January 2011 Club Business International (CBI) by ihrsa

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									> January 2011
                  43 Success in Seattle

Club business
                  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
                                                                                                 Contributing Editors:
              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
                                                                                                 Advertising, www.cbimediakit.com
                     The words are those of Hamilton Wright Mabie, an American                   Vice President of Advertising & Membership Sales:
                                                                                                 Michele Eynon
                     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.
    Kerry brett

                                                                                                 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:
                                                                                                 Jay Ablondi
                                         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: cbi@ihrsa.org
                                         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
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   use your website to reduce costs and free up staff
   Let prospects join online; Give members secure and
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   renew memberships on their computer or phone.

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                  See more at motionsoft.net/myclub or on Facebook
     Club buSInESS
     InTERnATIonAL                                   ConTEnTS | JAnuARy 2011

                                                                                             Seattle Athletic Club
                                                                                             and IHRSA mark their
                                                                                             30th anniversaries

                                        Daniel Pink casts a critical eye
                                        on management misconceptions

                                                               36                                                43
         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
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     InTERnATIonAL                                   ConTEnTS | JAnuARy 2011

                                                                                                   stOtt PilAtes phorography © Merrithew Corporation
                                                                            ‘On the track’ with
                                                                            STOTT PILATeS

Les Mills looks for                                                                                                                                          Members appreciate
Ultimate Studio
                                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
                                                                              > www.healthclubs.com/jobs
                                                                              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 jobs@healthclubs.com with questions.

        New Year, New IHRSA.org!
        > www.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. —|
        improved’ IHRSA.org.
                                                                                                          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 
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