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Mountainside Fitness gears up for �itness in�lux
BY ALEX GALLAGHER Progress Staff Writer
It is no secret that January is the biggest month for gyms across the nation.
As people are inspired by the month to better themselves, gyms like Scottsdale-based Mountainside Fitness seize the initiative to stimulate an in�lux of prospective members.
“Every January we are busy whether we put out a strong effort or not,” said Mountainside Fitness CEO Craig Cote. “There’s a lot of New Year’s resolutions that include health and �itness.”
This year, Cote feels his company has put out a strong effort, hiring 100 additional employees and ensuring each gym’s machines function at full capacity. “Our �irst rule of order is to get all of our machinery in good working order. We pride ourselves on having machinery that works 98% to 99% of the time,” he said.
“We feel like if we have the equipment in order, have our front desk well-staffed and have our best salespeople ready to educate the prospects and answer any questions on the prospects coming in the door that we have a good chance.”
Cote admits that his company had trouble �inding employees to �ill the added positions.
But he is proud of the unique method Mountainside Fitness used to attract new employees.
“What we have found to work well has been reaching out through email to current young members and canceled members,” he said. “We’ve had 50 hires within the past 90 days that came directly from an outreach email campaign to current members and cancelled members.”
He also feels that there is one incentive that has enticed people to work at Mountainside Fitness: “All of our employees receive a free membership, so I do think that helps attract young, healthy and energetic individuals and helps keep them through situations like we’re in right now where people are jumping from one job to another.”
Cote is also proud of his company’s employee-retention rate over the last two years.
“We’ve been very fortunate through this pandemic to keep more employees than other companies have, which has helped us a lot,” he said.
“We’re also very fortunate to have some seasonal or college aged staff that are still in place through January which allows us to be well staffed at the front desk, sales team and personal trainers for this January rush.” With the membership rush underway, Cote is focused on ensuring that his sales team informs prospective members about Mountainside’s amenities – and the bene�it of not having to pay an enrollment fee.
“Mountainside waived its enrollment fee around three years ago,” he said. “I
Scottsdale-based Mountainside Fitness operates 19 gyms across the Valley and every one of them is ready to help people keep their New Year’s resolution to improve
their physical fi tness. (Special to the Progress)
Craig Cote is CEO of Mountainside Fitness, which was founded by Tom Hatthink that has helped Mountainside build its brand and helped bring a lot more people to our facilities while not putting an emphasis on this holiday selling season.
“This allows our sales team to be fair seven days a week to everyone who comes in and not put pressure on anybody who is looking to give us a chance.”
Cote also believes that the main reason people are shy to sign up for a gym membership is the risk of having their credit cards billed monthly.
“The main apprehension in buying a �itness membership is the apprehension of the credit card,” he said. “I think everybody wants to get healthier and our team is not always there to sell them on the idea, our sales team is there to educate them on what Mountainside offers, the availability of group �itness, the availability of cardio and strength and the credibility of the brand.” Cote is also con�ident in his company’s current health and safety protocols to ensure that his facilities remain clean and reduce the risk of transmission among members. “We are con�ident in our current health and safety protocols,” he said. “We were clean before COVID-19 and during and we have a third-party external cleaning crew seven nights a week that cleans four to �ive hours every night.”
Because of this, Cote thanks his members and is honored to have the opportunity to aid new members in their �itness journey.
“Our message is that we appreciate the opportunity,” he said. “There are a number of options for the American public to choose for �itness and when somebody in metro-Phoenix gives Mountainside an opportunity, we appreciate that opportunity.
“We are going to do everything we can to make that individual feel comfortable and �ind their �it within the facility.”
