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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. 40Winter 2012 The Industry Guide for Fitness Facility Management

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CONTENTS National Fitness Trade Journal (541) 830-0400 WINTER 2012 Publisher6 HOIST® Fitness Systems – Wally Boyko Productions, Inc. Join the Movement™ in Fitness Associate Publisher10 NMaaudteiluIns TKh2eVUeSrtAical Climber: Meshelle Boyko14 REP-MAXX Bringing New Editor Technology to the Weight Room Ronnie Boyko18 Art Direction FITWALL® - Join the Revolution Advent Media adventmedia.us22 Expanding the World Associate Editors of Functional Trainers Ashley Boyko - Mattos Carrie Boyko-Ross26 aTRTUREUEHeWaortrkRoautteACdovnatnrtoalg–e30 National Advertising MGR. Meshelle Boyko Quality Recognizes No Border Asst. Advertising Manager34 Centaur Floor Systems Jim Clark Introduces Xtremecourt IMPACT MNFsS. FBitVneicsse®PrUeSsAidCeonotrdinator Michelle Thomson38 SCatnaadrrdNTioreaLtcpi’nsuelEsOemfEbfenerdtsedrCetaodiancmhienngt Contributing Photographers42 Sami Vaskola, Matt Shepley, Carl Thygesen, Wally Boyko Jr. 7 Tanning “Must Haves” The National Fitness Trade Journal is published quarterly (four46 Fitness Industry Disputes times a year with an exclusive Trade Show Issue (July) for Controversy and Knife Fights $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

Nike + iPodGUIDANCE ENTERTAINMENTStar Trac Coach™, a personalized treadmill workout led Netpulse, netpulse’s on-demand platform delivers a uniqueby a professional coach with over 1 million possible media experience for exercisers and a powerful businessworkouts to ensure a different workout every time. This tool for health club operators.revolutionary technology is exclusively available on StarTrac’s embedded screen E Series treadmills. Star Trac Made for iPod® kit, integrated with music, video, a USBCoach™ takes the ordinary treadmill experience to a new device-charging station and on-screen iPod® controls,level of engagement never seen before. users can display personal content while charging their iPod®. (Optional: Included with PVS kit and wireless audioFor more information contact Star Trac at 714.669.1660 eceiver Kit)(800.228.6635) or [email protected]©2011 Star Trac. All rights reserved. Star Trac, the Star Trac logo, Soft Trac, Dynamic Heart RateControl are registered trademarks of Core Industries. Star Trac Coach is a trademark of CoreIndustries. iPod is a registered trademark of Apple, Inc.

“HOIST Fitness has done a great IN 1977, A FITNESS COMPANY EMERGED IN SAN DIEGO, CALIFORNIA AND job of staying financially fit through QUICKLY BECAME ONE OF THE INDUSTRY’S TOP CREATORS OF STRENGTH tough economic times. We truly TRAINING EQUIPMENT. appreciate the strong relationship we’ve built over the years.” Since then, HOIST Fitness Systems has created a movement that’s shaped bodies and influenced exercise philosophy around the world—while keeping— Comerica Bank their company moving forward on a path of innovation and growth.Providing the right equipment for your HOIST’s invitation for people tomembers is key. But just as bodies “Join the Movement” is backedplateau if routines aren’t switched up by patented technology thatup, a company’s growth and financial moves the user’s body in tandemstrength are also susceptible to with the exercise path, for a morestagnation. A proper balance between correct and intense workout.innovation and evolution must be struckif a company, or any fitness facility, This exercise motion mimics theis going to thrive and grow strong. more natural, comfortable, and functional movements of free weightThe innovations that make HOIST training. Additionally, the rockingFitness products one of the “must haves” movement constantly shifts thefor every fitness facility are obvious. The user’s center of gravity to imposemachines’ design emulates the sleek, challenges to the core musculature,sculpted bodies they intend to build. while maintaining adequate stability. “The ROC-IT® line is a true innovation in strength training that effectively combines superior biomechanics with FUN to create an unforgettable movement experience. Kudos to HOIST® for developing equipment that will help club operators attract all types of individuals to strength training.” — Cedric X. Bryant, Ph.D., FACSM, Chief Science Officer, American Council on Exercise® (ACE)6 NATIONAL FITNESS TRADE JOURNAL

An innovative product is the best foundation for growth— “HOIST continues to bring innovative productsHOIST’s products will help you retain existing members and that inspire both our members and team members.bring in new customers. We are huge fans of HOIST equipment and the dedication they bring to our mutual success.”HOIST PRODUCTS GET PEOPLE IN THE DOOR. — Carl C. Liebert III, Chief Executive Officer,Once a user experiences “The Movement”, they’re not only 24 Hour Fitness Worldwidea convert to ROC-IT machines, but a new member as well.With custom wraps, logos and upholstery rocked and moved, they knew they could line and embraces the ROC-IT’soptions, owners and managers are free to spark adults’ interest and generate that principles into their business philosophy:create a unique, customized space that same enthusiasm. In 2006, the ROC-IT Integration, correct movement and lastingreflects their facility’s personality. line of products made its debut and “The strength. Movement” began.HOIST ROC-IT technology was If you’d like more information aboutintroduced in 2002 through the Youth Today, this success and stability has HOIST Fitness Systems and the productsFitness Line (KL). A youth’s body is lead to the construction of a brand new and services they offer, visit their websitemore susceptible to injury than an facility. Slated to be occupied in the at www.hoistfitness.com. You can likeadult’s body. The idea was to give kids a summer of 2012, the building sits on 6.8 HOIST Fitness Systems on Facebook,better workout with less stress on their acres in San Diego, California. follow them on Twitter or visit HOIST’stendons and joints. When HOIST saw YouTube channel to see video of thethe enthusiasm of kids wanting to use HOIST’s vision for the future intends to “movement” in action.these machines because of the way they build on the success of the ROC-IT ”In an economy where there is very little capital investment and absolutely no new building starts, moving ahead with a new facility on 6.8 acres is a clear statement that HOIST Fitness refuses to sit still. They see the future and are building for it.” — Greg Hamann, Hamann Construction WINTER 2012 | 7

FOR MORE INFORMATION ABOUT HOIST PRODUCTS:Contact your Sales Representative at 800.548.5438 / [email protected] 100% American Made Lockers Ideal manufactures lockers in the U.S.A. with parts and materials made in the U.S.A., using U.S.A. written guidelines and specifications, all for your benefit. Give us a call for a quote today and buy USA! • Wood & Plastic Laminate Lockers Built Daily • Over 25 Years of Manufacturing Excellence • FSC Certified and Compliant • LEEDS EQ4.1, 4.2 & 4.4 as well as MR5,6, & 7 • GSA #GS27F0019R 800-88-IDEAL idealockers.com 8 NATIONAL FITNESS TRADE JOURNAL

AWESOMEBIG ASS FANS ARE Discover why more than 2,000 Big Ass Fans are used in gyms just like yours: - Savings of 15% on cooling and 30% on heating (A big ass chunk of change) -Recommended by over 4,000+ design professionals (Yeah, we’re kind of a big deal) Don’t take our word for it – check out real results! “The Big Ass Fan really stands out, and that’s what attracted us initially. But as we looked further into the design of our club we realized we could actually minimize our HVAC needs. With one location we saved at least $20,000 on reduced tonnage and ductwork.” - Art Nichols Planet Fitness “One Big Ass Fan saved us $900 per month on cooling and heating costs. It was a one year return on investment versus the 2.7 years payback on the high e ciency lighting I installed. Of all the energy-e ciency measures I researched, the Element fan was the best money-saving investment for my club.” - Mike Shirley Double Diamond Athletic Club START SAVING. CALL US TODAY. (877) BIG-FANS (244-3267) WWW.BIGASSFANS.COMMay be covered by one or more of the following U.S. Patents: 6,244,821; 6,589,016; 6,817,835; 6,939,108; 7,252,478; 7,284,960; D587,799; D607,988 and other patents pending. ©2011 Delta T Corporation dba the Big Ass Fan Company. All rights reserved. An ISO 9001:2008 certified company WINTER 2012 | 9

