Innovations - IHRSA

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
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Impact
Public
Service
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| Letters |
IHRSA30 thrills
‘CBI Unbound’ Fan
> I’m an avid reader of “CBI Unbound,” love the wide variety of
topics covered, and was wondering if individuals can contribute
to it. Can someone request to be a guest blogger? ... Although
Goldfields Oasis is a relatively small fitness centre, I thought
it might be interesting to get some thoughts from Western
Australia on the industry and how consumers here behave.
We’re constantly trying to innovate and develop the centre,
even through small things, such as our use of social media
to engage consumers: for example, our Facebook page,
www.facebook.com/goldfieldsoasis. Look forward to hearing
from you! —|
Amy Johnston | Membership & Marketing Coordinator | Goldfields Oasis
Recreation Center | Kalgoorlie-Boulder, Western Australia
Convention a Grand Slam!
> What a triumph this year’s convention and trade show was!
Congratulations to all! From first to last, it was a bases-loaded
home run. Each of the three general session speakers hit the
ball out of the park, and I heard, repeatedly, that it was the best
IHRSA trade show in years. Plus, you arranged for the most
spectacular Zumbathon ever, and the B*A*S*H for Augie’s
Quest exceeded everyone’s expectations—take a bow for that!
Three cheers for the entire IHRSA team and a spectacular
performance. Bravo! —|
John McCarthy | IHRSA Executive Director Emeritus | Weston, MA
An Insider’s Opinion
> I want to thank the IHRSA team for one of the best conventions
and trade shows the industry has ever had. Five years
ago, I thought IHRSA25 could never be equaled or topped, but,
I must say, IHRSA30 came mighty close! Thanks to all. —|
Norm Cates | Publisher | Club Insider | Marietta, GA
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 | J U N E 2 0 1 1 | w w w . i h r s a . o r g
IHRSA30 Nails It!
First and foremost, congratulations on a terrific
show this past weekend in San Francisco. While
it’s only the fourth convention I’ve attended during
my brief tenure in the industry, I can say that this
one was filled with more energy, enthusiasm, and
optimism than any other since I joined 24 Hour
Fitness. I can only imagine how hard the IHRSA
team worked to pull off such an event, and, from
my perspective, they nailed it. —|
Carl Liebert III | CEO | 24 Hour Fitness Worldwide, Inc. | San Ramon, CA
Completely SATS-ified!
> A big thank-you from the SATS organization for the high
level of service—far exceeding our expectations—that IHRSA
provided in helping us plan our stay in San Francisco during
the 30th anniversary convention and trade show.
All of our people were incredibly impressed with the entire
event—inspiring speakers at the convention, and a trade show
that beat all records!
I’d like to share what one of our employees wrote in her
feedback: “For the last three years, this trip has attracted us
in a special way—a journey that everyone was talking about,
a valued opportunity, and a great learning experience. It’s the
world’s largest convention. Wow! What an experience! Finally,
it was my turn to visit IHRSA, and I’m so grateful. It’s given my
career a real energy boost.”
Thanks, again, to everyone at IHRSA for making it possible
and for their professionalism and dedication to making our stay
a special memory for all the SATS attendees … Now, the group
is eager to review any material from the presentations or
sessions that might be available—is it possible to obtain this
or to download it from IHRSA’s homepage? —|
Helena Åkerblad | Human Resources Assistant | SATS SportsClub AB
Sundbyberg, Sweden
Editor’s note: Audio recordings of select IHRSA30 convention sessions,
as well as copies of the IHRSA 30th Anniversary Yearbook, plus Legends
of Fitness: The Forces, Influencers, and Innovations That Helped Shape the
Fitness Industry, are now available for purchase at the IHRSA Store,
www.ihrsa.org/store.
The Place to Be!
> It was a great conference. We accomplished a lot with the
new business and made great contacts. As always, the IHRSA
convention is the place to learn, to meet, and to see friends. —|
Michael S. Levy | Founder, president | Casaral, Inc. | Toronto, Ontario, Canada
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 6

| Editor’s Welcome |
Kerry Brett
The six youngsters on the cover of this issue of CBI
don’t belong to a health club. It’s unlikely that any
of them will ever become club owners or attend
an IHRSA convention. But these children, who
live in a small farming village in Ethiopia, could
easily serve as a symbol for our industry.
Each one of them is about life. Each one of them is about activity.
Each one of them is about health, and happiness, and strength,
and goals, and dreams, and challenges, and opportunities—
about endless, infinite possibilities!
And let’s not forget those smiles.
Aren’t these the things that our industry, at its best, strives to
encourage and nourish?
Take a look at the boys and girls featured in one of the public
service announcement (PSA) videos promoting First Lady
Michelle Obama’s Let’s Move! campaign, and tell me what, of
significance, is different between kids in Belo, Ethiopia, and ones
residing in a suburb of Washington, D.C. (To view one of the
PSAs, log on to www.ihrsa.org/cbidigital and go
to pg. 17 of the May issue.)
The fitness industry is blessed in that, bottom
line, the variety of products and services it offers
are all designed to enhance a person’s quality of
life. But, often, the same players set their business
plans aside, and step outside the for-profit
paradigm, to address pressing issues, answer
unmet needs, and serve those who, until then,
have been overlooked or ignored. For these
industry activists, it’s simply a matter of “Doing
the Right Thing!” observes Associate Editor Mia
Coen (see pg. 38). In the process, they not only
perform an important public service, but also reap rich, if
intangible, rewards.
The six youngsters on the cover, along with thousands more, are
the beneficiaries of just such an effort. The Fifth Avenue Club, a small
independent facility in Calgary, Canada, has adopted Belo, and its
contributions have been used to, among other things, dig wells, build
a high school, establish medical clinics, and develop irrigation systems
and agricultural nurseries. These kids may not have a health
club—yet—but they’ve got a meaningful club connection.
In much the same way, the Healthworks Fitness Centers for
Women, based in Boston, has created a charitable organization,
the Healthworks Foundation, which operates two nonprofit fitness
centers that serve low-income and other disadvantaged
populations. And Spring Fitness, a regional three-facility chain in
Texas, is giving free six-month memberships to veterans and
active military personnel—no strings attached. “We feel good
about giving them a place to come where they’re appreciated,
and about being able to contribute something to their health and
wellness,” says owner Tom Kennison.
CBI salutes these three, and all of the other clubs worldwide,
that are doing the right thing! —|
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 | J U N E 2 0 1 1 | w w w . i h r s a . o r g
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
Contributing Editors:
Dawn Allcot, Patricia Amend, Phoebe Anderson,
Jon Feld, Julie M. King, Catherine Larner,
Lesley Mahoney, 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
®

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CLuB BuSInESS
INTERNATIONAL
Staff of The Fifth Avenue Club and children of
Belo, Ethiopia, a village the club has adopted
Features
38 High-Impact Public Service
Many clubs believe there’s more to life than the
bottom line and act accordingly, responding to
the dictates of their heart. Among those that
have impressed CBI are The Fifth Avenue Club,
which has adopted a small village in Ethiopia;
the Healthworks Fitness Centers for Women,
which sponsors nonprofit clubs in a low-income
community; and Spring Fitness, which extends
free memberships to U.S. veterans. All three
reap rich personal rewards.
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 | J U N E 2 0 1 1 | w w w . i h r s a . o r g
CONTENTS | JuNe 2011
38
34 Maestro Michael Bruno
His acquisition of three equipment companies has
made Michael Bruno a multibrand fitness maestro
43 Intel’s High-Tech Gym
Intel’s corporate fitness center in Chandler/
Ocotillo, Arizona, is a preview of the world
of high-tech fitness
48 Celebrating IHRSA30
IHRSA’s 30th anniversary event attracted and
thrilled more than 10,400 participants—here’s why
55 The Assessment Edge
The Bronson Athletic Club understands the value
of comprehensive testing, and so do its members

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CLuB BuSInESS
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Kids savor LifeCenter’s
Fun Camp
Departments
News & Know How
64
Bike+Ball=BallBike
ProS 700
31 98
15 news
Curves a Secret Millionaire; McBride
presides over Club One; Town Sports aids
earthquake victims; IHRSA associate members
make news; Madonna opens second
Russian club; CBI’s Eye on the Economy
29 First Person
Tennis Industry Association (TIA)
President Jon Muir gauges the
game’s prospects
31 On the Move
Gold’s Gym goes Express; Lifestyle
‘frees’ teens; Anytime Fitness on move
in Middle East; Sparrow wins aquatics
award; and more
Innovations
63 What’s new
Innovative offerings from Cybex, BallBike,
Fabiano Designs, Interactive Fitness, and
other IHRSA associate members
67 F.I.T. Extra
Club members are driving the evolution
of single-station selectorized and circuittraining
equipment
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 | J U N E 2 0 1 1 | w w w . i h r s a . o r g
CONTENTS | JuNe 2011
IHRSA Report
91 First Set
There couldn’t be a more perfect time
to launch the IHRSA Foundation, notes
Chairperson Art Curtis
92 In Brief
Every club needs to know, and have a voice
in, what’s happening on the public-policy
front , and IHRSA can help
94 Club Advisor
Four ways to make your employees feel
valued, appreciated, and motivated when
you’re not able to give them raises
96 Ask the Entrepreneurs
Our three intrepid entrepreneurs offer
their suggestions on how to hold onto
superstar employees
98 Member news
Big Ass Fans’ unique ‘Value Propoition;’
plus news from Netpulse, Life Fitness,
Matrix Fitness, City Blends, and more
104 Calendar
Big Ass Fans suits
Anytime Fitness
Reps
4 Letters
6 Editor’s
Welcome
12 Ihrsa.org
106 Marketplace
107 Ad Index
108 Last Rep
Association President
and CEO Joe Moore
rhapsodizes about
his experiences
at IHRSA30 in
San Francisco

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ihrsa.org
IHRSA/Fitness Brasil trade show
IHRSA/Fitness Brasil conference
A PREVIEW OF WHAT’S NEW THIS MONTH ON WWW.IHRSA.ORG
Hurry! IHRSA Store Spring Sale Ends June 30
> www.ihrsa.org/store
Time is running out to save up to 30% on nearly everything in the IHRSA
Store, including research reports, how-to manuals, training DVDs, and
more. Best-selling titles you’ll want to stock up on include: Get Active!
magazines (standard or Anytime Fitness editions); The 2011 IHRSA
Global Report: The State of the Health Club Industry; The IHRSA30 Yearbook;
The 2011 Employee Compensation & Benefits Report; The IHRSA Health
Club Consumer Report: 2010 Health Club Activity, Usage, Trends & Analysis;
2010 Profiles of Success; archived Webinars; and IHRSA convention session
MP3 recordings.
During the IHRSA Store Spring Sale, which ends June 30, use the following
codes at checkout to save on your order:
• SPRINGSALe-10 to save 10% on orders of $75-$149.99
• SPRINGSALe-20 to save 20% on orders of $150-$249.99
• SPRINGSALe-30 to save 30% on orders of $250 or more
Sale excludes e-books and digital (DVD) downloads. Order today at
www.ihrsa.org/store for the best selection. —|
Contact store@ihrsa.org or (617) 951-0055, ext. 117, with questions.
GA0311_Covers2_NewGACover 3/13/11 7:00 PM Page CV1
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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 | J U N E 2 0 1 1 | w w w . i h r s a . o r g
The IHRSA 2011
Employee Compensation
& Benefits Survey Results
for the Commercial Health & Fitness Industry
Compiled in 2010 by The International Health, Racquet & Sportsclub Association and Industry Insights, Inc.
International Health, Racquet & Sportsclub Association
Mark Your Calendars for
IHRSA/FITNeSS BRASIL
> www.ihrsa.org/fitness-brasil
The IHRSA/FITNESS BRASIL Latin American Conference &
Trade Show, to be held September 1-3 in São Paolo, Brazil,
has become the industry’s premier event in Latin America.
At this annual event, club operators converge by the thousands
to research, sample, and buy the latest equipment,
products, and services they need to succeed in the rapidly
growing Brazilian and Latin American markets. The 2011
Conference will feature presentations by executives from
both inside and outside the industry, providing thoughtprovoking
commentary on trends shaping the industry.
Networking opportunities to build relationships with
colleagues from throughout Latin America will also be
offered each day. —|
Learn more at www.ihrsa.org/fitness-brasil.
Read the Latest on
CBI Unbound
> www.ihrsa.org/cbi-unbound
Do you love Club Business International
but wish it showed up in your mailbox
more than once a month? CBI Unbound,
the official blog of IHRSA’s flagship trade
publication, gives you the same quality
and in-depth reporting you expect from
CBI, but instead of receiving it once a
month, you can get it twice a week. Log
on to www.ihrsa.org/cbi-unbound today
to read the stories behind the articles,
and to contact CBI’s editors with your
questions or suggestions. —|

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News & Know How
news 15 | First Person 29 | On the Move 31
The 6th Annual B•A•S•H for Augie’s Quest raised more than
$1.3 million for ALS (amyotrophic lateral sclerosis) research
during IHRSA30. Among the presenters: Quest cofounders
Augie and Lynne Nieto, front center; holding the check at left,
from l., Pat Laus, of The Atlantic Club, and television host Natalie Morales, and, at far
right, IHRSA Chairperson Art Curtis; Technogym founder Nerio Alessandri (behind
Morales); and IHRSA Executive Director Emeritus John McCarthy (behind Curtis). —|
w w w . i h r s a . o r g | J U N E 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

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Gary, l., and Diane Heavin, third from l., with
Lazarus House staff and guests
Curves Cofounders go under Cover
on Secret Millionaire
Heavins donate their time and $410,000 to help the less fortunate
Gary and Diane Heavin, cofounders
of Curves International, Inc.,
the world’s largest fitness franchise
with nearly 10,000 clubs and four
million members in approximately 70
countries, are often heralded for their
charitable contributions. One example
of the couple’s philanthropy, the annual
Curves Food Drive, is now in its 13th
year. But a recent appearance on the
ABC series Secret Millionaire demonstrated
just how fully committed they
are to giving back.
The show followed the Heavins as
they moved from their well-appointed
home in a gated community into a rundown
shack situated in Houston’s Third
Ward neighborhood, an area known
for violence and poverty. Then, for the
next 10 days, under the guise of shooting
a documentary about volunteerism, the
pair worked for three local charities:
The Lazarus House, a wellness center
for those suffering from chronic illness;
No More Victims, a group that assists
children whose parents have been
incarcerated; and The Sean Ashley
House, an organization for children
and adults with autism.
From painting a house, to connecting
with troubled youth, to taking autistic
adults horseback riding, the Heavins
had multiple opportunities to not only
give back, but to witness, up close and
in-depth, the reality of life for those
faced with extreme physical and social
challenges.
According to Gary, it was “an incredible
experience. It was both the best and
worst week of our lives. Through it all,
our appreciation for our own lives
grew, but so did our sense of duty to
help others less fortunate.”
In the end, the Heavins donated
$410,000 out of their own pockets, dividing
the sum among the three charities. —|
If you missed the Heavins’ episode of Secret Millionaire, it’s available by logging
.com on to www.abc.go.com.
| News & Know How | news
>
Short Takes | New London
Club ‘Geared’ Toward
Open-Air Commuters
An English entrepreneur has created
a refreshing new business model by
bringing together “open-air commuting”
and health club amenities under
one roof. Piers Slater, the founder of
Reef Estates, a London-based property-development
company, is also
an avid cyclist who enjoys biking to his
office. However, there were always
obstacles to his morning commute/
workout: lack of showering facilities,
limited storage for protective gear, and
a shortage of bicycle parking spaces.
In response, he and his colleagues
have created the H2 Club, designed
specifically to accommodate the
growing number of busy professionals
who run, cycle, or power-walk to
work. The first location, in London’s
Soho neighborhood, includes 40
showers for post-workout/pre-work
cleanup; changing facilities; storage
lockers for hire; 230 bike parking
spaces; and other convenient perks,
including cycle repair and dry-
cleaning services.
Piers Slater
On the fitness side, the club offers
personal training, an indoor cycling
studio, a core-conditioning gym, and
sports therapy and massage—all
of which are intended to enhance
the health and fitness of open-air
commuters.
Slater believes demand for the
innovative option will be high, and
anticipates adding 10 to 20 more
locations throughout the city in the
near future. —|
w w w . i h r s a . o r g | J U N E 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 Joining Forces Network unveiled by Michelle Obama
First Lady enlists IHRSA and ACE to enhance well-being of military families
Afew minutes after 3 p.m. on Monday, May
9, Joe Moore, the president and CEO of
IHRSA, and Scott Goudeseune, the CEO
of the American Council on Exercise (ACE), led a
small group of fitness activists across the South
Lawn of the White House to participate in an
historic announcement.
Moore, Goudeseune, and members of the
President’s Council on Fitness, Sports, and
Nutrition joined First Lady Michelle Obama
before a crowd of military families to share
the details of a new multi-part initiative
designed to improve military families’ health
and well-being.
IHRSA and ACE figured prominently in the
First Lady’s plans.
“The International Health, Racquet, and Sportsclub
Association has agreed to offer free memberships
to immediate family members of actively
deployed National Guard and Reserve members.
They’re aiming to offer more than 100,000 free memberships—
the equivalent of more than 18 million free days of access to
gyms and health clubs across the country. Starting June 1,” she
told the audience, “you can log on to www.letsmove.gov to find
out how to find a club in your area and sign up for free.”
Let’s Move! is the First Lady’s ambitious program to
eliminate childhood obesity within a generation; a companion
program, Joining Forces, launched by Obama and Dr. Jill
Biden, the wife of Vice President Joe Biden, focuses specifically
on the needs of America’s military families.
IHRSA has been a strong supporter of Let’s Move! since
its inception, and its new involvement will be known as the
IHRSA Joining Forces Network.
“The freedoms that each of us enjoy every day are possible,
in large measure, because of the sacrifices that our nation’s
military families bear,” said Moore, echoing Obama’s own
comments. “Joining Forces offers us an opportunity to provide
these families with the support they are due. Rooted in
communities all across America, IHRSA health clubs stand
ready to serve our nation’s military families. We’re here to
offer them safe, supportive environments where they can
exercise and find encouragement in their efforts to stay well
through healthy lifestyle choices,” he affirmed. “We’re deeply
honored to participate in this extremely important initiative.”
Clubs participating in the IHRSA Joining Forces Network
may also elect to provide additional services, such as childcare,
children’s programming, group classes, discounts for
veterans, and discounts for active-duty families. Details
about Network clubs will be made available online at
www.healthclubs.com.
.com For more information on the network clubs, log on to www.healthclubs.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 | J U N E 2 0 1 1 | w w w . i h r s a . o r g
Making history: front row - Joe Moore, l.; Scott Goudeseune, next; Michelle
Obama, center, Dominique Dawes, far right, co-chair of the President’s Council
ACE, for its part, will encourage its family of fitness
professionals to offer at least 1 million hours of training
services, at no cost, to the family members of actively
deployed National Guard and Reserve members.
“The American Council on Exercise has always, and will
always, proudly support our servicemen and women, as well as
their families, for the protection they provide and the sacrifices
they make for our country,” noted Goudeseune. “Through our
involvement with the Joining Forces initiative … we’re thrilled
to be able to show our gratitude to these military families and
rally support on their behalf.”
In her concluding remarks, Obama acknowledged IHRSA
and ACE, specifically. “I want to thank the American Council on
Exercise and the International Health, Racquet, and Sportsclub
Association, and their CEOs … who are with us here today.
Thank you guys, both, for your commitments…They got a call,
and this request was put in, and they jumped on it … So, Joe
and Scott, we’re truly grateful for this leadership.” —|
Let’s All Move!
• To enroll in the IHRSA Joining Forces Network, log on to
www.healthclubs.com or call IHRSA at 800-228-4772.
• For more information about First Lady Michelle Obama’s
Let’s Move! initiative and IHRSA’s involvement in it, please
see “Partners for Progress,” May CBI, pg. 43; “CBI Spends
10 Minutes on the Line with Robin Schepper,” January CBI,
pg. 29; and “Let’s Move!,” June 2010 CBI, pg. 34. —|

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| News & Know How | news
Club One Promotes Bill McBride to President
Bill McBride
| CBI’s Eye on the Economy |
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 | J U N E 2 0 1 1 | w w w . i h r s a . o r g
Described by colleagues as “a great asset” and “a wonderful advocate” for the fitness
industry, Bill McBride was recently appointed president, in addition to being COO,
of Club One, the San Francisco-based operator of 19 commercial health clubs,
10 managed community centers, and more than 60 managed corporate fitness centers.
McBride, also an IHRSA board member, said he’s “honored” by the appointment and is
eager to help lead the company as “we continue to forge ahead toward steady growth and
sustainability in 2011.”
Chairman and CEO Robin Klaus lauded the choice, noting that McBride “exemplifies all
the qualities of an exceptional leader.”
Having entered the industry in 1986, McBride joined Club One over eight years ago as
director of operations. Throughout the years, he’s also served as the company’s director
of sales and operations, and vice president of commercial operations. —|
Consistent Uptrend in Cost Implies Pricing Flexibility for Clubs
> Pricing for all items increased in January and February,
marking the 16th consecutive monthly increase since November
2009. In January, it increased by 1.78% over January 2010, and,
in February, it was 2.25% higher than in February ’10.
With respect to clubs, specifically, the pricing for fees for
lessons and instruction also increased in January (+1.68%)
and February (+1.3%). These fees have increased steadily since
October 2008, even when the pricing for all items fell during the
spring and fall months of 2009.
However, fees for club dues, which have increased in seven
months since October 2008, fell in January (-0.15%) and
February (-1.04%).
5
4
3
2
1
0
-1
-2
-3
-4
-5
Consumer Prices & National Economic Trends
(% change same month previous year)
Club Dues (NSA*)
Fees for Lessons (NSA)
All Items (NSA)
Rising costs for all items suggests that club operators may
have some pricing flexibility with respect to appealing nondues
programs. As consumers become more aware of, and attracted
to, the club experience, operators can develop niche and/or
target-market-specific programs and price accordingly.
Premium programs—ones that are highly specialized or
particularly effective—can command higher prices. —|
For more detailed monthly information and additional Producer
Price Indexes, please log on to www.ihrsa.org/research.
11/09 12/09 1/10 2/10 3/10 4/10 5/10 6/10 7/10 8/10 9/10 10/10 11/10 12/10 1/11 2/11
Note: NSA: Not Seasonally Adjusted

