The first annual IHRSA-CBI Club Photo Competition attracted entries
IHRSA-CBI CluB
from 57 club companies, representing 72 individual facilities. Many of
the contestants submitted photographs that, in a variety of ways, did
Photo
an excellent job of meeting the competition’s two principal criteria:
demonstrating photographic excellence and reflecting the soul of the
Competition:
club—what it’s all about.
Beyond the grand prize winner, the Greenwood Athletic and Tennis
The Runners-up
Club, the following club companies did the best job, in the judges’ opinion,
of communicating their unique story in a clear and compelling way. They
are: First Runner-up, the Fifth Avenue Club; Second Runner-up, Crunch
Fitness; and Third Runner-up, Retro Fitness. CBI congratulates them all
on their achievements.
International
Outreach
Fifth Avenue Club | Calgary, Alberta, Canada
FIRST
RunneR-uP
THE FIFTH AvENuE CLuB, a 15,000-square-foot fitness and squash
facility situated in an office building in modern downtown Calgary,
submitted three entries in the CBI photo competition, none of which
showed a single piece of workout equipment, group-exercise class,
club member, or staffer. And, no, it wasn’t a mistake. In fact, the club had
perfectly met the contest’s criteria.
Judges were looking for images that reflected general photographic excel-
lence and that provided a clear sense of what the club was all about, and
Fifth Avenue’s photos did just that—in a unique and dramatic way.
What, you might wonder, as you look at these photos shot in Belo, a
farming, cattle-raising, and subsistence-living community in Southwestern
Ethiopia, is Fifth Avenue all about?
“We’re in the business of helping others,” explains Darren Kanwis-
cher, the club’s owner and general manager, “and that extends beyond
our members.”
The business, which Kanwischer acquired in 1996, has a staff of 16, some
1,000 members, primarily office workers, annual revenues of $1.3 million,
and a well-defined moral philosophy. “Fifth Avenue Club is operated with
the highest of standards and guided by biblical values,” Kanwischer notes
54
Club Business International | MARCH 2010 | www.ihrsa.org
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