clubs in
Buenos Aires; the club is named after tennis great
Guillermo Vilas. —|
Vivafit Enters Latin
American Market
> Vivafit, the largest women-only fitness network in Portugal,
has signed a master franchise agreement for Uruguay. Local
businessman Ulises Fontanini will be responsible for developing
the brand and enlisting franchisees.
The venture calls for the opening of the first club in Montevideo,
the country’s capital, next month. The new master franchising
agreement foresees the opening of 20 Vivafit locations over the
next three years, as well as expansion into other countries,
including Argentina, Chile, and the southern states of Brazil.
“Our presence in Uruguay represents not only the beginning
of Vivafit’s expansion into Latin America, but it’s also a reinforcement
of the brand’s potential to go worldwide,” says Pedro Ruiz,
the CEO of Vivafit. “Latin America is our priority. It’s the world’s
largest market
for the next 20
years, due to
the unstoppable
rise of a large
middle class.”
Vivafit is a
chain of womenonly
fitness
centers that
offer 30-minute
circuits, Pilates,
and nutrition
programs. Its first club opened in Portugal in January 2003,
followed, two years later, by its first franchised unit. Vivafit
currently has more than 120 sites, serving some 50,000 members,
in Portugal, Spain, India, and Singapore. In Portugal, it
claims a 75% market share. —|
Body Masters Establishes Second Site
Body Masters recently announced the opening of its second site in Santa
Cruz de la Sierra, Bolivia. The brand-new unit is located in Equipetrol
North, an upscale neighborhood that has both a residential and corporate
ambience, and is also home to luxury hotels and fine-dining restaurants.
The new facility is just over 15,000 square feet in size, and is equipped with
Life Fitness Signature and Hammer Strength equipment and Precor Experience
cardio machines. It also has dedicated studios for group fitness, indoor cycling,
Pilates, and martial arts.
“We’re the first to introduce hot yoga in Bolivia,” points out Rene Claure, the
founder and owner of Body Masters. “I’m sure it will be a success.” —|
Editor’s note: All of the news items on this page were provided by Mercado Fitness, www.mercadofitness.com.
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 | S e p t e m b e r 2 0 1 1 | w w w . i h r s a . o r g

| News & Know How | News
A Budget Brand is Born in Boston
Mark Harrington, Sr., the owner of the five upscale Healthworks Fitness
Centers for Women in the Greater Boston area, has launched GymIt,
a new budget-club concept, with his sons, Matt and Mark, Jr.
The premier unit, located near Boston University, is designed to appeal to the
large number of young professionals who live in the area on a budget and may not
want to sign a long-term contract. The club, the company’s first coed offering, is
an 18,000-square-foot facility. It occupies the site of a full-service Healthworks
that’s been relocated to the Coolidge Corner section of Brookline, Massachusetts,
which has more families.
Unlike Healthworks, where dues start at $86 per month, GymIt memberships
start at $19 a month, with a $39 enrollment fee. For $27 a month and a $49
enrollment fee, members can bring a visitor whenever they like. All memberships >
From l., Mark
Sr., Matt, Mark
Jr., Harrington
| CBI’s Eye on the Economy |
Attend to the Trend: Dues Down, Nondues Up
> The pricing trend that has, with slight exception, prevailed
since the beginning of the year continued into May and June.
For those two months, club dues once more fell; fees for
lessons and instruction once more increased; and fees for all
items once more increased faster than those for club services.
Specifically, club dues dropped by 1.67% in May and 1.13% in
June; and fees for club services rose 1.40% in May and 1.73% in
June. Fees for all items were 3.57% higher in May than in May
2010, and 3.56% higher in June than in June 2010.
Given the ongoing shift, clubs may be well advised to focus
even more on the cost of ancillary services. This could, conceivably,
allow them to maintain, or enhance, their bottom line,
despite the downward pressure on dues. However, increases for
nondues items shouldn’t be taken lightly: upward adjustments
must be justified by an increase in the value of the service.
Some examples: Upgrade your group exercise or personal
training offerings by introducing new equipment (e.g., suspension
training systems). Subsidize advanced training for your
instructors, enhancing their skills. Provide members who
are shedding pounds with a weight-loss-tracker application
for their mobile phone, making it easier for them to track
their progress. —|
For more detailed monthly information and additional Producer
Price Indexes, please log on to www.ihrsa.org/research.
5
4
Consumer Prices & National Economic Trends
(% change same month previous year)
3
2
1
0
6/10 7/10 8/10 9/10 10/10 11/10 12/10 1/11 2/11 3/11 4/11 5/11 6/11
-1
-2
-3
-4
-5
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 | S e p t e m b e r 2 0 1 1 | w w w . i h r s a . o r g
Club Dues (NSA*)
Fees for Lessons (NSA)
All Items (NSA)
Note: NSA: Not Seasonally Adjusted

| News & Know How | News
are month-to-month. Personal training
is priced at $55 per hour, and group
training is also available, but no classes
are offered.
The new facility boasts more than
100 pieces of Cybex, Life Fitness, Precor,
and Concept2 equipment, three
strength-training areas, and locker
rooms with showers. It also has a new
feature that may have special appeal
for a younger clientele: a RoqBot music
system that allows members to customize
their music experience via their
iPhone or Android device.
Hours of operation are extended—
from 5 a.m. to 11 p.m., Monday
through Friday, and from 7 a.m. to 10
p.m. on Saturday and Sunday.
“GymIt is our response to people who
want to join a clean, fresh, high-quality
gym, but aren’t prepared financially
or mentally to commit to a year-long
contract,” says Matt Harrington.
How can GymIt survive with such a
low dues structure?
“Our labor costs are low, with just
two people on duty during operating
hours,” responds Mark, Sr. “We have no
sales staff. People can join online, and
half of our members have done so.”
If GymIt No. 1 succeeds, say the
Harringtons, they may open a second
facility in Boston by the end of the
year. —|
CORRECTION: A photograph of Energy
Gym, a finalist in Les Mills’ group exercise
studio contest, was incorrectly
identified in the article, “Group Exercise
Extraordinaire!” which appeared in the
July issue of CBI (see pg. 47). The image,
which was attributed to Zone Health
& Fitness, is in fact Energy Gym’s electrifying
group-ex studio, in Selbyville,
Delaware. CBI regrets the error. —|
Technology
Employ Social Media to Engage Kids
By Karen Jashinsky
In today’s information age of Facebook, Twitter, e-mail, and text messages, club
operators have every right to be confused about which method is the most
suitable and effective means of communicating with their members. Even more
challenging is trying to figure out how to best reach the youth market, a cohort that’s
always one step ahead of the technology curve.
To make an impact, one must consider and understand the way kids communicate
and think. For example, when preparing for a special event, such as a prom, they
have a wealth of health and fitness information options at their fingertips—or
they could seek out the expertise of a trainer at a health club.
But, first, you have to get their attention. Here are
some ways to use social media to engage kids in fitness:
Lay on the links. Send links to articles, blog posts, and
interesting content via e-mail, Twitter, and Facebook.
One can also encourage kids to share information they
find interesting. For prom, O2 MAX generates dialogue by
sharing relevant articles and blog updates.
Share the excitement: Get kids excited about sharing your
Facebook page. O2 MAX created an educational “12 Days of
Fitness” campaign to encourage college students to stay
active during finals. Spurred by contests and posts, the
Karen Jashinsky
page—and its impact—grew throughout the campaign.
Motivate with multimedia: Share pictures of kids working out (with permission).
Tag the parent if the child is not on Facebook. Usually, parents are very excited
to share the photos with their friends. For example, Rosie, an 11-year-old
O2 MAX trainee wasn’t yet allowed on Facebook. Her mother was very active and
shared snippets of her daughter’s accomplishments. When Rosie placed
8th in a national competition, her mom posted a video and tagged O2 MAX. Other
kids now see this in the O2 MAX community and become intrigued. O2 MAX trainers
also take pictures of younger kids working out and send them via multimedia
text message to parents to share with others.
Ask, comment, and chat: Engage kids on Facebook with questions and comments.
For example, simply comment, “Great job today!” or ask, “What do you think
about trying this?” Make sure to respond promptly when they comment or ask
questions in return. Kids today are used to immediate responses; the quicker
one responds, the more they notice.
“In an era of almost nonstop communication across a bevy of platforms, in
which so many millions of us are just a few clicks away from one another …
people still crave the intimacy of face-to-face meetings,” according to a recent
article in The New York Times. Ultimately, we’re all working toward the same
goal: to fight childhood obesity and teach kids to lead healthier lifestyles. Social
media offers a powerful way to do this. As a new O2 MAX Fitness college student
observes, “Social media raises awareness and dispels rumors so that people
can work out effectively.” —|
– Karen Jashinsky, Karen@o2fmaxfitness.com, is the founder of O2 MAX,
a youth fitness and media company headquartered in Santa Monica, California.
Energy Gym
24 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 | S e p t e m b e r 2 0 1 1 | w w w . i h r s a . o r g

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| News & Know How | On The Move
Award-Winning
Gym Owner Named Good Citizen of the Year
Jeff Armstrong, the owner of Wheaton Barbell and Fitness, a one-of-a-kind club in
Wheaton, Illinois, was recently honored as the city’s Good Citizen of the Year for his
contribution to the health and fitness of local citizens and public service employees.
The award attests to the effectiveness of Armstrong’s unique approach to exercise,
which is clearly reflected in his club’s design and equipment.
Inside Wheaton Barbell and Fitness,
you won’t find rows of cardio machines
or a group-exercise studio. Instead,
you’ll find weights, mats, resistance
equipment, and functional-training
areas, which, in most cases, are being
utilized by local residents, firefighters,
or law enforcement officers.
Armstrong’s gym and functional
Honored: Jeff
Armstrong
strength programming have helped
members achieve increased balance,
joint stability, overall strength, and
cardiovascular health. But the regimen is not for the faint of heart, as Armstrong,
who also serves as the club’s head coach, acknowledges: “It’s an honor to be
recognized for inflicting my brand of training on both law enforcement officials
and firefighters, enabling them to better serve our community,” he says. —|
An ‘appreciated’
Anytime Fitness trainer
Minnesota Names Anytime a Top Workplace
Anytime Fitness, the fastest-growing 24/7 fitness club franchise in the world,
has been named one of the Top 100 Workplaces in Minnesota, according to an
employee-based survey conducted by the Star Tribune.
Anytime Fitness ranked No. 20 in the small business category, with the company’s
employees awarding it high marks in the following areas: feeling “genuinely
appreciated,” having “confidence in their leaders,” and believing the organization
is “going in the right direction.” Chuck Runyon, CEO, and Dave Mortensen, president,
were also recognized with a special leadership award, a distinguished honor
received by just two other executives in the state.
“This is a wonderful honor for Anytime Fitness, especially considering that our
employees served as judges, which, of course, makes the recognition all the more
meaningful,” says Runyon. Adds Mortensen: “We strive to make our work culture a
creative, supportive, energetic, and happy environment where everyone feels valued.” —|
Fundraising
NAC Kids Raise Money for
Drug Awareness
The Newtown Athletic Club (NAC), a
150,000-square-foot multi-recreational
facility in Bucks County, Pennsylvania,
recently held a Splash-a-Thon, where
members of the NAC Attack Swim Team
collected pledges to swim laps for the
D.A.R.E. program in Newtown Township.
D.A.R.E., which stands for Drug
Abuse Resistance Education, is a national
program that gives kids the skills they
need to avoid involvement with drugs,
gangs, and violence. The NAC Attack
Swim Team, made up of kids between
the ages of 5 and 14, wanted to give back
to the program after the local chapter
experienced cuts in government funding.
At the recent Newtown Elementary sixthgrade
D.A.R.E. graduation ceremony,
Brandi Perkovich, NAC’s aquatics
director, presented Officer Shawn Pirog,
the Newtown Township D.A.R.E. education
officer, with a check for $1,000, a
sum that the NAC Attack kids raised on
their own.
“This program was unique because
of the way in which the kids got excited
about helping other kids,” said Linda
Mitchell, director of public relations and
marketing for NAC. “Once the idea was
presented to them, they took it and ran
with it on their own.” —|
w w w . i h r s a . o r g | S e p t e m b e r 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
Andrew Snook Photography
Starring, from l., Daniels,
Guy, and Pullium
Urban Active Celebrates Grand Opening with
Star-Studded Event
Urban Active, a premier chain of fitness centers serving Kentucky, Ohio,
Tennessee, and Nebraska, recently celebrated the opening of its Buckhead
location in Atlanta, Georgia. The new facility is a 40,000-square-foot marvel for
fitness enthusiasts—featuring state-of-the-art equipment, innovative group
exercise classes, elaborate cardio areas, specialized personal trainers, sprint
track, indoor turf track, kids’ playroom, gaming stations, and more.
Many celebrities turned out for the VIP grand opening celebration,
including pop star Brandi D. Williams, trainer Carlos Daniels, singer/
actress Jasmine Guy, local radio personality Jazzy McBee, and celebrity
lifestyle trainer Cliff Boyce.
“We’re very excited about the initial response to Buckhead, and look
forward to being the fitness choice for all of Atlanta in years to come,” says
Royce Pulliam, Urban Active’s CEO. “We will focus the next 10 years on building
out the market and are currently negotiating three sites in the city.” —|
Partnerships
American DG Helps Club Fit Go Green
Club Fit in Jefferson Valley, New York, a premier health and fitness facility with a
sister location in Briarcliff, New York, recently selected American DG Energy, Inc.
(ADGE), to be its provider of clean energy. The Massachusetts-based energy company
offers clean electricity, heat, hot water, and cooling solutions via a 100-kilowatt
combined heat and power (CHP) cogeneration system, which will be owned and
operated by (ADGE).
Club Fit will receive a discount on the energy produced by the CHP system and
reduce its carbon dioxide emissions by up to 367 tons per year. The club will pay
only for the energy used by the facility, avoiding all capital, installation, and
operating costs. The new system offers considerable environmental benefits when
compared to purchased electricity and on-site-generated heat from a boiler system.
By capturing and utilizing heat that would otherwise be wasted from the production
of electricity, CHP systems require less fuel than equivalent separate heat and
power systems to produce the same amount of energy. —|
American DG Energy’s
CHP system
Plus One Heads Development of ExxonMobil Wellness Center
ExxonMobil wellness campus
ExxonMobil, the multinational oil and gas corporation, has recruited Plus One Health Management,
Inc., a leading provider of comprehensive wellness solutions based in New York City, to
serve as the design and development consultant for the new wellness center at ExxonMobil’s
new corporate campus in Houston, Texas.
Plus One will provide recommendations on all aspects of the facility’s design; participate in
project meetings during the pre-construction and construction phases; and coordinate the
procurement, delivery, and installation of equipment and supplies.
“We are honored to have been chosen by ExxonMobil to collaborate on the design of what
will be a monumental wellness center for their employees,” says Tom Maraday, Plus One’s
chief development officer. “They have made a commitment to delivering premium services
to their employees, increasing productivity, and improving the quality of their lives. We
celebrate their investment in the health and wellness of their employees and are proud to
be a part of the ExxonMobil team.” —|
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 | S e p t e m b e r 2 0 1 1 | w w w . i h r s a . o r g

ZUMBA ® FITNESS PRESENTS
The crazy-cool dance-fiTness
workouT for kids (ages 4-12) seT To
hip-hop, salsa, reggaeTon and more.
TO BRING THE ZUMBATOMIC ® PROGRAM
TO YOUR FACILITY vIsIT:
zumba.com/clubs
facebook.com/zumba
twitter.com/zumba
NO LICENsING FEEs TO FITNEss FACILITIEs. *
*Except in Singapore, China, Taiwan, Hong Kong, Malaysia, and in some cases, Thailand and Indonesia.
Copyright © 2011 Zumba Fitness, LLC | Zumba ® , Zumba Fitness ® and the Zumba Fitness logos are registered trademarks of Zumba Fitness, LLC

IHRSA 2012 Trade Show:
Don’t Miss Your Big Break!
Here’s your chance to grab a starring role at the IHRSA 2012
International Convention & Trade Show in Los Angeles on
March 14-17.
This is a rare opportunity to market your brand and services in one of the world’s
top international destinations. Demand is intense and space is limited, so make your
reservations now! Over 100 companies are already committed!
Numerous companies have already seized their chance to be cast in this industry
blockbuster. This will be the best Hollywood party the fitness world has ever thrown,
and you don’t want to be fashionably late to this one. Here is a list of those who
already have their names on the marquee.
JOIN THEM! Space will go fast so contact Tom Hunt, teh@ihrsa.org
or call +1 617-951-0055 ext. 152. Download the Exhibitor Prospectus
at ihrsa.org/exhibitors.
®
International Health, Racquet & Sportclub Association

2XL Corporation
3D Art Pte Ltd - Dynaforce 3D
A-1 Textiles
Ab Coaster
Aerobics & Fitness Association of
America
Aeromat Fitness Products/EcoWise
Fitness Products
Affiliated Acceptance Corporation
Apex Fitness Group
ASF International
Aspen Information Systems, Inc.
Association Insurance Group
Athletic Business
Athletix Products by Contec
AV Now Fitness Sound
AVID Fitness Headphones
Balanced Body ®
Biospace, Inc.
Body Solid
BOSU ®
Broadcastvision Entertainment
CEMCO Strength Equipment, INC
Centaur Floor Systems LLC
Clif Bar & Co.
Club Insider
Club Resource Group
Codelocks, Inc.
Concept2 CTS Inc.
CP Mobelsysteme Gmbh & Co. KG
Creative Agency Group
Creative Health Products
CSI Software
CSM Fitness Equipment
Cybex International
Digilock
DINOFLEX Manufacturing Ltd. Group LP
Dynastream Innovations, Inc.
ERC Wiping Products Inc.
Everlast Sports Surfacing
Fabiano Designs International
Firestone Financial
Fiserv
Fitness Audio, LLC
Fitness Pak, a division of InterWest
Insurance
FitRewards, LLC.
Fitter International, Inc.
Flynn Construction
FORE Supply Co.
FreeMotion Fitness
Here is an Exhibitor list of those who already have their names on the marquee.*
*Exhibitor contract and deposit received as of July 28, 2011
Gopher Performance
Harbinger
Healthways-Chandler Campus
HOIST Fitness Systems, Inc.
Hollman, Inc.
Hydromassage
Hydrorider
Jet Sport Industrial Co, LTD.
Keiser Corporation
KORR Medical Technologies
Life Fitness
Lincoln Equipment
M&S Distribution
Matrix Fitness
McArthur Towel & Sports
Members Today
Merrithew Health & Fitness
Milnor Laundry Systems
MINDBODY, Inc.
Mondo
Motionsoft, Inc.
MYE Entertainment Inc.
National Academy of Sports
Medicine (NASM)
NETA
Netsertive
North West Rubber
Octane Fitness ®
Ohlson Lavoie Collaborative
Ojmar S.A.
Paramount Acceptance
Paramount Fitness Corporation
Performance Food Centers
Polar Electro
Power Systems, Inc.
Precor
ProTeam
PT Studio
RB Rubber Products, Inc.
RealRyder ® International LLC
Relay Fitness Group
Retention Management
reZeneration, Inc.
Salsbury Industries
Shape.net Software
Signature Sports Flooring
Smart Fitness
Sports & Fitness Insurance Corporation
SportsArt Fitness
Star Trac
Steamist
The Stick.com / RPI of Atlanta
Sunny Health & Fitness
Tanita Corporation
Technogym ®
Tennis Industry Association
ThermaSol
TMI Salt Pure Corp
Towel Tracker LLC
TRX
Tuff Stuff Fitness Equipment, Inc.
Tung Keng Enterprise Co., Ltd
Umax Strength
UniMac ®
United Leasing, Inc.
U.S. Rubber Sport Floor Systems
VersaClimber (Heart Rate Inc.)
Visual Fitness Planner
Vitabot
Zumba Fitness LLC
“
The IHRSA Trade
Show provides the best
opportunity to grow your
business both in the US
and Internationally. ”
~ Randy Ivey, Marketing Consultant /
iGo Figure Software
Seaport Center, 70 Fargo Street, Boston MA 02210 USA

