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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. 40Fall 2012 The Industry Guide for Fitness Facility Management Andre Agassi and Trainer Introduce BILT by Agassi & Reyes see page 6



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CONTENTS FALL 2012 National Fitness Trade Journal Andre Agassi (541) 830-0400 and Trainer Introduce 6 BILT by Agassi & Reyes Publisher10 Wally Boyko Productions, Inc. Reinvent Group Training14 Gimmick, or Game-changer? Associate Publisher18 Does This Outfit Meshelle Boyko Make Me Look Fat?22 Editor Hampton Fitness Innovations Ronnie Boyko 26 Art Direction Discover Your Inner Strength Advent Media adventmedia.us30 Take Your Profit Vertical With FITWALL Associate Editors34 Nautilus Commercial Fitness Ashley Boyko - Mattos – a Worldwide H.I.T. Carrie Boyko-Ross38 The Trend of Non-Dues Revenue National Advertising MGR. Meshelle Boyko42 Breathing Easy with Big Ass Fans Asst. Advertising Manager46 Jim Clark Quit Your Whining and Do It Right! NMFsS. FBitVneicsse®PrUeSsAidCeonotrdinator Michelle Thomson Contributing Photographers 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

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Andre Agassi In the spring of 1990, Gil Reyes was head strength and conditioning coachBILTand Trainer Introduce for the UNLV basketball team that won by the NCAA title. But instead of returning for a shot at  a repeat, Reyes took on aAgassi new challenge: Training a young tennis& Reyes phenom named Andre Agassi.by Jeffrey Eisenband, ThePostGame.com    Born with the back condition spondylolisthesis (displacement of vertebra) and topping out at 5-foot-11, Agassi needed to work that much harder than his competition. Reyes and Agassi came up with an idea to level the playing field: Build their own customized fitness equipment. Reyes combined his fitness knowledge with Agassi’s desires as a player to hand make new fitness equipment.ABDOMINAL MACHINE INCLINE BENCH DECLINE BENCHThe seated movement isolates the Dual retractable arms set the Dual retractable arms set the abdomen safely weight safely over the lifter weight safely over the lifter CALF FLEX TRICEPS PRESS HIP FLEXORSFull range of motion & stretch for Seated position isolates and Flexes hip abductor muscles, calves, ankles & feet concentrates triceps iliopsoas, abdominals & glutes6 NATIONAL FITNESS TRADE JOURNAL

“I needed Andre to teach me what he needed as an athlete, don’t have the capacity a muscle has: The tendons, theas a tennis player,” Reyes says. “The design certainly had ligaments, the joints and so forth.”to apply to his needs out there, so you might say it was a One of Agassi’s favorites is the change of directionperfect collaboration of me wanting to learn what he needed (C.O.D.) machine. “It will get rid of and sort of makeand him being such a good teacher at telling me what he obsolete the best and worst lower body exercise known toneeded.” man, which is the squat,” he says. According to Agassi, theFor two decades, Reyes built equipment for Agassi, who C.O.D. machine is safer than normal squat lifting becausewon eight Grand Slams, an Olympic gold medal and spent shoulder padding is used and the weight remains fixed.101 weeks as the ATP No. 1 player. Agassi retired from Hall Users worry only about lifting the weights, not keepingof Fame career at age 36 in 2006. weight from moving into a dangerous position.In 2012, everyone has a chance to train the Agassi/ “One might look at that and say it sounds like it shouldReyes way with a line of 12 machines based on their be at every college and university in the world and everydesigns. The equipment is constructed in the ways Agassi high-tech training facility in the world and the answer’sdesired to train, while they also stress their long-time yes,” Agassi says.concern of safety. Two other notable machines are the bench press and“It doesn’t allow you to get yourself into a compromising the hip flexor machine. The bench press is designedposition,” Agassi says of the machines. “It allows you to to eliminate the most dangerous part of theincrease weight without exposing those exercise: The liftoff. “It’s destabilizing to gatherlittle bits and pieces yourself before you make your first move andthat your spotter better know your habits because timing is so important to a lifter getting their best lift in on that particular lift,” Agassi says. Reyes has revolutionized one of the oldest contraptions in fitness. He developed a set of arms that help bring the bench press bar to a person’s sweet spot above their chest. When the FLAT BENCH ISOCURL individual takes the bar off the arms, they snap back out of the way.Dual retractable arms set the Provides a true-flex range of weight safely over the lifter motion under full resistance “If a BILT by Agassi & Reyes bench continued on p. 8 QUAD LOW BACK MACHINE POWER STRIDEVersatile system targets Position promotes a Independent foot plates promote upper and lower body safe lift and stretch balanced strength and coordination FALL 20121 | 7

C.O.D. The ability to perform squatting/knee bend movements along with lateral movements such as side steps, shuffle steps or skip steps, is innovative andA unique combination of weight exciting. resistance and movementpress is sitting next to a standard bench press, it will BILT CEO Steve Miller believes the line will have  “someliterally look like the difference between a Smart Board in a great competitors,” but believes BILT has one importantclassroom versus a hundred years ago having a chalkboard,” factor going its way: Uniqueness. “A couple of the productsAgassi says. are different than anything in the market that people just have not seen before. All of them have been patented and Although Reyes jokes all the machines are “like my registered and we’re really happy about that,” he says.children, so I love them all equally,” he points to the hipflexor as a machine that especially strengthened Agassi’s The price of BILT equipment ranges from $1,000 tocareer. The machine builds muscles in the legs and hips $6,000. Distributors will be set up in India, Japan, Russia,while the user exercises in a running motion. Germany, Switzerland and other nations. “Jumps out on me most significantly and emotionally,” For Agassi and Reyes, BILT is not just about the businessReyes says. “I remember ... Andre just grinding and grinding plan, but also the two-decade journey.and grinding away on that machine.” For more great sports and fitness stories, Sure, BILT machines were originally constructed for visit ThePostGame.coma world-class athlete, but that does not mean averagegym goers should be intimated. “We truly believe the For more information on BILT, call (702) 215-2181, writeintention was that they could be compatible with athletes or [email protected], or visitnon-athletes alike and their bodies,” Reyes says. “The design www.biltbyagassiandreyes.com.is unique and safety first.” Safety is the key focus of BILT. Constructed with Intellilifttechnology (BILT’s spring-enhanced weight stack system),each machine alters its formula based on the weight level.8 NATIONAL FITNESS TRADE JOURNAL

