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WALLY BOYKO PRODUCTIONS , INC. PRESORTED STANDARDP.O. Box 2490 U.S. POSTAGE PAIDWHITE CITY, OR 97503 MEDFORD, ORCHANGE SERVICE REQUESTED PERMIT NO. 40 Special Edition 2013 The Industry Guide for Fitness Facility ManagementWhy Every FacilityShould Have aTRUE Stretch see page 6

The GluTe MasTer KICKS ASS! ™ One of the newest additions to the ROC-IT family— The HOIST ® Glute Master ®. Re-engineered to join the popular HOIST ROC-IT product lineup, the Glute Master offers an exciting exercise with fully unrestricted joint movement and core activation. How did we do it? (1) We replaced the chest support with added forearm support and angled-grip handles, allowing your users to engage their core muscles throughout the exercise. (2) We added downward movement to the torso during the exercise, preventing hyperextension of the spine. ContraCt # GS-07F-0322K Gene Bruton 866.488.6853 Join the Movement™ Contact us at 800.548.5438 or [email protected] for more information.

Close your eyes and it becomes whatever piece of equipment you want it to be.The AMT® with Open Stride™ o ers the world’s most personalized workout experience. CLIMBER BIKEThe Precor Adaptive Motion Trainer® with Open Stride creates a customized, total body ELLIPTICAL TREADMILLworkout that unlike any other cardio equipment o ers exercisers five di erent workoutvariables: stride length, stride height, stride direction, strides per minute, and resistance.Even more, it has the longest stride length in the industry and it will take the pressure oyour other equipment by delivering a range of motions similar to what they o er.See it in action at amtfitness.com 800.786.8404 © 2013 Precor Incorporated

CONTENTS SPECIAL EDITION 2013 SUBSCRIBE ONLINE AT WWW.NATIONALFITNESSTRADEJOURNAL.COM 6 Why Every Facility Should National Fitness Trade Journal Have a TRUE Stretch (541) 830-040010 Sproing: The Natural Way Publisher to Enjoy Running Again Wally Boyko Productions, Inc.14 Associate Publisher Meshelle Boyko Precor AMT with Open Stride Offers Versatility for Exercisers and Operators Editor Ronnie Boyko18 Unlimited Group Training Possibilities Art Direction22 Advent Media adventmedia.us Follow the Leaders: Where Strength and Cardio become ONE Associate Editors Ashley Boyko - Mattos26 Wipe Away Expensive Carrie Boyko-Ross Equipment Cleaning Costs30 National Advertising MGR. Two Cardio Machines in One Meshelle Boyko 34 The Insurance Guy is Back! Asst. Advertising Manager38 SHUSH: A Sound Consideration Jim Clark42 Your Wellness Message NMFsS. FBitVneicsse®PrUeSsAidCeonotrdinator Will Attract/Retain New Members Michelle Thomson46 How To Kick Your Contributing Photographers Competition’s Butt! Sami Vaskola, Matt Shepley, Carl Thygesen, Wally Boyko Jr. The National Fitness Trade Journal is published quarterly (four times a year with an exclusive Trade Show Issue (July) for $25 per year by Wally Boyko Productions, Inc. A California Corporation, P.O. Box 2490, White City, OR 97503. Editorial contributions must be accompanied by return postage and will 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

FALL 2009 | 5

Why EveryFacility ShouldHave a TRUE StretchWhile exercise enthusiastsare certainly attracted tofacilities with the bestfitness equipment, adesignated stretchingarea can be equallyas important. Accordingto the Mayo Clinic,proper stretching can bea powerful component ofany exercise program ifdone properly. Many gym-goers may understand the nationally renowned physical therapist. tive results that it’s already being used byimportance of stretching, but its benefits Gray’s invention brings a natural approach professional athletes and a wide varietycan be negated if they overextend them- to flexibility training, and gives such posi- of both professional and collegiate sportsselves or don’t perform stretches thatwill enhance their workouts. If you can’tafford to have someone supervise yourgym’s designated stretching area full-time, a great way to help members reducetheir risk of injury is by adding the TRUEStretch. The TRUE Stretch can alsoboost your reputation as a cutting-edgefitness and sports training facility, drivingup your membership retention and growthThe TRUE Stretch is a revolutionary con-cept developed by Gary Gray, an inter-6 NATIONAL FITNESS TRADE JOURNAL

teams. The TRUE Stretch is also featured Unlike traditional methods, TRUE muscles group. This makes it possibleat many of the top resort spas around the Stretch allows gym-goers to mimic move- for anyone using TRUE Stretch to targetglobe because TRUE Stretch is the most ments that they use in daily life. The the specific areas of their bodies  theyeffective piece of equipment available for easy-to-follow instructions on the TRUE plan to work on without the need for per-maximizing flexibility. Stretch are designed to help members sonal trainer supervision. TRUE Stretch achieve this, as they are organized by effectively stretches the body in all three The secret is that TRUE Stretch cre- planes of motion (front to back, side toates a self-contained area within the des- side, and rotational) while keeping theignated stretching space of  the fitness user in natural upright positions with fourfacility. TRUE Stretch completely elimi- points of contact (both hands and bothnates the need for floor-based stretching, feet) for proper body alignment, stabilityoffering a safe space where exercisers and safety.can work to maximize their flexibility. TheTRUE Stretch is the state-of-the-art stan- By using TRUE Stretch to create adard in flexibility equipment and provides designated stretching area within thean effective stretching regimen for all gym, fitness facility owners can encour-ages and body types. And with its small, age the practice of stretching before andcompact footprint, at only 48”W x 87”H after a workout, thereby reducing the riskx 60”D, the TRUE Stretch protects your of injury for their members. With propervaluable floor space and adds consider- stretching, exercisers will be able to in-able value to any exercise routine. Like crease their performance during theirall TRUE equipment, it’s built to endure workouts and see better results from theirthe rigors of daily heavy usage. The TRUE time spent at the gym.Stretch’s 11-guage welded steel frame isprotected by a silver powder coat finish For more information visit www.truefit-that will last for decades. ness.com, or call 1.800.426.6570. SSPPEECCIAIALLEDIFTAIOLNL 20113 | 7