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Sizzle Comes to St. Petersburg
Hard Candy Fitness’ third club will be second in Russia
Madonna eyes expansion
Following the launch of the first Hard Candy Fitness
Center in Mexico City late last year, and the imminent
debut of a second facility in Moscow, performer and
fitness entrepreneur Madonna recently announced that she
and her partners will open a third club in center-city St.
Petersburg, Russia, later this year.
“The early success of the Hard Candy Fitness Center in
Mexico City—where Madonna taught a dance class to
members at the opening—has inspired us all to create similar
facilities, and seek out local partnerships around the globe
that embody Madonna’s workout philosophy,” reports Mark
Mastrov, the chairman of New Evolution Ventures (NeV), the
Lafayette, California-based private-equity firm developing the
new brand.
Also involved in the project are Jim Rowley, of NeV, and
Guy Oseary, Madonna’s manager. Their partner in the
Russian venture is Irina Razumova, the founder of Planet
Fitness, a major Russian club chain.
The 52,000-square-foot St. Petersburg club, like its
predecessors, will feature state-of-the-art equipment, lavish
amenities, and exclusive programming, including the latest
trends in yoga and Pilates, Capoeira, a Brazilian form of
martial arts, and barre3, a format that marries ballet barre
work and yoga/Pilates. “It will be a place where members
| News & Know How | news
will enjoy their workout experience in a beautiful environment,”
says Mastrov.
Razumova promises the club will be “like no other in
the world.”
Madonna is convinced St. Petersburg is “the perfect
location … for the next Hard Candy Fitness.” NeV is also
considering additional sites in Canada, Brazil, Argentina,
the U.K., France, Italy, and Australia. —|
>
Short Takes | Bipartisan Fitness—
Congressmen Get Ripped on P90x
Every morning at 6:30, the House Gym on Capitol Hill is
buzzing with Congressmen and -women who’re squeezing in
a workout before sweating the day’s big issues in the House
of Representatives. The gym itself draws a crowd, but on
one end of the basketball court, clustered around two TVs,
you’ll find a group of dedicated P90X-ersizers who get up,
jump up, pull-up, and push-up
their way to a more sculpted,
toned, and flexible physique.
P90X is the latest homefitness
phenomenon from
creator and celebrity trainer
Tony Horton. The goal of the
exercises is to confuse the
muscles by working different
parts of the body each day,
Rep.
while intensifying the routines
Paul Ryan
over a period of time.
Budget Committee Chairman
Paul Ryan (R-WI), who used the P90X DVDs to get
himself in shape before hitting the campaign trail, is the
unofficial leader of the House Gym group. He’s managed
to recruit a number of representatives, including Aaron
Schock, Jeff Flake, Kevin McCarthy, Kevin Brady, Bill
Shuster, Sean Duffy, Heath Shuler, and Peter Roskam,
among others, to join in the workout every morning.
“I thought it looked like some kind of Jane Fonda video,”
said Schock. “But it kicked my butt!” —|
Short Takes | Study: Exergaming Is a Fun Way to Feel the Burn
Exergaming could be a major game-changer, particularly for overweight and obese children. A recent study,
published in the Archives of Pediatrics and Adolescent Medicine, found that interactive exergames, such as Wii Fit
and Dance Dance Revolution, when played at moderate to vigorous intensity, produced a caloric burn that was
about equal to, or significantly greater than, walking on a treadmill at three miles per hour. The study measured
activity levels in 39 boys and girls, average age 11, as they played Nintendo Wii Boxing, Dance Dance Revolution,
Lightspace, Xavix, Cybex Trazer, and Sportwall.
Researchers also found that the children who were overweight or at risk of becoming overweight actually
enjoyed the games more than the children with lower body mass indexes. —|
A Wii bit
fitter
w w w . i h r s a . o r g | J U N E 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 23

| News & Know How | news
TSI Supports Japanese
Relief Efforts
> The recent earthquake and tsunami tragedies
in Japan have generated an outpouring
of aid and support from around the world
and, in particular, the health club industry.
Among the more prominent contributors,
TSI COO Martin Annese, center, gifts Red Cross
gifting $50,000 to the relief effort, is Town
Sports International Holdings, Inc. (NASDAQ:
CLUB), owner and operator of 160 fitness
clubs throughout the northeast and mid-
Atlantic regions, along with three clubs in
Switzerland.
Working with the American Red Cross,
Town Sports International (TSI) donated
100% of all new member-enrollment fees,
currently set at $25 per person, from March
17-28. The company’s hope was to simultaneously
encourage individuals to join and
enhance their wellbeing through exercise,
while assisting disaster victims.
In a statement, CEO and President Robert
Giardina said, “TSI mourns the incredible
loss of lives following the recent tragedies in
Japan. We look to offering whatever assistance
we can as Japan recovers from this
devastating series of natural disasters. The
need in Japan is enormous, so we are thankful
to partner with the Red Cross as they
continue to provide thousands of survivors in
Japan with life-saving aid. As the country’s
recovery needs evolve, we want to encourage
others to help in whatever way they can.”
TSI’s partner, the Red Cross, continues to
work in the area, assessing and responding
to needs. The organization notes that donations
are welcome and cites cash gifts as the
best way to offer aid to victims. —|
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 | J U N E 2 0 1 1 | w w w . i h r s a . o r g
IHRSA Associate Members
Reflect Industry’s Vitality
IHRSA associate-member companies helped make the association’s
30th Anniversary International Convention and Trade Show in
San Francisco a dramatic success, and, since then, have continued
to generate excitement and headlines. Among those that have been
making news recently are:
• CYBEX International, Inc. (NASDAQ: CYBI) – CYBEX, based in
Medway, Massachusetts, has been named the Preferred Fitness
Equipment of the National Hockey League (NHL). “CYBEX has been
the fitness choice of many of the NHL teams for years,” explains Brian
Jennings, the league’s executive vice president of marketing. “This
partnership strengthens the league’s commitment to CYBEX and their
commitment to us.” Also: the company, which is the official equipment
provider for The Biggest Loser, has named winning contestant Patrick
House its brand ambassador, and introduced The Biggest Loser home
version of its Arc Trainer.
• International Council on Active Aging (ICAA) – ICAA, based in
Vancouver, British Columbia, Canada, has named fitness expert and
celebrity Kathy Smith the official spokesperson for its new Rebranding
Aging initiative, which is designed to change the public’s attitude about
aging. “I’ll be 60 this year, so the timing for my new partnership with
ICAA couldn’t be better,” says Smith.
Innovation rules at
IHRSA30 trade show
• Matrix Fitness – Matrix, based in Cottage Grove, Wisconsin, has
entered into an exclusive arrangement to provide equipment for the
Al Ahli Holding Group, a master franchise for Gold’s Gym International,
Inc. (GGI), that has gyms in 13 countries in the Pan Arabian and African
markets. The agreement was finalized during the recent IHRSA convention.
Matrix is a brand of Johnson Health Tech North America. The Al
Ahli Group is a highly diversified multinational corporation.
• Netpulse, Inc. – Based in San Francisco, Netpulse, which provides an
interactive media platform targeting club members and active lifestyle
consumers, has entered into agreements with a number of leading equipment
manufacturers to accelerate the delivery of its services. Among the >

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| News & Know How | news
firms are Life Fitness, Matrix Fitness,
Technogym, and Woodway. The new
arrangements were announced in
March during the IHRSA convention.
• Precor, Inc. – Precor, based in
Woodinville, Washington, has been
chosen to provide all of the cardiovascular
equipment for SATS, Europe’s secondlargest
club chain, for a one-year
period. The agreement encompasses
the company’s stationary bikes, treadmills,
EFX elliptical trainers, and
Adaptive Motion Trainers (AMTs).
“As we continue to expand through
new ventures and acquisitions, we
think that the Precor cardio equipment
fits our high standards of design, functionality,
and quality,” notes Staffan
Perman, SATS’ Nordic product manager.
SATS operates more than 140
facilities in Norway, Sweden, Denmark,
and Finland. Precor, a division of the
Amer Sports Corporation (NASDAQ:
AMEAS), is also the exclusive cardio
provider for Elixia Nordic AS.
• TRX – Formerly known as Fitness
Anywhere, this San Francisco-based
company has formally changed its
trade name to TRX to capitalize on the
popularity of its flagship product, the
TRX Suspension Trainer. “It became
more and more evident that the TRX
name offered strategic benefits and
brand-building value that we couldn’t
ignore,” explains Randy Hetrick, the
company’s founder and CEO. Also: the
firm has announced its first productline
extension, having acquired the
RIP-COREFX, which has been renamed
the TRX Rip Trainer; and entered into
an arrangement with Castanea Partners,
a private-equity firm in Newton,
Massachusetts, which now holds a
minority interest in TRX.
• TuffStuff Fitness Equipment – Tuff-
Stuff, based in Pomona, California, has
entered into an exclusive agreement
with CrossCore, Inc., of Duarte, California,
to sell and distribute its War Machine
suspension trainer in the U.S. and
international markets. The War
Machine allows users to move their
own body weight to complete a fullbody
workout that improves flexibility,
strength, and endurance. —|
Operations
Resist Price Pressure!
By Colleen Kennedy
26 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 | J U N E 2 0 1 1 | w w w . i h r s a . o r g
In challenging economic times, there’s often pressure on the membership
sales department to reduce initiation fees and even monthly dues. In fact, the
health club industry has a history of fluctuating fees and dues, depending on the
economy and the competition. However, a price-reduction strategy is always
harmful to the club in the long run. Here are some of the benefits of maintaining
price integrity and the pitfalls of failing to do so:
• Existing members will feel negatively about the club if initiation fees are
reduced. First, the current member feels cheated, as though they didn’t get the
“best deal.” Second, the existing member will hesitate to
refer new members, fearing they may have the same
experience. Third, the current member will feel the
club has less value and that the club isn’t as “good” as
originally thought.
• If prices are maintained or even increased, the existing
member will feel the club has more value than when the
membership was originally purchased. The current
member can tell prospects to “join now” because they
know the prices will not go down if the prospect waits. Colleen Kennedy
• If prospective members see a history of price
fluctuations, they’re more likely to wait—sometimes
indefinitely—for prices to drop. In addition, prospective members will be more
likely to want to negotiate the initiation fee if they see an up-and-down price
variance over the years; it will make them question the true value of membership.
Objections about price are immediately eliminated if the club has a
demonstrable history of price integrity.
• When the prospective member recognizes the lack of price fluctuations and
decreases, the club will become positioned in the prospect’s mind as one of the
great non-discount brands. Some examples of these brands are Bentley Motorcars,
Mont Blanc writing instruments, Dom Perignon champagne, and North Face
clothing, none of which ever has a “sale.” These companies and their customers
believe that their products are correctly priced and worthwhile values.
• Price reductions are perhaps most deleterious to the membership sales team.
The most important factor in new membership sales success is the longevity of
the personnel in the membership sales department. When current and prospective
members see the permanence of the sales managers, their confidence in
the club to maintain membership value increases significantly, leading to greater
membership satisfaction and, ultimately, more referrals.
Changes in the American economy are inevitable; they’re simply a fact of
business life. A large part of a club brand’s perception of quality and strength is
price integrity, and operators should be resolute in insisting that integrity
be maintained. —|
– Colleen Kennedy is the director of membership at the Houstonian Club in
Houston, Texas, CKennedy@Houstonian.com.
For more, log on to www.ihrsa.org/cbi-unbound, and see “The Wisdom of Maintaining
.org
Price Integrity,” February 4, and “Member Satisfaction is the Key,” March 3.

CBI Spends 10 Minutes on the Line with
Jon Muir
Jon Muir is serving his
second two-year term
as the president of the
Tennis Industry Association
(TIA), which is
based in Hilton Head,
South Carolina. A
lifelong tennis player,
he also serves as the
worldwide general
manager for Wilson
Racquet Sports, which
has its world headquarters
in Chicago.
.com
To learn more about
TIA tools to promote
tennis participation,
many of which are
free, please log on to
www.growingtennis.com.
QWhat about tennis intrigues you the most? What’s the
Tennis Industry Association (TIA), which you head,
doing to promote interest in the game? What sort
of results have its efforts produced thus far? What
does the future hold for tennis, the ‘game of love’?
“I love tennis because it has so much going for
it—it’s fun, affordable, social, and healthy for
you. A solid tennis program can help a multipurpose
club achieve success—by keeping its
current members engaged and by attracting
new ones. If a club is known for its good tennis
programs, clinics, and events, players will gladly
invite their friends to play. That’s been true even
in this economy.
In 2009, tennis participation broke the 30-millionplayer
mark for the first time since the Tennis
Industry Association (TIA) conducted its first
Participation Survey in 1988.
Tennis-play occasions have also increased
nearly 25% since 2003. The 2010 TIA/United
States Tennis Association (USTA) Participation
Survey shows that overall participation slipped
slightly, to 28 million, but it’s still the secondhighest
total ever, representing one million
more players than in 2008.
And the just-released study by the Physical
Activity Council, which examines trends and
participation for 119 different sports, shows
that, among traditional participation sports,
tennis again topped the list, with a huge 46%
increase between 2000 and 2010.
Those numbers are no accident—they’re the
result of a concerted effort by the TIA and the
USTA. In the 1990s, both groups recognized
that tennis participation was struggling, and
joined forces to promote programs to get more
people playing, and to change the way tennis
was perceived, particularly among youth. That
was just the beginning of a long process of
industry cooperation to grow the game, and it
continues today.
| News & Know How | First Person
One of the most successful programs is Cardio
Tennis, which was developed by the TIA and USTA
in 2005. It’s a fun group activity, taught by a tennis
professional, that features games and drills that
give players of all abilities the ultimate, highenergy,
calorie-burning workout. Because
participants are encouraged to wear heart-rate
monitors to track calories burned, many have
experienced dramatic weight loss.
I’m also pleased to say that the retention rate of
introductory tennis programming has been a
remarkable 65%, thanks to programs such as the
10 and Under Tennis initiative, using the Quick-
Start Tennis format for kids, which makes tennis
fun. They can play with their friends, using shorter
racquets, lower-bouncing balls, modified
scoring, and shorter courts.
Even for adults, our introductory programs strive
to engage players and keep the sport fun, which
encourages them to try programs and clinics,
where they can continue to enjoy the game. That’s
the whole concept behind the 2,400 TIA/USTA
Tennis Welcome Centers (TWC) in the U.S., which
both encourage new players to try the game and
experienced players to return to it in a lively,
welcoming, and nonthreatening environment.
As for the future, our priority is to increase the
number of frequent players from the approximately
5 million we have right now to 7.5 million
in 2015, and 10 million in 2020. Frequent players—defined
as those who play at least 21 times
a year—are the core economic drivers of tennis,
accounting for more than 80% of all consumer
goods and services sold in the industry. So, with
our partners, we’re strengthening pathways
and retention programs to entice new and nonfrequent
players to play much more often. ” —|
w w w . i h r s a . o r g | J U N E 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 29

Programming
Lifestyle Family Fitness Offers Free Teen Memberships
Once again, Lifestyle Family Fitness (LFF) is offering local teens a cure for
the summertime blues: a free club membership, through August 15! This
summer, the St. Petersburg, Florida, company is conducting its annual
Teen Initiative for kids between the ages of 12 and 17 at its 55 locations
throughout the southeast, midwest, and mid-Atlantic regions.
LFF has long been concerned about the childhood obesity epidemic and
sedentary behavior in adolescents. “In an effort to battle teen inactivity,
LFF began donating free summertime health club memberships to teens
in 2006. In 2010, the number of registered teens increased by 117% from
when the program first started,” said Geoff Dyer, founder of LFF. “We do
this during the summer months because many teens would not otherwise
have access to physical
education during
summer break from
school.”
Teens who participate
in the Teen
Initiative will have full
access to the amenities
and group exercise
classes at all LFF
locations. Last summer,
LFF donated over
Lifestyle ‘frees’ teens to be active
11,000 free memberships
to teens. —|
LifeCenter Plus Hosts Vacation Camps for Kids
LifeCenter Plus Health and
Fitness Center, a multipurpose
facility in Hudson, Ohio, offered
a weeklong Holiday Break Fun
Camp for kids during Spring
Break in March. Throughout the
week of March 21-25, members
and nonmembers between the
ages of six and 12 were invited to
participate in full- and half-day
sessions, including rock-climbing,
swimming, team games, and
arts and crafts.
In addition, LifeCenter Plus
also hosts summer break, winter
break, and after-school camps.
“We have an amazing program
here and a wonderful staff of college
and high school students
and physical education teachers
who help run the camps,” says
Contented LifeCenter
campers
Laura Coon, kids’ fitness director. “The kids have a blast and we’re looking
forward to another fun-filled summer here at LifeCenter Plus!” —|
| News & Know How | On The Move
Expansion
Anytime Fitness Announces
Middle-east Development Plan
Anytime Fitness, LLC, the world’s largest coed health
club chain, recently announced an area development
agreement with the Almuftah Group to open
health clubs in the Middle East. The Almuftah
Group is a privately
held company based
in Doha, Qatar, with
interests in restaurant
franchising,
consumer retail
products, automobile
sales, manufacturing,
and engineering.
Under the agree-
John Kersh
ment, the first of
three new clubs will
open next month in the state of Qatar, under the
ownership of Almuftah Marketing, a division of
the Almuftah Group.
“The Almuftah Group is a successful and forwardlooking
business enterprise, which is keenly in tune
with evolving consumer tastes in Qatar and the
Middle East,” says John Kersh, vice president of
international development for Anytime Fitness. —|
Partnerships
GoodLife Supports Lung Association
GoodLife Fitness, the largest health club chain
in Canada, has partnered with the Ontario Lung
Association on 2011 Quit and Get Fit, a program
that focuses entirely on getting participants to
quit smoking and improve their fitness levels.
GoodLife offers participants an opportunity
—free of charge—to
incorporate exercise into
their quitting strategy
at 18 of its locations
across Ontario. Participants
receive a series of
complimentary personal
training sessions that
combine smokingcessation
support
with fitness and health
information. Last year,
Path to a GoodLife
42.5% of participants
quit smoking. —|
w w w . i h r s a . o r g | J U N E 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 31

| News & Know How | On The Move
Award-winning
Sparrow MAC Honored for Aquatics Programming
Award-winning aquatics venue
Club Openings
Curl Fitness Debuts in Newport Beach
Curl Fitness, a new venture launched by owners Becky Hartman
and Jill Sperry, is opening this month in Newport Beach, California,
at the Lido Village Marina. The brand-new 13,000-square-foot
facility has an upscale,
high-end look, but offers
extensive services and
amenities at an affordable
price with a focus on
customer service.
Among other amenities,
new members can expect to
find: a cardio and strengthtraining
room fully stocked
with Life Fitness equipment;
glistening men and women’s
Becky Hartman, l., Jill Sperry locker rooms; a group
exercise studio featuring
Les Mills BODYPUMP and RPM classes; an organic juice bar
and café; and top-notch trainers and instructors who have been
recruited to make customer satisfaction their goal.
The club has also launched a workout incentive program
called Freemium, which encourages members to use the club as
much as 25 times per month, at an hour per visit. If the member
reaches this goal, they pay no dues for that month. If members
can’t quite hit the mark, they’re still offered a discount incentive.
“Our team members are committed to making a difference
that makes a difference,” says Hartman. “The community is
ripe with health enthusiasts whom we know will benefit from
a club like ours.” —|
32 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 | J U N E 2 0 1 1 | w w w . i h r s a . o r g
The Sparrow Michigan Athletic Club (MAC) recently earned
the 2010 Best of Aquatics award from Aquatics International, a
publication dedicated to the commercial and public swimming
pool industries. A panel of industry experts evaluated the MAC’s
aquatics program on such criteria as promotional materials,
aquatic amenities, and community involvement.
The MAC’s aquatic facilities include a 25-meter, six-lane lap
pool; a 1,200-square-foot indoor exercise and recreation pool;
a 25-yard, six-lane outdoor competitive lap pool with starting
blocks; a 3,200-square-foot zero-depth-entry outdoor family
leisure pool with a 360-degree waterfall and fountains; a 200'
waterslide that empties into the leisure pool; and four hot tubs
and four cold plunge tubs.
One judge remarked that the MAC “has total aquatics programming
with multiple pools and water temperatures,” adding that “it’s
a good programming model for community health and wellness.”
The MAC, a division of the Sparrow Health System, is a hospitalbased
health club that offers medically based aquatic therapy for
arthritis, fibromyalgia, multiple sclerosis, and prenatal care. —|
Gold’s Gym unveils New Budget Clubs
Gold’s Gym International (GGI) recently announced the launch
of Gold’s Gym Express, a budget club concept designed to help
people of all fitness levels achieve their goals at an affordable
price. More than 20 corporate-owned and franchised express
locations are in the planning stages, and more than 100 locations
are expected to be in the works by year’s end.
Each club’s footprint requires between 10,000 and 25,000
square feet of space, providing members with the Gold’s Gym
Express signature circuit-training area, strength equipment,
cardio machines and Cardio Cinema, well-appointed locker
rooms, and tanning beds. Monthly dues are expected to start at
$9.99 per month, with an upgraded membership option available
for $19.99 per month, which includes unlimited guest privileges,
additional services, and
access to all Gold’s
Gym Express locations.
“The new Gold’s Gym
Express will allow us
to expand the Gold’s
Gym brand in ways
that weren’t possible
before,” said Jim Snow,
president of GGI. “It will
provide GGI and our Debut: Gold’s Gym Express
new and existing franchisees
with another option for growth. From city centers to
small towns, this concept is nimble enough to thrive in any
setting, and the incredible value combined with Gold’s Gym’s
expertise will help us attract more members than ever.” —|

Land America CEO Michael Bruno

Michael Bruno
By Jon Feld
CBI: People may not be familiar with your fitness business pedigree. If you
would, tell us a bit about your industry experience.
MIChAEL BrunO: When I started out, I had absolutely no experience in this industry.
I’d been involved in construction, but, after leaving that business, I began selling
bicycles in China in 1988. I was the general manager and one-man sales force for
Pony Cycle. I actually got off to a great start, signing up Sears and Toys R Us within
the first three months, but Pony was a poorly controlled venture that, ultimately, failed.
However, the experience taught me, very early on, that if you could find a business that
welded, bent, punched, and painted steel; and hire the right workforce; and control the
product quality … you could succeed.
In 1992, I sold my car, borrowed $7,000 from a local Chinese trading company,
hired a few engineers, and got into manufacturing. The company was originally called
Xiamen World Gear, but, since 2003, it’s been Land America.
CBI: You’ve been providing equipment for several fitness brands for quite
some time, but, over the past few years, you’ve moved into the industry in
an aggressive way. What does your own brand portfolio look like today?
MB: When I started in ’92, we were building fitness equipment primarily for European
clients; we were, for instance, the first fitness company in China to ship goods to
Germany. At the time, only 20% of our business was in the U.S. That changed, however,
in 1999: after rekindling a relationship with Brian Cook, the former chairman of
the Nautilus Group, I was offered the opportunity to build Bowflex equipment. By 2001,
we were the exclusive designer and builder of Bowflex. For the record, we had nothing
to do with the famous Bowflex recall in 2004—those machines were built before our
time. A few years later, I began manufacturing medical equipment for Invacare and
Hill-Rom, two of the largest hospital and home-equipment suppliers in the world.
In 2008, I bought Primus Medical to produce a full line of beds and patient lifts for
hospitals and nursing homes. We also began aeronautical manufacturing work for
some Boeing suppliers during the same period. In 2009, I purchased Stairmaster and
Schwinn and then, in 2010, Star Trac.
CBI: How would you compare Land America to a domestic multibrand and
multi-industry manufacturer, such as Brunswick, or to industry leaders,
such as Cybex and Precor?
MB: I’d prefer to focus on what we need to accomplish, rather than reflect on our competitors.
However, since you asked, one of the things that I think will differentiate us,
long-term, will be our engineering capabilities and lower manufacturing costs. We’re
very nimble as a business. With 120 engineers and our own tool-making department,
when I want to do something, we can bring it to market pretty quickly. We also have a
clear focus on fitness, which, I believe, is good for the industry as a whole. We aren’t >
| CBI Interview |
With his acquisition of Stairmaster, Schwinn, and Star Trac, the founder
and CEO of Land America has become a multibrand fitness maestro
Highlights
» Portfolio of brands
» Star Trac acquisition
» Manufacturing in China
» Land America’s future
In 1972, after making the
dean’s list in his second year
at Ohio State University,
Michael Bruno left school to
join his uncle’s construction
company, and, subsequently,
launched his own construction
firm, Land America. In 1979,
he moved to Dallas, renamed
the company Texas Road and
Bridge, and operated it until
1983. Five years later, he
became the general manager
of the American division of
Xiamen Bicycle, based in
China. That experience led
him, in 1992, to found Xiamen
World Gear and begin manufacturing
fitness equipment.
In 1993, he and his wife, Yan
Lin Quing, the co-owner of
the company, opened an
800,000-square-foot factory
and resurrected the name
Land America; Bruno now
serves as its CEO. The company’s
portfolio of brands
includes Primus medical
equipment, Stairmaster,
Schwinn Indoor Cycling, and
Star Trac. —|
w w w . i h r s a . o r g | J U N E 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 35

