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Kids excel at Cedarland Camp


30-Plus Years of Success!


CEDARDALE HEALTH AND FITNESS has been working with, and for, IHRSA since the very beginning By Lesley Mahoney


One of the oldest and most iconic of clubs, Cedardale Health and Fitness, in Haverhill, Massachusetts, has been breaking new ground, responding expeditiously to challenges, opportunities, and changing trends, for 40 years. In the process, it’s often served as an industry role model, inspiring, guiding, and working with other clubs and organizations, including IHRSA. It’s not without reason that the association’s highest honor—the Dale S. Dibble Distinguished Service


Award—is named after one of the club’s founders. (See “In Memoriam: Dale Dibble,” page 28.) Cedardale was christened in 1971 by Dibble, an engineer and entrepreneur, the husband-and-wife


team of Ed and Zoe Veasey, and tennis pro Cliff George. At the time, it was a 31,000-square-foot facility, situated on three-and-a-half acres, with four indoor tennis courts, a small fitness center, and some 400 members. Since then, the Veaseys have bought out their partners, and now operate a family business that involves all five of their children. Today, Cedardale is, ostensibly, the largest multipurpose health and recreation center in New England.


The facility itself is now six times larger, a 180,000-square-foot operation on 45 acres with a membership of 5,000. In addition to its original calling card of tennis, it now offers everything from swimming, to basketball, to group-exercise classes, to physical therapy services, to a Parisi Speed School. Its evolution, growth, and ongoing success attest to the owners’ vision, solid skills, keen market sense,


and willingness to adapt to new circumstances—whether promising, problematic, or, even, disastrous. When, for instance, the blizzard of 1978 barreled through New England, it nearly tore an addition off of the main building and destroyed two indoor tennis courts housed there. The owners responded with characteristic aplomb: they employed the incident as an opportunity


to enhance their racquetball offerings, at a time when that sport was hitting its heyday, and to add a comprehensive fitness center to the club’s mix. >


www. ihrsa.org | FEBRUARY 2011 | Club Business Internat ional 43


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