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| News & Know How | On The Move Record Breaking Axiom Planks Its Way into Record Books


Axiom Fitness, which has three locations in and around Boise, Idaho, is now home to a Guinness World Record holder. Last fall, at its Fairview Avenue facility, Axiom member Eva Bulzomi, a 39-year-old mother of five, moved to the gym’s floor and remained suspended in the plank position for a record-breaking 40 minutes and one second. Propped up on just her forearms and toes, she performed the intense core-conditioning exercise for seven minutes and one second longer than the previous record holder, Paul Drinan, of Australia. How did she train for her attempt on the record? “My goal was to increase my plank time by one minute a week,”


Record-setter Eva Bulzomi


explains Bulzomi. “I mainly increased my time by just doing the plank. I found that that was the best way.” (See “Anytime Fitness Member, 71, Sets Planking Record,” February CBI, pg. 16.) —|


Anniversaries Weymouth Club Celebrates Its 25th


The Weymouth Club, a family-friendly fitness, wellness, and recreation center situated on 11 acres in Weymouth, Massachusetts, is celebrating its 25th anniversary this year, and, in doing so, is providing a boost to local charities. Founded in 1987 as a small tennis facility, the club has more than doubled in size and tripled in


membership since then, under the guidance of owners Sally and Steve Goldman. Today, the club is an expansive 100,000 square feet, and offers fitness, aquatics, group exercise, nutrition, wellness, and teens’ and kids’ programs. Boasting 10 hard, indoor tennis courts and three outdoor clay courts, it’s one of the largest tennis facilities in the Greater Boston area. To help mark this milestone, the club is selling a limited-edition selection of clothing and tote bags featuring a special 25th


anniversary logo. The proceeds will benefit the Dana Farber/Brigham and Women’s Cancer Center at the South Shore Hospital; the VCA Animal Hospital, MSPCA Angell Medical Center, and West Greenwich, Rhode Island, Animal Hospital; Aceing Autism; and the South Shore Initiative. —|


Marketing Virgin Active Inquires, “What’s Your Stuff?”


Virgin Active, the international chain with nearly 200 clubs and more than one million members, is asking its clients to confess their workout qualms. Its new marketing campaign, “What’s Your Stuff?”—was developed by the company’s South Africa–based team—and is intended to address, head-on, the hang-ups that people feel about themselves and health clubs. “We’ve thought about the intimidation factor for people when walking into a club,” explains Nick


Clarivette, the creative director for Virgin Active South Africa. “There’s a perception that everyone is perfect and that they won’t measure up to the kinds of people who use health clubs. But the truth is, when it comes to feeling self-conscious about yourself or your body, we’ve all got stuff— whether you’re somebody who exercises or not. And if you look at our members, you’ll find every shape, size, and age.” To kick off this self-acceptance movement, late last year, the staff of the company’s main office in


Cape Town wore T-shirts emblazoned with their own personal peccadilloes, which ran the gamut from “can’t swim,” to “sensitive,” to “chubby cheeks.” During a visit to a Virgin Active club in Soweto in December, Virgin founder Sir Richard Branson shared his own hang-up: “can’t say no.” Clarivette says the campaign’s ultimate goal is to bring about positive change, make everyone feel better about themselves, and ultimately, to help them live “Happily Ever Active.” —|


32 Club Business Internat ional | APRIL 2012 | ihrsa.org


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