Nautilus K2 Vertical Climber:Made In The USA“We really have built a better Mousetrap” statedDean Sbragia, CEO of Med-Fit Systems, Inc.,manufacturer of Nautilus commercial products “We evaluated the existing art in accommodating nearly all fitnessthe vertical climbing market- rife with levels. V-Grips handles with integratedreliability and performance problems- heart rate monitoring offer additionaland fixed it.” grip options. Med-Fit’s unique in the industry integrated cooling fanThe result is the new, patent pending features HIGH, LOW anddesign Nautilus K2. AUTO settings, with Auto adjusting the fan “We have been able to design the velocity as aK2 to be the innovation and quality function ofleader in this product segment- and exercisehave been able to accomplish it righthere in our factory in southwesternVirginia. Being the only product in thiscategory not manufactured in Chinashould provide us exclusive access toGSA purchases,” continued Mr. Sbragia The K2’s belt drive reduction systemrequires no lubrication (no chain or gearboxes), is smooth, quiet and reliable. Resistance mechanism and controlboards are positioned in a separatecompartment above the steps, assuringprotection from perspiration and areeasily accessible through the fronthood. The rail and shielding mechanismdirect perspiration to the base of theunit, minimizing moisture damage. The Nautilus K2 Vertical Climberfeatures 20 levels of resistance,from 20-165 steps per minute10 NATIONAL FITNESS TRADE JOURNAL

effort. Transport wheels are built in and noise associated with cheap, messy oil bath resistance, and difficultto facilitate repositioning within the superficial fans- that virtually all fitness to access components, the base modelfacility. manufactures have adopted. K2 features cordless operation, allowing placement virtually anywhere in the Functions are operated from either In addition to limiting the noise and facility- and eliminating all electrica 7” touch or 10.2” entertainment potential contact, the tube directed charges.touch screen. Back-up keypad can design provides a broad, laminar flow ofbe used normally in case of touch air- providing a more natural experience “We designed a self generatingscreen failure. Web based software for the user.” model because that’s what ourupdates are available via standard customers told us they wanted,”memory stick. Both displays are multi- The K2 has withstood nearly a year continued Mr. Sbragia. “And we didn’tlanguage capable, permit changing of rigorous testing in beta sites and on need to dumb it down- we feature startup defaults, and feature built-in Nautilus’ own “Stomper” test fixture in a 7” touch screen operating displaydiagnostics. The 10.2” display adds Virginia. with redundant keyboard operation-iPod connectivity and charging a l l w i t h o u t t h e n e e d t o d r a w capability and integrated analog and “This product category is high external power.”digital TV. demand, high use, high moisture, and up until now, high maintenance,” added Med-Fit Systems, - Nautilus commercial “The new fan systems showcased Greg Webb, VP engineering. fitness is offering special lease programsin our K2 will soon be available in and purchase incentives through thethe entire cardio line,” commented “Our pragmatic approach to garner end of the year. Please contact us at:Sean Smith, COO of Med-Fit Systems. key account input, thoroughly test Med-Fit Systems, Inc., 800. 874.8941,“This design features the fan placed components, acknowledge moisture 276.773.2881, [email protected],into the base tube and air flow routed issues and test for nearly a year insure www.medfitsystems.com.though a grate- think of your car heating our customers of a well thought out,and cooling system. This method puts tested and warranted device in whichan end to any potential contact with they can place their confidence,” Gregthe fan and eliminates the buffeting continued. Unlike vertical climbers in the past, with high electrical drain, noisy and WINTER 2012 | 11

©2011 TRUE FITNESS TECHNOLOGY, INC. History makes it TRUE. Those who use a TRUE know what 30 years of history does for a treadmill. Since 1981 TRUE Fitness has been making the smoothest, quietest treadmills in the cardio industry. facebook.com/TRUE-fitness twitter.com/truefitnesstech truefitness.com • 800.426.657012 NATIONAL FITNESS TRADE JOURNAL

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REP-MAXX Bringing REP-MAXX equipment comes withNew Technology to the weight built into the machine, and thethe Weight Room weight is loaded for each user. The weight is distributed by industrial strength cablesCardio equipment has been at the forefront of fitness technology attached at the ends of the bar, targetingfor years. Now, almost every piece of equipment is touch screen stabilizing muscles and multiple muscleoperated with monitors that offer customized workouts for each groups with constant weight tension pull-individual. Where is the new high tech equipment on the weight ing down on the bar. There is no hasslelifting side? In this technology centered world, why hasn’t the with unloading or loading plates ontoweight equipment been brought up to date? REP-MAXX is fi- a barbell, just lifting at the touch of a nally bringing innovation to the weight room with high tech, touch button. By using the touch screen, youscreen operated, computer controlled equipment with precise can select the amount of weight to lift andlinear weight adjustment. The goal with this new line of equip- ment is to incorporate the scientific knowledge available today to develop a safe and convenient way to lift. This equipment is designed to save time, build more strength endurance, obtain more power, and see results faster than ever. the num- ber of reps for your set. To begin, pick up the bar and the weight will load after a few seconds to start lifting. Working out with a partner, in groups, or circuit training has never been faster thanks to the user friendly programming. Never again will you waste time sub- tracting or adding weights for the next user. Incorporate REP-MAXX into your14 NATIONAL FITNESS TRADE JOURNAL

work- completely after a University athleticouts and 3-5 second reading programs, rehabilitation,time will fly by of limited or no bodybuilders, and the average faster than ever with motion. every day gym user. Do not sit back andthe same accomplishments in let your competition to be the first withstrength training. The first this technology. Contact REP-MAXX for piece released an in-person demo and improve the way REP-MAXX workout routines are lim- from the new you lift today!itless. Pyramid sets, drop sets, straight line of equip-sets; all can be accomplished thanks to ment from REP-MAXX Strength Equipment the advanced programming that REP- REP-MAXX Toll Free 855-REP-MAXXMAXX offers. The ability to change the is the RM (855-737-6299) amount of weight loaded for each user 250 Bench Press. With a foot print Main 209.589.1685 during the set is a concept many have not much larger than a standard Sales 209.499.7688tried, and REP-MAXX has perfected. The Olympic bench, the RM 250 Bench 9255 Creekside Lane, equipment has a Smart Spotter feature Press will fit right into your weight room Modesto, CA 95357which automatically adjusts the weight and service triple the amount of peo- [email protected] www.repmaxx.comload to an appropriate figure while you ple. REP-MAXX will soon be releasingare lifting. The Smart Spotter will sense a RM 450 Bench Press as well as thea decrease in repetition speed, a pause first ever electronically programmable in rep motion, or a decline in rep mo- Squat machine. REP-MAXX is ideal fortion, and the weight will be changed inseconds before the next repetition. Thisenables you to continue the set and workthrough struggle points as if there is aspotter assisting you. As a key safetyfeature, the Smart Spotter programmingwill detect when to unload the weight WINTER 2012 | 15

Think about the fact that HEX also designsand builds medical phototherapy equipmentand that the blue chip insurance carriersunderwrite it with a doctor’s prescription.We also sell to doctors, clinics, hospitalsand VA hospitals and have been invited tothe American Academy of Dermatologyconferences—the only tanning manufacturerinvited to attend.Think about our electronic ballasts that drivethe lamp better, give a better tan and saveon utility bills – not to mention UL Listingfor consumer safety and amazing customerservice for peace of mind.Think 46 SmartLamps™ with a 3-part designthat tans the lower legs, body and face atthe same rate. And think timeless designwith more than 150 finishes, as well as nearlyunlimited custom branding possibilities.Done thinking?Then give us a call! We’re ready to go towork for you right now, with state of the artequipment and proven and tested tanningmarketing concepts.We make it our business to make your business better.™ 1-800-556-3201 www.hextanning.com Premium tanning from a stand up kind of company™ 345-nftj 1221116 NATIONAL FITNESS TRADE JOURNAL© 2011 HEX Tanning and Marketing Concepts

