Sure they’re fun, but… …also functional. Jelly Bell Dumbbells’ ergonomic handles ensure comfort and reduce fatigue associated with standard dumbbells. And they last longer than many of the alternatives, resisting cracking and peeling.
Hampton Fitness Jelly Bell Urethane Coated Dumbbells available in 2.5 – 15 pound weight increments
Dear Friends:
A few years back, we worked with a private club that was meeting huge member resistance to a planned (and considerable) expansion of its fitness center. “Why are we doing this?” they ranted. “Why on Earth are we making it so huge?” The club's visionary GM stood his ground. Today, members acquiesce that not only was it a right move but an imperative one.
“It’s likely we wouldn’t be here today if we hadn’t added that fitness facility,” says that General Manager now, who also acknowledges that that “huge” facility now borders on being too small to meet ever-growing member demand.
Chambers’ Club of the Future survey revealed increased fitness options as the #1 need of clubs looking to attract and retain members.
Private clubs have a distinct advantage in crafting themselves as sole-source fitness resources for members. Personal affinity, space, versatility and member mindset are but a few of the attributes that can turn a potentially daunting challenge into nothing but opportunity for clubs.
Read on — we’ve dedicated much of this issue to fitness trends and opportunities. And as ever, please feel free to weigh in! We always welcome your insights.
Helps the Medicine Go Down
EcoWise™ medicine balls are 100% latex-, PVC-, phthalates- and chloride-free. Essential tools for core and upper body strength training, these colorful medicine balls also clear the air.
Medicine Ball by EcoWise™ Fitness
Rick Snellinger President & CEO Bob Hickman Chairman of the Board
Visit our blog, Club View, at www.clubviewblog.com.
Associates at cfa@chambersusa.com
“Constantly varied, high-intensity functional movement”
One size fits all…abs?
Granted, not all abs are created equal, but it just takes one size AbMat to cater to any physique. Inexpensive and space saving, the AbMat supports a variety of exercises that isolate upper and lower abs, obliques and lower back muscles.
AbMat by Rogue Fitness.
Limitless Possibility
Took an NHL strength coach and a former space shuttle engineer to design these full-body resistance trainers. Core Stix combine core, cardio and strength training all in one compact piece of equipment.
Core Stix® Fitness System
— that’s the definition of CrossFit, a strength and conditioning program that has sparked much enthusiasm. “Broad, general and inclusive,” it seems a perfect fit for private clubs and their varied memberships.
Because it relies largely on movement, CrossFit training doesn’t require a lot of big equipment. Here are a few of our favorite training aids.
8 Behind the Curtain
Tra-velocity
The newest recumbent bikes offer a portal into virtual cycling worlds. Pedal through foreign countries, forests, outer space — heck, slay dragons while you’re at it. You can even race head-to-head with a friend..
Expresso Bikes manufactured by Interactive Fitness Holdings
Now we have to include at least one hot new technology application — this one as imaginative as it is challenging and engaging.
Q: What physical facility is most critical in ensuring longterm relevancy to members?
A: Fitness!
In Chambers’ recent Club of the Future survey, we asked, simply: What physical facility is most critical in ensuring longterm relevancy to members?
84.3% responded in unison: fitness.
Indoor, outdoor, year-round, full-service, family-centric, something for all ages and sexes, for varied skill levels and interests…with babysitting!
Workout rooms, indoor swimming, spa, games, youth complex, basketball and squash courts, places for yoga and zumba…the list of interests and demands went on. And on.
So many options, so many choices. Is expansion of your club’s fitness offerings a low-risk investment or high stakes proposition? And where to start?
“As a recruitment/retention tool, I don’t believe that there is one other single asset that we could add that would have as much member value” as a fitness center, said one survey respondent, a sentiment echoed by many others.
“It’s an amenity that drives membership,” says Michael Masson, General Manager of the Baton Rouge Country Club in Louisiana. “Times have changed — it’s not just about golf anymore,” he says. Masson sites the diversity of members who use his fitness facility as proof of its relevance: “We
continued on page 5
“Members are asking for it.”
“We need to prepare for the next generation that isn’t as much into golf.”
“People want more and more options to get and stay in shape.”
“…gives us additional membership categories.”
“As the population grows older, health and wellness will move toward the top of the list (or priorities) for most people.”
“Dues are annual. Our offerings should be too.”
Clubs have the advantage in taking on member demand for more fitness options
have 90-year-olds who are enhancing their lives, members who’re using it to lose 50 and 60 pounds — and of course, everyone in between.” A good portion of his members visits the club’s fitness center at least once a week.
It’s also an offering for which clubs are uniquely well suited.
“The private club industry is sitting pretty when it comes to fitness,” says Chris White, a club fitness expert and Senior Vice President of Design & Consulting Services at consulting firm WTS
on the road with
International. “Commercial gyms simply don’t have the same established relationship with their customers.”
Consider alone, he says, the average length of a private club membership — that’s a built in, long-term fitness “customer.” And club members are “poster children for the fitness lifestyle,” says White. They join, in part, because of the physical activities available at their clubs.
The Private Club Industry’s Trade Publications are charged with staying on top of the trends in the industry. So on the heels of Chambers’ Club ’22 – Club of the Future survey, we asked the publishers and editors of three of the biggest industry “rags” to weigh in on what they see as the trends driving the industry. Among the highlights:
John Fornaro President & CEO Association of Private Club Directors Publisher, Boardroom
Magazine
Member usage, retention and recruitment. “Recruitment needs to become a key board function. (Plus it keeps them away from the operational side!)”
John says clubs should also focus more on enhancing golf program efficiencies.
Dan Ramella President, Harbor Communications Co-Founder, Club & Resort Business MagazineIncreased emphasis on the combination of golf and dining. “More rounds (of golf) translate into additional dining revenue.” Clubs will continue to focus on how to increase the number of rounds played through, for example, shorter courses. Also on Dan’s list of trends:
• Technology – “embrace it!”
• Renovation – clubs need to stay relevant
• Innovative membership programs
• Professional management
Kelly Winkler Publisher & Editor Club Management Magazine
Creativity in promotions: “Clubs will focus on creating distinct promotions that increase member use of the club.” And evaluation: “Clubs will be surveying members more than ever before, asking for their constant (and immediate) feedback on club events and more.”
Also on Kelly’s trend list: enhancing the definition of “family centric,” and increased use of social media.
Kenneth Hart Director of Architecture
Mary Lynn Mellinger, Associate Architect
Kevin Lyons, Production Manager
