O2 Fitness has kicked off the celebration of its 10-year anniversary. Michael Olander, Jr. founded the club chain, based in North Carolina, in December of 2002. The club is commemorating the opening of 10 clubs in 10 years by offering new members a $10-enrollment fee, and launching an O2 Fitness online store, with a 10 percent discount available to current members.
Michael Olander, Jr., the president and CEO of O2 Fitness, opened the first O2 Fitness club in the basement of a shopping center, when he was 20 years old. “Fitness made a big impact on my life right when I went into high school,” said Olander, Jr. “I had been overweight and out of shape, but I joined a health club and it changed my life.”
Smitten with the fitness industry as a result of its affect on his personal well-being, Olander, Jr. decided to make a name of his own in the industry. “I wanted to make something new and unique,” he said.
Since 2002, O2 Fitness has expanded from one location, to 10 clubs in North Carolina, in cities such as Raleigh, Chapel Hill and Wilmington. Most recently, the club was awarded Independent Weekly’s “Best of the Triangle 2012 Award,” and has appeared on Inc. magazine’s list of fastest-growing private companies in the U.S.
“We focus on being unique,” said Olander Jr. “Each club has its own personality. We really want to give our members a place where they feel comfortable, and generate a unique member experience.”
However, O2 Fitness has had its share of challenges it has had to overcome, such as negative perceptions from consumers about the health and fitness industry. Specifically, Olander Jr. mentioned the backlash left over from the bankruptcy of Charlotte, N.C.-based Peak Fitness. “Our markets had been really damaged by Peak Fitness,” explained Olander, Jr. “They were selling memberships at an extremely discounted price, which really drove down the value in the market, and burned a lot of people in the process. They affected the perception of value for clubs.
Olander Jr. worked hard to change that negative perception. “We had to convince people that we were here to stay, and I think we did,” he said. “We’re good at getting our story out, and what we want to do for our members.”
O2 Fitness has shared that story with around 25,000 members and 500 employees. With the 10-year milestone just around the corner, Olander Jr. is hopeful for O2 Fitness’ future. “We’re excited to reach the 10-year milestone, and look forward to the next one,” he said.
By Rachel Zabonick
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Rachel Zabonick-Chonko is the editor-in-chief of Club Solutions Magazine. She can be reached at rachel@peakemedia.com.
I can’t believe it’s been 10 years already! Congratulations