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Barrie Athletic Club 565 Bryne Drive, Barrie, Ontario, L4N 9Y3 705-722-4792 www.barrieathleticclub.com


B.A.C's Senior Management Team Back Row (leſt to right): Krista Sarjeant, fitness manager; Henrietta VanLeeuwan, food & beverage manager; Paul Ryan, squash pro; Lisa Skinner, sales manager Front Row (leſt to right): Jeff Deverill, president; Laurie Book, office manager; Mike McPhee, partner/general manager


McPhee discovered there was “a


magical atmosphere there that you just don’t find in your every day, run- of-the-mill, store-front, fitness-only clubs.” In 2002, as a club consultant,


McPhee helped start the transforma- tion of the facility from an exclusive men’s-only, squash and social club into a more inclusive (but still luxurious and finely-appointed) co-ed squash and fitness club. Now as one of the owners, McPhee


spent his first 12 months shoring up the physical plant, improving day- to-day operations and recruiting an A-team of talented managers and front


line employees. “But of course, we’ve done all this while still maintaining our old-school, member-owned club charm,” says Deverill. Fast forward to today, and the


B.A.C.’s transformation is almost complete. Membership stands at 900 (three times that of the earliest days), and about one-third of members are female. The club was pleased to have their


efforts recognized last year when the local newspaper voted the B.A.C. Barrie’s Best Fitness Club. But one marketing stumbling block


has arisen. Many people still think the club is an ultra-exclusive and »


Owners: Jeff Deverill (president) and Mike McPhee (partner/general manager)


Size: 16,000 sq. ft. Number of members: 900


Member demographics: Squash members tend to be boomers and children of those boomers, while fitness members are young professionals


Number of staff: 9 full-time, 7 part-time and 11 sub-contractors


Facilities: Large fitness centre; two group exercise studios; martial arts studio; four international, glass-backed squash courts; licensed food and beverage service; luxurious locker rooms with whirlpool, steam-room and sauna and free towel service


Equipment: Technogym, LifeFitness, HammerStrength, Keiser and Schwinn


Membership fees: women: $49 per month; men: $59 per month; pre-paid squash +$30 per month


Programs: personal training; martial arts; group exercise classes (cycling, yoga, Zumba, kickboxing, etc); squash (leagues, lessons and ladders); social events, networks and parties


March/April 2014 Fitness Business Canada 39


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