les mills - Powerhouse Gym

Transcription

LES MILLS
GROUP EX AT ITS BEST...
EVER!!!
CHINA’S NEW
SHOWCASE FACILITY
RUSSIA CELEBRATES
TEN YEARS
2014 POWERHOUSE
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©2014 Matrix Fitness | 866.693.4863 | matrixfitness.com
TABLEOFCONTENTS
2015 Powerhouse Business Journal
11
20
16
Protect Your Gym...................................................................11
Powerhouse China’s New Showcase Facility ..............13
Powerhouse Russia Celebrates 10 Years......................16
Big Box Gyms Still Work ...................................................20
COVER STORY: Les Mills - Group-X At It’s Best ...........40
POWERHOUSE BUSINESS JOURNAL 2015
2
Where Legends Are Built: The East Coast Mecca ......52
2014 Powerhouse Owners Convention ......................60
The Powerhouse FX Challenge......................................66
40
®
est. 1975
13
CO-FOUNDER: William Dabish
CO-FOUNDER: Norman Dabish
CEO: Henry Dabish
POWERHOUSE BUSINESS JOURNAL
is a publication that is dedicated to the
owners, and staff members of all Powerhouse
Gym locations.
POWERHOUSE BUSINESS JOURNAL
PRODUCTION
PUBLISHED BY: Sesi Design Group
CREATIVE DIRECTOR: Joseph G. Sesi
GRAPHIC DESIGNER: Jeff Robinson
EDITOR-IN-CHEIF: Jeff Robinson
MANAGING EDITOR: Jeff Robinson
38
Locations ……………………………………………….4
Preferred Vendors ………………………………..6
Dabish Report ………………………………………8
Copyright 2015, All Rights Reserved, Powerhouse
Business Journal. Reproduction in part of whole is
prohibited without the express written permission of
the publisher. Opinions expressed herein are the views
of authors. We recommend those starting an exercise
or sports regimen do so under the supervision of a
medical professional.
Powerhouse Business Journal welcomes submissions:
By submitting material to us, you warrant that use of
the submitted manuscripts, photos or drawings by us
will not infringe the copyrights of any third party and
that the material may be published in print or online
without any further permission.
For more information
email [email protected].
PARTNER WITH POWERHOUSE:
Powerhouse Gyms International offers a
variety of options to best fit your business
model and budget to reach our network of
owners, staff and members.
For more information email
[email protected]
International News ……………..……………….13
Tech ………………………………………………………19
Marketing ………………………………………………32
Collections………………………………………….36
Gym Upkeep ……………………………………….38
Pro-Shop..…………………………………………….54
POWERHOUSE GYMS INTERNATIONAL
44125 W. 12 MILE RD SUITE-118
NOVI, MI 48377
PHONE (248) 476-2888
FAX (248) 530-9816
[email protected]
WWW.POWERHOUSEGYM.COM
W W W. P O W E R H O U S E G Y M . C O M
3
LOCATIONS
INTERNATIONAL
LOCATIONS
CHINA
INDIA
Prabhadevi
Hughes Road
Bandra East
Muland West
Ghatkopar
Colaba
Bangladesh
Beijing Ginza Shop
Beijing IFC Shop
Beijing LG Shop
Beijing Tianchen Shop
Dalian New World Store
Kunming Ego Shop
Kunming New Southwest Shop
Kunwing Wanda Shop
Tianjin Binjiang
Tianjin China Garden Shop
Tianjin Joy City Store
Tianjin Society Hill Shop
Wei Jin Road, Nankai District
Bhutan
Cairo
Grand Caymen Islands, BWI
Grand Cayman Islands, BWI Express #1
Grand Cayman Islands, BWI Express #2
Lier, Belgium
AUSTRALIA
Queensland
BAHRIAN
Manama
BANGLADESH
BHUTAN
BRITISH WEST INDIES
EUROPE
GERMANY
Aldergrove
Pforzheim
Stuttgart
Wedel
Barnechea
Concepcion
El Bosque Norte
Huechuraba
La Dehesa
Mall Plaza Norte
Mall Plaza Vespucio
Penalolen Club
Rancagua
Santiago
Vitacura
Bombay Central, Mumbai
Borivali, Mumbai
Chembur
Lower Parel, Mumbai
Juhu, Mumbai
Santacruz (West), Mumbai
Vashi, Mumbai
Vile Parle (East), Mumbai
Malad West
Shere Punjab
Four Bungalows
CANADA
4
EGYPT
CHILE
INDIA
MALDIVES
Maldives
MAURITIUS
Mauritius
NEPAL
Nepal
PUERTO RICO
Guaynabo, San Juan
QATAR
Doha
UNITED ARAB EMERITES
Dubai
RUSSIA FEDERATION
Ekaterinburg, Urals (Hohryakova Str.)
Ekaterinburg, Urals (Serafimy Str.)
Ekaterinburg, Urals (Serafimy Deryabinoy Str.)
Ekaterinburg, Urals (Rodonitovaya Str.)
Ekaterinburg, Urals (D Siberian Route 2 Str.)
Ekaterinburg, Urals (Krasnoarmeyskaya Str.)
SRI LANKA
Sri Lanka
THAILAND
Chiang Mai
UNITED KINGDOM
Hyde, Cheshire
ST. CROIX, U.S. VIRGIN
ISLANDS
Christiansted
USA LOCATIONS
ALABAMA
ALBERTVILLE
HUNTSVILLE
CALIFORNIA
CHATSWORTH
EL CENTRO
LANCASTER
PLACERVILLE
OXNARD
REDWOOD CITY
SAN JACINTO
SANTA ROSA
TORRANCE
YUCAIPA
COLORODO
AURORA
THORNTON
CONNECTICUT
NEW HAVEN
DELAWARE
SEAFORD
FLORIDA
GAINESVILLE
JACKSONVILLE (ATLANTIC BEACH)
JACKSONVILLE (BAYMEADOWS)
JACKSONVILLE (BEACHES)
JACKSONVILLE (MANDARIN)
JACKSONVILLE (MERRILL ROAD)
JACKSONVILLE (NORTH SIDE)
JACKSONVILLE (ORANGE PARK)
JACKSONVILLE (PARENTAL HOME RD)
JACKSONVILLE (SAN JOSE)
JACKSONVILLE (ST. JOHNS BLU! )
JACKSONVILLE (WESTSIDE)
WEST PALM BEACH
TAMPA
TAMPA DOWNTOWN
GEORGIA
BRUNSWICK
HAWAII
AIEA
MAUI
INDIANA
KOKOMO
KENTUCKY
LONDON
LOUISVILLE
MARYLAND
CAMBRIDGE
HANOVER
OCEAN CITY
SALISBURY
MASSACHUSETTS
PLYMOUTH
MICHIGAN
ADRIAN
BIRMINGHAM
CLARKSTON
CLINTON TWP
DEARBORN
DETROIT GRAND RIVER
EAST LANSING
FENTON
FRASIER
GAYLORD
GRAND HAVEN
HIGHLAND PARK
JACKSON
LAKE ORION
LINCOLN PARK
MADISON HEIGHTS
MACOMB
MILFORD
NOVI
OWOSSO
SALINE
SOUTH LYON
SOUTHFIELD
ST. CLAIR SHORES
TROY
WEST BLOOMFIELD
YPSILANTI
MISSOURI
JOPLIN
NEVADA
ELKO
NEW JERSEY
BLOOMFIELD
HAMILTON
HILLSBOROUGH
LINDEN
SOUTH HACKENSACK
NEW YORK
BAYSIDE
BRONX
CENTER MORICHES
CORONA
LONG ISLAND
MILLER PLACE
PLATSBURGH
ROCHESTER
SYOSSET
UTICA
YONKERS
OHIO
BEREA
CANTON
ELYRIA
PENNSYLVANIA
PHILADELPHIA
SOUTH CAROLINA
GREENVILLE
HILTON HEAD
TENNESSEE
COLUMBIA
DICKSON
TEXAS
LAKE JACKSON
PORT NECHES
WITCHITA FALLS
VIRGINIA
SHENANDOAH
WOODBRIDGE
5
PREFERRED VENDORS
POWERHOUSE GYM PREFERRED VENDORS
As a Powerhouse Gym Owner you get buying power! Powerhouse Gyms International has negotiated exclusive
discounts and pricing structures with the leading companies in the industry…our Preferred Vendors. The following
are companies that have gone through a stringent product approval process and have been invited to participate as
Preferred Vendors and recommended suppliers for Powerhouse Gyms. Each company is committed to providing
top quality products, superior customer service and special Powerhouse-only pricing. It is to your benefit to allow
all Preferred Vendors a presentation opportunity in order to obtain a complete understanding of what the industry
has to offer.
1. You get a great price (savings from 10 to 25% on equipment and prices below wholesale list on various
supplements) with fast, efficient delivery. This alone can cover the cost of your first few years of license
fees.
2. You get service. Tell them that you are a Powerhouse Gym Owner and they will know how to take care
of you If there is ever a problem you know the manufacturer will get it taken care of fast because there is
strength in numbers and as a Powerhouse Gym Owner, you are part of that strength.
3. You get quality. Since Powerhouse Gyms are known for being state-of-the-art training facilities, we are
very particular about the equipment and products that are included in our gyms.