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Reinvent This rapid growth is not only due to the popularity of functionalGroup Training and high-intensity training, but to the group style sessions led by a trainer. This greater sense of community and effectivenessSeven years ago, CrossFit had 13 gyms for members doesn’t need to be lost on traditional health clubs.nationwide. Today, there are over 4,000 The Torque Fitness X-Lab is the solution. The X-Lab was designedaffiliates in 67 countries. specifically for health clubs to offer a strength solution for group training. It allows them to offer this same level of camaraderie that comes with everyone working out, challenging and encourag- ing each other all in safe functional group training sessions led10 NATIONAL FITNESS TRADE JOURNAL

by a trainer. It is built using the same high quality components,paint finish and oval tubing as other high end strength equip-ment creating an integrated design that belongs in a health club.The X-Lab is a scalable and customizable functionaltraining system that offers true group training.Up to 14 people can work out simultaneously on the X-Lab 5, but XLAB4 with group class - Chin Upwhat makes the X-Lab unique is that it is the only system avail-able that allows one trainer to take up to six individuals through XLAB4 with group class - Band Rowthe same movements simultaneously, thereby offering safe andeffective instruction and monitoring to all individuals. your members to not only experience functional workouts, but to do so in a group setting under careful guidance from a single With eight specialized workout station options, the X-Lab is instructor. Whether it is excelling at high level sports or beingalso completely expandable and customizable. Available options able to lift their grandchild up with ease, you member’s quality ofinclude Ball Target, Ground Rotational Trainer, Heavy Bag An- life will improve with Torque Fitness.chor, High Suspension Anchor, Ball Rebounder, Dip Attachment, Contact Information:Adjustable Step, and Accessory Trays for storing kettle bells, Phone: 763.754.7533medicine balls and other training accessories. Personal trainers Toll Free: 1.877.867.7835will be limited only by their own imagination with the expanded www.torquefitness.comfunctionality these options bring. Dealer Sales Contact Lance Shore From the X-Lab 1 to the X-Lab 5, the X-lab is fully scalable. Email: [email protected] scalability allows a club, tight on space or budget, to create Phone: (763) 754-7533 ext. 16a specialized group workout profit center for as little as a $1000. Direct Sales Contact Jay Megna With a 6’ x 6’ area and a minimum investment of an X-Lab Email: [email protected], three individuals can perform an array of simultaneous move- Phone: (847) 830-2008ments such as TRX suspension training, pull-ups, and resistanceband exercises. This unit can then be customized in the samefootprint for additional exercise movements or expanded to an X-Lab 2, 3, 4, or 5 at a later date to allow for additional individuals. Placing an X-Lab and conducting group workouts in themiddle of a club not only elevates the energy level of the wholefacility, it also encourages participation. A facility can also turnunused areas such as racquet ball courts into profit centers withgroup training and the products that Torque has to offer. The Torque X-Lab presents a unique opportunity for dues pay-ing fitness facilities. They can now directly compete with theemerging CrossFit and other group training centers and at thesame time create a revenue center. Bored members will findsomething new. Members that are looking at CrossFit will re-think this decision once they see the X-Lab and other advancedtraining equipment from Torque Fitness. Torque Fitness productswill attract new members because potential clients will find thathealth clubs, who have Torque Fitness, can offer the best of bothworlds – traditional and group training. The Torque Fitness X-Lab presents a unique opportunity for FALL 2012 | 11

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Gimmick, orGame-changer?You’re probably thinking to yourself - “it’s a It’s a killer workout that won’t kill you, and here’s why.bike, it’s a ball, it’s some tubes – what gives?” BallBike® engages virtually all your muscles in a smooth rhythmic motion, so your perceived level of exertion is low at You’re actually right – it’s so obvious, it must be some new very high target heart rates. You ride on air without discomfort orgimmick. It’s those obvious, seemingly gimmicky inventions impact injury. Unlike traditional circuits that require “stations”however that make us pause years after their acceptance and that take up space, you can do a different movement everyponder – “now why didn’t I think of that!?” minute on the same machine. You beat boredom, save time and space. Nearly thirty years after Augie Nieto introduced his Lifecycle,nobody questions the use of a stationary cycle for a great cardio Thomas Matthews, PhD at Case Western Reserve Universityworkout. The word ‘core’ has hit the mainstream – but it wasn’t agrees – “I like the freedom this setup offers. Having the luxuryuntil nearly 15 years after the ‘Swiss Ball’ was introduced. Entire of everything right here in arms reach is really cool.”companies were founded and grown around products so simpleas the bike and the ball. The same can be told of resistance “I bought twelve BallBike® Revolution machines when theytubing and companies like TheraBand, Lifeline and SPRI. first came out because I needed something that was going to differentiate my two facilities from those around me,” says Shana Enter the BallBike®. Combine the benefits of a stationary Newton, General Manager of Tone Fitness and Peak Performancecardio cycle, a core physio-ball and progressive elastic resistance, Athletics in Northeast Ohio. “I’m accustomed to seeing demandand you get the world’s first-ever self-contained circuit training drop a month or so after we introduce a new program or machine.machine. Five months after introducing our BallBike® classes, we have to add more BallBike’s to keep up with the demand.”14 NATIONAL FITNESS TRADE JOURNAL

Rick Suarez, founder and CEO of the company making but based on the early momentum of the company’s sales – itBallBike® reflects – “when I first saw the concept of the looks like BallBike® is going to be here to stay. Maybe anotherBallBike®, I said it is the greatest fitness machine I’ve ever one of those ‘gimmicky inventions’ that I wish I’d thought of!seen”. He goes on to point out – “we’re not like most companiesthat claim to know everything about everything. All I know is that To fine out more about the BallBike® machine andwe have a great product founded on three proven principles. Ilove watching how medical doctors, physiotherapists, fitness programming:instructors and trainers light up when they ‘get it’.” www.ballbike.com www.facebook.com/ballbike Suarez may be humble in his approach of what he knows and [email protected]’t know, but one thing is certain – The BallBike® is like 877-668-4402nothing the market has seen in years. What do you think – is it agimmick, or a game-changer? Time will ultimately be the judge,Announcing HealthWizard Lite Grow your business with new fitness and wellness assessment software designed specifically for small fitness facilities and personal trainers. • Enhance business image • Create professional reports • Increase client motivation • Improve client retention • Attract new clients $495 For a Limited Time Free trial software: www.MicroFit.com 800-822-0405 [email protected] FALL 2012 | 15

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Does This Outfit Make MeLook Fat?Responding to Women’s Fitness aspirations helps retain them as clientsIn order to remain successful in any Ultimately the best way to provide a fitness experience thathighly competitive market – and we are keeps pulling clients back is to help them meet or exceed theirtalking about retaining customers here – expectations and objectives. This is, in fact, the single mosta business needs to differentiate itself in important factor in retaining your clients. But first you mustthe minds of its clientele. And the best understand what your clients’ aspirations are and how you canapproach to separating yourself from provide an experience that helps achieve them.the pack in essentially any market is toprovide a better customer experience. Women’s Fitness Aspirations At the risk of over-simplification, the main title of this article does a fairly good job of framing the essence of women’s fitness aspirations. Setting aside the humorous image it creates of a man fumbling around for a non-suicidal answer, it reflects a major underlying concern for most women who are participating in fitness activities. This underlying concern, of course, is the belief that it is their body that needs work, not their outfit. This belief was the primary driver in their decision to hire a trainer or join a club initially, and their future decisions will be heavily influenced by progress in achieving sought-after body improvements. The two most common objectives involve weight loss and muscle toning and, for the overwhelming majority of women, the repair checklist is dominated by the core and lower body - the tummy, inner thighs, outer thighs, and last but certainly not least, the butt. To stand out from the crowd, you need an approach that improves outcomes. In short, you need to provide an enhanced customer experience by increasing the success your clients achieve in meeting their aspirations of weight loss and muscle toning. The problem with a traditional conditioning program designed to achieve women’s objectives – weight loss and toning of the core and lower body – is that it targets so many moving parts with so many different machines – which can become a burdensome combination for many clients. And when enthusiasm begins to flag, the chances for a successful program – and customer retention - drop dramatically.18 NATIONAL FITNESS TRADE JOURNAL

