ccd news update - California Clubs of Distinction

Transcription

CCD NEWS
N
UPDATE
Third Quarter • 2014
CCD Certifies Club Sport San Ramon
On Avoiding Sexual Harassment
Front row - left to right: Julia Lyall, Ramon Jimenez, Luis Rivas
Back row - left to right: Mike Reardon (Manager), Scott Gray, Marie Dieden, Ken O’Shea, Laura Rayford, Adam Schubert, Josh Gibson
INSIDE THIS ISSUE
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Breathe New Life Into Your Career In Five Steps
What Has Your Website Done For You Lately?
Beware Of How You Pay Your Employees Today...
You May Pay More Tomorrow
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The Seven Dimensions Of Wellness
Protect Your Club Members From Identity Theft
Fitness Accessories Add Interest To Club Programs
Exercise Programs That Work For Program Hoppers
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It’s Not JUST Sexual Harassment Training
I spend two hours training groups just
like the employees on the front cover.
More clubs should access in-house
training. For starters, training (online or
in-house) is required by law. Second, it
heightens awareness of your supervisors
and not just for sexual harassment. irdly,
it’s the right thing to do.
To date I have not taught a session where at
least
one person approached me afterward
Lin Conrad
Executive Director to say that the class was not at all what they
expected. It’s very subtle team training.
My training method uses examples of challenges your club employees
face day to day that employees in other industries don’t experience.
e curriculum is designed to instigate conversation, allow for
discussion, and encourage debate. I guide employees to approach each
problem like a new topic. ere is no ONE SIZE FITS ALL solution.
Attendees are taught to analyze each situation individually, and then
create a solution. ese tools can be used, not just for human resource
issues, but for any challenge in the workplace. I also emphasize that we
can and do make mistakes. Mistakes are acceptable if the intentions
were honest. It’s no different than the sports we teach; when you fall
down you learn not to do that again. Set up an appointment to have
your staff certified (510-243-1532). I’ve just returned from
Washington State where I presented the Sexual Harassment RAP
course at the FitLife Conference.
Fall Webinar Series
CCD has lined up two series you shouldn’t miss: a four part legal
series and a two part management series. You can view them all or just
the ones that interest you. e webinars are $39 to CCD members
and $109 for non-members. You can register through the August
e-blast or go to www.califclubs.com, click on “Commit to Learn” then
“Calendar of Events”. All webinars convene at 12 PM for one hour.
Legal Series
Game Plan For Your Pay Plans - October 1 - Todd Scherwin, Fisher
Phillips, Labor Law Specialists. When it comes to compensation,
employers usually focus on how much to pay their employees rather
than the manner in which they pay them. is can lead to disastrous
results in terms of legal liability. California employers are especially at
risk because California law imposes a much greater burden than
federal standards. is webinar will discuss common pitfalls in
employee compensation and recent trends in wage and hour
litigation. You will learn the fundamental requirements for employee
compensation and an easy-to-implement game plan to help avoid
wage and hour claims.
Manage Your Workers’ Comp Risks - October 8 - Robyn Park
Freiberg of Manning & Kass, Ellrod, Ramirez, Trester LLP.
Attendees will learn tools to prevent and manage WC claims liability,
and receive tips on managing your WC carrier. A discussion will
follow regarding the effects of recent litigation.
e Laws that Govern our Industry - October 29 - Anthony Ellrod
of Manning & Kass, Ellrod, Ramirez, Trester LLP. What must be
in your contracts? How do you comply? What codes dictate how you
run your business? What penalties are associated with failure
to comply? How does exposure affect your liabilities?
Membership Termination: How not to spread the risk December 10 - Jeffery Long, Prout LeVangie Attorneys. Every
owner or manager at some time has to terminate a membership. is
webinar will give the tools to do so with the least amount of risk.
Management Series
Relationships: e key to your club’s success - September 10 - Rod
Heckelman, GM Mt. Tam Racquet Club. Managing can sometimes
seem like you’re relying on a roulette wheel to succeed.
But, everything comes down to relationships. is webinar will give
you the tools to create successful relationships at your club by:
Identifying our new level of influence, identifying the need for
transformation: source of information vs. source of access, finding the
go-to person or, the life of a mobile "Suggestion Box", concluding
your success: At the end of your day.
Design & Deliver on the Membership Enrollment Process November 12 - Bill McBride , Active Sports Clubs. You will learn:
1. How to design the optimal sales experience. 2. How to craft your
desired approach and processes to achieve higher sales results. 3. Sales
techniques that will improve the quality and quantity of new
membership enrollments. 4. Sales management techniques on
operating as a focused team with clear objectives. 5. Tracking sales
results accountability.
CCD Needs Your Feedback
We are contemplating offering a conference in October 2015
considering IHRSA will be in Las Vegas 2016 the following March.
Please share your feedback on what educational topics would bring
you to a conference; where in California would you most likely
attend an event; and what price point is attractive. Keep in mind that
locations are in it for the money. Staging an event can be very
expensive; thus good attendance is essential for success. I really want
to hear YES or NO on attending. linconrad@califclubs.com.
Our associate members are clamoring for return of the Golf outing
for 2015. is event could coincide with the conference or it could be
a stand-alone event in May or September. Would you attend? How far
would you travel? How many people would you bring? Price point?
linconrad@califclubs.com.
Every two years, CCD does a salary survey for our California clubs.
We get calls requesting this information all year long. e survey
forms will be sent out to all CCD member clubs in September and are
due back in October. Please help us and your fellow club members by
sharing this information. For every returned survey, you get a free copy
of the survey plus 5% off of your 2015 CCD dues. Cost without
participation is $50.
Last But Not Least
Southern Cal: CCD is planning a networking lunch for club owners
and managers in the North LA area on October 9. If you are interested
in participating in this lunch, contact me, linconrad@califclubs.com.
Northern Cal: Our next Bay Area networking lunch is scheduled for
September 29 in Marin County. Call or email me for information.
●●●●
The Trade Association of Health, Racquet & Fitness Clubs in California
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Come see us on the web at www.califclubs.com
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Breathe New Life Into Your Career in Five Steps
Over a lifetime, we will spend an average
of 90,000 hours on the job. How great
would it be to feel excited about going to
work? To feel challenged, interested and
even engaged?
By Brenda Abdilla
Engagement is the new standard, yet
according to the brilliant people at Gallup
Inc., only a measly 30% of us are actually
engaged and inspired at work while 50%
are just present and not inspired and a full
20% of us are actively disengaged.
Step 1. Name Your Pain
Stress levels are usually pretty high by the time most people come to
a career coach, like me, for help. e first order of business is to move
from a general to a specific understanding of what is your current state
of mind. Instead of saying, “I can’t do this anymore,” or “is is
miserable,” try to be more specific about what is going on.
Rate yourself in the following areas on a pain scale from 1-5 (with 5
being highly descriptive of your current career state):
1. I am burned out. I worked so hard for so long that I find I am
mentally and physically fatigued. I am cooked. Score_____
“As a metaphor for the draining of energy, burnout refers to the
smothering of a fire or the extinguishing of a candle. It implies that
once a fire was burning but the fire cannot continue burning brightly
unless there are sufficient resources that keep being replenished.”
Source: Burnout: 35 years of Research and Practice, Schaufeli,
Leiter & Maslach.