8 NATIONAL FITNESS TRADE JOURNAL

SPRING 2012 | 9

Sproing: The Natural Way to Enjoy Running AgainSproing returns us to our shoes however, have negatively affected holds you from behind so you can “fall”natural running form our natural movements, changing our naturally into your next step without form, landing pattern, and overall falling completely causing you to landLong before the invention of treadmills technique. The result has been that up on your forefoot rather than your heel.and the rise of cushioned running to 80% of all runners suffer running- This replicates, better than any othershoes, humans ran without any special related injuries each year. machine, the correct landing.gear or machines. Efficient running isgenetically coded into our bodies, which Sproing was created to help  runners Sproing’s, soft, cushion surfaces areincludes using gravity assisted falling to run better, more naturally and with less among its most unique features. As inpropel us forward, so that we land on injury by promoting natural movement. real running, the surfaces have ‘give”our mid foot. Today’s modern running Combined with our soft surface this creating a controlled instability whichmachines and over-cushioned running reduces impact by up to 50%! As in activate more muscles than a hard, flat real running, Sproing’s surface does surface. Users can select how firm or not move. Our unique, spring system soft a surface they want, by choosing10 NATIONAL FITNESS TRADE JOURNAL

between the air surface or the beach TCA . The foreign countries include Can I do lunges on the soft surface tosurface, which mimics the feeling of Australia, New Zealand, Canada, Mexico, increase strength, flexibility, and balance?running on sand. Singapore, Germany and the UK. Two Of course NFL teams are already using SproingHow we started for conditioning and rehab. Sproing I don’t have the space for a Sproing. can also be found in dozens of physical Sproing is treadmill sized so it fits into aAs fitness industry veterans, we attended therapy centers across the Midwest. cardio line, small studio or rehab centermore than our share of fitness shows over easily. It also has wheels making it easythe last twenty years and saw and tried Sproing is a tool for Cardio, Training and to move.almost every product on the market. We Rehabwere continually struck by the fact that I can’t run anymore, will I be able to runthere were only five pieces of cardio Sproing can be used as a cardio piece, again? We have many examples of peopleequipment (treadmill, bike, stepper, a training platform for running-based who long ago stopped running due torower and elliptical). While changes were training or in small group training wear and tear, current injuries, or simplymade to these pieces year after year, the sessions. The addition of four strength age who can run again on Sproing.changes were small and incremental. pods allows you to do resistance basedFurthermore as aging athletes ourselves strength work without leaving the  we couldn’t take the pounding from Sproing. Just grab hold of the handles Sproing...train hard land softrunning on hard treadmill decks anymore on the rear or lower pods and you can  (and we weren’t even that old). push or pull in every plane of motion with To see Sproing in action visit resistance. And, thanks to Sproing , you www.SproingFitness.com or for We felt strongly that there had to be a can move easily and quickly between additional information call Brettbetter way to run—a way to fill the huge cardio, strength, balance and power Schuchat at (305) 807-5559 or e-mailgap between the low impact elliptical movements, making Sproing an ideal [email protected] high calorie burn of the treadmill. interval trainer. Sproing provides a moreWe loved running on the beach as it intense workout in less time, without theallowed us to run naturally and the soft impact conventional treadmills, reducingsand absorbed the pounding impact. We forces on the foot, ankle, knee, hip,  orbegan work in our garage to replicate lower back.that feel. Our first prototype was built out   of wood, lawnmower tires and campingmattresses and from that we worked Some questions we hear often:diligently to evolve the product to the  highest commercial standards. Can I reduce my time in the gym while increasing my cardio efficiency? The result of our efforts is Sproing Absolutelywhich we introduced to the public inSpring 2012. Today, Sproing can be Can I do plyometric training? Yes found in dozens of health clubs across the United States Can I run backwards and in seven foreign or do side running countries including movements? Yes Gold’s Gym, Bally Total Fitness, Lifetime Fitness, World Gym, Virgin, SSPPEECCIAIALLEDITION 2013 | 11



by HARNESSING HUMAN POWER®What Powers Your Gym?The revolutionary Green System by SportsArt Fitness is the rst solution of its kind that allows youto harness human power for use as a clean, green source of electricity. Up to 10 pieces of cardioequipment are joined to an inverter that connects into the electrical system. As users exercise, theirenergy is harnessed and fed back into the grid to o set power consumption elsewhere within thebuilding, saving you money and reducing your carbon footprint. How cool is that?Learn more and calculate your potential savings at www.sportsart tness.com or call 800.709.1400. The leader in green tness technology.

Precor AMT with Open StrideOffers Versatility forExercisers and OperatorsO ne of the biggest challenges in developing fitness forms. More than three years in development, the AMT with equipment is accommodating exercisers of all Open Stride is a natural evolution of the popular and ground-ability levels and sizes while providing a productive, breaking Precor Elliptical Fitness Crosstrainer™ (EFX®), whichchallenging and enjoyable experience that encourages pioneered the market for low-impact, natural motion exerciselonger workouts. In developing the Adaptive Motion equipment.Trainer® (AMT®) with Open Stride™, Precor® set outto create not just a new class of fitness equipment that The same classic and comfortable range of motion providedcould evolve with each exerciser’s fitness journey, but by EFX that makes it one of the busiest machines in theone that was so adaptable and flexible that it would give gym, can be a little too predictable for exercisers that eschewexercisers a new experience every time they use it. repetition. Treadmills, by contrast, offer much more variety, but also result in greater physical impact for the exerciser. In Resembling a hybrid of an elliptical and a stair climber, the looking for a design that combined the low impact of the EFXAMT with Open Stride is a multi-purpose fitness machine that and the variability of the treadmill, Precor began by visualizingallows exercisers to simulate motions for running, climbing, how the body moves when correctly performing variouscross-country skiing, hiking, biking and many other exercise exercises in space, unconstrained by any concerns about the mechanics or manufacturability of a machine. Runners, for instance, stride with a lower, flatter motion to maximize their efficiency. But stair climbers and hikers typically lift their legs higher and take shorter strides. Ultimately, the goal was to create a machine that could adapt to allow for the most natural14 NATIONAL FITNESS TRADE JOURNAL

feeling motion – forward and reverse – for a wide range of the AMT experience changes constantly. An exerciser canexercises. shift from running to climbing to walking to skiing-like motion without switching machines. That makes exercisers more likely Precor tested its prototype concepts with exercisers of all to work out more often and longer.ages, sizes and fitness levels. After factoring in other consider-ations like getting on and off the machine, structural integrity The AMT’s versatility is a significant benefit to operators.and aesthetics, the company tested various designs both in the The wide variety of exercises the machine is capable oflab and in fitness facilities. supporting means it is likely to have higher utilization rates The result was the AMT with Open Stride. than other kinds of fitness equipment. In fact, Preva®, theIt allows exercisers to dynamically vary stride length (up to 36”) Precor solution to networked fitness, which shows how oftenand adjust stride height (up to 10”), providing an unlimited machines are used and when, confirms the AMT ranks highestrange of stride paths. The AMT also provides both fixed and in terms of number of workout sessions and duration, whenmoving arms. The combination of features gives exercisers compared to other cardio equipment.the freedom to use a single machine to target specific musclegroups or go for a full-body workout. As operators begin to realize the advantages of the AMT for both their customers and their equipment utilization rates, More broadly, the AMT’s adaptability benefits exercisers Precor believes that the mix of equipment in many facilities willin two ways. First, it allows exercisers of all sizes and abilities change. Thanks to its versatility, AMTs could account for asto get the right “fit,” making it much easier to use the proper much as 50 percent of machine inventory, replacing less-usedform for each exercise. That fit is critical to achieving a good single-exercise machines. With higher usage rates, AMTs willbalance between “perceived exertion” – how hard the exerciser provide more perceived customer value for every equipmentthinks they’re working – and cardiovascular benefit. A more dollar spent.natural motion allows the exercisers to feel like they’re workingless while still getting a great workout from a cardiovascular Operators can also market the ability of the AMT to adapt toperspective. the unique physical and fitness characteristics of exercisers. By showing how the AMT helps their customers better achieve their Second, the ability for exercisers to choose their stride fitness goals and facilitate their fitness journey, facilities willrange of motion, height and direction, as well as fixed or moving better attract and retain members. For additional informationhandlebars provides for a much more varied exercise experience. contact:Where single-purpose machines can begin to feel monotonous, Precor1-800-786-8404www.precor.com SPECIALEDITION 2013 | 15