One effective response is muscle groups simultaneous-to make the client’s program ly, plus it’s perhaps the onlymore efficient through cardio machine that engagesthe use of multi-purpose the core.machines designed to workon multiple targets simulta- By involving all theneously. One such machine, lower body muscle groups,the Helix Lateral Trainer, this multi-purpose machinedraws glowing comments maximizes workout intensityfrom Ron Hemelgarn. Ron which, in turn, boosts thehas been an international calorie burn rate. Make noclub owner for over 40 years mistake - this is a challengingand is the 1998 NFTJ workout but most clients areLifetime Achievement Award happy to get 60 minutes ofRecipient: results from 30 minutes of work. “The Helix is a great workout.  Its lateral While advantages like movement works the abductor/adductor muscles better these are right on-target than  any other machine on the market. Women love the for your women clients, Helix because of its focus on the inner and outer thighs. multi-purpose machines also serve a range of requirements for After one workout they feel the soreness and they continue your male clients. Talking once again about the advantages of using it in their daily workout regimen which, of course, the Helix, Ron Hemelgarn states: creates a high demand for Helix in the clubs.” “The men use it because of its side to side movement,Multi-purpose machines like the Helix that simplify, target, which is something that other machines don’t provide andand shorten workouts while accelerating positive results greatly which they find enhances their performance for activitiesenhance the efficiency of a client’s program like hiking & cross country skiing. and can only be viewed as an improvedexperience by the client. And this success “We survey our members – men & women - about everywill help drive retention of that client. piece of equipment that we install at our clubs, and the Helix Lateral Trainer has a very high return ratio rating.”Why multi-purpose machines as so appropriatefor women clients From a fitness professional’s perspective, a multi-purpose machine like the Helix can become an important tool thatFor “bull’s eye” targeting of women’s fitness objectives, enables you to address client objectives with more successfulmulti-purpose machines like the Helix are specifically designed programs. And as this success becomes an improved customerto address all the items on the “repair checklist” – the core experience, it will unquestionably increase the prospects for(tummy) and lower body (inner thighs, outer thighs, butt) - retention.simultaneously. Contact Info: Looking at this particular multi-purpose machine a littlemore closely, the Helix is a cardio machine that - unlike 888-435-4926 (888-HELIXCO)treadmills, exercise bikes, and ellipticals - works the body www.HELIXCO.comlaterally in a side-to-side motion. Instead of simply working [email protected] front & back leg muscles, therefore, it targets all the lower www.facebook.com/helixcompany FALL 2012 | 19



EARN YOUR WINGS IN THE GYM! CONTRACT # GS-07F-0322K GENE BRUTON 866.488.6853 One of the newest additions to the ROC-IT family— THE HOIST ® LATERAL DELTOID RAISE. The unique movement of the Lateral Deltoid Raise keeps the user’s scapular plane in the correct position during the entire exercise and promotes a greater ability to maintain a neutral spine position, engaging more of the rear deltoid. For greater muscle recruitment, users can perform alternating movements. The adjustable seat and self-aligning grip handles accommodate various body types and the padded elbow rollers provide comfort during a user’s full range of motion. Join the Movement™ Contact us at 800.548.5438 or [email protected] for more information.

Hampton Fitness Innovations Every club should be filled with equipment fitness equipment experts is headquartered in Ventura, that’s both beautiful and fun for members California, and Hampton free weight products are sold both to use. Club owners are concerned with directly and through a large network of independent dealers qualities beyond end-user satisfaction – all over the country. It’s this strict attention to detail that sets they also need attractive, low-maintenance Hampton products apart.  products that improve facility appearance and increase safety. These needs are what Hampton is committed to providing its customers with guide Hampton’s product innovations. leading innovation that results in user-friendly products for gym members that encourage health and wellness. These Hampton Fitness was founded on the idea that free innovations can be seen in products such as the Hamptonweights aren’t a “necessary evil” for fitness facilities; they’re Olympic Grip Plates, Gel-Grip Urethane Dumbbells, Dura-an essential part of the foundation of any gym. Pro-Style Dumbbells, and the Group Exercise staple - JellyHampton’s founders had years of experience Bells. Yet, it’s not only about the iron - Hampton knowsin iron and steel manufacturing before that attractive, space-efficient storage displays can be asentering the fitness industry with the important to club owners as the weights themselves. Theylaunch of Hampton Fitness in 1996. spend almost as much time on the racking design as we do onThe company’s dedicated team of what’s going on the rack.  Please feel free to contact Hampton Fitness at www.hamptonfit.com or call toll free at 877-339-9733 to speak with a customer representative. Hampton’s new HOG (Hampton Olympic Grip) plates have an advanced design that makes them more attractive and functional than ever. Generous grips make them easy to pick up off the floor or rack, and the recessed design all but eliminates the risk of pinched fingers when stacking.22 NATIONAL FITNESS TRADE JOURNAL

The group fitness scene has never looked brighter. Jelly The new urethane coated Dura-Prostyle dumbbell’sBells™ are simply the best-looking aerobic dumbbells compact design allows you to choose from both verticalon the market. Durable, colorful Gel-Grip™ urethane and horizontal racking systems. Their unique 35mmmakes them a pleasure to use. Each color corresponds contoured handle features a fine coarse knurling. Thiswith a weight, so members can easily keep track of design supports the natural arch of the hand and giveswhich weight they use for their fitness level. In 2.5 lb. the end-user an exceptional experience in every workout.increments from 2.5 lb. through 15 lb. The Dura-Prostyle dumbbell delivers comfort, function and durability - the foundation of what club owners and gym members have come to expect.Jelly Bells Club Pack No other dumbbell attracts more attention and excitement than the Gel-Grip Series Dumbbell. The Gel-Grip urethane handle prevents your hand from moving during your workout. Its non-porous surface does not collect germs or bacteria as other knurled handles do. Their stainless steel face plates offer custom engraved decals for your brand name recognition. Available from 5-lb. to 52.5-lbs. in 2.5-pound increments and 55-lbs. to 130-lbs. in 5-pound increments. FALL 2012 | 23

