Making a Splash!
The club also boasts two outdoor wave simulators. The wet attractions, along with the fitness component, have proven quite effective in luring more and
younger members, attests Aquatics Manager Kevin Stone. “Our most popular workout, which we offer nearly a dozen times a week, is AquaLogix. It’s a total-body, strength-and-cardio regimen developed by AquaLogix, Inc., a California-based equipment provider. Participants make use of bells and fins that generate omnidirectional resistance; they can be adjusted to make workouts easier or harder. More than 35 people—from teens to NFL athletes—attend each class.” The program has proven so popular that WHAC has introduced a more challenging variation—Aqua-
Logix Strike. “This one’s a nod to mixed martial arts (MMA) and includes plenty of boxing and kickboxing moves,” describes Stone. “We’re still developing the program, but a dozen or so members are already participating regularly.” Classes that are physically challenging have attracted more young adults with the concerted help of the
club’s staff. “With new initiatives, we always do our homework first,” explains Stone. “We consult our membership,
“
out that aquatic exercise can really improve physiques and enhance athletic abilities.
ECLECTIC AQUATICS ” 38 Club Business Internat ional | SEPTEMBER 2010 |
via surveys, to find out what they want. We confer with other professionals to see what’s proven effective for them. And we meet regularly with other area aquatic organizations to remain current and up-to-date. “Then, once I, along with our general manager and group fitness leader, decide on a course of action, we launch a marketing campaign. We send out notices in our monthly e-newsletter, and we set up a display in the lobby to play videos, demonstrate equipment, and challenge passersby to try a class. In addition, we make sure that our staff undergoes training on a regular, ongoing basis. If our people are passionate, knowledgeable, and motivated— that keeps the clients coming back.” The professional, methodical process, employed
The word is getting
carefully, consistently, and conscientiously, pays off. “In the case of AquaLogix, for instance, our hard work was definitely rewarded,” reports Stone. “When we introduced the new classes, we saw changes almost immediately. Now we’ve got clients in their 20s and 30s, and we’ve got elite athletes, clamoring to get into the pool—they’re hooked! They love it!”
One of WHAC’s defining goals is to make its pool “a lifestyle destination”—a place that people want to return to, over and over again. It does so by offering a wide range of traditional and innovative choices: from swim lessons, to pool parties, to water-polo competitions. For those seeking a less adventuresome option, there’s swim instruction, either solo or group-based,
and personal training. Fees for the latter start at $45 for a single swim lesson, while personal-training packages run from $99 for two 50-minute sessions to $1,549 for 24. The club hosts, on average, more than 30 pool parties per month, providing all of the necessary acces-
sories, from balloons to a bounce structure. Rates range from $135 to more than $400, depending on the number of guests and services selected. One exciting option for partygoers, or, for that matter, any eager would-be surfer, is time spent on WHAC’s FlowRider, an endless wave that surges over a padded surface, or FlowBarrell (a.k.a. Bruticus Maximus), a 10' barreling wave. Those hoping to hang-10 can choose from hour-long passes (starting at $20), day passes ($60), or classes ($40). “Kids to 40-year-olds, both men and women—everybody enjoys these,” attests Stone. “Beginners are
generally surprised at how hard a workout it is; staying stabilized requires a lot of work in your core and legs. It’s tough, but exhilarating!” Camaraderie is cultivated, in part, through competition at water polo games that are held twice a week,
and attract both members and nonmembers, who pay $10 per visit. “At least 20 people attend each game, and many return every week,” says Stone. “We host games for other clubs, too, which is great for driving profits and introducing our club to prospects.”
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