HealthCity CEO Rene Moos

| CBI Interview |
Rene Moos
With this talented CEO’s acquisition of 102 Fitness First sites,
HealthCity has become the largest club company in Europe
By Patricia Amend
CBI: You and your partners, Dennis Aarts and Eric Wilborts, launched
what would eventually become HealthCity decades ago, but when did
the company begin to break out? How did it become the sophisticated
and successful organization it is today?
Rene Moos: I began opening tennis clubs 25 years ago in Hoofddorp, in the
Netherlands. Within 10 years, I’d added fitness to meet the growing demand. By 2004,
Dennis and I owned eight clubs in the western part of the country, and Eric and I owned
three clubs in the south. We then merged under the HealthCity name, and, over the
next 12 months, we really began to grow—to 35 locations across the Netherlands.
Each of us has our areas of expertise. Dennis is the director of construction,
and Eric is responsible for the golf portion of the business and also oversees our
operations in France, Spain, and Italy.
Our success attracted the attention of Waterland, a private-equity firm, which
bought a 30% stake in the company in 2005 and another 20% in 2006.
CBI: What impact has the involvement of Waterland had on the business?
If it decides to divest, would HealthCity’s management team attempt to
acquire its interest? What effect do you think private equity (PE) has had
on the industry?
RM: Without PE, we’d never have been able to grow the company as quickly as we
have. Waterland still owns 50%, and the investors seem happy and comfortable with
the arrangement. Should they decide to sell, we’d evaluate our options, including that
of management purchasing a majority stake. PE, in general, has provided similar
expansion opportunities for other club companies, making fitness more accessible
to millions of members throughout the world.
CBI: You have two brands for two different types of clubs. Tell us a
bit about them, if you would, and explain the rationale underlying
HealthCity’s strategy?
RM: In Europe, there are two distinct club markets—high-service, all-inclusive facilities
… and budget clubs. We have a luxury brand, HealthCity, which includes HealthCity
Ladies, and a budget brand, BasicFit. HealthCity has 205 locations in seven countries;
the dues range between $63.65 and $133.18 (m45-m80) per month, depending on the
facility. BasicFit has 55 sites in Belgium and the Netherlands; the dues are $22.55
(m15.95) per month. Having two brands enables us to address both categories, and to
identify the best business opportunities for each brand. It allows us to be competitive.
CBI: The big news, obviously, is your acquisition, in two transactions, of a
large portion of Fitness First’s European portfolio. What’s the story behind
that rather remarkable development? >
Highlights
» Dawn of a multinational
» Private-equity power
» Fitness First acquisitions
» Obstacles and opportunities
As a young man, Rene Moos
loved to play tennis. He
became a national champion
in the Netherlands and
served as a tennis pro in the
U.S., while studying business
at the University of Tennessee.
By 1986, Moos had returned
to the Netherlands and
opened a tennis club in
Hoofddorp, which, over time,
incorporated fitness amenities.
Eventually, he partnered with
Dennis Aarts, who had also
played on the national team,
and the two opened eight
clubs under the Aarts Sports
name. Eric Wilborts owned
three successful multipurpose
clubs called HealthCity,
and, in 2004, the three men
agreed to merge their
businesses under that name.
Since 2005 and 2006, when
Waterland, a private-equity
firm, purchased a 50% stake
in the company, HealthCity
International (HCI) has grown
aggressively through new
construction and acquisitions.
It now has a total of 265
locations in seven countries.
Moos serves as the company’s
CEO. —|
w w w . i h r s a . o r g | S e p t e m b e r 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 |
RM: I took the initiative to meet with
Colin Waggett, the CEO of Fitness First,
in the summer of 2010, to discuss the
European market and the different
club-business models. Colin discussed
his plans to focus more intently on the
Asian market, and I took that as an
opportunity to pursue the purchase of
57 Fitness First locations in Belgium,
the Netherlands, and Luxembourg.
The negotiations, as well as the completion
of the transaction, took three
months and went very smoothly. At that
time, we didn’t talk about the balance
of Fitness First’s European clubs—that
would have been too many locations,
in too many countries, to take on at the
same time.
After the rebranding process of the
facilities we’d acquired was well under
way, I met with Colin again to discuss
the possibility of purchasing the other
European clubs. Again, the smooth
acquisition of this group of 45 clubs in
France, Italy, and Spain took three
months. Our existing bank loan was
sufficient to cover both deals.
CBI: What’s happened to the
employees of these former
Fitness First facilities?
RM: Fortunately, because the club
models were similar, we were able to
retain 95% of them. When positions
overlapped, we reassigned most of
these people to different roles in order
to retain them.
CBI: Clearly, you were very
involved in the process. Why do
you think it went so well?
RM: This was the 21st takeover we’ve
conducted over the last six years,
although, in fact, it was the largest
number of clubs we’ve ever taken over
at once. The past transactions helped
us fine-tune a systematic acquisitions
process. Also, Fitness First is a very well
structured and organized company.
CBI: What’s the biggest challenge
you face when integrating new
acquisitions? What will it take to
rebrand these clubs?
RM: Corporate communication, and
integrating the accounting, IT, and
membership administration—those are
always the biggest challenges; changing
the culture of the newly acquired
clubs—that’s what takes the longest. It
takes two to three years for people to
“Over the next three to five years,
we’d like to grow to 500 clubs and be
the market leader in every country
we’re active in.”
really feel as though they’re a part of
the new company. In fact, we lost a
few Fitness First associates because
the people at them just couldn’t wrap
their heads around the notion that they
had to work for HealthCity, their former
competitor.
As for rebranding, we’ve put together
a project group that’s solely dedicated
to this process, and we’ll use the same
approach for the clubs in France, Italy,
and Spain.
CBI: In general, what are the
unique difficulties inherent in
overseeing a multi-country chain?
What does it require in terms of
management expertise, operating
systems, tax-reporting requirements,
etc.?
RM: Culture, language, distance, and
laws are the biggest difficulties. To be
successful, we’ve created very clean
lines for operational reporting structure
and communication. We rely on a
lean, but empowered, leadership
team to keep us agile. Over the years
and during our acquisitions, we’ve
experimented with many different
meeting, training, and communication
approaches, and we feel that we have
a good system in place to keep our
leaders and club teams informed,
engaged, and well-trained. With each
acquisition, we adapt a little bit more
and become more efficient. We work
hard to understand new situations
and environments, to integrate best
practices, and to adapt our systems by
utilizing clear communication lines.
CBI: How do you expect your
new clubs to affect HealthCity’s
financial performance?
RM: We’re now in a great position.
With the acquisitions complete, we
now have the largest number of
facilities in Europe—a total of 265.
We also have lower overhead, a larger
marketing budget, and more intellectual
leadership and horsepower.
We’ve already enjoyed great success
by integrating the two brands’ best
sales, operations, and management
practices. We’re happy with our
performance so far.
CBI: Whom do you regard as
HealthCity’s major competitor in
the European market right now?
Is it Fitness First, even though
you’ve acquired these clubs?
RM: There’s no one company that we’d
single out as our largest individual
competitor; in every country, there are
different ones.
CBI: What one thing have you
learned in the role of CEO that’s
really surprised you? What was
the most challenging business
dilemma you’ve ever faced, and
how did you deal with it?
RM: In 2006, we went from 25 to 74
clubs, and from operating in one
country to doing business in three.
Having to deal with all of the differences
in culture, language, and laws
in one year was extreme. To give ourselves
time to adapt, we slowed our
growth for the next two years. And we
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 | S e p t e m b e r 2 0 1 1 | w w w . i h r s a . o r g

| CBI Interview |
used 2008-09 to optimize our organization
to position ourselves to expand
in the European market, as a whole.
CBI: Have any mentors in this
industry been particularly helpful
to you? If so, what did you learn
from them?
RM: Looking back to the beginning, it
was my partners, Eric and Dennis, and
their backgrounds that helped us grow.
We all had different insights into the
business and, when we combined
those, we were able to take big steps.
In addition, two-and-a-half years
ago, I joined a REX Roundtables group
that’s made up of 10 of the top leaders
in the global fitness business. We meet
three times a year for three days to learn
from each others’ best practices, biggest
challenges, and about personal growth
and development. This group has been
a great source of learning for me. >
Growth Milestones: HealthCity International
• 2004: Rene Moos, Dennis Aarts, and Eric Wilborts combine their 11 all-inclusive
clubs under the HealthCity name
• 2005: Waterland, a private-equity firm, buys a 30% equity stake; HealthCity grows
to 25 clubs in the Netherlands via acquisitions and new builds
• 2006: Waterland purchases an additional 20%; HealthCity opens its first lowbudget-concept
clubs; with acquisitions in Belgium and Germany, it now
operates 74 clubs
• 2007: More clubs, mostly low-budget, are opened, bringing the total to 97;
the company focuses on geographical coverage and
individual club profitability
• 2008: HealthCity launches its franchise operation and introduces online sales;
the club total reaches 103
• 2009: Now, with 112 clubs, HealthCity consolidates its leading market position in
the Netherlands and Belgium; management emphasizes cost control
• 2010: HealthCity takes over 32 Basic Fit clubs and 57 Fitness First locations in
Belgium, Luxembourg, and the Netherlands; clubs now total 208
• 2011: Completes acquisition of 45 Fitness First Clubs—12 in France, 17 in Italy,
and 16 in Spain; an additional 12 new clubs are opened; HealthCity, with 265 units,
is now the largest club operator in Europe —|
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| CBI Interview |
CBI: In your view, what makes a
great leader? What could most
CEOs do better?
RM: Accessibility is very important if
you want to be a successful leader. I
think it’s essential for creating a positive
culture and making employees feel as
though they’re part of something bigger.
I’m very fortunate and grateful to have
so many passionate and talented people
on the HealthCity team. Personally, I
try to keep an open door and spend as
much time in our clubs as possible.
CBI: In your opinion, what’s wrong
with the way that fitness is marketed
in Europe? What do you
think average members want, but
aren’t getting? What could club
operators do better?
RM: There’s way too much focus on
price and not enough on the products
and services that will make people
successful. Our members want more
friendly attention, and to feel as though
they’re a part of a community. The
biggest thing that will drive this is our
positive and caring culture. Our members
are people—not dollar signs.
CBI: What are your current objectives
for the company, and what
will it look like in five years? Does
HealthCity, like Fitness First, have
aspirations involving the Middle
East, Asia, or Australia?
RM: Our principal current objective is to
successfully complete the rebranding
process for our new clubs in France,
Italy, and Spain. We’re also placing a
heavy emphasis on growing our fitness
and personal-training business.
Over the next three to five years,
we’d like to grow to 500 clubs and be
the market leader in every country
we’re active in. We’ve tried franchising
and are still exploring this model,
though not aggressively. During this
period, we’ll be focusing on the European
market.
CBI: Does your company belong to
Fit!vak, IHRSA’s branch association
in the Netherlands? What do
you regard as the key values and
benefits that IHRSA provides for
European clubs?
RM: We belong to Fit!vak/IHRSA and
the EFAA. Industry organizations are
key to raising the collective level of professionalism,
education, and standards
for fitness. Every year, we attend the
IHRSA Convention and Trade Show and
the IHRSA European Congress. These
events provide great opportunities to
learn, network, and grow. Every year, I
come back inspired and recharged by
the great content, great speakers, and
great all-around time. —|
– Patricia Amend, PAmend@aol.com
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W h e n T i m e S t o o d S t i l l
Industry perspectives on the shared experience of 9/11
By Jon Feld
September 11, 2001:
It is a date, a day in history, that will never be forgotten, but,
now, on the 10th anniversary of the attack on the Twin Towers
in New York City and the Pentagon, in Washington, D.C., it’s
particularly appropriate to reflect on that cataclysmic, worldaltering
event.
In 2001 and 2002, CBI published a number of articles about
the aftermath of 9/11. One of those (see “Defining Moment,”
September 2002 CBI, pg. 42) chronicled the experiences and
emotions of individuals who operated health and fitness
facilities in New York City at the time of the attacks.
Now, 10 years after the terrorists left Manhattan with a scarred
Ground Zero landscape, and the country with a lingering anxiety
and state of chronic hyper-alertness, we’re beginning to see the
emergence of the World Trade Center towers and the rebirth of
a city’s spirit.
Recently, CBI went back to the operators who’d shared their
painful experiences in ’02 to gain perspective on how their clubs
and views of New York City had changed. Not surprisingly, a
great deal is much different today—some people have moved on
to new companies and/or careers, and certain firms, such as The
Wellbridge Company, no longer have a presence in the city.
Yet, the general sense conveyed was of strong resiliency, with
respect to the city, their businesses, and lives. While a subliminal
unease and heightened security remain part of the new environment,
there’s also optimism, progress, and renewal, as the following
operators relate in their shared, but singular, experiences.
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 | S e p t e m b e r 2 0 1 1 | w w w . i h r s a . o r g

Chelsea Piers Sports & Entertainment Complex
Greta Wagner, First Vice President, General Manager
• September 11, 2001: At the time. Chelsea Piers was a 1.7-millionsquare-foot
facility
• September 2011: The complex now boasts a new daycare center
and team-sports facilities
“I remember clearly how very involved we were with 9/11. We were an
emergency staging area, and the FBI and Secret Service came in and,
essentially, took over my office that day. In fact, to this day, whenever
there’s a major emergency in the city, people tend to gravitate toward Chelsea Piers. When we
had a massive blackout a few years later, thousands of people showed up on our doorstep.
“Of course, time stood still for a while after 9/11, as the city came to grips with, and adjusted
to, what had happened. Those events taught all of us at the Piers that the residents of New York
City view our facility as more than a gym, and more than a place to skate or play golf. Until
9/11, I don’t think we realized that, without even being told to do so, they come here in a time
of crisis to find safety, meet other people, and look for help.”
“At the time, I lived two blocks from the World Trade Center, and we couldn’t get back to
our apartment until the end of the month, and that was only with the help of a National Guard
escort. My 14-month-old son, Harry, was only blocks away from the towers when they came
down; fortunately, some good Samaritans helped him and his caregiver outrun the dust cloud.
And I’ll never forget the stress of watching the remains of the towers being hauled out onto a
barge next to our building.
“9/11 will always play a role in the history of Chelsea Piers. On a History Wall that stands
between Pier 60 and Pier 61, we’ve posted enlarged photos from that day showing lines of
people waiting to board boats to New Jersey; the triage center we set up with St. Vincent’s
Hospital in one of our sound stages; and the fleet of ambulances that were housed here before
being dispatched to Ground Zero.
“I, personally, commemorate 9/11 every time I cross the West Side Highway on my way to
work and glance south.”
ClubCorp
Dave Woodyard, Executive Vice President,
Business and Sports Club Division
• September 11, 2001: 200 clubs; operated one facility in New York,
The Athletic & Swim Club; privately held
• September 2011: purchased by KSL Partners in 2006; still operates
the same facility in New York, The Athletic & Swim Club
“After 9/11, ClubCorp suffered from the down economy, but eventually
regained strength, and, in 2006, was purchased by KSL Capital
Partners. Following the acquisition, the company continued to grow
before again having to deal with what was the beginning of the Great Recession in 2008. Today,
ClubCorp is recovering and growing once again.
“As far as our company is concerned, many of our employee partners had friends, family,
and associates who were victims of the attack, and we continue to sympathize with their loss
and miss those who were injured or lost. And, while we have clubs all over the world, 9/11 left
us with us a new and enduring level of respect for New York City and New Yorkers.”
Note: ClubCorp had an affiliate club connected with the Windows on the World restaurant on
the 103rd floor of the World Trade Center that was destroyed in the attack, resulting in the
loss of hundreds of lives. >
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When Time Stood Still
Crunch Fitness
Keith Worts, President
• September 11, 2001: 22 clubs, 10 in New York; owned by Bally
Total Fitness
• September 2011: purchased by New Evolution Ventures/Angelo
Gordon in 2009; 31 clubs, 10 in New York; now offers franchises
“During 9/11, I was working as the northeast regional vice president
for a chain that had three locations in the immediate vicinity of the
terrorist attacks. I was on my way to the World Trade Center that
morning, but, fortunately, made it only as far as the New Jersey side of the Hudson River. I
learned that my coworker, Jimmy Delaunay, had been able to safely evacuate the gym, including
everyone working out at the time, moments before the entire building was destroyed. We
did, however, lose hundreds of members who were employed in the Trade Centers. I’ll never
forget the events of that day and how they changed the city forever.
“One of the clearest memories I have is of the sense of camaraderie that emerged as an entire
city reacted to an unimaginable event. It was never again so apparent until the day Osama Bin
Laden was found and killed.
“Whether or not you lived in New York City on 9/11, those who got through it came together
to pause, reflect, and remember. New York’s edginess, grittiness, and ability to persevere
remain emblems of that day.”
Equinox Fitness Clubs
Carol B. Espel, Senior National Director,
Group Fitness and Pilates
• September 11, 2001: 13 clubs, 11 in New York
• September 2011: 51 clubs, including recently introduced Pure Yoga
brand; 18 in New York
“While we had what I might call an initial ‘tightening’ behind the scenes
at our facilities, our members never felt it. We all worked hard to maintain
‘business as usual.’ I think, for myself, Equinox, and our members, there
will always be a profound sense of sadness associated with that day, and
that New York City—and the world—will never be the same.”
Plus One Health Management, Inc.
Mike Motta, Founder, Chairman
• September 11, 2001: 24 facilities were under management,
20 in New York
• September 2011: 164 facilities under management, 30 in New York
“Working near Ground Zero gives you a different perspective on 9/11.
When you walk by the site every day and dodge thousands of visitors
circling a 16-acre mass of destruction that’s dotted with promising
columns of new construction, it defies routine. Oddly, it’s created a
comforting routine, as well … Each year, on 9/11, I speak with a club
GM who was working across the street from One World Trade Center on the day it collapsed.”
Note: Plus One’s corporate offices, located close to the World Trade Center, were destroyed in
the attack.
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 | S e p t e m b e r 2 0 1 1 | w w w . i h r s a . o r g

Health Fitness Corporation
Kim Diamond, Area Manager
• September 11, 2001: managed 183 facilities, five in New York
• September 2011: manages 300 facilities, four in New York
“The impact that 9/11 has had on our operations and security
serves as a constant reminder of how much things have changed. For
example, employee IDs must be worn or carried at all times. Additional
security measures have been implemented for visitors, who
have to wear badges with photo identification while they’re in our
buildings. We’ve instituted more comprehensive safety protocols that
address fire, terrorist attacks, and evacuation drills.
“Once in a while, I look up at the skyline, and the missing Twin Towers remind me of 9/11
and the days that followed. Understanding that we can’t control everything, I continue to
proudly live and work in New York City, striving to empower New Yorkers to take control of
their health, educating them about choices that comprise a healthier lifestyle, and encouraging
them to achieve and maintain optimal health.”
The Sports Club Company
Nanette Pattee Francini, President and Cofounder
• September 11, 2001: eight clubs, three in New York
• September 2011: two clubs in New York; six other clubs were sold
to Millennium Partners Sports Club Management in 2006
“Before 9/11 ever happened, I’d regarded New York City as pretty
much the center of the universe, and I still do. New Yorkers are strong
and resilient. They fought back by saying, ‘We’ll come back stronger,
we’ll live well, and we’ll flourish.’ And they did.
“On 9/11, the Reebok Sports Club/NY was our one mature club, as our two others there had
only opened recently. We felt the most impact at that facility, and, since 9/11, those members
have remained steadfastly loyal to the club. For many, it’s a ‘community center’ and remains
an oasis in the middle of the big city.”
Town Sports International Holdings, Inc. [NASDAQ: CLUB]
Bob Giardina, President, CEO
• September 11, 2001: 126 clubs, 26 in Manhattan; privately held
• September 2011: 159 clubs, 52 in New York City and the boroughs;
public company
“In general, 9/11 created a heightened awareness that something
major could happen in this city. Following that, and such incidents as
the Times Square Bomber and the killing of Bin Laden, increased
security around New York City, overall, remains a constant reminder
of that possibility … But we also learned from the event. We recognized,
for example, that our safety and evacuation procedures had to change, and that our
awareness of communication processes, by necessity, had to increase.” —|
– Jon Feld, jfeld@inc.com
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The Law of Social Capital:
‘Your netw
rk
is your net worth’
By Jean Suffin
ersonal networking
is important in
any field, but in the
health and fitness
industry, the amicable
exchange of information
is critical. The reason:
though clubs do, in fact,
compete with one another, in the final analysis,
they’re all working toward a common goal—that of
creating a healthier society.
When it comes to creating networking opportunities,
IHRSA is one of the pioneers, principal providers,
and most accomplished practitioners of the
craft. For more than 30 years, it’s been hosting
conventions, conferences, trade shows, and other
live educational forums, and has constantly been
discovering, devising, and/or developing new ways
for industry professionals to interact effectively.
The critical lynchpin of its meetings remains its
annual International Convention and Trade Show,
but, today, it also stages gatherings worldwide: the
IHRSA European Conference, which will be held next
month in Milan, Italy; the ChinaFit/IHRSA China
Management Forum, which premieres next month in
Qingdao, China; the IHRSA/Fitness Brasil Latin
American Conference and Trade Show; and the
IHRSA Asia-Pacific Forum. (For a complete list of
upcoming events, see “Calendar,” pg. 110, or log on
to ihrsa.org and click on “Meetings & Trade Shows.”)
“Every year, we attend the IHRSA Convention and
Trade Show and the IHRSA European Congress,”
reports Rene Moos, the CEO of HealthCity, in this
issue’s Q&A (see pg. 32). “These events provide
great opportunities to learn, network, and grow.
Every year, I come back inspired and recharged by
the great content, great speakers, and great allaround
time.”
Two of the association’s most tightly-targeted networking
options are its annual Summit for a Healthier
America, which focuses on lobbying activities in
Washington, D.C.; and the annual IHRSA Institute
for Professional Club Management, arguably the
industry’s most intense educational experience.
However, having said that, there’s a wide range
of other organizations and formats—industry trade
associations, roundtables, club-chain conventions,
manufacturers’ academies, etc.—that also stage
get-togethers locally, nationally, and internationally.
The value of networking—whether you’re talking
about high-tech or health-tech—is indisputable. “In
a recent study of IBM consultants, researchers
found that each additional e-mail in a consultant’s
address book represented $958 in revenue—in
other words, those with fatter address books made
more money,” reports Keith Ferrazzi, the founder
of the Relationship Masters Academy, a firm that
helps companies develop their “social capital.”
The point applies equally to club operators, says
Ferrazzi. “Your network is your net worth,” he
explains. “Nothing is more important to the growth
of a business than building a broad network of
quality relationships. Your clients should be more
than clients—they should be friends.” >
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The Law of Social Capital
IHRSA member Roger Ralph
making a point
Dare to share
Networking is obviously helpful and often relied upon
in certain specific circumstances, e.g., when looking
for clients or searching for a new job, but, frequently,
fears of competition prevent business owners from
turning to their peers for ideas and insights. In the
fitness industry, however, resourceful individuals and
groups have found ways to minimize the competitive
risks … to maximize frank conversation.
“Nothing is more
important to
the growth
of a business
than building
a broad network
of quality relationships.”
“Club operators are very enthusiastic learners,”
observes Will Phillips, the president of REX
Roundtables, based in Quincy, Massachusetts.
Founded 20 years ago, REX organizes and
orchestrates roundtable meetings of people within
the same industry who get together three times a
year for two days at a time. Participation is limited
to no more than 15 men and women—none of
whom are direct competitors—and a facilitator
oversees the proceedings.
The roundtables are strictly confidential and
foster close relationships. Members frequently
communicate with one another independently
outside of the roundtable format, phoning and
e-mailing one another for suggestions on improving
their business. “It’s all about community-building,”
notes Phillips.
Members are equally forthcoming with their
criticism, he adds. Participants practice “tough
love” and aren’t afraid to take one another to task
for poor advice or lack of follow-through.
The worth of the concept is attested to by REX’s
own growth. Today, the firm hosts 17 health club
roundtables internationally—eight in the U.S., two
in Italy, one in Brazil, and six in Australia.
“I can’t say enough about the people in our
group, or about how much the roundtable has
helped me as a professional and with ideas that
have improved our business,” says Paula Neubert,
the president and general manager of the Greenwood
Athletic and Tennis Club, in Greenwood
Village, Colorado, who joined REX three years ago.
“I’ve changed policies, procedures, documents,
legal language, equipment-purchasing—you name
it. There’s nothing we don’t talk about.” Most
recently, she sought some guidance on towel suppliers,
and the group was able to help her cut costs.
In 20 years, REX has never had to do so.
Phillips reports, with some pride, that roundtable
members spotted signs of an economic downturn
three years before the Great Recession hit. In
response, they were able to develop and implement
a cost-cutting strategy that reduced expenses without
affecting customers. “We averaged it out, and,
over that three-year period, the average club in
REX saved $300,000 dollars.”
Neubert and other networking pros also make
profitable use of club visits.
“As a consultant and co-owner of a club, my partners
and I are constantly sending our key people to
other clubs to visit, observe, network, and learn,” says
Maria Parrella-Turco, of Eclipse Fitness Sports and
Wellness, in Green Brook, New Jersey. “It’s so syner-
44 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 | S e p t e m b e r 2 0 1 1 | w w w . i h r s a . o r g