2. I am under-challenged and bored senseless. I can do my job in my
sleep. I shut my real intellect/talents off to do my job. Score_____
So, if you are experiencing some “professional pain” at the moment,
at least you are not alone. e following five steps can help you obtain
a fresh outlook on your work and from that place you can make
bigger decisions—if necessary.
4. I lack any meaning/purpose at work. My work means nothing to
me and is disconnected from my life values. Score_____
3. I am unhappy at work but I feel handcuffed by income
and benefits. I have kids to send to college and/or would like to
retire someday. I can’t afford to take risks. Score_____
For which items did you score a 4 or higher? Many people score 4 or
5 in all categories. Not to worry if you are in this camp—it only means
that there is enough dissatisfaction to cloud your view of things.
If you do have multiple high scores ask yourself which one is the very
worst for you at this age and stage—if you had to pick one.
Step 2. Stop Complaining
About Your Job - Right Now
Seriously. is advice is not a value judgment on your complaining;
it’s a prescriptive piece of advice about your brain. With each
complaint you program your brain to look for evidence to support
the complaint. Keep on doing this and you will create a continuous
loop of negative perspective bolstered by the selective input you gather
to support that perspective—all the while convincing yourself that
what you are seeing or experiencing is absolute fact. You need to
interrupt that thought pattern in some way. You are smart; you will
think of a way to interrupt yourself.
Step 3. Make Peace With The Past
Let’s face it—sometimes bad things happen at work. We get passed
over for a promotion, get moved to a department with a horrible boss
or get asked to “take one for the team” one too many times.
Stressful events can cause us to carry a grudge or emotional “baggage,”
and simply trying not to dwell on it often makes it worse. One of the
cornerstones of emotional intelligence is being able to accurately
identify the emotions we are feeling. Spend a little time over a
weekend, thinking about all of the “wrongs” you have endured in your
career, then identify the emotions connected with each, like anger,
disappointment, disgust, etc. Now take it one step further and ask
yourself what is behind that emotion—were you insulted?
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Blind-sided? Hurt? Frustrated? Once you have fully identified that
unpleasantness, take a step to let it go. is does not need to be a
public confrontation—the entire exercise can be a solo event. You may
be surprised to discover how much baggage you have been lugging
around and how much relief you feel when you process it and let it go.
Step 4. Work Less In Some Areas
And More In Others
is is a great time to closely evaluate the tasks and projects you are
involved with at work. What we are looking for here is scrutiny.
ere is a good chance that you are performing tasks purely out of
habit or fear, or simply to cover your posterior; those very tasks may
be creating dissatisfaction at work. While you are at it, ask yourself
what you are not doing that you could be. Where could you be using
your strengths?
Step 5: Propose Change
You may have noticed this is not step one of this process.
Proposing change is a bad idea if you have not processed your own
thoughts and emotions about your past and your current state; if you
are constantly complaining about your job; or if you have not
scrutinized your own work processes. Once you have done these
things it’s your responsibility to take some action on your own behalf.
One of the steps we take with career coaching clients is to make a list
titled, “What it would take to keep me.” e lists always surprise me
because no one lists anything unreasonable. If you want to do more
meaningful work and you think you have an idea how to do it—
propose it. If you are about to die of boredom then propose
something different. Don’t let the fact that you tried five years ago
deter you. Put your data together, make sure it makes sense and ties
to the good of the organization, and propose change in your life.
You deserve it.
In the United States, workers take an average of 57 percent of their
vacation days. at means most of us voluntarily give up about 50
percent of the time off we're legally allowed so we can continue to
work instead. Source: Happiness at Work: Jones
Brenda Abdilla is a certified career coach at the PCC level; an author;
leadership expert, and the founder of Management Momentum LLC.
Since 2004, Management Momentum clients have had access to a battery
of proven tools, resources and assessments that help them reach their desired
outcomes sooner rather than later. Brenda helps clients navigate career
changes and job promotions, increase productivity, improve leadership
skills and remove obstacles in the way of moving forward. Brenda’s new
book: What’s Your Lane? Career clarity for moms who want to work a
little, a lot or not at all, is now available for moms in career-question
mode. See more at: www.managementmomentum.net
1.Happiness at Work. Jessica Pryce-Jones
2. State of the American Workplace: Gallup Inc 2013 Download the report at
www.gallup.com/strategicconsulting/163007/state-american-workplace.aspx
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What Has Your Website Done For You Lately?
By Daneen Laprade
Websites are high-functioning, integrated
marketing tools that should be working for
you 24/7. I believe all the marketing you
do for your club or studio, whether in print
or digital, should begin and end with your
website. e main objectives of your site
are to capture prospect contact information
and drive traffic to your physical location.
Achieving maximum lead generation
requires that specific elements be in place
to inform, inspire, capture contact data and
compel prospects to want to know more.
What has your site done for your business lately? Have you captured
information from your visitors? Are your blogs, schedules and videos
being shared on social media? Is your site easily viewed on mobile
devices? Can you readily and easily make content changes to keep your
site fresh and current? Is your hosting service reliable?
I met with our web design team to get useful answers to these vital
questions. Lori Vilneff, Lead Web Designer and Tracey Bourdon,
Marketing Manager for Susan K. Bailey Marketing and Design gave
me the following information based on their experience and
knowledge of best practices. We’ll tackle each of the six questions, one
at a time.
1. What has your site done for your business lately?
Both Lori and Tracey are in full agreement. Your home page is your
chance to make a great first impression. Statistically speaking, it is the
most viewed page of your website. A few musts:
• It must have Forms. Visitors will provide their contact information
to receive more information from you – make it easy for them to do
so. Remember, this is one of your site’s primary objectives!
• It must be Engaging. Ask questions and present special offers so
prospects are compelled to learn more. In order to do so, they will
call, visit or complete that contact info form right in front of them!
• It must be Informative. Remember playing Show & Tell in grade
school? Feature videos on your home page showcasing member
testimonials, snippets of group training sessions and social events.
Entice visitors by showing them just some of the great things going on
in your club.
• It must have Social Media icons. e easier you make it for visitors
to share your posts and schedules, the more likely they are to do so!
Prominently feature icons for the social media outlets you use
the most.
• It must have Contact Information. ere is nothing more
frustrating than combing through web pages trying to find a phone
number or e-mail address! is information should be prominently
placed on every page.
• It must be Mobile Friendly. Current use of smartphones to search
for information is anticipated to overtake traditional desktop
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information searches this year. is is a simple conversion if your site
isn’t already mobile friendly.
2. Have you captured contact information from
your visitors? In addition to the more traditional forms to sign
up for e-mails and e-news blasts, use landing pages to stop visitors in
their tracks. ey need to interact with your landing page to move
forward in your site. Have a compelling trial offer or some other
opportunity for them to take advantage of, then and there.
Lori created a series with a matching landing page for one of
our clients. It’s a great example of a landing page connected with a
trial offer. e content and creativity are fun, informative and
compelling. It engages the prospect and makes it easy for them to
get started. Your best chance to get them to act is right now while
they’re “in the moment!”
3. Are your blogs, schedules and videos being
shared on social media? Our data shows that your members
make up the majority of visits to your site. Post social media icons
prominently toward the top of the page where they can be easily
clicked. Because there are so many choices, Lori cautions clubs to limit
your choices to only those outlets in which you are active.