866-498-3279Begin a free trial today! www.ezfacility.com Scheduling Billing & Collections Memberships Reporting Mobile App Marketing Payment Processing Point of Sale/ezfacility @ezfacility

       m Feiansaulrlya..b., le  ConItanctteHreelixstToeddayitnoaSeFeRifEyEouDqEuMaliOfy?   results in  half the timeWith its patented lateral technology, the Helix isthe aerobic trainer that delivers up to 43% greater muscle activation*YOUR CLIENTS WILL LOVE YOU WILL LOVE !\"The benefits of a 60 minute !\"Site it anywhere session in just 30 minutes Compact 3’ x 4’ footprint plus Helixing integrated wheels!\"Strength-training caliber !\"Quiet, self powered and green results while blasting fat No power source needed, and calories no wires, NO FUSS\"\"\"\"\"\"\"\"\"\"\"\"\"!\"No learning curve and !\"Extensive industry testing for no impact on the joints efficacy, longevity & stabilityVisit us online !\"Engineered for lowat www.Helixco.com maintenanceto witness the Helix No cleaning rollers, no waxing,in motion no adjustments*Full results atwww.Helixco.com/studyINTERESTED IN BRINGING THE MOST REVOLUTIONARY TRAINER ON THE MARKET TO YOUR GYM?CONTACT US TODAY: 888­435­4926 (888­HELIXCO) [email protected]

Unlimited Size does matterGroup While most manufacturers seem to be trying to outdo eachTraining other with the sheer size and cost of their systems, TorquePossibilities has gone back to the drawing board and drilled down to how they can expand on the functionality of their ultimate trainingIn 2012, Torque Fitness was one of platform and at the same time, shrink its square footagethe pioneers in producing customizable required per user.multi-purpose multi-user equipment with theirX-Lab. One look around the convention center The all new X-Lab Spider puts more users in a smallerat IHRSA this year shows that this trend is footprint and puts all the tools they need right where theycatching on. But the X-lab stands out with need them.three major differences and Torque has justexploited those differences with the all new While competing multi-user platform systems require 600X-Lab Spider Series. or more square feet for 6 users, the X-lab Spider 1.3S can put 6 users in under 250 square feet. Every facilities layout is different. Some want to devote a large open area in the middle of a club to a multi-use system, while some may only have a narrow area in between their cardio and strength lines. With the new Spider Series, Torque now offers 15 standard configurations to choose from. More importantly, every system is expandable at any time. A club can start out small and then grow their ultimate training system later. Workout trends change – The X-Lab adapts The rise of the use of training accessories is here to stay.18 NATIONAL FITNESS TRADE JOURNAL

Five years ago, many people wouldn’t have been old enoughto know what a kettle bell was, now they are used everywhere.The X-Lab Spider with large accessory storage platforms put thetools every user needs right at their station. This allows a club tooffer unlimited types of classes and modify them over time withthe latest in training accessories. No more walking to the otherside of the room to grab a medicine ball, dumbbell or differentresistance band. Every user will have what they need right attheir station. Most competing products have dedicated stations that can beused for one exercise only. While the X-Lab offers customizablededicated stations, they are all positioned strategically next to ahigh suspension/Chin station and an accessory zone so theycan be used for othertypes of exercises.Free for all vs.revenue generatinggroup trainingWatching some ofthe product demos atIHRSA this year oneattendee commentedthat it “looked likesomeone threw abunch of toys into aday care center andwalked out of theroom”. Multiplepeople are all doingtheir own thing intotal chaos. The X-Lab seriesin contrast allows one trainer to train multiple usersunder careful guidance and instruction. This isbecause the X-Lab is designed to allow every userto perform the same exercise. The revenue generatingpossibilities of this are endless. A club could run a kettlebell class, followed by a high suspension training class,followed by a resistance band etc. or they could becombined into a full body boot camp that utilizes all ofthe tools. Torque X-Lab is a different way to think aboutequipment purchases, from a cost perspective to aprofit center perspective. By attracting and retainingmembers through group exercise innovation, theX-Series becomes an investment that can pay foritself many times over. It leads to higherretention levels, a new source of revenue fromyour existing members, products that sellmemberships themselves, and hardware that allowsyour trainers to create programming limited only by theirimagination.Contact Information:Phone: 763.754.7533Toll Free: 1.877.867.7835Email: [email protected] SPECIALEDITION 2013 | 19



We Have Over 20 Years ofFlooring Experience Under Our Feet… …That’s why, when it comes to choosing the right flooring for their facilities, health and fitness clients worldwide trust Centaur Floor Systems to do the footwork for them. Centaur steps to the task with a vast selection of high quality brands in floor coverings that stand up to your demands. Call a flooring expert now at 800-536-9007 or hop online to CentaurFloorSystems.com for more information.

Follow the Leaderswhere Strength and Cardiobecome ONE.Nearly two years after the launch of the world’s Dr. Jeremy Patterson the Director of the Humanfirst treadmill that successfully integrates upper Performance Lab at Wichita State University said thisbody strength training, the early adaptors arenow becoming the industry leaders. Perhaps the about the studies he conducted:most compelling footnote to this story is how “Participants in ourdiverse of an audience the Thorotread attracts.Multiple clinical studies performed on the research ranged from activeThorotread used both male and female subjects and non-active college-agedthat ranged in age from 18 to 78. The individuals, elite endurancephysical capabilities of the participantsalso varied greatly from very fit athletes, older adults withto very deconditioned. An balance issues, andabundance of positive results middle-aged maleswere derived from each study living with persistent(visit www.fitnesstoolsusa back pain. This wasfor the details) but the an exercise we hadbottom line was this; never tested beforeevery participant because prior to theeasily adapted to Thorotread it wasthe function of the not somethingexercise and they that could beall improvedtheir physicalcondition.22 NATIONAL FITNESS TRADE JOURNAL

