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realwattthepower of aMEMBER ENERGYLOYALT Y SAVINGS FACILITY EXPENSES It’s not just about the energy. According to a 2016 survey* on gym sustainability, over 62% of consumers would prefer to work out at a facility that uses eco-friendly equipment. Outfitting your facility with ECO-POWR products will not only save you on energy costs, but will attract and retain an entirely new membership base that cares about sustainability. Contact us today to learn more and discover the real power of a watt! VISIT US AT IHRSA 2017 AT BOOTH #1845 1.800.709.1400 | GOSPORTSART.COM*results from 2016 SportsArt survey regarding sustainability and fitness

Contents WINTER 2017Check out our free on-line versions of National Fitness Trade Journal at NationalFitnessTradeJournal.com 6 FreeMotion Fired Up National Fitness Trade Journal (541) 830-0400 10 Eco Fitness: Making Your Bottom Line Publisher Greener One Workout At A Time Wally Boyko Productions, Inc.14 Associate Publisher SMARTER Equipment Means Meshelle Boyko BETTER Equipment Editor18 Ronnie Boyko Keeping Plyometrics Art Direction Always New and Exciting Advent Media adventmedia.us Associate Editors22 Revolutionizing Cardio Ashley Boyko-Mattos with Intense Motion Robbie Boyko26 Clubs and Exercisers Capitalize on National Advertising MGR. Small Group Training with VersaClimber Meshelle Boyko Asst. Advertising Manager Jim Clark30 MYE Introduces Dynamic Member MNFsS. FBitVneicsse®PrUeSsAidCeonotrdinator Engagement Platform featuring AppAudio Michelle Thomson and Smart Digital Signage Contributing Photographers3 384 The Typical Life Cycle of a Member Sami Vaskola, Matt Shepley, Extend The Life Of Your Carl Thygesen, Wally Boyko Jr. Out-Of-Warranty Equipment with Help From National Gym Supply The National Fitness Trade Journal is published quarterly (four times a year with an exclusive Trade Show Issue (July) for42 Building Value Into The Price $25 per year by Wally Boyko Productions, Inc. A California Of Club Memberships Corporation, P.O. Box 2490, White City, OR 97503. Editorial46 contributions must be accompanied by return postage and will Don’t Be Fooled and Mislead be handled with reasonable care; however, the publisher is not responsible for unsolicited materials of any kind. Any material accepted is subject to such revision as is necessary to meet requirements of this publication. The act of mailing material shall constitute an express warranty by the contributor that the material is original and in no way an infringement upon the rights of others. Reproduction of this magazine in part or whole without consent, is prohibited. Send subscription inquiries and address changes to National Fitness Trade Journal, P.O. Box 2490, White City, OR 97503 Phone (541) 830-0400 Fax (541) 830-0410. Wally Boyko Productions, Inc., does not endorse advertised products or services represented in this magazine. Furthermore, WBP is not responsible for any warranties or manufacturer claims of product performance.4 NATIONAL FITNESS TRADE JOURNAL

Increase revenue with Club BusinessTotal Club and Member AccessibilityAnytime, AnywhereStaying competitive in today’s market means immediate access at all times throughany electronic device. My Club Business is the complete program package whereyou can analyze and manage every aspect of your business including reporting,training/class management, POS Inventory, member access and much more.Key benefits include:• Prospect monitoring • POS inventory management• Simple enrollment process and reporting• Revenue reporting• Scheduling for classes and training • Employee time management • Online marketingASF Payment Solutions increases your revenue with payment processingand software integration. Call for a free demo 1-800-227-3859.YPoroudrucNt ext Great CardioYou Can’tTrain for a5k and Tech Chat Xtreme Training and Fitness Studio CS Chat Contact ASF Client Number 4000 Payment Solutions Email Tech Support Email Client Support Logout Ů Tech After Hours Upcoming Events MEMBERSHIP 1 New Accounts Entered My Account Member Prospects Contract Entry Multiple Account 2 Remit to Date Changes 3 Enter Prospects 2:08 PM 95% 4 Month End Summary iPad 5 Non Attendance To learn more, call: Point of Sale Scheduler Lockers Employee Child Care in Check-in Check-in 1-800-227-3859 2:08 PM or visit: ASFpaymentsolutions.com Reports Dashboard Marketing 2:08 PM Reference New FeaturesPayments I Software I Marketing FALL 2009 | 5

FreeMotion Fired UpHow long can you claim to be “innovative?” Then, FreeMotion did it again when it rolled When FreeMotion introduced the fitness world to cable-based out LiveAxis. The live-sliding pulley technology spawned a complete line of 10 machines thattraining, it was unlike anything we had ever seen. The free range earned awards and accolades from FreeMotion’sof movement, instead of restrictive, fixed motion, set the world fans around the globe.on fire and introduced a whole new way of moving and buildingstrength at the gym. The Incline Trainer came onto the scene and changed the way people thought about treadmills. For years, the industry thought that’s all FreeMotion did – Gone were the days where you simply walk to getinvent cable strength training. And that was enough. After all, fit; FreeMotion introduced an amazing inclinehow many times can one company come up with industry-shaking to boost calorie burn and build muscle mass atinnovations? impressive rates. Turns out, more than once. How can you top all of that? It all comes back to one thing – a single concept, a thoughtThe FreeMotion You Don’t Know process so strong that it’s the whole reason why Once FreeMotion introduced the power of cable strength training, FreeMotion is called “free motion.” It’s moving naturally without restriction.it was rolled out in new, exciting machines that were impressive tolook at and revenue-generating to commercial facilities. “Up until this point, the industry has known us as the creators of cable strength training, The Dual Cable Cross, the centerpiece of the Genesis family, which is a wonderful thing to be known for,” saysis an impressive sight with hundreds of different ways to use it. SVP, ICON Health & Fitness/Managing Director,And the intelligence behind the Dual Cable Cross inspired 12 FreeMotion, Dan Toigo. “But FreeMotion isn’t aother machines in the Genesis line, along with the new Genesis one-trick pony.”DS line (dual station). Although some may feel FreeMotion has flown under the radar in recent years, Toigo sets the record straight. “We’re just getting started.” Don’t Call It a Comeback Resting on your laurels, or in this case – resting on cable strength training – isn’t a part of the FreeMotion brand or even close to their mentality. “Everyone says the word ‘innovation’ and I get it; it’s exciting,” smiles Toigo. “But at ICON, we have always been the most innovative company in the industry, period. FreeMotion is innovative because that’s what our parent company, ICON Health & Fitness, was founded on and has never stopped.” FreeMotion is constantly tapping their resources – and in this case, their resources are their customers – to find new and exciting ways to step up their offering. “Because we develop such great relationships with our clients, we can’t help but use them as a research opportunity,” says Toigo. “What is a pain point? What are they looking for in the next big thing to help their members?” Toigo is not a new face around headquarters in Logan, Utah. He’s been with FreeMotion as their VP of Sales since April 2015 and recently stepped into this new position last summer.6 NATIONAL FITNESS TRADE JOURNAL