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FitWall is more than just a Profit Center: In the past, we’ve highlighted the success FitWall has had in the for-profit sector of the fitness industry, specifically the higher Return on Investment (ROI) of FitWall programming. We recognized that FitWall has been making a push into the non-profit side of the industry and the initial results have been extraordinary. Made in the USA and with known and new science behind it has made it easy to accept and implement in both physical and mental performance driven markets. FITWALL® Join the Revolution Denver Public Schools and the New Haven School District have implemented FitWall into their schools as a way to enhance their physical education programs with a fun, non-intimidating approach to functional fitness. Denver West High School implemented FitWall Functional Training Systems at the beginning of the school year and has already seen astonishing results. Denver West PE teacher, Shirley Lundgren,18 NATIONAL FITNESS TRADE JOURNAL

has experienced firsthand the impact off to both FitWall® and Polar® for Petersburg, Florida. The boutiqueFitWall has had on her students. One the development of technologies to style centers were limited on space,student has already lost 15 pounds in both affect and monitor the relative and FitWall’s versatility within a smallthe first semester and credits FitWall reactions of the body. footprint was a key purchasing pointfor his success. Shirley notes that for them. FitWall® allows for maximumthe students in her PE classes look It is widely accepted that exercise client turnaround and provides the JCCforward to working out on the FitWall increases cognitive function in with an innovative training solution thatmore than any other strength or cardio children. Thanks to the new FitWall® produces fast results, and is new to thepiece of equipment. Shirley says, “The Training Control System™, we can St. Petersburg and Clearwater markets.students really enjoy the weekly FitWall show that Vertical Training™ helpschallenges we create for them. Every children increase cognitive functioning JCC Suncoast Executive Director,PE program in the nation should be in a shorter amount of time. FitWall’s Ellen Katzman says that, “FitWallusing FitWall.” “You are the Machine™” ability to allows our trainers to put clients activate muscles globally allows users through a rigorous workout in a fraction FitWall debuted at the PE4life to get into target Heart Rate zones of the time, with low to no impactconference in October. The FitWall’s more rapidly compared to traditional to the joints, compared to traditionalimpact at the conference led PE4Life cardiovascular exercise. By training equipment, hence minimizing time andto award grant funds to Pioneer Ridge students on FitWall, educators will be maximizing sessions.”Middle School for the purchase of able to reach the cognitive benefits ofFitWall® Vertical Training™ Systems. exercise in a shorter amount of time, Ellen Katzman further stated, “ForPioneer Ridge is the first Middle School and open new doors academically me personally, I am very excited aboutin the United States to incorporate actually being able to training the FitWall as I have a knee injury thatFitWall into their Physical Education nervous system, true brain training. has left me ‘bone to bone’ and amprogram. limited on what and how I can exercise. Let’s not forget the older students, Not only does FitWall allow me to Additionally, the PE4Life and take our hats off to California State do something in a shorter amount ofconference gave birth to the FitWall University in Northridge who has built a time, but also allows my body to do itTraining Control System™ (FTCS). For FitWall Training Zone in their new state pain free. I understand what Verticalthe first time in the fitness industry, of the art facility, and they are excited Training™ is all about; however, whenPolar® was able to graphically measure to do great things at the university I am on the FitWall, something magicalthe body entering hyper arousal, which level. Their excitement to lead, not happens for me. It’s the only time ofgraphically suggests the activation of follow, will be evident very soon. my day where I am literally pain freeall 603 muscles of the body. The ability in that knee joint. I am able to do fullto show this heightened state of the Schools are not the only non-profit squats as well as other exercises that IAutonomic Nervous System is profound organizations reaping the benefits of simply can’t do while on the ground. “and inspired FitWall to continue FitWall®. To mention one of the manypursuing the cognitive benefits of including Government/Military, YMCA, With that, stay tuned for the upcomingthe users. The definitive difference Wellness Centers, Athletic Clubs, National Fitness Trade Journal articleand impact FitWall® has on the Anti-Aging etc., the JCC Suncoast about the amazing life changing effectsnervous, and of course cardiovascular, became the first Jewish Community on spinal patient recovery. The articlesystem exposed by Polar’s technology Center in the country to implement will focus on the Stedman Hawkinsinspired both companies to work FitWall programming. They brought patient, Cynthia White, of Colorado.together aggressively for the benefits in FitWall® to enhance and increaseof children worldwide. Sharon Warren their membership base and to create an www.FitWall.comof Polar® enthusiastically stated to additional revenue center. 307-638-4046attendees at the PE4Life Conference [email protected] “FitWall is the REAL DEAL”. Hats The JCC Suncoast installed Proudly Made in the USA 8 FitWall® Functional Training Systems™, in Clearwater and Saint WINTER 2012 | 19

COLOR OR BLACK BUMPERS (55, 45, 35, 25 & 10 lbs / same diameter)RUBBER COATED KETTLE BELLS (rack available also) COLOR RUBBER AEROBIC BELLS / 1-10 LBS (RACK AVAILABLE ALSO)Intek Strength manufactures a complete line of strength related products.The top-of-the-line Dumbbells, Barbells, Olympic Plates and Bumpers areavailable with Custom Logos. For a product catalog or a competitive quote,please call (866) 996-3825 or visit our website at intekstrength.com

Introducing a New Time Machine ™ scan this code with yoursmartphone to watch the videoRapid, Eccentric, Anaerobic, Strength, CoreThe reACT Trainer is a paradigm shift in health and tness. Zeroimpact combined with anaerobic exercise, provides rapid strengthgains in just two 7 minute sessions per week.To learn more on the bene ts of Functional Eccentric traing using reACT email us at [email protected] or visit usonline to see the reACT in action and listen to the testimonials from some of the worlds best trainers and clinicians www.reacttrainer.com Phone 1-888-700-6882 1-404-891-1516

Expanding the World of Functional Trainers A leading innovator of fitness products for over 50 years,Perhaps no single event in the world of strength training Paramount was at the forefront of the functional traininghas had as much impact during the past 20 years as movement as it began to evolve and gain popularity some 10functional training. As boomers age and fitness becomes years ago. At the time there were but a few select equipmentmore ingrained into the daily lives of young people, manufacturers offering stand alone units. While certainly anthe value of performing physically at a higher level and improvement over traditional cable crossover units, thesefor longer periods, ideally a lifetime, has taken on new earlier functional trainers lacked two critical features necessarymeaning. Improving and maintaining long-term physical for true functional training i.e. movement in multiple planes:well-being and performance requires the development the ability to adjust pulley housings horizontally as well asof strength, stability, and mobility in all areas of human vertically, and the inclusion of two separate weight stacks tomovement. Accommodating the variety of exercises allow offset weight loads, or when viewed more traditionally,designed to help accomplish these goals is the primary two simultaneous users.purpose of the stand alone functional trainer. After much discussion, evaluation and rigorous testing, Paramount introduced the PFT-200 in 2004. The industry’s first functional trainer that offered dual weight stacks and arms that adjusted both vertically and horizontally, the PFT-200 was immediately recognized by fitness enthusiasts and trainers for its advanced design. Now rather than being forced to modify exercises to fit the limitations of a particular machine’s design, users were able to take advantage of a wide range of vertical and horizontal arm positions to perform an almost limitless22 NATIONAL FITNESS TRADE JOURNAL