gistic. When you network with the staff of other clubs,
the exchanges become a springboard for innovation.
“In addition, networking can help develop
knowledge and skills by providing opportunities to
participate in benchmarking,” suggests Parrella-
Turco, who’s also a senior partner of New Paradigm
Partners. “That, in turn, can help identify areas
where business performance can be improved.”
Mix and mingle
Conventions, trade shows, and a wide variety of
other gatherings are one of the cornerstones of
industry networking activities. IHRSA’s annual convention
and trade show may be the highlight of the
year, but there are endless variations on the theme.
In many cases, attendees have a chance to learn
from world-class speakers. But, just as importantly,
breakout sessions provide an opportunity for
them to chat with industry experts and club
colleagues in an intimate setting. The trade show
floor is the perfect venue to meet and network with
manufacturers and other industry suppliers. But, in
many cases, it’s the informal conversations that
take place in hallways that are the most fruitful.
“Industry organizations are key to raising the
collective level of professionalism, education, and
standards for fitness,” says Moos.
“Networking with friends and other industry professionals
to support one other, and to brainstorm
about ways to keep your business fresh and better
meet your clients’ needs—that’s an absolute must,”
insists Kathie Davis, the executive director of the
IDEA Health and Fitness Association, which stages a
number of conventions, conferences, and institutes.
At the local level, networking tends to focus on
regional issues, which can vary significantly on the
Dr. Lucky Bennett, l.,
and Florence Auld
basis of such things as demographics, the business
climate, and the competitive environment. Among
those providing on-the-ground assistance are
IHRSA’s five affiliated regional organizations: the
California Clubs of Distinction (CCD); New England
Health, Racquet, and Sportsclub Association
(NEHRSA); Texas Health, Racquet, and Sportsclub
Association (THRSA); Mid-Atlantic Club Management
Association (MACMA); and the Florida Health
Club Association (FHCA). Each offers local workshops
and conventions similar to IHRSA’s national
annual event, but on a more modest scale.
“I began networking through MACMA when I
took over my club 23 years ago,” recalls Florence
Auld, the owner of The Women’s Club Fitness Center
and Day Spa, in Chantilly, Virginia. “MACMA has
opened so many doors for me during my career.”
Kerry Campbell, the executive director of
MACMA, notes that the communication spreads
organically. “The networking takes place both >
Will Phillips, seated,
president of REX
Roundtables
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The Law of Social Capital
Networking socially
en masse
Peer-to-peer networking
at IHRSA
within our industry, as well as within the community,”
she explains.
It’s a fact that Auld understands and appreciates.
When she attended a luncheon hosted by her local
cable company and found the room filled with men,
she was skeptical that she’d learn anything that
would benefit her all-women’s club. However, she
met someone who put her in touch with Dr. Lucky
Bennett, a nutritionist. “Over the past two years,
Dr. Bennett and I have created a complete wellness
and nutrition program for women that’s been outrageously
successful,” enthuses Auld.
Tweet and triumph
Face-to-face contact is, perhaps, the most primordial
form of networking and, in most cases, is still
the one with the most impact, but it’s complemented
and facilitated by technologies of every
sort—from the simple, e.g., personal notes and
telephone calls, to the sophisticated, e.g., e-mails
and teleconferencing. And, recently, social-media
sites have served up the sublime.
IHRSA, still a pioneer at heart, has once more led
the way with respect to technology. For years, it’s
utilized its Website (ihrsa.org) not only to educate
and communicate with its members, but also to
allow them to obtain information, request assistance,
exchange ideas, and make suggestions—
interacting both with IHRSA and one another. Club
operators can access valuable online advice at
“Idea Swap” or pose specific questions to a panel of
100 industry experts at “Ask an Industry Leader”
(ihrsa.org/industryleader).
IHRSA has also been quick to make good use of
social media, and is now making—and connecting—friends
via LinkedIn, Facebook, Twitter, etc.
“Social media is a gold mine of opportunity and
a game-changer for business,” attests Kelly Gray, a
Boulder, Colorado-based social-media consultant
for the fitness industry.
Thus far, club Websites, Facebook, Twitter, and
similar venues have been primarily utilized to
enhance the relationship between the club and
prospective and current members, and, to a lesser
extent, between members and members. And the
early results have been promising.
The Colorado Athletic Club (CAC), in Boulder,
Colorado, conducted a particularly effective
Facebook campaign. Members appointed a VIP
representative from each class and filmed a
YouTube video that the club’s Facebook “friends” had
to vote on. The results: members and their friends
checked out the action; activity on the Facebook page
doubled; and nonmembers got an intriguing glimpse
of the club and were inspired to inquire further.
Karen Jashinsky, the founder and CEO of 02
MAX, a fitness and consulting business based in
Santa Monica, California, uses social networking
extensively to appeal to a young audience. But,
now, recognizing the still-emerging possibilities,
she’s advising clubs to utilize business-oriented
sites, such as LinkedIn, to pinpoint local businesses
that might be interested in a corporate membership.
A “conversation” with a corporate executive,
she points out, can easily turn into a “corporate”
conversation that leads to new business. Businesscentric
sites are proliferating rapidly—e.g., Focus.
com, Meettheboss, Talkbiznow, XING—and the
incredible opportunities they present for creative
networking of every sort, Jashinsky suggests, are
just beginning to be appreciated and understood.
How a person networks, however, is less important
than the fact that they do network. As Ferrazzi,
of the Relationship Masters Academy, observes:
“People who know the right people and use the
power of these relationships to their fullest potential
are those top one-percenters who get ahead, achieve
success, and help others achieve their own success
along the way.” —|
– Jean Suffin, jean@fit-etc.com
46 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 | S e p t e m b e r 2 0 1 1 | w w w . i h r s a . o r g

The industry is constantly changing to meet the growing needs of your club, and IHRSA’s associate-member companies
are always one step ahead. It’s here you’ll find the latest information to best serve your needs—from insurance and
software, to continuing education and training. The opportunities are endless!
Product
showcase
American Public University (APU)
American Public University (APU) offers
more than 150 degrees and certificates
in a wide variety of specialties. Whether a
fitness professional is working in a municipal,
commercial fitness, school, or military
setting, APU offers them a flexible and
affordable program. Affordable tuition makes it possible to further education without
breaking the bank. Learn more about the best values in online education. —|
Contact: 877-777-9081, www.studyatapu.com/cbi. Please see our ad on page 85.
National Federation of
Professional Trainers (NFPT)
National Federation of Professional Trainers (NFPT)
has certified fitness professionals since 1988, offering
an accredited Certified Personal Trainer (CPT)
assessment that can be conveniently taken at one of
over 300 locations by appointment. The NFPT—CPT
credential is industry recognized, nationally and internationally. Whether a trainer is
starting a new career, or attempting to enhance it, NFPT guides them step-by-step
down the path to success by providing the start-to-finish support that they need in a
certification credential. —|
Contact: 800-729-6378, www.NFPT.com. Please see our ad on page 71.
United States Professional Tennis Association (USPTA)
With more than 15,000 members, the USPTA is one of the
world’s oldest, largest, and most respected associations
of tennis-teaching professionals. As the leader in tennisteacher
certification and education, the organization
offers a professional, career-path certification designed
for full-time tennis professionals. The USPTA also recently
announced the launch of its Accredited Professional
Coach classification, a new membership classification
that includes mandatory education and is open to USPTA
Professional 1, 2, and 3 members and Master Professionals. Membership in
USPTA also includes $9 million in on-court liability insurance, and additional
insurance for nonmembers. —|
Contact: 800-877-8248, www.uspta.com. Please see our ad on page 75.
Les Mills
Les Mills provides best-practice
club and group fitness management
tools, training, and support to help
maximize success, drive growth, and
lead a club’s group fitness team. A
dedicated Club Coach helps guide a
club’s program launch step-by-step,
backed by easy-to-follow documentation.
Instructors, managers, and owners
all have regular education opportunities,
both face-to-face and Web-based. For
more information about Les Mills group
exercise and ongoing education, contact
a Les Mills agent. —|
Contact: www.lesmills.com.
Please see our ad on page 19.
National Exercise Trainers Association (NETA)
The National Exercise Trainers Association (NETA) has certified over 130,000 fitness
professionals and has been a recognized leader in the fitness industry for nearly 35
years. NETA offers two options to become a NETA Certified Personal Trainer: The first
option is a two-day exam preparation workshop. The second option is to take the exam
at a local testing center. NETA’s main certifications are NCCA-accredited. NETA has a
history of offering cutting-edge training and certifications. —|
Contact: 800-237-6242, www.netafit.org. Please see our ad on page 79.
w w w . i h r s a . o r g | S e p t e m b e r 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 47

Product
For more information, or to contact
Feature Headline goes here No Continued
any of these companies, log on to
showcase www.ihrsa.org/products
Aerobics and Fitness Association of America (AFAA)
AFAA is one of the world’s largest fitness and TeleFitness educator. Since 1983, AFAA has
issued over 300,000 certifications to fitness professionals in 73 countries. AFAA’s certification
workshops include: Personal Fitness Trainer, Primary Group Exercise, KickBoxing, Step, and
Military Fitness Specialist. AFAA is accredited by the Accrediting Commission of the Distance
Education and Training Council (DETC). The DETC is listed as a nationally recognized accrediting
agency by the U.S. Department of Education, and is recognized by the Council for Higher
Education Accreditation (CHEA). —|
Contact: 877-968-7263, www.afaa.com. Please see our ad on page 13.
Total Gym
Total Gym, creator of the turnkey,
revenue-generating GRAVITYSystem,
announces its NEW GRAVITY Foundation
course. Developed by leading GRAVITY
Master Trainers, the new two-day Foundation
course includes extensive training
on movement execution, program design,
and business strategies to maximize the
Total Gym incline trainer for personal
and team training. Learn how to provide
unparalleled program variety, attract
clients, and grow top-line revenue with
GRAVITY on Total Gym, while earning
up to 1.6 ACE, 14.25 AFAA, and 1.6 NASM
credits for the 16-hour course. —|
Contact: 800-541-4900, www.totalgym.com.
Please see our ads on pages 21, 23 & 25.
Intel Corporation
Systems developers at Respondesign
understood the success of MayaFit hinged
on fast response. Users would not tolerate
a system that was unable to keep up with
their workouts. Therefore, computing
performance was a critical element,
needed to process images from a 3D
sensor, identify the user’s movements, and
provide a success-based response—all
without perceptible delay. Respondesign
chose Intel Core i5 processors with
multi-core technology in order to increase
gesture recognition performance and
eliminate annoying delays. —|
Contact: www.intel.com/go/medical.
Please see our ad on page 92.
American Council on Exercise (ACE)
The American Council on Exercise (ACE) and IHRSA are committed to uniting
fitness professionals and organizations across the nation to pledge fitness training
services at no cost to activated military
reservists, National Guard members, and
their immediate families. Find out how
to give back to the nation’s brave men
and women in uniform today! Visit their
Websites to learn more and access a free
toolkit to help promote participation and
easily make a pledge. —|
Contact: 888-825-3636, www.acefitness.org/joiningforces. Please see our ad on page 35.
CBI magazine EXTRA!
“To accept good advice is but to increase one’s own ability.”
Be sure to check out Associate Editor Patricia Glynn’s article on CBI Unbound, the online home of
CBI magazine, for an overview of networking tools, tips, and resources from IHRSA30! —|
48 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 | S e p t e m b e r 2 0 1 1 | w w w . i h r s a . o r g

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A Healthier America
IHRSA’s 9th Annual Summit pursued
and promoted a grand vision
By Lilly Prince
A new movement is emerging
within the fitness industry that promises
to make regular exercise and primary
prevention the twin pillars of our
nation’s evolving healthcare system.
That idea was enthusiastically
discussed, uniformly endorsed, and
energetically promoted during IHRSA’s
9th Annual Summit for a Healthier
America, held in Washington, D.C., in May.
Club owners and operators throughout
the country—reflecting a growing
public awareness—appreciate the many
physical and economic benefits that
regular exercise imparts, and recognize
the manifold opportunities inherent in
health-promotion efforts. As a result,
they’re aggressively pushing policy
makers to pass laws that promote
healthy lifestyles.
The movement—from a perspective
of illness and sick-care, to one of prevention
and health—is slowly approaching
critical mass.
“Health-promotion programming
showcases the best we have to offer as an
industry,” observes Joe Moore, IHRSA’s
president and CEO. “Health clubs have
the unique ability to grow their businesses,
while also making our nation
physically—and fiscally—healthier.”
Appropriately, on the very first day of
the Summit, held in historic Union Station
in the heart of the capital, attendees
gathered for a series of lectures and
town-hall-style conversations on federal
attempts to promote exercise. They also
explored the profound marketing implications
of health-promotion programs.
The Summit’s theme, “Vision for a
Healthier, More Prosperous America,”
served as a perfect focal point for the
50 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 | S e p t e m b e r 2 0 1 1 | w w w . i h r s a . o r g

ustling two-day event. The Vision,
introduced at IHRSA’s 30th Anniversary
International Convention and Trade
Show in March (see “IHRSA Celebrates
& Demonstrates Industry Excellence,”
June CBI, pg. 48), describes the five
defining principles of a culture that
views primary prevention and healthy
lifestyles as keys to good health and the
effective management of healthcare
costs. (For more information on the
Vision, log on to www.ihrsa.org/vision.)
The concept provides a coherent,
unified game plan for the fitness industry
by encouraging operators to join
together to lobby for health-promotion
legislation, at both the state and federal
levels, and to work to make their clubs
valuable community resources for diseaseprevention
and healthy living.
The Vision is predicated on Senate
Resolution 97, an IHRSA-driven measure
that was passed unanimously by
the U.S. Senate in March. That legislation
gives voice to the ideals that many
regard as essential to positioning clubs
as valuable prevention and wellness
resources and, subsequently, a critical
component of the healthcare continuum.
Amy Bantham, IHRSA’s deputy vice
president of government relations, as
well as a 15-year industry veteran, led
the first discussion, titled, “If Every
Community Had a Wellness Clinic,
Would Your Club Be That Clinic?” The
presentation spotlighted leading IHRSAmember
clubs that are utilizing exercise
to help people become healthier. Among
them were Shape Up Sisters, in Vicksburg,
Mississippi; the Claremont Club in
Claremont, California; and Lifestyle
Family Fitness, a Florida-based chain. >
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A Healthier America
“We were introduced to people in
the industry who are engaged in
socially responsible fitness initiatives,”
reported Linda Howard, the owner of
Alternative Fitness, in Baltimore,
Maryland, and a first-time Summit
attendee. “I was very impressed—they
inspired me to do more.”
Conducting a health-promotion
program isn’t always easy for club
operators, who are often burdened by
daily operating demands, but another
first-timer, Debbie Stauble, of Healthtrax
International, Inc., based in
Glastonbury, Connecticut, found the
presentation and subsequent attendee
responses both inspiring and instructive.
“Hearing how club owners share
many of the same core challenges
generates ideas for solutions.”
A full briefing
Jay Sweeney, IHRSA’s federal lobbyist,
and Helen Durkin, IHRSA’s executive
vice president of public policy, briefed
attendees on IHRSA’s efforts to create
more opportunities for physical activity,
describing the federal bills that the
industry is currently supporting:
The Personal Health Investment
Today Act (PHIT), the Physical
Education Programming Act (PEP),
and Fitness Integrated with Teaching
Act (FIT Kids) would all increase
access to quality exercise for children
and families. PHIT would allow individuals
to pay for certain activities,
such as a club membership, with
pretax dollars from a tax-favored
account (e.g., flexible spending
account). PEP and FIT Kids would
promote physical education programs
in America’s schools.
The Workforce Health Improvement
Plan Act (WHIP) would reclassify
employer-provided gym membership
subsidies as nontaxable income for
employees, encouraging greater
worksite wellness participation.
Sweeney and Durkin also discussed
two proposals that have yet to be put
into bill form: a regular review of the
National Physical Activity Guidelines,
and a possible House version of
Senate Resolution 97.
“It’s important for the industry to
get involved in legislation designed
to get people to be more active,”
observed Pete McCall, an exercise
physiologist with the American
Council on Exercise (ACE).
Following a coffee and networking
break, attendees heard from Andrea
Cernich, the director of strategic partnerships
for the President’s Council
on Fitness, Sports, and Nutrition
(PCFSN), and Jay Keese, a founding
“Health clubs have the unique ability
to grow their businesses, while also
making our nation physically—and
fiscally—healthier.”
partner of the Capitol Advocacy
Group, in Washington, D.C. Cernich
spoke about how the White House’s
Lets Move! campaign, created to get
children to be more active, can also
work to the advantage of health clubs
and the industry, as a whole. Keese, a
prominent Republican strategist,
offered his thoughts on the priorities
Attendees, from l., Sara Talcott,
Tiffany Vandermark, Scott
Goudeseune, Cary Wing
Summit smiles: Talcott, l.,
Vandermark
of the current Republican leadership
and what it means for prevention
measures in the 112th Congress.
Mike Raymond, the president of
Curves International, Inc., served as
moderator for a wrap-up session.
The first day’s events concluded
with a networking reception and dinner.
The latter featured Cornell McClellan,
the “first trainer” to the President
and First Lady, and the owner of Naturally
Fit, in Chicago, Illinois. McClellan
spoke passionately about the need for
fitness and the White House’s Let’s
Move! campaign, and then answered
questions from audience members.
When asked if he had anything to do
with Michelle Obama’s lean and toned
arms, he responded, with a smile, “I
will take credit for that.”
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VIPs David Van Daff, l.,
Senator John McCain
Lobbying: Mark
Daly counsels
legislative aide
First Family’s personal trainer,
Cornell McClellan, addresses attendees
Summiters Virginia
Collins and Barry Field
Lobbying exercise
On the second day of the Summit,
theory gave way to action as attendees
took to Capitol Hill to meet with their
Senators and Representatives and/or
their assistants. Understandably, a
few members of the club contingent
were nervous, but, with a little help,
they were soon lobbying like pros.
“Frankly, as a first-timer, I was
nervous,” acknowledged Stauble. But,
after Tom Richards, of IHRSA’s public-policy
team, joined her in her first
meeting, Stauble felt confident
enough to attend the next one alone.
“My second meeting, I flew solo, and
the aide for my Congressman was
very receptive. I left feeling as though
the doors for future dialogue were
open—whether in D.C. or Hartford,
Connecticut.”
Many club professionals also made
personal connections with legislators.
Bill Staples, the director of marketing
and communications for the National
Academy of Sports Medicine (NASM),
in Mesa, Arizona, unexpectedly joined
Rep. Dave Schweikert (R-AZ) while he
took his dog, Charlie, for a walk down
Independence Avenue. Rather than
politics, the two talked about local
sports. “The members of Congress
were surprisingly genuine, down-toearth
and real,” observed Staples.
The 9th Annual Summit for a
Healthier America represented a significant
step forward in the movement
to make prevention and exercise a
way of life for all Americans. “The
event was well-organized, addressed
relevant topics, prepared us for the
lobbying experience, and provided
adequate opportunity for networking
and group dialogue,” reported Howard.
“I met many great people, learned
from their experiences, and I hope
that I added value to their participation,
as well. I’ve spoken to several of
them since then and look forward to
staying in touch.
“The Summit was well worth the
time investment!” —|
– Lilly Prince, lp@ihrsa.org
.org
For full information on IHRSA’s Vision for a
Healthier, More Prosperous America, log on to
www.ihrsa.org/vision.
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A Savings Strategy
Savvy club operators
understand that
a dollar saved
is a dollar earned
By Patricia Glynn
Richard Synnott, the executive director of The Weymouth
Club, a full-service health and wellness center located south of
Boston admits, quite candidly, that procurement—the purchasing
of goods or services—isn’t “sexy or fun.” But while issues such
as expense analysis, sourcing strategy, performance metrics,
contract management, and risk-assessment can be “somewhat
tedious,” he knows they can deliver significant value. >
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A Savings Strategy
Synnott has witnessed the impressive possibilities
firsthand: at his club, the implementation of an
organized purchasing system has produced annual
savings of approximately $100,000.
During these economically precarious times, when
clubs, by and large, are “struggling to make money,”
spending less and saving more is critical, insists
John Atwood, the founder and managing director of
The Atwood Group, a Natick, Massachusettsbased
consulting firm that specializes
in assisting independent clubs.
However, while facilities “are more
cost-conscious than ever, that
awareness doesn’t always translate
into strategy, planning, and review.
“Experience tells us that clubs
can usually save, at minimum, 5%
of their costs when they really hone
in,” he points out. “This is well
worth some added attention.”
John Atwood
Synnott couldn’t agree more.
The Weymouth Club, situated on
11 acres in Weymouth, Massachusetts,
has more than 60,000 square
feet of floor space, plus 40,000
square feet under bubbles that
accommodate an aquatics area and
its tennis courts. Its total purchasing
budget is on the order of $9.5
million per year.
When Synnott first scrutinized
the club’s numbers carefully, he
was surprised by what he found. “I Carol Marks
discovered that we could be saving
up to 30% on things we’d never
thought of—things that you usually think of as
standard, such as oil and electricity. But these
things are negotiable. If you don’t think of them
that way, you’re making a big mistake.”
Another missed opportunity involved deliveries.
“We might order 10 items of something, but only
receive eight. Such discrepancies aren’t uncommon;
it happens, on average, 10% of the time and,
as a result, can eat up quite a few dollars.”
Expense solutions
Unfortunately, none of this is unusual, observes
Carol Marks, a certified purchasing manager,
accredited purchasing practitioner, and vice president
of business-management systems
for the Industrial Distribution Group
(IDG), in Belmont, North Carolina.
“Companies often don’t pay close
enough attention,” she says. “When
they finally do, they invariably say,
‘Wow! I didn’t even realize.’ They
discover that they’re spending far
more than expected or are missing
out on potential savings.”
IDG assists by developing supplychain
solutions.
One of the first steps that Marks
suggests clubs should take is to
obtain clarity about what they’re
currently doing. “Conduct an
assessment to determine how much
you’re spending and what you’re
spending it on,” she counsels.
“Then, analyze the data and look
for opportunities—items that you’re
buying a lot of, contracts you might
need to renegotiate.” While every
business starts from a different
baseline, it isn’t unheard of to
achieve savings of anywhere from
10% to 20%, she attests.
Now, Synnott, who has final sign-off on all
purchases, relies heavily on monthly analysis
meetings, as well as spreadsheets detailing every
product and service purchased. “Department
managers outline the products needed, the vendors,
Weymouth Club achieves
savings in its locker rooms
... And in its aquatics area
56 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 | S e p t e m b e r 2 0 1 1 | w w w . i h r s a . o r g

