This page contains a Flash digital edition of a book.
500 tickets were sold for a recent fundraising gala dinner, raising US$185,000 for charity – more than double the target WHAT’S YOUR LEGACY?


Each year, IHRSA selects one club from across the US to receive its Outstanding Community Service Award. The award is presented to a club committed to making a difference in, and beyond, its community. Franco’s was the deserved recipient


of the award in 2013, but it was Ron Franco’s comments during the acceptance video that revealed their driving motivation: “Everyone in life wants to leave a legacy. I think getting


supporters. A recent demonstration of this compassionate activism involved fundraising for a local cancer centre: organising a gala dinner for the fi rst time, the club set itself a target of selling 300 tickets and raising US$75,000, but instead sold 500 tickets and raised US$185,000. Will this drive short-term membership sales? Probably not, but the club’s reputation has just been given a steroid-like boost. Franco’s has now raised more than


US$1.5m for a wide range of non-profi t organisations and donated signifi cantly more from in-kind use of its facilities.


Respecting your club’s ethos During Sandy’s Madrid presentation, she shared the story of the time Franco’s was looking to expand into a second site, explaining that they faced tough competition from a much larger national chain seeking the same property.


November/December 2014 © Cybertrek 2014


involved in the community, doing good things for your community, reaching people, touching lives – that’s a legacy you want to leave. It’s not how much money or how many clubs you have, but the effect you have had on people.” So how would you sum up the


legacy of your business over the past fi ve to 10 years – and more importantly, what’s the core story that others are saying about your brand right now?


The property landlord couldn’t decide


between the two businesses, so a representative visited Franco’s to better understand its operating philosophy. A tipping point came when, during the visit, he was captivated by a studio class for local children with special needs. Franco’s was awarded the lease to operate the new club, leaving the larger rival with a far stronger balance sheet surprised and perplexed. Sandy summed it up: “People who


appreciate your efforts will want to be a part of your club and to do business with you.”


Beating the odds Something remarkable is occurring in the Franco’s catchment area where, according to a local report in 2009, more than 26 per cent of the population belonged to a health club. The US national average at the time was 14 per


Leaving a legacy: The Francos


cent, not to mention the fact that Louisiana as a whole has the sixth highest adult obesity rate in the United States (source: The State of Obesity: Better Policies for a Healthier America). So what’s driving this remarkable level


of engagement? I’m not sure I know, but what is clear is that the team at Franco’s have spent the past 26 years getting out of their club and into their community. ●


IN A NUTSHELL


Project by: Franco’s Athletic Club Website: myfrancos.com Project status: Ongoing and long-term Charity supported: Various Impact: US Gymtopia keywords: Clothing & Shelter, Education, Food & Nutrition, Health & Wellbeing, Helping Children, Medical Research


Read Health Club Management online at healthclubmanagement.co.uk/digital 65


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64  |  Page 65  |  Page 66  |  Page 67  |  Page 68  |  Page 69  |  Page 70  |  Page 71  |  Page 72  |  Page 73  |  Page 74  |  Page 75  |  Page 76  |  Page 77  |  Page 78  |  Page 79  |  Page 80  |  Page 81  |  Page 82  |  Page 83  |  Page 84  |  Page 85  |  Page 86  |  Page 87  |  Page 88  |  Page 89  |  Page 90  |  Page 91  |  Page 92  |  Page 93  |  Page 94  |  Page 95  |  Page 96  |  Page 97  |  Page 98  |  Page 99  |  Page 100