Steele Smiley, the founder of STEELE™ Personal Training Clubs, is the founder of a brand very recently found worthy of an acquisition. In September 2013, Snap Fitness acquired STEELE Personal Training Clubs, and has plans to incorporate its personal training concept within all Snap Fitness locations.
Now, Smiley has created a new club concept — STEELE365™, an upscale, membership-capped, full-service, 24/7 health club chain. Smiley spoke with Club Solutions about the concept, and the inspiration behind it.
CS: How did the development of STEELE365™ come about?
SS: Having been in the elite personal training world for some time, it was clear to us that the market needed a high-end, easy-access solution for fitness that would go beyond personal training. People value a high-style environment, sophisticated service and top-shelf personal attention and training. We knew we could deliver that with STEELE365 — a Ritz Carlton fitness experience for less per day than a Starbucks coffee.
CS: How many STEELE365™ locations do you expect to open?
SS: We plan to open as many as the market justifies. It wouldn’t surprise us to see 250 units domestically within the next few years, with international locations popping up shortly thereafter. In fact, we’re already seeing considerable national and international interest. People who are eager to talk to us about opportunities and growing the brand can always reach us at our corporate office.
CS: Why do you think STEELE365™ will be successful?
SS: We have the power of the most successful 24/7-fitness brand of all time behind us — the Snap brand. This is the most vertically-integrated company in the fitness space — with its strength, procedures and processes and leadership, we feel confident that we have a concept that can do 250 units in no time.
CS: Why did you want the STEELE365™ locations to be open 24/7? What services will be available around the clock?
SS: It’s all about what people want and expect. With our innovative fitness-on-demand product, clients can literally have a mint-scented towel and enjoy their favorite class at midnight, if that is their preference — and I can tell you, people really do want that. The time for a day-and-night health club experience has arrived. We plan to infuse that concept with impeccable service, personalized attention and attractive group fitness options.
CS: What’s something interesting about you or your clubs you’d like people to know?
SS: Our emphasis on personal attention and luxury-level amenities has made us the most successful personal training firm in the U.S., and we couldn’t be more excited about that. Busy people need to stay fit and healthy, and they really do appreciate convenience and the best of the best in a trainer, or in a club. This is a concept that works, and we’re thrilled to have the opportunity to bring it to more people.
As told to 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.