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Discover Your Strength training is part of the answer for all of theseInner Strength people. There is no question that strength work positively impacts bone density, posture and the maintaining of muscle mass to help people remain active. It’s ironic that the equipment that used to put off many potential new members is now one of the reasons they are coming back, and staying. Twenty years ago you’d walk into a club and find the strength equipment off by itself being used almost entirely by serious male athletes. Strength was all about muscle mass. 10,000 people a day turn 65 in the United States. These people have the time, resources and desire to remain active. There is a huge opportunity for clubs today. We’re just moving into this era when baby boomers are in their 50s and 60s. They don’t want to be sedentary and they realize that to maintain their activity level without pain and injury they need to work out. That’s why when you walk into some clubs now you’ll see that lean runners, middle-aged executives and 80-year old grandmothers have discovered the benefits of adding strength work to their fitness routines. “When we developed our new strength equipment we took inspiration from premium appliances, luxury automobiles and electronics.” - Adam Hubbard, Precor“Your clients probably drive to your club in a car with a “We believe that the key to building strength enthusiasts isplush, well-designed interior. Our strength equipment to make it accessible,” said Adam Hubbard of Precor. Hewill make them feel right at home.” continued, “To appeal to the new strength user, we took- Adam Hubbard, Director of Product Management, inspiration not from other exercise equipment, but from otherPrecor consumer products. We looked at high-performance kitchens. We talked to people about their car interiors. We observedEvery club is looking for the next trend. Crossfit and Bootcamp people using their smart phones. All of the insights we gainedworkouts are great, but not everyone can do these movements. led us to how we approached the development of our DiscoveryAdding personal trainers to the mix has a huge benefit to Series.”clubs. But there is a significant market out there for potentialclients who either can’t afford the expense of a trainer, are It’s human nature that when we get used to the look andembarrassed to work with one, or simply have more of a “do-it- feel of fine upholstery and the intuitive functionality of today’syourself” attitude. devices, we come to expect them in everything we use. So when Precor developed the Discovery Series Selectorized Line and Plate Loaded Line, they made them less intimidating by lowering the height of the equipment and by using translucent panels that allow in light to create an open and inviting workout environment. They made adjusting the equipment extremely easy and intuitive. Easy-to-understand panels that visually demonstrate26 NATIONAL FITNESS TRADE JOURNAL

correct form have replaced the long-winded verbal explanations “It was important for people to see themselves using thisfound on most old equipment. If users are still unsure about how equipment,” stated Pete Borchert, Director of Strength Productto use a piece of equipment, there are QR codes that enable Development at Precor. He went on, “We focused on theusers to quickly go to their smart phones to view 30-second experience of most people when they buy a car—they lookhow-to videos. forward to every opportunity to drive it. We wanted them to have that experience with exercise.” The Discovery Series was designed to be user-friendly for a wide variety of exercisers, from the most serious strength users to those just trying it out. Even though Precor developers focused on welcoming these new users, they didn’t lose sight of a club’s core members. Pete Borchert explained, “Throughout the development stage we made sure that it provided an authentic and improved experience for the serious strength exerciser. We quickly found that once these people tried the new equipment, they didn’t want to go back.” Precor accomplished this by focusing on the user’s experience. They made every piece function more smoothly. They used ergonomic materials that were comfortable and made it easy to get the right fit with precise adjustments for seats and weights. “My club used to look like my first apartment with it’s mismatched furniture. Now that I’ve gone with one manufacturer it really has more of a wow factor for people on tours.” - Tim, Club Manager“We really focused on doing everything we could to take Many progressive clubs are taking theirthe intimidation away from strength equipment. Our strength equipment out of dark, remote roomsgoal was to eliminate excuses and make it inviting and and integrating it into the flow of their cardioapproachable.” equipment. This trend started in Europe and- Pete Borchert, Director of Strength Product it’s having an impact in clubs here in the U.S.Development. by breaking down the stereotypes and making strength more approachable. Precor specifically designed their strength equipment to visually fit in with the other equipment you probably already have on your floor. This continuity definitely raises the visual impact of a club and sends the message that your organization is professional and technically advanced. For more details, contact your Precor representative or contact us at 800-786-8404 / [email protected] FALL 2012 | 27

Create a HEX tanning system. Experience unlimited customization that no other manufacturer can provide. Design your own HEX system. Mix and match colors, textures and designs from more than 150 finishes, including unlimited custom branding possibilities. Maybe you don’t want the attached dressing room – or maybe you just want to change its features. Perhaps you want a HEX system that is unique to your business, or one with special dimensions. You’re in luck because HEX is the only tanning system so versatile that you can design one just for you. HEX systems are U.L. Listed in the U. S. and C.U.L. Listed and C.S.A. compliant in Canada. We also meet all electrical specifications throughout the world. You can choose your lamps, too. But we’re betting you’ll want 46 SmartLamps™. With their 3-part design, they are the only lamps that tan the face, body and lower legs at an equal rate. Electronic ballasts drive our SmartLamps to perfection, provide a better tan and save on utility bills.And here’s something else that makes us different from Call us! We’re readyany other tanning manufacturer: our company also has to go to work for youa medical division, Ultra Derm, that designs and builds right now, with state-medical phototherapy equipment that the blue chip of-the-art equipment,insurance carriers underwrite (with a doctor’s prescription). proven tanningInvited to exhibit at American Academy of Dermatology marketing concepts,conferences, Ultra Derm provides equipment to doctors, and amazingclinics, hospitals and VA hospitals around the world. customer service. We make it our business to make your business better.™1-800-556-3201 www.hextanning.com 404-NFTJ-043012Premium tanning concepts from a stand up kind of company™ © 2012 HEX Tanning and Marketing Concepts

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Take Your Profit Vertical With FITWALL®`The WOW Factor of walking into a FitWall® Studio, supply detailed 3D models and blue prints with flow studies,or Training Zone, is tremendous, and as the client including graphics and sign locations for maximum impact.experiences more and more of the FitWall® the Attention to details that are often missed or never considered“wow’s” get bigger and deeply profound as they realize puts FitWall® miles ahead in facility design. Whether it is a smallthe limitless potential it offers them. Not only does a room converting into a FitWall® Training Zone, or a larger stand-FitWall® Studio or Training Zone offer so much variety alone FitWall® Studio, the space efficiency is unparalleled.and efficiency to the clients, it is always exciting andchallenging as time goes on and the programs change FitWall® can help you identify your target markets and supply programming to fulfill its demands that are not only excitingwith the client. and effective but more importantly sustainable for the client. FitWall® programming carefully considers and allows the client Fitness centers that dedicate controlled space for FitWall® continual use over long periods of time, reducing the risks thatTraining Zones not only increase their offerings, but increase inherently come with typical exercise modalities, keeping them atheir return on invest per square foot with a truly unique and dependable revenue source.exciting modality of exercise that allows the facility to chargemore for sessions without the client comparing it to anything Clients feel and see results quickly and begin to depend onelse. It allows the value to be set instead of assumed as the client what it delivers to them and their personal goals. The programminghas no prior experience to compare it to. encourages excitement and can have deconditioned beginners and the extremely conditioned in the same session without either The programming supplied to FitWall® licensees can compromising their potential.accommodate the beginner to the advanced athlete, and hasopened the door to many different types of FitWall® studios Its unique exercise modality offers more than justthat can specialize in a particular market’s needs. There is cardiovascular exercise, but demands increased physical andprogramming and protocols for general fitness, the senior market, core strength through ergonomic movement without pinningrehab and physical therapy to name a few, and is uniquely joints between fixed points along segments of the bodies muscleproficient in the sports performance market challenging the best chains. It allows the body to find its own natural path of motionof the best. from fingertip to toe, relieving pressures in the joints while properly stressing the muscle and myofacial tissues increasing FitWall® offers support to their licensees that starts from the coordination and balance simultaneously.beginning with assistance in floor planning and setup and can The elderly find it pleasantly adaptive to their needs and are surprised that it is easier than they thought it would be, doing30 NATIONAL FITNESS TRADE JOURNAL

