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FITN ESS BOUTIQU ES

The Gainesville club operates like a ‘wellness mall’

Each zone at Gainesville has different branding

In most cases, but not all, each ZIG WHEN OTHERS ZAG studio and its accompanying While the objective of this article programme carries an additional was to share the experiences and cost to members. For example, insights of traditional operators we created an X-Force Body which have ventured into the Studio that houses our X-Force boutique studio business, we programme. It has its own tone, would not be doing readers justice attitude, voice and image. We unless we shared some alternative also have the Tribe Studio, which perspectives. We therefore spoke looks and feels entirely different to Joe Cirulli, founder and CEO from X-Force or our other studios of Gainesville Health and Fitness within the club. Center in the US and former Gainesville members can choose their tribe The same is true for Crossfit, president of IHRSA. pilates and personal training. In Cirulli’s club group is one of the essence, we’ve created a club composed moved away from a generic shopping most successful and respected health of multiple branded boutique-styled experience to one supported by multiple and fitness club groups in the US: it first experiences that appeal to different boutique-like experiences, where opened its doors in 1978 and still boasts communities of members. Once our shoppers could engage with a variety of retention levels of close to 80 per cent. members enter the club, they have the novel brands within their own themed Cirulli himself has been honoured for his opportunity to choose their experience.  spaces (Lululemon, Coach, etc). entrepreneurial excellence by numerous The book became the driving force for business publications. Are there any additional insights reinventing our club, changing it from a you would like to share regarding singular generic fitness club to a ‘lifestyle THE GAINSVILLE APPROACH your approach? mall’ with multiple internal boutiques. Interview with First, we realised that – because each of Over the past five years, we’ve changed Joe Cirulli, founder these boutique-style experiences is highly our club to a destination with numerous and CEO specialised – we had to assign a leader to boutique fitness options designed to each studio. That leader is empowered appeal to the interests of different You’ve taken a to foster the experience the respective communities of members. different approach community is seeking. Each experience is to leveraging the managed as its own business. Can you share a few more details boutique fitness trend in your club. Second, we have a strong internal about your approach? Can you share your thinking? culture that serves as the foundation We decided the answer didn’t lie in Five years ago, I read a book entitled for everything we do. We wanted the creating generic spaces for multiple uses, New Rules of Retail – Competing in the cultural DNA of Gainsville Health and but rather in creating uniquely branded world’s toughest marketplace. In the book, Fitness to be the foundation of every spaces, each with a specific purpose, to the authors tell the story of how some programme we offer. offer different experiences within the club. traditional retailers such as Bloomingdales While our goal is to continue evolving this approach inside the Gainesville club, we’ve recently opened our first freestanding X-Force Studio in a different market. What we’ve learned inside our clubs has given us great insight into how to move some of these programmes outside of our centres.  – Joe Cirulli

We’ve changed our club to a destination with numerous boutique options that appeal to the interests of different communities of members 50

healthclubmanagement.co.uk September 2016 ©Cybertrek 2016

Profile for Leisure Media

HealthClubManagement September 2016  

Health Club Management is the magazine and online community for decision-makers in the global health club, fitness and gym industry.

HealthClubManagement September 2016  

Health Club Management is the magazine and online community for decision-makers in the global health club, fitness and gym industry.