Quick BITS World Gym Tri Cities
Kitchener and Cambridge, Ontario
www.worldgym.com/tricities
Gym Tri-Cities clubs are located in competitive and saturated fitness club marketplaces. With this in mind, in 2012 the owners decided to move to a high volume/low price membership approach. Two membership options are available: Basic Access is just $10 per month while a Premium membership, which gives gym access, unlimited tan- ning and the option to bring a free guest each workout, is $19.99 per month. “We wanted to bring our love of
fitness to the masses,” says Sherry Hodgson. “Our goal is to provide all the services and amenities of a $50-a- month club but for about a quarter of that price.” To make this new approach suc-
cessful, many additional changes were required. For example, the clubs’ mar- keting strategy had to be reworked to focus solely on driving more traffic through the doors (versus spending marketing dollars on building brand awareness in the community).
Another change included operating
without a full-time membership sales team and leaving sales to the front desk staff instead. The idea is to have more employees serving members in- stead of making cold calls from behind desks. Having access to other World Gym
franchisees around the globe lets the management team collaborate with and learn from other clubs’ finan- cial and operational successes and challenges. Today, with an increased number of
members working out, the clubs have been able to capitalize on increased revenues in their smoothie bars and with their World Gym-branded appar- el, supplements and tanning. Where does World Gym Tri-Cities
go from here? It plans to open three or four more clubs in its geographical area over the next few years and will continue to help to build the World Gym brand in Canada. FBC
Size: 10,000 sq. ft. weight rooms; 2,500 sq. ft. group exercise studios; and 3,000 sq. ft. cardio rooms
Opened: 2010
Owners: Marty, Sherry and Wes Hodgson
Hours: 24 hours, 7 days per week Number of members: 10,000
Number of staff: 70 full-time, 15 part-time
Membership fees: $99 enrollment fee; $10 month
(Basic) or $19.99/ month(Premium)
Member demographics: males and females, 18+, blue collar
Equipment: Hammer Strength, Hoist & Atlantis, Star Trac and Precor
Programs: 60+ classes per week including Spinning, Pumping Iron, Yoga, Boxing, Step, TRX, etc.
July/August 2012 Fitness Business Canada 37 »
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