» Facility Profile
Sturgeon Valley
Athletic Club –
It’s Your Club!
A committed ownership, strategic action, perseverance
and deep community roots have helped reposition SVAC
as St. Albert’s premium health and fitness club.
hen the local mu- Twelve months prior, strategic plan- course of action, it formulated a new vi-
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nicipality opened ning meetings had identified two op- sion and mission statement. The Club
its $42 million tions: The club could (a) stick to its then rolled out a new premium workout
multi-purpose rec- proven track record of offering quality environment with resounding success.
reation centre in customer service in a non-intimidating To attract a more discerning
September 2006, just down the street environment and hope to survive, or Boomer demographic, the facil-
from Sturgeon Valley Athletic Club (b) further differentiate and reposition ity’s under-performing Club Café
(SVAC), the private health club al- itself by enhancing services that ap- was converted into a plush member
ready knew that the local fitness pealed to families with young children lounge complete with complimentary
market – which it had dominated for and Baby Boomers/Empty Nesters. After Starbucks coffee, fresh fruit, snacks
10 years – had changed forever. quickly deciding to go with the latter and WiFi access.
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Fitness Business Canada

November/December 2009
November/December 2009
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