> January 2011
43 Success in Seattle
48 11 for IHrSa ’11!
55 ageless Opportunity
InternatIonal 62 Flooring Solutions
69 European report ®
Keynoter Daniel PinK
Mines tHe science of
Motivation at iHrsa 2011
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| Editor’s Welcome |
The mission of IHRSA is to grow, protect,
and promote the industry, and to provide its
members with benefits that will help them
“New Year’s eve is like every other night; there is be more successful.
no pause in the march of the universe, no breath- Publishing
Editor-In-Chief: Craig R. Waters
less moment of silence among created things that Publisher: Jay M. Ablondi
Managing Editor: Rebecca K. Maverick
the passage of another 12 months may be noted; Editor: Jennifer H. McInerney
Associate Editor: Patricia Glynn
and yet no man has quite the same thoughts this Associate Editor: Mia Coen
evening that come with the coming of darkness on Dawn Allcot, Patricia Amend, Phoebe Anderson,
Jon Feld, Julie M. King, Catherine Larner,
other nights.” Lesley Mahoney, Jean Suffin, Stephen Wallenfels,
Kristen A. Walsh
The words are those of Hamilton Wright Mabie, an American Vice President of Advertising & Membership Sales:
essayist, editor, critic, and lecturer. In 1846, the year in which he
Senior Account Manager:
was born, the first baseball game was played (New York Nines, Jessica Gutstein
23; Knickerbockers, 1), and the U.S. declared war on Mexico. Advertising Sales Executive:
In 1916, the year in which Mabie died, Einstein unveiled his Donna Garrity
Business Development Publications:
Theory of General Relativity and Walter Cronkite was born. Will Finn
The advent of a new year most frequently prompts people to Publications & Associate Coordinator:
contemplate the year ahead, but it’s also, simultaneously, a perfect Meghan Burnham
point at which to review the year gone by. A time tuned to expecta- Art Direction, Design, Production:
Holland-Mark, Boston, MA
tions, it’s also a time well suited to reflection. It’s a fleeting moment
that offers one the chance to glance backward, peer forward, and, internAtiOnAl heAlth, rACQuet
& sPOrtsClub AssOCiAtiOn
most importantly, delve inward.
President & CEO: Joe Moore
It’s an instant that, ideally, fuses achievements, Chief Operating Officer: Anita Lawlor
possibilities, and revelation. Executive Vice President of Public Policy:
This, the January issue of CBI, the first of 2011, Helen Durkin
attempts to provide a small share, a modest Executive Vice President of Global Products:
sampling, of the same. We touch, equally, upon
Club business internAtiOnAl
past accomplishments, current initiatives, upcom- editOriAl & Advertising OffiCes:
ing events, and goals for the future. c/o ihrsA
We have, for instance, Sandy Hoeffer, whose seaport Center
70 fargo street, boston, MA 02210 usA
partnership with Jill Stevens Kinney expands the 800-228-4772 usA & Canada
promise of Clubsource Development Partners, 617-951-0055 | 617-951-0056 fAX
LLC (pg. 18); and Tony de Leede, the force behind e-mail: email@example.com
Australian Bodyworks and Fitness First Australia,
who’s now created a new budget brand, Fit n Fast to order reprints of articles,
call 800-228-4772 ext. 192 or
(pg. 20); and Madonna, the singular star of several firmaments, visit www.ihrsa.org/cbi
who’s also launched a club chain, Hard Candy Fitness (pg. 23).
In “11 for IHRSA ’11” (pg. 48) and “Lessons: Learned, New Oppor-
tunities: Earned” (pg. 69), a host of industry leaders, representing
a total of seven countries that literally circle the world, candidly dis-
cuss what 2010 was like for their companies, share their respective ®
strategies, and speculate about areas of possible growth.
Then, of course, there’s our centerpiece Q&A with best-selling Club business international (issn 1043-9692,
usPs 766-570) is published monthly ©2011
author and business consultant Daniel H. Pink (pg. 36), who identifies by the international health, racquet & sportsclub
some fatal management flaws and suggests how firms can reinvent Association, seaport Center 70 fargo street,
boston, MA 02210. All rights reserved. Periodicals
and revitalize their corporate cultures. Pink will speak on the topic postage paid at boston, Massachusetts, and
of “Drive: What the Science of Motivation Can Teach You About additional mailing offices. Canadian sales
High Performance” during IHRSA’s 30th Anniversary International Agreement #40767601.
subscription rate for members is $48 per year,
Convention and Trade Show, March 16-19, in San Francisco. which is included in the dues. Additional subscrip-
And so, as we think the unique thoughts that the dawn of a new tions $24.95 per year (usA) and $75 (international).
year stirs, let us acknowledge, appreciate, and take pride in what’s POstMAster: Please send change of address
to Club business international, c/o ihrsA,
already been accomplished… and embark on the adventure to seaport Center 70 fargo street, boston,
come with enthusiasm, confidence, and well-founded hope. —| Massachusetts 02210
Volume 31, Issue 1
4 Club Business International | JAnuARy 2011 | www.ihrsa.org
In the first 90 days of the new year,
more new members will join your club
than in the next 275.
