This Urban Active location in Lexington, Kentucky, recently renovated their juice bar to offer members whole foods, all-natural ingredients, higher quality and exceptional nutritionals. As a company, Urban Active makes it a point to be member-centric, so it’s not surprising that Jan Mascola, Director of Retail Operations, was looking for ways to improve existing amenities at the Palomar location in Lexington.
The club already had a juice bar, but in August of 2008 it was converted to a Performance Food Centers brand location because Mascola and Urban Active preferred the whole, natural food options offered by the company, as well as their excellent ongoing training program and marketing assistance.
The conversion only cost the club around $4,600, which included equipment, marketing materials and start-up products, and according to Mascola, it began paying for itself as soon as they were able to begin selling products. “With only three months in operation, we project it will become profitable in only three more months,” she says. In addtion, there is no monthly fee for ongoing services, like customer support and employee training.
According to Mascola, the most challenging part of the process was re-educating staff and trainers, and generating excitement among members about the new juice bar. To meet this challenge head on and let members know about the new and improved juice bar, Performance Food Centers supplied Urban Active with colorful new floor and wall posters, as well as informational pieces they keep available at the smoothie bar, and the club also posted the information on Club Com. In addition, staff members are educated about the products, and personal trainers are encouraged to recommend them to clients.
To re-train staff properly, Dan Young, President of Performance Food Centers, came on-site and educated both the juice bar employees and personal trainers about the nutritional benefits of the company’s products. In addition, PFC makes weekly calls to the juice bar manager and/or staff to answer any questions they may have, and offers a members-only section online that provides access to educational and marketing documents, as well as recipes. Finally, there is a weekly email blast to all staff that covers tips on recipes and other recommendations for juice bar efficiency.
The club also offers samples of various flavors to members during peak hours to generate interest and periodically offers a “Smoothie of the Day” featuring seasonal favorites like Pumpkin Pie and Egg Nog during the holidays, Detox shakes in January, and Strawberry Lemonade in the summer. According to Mascola, the members at Urban Active have responded very well to the new juice bar, and much prefer the taste, flavors and nutritional quality to the previous offering.
Looking back, Mascola says the only thing she would do differently is to partner with Performance Food Centers sooner. She recommends that any club owner who is considering a juice bar as a multiple profit center investigate the company as a possible partner before making a final decision. “You will be impressed with the product, service, management and marketing materials,” she says, “The support offered by Performance Food Centers’ staff is unsurpassed. They are always available, prompt and willing to go the extra mile.” –
For information or questions you may have on how to offer and implement a successful juice bar in your club like Urban Active has done, contact Dan Young, president of Performance Food Centers, at 866.632.1927 or email him at dyoung@performancefoodcenters.com