replicated on any machine. Preliminary data from our research Here’s the reaction Jennifer Bily the owner of Life Extensionsshowed no significant mechanical torque on the back or pelvis Fitness, Grand Cayman Island says she’s gotten from theregions which was one of our early concerns. In fact we found members of her new facility:no adverse effects to long term training on the Thorotread.What we did find were significant increases in metabolic “We have a lot of cardio equipment, but hands down,demand vs. walking on a traditional treadmill. Additionally we everyone gets on the Thorotread first if they are available. Ourfound increases in strength and aerobic capacity especially clients just can’t believe how much they burn in such a shortamong older adults. The older adults reported having better amount of time. Most of them are very busy successful workingposture, balance and confidence in performing their daily parents...talk about a great use of time! Efficiency is key for ouractivities. The Thorotread has been a very valuable addition to lives, and this machine is a perfect fit. We love the Thorotreads,our laboratory.” and are so happy to have them on our gym floor.”Outside of the testing lab, let’s hear what health club Most fitness facility operators are cautious about the lastestoperators had to say: “Cool new machine or exercise” and with good reason. Nobody wants to get stuck with something that doesn’t live up to theBrie Holmes the Wellness Director at the Laurens, South hype or stand the test of time. That’s why the Thorotread hasCarolina YMCA talks about how their members have received come of age. After two years in the field it has been proventhe Thorotread: by top exercise scientist to be safe to use and very effective “I train all sorts of clients on it; fit, unfit, newbies, for weight loss, stamina, strength and balance. Membersseasoned runners. They all love it! It’s unique to any are not only using the machines regularly but they areother type of treadmill and it offers more calorie burn asking for more. This made in the USA work horse hasby incorporating strength into the cardio workout; also demonstrated the ability to stand up to the mostmembers love that it maximizes their time. People punishing environments. Don’t get left behind.who get bored easily during their normal cardiosessions find they have something to do with Fitness Tools LLC, 12330 NW 35ththeir hands, minimizing the boredom effect. We Street, Ocala FL 34482bought one unit to see what the reaction would 800-805-4591, 352-236-5554be and within a few weeks purchased 3 more www.fitnesstoolsusa.comat the request of our members.”Brian Jones the Fitness Directorat the West Orange, NJ JewishCommunity Center reports of hisnew Thorotreads: “We continue to getamazing feedback on theThorotreadsacross alldemographics,they are sopopular at this pointwe have instituted a signupsheet waiting list to use the machines.” SPECIALEDITION 2013 | 23

keymaninsurance.comKPreensidReenintig TSaiflfeasn&y WMahritkeeting ONeffaicleRMeiannigager ANNOUNCING! The fitness industry’s leading risk management specialist, Ken Reinig has formed a new insurance agency, Reinig Insurance Solutions. As past president and founder of Association Insurance Group, Ken has been insuring health clubs, instructors, and personal trainers for over 20 years. If you are currently dissatisfied with your existing insurance company, or if you would simply like to save some money on your insurance premiums, please contact Ken and Tiffany for a quote at 1-800-668-2340. Complete Insurance Solutions for the Fitness Industry: • Health Club Property, Liability, and Workers’ Comp • Equipment Manufacturers’ Product Liability• Personal Trainers and Group Exercise Instructors’ Professional Liability PHONE: 800-668-2340 I FAX: [email protected] I [email protected] I [email protected]

Less time getting tan. More time being tan. The new HEX HTS 90001-800-556-3201 It’s all about the interplay of our electronic ballasts with the special phosphors and gas blend in our SmartLamps™. Together, they do www.hextanning.com what no other tanning system can do: give both an immediate tan [email protected] and a persistent tan. Your immediate tan appears in 4 to 5 hours after a tanning session. With other systems, that means another tanning session in a few days. But with HEX that immediate tan is enhanced with a persistent tan that improves your color over the next 4 to 5 days (laboratory tested). You need fewer tanning sessions – and you get a better tan. And that’s just for starters, with the new HTS 9000 Series. Call and we’ll tell you about our sleek, new, rounded design, iPod docking, and a programmable message center that can even run class schedules. We’ve only just begun! Tested marketing concepts from a stand up kind of company™ © 2013 HEX Tanning and Marketing Concepts 453-042313nftj

Wipe Away ExpensiveEquipment Cleaning CostsCreate a Clean and Safe Workout Environment and Save Thousands of DollarsBy Dr. Bruce A. Sherman, President of GymValet®Do you want to save thousands of dollars per year “For us, cleanliness is a critical issue. The first time that somebody thinks they get sick at a health club we might as well allon equipment cleaning costs and benefit from the close our doors.  So, every single one of our pieces of equipment has a GymValet, and a spray bottle and fresh towel. GymValet wasgreat reputation that comes with being a “clean the product we found that was universally able to be fitted to any type of equipment we were buying.  GymValet has really saved usfacility?” Hopefully, you answered “Yes!” and provided us with great customer service.” It is well documented that a clean facility, and more - Woody Cox, Senior V.P.,specifically clean equipment, is one of your best sales and PRO Sports Club, Bellevue, WAmarketing tools—for member attraction and retention—aswell as a great insurance policy against the spread of germs It is not enough to have your staff “wipe off” your equipmentand viruses—many of which have garnered negative national once or twice per day. Frequently touched, body-contacted,media attention in recent years. Staph., MRSA, E-Coli., surfaces need to be cleaned after each use. Any less andand Influenza can all exist on the surfaces of exercise you run the risk of user-to-user bacteria or virus transmission,equipment. Remember...members go to the gym to get as well as having the unpleasant “gym smell” of uncleanhealthy, not to get sick! equipment. The good news is that you can create a healthy environment and overcome germ transmission and unpleasant odors with the help of your members. Yes, equipment cleaning IS a team sport!! What is the best method for achieving consistent and effective equipment cleaning and sanitizing? The answer is simple. There are two major choices: Disinfectant spray bottles and towels or disposable pre-moistened wipes. At GymValet®— the industry’s #1 holder for spray bottles and towels—we strongly support the spray bottle and towel cleaning method for 1several documented and practical reasons: Cost: Research has shown that in equal-use situations disinfectant spray bottles and towels can save you up to 90-95% versus disposable wipes. For many facilities that represents savings of $5,000-$15,000 per year!26 NATIONAL FITNESS TRADE JOURNAL

