“in the 1984 North American championships] sug ested that I be the person to supply cardio and weight train- Since that successful first collaboration, Hamill has

my bodybuilding days [Hamill placed sing equipm nt for the set.”

An American publici t I knew from equipment for the set.”

econd in the 1984 North American championships] suggested that I be he person to supply card o and weight raining equipm nt for the set.”

r fitness level and then keeps him ole in all of Eastwo d’s projects.

Si played an important role in all of Eastwood’s projects. t played an important role in all of Eastwood’s project . t Several weeks before each of Eastwood’s movies at successful first collabo-

nce that successful first collaboration, Hamill has Several weeks before each of Eastwood’s movie starts

ar s

t tahe movie. “I don’t really train him the way I do other cli- Hamill, who entered the fitness business in junior high

Seents. We work out toge her, and I push him a a bnit.d” he a d Hamill often visit The mo H ian 1973, has long been impressed with Eastwood’s dedica- high in 1973,

a ion, Hamill has played n impor- top shape throughout nt rents. We work out together, and I push h tim a bit.” veral weeks before each of Eastwood’s starts s ooting, Hamill moves to

California to bolster the star’s fitness evel and the tthive lifestyl

l dedication and healthy appro ch to life. Beside his ac- fish, fre,sh greens, fruit and vitamins.

roughout the movie. “I don’t real- l lyots of fish, fresh greens, fruit and vita

We In a also equipped, and in some cases design fed, t gyms for a al bsio.” equipped, and in some cases designed, gyms for Eastwood’s six homes around th world. “He has a full ness in junior high in 1973, has long been mpressed with Eastwood’s dedi- tion and healthy approach to lif Besides his active lifesty e, Eastwood healthy diet comprise of lots of

woddition to equipping his film sets, Hamoilrl hashe latest equipment that fits his t Eastwood’s six homes around the world. b “oHe has a full Ha health club with 30 machines in each home,” explain health club with 30 machines in each home,” exp ains Hamill. “He realizes that there isn’ one C diclloarc line of c eaquipment, so he buys a variety of brands to t have the best of the best. He

rain him the way I do other clients. rk out together, and I push him

dy type,” says Hamill. mil , who entered the fitness busi-

Hamill. “He realizes that there isn’t one Cadillac line of equipment, so he buys a variety of brands to have the best of the best. He really likes Pre.cor’s elliptical machines, Star Trac and Precor cardio equipment, tbae Stride and

ally likes Precor’s ellipt hical ma-

fish, fresh greens, fruit and vitamins. addition to equipping his film s ts, Hamill has also quipped, and in some c Health Racquet & Sport

ecahisn aes, Star Trac and Precor cardio equipment, tbe Stride Eastwood enjoys being a part of the equipment buying

n stwood enjoys being a part of the equipment buying Health Racquet & Sportsclub Association (IHRSA) trade

way from drugs and alcohol.)

style, Eastwood eats a healthy diet comprised of lots of Eastwood eats

as long been impressed with Eastwood’s keeps him in t p shape

heal hy diet comprised of In addition to equipping his film sets, Hamill has

viemill, who entered the fitness business i In junior tion and healthy approach to life. Beside Ssp his active life-

nternational Health Racquet &

in the 1984 North American championships] suggested that I be the person to supply cardio and weight training

shoiotcing,h Hami l moves to California to bolster the star’s the movie. “I don’t really train him the way I do other cli-

shooting, Hamill moves o California to bolster the star’s S n fiten tess level and then keeps him in top shape throughout

in each home,” explains Hamill. “He realizes that there isn’t one Cadillac line of equipment, so he buys a vari- ety of brands to have the best of the best. He really likes Precor’s elliptical machines, Star Trac and Precor car- dio equipment, tbe Stride and Apex strength lines and Life Fitness bikes.” Eastwood enjoys being a part of he equipment buying decisions,

C

Marketing Your Message

BY DAVE WRIGHT

Marketing Your Message

BY DAVE WRIGHT

Tell stories to draw members to your door.

ortsclub Association (IHRSA) trade show in San Francisco together to eval- uate the new equipment innovations. ins. “Clint is 6’4”, so we’re always looking

Eastwood is a disciplined exerciser and a “normal down to earth guy” ac- ding t Hamill. “He’s definitely not he typi al Hollywood celebrity.” (It s been a challenge for some of the

Tell stories to draw members to your door.

onsumers all hate the direct sales pitch. We much prefer to make our own independent choices to purchase an item or service – or not. This applies to marketing too. We would rather read a story about an interesting aspect of a business than read an advertisement paid for by the business. The most effective marketing takes place when people not directly involved in running our businesses talk to radio stations, newspapers and television shows and talk positively about our clubs. Third party credibility speaks volumes.