Purchasing Power!
Another path to purchasing power is provided by buying groups, principal among them, the
IHRSA Group Purchasing program. “Skilled buyers, leveraging the power of a large number
of facilities, can score some very attractive pricing,” observes John Atwood, the founder and
managing director of The Atwood Group. “I really believe they’re the next wave of highimpact
expense management.”
IHRSA’s pioneering program has negotiated discounts with a number of vendors who can
provide savings on a wide range of club needs. Among them are: Philadelphia Insurance
Companies and Aon Affinity Insurance Services, Inc. (insurance); Affiliated Power Purchasers
International (energy consulting); Grainger Industrial Supply (facilities-maintenance
products); and Broadcast Music, Inc., or BMI (music licensing). For full information or to join
the program, log on to www.ihrsa.org/grouppurchasing.
To give some sense of the incredible number of items that the IHRSA Group Purchasing
program offers: Grainger, just one of the participating vendors, provides more than 900,000
products in some 31 categories—ranging from abrasives, to furniture, to office equipment,
to safety systems, to welding supplies.
Each year, IHRSA-member clubs buy more than $5 million in goods via Group Purchasing
and enjoy significant savings.
For full information or to join the program, log on to www.ihrsa.org/grouppurchasing. —|
... And in its food and
beverage operation
and the prices.” Having this information at
hand makes the process more manageable and
quickly calls attention to unacceptable variations.
“If I see a price increase,” he says, “I ask, ‘What’s
going on here?’”
Still, knowing is only half the battle. To ensure
that his club stays within budget, Synnott employs
a number of strategies.
Negotiating is, perhaps, his favorite technique,
but, he concedes, it’s also one of the more difficult
management skills to master. “When you’re
dealing with a supplier, you can’t automatically roll
over, as that’s a quick route to being nickel-anddimed,”
he says. “You have to tell vendors to go
back and sharpen their pencils. To do that, you
need to know what to do, and what to say. It
requires having a thick skin, but it’s learnable.”
Weymouth Club employees improve their
haggling expertise with the help of mentors—members
of upper management who demonstrate the
ins-and-outs.
Sometimes, however, such in-house tutorials
just aren’t feasible.
“In all probability, you’re out on an island, without
an experienced guide,” Marks acknowledges. In such
cases, other resources may prove effective. “Formal
training courses are available online and in-person,”
she points out. “The Institute for Supply Management
(ISM), a nonprofit association for procurement professionals,
is one of the better resources.”
Synnott has cultivated his abilities by studying
written materials on the subject, and by accumulating
lots of firsthand experience. One of the things
he’s learned is that bargaining doesn’t necessarily
have to be complicated. “Sometimes, if you just
ask for a better deal, or indicate that you’re going
to check the competition, it can prompt a vendor
to say, ‘Never mind—we won’t charge you that
higher price.’”
Of course, on occasion, somewhat shrewder
methods are required.
Blame-shifting is one tactic that Synnott employs.
“You can gain leverage by saying, ‘Geez, it’s not
me. My boss is the one putting the pressure on.’
You place the onus on a third party who isn’t at the >
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A Savings Strategy
bargaining table.” Offering timely payment is
another promising maneuver. “In some cases, we
ask for a discount for paying an invoice within five
days, instead of the usual 30 or 40 days,” he
explains. “In these difficult times, a lot of people are
strapped for cash, and so we’ve been successful
with this approach. One vendor gives us 10% off.”
And if a lower price still can’t be had?
“Work the edges,” suggests Atwood. “Request
better terms, added service, or free items thrown
in. It’s about winning the war, not every battle.”
Value-added worth
“The most important lesson a buyer must learn is
how to distinguish worth—how to get the right
value at the right price,” posits Marks. You need to
ask yourself whether you always want the lowest
price. Wouldn’t you be willing, in some instances,
to pay more? Wouldn’t you pay more for dependability,
ease of use, or durability?
“Experience tells us that clubs can
usually save, at minimum, 5% of their
costs when they really hone in. This is
well worth some added attention.”
“You might be able to get the lowest price … but
it might not be what you really want.”
Marks’ bottom-line advice: “Negotiate effectively
and where it makes sense … and prioritize—
don’t, for instance, spend $20 of your time on a
single $10 product.”
Synnott heartily concurs. How frequently he
reexamines purchases and the amount of time he
spends on each review varies. “It depends on the
item,” he says. “For example, a product like toilet
tissue will be reshopped about every six months to
a year.” Whenever a price goes up, he launches an
immediate inquiry.
He’s equally conscientious when it
comes to shopping vendors. “Ask
for references,” he recommends.
“Make sure a company
can deliver the right
amount of what you need
and when you need it.
Determine whether the plumber is reliable; find out if
he’ll be there on a Sunday night or a holiday, because
that’s when emergencies inevitably happen.”
“You definitely need to do your homework,”
urges Atwood. In addition to checking on the experiences
of a prospective vendor’s customers, he
suggests that clubs regularly reconsider how their
current suppliers are performing. “You should
reevaluate all your vendors yearly.”
Once the list of would-be vendors has been
narrowed, the next step, according to Synnott, is to
provide them with a request for proposal (RFP).
“This part of the procurement process isn’t a secret,
but I think it’s something a lot of people miss,” he
says. “You want to get at least two or three bids—
work them off one another. And, while there will
likely be some back-and-forth, insist that they present
their best price the first time around.”
Such due diligence is essential, but, Synnott understands,
even the best-laid plans often go astray.
So, to be well prepared in any—and every—
event, he also prepares an
emergency budget. “For
example, last year we were
10% busier than usual,” he
explains. “That meant that our
paper usage went up. But we
don’t want our facilities director
buying cheap toilet paper
that feels like wood just
because he’s struggling to keep within budget. That
can ruin the members’ experience. So, to avoid
tying people’s hands that way, we earmark about
0.5% of the total budget for unexpected occurrences.
And, another example: we don’t want a bad
winter, requiring costly snow removal, to cause
lingering budget headaches well into June.”
The critical fact that industry professionals
need to keep in mind, all the time, is the different
ways in which expense savings and revenue
increases affect a club’s bottom line. “If you save
$100, that’s pure profit,” points out Atwood. “But,
if you increase revenue by the same amount, only
half of it might be left after you’ve paid all the
associated expenses.”
“Unless you look at it from that perspective,
things will quickly fall apart,” warns Synnott.
“A dollar saved is, in truth, a dollar earned.” —|
– Patricia Glynn, p.glynn@fit-etc.com
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 | S e p t e m b e r 2 0 1 1 | w w w . i h r s a . o r g

You’re in the business of helping people. Now, let these IHRSA associate-member companies help you! They understand
what it takes to run a successful, profitable, and enjoyable business. These latest innovations will serve and inspire you
to take your operations to the next level.
Product
showcase
Sports & Fitness Insurance Corporation (SFIC)
Since 1985, Sports & Fitness Insurance
Corporation (SFIC) has been in the business
of insuring health clubs and fitness centers.
For nine years, SFIC has been an IHRSA
business partner providing general liability
insurance for the industry. SFIC offers general
liability insurance, property insurance,
professional liability insurance, umbrellas,
workers’ compensation and surety bonds for
large and small fitness centers in all 50 states
and Canada. SFIC is the Managing General Agent for Liberty Agency Underwriters,
a division of the Liberty Mutual Group for the fitness industry and the preferred
vendor for Curves. —|
Contact: 800-844-0536, www.sportsfitness.com. Please see our ad on page 87.
Bottega Sol
MiGym is a brand-able app for the
fitness industry. MiGym provides health
clubs with a progressive way to increase
brand awareness and engage existing
and attract prospective members. The
mobile app leverages the explosive
growth in the smartphone adoption
rate by allowing members to view class
schedules, add classes to their calendars,
view promotions, announcements,
and numerous other features. MiGym
builds solutions that gyms utilize to
become more efficient, increase brand
awareness and interaction, and to engage existing and prospective members. —|
Contact: 312-265-6010 ext 111, www.bottegasol.com. Please see our ad on page 94.
ABC Financial
ABC Financial’s Data Warehouse will
allow clients to tap into drag-and-drop
reporting, on the fly. Need a new report?
Data Warehouse makes it faster and easier
to retrieve data. The Data Warehouse is a
powerful reporting tool that allows club
managers to access month’s memberships,
sales, and check-ins. The best part
is, it’s free! Data Warehouse is a new
feature of ABC’s DataTrak. —|
Contact: 800-551-9733, www.abcfinancial.com.
Please see our ad on page 26.
Philadelphia Insurance
Do clubs collect Social Security numbers,
personal banking information, maintain health
records of members, or accept credit cards?
What would happen if a facility experienced a
privacy breach of members’ personally identifiable
or protected health information? What’s
the best way to prevent it from happening in the
future? Philadelphia Insurance Companies has
the answer—Cyber Security Liability a robust
insurance product and loss-prevention tool filling
the cyber/privacy risk gap left by traditional
insurance policies. —|
Contact: 800-873-4552, www.phyl.com.
Please see our ad on page 36.
Creative Fitness Marketing
MYZONE is a heart-rate-based system that
uses wireless and cloud technology to accurately
and conveniently monitor physical
activity. Focusing on rewarding effort rather
than fitness, MYZONE can help anybody,
regardless of age, size, or ability, to lead an
active and fulfilling life.
Clubs can become a
hub for the health of
their communities by
encouraging exercise
and providing
measurable data
for every user.
MYZONE offers
a platform for
retention like
never before with
increased visits
and member
engagement. —|
Contact: 312-870-4800,
www.cfm.net.
Please see our ad
on page 62.
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Product
For more information, or to contact
Feature Headline goes here No Continued
any of these companies, log on to
showcase www.ihrsa.org/products
Twin Oaks Software Development
Twin Oaks knows something about growing a club’s revenue. A simple, secure, and reliable
system is the key to successful club operations. The system features Online Booking, where
trainers and members can view and book appointments online; Online Joining, which will
increase the number of new members by 10-15%; and the Online Member Portal, which
increases member retention and reduces member returns. Start improving results today. —|
Contact: 866-278-6750, www.healthclubsoftware.com. Please see our ad on page 14.
Star Trac
The Spinner Blade, resulting from the longrunning
relationship between Star Trac and
Mad Dogg Athletics, offers improved and
superior biomechanics while delivering the
best rider Q factor in the industry. A patentpending
drive train including new pedal,
crank arm, and bottom-bracket interface
exceeds the current group cycling design
expectations. With its new enhancements,
this new sleek, iconic design combines
user-focused features and adjustability for
a best-in-class performance for riders of all
shapes, sizes, and abilities. —|
Contact: 800-228-6635, www.startrac.com.
Please see our ad on page 49.
CSI Software
CSI Software has released Spectrum 4.5, the most
recent release since the launch of NG five years ago.
This new version will amaze users and customers
alike. One of the new features added to Spectrum
NG is a Self-Service Kiosk. Customers can sign up
as a member, view account information, register for
programs, schedule appointments, and much, much
more! By using one or more of these kiosks, managers
can greatly reduce the amount of traffic at the front
desk and the demand on staff. —|
Contact: 800-247-3431, www.csisoftwareusa.com.
Please see our ad on page 37.
Affiliated Acceptance Corporation (AAC)
AAC offers full-service billing and software
solutions for trainers, health clubs,
and other recreational facilities. Front-
Desk Express (FDx) is the latest billing
and member management software
product. It offers an intuitive interface
with tabbed navigation, giving users the
ability to do everything from one screen. FDx provides member management,
check-in, contract entry, point-of-sale, inventory, reporting, and integrated billing.
Clients are also given access to our integrated website, where customers and staff
can manage payments, enter contracts, and generate custom reports. —|
Contact: 800-233-8483, www.affiliated.org. Please see our ad on page 73.
K&K Insurance Group, Inc.
Like the clients they serve, health clubs come in different shapes and sizes—and have different
insurance needs. Large multi-service clubs may require complex commercial insurance, while
smaller studios have fewer risks and need different coverage options. As a leader in the fitness
industry, K&K Insurance offers an extensive variety of options and has the experience to provide
specialty insurance at a competitive price. Contact K&K Insurance for a quote! —|
Contact: 877-355-0351, www.kandkinsurance.com. Please see our ad on page 81.
60 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 | S e p t e m b e r 2 0 1 1 | w w w . i h r s a . o r g

old
&
fearless
ADA COMPLIANT
celare.com | 800. 989.0201
Sustainably made and 100% recyclable
Enamel glazed steel with soft-close hinges
Comprehensive ventilation for true airflow

“In Every Industry, There is One Product or Service
That Changes The Game Forever...”
Welcome to...
TM
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.
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!”
MAKING MOVEMENT MEASURABLE
www.myzone.org
MYZONE is marketed
and distributed in
North America by

Innovations
What’s
New 65 | FIT Extra 69
LeMond Fitness RevMaster Pro —|
Photo sponsored by LeMond Fitness
w w w . i h r s a . o r g | S E P T E M B E R 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

Meet The Rain Maker.
RS-1102 BICEPS CURL
SCAN CODE FOR MEDIA
START
FINISH
Have you ever used a piece of Strength equipment
to close a membership sale? You will now!
Finally, there is a strength line that can be used to CLOSE
membership sales and increase the number of daily
workouts at your facility.
Call today to have your club ROC’D by HOIST Fitness ROC-IT
products or visit hoistfitness.com.
»
GENE BRUTON
Government Sales Manager
Contract # GS-07F-0322K
Tel: 866.488.6853
gbruton@hoistfitness.com
ADAM GUIER
National Sales Manager
Commercial Dealers
Tel: 800.548.5438 x 302
aguier@hoistfitness.com
JEREMY MILLER
International Sales Manager/
Director of Marketing
Tel: 800.548.5438 x 146
jmiller@hoistfitness.com
facebook.com/hoistfitness
twitter.com/hoistfitness
youtube.com/hoistfitness

| Innovations | What’s New
ERC Wiping Products, Inc.
» Endurance Wipes from ERC Wiping
Products, Inc., are pretreated with a
premium quaternary formula to
safely clean all equipment and surfaces
at health clubs, including electronic
interfaces on fitness machines.
The rolls fit easily into most dispensers
and stands, including center-pull,
Endurance Wipes, by ERC wall-mount dispensers. Because
Endurance Wipes are larger, with
more wipes per roll than other brands, they cover more surface area
and last longer. Endurance Wipes are made in the U.S. For more information,
contact the company at 800-225-9473; www.ercwipe.com. —|
Ideal Products, Inc.
Lots of laminates
are Ideal
» As another way to
demonstrate its commitment
to customer service,
Ideal Products, Inc.,
now offers a Quick Ship
program for virtually
immediate fulfillment
of orders. This service is
available on the company’s
Ideal 1000 Series lockers,
in any standard model,
size, and quantity, with
a Quick Ship plastic laminate, vinyl T-molding, and
a standard lock. Qualifying orders received before
12 p.m. (PDT) will ship within the third business day
in a crate or on pallets, depending on the quantity.
Ideal Products are made in the U.S. For more
information, contact the company at 800-884-3325;
www.idealockers.com. —|
Netsertive
» Netsertive, an online advertising technology company, has created
a fitness industry marketing solution with the leadership of industry
veteran Buzz Truitt. The new offering helps health clubs, training
studios, and specialty fitness equipment dealers and manufacturers
to be discovered online and to successfully target local customers,
even if they primarily do business “offline.” Netsertive’s exclusive
system continually refines its proprietary knowledge base, delivering
search advertising and cobranded online display (banner) advertising—
at a fraction of the cost of many traditional marketing tactics—
because it’s data-driven and hyper-responsive to industry dynamics.
For more information, contact the company at 800-940-4351;
www.netsertive.com. —|
American College of Sports Medicine
Fitness & Health
savvy: ACSM
» Now available from the
American College of Sports
Medicine (ACSM), the new
ACSM’s Complete Guide to
Fitness & Health features
photos that accompany
step-by-step instructions
for increasing muscular
strength, flexibility, and
balance, along with
guidance on choosing the
appropriate cardiorespiratory
training. Also included
are recommendations for
people with special health and medical conditions,
such as arthritis. diabetes, obesity, high cholesterol,
osteoporosis, pregnancy, and high blood pressure.
According to editor Barbara Bushman, one size
doesn’t fit all when developing an effective fitness
program, and exercisers need to develop a personal
fitness ID. For more information, contact the
company at 317-637-9200; www.acsm.org. —|
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| Innovations | What’s New
Polar Electro, Inc.
RCX5 computing
from Polar
»Polar Electro, Inc., has introduced the RCX5
advanced training computer for endurance/
multisport athletes and triathletes. New features
include Sport Profiles, which quickly adjusts
settings to a given sport; ZoneOptimizer, which
adjusts personal heart-rate zones based on
the user’s current physiological condition; and
Race Pace, which allows users to set a goal,
and then displays progress toward that target.
New accessories include the G5 GPS sensor,
and the new WearLink+ Hybrid transmitter,
which provides heart-rate data, even under water. Also, an enhanced
s3+ stride sensor is compatible with the RCX5. For more information,
contact the company at 800-290-6330; www.polarusa.com. —|
PumpOne, LLC
PumpOne’s
app addition
»As part of an update to the Fitness-
Builder App for the iPad, iPhone,
and iPod touch, PumpOne has
made its new FitnessBuilder PT
tool available for physical, occupational,
and orthopedic therapists, in
addition to medical professionals.
Available via In-App Purchase, this
extension to FitnessBuilder is an
advanced mobile tool for in-office
planning/tracking, and for at-home
extended care for patients and
clients. The FitnessBuilder App is
available for $9.99 from the App Store, and the
FitnessBuilder PT tool can be purchased for $39.99
(one month), or $299.99 (12 months), through In-App
Purchase. For more information, contact the company
at 212-982-5050; www.pumpone.com. —|
Paramount's
functional XFT-300
Paramount Fitness Corporation
» Paramount Fitness Corporation has launched its new Extreme
Functional Trainer (XFT-300). It features unique dual Extreme Swing
Arms that adjust via spring-loaded foot pedals to place training handles
from 27" to 86.5" and adjustment columns that rotate 330 degrees for
unrestricted cable movement in multiple planes. Vertical adjustments
through 64" are simple with a pull pin, and color-coded guides illustrate
18 primary exercises. The compact machine has a 43" X 68" stored
footprint; sleek weight-stack enclosures; up to 75 pounds of resistance
in 3.75-pound increments; and 14' of cable extension per arm.
For more information, contact the company at 800-721-2121;
www.paramountfitness.com. —|
SportsArt Fitness
SportsArt’s C572u
upright bike
»SportsArt Fitness has
created an innovative Green
System with a “pod” of fitness
products attached to an inverter
that harnesses human-generated
power from exercisers
and feeds it back into the club’s
electric grid. By exercising
on equipment at health clubs,
members actually convert
their exercise energy into
electricity that powers the
club’s facilities. Each pod can generate up to 2,000
watts during full use. According to SportsArt, a
typical health club that replaces all of its ellipticals
and cycles with Green System products could save
approximately $3,000 annually on electricity bills.
For more information, contact the company at
800-709-1400; www.sportsartamerica.com. —|
66 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 | S E P T E M B E R 2 0 1 1 | w w w . i h r s a . o r g

