Cardiovascular Training: The Heart of Your Health Club

When a new member walks into a health club, they are confronted by a wide range of workout options, from free weights and recreational sports to equipment and accessories for training on the floor. Despite all the areas competing for attention, the first thing new members most often seek out on the first visit is a piece of cardio equipment. Whether for warming up, giving the heart a good workout, weight loss, or cooling down from a demanding weight regimen, the cardio floor is the most used and versatile experience your club has to offer for the largest number of members. If you want your cardio floor to wow, you have to make an impression on members by choosing effective, interactive machines that bring solid results.

Whether you are outfitting a new facility or looking to replace tired equipment with machines that incorporate new technology, you’ll have to take into consideration what makes the most sense for your members, your budget and your overall business goals. Once your purchases are made, your management team should track usage and watch for new trends on the market, while making sure existing cardio equipment is well-maintained and as functional as possible.

Planning and Purchasing
What role does cardio equipment play at your club? Do you want to attract new members with modern machines with names they recognize, or are you hoping to appeal to specific populations with an array of specialty high-incline climbers and other niche machines? A 2008 census of IHRSA members revealed that about 62 percent of all clubs offered treadmills, elliptical motion trainers and stationary bikes. Choosing the best ratio of treadmills to ellipticals will depend on member demand and popularity, which will be diverse and vary by site.

Regardless of your club’s orientation and membership, offering diverse forms of cardiovascular training is a necessary part of running a successful health club, says Brian Johnson, director of purchasing at Urban Active Fitness. “It is very important to have a large variety of cardio. You do not want to have members waiting in line to use equipment.”

If you have a desire to appeal to new members, focusing on a cardio floor that offers a wide range of workout options and makes the most of new trends in entertainment and fitness technology is a sure bet, says Ed Trainor, vice president of Fitness Services and Product Development for Town Sports International, based in New York. “We’ve always viewed cardio as a wow factor for our club,” Trainor says, stressing the importance of being smart and creative in your purchases. “Nowadays, you really have to be eclectic.”

That means finding the right mix of machines-which should be a fairly good balance of treadmills, ellipticals, climbers/steppers and stationary bikes-and staying on top of new product lines that can offer a more appealing, interactive user experience. Keep in mind that older populations may prefer a recumbent bike to an upright, and lower-impact ellipticals to the standard treadmill, while younger members demand cardio workouts that involve cycling, running and elliptical movement.

At TSI, each buying cycle is an opportunity to grow a cardio category or introduce a new category altogether, Trainor says. That’s why managers should know beforehand where budgets can be best spent. “When I spend money, I have to make some real strategy decisions-you have to watch and observe to understand where you can spend your dollars wisely,” he advises.

Ralph Rajs, vice president of operations and wellness for Leisure Sports Inc., suggests new club owners leave some blank space on the cardio floor so they can respond to market trends and member demands with appropriate purchases. A good way to be proactive and keep abreast of new changes in cardio training and equipment is to check out what competitors in the area may be doing. Many members have had exposure to other health clubs and are savvy about new products and equipment on the market, Rajs says. Making sure you have what they want and expect is a good way of keeping their business, as it communicates that you are in touch with their changing expectations of cardio equipment.      New Frontiers In Cardio

New technology sets the pace for what members expect from their gym experience and how quickly those expectations will change over time. Most recently, the fitness industry has seen the introduction of technology that improves the quality and delivery of a workout, increases interaction with users and their individualized fitness goals, or just makes a 30-minute treadmill routine more fun and engaging.

Nowadays, manufacturers of cardio equipment are adding software programs to bikes, ellipticals and treadmills that let users interact with the machine. This software can track users’ progress, equipment usage, heart rate changes and calories burned, so he or she can see their progress and prevent fitness plateaus. More and more members are asking for this technology, says Marty Flanagan with the corporate office of Anytime Fitness.

“Having it more interactive with the user is like having a personal trainer built in. The more personalized you can become with your members, the longer people are going to want to stay.”

Another trend in cardio machines is the incorporation of entertainment features-such as video game technology and the ability to upload digital information for users. This is something manufacturers are using to their advantage, says Jennifer Brazel, customer service manager for Landice, Inc. “Cardio users want the capability of being able to watch television, listen to music or ‘surf the Net’ while working on their treadmill or elliptical,” she says. “Landice has capitalized on all three of those categories.” Landice offers 12-inch monitors that include a DVD system as well as a 15-inch television that plays iPod video. The Walkstation features computer work surfaces that swing out of the way when you want to go from walking to running, adds Regional Sales Manager Brian Hansen.

“Exer-gaming,” or getting a cardio workout while playing an interactive video game or workout challenge, is slowly transitioning from a luxury feature into an industry standard, says Brian Button, CEO of Expresso Fitness. Equipment with interactive technology immerses the user into the exercise and gives them control over their experience. This kind of positive interaction with your equipment can go a long way toward retaining members. “Gym-goers will want to visit your facility if it offers equipment that is unlike what they’ve used or seen in the past,” Button adds.

