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Victoria Athletic Club
Victoria, B.C.
www.victoriaathleticclub.com
Number of members: 500 regular members and 600 to 800 punch card holders
Number of staff: 3 full time, 2 part time and approximately 15 personal trainers and group exercise instructors
Membership fees: $895; swim membership $647
The Ecofit system tallies the electricity members
generate and awards points for each watt
actively using social media and have promoted our 12-visit punch cards via radio ads, a radio contest and at local fundraising events. We have also partnered with Ecofit
and Sports Art Cardio Equipment to become a testing and development fa- cility for a new technology that con- verts members’ cardio energy to elec- tricity that is transmitted into our building’s power grid. The Ecofit sys- tem tallies the electricity members generate and awards points for each watt. Members can track their workout statistics and participate in competi- tions by logging in to the Ecofit mem- ber website. Points earned can be re- deemed for discounts and products at the club and at various retail locations around the city. A second new and exciting club
partnership is with the Victoria Royals WHL Hockey Club. As its official ath- letic club, Royals players and staff members receive complimentary mem- berships at our club. In return, we at- tend all hockey home games where we promote our club and services in the main concourse. During game inter- missions, we have competitions in the
stands and on the ice where partici- pants win a 12- visit punchcard. The result of all these marketing
techniques has been an immediate growth in club awareness, and we have seen membership sales steadily in- crease. Today, people often refer to the club as “Victoria’s hidden gem,” and we are very proud of this. On a philosophical level, we believe
that people are drawn to a top-notch fitness facility that has a positive at- mosphere. Our friendly and person- able staff knows all of our members by name which gives everyone a strong sense of belonging to a community with a comfortable social aspect. We also have high maintenance standards for our facility. People often comment on the cleanliness of the club. Along with these two factors, word
of mouth and member referrals are our biggest sales drivers. We don’t use any form of pressure sales – prospects are toured through the club and given a complimentary visit and the club sells itself! FBC
Kevin Attewell is the athletic club director at the Victoria Athletic Club.
September/October 2012 Fitness Business Canada 57 »
Member demographics: Majority of members are professionals, retired or approaching retirement. Located near the B.C. Legislature, so many members are government workers.
Size: Approximately 12,000 sq. ft., including weight room, squash court, yoga/fitness studio, stretch studio, cardio room, 25-metre pool with sauna, steam room and hot tub
Equipment: SportsArt Green System electricity-generating cardio machines with the EcoFit system; Paramount resistance training machines; free weights; stability tools and yoga props
Programs: Yoga, Pilates, Zumba, aquafit, Bellyfit and cardio/ strength classes. Yoga workshops and an on-going natural health lecture series. One-on-one training available for general fitness, yoga, Pilates, swimming and squash.
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