4. Is your site easily viewed on mobile devices? As
stated earlier in this article, mobile devices will soon be the primary
way to search for information about a business. Tracey says clubs
should pick their top 5 pages for mobile device viewing. Because these
pages come from your ‘desktop’ site, she suggests you speak with your
web designer about choosing a balance of text, images and video for
effective use on both the desktop and mobile versions of your site.
Keep in mind that members and prospects are on the go and want to
know: where you’re located, when you’re open, what classes you have
and when they’re offered. ey may want to see additional amenities
and services offered, such as childcare and massage. Add the click and
dial feature so they can easily reach your club to get more information.
5. Can you readily and easily make content changes
to keep your site fresh and current? is is one of the
bigger issues clubs have with their websites. (Seemingly, fitness
professionals and technologically savvy individuals don’t often share
the same body!) As you can imagine, a website is a significant
undertaking and being able to easily manage and maintain it is an
element you must consider. Identifying two or three key members of
your staff to be responsible for maintaining various pages can be a
huge help, according to Lori.
We all know how fast paced our world is. Fresh content on your site
is mandatory. If visitors see the same thing a couple of times, they
probably won’t visit again. If members don’t have fresh blogs and
videos to share, that aspect of your site will come to a halt, as well.
Don’t commit to more than you can manage.
6. Is your hosting service reliable? Don’t overlook the
importance of working with a reputable hosting service. I had a club
recently lose access to their website and e-mail capability in the
middle of a campaign. All their marketing vehicles drove prospects to
a website that in the blink of an eye didn’t exist, simply because the
hosting company folded up and disappeared in the middle of the
night! Don’t let this happen to you.
CONTINUED ON PAGE 18
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Beware Of How You Pay Your Employees Today...
You May Pay More Tomorrow
In the past two years, courts
sent shockwaves through
the automotive repair and
clothing retail industries by
invalidating industry-wide
compensation practices. It is
not a stretch to think that
the health and fitness
industry is on deck.
The Court Decisions
In the past, most car
dealerships and automotive repair shops compensated service
technicians on a hybrid piece-rate basis. In other words, technicians
were paid a set amount for each job performed. Each job was given a
“flat rate” depending on how many “flag hours” the completed job is
worth. Upon completion of a repair, a technician accrued those flag
hours regardless of how long it actually took to complete the job.
Under this system, technicians accrued flag hours only when working
on a repair order.
By Jonathan Liu & Todd Scherwin
In the landmark case, Gonzalez v. Downtown LA Motors, a class of
108 automobile service technicians who worked for Downtown LA
Motors, LP (DTLA), a Mercedes-Benz dealership, challenged its use
of the flag hour system. e DTLA technicians claimed that there
frequently was not enough work to do and they had to remain at the
dealership when this happened. ey did not flag any hours when
waiting for repair jobs, but were expected to perform various
non-repair tasks, such as obtaining parts, cleaning their work stations,
attending meetings, traveling to other locations to pick up and return
cars, reviewing service bulletins, and participating in online training.
e technicians argued that DTLA violated California law by not
paying technicians a minimum wage during the waiting time or time
spent on the clock engaged in “non-productive” work.
DTLA countered that its method of paying technicians complied with
California Law because under the pay structure, technicians were paid
“not less than” the applicable minimum wage for “all hours worked.”
Moreover, DTLA made up the difference if a technician’s piece rate
compensation fell below the applicable minimum wage for all hours
on the clock.
e trial court ruled in favor of the technicians, holding that
California law requires DTLA to pay the technicians for their waiting
time between repair orders. e court held that “employers must pay
for all hours worked and may not average paid, productive hours with
non-paid, non-productive hours.” erefore, the technicians were
“entitled to separate hourly compensation for time spent waiting for
repair work or performing other non-repair tasks directed by the
employer during their work shifts.”
A year earlier, a federal trial court reached a similar result regarding a
salesperson commission plan in the Balasanyan v. Nordstrom case.
Nordstrom’s commission-paid salespersons were required to engage
in stocking, pre-opening, and post-closing activities. ere, the court
held that those hours were uncompensated because “compensation
must be directly tied to the activity being done, whether it is selling
on commission or preparing to sell on commission,” and that
“activities only indirectly related to sales or services must also
be compensated.” ese decisions were a harsh reminder that the
“everybody’s doing it” defense does not fly with the courts and that
employers have to decide for themselves whether their compensation
scheme complies with the law.
What Do Car Mechanics And Clothing Salespeople
Have To Do With The Health And Fitness Industry?
It’s not the employee’s duties that matter, it’s how he or she is paid.
e health and fitness industry has several jobs that have traditionally
been compensated on a piece-rate type or commission basis.
For example, are your trainers and group instructors paid per client
session or per class (i.e. piece-rate)? And what about your sales force
(regardless of whether they are selling equipment, memberships,
supplements, etc.) — are they compensated on a commission basis?
Are you separately paying these piece-rate and commission employees
for time spent training, prepping, or any other non-productive or
non-sales tasks?
All California employers, who pay employees on a piece rate type
system or commission basis, should immediately review their pay
plans to mitigate the risks posed by the Gonzalez v. Downtown LA
Motors and Balasanyan decisions. At a minimum, we recommend:
1. Modifying piece rate and commission compensation to avoid
so-called “uncompensated” hours, for example by paying at least
minimum wage directly for each hour worked (including non-piece
rate work and work indirectly related to sales); 2. Reviewing
itemized pay statements to ensure compliance with Labor Code
section 226, which requires pay statements to show specific
information, including, but not limited to, total hours worked by
employees, the number of piece rate units earned and, any applicable
piece rate, and all applicable hourly rates in effect during the pay
period and the corresponding number of hours worked;
3. Implementing arbitration agreements to control exposure to classaction lawsuits; and 4. Consulting qualified labor and employment
counsel to determine whether piece rate and commission pay plans
require modification, and whether any other action is appropriate to
mitigate risk based on the Gonzalez and Balasanyan cases.
Remember, there is no one-size-fits-all solution for these issues.
Pay plans should be customized to meet legal requirements while
adhering to the company’s business objectives and goals.
Employers should immediately review their pay practices now to avoid
potentially big exposure in the future.
Todd Scherwin is managing partner of the Los Angeles office of Fisher &
Phillips LLP. His practice involves representing employers in various aspects
of labor and employment law, including employment discrimination,
harassment, state and federal wage-hour matters, including class actions,
employment handbook preparation, trade-secret protection and day to day
employment matters. Todd can be reached at (213) 330-4450 or
tscherwin@laborlawyers.com. Jonathan Liu is in the San Diego office and
can be reached at (858) 597-9623 or jliu@laborlawyers.com.
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10
The Seven Dimensions Of Wellness
Within the next four years, age 50-plus
American consumers will control 70% of
the disposable income in the United States,
dominating purchasing decisions for
decades to come. For example, in 2010
alone, Boomers and their parents spent
over US$3.4 trillion. With this kind of
spending power, this group expects you to
meet its needs, wants, dreams and desires,
if you intend to gain its business.
By Colin Milner
How can you and your club benefit from
the population aging surge? It comes back to focusing on providing a
product or service that interests older adults. From housing to travel,
career training to wellness programs and services, there is tremendous
potential for organizations that become laser-focused on this market.