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Partners
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| Innovations | FIT Extra Recumbent Bikes
On a Roll!
Stationary bikes’ ever-evolving and constantly improving
features continue to attract enthusiastic users
Recumbent BIKES
BH North America
Stationary bikes—the original indoor cardio units—continue
to attract exercisers at health clubs worldwide, despite the
proliferation of new workout modalities.
“We pioneered this category with the Lifecycle, and it remains very
important to clubs, the industry, and us,” observes Dan Wille, the vice
president of global marketing and product management at Life Fitness.
Adam Hubbard, the director of product management at Precor,
adds: “Bikes are a staple for clubs globally—they’re a compact, affordable
category that delivers a great workout in a familiar form.”
Ironically, the growing popularity of outdoor cycling has led to
increased in-club usage, and operators are finding their indoor cycles
are filling up more fully and frequently. At the same time, the more
sophisticated needs and greater expectations of experienced cyclists
are forcing manufacturers to focus on improving the fit, feel, and
appeal of stationary bikes.
“There’s an ongoing trend toward producing a more realistic bike
experience, driven partly by the growing cyclist cohort that wants to
replicate real-world outdoor riding inside,” explains Kurt Kenney, the
director of sales at LeMond Fitness.
For cycling aficionados, data-capture options and workout tracking
via USB ports facilitate coaching, self-coaching, and personal training,
while virtual-reality and race-simulation capabilities further enhance
the indoor riding experience.
Recumbent models are attracting another growing population:
people who are deconditioned, rehabilitating, disabled, elderly, obese,
or have other limitations or medical issues. Companies are taking the
needs of this group into consideration and incorporating solutions into
their stationary bike designs.
“Based on this broadening user demographic, we see a greater
need for a very low start-up resistance and minimum workload. Also,
a step-through design is an absolute must,” reports Stephen Suchanek,
the director of product management at Cybex International, Inc.
Another innovation with respect to the member experience is the
introduction of green energy, as reflected in Life Fitness’ new hybrid
Lifecycle exercise bikes, which switch automatically from electric to
self-generated power when the user reaches a certain intensity level,
lowering the console’s energy draw by more than 75%.
And, as in all cardio equipment categories, engaging entertainment—via
interactive workouts, LCD screens, and MP3 player docks—
is now regarded as essential.
“With expanding technology platforms constantly emerging, naturally
an excitement exists around these new features,” indicates Kelly Harvell,
a product manager at TRUE Fitness.
Check out all of the exciting features on the upright and recumbent
bikes on the following pages of F.I.T. Extra! —|
BH Fitness R8
The R8 offers easy entry and exit, as well
as an adjustable fore/aft seat for comfort
and ease of use. Self-balancing sure-grip
pedals with easy adjust straps help riders
feel secure as they cycle. The R8 also
boasts a large sensory console with
12 built-in programs, and a large blue/
orange backlit LCD matrix screen. The
R8 recumbent bike can help inspire
health club members to exercise.
Manufacturer’s list price: $1,799.00
BH Fitness R9
Boasting all the refined features of the
R8 model; the R9 recumbent bike comes
standard with an embedded, cable-ready,
7" LCD display and MP3 player input and
headphone jack. The R9 also features a
large sensory console with 12 built-in
programs, and a large blue/orange backlit
LCD matrix screen. Easy entry and exit,
as well as an adjustable fore/aft seat,
help ensure ease of use and comfort.
Manufacturer’s list price: $1,999.00
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| Innovations | FIT Extra Recumbent Bikes
CYBEX International, Inc.
See our ad on the inside front
cover & Page 1
First Degree Fitness,
North America
BH Fitness SK9900
The BH Fitness SK9900 recumbent
bike is loaded with convenience and
ergonomic features and 40 programs to
rev up one’s workout routine. It combines
durability, comfort, and class in a sleek
package. Its backrest provides unparalleled
back support, while the 2SF fan and
easy-adjust seat offer that unexpected
bit of luxury only found on the SK9900
recumbent bike.
Manufacturer’s list price: $3,399.00
Brudden Technology
750R Recumbent Bike
The 750R is a versatile commercial
recumbent bike for fitness enthusiasts
who demand CYBEX performance with
the comfort of a more upright position and
back support. It offers both performance
variety for the user and unparalleled
durability for the club owner. This cycle
has the same high-tech look as the rest
of the CYBEX cardiovascular family of
products, creating a seamless, cohesive
workout environment.
Manufacturer’s list price: $3,295.00
Expresso by Interactive
Fitness Holdings
E-720 Fluid Cycle XT—
Multi-function Cycle/UBE
Cross Trainer
The E-720 Fluid Resistance Cycle XT
(Cross Trainer) combines the fun of
cycling, with an upper-body ergometer,
with the added enhancement of First Degree
Fitness’ patented Variable Resistance—
producing an impressive total-body trainer.
With 20 levels of variable adjustment,
the machine is ideal for health clubs that
want to attract a wide membership base,
from sedentary individuals to elite athletes.
The cross trainer is easy to use and offers
workouts that are fun, providing cardio and
strength training with high caloric burn.
Manufacturer’s list price: $3,399.00
Fitness Master, Inc.
E540 Recumbent Bike
The E540 stands out for its comfort and
its focus on wellness and efficiency. With
its interactive touch-screen display, this
bike monitors the workout in an efficient
way, independent of the user profile. To
confirm E540 as a great investment, its
innovative design allows an optimal costbenefit
ratio, allied to easy maintenance
procedures. Its braking system permits
high resistance levels for advanced
power trainings, and makes it one of
the quietest bikes on the market.
Expresso S3r Novo Recumbent
Interactive Cycling System
Expresso Bikes make cardio exercise
fun and exciting! Riders can choose
from among 30-plus tours, rated basic to
extreme, or play a fantasy-world game.
They use handlebars to steer, and shift
to change resistance, while watching
mesmerizing scenery. Riders ride with
virtual riders, a customizable Pacer, or
a Ghost Rider that reflects their own or
other riders’ past performances, making
every ride fresh, dynamic, and challenging.
Registered riders can view their workout
history and achievements on Expresso.
net. Upright and Youth Upright versions
are also available.
Aristo CR-SG
The Aristo CR-SG is a self-generating
commercial recumbent bike with a
patented swing arm designed for heavy
club use. The CR-SG offer two different
resistance standards—one for rehab
and one for club usage. The CR-SG seat
is one of the strongest in the industry
with its one-inch solid guide rods and
commercial-sealed bearings.
Manufacturer’s list price: $2,799.00
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| Innovations | FIT Extra Recumbent Bikes
FreeMotion Fitness
INFRARED MOTION
See our ad on Page 97
LeMond Fitness, Inc.
See our ad on Page 54
FreeMotion Recumbent Bike
Taking comfort to a new level, the
FreeMotion Recumbent Bike features
an ultra-comfortable seat and wide,
easy-to-reach accessory trays. Users
can keep their water bottle, MP3 player,
and more at their fingertips. The unit’s
sleek design and low-frame profile
facilitate easy entry/exit, making it
convenient for all exercisers, including
seniors and the deconditioned. As with
all FreeMotion cardiovascular machines,
the Recumbent features an optional
Workout TV console with a 12.1"
integrated flat-panel TV screen.
NEW
Perfect Forms Sun 400
Infrared Exercise Bicycle
Combining the fitness benefits of a LeMond
G-Force RT Digital bicycle and the deep
penetration of OSRAM Theratherm infrared
heat, the PFS400 melts away excess weight,
builds muscle, and improves overall health
and wellness. Features include: 13 customizable
programs, heart monitor, LCD
TV/DVD, and a fully adjustable seat. The
exercise and infrared combo open up vessels
to improve blood flow. Metabolic waste
is broken down faster and antigens are
mobilized. Fitness at the speed of light!
g force RT
Every component of the g-force RT has
been designed with the goal of making
it one of the most innovative indoor
recumbent bikes available, delivering
a superior workout. Developed with
performance in mind, it combines a
unique physical design that allows for
rider customization, a revolutionary
seat design, a strong frame, and a
wide resistance range.
Manufacturer’s list price: $2,595.00
w w w . i h r s a . o r g | S E P T E M B E R 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 71

| Innovations | FIT Extra Recumbent Bikes
Life Fitness
See our ad on Page 11
Elevation Series 95R Recumbent
Lifecycle Exercise Bike with
Achieve Console
Elevation Series 95R Recumbent
Lifecycle Exercise Bike with
Engage Console
This Lifecycle Bike features a stepthrough
design, armrests with resistance
controls, and Lifepulse digital heart-rate
sensors. An improved seat provides
enhanced comfort and better thigh
clearance, and dual-sided pedals come
with a new adjustment mechanism and
quick release. A hybrid feature enables
users to power the equipment through
their own energy; an ePub reader facilitates
viewing of PDF documents stored
on a USB; and an iPhone app syncs with
the Life Fitness Virtual Trainer Website.
The Elevation Series 95R Recumbent
Lifecycle with the Achieve Console features
a step-through design that allows exercisers
to easily get on and off, and an improved
seat for enhanced comfort. Resistance
controls on the optional deluxe armrests
and side handlebars make it easy for
exercisers to adjust workout intensity.
The Achieve Console provides the six most
commonly used Life Fitness workouts,
along with the workout feedback that’s
most store important ad .5 page-0911CBI_store users. .5pg ad-0911 7/29/11 10:11 AM Page 1
Elevation Series 95R Recumbent
Lifecycle Exercise Bike with
Inspire Console
From beginners to serious athletes
rehabilitating from injuries, users will
enjoy the Elevation Series 95R with the
Inspire Console. A seat with ample thigh
clearance accommodates a wide range
of body types; deluxe armrests or side
handlebars and resistance controls
enhance comfort; and the pedal strap
adjustment and step-through design
boost convenience. Exercisers can be
inspired with seamless iPod integration,
USB compatibility, Virtual Trainer, and
Workout Landscape Perspectives.
Is Your Business Library Complete?
Not Without These Key IHRSA Reports!
n The 2011 IHRSA International Report: Size & Scope of
Key Health Club Markets – Club Operator Edition
Sponsored by Life Fitness and published in July 2011, this report provides
an overview of the health club industry in Europe and the Asia-Pacific.
It examines membership penetration rates, market size, business
models, economic impact and more.
Available as a PDF: $49.95 (IHRSA members) or $99.95 (non-members).
n 2010 Profiles of Success
Published in January 2011, this report provides detailed information
about health and fitness club benchmarks and other aspects of club
performance, including membership growth & traffic, facility reinvestment,
expense management, and more.
Available in print or as a PDF: $199.95 (IHRSA members) or
$399.95 (non-members).
Available for purchase at ihrsa.org/store or call
888-229-5745 to order.
International Health, Racquet & Sportsclub Association
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 | S E P T E M B E R 2 0 1 1 | w w w . i h r s a . o r g

| Innovations | FIT Extra Recumbent Bikes
Matrix Fitness
See our ad on the french cover
Integrity Series Lifecycle
Recumbent Bike
This flagship product from Life Fitness
offers durable components and ergonomic
design, including conveniently
placed Lifepulse hand sensors for
precise heart-rate monitoring, and a
wide variety of motivating workouts.
Easy to maintain, the Integrity Series
Recumbent Lifecycle is cordless, and
features a reliable belt-drive system that
makes it virtually maintenance-free. Plus,
all Integrity Series cardio products now
offer iPod compatibility and integrated
iPod/TV controls to keep exercisers
motivated and entertained.
NEW
3-Series Recumbent Cycles
The Matrix R3xe Recumbent Cycle offers
an intuitive console packed with features:
7" Vista Clear Television display, optional
Virtual Active programming, USB port for
workout tracking online, and compatibility
with Asset Management. The stepthrough
frame is easily accessible, and
two-part seats are designed for durability
and comfort. The R3xe is prewired for
the optional FITCONNEXION integrated
entertainment system. The R3x shares
many of the same features of the R3xe,
with an engaging, easy-to-use LED display.
7-Series Recumbent Cycles
The 15" touch-screen display with
FitTouch Technology on the R7xe
Recumbent Cycle will exceed users’
expectations with features like iPod
compatibility, wireless data transmitter,
optional Virtual Active programming,
integrated personal fan, thumb-switch
controls, workout tracking, and a secondary
data display. The Ergo Form seat
and back pad provide comfort and support,
while step-through entry offers
easy accessibility. The R7x Recumbent
Cycle shares many of the features of
the R7xe, with an integrated 7" LCD.
Do you need a hand
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w w w . i h r s a . o r g | S E P T E M B E R 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 73

| Innovations | FIT Extra Recumbent Bikes
Motus USA
R1x Recumbent Cycle
The R1x Recumbent from Matrix features
an eye-catching 7" blue backlit LCD that
provides multiple workout options to keep
users motivated to meet their fitness
goals. Users can track their workouts
online using an integrated USB port.
Designed for limited-use facilities, the
R1x has step-through entry for easy
access, and quick-zip pedal straps for
easy adjustment on the fly. A Johnson
Integrated Drive (JID) generator system
offers smooth operation and an ultra-low
starting resistance.
R5x Recumbent Cycle
Matrix’s R5x Recumbent Cycle offers
step-through entry for easy access,
along with the Ergo Form seat and back
pad for comfort and support for longer
workouts. The console on the R5x features
a personal fan, eight motivating programs,
integrated USB port for tracking workouts
online, and a wireless data transmitter—
all packaged in a simple, intuitive layout
to minimize intimidation for new exercisers.
The R5x is prewired for the optional
Matrix FITCONNEXION integrated
entertainment system.
milon industries GmbH
M660BR Recumbent Bike
The M660 Series was designed specifically
to accommodate users at different life
stages. This recumbent bike features a
10.4" LED screen, retractable armrests,
and a user-friendly EZ Walk-Through
design for convenient access to and from
the unit. Touch-sensitive keys and a large,
bright display facilitate easy maneuvering
through programs and statistics. Standard
features include: adjustable locking slide
seats, water bottle holder, reading rack,
and heart-rate monitoring via telemetry.
R1xLS Recumbent Cycle
The R1xLS Recumbent from Matrix
features an eye-catching 7" blue backlit
LCD that provides multiple workout options
to keep users of all experience levels
motivated to reach their fitness goals.
Users can track their workouts online
using an integrated USB port. Designed
for limited-use facilities, the R1xLS has
step-through entry for easy access, and
quick-zip pedal straps for easy adjustment
on the fly. The R1xLS is prewired
for the optional Matrix FITCONNEXION
integrated entertainment system.
Bikes
milon industries GmbH is a manufacturer
and supplier of electronic fitness and
medical training equipment. Members
train reliably and at the highest level on
milon cardio equipment. The belt drive
system on the recumbent bike gives
users a silky-smooth and practically
noiseless ride, and its ergonomic frame
construction supports correct posture.
Workouts fly by with12 motivating training
programs; a heart-rate monitor that
measures intensity levels; and the milon
Smart Card System for user-friendly
training comfort.
M660BRL Recumbent Bike
The M660BRL is an entertainment-savvy
bike designed for users of all types. It
features a fully integrated Samsung LCD
TV offering DVD, satellite TV, and 125
cable TV options. Its entertainment
controls are separate from the bike’s
operating functions, allowing users to
browse through entertainment choices
while viewing workout statistics. This
recumbent bike also boasts an EZ Walk-
Through design, adjustable locking slide
seats, retractable armrests, water bottle
holder, reading rack, and heart-rate
monitoring via telemetry.
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 | S E P T E M B E R 2 0 1 1 | w w w . i h r s a . o r g

| Innovations | FIT Extra Recumbent Bikes
Nautilus
Precor, Inc.
See our ad on Page 16
Nautilus R916 Recumbent Bike
The Nautilus R916 is designed to put
users in the correct riding position by
keeping the angle between the hip and
the center of the crank constant. The
step-through design and performance
seat add comfort, while the ratcheted
foot straps and dual linear, pop-pin-free
seat make adjustments a breeze. The
three-piece crank adds strength and
longevity, while the user-friendly features,
including the blue LED console
and remote operation control, make
the R916 enjoyable and effective.
RBK 825, RBK 835
The RBK 825 (shown) and RBK 835
recumbent bikes feature a step-through
design to appeal to a wide range of exercisers
of all ages. The simple seat adjustment
allows the user to change the position of
the seat with one hand, either on or off
the bike. A ventilated air flex seat back
provides exceptional comfort.
RBK 885
The RBK 885 recumbent bike features a
step-through design to appeal to a wide
range of exercisers of all ages. A ventilated
air flex seat back provides exceptional
comfort. It includes a touch-screen console
just like a high-end phone, and a
simple, intuitive interface that draws
members deeper into their workout.
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Why choose anyone else?
Hire USPTA-certified professionals
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www.uspta.com
800-877-8248
United States Professional Tennis Association
Teaching you tennis – That’s Who We Are
w w w . i h r s a . o r g | S E P T E M B E R 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 75

| Innovations | FIT Extra Recumbent Bikes
ProMaxima Fitness
SCIFIT
SportsArt Fitness
NEW
S25R Stex Recumbent Bike
The S25R Stex Recumbent step-throughbike
gives users exceptional comfort. The
newly designed seat adjusts for exact body
alignment, and allows exercisers to easily
and comfortably get on and off. It features
a variety of motivating programs, a large
console, iPod compatibility, USB utility,
and hand sensors for precise heart rate
monitoring. With its self-powered beltdrive
system that is maintenance-free,
the bike may be placed anywhere in
a health club.
ISO1000R Recumbent Bike
The self-powered ISO1000R is designed
for cardiovascular conditioning and
strength training via its Iso-Strength
program. The bike features SCIFIT’s
step-through seating for safe, easy
access. The Iso-Strength accommodating
resistance program provides safe, effective
resistance training for all exercise abilities.
The ISO1000R also has a very low starting
resistance. The workload can be changed
in one-watt increments, providing 200
levels of resistance. Optional adjustable
pedal cranks and an adjustable seat
are available.
C580r Recumbent Cycle
The C580r recumbent cycle features
a step-through design for easy on/off
access. The seat back reclines for extra
comfort. Contact heart-rate-monitor pads
allow users to keep tabs on their workout.
A state-of-the-art LCD screen rounds
out the package, offering a variety of programming
and entertainment options.
Manufacturer’s list price: $5,899.00
Star Trac
See our ad on Page 49
NEW
S25RX Stex Recumbent Bike
The S25RX Stex step-through recumbent
bike with integrated HD touch-screen TV
features Virtual Training, video viewing,
iPod integration, and USB utility capability.
The new design allows users to easily
and comfortably get on and off, and the
seat quickly adjusts for exact body alignment.
A variety of motivating workouts
are included, and hand sensors provide
precise heart-rate monitoring. This
premium bike utilizes a maintenancefree
belt-drive system.
ISO7000R Bidirectional
Recumbent Bike
SCIFIT’s ISO7000R recumbent bike is
designed for cardiovascular conditioning
and strength training via its Iso-Strength
program and bidirectional resistance.
Expandable step-through seating makes
getting on and off the bike quick and
easy. The bike boasts a very low starting
resistance, no minimum RPM, and a 500-
pound user-weight capacity. The control
panel allows adjustments in 0.1 increments,
affording 200 levels of resistance. Optional
swivel seat with height adjustment and
adjustable pedal cranks are available.
E Series Recumbent Bike E-RBi
The E-RBi recumbent bike boasts an
integrated 15" HD personal viewing
screen with dedicated channel and
volume controls for a personalized
experience. Integrated iPod connectivity
with music, video, and a USB charging
station allows users to display personal
content while charging media devices.
Dual-platform pedals with inline skatestyle
straps provide a secure hold or
strap-free workout. A walk-through
design and intuitive wrap-around seat
adjustments facilitate easy access and
seat position changes, while armrests
offer comfort.
Manufacturer’s list price: $5,040.00
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 | S E P T E M B E R 2 0 1 1 | w w w . i h r s a . o r g

INTRODUCTORY SPECIAL OFFER
CALL TODAY FOR THE
$3295
“The Helix is by far our most popular piece of cardio equipment. I have several units and
plan on buying more. If Helix was to franchise I would be their first customer.”
Dick Weber, Owner
B Real Fitness, Camarillo, CA
Brett Maloley 888-435-4926 | 888-HELIXCO Brett@helixco.com

| Innovations | FIT Extra Recumbent Bikes
TRUE Fitness
E-RB
The E-RB features dual platform pedals
with inline skate-style straps to provide
either a secure hold or strap-free platform
workout. Prewired for the E Series PVS
entertainment system, the bike has an
integrated iPod connector and USB power
port to charge media devices. A walkthrough
design and intuitive wrap-around
seat adjustment allow users to access and
change seat positions with ease. Armrests
alleviate tension in the shoulders, and
adjustable personal fans add comfort.
Manufacturer’s list price: $3,545.00
S Series Recumbent Bike
S-RB and S-RBx
Prewired for the S Series PVS entertainment
system, the S-RB and S-RBx utilize dualplatform
pedals with inline skate-style
straps for secure hold or strap-free platform
workouts. A walk-through design
and intuitive wrap-around seat adjustment
allow users easy access and seat position
changes. Armrests alleviate tension in
the shoulders, and adjustable personal
fans add comfort.
Manufacturer’s list price: $2,895.00
Technogym
See our ad on the back cover
CS800 Recumbent Bike
The CS800’s walk-through design makes
it appropriate for users of all fitness levels.
With heart-rate control, multiple user
programs, and varying resistance levels,
the sleek CS800 Recumbent will provide
years of smooth, reliable operation. Its
easy access and reclining adjustable seat
also allow older or deconditioned users
to benefit from this state-of-the-art bike.
The TRUE CS800 is a versatile beauty
that can meet the needs of every user.
Manufacturer’s list price: $3,099.00
E-RBe
With its embedded 15" HD touch-screen
and integrated iPod connectivity with music,
video, and USB charging station, the E-RBe
allows users to display personal content
while charging media devices. Ease of
use and comfort come in the form of a
walk-through design, intuitive wrap-around
seat adjustment, armrests, and Star
Trac’s popular adjustable personal fans.
Manufacturer’s list price: $5,595.00
Excite+ Recline Bike 700i
Technogym’s Excite+ Recline recumbent
bike includes walk-through accessibility
and numerous adjustments to meet a
variety of conditioning needs. The back
pad angle adjusts for optimal comfort,
and the horizontal seat adjustment can
be set to accommodate all user sizes. A
handlebar located near the display and
the low 4" step-over height increase ease
of entry and exit. Recline features 14 programs
and one test option via the VISIOWEB
touch-screen interface or LED display.
LC900 Recumbent Bike
The TRUE Fitness LC900 recumbent
bike is built on a custom-designed steel
frame that complements any health club
environment. It offers versatile display
options, with an integrated 15" LCD with
touch-screen technology, and a built-in
TV for the ultimate in entertainment. The
touch screen features Scenic Landscape
Perspectives and USB connectivity, and
the bike offers an integrated connector
for an iPod with music and video, featuring
onscreen navigation.
Manufacturer’s list price: $2,599.00
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 | S E P T E M B E R 2 0 1 1 | w w w . i h r s a . o r g

| Innovations | FIT Extra Recumbent Bikes
Tung Keng Enterprise Co., Ltd.
Vision Fitness
See Matrix Fitness
PS100 Recumbent Bike
TRUE recumbent bikes accommodate
users of all fitness levels. Their walkthrough
design is safe and allows for
easier access when mounting and exiting
the machine. These bikes also feature
an ergonomic seat back that can be
adjusted to match one’s comfort level.
Manufacturer’s list price: $1,999.00
S3R
The S3R recumbent bike is self-powered,
utilizing a generator that offers high wattage
output, quiet operation, and minimal
vibration. It features an ergonomic seat
with a simple height adjustment, a patented
sliding mechanism for fore/aft positioning,
and levelers to stabilize the unit on any
surface. Getting on and off the bike is
facilitated by a step-through design, and
large transport wheels make it easy to
move and store the machine.
R70 Semi-Recumbent Bike
The R70 was designed with user comfort
and convenience in mind. Step-through
entry allows easy access, while selfbalancing
pedals and the Club Comfort
Arc seat with adjustable lumbar control
provide comfort. The remote control feature
allows adjustments to programming
without letting go of the contact heart-rate
grips. The electromagnetic generator
system makes it possible for this bike
to be placed anywhere within a facility.
Entertainment is available on the R70
through the optional TV add-on.
Making Great Trainers for Over 35 Years...
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| Innovations | FIT Extra Upright Bikes
For more Information
See the advertisers’ index on pg. 115 or search at
Upright BIKES
BH North America
www.ihrsabuyersguide.com
BH Fitness C8
The C8 boasts comfort and ergonomic
design, while giving exercisers everything
they need for a great workout. It has a sleek
upright design which compliments any
aesthetic. The handlebars and pedals are
made to resist slipping during a rigorous
workout. Sixteen levels of magnetic
resistance and built-in programs will
provide riders with the consistent challenges
they need to continue to elevate their
workouts. The C8 will push users to train
harder and more often, while its personal
cooling fan will keep them feeling good.
Manufacturer’s list price: $1,399.00
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.
Trusted by doctors and industry leaders for
over 20 years to provide the benefits of massage
without hiring or managing a massage therapist.
“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
BH Fitness SK9000
The SK9000 combines comfort and a
great workout experience. Its sleek
upright design, ergonomic features,
and luxury accents combine form and
function into one outstanding upright
bike. 40 workout programs will inspire
users to train harder and more often in
comfort and style.
Manufacturer’s list price: $3,299.00
Call Now For a FREE DVD
1.800.786.1930 - www.hydromassage.com/club
80 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 | S E P T E M B E R 2 0 1 1 | w w w . i h r s a . o r g

| Innovations | FIT Extra Upright Bikes
Brudden Technology
E520 Upright Bike
An innovative electromagnetic system
makes the E520 a smooth, quiet upright
bike that powers up to 450 watts for
intense workouts. With easy-access
commands and a user-friendly console,
the touch-screen LCD allows full interaction
between the user and the bike.
It’s also equipped with the unique World
Courses feature that simulates biking
circuits, such as the Tour de France
and Olympic circuits.
CYBEX International, Inc.
See our ad on the inside front
cover & page 1
Expresso by Interactive
Fitness Holdings
Expresso S3u Novo
Upright Interactive Cycling System
Expresso Bikes make cardio exercise
fun and exciting! Riders can choose
from among 30-plus tours, rated basic
to extreme, or play a fantasy-world game.
They use handlebars to steer, and shift
to change resistance along with terrain.
Riders ride with virtual riders, a customizable
Pacer, or a Ghost Rider that represents
their past performance, making
every ride fresh, dynamic, and challenging.
More advanced interactive features to
help exercisers improve and permit
them to socialize with others are also
available. Youth bikes are also available.
750C Upright Bike
This commercial upright bike from
CYBEX International offers the ultimate
in durability and performance versatility
for any environment. Built to withstand
the test of time in even the most demanding
of facilities, the 750C will also be a favorite
in less demanding environments. It’s
ideal for users of every size, weight,
and fitness goal.
Manufacturer’s list price: $3,095.00
Don’t put your health club at risk by purchasing specialty
coverage from an inexperienced company. Work with
the original sports, leisure and entertainment expert—
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w w w . i h r s a . o r g | S E P T E M B E R 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

