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small town in Summerside, P.E.I. Being in a small community, customer ser- vice is tremendously important – word of mouth can make or break our business. Our greatest challenge is maintaining our high stan- dards of cus- tomer service. We are always trying to keep our members happy. Young,


old, male, female, bodybuilder or housewife....with so many demograph- ics & personalities it is difficult to please all of the people all of the time. One policy in place to keep one seg- ment pleased may be detrimental to another group. However, as a success- ful small business, we are very quick to react to any policy in place that ad- versely affects our members.

Cory Arsenault Stretch Fitness Summerside, P.E.I.

faced as a boutique studio owner is operating in an area that is unfamil- iar with the concept. Many women are unaware of the differences between a boutique style stu- dio and a more tradi- tional fit- ness facil- ity. When doing price com- parisons, at first glance, a boutique style facil-


ity like ours may appear to be higher priced. However, the value for the dol- lar is found in the all of the extras the studio has to offer. Pride in customer service, the intimate setting, a smaller member base, speciality classes, and luxury facilities are all special features that our facility provides. The Social Club offers a free

The biggest challenge I have

Building a strong business requires the right tools.

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10 15 20 25 30

0 5

Legend 9/14/2011 Client Result Client Goal 10/14/2011 Normative Value

Stretch Fitness is located in a

one-week trial to allow potential mem- bers to experience our amenities and the contrast between the differing fa- cility styles. Ensuring that staff are educating potential members on these differences while touring is essential in helping them understand our con- cept. Experience creates knowledge which allows potential members to make an educated decision on which facility style best meets their needs.

Amber Adams The Social Club Binbrook, Ontario

erators face two major challenges. One is keeping members and the other is continu- ing to improve our clubs’ physi- cal premises. For


retention, the social aspect of the club is key. We help members to establish relationships – not only with staff but, more importantly, with other members (just as private clubs do) in order to re- duce turnover. Also, our business re- quires regular capital improvements. If we’re not continually spending money and upgrading our facilities, we’re fall- ing behind and leaving the door open for other clubs to take our members. We must keep our clubs fresh, modern, and up-to-date.

Clive Caldwell Cambridge Group of Clubs Toronto, Ontario

Club op- ®

Select portions reprinted with permission from IHRSA.

For more information visit:

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March/April 2014 Fitness Business Canada 13


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