WEBSITE, EMAIL: NEWSLETTER & SOCIAL
MEDIA
Powerhouse Gym Website and Email:
Sam Sheild
Phone: 248-476-2888
[email protected]
Powerhouse Gym Social Media
Jeff Robinson
Phone: 248-476-2888
[email protected]
POWERHOUSE GYM SPORTSWEAR,
MERCHANDISING AND PROMOTIONAL
ITEMS
6
Powerhouse Gym Licensed Apparel
Mandy Clement
Phone: 248-476-9570
Email: [email protected]
WEIGHT AND CARDIOVASCULAR TRAINING
EQUIPMENT
Free Motion Fitness
Chris McGill
Phone: 262-369-0121
Hoist
Ray Quivey
Phone: 858-204-2547
Life Fitness/Hammer Strength
David Young
Phone: 800-543-3880
Matrix Fitness
Andy Richters
Phone: 949-212-3322
UMAX Strength
Steve Gelbond
Phone: 916-276-1840
EXTERIOR & INTERIOR SIGNAGE
AND BRANDING
Sesi Design Group
Joseph Sesi
Phone: 248-594-7800
INSURANCE
American Specialty Health
Brett Hanson
Phone: 619-557-2235
Korotkin Insurance Group
Matt Warsh
Phone: 248-352-5140
JANITORIAL, CLEANING & MAINTENANCE
Cintas
Lisa Luttrell
Phone: 513-701-2011
GYM MANAGEMENT SOFTWARE, BILLING,
COLLECTIONS & MERCHANT SERVICES
ABC Financial
Nikki Layke
Phone: 508-889-9845
Twin Oaks Software
Carole Oat
Phone: 860-829-6000 x 281
NUTRITIONAL PRODUCTS & SUPPLEMENTS
Europa
Justin Weeks
Phone: 800-447-4795
SPORTS DRINKS & COOLER DRINKS
Europa
Justin Weeks
Phone: 800-447-4795
Pepsi-Cola Company/Aquafina
Melissa Hernandez
Phone: 248-914-0733
EXTERNAL MARKETING & ADVERTISING; DIRECT
MAIL / EMAIL:
Valassis
Thomas Storch
Phone: 734-957-0336
Constant Contact
Elliot Grossman
Phone: 781-482-7090
Muscle Up Marketing
David Vail
Phone: 770-837-9628
LaMark Media
Bryan Schetsky
Phone: 561-826-7725
FLOORING
Centaur
John Donati
Phone: 800-536-9007
Thor Performance Products
Albert Mandell
Phone: 800-348-5815
ARCHITECTURE / DESIGNS
Hubert Fixtures
Betsy Henkel
Phone: 800-543-7374
Optimal Design Systems International
Bruce Carter
Phone: 954-385-9963
INTERNAL MARKETING PROMOTIONS &
ADVERTISING
EDUCATION/INFORMATION
TAC On Hold Systems
Vince Koegle
Phone: 800-613-3197
Club Industry
Mark Betz
Phone: 203-358-3713
Web: www.clubindustryshow.com
JUICE BAR
City Blends
Stephanie Suddarth
Phone: 877-525-3637 x 201
GROUP EXERCISE AND TRAINING ACCESORIES
Biospace
John Ross
Phone: 562-653-4027
Les Mills International
Julie Riker
Phone: 949-349-9168
Wellness Mats
Katie Burlge
Phone: 248-740-0713
Powerplate
Tony Swain
Phone: 949-491-8532
PAYROLL PROCESSING & HUMAN RESOURCES
ADP
Brenda Baldner
Phone: 313-845-6999
AUDIO / VISUAL
Supreme Audio, Inc.
Bill Hymen
Phone: 800-445-7398
IHRSA
Merideth Poppler
Phone: 800-228-4772
Web:: www.ihrsa.org
National Academy of Sports Medicine(NASM)
Angelique Collins
Phone: 800-460-6276
MEAL MANAGEMENT SYSTEMS
Six Pack Bags
Geoffrey Clausen
Phone: 888-240-7009 x2
TANNING
International Tanning Equipment - HEX
Linda Bommarito
Phone: 989-792-6119
MEMBER FEEDBACK
Listen360
Mindy Golde
Phone: 678-352-3023
PERSONAL ELECTRONICS
7
L2 Electronics Headphone
Michael Paladino
Phone: 516-567-6453
Movo
Jaime McDonald
Phone: 203-604-5635
If you have any questions regarding the Preferred Vendor Program, please contact (248) 476-2888 ext. 114.
To reach by email, [email protected].
DABISHREPORT
Founded in 1975 by William and Norman Dabish, the original Powerhouse Gym location in Highland Park is still
going strong. At the time my dad and uncle didn’t realize at the time that their 4,000 sq. ft. gym was also the beginning of
one of the largest and well respected health club organizations in the world. In the early days, weight lifting was reserved for
competitive athletes and bodybuilders, but today everyone is squeezing in a workout between hectic travel schedules and corporate
commitments. Fitness is one of the hottest categories among franchise chains and was named one of the top growing industries in
Entrepreneur magazine last year. Powerhouse Gym continues to ride the wave with 300+ licensees in 39 states and 20 countries.
As a brand we continue to adapt, change and grow in order to find success in a challenging economic climate.
After 40 years, Powerhouse Gyms not only survive, but thrive in various markets all over the world. Powerhouse Gym
is a strong brand that is utilized successfully in various models of clubs. Many owners are finding success by converting their
existing facilities into a turnkey Powerhouse 24/7 model, while others are remodeling and repositioning their clubs as full service
fitness centers. Many of the newer Powerhouse Gyms are featuring sports specific training areas, group exercise, full tanning
salons, massage therapy, juice bars and more. Regardless of the model of club being operated, the Powerhouse brand consistently
provides a motivating atmosphere that embodies the energy of our name and logo.
Millions of dollars are spent every year marketing and advertising the Powerhouse Gym brand. Various forms of media
are used from direct mail, television, radio and billboards to endorsements by professional athletes and celebrities. Recently,
Powerhouse Gym has received national exposure on television shows such as WWE Divas, Showtime, HBO, and ESPN. National
ad campaigns with Muscle & Fitness and Flex Magazines have tied in with additional opportunities for grand openings, such as
month-end membership promotions designed to bring additional foot traffic to our facilities. Pepsi Cola Company will provide
opportunities for Powerhouse Gyms to leverage their relationships with “Peel and Stick” and “Under the Cap” games. Other
promotional opportunities include finalizing corporate relationships with Consumers Energy, Verizon Wireless, Wal-Mart and
an agreement with Blue Cross/Blue Shield for a national membership campaign.
The marketing, brand recognition, support and guidance from Powerhouse Gyms International are all important;
however, the most important tool is the experience of others. One of the primary benefits of being associated with the Powerhouse
Gym organization is the ability to network with your fellow owners as well as with our corporate office. We encourage you to
reach out and share ideas and information with one another. Our Powerhouse Gym convention is one of the best events that we
have to gather hundreds of owners from all walks of life to share ideas and their own personal experiences.
In conclusion, I would like to welcome all of our new Powerhouse Gym owners and Preferred Vendors to the Powerhouse family
and wish continued success to our existing locations. There have been many changes in the industry since the opening of the
first Powerhouse Gym, yet we continue to adapt with the times and remain successful. As we continue to face challenges we are
committed to overcoming them and remaining the most powerful brand in fitness. We look forward to strengthening our bonds
with friends and business associates alike and look forward to celebrating our 40 year anniversary.
8
Henry W. Dabish
CEO
Powerhouse Gyms International
248-476-2888 x 108
[email protected]
HENRY DABISH, CEO • POWERHOUSE GYM INTERNATIONAL
SHOW YOUR MEMBERS
HOW BIG OUR FAMILY IS!
Order the
PHG Location
Poster and
Travel Member
Cards Today.
[email protected]
®
BER
TRAVEL MEM
TO:
YOU LOG ON
T
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FOR THE LOCA
W W W. P O W E
RHOUSEGYM
.CO M
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NAME: _________
_______
____________
____________
____________
MEMBER #: ___
_____
____________
____________
____________
___
___
:
ES
PIR
EX
____
____________
____________
GYM OF: ______
POWERHOUSE
_____
____________
____________
: ____________
to permit
, Licensee agrees
AUTHORIZED BY
Gym® membership
Facility
T
pired Powerhouse
of the state where the
ROCITY AGREEMEN
ce of a current, non-ex
who resides outside
to
MEMBERSHIP RECIP
card or other eviden
. Licensee also agrees
of a Powerhouse Gym®
of a valid membership
days, to any member
same state as the Facility
Upon presentation
who resides within the
.
to seven (7) consecutive
on privileges, for up
accompanying guests
a Powerhouse Gym®
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any
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of any
visitation privileges,
permit complimentary
®
© 2011 Powerhouse
Gyms International.
All rights reserved.
HOW MUCH DOES WORRY WEIGH?
During a serious claim that weight could be unimaginable and certainly unmeasurable.
If that’s the case, can one really measure the true cost of an insurance policy or the
people that stand behind it’s promise? Korotkin Insurance Group’s strength comes from
doing the heavy lifting of “worry” from our customers shoulders for over 100 years. As
a result, we are always getting stronger. Your protection is our priority.
PREFERRED INSURANCE VENDOR OF
Matt Warsh, CLCS
248-350-5838
korotkin.com/kig-fitness
By Matt Warsh
I had the distinct honor of sharing some insurance wisdom at the Powerhouse Owners Convention in Las Vegas last September
and felt the need to follow up with further information on your favorite topic. When it comes to running your health club or fitness center, at Korotkin Insurance Group, we know how much time you love spending on your insurance each year!
All joking aside, it’s a subject that must be taken seriously and thoroughly understood by each individual gym owner. If handled
properly and placed with the right company, you could wind up saving yourselves not only thousands of premium dollars but
maybe even your business in the event of a large claim. Having the proper coverage in place and working with an agent that understands the particular risks that gym owner’s face is extremely vital towards the protection of your facility.
Since insurance is not a tangible product, I realize it’s sometimes hard to justify the premium dollars for your current policy. Believe me, when it comes time to turn in that claim, you will be glad that you paid extra attention to the details and purchased great
coverage. In my experience, most people don't know the true value of their insurance policy until they have that first claim. It’s my
job to help you realize what you are buying before a claim ever occurs.
In today’s ever-changing world, it’s important to understand some of the risks that gym owners are extremely vulnerable to. Not
only is it inexpensive to include some of the following coverage’s but you must also know that in most cases, this coverage is specifically excluded from the standard commercial insurance policy:
1. “EPLI”, which stands for Employment Practices Liability Insurance, is a coverage that protects you as the “employer” from
lawsuits brought by disgruntled or ex-employees. This covers you for lawsuits alleging harassment, discrimination, and wrongful
termination. More and more employees are suing their bosses or corporations for these types of allegations. The premium is based
on the number of employees and is absolutely worth the added cost.
IMPORTANTINFORMATION
Protecting Your Gym
2. “Hired and Non-Owned Auto” coverage is the second recommendation. Since the majority of you do not own vehicles in the
business name…that means that you and your employees are using your personal vehicles to do company runs, which is perfectly
normal. And, the good news is that your personal auto insurance policy will cover you personally from any auto related accident,
but the bad news is it will not cover your business entity. If you get into an accident and injure somebody while handling a business matter, whether it’s to the bank or to see a vendor, a good attorney will find out and not only sue you personally, but your
business as well. It’s a must-have coverage and if you look at your current policies, some of you are surely missing it. Cost for this
coverage typically runs between $100 and $300 for the whole year! It’s a total no-brainer.
3. “Umbrella” is the final coverage topic. Some of you may know what this is or have it on your policy already, but in today’s
world, when somebody gets seriously injured on your premises, medical bills and pain & suffering lawsuits can add up to enormous amounts. Sometimes more than the liability limit on your policy which is typically $1million dollars. An umbrella policy
covers you for an extra $1million over top of your current policy bringing you to a total of $2million in liability coverage. It’s important for any gym owner with tanning beds, saunas, steam rooms, pools, or anything else that exposes you to increased amounts
of liability. Typical cost for a $1million umbrella policy is about $1,000 per year. Umbrella policies are available in million dollar
increments all the way up to $10million or sometimes more.
At Korotkin insurance Group, we take special pride in our customer service and ability to advise you as a business owner on your
insurance needs. Our agency turned 100 years old in 2013 and we are specialists in the fitness industry. We insure more Powerhouse Gyms than any other agency in the world. We understand your needs, we understand the specialized coverage’s, and most
importantly we understand the insurance marketplace for your industry.
