20132013
Just take a look at what is now be-
ing offered at your local Walmart and Shoppers Drug Mart stores.
Partnering up to maximize impact and minimize costs To increase the perceived value of a
club and add profit to the bottom line, a certain level of expertise in managing and delivering these additional health services is required (members must ac- tually benefit/achieve their objectives).
There are essentially three approach-
es that can be taken: 1) The first involves hiring staff and
running everything in-house. This ap- proach allows for the necessary exper- tise, but it also involves the highest degree of financial risk as there are sig- nificant upfront costs. 2) The second involves renting space to a third-party provider. This approach
has no upfront costs and provides a steady stream of rental income. But there is an operational risk because you have a third party service provider inter- acting with members, and this requires a high level of integration and coopera- tion between the club and the service provider. 3) The third is something in between:
a partnership between the club and a service provider. This option, the one which I believe works best, particular- ly for smaller independents, ensures the necessary expertise, involves minimal upfront costs and allows for profit shar- ing. Best of all, because it’s a partnership, it ensures that the focus stays where it needs to – on helping members achieve their health and fitness objectives.
Regardless of which option you
choose, however, commitment is essen- tial. Good luck! FBC
January/February 2013 Fitness Business Canada 29
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