| CBI Interview |
a subsidiary of a conglomerate. The
revenue that my companies generate
isn’t funneled into other investments;
we reinvest in our future and, as a
result, are able to constantly improve
on quality and service.
CBI: Star Trac has been through a
difficult period. How do you intend
to restore its fortunes? You’ll
obviously be absorbing its manufacturing
functions, but, beyond
that, will you allow it to maintain
its independence or reorganize
the company?
MB: Right now, we’re working on
restoring trust in the Star Trac brand
and implementing the initial phase of
a strategic reorganization. Certain
aspects of our various operations will
be consolidated, but others will remain
independent. I’m putting new people
into key positions, prominent among
them, Dustin Grosz, whom I’ve appointed
president and COO. Dustin is an industry
veteran who was vice president of
operations for Nautilus, and, over the
past year, has overseen operations at
Stairmaster, following our acquisition
of that business.
There are many talented, high-quality
people in the Star Trac organization
who will remain, but we’ll continue to
implement various changes, around
our strategic plan, in the interest of all
our stakeholders—most important
among them, our customers.
CBI: Your basic, bottom-line goal,
with respect to Star Trac, is…?
MB: I want a streamlined company that
offers great products at a fair price and
world-class service. Whatever it takes
for us to get there, I can assure you that
we’ll do it.
CBI: Given that you now have
some duplication among your
various brands, how will you
differentiate between, or
even rationalize, overlapping
product lines?
MB: Each of the brands has a unique
position in the market. Star Trac and
Spinning, its group-cycling component,
constitute a powerful brand combination;
and Stairmaster and Schwinn each
have their own appeal and core markets.
Some might disagree, but we believe
that each brand provides distinct
opportunities. For the time being,
we’ll maintain separate sales teams
and see how the cards play out.
“It’s my personal goal to see Land
America and all of my fitness
equipment businesses and brands
become best in class, globally.”
36 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 | J U N E 2 0 1 1 | w w w . i h r s a . o r g
CBI: Tell us a little bit about your
factory in Xiamen, China, which
you built from the ground up. How
can it possibly produce so many
distinctly different product lines?
MB: When I first decided to build this
factory, I envisioned it to be about
200,000 square feet in size, but it grew
as I realized that our opportunities were
increasing. I acted as general contractor
during construction, and I had a ball! Up
to that point, no foreigner had ever built
a green-field facility in China this way.
Today, the factory is 800,000 square
feet, beneath one roof, and we’re still
expanding. In terms of manufacturing,
we divide activities into cells, similar to
the way that Dell operates; in fact, we’ve
visited their manufacturing plant in
Xiamen many times. We do almost
everything in-house, outsourcing as
little as possible. Other than my wife
and children, this factory may be what
I’m most proud of.
CBI: How has the recent recession
and lingering economic malaise
affected your business?
MB: The fitness-equipment business
obviously experienced a slowdown over
the past few years. But, given what we
learned when conducting our research,
and during interviews with the owners
and executives of some of the top health
club chains, we expect demand to
increase. Plans for new facilities are
clearly underway.
CBI: How do you think the fitnessequipment
manufacturing sector
will fare long-term?
MB: The long term looks promising for
a number of reasons. Principal among
them, for us, is the fact that our facility
is at about 60% of capacity, which
provides us with an opportunity to
manufacture more of our Star Trac and
Stairmaster products there as we move
forward with our structural changes.
CBI: Today, everyone’s talking
about the growing importance
of the Internet, interactivity,
mobile applications, etc. How
do you think technology is going
to change the industry?
MB: Thanks for the opportunity to plug
one of our own products: Star Trac
Coach—a personalized treadmill
workout with more than 1 million
combinations led by a professional
trainer—is a great example of current
technology. In general, innovations
such as this will deliver an increasingly
customer-centric member experience,
providing engagement and information
whenever and wherever the club member
wants it. The mobility trend will be a
key influencer. And connectivity will
also provide club operators with better
business intelligence.
CBI: In 2007, the board of directors
of the Nautilus Group put together

a deal to purchase Land America
for $72 million. Why wasn’t the
transaction ever consummated?
MB: Edward J. Bramson is a very fine
man who, among other things, is the
managing member of Sherborne Investors
GP, LLC, and Sherborne Investors
Management GP, LLC. He acquired a
major stake in Nautilus, and he decided
that it wasn’t the right thing to do at the
time. Bramson now serves as the CEO
and chairman of Nautilus. He made me
an offer I couldn’t refuse, and I agreed
to terminate the purchase agreement.
Actually, in the final analysis, I was
happy to get my factory back. Today,
though it’s hard to put a figure on market
valuation, I feel my businesses are
conservatively worth more than $300
million. With our recent acquisitions,
we’ll be seeing significant consolidated
growth in revenues in the near future.
CBI: Speaking of that—what are
your primary goals for continued
growth?
MB: Our focus now, of course, is to
integrate the brands that I’ve acquired,
while focusing on restoring confidence in
the Star Trac brand by improving customer
service and quality. We’ve made
great strides from where we were just a
few months ago. It’s my personal goal to
see Land America and all of my fitness
equipment businesses and brands
become best in class, globally. And, obviously,
a variety of new business opportunities
and strategies will emerge, some
of which I can’t discuss at this point.
But let me make it very clear that
our primary, immediate goal is to bring
Star Trac back to the service level our
customers were used to in the past.
The company lost sight, somewhere, of
what made them one of the most compelling
brands in the industry, but we’re
going to bring that distinction back. —|
– Jon Feld, jfeld@inc.com
Total
Entertainment
and Information
Solutions
888.330.4283
www.broadcastvision.com
Digital
Signage
Interactive
Club
Directory
Wireless
Transmitters
& Receivers
HD
Personal
Viewing
Screens
STAR TRAC SHINES AT SHOW
| CBI Interview |
DurIng IhrSA’S 30th Anniversary International
Convention and Trade Show in San
Francisco in March, Star Trac announced
that it had entered into an exclusive fitnessequipment
agreement with several industry
leaders and three of their club brands.
The company, based in Irvine, California,
will be working with David “Patch” Patchell-
Evans and Fit4Less by GoodLife, in Canada;
Tony de Leede, of Fit n Fast Australia; and
Mark Smith, of Cityfitness, in New Zealand.
All told, the three chains account for more
than 100 facilities.
“Teaming up with Patch, Tony, and Mark,
three of the most respected gentlemen in
the industry, is an exciting venture,” noted
Michael Bruno, the CEO of Land America,
which owns Star Trac.
“I have a lot of confidence in the new
ownership and management of Star Trac,”
said Patchell-Evans. “It’s another sign of
the whole industry getting stronger after
this recession.” —|
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Doing the
Right
Thing!
By Mia Coen
residents of Belo express their
gratitude via a 3K run
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 | J U N E 2 0 1 1 | w w w . i h r s a . o r g

These clubs believe there’s more to life than the bottom line
Health clubs certainly aren’t
strangers to corporate responsibility.
Armed with a seemingly
endless array of equipment,
programs, services, and professional
skills and expertise, the
industry’s practitioners are
clearly qualified to help improve the lives of
individuals, families, and entire communities.
But, beyond their day-to-day operations, many
IHRSA facilities have launched initiatives or joined
with charitable organizations in order to make an
even stronger, more meaningful impact on society.
In their quest to improve the circumstances of
communities in need, many have become impressive
role models of philanthropy. They’re doing so
not because it will increase membership sales, or
member retention, or bottom-line profitability, but,
rather, simply, because it’s the right thing to do.
And, in their hearts, they, like Schultz, understand
that there are rewards of other sorts.
Fifth Avenue Club:
Ethiopian Outreach
“The responsibility of great companies is to find that balance
between profitability, benevolence, and social conscience. Governments
are not going to be able, around the world, to fulfill the needs
of the people, and the gap between the haves and have-nots is
growing… The consumer understands which companies, which
products, have like-minded values to their own. And those
companies that do the right thing will be rewarded…”
—Howard Schultz, chairman and CEO, Starbucks Corporation
The Fifth Avenue Club, a 15,500-square-foot facility
with some 950 members in Calgary, Canada,
has been making a big difference, both at home
and abroad, for years. (See “IHRSA-CBI Club Photo
Competition,” March 2010 CBI, pg. 47). Since it
opened in 1996, it’s developed a local reputation
for being a premier health and fitness destination
that sets the standard for “friendly, personalized
service.” And, nearly 8,000 miles away in Ethiopia,
it’s also known for supporting a sustainable development
project that’s touched the lives of more
than 36,000 people.
The club, owned and operated by Darren
Kanwischer, has, for several years, been involved
in a partnership with Food for the Hungry-
Canada (FH), which provides a wide range of
humanitarian services. Working with FH, Fifth
Avenue has adopted Belo, a small agricultural
village in central Ethiopia.
The club donates $3 per member, per month,
which is then matched 300% by the Canadian
government. These funds have been used, among
other things, to teach residents how to dig wells
and obtain potable water; construct agricultural
nurseries for coffee crops; develop irrigation
systems; and build and staff medical clinics. As a
result, the families of Belo no longer struggle each
day to meet their most basic economic, social, and
spiritual needs.
“We’ve committed ourselves to supporting this
project until 2012, when the community-development
program is scheduled to be completed,” explains
Kanwischer. He notes that, at that point, the village
should be able to maintain a stable standard of living
and provide for itself without further outside assistance.
In addition to its ongoing financial support, Fifth
Avenue has conducted a number of special fundraisers
for Belo, including a 5K/10K charity run in
May 2008. That spring, when some of the club’s
staff traveled to the village to meet members of the
community and assess the project’s progress, they
were welcomed with a similar 3K event staged by
local residents.
“Going there and meeting the people was an
eye-opening experience,” recalls Kanwischer. “We
witnessed an overwhelming show of gratitude and
appreciation from the people living in Belo.”
When Kanwischer and his staff returned to Belo
this past November, they were pleased to find that >
w w w . i h r s a . o r g | J U N E 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 39

Doing the right Thing!
Owner Darren Kanwischer, l.,
and club staffers in Belo
new medical and veterinary clinics were about to open.
The latter, which will be staffed by the government, will
play a significant role in keeping the local livestock healthy.
Since June 2007, the Fifth Avenue Club has been able
to raise approximately $154,000 for Belo. The club also
conducted a series of team challenges, spin-a-thons, and
other activities to raise an extra $15,800—$5,000 of
which was earmarked to develop a new high school in
Belo, which had never had one. “Before the high school
was built, education didn’t continue past the eighth
grade,” notes Kanwischer.
Healthworks:
A Fitness Foundation
Since it was launched in 1977, the Healthworks Fitness
Centers for Women (HFCW), now a five-facility chain,
has become one of Greater Boston’s premier fitness providers.
But founder Mark Harrington envisioned a
broader, more inclusive, health club community, one centered
on exercise and healthy lifestyles, that could meet
the needs of the residents of low-income neighborhoods.
So, in 1998, Harrington founded the Healthworks
Foundation, a nonprofit organization that’s dedicated to
providing such areas with access to high-quality health
and fitness opportunities to empower, educate, and enable
women, allowing them to lead healthier, happier lives.
Today, the Healthworks Foundation operates two
thriving nonprofit fitness centers in Dorchester, Massachusetts,
a large and diverse neighborhood on the south
side of Boston. HFCW is the foundation’s principal
financial backer, but it also receives support from organizations
such as the American Heart Association (AHA).
The foundation’s first location, Healthworks at St.
Mary’s, opened in 2002 in the Uphams Corner neighborhood,
and serves the St. Mary’s Center for Women and
Children, which provides shelter to homeless and
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 | J U N E 2 0 1 1 | w w w . i h r s a . o r g
low-income women, pregnant teens, and young
mothers. The 3,500-square-foot facility has a cardio
section, a circuit-training and free-weight area, and, for
those working out in its recently refurbished group-
exercise studio, a spectacular panoramic view of Boston.
Healthworks at St. Mary’s has served nearly 7,000
women since opening in 2002 and operational costs
hover near $40,000 annually.
In 2009, the foundation entered into a partnership with
the Codman Square Health Center to open Healthworks at
Codman, in the Codman Square community. This site is
nearly triple the size of the St. Mary’s location and represents
a new approach in the fitness industry. It works
directly with several community health centers, including
Codman Square and the Dorchester House Multi-Service
Center, and their medical providers to support patient
health and chronic-disease prevention and treatment.
For instance, doctors from the centers can prescribe
exercise to their patients to treat obesity, hypertension,
type 2 diabetes, or depression (or a combination thereof),
and Healthworks at Codman will provide them with a
free three-month membership.
Members of Healthworks at Codman are encouraged
to utilize all of the resources available in the building,
which is operated by Dotwell, the foundation’s socialservice
partner. Members pay a fee based on their
income, but no member pays more than $30 per month.
Members can also enroll their children in Physi-Kids, an
after-school physical activity program that offers a
refundable deposit of $5 per season for children with a
body mass index (BMI) in the 95th percentile or higher.
To assist single mothers, the center provides free childcare.
Since opening in 2009, Healthworks at Codman
healthworks at Codman
Executive Director Lauren
Broadhurst, l., assists member

has served approximately 3,500 women and children
and is eager to expand its reach. Annual operational
costs are approximately $200,000.00.
“In middle-income communities, there’s somehow an
expectation that you’re going to have access to gyms,
but, when you’re in a low-income community, that just
doesn’t exist,” says Bill Walczak, the founder of the
Codman Square Health Center, who helped create
Healthworks at Codman. Now, thanks to the Healthworks
Foundation, that’s changed.
Spring Fitness:
Honoring Veterans
Spring Fitness seems, at first glance, like a fairly typical
small regional chain scattered throughout northwest
Houston, Texas. Its three multipurpose facilities, averaging
11,000 square feet in size, are situated in Spring,
Tomball, and Magnolia, and collectively serve some
6,000 people. Each boasts an attractive all-inclusive
membership package, which encompasses aerobics,
personal training, tanning, and childcare.
What differentiates the Spring Fitness centers from
their competitors, including several big-box operations,
is a charitable initiative that no other club in the area,
and, conceivably, nationwide, is conducting. Last August,
the company began offering free six-month memberships—no
strings attached—to U.S. military veterans
and active-duty personnel.
The idea was the collective brainchild of owner Tom
Kennison; general manager Derek Terell, a hospital
corpsman during Operation Desert Storm in 1991; and
Spring Fitness staffers, most of whom have either served
group-ex at healthworks
at Codman
Staff of Spring Fitness
centers strongly
support our troops
in the military or have family and friends who’ve also
answered their nation’s call. The team launched the
campaign to honor military personnel residing in their
market, acknowledging and honoring their service and
sacrifice, by opening the clubs’ doors to them for free.
The program got underway in a low-key way, with
some roadside signs and a flier in a coupon booklet sent
out in the mail. Now, some 100 veterans and active
military men and women are making use of the gyms at
no cost. Each pays a $35 processing fee when they sign
up, but, beyond that, nothing, and Spring Fitness
receives no tax benefit or other compensation.
“For clubs, the only downside is if you’re worried about
money,” says Kennison, “but I’d encourage everyone to
do this. With the six-month membership, our service
men and women can use our facilities, stay in top shape,
and not have to pay a single cent. In return, we feel good
about giving them a place to come where they’re appreciated,
and about being able to contribute something to
their health and wellness.
“Even people who aren’t vets or in the military have
found this program appealing,” notes Kennison. “They
want to become members because they’re proud of what
we’re doing.” About 70% of qualifying members who take
advantage of the free six-month membership continue to
pay regular membership dues after their short-term
membership has expired.
Spring Fitness, whose heart is apparently as big as,
well, Texas, is also involved with the RBI Foundation,
which supports youth baseball; participates in fundraisers
for Susan G. Komen for the Cure; and hosts blood drives
at each of its clubs twice a year to support the Gulf Coast
Regional Blood Center.
When asked how long he plans to continue offering
the program for veterans, Kennison replies, without
hesitation: “Forever. We’ll never stop.” —|
– Mia Coen, Mia@fit-etc.com
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Intel center, Santa
Monica, California
The
Fitness
Technology
By Liane Cassavoy
of Tomorrow
…IS BEIng ExpLOrED AT InTEL’S COrpOrATE FITnESS CEnTEr TODAy
imagine an all-in-one piece of fitness equipment that knows each of your club’s
members better than their own doctors do. It knows all about their past workouts, how
well they completed them, tracks their schedule, and is even able to ask how they feel.
It then takes all of these factors into consideration and designs the perfect workout for
them—even going so far as to raise the arms of the bench press unit to the exact height
they require, or increase the resistance on the treadmill as they run.
This equipment exists today, but you won’t find it in most clubs. Where you will find
it, however, is on the Chandler/Ocotillo, Arizona, campus of the Intel Corporation,
home to some 9,700 of the company’s employees. Best known as a manufacturer of
computer processors, Intel is quickly acquiring serious expertise in the fitness industry,
and is bringing its computing power to bear to help create some of the world’s most high-tech
fitness equipment. Its corporate fitness center in Chandler/Ocotillo is, arguably, the most high-tech
fitness facility on the planet.
Intel now hopes to be instrumental in bringing similar technology to the masses. >
w w w . i h r s a . o r g | J U N E 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 43

The Fitness Technology of Tomorrow
SEArChIng FOr
STATE-OF-ThE-ArT
The Intel center features many of the
same types of equipment that you’d
find in a typical gym, including stationary
bikes, treadmills, and elliptical
trainers. It boasts the newest and
most sophisticated products from
many of the industry’s leading manufacturers,
including Keiser, Nautilus,
Power Plate, Star Trac, TRUE Fitness,
and Woodway. Upon close inspection,
you’ll discover that the equipment is
all state-of-the-art, much of it Internetconnected
and running Intel’s Core 2
Duo processors.
The center’s elliptical trainers, for
instance, are from Octane Fitness.
The machines feature 15" touchscreens
that serve a dual purpose:
entertaining people to enhance their
workout, and providing additional
information about their exercise to
keep them focused. “People either
want to zone in, or zone out, when
they’re working out,” explains Tim
Porth, Octane’s executive vice presi-
“INTEL IS … HEAvILY
INvOLvED IN HEALTH-
CARE, AND THEY SEE A
LOT OF CONvERGENCE
BETWEEN HEALTH-
CARE AND FITNESS.”
dent of marketing and product
development. “For those who want
to zone in and focus on their workout,
we provide information about
the equipment they’re using and
how they’re using it.
“But most people,” he points out,
“just want to get in to the gym, zone
out, and get their workout done; for
them, we offer really good content—
plenty of entertainment options.”
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Core performance facility netpulse’s online options
To deliver the latter, Octane has
turned to Netpulse, Inc., a media
company that produces content that,
according to CEO Bryan Arp, is
designed to “connect, entertain, and
engage active lifestyle consumers…
“When you go into a gym today,”
he continues, “you generally see
rather ordinary TVs. Our product
represents the next generation—it’s
a touchscreen interface that provides
on-demand content, interactive fitness
tracking, and an iPod dock.” He
notes that it transforms the workout
experience into a personal one, no
matter where the user is. “You step
on a treadmill and enter your ID,” he
explains. “The treadmill says, ‘Welcome,
Susie. Here’s your personal
playlist.’ You can see your entire
workout history and your video playlist
at any club in the country.”
Netpulse’s content is delivered
through its own aftermarket product,
a monitor that’s universally
compatible and sits on top of any
type of fitness equipment. In March,
during IHRSA’s 30th Anniversary
International Convention and Trade
Show, the firm announced that its
service will soon become available
on equipment with integrated touchscreens
manufactured by companies
such as Life Fitness, Matrix Fitness,
Technogym, and Woodway.
CuSTOMIzIng wOrKOuTS
The high-tech innovations at Intel’s
Chandler/Ocotillo center, however,
go far beyond Internet-connected,
touchscreen-enabled devices. A
separate section of the fitness facility
houses the Core Performance
Center, which features CPro all-inone
fitness trainers, produced by
Athlete’s Performance. The company,
based in Phoenix, Arizona, provides
integrated performance training,
nutrition, and physical therapy
services, principally for professional,
Olympic, and elite athletes, and its
CPro units are utilized primarily by
corporate fitness centers.
CPro provides a “completely customized”
workout experience, according
to Jon Zerden, the chief technical
officer at Athlete’s Performance.
Before using the CPro, a client
undergoes a thorough screening,
which evaluates everything from
their medical history, to their blood
pressure, to their functional mobility.
Then, each time they log on to
the CPro, it generates a customized
workout based on factors that
include their prior workouts and
even their current mood.
“It factors in the data from your
evaluation, your schedule, and
everything that you’ve done in the
past, here in this facility, that we’re
able to measure—even your heartbeat—and
sends that information to
a prescription engine,” Zerden
explains. “The engine utilizes 33,000
rules that are based on research and
science, which allow it to develop the
optimal training program for you;
that program is sent back to the
CPro, and the device automates the

Cpro unit with power plate
workout for you.” It can, for instance,
increase the weight for each lat pulldown
a member does or adjust the
incline of the treadmill they’re using.
This sort of exercise automation is
key to bringing equipment similar to
CPro to the masses, notes Ed Hill, the
director of marketing for Intel’s
embedded and communications
group. Hill, who has used the CPro
machine at the Intel center, describes
it as “a significant change in the way
training is delivered…
“As a recreational fitness user, I
don’t always know what I should be
doing when I go into a club,” he
confesses. “The CPro focuses attention
on the muscle groups that you
need to work on. It feels as though
you’re getting that overall, full-body
balance and working on areas that,
otherwise, you might not have realized
required your attention.”
But, Hill notes, with CPro, the
possibilities extend beyond its ability
to customize workouts. Like a growing
number of products from a
growing number of manufacturers,
it provides important feedback for
both the member and the club. “Anyone
can walk into a gym and complete
a workout, but, with the CPro, you’re
able to monitor, gauge, and track your
performance, so you know if you’re
exercising correctly,” he explains.
The technology built into many of
the newer machines also allows
operators to monitor usage. “Our
system allows club owners to go to a
Website and obtain a detailed his-
Intel center,
Chandler/Ocotillo, Arizona
tory of each machine,” points out
Porth. “You might, for example, have
a line of 10 ellipticals, and discover
that one of them is being used four
times as much as the others. It could
be because of positioning, or the
view, but, whatever the reason,
you’ll know that you need to rotate
your equipment. Otherwise, you’ll
eventually be replacing one machine
that has 10,000 hours and one that
only has 4,000.”
Other systems, such as Netpulse’s,
allow clubs to track exactly what
members are doing, and can even be
employed to send them personal
messages. “When a member logs in,
the club can communicate with
them, personalizing the message,”
says Arp. “It can send a message
like, ‘Hi, Susie, yoga classes are
Thursday at 5:00.’”
BrIDgIng FITnESS
AnD hEALThCArE
One of the most promising implications
of the ability to track workouts
is that it allows healthcare professionals
to monitor and evaluate
the effect that a fitness regimen is
having on a patient’s health. Intel is
particularly interested in the relationship
between the healthcare and
fitness industries.
“Intel is allocating a lot of resources
to explore how they can help build a
bridge between these two industries,”
says Kevin Steele, Ph.D., the
co-creator and co-chair of the Fitness
Industry Technology Council
(FITC), which is backed by Intel.
“They recognize the huge problem
with worldwide obesity, its escalating
cost, and the profound impact it has
on corporations. And they think,
‘Hey, we can help.’”
The council is currently studying
a number of issues, including the
standardization of the calculation,
capturing, reporting, and sharing of
data across equipment produced by
different manufacturers, a major
requirement to serve the healthcare
sector. In the future, the work being
done by FITC could allow a club to
seamlessly send information directly
to a doctor, who could then prescribe
a workout for a patient and send it
directly to the gym.
The members of FITC currently
include: ABC Financial Services, Inc.;
Athlete’s Performance; BCM; Club-
Com; Dedham Health and Athletic
Complex; Eurotech; Gainesville Health
and Fitness Centers; IHRSA; Intel; Life
Fitness; Life Time Fitness; Matrix Fitness;
Netpulse, Inc.; Octane Fitness;
Planet Fitness; Plus One; Precor, Inc.;
Star Trac; Twin Oaks Software Development;
Town Sports International
(TSI); and Woodway.
Intel has documented the health
benefits of regular exercise at its
Chandler/Ocotillo facility. Earlier
this year, the company conducted a
study to evaluate its impact on
employees. The 14-week corporate
wellness pilot program followed 75
workers who trained three times per
week on the CPro strength and
cardio equipment. Over that period,
the average participant lost 14
pounds, and reduced their body fat
percentage by 6% and their cholesterol
by more than 5%.
Interactive state-of-the-art fitness
equipment serves a host of needs,
offers incalculable opportunities, and
provides a plethora of benefits. It
attracts prospects, engages members,
makes exercise more entertaining,
precise, and rewarding, and, overall,
enhances the industry’s professionalism
in profound ways. —|
– Liane Cassavoy,
liane.cassavoy@gmail.com
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prODuCT
Feature headline goes here no Continued
SHOWCASE
CreATive FiTneSS MArkeTing
Technology is constantly changing the way that we work, play, and, yes, exercise. It provides an interactive environment
of virtually infinite possibilities, making workouts more interesting, efficient, effective, and rewarding. IHRSA’s associatemember
companies offer a wide range of products—e.g., software, touchscreen displays, exercise tracking systems,
entertainment options, Internet access—that are guaranteed to help your members reach their health and fitness goals.
MYZONE utilizes the latest heart-rate technology
to actively display, report, and promote physical
activity. Whether in a class, on the gym floor,
or as part of a personal training session,
members can view their heart rate and calories
burned in real time with their workout session
automatically logged to their MYZONE account
for review. MYZONE also provides key reports,
which allow staff to have relevant conversations
with their members and set key performance
indicators, helping to improve member retention.
Contact: 312-870-4802, www.myzonemoves.com.
Please see our ad on page 88. —|
FiTneSS On requeST
Fitness On Request is an automated group
fitness platform designed to enhance group
fitness scheduling flexibility and participation.
The system helps clubs decrease program
costs, add revenue opportunities, and increase
sales performance as a true market differentiation
tool. It comes standard with a sleek
touchscreen kiosk, studio speakers, HD
projector, and powered screen.
Contact: 888-520-7501, www.fitnessonrequest.com.
Please see our ad on page 90. —|
MATriX FiTneSS
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BrOAdCASTviSiOn enTerTAinMenT
Broadcastvision Entertainment,
owned by Cardio Entertainment,
Inc. (CEI), continues new product
launches involving wireless
entertainment and LCD products.
The company is the leading
provider of an all-in-one
(900MHZ, 863MHZ, and FM-band)
audio receiver that fitness equipment
manufacturers integrate
into their products’ consoles.
Broadcastvision reports its traditional and new entertainment products as strong
sellers, providing cost-effective, no-fuss entertainment solutions refined with
new developments, such as the Apex preset programming software for quickly
and accurately loading preset channels through a computer port. Its latest product,
Club Concierge, connects members with information about club services and amenities,
and provides club owners with ancillary revenue streams in an interactive
touch screen directory with customized digital signage.
Contact: 888-330-4238, www.broadcastvision.com. Please see our ad on page 37. —|
CYBeX inTernATiOnAL
The new CYBEX 770T enhances the joys of
running, jogging, and walking. The 770T
is the first-ever treadmill with CYBEX’s
advanced ARMZ support bars and Cardio-
Touch display—one screen that puts
every exercise and entertainment option
at the user’s fingertips. The IS3 Intelligent
Suspension System matches the ergonomics
of running: the deck is soft at
landing, firm in the middle, and rigid at
toe-off. With the 770T, an elite runner
can push the limits, while the casual
user can enjoy a comfortable walk.
Contact: 774-324-8000, www.cybexintl.com.
Please see our ad on the inside front cover and page 1. —|
virtual Active by Matrix offers fully interactive programming compatible with all Matrix 7xe
cardio products, allowing users to escape to exotic locales like the lush forests of Hawaii or the
majestic Grand Canyon. Users will not only see their destination in the dynamic video content
displayed on the console, but they will feel gradual terrain changes under their feet and hear
the ambient sounds through their headphones, for a near total immersion without leaving their
health club.
Contact: 866.693.4863, www.matrixfitness.com. Please see our ad on the french cover. —|