If you’re wondering if you need to adopt this focus, ask yourself the
following questions:
• What is the cost of action? What changes will your organization
need to make to maximize this opportunity? What will you need to
invest in terms of time, energy and money to ensure your optimal
return on investment?
• What is the cost of inaction? How much business might you lose if
you take a wait-and-see approach? Will your competitor become the
top-of-mind brand?
• What is the cost of reaction? What will it mean to your organization
if you eventually have to make wholesale changes, instead of
incremental ones, to address this group’s needs?
e real question is: How will you respond to this opportunity?
Active aging embodies the philosophy that individuals can live as fully
as possible within the seven dimensions of wellness. ese dimensions
overlap and coordinate to provide rich environments for living.
Wellness becomes a valuable framework for serving the wants and
needs of a person engaged in life. Clubs can become a key element of
achieving this status for older active adults.
Multidimensional Wellness
is framework offers you a breadth of programming options to meet
the diversity of needs, capabilities and expectations in the older-adult
market. With the seven dimensions of wellness, it’s possible to offer
a multitude of life-fulfilling opportunities. e benefits will be
minimized if your programming does not address consumers’
diverse abilities, physical and cognitive needs, in order to
insure engagement.
A Solid Foundation For Active Aging
We live in a world that is increasingly growing older and more diverse.
To address this shift, we too need to become more diverse in the
environments we provide, the programs and products we offer, and the
way we position and promote these services. We also need to create the
policies and hire the staff that will allow customers to feel comfortable
in our organizations. By accomplishing this, we will help change
perceptions of aging among older adults and within our organizations
and communities, enabling us to benefit from the full potential of
this market.
When designing programs for older adults in your club, use these
seven dimensions of wellness as a guide for connecting with this
huge market.
1. Emotional: Feelings are the lens through which people view the
world, and the ability to be aware of and direct one’s feelings helps to
create balance in life. Coping with challenges and behaving in
trustworthy and respectful ways signal emotional wellness, attributes
that can be encouraged through peer counseling, stress management,
humor/laughter and personal histories.
2. Intellectual, cognitive: Engaging in creative pursuits and
intellectually stimulating activities is a proven approach to keeping
minds alert and interested. ere are many ways to stay intellectually
active, including taking college courses, journaling, painting or
joining a theater company, and challenging oneself with games and
puzzles. How creative can you be with your club activities?
3. Professional, vocational: Work that utilizes a person’s skills
while providing personal satisfaction is valuable for society as well as
the individual. Participating in the paid and unpaid workforce means
maintaining or improving skills, and helping others. Older adults
contribute to society as experienced professionals, caregivers, mentors,
teachers and volunteers. Could you use senior volunteers in your club
to stretch the effectiveness of your staff?
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4. Social: Social interactions with family, friends, neighbors and
chosen peer groups can be valuable for maintaining health.
Personal contact from joining clubs, traveling, visiting friends and
family, and engaging in intergenerational experiences is beneficial for
everyone involved. Seniors could be the most “social” of all club
members if the right activities are designed.
5. Spiritual: Living with a meaning and purpose in life, guided by
personal values, is key to the feelings of well-being and connection to
the larger world. Group and individual faith-based activities, personal
meditation, mindful exercise (yoga, tai chi) and experiencing nature
can create the opportunity for spiritual growth. Do you have yoga, tai
chi, Silver Sneakers or nature activities for your seniors?
6. Environmental: Surrounded by natural and man-made
environments, good stewardship means respecting resources by
choosing “green” processes that reuse and recycle goods. It also means
looking at ways to bring people into the natural environment and
encourage active living through urban and property designs
emphasizing walking paths, meditation, vegetable gardens and
similar options.
7. Physical: e goal of living independently is one shared by many
people, and physical wellness is necessary to achieve this. Lifestyle
choices that can maintain or improve health and functional ability
include engaging in physical activity, choosing healthy foods with
adequate nutrition, getting adequate sleep, managing stress, limiting
alcohol intake, not smoking, making appointments for checkups and
following medical recommendations. Seniors need the nutrition
counseling too.
Finally, engagement in life is emerging as a critical indicator of
healthy aging. Providing a menu of diverse activities for older adults
is an appropriate first step in encouraging an active lifestyle. To engage
older adults requires knowing each person as an individual.
An exploratory process can help your staff uncover each customer’s
hopes, past successes and personal goals. It may start with just one
activity and expand to others. ICAA says:
“Engagement represents a dramatic business shift from traditional
programming that is typically rooted in activity theory. Getting to
know an individual’s life story, desires and dreams requires more time
and an additional skill set for staff. For example, an engagement
approach positions program and activity directors as personal life
coaches. Staff roles shift from designing and delivering large group
programs to the role of ‘engagement coach’ with the purpose of helping each client to live the life that they choose. Providing programs
and professionals who facilitate engagement is a more complex
business model than simply offering older clients things to do.”
A thought to ponder: Would it take you further than where you are
today if you addressed the diverse abilities of your older consumers’
physical and cognitive needs through an engagement strategy for the
wellness experience? If so, what are you waiting for?
Colin Milner, founder and CEO of the International Council on Active
Aging® (ICAA), is a leading authority on the health and well-being of the
older adult. For the past five years, the World Economic Forum has invited
Milner to serve on its Network of Global Agenda Councils, recognizing
him as one of “the most innovative and influential minds” in the world
on aging-related topics. An award-winning writer, he has authored more
than 250 articles.
●●●●
12
Protect Your Club From Identity Theft
By Jennifer
Hutchinson
Fraud and identity theft are on the rise.
e Federal Trade Commission received
more than 1.1 million complaints of fraud
and identity theft in 2013, totaling more
than $1.6 billion in stolen assets. e vast
majority of these cases stem from data
breaches associated with credit cards.
e big data breaches make headlines but,
for every high profile case, there are dozens
of threats to confidential data held by
everyday enterprises. is includes the
health and fitness industry.
e credit card industry, led by Visa and MasterCard, developed the
PCI Security Standards Council (2005) to set security standards that
includes requirements for security management, policies, procedures,
network architecture, software design, and other critical protective
measures. is standard, Payment Card Industry (PCI) Data Security
Standard (DSS), was launched in 2005 and recently revised in
November 2013, to meet the needs of securing the credit card
industry’s changing environment. is standard provides a
comprehensive set of requirements for enhancing payment-account
data security.
Today, companies affected by the PCI standard are required to
conduct a variety of validation activities, including quarterly
vulnerability scans, a self-assessment questionnaire, or an on-site
review by an independent third party qualified security assessor,
depending on the number and types of transactions conducted by the
companies. Addressing PCI compliance is not just a matter of
avoiding noncompliance fines, it is about good business: reducing risk,
enabling delivery of services over an increasing range of
customer channels, and maintaining the trust of customers and
business partners.
Sometimes credit card security is an economic calculation risk for
merchants. ey have to wonder if it is more expensive to secure their
network or pay for the damages that may result from a breach.
Many do not consider the potential harm to their reputation.
Many small business may not be able to survive a drop in business or
lack of trust a breach may bring. All private enterprises are required to
alert potential fraud victims in the case of a breach or actual theft.
Benefits Of PCI Compliance
While some may complain about the requirements for PCI
compliance, organizations that have implemented the guidelines have
realized the benefits compliance can provide. In addition to creating
a trustworthy reputation, customers will be more confident in doing
business with these companies.
