| CBI Interview |
CBI: How has this continuity con- coming to us, then we’re going to have engage” to help them reach their
tributed to Club One’s success? to be more solutions-oriented and goal. That helps us with retention.
Jm:
innovation-focused, and we’re going
Having these behind-the-scenes
to have to leverage technology more
systems in place has really been the
effectively. At Club One, our approach
CBI: You mentioned the impor-
key to our growth and ability to scale. If
is to listen, customize, and engage,
tance of leveraging technology.
you’re going to be an organization that
which, for us, is a unique challenge,
How else do you do that?
can scale, and if you want to be a brand,
given that we’re serving three very
then you have to have operational con-
Jm: Well, for instance, we’ve created
different channels of business. So, it’s
sistency across units. It’s similar to what
a supporting suite of online programs
about listening to what your custom-
I did when I was at Noah’s Bagels and
for members called WellPower, which
ers say they’re looking for; customiz-
Jamba Juice. Both companies grew very
includes Habit Changer, Be Well,
ing programs for them; and finding
quickly: Noah’s, from 10 stores to 130
and Health Couplers. The first, Habit
engaging ways to hold on to them.
stores in three years, and Jamba, from
Changer, is a 42-day program to help
40 to 400 stores in five years.
people lose weight, reduce stress,
CBI: How does Club One go about
manage money, feed their families
more wisely, etc. There’s a daily
CBI:
attempting to achieve those goals?
What unique things have you
challenge, and users can receive
learned about the fitness industry Jm: Our underlying philosophy is predi-
text messages or e-mail reminders
since you joined Club One seven cated on our belief that the fitness and
to help them remain focused on their
years ago? wellness lifestyle is a 24/7 proposition—
goal. Be Well allows members to
find exercise programs online, and
to track their food intake and daily
“If, as an industry, we’re going to
activities to see how they work together.
reach out to the folks who aren’t
Health Couplers educates members
about such things as healthy behaviors,
coming to us, then we’re going to
chronic illnesses, safety issues for
have to be more solutions-oriented
children and seniors, etc.
We believe that employing innovation
and innovation-focused, and we’re and technology to meet our members’
going to have to leverage technology
needs is going to play a major role in
our future success.
more effectively.”
CBI: How have you managed
to grow, and how have you been
Jm: There are a lot of unique things it’s not one hour, three to five times a
able to manage growth, in
about this business that I love. First off, week. Also, you have to engage the
economically challenging times
it’s collegial, in that everyone involved mind to move the body. We’ve devel-
such as these?
in this business has a higher purpose— oped several innovative programs to
to help people embrace healthier life-
address these two critical issues.
Jm: Our portfolio strategy has enabled
styles. There’s a great willingness to
We begin with a computerized
us to continue to add new corporate-
share best practices and learn from one
questionnaire for every new member. fitness and community-center man-
another, which wasn’t necessarily true
This short survey allows us to get to agement accounts, and our balance
in the other sectors that I’ve worked in. know them better, and it also helps
sheet, which shows very little debt,
And it’s even more entrepreneurial than them better understand their own
has made it possible for us to get
the food business. I’ve also learned that motivations and goals. We ask them
along quite comfortably over the past
there’s one thing that we all need to to focus on one goal, specifically,
year. We began with a conservative
do a better job of—focusing on the and then, every 30-60 days, we follow
balance sheet and a commitment
80% of the population that’s not coming up and ask them to rate, on a scale
to never become highly leveraged.
into our clubs. of 1 to 10, “How satisfied are you at
We didn’t want to just build new sites
achieving your goal?” That’s a very left and right. Instead, we’ve grown
different question than, “How satisfied by partnering with corporate worksite
CBI: Could you elaborate on that
are you with the club?” In the case locations, groups in the community-
notion a bit?
of those who aren’t very satisfied center business, and developers
Jm: If, as an industry, we’re going with their progress, we reach out
who want us to build and manage
to reach out to the folks who aren’t to them and “listen, customize, and
their clubs.
32
Club Business International | DECEMBEr 2009 |
www.ihrsa.org
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92 |
Page 93 |
Page 94 |
Page 95 |
Page 96 |
Page 97 |
Page 98 |
Page 99 |
Page 100 |
Page 101 |
Page 102 |
Page 103 |
Page 104 |
Page 105 |
Page 106