ICON Health & Fitness, established in 1977, is today the WHAT’S HOT AT FREEMOTION#1 worldwide fitness equipment manufacturer. As the parentcompany of FreeMotion, ICON is heavily investing in FreeMotion HIIT trainers are loving the single touch access to incline,and focusing on fitness technology, specifically iFit. decline and speed control only found on the Reflex Treadmill. iFit is an all-encompassing tech platform focused on the FreeMotion landed a partnershipcomplete eco-system of a person’s life journey. Forget counting with one of the fastest-growingsteps; iFit and its line of wearables, takes into account your HIIT training gyms in the US andfitness, nutrition, and sleep patterns to create coaching programs is already looking to expandtargeted to your specific goals. At the gym, you can utilize iFit- its reach. (see the ad on page 41)ready machines to workout anywhere in the world, thanks toGoogle Maps™. The Incline Trainer is reaching new heights “First off, iFit just looks amazing,” says Toigo. “The user with professionalexperience is inspiring. But unlike other tech fitness trend, iFit trainers. With agoes beyond tracking and data sharing and moves into a next gen, maxed out incline thatvirtual experience. can burn twice the calories of workout out at a zero percent incline, the Incline Trainer We don’t want to collect data that’s meaningless without proper is not just a machine, it’s a new training movement.feedback,” he continues. “You can’t focus on fitness withoutincluding nutrition or sleep patterns. iFit uses smart technology FreeMotion’s Tour de France bikes have reimaginedthat examines the whole picture and uses that data to coach the indoor cycling with real road feeling and automaticuser on how to reach their fitness goals.” incline/decline that simulates any terrain. Powered by Google Maps™, riders can draw a On cardio equipment that’s iFit-ready, the user can conjure route anywhere inup their dream workout terrain (anyone feel like jog through the the world - andEnglish countryside). Then, the FreeMotion machine raises and then ride. Thelowers to match actual roads at that location. It creates one Tour de Franceamazing user interface, that allows you to travel the world without bikes have quicklya passport. become fun-to-use equipment built to last.The Future of FreeMotion Instead of putting FreeMotion into the ‘cable-strength trainingbox’ and thinking that’s all they do is a major understatement –and a huge mistake. “We’ve been putting a focus on functional training for years,”says Toigo. “It goes hand in hand with what FreeMotion is allabout – moving as you do naturally. It’s not being forced into onedirection by the machine. It’s movement that’s relevant to your life.” FreeMotion’s Reflex Treadmill appears to be the latestinnovation that’s impacting the industry. It’s now the preferredtreadmill of HIIT facilities and recently became the treadmill ofchoice for the fastest-growing HIIT franchise in the United States.The Reflex has One-Step™ Incline/Decline and One-Step™ Speedthat is essential to HIIT training. FreeMotion, a company that started in 1999, continually findsa way to be relevant, whether that be with iFit, Incline Trainingor HIIT-conscious machines that do more than give you a greatworkout, they blow your mind. With new management, well-defined commercial targets and arollout of products sure to boost club membership, you may thinkyou know FreeMotion, but it’s time to think again. FreeMotion Fitness can be reached at: 1-877-363-8449 / [email protected] / www.freemotionfitness.com WINTER 2017 | 7

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Eco Fitness: Making Your Bottom Line GreenerOne Workout At A Time Green incentive program at BeachFit SportsArt G575U generating energy throughout a workout. UK. The more you workout, the more energy you produce, the more you save on your membership.Sustainability and “going green” are topics that havebeen dominating conversations across every industryas of late. Hospitality, automotive, fashion, and plentyof other companies are quickly realizing the benefitsof creating a positive social and environmentalimpact on the world around them. Green initiativeshelp companies like Bank of America and Starbucksstand out from the competition and encourage a sortof “cult-like” brand loyalty from consumers that aregrowing exceedingly more concerned with the stateof the planet. It’s no surprise that many people actively seek brands that align Leading the charge of this revolutionary mindset are youngwith their own personal ideals. In fact, the majority of consumers adults, age 18-34, who are urging brands they interact with tonowadays -- across all generations – have reported that they are become more sustainable or are switching to brands that alreadywilling to pay more for a product if a company is perceived to be are. In addition to being the fastest-growing purchasing power, theyproviding a green product or service. are also incorporating healthier habits into their daily lives such10 NATIONAL FITNESS TRADE JOURNAL

as regular exercise both at possibilities. Throughouthome and at a facility of a normal workout, built intheir choice. This is quickly micro inverters harness theleading to an untapped human energy being created.opportunity for those in the Of the energy being producedfitness industry. 74 percent is captured,A recently conducted converted, and returnedsurvey found that out of to the grid as utility grade200 people ranging from The impact of 10 ECO-POWR unit. electricity. That means everyage 30 to 60, nearly 63% of watt produced instantly goesrespondents would prefer to into your facility and goes tosupport a facility that utilizes energy-producing fitness equipment. work helping save energy and money.This is not a common practice as of yet, but facilities that arepresently embracing an “eco gym” philosophy, such as Beach Fit Embracing The New Technology For Better Businessin the UK and Sacramento Eco-Fitness in California, are vibrant With the inclusion of built-in micro converters also came the abilityexamples of how going green can be good for both the environment to visualize and track the impact a whole facility and individualand a gym’s bottom line. members have on the environmentt via LED readouts and our SA Well+™ system. Clubs such as Sacramento Eco-Fitness andThe Start of Green Fitness BeachFit are utilizing the readouts and the ability to track individualWhere did this eco-friendly revolution begin? It’s more recent member contributions to create business models that support thethan you think. The green fitness movement was largely sustainable movement and a better bottom line.pioneered by the Green Micro Gym out of Portland, which Sacramento Eco-Fitness is powering its cycle studio withattracted members by allowing them to play a part in the fourteen G510s that help affect the impact the rest of the gym hasgym’s sustainability. Its first location was such a success that on the environment. The green premise of the studio has quicklyit expanded into two additional locations and became a small been drawing in members and is filling out their daily classes.franchise within the last 8 years. Individuals are more apt to push themselves in their workout when they see the faster they pedal and greater they set their resistance,Where Green Fitness Is Now the more energy they produce. Not only do the classes increaseSince the start of the Green Micro Gym the technology workout satisfaction but they also provide a social contributionsurrounding sustainable fitness has come a long way. Most members are lining up to experience.first looks at going green included external boxes and cords in One of the most creative ways the ECO-POWR™ technologya patchwork on equipment, not quite aesthetically is being utilized is at BeachFit in the UK. They have incorporatedpleasing. Now with products like that of sustainability into their business model and are using the green SportsArt’s ECO-POWR™ cardio line, going story to attract new members by differentiating themselves from green with bikes and ellipticals has competing gyms. Now after outfitting the facilities with SportsArt never looked better or been simpler. equipment they are also increasing member engagement and ECO-POWR™ retention by offering green incentives for membership rates. is a revolutionary The SA Well+™ system allows all individual members green technology to track their workouts and the energy production of those for the fitness workouts. In an effort to get more individuals working out industry. The bikes consistently, BeachFit owner Paul Crane implemented a like our G510 and membership reduction plan based on the amount of watts you ellipticals like our G875 generate each month: The more you workout, the more energy function exactly the you produce, the less you pay. “Members love the idea in same as standard principle.” Paul explains “For me, it’s the future of the industry.” pieces of equipment but For more information on harnessing human energy and turning with some extra your facility into an eco gym please visit us.gosportsart.com/ power en/about-eco-powr and or contact Ivo Grossi at 425-481-9479.ECO-POWR G510Indoor Cycle. WINTER 2017 | 11

The Core of Good Health follow us on: call for details 1-866-219-5335 • outside the U.S. 1-908-879-2713 www.theabscompany.com The Abs Company, P. O. Box 9 Chester, NJ 07930 Patent and trademark information available upon request. © 2016 The Abs Company

V RISE TO ANEW ELEV TION. Reimagined Total Gym® Elevate CircuitTM Debuting at IHRSA March 9-10, 2017 | Los Angeles, California Always Inclined. © 2016 Total Gym Global Corp. All Rights Reserved. TotalGym.com

We’ve all said it, “times have changed.” PRIME Fitness represents the new age of strength training equipment. PRIME equipment offers modern users with aBut perhaps it’s appropriate to say – smarter, more versatile take on the time-tested plate loaded and selectorized machines they’ve used for decades.“times are always changing.” We live in an ABOUT PRIME’S SMARTSTRENGTH –information age where nearly anyone can VARIABLE RESISTANCE TRAINING (VRT)find anything with an internet connection Forget everything you know about strength training equipment, because PRIME’s SmartStrength technology has changedand a few key strokes. This ability to the game.access information has changed nearly First, it’s important to understand that our bodies all have a natural strength curve, meaning we are naturallyevery industry in the global marketplace, stronger at certain positions of an exercise motion (typically lifters are weakest in the shortened position of the exercise).and strength equipment is no exception. This highlights the key limitation of traditional strength equipment; a single resistance load throughout the entire Today, fitness enthusiasts have immediate - and nearly exercise motion. Without the ability to manipulate thelimitless - access to a plethora of tools and insight, unlike ever resistance of an exercise, a user can only challenge a portionbefore. Blogs, videos, research findings, study results, expert of the musculature being isolated. In other worlds, a majorityanalysis, training philosophies, it’s all just a click away. So, of the muscle is not being trained at the maximum outputwhat does that mean and why does it matter? potential. It means people have a better understanding of the Over the past several years, the concept of VRT (Variable“how’s” and “why’s” of exercise science. The knowledge Resistance Training) has seen a rapid growth in popularity –base of average gym goers has evolved, and they are looking in large part, because it addresses this issue of resistance,for equipment to meet their new needs. Today’s strength and how it relates to output. VRT tools such as bands andenthusiasts train with a purpose. Whether it be physique chains offer the ability to increase (progressive resistance)development, athletics, functional strength, wellness or or decrease (regressive assistance) the resistance at specificrehabilitation; science has paved the way for tailor-made points in the exercise motion, increasing the overall outputmethods and philosophies for each. The market has gotten potential of an exercise.smarter, and the equipment should too.14 NATIONAL FITNESS TRADE JOURNAL

