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the case. I lost about $90,000 and closed after nine months. It was tragic, but what an education. I wish I’d known to start small and


grow slowly. I wish I’d known more about the business aspect of club own- ership verses just the fitness training side. My second time around, I started


small in a home studio that was about 500 sq. ft., and I grew slowly moving only as money was available. I next moved into a commercial 700 sq. ft. space with good exposure and that needed little renovation. Fourteen years later, my current


space is 4,000 sq. ft. and is in a highly visible commercial plaza. We service approximately 1,000 clients each week and have two full-time staff and five contract trainers. We set ourselves apart from other


fitness services in our area by staying current with trends while still main- taining our original concepts and sig- nature programs. We have always felt that retention is the key to our success. Some clients do leave because of trans- fers or life circumstances but we have maintained about an 80% retention rate since opening in 2000.


My advice to new club owners: 1. Be open minded. Don't fall into


the trap of thinking you know every- thing or can do everything yourself. Much of our success today is thanks to implementing systems (we run with MindBody software and have invest- ed in Sherri MacMillian’s Northwest Personal Training business system). 2. Invest in branding, whether you


think you need to or not. I hired a local marketing company that specializes in working with small businesses to build a high profile and professional image for my club. Even with my limited ini- tial budget, the company provided af- fordable options and then built the marketing as the business expanded and more money became available. 3. Call in all the favours you can. My


family and friends donated their time and many items and gave me large dis- counts on mirrors, flooring, tools, of- fice supplies and furniture. My talent- ed sister, an architect/designer, even designed my club, did the drawings and planned the layout and colour choices.


22 Fitness Business Canada January/February 2014


I WISH I’D KNOWN THAT…“There is really no such thing as loyalty in the fitness world.”


Work hard to stay on top of your


game. Some members who leave you will come back. You’ll be happy that they’ve chosen your workout, perhaps as one of many that keeps them fit. And don’t hold on to the idea that all of your clients will all be with you for- ever. It might happen, and that’s what we should aim for, but realistically it’s unlikely.


My advice to new club owners: 1. Focus on the present and give ev-


erything you can in every class and every session. 2. Do what it takes so your clients


get results. But don't cross the line and give away your services or products for free. 3. Communicate with your clients


even more than you think is neces- sary. You expect loyalty without effort; members base their loyalty on your great service.


Larry Track


Larry Track Track Fitness www.trackfitness.com Toronto


club and my trainers. But after eight years as a club own-


A


er, I’ve learned that no matter what myself or my staff do, clients won't necessarily always be loyal. I’ve come to accept that this is just the way the fitness business works. People are always curious to try


what might be the next big thing, and that’s okay. If a gym or new trainer opens across


the street, there will always be some clients who will go and try it. I'm actu- ally okay with clients trying new work- outs and clubs because sometimes it takes something like this for people to realize just how awesome the work- outs at our club really are. The only is- sue is if these same clients come back at a later date looking for a better price or a free service because they’re a re- turning client.


s a business owner, I give every- thing I have to keep clients hap- py and keep them loyal to my


I WISH I’D KNOWN… Marketing is a costly and time-consuming undertaking.


Amita Kumar


Amita Kumar Owner Cirque du Play Milton, Ontario www.cdpfitness.com


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