Ray Algar at the Healthy Business Conference Gothenburg Sweden 2007

1. What does your health/fitness club stand for? The business case for building a unique business Part 2 © Ray Algar – Oxygen Consulting 2007

2. PART 2 Four fitness clubs that members love

3. Do you believe these centres have a powerful purpose?

4. Is the centre’s purpose important?

5. Will the centre leave a strong legacy or history?

6. If these centres closed today, would they be genuinely missed by members?

7. Centres with a cause - Gainesville Health & Fitness Center

8. Meet Joe Cirulli

9. Started 1976 with 3 staff

10. A fitness experience that helps members get the most out of life

11. Key business values

12. ‘ Extraordinary Commitment to helping people - We offer a consistent level of service that far exceeds the ordinary’

13. ‘ We define integrity as always doing the right thing even when no one is looking’

14. To make Gainesville the healthiest community in America

15. ‘ It was a 3 1/2 year project. We accomplished it in 2003’

16. ‘ We then changed our mission to keeping Gainesville the healthiest community in America ‘

17. ‘ To keep Gainesville healthy one business, one person at a time’ Let’s break that down

18. Three words that define your club ‘ Members get results’

19. ‘ The third place in members’ lives’

20. Free eight week cancer recovery programme

21. Free childcare

22. World fitness centre 20001

23. Gold well city award 2003

24. IHRSA industry visionary award

25. Club has engaged 60% of Gaineville’s workers

26. Members stay on average 40 months

27. Families have grown up at Joe’s centre

28. 3 employees have worked with Joe for 31 years

29. 23,000 members

30. Questions?

31. Here’s another club that members love

32. Welcome to Eco Fit Brazil: Is this the most environmentally friendly fitness centre in the world?

34. Reduce, re-cycle and re-use philosophy

35. Re-claim rainwater, materials from renewable sources

36. Solar power, maximise natural light

37. Reduce use of chemicals Ozone-treated pool

38. Organic supplies staff uniforms, café bar

39. More than a fitness club – an environmental academy

40. 2,000 classes for the whole family each month

41. Works with Greenpeace, Brazilian Institute for the Defence of Nature and other environmental charities

42. Ecokids – environmental awareness courses for children

43. Questions?

44. Here’s another club that members love

45. Aspire - A fitness centre that people will never want to leave

46. Each year, 1,200 young people in the UK will become spinally injured

47. Welcome to Aspire: Is this the most loved fitness centre in the world?

48. A fitness club that people will never leave “ We are here to transform lives” Brian Carlin, Chief Executive

49. A fitness centre that people will never want to leave

50. Physical link to the hospital

51. 33% of Aspire’s members have a disability

52. Wheelchair access to pool

53. Re-building lives, one day at a time

54. Welcome to Aspire: Is this the most loved centre in the world? Meet Lily - Loving ASPIRE at 87

55. “ The staff in the gym are so helpful and wonderful ”

56. “ My haven”

57. A fitness club that people will never leave “ Friendliest centre I’ve ever been to”

58. € 53/496 KR per month 46% discount for disabled members

59. A fitness club that people will never leave “ Aspire seem to have a skill for selecting the right staff”

60. A fitness club that people will never leave “ It’s like coming home”

61. “ I see people progressing. I just love it” (staff member)

62. A fitness club that people will never leave “ The service is exceptional”

63. A fitness club that people will never leave High staff retention – average of 4 years

64. A fitness club that people will never leave Aspire breaks the normal 15 minute club catchment area

65. A great cause attracts finance – 65m Kr/€6.9m for new extension

66. Questions?

67. Here’s another club that members love

68. Gary and Diane Heavin

69. So, what is your club going to stand for?

71. World’s largest fitness chain

72. 10,000 clubs - end 2007

73. Opening average of 833 clubs each year

74. 4 million members - end 2007

75. Operating in 55 countries

76. Club size from just 93 square metres

79. Franchise fees – upfront and monthly

80. € 41/Kr 380 per month

81. Curves advertising

82. Curves advertising

83. Curves joint promotion

84. Joint marketing promotion - Australia

85. Curves magazine. Printed every three months – 1.4 million copies

86. Curves books

88. Questions?

89. So what will your centre’s cause be?

90. ‘ Stand for something, or fall for anything’ Malcolm X

91. Do not imitate these centres – find your own special cause

92. A strong purpose provides a compass for your fitness club and brand

93. It helps you to become unique

94. It helps to make the competition irrelevant

95. MY club’s purpose is this way

96. Contact me with your questions? [email_address]

97. Thank you Read more in Mastering Health Club Management, www.oxygen-consulting.co.uk