selection of exercises including those that required every inch of zone greater than 180° while allowing free cable motion inthe 7’ of cable travel offered by the PFT-200. multiple planes. Enter the Extreme. With the exception of a cosmetic upgrade in 2008, the Introduced at IHRSA 2011, the XFT-300 Extreme isPFT-200 has remained true to its original design and continues the first stand alone functional trainer featuring dual patentto be the functional trainer of choice in commercial fitness pending Extreme Swing Arms. Each Extreme Swing Arm rotatesfacilities worldwide. horizontally through 14 positions allowing the pulley housings to be positioned as close as 27”and as far apart as 86 ½”. As the popularity of functional training continued to grow In addition, pulley housings adjust vertically through 64” onso did demand for well engineered functional trainers. By early adjustment columns that rotate 330°. Combine these unique2010 Paramount recognized the need to design and introduce a features with high mass, low travel weight stacks and 14’ ofstand alone functional trainer capable of accommodating even cable travel, and you have the first functional trainer designedthe most unique and demanding exercises. This unit would to move the way you do without boundaries or limitations.need to provide unrestricted movement in an expanded workoutParamount is a leading manufacturer of over 100 commercial Treadmills and Ellipticals. To view these products, our warranty,fitness products including Functional Trainers, Selectorized and other important information, please visit us online atMachines, Plate Loaded/Free Weights, Modular Systems, www.paramountfitness.com or call 1-800-721-2121. WINTER 2012 | 23

® YOUTH FITNESSYour solution for youth fitness!championsyouthfitness.com (877) 294-YOUTH(9688) 24 NATIONAL FITNESS TRADE JOURNAL

SOFTWARE | BILLING | COLLECTIONS Does your billing company COLLECT AFTER 90 DAYS? WE DO.No matter how you define success, it must move your business forward. That’s whywe are all about keeping it simple. Our true full service solution combines innovativesoftware, competitive pricing, flexible process automation and highly trained,dedicated staff to help increase profits and streamline operations. And with over 20years of industry experience in software, billing and collections, we know what it takesto run a successful club. Affiliated Acceptance is your simple solution to success. CALL TODAY. 800-233-8483. Visit us at www.affiliated.org WINTER 2012 | 25

TRUE Heart Rate Control –a TRUE Workout Advantage Control programs. TRUE Heart Rate Con- trol programs keep the user within two to three beats of their target heart rate the entire workout. The TRUE HRC programs adjust both speed and grade to keep the user at their desired target heart rate. This provides an optimal workout whether the user wants to walk, jog or run, or no matter what their fitness level is. They will be able to achieve an accurate, con- sistent heart rate workout. TRUE’s Heart Rate Control workoutsHelping individuals reach their health and wellness also let the user customize their workout,goals is what the fitness industry is all about. by deciding what their maximum speedHelping people learn how to effectively do that is and maximum elevation will be and howsomething TRUE Fitness has worked on over its long they want their work out to be. thirty year history. “By utilizing TRUE’s patented Heart From the beginning, TRUE has fo- of TRUE, is Heart Rate Control workouts Rate Control® technology, you can cus-cused on new technology and perfor- and training. tomize workouts based on the specificmance that help consumers live a healthi- target heart rate you wish to achieve,”er lifestyle. One area that Frank Trulaske, TRUE was a pioneer in the fitness says Trulaske. “While the innovationfounder and CEO of TRUE Fitness, always industry by putting focus on manufactur-believed in, and has become a signature ing treadmills that offer integrated Heart Rate Monitoring and custom Heart Rate26 NATIONAL FITNESS TRADE JOURNAL

Heart Rate Control technol- years old, it remains the smartest way to About TRUE Fitnessogy is now nearly twenty exercise and safely achieve the results This year marks thirty years in the indus- you are wanting.” try for TRUE Fitness, a leading manufac- An added feature on TRUE product turer of premium cardio fitness products, is TRUE’s HRC Cruise Control. This is including treadmills, elliptical cross- the easiest way to use Heart Rate Con- trainers and bikes. Dedicated to out- trol. When using Cruise Control the user standing quality and superior design, the only needs to know what their desired company and its fitness equipment are target heart rate is, and wear a chest consistently ranked among the top in the strap monitor. It is as easy as that. industry. TRUE Fitness is based in St. TRUE HRC Cruise Control allows you Louis, Missouri and has a network of deal- to “lock in” on your targeted heart rate. ers throughout the country and around the globe. Additional information about Once your target is entered, TRUE HRC the company’s products and services can Cruise Control will adjust speed and be found at www.truefitness.com, or call incline automatically throughout the 1 (800) 426-6570. duration of your workout to maintain your target heart rate (operates just like the Cruise Control in your car.) WINTER 2012 | 27

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Quality Recognizes No BorderTHE FOLLOWING IS NOT AN ADVERTISEMENT. IT IS A PUBLIC INTEREST ARTICLE.Ivanko manufacturers a line of freeweight equipment, I don’t need to hawk some rigamoraleincluding urethane plates, dumbbells, barbells, and stainless about “Made in the USA” quality.and high strength steel Olympic bars in the USA. This is All these countries have proudnothing new. Ivanko has been making products in the manufacturing traditions of their own. US since our founding in 1967. Some of those US-made And each of these countries (not toproducts, like our leather head harness, weightlifting belts, mention many others where our dealersand neoprene waist trimmers were displaced by cheaper (and and friends reside) continue to makeinferior) imports. quality products. While we no longer make some of these have in the first place if you bought I know what US manufacturingearly products, I have considered re-intro- quality. There’s also something less is capable of. I was a journeymanducing at least one of these (the head tangible than product lost when you buy sheetmetal worker and machinist for theharness) despite the high manufacturing cheap: there’s the loss of good-will from first half of my life. I don’t need to waivecosts. There’s often a market for the gym members: there’s the safety risk the flag to try to prove my patriotism. best, despite production costs. For as (see our previous articles on Olympic It’s cheap. And it represents a narrow,I’ve demonstrated in these pages, our bars): no one wants to work out with limiting worldview. Any thinking personindustry, at its best, values not the cheap and shoddy equipment. with skilled manufacturing experiencecheapest product, but the most durable. would see through this rhetoricalUsually, if you’re going to make a durable But back to the idea of Made in the smokescreen. I give my customers andproduct, it’s going to cost more than USA. Ivanko is an American company readers more credit than that.a cheap product. At least in the short with an International presence andterm. A lot of younger gym owners have worldview. We sell our products all over Often it makes sense to source atold me they’ve learned this the hard the world. Many of our early dealers, material or product from the US. We’veway: they buy a cheap set of dumbbells. who are my good friends, have been been sourcing our steel from the bestTwo or three years later, they’ve begun selling Ivanko since the beginning, in mills in the US since we began makingto fall apart. Then they have to replace Japan, Germany, England, Australia, and Olympic bars. Following our example,them. Do you double down and buy South Africa. many competitors have followedcheap again, or do you buy right the suit. Some even claim to source “theway you should’ve done the same steel as Ivanko.” In almost everyfirst time? Either way, instance though, these claims are a caseyou’re spending of “same butcher, different meat.” Theas much (if machinery we use to cut our steel isnot more) made in the US, Germany and Japan.than youwould It just so happens when I bought a certain type of saw, the best available was German-made. Other cutting applications demand several saws that we bought made in the US & Japan. Regardless of coun- try-of- origin,30 NATIONAL FITNESS TRADE JOURNAL

