Butera: After retiring from playing professional hockey due to a knee injury, I rehabbed my knee at a gym that I eventually began to personal train in. It was an easy leap into fitness as a full-time career.
Butera: We have an incredible sales force. We train twice daily and we have a systematic prospecting approach to attract new members via corporate and individual sales.
Butera: Yes, we started 'Keeping Kids Fit 4 Life.' We help clinically obese children between the ages of 8 and 13 by providing them with a free membership, a complete nutrition program and a free personal trainer each time they come to the gym.
Butera: Express Clubs are 'The Fastest Growing Trend In the Fitness Industry'!
When we decided to expand our operations from offering only management services to actually owning clubs, we reviewed all types of clubs. Women-only, multi-purpose, small clubs, big clubs, etc. At the end of the day, we chose the express model health club. These facilities are the fastest growing trend in the fitness industry, typically aimed at men and women between the ages of 25-55 who are focused on getting fit, staying fit, and/or improving physical appearance.
Our clubs are coed, between 5,000 and 9,000 square feet, and include copious amounts of progressive resistance and cardiovascular equipment, complemented with free weights, personal training, tanning, 24-hour access and nutritional guidance. These facilities are operated under strict budgetary guidelines. Total Fitness Systems conducted an independent survey and reached these results: less then 10 percent of your total membership base utilize or participate in group exercise, use the pool, play basketball, play racquetball or utilize child care. All of the above amenities are very costly to club owners and the expense must be passed on to members. Therefore, we've strategically gone after the remaining 90 percent of the available membership population who do not use the above referenced services and allow them to purchase a membership for a much smaller investment. Most importantly, it allows us to operate a more efficient, streamlined business.
Express clubs are also less risk, less intimidating and provide a quicker return on investment.