We all have stories. We have members who have lost weight, who have just had babies and who are living with cancer. What we must do is present that information so that it reads as a story and is newsworthy.

s sihow in San Franc sco together to evaluate the new equip- ament the latest equipment that fits his body type,i” s says Hamill. the latest equipment that fits his body type,” says Hamill. Ea tso earth guy” according to Hamill. “He’s definitely not th down to e rth guy” according o Hamill. “He’ As definitely not the typical H llywood celebrity.” (It h s been a chal- lenge for some of the other stars Hamill has trained to keep the focus on exercise and healthy eating and away from drugs and alcohol.)

show in San Francisco together to evaluate c the new equip- x hment innovations. “Clint is 6’4”, so we’re al hways looking for

twood is a dis iplined exerciser and a “ snormal

ver the years, the pair has forged a close friendship. ct, Hamill hopes that Eastwood will visit him this summer to w rk out at his gym, Tsaww sen Athletic , and do some fishing once he returns from Africa ere he is curr ntly filming his latest movie.

Fighting the HST Fighting the HST

t Apex strength lines and Life Fitness bikes.” other stars he’s trained to keep the fo- and Apex strength lines and Life Fi ness bikecs.u”s on exercise and healthy eating and IEa decisions, and he and Hamill oft n visit T ahe International decisions, and he and Hamill often visit The International ases designed, gyms for Eastwo d’s omes around the world. “He ha full health club with 30 m chines

Over the y ars, the pair has forged

lub Association (IHR aSAl)o tsradee friendship. In fact, Hamill ope that Eastwood will visit him

typical Hollywood celebrity.” (It has been a hallenge for some of the other stars Hamill has trained to keep the fo- cus on exercise and healthy eating and away from drugs and alcohol.)

innovations. “Clint is 6’4”, so we’re alway tsh losokuing formmer to workout at his gym, Eastwood is a disciplined exerciser and a “normal down

Tsawwassen Athletic Club, and do ome fishing once he returns from frica where he is currently filming his latest movie.

Over the years, the pair has forged a close friendship. In O fact, Hamill hopes that Eastwood will visit him this sum- I Fighting the HSTn famer to work out at his gym, Tsawwassen Athletic Club,

nd do some fishing once he returns from Africa where he lub is curre tly film ng his latest movie.

Consumers all hate the direct sales pitch. We much prefer to make our own independent choices to purchase an item or service – or not. This applies to marketing too. We would rather read a story about an interesting aspect of a business than read an advertise- ment paid for by the business. The most effective marketing takes place when people not directly involved in running our businesses talk to radio stations, newspapers and television shows and talk positively about our clubs. Third party credibility speaks volumes. We all have stories. We have members who have lost weight, who have just had babies and who are living with cancer. What we must do is present that information so that it reads as a story and is newsworthy.

One simple way to create news is to support charities. Whether you sponsor a fun run for breast cancer, offer programs to fight childhood obesity or lead programs that help people quit smoking, tell the media about your endeavours. Even better, plan to send a press release every two weeks announcing the happen- ings at your club. Your business is a story, and th e more chapters you can tell the public (at no cost) the better. Let your potential clients understand who you are, what you stand for and, most importantly, how you can help them. Doing this will help you achieve the toughest business objective of all: getting potential members through your doors.

Alberta government scraps fitness tax incentive, health minister says no money

aLONDON, ON - David Patchell-Evans, in-coming chair of IHRSA, President C of the Canadian Fitness Professionals and Board member of Fitness Industry

wh Canada, waded in with the Minister of Finance on the issue of the newly pro- posed harmonized tax introduced by the Ontario Provincial government and

One simple way to create news is to support charities. Whether you sponsor a fun run for breast cancer, offer pro- grams to fight childhood obesity or lead programs that help people quit smoking, tell the media about your endeavours. Even better, plan to send a press release every two weeks an- nouncing the happenings at your club. Your business is a story, and th e more chapters you can tell the public (at no cost) the better. Let your potential clients un- derstand who you are, what you stand for and, most important- ly, how you can help them. Doing this will help you achieve the toughest business objective of all: getting potential members through your doors.