PCI standards help lower the risk of a group becoming a victim of a
data breach. ese instances can be embarrassing and costly for an
establishment, as each incident can result in fines as high as $500,000
per month. e first step in becoming a PCI compliant organization
is for administrators to investigate the requirements in place for their
business. Standards can vary depending on what payment card
content is dealt with, so it is in an executive decision-makers' best
interest to do their homework.
e Payment Card Industry Council requires implementing
encryption of cardholder data in transmission. is can be achieved
using an SSL certificate, which provides the optimum level of website
security. In this way, transactions completed over online portals have
the best-in-class protection against threats.
e PCI standard accounts for different transaction volumes,
payment channels, and level of exposure across companies. e PCI
standard lays out 12 specific security areas of responsibility with which
companies must comply. ese areas are:
• Install and maintain a firewall configuration to protect
cardholder data
• Do not use vendor-supplied defaults for passwords and other
security parameters
• Protect stored cardholder data
• Encrypt transmission of cardholder data across open,
public networks
• Protect all systems against malware and regularly update
anti-virus programs.
• Develop and maintain secure systems and applications
• Restrict access to cardholder data by business need-to-know
• Identify and authenticate access to system components.
• Restrict physical access to cardholder data
• Track and monitor all access to network resources and
cardholder data
• Regularly test security systems and processes
• Maintain a policy that addresses information security
To most IT/security professionals, many of these regulations seem like
straightforward common sense. However, many organizations have
trouble complying. Most data breaches occur when a merchant or
service provider stores sensitive information on a card’s magnetic stripe
in violation of the PCI standard. is makes compliance critically
important to your enterprise.
While PCI DSS certainly is comprehensive, the list of 12 areas of
responsibility leaves 12 possible points of failure. Fail one requirement
and you fail them all. is "all-or-nothing" approach is both a curse
and a blessing. e benefit: enforcing compliance with each of the 12
areas of responsibility ensures the most secure possible transmission of
data. e pitfall: especially for smaller companies, total compliance
with the standard can take time and resources to achieve.
e way the standard works now, a merchant or service provider
that satisfies 99 percent of the requirements would still receive a
failing grade. With this in mind, many experts predict a significant
number of organizations may in fact never comply.
In order to prove compliance, payment card organizations require the
use of qualified data security companies (QDSCs) to perform an
on-site audit review. MasterCard and Visa have established a
certification program for vendors to become QDSCs, as well
as a program authorizing companies to provide qualified scanning
services. ese two credit card giants also offer certification programs
that train qualified data security practitioners (QDSPs) who perform
testing and other security work.
CONTINUED ON PAGE 20
13
14
Fitness Accessories Add Interest To Club Programs
An emerging theme in 2014 in the fitness
business has been the increased popularity
and demand for fitness accessories.
For members who train on a consistent
basis, they offer great variety within a daily
individual workout plan. In group ex or
small group training, they allow for
multiple members to perform similar
movements and exercises without the need
of machines or bulky bars and plates.
By Justin Kidd
ere are a growing number of new and
innovative accessories available to club owners today that open the
door to endless possibilities and combinations. All of these things drive
traffic and attention to your facility. is added interest helps
you retain existing members and entice prospects to become
new members.
Jason Eason, a 12‐year veteran of the fitness industry has seen this
firsthand. “I talk to owners, personal trainers, and buyers on a daily
basis. From the largest club chains to smaller, regional facilities, and
single clubs, they tell me the same thing over and over: new ‘toys’
enhance new member sales and keep existing members coming back.”
Key products like training ropes, kettlebells, slam balls and medicine
balls are what today’s fitness consumers want and what your club needs
to remain competitive with other clubs.
When it comes to working out, “variety truly is the spice of life” can
apply to the gym. Getting into an ongoing routine in the gym can
sometimes end in frustration as the body adapts to the monotony of
your training sessions and results can slow down dramatically.
at’s why the members who work out at a facility on a regular basis
are always looking to mix up his/her routines. at’s where the
utilization of accessories in weight or strength training sessions allows
for the inclusion of dynamic movements that are unattainable through
many free weights and machines.
Accessories like training ropes allow your regular members to mix up
their routines with movements that put less strain on their joints than
weight training while providing similar benefits. ey also allow for
variants within traditional exercises to more specifically target certain
muscle groups. For instance, incorporating balance boards into a
push‐up routine. Accessories also make it easy for members to make
quick weight changes for circuit training. is keeps their workouts
timely and efficient, leading to a more productive workout and a
feeling of success that will keep them coming back, maybe even
bringing a friend or family member with them.
e great thing about accessories is that the varying levels of
resistance allow your facility to meet the members at their current
fitness level. is expands your reach and potential new member pool
from the fitness enthusiast to teens, adults and seniors.
e impact of accessories on your club doesn’t stop with the
individual member benefits. Group ex and small training groups are
leveraging accessories to reach a diverse population of members at
varying levels of fitness. Take medicine balls for example - a stronger
client may use a 15 lb. med ball, but it doesn't exclude a client at
a beginner level who may only be able to use a 6 lb. ball in a group
setting. Clubs can no longer afford to target fitness enthusiasts
alone - fitness is for everyone. More importantly, group exercise needs
to appeal to the growing demographic of people who want to work
out for the functional benefits, with their friends, and have a good
time while they do it. “at’s where adding accessories to your group
training lineup becomes a great selling point for your club,”
according to Eason. is growing desire is what many in the industry
are referring to as “Social Exercise” and it is as simple as it sounds.
People want to work out with their friends and have fun while
learning and performing moves that they can incorporate into their
daily lives. Functional moves with kettlebells, slam balls and medicine
balls that translate into everyday activities such as picking up your
child, moving boxes, or simply walking up the stairs to the office are
what today’s members want from their gym experience. Members that
workout together in group settings are more likely to visit their club
on a consistent basis and also encourage their friends and family
members to join with them.
Even with all of these new accessories added to the product mix,
storage should not be a problem. According to Eason, “e great thing
about most accessories is that you can fit everything you need for
up to a 30‐person class in the same space as a small closet.”
High Intensity Interval Training or HIIT is another emerging trend
within this group fitness category that can benefit from the use of
accessories. HIIT can incorporate varying accessories for each interval
helping your members lose weight, gain muscle and improve their
cardiovascular health in as little as 15 minutes. “Group exercise and
fitness trends like HITT are growing at an unprecedented rate and
are more popular than ever”, says Eason. “As a result, related products
and accessories are in high demand from both commercial and
individual user segments which tells me this is more than a trend it is here to stay and itis obviously vital for retention and acquisition
of members”.
Accessories serve several key roles for your facility. From individual
needs and group classes to the rise of new trends like HIIT and Social
Exercise, accessories provide the much‐needed boost in excitement
that facilities need for member acquisition and retention. ey also
help facilitate the overall customer experience by providing options
and new tools which allow them to see results and achieve their
personal goals of improving their everyday lives.
Justin Kidd is the Marketing Director for Power Systems. Power Systems,
the leading provider of fitness equipment and accessories, was founded by
Bruno and Julie Pauletto in 1986 and is recognized throughout the sports
and fitness industries for its complete selection, superior customer care and
fast delivery. Power Systems is committed to quality, innovation and
service - utilizing a knowledgeable, professional and dedicated team who
always exceed customer expectations. For preferred pricing and
personalized service, call one of our qualified sales representatives today.