Are you ready?
online member portal
integrated with Motionsoft
software and billing
use your website to reduce costs and free up staff
Let prospects join online; Give members secure and
easy access to manage their accounts, make payments,
renew memberships on their computer or phone.
Motio n s o f t
C L U B M A N AG E M E N T S O F T WA R E
Created for the best brands in fitness.
See more at motionsoft.net/myclub or on Facebook
InTERnATIonAL ConTEnTS | JAnuARy 2011
Seattle Athletic Club
and IHRSA mark their
Daniel Pink casts a critical eye
on management misconceptions
36 Motivational Speaker 43 Successful in Seattle
Seattle Athletic Clubs have shared IHRSA’s path
Daniel Pink, a featured speaker at IHRSA’s
48 11 for IHRSA ’11!
30th Anniversary International Convention and Industry leaders look ahead
Trade Show in San Francisco in March, contends
that employees need more than monetary 55 Ageless Opportunity
Innovators are taking age out of the equation
compensation to be their most effective and
productive. A best-selling author and former 62 Flooring Solutions
speechwriter for Al Gore, Pink will share his Answers for every area of the club
insights in “Drive: What the Science of Motivation
Can Teach you About High Performance.” 69 European Health Club Report
IHRSA’s update on a vibrant market
6 Club Business International | JAnuARy 2011 | www.ihrsa.org
It’s like adding cardio to your health club. Fiserv offers the most comprehensive club management software and
services in the health and ﬁtness industry. We’re helping clubs of all sizes grow and retain membership with the only
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InTERnATIonAL ConTEnTS | JAnuARy 2011
stOtt PilAtes phorography © Merrithew Corporation
‘On the track’ with
Les Mills looks for Members appreciate
17 78 115 proMOTION
News & Know How IHRSA Report
15 news 105 First Set
Les Mills launches ‘ultimate Studio January heralds the start of a new season
Search’; Diabetes to double; ACE identifies of optimism and high expectations,
trends; Hoeffer joins Clubsource; Fit n suggests Chairperson Art Curtis
Fast’s fast track; Brick Bodies back in
time; Merrithew’s amazing aces; Madonna 106 In brief
makes industry debut; CBI’s Green Scene Is your club ready to serve the needs of
the disabled population—and comply with
29 First Person new ADA standards?
CBI chats with Robin Schepper, executive
director of Let’s Move! 109 Club Advisor
Strengthen your brand and membership by
31 On the Move leveraging the value of cross-promotions Reps
Midtown celebrates 40th; HealthCity
acquires BasicFit; World Gym purchases 110 Success by Association 4 Editor’s
California Fitness; uFC opens third gym; IHRSA’s founders have helped transform Welcome
Sport & Health expands in Maryland a fledgling industry into a dynamo that
has changed lives 10 Ihrsa.org
112 Ask the Entrepreneurs 12 letters
Innovations Changes that are intended to create profit
potential are on tap for 2011 121 Marketplace
77 What’s new
The latest from Lifeline uSA, Ideal 114 Member news 123 Ad Index
Products, Supreme Audio, Iron Grip, Power Plate’s unique ‘Value Proposition’;
SToTT PILATES, ThermaSol, and more plus news from ACE, efi Sports Medicine, 124 last Rep
Life Fitness, openAire, Precor, Inc., IHRSA’s members
81 F.I.T. Extra and more are always willing
For members and clubs, software to help out, says
innovations maximize efficiency and 120 Calendar Joe Moore, IHRSA’s
streamline operations president and CEo
8 Club Business International | JAnuARy 2011 | www.ihrsa.org
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ihrsa.org A PREVIEW oF WHAT’S nEW THIS MonTH on WWW.IHRSA.oRG
Hiring? Let IHRSA Help you
Find your next Star
If yours is like most health clubs, January is your busiest
month of the year. Are you fully staffed, or could you use
a few more hands on deck? Powered by JobTarget, health-
clubs.com/jobs is a fitness-specific site that makes filling
a job opening easy, fast, and cost-effective. Post a position
for 60 days for as little as $99 ($149 for non-members),
and you can even search the site’s extensive résumé bank
to find your next star. Find out what to pay that star with
free compensation data excerpted from IHRSA’s Employee
Compensation & Benefits Report. —|
Log on today, and contact firstname.lastname@example.org with questions.
