Exploring the Internet
tends—but the larger, internationally ubiquitous
platform on which it rests is the Internet.
Cirulli, an industry veteran, pioneer, and a former
president of IHRSA, has always operated close to the
cutting edge, and, not infrequently, has been known to
push the envelope. He and GHFC have won countless
awards, and, last year, Inc. magazine reported, “Cirulli
may have one of the four best fitness businesses in the
world.” He’d be the first to admit, however, that he’s
just begun to tap the possibilities of the Internet.
Turning members into ‘friends’
Joe Cirulli Debbie Lee
Like the new owner of an iPhone, contemplating the
endless apps already available, club operators, today,
followers—including 832 “friends” from among
can choose from among an impressive number and
its own membership—who access and comment
variety of online resources. They may use them them-
on health-related news and club activities. At www.
selves; integrate them into their operating systems;
youtube.com/user/GHFCadmin, the info and encour-
deploy them company-wide; or put a wealth of them
agement come in video form; one click, for instance,
at the disposal of members.
can connect users to a Cirulli speech or a peek inside a
Cirulli is committed to exploring the options, but in
boot camp. The microblogging platform Twitter allows
a methodical, prudent, and productive way. His initial
GHFC to communicate, in 400 characters or less,
investment in Zwurly was just $500, but, in its first six
whatever needs to be said; http://twitter.com/
months, the site has yielded rich rewards. One
ghfc has dispatched everything from an invitation to a
instructor hosts “Debbie Lee’s Workout Girls.” A sales
stretching seminar to a link to a national fitness-focused
associate, Karen Coley-Cannon, conducts “Karen’s
news story.
Krew” to keep her readers interested in fitness, and
As is the case with most clubs, GHFC’s main Web-
promote the purchase of personal-training sessions.
site, www.ghfc.com, has become a crucial way to
There’s also “Yoga Buddies,” an “Online Swim Club,”
interact with the world at large. “People turn to the
and an “I Heart Zumba” enthusiasts’ group.
Web to form opinions,” notes Russell. “They research
The online relationships that are formed, Cirulli
a business on the Internet before deciding to do busi-
says, help keep members interested, inspired, involved
ness with it.” Like the club’s other digital initiatives, its
in their workouts, and, as a result, enthusiastic about
Website has been developed incrementally. “If you
belonging to the club.
were to have looked at it in 2003 and then, again, in
GHFC also makes good and ever-increasing use of
2006, you wouldn’t have noticed much of a difference,”
the independent social-networking sites and services,
concedes Russell. That changed last year, though,
such as Facebook, YouTube, and Twitter, all of which
when GHFC invested $7,000 in a major upgrade.
are basically free. Its Facebook page, www.facebook.
Now, post-renovation, prospective clients can
com/gainesvillefit, has attracted a solid group of
access an inviting, informative, and persuasive guide
to GHFC’s flagship club and its two sister
facilities. Debbie Lee, the company’s director
of marketing, reports that, “A survey we con-
ducted revealed that at least 90% of our
potential customers reviewed the Website
before first visiting the club.” Current mem-
bers also make use of the site to check class
schedules, learn about special events, and
look at job-board listings. Thus far, however,
they can’t use it to book classes, pay their bills,
make purchases, or check their account bal-
ances—those are the sorts of very interactive
apps that may come in the future.
The site is currently receiving more than
12,000 unique hits per month.
“My goal is to constantly figure out
how we can make our site even better,”
Member magnet:
says Russell.
GHFC’s Internet café
56
Club Business International | OCTOBeR 2009 | www.ihrsa.org
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