800.321.6975 x1012.
●●●●
15
16
Exercise Programs That Work For Program Hoppers
Do you have members who seem to follow
every exercise trend? ey switch from
kickboxing to indoor cycling to yoga to
Pilates to Zumba® classes to CrossFit® and
back to indoor cycling. “Program hoppers”
are easily distracted, so they’re always
looking for the newest, greatest fad that
promises quick results. Despite numerous
research studies that state exercise routines
must be performed consistently over time
By Pete McCall, MS to be effective, program hoppers don’t fit
that mold. How can a fitness professional
help a program hopper find an exercise
program that will keep him or her engaged long enough to experience
results, and therefore, remain happy in your facility?
Exercise Programs For Results
When working with a program hopper it’s important to explain the
need for a specific training goal because exercising to “lose weight and
tone up” is too vague and doesn’t provide much direction for a
workout program. Once he or she defines a specific, measurable,
attainable and realistic goal, the job of fitness professionals is to work
backward to develop a program with a gradual progression of exercise
intensity to achieve the goal.
Science-based programs typically require six to 12 weeks of
progressing intensity before they deliver results. Program hoppers
typically have a hard time committing to a program for that length of
time. When asked how he works with individuals who share a lack of
commitment, ACE Certified Personal Trainer Jonathan Ross said he
educates clients about the benefits of consistency. “If you bring enough
consistency and the right intensity to the workout, almost any
program can get results, especially for individuals with modest fitness
goals,” he said.
Many people may believe constantly changing workouts will keep
challenging their bodies (which it can), but frequent changes mean
that the body does not have the opportunity to learn and improve
upon existing movement skill. If you study Mandarin one semester
and Farsi the next, you won’t be able to learn either well. Mastering the
ability to speak a language requires constant learning and refinement
of proper pronunciation, tonality and grammar skills, which doesn’t
happen in a short period of time.
e same is true when it comes to exercise programming.
Maintaining consistency of exercise selection can help clients
experience continuous improvement. is, in turn, helps them
develop greater self-efficacy, which can lead to better long-term
results. “When jumping around, you are not necessarily allowing
yourself to fully adapt to any one modality,” said ACE Certified
Personal Trainer Chris McGrath, ACE senior consultant for personal
training and owner of New York City-based Movement First.
“is makes mastering a single modality unlikely, which ultimately
interferes with maximizing results.”
The Science And Art Of Exercise Program Design
If there is a not a specific goal other than to be healthy and have fun,
then changing programs frequently is not necessarily a bad thing.
However, the changes should be applied in a way that is consistent
with research about how the body adapts to exercise. at’s where the
science of exercise program design should merge with the ability to
help members find enjoyment in physical activity.
One of the best options to engage program hoppers is to follow a
model of non-linear, undulating periodization, in which workout
intensity and volume change frequently, either from day-to-day or
week-to-week. e body develops skills to execute the movements
reflexively, but is challenged with frequently changing intensity.
Methods Of Organizing Workouts For Engaging Program Hoppers
Method
Description
Example
Circuit
Training
A series of exercises
that alternate
movement patterns &
body parts for a
specific amount of
time per station.
Use weights that allow 8-10 reps
of each. Barbell deadlifts, standing
barbell, shoulder press, barbell
bent-over row, push-ups, dumbbell
step-ups, dumbbell front raises,
pull-ups, planks. Rest for 2 minutes.
Resistance exercises provide a
mechanical overload while circuit
format creates a metabolic
overload.
Sets For
Time
Instead of a specific
number of reps,
perform continuous
reps for a specific
period of time.
Barbell deadlifts for 45 seconds,
rest 45 seconds. Barbell bent-over
rows for 45 seconds, rest
45 seconds. Standing barbell
shoulder presses, as many as
possible in 45 seconds.
Depending on the weight &
length of time, this format can
create both metabolic &
mechanical overload of
involved muscles.
Supersets
Two sequential
exercises that target
opposing
movements.
Barbell shoulder press &
barbell bent-over rows.
Push-ups & pull-ups.
Provides a mechanical overload
of involved muscle fibers, but
metabolism is challenged to fuel
sequential exercises.
Compound Two (or more)
Sets
exercises in a row
that target the same
movement or muscle
group.
Barbell deadlift, dumbbell step-ups,
dumbbell Romanian deadlift.
Standing barbell shoulder press,
dumbbell front raises, plank-ups.
Performing multiple exercises for
the same muscle groups provides
mechanical overload to involved
fibers while simultaneously creating
a significant metabolic overload.
AMRAP
(As Many
Rounds as
Possible)
Complete a body-weight circuit of
10 squats, 10 push-ups, 10 step-ups,
10 burpees, Pull-ups to failure & 10
ice skaters. Continue for as many
times as possible in 10 minutes.
Provides a significant metabolic
overload. Depending on exercises
and weights, it could also fatigue
involved muscle fibers and create
mechanical overload.
A circuit of exercises
for as many times as
possible during a set
period of time made
popular by CrossFit.
Physiologic Effect
Turn Exercise Into A Game
Another reason why a member may be a program hopper is that
he/she may be extremely competitive, with a history of either playing
team sports or training for individual competitions. Athletes may
spend hours on the court or field practicing, but dread being in the
weight room because of a lack of stimulation or competition.
ese members may not be interested in traditional methods of doing
a bench press for the sake of doing a bench press, but may be
properly stimulated by making the exercise a competitive game.
Using games shifts the focus of a training session from exercise to play,
which may be a key strategy for helping a program hopping member
learn to find an activity that he/she enjoys. Ross said he’s been using
games for years as a way to make exercise fun and more engaging, and
to reduce the perception of physical activity as “work.”
Pete McCall is a personal trainer and fitness educator in San Diego, CA.
He holds a master’s degree in exercise science and health promotion from
California University of Pennsylvania, and is a fellow in Applied
Functional Science with the Gray Institute in Michigan. He is a Certified
Personal Trainer (CPT) with ACE and NASM; a NSCA-Certified CSCS;
and he holds the IFS and PES advanced specializations from NASM.
McCall's personal philosophy is that fitness is “having the ability to do
what you want to do, when you want to do it.”
●●●●
17
18
What Has Your Website Done...
CONTINUED FROM PAGE 7
Our web team came up with a few tips to help you find the right fit
for your club.
• Look for different hosting levels on the monthly plans available.
e amount of hosting space and e-mail service offered should be in
line with your current needs, but you want to know that as your
business grows, you can easily increase these services by upgrading to
the next plan level.
• Technical support. Ideally, work with an organization that has some
form of 24 hour support for technical issues you will undoubtedly
encounter from time to time.
• Reliable uptime. Meaning, the hosting company should be able to
say that your site and e-mail service will be running at full capacity
almost 100% of the time.
• Secure server. You don’t need or want to stress over security issues,
you just want to know that your hosting company takes care of that
by meeting all current requirements.
• Ample web hosting space for a growing business. Look for at least
2.5GB of host space. As you add content and video in particular, you
want to be confident you won’t run into issues with insufficient
hosting space.
Additional Considerations Worth Mentioning
• Create a YouTube account for your videos and embed them on your
site so you don’t use up precious web hosting space.
• Review your Google Analytics reporting twice a month. Look at the
number of visits and structure e-blasts and other marketing vehicles to
drive up these visits. Test the success of an e-blast campaign by
looking to see if site visits increased within a day or two after.
