» Executive Focus
Pure Fitness Canada–York Street, Toronto
www.purefitnesscanada.com Members: 800 (goal of 2,100) Opened: approximately 6 months (opened August 2017) Membership fee: $100-$140 per month Approach to technology: “Our members expect a cutting edge experience.”
boredom setting in while working out on one of the club’s 20 LifeFitness treadmills. Once members download the equipment’s app, they can tune into a movie on Netflix or watch a game on their favourite sports chan- nel as they run or walk. According to Colangelo, it’s all about finding cre- ative ways to help keep clients on the equipment longer. But the treadmill app offers more
than just entertainment. “It also logs each of your workouts,” says Colangelo, “so if you’re in a hotel any- where in the world you simply plug in your user name and it remembers you and kicks into your last workout.” Similarly, members can con-
nect with an app to any of the club’s 40 pieces of Technogym resistance equipment. The machine remembers their performance, their sets, reps
36 Fitness Business Canada January/February 2018
and weights. For first-timers, the ma- chine provides step-by-step how-to instructions. The club’s popular group cycling classes are also app driven. Once a
“Members don’t want to just push around some
weights and leave.”
member registers for a class, their phone tells them which bike to ride that day and then emails them a per- formance report at the end of the class. Instructors will occasionally do a test ride so participants can check their progress. Of course all of this technology is optional, but, according to Colangelo,
most members appreciate and take ad- vantage of it. The club also prides itself on be-
ing paperless. Members register with a salesperson via a management system app which captures all their profile in- formation, encrypts their credit card and then lets them check into the club and make purchases for services, such as personal training, and at the juice bar, etc. “After this many years in the busi-
ness we know what people want,” says Colangelo, noting that he and his two partners opened their origi- nal Pure club in 2005 and have more than 55 years of combined experience between them. “When you’re asking $100–$140 a month for a member- ship, people expect a better experience, a better-designed space, more-quali- fied instructors and trainers, and the latest in equipment and motivation. Today’s member at this level of club is tech savvy and is looking for technol- ogy features so they can be connected and monitor their performance. They don’t want to just push around some weights and leave.” FBC
Barb Gormley is the senior editor of Fitness Business Canada, a freelance writer and editor, and a certified personal trainer. Contact her at
www.barbgormley.com.
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