BANNED SUBSTANCE TESTED
TESTED & TRUE
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Our commitment to you is to provide all athletes and active
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always known – EAS quality is quality you can trust.
To learn more, visit www.eas.com/certified
© 2011 Abbott Laboratories, Inc
80635/AUG 2011 LITHO IN USA

| Innovations | FIT Extra Upright Bikes
FITNESS MASTER, INC.
Keiser
Life Fitness
See our ad on Page 11
NEW
Aristo CB-SG
This commercial self-powered upright
bike features a seat that adjusts forward,
back, up, and down; adjustable levelers
at the four corners for easy, stable
positioning; a tilting console to offer
better viewing for all sizes of users; and
a built-in reading rack for convenience.
The display powers up when exercisers
reach 20 rpms.
Manufacturer's list price: $2,299.00
FreeMotion Fitness
NEW
M3 Total Body Trainer
Keiser Corporation announces the M3
Total Body Trainer, part of its M Series
cardio line, which offers a concurrent,
full-body workout. The M3 Total Body
Trainer is versatile, giving users the
option of exercising their lower or
upper body independently.
LeMond Fitness, Inc.
See our ad on Page 54
NEW
Augie’s Quest
Lifecycle Exercise Bike
This limited-edition bike is a tribute to
Augie Nieto, cofounder of Life Fitness,
who brought the Lifecycle to the world.
It’s inscribed with Augie’s quote: “From
Success to Significance.” This is an
opportunity to own an essential cardio
piece that not only helps exercisers, but
also raises money for a worthy cause.
$500 of the purchase price will be donated
to Augie’s Quest, the ALS research initiative
of the Muscular Dystrophy Association.
The $500 donated to Augie’s Quest is
tax-deductible.
FreeMotion Upright Bike
Convenience and performance come
together in the FreeMotion Upright
Bike. The QuickLift padded seat, molded
armrests with dual pulse grips, and
accessory trays offer the rider comfort
in a bike that’s built to deliver a superior
workout. The custom-designed ERS
(electromagnetic resistance system)
applies consistent resistance to the
flywheel and generates power for the
Basic console. Members can enjoy
personal TV viewing on the optional
Workout TV console.
g force UT
The g-force UT is a unique upright bike
that is unlike any other. By combining
the four-way micro-adjustable bike fit
of the company’s RevMaster cycles with
electronic braking and programming,
LeMond Fitness has engineered a bike
that’s ideal for those who want an indoor
cycle that simulates the feel of a road bike.
Manufacturer’s list price: $1,995.00
Elevation Series 95C Achieve
Upright Lifecycle Exercise Bike
Whether exercisers are looking for a
great workout, training for a race, or
recovering from surgery, the 95C
Achieve can take them to the fitness
level they desire. Designed with an easily
adjustable pedal strap and at-theirfingertips
resistance controls, the 95C
Achieve delivers an exceptional experience.
Built with over 30 years of research and
development and extensive ergonomic
and user-based tests, the 95C Achieve
motivates exercisers to keep working
out at health clubs.
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| Innovations | FIT Extra Upright Bikes
Elevation Series 95C Engage
Upright Lifecycle Exercise Bike
The Elevation Series cardio line has a
hybrid feature that adds people-powered
entertainment options: an ePub reader
allows for easy viewing of PDF documents
stored on a USB, and an iPhone app syncs
with the Life Fitness Virtual Trainer Website.
The 95C Engage also boasts an integrated
15" LCD with touch-screen technology so
users can watch video, connect an iPod,
and listen to FM radio. USB connectivity
enables them to create, customize, and
track workouts.
Elevation Series 95C Inspire
Upright Lifecycle Exercise Bike
Built following 30 years of research and
development and extensive ergonomic
and user-based tests, the 95C Inspire
Lifecycle Exercise Bike can take exercisers
to new fitness levels. The advanced technology
of the 95C Inspire console provides
touch-screen access to seamless iPod
integration, USB compatibility, a built-in
Virtual Trainer, and Workout Landscape
Perspectives. A breakthrough seat design
also allows users to enjoy a more
comfortable fitness experience.
Integrity Series Upright
Lifecycle Exercise Bike
The Integrity Series Upright Lifecycle
Exercise Bike is built for easy use, and
riders of all sizes can adjust the bike
seat in seconds to ensure an optimum
workout. This bike offers a refreshed,
nonintimidating console that features
iPod compatibility and integrated entertainment
controls. The self-powered
unit has 20 intensity levels, 400 watts of
resistance, a Comfort Curve seat, racingstyle
handlebars, and an integrated
reading rack and accessory tray.
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| Innovations | FIT Extra Upright Bikes
Matrix Fitness
See our ad on the french cover
NEW
3-Series Hybrid Cycles
Offering the best of both upright and
recumbent cycling, the H3xe Hybrid
Cycle combines a command seating
position with recumbent-style comforts,
including a back support and moveable
armrests. The self-powered, step-through
machine features a 7" Vista Clear Television
display, optional Virtual Active programming,
and integrated USB port for workout
tracking. It’s also prewired for the optional
Matrix FITCONNEXION integrated entertainment
system. The H3x shares many
of the same features, with its engaging,
easy-to-use LED display.
Matrix 3-Series Cycles are prewired for
FITCONNEXION. The U3x shares many
of the same features as the U3xe, with
an engaging easy-to-use LED display.
NEW
3-Series Upright Cycles
The Matrix U3xe Upright Cycle boasts
racing-inspired handlebars with padded
elbow rests, an Ergo Form seat, and a
brushless, maintenance-free generator
drive that doesn’t require an electrical
outlet. The intuitive console features a 7"
Vista Clear Television display, an integrated
USB port for tracking workouts online,
and compatibility with Asset Management.
7-Series Hybrid Cycles
Matrix provides Vista Clear Technology
for vibrant picture quality in an integrated
15" touch-screen on the H7xe Hybrid
Cycle. Other features include: iPod
compatibility, thumb-switch controls,
wireless data transmitter, optional Virtual
Active programming, and a secondary data
display window. The command seating
position offers recumbent-style back
support and moveable armrests for
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| Innovations | FIT Extra Upright Bikes
comfort. Step-through entry provides
easy accessibility, while a personal fan
keeps users cool. The H7x Hybrid Cycle
comes with an integrated 7" LCD screen.
comfortable interface during their workout.
The U7x offers many of the same features
as the U7xe, with an integrated 7" LCD .
the optional FITCONNEXION integrated
entertainment system, and the selfpowered
Johnson Integrated Drive (JID)
resistance generator is backed by a
five-year warranty.
7-Series Upright Cycles
Featuring Vista Clear Television Technology,
the integrated 15" touch-screen display
on the U7xe provides one of the most
vibrant picture qualities in the industry.
In addition, full iPod compatibility, optional
Virtual Active programming, workout
tracking, personal fan, wireless data
transmitter, Ergo Form seat, and raceinspired
handles offer users an intuitive,
H5x Hybrid Cycle
The H5x Hybrid Cycle combines a command
seating position with recumbentstyle
back support, moveable armrests,
and an intuitive console. Users can track
their progress online using the integrated
USB port. Workouts include manual,
intervals, fat burn, random, fit test,
target heart rate, and constant watts,
with 25 resistance levels for variability
for all users. The H5x is prewired for
U1x Upright Cycle
Featuring a 7" blue backlit LCD, the
Matrix U1x Upright Cycle offers many
innovative features to keep users motivated.
The race-inspired handles with contoured
elbow rests and Ergo Form seat provide
a more comfortable workout. Quick-zip
pedal straps allow easy adjustments on
the fly. Multiple workout options help
meet users’ fitness goals. A Johnson
Integrated Drive (JID) generator system
offers smooth operation and an ultra-low
starting resistance. The U1x is prewired
for the optional Matrix FITCONNEXION.
U1xLS Upright Cycle
Featuring a 7" blue backlit LCD, the
U1xLS upright cycle offers many innovative
features to enhance motivation.
Race-inspired handles with contoured
elbow rests and the Ergo Form seat provide
a comfortable workout. A Johnson
Integrated Drive (JID) generator system
offers smooth operation and an ultra-low
starting resistance. The U1xLS is prewired
for the optional FITCONNEXION entertainment
system. Each purchase from the
line ensures that a minimum of $4 million
will support the fight against cancer.
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| Innovations | FIT Extra Upright Bikes
Motus USA
U5x Upright Cycle
The U5x Upright Cycle from Matrix is
loaded with features. It has an Ergo
Form seat for comfort and support; integrated
personal fan to keep exercisers
cool during workouts; racing-inspired
handles with contoured elbow rests for
enhanced ergonomics; integrated USB
port to track workouts online; and a
wireless data transmitter for continued
monitoring of product performance.
The U5x is designed to accommodate
the optional Matrix FITCONNEXION
integrated entertainment system.
M660BU Upright Bike
Club members can “get in the zone”
with the M660BU Upright Bike and its
fully integrated 10.4" bright screen LED
display. Features include a convenient
EZ Walk-Through design, gas/pneumatic
seat adjustment, racing handlebars,
water bottle holder, reading rack, and
telemetry heart-rate monitoring. Userfriendly
functions and an interface with
large, touch-sensitive buttons enable
users to cycle in and out of statistics with
ease for a comfortable, focused ride.
M660BUL Upright Bike
The M660BUL Series upright bike has
a fully integrated Samsung LCD TV.
The entertainment controls are separate
from the unit’s operating functions, making
it simple for users to cycle in and out of
entertainment options, while simultaneously
viewing workout statistics. Ten
preprogrammed workouts and five
customized, goal-oriented programs
are available. Features include an EZ
Walk-Through design, gas/pneumatic
seat adjustment, racing handlebars,
water bottle holder, reading rack, and
telemetry heart-rate monitoring.
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Sports & Fitness Insurance Corporation
is a full service agency, focused
I N S U R A N C E C O R P O R AT I O N
solely on the fitness industry, offering
business, commercial and personal
insurance since 1985. Contact us today
to see how we can help you meet your
insurance needs.
1-800-844-0536, ext. 2222
contactus@sportsfitness.com
Liberty Agency Underwriters Underwriting Companies: American Economy
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©2011 Liberty Mutual Group. All rights reserved.
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| Innovations | FIT Extra Upright Bikes
Nautilus
Nautilus U916 Upright Bike
The Nautilus U916 is an upright bike that
provides a real cycling feel. The design
incorporates superior biomechanics, an
ISIS bottom bracket, and three-piece
crank for strength and longevity. The
ratcheting foot straps, pop-pin free seat,
ergo bars, and performance comfort
seat make this an incredibly comfortable
ride. Add the user-friendly features and
the soothing blue LED display for an
ultimate riding experience.
Precor, Inc.
See our ad on Page 16
NEW
UBK 885
The UBK 885 upright bike features a
step-through design to appeal to a wide
range of exercisers of all ages. A ventilated
air flex seat back provides exceptional
comfort. With a touch-screen console
just like a high-end phone, and a simple,
intuitive interface that draws members
deeper into their workout, the P80 console
is a reliable fitness solution that gets
more powerful the longer one owns it.
ProMaxima Fitness
S25UX Stex Upright Bike
The S25UX Stex upright bike features
an integrated HD touch-screen TV with
virtual training, video viewing, iPod
integration, and USB utility capability.
The new hydraulic seat design facilitates
quick, easy adjustments for exact body
alignment. A variety of programs offer
motivation, and dual hand sensors
provide precise heart-rate monitoring.
The drive-belt system is virtually
maintenance-free.
RealRyder
NEW
UBK 825, UBK 835
The UBK 825 (shown) and UBK 835
upright bikes feature a step-through
design to appeal to a wide range of
exercisers of all ages. The simple seat
adjustment allows the user to change the
position of the seat with one hand, either on
or off the bike. A ventilated air flex seat
back provides exceptional comfort.
S25U Stex Upright Bike
The S25U Stex Upright bike provides a
new level of comfort. The newly designed
hydraulic seat quickly adjusts for exact
body alignment, a variety of workouts
offer motivation, and dual hand sensors
provide precise heart-rate monitoring.
The bike also has a large display console,
iPod compatibility, and USB utility. With
its self-powered belt-drive system, the
bike can be placed in any location, and
is virtually maintenance-free.
RealRyder ABF8 Indoor Cycle
The RealRyder Indoor Cycle turns, tilts
and leans—offering a functional and fun
workout that engages the core, challenges
dynamic balance and coordination, and
improves endurance and total-body
strength. Now thriving in 42 countries,
RealRyder bikes are helping indoor cycling
enthusiasts achieve a higher level of
fitness by providing a whole new range
of movements to train through. Outdoor
cyclists are attracted to the “unstationary”
terrain that captures the freedom
they get on the real road. See the bike
in action on the company’s Website.
Manufacturer’s list price: $2,295.00
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| Innovations | FIT Extra Upright Bikes
SCIFIT
SportsArt Fitness
ISO1000 Upright Bike
This self-powered stationary bike is
designed for cardiovascular conditioning
and strength training via its Iso-Strength
program. It has an easy-access, stepthrough
design with no center console
to obstruct entry and a very low starting
resistance. The ISO1000’s workload can
be changed in one-watt increments, providing
200 levels of resistance, and it can
be adjusted to be either dependent on, or
independent of, pedal speed. Optional
adjustable pedal cranks are available.
C580u Upright Cycle
The C580u upright cycle features a
cutting-edge design and a low-profile
shroud for easy on/off access. The comfortable,
oversized, padded seat adjusts
forward and backward, and up and down,
with the touch of a button. Dual-position,
contact heart-rate-monitor pads allow
users to keep tabs on their workout from
any cycling position. A state-of-the-art
LCD screen rounds out the package,
offering a variety of programming
and entertainment options.
Manufacturer’s list price: $4,999.00
Star Trac
See our ad on Page 49
E-UB
The E-UB boasts dual platform pedals
with inline skate-style straps, giving
users the choice of secure hold or a
strap-free platform workout. An integrated
iPod connector and USB power
port provide convenient device-charging.
With an approachable design, the allaluminum
frame is rust-resistant, and
the seat adjustment is simple and easy
to operate. Dynamic heart-rate control
adjusts the intensity level, based on the
user’s heart rate, for interval training.
Manufacturer’s list price: $3,245.00
ISO7000
Bidirectional Upright Bike
SCIFIT’s ISO7000 upright bike features a
step-through design for easy entry. The
comfortable seat accommodates users
up to 7' tall. The ISO7000 is designed for
cardiovascular conditioning, interval
training, strength, and power training
via its Iso-Strength program and bidirectional
resistance. Levels are adjustable
in 0.1 increments, providing 200 levels of
resistance. The bike features a very low
starting resistance (5 watts) and no
minimum RPM. Optional adjustable
pedal cranks are available.
eSpinner
The eSpinner has a sleek steel frame
design with a zinc-dip coating for superior
rust-prevention, and handlebars and seat
settings provide vertical and fore/aft user
adjustment. A powerful chain-drive
system delivers an authentic riding feel,
and custom dual-sided SPD pedals offer
both SPD and toe cage options. A smooth
control resistance knob includes a directpressure
emergency stop, and a patentpending
taper-fit bottom bracket and
pedal system add strength and reliability.
Manufacturer’s list price: $4,895.00
E-UBe
The E-UBe utilizes an embedded 15"
HD touch-screen, and integrated iPod
connectivity with music, video, and a
USB charging station that allows users
to display personal content while charging
media devices. Dual platform pedals with
inline skate-style straps offer secure hold
or strap-free platform workouts. The seat
is easily adjustable, and personal fans
add comfort. Dynamic heart-rate control
adjusts intensity level, based on the exerciser’s
heart rate, for interval training.
Manufacturer’s list price: $5,295.00
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| Innovations | FIT Extra Upright Bikes
Technogym
See our ad on the back cover
TRIXTER NORTH AMERICA, INC.
E-UBi
The E-UBi is equipped with an embedded
15" HD touchscreen, along with integrated
iPod connectivity with music, video, and
a USB charging station that allows users
to display personal content while charging
media devices. Dynamic heart-rate control
adjusts intensity level, based on the
exerciser’s heart rate, for interval training.
Dual platform pedals with inline
skate-style straps provide secure hold
or strap-free platform workouts. An
all-aluminum frame is rust-resistant,
and personal fans enhance comfort.
Manufacturer’s list price: $4,740.00
Excite Med Bike
The Technogym Excite Med Bike
combines training, testing, medical,
and rehabilitation applications. It’s UL,
CE, and TUV Medical Certified and
incorporates submaximal, maximal, and
military tests. The Cardio Memory software
enables real-time acquisition, visualization,
and storage of training and test data. Med
Bike includes a standard seat connector,
horizontal seat adjustment, adjustable
pedal cranks, and a workload of 10-1,000
watts. It also offers the same programs
found on standard Excite products.
NEW
Xdream
The Xdream is a unique, truly interactive
mountain bike simulator, working the
upper and lower body simultaneously
for a total-body workout. Helping riders
burn 55% more calories than a standard
indoor bike, it offers an exhilarating
experience, with real-feel gears, brakes,
handlebars, pedals, cranks, and seat
sensors that enable each move to be
accurately portrayed. The bike’s resistance
depicts the terrain gradients,
track surfaces, and conditions, and
five different bikes are available.
Manufacturer’s list price: $6,995.00
TRUE Fitness
S-UBx
The S-UBx is prewired for the S series
PVS entertainment system, and its userfriendly
console features a motivational
track, personal fan, accessory holder,
and large buttons. Dynamic heart-rate
control adjusts intensity level, based on
the user’s heart rate, for interval training.
The easy-up seat adjustment facilitates
simple seat position changes, and dual
platform pedals with inline skate-style
straps provide easier customized
adjustments and a more secure hold.
Manufacturer’s list price: $2,595.00
Excite+ Bike 700i
Technogym’s Excite+ Bike is inspired
by the needs and preferences of outdoor
cyclists. The seat post angle replicates
that of a road cycle, and half-inch seat
height increments and a narrow width
between pedals ensure a precise fit. The
handlebar accommodates three training
positions, and dual hand sensors and
Fast-Track Controls make it easy to adjust
the intensity. The bike features 15 program
and test options via an interactive
VISIOWEB touch screen.
CS800 Upright Bike
The CS800 is a high-performance
upright bike, offering multiple resistance
levels and preprogrammed workouts
to challenge every health club member.
It features HRC Cruise Control, which
automatically adjusts the workload to
keep users at their target heart rate.
An integrated 15" LCD features touchscreen
technology and a built-in TV,
along with an integrated connector for
iPods, featuring onscreen navigation.
Also included are scenic landscape
perspectives and USB connectivity.
Manufacturer’s list price: $2,699.00
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| Innovations | FIT Extra Upright Bikes
Tung Keng Enterprise Co., Ltd.
Vision Fitness
See Matrix Fitness
LC900 Upright Bike
The LC900 upright bike is built on a customdesigned
steel frame that complements
any health club environment. It offers
versatile display options, with an integrated
15" touch screen that includes built-in TV
features and advanced iPod compatibility,
with an iPod connector and onscreen
navigation. The touch screen also features
scenic landscape perspectives and USB
connectivity. TRUE employs the most
durable materials available to ensure
that the LC900 performs well over time.
Manufacturer’s list price: $2,099.00
S3B
The S3B upright bike is self-powered,
utilizing a generator that offers high
wattage output, quiet operation, and
minimal vibration. It features an ergonomic
seat with a precision pin-locking
height adjustment, a step-through
design for ease of getting on and off the
bike, and levelers to stabilize the unit
on any surface. Moving and storing the
machine are simple, thanks to large
transport wheels.
GA mag .5p ad-0911CBI_GA mag .5p ad-0911CBI 8/1/11 7:42 AM Page 1
U70 Upright Bike
Designed for commercial settings, the
U70 employs its extra-heavy steel frame
and top-quality components to withstand
hours of use and abuse. The motivating
console with oversized LED display features
the exclusive SPRINT 8 program,
four heart-rate training programs, as
well as five custom programs for a multitude
of workout options. In addition,
the Club Comfort Arc seat, ratcheting
chrome-plated seat post, and conveniently
located accessory tray make the U70
an ideal bike for any facility.
Gain & Retain Members
with Get Active! Magazine
CUSTOMIZED COPIES JUST $1.19 EACH!
The next issue of Get Active! will be published in late December, just in
time for the New Year’s rush. Order by November 11 and we’ll customize
the front cover with your club’s logo and other information for just
$1.19/copy (minimum order 300 copies). The standard and Anytime
Fitness editions are also available for preorder.
Learn more, read a sample issue, and order online at:
ihrsa.org/get-active-magazine.
Questions? Contact kwalsh@ihrsa.org or
call +1 617-316-6811.
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International Health, Racquet & Sportsclub Association | Seaport Center, 70 Fargo Street, Boston, Massachusetts 02210 USA
w w w . i h r s a . o r g | S E P T E M B E R 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 91