At approximately five to seven cents per individual wipe, Actually, the opposite is true.  Spray bottle and towelfacilities that use wipes find their equipment cleaning costs equipment cleaning proves to be a very sanitary andskyrocketing! In actuality, however, the per-use cost of effective method for sanitizing just-used exercise equipmentdisposable wipes can run from five to approximately 30 cents. surfaces.   With each use the towels are being refreshed andThis is because poor wipes perforation frequently leads to 3-4 replenished with more germ-killing sanitizing solution.  Awipes being dispensed unnecessarily. Compare that to the significant amount of disinfectant remains on the towel at0.4 cents per use cost of using disinfectant spray bottles and all times. This was validated through double blind analytictowels. testing by the Chief Microbiologist, Mario Markovic, at St. Vincent Charity Medical Center (Cleveland, Ohio). “The GymValet’s spray bottle and towel system is a blessing! Therefore, contrary to gut-reaction belief by facilityWe are no longer spending $4,000 per semester on wipes!” members and/or facility management, a towel wetted with disinfectant solution IS clean and safe for reuse. - Sam Axley, Associate Director, In conclusion, feel safe and secure to install GymValets2Armstrong Atlantic State University with disinfectant spray bottles and towels for Effectiveness & Convenience: The GymValet efficient and effective equipment cleaning. holder puts the spray bottle and towel Your members will love the convenience and right on the equipment—within safety the GymValet method offers, your one step or arm’s length of the equipment cleaning costs will be cut by exerciser. This facilitates up to 95% versus disposable wipes andimmediate cleaning before and/or after use. you will improve your image as an envi-On the other hand, single-use disposable ronmentally conscious facility. And, yourwipes come in bulky dispensers that are reputation as a “clean” facility will leadoften located a good distance away from to new member attraction and increasedthe equipment. This requires the exerciser member retention rates.to waste valuable exercise time walkingbetween the equipment, the dispenser and GymValet can supply your facility with all of thethe wastebasket. accessories needed for cost efficient and effective spray bottle and towel equipment cleaning, and Any equipment cleaning system is onlyeffective if it is used regularly! Inconvenient hand sanitizing. Choose from our selection of:placement of cleaning supplies is directly 1) Commercial spray bottles and sprayers,correlated to noncompliance with user-to-user 2) hospital-grade sanitizing solution,equipment cleaning. It’s human nature; 3) spa-quality towels, 4) dilutionconvenience breeds compliance! If a facility containers, and 5) foaming hand sanitizer.using disposable wipes is not spending a One-stop shopping for the industry’s bestsignificant amount of money on wipes, products, at great prices.most likely the wipes are inconvenientlyplaced and members can not clean and For more information call (866) 435-2009,sanitize the equipment as frequently as email [email protected] or visit www.gymvalet.com.3they should. Guaranteed! Environmentally Responsible: Single-use disposable wipes create a lot of waste. One roll of disposable wipes generates several garbage cans full of wipes waste. And,wipes are generally made from synthetic fibers thatare practically impossible to biodegradable—not very eco-friendly! Compare that to sanitizing equipment using a spray bottleand reusable towel: No waste is generated! Yes, the towelsmust be washed on a regular basis, but research shows thatgym-quality towels (that cost about $1 each) can be washedseveral hundreds times before being “retired.” Let’s do somesimple gym math: If an average equipment wiping towel isused 50 times between washings, and is washed 300 timesbefore being retired, that’s 15,000 uses—for $1. That’s goodvalue, and being environmentally responsible. One common question that must be addressed is:“Doesn’t a towel, that is used repeatedly to wipe away sweat,become germ-laden from the sweat?” SPECIALEDITION 2013 | 27





Two Cardio Machines in OneWhen it comes to cardio machines, Plus, the VersaClimber is really two machinesyour members seek the greatest in one:return in terms of results on 1. A total-body vertical trainer/their investment of time climberand energy. While 2. A lower-body-only stepper –treadmills, ellipticals whereby users eliminate theand stationary bikes all climbing portion of the exercisecan deliver productive and rest their hands on paddedworkouts, the side handrailsVersaClimber verticaltrainer provides Furthermore, on someunmatched VersaClimber models, anversatility and effective,efficient exercise adjustable seat cansessions. be attached to eliminate weight- With a 32-year history, the bearing and enableworld’s most popular vertical users who prefer totrainer engages the sit, those rehabbingentire body to or individuals withwork vertically limitations towithout impact. Unlike customize theirusers of treadmills, stationary bikes and some workouts.ellipticals, exercisers on the VersaClimber must simulta-neously utilize their legs, upper-body muscles and core – resulting Your members canin optimal caloric expenditure, cardiovascular conditioning and take advantage ofmuscular endurance training. an abundance of options on the In fact, research shows that VersaClimbing for 20 minutesburns 206% more fat and calories than a comparable treadmill VersaClimber,workout, and also blasts more calories and fat than ellipticals, including:steppers and indoor group cycling bikes. • Total-body climbing • Upper-body only training (standing on floor) • Lower-body only training (stepping) • Seated total-body climbing • Seated lower-body only or upper-body only30 NATIONAL FITNESS TRADE JOURNAL

Variety drives motivation tips to maximize climbing time. The eye-level console showcasesExercisers like the VersaClimber so much because no two workouts calories burned, time, distance and heart rate for progressever have to be the same; numerous choices include steady training tracking and adjustments on the fly.to build endurance, intense sprint work to boost anaerobic thresholdor varying intervals to torch calories. Users can opt for short, quicksteps; long, deep strides; or fast sprints – all using either an “We have 2 VersaClimbers, and our members are particularlyoverhand or underhand grip, or the side handrails. fond of them.  With my personal training clients, I incorporate Versaclimber work into their regular sessions.  It gives them great upper- and lower-body strength work and cardio at“We have had good feedback from members on the VersaClimber. the same time.”They like how challenging it can be. We use it a lot in grouppersonal training classes and other services we offer.” Kelly S. YMCA, Morris Center, NJEric VaheyExecutive Director of Membership Sales and RetentionYMCA of Greater St. Louis Benefits for facilities One of the greatest advantages of the VersaClimber for space- crunched fitness centers is its compact footprint of 3.5 feet byThe natural cross crawl climbing pattern strengthens all the major 4 feet — so two VersaClimbers can fit in same space as onemuscles in the upper and lower body, and lifting the arms above treadmill or elliptical. And because it functions as two machinesthe heart and head “The VersaClimber is the most efficient aerobic and in one, the VersaClimbermaximizes cardiovascular area can become one ofendurance, while working anaerobic piece of workout equipment available. your facility’s mostagainst gravity requires We use it mostly for sprint intervals, and find that productive and popular!exercisers to push and pull by doing so, we can burn the most calories andtheir own body weight. Made of double-welded steel and proudlyVirtual opponents and reach the highest heart rate in less time than any manufactured in thefamous landmarks such as other workout. It’s a total-body workout that is also United States in SouthernMount Olympus, the low impact on the joints, and it’s a favorite of tough, California, VersaClimbersWashington Monument or feature a sleek look withEiffel Tower to heighten competitive athletes that embrace difficult work.” rounded tubing and curvedchallenge and motivation. edits. They boast silent, Beginners to elite Frank A Piraino virtually maintenance-freeathletes are easily Strength & Conditioning Coach, operation and long-lastingaccommodated with variable Temple University, Philadelphia, PA durable performance.resistance of up to 500 Value priced, thepounds, step heights from 1-10 or 1-20 inches (depending on model) VersaClimber adds interest to the cardio floor, increases exerciseand arm travel from 1-20 or 1-27 inches (depending on model). adherence and enhances retention with its variety and results.In addition, the interactive “smart” module is a virtualpersonal trainer, with clear voice instructional and motivational For info please visit www.versaclimber.com, or call 1.800.237.2271. SSPPEECCIAIALLEDITION 2013 | 31