Joe Travers, purchasing manger for equipment manufacturer Star Trac, says technology in the health club industry has become integral to the core of the machine itself. So far club owners and managers have responded well to this change. “Technology in consumer goods has advanced, and the fitness world has grown with this change,” says Travers.

In addition to advances in software and the introduction of exer-gaming, users are now starting to benefit from new product lines and equipment that takes advantage of biological improvements related to fitness. Biometrics, new elliptical movements and workout environments that maximize the body’s ability to burn calories and train muscles, are starting to change what is being offered by cardio equipment manufacturers.

Hypoxico, Inc., for example, specializes in simulated low-oxygen environments designed to make the body work harder during cardiovascular training, according to director of business development Matt Formato. “The altitude environment provides a more challenging stimulus for the cardio-respiratory system and, as a result, the body will burn more calories.”

The advent of technology, in the fields of entertainment and fitness, is making the cardio experience much more interactive, fun and useful-which makes members want to stay on machines longer and work out more frequently. As long as a club can stay in step with the fast pace of changes in technology without breaking the bank, its cardio offerings will be sure to keep customers coming back for more

Maintenance and Replacement
As important as choosing the newest, most effective equipment on the market is making sure it works properly and gets regular maintenance. Nothing leaves a bad impression like members having to stumble past broken equipment or wait in line because a piece or two are not up and running. Since cardio machines are so frequently and consistently used, you should be aware of their lifecycles and understand that a popular machine will wear out faster than a less-used machine. You will want to make sure you are buying equipment that won’t be soon replaced by a newer line with fewer operating glitches. Establishing a good working relationship with manufacturers and vendors, Rajs advises, is the best way to learn when and what to buy.

Another thing you will want to know before buying is how much it will cost to repair and maintain the machines, as well as how long repairs typically take, Flanagan suggests. Don’t be afraid to call other clubs and ask owners and managers what their experiences have been with a particular brand, line or type of machine. “Practice due diligence and conduct background checks. When contracting with a maintenance provider, you will want to be sure to choose one that can take care of all your machines, so you benefit from the ease of having a single ‘go-to’ company,” says Flanagan.

Be on the look out for name brands you can trust, suggests Brazel, and companies that offer substantial warranties. Just as you use member traffic and feedback to determine which pieces of cardio equipment to purchase, you will want to use similar strategies to cycle out less-popular features of your cardio floor. This will make room for new offerings on the market and help you stay current with fast-changing trends in cardio training and equipment.

INDUSTRY RESOURCES:

When a new member walks into a health club, they are confronted by a wide range of workout options, from free weights and recreational sports to equipment and accessories for training on the floor. Despite all the areas competing for attention, the first thing new members most often seek out on the first visit is a piece of cardio equipment. Whether for warming up, giving the heart a good workout, weight loss, or cooling down from a demanding weight regimen, the cardio floor is the most used and versatile experience your club has to offer for the largest number of members. If you want your cardio floor to wow, you have to make an impression on members by choosing effective, interactive machines that bring solid results.

Whether you are outfitting a new facility or looking to replace tired equipment with machines that incorporate new technology, you’ll have to take into consideration what makes the most sense for your members, your budget and your overall business goals. Once your purchases are made, your management team should track usage and watch for new trends on the market, while making sure existing cardio equipment is well-maintained and as functional as possible.

Planning and Purchasing
What role does cardio equipment play at your club? Do you want to attract new members with modern machines with names they recognize, or are you hoping to appeal to specific populations with an array of specialty high-incline climbers and other niche machines? A 2008 census of IHRSA members revealed that about 62 percent of all clubs offered treadmills, elliptical motion trainers and stationary bikes. Choosing the best ratio of treadmills to ellipticals will depend on member demand and popularity, which will be diverse and vary by site.

Regardless of your club’s orientation and membership, offering diverse forms of cardiovascular training is a necessary part of running a successful health club, says Brian Johnson, director of purchasing at Urban Active Fitness. “It is very important to have a large variety of cardio. You do not want to have members waiting in line to use equipment.”

If you have a desire to appeal to new members, focusing on a cardio floor that offers a wide range of workout options and makes the most of new trends in entertainment and fitness technology is a sure bet, says Ed Trainor, vice president of Fitness Services and Product Development for Town Sports International, based in New York. “We’ve always viewed cardio as a wow factor for our club,” Trainor says, stressing the importance of being smart and creative in your purchases. “Nowadays, you really have to be eclectic.”

That means finding the right mix of machines-which should be a fairly good balance of treadmills, ellipticals, climbers/steppers and stationary bikes-and staying on top of new product lines that can offer a more appealing, interactive user experience. Keep in mind that older populations may prefer a recumbent bike to an upright, and lower-impact ellipticals to the standard treadmill, while younger members demand cardio workouts that involve cycling, running and elliptical movement.

