INTERVIEW
AMENZONE FITNESS HISTORY
JUNE 2008
Amenzone Fitness launches its fi rst gym, in North Scottsdale, Arizona, US
2012
Amenzone launches its franchising efforts
MARCH 2013
Amenzone Fitness opens in Fountain Hills, Arizona
JUNE 2013
Amenzone Fitness opens in South Scottsdale, Arizona
SEPT 2013
First Amenzone Fitness opens outside of Arizona, with the launch of Amenzone Fitness Manhattan Beach, California
OCT 2013
Amenzone Fitness opens in Biltmore Fashion Park, Phoenix, Arizona
NOV 2013 Amenzone Fitness Arrowhead opens in Glendale, Arizona
DEC 2013
Amenzone Fitness DC Ranch opens in Scottsdale, Arizona
JULY 2014 Amenzone’s second California gym opens in Santa Monica
38 Read Health Club Management online at
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The tyres are colour-coded by weight for different exercises, and instructors aim to connect with every individual member
How do you use tyres in your fitness classes? The tyres are really just a prop – we tell people they can use anything in their
How do you build self- esteem through your gyms? We don’t allow mirrors in our gyms and we have inspirational quotes on the wall, so instead of looking at themselves as they work out, members read powerful messages. We also don’t have any TVs, and because people aren’t plugged into their headphones they communicate with each other a lot more. That’s been really successful, because a lot of folks are tired of going to gyms where you don’t talk to anyone – where you just watch TV and run on a treadmill. Our approach is a way of going back to basics. At the end of each class, the trainers
pass on an inspirational message to the class, then they hold open the door for the members, shake each and every one of them by hand and thank them for taking the time to be there. It means the trainers make a personal
connection with everyone and get to know them. A small thing like that can make a big difference. At Amenzone it’s about more than just fi tness. It’s about working from the inside out, working on the spiritual and the mental aspect as well as the physical aspect.
environment. In my case, tyres were what I had, so that’s what I used. We have hundreds of exercises you
can do with just one tyre. Once you’ve done our classes, you’ll never look at a tyre in the same way again. We do strength conditioning, upper
body, lower body and core workouts. We use the tyres to help our members put on lean muscle mass. Anything you do in a regular fi tness class, we’ll do with tyres – we’ve even launched an athletic yoga programme that incorporates the tyres into the movements. All of our tyres are recycled and
colour-coded by weight. The green tyres are our lightest tyres at about 10–12lbs, the red tyres are our middle level tyres at about 15–20lbs, and the black tyres are our advanced tyres – they weigh 20, 25 or even sometimes 30lbs. They’re for people who really want to take their bodies to the next level. We also have tractor tyres, which we use in our work with professional athletes.
What’s the Amenzone Foundation? It’s a non-profit 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 after-school programme 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?
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