Alta. government scraps fitness tax incentive, health minister says no money

LONDON, ON - David Patchell-Evans, in-coming chair of IHRSA, president of the Canadian Fitness Profes- sionals and board member of Fitness Industry Canada, waded in with the minister of finance on the issue of the newly proposed harmonized tax introduced by the Ontario provincial government and supported by Federal Finance Minister Jim Flaherty. The Ontario government announced in its March 26, 2009 budget that it plans to harmonize the 8% Ontario retail sales tax (RST) with the 5% federal goods and services tax (GST) to form a 13% harmonized sales tax (HST), effective July 1, 2010. To date, a provincial tax has not been paid on fitness services. "This is a tax on the health and fitness of Canadians at a time when we can ill afford the health implica- tions of a challenged economy," said Patchell-Evans, who is also the founder and CEO of GoodLife Fitness. "What this tax means is that services such as memberships, personal training and massage will be taxed. I met with the Finance Minister of Ontario and had a discussion about possible alternatives. He promised to look into the situa- tion, at the same time without making any commitments. The foot is now in the door." This additional 8% tax burden flies in the face of an inactive and obese population. According to Statistics Canada, 65% of men

supported by Canadian Federal Finance Minister Jim Flaherty. The Ontario government announced in its March 26, 2009 budget that it plans to harmo- nize the 8% Ontario retail sales tax (RST) with the 5% federal goods and ser- vices tax (GST) to form a 13% harmonized sales tax (HST), effective July 1, 2010 (the "Implementation Date"). To date, a provincial tax has not been paid on fit- ness services.

"This is a tax on the health and fitness of Canadians at a time when we can

ill afford the health implications of a challenged economy." said David Patchell- Evans, who is also the founder and CEO of GoodLife Fitness. "What this tax means is that services such as memberships, personal training and massage will be taxed. I met with the Finance Minister of Ontario and had a discussion about possible alternatives. He has promised to look into the situation at the same time without making any commitments. The foot is now in the door." This additional 8% tax burden flies in the face of an inactive and obese pop-

(7.7 million) in Canada are overweight or obese and 53.4% of women (6.5 million) in Canada are overweight or obese. To tax health and fitness clubs is extremely short-sighted when there should be an unprecedented focus on prevention. The total direct costs of obesity, as reported by the Canadian Medical Association in 1997, are estimated to be over $1.8 billion or 2.4% of total health care expenses in Canada.

ulation. According to Statistics Canada 65% of men (7.7 million) in Canada are overweight or obese and 53.4% of women (6.5 million) in Canada are over- weight or obese. To tax health and fitness clubs is extremely short-sighted when there should

be an unprecedented focus on prevention. The total direct costs of obesity as reported by the Canadian Medical Association in 1997 are estimated to be over $1.8 billion or 2.4% of total health care expenses in Canada

CALGARY - Alberta Health Minister Ron Liepert says a tax break for people to get in shape has been eliminated due to the cost. A private members' bill, which would make Albertans eligible to claim up to $500 each for fitness expenses, was passed in the leg- islature last year, but scrapped in last month's provincial budget. Liepert said Sunday the credit was cut because there's not enough money to make it happen.

Alta. government scraps fitness

tax incentive, health minister says no moneySource: CP Apr 19 23:46

CALGARY - Alberta Health Minister

Ron Liepert says a tax break for people to get in shape has been eliminated due to the cost. A private members' bill, which

would make Albertans eligible to claim up to $500 each for fitness expenses, was passed in the legislature last year, but scrapped in last month's provincial budget. Liepert said Sunday the credit was

cut because there's not enough money to make it happen.

CP - Canadian Press

CALGARY - Alberta Health Minister Ron Liepert says a tax break for people to get in shape has been eliminated due to the cost. A private members' bill, which would make Albertans eligible to claim up to $500 each for fitness expenses, was passed in the legislature last year, but scrapped in last month's provincial budget.

Liepert said Sunday the credit was cut because there's not enough money to make it happen.

LONDON, ON - David Patchell-Evans, in-coming chair of IHRSA, president of the Canadian Fitness Professionals and board member of Fitness Industry Canada, waded in with the minister of finance on the issue of the newly proposed harmonized tax introduced by the Ontario provincial government and supported by Federal Finance Minister Jim Flaherty. The Ontario government announced in its March 26, 2009 budget that it plans to harmonize the 8% Ontario retail sales tax (RST) with the 5% federal goods and services tax (GST) to form a 13% harmonized sales tax (HST), effective July 1, 2010. To date, a provincial tax has not been paid on fitness services. "This is a tax on the health and fitness of Canadians at a time when we can ill afford the health implications of a challenged economy," said Patchell-Evans, who is also the founder and CEO of GoodLife Fitness. "What this tax means is that services such as memberships, personal training and massage will be taxed. I met with the Finance Minister of On- tario and had a discussion about possible alternatives. He promised to look into the situation, at the same time without making any commitments. The foot is now in the door." This additional 8% tax burden flies in the face of an inactive and obese population. According to Statistics Canada, 65% of men

(7.7 million) in Canada are overweight or obese and 53.4% of women (6.5 million) in Canada are overweight or obese. To tax health and fitness clubs is extremely short-sighted when there should be an unprecedented focus on prevention. The total

January/February 2009 Fitness Business Canada 11

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