Remember back in the day when racquetball was the big reason to start a club? In cities all across the U.S., racquetball courts were springing up and the excitement of the sport proved to give people a fun way to exercise.
Like many industry trends, racquetball eventually slowed down and phased out of being a strong retention tool. Somehow, club owners had to discover a way to keep their business soaring.
Alan Hanford, the owner of Penfield Fitness and Racquet Club (PFRC), opened a racquetball facility 32 years ago with eight courts. One thing that helped Hanford stay in business as racquetball slowly dwindled was the purpose to remain alert to evolving trends and innovations in the fitness industry. He continued to focus on providing his members with unique fitness and wellness programs in a welcoming environment.
Like in the 1980s, when Hanford provided customers with a comfortable place to practice racquetball, he has carried on with his modern 40,000-square-foot club. He said it’s important to give members whatever makes them the most comfortable. “People come and go in mainstream fitness facilities,” Hanford said. “But, at PFRC members have a sense of belonging. We have seven different semi-private sections as opposed to one big room. We have a music-free section that is quiet for those that might be intimidated by a large workout room with lots of people. This allows people to get adjusted and comfortable with a gym and working out.”
Hanford has installed a “shiver free” pool into his facility to appeal better to members. “We have an 89-degree-lap pool that has a three foot and four foot side,” he said. “It’s perfect for water walkers and swimming lessons … it uses a Salt Pure Water System that sanitizes the pool without the harsh effects of chlorine.”
PFRC has had opportunities in the past to branch out and become a chain fitness facility. However, due to many different factors, Hanford decided many years ago, that with one facility he could focus on making the member experience that much greater.
Also, staying small allowed PFRC to control its own destiny. They continuously donate funds to local charities and search for new and inventive ways to make their club shine in the community. “PFRC annually donates about $20,000 to over 100 different charities,” Hanford said. “We never say no to charity.”
Even though PFRC is a single-location facility, they still think worldwide. “We get a worldwide perspective when it comes to all aspects of our club,” Hanford said. “We have consultants across the U.S., as well as Canada, such as The Edge PFP program, and New Zealand, the Les Mills group Exercise.”
Over the years, PFRC has built relationships with six golf courses and two outdoor pools. The relationships have helped the club boost sales during the slow months in the spring and summer and have helped keep retention high. “We still have four racquetball courts that have a Pro Stop tournament,” Hanford said. “There are player ratings and matchups, and there is always a pro around to play against.”
Hanford keeps his employees sharp by sending them to round tables and conventions. PFRC didn’t easily grow to the 40,000-square-foot club that it is today. It encountered five major expansions to reach its current size. “The building has an upscale and personal feel,” Hanford said. “It feels like you are in a private golf club, but it has the comfort of home.”
PFRC has a wide variety of training opportunities and its commitment to wellness helps attract the entire community. The casual and inviting atmosphere has helped PFRC keep many of its members and employees around for more than 20 years. “I can’t think of a better, more wholesome family investment than our Penfield membership,” one member explained. “It’s a terrific way for us to spend quality time together.” -CS
