A Different Kind of Fitness Club is Taking Shape in Ontario
For 17 years, Physiomed chairman and CEO Dr. Scott Wilson has operated his health clinics as a tenant in the Premier Fitness chain owned by John Cardillo. No longer. Wilson's Physiomed Group Inc. has just acquired a number of the locations owned by Premier.
Physiomed Group is one of Canada's largest and fastest growing franchisee networks of healthcare clinics. The company also provides physiotherapy services to nursing homes through Physiomed PEAKS and helps physicians enhance their practices and increase the overall level of care they provide to patients through its Physician Services business. In addition to the clinics operated in the former Premier clubs, Physiomed also operates in various Walmart locations.
Premier Fitness developed into one of Canada's largest fitness club chains. The former Premier clubs, now operating as Physiomed Fitness, are large, well designed buildings with multiple services including impressive workout areas with the latest equipment, aquatic centres, play zones for youth, weight loss and nutrition clinics, indoor running tracks and basketball courts, boxing rings, child care and more.
The new Physiomed Fitness clubs have transitioned from Premier's corporate model to Wilson's franchisee model. Wilson first introduced physical assessment and related physiotherapy and chiropractic health services to the Premier chain when he opened his first clinic there in 1995 (FBC March 2004). These services have expanded over the years and today are well established.
How will the new Physiomed Fitness clubs be different? In a long interview punctuated by television and national press interview calls, Wilson spoke of a new fitness business model based on bringing together professional health care specialists and fitness staff to form a true health and fitness offering. Why buy the place? "We were already there," says Wilson, "Now we have a bigger platform from which to tell our story and ultimately help more people."
Physiomed Fitness clubs are owner operated. Each club's owner is a Physiomed franchisee working in partnership with franchisor Wilson. Wilson sees this onsite owner presence as a key feature of the new business model. Together Physiomed and the club's owners will continue to grow the network of health specialists and fitness professionals, providing both immediate treatment for injured clients and longer term preventive medically-based programs for all.
If Physiomed Fitness is successful in making healthcare a viable component of its business plan, it will fill a critical need. We go to doctors when we're sick. Where do we go to prevent sickness in the first place? Wilson and Physiomed Fitness believe that the fitness industry is best suited to provide the answer.
Failure to prepare for the older-adult market has left "huge gaps"-and created many opportunities, says ICAA CEO Colin Milner
How is society unprepared for older adults? "Let me count the ways," Colin Milner, CEO of the International Council on Active Aging (ICAA) said in his keynote address at the 10th annual International Council on Active Aging Conference held in December.
"One, older adults themselves are ill-prepared for retirement, as many recent surveys have shown. Two, the workforce is not prepared for those who are staying longer, or who are leaving, whether because of mandatory retirement, ill health, or to start new businesses or careers. Three, the healthcare system lacks the level of staffing and expertise to easily accommodate large numbers of older adults-particularly those seeking preventive services rather than treatments. Four, the World Economic Forum and the World Health Organization have noted that most cities around the world aren't conducive to older adults' remaining active, vital members of society."
On the positive side, because so many sectors are late in recognizing the needs, desires and value of the Boomer market, "there are now untold opportunities for existing and new companies to serve this burgeoning demographic," Milner said. Milner identified three main areas of opportunity for consultants and businesses that "get it."
Self-monitoring technologies: "We don't have enough health professionals or caregivers based on current projections. Thus, there's an opportunity for smart technologies to fill the gap, helping people to self-manage chronic conditions-for example, diabetes with glucose monitoring, and hypertension with blood pressure monitoring," Milner said. "People want aids such as these that are easy to use and unobtrusive."
Wellness/lifestyle specialists: Since most health insurers do not support a wide array of preventive services, "there are opportunities for individuals to provide not just personal training, but also wellness and prevention training, and to act as life coaches or advisors in other areas, as well," Milner says. "People are paying to ensure they age well in all aspects of their lives-health, nutrition, fitness, finances, travel and other quality-of-life pursuits."
Lifespan and lifestyle products: Marketers who 'get it' are targeting interests, not age," Milner says. "That means older adults are showing up in ads--albeit nowhere near the level of younger adults--among the people who enjoy running shoes, cars, motorcycles, and so forth. This is in contrast to 'graywashing'-jumping into the market place and trying to reposition existing products as though they're for older adults, when they aren't. Or pushing so-called 'anti-aging' products, which are useless."