       CEMCO Free Weight Equipment's lineup features the Pro Style Dumbbell Lines in (Steel Iron,  Virgin Rubber Encased, and Urethane Encased) Along with their latest design of the Solid  Urethane Dumbbell.  Solid Dumbbells can be customized with health club logos.    Team CEMCO continues to innovate products in order to remain one of the leaders in the industry. Our High End Free Weight Equipment is designed and assembled for the purpose of  being used 365 days a year 24/7.  Cemco Free Weight products are covered with a 5 year warranty for the oringinal owner.  www.cemcostrength.coom     (855)232‐3626     [email protected]   



The Insurance Guy is Back!There is good news for club owners and personal years will attest to her professionalism and exceptional service.” Ken has seen the health club industry change and evolvetrainers. Ken Reinig and his team have started a new considerably over the years. “Being able to adapt to theinsurance agency dedicated to serving the specific changing landscape of this industry has allowed us to recognize how these changes impact the liability exposures of the clubneeds of the health club industry. Reinig Insurance owner. Equipment manufacturers have improved their product considerably over the years and architects are designingSolutions, based in Lakewood, Colorado is licensed facilities that now emphasize safety. Everything from better flooring systems to digital video surveillance all combine toin all 50 states and represents several different create a more “suit proof” environment. The typical gym 25 years ago is a different creature than the workout facilities ofinsurance companies. Ken says, “Having more than today. Overall, today’s health clubs offer a much safer workout environment which then translates into decreased liabilityone insurance company provider is the key advantage exposure.” That being said, there are also a few “trends” in our industry that raise concerns to insurance company underwriters:to the future success of our agency.” The Cross Fit craze is a perfect example. When you have workout novices participating in a clean and jerk maneuver Most of us in the health club industry know Ken as the without ever receiving instruction on proper technique, youfounder and president of Association Insurance Group. He and are looking at an accident waiting to happen. Ken is also nothis brother, Neal, who is also part of the new company, have crazy about deconditioned people attacking a giant tire withbeen specializing in insurance for the health club industry since a 12-pound sledgehammer or pulling a pickup truck through1995. Thompson Insurance Enterprises (THOMCO) acquired a parking lot. Ken points out, “Some of the stuff that gymsAssociation Insurance Group in May of 2008 and they in turn and trainers are doing today sometimes scare the hell out ofwere acquired by an insurance company, Markel in January of me. It seems that everyone is looking for a ‘signature’ training2012. Ken likes the fact that he can again return to being an method or training tool. Don’t get me wrong, I like variety andagent who works of behalf of his clients by offering a choice having fun. Let’s face it, exercise can be extremely boring andof insurance carriers. Club owners are sure to benefit from monotonous…but PLEASE use some common sense whensomeone who can actually “shop” the market for the best designing workout routines for your clients. Nobody wins if acoverage at the most competitive terms. member injures themselves.” Ken notes that the tremendous rise in personal training and small group training overall is a Ken continues to work closely with Thomas Plummer and very good thing. Having a professional facilitator to oversee andthe National Fitness Business Alliance. That partnership is work closely with the client goes a long way to providing a safenow in its 19th year and going stronger than ever. The NFBA workout experience.platform has placed Ken in front of thousands of club ownersover the years. If you have ever been to an NFBA event, you Most club owners agree that liability insurance premiumsknow him as Ken: The Singing Insurance Guy and although the have come down in price…especially over the past 10 years.song, “The Gym Owner Blues” has not yet cracked the Billboard There are also more choices of insurance companies. As withTop 10, Ken insists someday it will become a classic. Ken any business, if there are more choices, the result is not onlywas also a club owner for 8 years. That “experience” provided reduced cost, but also product and service improvement. Kenhim with the inspiration to write the song in the first place. goes on the say, “There has never been a better time for clubAlthough he gained considerable knowledge being on the club owners to shop their insurance coverage.”owner side of the business, Ken is glad that he can focuson something that he is good at…being an insurance agent. Ken has written numerous articles over the years…many ofThe Insurance Guy also brings with him his long time sales which have been published here in the National Fitness Tradeand marketing assistant, Tiffany White to help spearhead the Journal. Articles dealing with everything from “How to get rid ofproduction for the new agency. Ken goes on to say that “Tiffany a problem member” to “What to do when you are sued” all haveis awesome! Anyone who has ever worked with her these past 8 common themes that help minimize risk and increase safety to34 NATIONAL FITNESS TRADE JOURNAL

Ken Reinig Neal Reinig Tiffany Whitethe members. Most of these articles are available on Ken’s web and exercise instructors. Just go to their main web site at www.site, www.theinsuranceguy.com. Even if you are not currently theinsuranceguy.com and click on “Personal Trainer Program.”one of Ken’s clients, he encourages everyone to go to the siteand download as many of the articles as you need. They are The National Fitness Trade Journal is proud to support Reiniggreat training tools for your staff and are especially beneficial to Insurance Solutions. We wish Ken and his team great successnew club owners and personal trainers. for many years to come. Reinig Insurance Solutions also writes insurance for If you have any questions or comments, I would love toproduct manufacturers, suppliers, supplement companies, hear from you at [email protected], or calland franchisor’s errors and omissions. They are also launching (800) 668-2340.another new web site designed exclusively for personal trainersWe Know Money At Affiliates Capital, we know money. But more importantly, we can unlock the doors to money that you’d struggle to open with a titanium crowbar. We also know fitness. As a matter of fact, we’ve built our financial foundation by servicing some of the biggest names in the fitness industry. With over 50 years in finance our team has gotten fiscally fit and knows exactly how to get your business the capital it needs to grow. Visit our web site, call or email [email protected] to find out how we can get you financed today. AffiliatesCapital.com | 978-400-1628 • Existing clubs • Application-Only programs • New clubs • 24 to 60 months • Club Acquisition financing • Leases and loans • Fitness and non-fitness equipment • Easy Process • Tanning SPECIAL EDITION 2013 | 35





SHUSH: A Sound Consideration SNtoomonpe&wiSllchreeaamr y…ou! More than ever before we are experiencing noise disturbances in our work and personal lives. Diminishing privacy and noise pollution can affect peace of mind, increase tension levels, interfere with communication between people, and jeopardize safety in the workplace. Business owners are becoming increasingly aware of low noise standards. Such standards set the stage for easy litigation against business owners and builders over noise levels from adjoining units; a lack of privacy need not be tolerated. More than ever before OSHA is focusing on regulating noise levels in the work place. The most cost effective solution is to prevent noise problems before they happen. It is much easier to head off the problem during construction than try to correct it afterward. Today’s construction techniques do nothing to prioritize sound abatement. The best acoustic isolation methods are far too costly. Contrary to common usage, fiberglass, foam insulation, sound board, or extra layers of drywall do little to stop noise transmission. Even a poured concrete or concrete block is not a very good sound barrier. Sound is very difficult to stop and solid rigid materials actually tend to transmit sound very well.38 NATIONAL FITNESS TRADE JOURNAL

