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Sturgeon Valley
Athletic Club
St. Albert, Alberta
www.sva-club.com
Number of members: 2,000
Number of staff: 55 (mix
of full time, part time and
contractors)
Membership fees: single
adult annual prepaid $918;
couple annual prepaid
$1,555.20; student or senior
annual prepaid $864.00; silver
senior annual prepaid $453.00
Area: 22,000 sq. ft.
Equipment: cardio (47
In the Wellness Centre, spa robes One positive spin from the increased
pieces), weights, free weights,
and slippers were added to the exist- Boomer membership has been a sig-
two group exercise studios,
ing massage and esthetic services, nificant increase in ancillary revenues
and locker room products were up- from services like personal training
Pilates Reformer studio,
graded from generic brands to pro- and massage – amenities that this de-
physiotherapy clinic, three
fessional lines. On the gym floor, mographic values and can afford on a massage therapy rooms,
fitness staff and managers began long-term basis. This development was
two tanning rooms, esthetics
distributing cold face towels to club the catalyst leading to the recent con-
room, childcare facility,
members as they exercised on the version of the club’s virtual reality golf
cardio equipment. Now that’s ex- room to a Pilates reformer studio that
member lounge, Wellsystem
ceeding expectations! Employees drives even more training revenue.
aqua massage, registered
sport smart new uniforms, similar Today, three years later, unlike
dietitian.
to those found in upscale hospitality many of its peers in neighbouring
establishments. communities, SVAC has withstood the Programs: 48+ classes per
To communicate the internal public sector challenge by evolving,
week: Cycle Reebok, Circuit
changes to local residents, the club adapting and re-defining its place in
Training, Senior’s Lite & Low,
rolled out a marketing campaign with the market.
a refreshed corporate logo and new Overall, the experience has been a
Group Strength, Reebok
colours. New taglines included “Private significant and enduring journey for
Coreboard, Butt Burner, Kids
has its privileges”, “All the barbells and the company and management team. Mousercize, Bootcamps,
whistles”, “We roll out the red carpet”, Fortunately, a committed ownership,
Personal Training, Pilates
and “Perks that are off the scale”. strategic action, perseverance and
Reformer Personal Training,
The member lounge upgrades in- deep community roots have helped re-
creased the amount of time that mem- position SVAC as St. Albert’s premium
Yoga for Runners, Cardio
bers were spending in the area. This in health and fitness club. As one mem- Kickbox, Ballroom Dance,
turn significantly cemented member ber testifies, “SVAC is the best facility
Belly Dance and Mat Pilates.
relationships and reinforced the feel- and staff, bar none, in Canada. When
ing behind SVAC’s primary positioning it’s this good, there really is no place
statement, “It’s your club”. like home.” FBC
November/December 2009November/December 2009 Fitness Business Canada 43
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