Matt H. Warsh, Korotkin Insurance Group, is the preferred insurance vendor for Powerhouse Gyms International. He can be
reached directly at 248-350-5838 or [email protected].
11
INTERNATIONALNEWS
POWERHOUSE GYM CHINA OPENS NEW SHOWCASE LOCATION
A beautifully designed, high end facility with top of the line strength and cardio equipment made by Life Fitness among
other high-end brands. Complete with every amenity a gym goer could want; massage room, group fitness studios and
a beautifully designed pro shop that would most gym goers in awe. Powerhouse China continues to set trends in the
industry in the largest fitness market in the world. Continuing with top notch service and facilities!
13
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FAT BURNING
SCIENCE
L-Carnitine is a potent fat burner
because it is responsible for the
transport of fats into the cells to
be used for energy in the body. By
raising the level of muscle carnitine,
you support the fat burning process.
Elevating carnitine levels can also
help to increase physical performance.
CLA is an essential fatty acid that
allows for your body to reduce body
fat naturally and also helps with the
preservation of muscle while looking
to lose belly fat. It works somewhat
as a fat blocker within the fat cells.
These additions along with LIPO-6 RX
provide the ultimate weight loss
environment while also preserving
muscle so it is not lost in the dieting
process.
Your Drive. Our FUEL.
Nutrex.com
INTERNATIONALNEWS
POWERHOUSE GYM RUSSIA CELEBRATES 10 YEARS!
The Powerhouse Gym’s in Russia have set the standard for fitness now for a decade. As you can see by the decor of
the clubs and the level of serious fitness competitors that they produce that the Powerhouse’s in Russia are a great
representation of the brand and give a great example of what a strong fitness community can create!
16
INTERNATIONALNEWS
17
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TECH
Ready or Not… Here it comes! EMV (EuroPay, MasterCard and Visa)
By: Doug Elkins, ABC Financial
Chances are by now, you may have heard the term EMV as
related to your credit card. EMV is an enhanced credit card
security protocol developed in collaboration by EuroPay,
Mastercard, and Visa which has been used outside the U.S.
since 1999. EMV use a microchip embedded in your credit
card to more accurately identify that the card being used is not
fake. Here’s how EMV differs from a standard credit card…
In a standard credit card transaction, the merchant or system
calculates the amount of the transaction, you swipe the
magnetic strip on your credit card across the card terminal,
then scrawl your signature on a receipt. The main problem?
That magnetic strip contains static data that can easily be
stolen and passed around, increasing the likelihood that your
gym-goers will be vulnerable to fraud during a point of sale
(POS) transaction in your gym.
With an EMV, or “chip card”, this process changes. Rather
than swiping a strip, you will insert the chip-end of the card
into the terminal, leave it inserted while the system securely
validate your card, type your PIN code or sign your name,
then remove the card when prompted. Like the magnetic
strip, the chip contains data. However, the chip’s data
isn’t static – it changes every time you use it. This makes it
substantially more difficult for scammers to take advantage.
Why Do We Need EMV?
Despite being one of the most technologically advanced
nations on the planet, the USA leads the world in credit card
fraud. While other nations such as Canada and Australia have
reduced credit card fraud by moving to EMV technology, the
USA continues to see instances of credit card fraud rise. To
put it bluntly: we are standing still while others have moved
ahead, and EMV can change that.
The Effect on Gym-Goers and Other Consumers
When people come to your gym, they want to be focused on
their workout. When they’re doing squats, they need to be
thinking about the mechanics of the movement – not about
whether or not they’re going to have to deal with their credit
card company. Consumers expect businesses to take care of
them, and by introducing EMV, another layer of protection
will be added to the payment process. It’s estimated that
roughly 70% of consumer credit cards will support EMV by
the end of 2015 – your gym can’t afford to be left behind.
The Effect on Your Business
Naturally, you want your consumers to be as safe as possible
– but switching to an EMV system has other benefits. First,
you’re protecting yourself. With the change in how POS
transactions operate, the liability of who’s responsible for
credit card fraud will shift to the least compliant party. If you
don’t have an EMV system, that’s going to be your business.
To be compliant, you’ll need to change the POS hardware
in your business. As a gym owner, your goal is to keep your
customers safe. You want them to perform exercises using
the correct posture, and you want them to keep their bank
accounts safe as well. EMV helps you do that.
Bio:
Joining ABC in 2007 as the Chief Information Officer, Doug
Elkins leads the timely development, accurate delivery and
effective management of the world-class software, systems and
networks that serve ABC Financial’s customers. He works
within the executive team to develop and deliver business
opportunities, promote product and industry diversity, and
support ongoing corporate growth.
19
CURRENTTRENDS
Big Box Gyms Still Work
By Jim Thomas
I read it all the time and I’m sure you do as well, big box gyms
are a thing of the past. Do you think this is true? Not based on
what I see. Let me explain why.
Yes, when you read the survey’s and talk to owners, you hear
tales of struggle, but when you dig deeper, you see something
completely different. The survey and the story of a struggle are,
many times, just the end result of many things that have been
missed.
20
We work with many big box gyms that flourish and the
opportunity is available for any club owner to get the results
they are seeking if they will integrate the following;
1. Overcome the issue of obscurity. This is the biggest
problem faced by gyms, no one knows you’re out there
and those that do aren’t thinking about you. Too many
gym owners significantly underestimate what it will take
to gain attention. It requires a massive, determined effort
and not just doing a few things to accomplish this.
2. Get a club app and actually use it. You are literally in the
palm of the hand of your club members and prospects. No
club should be without one.
3. Become a digital media company. I don’t see many really
taking advantage of this incredible opportunity. Blogs,
Video, podcast, email, social media and salesperson
resource center. This is significantly underutilized or even
truly understood.
4. Turning cost centers into profit centers. The days are long
past whereby the monthly dues can underwrite every area
of your club. Your front desk, nursery and group x must
product (at minimum) enough to cover their cost. In the
end, this means training and development of staff.
5. Sales Process. These are the proven steps of the sales
process. For example, every guest, no matter what the
circumstances, must receive a membership presentation.
6. Sales fundamentals. The two biggest areas of improvement
are being agreeable with the customer and asking for the
sale.
7. Learn how to follow up on existing leads. So much time
and effort is placed on getting the phone to ring and
people to call and then the ball is dropped in follow up.
Salespeople need training on how to properly do this.
8. Keeping the club as new and as trendy today as it was the
day it opened. Much like the restaurant and nightclub
business, your gym must stay on top of the recent trends
in order to stay relative in the marketplace.
9. Install a strategy to grow and develop member loyalty.
This is the foundation of your member retention success
and it can’t be simply “we provide good service, it must be
quantifiable.
10.Actually define a unique selling position. Most gyms we
go into cannot answer this question. Quite simply; what
makes you different, why should I join your gym? And
you can’t say because you’re friendly, have great service and
have the best equipment – everyone says that.
Now, go make your big box gym a success!
Jim Thomas is the founder and president of Fitness Management
USA Inc., a management consulting and turnaround firm
specializing in the fitness and health club industry. With more
than 25 years of experience owning, operating and managing
clubs of all sizes, Thomas lectures and delivers seminars and
workshops across the country on the practical skills required to
successfully build teamwork and market fitness programs and
products. Visit his Web site at: www.fmconsulting.net or www.
jimthomasondemand.com.
T H E N E X T L E V E L O F I N N O VAT I O N
.com/Cellucor
.com/Cellucor
@Cellucor
*These statements have not been evaluated by the Food and Drug Administration. These products are not intended to diagnose, treat, cure, or prevent any disease. Product to be used with a strict diet and training programme.
TECH
Most HealthBetter
Club product.
Better service.
Owners & Managers
Work IN Their Clubs
not ON their Clubs
By Eric Claman - Twin Oaks Software
Most health club owners and managers work “in” their clubs not
“on” their clubs. Their daily responsibilities resemble that of a
fireman more than that of a health club executive. Their days
are spent putting out fires, cooling off heated issues and dowsing
smoldering problems. They get so caught up in the day to day
minutia of running a club that all they can focus on is the symptoms
and not the root problems. This type of management is called
“reactive management”. It’s hectic, stressful and inefficient – but
worse of all it can become routine.
SOFTWARE
- BILLINGevent
By definition a reactive business responds
to an unanticipated
RETURNS MANAGEMENT
after it occurs, while a proactive business put strategies in place that
are designed to anticipate these possible challenges. Even though
they both face similar challenges and issues; the proactive business
tries to react to them ahead of time in an effort to manage their
business more effectively and efficiently.
22
Low Usage: By using your software to detail your members who
are not using the club regularly, you can identify the ones who are
Working
the areas
most
likely to drop on
their membership.
You should contact them in
an
effort
to
re-integrate
them
back
into
that matter most. the club. Yes, most clubs are
scared of the dreaded, “oh yea, I am not using the club so I am going
to
cancel. Thanks for reminding me” call. But if you get creative and
•People
sendOutstanding
your low usage
members
forTeam
training
and say that
personal
service abyfree
our coupon
dedicated
Members.
they won it in a random drawing, you will not only give them get
•Product
them
a call to action that gets them back in to the club but you can
Free, simple, secure state of the art Club Management Software.
possibly up sell them on a training package.
•Pricing
Total lowest
provider
products
services.
Billing:
Wouldcost
you
ratherwith
findthe
outbest
that
10% ofand
your
credit card
EFT’s were returned because some big block retailer got hacked or
would you like to pre authorize your billing file to automatically
update those credit cards. Clubs who use their software to send their
Visa and Master Card EFT’s to get updated prior to the billing can
see their credit card returns lowered by up to 40%. Not only making
them more money but lessening the time and effort needed to follow
up with the returns.
Reactive vs. proactive management can come into play in many
different areas of the club, none more important than client
relations and even though you can’t anticipate every situation your
results
today. Why wait for your members to
Training your
Session
Reminder:
club can emphasize proactive strategies by better utilizing you clubStart improving
Call
1-866-278-6750
purchase
another package or
when you can contact them and remind
management software. Here are some creative ways to use your
Provenleft.results.
them
that
they
only
have
a
couple of sessions
Even smarter,
software to be more proactive and take control:
visit us at HealthClubSoftware.com
you can sell them on a better package that saves them money if they
commit to more sessions. Instead of selling them 6 at a time and
Member Retention: Communication is the key to retention and
hoping they sign up again after the last training session, you can
your club should have both a new member marketing plan as well
set them up to get 6 sessions a month and have their payment auto
as an expiring member contact strategy. With new members your
drafted at the beginning of every month.
software should help you set up a series of email and phone calls to
insure that your new client knows everything about the club and is
getting the most out of their new membership. Their first impression Because no club can always be proactive, it helps to include proactive
elements in any reactive strategy. In other words your best defense
should be that you care about their fitness and want them to get
is offense. Take each reactive situation on its own merit and when
acclimated to the club and comfortable with their lifestyle choice.
you find yourself spending too much time reacting to the symptoms,
You should also have a plan in place for contacting your paid in
then you know it is time to take a “time out” and refocus on what
full members prior to their expiration date. Sending them a simple
you are doing and how you are doing it.
reminder that thanks them for their patronage and details their
future options, will go a long way to retaining someone. You would
Eric Claman owned two Clubs in Torrington, Conn., Pinewoods
be surprised how many clubs just let their members expire without
Health and Racquet Club for 23 years and Energy Fitness for four
even contacting them.
years before selling both and accepting a consulting job at Twin Oaks
Software Development in 2011. He can be reached at 866.278.6750 or
at [email protected], or visit www.healthclubsoftware.com.