At TSI, each buying cycle is an opportunity to grow a cardio category or introduce a new category altogether, Trainor says. That’s why managers should know beforehand where budgets can be best spent. “When I spend money, I have to make some real strategy decisions-you have to watch and observe to understand where you can spend your dollars wisely,” he advises.

Ralph Rajs, vice president of operations and wellness for Leisure Sports Inc., suggests new club owners leave some blank space on the cardio floor so they can respond to market trends and member demands with appropriate purchases. A good way to be proactive and keep abreast of new changes in cardio training and equipment is to check out what competitors in the area may be doing. Many members have had exposure to other health clubs and are savvy about new products and equipment on the market, Rajs says. Making sure you have what they want and expect is a good way of keeping their business, as it communicates that you are in touch with their changing expectations of cardio equipment.      New Frontiers In Cardio

New technology sets the pace for what members expect from their gym experience and how quickly those expectations will change over time. Most recently, the fitness industry has seen the introduction of technology that improves the quality and delivery of a workout, increases interaction with users and their individualized fitness goals, or just makes a 30-minute treadmill routine more fun and engaging.

Nowadays, manufacturers of cardio equipment are adding software programs to bikes, ellipticals and treadmills that let users interact with the machine. This software can track users’ progress, equipment usage, heart rate changes and calories burned, so he or she can see their progress and prevent fitness plateaus. More and more members are asking for this technology, says Marty Flanagan with the corporate office of Anytime Fitness.

“Having it more interactive with the user is like having a personal trainer built in. The more personalized you can become with your members, the longer people are going to want to stay.”

Another trend in cardio machines is the incorporation of entertainment features-such as video game technology and the ability to upload digital information for users. This is something manufacturers are using to their advantage, says Jennifer Brazel, customer service manager for Landice, Inc. “Cardio users want the capability of being able to watch television, listen to music or ‘surf the Net’ while working on their treadmill or elliptical,” she says. “Landice has capitalized on all three of those categories.” Landice offers 12-inch monitors that include a DVD system as well as a 15-inch television that plays iPod video. The Walkstation features computer work surfaces that swing out of the way when you want to go from walking to running, adds Regional Sales Manager Brian Hansen.

“Exer-gaming,” or getting a cardio workout while playing an interactive video game or workout challenge, is slowly transitioning from a luxury feature into an industry standard, says Brian Button, CEO of Expresso Fitness. Equipment with interactive technology immerses the user into the exercise and gives them control over their experience. This kind of positive interaction with your equipment can go a long way toward retaining members. “Gym-goers will want to visit your facility if it offers equipment that is unlike what they’ve used or seen in the past,” Button adds.

Joe Travers, purchasing manger for equipment manufacturer Star Trac, says technology in the health club industry has become integral to the core of the machine itself. So far club owners and managers have responded well to this change. “Technology in consumer goods has advanced, and the fitness world has grown with this change,” says Travers.

In addition to advances in software and the introduction of exer-gaming, users are now starting to benefit from new product lines and equipment that takes advantage of biological improvements related to fitness. Biometrics, new elliptical movements and workout environments that maximize the body’s ability to burn calories and train muscles, are starting to change what is being offered by cardio equipment manufacturers.

Hypoxico, Inc., for example, specializes in simulated low-oxygen environments designed to make the body work harder during cardiovascular training, according to director of business development Matt Formato. “The altitude environment provides a more challenging stimulus for the cardio-respiratory system and, as a result, the body will burn more calories.”

The advent of technology, in the fields of entertainment and fitness, is making the cardio experience much more interactive, fun and useful-which makes members want to stay on machines longer and work out more frequently. As long as a club can stay in step with the fast pace of changes in technology without breaking the bank, its cardio offerings will be sure to keep customers coming back for more

Maintenance and Replacement
As important as choosing the newest, most effective equipment on the market is making sure it works properly and gets regular maintenance. Nothing leaves a bad impression like members having to stumble past broken equipment or wait in line because a piece or two are not up and running. Since cardio machines are so frequently and consistently used, you should be aware of their lifecycles and understand that a popular machine will wear out faster than a less-used machine. You will want to make sure you are buying equipment that won’t be soon replaced by a newer line with fewer operating glitches. Establishing a good working relationship with manufacturers and vendors, Rajs advises, is the best way to learn when and what to buy.

Another thing you will want to know before buying is how much it will cost to repair and maintain the machines, as well as how long repairs typically take, Flanagan suggests. Don’t be afraid to call other clubs and ask owners and managers what their experiences have been with a particular brand, line or type of machine. “Practice due diligence and conduct background checks. When contracting with a maintenance provider, you will want to be sure to choose one that can take care of all your machines, so you benefit from the ease of having a single ‘go-to’ company,” says Flanagan.

Be on the look out for name brands you can trust, suggests Brazel, and companies that offer substantial warranties. Just as you use member traffic and feedback to determine which pieces of cardio equipment to purchase, you will want to use similar strategies to cycle out less-popular features of your cardio floor. This will make room for new offerings on the market and help you stay current with fast-changing trends in cardio training and equipment.

INDUSTRY RESOURCES: