One Family to Another

Family owned, family-oriented and driven by steadfast core values since 1977, Lake Country Racquet & Athletic Club (LCRAC) has developed into a full-service club and staple of the Hartland, Wisconsin, community. As of early May, however, LCRAC has joined a new family: the Wisconsin Athletic Club (WAC).

Up to this point, each club had followed a very similar trajectory to success, adjusting through the years in a constantly changing industry.

“Both clubs got their beginnings in the racquet industry, but as the health and fitness industry gained popularity, both clubs evolved to meet trends and stay relevant,” said Ann Glor, the group fitness director of LCRAC. “So the roads we’ve traveled mirror each other quite well.”

In fact, Glor credits this evolution to WAC’s acquisition of the 42-year-old club. “Due to forward thinking and passion from the owners and staff, LCRAC was successful for over 40 years, and thus became a desirable addition for the Wisconsin Athletic Club,” she said.

However, being family owned was challenging at times, especially as more franchises surfaced across the industry over the years. “Keeping up with the ‘big guys’ and chains,” was the most significant challenge, according to Glor.

As a result, LCRAC consistently found new ways to carve out its own niche in the market. “You always have to be on the lookout for ways to keep your club unique, identify yourself as the expert, and foster relationships so you become the resource your community turns to for health and fitness needs,” said Glor.

Inside the club’s four walls, there isn’t some profound secret to LCRAC’s success — they established their core values, instilled the importance of those values in staff, and used them as a guiding light.

“Our core values drove every decision, no matter how large or small,” said Glor. “These are the LCRAC core values: integrity in conduct and reputation; continuing education for our staff, our members and our community; professional, sociable and action-oriented relationships; and the deliberate pursuit of consistency and attention to detail.”

According to Glor, LCRAC’s staff focuses on three R’s — responsive, results and reinvest — to shape the club’s experience on a daily basis. “We want to be responsive to members and staff, and their needs,” she explained. “They should expect results, as that’s what we promise when they join and it’s our mission. We seek to reinvest in both the facility and the staff.”

None of these principles will be lost in the transition to Wisconsin Athletic Club, a brand that also heavily emphasizes member experiences and relationships.

“Both clubs aim to meet the needs of members where they are,” said Glor. “We’re creating programs for every body and every fitness interest, and challenging members to step out of their comfort zone and try something new, all while making programming accessible and keeping many options complimentary.”

Since 1977, LCRAC’s mission has been delivering accessible fitness and wellness offerings to a community that feels more like a family than a membership base. And although the name on the front of the club will change, the core values of the club staff and leadership will continue on in the Wisconsin Athletic Club family.

“Creating connections with and between members is the focus of every team member,” said Glor. “As LCRAC transitions to the WAC, our mission becomes their mission. Luckily, it’s one we’ve been living for 42 years.” 

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