"At end of day," Milner emphasizes, "there is no monolithic over-50 market. There are people who buy like everyone else does, only they have more life experience and many of them know what they want. The trillions of dollars that they control will go to the businesses that understand and value them."
Deepak Chopra, M.D. today announced the launch of the world's first Chopra Yoga Center in Vancouver, Canada. The custom- designed 8,000-square-foot wellness studio is the first in a planned series of yoga centers that will be rooted in foundational teachings developed by mind-body healing pioneers Deepak Chopra, M.D. and David Simon, M.D.
"We're excited to bring Chopra Yoga to Vancouver, a city that is emerging as a world class center for yoga," said Dr. Chopra. "In our beautiful new studios, both beginners and advanced yogis will have an opportunity to explore the deepest principles of yoga and conscious living."
The Chopra Yoga Center offers a wide variety of classes that range from meditation,
hot hatha, and power vinyasa to Cho fit, Yoga Barre, and Pilates. There are also classes that focus specifically on the Seven Spiritual Laws of Yoga – a practice developed by Dr. Chopra and Dr. Simon. The studio's philosophy is inspired by the principles in Dr. Chopra's best-selling book, The Seven Spiritual Laws of Success and emphasizes the benefits of yoga for physical health, spiritual awakening, and inner calm and balance.
"In our modern electronic culture, so many people feel fragmented and overwhelmed with stress," said Dr. Simon. "Our intention with Chopra Yoga is to help as many people as possible experience the balance, calm, and vitality that yoga naturally cultivates."
The Chopra Yoga Center, located at 451 Granville Street, in Vancouver B.C., is now accepting new members. The programs are designed for both new and experienced yoga practitioners. Recognizing the importance of community, five per cent of all profits are donated to local charities. For more information, please visit www.choprayoga.com
BOSTON - November 22, 2011 - Today the International Health, Racquet & Sportsclub Association (IHRSA) announced results to a new quarterly consumer study, The IHRSA Trend Report, conducted in partnership with the Leisure Trends Group, Boulder Colorado. The study examines membership trends and consumer attitudes towards health club membership over the quarter ending September 30, 2011. Select comparisons are also made with findings from the quarter ending September 30, 2008.
"The IHRSA Trend Report is significant because it helps us keep a pulse on why members join and keep using their health clubs each quarter," said Jay Ablondi, IHRSA's executive vice president of global products. "Results highlight the barriers to joining and reasons why former members leave. Along with the annual IHRSA Health Club Consumer Report, this new report provides the ultimate toolkit for club operators to improve member retention and acquisition."
For the quarter ending September 30, 2011, 16% of Americans ages 16 and older were members of a health club, up from 12% relative to the same quarter in 2008. "Gen X and Gen Y Americans (20%) are the most likely to belong to a health club," states Bethany Cooner, Senior Analyst & Market Research Manager for Leisure Trends Group, "while Baby Boomers (12%) are the least likely to be members." The following were the top three reasons members selected for joining a club (multiple selections were allowed):
- To feel better about myself (59%)
- To stay healthy (56%)
- To look better (49%)
- To lose weight (48%)
- To maintain strength (45%)
Members continue using their club for a number of reasons:
- Overall health/wellbeing (61%)
- To get in/stay in shape/stay healthy (61%)
- It's in a convenient location (52%)
- The variety of equipment (48%)
- To make progress with my personal goals (41%)
Potential members cited cost as the number one barrier to joining as 56% of respondents selected this response, down from 62% in 2008. Boomers were more likely to select this reason than any other generation. Cost also ranked first as the reason former members left their clubs (38%). Three out of 10 respondents cited they left their club because they were not using their membership. Men were more likely than women to quit because they were not using the club.
This article is the third of a six part series originally printed in 2009, it has been updated and rereleased for 2011. By: Mike McPhee
In our previous article, we listed a dozen or so factors that will influence the value of a club – that is factors, if researched, consolidated and featured properly, will increase the value ("the multiple-X-EBITDA-factor") and eventual selling price of your club.