these tools are the best for the job. This dumbbell made in the USAPeriod. example, our rubber dumbbell. I source more durable, longer-lasting, higher While our urethane dumbbells are one model of the handle from Taiwan quality product than most importedmade in the USA from US materials, I and another from the US. The rubber urethane products out there. Amongchose to make my urethane plates in plates are a bit more tricky. While we the reasons for this is that manythe USA from both US and imported originally offered Ivanko rubber products are skimping on the quality of theirmaterials. The urethane is the best from Taiwan, we then went to the USA urethane product. From the ground up,available made in the USA from US and then to China. We’re now back in the product isn’t made right. And morematerials, while the cast-iron core is Taiwan (but considering a move to South and more stories keep rolling in aboutmade in the jungles of South America. America) for the rubber parts of the a gym here or there that’s had theirAnd this core costs more than the dumbbell, including the actual plates urethanecompetitors’ cores made in the US. and my pioneering end plates. Why?Why? Why would I pay more for a key Because I can get a quality part, withoutcomponent of my product that’s made quality compromises, from Taiwan at aoverseas than in the USA? Because it reasonable price. I use American-madehappens to be a superior quality part. Loctite despite the costs because it’s theThe casting material is superior, the best fastening aid I’ve found. No amountworkmanship is superior, the finished of savings can persuade me differently.part is superior. Without this superior But I can’t find the quality of apart, I wouldn’t have a urethane plate rubber plate made in the USthat is as good as it is. Similarly, I source for anything approaching athe bearings on my stainless needle reasonable cost -- thoughbearing Olympic bar from Germany. In we’re still searching.my experience, the best bearings formy particular application are made in The irony ofSwitzerland, Germany and Japan. When course, is thatI make an Olympic bar, I’m not going to my hybrid US/use inferior materials. I’m interested in Taiwan rubberthe best part and the best quality. I tell dumbbellmy customers: “you should buy the best is awherever it’s made.” Period. Before I got in the business, most were selling crudeAnother example: before I got into the castings.  I set the standard higher.  Everyone had tobusiness, the majority of cast-iron plate improve their level” - Tom Ivankoofferings were crude castings. I set thestandard higher. And then everyone hadto improve their level. You see, thereare several processes that you needto perform if you’re going to make agood cast-iron plate (cf. “The Makingof a Perfect Olympic Plate,” 2001). Although country-of-origin can be anindication of quality, it isn’t a synonymfor it. Those of us who like to wrenchon Detroit iron from the Golden Ageremember there were times when thiswas so. I start with the best idea or modelfor a product I have, and make creativecost-solutions that I can live with andrefuse to perform those with which Ican’t. It’s a lot like life. Take for WINTER 2012 | 31

dumbbells degrade after 3 or 4 years. ones chrome plating needs under one straightening their bars, but if theyIn some gyms, Ivanko rubber dumbbells roof), or of dubious value (e.g. many are, it’s not an operation you wantkeep going strong 28 years and other operations, some of which will be “vertically-integrated” because there’scounting. the subject of a future article). not enough work to keep someone full time doing this procedure. This Some manufacturers in our industry Take, for example, one essential procedure, and others like it, requirehave recently hyped the “made under process of manufacturing an Olympic a lot of skill. You don’t want a guyone roof” angle. Such an approach bar: that of bending your mill steel doing a procedure part-time: you wanthas its strengths and its limitations. straight. As I explained in a previous an experienced, skilled operator whoUsually, people do it for better delivery. article (“How to Bend an Olympic has been performing this specializedOne could argue that this advantage Bar,” 2003), steel does not come procedure for 30 years. If you’re doingis negated by prudent planning (think from the mill super-straight. You the right things, you rarely want to limitApple). However, I find many of alleged need to specify that straightness in a yourself to one roof. Those who do livemerits of “one roof” claims improbable separate operation. I don’t know that in a room without a view.(e.g. I highly doubt one is meeting all of any other barbell company is actuallyRELATED ARTICLES (www.ivankobarbell.com/press) For considerations of the benefits and drawbacks of USFor considerations of off-shore manufacturing, see: manufacturing, see:You Could Be Next: Urethane, Rubber & Offshore Manufacturing Ivanko Urethane: American QualityThe Difference Between Different & Better: Urethane & Rubber Urethane Myth: All Urethane is Created EqualFreeweights Olympic Bar Sleeves: Things Are Not Always As They AppearRaising the Bar & More Bar FailureIvanko Barbell Company was founded by Tom Lincir in 1967 and is the most respected manufacturer of professional and commercial grade barbell anddumbbell products worldwide. Your comments or questions are welcome.Contact Tom at [email protected] or write to:P.O. Box 1470, San Pedro, CA 90733 U.S.A.For product information, pricing, and our newsletter sign-up, see our website ivankobarbell.com or call (310) 514-1155.DCilesan,iGnreaeHnfanendoodcnlthtdeTMaaeocnhinrwetTM feBolorsttles NCoFnSTptJaeRccetiaaUdlsseF!ro’srMAKE EQUIPMENT SANITIZINGPRIORITY #1 WITH THE GYMVALET! Clean: Prevents germ and virus transmission! Green: No expensive paper towels and wipes waste...SAVES MONEY On the Machine: Fits all equipment/easy installationORDER NOW 866-435-2009 www.gymvalet.com [email protected] ORDERING ONLINE: USE DISCOUNT CODE NFTJ2011 AT CHECKOUT32 NATIONAL FITNESS TRADE JOURNAL

THE GLUTE MASTER KICKS ASS!™ Welcome the NEWEST addition 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 upper torso during the exercise, preventing hyperextension of the spine.Join the Movement™!Contact us at 800.548.5438 [email protected] for more information. WINTER 2012 | 33

Centaur Floor Systems IMPACTIntroduces XtremecourtOver the years we have introduced, a variety of activities including basketball, Futsal, tennis,within the pages of this magazine, volleyball, dance, school events and church multi purposemany great options for multi-sports floor facilities. Compared to wood, synthetics and other sportsapplications. These types of floors have to flooring options, Xtremecourt IMPACT provides greatmeet rigid standards to qualify as a true performance at a reasonable cost with minimal maintenance. multi-purpose sports floor. They must be IMPACT will not peel, blister, or flake due to moisture damagesafe, meeting strict standards for shock caused by broken pipes, leaking roofs, or flooding. No adhesiveabsorption, rebound effect, coefficient is required during the installation eliminating concerns overof friction, rolling load, and ball bounce. toxic chemicals. IMPACT is environmentally safe and theIn addition, they need to hold up to patented locking system makes for ease of installation.the abuse of table and chairs, food andbeverage spills, street shoes and high Xtremecourttraffic. Multi-purpose floors are the true IMPACT provideswarrior in the world of sports floors! unsurpassed ball performance a nd p lay. We are proud to introduce the ultimate multi-purpose sports It is engineered to withstandfloor, Xtremecourt IMPACT. This modular floor system provides competition at the highest levels.excellent traction, shock absorption and ball bounce for Patented technology gives an added level of “cush” to reduce impact on joints and limbs, letting you play longer today and for years to come. Sixteen individual contact points ensure a consistent playing surface and excellent coefficient of friction to keep the surface in place. The patented “resilient shock” technology was designed with performance and safety in mind. The built-in shock deflection offers exceptional impact control and provides excellent rolling load support. Xtremecourt IMPACT will help to reduce injuries to ankles, knees, lower back and shins. Player performance and safety, surface reaction, and ball response were all considered in the design of IMPACT. Professionals and amateurs alike know that when the game is on, they can expect performance from Xtremecourt IMPACT.34 NATIONAL FITNESS TRADE JOURNAL

