A Fitness-Magic Forum


Elite’s Cardio Cinema Gold’s Gym Elite, Phoenix, Arizona “


This room provides


members with an experience that takes them away from their normal life for an hour. Its design sells more memberships than the gym itself because it’s so unique, so different from any other studio in our area. It not only differentiates us from the competition, but allows our instructors to shine.”


Powerhouse Gym, Utica, New York


Group-ex-cellence: five contenders


“Our studio has been designed in a very unconven- tional way,” observes Edwin McTiernan, the owner of a Powerhouse Gym in Utica, New York. “We really broke the mold—no mirrors, low light levels, theatrical stage and effect lighting, a 5,000-watt sound system… It looks more like a dance club than a group-ex studio. “This room provides members with an experi-


ence that takes them away from their normal life for an hour,” he explains. “Its design sells more memberships than the gym itself because it’s so unique, so different from any other studio in our area. It not only differentiates us from the competi- tion, but allows our instructors to shine.” Not content to rest on its laurels, the club is


constantly looking for ways to improve on what it does. It recently upgraded its computer software to expand on the light-show possibilities, and also


48 Club Business Internat ional | MAY 2011 | www. ihrsa.org


added a group-cycling studio that makes use of similar design elements. Meanwhile, in Newtownabbey, Northern Ireland,


another club, Simply Class, makes the most of its pic- turesque setting on the shores of Belfast Lough. “The stage is positioned in the center of a main studio, flanked on either side with full-length windows that offer views, on one side, of the village and, on the other, of the sea,” says owner Matthew McDowell. “We’ve installed an incredible sound system in


the room, which accommodates 60 students, that provides the music and leaders’ directions with breathtaking clarity. It generates an incredible atmosphere.” The finishing touch is a menu offering 55 classes


each week that are taught by instructors who, McDowell attests, are dedicated to producing “fit- ness magic.” In Arizona, Gold’s Gym Elite is another facility that takes full advantage of its surroundings. “This


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