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Any franchisee that comes on board has to be willing to make a difference in their community. I refuse to compromise on that


tractor tyres, which we use in our work with professional athletes.


What is the Amenzone Foundation? It’s a non profi t foundation with an established board. We partner with the Boys and Girls Clubs of America – which is similar to YMCA – to get our programmes into the community. It’s a free afterschool programme


that’s sponsored by corporates and angel investors. United Healthcare is a partner of ours; the company has rolled out our programme to several schools and Boys and Girls Clubs. They liked our concept because it’s unique and it works – what kid doesn’t like to play with tyres? We use fi tness as a vehicle to build self-esteem and get our message out about the importance of physical and mental self care. It’s important that


ISSUE 3 2014 © cybertrek 2014


we focus on self-esteem, as well as nutrition and fi tness, and we monitor the progress of the young people tak- ing part in the programme. At the start, we carry out a range of tests, and ask questions about fi tness, nutrition and self-esteem. After a period of time we go through all the tests again so that we can measure the effect the pro- gramme is having. We go into a lot of very hard-hit, economically deprived communities to show these kids another way.


What are your plans for the next 12 months? Amenzone is such a simple, scaleable model. We’ve already been solicited by international groups who want to take this to Australia and the UK, but for the next year, we’re going to focus on grow- ing organically across the US via our franchise business. From a corporate


perspective, our main focus is on New York and LA which are both perfect mar- kets for us, but we’ll accommodate any other cities that fi t our demographic and what we’re trying to accomplish. We’ve sold 10 franchises within the greater Los Angeles area – our second LA gym is due to open in Santa Monica soon. I think LA may just be our largest market. Our fi rst Amenzone in New York is also due to open very soon.


What’s your long term vision? We will have gyms across the globe, wherever we think we can help. For every location we have an Amenzone Fitness gym, we also want to have an Amenzone Foundation programme there. I refuse to compromise on that. Any franchisee that comes on board has to be willing to make a difference in their community. ●


Read Leisure Management online leisuremanagement.co.uk/digital 39


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