LiFe FiTneSS
The Life Fitness Elevation series—the industry’s first
cardio line to offer seamless iPod compatibility—has undergone a high-tech
makeover. The company recently introduced an amped-up version of this series,
including several new tech upgrades to its Engage console. The machines’ new
hybrid feature adds people-powered entertainment options; an ePub reader
allows for easy viewing of PDF documents stored on a USB; and a soon-to-bereleased
smartphone app will boost workouts by syncing with the Life Fitness
virtual Trainer.
Contact: 800-351-3737, www.lifefitness.com. Please see our ad on page 11. —|
PreCOr, inC.
The new Precor Experience Series 880 line
of cardio equipment features a 15" LCD
capacitive touch-screen console, just like
a high-end phone. The simple and intuitive
interface and the featured workouts that
change daily draw exercisers deeper into
their workout. Members will enjoy the
embedded club entertainment options with
friendly channel names and previews, as
well as the ability to connect to their iPod or
iPhone to enjoy their personal content.
Contact: 800-786-8404, www.precor.com.
Please see our ad on page 19. —|
TeCHnOgYM
For more information, or to contact
any of these companies, log on to
www.ihrsa.org/products
FiTview, inC.
prODuCT
SHOWCASE
Coaching and professional training are a
lifelong journey for clubs, trainers, and members.
Fitview provides the professional tools
that coaches and trainers need to ensure
members’ success over the long term. The
Fitview team brings decades of consumer
and professional product experience with
modern mobile, desktop, and service platforms
to the health and fitness markets.
The Fitview products for iPad, iPhone, and
the Web were forged in testing with leading
coaches in personal training, boot camp,
and CrossFit environments, enabling clubs
to engage and retain members like never
before—for life.
Contact: www.fitview.com.
Please see our ad on page 93. —|
vISIOWEB, Technogym’s newest cardiovascular interface, offers an innovative and entertaining
training experience with iPod compatibility, games, Guide Me instructional videos, and
hundreds of Tv channels. Additionally, vISIOWEB features Internet connectivity, enabling
users to browse their favorite Websites, send e-mails, check social media sites, and more.
The optional Communicator software offers marketing capacity: operators can send out
instant messages and surveys to members’ cardio displays, or post messages and
promotions in a bulletin board area.
Contact: 800-804-0952, www.technogym.com. Please see our ad on the back cover. —|
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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 | J U N E 2 0 1 1 | w w w . i h r s a . o r g
IhrSA30
CElEbrATEs & DEMOnsTrATEs
induSTrY eXCeLLenCe
By Patricia Amend and Patricia glynn
THere wAS A CLeAr SenSe OF renewAL And ‘FAMiLY’ AT THiS
YeAr’S COnvenTiOn And TrAde SHOw in SAn FrAnCiSCO
As a celebration of “three decades of excellence,” IHRSA’s 30th
Anniversary International Convention and Trade Show, which
took place March 16-19 in San Francisco, was a momentous,
joyful occasion with a very human touch.
The largest fitness industry event in the U.S., IHRSA30 drew
a total of 10,400 health club operators, suppliers, and fitness
industry professionals from 70 countries, who converged on
Moscone Convention Center to network and renew old friendships;
to learn about the best business practices from around the
globe; to view the industry’s newest and most innovative equipment
at a truly dynamic trade show; to honor the heroes of the
industry for their unceasing devotion and commitment; and to
hear from the smartest and most entertaining speakers on the circuit, including Regina Benjamin,
MD, MBA, the 18th Surgeon General of the United States.
“IHRSA struck pure gold this year,” said John McCarthy, IHRSA’s executive director emeritus.
“I heard exceptionally positive comments about the keynote speakers and many exhibitors told
me that it was the best IHRSA show in the past 10 years.”
“This was my first trip to an IHRSA Convention and Trade Show, and it felt like a family
reunion,” said Trent Thompson, a commercial sales consultant for Life Fitness in Australia.
In that spirit, each registrant received a copy of the IHRSA 30th Anniversary Yearbook, which
features more than 400 biographies from IHRSA club and associate members.
The positive energy was noticeable as the attendees shared experiences from the last three
decades. There was also a sense of relief now that the Great Recession is coming to an end, and
a much brighter future lies ahead.
Motivational marvels
Dr. Benjamin generated much of the buzz. Speaking on Saturday, March 16, as “America’s
Doctor,” she described her “vision for a healthy and fit nation,” and how she intends “to change the
discussion about obesity from what people can’t do to what they can do to stay healthy and fit.”
She emphasized that exercise is medicine, and physicians “should make it part of every interaction
with every patient,” pointing out that exercise should be time we take for ourselves “to play
and have fun.” She also announced that she would run her first half-marathon in New York’s
Central Park in early April. >
zumbathon raised
hopes and heart rates

Solidifying friendships Exhibiting strength
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IhrSA30
The Surgeon General acknowledged IHRSA’s power to
elicit change, remarking, “As someone who oversees 6,500
uniformed health officers around the world, I believe in the
power of associations. Think of a snowflake, how fragile it
is. But think of what snowflakes do
when they stick together—they can
create an avalanche.”
The four other highly acclaimed
keynote speakers encouraged
their listeners to strive for excellence,
describing a range of best
business practices and their views
on the true nature of motivation:
Keynoter
Daniel pink
u.S. Surgeon general
regina Benjamin, M.D.
» Daniel Pink, the author of four
provocative books on the changing
world of work, including Drive:
Exciting extras
This year’s event had more than the usual share of special features and
unforgettable moments:
» On Thursday March 17, The Surgeon General traded in her uniform for a
black T-shirt and sweat pants, and joined with Beto Perez, cofounder of
Zumba, the Zumba Fitness Family of Instructors, and 1,300 other enthusiastic
participants for the Zumbathon, a fundraiser for Augie’s Quest and the
Muscular Dystrophy Association (MDA) to fight amyotrophic lateral sclerosis
(ALS), also known as Lou Gehrig’s disease.
» Dr. Benjamin made another appearance on Friday evening, March 18,
when she joined more than 800 others in honoring industry legend Augie
Nieto at the 6th Annual B*A*S*H for MDA’s Augie’s Quest, emceed by The
Today Show’s Natalie Morales. This year’s event raised over $1.3 million;
to date, Augie’s Quest has raised in excess of $28 million for ALS research.
» A new book, Legends of Fitness: The Forces, Influencers, and Innovations
That Helped Shape the Fitness Industry, by Stephen Tharrett, M.S., Frank
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 | J U N E 2 0 1 1 | w w w . i h r s a . o r g
presenter Tony hsieh
The Surprising Truth About What Motivates Us, sponsored
by Matrix Fitness, stressed the idea that motivation is
intrinsic rather than extrinsic, and that, for complex tasks,
“carrot-stick” motivators often don’t work. Engagement in
the task works better, but people cannot be “managed” into
involvement. Rather, when individuals feel a sense of
autonomy, mastery, and purpose, they will feel motivated.
» Tony Hsieh, CEO of Zappos, and author of Happiness:
A Path to Profits, Passion & Purpose, sponsored by
Technogym, described his efforts to create a corporate
culture that “wows our customers, employees, and
vendors.” Unlike other companies, Zappos does not
“upsell” customers nor use sales scripts. It has a 360-day
return policy, no shipping costs, and displays its toll-free
number on every page of its Website to encourage
customer calls. “If you get the interaction with customers

ight, people remember it… The Zappos brand is about
providing the very best customer service.”
» Patrick Lencioni,
author of The Four
D i s c i p l i n e s o f a
Healthy Organization,
sponsored by Precor
Inc., explained that
truly healthy companies
have several
things in common:
they’re managed by a
Speaker patrick Lencioni cohesive leadership
team that’s free from
infighting and politics; they have “just enough” structure;
and they offer employees an environment where they
feel supported and can openly admit uncertainty and
error. To foster such a trusting atmosphere, Lencioni
emphasized that leadership “go first,” acknowledging
that “you don’t know and can’t do everything.”
TV host
phil Keoghan
» Phil Keoghan, host of
the reality television
show, The Amazing
Race, and author of No
Opportunity Wasted: 8
Ways to Create a List
for the Life You Want
Now, sponsored by
SPRI Products, Inc.,
showed behind-thescenes
photos from The
Amazing Race and
some of his other TV productions, which were both inspiring
and very funny, while urging people to put away their
fears and allow themselves to dream.
zumbathon benefitted
Augie’s Quest
Sensational sessions
Convention-goers had their choice of 140 seminars,
panels, workshops, and educational sessions that covered
a broad range of topics. Following are tips from a
select few:
Mike James: “Practical, Colorful, Creative Management
Techniques from Around the Globe”
» Never tolerate bad attitudes in the workplace; instead,
maintain a “shape up or ship out” approach, even with
staffers who are consistently high performers.
» Treat staff as valued professionals rather than as service
personnel; bestowing higher status typically begets
enhanced performance.
Caption
» Offer continual, comprehensive training; don’t assume
staff possess certain skills and knowledge.
“i heard exceptionally positive comments
about the keynote speakers, and many
exhibitors told me that it was the best
iHrSA show in the past 10 years.”
Alexandra Williams: “Write to be Read”
» If you aren’t taking advantage of social media, you
should be; blogs, Facebook, and Twitter can help drive
product and brand awareness, as well as sales.
» Before posting, consider whether the information
you’re disseminating is fresh, engaging, and relevant to
your readers, lest they tune out your message.
» Use social media to “pull” clients in, rather than to
“push” sales; in other words, be social, not “salesy.” >
O’Rourke, and James A. Peterson, Ph.D., which carries a special dedication to
Nieto, was released. All proceeds will be donated to Augie’s Quest.
» IHRSA also honored six club operators for their contributions to the fitness
industry. The President’s Award went to Waldyr Soares, founder and president
of Fitness Brasil, Sao Paulo, Brasil. The Julie Main Emerging Woman Scholarship
was awarded to Jane Clark, a personal trainer and cancer exercise specialist
at the Western Athletic Clubs, San Francisco, and a cancer exercise counselor
at UCSF.
» Laury Hammel and Myke Farricke, founders of the Longfellow Clubs in
Wayland, Massachusetts, received the Outstanding Community Service Award.
ZoeVeasey, cofounder of Cedardale Health and Fitness in Haverhill, Massachusetts,
was honored with the Dale S. Dibble Distinguished Service Award.
» Motionsoft of Rockville, Maryland—a leading provider of member-relationship
products and services in the active lifestyle industry—was honored as Associate
Member of the Year.
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IhrSA30
When readers value your message, they’re more inclined
to give you the sale.
Amanda Oborne: “The Big Picture: 6 Trends that will
Change Your Club”
» Nowadays, people are stressed, overwhelmed, and
isolated; they’re hungry for happiness. By marketing
with a “get happy” hook, you’ll draw lots more fans.
Vaughan Schwass: “The Power of Living Brands”
» Every club, no matter its size, can, and should, develop
a unique brand; it’s a living business asset which creates
differentiation and value.
» Consumers prefer brands that stand for something;
they’re not buying what you do, but rather why you do it.
» Clients consider many variables, including how you
treat staff, how you interact with the community, and
your impact on the environment.
“i’m getting lots of great ideas. There’s
so much we could implement—lots of
newer, upcoming trends which could
really help us stand out.”
Rick Caro, Pete Moore, Josh Comer, Steven Wayne,
“The 15th Annual Financial Panel”
» Membership levels increased in 2010.
» The number of clubs remained the same, which is
good; i.e., no “horror stories” of clubs closing.
» Flat EBITDA is considered success right now.
» Debt financing is becoming more available to larger
operators in 2011.
Trade show congestion
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Audience exuberance
A sold-out, all-out Trade Show
Before the doors to the trade show officially swung open
at 11 a.m. on March 17, hordes of attendees were lined
up, all eager to see the latest and greatest wares on display
at the 305 booths representing 74 different product
categories in the South Hall of the convention center.
“Exhibitors were very enthusiastic this year; we had
83 first-time exhibitors and we sold every inch of space,”
said Tom Hunt, associate vice president of exhibit sales.
“In fact, we had to turn 50 companies away.”
As expected, there were the tried-and-true options:
treadmills and bikes, and the usual wide variety of circuit
training equipment lines. But there were also plenty of
fresh, totally unexpected innovations. Who, after all,
would imagine there’d be a mechanical horse on display,
shipped in from Korean-based FORTIS? Though a bit
out-of-the-ordinary, this equestrian-inspired equipment
is well suited for rehabilitative work. It also helps conditions
the core and lower body.
One trend visitors did anticipate seeing was the continued
proliferation of user-friendly technology. However,
many vendors exceeded expectations in this category.
Technogym, for one, offered a peek at Club 2.0, an
online questionnaire designed to help staff discover the

FOrTIS horseback
adventure
unique aspirations of
individual clients. This
software offers a distinct
advantage as it allows
for a superior level of
personalization that’s
certain to boost both
retention and revenues.
Precor, likewise, went
the tech-savvy route,
offering its noteworthy
Experience Series, a line
that marries the company’s
award-winning
cardio with redesigned,
sleekly sophisticated
Johnny g. Krankcycle craze
touchscreen consoles
that are reminiscent of
higher-end smart phones. Among the remarkable features
of the intuitive system are the specialized workout
routines, which are updated daily.
And while high-tech products abounded, there was also
a visible resurgence in the group exercise program
category. Clients, it seems, while appreciative of technological
gadgets, are also clamoring for more high-touch
and interpersonal options. Thus, plenty of new fun, and
functional, classes were on view.
Les Mills, for example, launched CX30, a 30-minute
core-focused group workout that’s inspired by personaltrainer-led
strength workouts. TRX, along with officially
dropping its former moniker, Fitness Anywhere, encouraged
attendees to sample the TRX Rip Trainer. This
latest addition is a full-body complement to suspension
training, which emphasizes core-based, rotational
power and high-velocity movements.
Nancy Bambino, membership manager for Club Sport
in San Ramon, California, found herself particularly
invigorated by the many group fitness demonstrations.
Kangoo Jumps in action
“I’m getting lots of great ideas. There’s so much we could
implement—lots of newer, upcoming trends which could
really help us stand out.”
Bryan Lupian, general manager for Gold’s Gym in
Latham and Guilderland, New York, was just as enthusiastic.
“I’m enjoying the show so much. We’re redoing a club
and it’s very helpful to see, firsthand, all that’s available.
Lupian marveled at these products and the other innovative
possibilities on display for visitors to consider.
Octane Fitness, for instance, introduced the Cross
Circuit Pro, a novel elliptical featuring PowerBlock
dumbbells set on an integrated rack. CYBEX, too, wowed
the crowd, launching the 770T treadmill, the first to
include the company’s patented ARMZ stabilizers for
enhanced safety. And Total Gym highlighted three new
bodyweight trainers: Total Gym Sport with 20 incline
levels, an upgraded Total Gym GTS, and the redesigned,
motorized Total Gym Power Tower.
Finally, SportsArt Fitness unveiled its Green System, a
“pod” of fitness equipment connected to an inverter that
harnesses exercisers’ energy and turns it into useable
power—up to 2,000 watts per hour.
“exhibitors were very enthusiastic this
year. we had 83 first-time exhibitors,
and we sold every inch of space. in fact,
we had to turn 50 companies away.”
Summing up all four days of IHRSA30, Joe Moore,
IHRSA’s president and CEO, remarked: “I am pleased to
recognize every attendee, exhibitor, speaker, and award
recipient who made IHRSA30 the best it could be. We
gladly look ahead to the next 30 years, starting with
IHRSA 2012, March 14-17, 2012, in Los Angeles.” —|
AudiO reCOrdingS of select IHRSA30 convention sessions, as well as copies of the IHRSA 30th Anniversary Yearbook
and Legends of Fitness: The Forces, Influencers, and Innovations That Helped Shape the Fitness Industry, are now available for
purchase at the IHRSA Store, www.ihrsa.org/store.
w w w . i h r s a . o r g | J U N E 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 53

Meet The Closer.
Bring in new members and keep existing
members engaged with the unique
patented movement of HOIST’s ROC-IT Plate Loaded series. 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 www.hoistfitness.com.
www.facebook.com/hoistfitness | www.twitter.com/hoistfitness | www.youtube.com/hoistfitness
For more information about HOIST products, please contact:
ADAM GUIER
National Sales Manager
Commercial Dealers
Tel: 800.548.5438 x 302
aguier@hoistfitness.com
RPL-5303 INCLINE CHEST PRESS
Product shown with custom frame and upholstery color.
Please contact HOIST sales for more information.
Have you ever used a piece of Strength equipment to close a membership sale? You will now!
GENE BRUTON
Government Sales Manager
Contract # GS-07F-0322K
Tel: 866.488.6853
gbruton@hoistfitness.com
START FINISH
JEREMY MILLER
International Sales Manager/
Director of Marketing
Tel: 800.548.5438 x 146
jmiller@hoistfitness.com

The Big PicTure of PerfecT
He lth
Health
Individual attention at
Bronson Athletic Club
By Mia Coen in Today’s user-friendly-focused socieTy,
health clubs are becoming increasingly aware of their members’ individual needs,
and addressing them with customized personal training sessions, an ever-expanding
variety of group exercise options, and—importantly—health and fitness assessments.
The latter is perhaps the most critical component to a member’s success in
reaching their fitness goals. In order to achieve a higher level of fitness, members
need to be shown the overall picture: their physical abilities and limitations, nutrition,
and lifestyle habits.
The case study offered here focuses on Bronson Athletic Club (BAC), in Kalamazoo,
Michigan, which is affiliated with the Bronson Healthcare Group, a nonprofit healthcare
system serving hospitals and clinics in southwest Michigan and northern Indiana.
The average club, however, may not have access to an affiliate hospital or healthcare
program to enhance its assessment offerings. In most cases, trainers rely on a
tried-and-true toolkit that measures, among other valuable metrics: weight, body
composition, body fat, blood pressure, heart rate, flexibility, strength, cardiovascular- >
w w w . i h r s a . o r g | J U N E 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 55

The Big picture of perfect health
Brian
Ladkrood
respiratory function, aerobic fitness, metabolism,
and more. These important tools are available
through IHRSA’s expansive network of associate
manufacturers and suppliers.
“Health and fitness assessments are critical to
gauging the clients’ abilities, strengths, and weaknesses
before designing a fitness program,” says
Pete McCall, exercise physiologist at the American
Council on Exercise (ACE). “Continuous assessments
help the client assimilate different behaviors
and exercise adaptations over time, making it easier
to see how the client is improving overall. Clubs
that offer extensive assessments have an edge
because they are incorporating small, important
details into the big picture.”
an ongoing Process
In almost every case, health and
fitness assessments start with a
competent, well-educated trainer
who tests the individual from the
ground up. Brian Ladkrood, a
personal trainer at BAC, is constantly
evaluating his clients’
health and fitness levels, a process
that involves extensive review and
analysis, beginning with the allimportant
initial assessment.
“In the initial assessment, we
like to establish the client’s
goals,” he says. “Though they might seem like big or
impossible goals, we tell them that they are possible.”
In the first session, Ladkrood and his fellow trainers
review each client’s lifestyle through dialogue and
documentation. This encompasses medical and
exercise history, injuries, surgeries, medications,
flexibility, posture, alignment, nutrition, gait, rest,
recovery, sleep, and stress.
“We like to get a sense of the client’s eating habits,
activity levels, and overall health. We also give
them some homework on the first visit,” he says.
“We have our clients fill out food logs and we assess
what the client is doing well, as well as what they
can improve on. We take small steps, only adding
another step once the client has successfully assimilated
the first step into their daily lives.”
The trainers also give clients literature to bring
home, which contains information on HDL cholesterol,
super foods, the importance of posture and
alignment, pH levels, disease management, etc.
One document in particular, Know Your Numbers,
includes HDL and LDL cholesterol, triglycerides,
high-sensitivity C-reactive protein, homocysteine,
blood pressure, and heart rate, among others. It
provides healthy ranges and makes suggestions
regarding food choices. These resources give clients
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 | J U N E 2 0 1 1 | w w w . i h r s a . o r g
Sherri Toney
an understanding of the broad spectrum of conditions
that the trainers are familiar with.
“The most important thing is that we don’t bombard
our clients with this all at once,” he stresses.
“Because every program is individualized, I have to
address one thing at a time, over time.”
Together, he and the client examine the baseline
factors, looking for indicators of weakness or strength,
and identify areas to improve. In some cases, they’re
even able to spot issues that, if left untreated, could
lead to serious long-term health problems.
“For example, if people are exercising with poor
posture, they’re asking to get injured,” he observes.
“They’re causing serious repetitive injury to their
shoulders, neck, back, lumbar/thoracic spine—and
all of that can lead to hip problems, knee problems,
etc.” Ladkrood also conducts a series of physical
tests to detect lateral deficiencies, upper thoracic
problems, range of flexibility, proprioception, and
balance and coordination issues.
In addition to testing the physical abilities of the
client, he also focuses on the client’s lifestyle.
“When talking about nutrition, we look at a few
basic principles: water, quality, quantity, frequency,
minerals, super foods,” he explains. Over
time, Ladkrood and his team have been able to
improve thyroid problems, diabetes, and high
blood pressure by helping members make simple
adjustments to their eating habits.
Beyond nutrition, the trainers at BAC address
the client’s sleeping patterns, stressors, and any
additional factors—such as whether or not they’ve
had children, etc.—to develop a well-rounded regimen
that will maximize the client’s progress.
After three to six months of working with the client,
results begin to speak for themselves. Between the
BAC and, in many cases, the member’s doctor,
results are being documented on a regular basis
over long periods of time. By seeing the progress
reflected in the numbers, they have physical and
scientific proof that they’re improving—not only
their fitness, but their overall health and wellness.
“It’s about understanding the big picture, and it’s
an ongoing process,” he concludes.
Work-in-
Progress ‘WoW!’
Sherri Toney has been doing personal
training at BAC since last
January. “Let me start by saying I
have worked with lots of trainers,”
Toney says. “I’d lost about 60
pounds before, but I wasn’t able
to keep it off. I didn’t understand
what I was doing wrong. My doctor