APPLICATIONS SPECS Schools Aerobics Solid Top Design (12”x12”x7/8”) Church Family Life Centers Dance High Impact Copolymer Suspended Flooring Recreation Centers Pilates 16 Individual Impact Zones Multi-Activity Centers Yoga Compressible shock design, (11/16”x7/8” O.D.), Sports Camp Facilities Martial Arts 0.1 oz. Rehab Clinics and Hospitals Display Weight: 22oz. Military Events Friction (ASTM C 1028): Dry-0.74, Wet-0.53 Sports Training Facilities Home Gyms Rolling Load (DIN 18032-02): Pass Force Reduction (DIN 18032-00): 44% Standard Deformation (DIN 18032-02): 0.9mm Ball Rebound (DIN 18032-02): 98% Load Bearing Capacity (DIN 18032-02) >200 PSI Flatness: 0.0mm Lateral Movement: 0.00” - 0.065” Noise Reduction Coefficient ( ASTM C 423): 5-10% Xtremecourt IMPACT is versatile for multiple types of activities. It has vertical and lateral shock absorption.It is not affected by moisture or humidity. No adhesive or anchoring is required. Multiple color choices are available. 12 year warranty... and proudly made in the U.S.A.! For more information on Xtremecourt IMPACT contact Centaur Floor Systems @ 800 536-9007 or visit our website @ www.centaurfloors.com. WINTER 2012 | 35

36 NATIONAL FITNESS TRADE JOURNAL

At Paramount we set a very simple goal - to engineer, manufacture, and service the nest commercial tnessGDUH products in the world. Our focus is on being the bestWR EH notthebiggest.'L))(5(17','))$(55( 72 %( 'L))('5$(51(7;;<9:-,6(/<+04+10:3+=31<:;<CC@GK@:8CJEXTREME SWING Dare to be di erent and experience a new level of product quality, innovation and customer service.)81&7,21$/ 7 5 $ , 1 ( 5608/7,67$7,21602'8/$5 6<67(06 3DUDPRXQW )LWQHVV &RUS73(;, 36(+,+)BE5N(C(HE:S &(,R*AC+K7S *HSS +V^USVHK *H[HSVNZ ,THPS  ^^^WHYHTV\U[MP[ULZZJVT UHZHSLZ'WHYHTV\U[MP[ULZZJVT   7HYHTV\U[ -P[ULZZ *VYW (SS YPNO[Z YLZLY]LK WINTER 2012 | 37

Star Trac’s Embedded Cardio LineOffers Coaching and NetpulseEntertainment Star Trac, an international leader in the commercial fitness equipment industry is focused on meeting both the entertainment and guidance needs of our end users with The E Series line of embedded touch screen cardiovascular fitness equipment. The entertainment functions feature expandable 15” Personal Viewing Screens, iPod® connectivity and USB charging stations, all captured in the industry’s most simplistic, elegant and relevant touch screen interface. The guidance or “Coaching” feature on both the treadmills’ and the eSpinner® is a patent pending, individualized workout experience that is unique to each user and different every time you use the product.   The E Series embedded line—including Treadmills, Cross Trainers, Stair Mills, Steppers, Recumbent Bikes, Upright Bikes and the patented eSpinner® - are loaded with built-in entertainment features including Netpulse, designed to meet the needs of today’s patrons.  Using the intuitive “Made for iPod” 30-pin connector, users can charge their iPod® and view iPod® media content on the embedded screen. 38 NATIONAL FITNESS TRADE JOURNAL

  “The E Series line of embedded car- delivers the experience to each piece The Netpulse platform was firstdiovascular products gives users total of cardiovascular equipment using launched as a universally compatiblecontrol of their workout experience, and its patented custom content delivery add-on screen for fitness club chainsallows clubs to provide a motivating, system. Outside the club, exercisers including Town Sports International,rewarding and entertaining environment can manage entertainment preferences, which uses Netpulse exclusively as itsfor their members,” said Jeff Dilts, create custom playlists and track entertainment screen provider. Now theDirector of Product Management for workouts all online. For clubs operators, Netpulse platform, the only one of itsStar Trac.  “Providing entertainment Netpulse provides a cost-effective dif- kind, is available embedded into theand coaching opportunities during a ferentiator for members as well as touch screen control panels of the topworkout is just one way to encourage valuable reporting tools such as asset brands of equipment, integrated witha consistent exercise regimen—and management to help them more new equipment, or as an aftermarketthe introduction of Netpulse along with efficiently run their business. add-on.iPod functionality is a perfect workoutsolution to help your members create San Francisco, California based “Netpulse is extremely excited aboutand maintain lifelong health and fitness Netpulse was founded by Bryan Arp and our technology partnership with Starhabits.”  Tom Proulx, the co-founder of Intuit and Trac. The combination of the Netpulse author of Quicken®. Investors include platform with the already innovative Star Netpulse’s on-demand platform Javelin Venture Partners and DFJ Trac E-Series cardio equipment providesdelivers a unique media experience Frontier. For more information, please exercisers with a tremendously engagingfor exercisers and a powerful business visit www.netpulse.com. product, from on-demand entertainmenttool for health club operators. to automated exerciser tracking.Netpulse provides exerciserswith customized entertainment The demand from Star Tracthat keeps them engaged and customers has been phenomenal,motivated while working out. representing an enormous globalKey features include multiple opportunity for both companies tochannels of on-demand programs, deliver against the ever increasingthousands of on-demand music technology desires of the market”videos, Virtual Active virtual – Bryan Arp, CEOruns, personalized workouttracking data, and iPod/ F o r m o r e i n f o r m a t i o n v i s i t iPhone connectivity. Netpulse w w w. s t a r t r a c . c o m , o r c a l l 1 (800) 228-6635. WINTER 2012 | 39

SPORTS FLOORING The new GREEN sports floor• delivers energy & 1703 - Sunshine 2160 - Burnt Orange 2150 - Bronze exuberance to any fitness application 1810 - Red 1615 - Camou age 1409 - Blue Applications • excellent force reduction & ball rebound• Professional Sporting Facilities • YMCAs • Recreational Center • Health Clubs• School Facilities • High Schools / Colleges / UniversitiesAn Environmentally Friendly Multi-Purpose FloorBrighten up your fitness facility with brilliant colors from the p’Eco collection. p’Eco is ideal for gymnasium surfaces,aerobic centers, tennis courts, indoor jogging tracks, weight rooms, and cardio areas. p’Eco delivers energy and exuberance to any fitness application.p’Eco is manufactured by laminating 4mm colored rubber with recycled sports underlayment. Available in threestandard thicknesses (8mm, 10mm, and 12mm). Select from the 6 standard colors or ask about the expanded color selection available by special order. Whatever the application, the hues from the p’Eco collection guarantee stunning design and energetic color saturation.963 North San Marcos Road Toll Free: 800-536-9007 Santa Barbara, CA 93111 Phone: 805-957-0182 www.centaurfloors.com Fax: 805-957-0125 [email protected] NATIONAL FITNESS TRADE JOURNAL