• If you’re using back links from other sites to help improve your SEO
rankings, make sure you’re connected to valid, reputable sites.
•Buy your domain name and schedule the renewal in advance of
its expiration. Losing your domain name will fold up your website!
• Don’t take pages that have been up and running for years and move
them. is act will negatively impact your search rankings and there
are effective ways to work around this.
• Hire professionals to develop your site. Your focus is running a club
or studio; let the folks that know what they’re doing create a site that
has clear messaging and can direct content for you.
e intention of this article is to give you the basic information needed
to make informed decisions about the viability of your current
website. Feel free to reach out with questions.
Deneen Laprande is a Marketing Coach with Susan K. Bailey.
She consistently applies her years of experience at the club level to meet the
marketing needs of her clients. Her belief is that marketing is an
all-encompassing strategy that combines careful planning with a consistent
approach to net the results clubs need and want. Just as a carefully planned
fitness routine, when combined with consistency nets results for members,
an effective marketing plan will do the same for fitness professionals and
their businesses. deneen@skbailey.com www.susankbaileymarketing.com
or 888-349-4596.
●●●●
19
ASSOCIATE
MEMBER
Fabiano Designs is a full
service architectural firm
consisting of talented and
experienced architects,
interior designers and
consultants who are
dedicated to surpassing
clients’
expectations.
ey consistently bring
to each project three
unshakable principles –
creativity, flexibility, and
business savvy. ese
Rudy Fabiano, AIA
principles have earned
them a reputation as a
world class leader in the design of socially based community centers,
health and wellness, spa, and fitness facilities.
Since 1991, Fabiano Designs in Montclair, New Jersey, has
been helping health club owners develop competitive centers in
their market. Focusing primarily on the wellness market, they have
completed an amazing 500 projects in the past 23 years. e firm
really made its mark on the industry by focusing less on pure
aesthetics, but rather to create designs affecting the human
experience, influence behavior, and attract and please members.
Fabiano - designed clubs are known for being highly creative and
organized, with a distinctive modern look. eir clubs engage
members by encouraging sociability in a sensible and comfortable
environment. ey have received multiple awards and over
40 nominations for facility design since their start in the owner’s
home basement.
Italian born, Rudy Fabiano, the founder and design director of the
firm, has taken an active role in researching and understanding the
wellness market. e design studio was able to recognize that the key
SPOTLIGHT
to success in this industry was creating a place that people were drawn
to, and where members enjoy spending time in. Rudy determined
that the experience of members was just as important as the
equipment and programming provided. is was a great opportunity
to make the design a market differentiator for their clients.
e strategy proved to be the right strategy for their clients, and the
majority of their projects quickly gained national attention.
Although designing “the experience” has remained the centerpiece of
their projects, they also focus on the fusion of the members emotional,
physical, and social needs to deliver a satisfying and complete
experience. eir work has now evolved to encompass smart design
strategies such as using energy saving and green design, innovative
product selections and lighting strategies, plus cost effective
construction methods. Smart design considers each space is unique
and has special needs and operational requirements that must
be fulfilled. e environmental requirements, the specific type of
floors, lighting and sound control strategies and airflow, allow unique
solutions for each design area.
Fabiano Designs has been able to consistently advance the benchmark
for wellness design, while aggressively keeping construction costs low.
e design studio seeks to customize each project to their client’s
specific needs and marketplace. With completed projects nationally, as
well as international work, they had to learn how to respond to local
markets. ey listen to their clients and develop a true partnership.
Fabiano Design is committed to each client’s business success.
e management of the design process until final construction and
completion is critical to the success of each project. Organizing owners,
architects, engineers, and contractors can be a difficult task.
Fabiano utilizes online scheduling technology to integrate and
communicate with the team, assigning workloads and measuring results
to keep the project on track. To contact Fabiano Designs: 973-746-5100
or rudy@fabianodesigns.com.
●●●●
20
2014 Event Calendar
All 1 Hour Webinars Begin At 12 PM
Register Online At www.califclubs.com
Sept 10
Oct 1
Oct 8
Oct 29
Nov 12
Dec 10
Webinar: Relationships - e Key To Your Club’s Success
Rod Heckelman, GM, Mt. Tam Racquet Club
Legal Webinar: Game Plan For Your Pay Plans
Todd Scherwin, Fisher Phillips, Labor Law Specialists
Legal Webinar: Manage Your Workers’ Comp Risks
Robyn Park Freiberg, Senior Associate of Manning & Kass,
Ellrod, Ramirez, Trester LLP
Legal Webinar: Code Compliance - “e Laws at Govern
Your Industry” - Anthony Ellrod, Partner of Manning & Kass,
Ellrod, Ramirez, Trester LLP
Webinar: Designing And Deliver On e
Membership Enrollment Process
Bill McBride, Active Fitness Clubs
Legal Webinar: Membership Termination:
How Not To Spread e Risk
Jeffery Long, Partner, Prout-LeVangie
March 12 Regional Associations Reception at IHRSA Convention
Conga Room LA LIVE!
2015
Most clubs will need to retrain supervisors
on "Avoiding Sexual Harassment in the
Workplace for Supervisors”.
Protect Your Club From Identity Theft
CONTINUED FROM PAGE 12
ese organizations often offer additional value-added services such
as best-practice security assessments, compliance-readiness reviews,
system deployment and training, systems integration, and other
security and network-related services. In many cases, businesses also
can help themselves by purchasing sophisticated security equipment,
configuring it to minimize risk, and implementing a host of policies
and procedures that comply with the latest data security standards.
While PCI compliance may seem pointless and overwhelming, it is
not in a company’s best interest to ignore the warnings. A little time
and energy now can save money and embarrassment, and possibly lost
clients, later.
Jennifer Hutchinson is the Marketing Manager for ABC Financial.
Launched in 1981, ABC Financial has revolutionized software and
payment processing for the health and fitness industry. Headquartered in
the Little Rock, AR, area, ABC Financial serves approximately 4,800
clubs with approximately two million members throughout the United
States, Canada and Puerto Rico. e company’s innovative club
management software, DataTrak, is the most complete web-based
software in the health and fitness industry. For additional questions or
information contact Clay Whittaker at clay.whittaker@abcfinancial.com
or 206-979-1063.
●●●●
is is required every two years. If you are in need of a training and have
a minimum of 7 workers to be trained, Lin Conrad will travel to your
club. If you would like to volunteer your location for a training but don't
have 7 workers call Ms. Conrad to establish a date. In-class training has
been proven to be the most effective means of subject comprehension.
It allows for lively discussion and questions.
Contact Lin Conrad for information and registration:
510-243-1532, linconrad@califclubs.com
Webinars are $39 for CCD members and $79 for non-members.
CCD Webinars sponsored by
To be placed on the email list for notification of these events contact
Lin Conrad, tel:510-243-1532 mail to:linconrad@califclubs.com.
