| IHRSA Report | Ask the Entrepreneurs
Serving Staff, Members, and the Public
As a club owner, what business decision are you most proud of? u LUKE CARLSON, CEO Discover Strength, Plymouth, Minnesota
“Our most productive decisions have been ones that involved empowering our staff members. It seems that our increases in revenue have always been linked to our investment in our employees. We started with only part-time people, but as soon as we created full-time, career-track, salaried positions, our revenues increased dramatically. When we increased our internal staff education and training, our income increased again. When we gave our staff budgets for travel and continuing education, it increased even more. Every time we make an effort to improve our staff, and to demonstrate that we care about them, they seem to become even more effective with our clients. —|
u FLORIANE CHATRON, Founder Aquaflorès, Megeve, France
“I’m most proud of the single decision that made Aquaflorès all that it is today. Against all odds, I decided, 10 years ago, to offer personalized, high-quality, aqua-wellness courses. They were supervised by skilled trainers and utilized innovative equipment, which produced real results in the areas of sports performance and weight loss. I managed to do this successfully in a market with many low-cost competitors. Our prices were three times more expensive than those charged by traditional municipal pools. After a few months, all of our courses were sold out. Our success has continued, and we’ve gradually expanded to include other wellness activities. Thus, I’m proud to have taken up a challenge that, to most observers, seemed doomed to fail.” —|
u JASON CERNIGLIA, Owner Hoover Fitness, Hoover, Alabama
“I began writing in mid-2009, and, by December, had a published book—Look Great. Feel Great. And Still Eat Pizza!—in my hands. This proved to be a good business decision for many reasons. First, it allows me to help people anywhere and anytime, regardless of whether or not they’re members. Second, instead of paying for a one-hour diet consultation, they can buy the book and get the information they need. Third, it’s a great retention tool for my club because it helps my members obtain results. Fourth, it can serve as a retention tool for other clubs. Most importantly, this book can help the deconditioned, because it teaches them how to achieve their goals and still enjoy life.” —|
Editor’s note: If you’d like to be profiled in this column, please contact Kristen Walsh, IHRSA’s senior editor, at
kwalsh@ihrsa.org. 106 Club Business Internat ional | OCTOBER 2010 | www.
ihrsa.org
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