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7 Tanning There has never been a better time“Must Haves” for tanning in the fitness center.#1 The number of tanning salons in the country has decreasedDesign and by almost a half. Yet, the number of people tanning, andTenhgeiynreuelrei!ng. the revenues earned from tanning have increased. What is going on? Where are people tanning?Successful, results-oriented tanningdepends on design features that won’t be Basically, more and more people are now tanning in theobvious to you. What kind of lamps are same place where they work out, instead of making ain the unit, how are they spaced? Is there separate trip to a salon.a high-quality reflective surface behindthe lamps and elsewhere? So, you have an opportunity to do something great for your members and your business—after all, increasing profits while helping your For instance, spacing and positioning members save money is a win-win.make a difference because of themagnetic fields and light-producing SmartLamp™ that is manufactured in properties of the lamps. Also, the right a 9-step process instead of the usualnumber of lamps is crucial, but having 3-step procedure. too many can actually be less effective.At best, they will generate excess heat, Many people may not realize our It stimulates the body’s own naturalcost you more in electricity, and are bodies produce vitamin D in response vitamin D production because it isdefinitely not green. to ultraviolet light. We produce our manufactured with a special kind of optimum amount of vitamin D in glass called SolGlass™. It’s the SolGlass Also, pay attention to a tanning response to light that measures 290 that produces light at 290 nanometersunit’s interior surfaces. You’ll see many nanometers. – all other tanning lamps operate inkinds of surfaces on the floor, behind the 300+nanometer range. (You canthe lamps, etc., even some that are The SmartLamp is a bonus here: it is view studies about vitamin D’s healthblack. However, in HEX systems, you’ll the only tanning lamp that produces light importance at www.vitamindcouncil.org)notice the newest reflective materialson the walls, ceiling and floor, designed of 290 nanometers. #3to squeeze every last bit of the lamps’ Versatilitytanning capabilities by reflecting lighttoward the skin. Branding can be important, so choose a manufacturer who can easily Also, many tanning systems use an accommodate your brand, your logo andold, outdated type of European choke your décor. HEX systems are virtuallyballast. Look for the new energy-efficient limitless in that respect. Over 150electronic ballasts, such as those in the exterior finishes are available so you canHEX. The energy savings alone can be mix and match to fit with anything fromhundreds of dollars. an elegant room to the edgiest, most contemporary of environments.#2Elaxmpepcst more from #4 Comfort countsYou’ll encounter a mind-boggling numberof lamp styles, but there is only one lamp Your customers want a comfortablethat solves the most difficult problem in tanning experience. HEX units are builttanning – how to get the face, the body of wood and covered with laminate. and the legs to tan at the same rate. The This is to allow the units to breathe andHEX units come with a unique patented, dissipate hot air. Avoid systems built of metal, fiberglass and plastic; they retain three-part lamp, known as a heat. Besides being uncomfortable, heat decreases lamp life and shortens the life of the electrical components.42 NATIONAL FITNESS TRADE JOURNAL

#5 HEX tanning units come with orDemand real credentials without the attached dressing room.HEX, like its sister company, Ultra Derm An immense range of styles andSystems, is a division of J & B Products Ltd. finishes can be designed. They can evenUltra Derm is J & B’s medical division. In be designed with your logo, your colors,fact, J & B was manufacturing phototherapy and can even be custom sized.equipment years before they built the world’sfirst vertical tanning system in early 1979, WINTER 2012 | 43working in conjunction with the DermatologyDepartment of a major university. J & B is the only company in the tanningindustry invited to exhibit at the AmericanAcademy of Dermatology’s annual convention. Ultra Derm phototherapy equipment is providedto doctors, clinics, hospitals and VA hospitalsaround the world. It is used (with a doctor’sprescription) for the treatment of psoriasisand other skin disorders, underwritten by BlueCross/Blue Shield, Medicare and all other bluechip insurance companies.#6iDnosnis’tt ofonolUa.rLo.uLnidst–ingFrom a liability standpoint, you should neverinstall electrical devices that are not UL Listed. If you are skeptical of U.L.’s importance inconsumer safety, go to Toys R Us and try tofind a toy that is not UL listed. HEX units areunparalleled: U.L. listed (USA) and C.U.L.listed, C.S.A compliant (Canada) and C.E.compliant (Europe). U. L. makes unannounced plantinspections four times a year to checkmanufacturing practices, spot checkcalibrations and examine component parts toensure they are also U.L. Listed. In the wallsof HEX units, all wires are enclosed in conduitor pipe and ballasts are in steel Nema boxes.#7Choose your providerwiselyHEX has been in business for 32 years, so theyare obviously doing something right. To betterserve their customers, HEX maintains in-houselegal counsel to answer your questions, keepyou up to date on regulations and variances, andotherwise keep you informed. It’s part of theircommitment to their customers. In fact, J & B insists on staffing their phones personally– they want customers to feel special, not victimsbofenaevfoiticteo myoeun,uesspyestceiamll.yTihf iysocuaanrebeneawn teonotarmnnoiunsg.Want to know more? You can contact HEX Tanning &Marketing Concepts at 800-556-3201.www.hextanning.com and [email protected]

REGISTER TODAY...Accusplit Active Network AHIP Annika Foundation Callaway Chicago Bulls Cramer EastonESA Everlast Everlast Climbing Industries Flaghouse Franklin Gatorade General MillsGood Sports Gopher HEAD HOPSports Human Kinetics Mizuno Motion Fitness MuscoNo Other Industry Event Unites MoreLighting NASPE New Balance NFL NFLPA ‘Nplay NSGA Nike Octagon PE4life Playcore Polar Precor Prince Rawlings Reebok RollerbladeSGMA Legal Task Force Spalding SPARK Speed Stacks Sportime Suunto TIA TitleistCelebrity Athletes andUSTA Under Armour Wilson World Golf Foundation XaviX Accusplit Active Network AHIP Annika Foundation Callaway Chicago Bulls Cramer Easton ESA Everlast Everlast Climbing Industries Flaghouse Franklin Gatorade General Mills Good SportsLeading Fitness & Sporting GoodsGopher HEAD HOPSports Human Kinetics Mizuno Motion Fitness Musco Lighting NASPENew Balance NFL NFLPA ‘Nplay NSGA Nike Octagon PE4life Playcore PolarPrecor Prince Rawlings Reebok Rollerblade SGMA Legal Task Force Spalding SPARK Brands Together Than...Speed Stacks Sportime Suunto TIA Titleist USTA Under Armour WilsonWorld Golf Foundation XaviX Accusplit Active Network AHIP Annika Foundation CallawayNCFMrhiSiakziGencuRMaknElgAoinGoLO2IBecS5gutMT%aalGloEglsatoTRitEaononsABrakRFYCdiFLtePro1nYaEre.mc41sBeles3iIGfrR.ee1nD2SeMprD&aEuPaIlasllSadcMsRyioCtniEcolLOgolnCsirgUeEhNItViSTnGEEP!PgoSAooARldaKrSNpAoESrSPtvPsperEerelceaodsrGtNSoetpawhcPekBrErisanvlecarenlaHcSsEeptAoRCDratliiwNmmlFiebLnHignOsgPSSNInpuFdouLRrunPtestAseotbrioeksH‘NTuIpmAlRaaFyonllalKTegiirnthbNleoelSatuiisGdcstAeseUSTA Under Armour Wilson World Golf Foundation XaviX Accusplit Active Network AHIPAnnika Foundation Callaway Chicago Bulls Cramer Easton ESA Everlast Everlast Climb-ing Industries Flaghouse Franklin Gatorade General Mills Good Sports Gopher HEADHOPSports Human Kinetics Mizuno Motion Fitness Musco Lighting NASPE New BalanceNATIONAL HEALTHNFL NFLPA ‘Nplay NSGA Nike Octagon PE4life Playcore Polar Precor Prince Rawlings Reebok Rollerblade SGMA Legal Task Force Spalding SPARK THROUGH FITNESS DAYSpeed Stacks Sportime Suunto TIA Titleist USTA Under Armour WilsonWorld Golf Foundation XaviX Accusplit Active Network AHIP Annika Foundation CallawayChicago BulGlsatoraCderameGreneMraEalaMsrtciollnhs 6-GE7oSoA,d2S0p1oEr2tvse•rlaWsGtaopshheErivnerglaHtsEotAnCDl,imDbHCinOgPSInpdorutsstriesHumaFnlaKginheotuicsseFranklin Motion Fitness MuPsglacyoecLotirgeihntinvPgoolalrNvAeSPPdrEec.osrNgewmPBrianalcae.ncceoRmawNlFiLngs NFLPA ‘Nplay NSGAMizuno Octagon PE4life Reebok RollerbladeNikeSGMA Legal Task Force Spalding SPARK Speed Stacks Sportime Suunto TIA TitleistUSTA Under Armour Wilson World Golf Foundation XaviX Accusplit Active Network AHIP Annika Foundation Callaway Chicago Bulls Cramer Easton ESA Everlast JOIN US THIS YEAR IN OUR EFFORTS TOEverlast Climbing Industries Flaghouse Franklin Gatorade General Mills Good SportsGopher HEAD HOPSports Human Kinetics Mizuno Motion Fitness Musco Lighting NASPENew Balance NFL NFLPA ‘Nplay NSGA Nike Octagon PE4life Playcore Polar PROMOTE ACTIVE, HEALTHIER LIVESPrecor Prince Rawlings Reebok Rollerblade 44 NATIONAL FITNESS TRADE JOURNAL



