Inside Wisconsin Athletic Club’s Acquisition of Lake Country Racquet & Athletic Club

LCRAC

After over 40 years as a family-owned gym, Lake Country Racquet & Athletic Club (LCRAC) is changing ownership. As of May 6, LCRAC has been acquired by the Wisconsin Athletic Club, who currently has seven locations across Greater Milwaukee.

“LCRAC got its start back in 1977 as a tennis and racquetball facility — interestingly, the Wisconsin Athletic Club opened in 1976 as a The Racquetball Club,” said Ann Glor, the group fitness director at LCRAC. “As we are on the threshold of this big change, it’s awesome to look at both companies and realize how, historically, we both have learned from each other as competitors.”

While Hartland residents will see the name on the front of the building change, the care and attention of the club’s staff on a daily basis will remain the same.

“Our mission is ‘To inspire positive, lifelong differences’ — it became why we do what we do,” said Glor. “Similarly, the WAC’s mission is ‘To make a difference in people’s lives.’”

Since 1977, its core values and focus on a family atmosphere have driven success at LCRAC. “At LCRAC, we always believed falling back on our core values and mission would make us successful and allow us to keep members happy,” said Glor. “Our core values became a set of criteria by which we hire new staff, ensuring our people, from the start, exemplify who we are.”

This acquisition pushes the Wisconsin Athletic Club’s club total to eight, and also marks the brand’s first foray into tennis offerings, having access to LCRAC’s eight indoor tennis courts and three racquetball courts, among several other offerings.

LCRAC
The Wisconsin Athletic Club now has eight locations.

With it’s racquet-based activities and full slate of fitness classes — including Group X and small group training — LCRAC has heavily emphasized building member relationships, which falls perfectly in line with how the Wisconsin Athletic Club operates.

“Both clubs understand the more you involve your members in programming, the less likely they are to leave,” said Glor. “We work, through our programming and amenities, to foster relationships between members, and let the members feel like they have a say in creating their club.”

With their shared emphasis on the member experience, the transition of LCRAC to a member of the Wisconsin Athletic Club family should be fairly seamless. No matter what the location is called, the family tradition of making the club feel like home will live on.

“I believe both LCRAC and WAC excel at offering great programs to integrate new members into their facilities, and create a place that is a second home for many people,” said Glor.

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