Bronson cares for the Kalamazoo,
Michigan, community
Close supervision
ensures members’
success
eventually put me on blood pressure medicine—
threatened that cholesterol medicine was to
follow—and we had conversations about me being
a candidate for lap band surgery. That’s when I
started my training at Bronson with Brian Ladkrood.
“He was the first trainer to say some things I’d
never heard before. He didn’t want to talk about
my fitness program right off the bat—he wanted to
talk about my food log,” she explains.
Ladkrood educated her about the importance of
eating a nutritious breakfast, incorporating snacks,
and reading food labels. He went into detail about
how some foods have detrimental effects, how
some cause inflammation, and how others allow
for optimal nutrient-absorption. “We talked about
all this and my goals before going into a fitness program.
Then we took small steps when incorporating
changes into my lifestyle.”
From there, Ladkrood worked with Toney on a
number of lifestyle adjustments, such as proper
form when she exercised, incorporating more
water into her diet, and the importance of sleeping
eight hours a night. “The change in my body is
“
The change in my body
is visible—you can see it in
my shape, my skin, the way
I carry myself, and my confidence.
My doctor said my
results are phenomenal.”
visible—you can see it in my shape, my skin, the
way I carry myself, and my confidence. My doctor
said my results are phenomenal.”
Toney attributes her success to her experience
at BAC.
“I’ve been working with Brian at Bronson for 16
months, and have lost 80 pounds and dropped six
dress sizes. But the most important thing for me is
that I feel better than I have ever felt in my whole
life. I’m off the blood pressure medication—I’m on
absolutely no medication. I turned 50 three weeks
ago and I feel better than I did when I was 20. Brian
and the club have helped me change my life.” —|
– Mia Coen, mia@fit-etc.com
—BAC MEMBER SHERRI TONEY
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prODuCT
Feature headline goes here no Continued
SHOWCASE
inTeLAMeTriX, inC.
“Health and fitness assessments are critical to gauging a client’s abilities, strengths, and weaknesses before designing
a fitness program,” notes Pete McCall, an exercise physiologist with the American Council on Exercise (ACE). IHRSA
associate-member companies stand ready to help with sophisticated technology that can quickly, easily, and accurately
measure virtually every aspect of a club member’s current status and their subsequent progress.
IntelaMetrix has pioneered the convenient use
of ultrasound technology for body-composition
analysis with its BodyMetrix System. The
BodyMetrix System is the same professionalgrade
ultrasound technology used by elite
athletes and trainers. This easy-to-use, noninvasive,
patented technology has revolutionized
body-composition analysis. It’s a portable,
affordable, hand-held ultrasound imaging
system that integrates with Bodyview software.
Bodyview is a reporting and personal imaging
software program that provides comprehensive,
customizable reports, progress tracking,
and actual images of fat loss and muscle gain.
Contact:
925-606-7044,
www.intelametrix.com.
Please see our ad
on page 79. —|
AFAA
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 | J U N E 2 0 1 1 | w w w . i h r s a . o r g
HeALTH PrOFiLe inSTiTuTe
The HPI Osteo Caliper is a unique new tool for assessing body composition
that measures bone diameters, not skin fold. It’s safe, easy to use,
and effective, saving clubs time and money when it comes to obtaining
important client statistics. HPI also offers the comprehensive Health
Profile Assessment Training Program, which teaches techniques and
application of valuable health assessment skills. This training program
will elevate the level of customer service club staff can provide, placing
them well ahead of the competition.
Contact: 702-804-0100, www.healthprofileinstitute.com.
Please see our ad on page 74. —|
POLAr eLeCTrO, inC.
The Polar BodyAge 5.6 system
is an integrated solution that
analyzes a full range of health
and fitness indicators, providing
club members with a clear
picture of their physical body
age and overall fitness. This
revolution in training assesses
different health and fitness
components to create personalized
fitness reports, training
programs, and health-risk
appraisals—giving members
the tools they need to reduce
their risk of health-related
issues. It also has the ability
to design personalized heartrate-based
training programs
for a member’s Polar training
computer. This two-way data stream allows the club member and their
personal trainer to track progress and analyze the results, helping to
motivate and keep members focused.
Contact: 516-364-0400, www.polar.fi/en. Please see our ad on page 60. —|
AFAA’s 2nd Edition of Personal Fitness Training: Theory & Practice (2010) is a comprehensive
textbook that provides personal trainers with the current research and practical knowledge.
The book’s content addresses: wellness strategies; business and legal ethics and issues;
exercise programming; fitness assessments; special populations; multi-training techniques;
and more. AFAA provides the personal trainer with an all-inclusive textbook that describes, in
detail, a professional role for success in the highly competitive and evolving world of fitness.
Contact: 877-986-7263, www.afaa.com. Please see our ad on page 33. —|

PArAMOunT ACCePTAnCe
Real-time access to vital data
helps club operators monitor
the pulse of their business. Paramount’s
Dashboard provides the
power and flexibility operators
need to see all their data right
now. The Dashboard allows them
to set their home page reports,
change the way they view them,
and refresh at any time to receive
the latest numbers. See sales,
collections, personal training
sessions, and much more. Users
can also drill down to specific
numbers and view all the detail they need, as well as see historical comparisons.
Contact: 800-316-4444, www.paramountacceptance.com. Please see our ad on page 85. —|
nATiOnAL FederATiOn OF PerSOnAL TrAinerS (nFPT)
NFPT has been certifying fitness professionals
since 1988, offering an accredited
Certified Personal Trainer credential with
specialty courses in nutrition, resistance,
and endurance training. NFPT education
provides a comprehensive approach to
fundamental exercise science concepts
with prep tools that facilitate a full
understanding of the material. Exam
dates are set by appointment at more than
300 locations and certification maintenance allows for free CECs. NFPT guides
trainers step-by-step down the path to success by providing start-to-finish
support, convenience, and credibility.
Contact: 800-729-NFPT, www.NFPT.com. Please see our ad on page 77. —|
MiCrOFiT, inC.
For more information, or to contact
any of these companies, log on to
www.ihrsa.org/products
prODuCT
SHOWCASE
MYTrAk HeALTH SYSTeM, inC.
With MYTRAK, health club members can
set their weight-loss goals online and receive
a customized plan that advises them how
many calories to consume and how many
calories to burn each day. When they wear
the MYTRAK Smart Coach, it monitors their
body’s every move, every step, and every
workout. It’s always adapting, motivating,
guiding, and coaching users as they engage
in activities they enjoy—at the club, at home,
at work, or outdoors.
Contact: 888-431-8626, www.mytrak.com/myclub.
Please see our ad on page 95. —|
For 25 years, MicroFit has been a leader in fitness assessment technology. Its
HealthWizard software’s high-tech imaging and ease of use make it an ideal
marketing tool for closing memberships, selling personal training services,
and attracting visitors at health fairs. The optional MicroFit fitness-testing
equipment can be interfaced with the HealthWizard software to provide the
assessment accuracy, reliability, and approved health recommendations
necessary for corporate wellness programs and health improvement partnerships
with medical institutions.
Contact: 800-822-0405, www.microfit.com.
Please see our ad on page 83. —|
w w w . i h r s a . o r g | J U N E 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 59

polarusa.com/B2B_TEcHNoloGY
HELP YOUR MEMBERS
LOOK THEIR SUMMER BEST.
With bathing suit season around the corner, it’s time to help your
members reach their fitness or fat-burning goals. Use the Polar
BodyAge ® system and training computers to create personalized programs
to keep them on track. And with the new FT7 and FT40, your members
are sure to look their best in and out of the gym.
Learn More:
888.850.0349 // healthclub.division@polar.fi
FT7

Innovations What’s
HOIST Fitness Systems,
HOIST RPL-5405 Standing Calf. —|
New 63 | FIT Extra 67
Photo sponsored by HOIST Fitness Systems
w w w. i h r s a . o rg | J U N E 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 61

Alpha Strong, LLC
» The new Sandball from Alpha Strong
provides a dynamic strength workout
that has historically helped professional
bodybuilders and firefighters stay fit.
Every movement and exercise becomes
more challenging using the Sandball,
as the shifting sand in the ball prompts
users to engage more muscles and connective tissue. With a weight capacity
of 10-30 pounds, and a double-set handle configuration for maximum
versatility, the Sandball delivers a more comprehensive workout than
traditional free weights. It’s simple to load sand into the no-leak inner
sandbag using the easy-access, wide-mouth, double-closure opening.
For more information, contact the company at 530-828-8281;
www.bealphastrong.com. —|
Prepackaged fitness
by Fabiano Designs
Fabiano Designs
» To provide club owners with upscale designs at affordable prices,
Fabiano Designs has created Training Concepts, a series of predesigned,
predocumented, and prepriced design plans and manuals. The prototype
build-out manual and plans are for 3,000-, 4,800-, and 8,000-square-foot
fitness clubs, and the manuals are available for licensing purchase at
$7,500 per unit. The prototype offers a foundation for the design documents
needed to build a fitness center, and the designs include floor plans,
ceiling plans, interior elevations, full colors and materials, and advice on
rental strategies and construction management. For more information,
contact the company at 973-746-5100; www.fabianodesigns.com. —|
| Innovations | What’s New
Cybex International, Inc.
» Cybex International,
Inc., recently launched
its 770T treadmill, which
is loaded with innovative
new features. Among
them: the CardioTouch
display, a command
center that puts all
of the controls at the
exerciser’s fingertips;
an iPod dock/charger
that allows exercisers to
770T treadmill
by Cybex
shuffle through music and movies or reprogram
workouts on the fly; the IS3 Intelligent Suspension
System, which makes the deck soft at landing, hard
in the middle, and rigid at toe-off, to precisely match
the body mechanics of running; and the patent-pending
ARMZ stabilizer bars, which extend much farther than
standard bars. For more information, contact the
company at 888-462-9239; www.cybexintl.com. —|
Interactive Fitness Holdings
» Interactive Fitness Holdings
(IFH) has released
Expresso Live Analytics,
a software program that
provides clubs and trainers
with detailed usage data of
Expresso Live bikes and
those who ride them.
Attractively laid out with
graphics and charts to
make it easy to identify
trends, the Analytics
software starts at the
dashboard page, which shows highlights on bike usage,
member behavior, and top features and courses.
Other pages include information on calories per mile,
rider statistics, and route selection/preference. With
this visibility into actual member behavior, health clubs
can create programming and events using Expresso
Live Analytics. For more information, contact the
company at 408-636-2200; ww.ifholdings.com. —|
Analyzing Expresso Live
w w w. i h r s a . o rg | J U N E 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

| Innovations | What’s New
Petra Hygienic Systems
Petra: Antibacterial
EquipWipes
» New from Petra Hygienic Systems are
Antibacterial EquipWipes, which utilize a
powerful formula that disinfects, cleans,
and deodorizes. Safe to use on all fitness
equipment, the wipes are free of alcohol,
bleach, and phenol, and are EPA-registered.
Each roll contains 700 6" x 8" wipes, and
comes in cases of two rolls or a preloaded
bucket of one roll. Dispensers include a
wall-mounted center-pull dispenser, a white
center-pull dispenser with a viewing window,
a stainless steel floor dispenser with an integrated trash can, and a
wire rack floor stand. For more information, contact the company at
877-888-6655; www.petrasoap.com/equipwipe. —|
Twin Oaks Software Development, Inc.
Twin Oaks
celebrates its 20th
» In honor of its 20th anniversary, Twin Oaks Software Development,
Inc., has released Live Journal, a Web feature that allows health clubs
to update member billing information securely online within hours of
EFT processing. Last-minute, single-point entry translates to more
accurate billing, increased approval percentage, and fewer recordkeeping
errors. “The dues line is any health club’s biggest asset,” says Carole
Oat, the sales manager at Twin Oaks, “and we’re excited to have found
another way to make collecting them quicker and easier.” After beta
testing, the Live Journal feature will be free to Twin Oaks clients. For
more information, contact the company at 866-278-6750; www.tosd.com. —|
64 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 | J U N E 2 0 1 1 | w w w. i h r s a . o rg
ThermaSol Steambath Company
ThermalSol’s
Fog Free vision
» ThermaSol Steambath
Company continues to
introduce new products
with the redesign of its
Fog Free mirrors. Suitable
for placement in the shower,
by the vanity, or anywhere
in the locker room or bathroom,
Fog Free mirrors are
made of high-quality plated
shower-safe glass that has
a low-voltage electrical
current heating element
to prevent fogging. The newest one, the Rhombus,
is a non-bevel rectangular model, with modern lines
for an ultra-streamlined look; it can be installed
either vertically or horizontally using concealed
mounting hardware. Other redesigned models
include the Avant, Eclipse, and Cupola. For more
information, contact the company at 800-776-0711;
www.thermasol.com. —|
BallBike Pro
» The BallBike
Pro S 700 from
BallBike Pro, a
division of Fit One,
LLC, combines a
core stability ball
with a cardio bike
for a totally new
workout experience.
Instead of a
traditional seat,
BallBike’s Pro S 700 cycle the self-powered
bike features a highgrade,
burst-resistant stability ball to challenge the
user’s core while they experience the cardio benefits
of cycling and the comfortable sensation of “riding
on air.” According to the company, university testing
indicated 349% more core-muscle activity using the
BallBike Pro than a stationary bike. Because it’s unlike
anything on the market, this new machine can help
attract new members and enhance member retention.
For more information, contact the company at
sales@ballbike.com; www.ballbike.com/pro. —|

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&
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strength

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Sophisticated
Strength
User-driven enhancements increase versatility, add value
to single-station models
Single-station selectorized and circuit-training units
continue to carve out a prominent space in health clubs
worldwide—despite the prevalence of functional trainers
and the trend toward free-weight-oriented personal and
group training workouts.
“For most exercisers, it’s about using the right combination of
selectorized equipment and free-form functional training to achieve
optimal results,” observes John Coyle, the vice president of BH North
America, in Fort Hill Ranch, California.
Holding their own in crowded weight rooms, many selectorized
stations deliver the same functionality they always have, but have
been modified in various respects to improve the user experience
and accommodate the needs of club operators. Manufacturers are
implementing changes designed to maximize the machines’ appeal
and minimize potential intimidation among emerging member demographics,
including beginners, seniors, and the deconditioned.
“TuffStuff focuses on streamlining and softening the lines and look
of our equipment to attract the average gym member,” says Michael Loch,
the director of commercial sales for TuffStuff Fitness Equipment, Inc.,
in Pomona, California. “We’re using oval and circular frame designs,
softer color schemes, and smaller footprints, along with integrated
storage compartments for cell phones and water bottles.”
In addition to being more approachable, these machines have also
become easier to use. For instance, Star Trac’s Lock ‘N’ Load pinless
weight stack simplifies user adjustments and eliminates missing,
broken, or bent weight-stack pins.
“Star Trac also uses lenticular image technology on placards that
provides an almost video-like illustration of the positions users should
adopt while operating the machine,” explains Jeff Dilts, the strength
and Spinning project manager at Star Trac, in Irvine, California.
At the same time, manufacturers are working to satisfy the desire
for more sophisticated biomechanics, such as converging/diverging
arm movements, unilateral motion, and dynamic position adjustments,
along with greater comfort.
As technology advances and costs decrease, electronics and interactivity
are expected to play a greater role in selectorized equipment.
An example: Brudden Technology, in São Paulo, Brazil, is already using
7" touchscreens on its nine-station NEXT circuit. The user-friendly screens
control the weight-stack load, monitor performance, and record feedback
that can be uploaded to a dedicated Website for workout support.
Check out the latest developments on the following pages of F.I.T. Extra!
– Julie King, Julie.king1@comcast.net
| Innovations | FIT Extra Circuit Training
CIrCuIT TrAININg
BH NOrTH AmErICA
NEW
BH Fitness XT1010
The BH Fitness XT1010 dual station
offers two exercises—a leg extension
and leg curl—in one compact footprint
of 44" H x 51" L x 31" W. With simple user
adjustments and hydraulic resistance,
the XT1010 is an ideal lower-body machine
for a fitness facility’s strength circuit.
Manufacturer’s list price: $1,892.00
NEW
BH Fitness XT1050
The BH Fitness XT1050 leg press boasts
a sleek look, compact footprint of 47" H
x 69" L x 26" W, and hydraulic resistance
system that can be adjusted in 20%
increments, making the XT1050 leg press
vital to any circuit-training program.
Manufacturer’s list price: $1,645.00
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| Innovations | FIT Extra Circuit Training
NEW
BH Fitness XT1070
Offering both a vertical press and row, the
BH Fitness XT1070 provides two workouts
in one for a fitness facility’s strength
circuit. Measuring 52" H x 43" L x 40" W
and weighing 139 pounds, the XT1070
provides hydraulic resistance with six
user-adjustable power levels that challenge
exercisers of any fitness level.
Manufacturer’s list price: $1,373.00
NEW
BH Fitness XT1090
The BH Fitness XT1090 dual station offers
both shoulder press and lat pull-down
workouts in one compact machine (53" H
x 41" L x 41" W, 139 pounds), designed to
fit seamlessly with the BH Fitness circuit
set-up. With comfortable hand grips,
anatomic padding, and six user-adjustable
power levels, the XT1090 offers two upperbody
workouts ideal for users of all
fitness levels.
Manufacturer’s list price: $1,456.00
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NEW
BH Fitness XT1130
The BH Fitness XT1130 biceps curl and
triceps pull-down dual machine is part of
the BH Fitness Strength Circuit. With six
user-adjustable power levels, a compact
footprint (33" H x 41" L x 25" W), and
anatomic seat pads, the XT1130 dual upperbody
machine is the ideal component to
round out the BH Fitness Strength Circuit.
Manufacturer’s list price: $1,473.00
NEW
BH Fitness XT1230
The BH Fitness XT1230 dual station offers
both abduction and adduction workouts in
one compact machine (42" H x 48" L x 25" W).
With a sleek look, six user-adjustable
power levels, and anatomic padding in
the seat and leg cradle, the abduction/
adduction machine is ideal for exercisers
of any fitness level.
Manufacturer’s list price: $2,086.00
NEW
BH Fitness XT1270
The BH Fitness XT1270 butterfly and rear
deltoid machine offers two upper-body
workouts in one unit. With an intuitive,
easy-to-use design, six user-adjustable
power levels, and anatomic padding,
the XT1270 butterfly and rear deltoid
dual-station rounds out the BH Fitness
Strength Circuit’s upper-body workouts.
Manufacturer’s list price: $1,778.00
NEW
BH Fitness XT1310
No circuit would be complete without a
machine that targets the core and lower
back. The BH Fitness XT1310 offers both
an ab crunch and lower-back workout in
one compact machine (51" H x 50" L x
34" W, 88 pounds). Boasting anatomic
padding and easy-to-grip handles, the
XT1030 also has easy-transport wheels
to move the machine to whatever part
of the circuit best meets users’ needs.
Manufacturer’s list price: $1,500.00

KEISEr
Keiser XPress Training System
Designed to maximize workout results in
a minimal amount of time, this researchbased
training system combines cardiovascular
conditioning, strength training,
and stretching. The circuit incorporates
Keiser bikes, the Keiser Stretch Zone,
and a minimum of six of the company’s
air-powered resistance machines. The
first half of the 30-minute training system
is dedicated to cardiovascular training on
the bikes, while the second half entails
strength training, with “active-rest”
stretches performed in between sets.
LEgEND FITNESS
SEE OUR AD ON PAgE 70
NEW
LeverEDGE
The LeverEDgE line from Legend Fitness
represents a fantastic new option for club
owners looking to add athletic performanceoriented
circuits. LeverEDgE equipment
is plate-loaded, unilateral, and biomechanically
correct, and features small
footprints. The line currently consists of
shoulder press, incline chest press, flat
chest press, seated row, lat pulldown,
vertical wide chest press, bicep curl,
and trap shrug/lunge/deadlift.
| Innovations | FIT Extra Circuit Training
FOr mOrE INFOrmATION
See the advertisers’ index on pg. 107 or search at
www.ihrsabuyersguide.com
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| Innovations | FIT Extra Circuit Training
LIFE FITNESS
SEE OUR AD ON PAgE 11
Circuit Series
Life Fitness’ 11-piece line of space-
efficient machines delivers time-efficient,
total-body workouts in an approachable,
easy-to-use format. The units boast a
user-friendly design and superior
biomechanics. The patented Lifeband
Resistance System mimics gravity for
maximum strength-training results, and
eliminates acceleration at the top and
bottom of the exercise for an express-style
workout with the feel of traditional machines.
A low-profile, easy-access design, no
required machine adjustments, and an
innovative resistance-selection system
minimize user intimidation.
mArPO KINETICS
VECTOR rope trainer
70 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 | J U N E 2 0 1 1 | w w w. i h r s a . o rg
The Vector rope trainer is portable, with a
wide range of resistance. Lower resistance
levels offer an upper-body treadmill
experience for cardio training, and higher
resistance provides a total-body strength
workout. The patented, dynamic resistance
system constantly adjusts to each user’s
pulling power. A digital display tracks time,
distance, speed, and calories. Studies
have shown that isokinetic rope training
with a Marpo Kinetics rope trainer can
burn calories up to four times faster
than traditional cardio exercise.
Manufacturer’s list price: $2,295.00
VMX Multi-Mode Rope Climber
VMX is a multi-mode rope climber with
three exercise modes: vertical pull, diagonal
pull, and horizontal pull. Users can switch
easily among modes with a simple, safe,
one-step carriage move. Each mode
delivers a variety of strength and cardio
exercises that target the entire body.
The longer bench accommodates various
positions closer or farther away, for longer
or shorter hand strokes, and allows for
seated or standing exercise positions.
Manufacturer’s list price: $5,095.00

mILON INDuSTrIES gmBH
STRENGTH ENDURANCE CIRCUIT
The milon strength endurance circuit
exercises all of the major muscle groups,
as well as the cardiovascular system. It
consists of up to 12 modular pieces of
equipment arranged around a signal pillar.
The signaling system sets the workout
intervals for each piece of equipment
to guide the user from one piece of
equipment to the next.
mOTuS uSA
Binary Action Strength Line
| Innovations | FIT Extra Circuit Training
With its BioMotion technology and ergonomic
engineering, the Binary Action
Strength Series is designed to meet the
needs of every exerciser, and provides a
natural, fluid motion that enhances the
comfort and effectiveness of workouts.
These selectorized, function-specific
machines maximize space by facilitating
two or more quality exercises per unit;
the eight pieces offer a total of 17 possibilities.
This compact line is designed for
light-commercial markets, including PT
studios, apartment fitness facilities, and
community recreation centers.
SCIFIT
Fit-Quik
Fit-Quik puts all-body strength and cardio
protocols at an exerciser’s fingertips. It
also allows fitness professionals to take
advantage of SCIFIT’s training differentiators
to attract, manage, and retain clients.
Fit-Quik programs are time-efficient,
motivational, and easy-to-use exercise
protocols that accommodate a wide range
of clients, from those rehabilitating to
those training for elite-level competition.
Fit-Quik delivers cardiovascular and
functional strength benefits.
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| Innovations | FIT Extra Circuit Training
TECHNOgym
SEE OUR AD ON THE BACK COVER
Easy Line
Easy Line provides a fun, effective, and
easy-to-use training option for individuals
looking for a friendly and non-intimidating
training modality. The hydraulic resistance
system requires no adjustments; resistance
is determined by the speed of movement.
The nine-piece circuit also incorporates
interval station equipment to support
Technogym conditioning programs: general
fitness/weight management, kids
and teens, and active aging. In a nongroup
setting, Easy Line can be used as
an entry-level resistance-training circuit.
®
TOTAL gym
Total Gym GTS
Total gym gTS provides the ultimate platform
for functional bodyweight training
on an inclined, newly-adjustable glideboard
with a dynamic cable-pulley system
that enable free, unrestricted movement
through multiple planes of motion. More
than 250 exercises for resistance training,
stretching, Pilates and overall body
conditioning can be performed on Total
gym gTS. Now with 22 calibrated levels
of resistance, from 1% to 62% of bodyweight,
gTS provides all the load necessary
to achieve a total-body, results-driven,
functional workout in 30 minutes or less.
Manufacturer’s list price: 3,495.00
Total Gym PlyoRebounder
The new dual-ring, spring-protected Total
gym PlyoRebounder is a multifaceted
and versatile functional training tool for
slow- or quick-response plyometrics,
proprioception and upper- and lower-body
agility training. PlyoRebounder now
features a double ring to protect the springs
when heavier loads, such as 20-pound
medicine balls, are applied to the trampoline
surface, which can be stabilized with
Olympic weights for heavy plyo-training.
Able to adjust to 11 positions, from flat to
a 50 degrees tilt, PlyoRebounder also serves
as a low-compression jogger, accommodating
up to 220 pounds of weight.
Manufacturer’s list price: 695.00
The IHRSA STORE
Your professional resource center
Home | Club Operations Resources | DVDs | MP3s | Webinars | Industry Data and Research | Magazines | Wearables/Merchandise
Professional Development and Management Series
IHRSA MEMBERS ONLY...BUY 3, GET 1 FREE!
Customer Service
DVDs
Simply go to ihrsa.org/store, type
“professional development” in the
search box, and select your DVDs.
At checkout, enter “PDCB-436”
in the promotion code box*.
ihrsa.org/store
Presented by Healthy Lear ning TM
Sales DVDs
Terms and Conditions: *Offer expires June 30, 2011 at 11:59 p.m. ET. This offer is valid for individual orders only and is not good in combination with
any other special offer. Discounts are not valid on digital DVD downloads/streaming and eBooks. Healthy Learning reserves the right to change or
discontinue the offer at anytime without notice. All rights reserved.
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 | J U N E 2 0 1 1 | w w w. i h r s a . o rg

