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PEOPLE PROFILE martin van assendelft
The founder of the successful M-Point health club in Spijkenisse, Netherlands, dedicates his time to making his one club perfect – and has no plans to expand
For how many years have you worked in the fi tness industry? Around 25 years.
What was your fi rst job in fi tness? A military physical trainer. I joined the Dutch army on national service. During my service, my superiors identifi ed me as an expert for training people, so I ended up staying for two years. My role included organising the winter training for soldiers, which took place in Norway.
Why did you decide to work in fi tness? In my case, it was a natural decision – I see it as my destiny. After leaving the military, I went to Spain and worked as a ‘physical entertainer’ at a resort. There were tourists wanting to do something active, and I would take them running, surfi ng – we did a lot of sports. After returning to the Netherlands, I
worked for Life Fitness for around 10 years, including training personal trainers in the use of the heart rate monitor on the CV kit. I also devised training programmes for kids.
When did you set up M-Point? 14 years ago A friend of mine suggested that, as I worked so hard and had all these ideas, I should work for myself. Initially my reaction was that “talk is cheap”, but he promised to help me and bought a large farm, where the club is now based.
What’s the emphasis of the club? We aim to improve people’s quality of life, and offer a wide range of activities to achieve that. Alongside the traditional indoor facilities, we do workouts out in the park. We go skiing with members, organise ‘wadlopen’ (mudfl at hiking, a traditional Dutch recreational activity) and even have diving sessions. We also have an active social aspect. We throw big parties for up to 400 people. So what we do is a combination of things. Of course there’s a large offering of
march 2011 © cybertrek 2011
traditional fi tness, and some people do just want to lose weight and keep shape, but our emphasis is defi nitely on lifestyle change.
Who is your typical member? Most members are aged 30+ and are people who have made a choice to join a club that’s more than just a traditional gym.
Do you plan to open more clubs? No. Running a club is hard work and you have to dedicate your life to it. Many of my friends have suggested that I should open a second club and maybe even create a chain, but my mission has always been to be part of the people I help. I want to know them. For me, knowing the people – the members – is paramount. I make enough money by knowing exactly what they want and doing what I want too. Knowing the people you work with creates loyalty, which we do very well. This is refl ected in our retention rate, which is around 83 per cent. This is important to me.
What do you think is the fi tness sector’s number one weakness? Using the lowering of prices as a cure for all ills. That’s very dangerous. I’ve found that, if you listen to your people and match their expectations, you will be able to raise your prices. That’s what we’ve been able to do here. I see my members’ bodies as cars,
except that your body will have to last for 80 years, so you need a good garage. I see myself as the garage for the bodies. If you install that thought in your members’ heads, you won’t have to lower your prices.
What are you goals and ambitions? Caring for people and helping my members live a better life.
What’s your favourite life motto? Do what you like to do. If you’re able to do what you enjoy for a living, you will be able to do it for 100 hours a week and still have a smile on your face!
as hard as your members?
working Is your space
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