The fitness brand has so far raised US$100,000 for the EquiCenter charity


Rochester club spends 10 months organising a one-day ride, which in 2015 involved 1,800 member and community riders. The club serves as the official indoor training centre for the Rochester event and provides free weekly sessions for non-members and members. The club’s own cycling team – called


Chain Reaction/Midtown – has grown from nine riders in the first year to around 200 riders in 2015. The team has raised US$330,000 for diabetes research and treatment over the nine-year period; this year it raised US$73,000. Tom DeRoller, the club’s lifestyle


director, also serves as chair of the planning committee for the Rochester Tour de Cure fundraising ride. “The great thing about the Tour de Cure fundraiser, and all our community service efforts, is that they produce a different dynamic with members, creating a closer member-club relationship,” he says.


A local partner Another more local project involves providing financial support for EquiCenter, a non-profit organisation that provides therapeutic equestrian activities for people with disabilities, military veterans and vulnerable young


August 2015 © Cybertrek 2015


people. So far, US$100,000 has been raised through weekend table tennis tournaments and other events. The club is also a long-term supporter


of the area’s only children’s hospital, as well as the Bivona Child Advocacy Center, which supports children who have suffered sexual or physical abuse. Rather than simply write cheques, the


club prefers to raise awareness of a charity by operating in-club events. Clearly these are not fleeting acts of


‘charitising’ where advertising the business is the real motivation, dressed up as some superficial and short-lived charitable act. Community is a core pillar of what the brand stands for.


Return on investment? For all you financially-driven operators eager to understand how all this generosity is feeding the club’s bottom line, look away now. “We don’t think about it in terms of retention, or what’s good for the business, or the bottom line. We just want to share our knowledge and all of the good things we’re going. It’s about opening your doors and hearts,” says William. Nevertheless, he believes having a philanthropic orientation correlates


with long-term success. “Success can be measured many different ways, but I believe that philanthropy – and serving others who are in need – is a key measurement of personal, professional and corporate success,” he explains.


“Our members give, and it’s our mission to take every opportunity to support them by giving along with them.” In fact, the parent company goes


further and donates 10 per cent of the group’s net profit to charity each year.


Over to you So what should your business be doing? The Edelman goodpurpose 2012 global consumer survey asked what role business should play in positively contributing to societal issues. Fifty-one per cent of respondents


expected companies to be donating a portion of their profits, with 50 per cent expecting donations of products or services. Four out of 10 wanted companies to give their staff the opportunity to volunteer. This was the fifth annual survey


showing a clear trend. Businesses that demonstrated a strong social purpose were more likely to be recommended, promoted and chosen. ●


Read Health Club Management online at healthclubmanagement.co.uk/digital 57


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