memberships at big box clubs for what appears to be less than membership at her club. Adams didn’t want members to
make a commitment to something without knowing what they would be paying for every month and so just about everything is included in the monthly fee. Many people don’t imme- diately recognize that with everything included, the monthly membership fee is no more than, and often less than, other fitness facilities in the area. Adams is proud of the varied de-
mographic of her club. As a new and growing community of families, it isn’t surprising that the largest num- ber of members are mothers with young and growing families. There is also a strong representation of stu- dents and seniors. Adams is enthusiastic about how
are included in the monthly member- ship fee. Towel service, daycare and socials are also included. Personal training, massage therapy and fascial stretch therapy is available at an addi- tional cost. Socials thus far have included pre-
sentations from a naturopathic doc- tor about cancer prevention and clean eating, and a holistic nutritionist on digestion When asked about her greatest
business challenge to date Adams says that people do not automatically understand the concept of an all-in- clusive boutique club. She is keenly aware that people can secure monthly
The Social Club contributes to the community. She routinely donates stunning gift baskets with member- ships to help local fundraisers. On multiple occasions the club has host- ed a free, and always well attended, Zumba event at the local farmer’s market. Recently, the club hosted an event for the Women’s Institute with a speaker and light snacks. Adams feels that as a local business she has both a responsibility to give back as much as she can. The Social Club is a new business
and it faces the same business chal- lenges that all businesses face. Adams laughs to herself when people ask if “the place is paying for itself yet.” It will be a while before that happens, but she is happy to say that they are heading in the right direction. FBC
Quick BITS
The Social Club 2668 Binbrook Road, Suite 201 L0R 1C0 Binbrook, Ont. 289-756-2556
www.thesocialclub.ca
Owner: Amber Adams
Number of members: 225 Number of staff: 17 full and part time
Membership fees: enrolment fee $0 to $99; monthly dues $40 to $79
Member demographics: primarily women between 35 and 50 Size: 4,000 sq. ft.
Equipment: Precor cardio and strength training equipment
Programs: Classes include TRX, Zumba, Turbo Kick, HIIT, Abs and Butt, Kettlebell, Yoga, Retro Sweat, Piloxing, Body Bar, Toning with Weights and Pilates. Also offer a Metabolic Conditioning program, personal training, massage therapy and fascial stretch therapy at an additional cost.
November/December 2013 Fitness Business Canada 39
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