THIS IS MY TWIN OAKS.
OUR MEMBERS
ARE OBSESSED
WITH THE
LATEST SMART
PHONES &
TECHNOLOGY.
I MEAN
WHO ISN’T?
(REALLY THOUGH,
I DARE YOU TO
GO 10 MINUTES
WITHOUT CHECKING YOURS)
THAT’S WHY WE
OFFER OUR CUSTOMERS
THE LATEST
ONLINE
FUNCTIONALITY,
LIKE BEING ABLE TO
SIGN UP FOR CLASS
ON YOUR PHONE.
IT DOESN’T GET ANY
EASIER
THAN THAT.
THAT’S WHY I CHOOSE TWIN OAKS.
WANT TO LEARN MORE?
GIVE US A CALL TODAY!
Ask about our FREE Software demo.
866.278.6750 or visit
HealthClubSoftware.com
SOFTWARE - BILLING - RETURNS MANAGEMENT
LESMILLS
What’s the secret to getting your
members super fit, super fast?
By Les Mills Staff
It’s a secret that pro athletes and elite sports people
have long had up their sleeves; high-intensity interval
training (HIIT) gets results. Now, an increasing number
of everyday fitness enthusiasts are looking to use HIIT
to getting super fit, super fast. And all around the
globe, savvy fitness facilities are satisfying this demand,
adding HIIT workouts to their offering and reaping the
rewards.
HIIT-based workouts are hard work, but they’re over
quickly. A typical HIIT workout is just 30 minutes,
featuring short bursts of high-intensity activity
interspersed with recovery periods. Studies have shown
that this interval training is an ideal way to increase
fitness, build muscle and help lose fat. How? By pushing
the line between aerobic and anaerobic energy use. Your
anaerobic energy threshold is the point at which your
body reaches its maximum oxygen intake (VO2max).
24
Steady-state training ticks along at a comfortable rate
below VO2max (VO2max is your maximum level of
aerobic fitness), but the interval periods of HIIT push
you closer to it, which has two effects: first, it triggers the
“after burn,” where your body continues to burn oxygen,
and therefore calories, hours after exercise. Second, it
increases your VO2max. In other words, once you hit
your anaerobic threshold, the body now relies on energy
other than oxygen to keep going, giving you only about
three minutes at that intensity. Every time that happens,
your body adapts by enabling you to use oxygen at higher
intensities. As your VO2max goes up, you can now work
out at that intensity aerobically, continuing to burn
oxygen. You can work out harder, for longer. A 2006
study divided middle distance runners into three groups
training at different intensities and found that the group
undergoing a HIIT workout had a stronger after burn,
which lasted up to nine hours post-training.
In addition, HIIT engages more muscle fiber in each
workout: steady-state training works predominantly
slow twitch muscle fiber, creating the lean “marathon
runner” look. But a lot of our muscle is made up of fast
twitch fiber, which operates anaerobically. HIIT is a
great way of reaching these fibers. Think of a sprinter:
Usain Bolt hits VO2max off the blocks. The difference
between steady-state training and HIIT could be
illustrated by thinking about different physiques: a lean
marathoner versus a muscular sprinter.
It might seem counter-intuitive that HIIT workouts
lead to greater fat loss than steady-state training, as it’s
commonly accepted that more fat is burned during
moderate-intensity exercise, but fat loss through HIIT
is aided by the after burn and hormonal responses. For
instance, higher levels of human growth hormone –
which promotes fat burning – are present due to higher
intensity work for your large muscle groups.
Recent research by Dr. Jinger Gottschall and
Pennsylvania State University highlights how HIIT
can get you fitter, faster while you spend no extra time
working out. This research tested 84 fit adult exercisers
split into two groups. Both groups engaged in five hours
of quality, professionally-designed exercise per week. The
point of difference was that one group substituted an
hour of cardio for two 30 minute HIIT sessions. After six
weeks all participants recorded increases in cardiovascular
fitness and strength while decreasing triglycerides,
decreasing body fat and reducing waist circumference.
Those who did the HIIT workouts enjoyed these benefits
at more than twice the rate across all measures.
The fact that HIIT workouts are quicker and offer better
results than other forms of exercise can only fuel the
attractiveness of the HIIT trend. The workouts are hard,
they’re not for everybody, and they’re not for every day.
But given their increasing popularity, adding a HIIT
offering is something that every club should consider.
Les Mills is the world’s largest provider of group fitness
and team training programs, including the popular
LES MILLS GRIT™, a series of high-intensity interval
training workouts. For more information, visit www.
lesmills.com.
LES MIL LS GRIT
IS THE HI I T
HIIT IS HOT
HIIT is a hit because it works. Athletes
know it, science proves it – and every
day thousands of exercisers are living
it. Keep members walking in the door by
giving them what they want: results, fast.
1.844.LES.MILLS
i n fo.usa@l esm i l l s.c om
BODY COMPOSITION
ANALYSIS
&
The fundamentals of good health begin with proper diet paired
with a quality exercise program, both aiding in the management
of lean body mass and body fat. The amount of lean body mass
an individual has plays a significant role in every essential bodily
function, including - but not limited to - the direct moderating of
body metabolism and energy expenditure, maintaining of a bloodglucose balance, managing the risk of developing insulin resistance
and or metabolic syndrome, increasing functional strength and
fitness, and monitoring disease and mortality. To further emphasize
the importance of body composition, maintaining and developing
one’s lean body mass (the protein-rich compartment of the body)
is integral in sustaining optimal health throughout an individual’s
lifespan. For this reason, it is essential to monitor the amount of lean
body mass and fat mass an individual has in order to create a more
accurate picture of an individual’s health.
As with many things, there are countless methods and tools
available to assess an individual’s body composition. The variety of
methods available can be both daunting and promising. On one
hand, the variety gives us options; on the other hand, too many
options can make it difficult to determine what we actually need.
So, how do we decide? When determining the appropriate body
composition method, it is important to keep a few key things in
mind: what the setting this device will be used in, who the clientele
being measured are, what their needs are, if the method is quick
and convenient related to the setting it will be used in, and most
importantly, the details that body composition method is able to
provide. For example, some conventional methods used in a gym
setting include waist measurements and skinfold calipers; however,
many find these methods to be limited in their ability to provide
detail of the body composition of their clients, particularly those
outside the normal parameters of good health. This suggests the
need to explore other body composition methods, methods that are
able to provide a detailed and accurate assessment of an individual’s
body composition that will allow trainers to design gym regimens
tailored to the individual client.
There has been a growing interest in body composition methods
such as Bioelectrical Impedance Analysis (BIA) because of its ability
to provide trainers and clients with the amount of lean body mass
and fat mass one has in a quick and convenient manner. Just like the
variety of body composition methods, there are many different BIA
devices available: some handheld, some resembling a weight scale,
some that measure standing up, and some that measure laying down.
The real difference between the BIA devices is in the technology.
BIA devices with advanced technology are able to provide a full
body analysis through a detailed breakdown of individual’s body
composition, providing information you didn’t even realize you
needed until it was provided. Therefore, it is the accurate wholebody measurement method recent BIA technology is able to provide
that can allow trainers and gym members to design tailored workout
routines to maximize results.
TECH
Body Composition: The New Weight Scale
Advances in BIA technology allow for a convenient and accurate
analysis of the individual, providing a deeper insight into his or hers
overall body composition. For individuals at the start of their health
improvement journey, understanding the distribution of lean body
mass and body fat they have is critical. Accurate body composition
assessment allows for a baseline to be established, changes to be
monitored, current state of health to be identified, and people to
be educated on the health risks of their current body composition.
Then, working closely with their athletic trainers, individuals begin
to design tailored diet and gym routines for their individual body
compositions. With advanced BIA technology, trainers can help
provide personalized training and track the progress of their clients
as their clients work to achieve their own fitness goals.
When equipped with individualized body
composition measures, trainers can:
•
•
•
•
•
Identify and explain the difference between healthy leanness
and unhealthy thinness
Develop comprehensive physical fitness profiles for clients
Provide baseline data for nutrition counseling and obesity
treatment
Monitor changes due to exercise, growth, maturation, and
aging
Maximize performance and training of clients
Advances in BIA technology provide the necessary tools to
accurately track body composition, benefiting both the individual
clients and the trainers. Trainers are able to use the information
to monitor health and track changes, providing a more robust
analysis of the individual to allow trainers to design tailored diet and
workout routines for each individual client. These bonus services
and training programs provided by trainers add value to the current
services offered and increase the likelihood of successful programs.
Given the additional value provided to clients, trainers, and facilities
through the use of body composition assessment, an accurate
measurement device will support the growth and success of clubs
and their training programs.
For more information, contact us at [email protected]
27
Official
Powerhouse
Licensed Apparel
For more information or to order PHG Licensed Apparel:
www.PowerhouseGym.com and click on Gear!
[email protected]
Products and styles may vary without notice.
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www.listen360.com/powerhouse
TECH
Promoting Online
Joining
By Carole Oat - Twin Oaks Software
Are you & your website ready for Online Joining? Internet
technology has evolved tremendously and successful clubs are
implementing sales strategies to send people to their website
and engage prospects and members throughout the buying
cycle. Utilize this knowledge and extend beyond traditional
means, with an easy link for non-members, former members,
and prospects to easily join right from your website.
Industry stats increase each year, now showing that many
clubs, are doing 15-20% of their new memberships Online.
By using their website as a business platform, all visitors
can connect, learn, and perhaps purchase in ways not even
imaginable a few years ago. Clubs need to see this as a
sales tool and realize there’s a promise of significant sales
productivity and revenue gains.
Start by talking with your Club Management Software
provider. They should be able to set up the functionality,
the integration, and provide the components to put Online
joining in place, linked from the club website, and integrated
directly into the club management software. The recurring
cost should be minimal, and will need to allow for an
ecommerce account for credit cards to be accepted.
Then create engaging presentation visuals on your website.
Have simple examples of the membership plans, keeping it to
three options or less. A virtual tour, member testimonials,
and easy to understand membership rates will help in decision
making for prospects.