Give your equipment
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IHRSA Report
First Set 95 | In Brief 96 | Club Advisor 99 | Ask the Entrepreneurs 100
Member News 102 | Calendar 110 | Coming Soon 110
A new study suggests that moderate-to-intense
exercise may help prevent “silent strokes” in
older adults. Researchers at Columbia University
and the University of Miami found that strenuous
workouts reduced the likelihood of such events
by 40%. Silent strokes may cause subtle memory
and mobility problems and increase the risk of
future strokes. —|
w w w . i h r s a . o r g | S E P T E M B E R 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 93

Need An App For Your Gym Members?
THIS IS IT!
MiGym is a mobile platform that provides your members
with the information they need about your gym on the go.
Fully brandable with your icon, colors, and wallpaper
FIND Up-to-date class schedules
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MOBILE Membership Card for easy check-in
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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
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 Sports Clubs
262-786-0880
Bill McBride: Club One
415-477-3000
Richard Bilton: Companhia Athletica
+55 11-5188-2000
Carol Nalevanko: DMB Sports Clubs
480-609-6979
Brent Darden: TELOS Fitness Center
972-458-2582
Scott Gillespie: Saco Sport & Fitness
207-284-5953
Christian Pierar: De Fitness Organisatie
+32 9-232-5036
Jasmin Kirstein: My Sportlady Fitness
+49 89-201-4248
Robert Brewster: The Alaska Clubs
907-337-9550
David Patchell-Evans: Ex-officio
GoodLife Fitness Clubs
519-661-0190 ext. 238
®
Mutual
Satisfaction
| IHRSA Report | First Set
Do you worry as much about your employees’
satisfaction with their jobs as you do about
member satisfaction? Are you as concerned
about employee turnover as you are about
member turnover? If not, perhaps you should be.
Mercer, a consulting firm specializing in human resources, recently conducted
a study that explored the psyche of the workforce. The survey was conducted
among 30,000 workers from 17 different countries. The findings
indicate that, despite high unemployment rates and the
uncertainty many employees now face with respect to the future,
more than 50% of them are unhappy with their jobs, and 32% are
seriously considering leaving their current position (that’s up from
23% in 2005). Among those in the 25-34 age group, it’s even
worse, with 40% considering quitting, and, among senior managers,
worse yet, at 56%.
Meanwhile, another 21%, though not planning to quit, view
their employers unfavorably, and have rock-bottom scores on
key metrics of engagement—a term that describes a combination
Art Curtis
IHRSA Chairperson
of employee motivation, commitment, and loyalty.
If these findings about the general population are representative
of club employees, then they should be very disconcerting
to club operators. Imagine the potential impact on the member experience
when staff satisfaction and engagement are so low. Clearly, widespread
apathy and diminished loyalty on the part of employees will undermine any
business’ performance.
Among the reasons suggested by Mercer for these troubling findings are
the effects of cutbacks on employee perks and benefits caused by the Great
Recession. Workers don’t feel as though they’re getting the deal they signed
up for when they took the job. While times are still tough, operators who
continue to withhold perks to save a few dollars may be acting in a shortsighted
manner. Perks—i.e., unexpected benefits, such as flexible work
schedules, extra vacation days, discounted services, and employee recognition
and reward programs—are important in shaping the employee experience.
Relatively small investments in perks that have been well-thought-out are
valued by workers, and can pay big dividends in terms of increasing the
level of employee engagement and retaining valued team members.
You have a much better chance of having happy members if you have
happy employees. Conversely, you have little chance of having happy members
if you have unhappy employees serving your customers. —|
– Art Curtis, acurtis@mp-sportsclub.com
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| IHRSA Report | In Brief
Business
and Retail
Groups Praise
National Policy
Developments
In the court case AT&T v. Concepcion, the U.S. Supreme Court was asked to
determine whether a retail business could prevent customers from initiating
a claim as part of a class lawsuit. Or, said another way: could a retail business
choose to deal with each consumer complaint on an individual basis, rather
than as part of a mammoth lawsuit involving a number of consumers?
The issue is important because the time and expense required to adjudicate one
class lawsuit would, in all probability, be much greater than that involved in dealing
with individual claims directly—it’s the difference between resolving a dispute in
small claims court vs. the legal expense of full-blown, multiyear litigation.
Since health clubs are considered a retail business, this case and decision are
applicable to our industry.
The origins of the case date back to 2002, when Vincent and Liza Concepcion
signed a mobile-service agreement with AT&T that included a free cell phone. The
phone was indeed free, but AT&T charged the Concepcions $30.22 in sales tax,
based on the fair market value of the phone. In 2006, the Concepcions joined a
class-action arbitration case to recover their $30.22, alleging both “false advertising”
and “fraud.”
AT&T countered that, under the terms of the original agreement, the Concepcions
were barred from resolving the issue through a class action. Specifically, the
agreement stated that the Concepcions could file a claim only in their “individual
capacity, and not as a plaintiff or class member in any purported class or representative
proceeding.”
The issue quickly reached a federal district court, which was
asked to decide whether AT&T could lawfully prevent consumers
from resolving disputes through a class-arbitration process. The
district court held that the AT&T arbitration agreement was “unconscionable”
and, therefore, invalid. On appeal, the Ninth Circuit
Court of Appeals agreed with the district court and ruled in favor
of the Concepcions.
In a 5-4 ruling, however, the Supreme Court sided with AT&T,
holding that, “requiring the availability of class-wide arbitration
interferes with fundamental attributes of arbitration and thus creates
a scheme inconsistent with the FAA [Federal Arbitration Act].”
Following the ruling, the National Chamber Litigation Center,
an affiliate of the U.S. Chamber of Commerce, commented, “The
Supreme Court’s ruling once again vindicates the primacy of
federal arbitration laws over inconsistent state laws that attempt
to limit the availability of private arbitration as a fast, fair, and
efficient alternative to costly litigation in the courts.”
Brian T. Fitzpatrick, a law professor at Vanderbilt University,
in Nashville, Tennessee, characterized the ruling, in an article
in The New York Times, as “a game-changer for business” and
“one of the most important and favorable cases for businesses in
a very long time.”
Consumer-interest groups, for their part, expressed concern
that the ruling would limit consumers’ ability to seek restitution
from large corporations.
The case has significant implications for the health and
fitness industry. Principally, the Concepcion ruling confirms a
club’s right to prohibit members from bringing a claim as part of a class lawsuit.
It’s important to note, however, that a club must explicitly describe this prohibition
in its membership agreement—it’s not a right that can be claimed in the absence
of a specific contract clause. —|
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 | S E P T E M B E R 2 0 1 1 | w w w . i h r s a . o r g
Do you have a question about an industry legal issue? Is there a topic you’d like to see covered in
.org “In Brief”? Contact IHRSA public policy at gr@ihrsa.org

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“
We're always looking for ways of
staying ahead of the competition
and new ways of enhancing our
members' experience. The Webinars
have been a valuable resource.
– James Arrington, Anytime Fitness – Conyers, GA
iHRsa Webinars
if you have a phone, a computer and a high-speed internet connection,
you’re ready for IHRSA webinars!
IHRSA Webinars are an incredibly cost-effective way to learn and remain competitive every month,
delivered using the latest technology for a trouble-free experience. They combine interactive onscreen
graphics, leader presentation via phone, plus online question and
answer period.
iHRsa Webinars are value-priced at $39 each ($79 non-member price). Each webinar purchased will
provide you with access to the live presentation of your choice for as many of your staff as you
choose, plus all downloadable materials, and unlimited access to the archived webinar for sixty days.
Plan now to participate in our upcoming webinars and enjoy great
education, at your fingertips!
Sponsored by
JoiN Us FoR oUR NeXt WeBiNaRs:
PRoFitaBle small gRoUP tRaiNiNg PRogRams
thursday, september 15 | 2:00pm-3:30pm (edt)
Presented by Rob Gagnon, Fitness Director, Manchester Athletic Club
seVeN seCRets to aN eFFeCtiVe maRketiNg PlaN
thursday, october 6 | 2:00pm-3:30pm (edt)
Presented by C. Victor Brick, CEO, Brick Bodies Fitness Services
RegisteR today: 3 easy Ways!
• Call 800-228-4772 (Us/Canada) or +1 617 951-0055 (international)
• Visit ihrsa.org/webinars
• email membership@ihrsa.org
Missed one? Don’t worry! You may download past webinars at ihrsa.org/store. Simply click on
"webinars" to see a complete listing of topics and presenters.
International Health, Racquet & Sportsclub Association | Seaport Center, 70 Fargo Street, Boston, MA 02210 USA

| IHRSA Report | Club Advisor
Telltale Signs
You Don’t Care
By Patricia Amend
What message are you communicating, silently, to
members? When they visit your club, do they get the
impression that you’re focused intently on your business,
that you’re seriously committed to meeting their needs
and wants? Or do certain things about your club suggest
that, in fact, you just don’t care. The following is
a short list of items that club operators, consultants,
and members say give your true feelings away.
A worn-out, unkempt look: If your cardio equipment is
old and the data displays don’t work properly; if the
vinyl is ripped on your strength-training machines; if
your fitness-floor carpeting is frayed—then it’s clear
you don’t care about upkeep, says Tom Kulp, the chief
motivational officer at The Universal Club, in Lancaster,
Pennsylvania. “Club cleanliness is also a part of that,
and people pick up on it. You’re giving the impression
that you’re not devoted to the business or to them.”
Broken equipment: “I’ve told the manager about the
music system on the Arc Trainer, my favorite machine,
a number of times,” says a young woman who belongs
to a club that’s part of an East Coast chain. “It crackles
when I try to use it, which is really frustrating. The
manager has promised to take care of it, but hasn’t
done anything yet.”
Equipment breakdowns are commonplace, but
some operators are slow to fix problems or, even, to
acknowledge them, admits Skye Kaiss, the director of
operations for two Gold’s Gyms in Regina, Saskatchewan.
“If a member comes in and sees a broken treadmill,
and you don’t say, or seem to be doing, anything about
it, they’ll think that you’re a poor operator. If, however,
you let them know when it’s going to be fixed, they’ll
think you’re on top of your game.”
To handle equipment issues, Kaiss has developed
his own software program, Club Vitals, to record equipment
purchase data, report problems to maintenance
personnel, and track maintenance and repair progress.
Inattentive, robotic staff: “I’ve belonged to many clubs
over the years,” says a middle-aged man who’s now a
member of a club in the Southwest. “Inattentive service
is a complaint that I’ve had at many of them. Clubs do
a fantastic job of recruiting new members. But after
you’ve joined and completed the initial orientation,
the attention wanes, and your appreciation of the club
experience fades. Simple interactions—for instance,
a receptionist who welcomes me—would make a big
difference … And then there’s the gym floor—trainers
are forever walking around, but they never offer assistance.
They could easily build rapport with members
by offering exercise tips and answering questions.”
Poor employee relations: “There are lots of mistakes
you can make with your employees,” observes Will
Phillips, the founder of REX Roundtables for Executives,
based in Quincy, Massachusetts. “You can demonstrate
that you don’t care by spending little time at the club.
You can neglect to acknowledge or listen to staffers
when you’re there. You can simply issue orders and
then blame them when things aren’t done or aren’t
done properly. Behavior like this can cause negative
feelings that members will eventually pick up on.”
Overcharging: Clubs also frustrate members financially,
points out Stephen Tharrett, the president of Club Industry
Consulting, Inc., in Highland Village, Texas. “Some charge
for services that are supposed to be included in a
membership. Others keep billing for dues following
cancellation,” he points out.
“I’ve been a member for years, and want to upgrade
my membership,” for-examples our East Coast source.
“Yet, they want to charge me $50 and have me sign a
one-year contract—they didn’t do that the last time I
upgraded. I’m not convinced they want my business! —|
– Patricia Amend, PAmend@aol.com
w w w . i h r s a . o r g | S E P T E M B E R 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 | Ask the Entrepreneurs
Getting to Know You
How does your club help members get acquainted
with one another?
u Jim Worthington, Owner/President
Newtown Athletic Club, Newtown, Pennsylvania
When someone joins, we immediately set them up on a fitness-evaluation/program and introduce
them to key department directors. We host monthly member-appreciation events in various
departments to familiarize members with our services. In the group-exercise area, we offer a
series of specialty classes that include socializing and refreshments in our salon and spa. We’ve
also instituted a semiprivate-training match-up service to find training partners for people—to
encourage exercise adherence through the attainment of shared goals. Finally, several smaller
“clubs within the club” have been created to address specialty interests, such as running,
outdoor biking, belly dancing, and mixed martial arts.—|
u Trina Gray, Owner
Bay Athletic Club, Alpena, Michigan
Accountability is key to our clients’ success. Members need a real connection, something that
goes well beyond a welcome photo on a bulletin board or silly name games played in a class.
Yes, we welcome new members on Facebook—that’s great exposure, but it’s not enough to
produce an abiding impact. We connect them in meaningful ways by putting them together on
teams in accountability programs, such as our Training Camp, Results Club, Thinner Winner,
and Corporate Fit Challenge. A strong support system increases their chance of long-term
success and, as a bonus, connects them with other members. How does that affect the bottom
line? Membership numbers don’t drive a business as much as successful-member numbers.—|
u Joe Mannino, General Manager
Victory MMA and Fitness, San Diego, California
Our members interact in classes and in the café by our MMA (mixed martial arts) cage, where
they can view sports and other programs on television. We utilize Facebook, Twitter, texting,
and other electronic media to invite them to fun events, such as holiday celebrations, pool parties,
and viewings of televised MMA events; key employees serve as guest bartenders, and we provide
discounted/VIP entry for members. We attempt to keep people connected by encouraging them
to check in at the club on Facebook, where they can post their pictures and information. We
also try to persuade them to compete in tournaments and amateur MMA events, which, at
the very least, leads members and their friends to attend and interact.—|
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.
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 | S E P T E M B E R 2 0 1 1 | w w w . i h r s a . o r g

On behalf of the
entire fitness industry,
IHRSA is proud to thank the members
of the Public Policy Council for their
support of the Industry Defense Fund.
Thanks to their contributions, the industry has the resources to fight for your business prosperity
every day.
✔
❏ Stopping Sales Taxes on Dues
❏✔
Stopping personal trainer licensure
❏✔
Protecting Automatic Renewal contracts
❏✔
Promoting Healthy Lifestyle and Primary Prevention
❏✔
Promoting the Vision for a Healthier, More Prosperous America
For a complete list of members to thank, please visit www.ihrsa.org/contributors.
To get involved and support your industry, please visit www.ihrsa.org/industry-defense-fund or
pledge today at www.ihrsa.org/pledge. Contributions of any amount are welcome.
This is the time for everyone in the industry to be involved;
we cannot afford to have anyone on the sidelines.
International Health, Racquet & Sportsclub Association | Seaport Center, 70 Fargo Street, Boston, MA 02210 USA | 800.228.4772

| IHRSA Report | Member News
Value Proposition Netpulse
A pioneer in exercise entertainment platforms, this company, having
weathered the dot-com storm, now hopes to win the ‘media trifecta’
Netpulse, based in San
Francisco, can legitimately
be described as a dot.com
survivor.
A classic “garage enterprise”
endeavor, the company, which
was originally known as Transcape, was
founded in 1993 by Mike Cohen, Jeff
Cahn, and Kevin Martin in Menlo Park,
California. In the 18 years since then,
the cast of characters has changed, and
Netpulse has had to negotiate its way
across a series of treacherous peaks and
valleys, but, in all that time, its defining
mission has stayed the same.
Its goal: to utilize technology to
connect, engage, and entertain the
active-lifestyle community.
Netpulse recently made it clear that
its vision, aspirations, and promise
remain undiminished by time or trial.
Over the last two years, the company has
acquired $5.1 million in new funding. In
March, it began installing its latest
model platform in the facilities of Town
Sports International Holdings, Inc.
(NASDAQ: CLUB), beginning with the
What’s New at Netpulse?
Since its latest platform was introduced, Netpulse-powered
screens have been available as aftermarket add-on mounts to
existing equipment. At IHRSA’s 30th Anniversary International
Convention and Trade Show in San Francisco, however, the
company unveiled its next iteration in partnership with six major
fitness equipment manufacturers—Life Fitness, Technogym,
Matrix Fitness, Star Trac, Octane Fitness, and Woodway. Now,
the Netpulse platform will be embedded within those companies’
existing touch-screen control panels, providing integrated Netpulse
functionality and connectivity under their respective brands. —|
chain’s flagship Wall Street location.
Also in March, it announced a significant
partnership with six of the industry’s major
equipment manufacturers during IHRSA’s
30th Anniversary International Convention
and Trade Show in San Francisco (see
“What’s New at Netpulse” below). The six
are now offering cardiovascular equipment
with Netpulse’s media platform built in.
Among other things, its current platform
offers members live high-definition
television, on-demand videos and music,
iPod connectivity, personalized workout
data, and connection to social media. It
affords advertisers an effective way to
reach an attractive demographic, and
provides asset-management functions
for club owners, permitting them, for
example, to monitor equipment usage.
Netpulse has also beefed up its board
of directors with the addition of Mark
Mastrov, the founder and former head of
24 Hour Fitness International, Inc., now a
principal in New Evolution Ventures
(NeV), a private-equity firm with extensive
holdings in the fitness industry.
Innovative history
In 1994, a year after
it was founded, the
c o m p a n y b e g a n
selling touch-screen
computers mounted
on cardio units that
were coupled with
compact discs containing
workout content
(e.g., virtual
landscapes synchron
i z e d w i t h t h e
machines, which
matched the user’s
experience to their
level of exertion). The
» “club
CEO Bryan Arp
operators
now have
the option of
selecting addon
screens for
their existing
equipment or
purchasing new
equipment from
their favorite
providers with
the netpulse
platform
embedded.”
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 | S E P T E M B E R 2 0 1 1 | w w w . i h r s a . o r g

| IHRSA Report | Member News
following year, the company released its
ICE NET model, which introduced
touch-screens with Internet connectivity.
By the late ’90s, Netpulse and its
Canadian competitors, E-Zone and Xystos,
had installed their screens in more than
1,000 clubs and were growing rapidly.
In 1998, a pivotal point in the business’
history, Tom Proulx, the cofounder of
Intuit, the remarkable software success
story, got involved in the company. In
2000, following several years of aggressive
competition, Netpulse, E-Zone, and Xystos
merged, but, when the Internet imploded
in 2001, the combined entity was forced
to file for Chapter 7 bankruptcy.
Following the bankruptcy, Proulx
purchased the company’s assets for
$25,000 and debt consideration. He
then rehired several staffers and
relaunched Netpulse, with new
cofounder Bryan Arp as the CEO and
himself as chairman.
Now, a decade later, the prospects
appear promising for Netpulse.
‘Four’ for the future
“Over the past few years, four factors
have aligned that should really allow
our company to grow and expand,”
explains Arp. “First, entertainment and
media in the club environment have
come to be a given—you can’t open a
club today without some form of entertainment.
Second: technology costs have
fallen dramatically, so it’s now possible
for manufacturers to include touchscreens
and computing hardware in
their equipment. Third: most clubs now
have a high-speed Internet connection,
the key to providing rich data and
media. And, finally, over the past three
years, content has been unlocked from
the TVs in people’s living rooms; consumers
are now able to enjoy their
favorite media across multiple devices
and venues. In fact, they demand it.”
Entertainment systems aren’t new in
the industry, acknowledges Arp, but, he
The prolific
Netpulse platform
argues, the Netpulse approach—distinguished
by its willingness to constantly
adapt—is different. Its platform isn’t
defined by software, touch-screens, or any
other specific technology. “Our single
focus is on utilizing technology and
media to make connections—to deliver
an engaging experience to exercisers,”
he says. “Technology and media are
changing daily. We’re able to stay on top
of, remain connected with, that world
and, then, apply the appropriate tools to
our platform.”
“Netpulse is hitting the media trifecta,”
Jed Katz, the managing director of Javelin
Venture Partners, said at the time of his
firm’s investment in the company. “With
Netpulse, the people exercising will
have a much more enjoyable workout,
the gyms benefit from lower attrition
and by being able to run loyalty
programs, and the advertisers get a
solid 30 minutes of attention from a
highly targeted, affluent consumer."
“We’re extremely excited to support
a company that’s poised to redefine
the connection between exercise and
entertainment forever.” —|
Netpulse Brain Trust
Netpulse’s board of
directors boasts depth
of expertise in the fields
of technology, fitness,
and finance:
• Thomas Proulx, cofounder,
chairman of the board:
cofounder of Intuit, grew
the company to 2,700
employees and $400 million
in sales by the time he retired
in 1994; an Inc. magazine
Entrepreneur of the Year
• Mark Mastrov: chairman,
New Evolution Ventures
(NeV), a private equity firm
with an interest in more
than 1,000 health/fitness
facilities worldwide; founder
of 24 Hour Fitness International,
Inc., which he sold
in 2005 for $1.68 billion
• Jed M. Katz: managing
director, Javelin Venture
Partners, an early-stage
venture capital firm that’s
invested in Netpulse
w w w . i h r s a . o r g | S E P T E M B E R 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