modified exercises and allowing them to exercise again, when restrooms show their desire to accommodate the handicappedthey thought those days were over. It increases the balance and being oversized and open making it very accessible and easy forstrength without threatening their joints. This benefit carries a wheel chair and assistant to make the experience as pleasantequally over to the youth market where threatening the growth as possible.plate is so often ignored for the sake of cash flow. InsteadFitWall® allows for programming that can achieve results while The atmosphere of the Cheyenne FitWall® Studio islower the risks for children who now, more than ever, need to impressively exciting, with color and technology. FitWall’s®exercise regularly. unique Training Control System™ visually monitors the heart rate in real-time at every station and collects data that is analyzed The multifunctional capability of the FitWall® seems to and evaluated for client status reports and modification. It hashave no end, and the compact footprint amazes people once features built into it that assists the trainer in delivering a safethe potentials are realized. FitWall® Training Zones™ can be and efficient work load for the client without falling into thefound in big box clubs like Golds Gym, Powerhouse, Worlds, typical of overtraining. Both the client and the trainer know whatEquinox as well as small personal training centers and studios. the client is experiencing at all times and both can safely manageHowever, it is definitely not limited to clubs and studios alone. the experience and results.Law enforcement, athletic training centers, sports medicine andmany more physically demanding markets utilize the protocols FitWall® Level 3, or higher, certified trainers are on staff atand benefit from the FitWall®. Specialized facilities such as all times, and a client is never left alone to blindly find a wayPhysioMed utilize the unique benefits of the FitWall® which to reach their goals. Whether it is group or private training, thein turn feeds the studio and club markets with the continued client is supplied programming and support, relieving them ofdemand for the FitWall®. the burden and worry of what to do next. A variety of options is presented to the clients, both for programming and financial Many elementary schools and universities such as the Denver commitment, making it easy to package the services they wantPublic School System and CSU California have implemented and can afford. FitWall® specializes in lifestyle programs thatthe FitWall®, including those that focus on sports medicine and require less time from the client but delivers predictable resultsexercise physiology. It is amazing how the FitWall® has deeply with a frequency of activity that positively changes the habits inpenetrated the health and fitness industry around the world in a person’s daily routine. They have 10 minute programs for thesuch a short period of time. FitWall® studios and training zone people in a hurry that devours calories. As POLAR demonstrated,licenses are growing internationally, and its ability to deliver high at one of the trade shows, burning over 290 calories in 2.5return on investment potential in small and diverse spaces fuels minutes of actual exercise on the FitWall®.its growing demand. FitWall® programming is based on real movement patterns FitWall® The Studio, in Cheyenne is the super studio of with a global demand of energy, not just a few muscles at a time,studios, and it has the ability to accommodate many markets and has redefined functional training in all aspects. FitWall®proficiently in just under 5,000 square feet. Licensee and owner, makes getting specialized and effect training more affordableMichael Bean, explained the studios ability to systematically for the client while at the same time increasing profits for thecater to the general fitness, sports performance, senior and youth facility. As Bonnie Goldmacher realized within a few weeks ofmarkets, allows them to offer services to rehab and special needs opening their FitWall® Studio in Canada, has since acquired amarkets at the same time. Furthermore the FitWall® is not just for second license, with a third pending. With FitWall® Studios nowthe capable person, but is superior in delivering exercise options open in the USA, Canada, Venezuela, Ireland, and Kenya, tofor the handicapped and wheel chair burdened individuals. They mention a few, FitWall® delivers results.offer services to the challenged such as MS, Autism, Alzheimer’s,and more delivering specialized protocols for both the young FitWall® is definitely the license of choice with more to offerand old bringing relief and renewed excitement to the clients. than just the use of a name and a vendor list. It offers newMichael explains that everyone who tries it loves it, and can not technology and turnkey facility options with a new and excitingget enough of it, which makes it an easy and fast sale having a look and programming that is attractive to everyone. It is truly theproduct that actually delivers. FitWall The Studio has found the future of fitness!programming limitless and can service all ages from 1 to over100 years old. For more information contact them at: www.FitWallTheStudio.com The Cheyenne studio offers group training, one-on-one and [email protected] for private sessions as well. It also has a class room 307-638-4046for educational seminars for the clients and public. Even the Made in the USA FALL 2012 | 31

32 NATIONAL FITNESS TRADE JOURNAL

Ken Reinig, President Tiffany White, VP of Sales & Marketing HE’S BACK!The fitness industry’s leading risk management specialist, Ken Reinig, hasformed a new insurance agency, Reinig Insurance Solutions.As past president and founder of Association Insurance Group, Ken hasbeen insuring health clubs, instructors, and personal trainers for over20 years.If you are currently dissatisfied with your existing insurance company, or ifyou 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: 303-800-0548 [email protected] I [email protected] 2425 S YANK CIRCLE, LAKEWOOD, CO 80228 FALL 2012 | 33