Fitness Industry Disputes for your members or customers and in return ask them to do something forControversy and Knife Fights you. Promoting externally would be email marketing, radio, yellow pages, television, newspaper, direct mail, flyers, etc. With both strategies, you shouldBy Gary Hood, CEO, Global Fitness Association, LLC be measuring the results, and the return on investment. Be aware, however, that some of the benefits, again speaking about both spending strategies, can’tSeriously. This is no exaggeration. My sordid past be measured because the exposure alone will continue to brand and furtherinvolving other fitness industry veterans, fake cops, promote your business.real bank robbers, machine guns, and knife fights isenough to write a book about. Not really, but I got your As technology has evolved, many of the traditional methods of advertisingattention. Getting your audience’s attention is what this seem to no longer work as well as they did in the past. Every company spendsarticle is all about. Before I get started, let me wish each a substantial amount of money and effort in its marketing and advertising campaigns. Since this crucial area involves huge investments, everyone looksof you a happy and prosperous 2012. for the most efficient options. Email marketing has emerged as the major marketing tool during recent years. Don’t get me wrong, you should still dabble As we head into the New Year, you’ve got to be asking yourself, “Is there in traditional forms of advertising, but not to the degree you have in the past.a better way to run my operation?” After being in the fitness industry for over Research clearly indicates that modern approaches, such as email, are the key40 years, I’ve seen a lot of things – many that made me shake my head and to your future success.wonder what the heck some of you are thinking. Yes, there is a better way todo a lot of what we do on a yearly, monthly, and daily basis. Please read on. Think about the last time you bought something online or visited an interesting web site. How did you learn about the product or web site? There is Over the past couple years, there has been much talk about the poor state a very good chance it was from an email. Like it or not, email marketing is stillof our economy; therefore, as you head into the New Year, it is more important the most effective form of marketing from an ROI perspective.than ever to analyze where you have been and where you are heading. Askyourself a few questions while reading this article and decide if you’ve been In fact, according to research conducted by the Direct Marketingletting the negative information hitting the airways and print media influence Association, no other form of advertising or marketing produces a higher returnyour decisions as a business owner. In business, even in the fitness industry, on investment than email marketing.there are always ups and downs, and, no matter what people say, that’shealthy. There are several reasons why email works better than all other forms of direct marketing. First and most importantly, consumers are constantly being There are no crystal balls. I wish there were. But during these uncertain bombarded with advertising messages, and the competition for their attentioneconomic times, you can choose to do nothing or you can choose to become a has never been more fierce. When you finally have consumers’ attention,better business manager. The choice is yours. you’ve got maybe two seconds to keep it and communicate your message. Generally, when someone opens an email, the marketer has the viewer’s I’ve always been told that there are three types of people in the fitness full and undivided attention without distracting banners, audio or competingindustry – people who make it happen, people who watch it happen, and messages. It is not surprising that email converts more prospects to sales at apeople who don’t know what’s happening at all.   lower cost. This unprecedented economical downturn may last for several more Email marketing is all about the cumulative effect. This effect is evenmonths or even several years. As a business owner and/or manager, you’ve got more successful when the email marketing is complemented by other formsto take advantage of this time period and become better than your competitors. of advertising. The results and success of any email-marketing program isYou’ve got to be one of the people who make it happen.  dependent on the offer, the time of year, the competition, and many other factors. However negative the predictions may sound, the truth is that people willstill be shopping for a fitness facility or a fitness-related service. To ensure that My recommendation to you is to put email marketing into the mix for theyou have the best possible chance for success, it is imperative that your staff is next nine months or so and see how you do. Trying to measure how successfultrained - and trained correctly. your email campaign was after sending out one or two emails isn’t the right approach. Results from your advertising efforts don’t always mean you will be So, what does a fitness business do to ensure they have the very best flooded with telephone information calls and/or walk-ins. Results can be aspossible chance for success? Here is the answer. Be the best you can. important as branding your business on a weekly or monthly basis. You have toJim Rohn, a motivational speaker, once said, “You cannot change your constantly and consistently put your name out there. That’s what email can dodestination overnight, but you can change your direction overnight.” for your business. So if I‘ve got your attention, and you are open to new ideas, and ready to Secondly, email is cost efficient. Check out the GFA e-Marketingmake a few changes in your operation, check out the following information and advertisement on page 50. Pricing is one and one half cents per email sent,make it happen:Advertising, Marketing, and Sales - Traditionally speaking, you should bespending 7-10 % of your gross income to further the branding and growthof your business, and the monies should be spent equally internally andexternally. You may be asking yourself what I mean by internally and externally.Internal spending means that you promote from within; you do something46 NATIONAL FITNESS TRADE JOURNAL

based on sending out your email campaign once a week for four consecutive 4 Remember special occasions. Send birthday cards, anniversaryweeks. cards, and holiday cards. Finally, email marketing allows you to build a relationship with your 5 Share information. If you read a fitness article or hear about a newprospects through repeated exposure. Focus on providing valuable information book a customer might be interested in, email to let them know.that builds your credibility as an expert in the fitness industry. 6 Use emails to build your business. When you contact existingEffective Follow-Up and Communication (the most overlooked and most customers, always ask for referrals. With everything your existingimportant topics in the fitness industry) - Never forget your members, customers can do to help grow your business, there’s simply no reasonprospective members, or customers. Effective follow-up begins immediately not to stay in regular contact with them, so follow-up.after the sales presentation, when you call or write to say, “thank you.” Beyondthis, there are several effective ways for you or your staff to follow up that 7 Focus on retention, not just making sales. Salespeople, especiallyensure your fitness facility or business is always on the customer’s mind: those who get paid on commission, focus on closing sales instead of the quality of the service. Remember, a long-term member or1 Let members and customers know what you are doing for them. This customer is more important than merely closing a sale. Research shows can be an email or it can be more informal, such as a phone call. it costs six times more to attract a new customer than it does to keep Whatever method you use, the key is to constantly stay in touch. an existing one.2 Write former customers personal emails frequently. “I was just It’s time to surrender to modern technology. The strategies you learn and sitting at my desk and your name popped into my head. How is your practice now, when the economy is flat, will serve you now and many times exercise program going? Is there anything I can do for you?” Or if you over in the future. run into a former customer at an event, follow up with an email: “It was Special thanks to Cate Sundling, Gary Gresham, and Jim Phillips for great seeing you at the Group Fitness Seminar. Hope you enjoyed it.” contributing to this article. For more information about Global Fitness Association,3 Keep it friendly but professional. Emails make it easy to GFA e-Marketing program, or fitness business consultation, communicate, but the personal touch is often lost. contact Gary Hood at 775-298-1616 or email [email protected]. 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 WINTER 2012 | 47

Really, there is a better way! 250 Million of 100% opt-in email addresses are now available! It’s all about branding andGl gettinlogbyaouRrememmbeer thse osldasayginge? out there! “You can’t expect different results if you keep doing the same thing over and over.”Pricing is one cent (1¢) per email sent for GFA members, and one and one half cents (1 1/2¢) per email sent for non-members,Fbaistednonesesndisng out your email campaign once a week for four consecutive weeks. ASSOCIATION How many email addresses are within a five mileYour #1 Resource for Fitness Industry Success radius of your location? You might be surprised!Global Fitness Call Today! 775-298-1616 ASSOCIATION www.gfatoday.com Your #1 Resource for Fitness Industry Success

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