Total Gym Xceleration Trainer
The Total gym Xceleration Trainer (XT)
brings a fresh perspective to acceleration
and vertical vibration training. Compact
in design, the XT is the only portable
commercial-quality vibration platform
designed for the clinic, club, or home.
The XT vibration technology features a
user-friendly, high-definition LED console
display with remote control and is excellent
for warming up, stretching, lower-body
strengthening, static upper-body
strengthening, recovery, and massage.
Manufacturer’s list price: 2,495.00
TuFFSTuFF FITNESS
EquIPmENT, INC.
Apollo 7000 Series
Modular Gym System
The Apollo 7000 Series gym System
offers a truly modular multi-stack weight
machine. Four independent free-standing
stations can be combined onto a common
frame structure in virtually unlimited
configurations. Single, double, triple, and
quadruple weight stacks can be configured
to satisfy any space or budget. The Apollo
7000 series utilizes steel weight stacks and
enclosures along with commercial-grade
naugahyde upholstery and integrated
exercise charts on all stations.
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
| Innovations | FIT Extra Selectorized
SELECTOrIzED
BODy-SOLID, INC.
Pro Club Line
Designed for heavy health-club use,
Body-Solid’s Pro Club selectorized
strength-training line includes machines
that are aesthetically appealing; spaceefficient;
solidly constructed; biomechanically
sophisticated; and comfortable,
with upholstery and padding, and userfriendly
adjustments. Built to last a lifetime,
all are backed by a strong warranty. The
Pro Club line consists of a deluxe cable
center, functional-training center, dual
cable column, lat machine, chest press,
inner- or outer-thigh machine, leg curl,
leg extension, and leg press.
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)
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| Innovations | FIT Extra Selectorized
Pro Dual Line
Body-Solid’s Pro Dual Line can be used
in single- or multiple-stack arrangements.
The heart of the system is the space-saving
4-Stack Weight Tower, with positions for
two, three, or four stations. Individual
stations include the ab crunch/back
extension, cable column, biceps/triceps,
inner-thigh/outer-thigh, lat-pulldown/
mid-row, leg-press/calf-extension, legextension/leg-curl,
multi-press, and pec/
delt. All of the units feature curved frames,
sophisticated biomechanical engineering,
heavy-duty construction, user-friendly
adjustments, and comfortable upholstery
and padding.
BruDDEN TECHNOLOgy
Next Strength Line
The Next Strength Line from Brudden
boasts a modern, ergonomically correct
design with input from the respected
biomechanics laboratory of São Paulo
University. For durability, the frames are
carbon steel with a surface treatment,
and feature electrostatic painting and
leather finishing. Easy to adjust, the line
includes biceps curl, chest press, crossover,
hip abduction, hip adduction, lat
pulldown, leg extension, leg press, low
row, pectoral, seated leg curl, shoulder
press, and triceps extension.
CyBEX INTErNATIONAL, INC.
SEE OUR AD ON THE INSIDE FRONT
COVER & PAgE 1
CYBEX Eagle
The Eagle strength-training line features
Second generation Dual Axis Technology,
which provides a choice of machine-defined
or user-defined paths of motion, resulting
in versatility that helps users of all fitness
levels achieve results. Patent-pending
range-limiting devices ensure the integrity
of the strength curve, regardless of the
user’s size, and ergonomically contoured,
molded pads provide maximum support.
The line’s unique “Logical Pairs” design
conserves floor space by allowing
machines to be positioned back-to-back.
Manufacturer’s list price: $4,545.00
A New Way to Assess Body Composition
Easy, Practical, Accurate.
SAVE $50
Introductory Price: $139
List Price: $189
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 | J U N E 2 0 1 1 | w w w. i h r s a . o rg
The HPI body composition
assessment method is easy
to learn and provides fast
detailed results.
• Save time and money on body
composition assessments
• Eliminate expensive and
complicated equipment
• Elevate customer satisfaction
• HPI offers training and support
www.healthprofileinstitute.com
702-804-0100

CYBEX Total Access Cardio
and Strength Line
CYBEX’s Total Access products address
the exercise needs of people with disabilities
by removing the barriers that have previously
prevented them from obtaining a
beneficial workout. The cardiovascular
equipment and weight stacks feature
raised iconography and color-contrasted
handles to aid visually impaired people;
swing-away seats and one-handed
functionality to accommodate people
in wheelchairs; and a Range Limiting
Device (RLD) to assist people with limited
ranges of motion.
Manufacturer’s list price: $2,795.00
CYBEX VR1 Strength Systems
VR1 has been value-engineered to yield
an elegant, space-saving design that lets
health clubs offer their members a comprehensive
strength-conditioning system,
regardless of the size of the facility. Ease
of use, intuitive design, and function ensure
member satisfaction. The VR1 also features
enclosed weight stacks that add a modern
appeal and meet all ASTM and EN safety
standards. The 15-piece line offers a host
of options, and can be customized to meet
any club’s specific needs.
Manufacturer’s list price: $2,495.00
| Innovations | FIT Extra Selectorized
CYBEX VR3
The CYBEX VR3 line is packed with
innovative features, including advanced
biomechanics, such as converging and
diverging patterns; patent-pending rangelimiting
devices; the Second generation
Twist Select increment weight system;
and assisted seat adjustments. Its elegant
appearance is enhanced with unique oval
tubing and contoured pads crafted for
ultimate support and maximum comfort,
as well as a fully enclosed weight stack
for safety.
Manufacturer’s list price: $3,645.00
Do you need a hand
managing your facility?
With AAC, running your
facility has never been easier.
Affiliated Acceptance continually strives to keep you easily
connected with your facilities. We offer everything you need to keep
your facility running smoothly. By providing billing, software and
collection services, we know you will find our full service program
meets all of your business needs.
Call our sales team today to start making your life easier.
AFFILIATED ACCEPTANCE CORPORATION
800.233.8483 • sales@affiliated.org • www.affiliated.org
Join our community!
Scan this QR code with your
smartphone to find out more.
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| Innovations | FIT Extra Selectorized
FrEEmOTION FITNESS
FreeMotion EPIC Selectorized
FreeMotion’s EPIC Selectorized line
has raised the bar for traditional strength
training with 18 pieces of equipment that
are attractive and easy to use. Innovations
in technology and movement patterns
provide members with smooth workouts
that employ efficient fixed isolation.
FreeMotion EPIC’s rugged, commercialgrade
construction delivers heavy-duty
performance.
HAmmEr STrENgTH
SEE OUR AD ON PAgE 11
Hammer Strength MTS
Hammer Strength MTS, the selectorized
version of the popular plate-loaded machines,
makes use of patented Iso-Lateral technology.
This technology offers independently
functioning limbs and a converging or
diverging movement pattern that closely
replicates the body’s natural movements.
The machines’ dual weight stacks (one
for each limb) are designed to preserve
the purity of Hammer Strength’s hallmark
independent movement and minimize
friction to enhance the smoothness of
the exercise. The line features 13 pieces.
PHLY & IHRSA... A Winning Team
Philadelphia Insurance Companies (PHLY) is now the Sponsored Partner of IHRSA
providing comprehensive Property/Casualty Insurance solutions for its members.
PHLY’s 25-year experience in the fitness industry and solid financial rating
(A+ by AM Best) made them an attractive partner for IHRSA.
5 Reasons Why...You Should Contact PHLY
1. General Liability, Professional, D&O and Cyber all with the
same carrier minimizing claim conflicts
2. Special discounts for IHRSA members
3. Specialized Coverages for Health Clubs
4. No need to change agents. You can use your current broker.
5. Interest free installments available for accounts over $2,000 in premium.
Program Code: You must mention the IHRSA program at time of quoting in order
for you to qualify for the association’s program.
800.461.0469 | PHLY.com
HOIST FITNESS SySTEmS, INC.
SEE OUR AD ON PAgE 54
ROC-IT Selectorized
The HOIST ROC-IT line embodies a
unique training experience that achieves
the unrestricted joint movement and
core-activating benefits of functional
training, coupled with the stabilizing
benefits of machine-based equipment.
ROX technology makes the user an
integral part of the exercise motion by
continuously adjusting the position of
the exerciser with the movement of the
exercise arm. The ROC-IT line engages
the user throughout the entire exercise
range of motion, creating fun, biomechanically
correct workouts.
IHRSA Sponsored Partner
Philadelphia Insurance Companies is the marketing name for the insurance company subsidiaries of the Philadelphia Consolidated Holding Corp., a Member of the Tokio Marine Group.
Coverage(s) described may not be available in all states and are subject to Underwriting and certain coverage(s) may be provided by a surplus lines insurer. Surplus lines insurers do not
generally participate in state guaranty funds and insureds are therefore not protected by such funds. | © 2011 Philadelphia Insurance Companies
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 | J U N E 2 0 1 1 | w w w. i h r s a . o rg
General Liability | Professional Liability | Property
Auto | Crime & Fidelity | Umbrella/Excess Liability
Crisis Management | Loss Control Services

INFLIgHT FITNESS
NEW
Inflight Fitness Platinum Series
The Inflight Fitness Platinum Series is
engineered to be durable and easy to
use while providing great workouts. The
Platinum Series is well designed to fit
members’ exercise needs, to fit clubs’
most limited spaces, and also to fit
operators’ budgets.
LEgEND FITNESS
SEE OUR AD ON PAgE 70
NEW
963 Multi-Press
This versatile upper-body machine features
the ability to perform a flat bench press,
two incline press movements (at 30 and
45 degrees), and a shoulder press.The
press arm has five starting positions and
two sets of handles to ensure proper
positioning for each angle of exercise.
The 963 model has a fully welded frame
with chrome-plated adjustment surfaces
and a 200-pound weight stack. Upgrades
of 250-pound and 300-pound weight
stacks are available.
| Innovations | FIT Extra Selectorized
LIFE FITNESS
SEE OUR AD ON PAgE 11
Optima Series Single Stations
Life Fitness’ latest line of selectorized
strength equipment blends reliability
and style into a wide range of compact
machines. This versatile equipment simplifies
strength training through minimal
adjustments, which are explained on the
easy-to-follow graphic placards. Optima
Series features an 11-gauge steel frame;
contoured cushioning; easy-to-follow
instructional placards; full shrouds to
enhance the aesthetics of each machine
and protect the weight stack system from
everyday debris; simple-to-use chromeplated
tube-in-tube adjustments; and
solid steel weight plates.
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| Innovations | FIT Extra Selectorized
Pro2 Series
Featuring 19 rock-solid pieces, Life
Fitness’ Pro2 Series is a full line of
traditional strength machines designed
to withstand heavy-duty usage. The line
features 10 upper-body, seven lowerbody,
and two torso/multi units. Each of
these machines is available in a base
version, called Pro2, or a fully loaded
version, the Pro2SE. The latter offers an
integrated incremental weight system,
complete rear weight stack shrouds,
spring-assisted roller seats, and six
frame and 10 upholstery colors.
Signature Series Single Stations
Life Fitness’ Signature Series strength
line boasts a number of convenient,
innovative features, including gas-assisted
seat and pad adjustments, and an integrated
incremental weight system. Oval
frame tubing, contoured cushions, and a
low profile create a sleek, contemporary
look. The warranty covers frames for 10
years; guide rods, pulleys, and weight
plates for five years; linear bearings,
cables, and grips for one year; and
upholstery, springs, and any items
not specified for 90 days.
suppliers ad .5 page-0611CBI:suppliers .5pg ad-0611CBI 5/3/11 6:03 AM Page 1
Welcome New IHRSA
Associate Members.
Time to get Down to Business!
IHRSA welcomes this month's new Associate Members.
These leading companies offer the products and
services your business needs to succeed in the rapidly
competitive club market.
For information on up-to-date products and services in
the health club industry, go to ihrsa.org/products.
International Health, Racquet & Sportsclub Association
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 | J U N E 2 0 1 1 | w w w. i h r s a . o rg
mArPO KINETICS
V250 Weight-Assisted
Rope Trainer
The V250 is a weight-assisted rope
climber that simulates actual rope
climbing, for a full upper-body strength
and cardio workout. Through its unique
weight-assisted exercises, V250 opens
rope climbing to all fitness levels. Users
can exercise while sitting or kneeling
on the seat, or can remove the seat with
the quick-release feature and exercise
standing or from a wheelchair. The V250
can also be used in reverse, by pulling
the rope up instead of pulling down.
Manufacturer’s list price: $5,295.00
4EVERCLEAN (Fitness Wipes)
952/500-8685
www.4everclean.com
Direct Source Packaging Company
203/274-5025
www.directsourcepackaging.com
reZeneration, Inc.
310-890-3305
www.CoreTransformer.tv
S3 Design Inc.
617/472-8804
www.S3design-inc.com
US Sport Tech LLC
201/773-8218
www.usstech.com

mATrIX FITNESS
SEE OUR AD ON THE FRENCH COVER
G3 Series
The g3 selectorized series comprises
27 single-station units. The converging
chest press, converging shoulder press,
diverging seated row, diverging lat pulldown,
and the Matrix Functional Trainer
offer greater variety and training options.
Each unit boasts oversized grips; towel
and cup holders; ergonomic seating; oval
tubing; color-coded adjustments that can
be made from the exercise position; and
an automotive-quality powder-coat finish.
The polarized titanium finish with clear
coat provides a lasting, superior-quality
appearance.
G7 Series
BodyMetr x
By IntelaMetrix ®
TM
Beautifully designed with a consistent low
profile, the g7 Strength Series challenges
exercisers to expect more. It’s packed
with intuitive features that will transform
a club’s strength floor, including: exercise
placards that are equipped with an integrated
electronic rep counter and timer;
Action Specific grips that reduce stress
on contact points; and numeric incremental
weights that are easily accessible
and provide quick selection.
| Innovations | FIT Extra Selectorized
mILON INDuSTrIES gmBH
Train Tec
Now you can show clients their actual fat loss
and muscle gain. You can assess target areas,
with this affordable portable system. All of that
and no more embarrassing or painful pinching.
An easy to use PC-based tool right in the palm
of your hand.
With BodyMetrix seeing is believing!
The Train Tec series offers ideal biomechanics,
adjustable resistance in 1-kg
increments, and various adjustments
to fit all users’ bodies. A multifunctional
display provides easy access to important
training feedback, such as speed, range
of motion, heart rate, and more. Relevant
exercise information is saved on the user’s
personal Smart Card, which is used with
the exclusive software that comes with
the Train Tec series. This line is suitable
for health clubs and physiotherapy centers.
Ultrasound Body Composition
Tim Ferriss
#1 NY Times Bestseller
Contact us today!
925.606.7044
bodymetrix.com
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| Innovations | FIT Extra Selectorized
NAuTILuS
NEW
Nitro EVO Selectorized Strength Line
Nitro EVO features a patent-pending 5 lb.
weight stack and the brand’s legendary
biomechanics to provide superior results.
An integrated parts schematic simplifies
service, while marine-grade, contoured
upholstery provides comfort and longevity.
The sleek, partially enclosed weight shield
ensures safety, while a proprietary pin
design prevents pin loss. EZ-glide seats
accommodate any user with a quick, simple
adjustment, while the Ergo-grip technology
offers a natural, user-defined path of motion.
Proudly manufactured in Independence,
Virginia, and treated with mPale Antimicrobial
for users’ protection.
NEW
Nautilus NOVA Single and
Dual Strength Line
The new Nautilus NOVA line incorporates
the same legendary craftsmanship and
superior biomechanics offered by other
Nautilus strength lines, but in a more
compact and price-conscious package.
Featuring 11 single stations and 7 dual
stations, the line boasts 11-gauge steel
frame tubes, marine-grade upholstery, and
a Kevlar-reinforced belt-drive system with
double-sealed bearings. This rock-solid
strength line is proudly manufactured in
Independence, Virginia, and is treated with
mPale Antimicrobial for users’ protection.
passport ad.5 page-0611CBI:passport .5p ad-0611CBI 5/3/11 10:26 AM Page 1
NEW
Nautilus ONE Strength System
This single-station strength equipment
combines revolutionary weight-stack
technology with an intuitive and user-friendly
selection method—a dial. The line includes
a single weight tower design; custom-contoured,
handcrafted upholstery; hydraulic
seat adjustments; and large instructional
lenticular placards. Nautilus ONE boasts
a sleek, low tower design and, with the
brand’s legendary biomechanics, helps
make strength-training a selling point for
any health club. It’s also easy to maintain,
with no guide rods to lubricate and no
weight-stack pins to become bent or lost.
Proudly manufactured in Independence,
Virginia, and treated with mPale Antimicrobial
for users’ protection.
The IHRSA Passport Program
Discounted Guest Privileges Worldwide
for your Members Who Travel!
As always, the IHRSA Passport Program provides guest
privileges worldwide for your members who travel. What's
more, the program offers a superior value — a minimum of
a 50% savings on guest fees at participating clubs.
Participating IHRSA clubs are provided a variety of
resources to help promote and sell the program. Everything
from staff training tips and marketing materials, to web
images and even the I.D. for traveling club members, can
be easily accessed by logging in to ihrsa.org.
Visit ihrsa.org/passport for more information or to
GET ON BOARD!
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 | J U N E 2 0 1 1 | w w w. i h r s a . o rg

PArAmOuNT FITNESS
COrPOrATION
Paramount XL2 Series
Featuring low-profile, space-efficient
designs, the premium 17-piece SP
Circuit combines optimal ergonomics,
The Paramount XL2 Series represents precise biomechanics, and superior
advanced, value-engineered performance, structural performance with contemporary
styling, and reliability. A low profile, space- aesthetics. Features include colorful user
efficient footprint, and attractive, oval- adjustment guides with step-by-step
shaped tube frames create a streamlined, instructions; gas-assisted, four-baruniform
design with superior biomechanics linkage seat adjustments; patented
to enhance any commercial fitness center Advanced Rotary Technology on select
application. User-friendly features include models; contoured pads; and fully
easy-to-follow, step-by-step exercise shrouded weight stacks. Extensive
charts; user adjustment guides; and component cycle testing well above
intuitive seat adjustments. These
maximum field applications ensures
machines undergo structural testing of long-term durability and minimal
500,000 cycles, and meet or exceed service requirements. The circuit is
ASTM
webinars
and EN-957
ad-0611CBI:webinars
industry standards.
.5pg ad-0611CBI ASTM- and EN957-compliant.
4/27/11 10:38 AM Page 1
| Innovations | FIT Extra Selectorized
What Geeks Can Teach You About Being
Social: Facebook, Foursquare and Fitness
■ Thursday, June 16, 2011 | 2:00pm-3:30pm EDT
90-minute webinar presented by Steve Groves, Vice President, Technology &
CIO, GoodLife Fitness Clubs
• Discover how the 'geek' culture is changing the way many organizations view technology and how it
can assist you with being social in the 21st century
• Learn how social tools such as Facebook and Twitter can open a door to interaction between members
and staff even when they are miles apart from one another
• Understand how mobile phone apps such as Foursquare, Yelp and Groupon use location to influence
behavior
• Learn how mobile apps Nike+, RunKeeper, iMapMyRun, CycleTracker and many others add a social
media twist to fitness and training logs
• Review technologies that can transform the way you lead your employees
Join your industry colleagues and participate in IHRSA’s monthly webinars. Timely topics
delivered to you and as many staff as you would like — all for only $39 each!
REGISTER TODAY: 3 EASY WAYS!
SP Circuit
• Email membership@ihrsa.org • Call 800-228-4772 (US/Canada) • Visit ihrsa.org/webinars
International Health, Racquet & Sportsclub Association | Seaport Center, 70 Fargo Street, Boston, MA 02210 USA
THE PErSONAL TrAINEr, INC.
REP-MAXX
REP-MAXX fitness equipment offers
intelligent free weight machines, including
its new bench press. Features include
an 8” color touch-panel controller that
allows the user to set starting weight
parameters; automatic weight load (20
pounds per second); automatic unload
that reverts to minimum bar weight after
every set; manual weight-control program
that enables the user to set weight
increase and decrease per rep and total
reps per set; and an auto weight-control
program that decreases weight as needed.
Manufacturer’s list price: $14,995.00
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| Innovations | FIT Extra Selectorized
PrECOr, INC.
SEE OUR AD ON PAgE 19
Experience Strength C-Line
The Experience Strength C-Line is an
ideal choice for providing users with
premium, engaging strength training.
With outstanding attention to detail, this
line feels as good as it looks. Combined
with advanced biomechanics that move
intuitively, the C-Line delivers a total
workout. Pads are engineered to provide
comfort and support, for proper form,
and users can make weight adjustments
easily and conveniently while seated at
the machine. Simple, step-by-step
instructions for set-up and exercise
include tips that help maximize workouts.
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Experience Strength S-Line
The Experience Strength S-Line is
designed to work within space and
budget requirements. The machines
require minimal floor space and are easy
to use. Built on sound biomechanics for
optimal resistance and smooth interaction
between user and equipment, they’re
engineered to move smoothly with the
body. With the add-on weight system,
users can easily engage the add-on
weight with a simple push of a lever
to increase the work load.
Icarian-Line Selectorized
User-Defined Motion
The Icarian Line strength equipment
features a complete range of user-defined
equipment distinguished by attention to
biomechanics, comfortable touch points,
and easy-to-use adjustments.
PrOmAXImA FITNESS
CL-30 Lat Pull Down
The ProMaxima Champion Series is
engineered to accommodate the
biomechanics of school-age children
and petite adults, with specific cams
designed to ensure movements with
the appropriate starting weights and
resistance. Machines feature sleek
shrouds and specialty pop-pin seats to
help prevent injuries. ProMaxima has
12 individual units encompassing each
body part, and the series runs in partnership
with BEE FIT educational materials,
which include facility design, slip cover
logos, and circuit training guidelines.