30
Next, promote this easy to use capability. All marketing
sources, Direct mail, billboards, ad’s, posters, should include
the website and mention the ability to Join Online. Even
promotional flyers and pieces used for local community
events should include language to prompt action. There’s no
confrontation, no dealing with a sales rep, prospects can do it
all Online and then, come in and pick up their membership
card and get started on their way.
When a prospect joins a confirmation message is given on
the screen welcoming them and they should also receive a
follow up email. Make sure that the Online Joining program
also allows the member to see and print their real contract,
with their information filled it. This is very important as it
serves as their official, legal agreement and their receipt of
membership.
The program should generate reports of # of visitors to the
site, who & how many joined, what type of membership was
purchased, monetary increase to the monthly dues line, and
track the marketing source. This allows managers to see the
effectiveness of promotional campaigns.
Online Joining allows staff to focus more on members in
house and the guests they tour versus on the immediate close,
they can even say to the prospect, think about it, go home and
Join Online, you’ll find the same rates there. This eliminates
haggling and negotiating. It allows club staff to be honest and
consistent along with being very upfront about fees.
Ironically, most clubs, find that when they promote their
website it leads to other Online sales as well. Items such
as towel service, childcare, lockers, tanning, or activity
registration. Refer a friend or add on a family member now
and save $5 a month as long as they stay a member, a month
free, a personal training session, the possibilities are endless.
Even sell Gift cards.
Costs
Expect to pay a reasonable set up fee to cover initial contract
customization, $100-300. And approximately 2.5% for credit
card merchant fees. The return on investment is great and
easily offsets the upfront and recurring monthly hosting fee.
Today’s smarter and far better informed prospects demand
more of clubs and facilities. The ability to join Online is just
the first step in a collaborative and repeatable sales process.
The result: dramatic improvements in revenue generation and
better retention as members become more involved in their
facility. The big question is not why should a club offer Online joining, but why not?
Carole Oat
National Sales Manager
Twin Oaks Software
860-829-6000
[email protected]
New Products. New Look. New Nutrex!
Your Drive. Our FUEL.
Nutrex.com
MARKETING
Don’t Let Your
Club Become Extinct
By: David Vail
Marketing Consultant
A ton of new health clubs open each year. Unfortunately,
there are also tons of clubs that close each year. The
competition in the industry continues to get stiffer, so how
can you avoid attending a funeral for your club in the near
future?
There are many factors in the success or failure of a club, but
one major factor for those that succeed is having the right
marketing. You can have the best gym, equipment, price
points and amenities, but if people do not know what you
have to offer your memberships will not grow to their full
potential.
32
What are you doing to ensure you are maximizing your
growth potential? Have you set up a marketing plan or
budgeted funds, or are you flying by the seat of your pants on a
month-by-month basis? If you are like many, you are probably
thinking, “we are too small and don’t have the money to
market on a regular basis”, or even worse, “we don’t market at
all”. With the increased competitive landscape in the fitness
industry, this mindset is one that will lead to extinction. It is
imperative that your club makes the right impression within
your target market. About 85% of people are not members of
a gym, so there is a huge market out there, ripe for the picking.
Your goal should be for Powerhouse Gym to be the first gym
that comes to their mind when they think of fitness.
You ask, “How do I make sure that Powerhouse Gym is the
first gym they think of?” No matter how large or small your
club is a marketing plan and marketing budget is a necessity.
If you fail to plan, you plan to fail. When you are developing
your marketing plan it is important not to put all your eggs
in one basket. The most successful clubs we work with spread
their budget through different channels and throughout the
year. By increasing the frequency and avenues in which you
reach potential members, you increase the stickiness of your
brand and stay top of mind.
At any given time, you should have 7+ marketing tools
going to drive in new members. Direct mail is the core of the
best campaigns and still by far the best way to drive in new
members. Other avenues you should be utilizing to get to the
7+ number include: Referral program, guest passes, website,
active social media pages, email marketing, former member
campaign, lead boxes and text messaging (amongst others).
Lucky for you, Muscle Up Marketing offers ALL of these
things and is here to help get your club back on track.
We work with over 500 clubs across the United States whose
budgets range from $500 a month to $50,000 a month. Our
specialty is maximizing the bang for your marketing buck.
No matter what size budget you have to work with, we can
customize something specifically for you to help you get a
strong ROI and the results you want. You don’t have to spend
$50,000 a month in marketing to be successful. However, you
do have to have a proven plan of attack. Don’t let your club
become extinct – give us a call today and let us help formulate
a strong marketing plan for you.
David Vail is a Marketing Consultant at Muscle Up
Marketing, specializing in lead generation for health clubs.
He can be contacted at 800-516-4480 or at
[email protected]
KNOCK OUT
THE COMPETITION
Your One Stop Shop For All Your Club’s Marketing Needs!
Door Hangers
Lead Boxes
Plastic Gift Cards
T-Shirts
Drawstring Bags
Water Bottles
•
•
•
•
•
•
Key Tags
Posters
Landing Pages
Call Tracking
Brand Development
And Much More!
800.516.4480
www.muscleupmarketing.com
MA
RK
UP
SCLE
G
•
•
•
•
•
•
E TI
N
Direct Mail Postcards
Email Marketing
Social Media Management
Text Messaging
Guest Passes
Take Ones
MU
•
•
•
•
•
•
LESS Hassle.
More members.
Tm
EQUIPMENT
Mounting Scientific Evidence Supports
Role of Power Plate®
Whole Body Vibration
in Lowering Blood Pressure
At least six independent studies published within the past 10 years
have documented the link between whole body vibration and
lowered blood pressure. The most recent, published by Florida State
University researchers in the European Journal of Applied Physiology, involved stroke survivors with paralyzed lower limbs using
Power Plate® advanced whole body vibration equipment. Although
paralysis prohibited the study subjects from doing anything more
than a standard squat on the Power Plate®, they still received the
benefit of lower blood pressure.
“This latest study dramatically reinforces what researchers have
believed for a decade,” says John Jaquish, Ph.D., chief science and
technology officer for Performance Health Systems, maker of Power
Plate. “Whole body vibration has blood pressure lowering benefits
that transcend those of conventional exercise.
“Cardiovascular exercise strengthens the heart, allowing it to pump
more blood through the arteries. But that’s only a partial solution,”
Jaquish asserts. “The true culprit in hypertension, and increased
risk of heart attack and stroke, is atherosclerosis (hardening of the
arteries). And conventional exercise has never been shown to affect
arterial stiffness to a significant degree.”
34
Whole body vibration, conversely, has been demonstrated to reduce
hardening of the arteries in study after study, among populations
ranging from men in their mid-twenties to postmenopausal women.
And in each study, the subjects’ blood pressure was lowered significantly.
High blood pressure, or hypertension, afflicts 68 million Americans
age 18 and older, nearly 30 percent of the population. By age 60,
that percentage increases to 65 percent. Hypertension is a direct
consequence of atherosclerosis, and the primary risk factor for heart
attack and stroke, the two leading causes of death in the developed
world. As arteries lose their flexibility, they do not move as they
should to accommodate blood flow. This raises blood pressure and
makes the heart work harder, increasing the likelihood an individual
will have a life-threatening cardiac incident.
Until a decade ago, most research revolved around pharmaceutical
interventions for decreasing stiffness of arteries and lowering blood
pressure. In 2005, however, researchers in Japan found that reflexive
muscular engagement through whole body vibration exercise significantly increased blood flow and oxygenation. Three years later, a different group of Japanese researchers found using Power Plate® acutely
decreased arterial stiffness among males in their mid-twenties. And
in 2011, Arturo Figueroa, M.D., Ph.D., an associate professor at
Florida State University, showed a decrease in arterial stiffness in
young obese/overweight females using Power Plate®, a group that
differed from previous study groups in that they are often not able to
engage in conventional exercise. Dr. Figueroa demonstrated similar
results among postmenopausal women in a study published earlier
this year in the Journal of Human Hypertension.
Long recognized as the world leader in whole body vibration
platforms, Power Plate® uses a patented tri-planar vibrating motion
to maximize reflexive muscle engagement and increase safety. The
vibrating Power Plate® platform triggers 30 to 50 reflexive muscle
contractions per second throughout the user’s body. As the body
works to regain stability, multiple muscle fibers become engaged in
any single movement, significantly amplifying the effectiveness of
any movement performed on the plate. A body’s natural response to
vibration and destabilization has been scientifically linked not only
to lowered blood pressure, but also improved circulation, enhanced
flexibility, pain reduction and balance. Research also shows whole
body vibration stimulates the body’s natural production of the regenerative growth hormone that maintains tissue repair, muscle growth,
energy and metabolism throughout life.
For additional information, visit powerplate.com.
COLLECTIONS
Compliance Standards and How They Effect The
Health & Fitness Industry By Bill Jackson - First Credit Services
What does it really mean to be “COMPLIANT” within the
collection industry, and why it really matters to YOU as the
original credit grantor to your members? It is very easy for
any company to claim that they do things in a thoroughly
compliant manner, or claim to be doing things the “right”
way. But, when it comes down to comparing the top collection
agencies to the ones who are secretly cutting corners, you will
always find a very W I D E gap.
Every health & fitness business operator should prepare a list
of questions, and simply demand real concrete answers and
evidence supporting an agency’s claims. Later in this White
Paper, I will supply you with the most important questions to
ask a prospective collection agency partner, and believe it or
not, the last question you should be worrying about is “How
much do you charge”. You always get what you pay for! And,
the whole purpose of this White Paper is to introduce you to
what pitfalls to watch out for and how one small mistake can
ultimately cost you dearly.
36
CFPB and FCRA
Believe it or not you are ultimately responsible for the actions
(good or bad) taken by all of your suppliers
(especially your partners that are in touch
with your membership base). According
to the FCRA, if your collection partner is
not delivering a federally compliant and secure business process
you (the original credit grantor) can be held responsible and
possibly fined.
Your Agency should be registered with the CFPB and have
an ACTION PLAN in place to quickly respond to EVERY
SINGLE consumer request that is made. Even one failure to
respond in a timely manner can ultimately lead to a logged
complaint with the CFPB and open you and all of your
suppliers up to an investigation. Trust me… you don’t want
that to happen! So, it is imperative that your agency has a fully
audited and documented CFPB ACTION PLAN in place,
along with a Compliance Staff 100% dedicated to monitoring
and responding to all Consumer Requests and Complaints.
Data Security
The way your collection partner manages and protects
consumer financial data is one of the most common breaches
in the collection world today.
Think back to last year, when
one of the largest creditors in
the United States, (A Major
US Retailer) was dealing with
a horrific data-breach which
affected millions of consumers
across the nation (including literally tens of thousands of
gym members). I am sure this Fortune 500 Company possesses
a very stringent system to protect consumer data, but even that
failed. Just think about how open a small collection agency
must be to data breaches if they are not even close to building
a secure infrastructure. The best way for a collection agency
to PROVE they are worthy of protecting your members’ data
is to only partner with an agency who maintains a PCI-DSS
Level 1 Compliance Certificate. PCI Compliant agencies go
through a vigorous audit performed by an outside auditing
firm who reviews a company’s overall infrastructure including
Technology, Training, Background Checks, Documentation
of Strict Processes, and an agency’s overall ability to protect
consumer financial data. PCI-DSS Level 1 Compliance is an
absolute must if you are sharing member data with a partner
and allowing them to process member payments.
