Myth 1
People who visit juice bars in health clubs are nothing more than testosterone laden Neanderthals aggressively ingesting synthetic 80 gram protein shakes and scientifically engineered, borderline illegal, bug juice.
BUSTED
Guess what? Times have changed. People of all demographics are getting the message that proper nutrition is just as important as their workout. They understand that real food found from whole-food natural sources, if consumed at the right times and in the right amounts, can speed recovery while helping them achieve performance goals and minimize the risk for failure. The right time is within 30 minutes of a workout; a juice bar located in a health club couldn’t be more strategically placed. Seniors to kids, those trying to gain weight to those trying to lose weight, body builders to diabetics and so on can all benefit from shakes that are made to target their unique goals.
Myth 2
Juice Bars are expensive and I will never see a return on my investment.
BUSTED
The cost for your juice bar is dependent on the local health departments’ requirements. With that being said, any cost can be paid back quickly if penetration levels are achieved. I’ve seen it happen.
Myth 3
It is better to rent out the space and have an independent mom and pop operation take over.
BUSTED
In most cases, mom and pop operations give up after trying to increase penetration levels in a health club. The fact is, you cannot apply the same strategy to a health club as you would do at a kiosk in the mall or airport. Most mom and pop companies usually have no knowledge of diet and nutrition or the tools to promote and educate. Yes, they have a vested interest in succeeding, but that doesn’t mean they will. They are in it for the money.
What kind of benefits will my club reap?
Good question. The benefits are numerous, but I’ll highlight the most important.
1. Profits. At a gross profit of roughly $3 or more per Shake, the math is easy; you can earn literally hundreds per day if you do it right – which is the key. Times have changed and there is a formula for success. It boils down to natural food products and education. Owners install juice bars and then forget about them. Like any business, it will require your attention. Be sure to partner up with a company that understands proper nutrition and will educate your members along the way.
2. Retention. It is the amenities that keep people in your club; the more you have the more members’ join and stay. I live in the northeast. Recently four health clubs closed due to the recession and poor management; all were within a 10-mile radius of each other. The one thing that each had in common was that they all offered virtually no amenities. During the chaos of the clubs closing, a new club emerged. Guess what? They’ve got amenities that the other clubs were missing.
3. Value Added Service. Beyond retention and adding and increasing profits, the value added benefit to the member is unparalleled. As mentioned above, there are health clubs opening and closing everyday, but the clubs that are standing out are including a nutrition program in their club for their members. After all, nutrition is 80 percent of the battle and people are coming to a club to find total fitness, which is a healthy balance of exercise and nutrition. Club owners that understand just how important Nutrition can play a role in their club succeed. Once members get the right diets and begin to time the nutrients relative to workouts, they achieve their performance goals that in turn lead to better retention and higher profits. It’s like the Circle of Life … for a Juice Bar.
Dan Young is president of Performance Food Centers and is certified in personal training and sports nutrition. He can be contacted at 888.PFC.9151, or via e-mail at dyoung@performancefoodcenters.com, or visit them online at www.performancefoodcenters.com.