PRIME has taken the principle of VRT and applied it to eachpiece of their selectorized and plate loaded strength equipment.With their patented SmartStrength technology, PRIME equipmentfeatures a built-in VRT tool, giving the user the ability to move thepeak resistance throughout the exercise motion. SmartStrength is implemented on PRIME’s selectorized Really, it’s that simple – but don’t be fooled by the simplicity,equipment with their patented SmartCam technology. With the SmartStrength changes everything.simple adjustment of the SmartCam lever, a user can move thepeak resistance across 5 settings (or locations) throughout theexercise motion. (See SmartCam Setting Cart). PRIME has also applied their SmartStrength technology on ADVANTAGES OF TRAINING WITHtheir plate loaded line. Highlighted by the revolutionary 3-peg PRIME’S SMARTSTRENGTH TECHNOLOGYTorque Arm design, PRIME plate loaded equipment follows thesame 5 SmartStrength resistance settings. Users select their Because users can effectively and efficiently train an entiresetting by the weight placement across the Torque Arm pegs muscle, from origin to insertion, PRIME equipment delivers a(See Torque Arm Setting Chart). variety of advantages when comparted to traditional strength equipment. Anyone, regardless of their training objectives, can leverage PRIME’s SmartStrength technology to achieve, and surpass, their goals. For example, by strengthening the extremes of the range of motion, athletes will realize an increase in power and explosiveness – critical movements for sport. For hypertrophy training, SmartStrength’s ability to maximize output across the entire stretch of muscle means more muscle fiber recruitment. Furthermore, an aging demographic can benefit from an improvement in functional strength, stability and mobility. In summary, the fitness world is always evolving. As our understanding of exercise science evolves, it’s critical the equipment we use evolves with it. PRIME equipment represents that evolution. PRIME is a company dedicated to pushing the envelope through forging new technology and products designed to deliver better results, faster. PRIME combines cutting-edge science with American-made quality to produce superior strength training equipment, unlike anything the market has ever seen. After all, what good is all of this information if we don’t do anything with it?PRIME Fitness equipment is proudly made and manufactured in the USA. For more information about PRIME and their SmartStrength technology, visit www.PRIMEfitnessUSA.com or contact them directly at [email protected], (855) 269-4378. WINTER 2017 | 15



ChaPlleOngWe yoEur RlimiUts. PPrepare Faster, Perform Better, Recover QuickerPower Plate® has the versatility to be used by every member, every visit. As movement preparation, itincreases flexibility, range of motion, circulation, and warms muscles to prevent injury. Integrated within aworkout, Power Plate enhances performance by activating a larger percentage of muscle fibers andincreases metabolic demand. Post workout, use Power Plate for recovery and massage to decrease painand relieve soft tissue tightness. Call today to learn more 877-87-PLATE powerplate.com

Keeping Plyometrics AlwaysNew and ExcitingTorque Fitness Plyometric products have been continuously redesigned and fine-tuned in response to feedback from users and facilities,according to a philosophy they call “Don’t Quit. Ever.”Torque TriplePlyo PlyoStack Unstacked PlyoStack StackedThe Philosophy rest between sets. Exercise variety includes varying the bodyWhen people come to you to pursue their fitness and training goals, position at takeoff, stationary and running take off, or steppingyou want them to see your facility as the ultimate place to realize instead of jumping.their full potential. This means bringing forth new and excitingworkout experiences they can find nowhere else. Advancementin exercise science and performance never pauses. Breakthroughscome in small, hard fought steps. The need to stay on the cuttingedge is always there. Perfection is an elusive goal. The battle forthe hearts and minds of motivated people never ends. Be neversatisfied, never finished. At 55 lbs of heavy duty UV stabilized mildew-resistant vinyl and a dense foam core, the TRIPLEPLYO stays put.About Plyometricts Because Plyometrics are a cardiovascular activity, they are aPlyometrics or box jumping was first used in Russian Olympic great way to warm up before strength exercise, and a great way totraining in the 1970’s. The exercise involves accelerating upward recover afterwards. High intensity jumping also causes the bodyfrom a floor position and decelerating as you land on the box to burn fat before carbohydrates, burning 800 to 1,000 caloriessurface. The movements are performed in a rapid or “explosive” an hour compared to 200 to 300 calories per hour while walking.manner. A typical workout is 2-3 sets of 5-8 reps with 1-2 minutes This exercise targets the fast twitch muscle fibers in the legs and core, resulting in quick response and elastic properties of the18 NATIONAL FITNESS TRADE JOURNAL

targeted muscles. These are the same fast twitch muscle fibers Most Plyos on the market are soft sided boxes made entirely oftargeted in anaerobic resistance exercises in the legs and core, open cell foam, making them light and easier to tip when the usersuch as squats, leg curls, and hyperextensions. The best way to does not land in the center.think about it is that anaerobic resistance exercise builds strengthin fast twitch fibers, and Plyometrics add explosiveness to that Low Impact – Torque’s Plyo has a softer layer of foam on thepower base. The landing/deceleration phase helps decrease the outside to provide a cushioned, lower impact landing. Harderrisk of injury and increase the ability to make sudden stops. In surface landings can cause microtears in muscle and bone tissue.addition, box jumps tap into some fast twitch muscle fibers that arenot usually hit during conventional anaerobic resistance exercises. Grip – Torque also provides a non-skid vinyl landing zone that prevents slippage even if shoes are wet. Other products cover the The best way to think about it is that box entirely with conventional vinyl which is slippery. Slipping on a anaerobic resistance exercise builds 30” elevated surface is not a good thing. Torque’s non-skid landing strength in fast twitch fibers, and zone also helps train the user to land in the center with each jump. Plyometrics add explosiveness to that power base. Height Progression - Torque’s TriplePlyo offers height progressions of 20” 24” and 30”. The user can start at safe low levels and workPlyometrics went viral in the Cross Fit world up to higher and more explosive jumps, activating progressivelyand has gradually made its way onto the more muscle tissue in the process. Torque also offers a stackableclub exercise floor. Plyometrics is used system enabling 15 height elevations from 6” to 62”. (Yes, therein training for basketball, are people who can jump 62” and higher). The most any othertennis, volleyball, Plyo product offers are 10 height elevations.martial artists,sprinting, Graphics – Bright colors and high energy graphics always add pophigh jumping, to the look and feel of the exercise floor. They also make it easyfootball, and to identify the height you are jumping.general fitness.Because boxes take up minimal space and can A non-skid landing zone forbe used at any level of fitness, they are easily incorporated into a safer landings.facility’s functional training mix. With increasing popularity, moreand more people will be looking for Plyometrics on exercise floors. As Torque listens to feedback from users and facilities, they continuously refine and fine tune their Plyo products along“Don’t Quit. Ever.” Applied to Plyometrics with all the other products in their line. Providing new and excitingTo keep its Plyo products always new and exciting, Torque’s design innovation in fitness products and club offerings is an attitude.engineering focuses in five areas – Stability, Low Impact, Grip, Don’t Quit. Ever.Height Progressions, and Graphics. To learn more call 1.763.754.7533, or 1.877.867.7835,Stability – Torque has incorporated a highly dense core intended to or e-mail [email protected] mass which prevents movement or tipping during the exercise. www.torquefitness.com. WINTER 2017 | 19



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Revolutionizing Cardio with Intense Motionby Meg KorteMany are spending less time on cardio is more than just a treadmill. Users have the choice to adjust theworkouts but burning more fat than ever before. machine incline from -3 to 30 percent in order to engage moreBy alternating intensities and motions within muscle groups directly with each incline increase.cardio, users can ultimately increase metabolismand burn calories long after the workout has been While working at a high incline, a user’s recovery period iscompleted. also extended, creating an “after burn,” according to Driemeier. The “after burn” happens when the body uses oxygen faster than TRUE Fitness has mastered the science of building muscle being delivered to the muscles, taking longer to return the bodyby means of cardio with the High Intensity Training (HIT) Series. to homeostasis (sometimes up to 24 hours), thereby burning“[By using] these machines, users are demanding more calories without any added work from the user.more of larger muscle groups than steady-state cardio,” says TRUE trainer Jamie Built with BenefitsDriemeier. In addition, the body’s muscleshave more ability to absorb glucose instead Another major benefit of this equipmentof that glucose being stored as fat, also from the eyes of the gym owner is theincreasing muscle mass while burning the versatility of all machines. A user whoamount of total body fat. enjoys the longer, lower intensity workouts can stride happily alongside a vigorous stepBuilt for Results changer – in one facility, on one machine. Featuring TRUE’s Soft Step cushioningComprised of three machines for separate functions, foot pads, the Spectrum is built for theusers can complete sweat-breaking cardio workouts in long haul with capabilities of also being used as anless amount of time than traditional cardio methods. everyday elliptical - just as the Alpine Runner doubles as a treadmill. Built with a deck and cushioning system The True Traverse is a lateral-motion trainer made to to relieve joint impact, the Alpine Runner is softer thansculpt the core and lower body. The side-to-side motion most treadmills on the market today.helps target areas not easily reached by typical The preprogrammed workouts featured on TRUE’scardio machines. The TRUE Spectrum HIT series were specifically designed to accommodatecombines the motions of a stepper, workouts of high intensity, as well. All threea runner and an elliptical machine. machines are equipped with TRUE’sWith adjustable increments of justone inch between 13 and 30 inches, Cardio 360™ training, targeting theusers can quickly change the desired core, biceps, glutes and thighs onworkout motion while remaining on each machine – sculpting the entirethe same machine. body with one 20-minute fat-blasting workout. The newest member ofthe HIT Series from TRUE Another set of preprogrammedFitness, the Alpine Runner, workouts featured are TRUE’s new Monument Workouts. Users can climb to international heights they22 NATIONAL FITNESS TRADE JOURNAL

have never seen like Mount Kilimanjaro, the St. Louis Arch, and built to withstand miles and miles of use even in the busiestthe Eiffel Tower. These workouts are completed with a distance facilities.goal in mind, dependent on user speed and incline levelsrather than the time-focused workout of the Cardio 360™. This Let your customers step up to the challenge of highentertaining and engaging incline-centered workout is exclusive intensity training in your facility. Whether it be the Traverse,to the Alpine Runner, sure to leave users with a long-lasting the Spectrum, or the Alpine Runner from TRUE your patronsafter burn. can experience a workout without compromise to fit their intense cardio needs. According to Driemeier, the high incline workouts of theAlpine Runner are classified as high intensity though a user For more information on any TRUE Fitness products, visitmay be walking because of the similar reactions produced in www.truefitness.com or call 1-800-426-6570.the body. Driemeier also goes so far as to say that walking at a30 percent incline produces the same reaction in the body as asprint. Users experience heart rate elevation more quickly andheart rate decline slower than steady-state jogging. Driemeier encourages users to drink plenty of water before,during, and after workouts of high intensity, just like a user wouldfor any workout. She also advises to check sodium levels andadjust meals accordingly before a workout of these intensitiesas a users’ sweat levels are increased significantly during suchtraining, causing the user to lose water at a rapid rate. Thoughthe common belief is that sodium causes a user to retain water,Driemeier says that this is not always the case. “A little salt in[a user’s] food can help the recovery process and not keep holdof unnecessary fluid.” Sodium only causes the body to retainwater if there is not enough water intake to begin with, not asource of electrolyte replenishment after workout, or if the bodyis not being activated at all.A TRUE Solution for High Intensity TrainingWhether the lateral motion, the adjustable step or the highincline training tools, TRUE’s HIT Series has a piece ofequipment to satisfy each user’s high intensity needs. EachTRUE product is held to the highest standards of durability andsafety that TRUE has been known for since 1981. Equippedwith the highest amounts of innovation, each console iseasy to use and machine-interchangeable. As a standard onequipment, the HIT series also features the TRUE originalinnovation: Heart Rate Control (HRC). As another piece of innovation, the Alpine Runner alsoboasts a patent-pending system engineered to reduce the loadon the incline motor thus reducing wear and tear – a machine WINTER 2017 | 23

Extend the life of Order parts on theyour out-of-warranty fly and get repairfitness equipment. help in the field at www.gympart.com!National Gym Supply is yournumber one source for:n More than 20,000 OEM and aftermarket replacement parts, in stock with same-day shipping.n Cost-saving repair service for broken TVs, electronics, monitors and motors.n Replacement cables for strength equipment — available stock sizes or made-to-order.n Cash In Your Cores! Earn cash or store credit for your non-working electronics and motors.n Optimized, mobile site with a full library of free manuals, schematics, and how-to’s for in-field repairs.Request a free print catalog online!www.gympart.com |W1W-8W0.0G-YGMYPMAPRATR.TCOM | 1-800-GYMPART

Listen to TV Audio 3 Listen to TV Audio 5 Download AudioFetch App Download AudioFetch AppGoogle Play® or Apple Itunes® Google Play® or Apple Itunes® Listen to TV Audio 4 Download AudioFetch App Google Play® or Apple Itunes®POST YOUR LOGO BROADCAST TV AUDIO TO APPLEORADVERTISE HERE & ANDROID SMARTPHONES. Broadcast real time audio from TVs installed throughout your facility to Apple and Android devices. Users download the FREE AudioFetch app at iTunes or Google Play. You can post your logo or advertise on the app at no additional cost. NO MONTHLY FEES!ELIMINATE CABLE,SATELLITE & IPTV REMOTECONTROLS WITH CAB.Use existing controls on cardio equipment tocontrol personal viewing screens and/or ANYCable, Satellite or IPTV set top box without thebattery operated remote control.Broadcastvision first offered a solution for settop box control in 2011 and is the clear-cutmarket leader in this technology. Call or email us today for more information: 888.330.4283 (4BVE) [email protected]

Clubs and Exercisers The Fitness Formula group exerciseCapitalize on SmallGroup Training with “ We chose the VersaClimberVersaClimber because it is a total-body, no-impactDeemed by the American College of Sports option that is completely modifiableMedicine as one of the top 10 fitness trends for2017, group training continues experiencing ”to any fitness level.growth, inspired by powerful camaraderie andcompetition, as well as novelty of workouts. Health clubs and fitness facilities can take advantage ofBoutique studios and fusion fitness centers have VersaClimber total-body climbers for creative programs thatstimulated and helped meet ongoing demand for drive revenue, motivation and retention. As exercisers seekrigorous, effective group routines that present intense, efficient regimens, the time-tested VersaClimber is annew challenges. ideal ingredient in group sessions because it accommodates all fitness levels; offers unique, vertical training; and provides superior, total-body conditioning. “The Best Workout in the Country” One year ago, The Fitness Formula in St. Louis, Mo., incorporated nine VersaClimber SM units into its signature Formula Total Body heart rate-based interval training classes, along with WaterRowers, incline trainers, TRX Suspension Trainers, kettlebells, free weights and body weight exercises.26 NATIONAL FITNESS TRADE JOURNAL

“We chose the VersaClimber because it is a total-body, no-impact Despite being called “a medieval torture machine” by oneoption that is completely modifiable to any fitness level, and it is easy enthusiastic Afterburn participant, the VersaClimber really is ato push someone into anaerobic levels and then quickly recover,” favorite part of the workout, because it produces noticeable results.explained Kevin Harmann, owner of The Fitness Formula. “We often see people posting their class statistics on social media,During one-hour classes, up to 18 participants walk, run, row, and it is evident how effective the VersaClimber is based on theclimb, lift and do core exercises for aerobic and anaerobic work, calories they have burned,” Sorkin explained. “And, because it’sstrength and functional conditioning. Fitness professionals create low-impact, as hard as it forces you to work, you’ll always be able toworkouts with intervals of come back for more.”various intensity based Instructors use theon heart rate response, VersaClimber to find newand all modalities can be ways to push participantsmodified or progressed to progressively, offeringaccommodate beginners to intensity without impactadvanced exercisers. Classes for the dedicated classare designed to stimulate the attendees who work outgreatest caloric expenditure 5-6 times each week. Theand excess post-exercise exciting Afterburn classesoxygen consumption (EPOC) have attracted many newto boost metabolism. members to the ToneDespite their daunting Zone, which has a “fitness-reputation, VersaClimbers forward” following, and haveinspire participants to work Based on its compact footprint, eight VersaClimbers fit comfortably encouraged 90 percent ofhard and achieve their goals. in the The Tone Zone Fitness Studio. existing clients to upgrade“The VersaClimber is that their memberships.machine that you love tohate!” said Harmann. “The VersaClimber really is amore you do it, the more you get addicted, and visible results comequickly. It keeps you coming back for more.” “favorite part of the workout, because ”it produces noticeable results. Plus, Harmann noted, “it gives us a broader variety ofprogramming options when designing workouts, and adds diversitythat other studios don’t offer.” Coaches embrace the freedom to varyclass design, modalities used, order of exercises, and duration ofintervals to keep participants motivated and progressing.According to Harmann, “the VersaClimber is really what sets usapart. We have the best workout in the country, and the VersaClimber Valuable Versatilityis one of the components that takes it to the next level.” Made in California for almost 40 years, VersaClimbers have been challenging exercisers with low-impact, total-body, heart-pumping“The Secret Weapon” workouts that engage all of the major muscles by pushing and pullingThe VersaClimber also fuels the new, intense Afterburn classes at their own body weight. VersaClimber routines has been shown to burnThe Tone Zone Fitness Studio in Conshohocken, Penn., where it 206% more fat and calories than a comparable treadmill workout,is described as “the secret weapon,” because “there is no cardio and blast more fat and calories than ellipticals, steppers and indoormachine that will have you burning more calories.” group cycling bikes.Designed to burn maximum fat and calories during and post- With adjustable resistance to accommodate various fitness levels,workout via HIIT, Afterburn includes Woodway treadmills, strength the VersaClimber is space-efficient, highly durable and virtuallytraining and heart rate monitoring as well. As many as 24 exercisers maintenance-free. It delivers superior fitness results to exerciserssweat it out in the one-hour sessions that are segmented into six, and provides novel ways for fitness centers to expand programming,seven-minute intervals – two of which are on the VersaClimber, where retention and revenue. And, for another creative option for total-bodygroup fitness instructors have participants vary their speed, stride group training, VersaClimber offers the innovative VersaRower thatlength, grip, and form (legs only). distinguishes clubs and uniquely challenges exercisers.“The VersaClimber is perfect for our clients of various ability levelsand/or physical limitations,” said club owner and fitness professional VersaClimber.com / 1.800.237.2271Scott Sorkin. “There is so much you can do on this full-body cardiomachine, especially with a trained professional guiding you.” Photo credit: Matt Godfrey WINTER 2017 | 27



Strength TrainingJust Got Smarter. Your opportunity to develop muscle and increase performance has just been taken to a whole new level. You won’t find training equipment that rivals PRIME’s unique blend of science and technology. – Mark Coles Physique CoachFor anyone serious about buildingmuscle, or improving performance,nothing even comes close to matchingthe potential for output and efficiencythat this technology offers. – Ben Pakulski IFBB Pro BodybuilderPRIME is taking the strength world by storm. PRIME’s patented variable resistance SmartStrength technology puts the powerin the hands of the user. Unlike traditional strength equipment, SmartStrength allows users to easily manipulate the strengthcurve, creating more opportunity for muscle fiber recruitment from origin to insertion. Visit PRIMEfitnessUSA.com today tolearn why the brightest minds in strength training are joining the PRIME revolution! Find Your PRIME.855.269.4378 • PrimeFitnessUSA.com • [email protected] IN THE U.S.A. ©2015 Specialty Fitness Systems, LLC. Machine images represent products at the time of printing. Future specifications are subject to change. PRIME, Evolution, Hybrid, Legacy and SmartCam are trademarks of Specialty Fitness Systems. Any use of these trademarks, without express written consent of Specialty Fitness Systems, is forbidden.

MYE Introduces Dynamic Member Engagement Platformfeaturing AppAudio and Smart Digital Signage“We like the fact that members can be mobile with TV audio, allowing them the freedom to fully experiencethe cardio area, strength circuit, free-weight area and mobility sections of the facility. Feedback from ourmembers confirms that we did indeed make a smart choice with MYE AppAudio. They love it!”– Joseph Pennington, Fitness Director, Northeast Mississippi Community CollegeAccording to the 2015 IHRSA Consumer Report, there are over 55 million U.S. health clubmembers, however, as many as one-third of club operators struggle with member retention.The rising costs of acquiring new members, and growing competition, signal clubs must employmore efficient ways to retain their membership and encourage referrals. The innovative MYE AppAudio become the industry standard and is AppAudio mobility engagesSmartphone TV Audio and Digital Signage featured in leading fitness apps like members everywhere inplatform reaches motivated fitness club Netpulse, Virtuagym and MobileFiT. A free the club.members with valuable information and AppAudio download from the iTunes orspecial offers. This targeted approach, Google Play store enables members todelivered by patented MYE technology, enjoy TV audio on their Apple iOS orcreates unique member marketing and Android devices from television monitorsretention opportunities that are efficient, throughout the facility. The AppAudioaffordable and highly effective. Mobile Marketing Features empower operators – in one club location or multipleMYE AppAudio Club TV Audio on locations simultaneously – to engageSmartphones their membership with easy uploads ofIntroduced in 2014, the MYE AppAudio special offers, class schedules or other PDFSmartphone TV Audio system has quickly documents to view on their smartphones.30 NATIONAL FITNESS TRADE JOURNAL

“As a marketing director it also gave me one more opportunity to share information with our patrons. Thebenefits are many. A simply available free download to our patrons so they can listen to TV and musicchannels, regardless of where they are in the facility. And an opportunity to share program informationand updates, such as fitness class schedules, without additional costs to print updated materials.”– Steve Cook, Marketing and Events Director, KOPFC Kearns Oquirrh Park Fitness Center“Exclusive MYE technology delivers MYE Digital Signage platform works with any TV monitor.seamless AppAudio integration with existingclub systems including Cardio Theater, MYEand others,” reported Tony Garcia, MYEfounder and president. “AppAudio mobility allows exercisersto listen to their favorite TV programs ontheir smartphone wherever they roam:warming up, through their cardio machineworkout, during strength circuits or freeweight sessions and in the locker room. Theconvenience of AppAudio entertainmentengages them from the moment they checkin to the moment they leave.”MYE Smart Digital Signage Technology comprehensive analytics and reporting long. MYE Comprehensive Analytic reportsPositioned in high traffic locations, MYE system available including Intel® AIM enable operators to create a dynamic andSmart Digital Signage technology includes Suite (Audience Impression Metrics), an effective marketing program that optimizeseverything needed for a powerful world- anonymous viewer analytics technology. member engagement and results.”class signage solution. The simple set AIM metrics include channel users,up is compatible with any TV display demographic profiles, advertising views and Experienced Nationwide Installationwith HDMI input and is matched with how long the ad was viewed, all designed Installation for MYE AppAudio and Digitalthe easy-to-manage online MYE portal to to help operators evaluate and fine-tune Signage systems is provided throughtarget membership sales and promotions messaging and content development. an established nationwide network.including quick-start drag and drop Experienced MYE product specialistsdesign templates, all compatible with the “From a digital sign perspective we understand the needs of commercialAppAudio Mobile Marketing platform. provide reports on number of viewers, operators better than anyone. Facility length of time viewed, gender and evaluations are conducted with the goalMYE Comprehensive Analytics and Reports approximate age for each individual to upgrade club entertainment systemsThe MYE AppAudio and Smart Digital ad or promotion viewed,” Garcia said. into an effective, easily maintained andSignage platform features the most “AppAudio analytics include what channel seamless environment. users watched during a session and for how“We looked at similar systems but decided to buy from a well established fitness company like MYEEntertainment. Our members rave about AppAudio and by far one of the best amenities we’ve offered ina long time. Plus MYE Entertainment customer support is the best in the industry.”– Don Walker, Owner, Bullhead Athletic ClubsMYE Entertainment Inc. is the industry’s largest and most trusted provider of fitness entertainment and technology with a legacy ofdesign leadership dating back to 1993. Innovative MYE products include wireless TV audio receivers and transmitters, AppAudiosmartphone TV audio system, Wireless CableSAT Channel Changer, Cardio Machine TVs and MYE Digital Signage. Advanced productdesign makes MYE the choice of major cardio equipment brands including Cybex, Life Fitness, Matrix, Precor, Star Trac, Stairmaster,Octane, FreeMotion and others. For more, visit MYEinc.com or call 800-779-6759 or 661-964-0217. WINTER 2017 | 31



Help your club.Stand out from the pack.If you’ve been looking for ways to help your club standout and attract new members—your search is over! TheMYZONE system holds the keys to member engagementand retention through wearable accuracy, game-like pointearning, intuitive effort readings, and in-app social featuresthat connect your members and trainers.Visit retainingmembers.com and see what MYZONEcan do to help your club attract and engage withnew and existing members.© MYZONE® 2016,all rights reserved.

The Typical Life Cycle of a MemberWhen designing a gym or buying equipment, it It’s something you tend to avoid, and you are not enthusedis important to think about all of our members about repeating it!and prospects, from beginner to advanced. Wealso need to think about the “life cycle” of a These are very real feelings and when it comes to ourmember. Let me explain. appearance or physical ability, these feelings tend to become magnified. It’s personal, not business. And when it’s personal, I love to work out. I love going into a new club for it becomes emotional. It’s no wonder that the majority ofthe first time and seeing what they have to offer. I love people don’t exercise and certainly no surprise that over 50%attending industry events to check out the latest offerings. of those who do start, tend to quit in under 6 months.I’m guessing by the fact that you’re reading this magazineyou feel the same way! We are fitness geeks and we love it. Most fitness professionals get into the business because of a desire to help others. We want to help others succeed, to Unfortunately, most of your members and prospects feel better about themselves, and to help them improve theirdo not feel the same way. Sure there are the hard-core most valuable possession - their health. However, if we trulyfitness enthusiasts that share our passion -- the passion of want to accomplish this goal, we must think not only about thea committed professional -- but many of your members are fitness enthusiasts but also beginners. For example, beginnersstepping into your club for the first time in a long time - or are typically intimidated by the latest and greatest highever! What are they feeling? What are they looking for? How intensity program. Beginners will hopefully grow to appreciateoften do you stop and think these programs later in their “life cycle” as a member.about their experience andwhat it is like for them The growing trend in gyms today is LESS equipment andwhen they arrive at your more open floor space for functional movement. There is noclub? As an experiencedfitness professional, denying this type of space issometimes it’s not easy to important but it’s also fair toremember what it’s like to say it doesn’t serve everyonebe a beginner. at every stage of their cycle as a member. Think Most likely these again about the beginner.members are nervous, They overcome fears andintimidated, or feeling insecurities and muster upuncomfortable. They are the courage to step into yourprobably unfamiliar with facility. You ask them a bitfitness and training. about their goals and mostIt is hard for a fitness likely you hear the commonprofessional to capture this answers. They want morekind of cautious feeling, energy. They want to feelbecause we love fitness so better. They want to lookmuch. But surely everyone better. They want to doknows how it feels to be in something about ‘this area’an uncomfortable situation. (patting their belly!). At this point the enthusiastic trainer or salesperson tells them about all of the great34 NATIONAL FITNESS TRADE JOURNAL

offerings in the club from nutrition, to functional and cross will shell out $50+ per hour to have a trainer stand nexttraining programs. They take to them while walking on thethe prospect over to the ‘turf’ treadmill or count to 10 as theyarea and see the fit members exercise. Trainers and trainingjumping around, hoisting kettle programs need to provide abells and launching medicine “wow” experience to justify theballs. Whoa! Do they feel like investment. Most importantlythey could do that too? Perhaps. they need to deliver RESULTS.But most likely this beginner This is where cross training, highsees something they don’t feel intensity and functional trainingthey could be successful doing, become critical.and their feelings of fear and It’s important that facilitiesinsecurity come rushing in. Have offer unique equipment andwe increased the likeliness that expertise that is not accessiblethey will join? Quite the opposite. to members on their own. Many such products exist today What if instead this same including the TireFlip 180,member was taken to an area BattleRope ST, Woodway Curvewhere there were selectorized and Vicore TerraCore. These itemsmachines. Just select a deliver that WOW factor and trulycomfortable weight, sit down stand out in the facility. Gettingand push. Or walk on a common a good workout on products liketreadmill and push START. Or visit these are things members talkthe ABS area where they could try about, things that keep thema user friendly machine that helps coming back for more. Just typethem work ‘this area’ (see above).How are they feeling now? Encouraged. Empowered. Like they one of them into your social media platform to see what Icould be successful and fit in here. Have we increased the mean! How cool is it to see your member posting about thechances of them joining? You tell me. awesome workout they had on the latest piece of equipment YOU offered them? That is the best kind of “advertising” -- Now we have a member who can WIN in our facility. We it’s real and you don’t need to pay for it!have areas where they can come to the club and be successful.When we have a member who is successful and fits in, guess If we are to reach our goal of operating profitable facilitieswhat else we have? A member who keeps coming back! A while helping as many people as possible to achieve theirmember who truly becomes part of our ‘club’. After a member fitness goals, then we need to think about ALL our members/truly feels he or she belongs, then we can introduce them to all prospects when designing our clubs and ordering equipment.the other incredible things inside the facility. Offer them other Let’s not rush to eliminate this thing or that just becauseservices, ranging from classes, to group and personal training. it’s hot - just because it’s what WE would use or the trainerSome people may be ready for this from day one but clearly not said so. Think like your customer -- whether the beginner,the majority as evidenced by the fact that PT penetration rates the moderate exerciser, or the elite -- and make sure wein clubs struggle to top 12%. accommodate them all. Health truly is our greatest asset. As fitness professionals, facility owners, and equipment Certainly the Holy Grail in fitness today is non-dues manufacturers we can work together and make a difference inrevenue. With the proliferation of low priced high volume people’s lives!clubs, owners need to find ways to generate additional andongoing revenue to achieve profitability. But how do you For more information visit www.TheAbsCompany.com, callinduce the member who joined your club for $10-20 to us at 866-219-5335 or email [email protected] spend $50, $75, $100 or more per month? Take yourofferings up a notch! Gone are the days where a person WINTER 2017 | 35

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Extend The Life Of Your Out-Of-Warranty EquipmentWith Help From National Gym SupplyJon Webster, president and founder of National GymSupply, in his warehouse and electronics repairfacility in Los Angeles, CA.Budget-conscious gym owners are often put in a tough position they need and we find a way to give it to them.” Here’s how:when it comes to overseeing their fitness equipment assets. Manyare choosing to keep older equipment longer but ask, How can Reliable stock of OEM and aftermarket replacement parts.we keep our out-of-warranty equipment in good shape? How can Webster knows finding replacement parts at reasonable priceswe get repairs made fast to maximize up-time for our members? becomes more difficult as equipment gets older. NGS specializesCan we retain and grow our membership with older machines? in stocking parts for this aging models from most major brands. With over 20,000 SKU’s for cardio and strength equipment, cus- “Fitness center managers need assurance that their out-of- tomers can find and order what they need fast at NGS’ website,warranty equipment can be maintained and repaired at a reason- www.gympart.com, which features powerful search functionsable cost in order to make an informed decision about whether and real time inventory information. A state-of-the-art fulfillmentor not to keep older machines,” explains Jon Webster, National system gives NGS the power to offer same-day shipping for mostGym Supply founder and president. “It’s our business to help orders placed before 3:00 p.m. PST , at budget-friendly prices.give them that peace of mind.” Repair and exchange service for broken electronics, monitors Webster knows there’s nothing a fitness club member hates and motors.more than an Out of Order sign. “I was one of those members “Replacing electronic parts, monitors and motors for older equip-waiting for a treadmill back in 1990,” Webster says, telling the ment is expensive, and the cost to replace them increases whenstory of how he first got the idea for the company. “Since then, the equipment passes the manufacturer’s warranty period,” saysI’ve been thinking of new ways for fitness center owners and tech- Webster. “We’ve doubled the size of the electronics repair depart-nicians to save time and money. And keep their members happy.” ment in our Southern California-based facility, and created an easy-to-use online app for customers to send in broken parts and For more than 23 years, NGS has provided parts, products receive working replacements fast.” In addition, NGS recentlyand services to help gym owners and fitness equipment techni- premiered “Cash In Your Cores” service whereby customers cancians get repairs made faster at lower cost, and keep cardio and get cash for their non-working parts they no longer need. Fitnessstrength equipment running longer. It’s a business model that centers can clean house, and NGS can increase their stock ofseems to be working: NGS boasts 30,000 active customers; thetop club chains are all long-time customers. “The way it works issimple,” explains Webster. “Our customers tell us what support38 NATIONAL FITNESS TRADE JOURNAL

