» Profit Centres PROFILE: NUTRITION PROGRAMMING The Fitness Firm


internship. Since those early days, Sherk has practised as a registered dietitian and personal trainer and has complet- ed 500 hours of yoga training. “Half of my nutrition


Fitness Firm boasts a healthy nutrition department thanks to co-owner Kerri Sherk’s multiple qualifications. When her now-business partner, Kelvin


I


Galbraith, approached her 20 years ago, with the idea of opening a club together it seemed like an ideal match. Galbraith had a business degree and had experi- ence being self-employed, while Sherk had just finished her nutrition degree and


t is not common to have a co-owner of a fitness club also be a registered di- etitian, but Burlington, Ontario’s The


clients are club members who typically have joined the club to lose weight or to improve their lifestyle through exercise, nutri- tion or yoga,” says Sherk. “A lot of them realize that learning good nutri- tion habits by investing in


my services helps them to see results much quicker. The other half are referrals from lo- cal doctors or clients who have found me on the Internet. Because I’m a member of a regulated profession, doctors are very com- fortable referring to me. My services are also recognized by some insurance companies, which is a bonus for my clients with extend- ed health care.” In terms of profitability, nutrition is #4


behind membership, personal training and massage.


Precision Athletics


a personal trainer who is currently complet- ing her holistic nutritionist training. “We’ve have had a holistic nutrition program at our club since day 1. Nutrition is such a big part of creating a healthy body. As they say, abs are made in the kitchen!” Precision currently offers a 90-minute


“A


consultation package where Hubbard dis- cusses all aspects of the client’s life, in- cluding lifestyle, sleep, stress, activities, symptoms and, of course, nutrition. Aſter this session, the client can contact her with any additional questions. Also included is a 20-minute check-in one week later. Hubbard is currently the only staff mem-


t Precision Athletics we feel it’s really important to give our cli- ents as much support as possi-


ble to help them reach their goals as effi- ciently as possible,” says Maxine Hubbard,


16 Fitness Business Canada March/April 2018


ber offering nutrition counselling. However, several of the gym’s personal trainers have completed nutrition courses and are able to give nutrition tips during training sessions as required.


Nutrition is the gym’s third largest


profit centre aſter personal training and group exercise. “We want our clients to see results


quickly, so offering nutrition services in- house makes it easy and is a timesaver for our clients,” says Hubbard. “Offering both nutrition and fitness under one roof is a win/win for our clients and the gym: Our clients reach their health and fitness goals more quickly and we benefit from the additional revenue stream.”


Maxine Hubbard Precision Athletics Vancouver, B.C. www.precisionathletics.ca


The value of a new Fitness Firm nutri-


tion client isn’t just limited to the hours of nutrition consulting. According to Sherk, a good percentage of these clients also purchase personal training and massage therapy and/or become long term club clients. Clients typically work with Sherk for


five sessions as a minimum: an initial as- sessment where she builds the healthy eating plan, followed by a 30-minute follow-up, followed by three 15-minute check-ins. A one-hour session costs $100, a half hour session is $50, a 15 minute check-in is $25. Sherk has been counsel- ling some clients for many years. “Nutrition is a really big part of the pic-


ture,” she says. “When people eat properly they work out more, and they get more from their workouts. They feel better, sleep better, recover better—and they keep coming back to the club.”


Kerri Sherk co-owner The Fitness Firm Burlington, Ont. www.thefitnessfirm.ca


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