Nautilus Commercial Fitness –a Worldwide H.I.T. By Regina WestOf late, a flurry of articles regarding Med-Fit Systems, Inc. has been turning equipment simultaneously gives you aheads. In 2+ years since acquisition, and in the midst of an enormously cardio work-out. Maintaining that kindchallenging global economy, the new manufacturer of Nautilus®commercial of physical effort and intensity as you gofitness equipment has managed to successfully breathe life into the from one exercise to the next also gets theNautilus® commercial division. The company has returned equipment heart and blood pumping.”manufacturing to Nautilus® commercial’s Independence, Virginia facilities,where some equipment had been manufactured overseas under previous Professor Marago explains that trueownership. Med-Fit Systems has also had mammoth success in worldwide high intensity training is best achieved onexport and expansion. The company’s CEO, Dean Sbragia, has expressed Nautilus® commercial equipment, “Nogratification that the company has been able to do their part to revitalize the matter how hard you work, you will neverUS economy and the iconic American brand Nautilus®. generate enough intensity if resistance is insufficient. And you will never get In addition to constant equipment Professor Roberto Marago, Nautilus® correct resistance if you are using theimprovement and innovation, another commercial’s advisory board member in wrong equipment.”of the many reasons for this return of Argentina, describes H.I.T. training andrecognition to the Nautilus® brand is a why Nautilus® equipment is superior in In order to achieve the optimumworldwide resurgence in popularity of the its execution: resistance during the full range ofH.I.T. (High Intensity Training) methods. motion, you need ALL of the following:As health and fitness enthusiasts around “To achieve the kind of intensity rotary resistance, direct resistance,the globe return to this tried and true that Arthur Jones defined in 1971, you automatically variable resistance andsystem, Nautilus® commercial, the need to carry each set to the point of balanced resistance. Professor ofbiomechanically correct equipment that momentary muscular failure. The last Exercise Science, Roberto Marago,was originally engineered and patented possible rep of the set, when 100% of “Nautilus® and only Nautilus®with the H.I.T. principles in mind, has seen effort is exerted, works as a trigger. It machines are capable of fulfilling alla paralleled return. Some would argue sends a signal to the body’s physiological of these requirements. And so far,that over 40 years ago, with Arthur Jones system that the current level of muscle no other piece of strength trainingand his engineers at the helm, Nautilus® and strength is not enough for living. equipment has been able to match This results in muscle growth only if your Nautilus® technology.” invented High recovery system has enough biochemical Intensity resources available. So, in order to be One of the reasons Nautilus® is Training. productive, intense training must be brief superior for H.I.T. training is displayed and infrequent.” in the picture on page 35 from the floor of the Nautilus® commercial With modern life becoming manufacturing facility in Independence, more demanding and time Virginia. becoming more constrained, This is a picture of just 18 of it is easy to see one reason the different cams that Nautilus® that busy people around the commercial builds into their equipment. world are drawn to this more All of them are specifically designed to effective and time saving emulate the force variations through strength building method. the range of motion for each particular But H.I.T. is doubly efficient, exercise. Many are combined with and goes beyond strength four bar linkages and various fulcrum training, says Nautilus® placements. Some Nautilus® units commercial regional manager utilize more than one cam in their and fitness aficionado, Alex design. They are all made with the goal of achieving true variable resistance Fulton. “H.I.T. training and optimum occlusion of muscles with Nautilus® throughout the entire range. All of this is based upon the force curve production34 NATIONAL FITNESS TRADE JOURNAL

science that made Nautilus® a world replicate the biomechanics that make Nautilus® commercial fitnessfamous name. It is generally agreed that Nautilus® commercial equipment the model and H.I.T. master trainer, Markusno other manufacturer does the same. world’s best. Reinhardt has recently returned fromMany fitness equipment manufacturers a multi-city European H.I.T. seminaruse just one or two cams implemented The same biomechanical tour. Speaking in German, to a Swissacross an entire strength line. Some use considerations that make Nautilus® audience, Reinhardt highlighted thenone, and some use movements that commercial strength the most relationship between training stresshave no foundation in exercise science. efficacious also make Nautilus® and recovery. He echoed some of the commercial strength the safest. By same exercise science principles that Med-Fit Systems CEO, Dean properly aligning the body’s axis of Professor Marago frequently speaks onSbragia, weighs in, “None of these work rotation with our machines, we ensure in Spanish, throughout Latin America.as well as specialized cams, four bar appropriate muscular skeletal stress tolinkages, and strategic counterbalances. achieve results without causing injury. Reinhardt summarizes his seminars,Nautilus® commercial equipment works The real beauty of our design is that “I answered audience questions about my training with Mike Mentzer andFrom the Nautilus® commercial manufacturing facility in Independence, about being a bodybuilding model andVirginia - just 18 of the different cams that Nautilus® commercial builds into H.I.T. master trainer. I explained howtheir equipment. Nautilus® commercial equipment fits perfectly with H.I.T. due to the variable resistance curve that is vital to achieve ideal muscular contraction. Interacting with my audiences, my team and I used several H.I.T. systems to demonstrate the superiority of the Nautilus® machines over others. No other equipment allows for the same feeling and contraction. H.I.T. requires a very evenly distributed force during the range of motion and a very high contraction towards the end of a fully contracted position. Only Nautilus® offers that. I think the H.I.T. tour was a success and I saw that Nautilus® has a lot of devotees in Europe. Coming from there myself, I can tell you that Europeans want to train effectively. They want a fast, less time consuming system. Combining H.I.T. (20 minute workouts, two or three times a week, depending on an individual’s recovery ability) with Nautilus® equipment is what it is all about.” Nautilus® is not only the #1 most recognizable name in fitness equipment. It is also an enduring fitness philosophy that has spanned the decades, with disciples worldwide. In the words of the original H.I.T. visionary, Arthur Jones, “Superior equipment equals superior results.”Markus Reinhardt on his European seminar tour, talks about H.I.T. training To find out more about H.I.T. andwith Nautilus® commercial fitness equipment. Nautilus® equipment, contact Nautilus® commercial. Nautilus® commercialfor a reason. Over the years, there have we can safely improve the strength, fitness provides interactive webinars thatbeen some copycat manufacturers, but appearance and function of 25 year old bring the showroom to you! Staff trainingwe hold numerous international design athletes as well as 85 year old assisted is FREE, using either a webinar or apatents and they haven’t been able to living residents.” personal visit from a representative. [email protected] www.nautiluscommercial.com 800.874.8941 276.773.2881 FALL 2012 | 35

Killer Workout That Won’t Kill YouOne MachineTotal Fitness Gimmick or Game Changer?At first glance, the BallBike may strike you as a gimmick. But look closer and you will see that itcombines three proven exercise modalities – a core stability ball, a cardio bike, and progressiveresistance – to create the world’s first self contained circuit machine.It’s a killer workout that won’t kill you, and here’s why. BallBike engages virtually all your muscles ina smooth rhythmic motion, so your perceived level of exertion is low at very high target heart rates.You ride on air without discomfort or impact to avoid injury. Plus, on this multi dimensionalmachine, you do a different movement every minute, which beats boredom. BallBike isreasonably priced, so it wont kill your bank account either.Contact us today to make the BallBike Revolution part of your [email protected]

See • Feel • Trust Group TrainingIntroducing the new Torque Fitness X-LAB. With 5 length configurations, you’ll reinvent the layout of your gym.With up to 12 unique exercise stations, your trainers will reinvent workout possibilities. And with Group Training,you will attract and retain members. Reinvent Group Training.For a complete progression of strength products, visit: www.torquefitness.comSelectorized Benches & Racks Functional13750 Crosstown Drive NW Suite L100 Andover, MN 55304 • [email protected] • Toll Free 877.867.7835 • www.torquefitness.com

