About five years ago, who would expected a women’s only franchise, using nothing but hydraulic resistance equipment, in small strip mall locations would be successful? However, when this type of franchise reached 2,000 locations a few years ago, the Industry raised their collective eyebrows. Now, with over 7,000 locations, these franchises are the fastest growing and largest fitness franchises in the world.
The phenomenal success of these types of franchises was a study in being in the right place at the right time. They started in small towns with populations too low to support large, full service fitness centers. However, the small women’s clubs thrived in these small markets in which word of mouth proved to be the best and cheapest advertising. The original target niche market was the 40- plus-year-old, deconditioned woman who probably had never been, nor would be, a member of an intimidating coed club. This proved to be an incredibly large niche in the 1990’s as America’s baby boomers got older and the overall population got fatter. It was not unheard of for a club to open in a small town and immediately attract several hundred members. With very low overhead, these clubs became very profitable and were easily duplicated.
These franchises then expanded into the larger cities of America surrounding the suburbs with dozens of clubs. Now, nearly all franchise territories in the country are sold out. Because of this overwhelming success, a number of these franchises arose, and this plethora of small clubs has taken its toll on the mainstream coed clubs.
Many larger coed club owners have tried to compete against these franchise clubs with price offering memberships as low as $19 per month. Some have focused on their broader selection of equipment and programs. Others have even tried to create their own “express circuits” in their clubs using some of the same conventional weight stack equipment found in their weight rooms. Still, they are feeling the franchise club pinch. It seems the hardest challenge is getting the deconditioned women in the front door due to intimidation.
How can a mainstream coed club compete against these franchise circuit training clubs? Some progressive coed club owners have installed their own non-franchise hydraulic circuits in women only areas and marketed separate “club within a club” memberships. These members can then be upgraded into full service memberships as they reach levels of fitness which help overcome the intimidation factor. This also capitalizes on the women only franchises’ biggest weakness. With their nonadjustable equipment, members can quickly reach a plateau, get frustrated and bored and stop working out.
A few very progressive club owners have even opened their own low overhead, satellite circuit training clubs nearby which act as “feeder clubs” for their main clubs. This has proven to be a win-win situation for clubs and members alike. These club owners are tapping into the large deconditioned population and gaining new members. Members can “graduate” into the main club which not only offer the same hydraulic circuits they are used to, but a wide range of additional equipment and programs.
When choosing non-franchise hydraulic equipment for your club, several factors should be considered.
1. Adjustability.
Look for hydraulic resistance that can be quickly and easily adjusted by member or staff alike. Although hydraulic resistance by its nature accommodates to the effort of the user (the faster one pushes, the greater the resistance), without the ability to restrict the flow of hydraulic fluid to increase the load, it is virtually guaranteed that members will reach a plateau and eventually stop enjoying results. Fast adjustability of resistance also opens the doors of opportunity to offer coed classes and being able to accommodate both men and women in the same circuit. These coed circuit training programs have proven very successful with seniors and deconditioned couples.
2. Longevity.
Since there have been several new startup companies offering hydraulic resistance equipment in the last few years, look for company stability. Ask for referrals of those that have worked with coed clubs and their track records. Ask about warranties on both hydraulic cylinders and equipment frames.
3. Certification.
Most all hydraulic equipment suppliers offer what they call “certified training,” which in some cases merely means the club staff gets a computer printed certificate stating they have been trained on their machines. Look for equipment suppliers affiliated with a recognized, accredited certification organization.
4. Marketing support.
Look for companies offering a marketing support package that includes items such as ad slicks, music and cue cd’s, heart rate charts, forms, equipment maintenance kits, banners, promotional materials, etc.
With the influx of franchise circuit training clubs, the face of the Fitness Industry appears to have changed forever. Coed club owners who stubbornly hold on to traditional programs and business practices will be affected. Those willing to adapt to change will be more successful.
Rande LaDue is the Owner of Pro*Fit Enterprises. He can be contacted at 888.604.2244, or visitwww.pacegroupexercise.com.
