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BARRIE ATHLETIC CLUB


Two club veterans take on the rebranding and revitalizing of an established squash club


38 Fitness Business Canada March/April 2014


T


he dynamic duo of Mike McPhee and Jeff Deverill has teamed up again. In late 2012, Deverill and McPhee bought the Barrie


Athletic Club (B.A.C.), a high-end 16,000 sq. ft. squash, fitness and martial arts club in Barrie, Ontario, about 60


kilometres north of Toronto. The two longtime friends met and last worked together in the 90s at Mississauga, Ontario’s Club Meadowvale where McPhee was general manager and Deverill was the squash pro. Deverill, a father of three who is still an enthusiastic squash


player, was keen to buy a business that would satisfy his two most important priorities: his family life and squash. As for McPhee, he fell in love with the B.A.C. in 2003 when he


was running Club TeamWorks (his club design and management business) and was hired by the B.A.C.’s then-owner to help him save the club from extinction.


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