CM-325 Functional Trainer
The ProMaxima Raptor Cable Motion
Series has seven units that are designed
to accommodate all users at sports
training, rehabilitation, and recreation
facilities. This series features functional
trainers, cable-crossovers, dual-adjustable
cable column machines, and more.
Machines are space-efficient, have a
sleek look, and are custom-made to
order at value prices.
IL-01 Chest Press
The Raptor Independent line from
ProMaxima is engineered to be completely
adaptive and accessible for people with
disabilities. Designed by an exercise
physiologist and an engineer with more
than 40 years of experience, the line is
biomechanically correct and equally
suitable for use by people without disabilities.
The 12 single units encompass
each body part, and are ideal for sports
training, rehabilitation, and recreation
facilities.
P-180 Horizontal Leg Press
with Linear Bearings
The Promaxima Performance Plus
Series has the same biomechanics as
the Raptor Series, and also includes a
full array of upper- and lower-body
exercises with a sleek, space-efficient
design. Weight stacks range from 225 to
400 pounds to challenge all users. More
than 42 individual and 12 combo units
are available in any color combination,
and each piece is made to order.
| Innovations | FIT Extra Selectorized
P-5200 Prone Leg Curl
With more than 30 individual and eight
combo units, the Raptor Strength Series
provides a full array of upper- and lowerbody
exercises with a sleek, space-efficient
design. Weight stacks come with the
option of full-length weight shrouds, and
these machines work with the company’s
Raptor leverage, free-weight, and deluxe
power racks. Each piece is made to order,
in any color combination. The generous
warranty reflects a 40-year commitment
to excellence in fitness equipment design.
Fitness and Wellness
Assessment
Software and Testing Equipment
• Conduct professional
assessments.
• Print great looking
reports.
• Motivate members to
buy your services.
• Quantify outcomes for
group contracts.
Health & Fitness Systems
For pricing & trial CD:
800-822-0405
www.MicroFit.com
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| Innovations | FIT Extra Selectorized
UTS Unilateral Weight
Stack Series
The ProMaxima UTS Unilateral Dual
Weight Stack Series enables exercisers
to experience biomechanically correct
workouts using either one limb, both
limbs, or alternating limbs. Providing the
feeling of a free-weight workout with the
safety and convenience of selectorized
weight stacks, these machines feature
natural movements and variety for every
body part. The 12 individual units boast a
sleek, space-efficient design, and are
custom-made to order.
NEW
RESIDUE
FREE
FORMULA!
SPOrTSArT FITNESS
Strength Series
This ergonomically designed strength
collection includes 23 single-station
units and a line of benches and racks
that boast a modern, visually appealing
design. Among the features: integrated
incremental weights, magnetic selector
pins, fully shrouded weight stacks, gasassisted
seats, and range-of-movement
and range-limiter adjustments. Units
include a cable tower, independent lat
pulldown, abdominal crunch, assisted
chin/dip, chest press, cable cross, leg
press, pec dec, shoulder press, and low row.
Defeat CA-MRSA,
H1N1 and HIV
■ Lowest Cost, Most Effective
■ Made with 100%
renewable resources
■ Approved by leading
equipment manufacturers
Let the Revolution Begin!
(888) 977-3726 ■ www.2xlcorp.com
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STAr TrAC
Impact Strength
The Impact Strength’s Lock ‘N’ Load
technology is the latest among Star
Trac’s user-focused features designed
to simplify and maximize the effectiveness
of strength-training workouts. The
pin-less Lock ‘N’ Load weight-selection
system ensures that health club members
won’t have to deal with missing or bent
pins on weight stacks. The Impact strength
line offers 27 uniquely designed training
stations that encompass the industry’s
most popular strength-training exercises;
all of the pieces are available with Lock
‘N’ Load technology.
Inspiration Strength
Inspiration Strength provides the
ultimate user experience and incredible
approachability with low-profile towers,
soft frame lines, and easily visible instructions.
Exercisers are surrounded by an
intuitive interface that owes more to
luxury automobile ergonomics than
traditional exercise equipment, and
many machines offer unilateral function
for balanced training and greater variety.
Inspiration Strength also features the
Lock ‘N’ Load pin-less weight-selection
system that affords streamlined and
efficient workouts.

Instinct
The Instinct line encompasses 30
space-efficient single- and dual-function
machines that can be used as a standalone
strength line or as a quick circuit.
Simple to use and comfortable for all
users, the machines feature minimal
adjustments and easy entry. The line has
a look that’s consistent with Star Trac’s
popular cardiovascular equipment.
TECHNOgym
SEE OUR AD ON THE BACK COVER
Element+ Line
Element+ provides effective, non-intimidating,
and intuitive strength training.
The small footprint and reduced weightstack
heights accommodate all facility
layouts. Adjustments are minimal, and
all are accessible from a seated position.
Visual-only instructional placards provide
exercise guidance, and Vario-density
padding offers extra support. Conical
handgrips accommodate different training
positions. Key upper-body machines
incorporate an independent and converging
arm movement. And an integrated
half-plate allows users to gradually
increase their weight.
Inclusive Line
Technogym’s Inclusive Line is an eightpiece
strength line designed to meet the
| Innovations | FIT Extra Selectorized
accessibility requirements of the Inclusive
Fitness Initiative’s Stage 2 standards.
The line includes modified versions of
Technogym’s Element+ and Selection
machines. Features include tactile weight
stack and adjustment markings, largegrip
weight-pin selector, push-release
system for single-hand adjustments,
swing-away seats and independent arms
on upper-body equipment, dual-sided
seat adjustments on lower-body equipment,
and large visual-only placards.
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| Innovations | FIT Extra Selectorized
Selection
Technogym’s Selection line combines
effectiveness, comfort, and ease of use
with visual appeal and more than 30
equipment options. The durable and nonintimidating
elliptical design is consistent
throughout all benches, cables, and
selectorized machines. Selection products
have extensive safety features, including
weight stack covers and Easy Start
levers. A towel-locking device, integrated
incremental half-plate adjustment system,
double hand-grip system, and easy-tospot
yellow-colored adjustments enhance
user comfort and satisfaction.
TOrquE FITNESS
NEW
M line
The new M line of 12 commercial
selectorized systems from Torque
Fitness is the result of experienced
designers determined to outdo the
hundreds of innovations to their credit
on fitness floors worldwide. With the
premium, durable M line, health club
members see fully shrouded towers of
uniform height that indicate quality, and
experience exercises that are ultrasmooth,
comfortable, and natural.
TrAK FITNESS COrP.
TrakBar 24 and TrakBar 42
The TrakBar 24 and TrakBar 42 both
incorporate two TrakHandles and seven
rotational axes, making them functionally
versatile cable attachments. Together,
the two bars can be adjusted to any size
between 12" to 42", enabling users of all
sizes to specifically target any muscle
group from any angle. TrakBars are part
of Trak Fitness Corporation’s Pro-line of
cable attachments, which also includes
the TrakHandle and TrakRow.
research portal .5 page ad_B-0710CBI:research portal .5pg ad_B-0710CBI 5/28/10 11:37 AM Page 1
"A wealth of useful data right at your fingertips."
Bill McBride, Chief Operating Officer
Club One – San Francisco, CA
THE IHRSA RESEARCH PORTAL:
The monthly updated IHRSA Research Portal offers data right at your
fingertips. It's the same high-quality IHRSA Research the industry has come
to rely on, only we've improved the way we deliver it to you.
The IHRSA Research Portal offers:
• More up-to-date data than traditional print publications
• Universal PDF format for easy reading on your computer or e-reader
• Downloadable files
• 24/7 access to all of your data
YOUR INFORMATION SOURCE: www.ihrsa.org/research
International Health, Racquet & Sportsclub Association | Seaport Center, 70 Fargo Street, Boston, Massachusetts 02210 USA | 800-228-4772 (US/Canada) | +1 617-951-0055 (International)
86 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 | J U N E 2 0 1 1 | w w w. i h r s a . o rg

TuFFSTuFF FITNESS
EquIPmENT, INC.
Cal Gym Series
The Cal gym Series by TuffStuff is designed
for vertical markets and health clubs, and
features simple single- and dual-function
selectorized machines. This streamlined,
versatile, and compact equipment represents
quality, ease-of-use, and smooth
biomechanical operation that make them
inviting and non-intimidating for users.
Cal gym delivers the same performance
as larger, more complex machines, in a
smaller, friendlier package. And the optional
finish and upholstery combination colors
liven up any atmosphere.
Proformance Plus Series
TuffStuff’s Proformance Plus commercial
strength series encompasses a full line
of single-station and dual-function resistance
machines, along with plate-loaded,
free-weight, and bodyweight training
equipment. Manufactured in the United
States, the line features 2' x 4' 11-gauge
oval steel frames that sport a modern,
dual-tone paint scheme. Low-profile
weight-stack enclosures, five frame
finishes, brushed aluminum accents,
15 upholstery options, and exceptional
biomechanics deliver machines that
look as good as they feel.
Buy it and plug it in...
how much easier can it get?
| Innovations | FIT Extra Selectorized
FOr mOrE INFOrmATION
See the advertisers’ index on pg. 107 or search at
www.ihrsabuyersguide.com
Profit Center Made Simple.
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.
“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
Call Now For June’s Special Offers
1.800.786.1930 - www.hydromassage.com/club
Ask about our
June Specials
Receive $1000 in
marketing support!
800-786-1930
HydroMassage_0611_halfisland.indd 1 w w w. i h r s a . o rg | J U N E 2 0 1 1 | C l u b B u s i n e s s I n4/29/2011 t e r n a t1:56:31 i o n a l PM87

“In Every Industry, There is One Product or Service
That Changes The Game Forever...”
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.
MAKING MOVEMENT MEASURABLE
www.myzonemoves.com
Welcome to...
TM
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 guarantees a 400% return on investment or your money back!”
MYZONE is marketed
and distributed in
North America by

IHRSA Report
The results of a study conducted at Canada’s
McMaster University, and published in the February
issue of Proceedings of the National Academy of
Sciences, found exercise to be dramatically effective
in reversing virtually all of the signs of aging in
mice, including ones involving the brain, skin, hair,
gonads, kidneys, spleen, liver, and activity levels.
“Every part of the body was protected by exercise,”
reports principal investigator Dr. Mark Tarnopolsky. —|
First Set 91 | In Brief 92 | Club Advisor 94 | Ask the Entrepreneurs 96
Member News 98 | Calendar 104 | Coming Soon 104
w w w . i h r s a . o r g | J U N E 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 89

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
Mike Raymond: Curves International
254-399-9285
Susan Cooper: BodyBusiness Health Club & Spa
512-459-9424
Sandy Hoeffer: Clubsource
Development Partners
415-459-1500
David Hardy: Franvest Capital Partners
780-953-4273
Kilian Fisher: ILAM
+353 (0) 45 902235
Chuck Runyon: Anytime Fitness
651-438-5000
Kay Yuspeh: Elite Fitness & Racquet Clubs
262-786-0880
Bill McBride: Club One
415-477-3000
Richard Bilton: Companhia Athletica
+55 11-5181-2000
Carol Nalevanko: DMB Sports Clubs
480-609-6979
Brent Darden: TELOS Fitness Center
972-458-2582
Scott Gillespie: Saco Sport & Fitness
207-284-5953
David Patchell-Evans: Ex-officio
GoodLife Fitness Clubs
519-661-0190 ext. 238
SPECIAL ADVISOR
EUROPE
Christian Pierar: De Fitness Organisatie
+32 9-232-5036
® Time
for: Health
Through Exercise
Around 700 B.C., the Greek poet Hesiod sagely
observed, “Right timing is in all things the most
important factor.” Centuries have passed, but
the truth of his insight remains unchanged. And
for our industry—and its newest initiative, the
IHRSA Foundation—the right time is now.
We’re incredibly fortunate to work in a sector that’s focused,
specifically, on making people healthier at a point in time when
individuals, healthcare professionals, and governments are all
increasingly aware of the need for, and value of, the services our
clubs provide. Not a day goes by when medical researchers don’t
confirm, once more, the fact that regular, appropriate exercise can
serve as an important tool to help prevent and treat a wide variety
of chronic conditions.
Our industry’s future, it seems, has never been so promising.
And, when it comes to “right timing,” the moment to launch
the IHRSA Foundation couldn’t possibly be more perfect.
The foundation has a single, precisely targeted goal—that
of promoting health through exercise—and three primary
objectives to achieve it. The foundation will:
1. Support research and encourage the creation and offering of wellness
programs based on health through exercise. That, in turn, will allow it to
discover, document, and disseminate information about the ways in which
IHRSA clubs are making a major contribution to the public’s health.
2. Help develop, produce, and deliver educational resources for the operation of
wellness programs that emphasize health through exercise. The foundation will
be able to provide IHRSA facilities with effective, high-quality programs for their
members and the communities they serve.
3. Encourage individuals, corporations, and charitable organizations to become
involved in the foundation’s activities. Under IHRSA’s designation as a 501 (c)(6)
trade association, it’s not allowed to seek funds from such sources, but the
foundation, a 501 (c)(3) charitable entity, will be able to apply for grants, as well
as funds, from other charitable foundations to support research, educational,
and exercise-program initiatives.
Working with other organizations that share our commitment to shaping
a healthier nation, our industry can become a potent force in influencing
government, at both the state and federal levels, by championing public
policy that’s related to primary prevention. As the IHRSA Foundation
develops, the possibilities are virtually endless.
You’ll be hearing much more about the foundation over the coming
months, so stay tuned as IHRSA leads the way in helping you grow your
business by promoting health through exercise. —|
Art Curtis
IHRSA Chairperson
– Art Curtis, acurtis@mp-sportsclub.com
| IHRSA Report | First Set
w w w . i h r s a . o r g | J U N E 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 1

| IHRSA Report | In Brief
The All-
Encompassing
Value of IHRSA
Advocacy
9 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 | J U N E 2 0 1 1 | w w w . i h r s a . o r g
Running a successful health club requires the dual ability to offer great
products and services on the floor, while managing administrative
demands, such as hiring qualified staff, regulating membership dues,
and ensuring that your club is in compliance with all state and federal
regulations. So when your ability to efficiently operate behind the
scenes is jeopardized, it poses a serious threat to the success of your business.
Among its many roles, IHRSA defends the industry against harmful legislation,
such as sales tax increases and burdensome membership contract requirements.
“Through advocacy, IHRSA protects your club’s bottom line,” says Amy Bantham,
IHRSA’s deputy vice president of government relations. “Staying on top of legal
and legislative issues protects the foundations of your club’s operation.”
Since IHRSA was founded in 1981, the number of bills introduced in state
legislatures to attempt to regulate the fitness industry has increased each year. In
1992, 14 states had introduced 22 pieces of legislation; 19 years later, the number
of new bills has swelled to 304—a nearly 1,300% increase!
One area that legislators are particularly keen to regulate is the automatic
renewal of membership contracts. In 2011 alone, IHRSA has seen seven bills
pertaining to automatic renewal that would, in one way or another, hamper clubs’
ability to automatically renew membership contracts. In general, most bills would
impose burdensome notification requirements that would prohibitively increase
staff time and administrative costs.
Last year, for example, Illinois House Bill 4874 (HB 4874) would have required
clubs in that state to send notices of automatic renewal via certified mail to members
30 days prior to the renewal date of their contract. Since the start dates of membership
contracts vary greatly, the potential impact of such a bill is staggering. Clubs
statewide would have had to send out multiple certified notices daily. “It would
likely put me out of business,” concluded one IHRSA club operator, in a survey
about the effects of automatic renewal. However, IHRSA successfully defeated
HB 4874 by preventing its movement prior to the end of the legislative session.
IHRSA also guards against attempts to regulate personal training and to apply
or increase sales and use tax on memberships. Since 1997, IHRSA has encountered
30 sales tax battles, 27 of which were fought successfully due to the unified voice
of member clubs, guided by IHRSA’s team of government relations experts.
In Pennsylvania, clubs successfully defeated three consecutive attempts to tax
health clubs. Over 10,000 messages and e-mails were sent to Pennsylvania
lawmakers from fitness professionals and health club consumers across the state.
Together, IHRSA member clubs educated Pennsylvania state lawmakers on the
cost-saving powers of healthy lifestyles and exercise.
But IHRSA doesn’t just defeat bad legislation. IHRSA proactively works to promote
industry growth through legislative measures, such as passing resolutions that
commit lawmakers to endorsing policies that increase the number of Americans
who exercise in health clubs. In March, IHRSA passed Senate Resolution 97, affirming
the U.S. Senate’s commitment to physical activity as a solution to obesity and
chronic disease.
As a club operator, you know that attending to what happens behind the scenes
is just as important as having superior equipment and in-demand fitness classes.
Being an IHRSA member gives you access to the information, resources, and
assistance necessary to stay on top of legal and legislative issues that could have
an adverse impact on business operations.
IHRSA’s government relations team provides information and guidance and
facilitates networking to protect your club and the industry from harmful legislation,
and also supports legislation that aims to grow the industry.
For more information on how you can get involved, e-mail IHRSA Government
Relations at gr@ihrsa.org. —|
.org Learn more about IHRSA’s advocacy efforts by logging on to www.ihrsa.org/publicpolicy.

| IHRSA Report | Club Advisor
Ways to Reward Staff
Sans Raises
By Patricia Amend
It’s a catch-22: In a recession, when membership
sales flatten or decline, it’s essential to hold onto
the members you have. But, to retain them, your staff
has to provide the best member service possible with
enthusiasm and good humor … at a time when their salaries
may have been frozen. How can you make your employees
feel valued and appreciated when you can’t reward them
with raises? Consider these helpful suggestions.
Create a stronger bond. Tom Kulp, the owner of the
Universal Athletic Club, a 90,000-square-foot multipurpose
facility with 14,000 members and 265 employees, in
Lancaster, Pennsylvania, strives to make his employees
feel more involved and appreciated. He does so by fostering
an atmosphere that’s both engaging and enjoyable. “I
want our front desk people, our fitness coaches, our
trainers—everyone—to feel like part of the team. So,
we make the mundane things inclusive and fun. For
example, my Kid’s Club director needed the childcare
area cleaned. So, we got pizza and music and turned
the task into a party. Employees from many departments
signed up to help a month in advance.
“Making employees feel valued is less about a 25-cent
raise, and more about making them feel as though they
fit in.”
His cancellation and retention rates confirm his
conviction. “They’ve changed little since we froze wages
18 months ago when our sales flattened out,” says Kulp,
who dubs himself the club’s Chief Motivational Officer.
“Our retention rate is 83.5%–85% on a regular basis.
Happy, motivated employees are ‘infectious’ to members.”
Communicate with everyone. Jason Wass, the general
manager of Sportime, an 85,000-square-foot tennis,
sports, and fitness facility in Kings Park, New York,
has begun talking to all of his employees, numbering
between 50 and 100, depending on the season. “Each
quarter, instead of meeting with my department heads
only, we now have company-wide meetings with food,
prizes, and some ice-breaker games—the type that I
learned about at the IHRSA Institute for Professional
Club Management. We also bring employees up to
9 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 | J U N E 2 0 1 1 | w w w . i h r s a . o r g
speed on what’s happening, encourage them to ask
questions, and talk about customer service and our
core values and goals. We try to break down the walls
to facilitate more and better communication. The plan
is to keep everyone happy and working toward the same
objectives, even though we froze salaries in 2009.”
Share more numbers. Wayne Fizzuoglio has been dealing
with a situation similar to Wass.’ As the owner of the
Powerhouse Gym in Miller Place, New York, he hasn’t
been able to give raises for more than 18 months. To
help his employees appreciate why that’s the case and
keep them motivated, he’s made use of an open-book
policy. “In January, at my staff meeting, I showed them
the year-end review—how 2010 compared with 2009—
so there wasn’t any mystery. And, to give them something
to look forward to, I told them that I’d reconsider raises
in June. I also reminded them that we all share the same
goal. If your staff understands your mission, they can
accept pay freezes more easily.”
Compensate any way you can. Fizzuoglio has also been
looking into other ways to reward people effectively.
“Last year, I gave out gas cards and other small items
to those employees who’d signed up the most house
accounts or obtained the most e-mail addresses; doing
so acknowledged their hard work. This year, I’ve created
a merit-based bonus system. Every employee in
the club—not just the managers—shares in the bonus
if we hit our monthly numbers. I told everyone, ‘It’s
up to you.’ As a result, my staff has been even more
motivated than they were before, and, in the first
quarter, we beat last year by 3%. That’s our first
increase in three years!” —|

More than a reason
they will join, it’s a reason
your members will stay.
“MYTRAK encourages
me and gives me more
incentive to move. It has
improved the quality of my
life. Believe it or not, I now
go to the gym Monday
through Thursday!”
- Barbara -
Simple. Elegant. Effective. MYTRAK® is a virtual health solution that
your members will not only use, but one they will also fall in love with!
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to achieve their health and fi tness goals by keeping them committed to
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Call today and experience the excitement that
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R

| IHRSA Report | Ask the Entrepreneurs
Super Staff
Stimulus
How do you reward and retain your best employees?
u GeRARd OlIveR, General Manager
Al Corniche Club Resort & Spa, Dasman, Kuwait
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 | J U N E 2 0 1 1 | w w w . i h r s a . o r g
“The best incentive for our fitness team has been our decision to not focus on the number of
personal-training sessions conducted and the revenues generated by them. We’ve transitioned
trainers from an arrangement in which they had set hours and duties to one that allows them
independence. This has encouraged them to concentrate on their own businesses. Our trainers
are passionate about their trade, and, now, aren’t under pressure from the club to chase every
dollar. They have the desire and the time to educate themselves, and, interestingly, our revenues
have increased. They’re also doing a better job of helping our members achieve the results they
want, and this helps with retention, which is our top priority.”—|
u lISA WelkO, President
Ellipse Fitness, Appleton, Wisconsin
“Building a successful organization is all about finding the right people, training them well,
rewarding them for their efforts, and giving them the freedom to take ownership of their
responsibilities. It’s not just about management; it’s also about mentoring. Cultivate their
confidence in their abilities, and allow them to grow within the organization. We place special
emphasis on training and ongoing development of everyone’s skills, whether it has to do with
general fitness, sales and marketing, customer service, personal skills, or things specific to Ellipse
Fitness programming. This sort of approach is essential in an industry that, like fitness itself,
is changing every day! These are critical elements in building and retaining motivated staff.” —|
u AydIn BuyukyIlmAz, General Manager
Renewaclub, Turkey
“We have 140 staff, and all of them are valuable to us. In our dealings with them, it’s important
to be fair, understandable, and explicit. Our performance system relies on the relative performance
of our employees, which has a direct impact on the club’s financial performance. We offer
competitive salaries and an excellent compensation package, with frequent adjustments based
on market dynamics. Our employees value all of these things, but the most important thing is
that they feel as though they’re part of our family—the key word is “teamwork.” As a result,
our employee turnover rate is very low.” —|
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.