electronics available for exchange. “We love it. Customers love it. Webster has brought this powerful on-It’s been a very successful program so far,” said Webster. line content from the website right into customers’ mobile devices. “Techni-Expert Technical Support Staff. cians in the field can create personal-As equipment gets older, manufacturer support wanes. Another ized shortcuts to find parts they need,way NGS helps extend the life of older equipment is by employ- order parts on the fly, check previousing former field technicians for its customer service staff. This orders and order status,” says Webster.team can troubleshoot problems with older equipment and offers Plus its 200-page annual print catalogrepair tips to make it last longer. “Often, our guys can provide can help buyers shop for what they needmaintenance tips and technical support that is no longer avail- by identifying the best selling parts forable from the equipment manufacturers,” says Webster. each model and manufacturer, and with helpful merchandising of related parts and products. In ad- dition to cardio and strength equipment parts, NGS carries hundreds of helpful training tools, clean- ers, polishes and other fitness center accessories making it a one-stop shop.There’s nothing a fitness club member hates morethan an Out of Order sign.Content-rich website and annual catalog. National Gym Supply, 5500 W. 83rd Street, Los Angeles,NGS’ customers can get help 24 hours a day from the online CA 90045. 1-800-GYMPART or (310) 410-4200. Mondayresources provided at www.gympart.com, including a full library through Friday, 8:00 a.m. to 4:30 p.m. PT. www.gympart.com.of free manuals and repair guides, schematics, and how-to’s..National Gym Supply’s ways to extend the life of your out-of-warranty fitness equipment:Keep It Clean: Clean equipment looks new. Members are less likely to complain about older equipment ifit is clean and fresh looking.Keep it Quiet: Just as a new car is quiet during operation, the same is true with fitness equipment. Quietequipment gives the appearance of newness. Maintaining your equipment with the goal of keeping it quietshould be a priority.Keep it Maintained: Pay special attention to cardio wear points —• Check friction between the treadmill belt and deck with electronics tools that measure amp draw.• Remove dust bunnies from the circuit board using a soft brush — not a vacuum cleaner. Dust on electronics is a leading cause of electronics failures.• Listen for bearing noise on rollers, motors and flywheels, and replace promptly.• Replace broken end caps, cracked keypads, worn-out looking consoles and other cosmetic blemishes. WINTER 2017 | 39

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Building Value Into The PriceOf Club MembershipsOne of the first things prospective members look for when shopping Engaging prospects in the “sales process”a health club is your price point. That’s because they don’t know By understanding your prospect’s expectations; what their fitnesswhat else to ask about. Every member had a reason for joining goals are; and how much time they’re willing to commit can bea gym and the majority of those memberships were based on an a great starting point in the sales discussion. They may not knowestablished goal in mind as to how they wanted to look or feel. Your what their fitness goals are, but they want to look and feel better.overall gym value can be positioned in a way that goes beyond the Also, they may have no idea how long it takes or how much timemembership cost in selling those prospects and still compete with they can commit, but they do know their schedule and free time.other gyms. Let’s look at how to add value in selling prospective Consequently, it might be a gradual process easing them into amembers without losing them to your competitors. routine. Be proactive and have a set of membership levels ready that you can offer. Ideally, an initial option might include incentives A minority of prospective members who run marathons, do like a limited number of PT hours or group classes, especiallyfunctional fitness events, or team sport competitions will pay if the prospect is hesitant with moving forward. Once you botha premium for what your club offers. However, the majority of understand those goals, you’ll be able to offer the appropriate gymprospects will shop for the best price possible because they’re membership level.not familiar with those activities, or are just inexperienced withworking out. However, they still have goals of how they want to Selling a committed fitness lifestylelook and feel. “How much does it cost”? It’s just the programmed Educate your prospective members by describing realistic resultsresponse most of us have been trained to say when shopping. For they can have by committing to a particular level or plan, suchthose prospects that you’re trying to sell memberships who are just as weight loss, or even better self-esteem. Help them to not onlylooking for the lowest cost, there’s an opportunity to incentivize build loyalty to themselves, but to your gym with a new healthythem by adding value. This can be done without getting caught-up in the “Price is Right” attitude. There’s a reason why peoplehappily pay $4 for a cup of coffee at Starbucks. They’ve built valueinto their brand by educating their customers who are convincedthey’re receiving better value and have no problem paying for it.42 NATIONAL FITNESS TRADE JOURNAL

lifestyle attitude. Let them know you’ll schedule regular check- They all want results. It just requires patience and strategy in sellingins with them to measure their progress. ASF offers a unique them their own personal vision of themselves.software package including the 30/60/90 day report to assist in anew member’s assessment. ASF’s software also includes Training Stephen WilsonAdd-ons to help them in their fitness development and create Marketing Managermore revenue for your club. During these meetings it can also be ASF PAYMENT SOLUTIONSgood timing to offer a higher-level membership that might include [email protected] training classes, or PT to ramp-up their workout.Conclusion Steve joined the ASF team as a veteran of marketingEngaging your prospective members at the onset of the sales process communications where he was Director of Creative Serviceshelps to build loyalty towards your club. Offering education and at an advertising agency focused on branding and strategy. Hevarious levels of membership packages creates a perceived value in has worked in a variety of industries, but focused on healthyour club’s brand offering. Be willing to add some limited training and wellness. His work on national campaigns has earnedor classes that center on their fitness goals, as well as to encourage him many accreditations and awards. For more informationtheir commitment. You’ll also discover that your prospective member on ASF products and services, call 1-800-227-3859, or visitsales are more successful when you focus on improving their health. www.asfpaymentsolutions.comBottle and Towel Holder sctMoanfefvmleobnveieernstc&hee! Easy-to-reach cleaning supplies! Prevent germ and virus transmission. Most economical & eco-friendly alternative to expensive disposable wipes.Cleaning Supplies Right On The Equipment!216-378-4298 Call or email for New Year’s Savings on Gymvalets!www.gymvalet.com [email protected] WINTER 2017 | 43

Premium Five-Star Tanning Tanning from a Increase Membership, Stand-Up More Bottom Line Profits Kind of • HEX originated vertical tanning inCompany! 1979 and remains the global leader today • UL listed tanning system with the highest consumer safety rating • Only HEX utilizes green materials in construction • Over 100 finishes available and includes an IPOD docking station and LED signage • Our patented 3 in 1 smart lamps tan the face, body and legs evenly. They also produce a persistant tan color that increases over the next 4-5 days • Only system incorporating electronic ballasts – 25% savings on electrical bills • Service is our #1 Priority. When you call HEX you are greeted by a friendly sales consultant who can answer all your questions and take care of your every need HTS 9000 with attached dressing room programmable LED display optional For more information HTS 9000 please contact us at without attached 1-800-556-3201 dressing room www.hextanning.com [email protected] HEX beds can be customized“Contraindication: This product is contraindicated for use on persons under the age of 18 years.” “Contraindication: This product must not be used if skin lesions oropen wounds are present.” “Warning: This product should not be used on individuals who have had skin cancer or have a family history of skin cancer.” “Warning: Persons repeatedly exposed to UV radiation should be regularly evaluated for skin cancer.”

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Don’t Be Fooled and MisleadBy Gary Hood, Global Fitness AssociationConsultants in any field are a dime a dozen. But to find help and If the answer is “yes” to any of these questions, then guess what.support from seasoned professionals, people who have been in the You’re not benefiting! So don’t be fooled and mislead any longer,fitness industry for over forty years, that can be hard to come by. and start benefiting today by contacting the right association and fitness professionals to get the help you need. So, what does a fitness facility do to ensure they have the verybest possible chance for success and aren’t being fooled and mislead? You should be looking for an association that can provideHere is the answer. Be better than the other fitness facilities by joining you with true benefits - benefits that you can measure and countan association that will provide you with daily support and access to on from seasoned professionals who have been in the trenches,seasoned fitness professionals and all their resources at a cost that negotiated with the landlords, solved maintenance issues, trainedanyone can afford. staff, handled member problems and suggestions, come up with the promotions, solved staff problems, designed the systems, forms, Whether you’re new to the fitness industry or a veteran, all of us videos, negotiated with creditors, and more.need access to experts to discuss our special needs and daily challenges. This experience and expertise is available; you’ve just been If you are a member of a fitness trade association, ask yourself looking in the wrong place and spending your money to feel you’rethe following questions and decide if you are really benefiting. a part of something bigger. Remember, bigger doesn’t always mean better. If you’ve been down this road, then you’ll understand what• When was the last time you spoke to someone about your day-to- I’m trying to convey. If you’re not a member of a fitness tradeday challenges? association, you need to be . . . but with the right association.• Was the information you received prepared by a season professional This brings me to Global Fitness Association, located in Clayton,or by an employee who has never owned a business or been in the California, with Regional Offices in Lincoln, California, and Lasfitness industry? Vegas, Nevada. Created by several fitness professionals with over 40 years in the fitness industry, our team of fitness industry veterans• Did you get the impression that your association is more concerned has been assisting small to large fitness center owners, managers,about money rather than helping you? and other fitness professionals across the country.FINANCING OPTIONS FOR YOUR BUSINESS SBA 7(a) CONSOLIDATION LOAN Loans range from $250,000 up to $5,000,000 Reduce your monthly payments 10% or more SBA EXPRESS WORKING CAPITAL LOAN Loan range from $20,000 up to $150,000 The business is the collateral! EQUIPMENT LEASE Leases range from $5,000 up to $1,000,000 The equipment is the collateral! CALL (800) 788-3884 FOR A NO OBLIGATION ASSESSMENT! Paul Bosley, Managing Member [email protected] www.healthclubexperts.com46 NATIONAL FITNESS TRADE JOURNAL