We also suggested that club operators will on average fetch anywhere from 3 to 6 times EBITDA for their leased operations. The question, therefore, becomes, why are some operators able to fetch as much as (or even more) than 6 times EBITDA, while others are left with as little as (or even less than) a factor of 3 times? In the case of an operation with $250,000 EBITDA, this could add up to differences in the hundreds of thousands (even millions) of dollars.
Admittedly, some luck is involved... as the "right buyer" has to be available in the "right market" at the "right time" for the "right club".
FitNet sat down with Andy Smith in March of 2011 to share with us some of the personal training strategies eMbody employs.
SPONSOR ANNOUNCEMENT | | |
COME AGAIN FITNESS
With Come Again Fitness On-Line Auction Site, buying or selling used commercial fitness equipment has never been so easy. Financing available for used equipment. Fitness equipment removal and installation assistance. Pre-certify the condition of your used commercial equipment.
Visit: www.ComeAgainFitness.com |  |
Life Fitness, manufacturer of commercial fitness equipment, recently announced its new service parts website (www.LifeFitness.com/parts), which will allow customers to order parts and request service online.
The new website will provide customers with the exact parts list based on the product serial number and item diagrams that include parts images. These resources help customers feel confident that they are ordering the correct part. A customer's complete service order history can also be found on the new Life Fitness parts website, whether the previous order had been placed by phone or online.
iGo Figure Software, a fitness club management software and billing application, today announced that the Canadian Department of National Defense selected the iGoFigure Software to manage its fitness facility.
"After reviewing various fitness club management systems, we have selected the iGo Figure Software as the solution for our organization. It offers all the features that our organization requires with the added bonus of excellent customer support and training," commented Kory Hanlon, Systems Development with the Canadian Department of Defense.
GreenGym Ltd., an outdoor fitness equipment manufacturer, wants to bring an al fresco exercise gym to a park near you. The company has teamed up with a number of public and private players to launch MyFitCity, ailing to open 40 outdoor fitness facilities across Halifax Regional Municipality in 2012.
While a number of non-profit groups, businesses and political leaders support the concept, GreenGym is looking for corporate sponsors to help bankroll the project and raise $1.2 million for the equipment, park site preparation and installation.
The American College of Sports Medicine (ACSM) announced today that it is joining the National Institute on Aging (NIA) at NIH in Go4Life, a new national exercise and physical activity campaign for people age 50+. The goal of Go4Life is to provide resources to older adults that they can use to incorporate exercise and physical activity into their everyday lives. This federal campaign is based on research showing that exercise and physical activity can help people stay healthy and independent and prevent some of the chronic conditions associated with aging. Much of that research has been conducted by ACSM members and published in the journal Medicine & Science in Sports & Exercise.
"The benefits of physical activity, sports and exercise at any age are undeniable," said Jim Whitehead, CEO of ACSM. "Science has shown that those who are age 50 and older can enjoy better health and improved quality of life by staying physically active. As a public-private partnership, Go4Life can help millions of Americans meet federal physical activity guidelines. Given the potency of exercise to help prevent and treat more than 40 chronic diseases, that's a powerful tool for better health and cost savings."
ACSM will promote Go4Life to its members, to partner organizations and to the media and the public who turn to ACSM for evidence-based information on health and fitness. The College maintains an active presence on Facebook and Twitter, and soon will launch a new website rich in resources for the public. Go4Life, said Whitehead, works hand-in-hand with the Exercise is Medicine initiative, launched by ACSM and the American Medical Association and now a growing global movement.
Employment / For Sale / Education
January 9th, 2012
Membership Sales Advisor Position
Real Fitness Training and Real Fitness for Women in Vaughan are award winning clubs that take pride in its strong member involvement and community atmosphere. Our friendly and professional staff create a positive member experience where members feel at home and achieve their fitness and lifestyle goals.
We are currently seeking a Membership Sales Advisor / Fitness Consultant
Fitness Business Canada (FBC) is the trade magazine for owners, managers, directors and staff of health and fitness facilities in Canada. FBC is the primary trade publication for health
and fitness facilities across Canada. Since its first issue FBC has earned outstanding reviews and respect from facility operators to its first issue in January 2000.
To get your copy, call our office at 888-920-6537 or email us at fbc@fitnet.ca.
Next Issue: March / April 2012
Special Features: Global Markets
Product Focus: Bikes
Article Focus: Profit Centres
plus much more...look for it in March!
|