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 Big Ass Fans
A unique name bespeaks this company’s unique commitment to
state-of-the-art technology, sustainability, and management practices
How memorable is the name
the HVLS Fan Company?
It’s corporate. It’s appropriate
for a manufacturer
of 6'–24'-diameter highvolume/low-speed
(HVLS) ceiling and
vertical fans for commercial, industrial,
agricultural, and institutional buildings.
It’s a solid name for B2B marketing.
Yet, in terms of branding, it’s not a
particularly recognizable name. Three
years after this Lexington, Kentuckybased
fan company began doing
business, it decided it needed a better
hook to garner the market recognition
it wanted.
“In searching for a memorable name,
it didn’t take long to concede that there
could be none more memorable than the
one our customers had inadvertently
bestowed upon our products since day
one,” observes Rob Hignite, the company’s
Cooling Off Smaller Clubs
Because Big Ass Fans are so large, smaller clubs haven’t been
able to make use of them—until now. The company recently
introduced the Yellow Jacket, a portable mid-speed fan for clubs
with ceilings of 12' and lower.
The Yellow Jacket features a heavy-gauge steel carriage;
acoustically designed components for quiet operation; oversized
wheels and ergonomic handles for superior maneuverability;
multiple speeds and airflow control; and a high-efficiency design
that cuts energy use by over 50%. —|
fitness market specialist. “Whenever
somebody sees our fans, they inevitably
say, ‘Wow, that’s one big-ass fan!’ So, in
2002, we became Big Ass Fans, created
the Big Ass Fans brand, and adopted
Fanny the Donkey as our mascot.”
9 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 | J U N E 2 0 1 1 | w w w . i h r s a . o r g
While its name is comical, Big Ass
Fans’ approach to what it does is serious
(and seriously fun), whether it has to
do with technology development, a
strong devotion to sustainability, or the
development of a truly unique name
and corporate culture.
A no-nonsense approach to technology
Take one look at the Big Ass Fans line,
and you’ll immediately see the company’s
distinctive approach in the polished or
matte blades, thin-mesh cages,
“upturned winglets,” and bold colors.
The streamlined looks are buttressed by
a strong dedication to technology and
improving everything Big Ass Fans
produces. For example, the patented
airfoil and winglet design does more
than add to a fan’s good looks; the winglets
increase downward velocities to stabilize
air movement, increase coverage areas
by creating deeper
jets of air, and reduce
the air resistance that
can strain a motor.
The manufacturer’s
ISO 9001:2008 and
LEED Gold-certified
research and development
laboratory is
housed in a one-of-akind45,000-squarefoot,
60' tall testing
facility. “It gives us the
ability to test our fans
for a wide variety
o f a p p l i c a t i o n s , ”
explains Hignite. “With mobile room
dividers separating the testing areas, we
test everything from airflow rate, thrust
force, and air velocity, to the structural
integrity of each fan component. All parts
must meet our rigorous specifications
Rob Hignite
» Our culture
works “ to
develop a happy,
productive
workforce,
while attracting
customers
who want, for
lack of better
words, to live
vicariously
through our
company and
our brand.
”

for integrity or they will not be used in
our products; this includes everything
from the nuts and bolts to specially
designed gearboxes. To determine
whether parts meet our standards, they
must be able to withstand millions of
rotations, starts and stops, and numerous
other stress tests.”
Committed to sustainability
For Big Ass Fans, technology goes hand-inhand
with its clear desire to be a standardbearer
with regard to sustainability.
“We really do walk the walk when it
comes to sustainability,” Hignite asserts.
“Big Ass Fans are designed to move the
maximum amount of air with minimal
energy-consumption. Our use of windtunnel
testing, computational fluid
dynamics, finite element analysis, and a
combined 100-plus years of fan design
experience all work to provide the most
energy-efficient fans possible. And, having
undertaken a wide range of sustainability
initiatives, including water-conservation
and waste-reduction programs, and
printing 90% of our literature on Forest
Stewardship Council-certified paper
using soy-based inks, we truly practice
what we preach.”
Sustainability is also a hallmark of the
fans’ designs, which include oversized
bearings, sealed gearboxes, and stronger
output shafts. Those touches appear on
the outside, as well as the inside. “Our
fans use 10 blades operating at slow
speeds to move large volumes of air,”
Hignite says. “The fans might be less
expensive to build if we lowered the
number of blades and compensated by
increasing the operating speed, but that
would decrease their life spans.”
Achieving fast growth, low turnover
In many cases, creating the right culture
can help drive profitability, and the truism
applies to Big Ass Fans, which has worked
diligently to build an environment that
serves its employees and its community.
Big Ass Fans aerate
Anytime Fitness
“A happy workforce is a productive
workforce, as evidenced by the fast
growth and low turnover within our
company,” opines Hignite. “In 2009,
’10, and ’11, we were ranked among the
top 25 Best Places to Work in Kentucky.”
The award recognized Big Ass Fans
for maintaining an outstanding work
environment that allows employees to
meet professional goals, learn new
skills, and, most importantly, have fun.
The company is also involved in the
community, hosting American Society of
Heating, Refrigerating, and Air-Conditioning
Engineers chapter meetings,
open house events, guided tours, and
the annual H’Artful of Fun event
founded by Lexington’s Living Arts &
Sciences Center.
“This sort of ‘open-door policy’ allows
for better communication with our community
and customers, and a stronger
understanding of the market needs,” he
adds. “Our culture works to develop a
happy, productive workforce while
attracting customers who want, for lack
of better words, to live vicariously
through our company and our brand.” —|
| IHRSA Report | Member News
Big Ass Fans
Pro Forma
Year Founded:
1999
Revenue Growth:
250% from 2005-10
Facilities:
33,000-square-foot
administrative office;
44,000-square-foot
dedicated leed Gold
R&d facility;
100,000-square-foot
manufacturing facility
Employees:
more than 200 globally
Installation:
more than 45,000
Big Ass Fans in
operation worldwide —|
w w w . i h r s a . o r g | J U N E 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 | Member News
ASSOCIATe PROFIleS
Coverall North America
u Founded in 1985, Coverall is a global
franchisor of commercial cleaning businesses
for more than 50,000 customers. Through
the company’s 9,000 franchise owners, the
innovative Coverall Health-Based Cleaning
System program is significantly enhancing
the commercial cleaning industry with its
science-based system, which is designed
to reduce cross-contamination and the
spread of illness-causing germs in the
workplace and other public venues. The
company is known for its value, quality, and
responsiveness. For more information,
contact the company at 800-537-3371;
www.coverall.com. —|
HydroWorx International, Inc.
u HydroWorx International, Inc., is a
premier manufacturer of innovative
aquatic rehabilitation and fitness products,
including rehab and exercise pools, an
underwater treadmill, fully adjustable floor,
resistance jets, deep-tissue massage, and
additional options to fit every application
and budget. Its versatile and effective pools
have helped to rehabilitate and restore
functionality to individuals and athletes,
while improving their performance. The
company’s comprehensive collection of
products, boasting superior technology
and therapeutic advantages, helps meet
the needs of athletic trainers and clinicians
worldwide. For more information,
contact the company at 800-753-9633;
www.hydroworx.com. —|
ASSOCIATe neWS
City Blends, Ltd.
u City Blends, Ltd., which offers City Blends
Smoothie Café, has launched a cobranded
café and menu board program with World Gym
International, called World Gym Barbell Café,
creating a new profit center for the franchise
chain. “The imagery reflects the excitement of
World Gym’s rebranding, while building on the
healthy and delicious products from City Blends,”
explains Guy Cammilleri, the managing director
of World Gym. Marrying the heritage of Joe Gold
and Muscle Beach with the celebrity of Hollywood,
World Gym Barbell Café features smoothies and
juice-bar products, such as Star Berry, Celebrity
Smash, and Pile Driver. For more information,
contact the company at 877-525-3637;
www.cityblends.com. —|
Life Fitness
Frank Van de Ven
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 | J U N E 2 0 1 1 | w w w . i h r s a . o r g
u Life Fitness has confirmed that Frank Van de
Ven will assume the role of vice president for the
company’s international business unit, after having
overseen this area in an interim capacity since
April 2010. During his 15 years at Life Fitness,
Van de Ven has held positions on the business and
marketing sides, most recently as vice president
of the company’s EMEA region, overseeing Europe,
the Middle East, and Asia. Van de Ven also serves
as a board member for the European Health &
Fitness Association (EHFA). For more information,
contact the company at 800-735-3867;
www.lifefitness.com. —|
Matrix Fitness
u Matrix Fitness and the Challenged
Athletes Foundation (CAF) recently
launched the Matrix Training Facility
at CAF’s new Deni & Jeff Jacobs
Challenged Athletes Center in San
Diego. The facility provides access
to fitness equipment, all donated by
Matrix, including a Johnny G KRANKcycle,
T3x treadmill, E5xc elliptical,
Tomahawk E Series indoor cycle,
rower, and numerous weight machines,
including the G3 functional trainer. “Our mission to inspire a healthy lifestyle
aligns with CAF’s goal of empowering challenged athletes,” notes Kent Stevens,
the executive vice president of sales at Matrix Fitness. For more information,
contact the company at 866-693-4863; www.matrixfitness.com. —|
Athlete Mike Johnston

ASSOCIATe PROFIleS
Wilson Elser Moskowitz
Edelman & Dicker LLP
u Wilson Elser is a full-service law firm
with nearly 800 attorneys in 21 offices
throughout the U.S. With an office in
London and a network of affiliate firms
in France, Germany, and Mexico, Wilson
Elser provides legal advice and representation
around the world. While the firm’s
primary focus is insurance defense, it
has expanded into the corporate and
transactional realms, and currently has
20 different practice areas. Its attorneys
often work on multidisciplinary and/or
multijurisdictional teams to identify sound,
comprehensive, and innovative solutions to
complex legal issues. For more information,
contact the company at 914-323-7000;
www.wilsonelser.com. —|
Young at Heart North America
u Young at Heart North America produces
self-paced health-screening solutions,
including the CardioID Kiosk. The kiosk
takes a 90-second snapshot of an individual’s
pulse waves and returns their CardioID,
which is an expression of how their
cardiovascular system compares to those of
other people the same age. The CardioID
Kiosk provides a powerful retention strategy
to keep health club members engaged in
their fitness program, and also serves as
a tool to attract new members. For more
information, contact the company at
800-580-9403; www.youngatheart.com. —|
< ASSOCIATe neWS
| IHRSA Report | Member News
Netpulse, Inc.
u Netpulse, Inc., has
expanded its team by adding
Mark Mastrov to its board
of directors; Kurt Weinsheimer
as vice president of business development; Joe Hawkins as vice president
of operations; and Dave Canter as national sales director. Mastrov, chairman of New
Evolution Ventures (NeV), is the founder and former head of 24 Hour Fitness Worldwide,
Inc. Weinsheimer has held top positions at Patagonia, Spot Runner, Inc., and
Orbitz Worldwide. Hawkins, with 20 years of expertise, served most recently as a
senior vice president for Premier Retail Networks. Canter, a 15-year industry veteran,
was formerly with Millennium Partners Sports Club Management (MPSCM). For
more information, contact the company at 877-NET-PULSE; www.netpulse.com. —|
Power Systems, Inc.
COO Mike Akers, l.,
CEO Bruno Paulette
u Congratulations to Power Systems,
Inc., of Knoxville, Tennessee, which
earned the Achievement Award in
the annual Excellence in Tennessee
award program administered by the
Tennessee Center for Performance
Excellence (TNCPE). The TNCPE
recognizes organizations that have
achieved the highest standards of
excellence in their operations and
results. The program uses the Criteria
for Performance Excellence, established
by the national Baldrige Performance
Excellence Program, as an evaluation
tool. “The core values at Power Systems drive us to reach for excellence in our individual
and company performance,” notes Power Systems’ COO Mike Akers. For more
information, contact the company at 800-321-6975; www.powersystems.com. —|
Professional Tennis Registry
u The Professional Tennis Registry (PTR)
recently presented Torsten Peschke, of
Sarasota, Florida, with PTR’s Coach Jim
Verdieck Touring Pro Coach of the Year
Award at the 2011 PTR International Tennis
Symposium. Peschke has been a PTR Certified
Professional since 1994, when, at the age of
17, he was one of the youngest coaches ever
certified in Germany. He has gone on to become
one of the most successful and respected
coaches on the WTA tour. For more information,
contact the company at 800-421-6289;
www.ptrtennis.org. —|
Torsten Peschke
w w w . i h r s a . o r g | J U N E 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 1

| IHRSA Report | Member News
neW memBeRS
Alabama
AnyTIme FITneSS
1984 Veterans Memorial Drive
Birmingham, AL 35214
205-874-6644
Mr. Emory McChargue
AnyTIme FITneSS
5406 Hwy. 280
Ste. A100
Hoover, AL 35242
205-981-6363
AnyTIme FITneSS
1836 College Ave.
Jackson, AL 36545
251-246-0494
Mr. William ‘Bill’ Skidmore
AnyTIme FITneSS
24571 U.S. Hwy. 31
Jemison, AL 35085
205-688-5060
Mr. Nathan Fuller
AnyTIme FITneSS
3456 Hillcrest Road
Mobile, AL 36695
251-662-1320
Mr. Timothy ‘Tim’ Enfinger
AnyTIme FITneSS
105 Southland Village
Troy, AL 36079
334-770-0888
Mr. Jim Slack
AnyTIme FITneSS
1360 Montgomery Hwy.
Ste. 120
Vestavia Hills, AL 35216
205-822-5955
California
FORmA Gym*
1410 N. California Blvd.
Walnut Creek, CA 94596
925-262-1339
Mr. Robert Jackson
level SIX HeAlTH CluB
POWeRed By PluS One
16535 Via Esprillo
San Diego, CA 92127
858-942-5064
Mr. Joshua Rubio
ROllInG HIllS CluB
351 San Andreas Drive
Novato, CA 94945
415-897-2185
THe CluB AT HARBOR POInT
474 E. Strawberry Drive
Mill Valley, CA 94941
415-686-9062
Mr. Patrick Kaliski
District of Columbia
CRunCH FITneSS*
555 12th St. NW
Washington, DC 20004
202-621-6698
Florida
AnyTIme FITneSS
1471 Main St.
Dunedin, FL 34698
813-850-6236
Mr. David ‘Dave’ LaGree
AnyTIme FITneSS
1064 Cypress Pkwy.
Kissimmee, FL 34759
407-847-4144
Mr. Todd Altom
AnyTIme FITneSS
3290 S.E. 58th Ave.
Ocala, FL 34480
352-624-7393
Mr. William White
AnyTIme FITneSS
10475 County Line Road
Spring Hill, FL 34609
352-683-1661
Mr. Peter McNamara
BOdy & SOul
1600 N.W. 84th Ave.
Miami, FL 33126
305-206-5021
Mr. Alex Pirez
Indiana
AnyTIme FITneSS
10 Bedel Road
Batesville, IN 47006
812-932-3055
Mr. John Spence
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 | J U N E 2 0 1 1 | w w w . i h r s a . o r g
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.
AnyTIme FITneSS
47 S. Pennsylvania St.
2nd Fl.
Indianapolis, IN 46204
317-536-0815
Mr. Ersal Ozdemir
AnyTIme FITneSS
6935 Lake Plaza Drive
Indianapolis, IN 46220
317-698-2836
Ms. Jennifer Dale
AnyTIme FITneSS
1321 Clifty Drive
Madison, IN 47250
812-274-2851
Mr. Mark Garlitch
AnyTIme FITneSS
1676 S. Ohio St.
Martinsville, IN 46151
765-342-3600
Ms. Jodi Pike
AnyTIme FITneSS
6445 U.S. Hwy. 6
Portage, IN 46368
219-734-6362
Mr. Scott Zickuhr
AnyTIme FITneSS
840 E. Tipton St.
Seymour, IN 47274
812-680-4639
Mr. John Spence
Iowa
AnyTIme FITneSS
480 Center Place SW
Ste. C
Altoona, IA 50009
515-967-9222
Ms. Shannon Hayes
AnyTIme FITneSS
800 N. 8th St.
Clear Lake, IA 50428
641-357-2472
AnyTIme FITneSS
2815 Beaver Ave.
Ste. 202
Des Moines, IA 50310
515-274-2100
Ms. Shannon Hayes
AnyTIme FITneSS
4700 Morningside Ave.
Sioux City, IA 51106
712-224-2475
Mr. Joseph Aube
Kentucky
AnyTIme FITneSS
2480 U.S. Hwy. 41 N
Ste. 180
Henderson, KY 42420
270-631-0500
Mr. Gene Zell
AnyTIme FITneSS
12418 LaGrange Road
Louisville, KY 40245
502-742-5825
Ms. Diane Switzer
SnAP FITneSS
1907 Elizabethtown Road
Leitchfield, KY 42754
Mr. Jerry Hardesty
Michigan
AnyTIme FITneSS
250 N. Ortonville Road
Ortonville, MI 48462
248-627-4800
AnyTIme FITneSS
301 N. Lincoln Road
Ste. 31
Escanaba, MI 49829
906-233-0000
Mr. Keith Boye
AnyTIme FITneSS
980 W. Highland Road
Howell, MI 48843
517-540-1552
Ms. Deborah ‘Debbie’
Henderson —|

| IHRSA Report | Calendar
Save the date | 2011 IHRSA Events COmInG SOOn In
June 16
What Geeks Can Teach You About
Being Social: Facebook, Foursquare,
and Fitness
IHRSA Webinar
www.ihrsa.org/webinars
July 14
The Winning Triad: Personal
Training, Health Clubs, and Medicine
IHRSA Webinar
www.ihrsa.org/webinars
SePTemBeR 1-3
IHRSA/Fitness Brasil Latin American
Conference & Trade Show
Transamerica Expo Center,
São Paolo, Brazil
www.ihrsa.org/meetings
2011 Industry Events
June 22-25
Third Annual Medical
Fitness Institute
Nashville, Tennessee
www.medicalfitness.org
July 12-13
FIA Flame Conference
Telford, Shropshire, U.K.
www.fia.org.uk
July 14-16
WellnessRio 2011
Rio de Janeiro, Brazil
www.fitnessbrasil.com.br
July 18-20
Gold’s Gym Convention
Las Vegas, Nevada
www.goldsgym.com
AuGuST 11-14
2011 IDEA World
Fitness Convention
Los Angeles, California
www.ideafit.com
AuGuST 17-21
Can-Fit-Pro Toronto
Toronto, Ontario, Canada
www.canfitpro.net
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
.org
mARCH 14-17, 2012
IHRSA 2012
31st Annual International Convention
& Trade Show
Los Angeles, California
www.ihrsa.org/convention
mOnTHly
IHRSA Online Education
Monthly Webinar Series
For details and topics, visit:
www.ihrsa.org/webinars—|
SePTemBeR 22-25
SIBEC North America
Marina Del Ray, California
www.mcleanevents
international.com
OCTOBeR 12-14
Club Industry 2011
Chicago, Illinois
www.clubindustry
show.com
nOvemBeR 2-5
SIBEC Europe
Malta
www.mcleanevents
international.com
deCemBeR 1-3
Athletic Business
Conference & Expo
Orlando, Florida
www.athleticbusiness
conference.com —|
To obtain complete details about, or to register for,
all IHRSA events, log on to www.ihrsa.org/meetings.
1 0 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 | J U N E 2 0 1 1 | w w w . i h r s a . o r g
CluB BuSINESS
INTERNATIONAL
IHRSA Global 25: CBI’s annual
listings and expert analysis of the
world’s largest and fastest-growing
health club companies
Jim Snow knows: The president of
Gold’s Gym International is teaching
the franchise company hospitalityindustry
lessons
locker Roominess: Fine-tuning
these factors can provide members
with the spaciousness they desire
in the locker room
The Winner Is! Les Mills International’s
Ultimate Studio Search has discovered
some of the world’s finest group-
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SGPT Tutorial: Its growing popularity
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Out of Shape by Stan Tran

Introducing the Vision for a Healthier,
More Prosperous America
A Unified Game Plan for the Entire Industry.
International Health, Racquet & Sportsclub Association
www.ihrsa.org/vision
On March 9, 2011, the US Senate unanimously
passed a resolution encouraging exercise to prevent disease,
combat obesity, and lower health care costs.
Its passage signals that our country’s leaders now
fully recognize the importance of exercise to
our nation and its people.
Now, it’s your turn to show your support for The Vision.
Visit www.ihrsa.org/vision for more details and to commit your support.

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We want DYNAMIC individuals who will build
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visit www.ihrsa.org/classifieds or
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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 | J U N E 2 0 1 1 | w w w . i h r s a . o r g
Business Opportunities
Consulting
See your ad here!
Rates start at just $245 per issue
for IHRSA members.
visit www.ihrsa.org/classifieds or
e-mail classifieds@ihrsa.org for details.
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Page Advertiser
42 » ABC Financial Services, Inc.
www.abcfinancial.com | 800-551-9733
33 » AFAA
www.afaa.com | 877-986-7263
75 » Affiliated Acceptance Corporation
www.affiliated.org | 800-233-8483
2-3, 5 » ASF International
www.asfinternational.com | 800-227-3859
27 » Big Ass Fans
www.bigassfans.com | 877-244-3267
37 » Bv entertainment
www.broadcastvision.com | 888-330-4BVE
65 » Celare by digilock
www.celare.com | 707-766-6000
71 » Concept2 CTS
www.concept2cts.com | 877-887-8014
30 » 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
90 » Fitness On Request
www.fitnessonrequest.com | 888-520-7501
93 » Fitview, Inc.
www.fitview.com | info@fitview.com
84 » Gym Wipes-2Xl Corporation
www.2xlcorp.com | 888-977-3726
28 » GOJO Industries
www.gojo.com | 800-321-9647
72 » Healthy learning
www.healthylearning.com | 888-229-5745
74 » Health Profile Institute
www.healthprofileinstitute.com | 702-804-0100
54 » HOIST Fitness Systems
www.hoistfitness.com | 800-548-5438
87 » Hydromassage
www.hydromassage.com | 727-536-5566
62 » iGo Figure
www.igofigure.com | 866-532-9588
79 » Intelametrix, Inc.
www.bodymetrix.com | 877-838-9918
13 » Iron Grip Barbell Company
www.irongrip.com | 800-664-4766
Page Advertiser
70 » legend Fitness
www.legendfitness.com | 866-7-LEGEND
16 » les mills International
www.lesmillsusa.com | 888-669-8876
11 » life Fitness
www.lifefitness.com | 800-634-8637
French
Cover
» matrix Fitness
www.matrix-fitness.com | 866-693-4863
83 » microFit, Inc.
www.microfit.com | 800-822-0405
7 » motionsoft, Inc.
www.motionsoft.net | 800-829-4321
95 » myTRAk Health System
mytrak.com/myclub | 888-431-8626
88 » myzone
www.myzonemoves.com | 312-870-4802
77 » national Federation of Professional
Trainers (nFPT)
www.nfpt.com | 800-729-6378
| Ad Index |
85 » Paramount Acceptance
www.paramountacceptance.com | 800-316-4444
66 » Patriot Creative Group
patriotcreativegroup.com | 877-844-7446
21 » Perform Better
www.performbetter.com | 800-556-7464
76 » Philadelphia Insurance Companies
www.phly.com | 800-873-4552
60 » Polar electro, Inc.
www.polarusa.com | 800-290-6330
22 » Power Plate north America
www.powerplate.com | 877-877-5283
19 » Precor, Inc.
www.precor.com | 800-786-8404
Inside Back
Cover
» Retro Fitness
www.retrofranchising.com | 201-867-5309
82 » Salsbury Industries
www.lockers.com | 800-562-5377
Back Cover
» TeCHnOGym
www.technogymusa.com | 303-875-0306
14 » Twin Oaks Software
www.tosd.com | 866-278-6750
69 » versaClimber/exervibe
www.versaclimber.com | 800-237-2271
25 » zumba Fitness, llC
zumba.com/clubs | 954-925-3755
w w w . i h r s a . o r g | J U N E 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 7

Tracy Powell
| last Rep |
IHRSA30 a Warm-up
for IHRSA 2012
My predecessor said it best: “IHRSA struck pure gold this year,” was
how John McCarthy, IHRSA’s executive director emeritus, described
IHRSA30. “I heard exceptionally positive comments about the keynote
speakers, and many exhibitors told me that it was the best
IHRSA show in the past 10 years.”
Icouldn’t agree more.
IHRSA30, the association’s 30th Anniversary
International Convention and Trade Show, which
took place in San Francisco in March, was, in fact,
a spectacular event! I think I’m safe in saying that
it exceeded everyone’s expectations.
The event was not only an event marking
IHRSA’s “diamond” anniversary, or one that came
together seamlessly and well,
but was also one that celebrated
the industry’s accomplishments
in weathering the
Great Recession, and reflected
its confidence, enthusiasm,
and optimism about the
future. (See “IHRSA30 Celebrates
& Demonstrates Industry
Excellence,” pg. 48.)
The energy and upbeat
attitude that suffused the
Joe Moore
IHRSA President & CEO Moscone Convention Center
said it all.
Many attendees told me
that this year’s speakers were
the best ever, and I’ve got no
reason to dispute them. We chose presenters for
their business acumen and their power to motivate
because IHRSA’s members wanted information
that could be used to inspire and improve their
operations. Among the keynoters were: U.S. Surgeon
General Regina Benjamin, M.D.; best-selling
authors Daniel Pink and Patrick Lencioni; Zappos
CEO Tony Hsieh; and television host Phil Keoghan.
The receptions overflowed with club and associate
members, who were busy networking, making
new connections, and refreshing old, or forming
new, friendships. Everyone was relaxing, but they
were still making deals.
1 0 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 | J U N E 2 0 1 1 | w w w . i h r s a . o r g
The atmosphere at the trade show was nothing
less than electric. There were more new-product
introductions than at any other convention I can
remember—the fresh ideas and exciting
innovations seemed to be stacked on top of,
tumbling over, one another. The trend being
discussed most frequently was the integration of
computer technology and exercise equipment to
make workouts more fun, track results, download
equipment upgrades over the Internet, etc.
For me, the trade show is particularly rewarding.
I love watching people walking around, shopping
lists in hand, moving from booth to booth, looking
for the products and services that can help them
grow their business. It’s the embodiment of the
free market at work—club operators and industry
suppliers, talking, negotiating, concluding transactions,
shaking hands. It’s a joy to behold!
As he has for the past five years, Augie Nieto, the
cofounder and former head of Life Fitness, who’s
now battling amyotrophic lateral sclerosis (ALS),
also known as Lou Gehrig’s disease, was the star
of the 6th Annual B*A*S*H for the Muscular
Dystrophy Association’s (MDA’s) Augie’s Quest.
More than 800 people, including Dr. Benjamin,
took part in a wonderful evening of music, fun, and
fellowship that generated $1.3 million for ALS
research. All told, Augie’s Quest has now raised over
$28 million to search for a cure for the disease.
IHRSA30 was a powerful reminder of many
things, including how large and diverse our industry
is; how many ways it offers to succeed; and how
wonderful the people are who make it all that is.
How do we possibly outdo IHRSA30? Just join us
in Los Angeles for IHRSA 2012 next March 14-17,
2012, and you’ll see! —|
– Joe Moore, jmoore@ihrsa.org

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.

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