The Trend of Non-Dues Revenueby Sean Kirby, ASF InternationalOver the past year there’s been a lot of discussion about the state also discovered that the average numberof the fitness industry, and how it’s recovering from the economic of dues paying members, per club, hasissues of the last several years. While clubs and manufacturers decreased by 10%. Are we as an industryalike have experienced some ups and downs, overall we’ve been selling less memberships? Is memberfortunate and, unlike some industries, such as booksellers, ours has attrition to blame? Either way, based onnot been negatively impacted by all the new technology. In fact, this data and the fact that membershiptechnology has actually enhanced certain areas of our business, but prices are not increasing at a larger rateI’ll address that a little later in this article. than our total number of members, one might conclude from this that revenueI speak to hundreds of club owners Here’s what I found. per club would be lower now than threeon a monthly basis and have attended Over the past three years, the average years ago.countless industry networking events,seminars and trade shows over the years. monthly membership payment has So, with this “bad news”, how areBecause of my experience, I’m regularly increased by 5%. The good news is that clubs staying in business and in someasked the question, “Where do you it’s an increase, but the bad news is that cases exceeding their revenue goals ofsee the industry going in the next five this is nothing to really brag about. In the past? Personal training and otheryears?” I feel like in order to really give fact, some would say that this is barely a additional, non-dues revenue streamsan educated guess about the future, you cost of living increase, or the cost of doing are the answer. To further understandhave to look at the past, so I began looking business. Others would say it’s due to the how significant the impact of non-duesat numbers over the past three years. The influence of the “low price, high volume” revenue is, I did a little research and foundreason I didn’t look further back was due business model, or all the new express some articles on the International Health,to the state of the US economy and how clubs. While they may have some effect Racquet & Sportsclub Association’sdrastically it has changed how we operate on this modest increase, I’m not sure that (IHRSA) website. In doing so, I foundand conduct business. it is the sole reason. In my research, I IHRSA’s 2011 Second Quarter Index, which reported the results of leading US I wanted to explore three primary club companies for April through June ofareas: the change in membership dues that year. The survey, which representedpricing, the change in member numbers a total of 503 facilities, showed thatper club and the change in additional non- non-dues revenue rose 11.2% in thatdues revenue. As I began my research, I timeframe.looked at ASF’s database of over 3,000locations and I decided to only look at US The most compelling number in myfitness facilities, thus eliminating tanning research through ASF’s database was thatonly locations, martial arts studios, and amongst our clients non-dues revenueinternational business. These facilities has increased on an average of 34% overinclude multi-purpose clubs, small the past three years! That growth is astudios, women’s only facilities, and tremendous reflection of the change ineverything in between, so I had a great club operations and revenue generatingcross-section of industry data to analyze. centers within the new business model. Two other articles on IHRSA’s website advised that 10% - 15% of a club’s total revenue should be coming from non- dues revenue. My assumption is that these authors were assuming all clubs38 NATIONAL FITNESS TRADE JOURNAL

were charging some type of non-dues Make sure you have a plan in place to bill the right direction. You should be able torevenue, but the fact is that not all clubs each service, ideally as a separate charge pull these numbers easily from your clubare. I looked at some top performing from membership dues, so it is easier management software by measuring yourclubs using ASF, with strong personal for members to build their own custom non-dues revenue and be able to breaktraining operations and found that 25% membership from your a la carte options. that down further into each revenueto 36% of their total revenue came from Another consideration, especially for big streams. The goal is to maximize yournon-dues revenue. Needless to say, this ticket items like personal training, is revenue per member and make your clubpercentage is huge and the trend seems breaking up big payments into smaller, less dependent on a steady stream ofto be continuing to grow in this direction. less intimidating payments. ASF offers prospective members and new sales. For more information about billing and tracking of non-dues revenue streams, contact ASF International at 1-800-227-3859. So, where do you fall? Do you have what we call add-on billing for this exact About the Authora strong personal training or other non- purpose: you choose the type of service, Sean Kirby is National Sales Directordues revenue program in place? Other tell us how much to bill and how often for ASF International. In 1987, Seannon-dues revenue sources that are strong (we can even do weekly billing), and we got his start in the fitness industryperformers for IHRSA clubs include: bill each as a separate payment from the while finishing his Marketing degreenutritional counseling, spa services, monthly dues. at San Francisco State University. AsPilates, food and beverage, and child and manager of the Marina Club, a smallyouth programming. If you’re not already Hand-in-hand with the billing is 6,500 square foot facility generatingdiversifying your revenue generating the tracking of these non-dues revenue over $100,000 per month, Seanprograms, it might be time to consider streams. This is really where the new learned the challenges of runningdoing so. technology I referenced earlier can help a club. The Marina Club was ASF our industry. How will you know if these International’s test facility and in Once you’ve got your non-dues programs are successful? Are you able to 1990, he was transferred to Denver,revenue plan in place, you’ll also want to compare their sales and profit numbers where he has continued his careertake a look at some of the logistics for to your membership revenue? It’s with ASF. Sean’s involvement withselling and tracking these profit centers. important to know if you’re trending in the fitness industry was fueled by his younger days as a year-round competitive swimmer and Division I basketball player. Today he is on the board of FISA and has chaired the FISA East and FISA West VIP Networking Events for the past six years. FALL 2012 | 39



PREPARE TO GO PRO Hampton Fitness is proud to present the NEW Dura-Prostyle dumbbell. The fitness industry is consistently seeking new advantages to attract and retain new and current members – and Hampton Fitness Products has delivered. The new urethane-coated Dura-Prostyle dumbbell’s compact design allows you to choose from both our vertical and horizontal racking systems. Our unique 35mm. contoured handle features a fine coarse knurling. This design supports the natural arch of the hand and gives the end-user an exceptional experience in every workout. The Dura-Prostyle dumbbell delivers comfort, function and durability - the foundation of what club owners and gym members have come to expect.Free weights shouldn’t be taken lightly. © 2012 Hampton Fitness Products Inc. www.hamptonfit.com 1-877-339-9733

Breathing Easy Furthermore, many new facilities built with energy-efficiency inwith Big Ass Fans mind tend to be so airtight that ventilation with outdoor air is significantly reduced, trapping pollutants inside. Unavoidable inLarge diameter, low speed fans efficiently most construction projects are the numerous chemicals found inimprove indoor air quality in fitness facilities today’s building products, many of which have never been tested for their potential health impacts (Belew, 2010). The introduction Members come to your facility to break a sweat—not to of air movement within indoor environments is proving effectivebreathe in their neighbor’s funk. By improving indoor air quality at assisting ventilation systems filter the air, as well as curtailingand reducing condensation and accompanying mold issues, air unwanted aromas.movement inside fitness facilities can do more than aid comfortand reduce energy bills—it can also make your establishment a In a traditional HVAC system in the winter, only about 80% ofmore pleasant place to bust a move. the fresh air brought into a space reaches the designated occupant level which means the system must compensate for the lost air to The simplest and most energy efficient way to add air create a space that complies with ASHRAE Standard 62.1-2007,movement is a familiar concept—a ceiling fan. But large diameter, Ventilation for Acceptable Indoor Air Quality. The addition of Biglow speed Big Ass Fans aren’t your typical living room wobblers. Ass Fans fans to circulate the air down to the occupant level notThese highly engineered air movers range in size up to 24 feet in only helps to keep IAQ levels in check, but also reduces reliancediameter and use their immense size rather than speed to move on the HVAC system. This air circulation also compensates for theair throughout an entire space, from high ceilings to the floor, and insufficient mixing of the supply air and room air, and the naturalwall to door, addressing both comfort and safety issues. buoyancy of the hotter air to remain at the ceiling level.IAQ is a part of comfort equation Numerous fitness facilities can attest to the comfort-improvingIndoor air quality (IAQ) is a mix of several contributing factors, power of Big Ass Fans, which provide cooling and refreshing airincluding humidity and mold buildup, variable climates, toxins throughout the entire space. At Aim High Academy of Martialreleased from construction materials and a facility’s age. Arts of Beaverton, Ore., environmental conditions from heat and humidity to condensation were putting the staff, students and visitors under attack. “We want to make sure our students have a good experience,42 NATIONAL FITNESS TRADE JOURNAL

