June 2023 Club of the Month, presented by ABC Fitness:
Gold’s Gym Daytona/Ormond Beach, est. 2001
Gold’s Gym locations in Daytona and Ormond Beach provides members access to everything they need to transform their lives: state-of-the-art amenities, a variety of classes tailored to specific fitness needs and the world’s best personal trainers.
Below, Tyler Ward, the managing member of Gold’s Gym Daytona/Ormond Beach, details the culture of the gyms, the pros and cons of being an owner-operator, trends in the fitness industry, building community connections, and more.
How did Gold’s Gym Daytona/Ormond Beach come about?
Our family has been in the hospitality service business for most of our lives. Prior to purchasing the gym, we actually enjoyed working out at Gold’s Gym Ormond Beach as members. When we sold our campground resorts, it seemed like a good next chapter in our lives to purchase the gyms and serve our local community.
What is the mission of Gold’s Gym Daytona/Ormond Beach?
One of our members stated it perfectly: “Gold’s Gym Ormond and Daytona are the heartbeats of the community.” That’s exactly what we want to be — the heartbeat of our community. No matter what uniform you wear or the title you have, when you walk through the gym doors, we are all equal. Fostering good family, friendship and business relationships are all integral to who we are.
What is the culture like at your gyms?
Community. We have a neighborly, fellowship-driven atmosphere. From charity fundraising events to dress-up holidays to birthday parties, our members know they are part of a family. It goes far beyond a gym. It’s creating lifelong friendships, business networking partnerships, team building and community awareness.
We believe that if you take care of the inside, the outside will take care of itself both from a physical and business standpoint. That’s why we strive daily to create a motivating space for our members to take care of themselves and change their lives from the inside out. We work extremely hard to put into action the simple belief: “Want more for others than you want for yourself.” This is when magical things happen.
As an owner-operator, how does your involvement shape the program and affect the member’s experience? Pros and Cons.
As an owner-operator, members have access to you for everything. That’s a con. However, the pros hold much greater weight. We have the power to lead by example. Our motto is simple: friendliness, cleanliness and professionalism. This starts from the top. When our staff and members see us participating in our mission, it becomes very powerful and contagious.
What is your favorite thing about partnering with ABC Fitness?
Simple, the relationship. As club owners and operators, we all have software needs from lead management, sales, billing and member relations. There are so many software companies to choose from, but what separates ABC Fitness from the rest is the relationship they build with their customers. Not only does ABC’s software work seamlessly, but they take the time to get to know you and your company and understand your needs. This allows us to run our business having full confidence that nothing is slipping through the cracks and that our customers are being well taken care of.
What’s a trend you’re seeing in the fitness industry that other operators should keep on their radar?
The reversion to the mean. It appears the industry trends have gone back to the foundation of fitness. With the increased awareness of the significance of strength training, there has been a noticeable decline in class attendance and a newfound emphasis on classic weightlifting movements. We see this across our entire demographic.
What advice or encouragement can you give other club owners looking to start new clubs/franchises?
Have a very clear understanding of your community and who you are serving. Then, deliver the ultimate experience to that clientele. I also suggest paying close attention to your business modeling. Clearly understand your revenue per square foot and per member and ensure that your club footprint is aligned with maximizing profitability.
Created in partnership with ABC Fitness. Visit abcfitness.com for more information on how they can help your fitness business.