Shush is a sound dampening underlayment made Centaur Floor Systems can provide greatof flat resilient rubber used directly under most floor soundproofing solutions and products forsurfaces, yielding exceptional results even under hard businesses, fitness centers, multi-family housing,surface flooring and over concrete and wood joist schools, churches and multipurpose buildings,construction. as well as industrial, architectural and high end commercial. Shush is always in stock and ready for Shush is available in 48” wide rolls and five shipment.standard thicknesses – 2mm to 15mm. Shush rubberunderlayment can be installed under most types of At Centaur we are committed to one binding principal:grouted, glued, and floating floors including ceramic everybody deserves some peace and quiet! If you aretile, stone, marble, brick, rubber, pavers, hardwood, searching for some quiet, you have found the rightengineered wood, laminate, parquet, LVT, sheet vinyl, people and the right products.and carpet. Made from 92% resilient recycled rubberand backed by over 400 independent laboratory and For more information contact Centaur @field tests, Shush has been selected and used in some 800 536-9007, www.centaurfloors.com.of the best commercial facilities in the world. Over $1 BILLION Dollars has been funded in the Fitness Industry through SBA Loans! ! We package SBA Loans including or not including the purchase of real estate ! Loan $$$ can be used for equipment purchases, build out and working capital ! SBA Loans range from $250K to $4M with repayment terms from 7 years to 25 years FITNESS Do you need to replace your tired tness equipment?FINANCING ! We o er equipment leases for existing club owners, munici-SPECIALIST palities, YMCAs and start-ups !\"Leases range from $5K to $250K based upon time in business and personal creditContact Paul Bosley Today! Do you need Ca$h for Working Capital? ! We o er cash advances to existing club owners that currently (800) 956-7313 accept credit cards paul@ cash.net ! Ca$h advances range $5K to $250K based upon sales volume www. cash.net !There are no restrictions on how the ca$h can be used SSPPEECCIAIALLEDITION 2013 | 39

SNEWS rated Sproing a top pick for \"awesome new product or workout\" at IHRSA\"Amid a sea of black and gray products in Las Vegas[at IHRSA] was Sproing... [and] people were buzzing...After just 12 minutes, we were sweating like we'd run our usual five miles. And we were quite pleased.\" - SNEWS Fitness, March 22, 2013 sproingfitness.com Call now to order your Sproing while supplies last Brett Schuchat brett@sproingfitness.com 305-807-5559

DESIGN NO. 123 We heat treat this stainless steel bar to 218,000 PSI, because our tests ™ tell us anything weaker will bend. We further straighten each bar to a toler- Approved for International Competition, ance of 10/1000 inch, because any- International Powerlifting Federation thing less straight will cause rotation- al torque during heavy lifting. We IVANKO STAINLESS STEEL OLYMPIC BAR make it of stainless steel because it needs no coating, so there’s nothing EngineeredPassion to peel off, chip, or rust. Finally, we ultrasonic test and magnetic particle test every bar to detect internal and external cracks that can cause the bar to snap. The International Powerlifting Federation (I.P.F.) counts our stainless steel Olympic bar among the very few that it approves for International Competition. We appreci- ate the endorsement, I.P.F., but we’re pressing ahead with Design No. 124 anyway.DESIGN NO. 51 Since we introduced the industry’s first rubber dumbbell in 1983, we have uncompromisingly refined and fine- tuned the design 51 times, in passion- ate pursuit of an ideal: a rubber dumb- bell that is gentlest on equipment, safest for people, indestructible, with super tight fastening*, neutralized odor, a classic look, an awesome feel. We’re never satisfied, never finished. Perfec- tion is an elusive goal. But this rubber dumbbell is 51 steps closer to it. IVANKO RUBBER DUMBBELL *Ivanko’s PermaLockTM fastening system employs proprietary machining tolerancesEngineeredPassion and sur face preparation to achieve a metal-to-metal bond that requires 400 foot pounds of torque to twist apar t. (The cor- rect measure of rotational resistance is “foot pounds” of torque, not “psi” which is some- times used incorrectly by manufacturers).!\"#\"$%&'$()*+$$$San Pedro, CA 90733   USA    ,-.$/(+\"0()\"((00$$$12'$/(+\"0()\"(/3/   www.ivankobarbell.com   [email protected]

Your Wellness MessageWill Attract/Retain New MembersBy: Rob Rideout, VP/Sales, MicroFit, Inc.This past April, I was at ConocoPhillips installing to increased levels of in-club spending, a much greater set ofour MicroFit FAS-2 system and training small-group exercise offerings, a packaged set of nutritionalstaff. I learned their “Wellness Center” cost services, a continuance of functional fitness activities, annearly $100,000,000 for approximately 3,000 increase in the variety of programs with increasing emphasisemployees! I did the math and you should too, on the use of existing space, and more employer-packagedin order to fully appreciate the commitment they wellness educational offerings.”have made to keep their employees Fit, Healthy,and more Productive. You may have noticed Rick mentions more “wellness educational offerings.” Now what exactly does that mean If you attended this year’s IHRSA conference in Las for your business? I believe it means you need to utilize theVegas, you probably noted an emphasis placed on reasons resources already available to you. I belong to the Seascapefor you to get into the “wellness business.” One presentation Sports Club in Aptos, CA and we have members who arereally framed this discussion: “Embracing Business highly trained in the medical/healing arts. You likely haveOpportunities in Health Care Reform,” by Dr. Ann Hawkins. similar associate resources available to assist you with aShe made it clear that the Affordable Care Act is not going variety of seminars, workshops, and hands on experiences forto be affordable for many who are going to “opt out.” As a your members. It is about networking those resources for theresult, they will have to take more responsibility for their mutual benefit of all concerned!own health. Thesame economic Rick’s comments also explain why a “one size fits all”incentives will approach will no longer meet the needs of this expandingforce more wellness market. Individual differentiation is a key factor.companies to stayhealthy, with your This is why weassistance, if you see trends likeare prepared for it! “Functional Movement Along these Screenings”same lines, I read coming intoan outstanding prominence. Iarticle, by a was impressedleading industry when a customer,consultant, Rick Midtown AthleticCaro who stated: Clubs, asked me“Programming to help themchanges will lead format twenty-five specific FMS tests into our HealthWizard 5 software forRob  explains MicroFit  Report to personal trainer Jake Windham at SeascapeSports Club in Aptos, California42 NATIONAL FITNESS TRADE JOURNAL