So many people are involved in the collection process from
sales, operations, client services, technology, and if one pillar
of this process breaks, consumer data can and will leak. Again,
it is also your responsibility if your partner makes a mistake…,
so make sure you have your agency sign a “MUTUAL
INDEMNIFICATION CLAUSE” within your contract
which adds some protection for you.
TCPA
TCPA - The Telephone Consumer Protection Act is one of the
largest obstacles facing the collection industry today (That’s
if the agency does not have an effective process in place to
manage extremely high volumes of outbound calls). Did you
know that it is against the law to contact a consumer’s cell
phone by using an automated dialing system “robo-dialer”? This is no joke!
TCPA Compliance is a hot topic and
Class Action Lawsuits are popping up
all over the place. Just one error by your
partner can lead to a very large fine.
come up with a new plan when selecting a partner who will
have access to your most trusted commodity…, your members!
The difficult part when it comes to the Health & Fitness
Industry is that approximately 85% of all phone numbers
that members give are Cell Phones. This is a simple math
equation: If the agency you decide to partner with does not
have adequate staff to manually manage a high call volume,
it is safe to assume that your members won’t be called very
often, which will ultimately hurt the collection effort and
your bottom-line. It takes hundreds of skilled representatives
to do an effective job of calling.
#1. How do you protect Consumer Financial Data?
Good Answer: We are PCI-DSS Level 1 Compliant, and I will
send you a copy of our Certificate from our outside Auditing
Firm to prove it. Plus, we have fully documented CFPB and
Data Security Policies in place to protect you. We will supply
you with copies to substantiate our claims.
Your agency is acting as a service provider for your brand and
your agency must take every precaution to protect you and
your future success.
All of these Federal Regulatory Agencies have built standards
that they feel will protect consumers and provide a better
and more open way of conducting business. These standards
will continue to evolve in a way that will further protect
consumers and the way they are treated. Strict processes are
in place to deliver substantial fines to the businesses that fail
to follow the right path. Again, don’t be fooled by an agency
that “CLAIMS” to be compliant. Look for facts and backup documentation to paint a very clear picture of how they
conduct their business and protect you and your brand.
National Licensing
Only work with an agency that is registered in all 50 states
and legally licensed in every state where required. There are
approximately 40 different jurisdictions within the United
States that require a Collection Agency License and/or Bond.
Your agency may be licensed in your state, but we live in a
time when people pick up and move out-of-state regularly.
So, you must go one step further by making sure the agency is
licensed nationally. This is not an easy task for a new agency
to achieve, but you won’t have too much control over their
ability to collect effectively if they can’t even communicate
with your members.
The above items are just a few extremely important examples
of what an agency must have in place in order to remain
compliant and ultimately protect you from a compliance
breach. Whether it is CFPB, National Licensing or Data
Security, it is time to change the way you review partners and
Here are the questions you should ask going forward, and the
type of response you should receive from a reputable business
partner.
Bad Answers: I developed policies and standards at my previous
company, and I plan to put these same processes in place here.
Or…, don’t worry about those standards they have no impact
on you.
#2. Are you licensed to collect nationally?
Good Answer: yes, we have been in business for over 20
years and we have maintained our licenses and bonds in each
jurisdiction for a very ling time. I have enclosed a copy of every
single state license and Bond Number for your review.
Bad Answer: We are licensed in your state, and we continue to
apply for licenses in other states around the country. But, we
are only licensed to collect in 35 States. (Note: Demand Proof)
#3. How do you manage the Cell Phone Calling Process?
Good Answer: We have a process in place that has been audited
by our Collection Attorney to be fully compliant with all
TCPA statutes. We employ close to 300 Representatives who
MANUALLY DIAL all cell phones (the key here is “manually
dial”) as it is illegal to place any cell phones on an automated
dialer. We also run a nightly scrub against the federal “Do not
Call List” to ensure all phone numbers that we place on our
dialer are landline phones only. I will supply you with our fully
audited TCPA Compliant Cell Phone Process Documentation
for your review.
Bad Answer: We have not had any issues with Cell Phone
calling. We place accounts on a dialer. Note: A good followup question to this is how many representatives do you have
calling on your behalf? Because dialing manually takes an
immense amount of manpower. You will want to know your
accounts are being called more than just a few times before
going dormant.
37
GYMUPKEEP
A Clean Gym Is a Profitable Gym
Don’t Be Penny Wise and Pound Foolish
By Staff
As we know, members can be very picky and it is hard to make everyone happy all the time. One item always on the Top 10 things members
have issues about is broken equipment. Preventative maintenance is the key to keeping your gym’s equipment from breaking down. You will
find with a regular schedule of simple tasks to perform that you might end up saving thousands of dollars a year in equipment repair costs!
Where Do I Start?
Think of it as your personal training department. Your members
can train seven days a week, but if they are not maintaining a healthy
lifestyle outside the gym, they will not achieve the desired results.
And just because someone may be toned and tanned does not
necessarily mean the “insides” are in great shape.
The first thing to do is to create a journal that lists all pieces of
equipment in your gym. Make notes of not only issues that come up
for repair, but also track your performed maintenance -- changed
plug, took off and cleaned belt on treadmill, etc. The majority of
preventative maintenance can be done by a member of your staff
who you select and have trained. Start with a call to your Preferred
Vendor representative(s) who handles your account.
This is important when training your cleaning staff. Detail to
equipment cleaning must be taught just as certain training must be
done with your sales staff.
Treadmills
As the saying goes, we have saved the best for last. Treadmills remain
the most popular – and expensive – pieces of equipment, according
to stats from Powerhouse Gym locations. This is perhaps the area of
your gym that needs the most attention throughout your hours of
operation and afterwards.
It’s one thing to have an “Out of Order” sign on your hack-squat
but you’re going to get a lot of questions and complaints if your
treadmills aren’t working. It is also a very big turn-off to prospective
members touring your gym to see “Out of Order” signs on your
treadmills.
Be sure to always completely vacuum the machines to remove all
dust and dirt; once they make their way deep into the moving parts
and become layered in, it might require taking the entire machine
apart to clean out those parts. This is especially the case when
dealing with cardio units. Dust and dirt easily make their way
behind the moving belts on treadmills and also into the electronics
of the unit. This is a recipe for “Out Of Order” cardio signs.
There are many areas of daily cleaning important for treadmills. Be
sure to brush off the belts and both vacuum and wipe down all the
surrounding areas around the belt. Raise the treadmill as high as
it will go to vacuum underneath, as this is a favorite place for dust
and dirt to accumulate. Your treadmills have more electrical parts
and wires than any other piece of equipment so be sure to follow the
manufacturer’s recommendations.
Ellipticals and Steppers
These should be wiped down multiple times per day and vacuumed
at least once each day. Miss no part including electronic displays,
moving arms and legs, and handrails. Areas where handles are
located should also be checked for cracks.
Using the soft brush attachment on your vacuum is the safest way to
vacuum the treadmills to make sure you can loosen dirt but also not
bang up delicate electrical parts.
Keep It Clean
Not only do your members like a clean gym, but your checkbook
will be thankful as well. Most people are surprised to learn that a
simple thing like wiping off the dust from your equipment will help
prevent more serious damage down the road.
38
Pin-loaded and Plate-loaded Equipment
Just because these timeless gym favorites seem to look and function
much the same as they did years ago, don’t be so quick to assume that
is the case. These units are in need of regular upkeep just as much as
your cardio units. Be sure to keep all moving arms and cables well
lubricated as some cleaning agents can dry these out. These units
need multiple daily wipe-downs and a good end-of-the-day thorough
cleaning not only to ensure a clean and healthy workout for your
members, but a long and healthy life for the units. Be sure to have
the upholstered areas checked for stability each time they are wiped
down to make sure nothing is loose or coming loose.
Bikes
With upright, recumbent and spinning bikes, make sure your
cleaning staff checks the basics each time as they wipe them down
to clean off sweat and dirt. It’s amazing how peddles and seats can
be fine one minute and loose the next. If you hear a squeak or a
clanking noise, check it out immediately!
Owner and Manager Follow Up
Be sure that you schedule a quarterly review of all your equipment.
This should include: checking seats, backrests, cables and moving
arms on your plate-loaded and pin-stacked machines; seats and
peddles on bikes; all moving arms and legs on ellipticals; and the
tread on the belts on treadmills. Also run a complete check on all
electronic parts to machines including but not limited to: calorie
counters, distance tracking, channel changer, volume control, and
USB ports.
This is also a great time to check all the fabric for small cracks
that can soon turn into larger tears. Do not cut corners by using a
low-budget cleaning solution when cleaning upholstery. This may
save you a couple pennies now, but it just may end up costing you
thousands in new upholstery much sooner than you should need it.
Deploy geo-targeted email marketing campaigns
to Lamark Media’s proprietary, opt-in database
comprised of over 100 million active online
consumers. Franchisees will be able to select
from a number of corporate approved, high
quality email marketing ads and deliver to
consumers with interests and demographic filters
specifically relevant to Powerhouse Gyms, cross
referencing a tight geographical radius around
each participating gym location.
MONTHLY VISITS ON TOP SOCIAL NETWORKING SITES
Targeted digital programs designed to both grow
Social Media account following with quality,
interested and active local consumers who are
prime prospects for gym memberships with
Powerhouse, as well as drive trac to stores and
events. We have the ability to utilize geographic
and demographic filters to ensure our campaigns
reach the right prospects.
LESMILLS
Increase Member Referrals, Reduce Cancellations
and Improve Retention
By Erin Myers, Marketing Manager, Les Mills United States
Over fifteen million people joined a fitness facility last year
and nearly 86% percent of them canceled.
40
We know that growing membership and profit is about
providing people with what they want to get them through
your doors more often. We’re offering many great solutions
in our facilities, yet we still face the same retention and
acquisition issues.
So why do people exercise? Nielsen research shows us that
members exercise because it’s good for them, provides a pickme up, and helps them reach their fitness goals.
What opportunities are you providing for members to stay
motivated and get results? You may be thinking of your small
group and personal training programs, new cardio equipment,
or the investments you’ve made on the weight room floor. But
if you could engage more members for less and have them stay
longer, would you do it?
Understanding what drives people into your facility is
necessary in order to optimize resources and invest wisely.
Over 90% of exercisers prefer to workout in groups. And
research shows that great fitness classes are the number one
controllable factor for why people choose a gym, followed
by selection and maintenance of equipment. Members who
attend group fitness classes use their facility an average of 3
times per week compared to IHSRA’s figure of 1.9 visits per
week for the overall member population. We know that the
more a member visits, the less likely they are to cancel. This is
especially true for group exercise participants. They’re 26%
less likely to cancel than members who don’t participate in
group exercise programs.
