11 For IHRSA ’11!


Jan Middelkamp, CEO, HDD Groep, Waalwijk, the Netherlands


“We help clubs in the Netherlands, Belgium, and parts


of Germany achieve long-term success by providing them with Les Mills group-fitness programs and our new personal-training concept, Los Angeles Personal Train- ing (LAPT)… In the Netherlands, 2010 was difficult for many fitness providers because of greater competition and the increased popularity of budget clubs. “Our 2010 revenues will exceed 2009’s by 10%, the


result of the growth of our Les Mills programs and the launch of its new dance class, ‘Sh’Bam.’ We also experienced 250% growth with LAPT. Because many clubs are losing members, fees are down, and they’re looking for secondary, nondues income. Many have started to utilize our LAPT system as a profit center. “In 2011, we believe that many


European clubs will switch from an all-inclusive business model to relying more heavily on profit cen- ters. As a result, both individual and small-group personal training will increase. Clubs will also imple- ment fee-based group fitness. For us, that means delivering profit- center concepts, such as Gravity and VIPR, and we’ll also introduce new Les Mills programs. “As for IHRSA, we support it


100%. We’ll be attending the convention and trade show in March, and we’ll be bringing our customers. We look forward to networking and to building more great relationships!”


Cliff Buchholz, owner, Miramont Lifestyle Fitness, Fort Collins, Colorado


Last year, while challenging, was also successful, reports Buchholz. Despite fierce competition, he opened a fourth location, expanding his brand in Northern Colorado. His membership base grew by 13.1%, and his EBITDA increased by 26.5% over 2009. “But the real reason for those impressive numbers is a two-year effort to build our ‘Culture’


on the foundation of our ‘Purpose,’ guided by our ‘Values,’” he explains. “The data speaks to the success of that effort.” Buchholz expects business to be slow in 2011, but foresees a turnaround later in the year.


“Although membership will remain stable, our nondues revenue will increase as long as we offer value for the consumer with our vast programming. We’ve also just opened a new Urgent Care medical center to facilitate our wellness programs.” In addition, he intends to cut expenses and monitor margins. “Our three-year goal is to reduce debt and generate 50% of our revenue from nondues sources.”


As always, Buchholz will attend the IHRSA convention in March. “I was a member of the National Indoor Tennis


Association before it joined with the National Racquetball Association to create IHRSA in 1981,” he points out. “IHRSA motivates my staff with new ideas, trends, and networking, and we expect it to provide a sense of direction for the future, following three years of recession.” —|


– Patricia Amend, pamend@aol.com 52 Club Business Internat ional | JANUARY 2011 | www. ihrsa.org


Florence Auld, owner, The Women’s Club, Chantilly, Virginia


“At The Women’s Club, we had a positive net gain of 8% in dues-paying members. We had our third-best year ever, with nondues representing 42% of total revenue. “Because I knew that 2010 was


going to be challenging, to obtain those results, I set a goal of focus- ing on programs that would yield substantial growth, and I elimi- nated services that robbed us of time and energy. I also eliminated


tanning, even though it was a lucrative profit center. It just didn’t fit with our core values. While I had some upset members, we gained respect because it demonstrated that we’re serious about their health. “We were also very lenient with members who lost


their jobs, allowing them to come to the club until they found another position. While no one took advantage of the policy, it increased customer loyalty. “Overall, I view the economy the same as I would a


competitor—it forces you to work smarter and better. “As for 2011, our 20-year lease is up, so I’m looking at


relocating or doing a renovation. Part of that upgrade will involve buying new equipment at the IHRSA trade show in March.”


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