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CBI, the world's leading magazine for the health and fitness industry, is published by IHRSA and read by nearly 24,000 health club owners, managers and professionals in 74 countries around the world.
> January 2011 43 Success in Seattle Club business 48 11 for IHrSa ’11! 55 ageless Opportunity InternatIonal 62 Flooring Solutions 69 European report ® High- Performance ‘Drive’ Keynoter Daniel PinK Mines tHe science of Motivation at iHrsa 2011 WHERE WOULD YOU Crater Lake, OR LIKE TO GO TODAY? Virtual Active by Matrix allows users to escape to new destinations with fully interactive, cinema quality video workouts. Available on all 7xe cardio products. Bryce Canyon, UT Capitol Reef National Park, UT Escape with Matrix With over 100 unique locations, Virtual Active by Matrix is the only way to exercise. Zion National Park, UT Yosemite National Park, CA Murhut Falls, WA 866.693.4863 | matrixfitness.com www.cybexintl.com Tone up on CYBEX. Tune in on NBC. This season, The Biggest Loser contestants are shedding pounds and building muscle at an astounding rate. Why? Because the producers of NBC’s #1 show have put their trust in the #1 fitness brand—CYBEX. Now you can inspire your members to reach their own fitness goals—by giving them access to the same CYBEX equipment they see weekly on TV’s hottest weight loss and lifestyle show. Like the Arc Trainer®, our calorie-burning workhorse that made Fitness Equipment Partner of the elliptical obsolete. And Bravo™, the strength trainer that © 2010, CYBEX International. All rights reserved. delivers the world’s most amazing workout. Empower your members to get the results they want on the equipment they believe in. Visit cybexintl.com or call Winners work out on CYBEX. +1.774.324.8000 and check out the authentic CYBEX equipment that’s turning The Biggest Losers into the biggest winners. ® & © 2010 NBC Studios, Inc. & Reveille LLC | 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: firstname.lastname@example.org www.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? myClub 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 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 Features 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 single-source solution that maximizes revenue while minimizing day-to-day costs. For a total approach to growth, Fiserv also offers easily integrated EFT and POS payment processing as well as outsourced billing. With Fiserv, you have the unrivaled power to perform. The power within. www.clubs.ﬁserv.com Pay men t s ■ Proces sing Ser v ices ■ R isk & C ompliance ■ Cus t omer & C hannel Managemen t ■ Insigh t s & Op t imiza t ion © 2010 Fiserv, Inc. or its afﬁliates. Club buSInESS 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 Departments 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 INTRODUCING CARDIO EQUIPPED FOR EVERYDAY AND BEYOND TM SPECIAL TRADE-IN OFFER — CALL TODAY 866.590.7498 / lifeﬁtness.com ©2010 Life Fitness, a division of Brunswick Corporation. All rights reserved. Life Fitness is a registered trademark of Brunswick Corporation. Integrity is a trademark of Brunswick Corporation. iPod classic, iPod nano, and iPod touch are trademarks of Apple Inc., registered in the U.S. and other countries. “Made for iPod” means that an electronic accessory has been designed to connect speciﬁcally to iPod respectively, and has been certiﬁed by the developer to meet Apple performance standards. Apple is not responsible for the operation of this device or its compliance with safety and regulatory standards. Please note that the use of this accessory with iPod may a ect wireless performance. Compatible with iPod classic, iPod nano, and iPod touch. (USC-055-10) 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 email@example.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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