Providing a quality, inspirational group exercise experience
improves retention and reduces cancellations. But is it effective
in increasing new members referrals? Over 84% of group
fitness attendees recommend their current facility to friends
and family. This figure jumps to 93% for members that take
LES MILLS group fitness programs. Compare this to the
average of 76% of all gym attendees and we’re on to something.
It’s not rocket science – when exercise is fun, affordable, and
delivers results, people want to be part of it. In fact, those that
are new to exercise, find group fitness activities almost twice
as popular as other equipment related options. Group fitness
provides solutions for everyone. But you need to nail the
programming!
Member engagement will flourish when the right group
fitness programs are available, your schedule is optimized and
inspiring instructors are leading your classes. Stay up to date
with industry trends, like high-intensity interval training,
and know what members want. Your optimal group schedule
will include a combination of strength training, mind and
body, martial arts and dance programming. It’s important
to note, however, that not all group fitness programming is
created equal. Quality programming, such as LES MILLS
BODYPUMP, builds strength and tone and pushes members
to their limit in every class – virtually ensuring results and
therefore, happy members.
A well executed group fitness offering will engage more
members more often, reduce cancellation rates and generate
more new member referrals. It is one of the best ways you can
ensure your business is setup for success for years to come.
COMPANY BIO:
Les Mills is the creator of 13 global group fitness and team
training programs for adults, including BODYPUMP®
(weights), BODYCOMBAT® (martial arts), RPM® (cycling)
and LES MILLS GRIT® Series (high intensity interval
training). Les Mills recently launched, BORN TO MOVE™,
a series of age appropriate classes designed to inspire a love
of movement in young people. Another new program is LES
MILLS™ Virtual, a video-based offering that enables facilities
to deliver group fitness workouts whenever there’s demand.
Les Mills offers an award-winning range of SMART TECH™
exercise equipment, including the SMARTBAR™ and
SMARTSTEP™. For more information,
2wwwvisit www.lesmills.com or call 844-LES-MILLS.
41
42
LESMILLS
43
LESMILLS
HIIT Results For Your Members and Your Business
By Les Mills Staff
So you’ve been hearing a lot about this HIIT thing… a few of your hard-core members do it and get amazing results. But it
sounds intimidating – High Intensity Interval Training. What is it? How does it lead to results for your members and your
business?
44
We know in order to stay relevant to our members; we have to keep our offerings current and engaging. Short, sharp workouts
that drive fast results are in. They appeal to the millennial market, those around 18 – 25, and those will a “millennial mindset.”
If you haven’t heard, millennials grab massive market share. According to AC Nelsen, they represent 50% of the world’s
population. And 81% of those age 18 – 34 want to exercise or already do. Only 61% of baby boomers fall in this category. And
guess what? They like challenging, short, effective workouts.
But who wouldn’t want to workout in half the time and get results twice as big?
There are many styles of HIIT programming and many ways to run it in your facility. However, programming, like LES MILLS
GRIT, provides a solution that’s right for your business and members.
WHAT IS HIIT?
Let’s break it down. HIIT involves short, intense bursts of exercise followed by periods of recovery. The basic recipe is to go as
hard as you can for a short period of time, rest, and then repeat.
This proven training method, particularly the use of the recoveries, allows you to keep reaching your maximum training zone
again and again, shocking your body each and every workout.
Research shows us that this type of training helps burn calories for hours after your workout*, but it also results in 9% more fat
loss,** and is overall 17% more effective than your standard aerobic or “steady state” training***. So what’s not to love?
The thing is, HIIT is well… intense! It’s best served on top of a base level of fitness and other moderate exercise to really get the
benefits.
References:
*20 minutes of HIIT leaves you burning fat for 9 hours after the workout. Laforgia J, Withers RT, Gore CJ. Effects of
exercise intensity and duration on the excess post-exercise oxygen consumption. Journal of Sports Sciences. 2006;24(12):1247-1264.
**HIIT is 9 times more effective for fat loss than steady state training. Tremblay A, Simoneau JA, Bouchard C. Impact
of exercise intensity on body fatness and skeletal muscle metabolism. Metabolism-Clinical and Experimental. 1994;43(7):814-818.
***HIIT is 17% more effective than steady state training. Schjerve IE, Tyldum GA, Tjonna AE, et al. Both aerobic
endurance and strength training programmes improve cardiovascular health in obese adults. Clinical science. 2008;115(9):283-293.
45
LESMILLS
ARE YOUR MEMBERS READY TO HIIT IT?
To answer that question – it’s important to know where your
members are in their fitness journey. They might fall into one
of roughly three categories:
1. Totally new to fitness
In this case, jumping head-first into HIIT is not the best
starting point. In order to get their bodies used to exercise
and their fitness up, we recommend 12 weeks of consistent,
moderate intensity exercise including strength, cardio and
core/flexibility training. Check out our Les Mills SMART
START guide for everything you need to know on building
your members journey to fitness. When they’re just starting
out, frequency is more important than intensity, so take it
slow and help them form habits that will stick. The more a
member comes through your door, the better results they’ll
have, and the more loyal they’ll be to your facility.
2. Intermediate exercisers
Once they have a base level of fitness the secret to ultimate
fitness and results is not in adding volume, but intensity. Now
is the perfect time to introduce HIIT to their existing exercise
schedule. Suggest replacing an hour a week of their normal
training routine with 1-2 HIIT sessions, and watch their
results soar! Check out the results of a group who did exactly
this when compared to a group who carried on their normal
training at lesmills.com/knowledge.
3. Experienced exercisers or athletes
46
The great thing about HIIT is that it pushes you to hit your
own maximum training zones every workout – there’s no
cruising. So even if you members are super fit, HIIT will still
give their fitness a serious edge. Check out the results an elite
womens’ soccer teams saw from adding just 2x HIIT sessions
a week to their pre-season training.
Are you ready to offer a HIIT solution to your members?
Provide safe, motivating, and results driven workouts. Stay
on top of industry trends and keep members coming through
your doors with programming solutions like LES MILLS
GRIT.
Contact us at 844-LES MILLS
or [email protected] to learn more.
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PHGCOMMUNITY
POWERHOUSE PHOTO OF SBEV FRANCIS, JUAN MOREL, STEVEN WEINBERGER, VICTOR MARTINEZ
Where Legends Are Built -‘East Coast Mecca’
Since 1986, “Bev’s Gym” has been one of the leading gyms
in the country for serious bodybuilders. At least three
former “Mr. Olympia” title holders train there. Magazines
and athletes alike say the facility is the East Coast go-to
bodybuilding gym, comparable to the widely heralded
national “Mecca of bodybuilding gyms,” Gold’s Gym in
Venice, California.
52
It’s something Bev knows well. A retired power lifter and
bodybuilder from Australia, married to bodybuilding
guru, power lifter and highly regarded contest judge Steve
Weinberger, Bev Francis was a successful competitive
bodybuilder and power lifter for many years, and was featured
in the movie Pumping Iron II: The Women.
From 1981 to the early 1990s, Francis was acknowledged as
“the strongest woman in the world,” having bench-pressed an
unheard-of 331 pounds, something no female had done.
“The appeal of Bev Francis’s Powerhouse Gym is that
bodybuilders can do serious training here because we have the
specialized equipment that most gyms can’t afford to carry,
or don’t have the need to carry,” Weinberger says, “We also
feature enough of a variety of equipment so that an athlete
never gets bored by having to work out on the same machine
or with a limited range of equipment.”
The national significance of the gym stands in sharp contrast
to its unassuming location—at the end of a nondescript
road off Robbins Lane, amidst a signage shop, an eyewear
distributor, an automotive repair shop, and assorted small
businesses. However, in the vast space it occupies, which has
been expanded over the years to its current 30,000 sq. ft., the
gym houses hundreds of machines and weights. Among the
equipment is a classic strength-training machine, an original
1972 Nautilus, the first single-joint rotary movement exercise
machine that made fitness equipment effective, safe and easyto- use, and essentially launched the health club movement in
the U.S.
“One of the things that distinguishes us from other gyms,”
says Francis, “is that we order equipment piece by piece, and
only after Steve and I test it out. We’re not just gym owners;
we train as well, so we understand how equipment should
‘feel.’ And we don’t order an array of equipment from a single
manufacturer just to get a discount or a better deal.”
World class bodybuilders and weight lifters train at Bev’s
Gym, among them, Weinberger notes, Phil Heath, a fivetime Mr. Olympia winner, Victor Martinez, a seven-time
Mr. Olympia, and—when he’s in town—Jay Cutler, who has
placed either first or second in ten Mr. Olympia competitions.
Kai Green, a two-time Arnold Classic winner and a 2nd and
3rd place winner in Mr. Olympia competitions, also trains at
Bev’s Gym.
But Weinberger is quick to point out that not everybody who
works out at the gym needs to be a world-class bodybuilder
or even into the sport at all. “Many of our clients are ordinary
people who want to stay fit—business people, retirees,
mothers, college students. There’s no ‘looking down’ on
anyone because they’re not into competitive bodybuilding or
weight lifting. If anyone, whether it’s a staff member or gym
member, shows disrespect toward another person, they’re
asked to leave.”
Adds Francis: “We create a welcoming atmosphere here.
Anyone interested in getting stronger and staying fit feels
comfortable. The serious bodybuilders don’t intimidate
‘regular’ people. On the contrary, they help give them
motivation. Many members like to train alongside the
professional athletes.”
Four-time Mr. Olympia Jay Cutler, who visits Bev Francis’s
Powerhouse Gym when he’s in town, says the gym meets the
needs of everyone, regardless of experience or goals. “The gym
floor is spacious and full of free weights and many machines
for working every body part from every angle. There are also
at least 70 pieces of cardio equipment.”
“Over the past decade, gyms have been springing up like
mushrooms,” observes Weinberger. “Some last, some don’t.
Bev’s Powerhouse Gym is entering its 28th year because
we keep a sharp focus on our goal to be a world-class gym
with the equipment, personnel and commitment to serious
training. This goes for a top athlete or a ‘regular’ person just
looking to stay fit and stay strong.”
This past year Bev Francis’s Powerhouse Gym was named;
“The #1 hardcore gym in the USA” by Flex Magazine, as well
as “Team MD’s top gym in America” by Muscle Development.
You can’t open a fitness magazine today and not see an image
featuring the gym. Almost every fitness publication gravitates
their photo shoots to that gym because it provides the perfect
atmosphere for intense imagery.
53
PROSHOP
Europa Sports Products:
Your Preferred
Powerhouse Gym Partner
With an integrated network of seven stocking
locations across the United States, we can
maintain an immense inventory to meet
shipping needs. Our national distribution
footprint allows us to develop multi-site
fulfillment solutions that deliver the hottest
products and brands to most customers in
one or two business days, using both standard
shipping and route delivery.
