| IHRSA Report | Ask the Entrepreneurs


Creating Profit Potential in 2011


What, specifically, do you plan to add to—or change about— your club in 2011 in order to improve profitability?


u WAYNE FIZZUOGLIO, Owner Powerhouse Gym, Miller Place, New York


“We plan to review our budget, keep spending in check, and raise our membership dues. In 2010, we lowered our rates in response to a low-priced club moving into our area. During this time, we renovated and expanded with a new group-exercise studio. We also increased our involvement and visibility in the community through low-cost outreach programs. The tough economy and low-priced competitors have many clubs lowering their rates and increasing volume. If you know your market and deliver an excellent product/value, you should be on your way to a more profitable 2011.” —|


u KAREN JASHINSKY, Founder and CEO O2 MAX Fitness, Santa Monica, California


“We’ve started shifting to more of a program-based business—rather than a studio operation—and, in 2011, we plan to expand on this trend. We have several main programs: O2 MAX, Family Fitness, MAX U Fitness, and Primp for Prom. The first two programs can be operated out of almost any fitness facility that’s kid-friendly. The latter two are targeted specifically toward high school and college students. We implement these programs in local facilities in order to give young women, primarily, an opportunity to try out some fun, exciting club offerings.” —|


u TIM BEYER, Owner Innovative Health & Fitness, Franklin, Wisconsin


“To prepare for 2011, we’ve invested in group training and group exercise programming with the purchase of the TRX Suspension Training system, and the addition of classes, such as Aqua Zumba. New ‘themed’ group training sessions will generate more interest in our general and ongoing group-training programs. We’ve found that the energy that’s created from group inter- action at our club is unmatched by anything else! Investing in group excitement and enthusiasm is crucial. It generates the favorable member-to-member interaction that keeps retention rates high, helps spread good ‘word of mouth,’ and improves profitability.” —|


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. 112 Club Business Internat ional | JANUARY 2011 | www. ihrsa.org


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