As owners and managers that contribute to the industry’s Your Internet Footprint - Improve It Today – Do you know how yoursuccess in your own way, you also share a collective responsibility business appears across the internet? Through our research, weto “do the right thing” and should reach out for help when in need. have found 85% of the gyms in this country contain inaccurateWe understand it’s lonely at the top, and encourage you to seek information online. So where does your gym stand online? Find outprofessional advice when in doubt. That’s where Global Fitness for free with our online visibility Report Card. Give us a call today.Association comes in. Online Video Training, Workbooks, and Testing – Learn the best For only $29.00 per month, quit anytime you like, you can techniques for membership sales, service, leadership, and humanreceive the best resources and support to be found in the fitness relations.industry.Below are a few of our most popular features: GFA e-Marketing – Get your branding/advertising message out to prospective members at a price that can’t be beat with access toConsultation Service – Meet for up to one hour free every month with over 250 million opt-in email addresses.seasoned fitness professionals (40 years and counting). For more information on the above topics and many more, visitMonthly Blog Postings – You’ll receive our popular monthly Blog our website at globalfitnessassociation.com/info.postings every month, which will keep you up-to-date with the latest _________________________________________________________in fitness center operations, staff training material, marketing ideas,promotional material, and more. Global Fitness Association, created by fitness professionals with over 40 years in the fitness industry, has emerged as the numberLease Negotiations – Believe it! The landlord always has the upper one resource in the industry. Can you really learn something fromhand, and without professional help you could be asking for trouble a bunch of fitness industry veterans? We think so. Give us a callwithout knowing it. There are five times in your business life when today at 925-672-4800.you may need us to get involved with your landlord. After workingwith landlords across the country for over forty years, we have Special thanks to Linda Hood, Gary Gresham, Jim Phillips, anddeveloped several successful strategies and techniques that can Nikolai Zavadsky for contributing to this article. You guys arereally help. the best!Upgrade Your Wellness Program Over 3,000 colleges, government organizations and health clubs use MicroFit software and integrated testing equipment to assess and track the wellness of their students, employees and members. • Wellness Assessment • Fitness Assessment • Diet & Nutrition • Exercise Training 800-822-0405 [email protected] www.MicroFit.com WINTER 2017 | 47



NFTJWeb.com Your Online One-Stop-Shopping SourceCheck out our free on-line versions of National Fitness Trade Journal at NationalFitnessTradeJournal.comLIST YOUR COMPANY HERE! List your company’s information in our NFTJ Web Directory, both print and online, for only $1000per year (5 issues). To learn more, go to www.NFTJWeb.com, call (541) 830-0400, or email [email protected] FITNESS EQUIPMENT PARTS NUTRITIONAL PROGRAMS/ Promaxima • [email protected]•aa8llee6t6t..-cc4oo3mm5-2009 National Gym Supply SUPPLEMENTS www.promaxima.comBILLING SERVICES • 800-GYMPART Nutrishape • 855-668-8747 [email protected] Payment Solutions www.gympart.com www.nutrishape.com RopeFlex • 650-549-5888• 800-227-3859 [email protected] [email protected] www.ropeflex.comwww.asfinternational.com FITNESS TESTING PILATES [email protected]@asfinternational.com [email protected]•irc8or0fo0itf-.i8ct.2oc2mo-m0405 Lwawgrwe.elaFgirteneefsistn•e8s1s8.c-2o6m0-0433 SportsArt • 800-709-1400EZFacility • 866-498-3279 FLOORING PUBLICATIONS www.gosportsart.comwww.ezfacility.com Centaur Floor Systems [email protected] [email protected]@ezfacility.com • 800-536-9007 Nwsuawbtwsioc.nnraaipltitFoiointnnaslef@istnsneTasrtsaiotdrnaeadJlefoijotu-urrnnaall.com Total Gym • 800-971-2071CARDIO EQUIPMENT [email protected] nesstradejournal.com www.totalgym.comFreeMotion • 877-363-8449 FREE WEIGHT REFURBISHED/REMANUFAC- [email protected] EQUIPMENT TURED EQUIPMENT Torque Fitness • [email protected] Ivanko Barbell Co. • 310-514-1155 Global Fitness • 888-991-9991 www.torquefitness.comGreen Series Fitness www.ivankobarbell.com www.globalfitness.com [email protected]• 800-862-1509 [email protected] [email protected] True Fitness • 800-426-6570www.greenseriesfitness.com PowerBlock • 877-316-9853 [email protected] www.powerblock.com SOFTWARE [email protected] Ladder • 866-697-4100 [email protected] ASF Payment Solutionswww.jacobsladderexercise.com Promaxima • 866-780-7164 • 800-227-3859 TANNING EQUIPMENT &[email protected] www.promaxima.com www.asfinternational.com SUPPLIESLeMond Powered by HOIST [email protected] [email protected] [email protected]•ion8mg00.c-o55m6-3201• 800-548-5438 Umax Strength • 888-851-8989 EZFacility • 866-498-3279 TRADE SHOWSwww.hoistfitness.com/lemond www.umaxstrength.com www.ezfacility.com nw•Na5aw4tti1wioo-n.n8na3aal0lfti-iFto0nitn4ena0se0lsfsi@[email protected] [email protected] [email protected] WEARABLE TECHNOLOGYPromaxima • 866-780-7164 FUNCTIONAL FITNESS SOFTWARE MYZONE • 715-587-7661www.promaxima.com Promaxima • 866-780-7164 •A8S0F0P-2a2y7m-3e8n5t9Solutions [email protected] www.promaxima.com www.asfinternational.com [email protected] • 800-709-1400 [email protected] [email protected] WHOLE BODY VIBRATIONwww.gosportsart.com Torque Fitness • 877-867-7835 EwaZdwaFawmc.zei@lzitfyeazc•fia8li6cty6il.-ict4yo9.mc8-o3m279 Power Plate • [email protected] www.torquefitness.com STRENGTH EQUIPMENT www.powerplate.comTotal Gym • 800-971-2071 [email protected] The Abs Company • 866-219-5335 [email protected] INSURANCE x4 WHOLE BODY [email protected] R• 8e0in0i-g66In8s-2u3r4a0nce Solutions www.theabscompany.com Power Plate • 877-877-5283True Fitness • 800-426-6570 www.keymaninsurance.com [email protected] www.powerplate.comwww.truefitness.com [email protected] FreeMotion • 877-363-8449 [email protected]@truefitness.com LEASING/FINANCING www.freemotionfitness.com YOUTH FITNESSVersaClimber • 800-237-2271 Ac•wl9fewf7iml8wia-a.4tare0@f0sfi-alCi1af6afti2peli8aisttcaealspciatapl.ictaol.mcom [email protected] [email protected]•ah8pc0el0u.-nb7ee8tx8p-3e8rt8s4.comwww.versaclimber.com healthclubEXPERTS HOIST Fitness Systems Promaxima • [email protected] •[email protected] • 800-548-5438 www.promaxima.comCERTIFICATION/ LICENSING/ www.hoistfitness.com [email protected] FRANCHISING [email protected]’lnFciten•e8s0s0B-7u2s6in-3e5s0s6 Ms Fitness / Miss Fitness MtEverClimb • 866-282-5402www.thenfba.com 541-830-0400 [email protected] [email protected] Prime Fitness USA • 855-269-4378ENTERTAINMENT www.primefitnessusa.comBroadcastvision • 888-330-4283 [email protected]@broadcastvision.comMYE Club TV Systems• [email protected] WINTER 2017 | 49

Your Youth Fitness SolutionCustom designed Pre-designed - Fits Right In to fit any room!FINANCING AVAILABLE - Contact me for a quote today! THREE INCREDIBLE OPTIONS: • Custom designed play area built to fit into any size room • Pre-designed play area fits right in to any standard room • KidShape® Internet Solution PAUL BOSLEY Healthclub Experts (800) 788-3884 [email protected] 50 NATIONAL FITNESS TRADE JOURNAL www.healthclubexperts.com