Working closely with Powerhouse, we can
create specials to be customized specifically
for owners. Plus, you can even check your
pricing program as well as product information
and news alerts online through a dedicated
Powerhouse Gym Portal.
54
Europa Sports is the leading distributor of sports
supplements, beverages and accessories to the sports
nutrition industry. As a Powerhouse Gym Preferred
Partner, we offer dedicated owner support to your
gym. Our Franchise Department knows how to
cater to the specialized needs of a Powerhouse Gym.
We provide the following:
•
•
•
•
•
•
SAMPLING SUPPORT
SPORTS NUTRITION TRENDS
EXTENSIVE INVENTORY
NEW PRODUCTS
STANDARD OPENING ORDER
DEDICATED ONLINE PORTAL
Other market-specialized services that can
boost your gym business include drink cooler
programs, cold pack nutrition bars (for those
hot months), web-fulfillment, and much more.
CONTACT YOUR EUROPA FRANCHISE
COORDINATOR OR SALES CONSULTANT
AT (800) 447-4795 FOR ADDITIONAL
INFORMATION ON HOW EUROPA CAN
HELP YOUR GYM SUCCEED.
COREY HANCOCK
SCAN for further
info and promotions
© 2012 Optimum Nutrition Inc.
NPC BODYBUILDER
USA (800) 705-5226
INTL (630) 236-0097
AMINOS
DELIVERED
YOUR WAY
Amino acids are the building blocks of muscle.
Regardless of how you train or what goal you’re chasing, all active adults need amino acids
for muscle maintenance and rebuilding. ON’s extensive product line features amino acid
supplements in a full range of forms. Essential Amino Energy mixes up effortlessly in water to
provide enhanced alertness, the full spectrum of essential amino acids plus beta-Alanine,
citrulline and arginine. When it isn’t practical to mix anything up, go with new Essential Amino
Energy Chewables. Convenient and amazingly fast-acting, each 3-piece serving delivers a
strong cup of coffee’s worth of energy to help you push past plateaus. For the preferred
2:1:1 ratio of Leucine to Isoleucine and Valine in stimulant-free capsules, BCAA 1000 Caps are
always ready for action. These and other amino acid products are available now from the
brand you trust for quality.
NEW!
These statements have not been evaluated by the FDA. These products are not intended to diagnose, treat, cure or prevent any disease.
Solutions Delivered.
Powerhouse Gyms now partners with Cintas to promote image,
safety and compliance. Benefit from national program pricing on
Clean Restroom, Safe Floor and First Aid and Safety programs.
For more information, contact the Cintas National Service Team: 1-800-795-7368
A M E R I C A’ S L E A D E R I N T H E S E R V I C E I N D U S T R Y
Clean Restroom Services | Safe Floor Services | First Aid & Safety
LIMITLESS TRAINING
The SYNRGY360 system adds an inviting, dynamic and
customizable small group training option to your gym.
SYNRGY360 training redefines the small group workout.
The groundbreaking fitness solution appeals to exercisers
of all abilities and offers unlimited options to improve
strength, endurance, balance and flexibility.
LEARN MoRE: lifefitness.com/synrgy
866-638-9301
©2013 Life Fitness a division of Brunswick Corporation. All rights reserved.
Life Fitness is a registered trademark of Brunswick Corporation. SYNRGY360
is a trademark of Brunswick Corporation. USC-045-13 (08.13)
POWERHOUSECONVENTION
FROM LEFT TO RIGHT: WILLIAM DABISH, MATT MIDYETT, VICTOR DABISH, EDDY MIDYETT, HENRY DABISH, JOHN SAGINETTI
2014 Powerhouse Gym Annual Convention
By: Jaime Hockin
60
was Arnold Classic Champion, Shawn Ray. Mr.
Ray was gracious enough to talk about Powerhouse
Gyms and the enormous impact it has been and still
is on the world of bodybuilding. Another amenity
for our owners were small group break off sessions
set up for owners to learn about new technology
for gym marketing. Digital and social media are
truly the future of advertising. We wanted to teach
our owners about all the tools that will keep them
up to date in this arena. There were also seminars
focused on building up personal training programs
which is another large profit builder for any gym.
Steven Todd, who runs multiple, successful training
programs in the company spoke to our owners about
Our Co-founder, William Dabish addressed boosting profits through personal training. Another
seminar that was key was Building up your pro
the owners with an inspiring speech about
Shops. Supplement sales can be the bread and butter
Powerhouse retaking the gym industry along with
to any gym owner. Powerhouse is very lucky to have
our CEO, Henry Dabish giving the state of the
such great relationships with all of our supplement
company address. The keynote speaker this year
The 2014 Powerhouse Owners Convention
in Las Vegas, Nevada, was once again a fantastic
reflection of the Powerhouse Company and all of its
owners, staff members, and supporters. The purpose
of the convention is to bring our owners together
in order to thank them for all of their hard work in
making the Powerhouse name such a gold standard
in the gym industry today. We like to thank our
owners by surrounding them with vendors who
offer the most cutting edge products for the fitness
industry today. Our owners are able to get first hand
access to these vendors such as Cellucor and Matrix,
to gain access to their latest products.
After all the business was attended to there
was a feast worthy of bodybuilders served and then
followed by a fantastic night out on the beautiful
Las Vegas Strip. Powerhouse could not be where
it is today without all of the hard work from our
tremendous owners. We thank you for always going
the distance.
GEORGE & GEORGE JR - PROSHOP OF THE YEAR
2014 POWERHOUSE GYM AWARD WINNERS
OUTSTANDING PRO SHOP
POWERHOUSE GYM TROY, MI
GEORGE SHAOUNI
POWERHOUSECONVENTION
vendors. They have been key in our gym profits.
Building up your pro shop is a huge factor in gym
revenues as well as keeping membership attrition
low. When your members get a great workout
followed up by great supplement selection and
information, they will remain loyal members.
JEFF WILLET - OUTSTANDING EXTERIOR
OUTSTANDING EXTERIOR 2014
POWERHOUSE GYM ADRIAN, MI
JEFF WILLET
OUTSTANDING INTERIOR
POWERHOUSE GYM OWOSSO, MI
ROBERTO LARRIVEY
COMEBACK GYM OF THE YEAR
POWERHOUSE GYM OF EAST LANSING, MI
TIM MUMFORD
ROBERTO LARRIVEY - OUTSTANDING INTERIOR
61
OUTSTANDING OVERALL BRANDING
POWERHOUSE GYM NEW HAVEN, CT
MONTANARI BROTHERS
GYM OF THE YEAR
POWERHOUSE GYM OF ALBERTVILLE, AL
JEFF BEAVER
TIM MUMFORD - COMEBACK GYM OF THE YEAR
2013OLYMPIAEXPO
ABOVE: THE 40 FOOT WIDE BANNERS HANGING OVER THE POWERHOUSE GYMS INTERNATIONAL BOOTH
The Powerhouse FX Challenge
By: Jamie Hockin - Powerhouse Gym Novi, MI
62
The 2014 Powerhouse FX Challenge at the Mr. Olympia
Expo, far exceeded all expectations. To say that it
was successful would be a gross understatement. The
Powerhouse Company set out to show the fitness world
that Powerhouse FX is a force to be reckoned with in the
functionally based training industry. Powerhouse FX is
“smart” functional training. It is a training style that is
based on quality of movement and not just the quantity
of the movement. We also set out to show that functional
training is for everyone. It is a necessity and not a luxury.
Powerhouse FX teaches its members how to truly use
every aspect of their body within exercise movements.
Powerhouse FX offers workouts for someone who needs
to lose 25 lbs. and suffers from lower back and knee pain,
as well as for the individual who is competing in the next
Ninja Warrior Games. This gym is as versatile a it gets.
This year our FX Challenge handed out $10,000 in cash
prizes. We held a competition on the expo floor that
drew one of the largest crowds in the convention center.
With 8 time Ms. Olympia Champion, Lenda Murray on
the megaphone and the signature colors of FX (red and
black) raining down from the ceiling, it was an awesome
spectacle. For two days we ran hundreds of competitors
through our course filled with weighted sleds, power
boxes, and kettlebells. We had competitors from all
walks. Middle aged gentlemen in loafers to division one
athlete all stars. Everyone gave it their all and had a great
time. The course left some humbled and turned others
into Powerhouse FX champions. Our third place finisher
was Kenneth Roesch with a time of 3 minutes flat. 2 nd
place was Darian Yahyavi with a time of 2 minutes and
45 seconds. The champion of the course was Michael
Cazayoux with a jaw dropping time of 2 minutes and
44 seconds. This finish was incredible, to say the least.
We had Darian holding strong with his 2:45 finish, the
crowd was electric when Michael Cazayoux stepped
into his starting position. He tore through the course
with amazing strength and agility and when he sprinted
through the finish line and 2:44 was announced the
huge crowd went nuts. The Powerhouse FX challenge
was heard throughout the 2 million square foot facility.
Our challenge drew all kinds of attention from vendors
as well as competitors and visitors. The exposure was
priceless. Michael Cazayoux walked away that day with
a huge cash prize but Powerhouse FX walked away with
the biggest trophy.
The attention that our challenge drew also caught the
eye of Rhino Crossfit. They came to watch our challenge
as well as put their competitors through our challenge.
Their competitors were not able to be leaders over on our
challenge. They just couldn’t hang. Powerhouse is now
merging business and marketing strategies with a great
name in fitness equipment; Rhino Crossfit. We are very
excited to see where this mutually beneficial relationship
will take us.
The Powerhouse FX challenge set out to show the world
of fitness just how versatile and intense an FX workout
can be. With a track set up for 7 functional training
stations we drew a crowd that could not even fit around
2013OLYMPIAEXPO
our track. There is a powerful market for this style of
gym. There is a reason why we had bystanders pouring
out of the crowd and asking to run our course. This
style of training speaks to people in a very powerful
way. It challenges them but it does it at their level. The
secret of training is making a goal that is challenging yet
attainable and that is what powerhouse FX has been able
to tap into. Powerhouse FX style workouts are able to
reach out and meet anyone right where they are in their
current fitness level. It speaks to everyone and challenges
everyone at an appropriate and individual level and that
is the key to a functional training gym. Powerhouse
gyms are very excited and encouraged by the interest
and momentum building behind Powerhouse FX. The
outpouring of interest that we are getting from those
that want to be FX members to those who want to be
FX owners has been extremely positive. The traditional
gym will always have its place and will remain relevant
but functional training is gaining in popularity every
year and when it is taught correctly it has endless
benefits for the members as well as the owners. We are
and will always be Powerhouse Gym but we are now
Powerhouse FX, the future of functional training.
63
20 COUNTRIES, 40 STATES, 300 LICENSEES
1.2 MILLION MEMBERS
1 GREAT NAME
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EST. 1975
COME AND SEE WHY WE ARE THE
MOST POWERFUL NAME IN FITNESS
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les mills - Powerhouse Gym

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