Client Profile 1:

Full-Service Country Club: New Fitness Center
Opened: November 2005
Fitness Center Details:

  • Consulted on design and layout of newly built state-of-the-art fitness center
  • 1,100 square feet
  • 14 stations of strength-training equipment
  • 9 premium cardio-training machines
  • 1 massage room
  • 2 full-time and 1 part-time personal trainer, 1 nutrition counselor,
    2 massage therapists
  • Specialized group instruction in yoga, Pilates, and body sculpting
  • Coordinated fitness regimens with golf, tennis, and squash pros
  • Full Locker rooms with steam and sauna
  • Membership survey, pre- and post-launch marketing

Introduction
This long-established club wanted to build a fitness center, but could not figure out how to implement or maintain what initially seemed like an expensive proposition.  The Salus Group met with management during the initial stages and showed how a fitness center could be a viable, and profitable, amenity. Salus worked with architects to determine proper space allocation and the positioning and selection of exercise machines, equipment, and materials. Salus hired and coordinated all personnel and also coordinated fitness regimens with the golf, tennis, and squash pros. Today, all operations and administration are still maintained by The Salus Group.

Results

  • Salus saved the club approximately $15,000 by researching and negotiating equipment purchase terms
  • During the first year, Salus booked 300 personal training sessions at the fitness center
  • Within first year, the fitness center generated approximately $250,000 in service revenue and $25,000 in profits to the club
  • During the second year, the club’s annual profits from the fitness center rose to $45,000
  • During years three and four, profits increased to approximately $60,000 annually
  • Consideration is being given to further enhancements with the new income

Client Profile 2:

Full-Service Country Club: Expanding a Fitness Facility
Opened: April 2009
Fitness Center Details

  • Enhancement to a new squash facility
  • 3,000 square feet from prior 600 square feet
  • 20 stations of state-of-the art strength-training equipment
  • 14 premium cardio-training machines
  • Stretch area and 2 massage rooms
  • 3 certified personal trainers, 1 nutrition counselor
  • 2 licensed massage therapists
  • Specialized group instruction in yoga, Pilates, tai-chi, Zumba, aqua aerobics, and aqua Pilates
  • One-on-one training with certified trainer from Titlelist Performance Institute (TPI)
  • Groups programs include Boot Camp, Take It to the Max, Positive Charge, and wellness seminars
  • Coordinated fitness regimens with squash, golf, and tennis pros
  • Integrated into summer camp curriculum
  • Locker rooms with steam room
  • Prelaunch and postlaunch marketing

Introduction
This country club boasts a renowned squash program. When the squash area was being expanded, the board mandated that there also be facilities to service a broader range of club members. The club brought in The Salus Group to help with design and layout of the fitness area, and to manage the center. The Salus Group's first step was to conduct a membership survey to guide the decisions on equipment, personnel, and services. During each phase of the project’s development, Salus worked closely with the General Manager and Fitness Committee. Salus also initiated work with the club’s professional sports staff to supplement sport-specific training. The new fitness center has been a big success at the club. It also earned the club and The Salus Group The Boardroom magazine's "Club of the Year" honors in the Spa and Fitness category.

Results

  • Neutral-expense amenity – fees for services (personal training, classes, spa treatments) cover all operating expenses
  • Revenue from bookings average $12,000 per month
  • During the first year, Salus booked 180 personal training sessions. Prior to Salus's management, members rarely booked personal training sessions.
  • 8-months postlaunch the club conducted a club-wide survey:
  • 68% of families surveyed were using the fitness center
  • Approximately 90% were totally satisfied – a tie for first among the club's 14 service categories
  • On a 10-point scale, the fitness center received the second highest rating (8.2) of the club’s 14 service categories
  • 27% of all member families had enjoyed personal training or group fitness instruction
  • On a 10-point scale, top marks were awarded to the:
  • quality of fitness equipment (9.21)
  • variety of fitness equipment (9.10)
  • professionals’ knowledge (9.01)

Client Profile 3:

Yacht and Racquet Club: Revitalizing an Existing Fitness Center
Reopened: May 2010
Fitness Center Details

  • Brought new energy and personnel to an existing fitness center that was being underused
  • 1,000 square feet
  • 12 stations of state-of-the art strength-training equipment
  • 10 premium cardio-training machines
  • Stretch area and 1 massage room
  • 2 certified personal trainers, 1 nutrition counselor
  • 2 licensed massage therapists
  • Specialized group instruction in yoga, Pilates, tai-chi, Zumba, aqua aerobics, and aqua Pilates
  • Coordinated fitness regimens with racquet pros
  • Integrated into summer camp curriculum
  • Prelaunch and postlaunch marketing

Introduction
The clubhouse for this yacht club underwent an expansion in 2006, which included the addition of a fitness center. However, the club soon realized that having a fitness center was not the same as running one. In 2010, after recognizing that the facility was being underused, the club brought in The Salus Group to add new energy and programs. In addition, as a predominantly summer club, part of Salus's mandate was to bolster use of the fitness center during the winter months. Within the first six months of the relaunch, both the number of services provided in the fitness center and member participation increased dramatically. Members’ attitudes about the fitness center went from "it’s a mystery" to "it's a must-have!"

Results

  • Neutral-expense amenity – fees for services (personal training, classes, spa treatments) cover all operating expenses
  • Revenue from bookings average $5,500 per month
  • In a five-month year-to-year comparison, personal training sessions tripled from 97 sessions to 295 sessions
  • During the same five-month period (May–September), class participation increased by 339%, from 75 participant sessions to 254 sessions. Part of the increase during June and July is attributable to Salus's launch of aqua-exercise in the pool.