Lights, Camera, Action!
FOR THE FIRST TIME, the annual IHRSA International Convention & Trade Show will be held in Los Angeles,
California, USA, in the city’s award-winning Convention Center — right next door to the mega entertainment
complex L.A. LIVE. The industry’s must-attend educational and networking event will offer several
tracks with special emphasis on:
> Leadership
> Sales
> Retention & Customer Service
> Management & Operations
REGISTER EARLY for the best rates by visiting
ihrsa.org/convention or call 800-228-4772 (US/Canada)
or +1 617 951-0055 (International).
> INTERESTED IN
EXHIBITING AT THE
IHRSA TRADE SHOW?
Contact Tom Hunt at
teh@ihrsa.org or call
+1 617-951-0055.
InTERnATIOnAL HEALTH, RACqUET & SpORTSCLUb ASSOCIATIOn

| IHRSA Report | Member News
Associate Profiles
Direct Source Packaging
u Direct Source Packaging specializes in
manufacturing promotional bags, including
duffel bags, garment bags, and paper
shopping bags, to meet club members’
needs. Offering value, cost-efficiency,
and superior product value, Direct
Source Packaging guarantees customer
satisfaction. For more information,
contact the company at 203-274-5025;
www.directsourcepackaging.com. —|
Fit For Green
u Fit for Green upgrades commercial
health club equipment, such as elliptical
trainers and stationary bikes, transforming
them into electricity generators that
measure each user’s output as they
exercise. Exercisers can then connect
to social media Web applications (e.g.,
Facebook) to compare and compete
across groups using their data, including
calories burned and watts generated. The
company intends to make exercising on
standard gym equipment more rewarding
and interactive, as users help the planet
by returning energy to the grid. For more
information, contact the company at
866-936-7831; www.fitforgreen.com. —|
Associate News
ABC Financial Services
u Nikki Layke has returned to ABC Financial
Services, Inc., as a senior account executive
in its client-management division, responsible
for providing support and services to its existing
clients. Most recently, Layke was a regional
sales director with Motionsoft, Inc., in Rockville,
Maryland; prior to that, she was with ABC
Financial for more than three years. In other
news: the fitRewards program is now fully
integrated with ABC Financial’s DataTrak
club-management software. The fitRewards
Nikki Layke
ABC Financial Web Service integration will
make the rewards program fully automatic
for clubs utilizing this software. For more information, contact the company
at 800-551-9733; www.abcfinancial.com. —|
Clif Bar and Company
u As evidence of its commitment to sustainability,
Clif Bar and Company, 10 years ago, was one
of the first industry businesses to hire a staff
ecologist, Elysa Hammond. Hammond now
serves as the firm’s director of environmental
stewardship. “The foundation of our journey
toward sustainability was our commitment
to organic food and farming,” she explains.
“Agriculture has one of the biggest environmental
impacts on the planet, profoundly
affecting water, wildlife, climate, and people’s
health.” The company’s eco-vision encompasses
sustainable food and agriculture, climate and
energy, zero-waste business practices, and
natural resource conservation. For more information, contact the company at
800-884-5254; www.clifbar.com. —|
Elysa Hammond
Harbinger Fitness
u Harbinger Fitness has issued
a voluntary recall of its Ab Strap
(Style #371100) following two
reported injuries to individuals
who were using the product. The
majority of the Ab Straps were sold
via Internet retailers between 2006
and 2010. All affected consumers
can receive a free upgrade and
replacement with the Harbinger
Fitness Deluxe Ab Strap (Style #371000)
in exchange for the recalled item.
Consumers who haven’t yet replaced their Ab Strap may call Harbinger Customer
Service at 800-729-5958, or e-mail custserv@harbingerfitness.com. This is the
first product recall in Harbinger’s 22-year history. For more information, contact
the company at 800-729-5954; www.harbingerfitness.com. —|
w w w . i h r s a . o r g | S E P T E M B E R 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 5

| IHRSA Report | Member News
Associate Profiles
Metromedia Energy, Inc.
u Metromedia Energy, Inc., is an
independent energy marketer dedicated
to providing the highest level of customer
satisfaction at the lowest cost, reducing
businesses’ unnecessarily high utility
expenses. The company creates custom
energy procurement and management
programs for clients who operate multiple
sites over a number of different utility
territories and state jurisdictions. National
accounts, in particular, can profit from the
team’s in-depth knowledge and experience.
Metromedia Energy isn’t affiliated with
any utility or energy wholesaler. For more
information, contact the company at
800-828-9247; www.mmenergy.com. —|
Zebra Mats
u Zebra Mats is a supplier of quality mats,
flooring, and equipment for mixed martial
arts (MMA), martial arts, health club, and
fitness training applications. Any space
within a fitness facility can be converted
into an MMA training center with Zebra’s
MMA mats, cages, bags, and bag-rack
systems. Mats are also available for
grappling, judo, jiu-jitsu, yoga, and more.
Zebra offers complete facility design and
installation services. For more information,
contact the company at 800-989-8085;
www.zebramats.com. —|
Associate News
Mad Dogg Athletics, Inc.
u Brad Thorp has been named vice president of
sales at Mad Dogg Athletics, Inc., making him
responsible for the sales division’s operations;
accelerating customer and revenue growth;
identifying and implementing expansion into
new markets; and achieving greater penetration
within existing markets. A two-decade industry
veteran, Thorp has extensive experience in
strategy, sales, business development, and
management. Previously, he was director of
worldwide commercial sales for Balanced
Body Pilates, in Sacramento, California. “We’re Brad Thorp
thrilled that Brad has joined the Mad Dogg
Athletics team,” says CEO John Baudhuin.
“His experience and enthusiasm are assets.” For more information, contact the
company at 800-847-7746; www.maddogg.com. —|
Matrix Fitness Systems
u Johnson Health Tech North America, Inc.,
has hired Andy Richters, a 24-year industry
veteran, to serve as the vice president of
national accounts for its Matrix Fitness sales
force. Richters comes from Star Trac, in Irvine,
California, where he served as vice president
of national accounts. “Richters brings years of
solution-selling strategies to the company, and
is a momentous gain for the Matrix brand,” says
Kent Stevens, the executive vice president of
Matrix. “His honorable character and relentless
determination to satisfy his customers make
him a perfect fit to the Matrix culture.” For
more information, contact the company at
866-693-4863; www.matrixfitness.com. —|
Andy Richters
Professional Tennis Registry
u The Professional Tennis Registry
(PTR), working with USTA Texas,
recently held an Instructing Wheelchair
Tennis workshop at the Circle
C Tennis Club in Austin, Texas. The
class provides tennis teachers with
an opportunity to learn, by actually
using a wheelchair, about wheelchair
basics, mobility, stroke production,
and weight transfer issues.
Geoff Norton, a PTR clinician and
tester and the former coach of the
USA World Cup Team, conducted the workshop. Participants earned a certification
to teach wheelchair tennis. PTR’s next Instructing Wheelchair Tennis session
will be held on September 18 on Hilton Head Island, South Carolina. For more
information, contact the company at 800-421-6289; www.ptrtennis.org. —|
Bruno Mohovich
1 0 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 | S E P T E M B E R 2 0 1 1 | w w w . i h r s a . o r g

| IHRSA Report | Member News
New Members
Alabama
Anytime Fitness
2691 Pelham Pkwy.
Pelham, AL 35124
205-664-0700
Arizona
Snap Fitness
1491 N. Arizona Blvd.
Ste. 104
Coolidge, AZ 85128
Mr. David Trahan
Arkansas
World Gym
2035 N. College Ave.
Fayetteville, AR 72703-3417
479-521-0585
Ms. Jessica Garner
California
Oildale Fitness
200 China Grade Loop
Oildale, CA 93308
661-829-5940
Tehachapi Fitness
20302 Valley Blvd.
Tehachapi, CA 93561
661-823-8205
Florida
Anytime Fitness
474285 E. State Road
Ste. 200
Fernandina Beach, FL 32034
Ms. Susan Bowen (Eason)
Shapes Total Fitness
26240 Golden Maple Loop
Wesley Chapel, FL 33543
813-973-7354
Illinois
Club Fitness
1837 Homer M. Adams Pkwy.
Alton, IL 62002
618-208-0090
Club Fitness
571 Belt Line Road
Collinsville, IL 62234
619- 345-CLUB
Club Fitness
1953 W. Hwy. 50
Fairview Heights, IL 62208
618-589-1117
Club Fitness
3443 Namecki Road
Granite City, IL 62040
618-219-1117
Club Fitness
1130 Vaughn Road
Wood River, IL 62095
618-216-5852
Iowa
Anytime Fitness
1213 12th Ave. SE
Ste. 101
Dyersville, IA 52040
563-875-2848
Kentucky
Snap Fitness
1990 N. Bend Road
Hebron, KY 41048
Mr. Peter Taunton
Snap Fitness
7025 Alexandria Pike
Alexandria, KY 41001
Mr. Peter Taunton
Louisiana
Snap Fitness
1217 N. Range Ave.
Denham Springs, LA 70726
Mr. Joseph Mallett
Maryland
Planet Fitness
1121 Maryland Ave.
Hagerstown, MD 21740
301-733-0777
Planet Fitness
201 Old Padonia Road
Cockeysville, MD 21030
410-252-8058
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.
Planet Fitness
255 Muddy Branch Road
Gaithersburg, MD 20878
301-337-7701
Planet Fitness
1080 W. Patrick St.
Frederick, MD 21703
301-698-8110
Planet Fitness
3442 Emmorton Road
Abingdon, MD 21009
410-809-2593
Planet Fitness
5425 Baltimore National Pike
Baltimore, MD 21229
410-975-4850
Planet Fitness
8509 Landover Road
Landover, MD 20785
301-246-2890
Planet Fitness
5604 Silver Hill Road
District Heights, MD 20747
301-278-8004
Planet Fitness
8821 Pulaski Hwy.
Baltimore, MD 21237
301-278-8004
Planet Fitness
143-153 Pulaski Hwy.
Elkton, MD 21921
410-996-4550
Planet Fitness
13031 Wisteria Drive
Germantown, MD 20874
240-720-7444
Planet Fitness
6836 Race Track Road
Bowie, MD 20715
301-464-9119
Michigan
Snap Fitness
3588 Alpine Ave. NW
Walker, MI 49504
Mr. Ryan Cook
Missouri
Club Fitness
8356 Musick Memorial Drive
Brentwood, MO 63144
314-932-2800
Club Fitness
15425 Manchester Road
Ste. 22
Ballwin, MO 63011
636-220-2582
Club Fitness
6665 Delmar Blvd.
University City, MO 63130
314-392-2471
Club Fitness
6654 Manchester Ave.
St. Louis, MO 63139
314-732-0529
Club Fitness
12 Hampton Village
St. Louis, MO 63109
314-752-2582
Club Fitness
4438 Lemay Ferry
St. Louis, MO 63129
314-894-2566
Club Fitness
4318 Loughborough
St. Louis, MO 63116
314-561-8989
Club Fitness
3032 Hwy. K&N Plaza
O’Fallon, MO 63366
636-379-2228
Club Fitness
9550 Manchester Road
Rock Hill, MO 63119
314-961-2582 —|
w w w . i h r s a . o r g | S E P T E M B E R 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 9

| IHRSA Report | Calendar
Save the date | 2011–2012 IHRSA Events
September 15
Profitable Small Group Training
Programs IHRSA Webinar
www.ihrsa.org/webinars
October 27-30
11th Annual IHRSA European Congress
Milan, Italy
www.ihrsa.org/congress
Monthly
IHRSA Online Education
Monthly Webinar Series
For details and topics, visit:
www.ihrsa.org/webinars
March 14-17
IHRSA 2012
31st Annual International
Convention and Trade Show
Los Angeles, California
www.ihrsa.org/convention —|
Coming Soon in
Club Business
International
u Business Hero: An exclusive CBI
interview with club owner Alejandro
Marti, winner of the Woodrow Wilson
Award for Public Service
u Budget Battles: Consultant Ray
Algar provides an informed overview
of the history, growth, and impact of
the budget-club sector
2011 Industry Events
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
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
November 30-
December 3
17th Annual MFA Medical
Fitness & Healthcare
Conference
Orlando, Florida
www.medicalfitness.org
December 1-3
Athletic Business
Conference & Expo
Orlando, Florida
www.athleticbusiness
conference.com —|
u Fitness Allies: A behind-the-scenes
account of how First Lady Michelle
Obama and IHRSA created the Joining
Forces Network
u Savings Savvy: CBI’s sources
describe a host of ways in which clubs
can save money, in some cases, by
capitalizing on green technologies
u Metal Mettle: F.I.T. Extra catalogs
the many virtues and benefits of multistations
and plate-loaded strengthtraining
equipment
Out of Shape by Stan Tran
.org
To obtain complete details about, or to register for,
all IHRSA events, log on to www.ihrsa.org/meetings.
1 1 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 | S E P T E M B E R 2 0 1 1 | w w w . i h r s a . o r g

| 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 $$$!
&general manager Lead & drive club activities.
5-10 years of health club sales & management
experience, financial management is a must.
&sales director Drive sales, build & train sales teams.
Implement marketing plans. 3-5 years of
industry sales & management experience.
&fitness director Train & develop personal
training teams. Create a fitness culture that continues to
define Sport&Health. 3-5 years of personal training & industry
management experience.
&benefits Competitive salaries, aggressive bonus &
commission plans, great benefits package, 401(k) plan,
relocation assistance, ongoing training.
&long term career opportunities.
&bonus Ask about our signing bonus!
Apply today at
sportandhealth.com/careers
Great Turn-Key
Opportunity in
Fort Wayne, Indiana
Successful multi-purpose club in
desirable location, and strong/stable
membership base. 27,000 sf on 4 acres of
land (residential neighborhood setting).
Good community reputation and room for
expansion and/or more $$ opportunities.
Information is at
summitcityfitness.com
Consulting
#1 Tracking Log - Your LOGO
The Most Effective Equipment...
May Just be the Least Expensive!
Business Opportunities
Visit us for a
FREE Digital
Sample with
YOUR LOGO
Call Now
800-340-7011
1 1 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 | S E P T E M B E R 2 0 1 1 | w w w . i h r s a . o r g

congress .5p-0911CBI_congress .5p ad-0911CBI 8/3/11 8:49 AM Page 1
11th Annual
IHRSA European Congress
Milan, Italy • 27-30 October 2011
For more inFormation or to register:
Visit ihrsa.org/congress or call +1 617-951-0055 (International) or 800-228-4772 (U.S./Canada)
11th annual iHrsa eurpoean sponsors:
American Council on Exercise (ACE), Anytime Fitness, LLC, Fit interiors, Fitness Equipment Depot Worldwide, Johnson Health Tech. Co., Ltd. /
MATRIX FITNESS, Keiser, Kommunicera Communications AB, Les Mills, Medical Fitness Association, Merrithew Health & Fitness , milon industries
GmbH, MYZONE , Polar Electro Oy, Precor, QualiCert - Qualitop International, Retention Management, Slim Belly, Star Trac Europe, Technogym
SpA, Total Gym, wellink and Zumba Fitness LLC.
International Health, Racquet & Sportsclub Association | Seaport Center, 70 Fargo Street, Boston, Massachusetts 02210 USA
GP ad .5p-0611CBI:webinars .5pg ad-0611CBI 4/28/11 1:37 PM Page 1
“Watch the pennies
and the dollars
will take care
of themselves.”
– Benjamin Franklin
Are you spending too much on janitorial and maintenance supplies?
What about energy and lighting?
Not sure? Check out IHRSA’s Group Purchasing program and see if you
can get a better deal on these and other products and services.
Shop. Compare. Save.
Visit ihrsa.org/grouppurchasing or email grouppurchasing@ihrsa.org for more information.
International Health, Racquet & Sportsclub Association • Seaport Center, 70 Fargo Street, Boston, MA 02210 USA • 800-228-4772 (US/Canada) +1 617-951-0055 (international)

THE IHRSA JOINING FORCES NETWORK
Supporting our nation’s deployed Reservists and National Guard
By supporting their loved ones back home
The IHRSA Joining Forces Network
is an exciting opportunity for our
industry that provides a unique and
tangible way for you to give back
to the families of courageous
Americans.
We invite you to be part of
this historic network.
The thousands of clubs that make up
the IHRSA Joining Forces Network will
provide free 6-month memberships
to immediate family members (ages
13 and older, where applicable) of
actively deployed reservists and
National Guard members.
Eligible Reservist and National Guard
families can find participating clubs
in their area through
healthclubs.com.
Learn more and enroll:
ihrsa.org/joining-forces-network
International Health, Racquet & Sportsclub Association | Seaport Center, 70 Fargo Street, Boston, MA 02210 USA

| Ad Index |
Page
Advertiser
Page
Advertiser
82 » Abbott Nutrition
www.abbottnutrition.com | 866-599-4002
26 » ABC Financial Services, Inc.
www.abcfinancial.com | 800-551-9733
13 » Aerobics & Fitness Association of America (AFAA)
www.afaa.com | 877-968-7263
73 » Affiliated Acceptance Corporation
www.affiliated.org | 800-233-8483
68 » American College of Sports Medicine
www.acsm.org | 800-486-5643
35 » American Council on Exercise
www.acefitness.org | 800-825-3636
85 » American Public
www.studyatapu.com/cbi | 877-777-9081
2-3, 5 » ASF International
www.asfinternational.com | 800-227-3859
94 » Bottega Sol
www.migymapp.com | 888-220-8521
61 » Celare by Digilock
www.celare.com | 707-766-6000
111 » Club Industry
www.clubindustry.com | 610-238-9306
37 » CSI Software
www.csisoftwareusa.com | 800-247-3431
Inside Front
Cover & 1
» CYBEX International, Inc.
www.cybexinternational.com | 508-533-4300
9 » Fiserv
www.clubs.fiserv.com | 888-590-0026
107 » Fitour
www.fitour.com | 800-348-6873
42 » GOJO Industries
www.gojo.com | 800-321-9647
84 » Healthy Learning
www.healthylearning.com | 888-229-5745
77 » Helix Co.
www.helixco.com | 888-435-4926
64 » HOIST Fitness Systems
www.hoistfitness.com | 800-548-5438
80 » HydroMassage
www.hydromassage.com | 727-536-5566
97 » Infrared Motion
www.infraredmotion.com | 360-566-2980
92 » Intel Corporation
www.intel.com/go/fitness | 480-554-8080
81 » K & K Insurance
www.kandkinsurance.com | 800-637-4757
54 » LeMond Fitness, Inc.
www.lemondfitness.com | 425-482-6773
19 » Les Mills International
www.lesmillsusa.com | 888-669-8876
11 » Life Fitness
www.lifefitness.com | 800-634-8637
French
Cover
Back Cover
» Matrix Fitness
www.matrix-fitness.com | 866-693-4863
7 » Motionsoft, Inc.
www.motionsoft.net | 800-829-4321
62 » MYZONE
www.myzone.org | 312-870-4802
79 » National Exercise Trainers
Association (NETA)
www.netafit.org | 800-237-6242
71 » National Federation of
Professional Trainers (NFPT)
www.nfpt.com | 800-729-6378
36 » Philadelphia Insurance Companies
www.phly.com | 800-873-4552
67 » Power Plate North America
www.powerplate.com | 877-877-5283
16 » Precor, Inc.
www.precor.com | 800-786-8404
Inside Back
Cover
Outsert
» Retro Fitness
www.retrofranchising.com | 201-867-5309
» Salsbury Industries
www.lockers.com | 800-562-5377
87 » Sports & Fitness Insurance Corporation
www.sportsfitness.com | 800-844-0536
Outsert
» SPORTSMITH, LLC
www.sportsmith.net | 800-713-2880
49 » Star Trac
www.startrac.com | 800-228-6635
» TECHNOGYM
www.technogymusa.com | 303-875-0306
21, 23, 25 » Total Gym
www.totalgym.com | 800-541-4900
86 » Town Sports International
www.mysportsclubs.com | 917-351-6680
14 » Twin Oaks Software
www.tosd.com | 866-278-6750
75 » United States Professional Tennis
Association (USPTA)
www.uspta.com | 800-877-8248
29 » Zumba Fitness, LLC
www.zumba.com/gyms | 954-925-3755
w w w . i h r s a . o r g | S E P T E M B E R 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 1 5

| Last Rep |
The Price
Squeeze Problem
I recently had an interesting conversation with a friend whom I
hadn’t seen in years. Though he’s retired from running his clubs,
he still follows the industry. And, like many others, he’s concerned
about commoditization. “Why are so many clubs selling memberships
at such low prices?” he asked.
Tracy Powell
Ididn’t have a neat, convincing answer for him then,
and I don’t now. But his question got me to thinking.
Eventually, one thought leading to another, I
was reminded of a different question that another
industry veteran had posed years ago. The setting was
a meeting of the IHRSA Institute, and the speaker
was Bud Rockhill, who was chatting with John
McCarthy, then the association’s executive director,
and other Institute attendees.
“What do you want to be
famous for?” he asked.
The question wasn’t raised
in a personal sense. Rather,
interacting with a small group
of executives, Rockhill was
really wondering, “What do
you want your business to be
known for?”
The question seemed a
pivotal point-of-reference for
Joe Moore
Rockhill, who’d established
IHRSA President & CEO his bona fides as one of the
owners of Club Sports International
(CSI), which subsequently
became The Wellbridge
Company. Now, with nearly 30 years of industry
experience, he serves as the CEO of Spectrum
Athletic Clubs, Inc., a regional 23-facility chain.
Today, if you were to address his question to a
group of club owners, many might respond: “I want
to sell memberships at the lowest price in town.”
In 1972, I opened a small, 1,000-square-foot
storefront club that offered seven machines, a few
free weights, and two showers, but that didn’t have
amenities as basic as a drinking fountain or air
conditioning. I told people the heat helped them to
burn calories, which was true, but that didn’t seem
to appease them in the summer. We sold month-tomonth
memberships for $25 per month, and this
was long before the debut of EFT programs. I soon
started opening larger clubs with more amenities
and increased the dues.
According to inflation calculators available
on the Web, that $25 monthly membership fee
is the equivalent of $135 today—I find that
interesting. It seems that my bare-bones, hole-inthe-wall
club was selling memberships at
what, by current standards, are considered
luxury prices.
Over the past couple of weeks, I’ve had the
opportunity to visit a number of established and
successful operations, including Club One, Anytime
Fitness, the Sports Club/LA, and the Dedham
Health and Athletic Complex. Each of them has
developed a unique value proposition that differentiates
them from the competition, and each of them
has become famous for different reasons.
All of them are impressive, and all of them
deliver great value at reasonable prices.
But what, I can’t help wonder, would their prices
look like if our industry had kept up with the
Consumer Price Index (CPI) over the last 40 years.
There are always forces pushing prices down—
tax-exempt competition, government competition,
more competition in general, and, of course, little
glitches like the Great Recession. And there are
always forces driving costs up: wages, energy
prices, regulatory requirements, etc. It’s the
disparity, the ongoing tension between these two
seismic forces that generates the price squeeze that
so many operators find themselves fighting.
I’m not trying to provide any answers here—
just offering some food for thought. So, back to
Rockhill’s original question: “What do you want to
be famous for?” —|
– Joe Moore, jmoore@ihrsa.org
1 1 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 | S E P T E M B E R 2 0 1 1 | w w w . i h r s a . o r g

If you can’t beat ‘em, join ‘em.
Transform your gym and join one of the fastest growing franchises in America.
BEFORE
AFTER
To learn more call 201.867.5309
or visit RetroFranchising.com
Retro Fitness Average Gross Sales Per Unit
of $1.9 Million, and Average Revenue
Per Sq. Ft. of $143.24 *
Retro Fitness ranked one of the “Fastest Growing
Franchises” for 2011 by Entrepreneur magazine
*The top 10% of Retro Fitness clubs experienced average gross sales per unit of $1.9 million from March 2009-February 2010. Revenue per square foot is
derived from average gross sales numbers published in Item 19 of our 2010 FDD. This is not an offer to sell a franchise. Offerings made by prospectus only.

Finance.y
Finance.yah
a oo.com
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