tracking purposes. This was solid recognition that it is not regardless of our company size or the communities wejust enough to offer functional movement activities. You need represent.to measure them to show members their progress! I recently received a letter from a new customer which This brings me to the most important point I can really summarizes why I plan to stay around a little whilemake about your readiness to embrace these “wellness longer:opportunities.” Your Fitness Staff needs to take the leadin this endeavor. The best “We purchased MicroFit a couple of weeks before ourarticle I have read on this 2012 National Weight Losssubject was written by Dr. Challenge with high hopesKevin Steele. Here was that we would be equippedhis opening remark: “The and organized to promotetwo ‘Pillars of Profitability’ Personal Training and givethat are driven by a our members an actualstrong fitness team are: a sense of their results. Heremedical/health care referral are some interesting factsprogram and a corporate/ about the challenge. WeB2B wellness program.” nearly doubled our personal training sales and the I have archived many top achievers all agreedarticles, from reliable to have a full MicroFitsources, over the years assessment and they alland Dr. Steele’s article is had follow-up assessments.the one I send out most As a valued added service,frequently. It is worth reading several times until you get it!I know this sounds old school, but in an age of quick catchy our assessments are becoming a viable source of added“sound bites” and “tweets,” it is easy to miss the “devil income. Rob, I can’t possibly give you enough examples ofin the details,” which often means the difference between how MicroFit has improved our business. One in particularsuccess and failure! is that a member of ours brought a MicroFit report to her doctor. Ellie Leo, M.D. was very impressed that we offered So, if it is true your fitness staff needs to lead the way this service and, as a result, she has referred nearly 30 newin your quest to engage our expanding wellness market, it is members in the past few months alone”equally true that you need to hire the right people, pay themwell, and make sure they are properly trained to get their -- Ben Anderson, Owner, Snap Fitness, Westwego, LA. --job done with the right tools in hand. If you do these thingswell and follow the trends in our national healthcare delivery So, if you are looking for rewards, there are none better thanprocess, you will likely conclude that your organization knowing that your customers are happy and you are makingalready has important solutions and opportunities to meet a real difference in the lives of the people they are serving!the needs of an expanding population seeking your help! For more information on how MicroFit can help you learn more about a ‘wellness strategy” for your organization, pleaseOn a final note, I have been in the Fitness Industry for contact me about my regular weekly webinars or you cannearly forty years. My friends/associates often ask me how also request further information from my contact informationlong I plan to stick around? My answer is simple: 1) I am below:passionate about serving in our industry because we offerpositive “Life Changing” solutions. 2) It is a fun to be Rob Rideout, VP/Salesaround the latest product/program innovators and a younger MicroFit, Inc.generation which is coming up through the industry we have Tel: 800-822-0405built. and 3) I realize that we all can make a real difference [email protected] www.microfit.com SPECIALEDITION 2013 | 43

The all new X-Lab Spider Series allows you to configure your own unique ultimate training system to fit into any space. Maximize the number of users in your group strength training classes while utilizing the smallest square footage of any group training system available.Unlimited Spider Ultimatescalability TrainingSEE THE X-LAB IN ACTION AT: 10 ALL NEW CONFIGURATIONSWWW.TORQUEFITNESS.COM [email protected] Toll Free 877-867-7835



How To Kick Your Competition’s Butt!By Gary Hood, Global Fitness Association, LLCAfter being in the fitness industry for over 40 years, Remember the story I told some time back . . . aboutthe fitness professionals at GFA know ways to move the two guys who were running from a charging bear andindustry businesses forward and have enjoyed the second guy - the guy in the rear - said to the first guysharing that information with you. Read on to learn - who was out front –  “How are we going to outrun thatnew information that could prove beneficial to your bear?” And the first guy responded, “I don’t have to outrunoperation. the bear; I only have to outrun you.” It’s not very pleasant, but true nonetheless.The easiest way to make money is to have no competitor.That’s so obvious it’s hardly worth stating. And while having no So when you think about your company and the marketcompetition is highly unlikely, the easiest way to improve your you serve, think of ways you can give your customerschances of having no competitor, or very few competitors, is to something they can’t get anywhere else. By acquiringidentify a small market niche that you can dominate. stand alone products that the competitor facility doesn’t have, e.g., Fit Interactive, Jacobs Ladder, Mt Everclimb, What can a fitness business do to ensure it has the best Ab Coaster, Versa Climber, Thorotread, reAct Trainer, Helix,possible chance for success? Here is the answer. Be the best etc., will attract new members who are tired of workingyou can and find your niche. out on the basics of treadmills, ellipticals and bikes.  And it’s best if your market is small and highly specialized, Bottle and Towel Holder Cleaning Supplies Right On The Equipment! YOUR MEMBERS WILL LOVE THE CONVENIENCE! No more expensive disposable wipes Fits all equipment, EASY installation Clean Equipment = Safe Equipment SPECIAL SUMMER PRICING 866-435-2009 www.gymvalet.com [email protected] SAVE MONEY: USE DISCOUNT CODE “CLEAN” WHEN ORDERING46 NATIONAL FITNESS TRADE JOURNAL

because then the big boys are not as likely to come in and branding. The consumer has to know who you are, whatcrush you. you provide, and where you are located. What used to work – mailers with coupons, newspaper, radio ads, etc. – has Highly specialized information and programs for a to surrender to modern technology. Email marketing andniche audience is always great, especially if your niche branding is a great way to get the word about your businessaudience is relatively easy to find. The more specialized, to potential clients. Remember, branding comes beforethe smaller your potential audience, but also the more marketing. Contact GFA e-Marketing and Branding todaycommitted. Differentiate yourself from the rest of the and see how many email addresses are within a five-milemarket place. It’s time to think outside the box. radius of your location. You might be surprised. A mistake so many businesses make is to try to be all For more information about Global Fitness Association,things to all people. When you think about it, the path to contact Gary Hood at 775-298-1616, or email gary@success is not to become bigger; it’s to become smaller gfatoday.com.and more specialized. The smaller the audience and morenarrow the focus, the better chance to find and grow your Thanks to Cate Sundling, Gary Gresham, and Jim Phillipscustomer base. for contributing to this article.Everything that could go wrong went wrong. Sound A special thank you to hundreds of fitness center owners,familiar? Well, it might just be true. managers, and other fitness professionals for making Global Fitness Association their number one resource. Many businesses put the proverbial cart before thehorse when trying to differentiate themselves from thecompetition. The “cart” is marketing; the “horse” isWellness Assessment System Discover MicroFit’s high quality wellness assessment system and see how it can improve your facility’s image and your member’s personal health. • Add value to membership • Increase personal training • Improve member retention • Attract medical referrals • Service corporate accounts Free trial software: www.MicroFit.com 800-822-0405 [email protected] SPECIALEDITION 2013 | 47

48 NATIONAL FITNESS TRADE JOURNAL

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