Merritt Athletic Clubs Partners with Soul Body LLC
Merritt Athletic Clubs has partnered with Soul Body LLC to bring Soul Body’s signature SB BARRE classes to Merritt’s Canton, Md. location. SB BARRE classes launched at Merritt on June 3, 2013.
SB BARRE classes will be fee-based ($18 for members, $24 for non-members), and according to Devon Dohony, the regional group fitness director for Merritt Athletic Clubs, have the potential to be a successful profit center for Merritt. “If all goes well, I already have another Merritt location in mind to launch SB BARRE classes in,” said Dohony. “The goal is to create a successful business within Merritt Athletic Clubs.”
The partnership with Soul Body came about as a result of Merritt’s recognition of the growing popularity of barre classes (a fusion Pilates/ballet class). Dohony explained that Merritt chose Soul Body as its partner in this endeavor, due to Soul Body’s proven track record in Baltimore. “Soul Body is very well known for its barre programming and have a great reputation,” she said. “Soul Body has really developed its brand awareness.”
Dohony called the pairing a “true partnership.” Soul Body trained six of Merritt’s instructor in its barre programming, and in return, Merritt promotes the class via in-club and external marketing. Profits from the class are split virtually 50/50. “It’s a true partnership, it really is,” said Dohony.
In addition to offering SB BARRE classes, Merritt Athletic Club renovated its mind-body studio to have more of a boutique feel. “We gave the mind-body studio a makeover,” explained Dohony. “We painted the walls and brought in new furniture. When you walk in, it now feels like a destination. We’re trying to cater to those who don’t want to workout in the typical gym setting.”
According to Dohony, Merritt has already received positive buzz concerning the partnership with Soul Body. Yesterday’s opening SB BARRE class drew eight participants, which was Merritt’s starting goal. “We’re getting a lot of phone calls about the classes,” said Dohony. “Before launching, I surveyed members and the feedback was that they wanted to incorporate barre classes into their fitness routine.”
For details about scheduling and pricing, visit http://soulbody.motionvibe.com/SoulBody.aspx.
By Rachel Zabonick