so their comfort level is a huge consideration,” said Taekwondo stagnant air, which were negatively affecting the facilityManager Jim Null explained. “If they come to two classes and it’s as a whole.unbearably hot, they don’t want to come back.” Placing two Big Ass Fans directly over the mats not only With a 16-ft. diameter Big Ass Fan up and spinning, Aim directs airflow over the athletes but, as owner Scott Peters notes,High reports improved comfort, drier mats and eliminated helps dry the mats, which are mopped routinely throughout thecondensation. day. Classes were formerly held up by the slow dry time. “The fan creates a little bit of excitement, and students can “Dry time before [the fans] was 15 minutes, now the matssee that we’re really trying to work to make the facility better for can be mopped and dried within 5 to 6 minutes,” he said. “Thethem,” Null said. fans have enabled us to get in there between classes to mop and sterilize the mats.”Killing condensation for mold managementMold spores are ubiquitous in both indoor and outdoor air. Along with improving comfort in his facility, the improvedControlling moisture is the key to controlling mold, which conditions have resulted in a recruitment tool for prospectivecan become problematic where moisture is found, including clients. According to Peters, the fans have helped not only improvepersistently damp mats and towels. But air movement can help the comfort level of their current clients but for prospective clientsto prevent the establishment of mold by more quickly drying the that walk into our facility. “The increased comfort has added tosurfaces on which mold can form. our ability to sell our product,” he said. In a hot, humid environment, the air movement provided by In summaryfans prevents the buildup of moisture on surfaces that might Large diameter, low speed fans play a large role in improving IAQharbor mold by continually disturbing the thin sheet of stagnant by turning the air in the space over several times per hour, ensuringair surrounding each pallet. By far the most efficient way to move good air distribution. Increasing the comfort of your facility makesair is with a large diameter, low speed fan. These fans use their working out a more pleasant experience that members are moreimmense size—not speed—to move a massive amount of air likely to enjoy—and renew.using very little energy. Contact Big Ass Fans, 877-BIG-FANS or www.BigAssFans.com, The Lion’s Den, located in Scottsdale, Ariz., experienced for more information on how large diameter, low speed fans canmyriad issues, from moisture build-up on mats to humid, improve indoor air quality at your fitness facility. FALL 2012 | 43

44 NATIONAL FITNESS TRADE JOURNAL



Quit Your Whining and Do It Right!By Gary Hood, Global Fitness AssociationIntroducing the power of “e” with consumers when you are trying to and allows the consumers in yourfor a penny an email. introduce your products and services area to get to know your company and to them. My dad, now 82, owned a everything that comes with it. BusinessIt never ceases to amaze me when successful sign and advertising business, branding does not present just thetalking to business owners about established back in 1945, and on more products, services, and location of themarketing and advertising they always than one occasion he would remind me company, but also establishes an imagecomplain about their response rate to never forget to market and advertise of the business as a whole. The positiveand not the person that prepared the my business. He would say: “A business image you create for your businessmarketing message. Why the consistent without a sign is a sign of no business.” will create a lasting recall for theremarks, I wondered? Was it because consumers in your area.they didn’t understand the basics, Hmmmm. What an interesting thought.or were they just too thickheaded to People generally buy products andunderstand how marketing and Businesses have to constantly and services for two reasons:advertising work? In today’s market consistently put their name out there. 1. They need to solve problems.place, businesses want instant results Show their audience they’re alive. So run (Practical)to their marketing campaigns, but seem the flag up the pole and let them know 2. They want to feel good. (Emotional)to forget that marketing and advertising you are there.are just like dating. Yes, dating! When A solid branding strategy is youryou start dating you get to know the Why Is Branding Your Business Important? answer to helping your customersperson over time, don’t you? That’s the Branding will always be an integral part satisfy each of those two reasons. Givesame approach that should be taken of a successful business plan. Branding life to your business. People embrace allows your company to introduce itself positive thoughts, so create encouragingAsk for the... • SAVES MONEY • ECO-FRIENDLY GCRLEE&AENN! • CONVENIENTSapHnroadlydTBeorowfteotllressFits all equipment, EASY installationEliminates expensive waste fromwipes and paper towelsPrevents germ and virus transmission!SPECIAL FALL PRICING 866-435-2009 www.gymvalet.com [email protected] ORDER ONLINE: USE DISCOUNT CODE NFTJ AT CHECKOUT TO SAVE $$ Nautilus® NOVA Strength is your answer to affordable, space-efficient and effective weight training equipment.46 NATIONAL FITNESS TRADE JOURNAL

branding phrases. Messages similar 1. Constantly send your message to the GFA e-Branding and e-Marketing. Ourto “You can do it,” or “You too can consumer. email database is the largest in thechange”. Customer recall is one of the 2. Consistently repeat the messages you nation, totaling over 250 million emails.chief reasons your business brand is so are sending. It includes 100% opt-in subscribersvital. It creates customer preference for and is updated daily. You can nowyour products and services over your Solid branding with repetition helps contact more fitness-minded people forcompetition’s. a business with a smaller budget just a fraction of the cost of traditional compete with businesses that spend advertising. Branding must be seen consistently, many thousands on advertising. Yourconvey a positive image, be distinct, and marketplace position, your differentiat- Pricing is 1 cent per email sent,clearly describe what your business can ing factor, and your consumer awareness which entails sending out your emaildo for its customers. When you perform should come first, before you execute campaign once a week for fourstrong business branding and follow up any advertising efforts. consecutive weeks.with various marketing activities, yourbusiness will grow and you will have the All businesses are, or should be, How many email addressescompetitive edge. marketing organizations. The problem are within a five-mile radius of your is most businesses put the proverbial location? You might be surprised. GiveAre You Wasting Your Advertising Dollars? cart before the horse. The cart is me a call.If you aren’t receiving the results you advertising; the horse is the branding.need and want, the answer may be that When consumers realize a need, the Special thanks to Cate Sundling,the consumers in your area do not have horse has already told them who you are, Gary Gresham, and Jim Phillips fora clear picture of who you are, where what products and services you have contributing to this article. For moreyou are located, and what great services for them, and where your business is information about Global Fitnessand/or products you offer. In order to located. Association, GFA e-Marketing program,win the loyalty of the consumers in their or fitness business consultation, contactareas, businesses need to apply two very This brings me to a point where Gary Hood at 775-298-1616 or emailimportant branding strategies: I would like to share with you a new [email protected] marketing medium that will help you with branding your business; it’s called 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 FALL 2012 | 47



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® YOUTH FITNESSYour solution for youth fitness!championsyouthfitness.com (877) 294-YOUTH(9688) 50 NATIONAL FITNESS TRADE JOURNAL