New Year, New IHRSA.org!
IHRSA recently upgraded its Website, www.IHRSA.org. Visit today and you will
discover a cleaner, crisper look and a number of new improvements, including:
new Log-ins: your old log-in, which you used to access “member-only”
information, will not work on the new site. When you attempt to log in, you
will be prompted to complete a new log-in and, in seconds, you will be
“in” and ready to take advantage of all the new features.
‘I Lost It at the Club!’
Comments: With the new commenting system, you’ll be able to voice your
is Back for More
opinion, request more information, and discuss important topics with other
IHRSA members. > www.ihrsa.org/ilostitattheclub
RSS Feeds: Receive IHRSA updates in your inbox or in an RSS reader by new year’s resolutions and weight-loss
simply subscribing to the feed. goals go hand-in-hand. For this reason,
IHRSA created ‘I Lost It at the Club!’,
More Member-Only Content: If you want to take full advantage of your
a turnkey program for IHRSA clubs,
IHRSA membership, reading the member-only content on IHRSA.org is
which helps them to educate, recruit,
a great first step. The content includes legislative information about your
motivate, and retain current and
state, best practices, research data, briefing papers, and more. —|
prospective members during the year’s
update your log-in information today and take advantage of the ‘new and peak selling season. —|
new this year: clubs have the flexibility of
running the program for any consecutive
eight-week period, ending no later than
March 12. Prizes will be awarded!
10 Club Business International | JAnuARy 2011 | www.ihrsa.org
| letters |
Labor of… Loved It!
When it comes to
I just read Mia Coen’s article, “Labors of Love,”
design, David Barton
‘Labors of Love’
is in a class by himself
in the November issue of CBI (see pg. 44) and
I really enjoyed it—great stuff! I’ve always been
By Mia Coen
“Look better naked.”
a big fan of David Barton’s gyms. I visited his
That’s the astounding phrase coined by club owner, operator, and designer
David Barton to market his equally unorthodox brand of health clubs.
His company, DavidBartonGym, currently has six facilities—three in New York
City and one, each, in Miami, Chicago, and Seattle, Washington—and is developing
Miami location and just loved it! His gyms are
two more, in Las Vegas and Los Angeles.
None of them resemble one another, but all are alike in terms
of their originality, explicitly expressing Barton’s own wild
A New York story
Barton, a born-and-bred New Yorker, studied human devel-
amazing and I think that what he has done
and fanatical vision. opment at Cornell University, in Ithaca, New York, but, a
When it comes to club design, Barton is definitely one-of-a-kind. passionate fitness enthusiast, decided to focus on the physical
“I’m a nonconformist,” he explains. “I don’t want to look component of that subject. He visualized the kind of gym that
like everyone else… Personal style is an external expression of he wanted to own, and, putting his ambition and ideas to
how one feels on the inside. Similarly, I want members’ gym work, played an integral role in developing every aspect of it,
experience to be emotional, to stimulate the pleasure centers including design, marketing, membership sales, and hiring
with his facilities is what more club owners
of the brain. I believe in surrounding myself, and them, with and training staff.
beautiful things.” His first facility opened on 15th Street at 6th Avenue in
Barton’s philosophy, artistic temperament, commitment to 1992. Twelve years later, it moved to West 23rd Street in the
his vision, dogged persistence, and eclectic grab bag of skills Chelsea section of Manhattan.
have allowed him to consistently create striking, exciting, and, “When I launched my first gym, I weathered every storm,
at the same time, practical and functional facilities. Each club, hurdle, and obstacle imaginable that one faces when opening a
with its own unique look and ambience, respects and reflects
should do. After visiting his Miami gym, it
business in Manhattan,” Barton recalls. “That included sleeping
the space in which it’s situated, the neighborhood in which it three hours a night on the floor, hammer-in-hand, to protect my
resides, and the market it serves. space from squatters and junkies during construction.
“For instance,” Barton illustrates, “my Chicago gym is in a “During construction, I called everyone I knew and encouraged
beautiful industrial building with monumental columns. It was them to join. Each day, I’d open up and shut down the site, and,
built at a time when factories were created with love, so I felt it was at night, go out and promote the gym… I signed up the first 3,000
important to emphasize the architecture with lighting, and also to members, myself.”
inspired me to come back to my facility to add
warm it up with beautiful woods and mid-century furniture. His initial