CCD News Update is published by
California Clubs of Distinction
5382 Coach Dr. • El Sobrante, CA 94803
Editor: Barbara Mathew
(707) 483-4444
barbcalifclubs@gmail.com
Art Director: Corrine Lane
(916) 952-7837
corrine@lanecreative.net
CCD DISCLAIMER: CCD News Update contains facts, views, opinions, statements, recommendations, advertisements,
and other content not owned or controlled by CCD or any of its affiliates. CCD uses reasonable efforts to include
accurate, current information in this publication. However, CCD makes no warranties or representations as to the
accuracy, safety or value of any content in this publication, nor shall CCD be responsible for any non-factual information. CCD assumes no liability or responsibility for errors or omissions in this publication. The content in this
publication does not necessarily reflect the views, opinions, or recommendations of CCD, its employees, officers, or
directors. The opinions expressed in the articles are solely those of the authors. Nothing in this publication may be
reproduced in any form without express written permission from CCD. All contributors must ensure the accuracy of
their claims and that they are submitting original work. CCD does not tolerate the practice of plagiarism.
Any persons attempting to earn credit for work that is not their own will lose all publishing privileges with CCD.
Contents of this publication cannot be reproduced without written permission from CCD.
21
CCD Associate Members
Architects/Interior Design/Club Art
Joel B. Cantor - AIA Architect
415-957-9755 • jcantoraia@aol.com• www.jcantorarchitect.com
Serving the fitness industry since 1977, offers a full range of architectural, planning
& consulting services for new facilities, additions & extensive remodeling.
Fabiano & Associates • www.fabianodesigns.com
Rudy Fabiano • 973-746-5100 • Rudy@fabianodesigns.com
Architects and interior designers providing smart, efficient and creative designs that
will help your club’s project or renovation to be successful and within your budget.
Our services are affordable and our experienced staff of 20 years will develop design
solutions that will satisfy your business plan as well as your programming needs.
Our spaces are designed to keep people motivated, happy and most
importantly healthy.
Maxion Design • www.maxiondesign.com
Cindy Maxion • 619-668-5678 • cindy@maxiondesign.com
Maxion Design has designed more than 300 fitness facilities across the country and
abroad. Relying on our vast experience as artists, interior designers, graphic artists
and color specialists, we make clubs real showstoppers. New technology makes it
possible to present everything electronically to our clients from anywhere in the
world. Clients can see what they're buying before they buy it. We have printed on
vinyl, sheer fabric, paper, window film, wood, metal and acrylic. Our art can come
in any size, style or color. It can be three dimensional, integrating play or fitness
equipment, cutting edge lighting and movement.
Associations
FISA (Fitness Industry Suppliers Assoc.) • 858-509-0034
Dave Dinerman, Ex. Director • info@fisana.org
★ IDEA Health & Fitness Association
Kelly Nakai • 858-535-8979 • nakaik@ideafit.com • For info visit www.Ideafit.com
e world’s leading membership organization of fitness and wellness professionals
with over 23,000 members in over 80 countries. Since 1982, IDEA has provided
personal trainers, group exercise instructors, fitness program directors, mind-body
teachers, health club owners and fitness center managers with pertinent information,
educational opportunities, career development programs and industry leadership.
★ IHRSA • 800-228-4277
Pam O’Donnell, Member Services • info@ ihrsa.org • www.ihrsa.org
e international non-profit association of Health, Racquet and Sports Clubs.
Certification
★ ACE (American Council on Exercise)
Camron Yahyapour • 800-825-3636 ext 771 • camron.yahyapour@acefitness.com
ACE is the world’s largest non-profit fitness certifying organization and provider of
fitness education. ACE sets standards and protects the public against unqualified
fitness professionals and unsafe or ineffective fitness products, programs and trends.
Call about our certification classes or contact www.acefitness.org.
National Academy of Sports Medicine (NASM)
800-460-6276 • info@nasm.org
Brad Tucker, VP Sales • brad.tucker@nasm.org
David Correia • 818-595-1210 • david.correia@nasm.org
NASM also offers a progressive career track with access to specializations in
FitnessNutrition (FNS), Sports Performance (PES), and Injury Prevention (CES),
Continuing Education courses and accredited Bachelor and Master
Degree programs.
Consulting/Training
Bill McBride (BMC3)
415-299-9482 • BillMcBride@BMC3.com • www.BMC3.com
BMC3 is an agency specializing in consulting, coaching & club management.
We focus on operational strategy, operational excellence, sales & marketing, fitness
program design, class schedule optimization and staff training. Additionally, we are
building a full club intranet to deliver everything operators need to know about
optimally running their businesses with content and video trainings. We have
strategically partnered with affiliates to deliver a turnkey solution for new and
existing clubs. Our online community offers membership for $15 per month
(Leadership Council) that gives full access to all materials and training programs as
well as a complimentary monthly consult to Leadership Council Members.
★ CCD Partnership discount
22
Consulting/Training
Premium Performance Training • 303-417-0653
Karen Woodard-Chavez • karen@karenwoodard.com
Karen has owned & operated clubs since 1985 and
now consults and trains club staff worldwide in
marketing, selling, service and management skills.
Services available on-site, online, by phone, books,
tapes, and manuals.
Court/Club Equipment
Athletix Products • 610-659-9924
John O’Donnell • jodonnell@contecinc.com
Disinfectant Wipes and Sprays (kills MRSA),
Equipment Cleaning Wipes, Lubrication and
Maintenance Wipes, Odor Neutralizers for locker
room environments.
★ First Service • 800-227-1742
Dan Goldblatt • firstservice@clubstuff.com
First Service is privileged to be a longstanding CCD
associate member and preferred supplier. Look to us
for top quality athletic equipment (tennis, basketball,
volleyball, wall padding, gym curtains and scoreboards), specialty flooring (weight room, gymnasium,
aerobic, water draining, locker room and protective
floor covers), and club furnishings (lockers, bleachers,
benches, stools, outdoor tables and benches). Take
advantage of our 35 years of industry experience!
Diet/Nutrition
Communication Consultants WBS, Inc.
Take It Off weight loss • Casey Conrad
401-932-9407 • takeitoffweightloss@yahoo.com
is is a complete, turn-key, in-club weight
loss program.
Diet-to-Go • 800-743-7546
Lauren Hartung • lhartung@diettogo.com
Jennifer Schwarzbach • jschwarzbach@diettogo.com
818-486-9883
Diet-to-Go is a food based, turnkey, nutritional
program offering everything a premier fitness club
needs to launch a lucrative profit center. With
commercial kitchens in Virginia and Los Angeles, we
have a 22 year proven track record of providing an
effective and affordable nutrition option for customers
nationwide. We offer Low Fat, Vegetarian or Low Carb
menu options. Diet-to-Go partners with fitness clubs
to deliver their food options to members at the club.
Fitness Equipment
Balanced Body Pilates • 800-Pilates (745-2837)
Dave Littman • Dave.Littman@pilates.com
Tony Tran x206 • tony.tran@pilates.com
Balanced Body® believes that mindful movement can
change your members’ lives. We are the leading
resource of Pilates and mindful movement equipment,
information and training for CCD member clubs.
Start or expand your program with high quality on-site
training. Mat, Reformer, apparatus, CoreAlign® and
additional courses are available. www.pilates.com
Keiser Equipment • 800-253-6568
Gary Klein • garyk@keiser.com
Keiser air powered exercise machines create the power
in human performance via strength training and
functional training. We offer group cycling rear wheel
drive bikes, the Total Body Trainer, M5 Strider,
M3+Megnetic bike with front to back adjustable bars
and back-lit display, Air Power Racks, special programs
for senior training (STEP) and athletic performance
plus power testing for athletes. Keiser is known for our
Institute on Aging and Xpress 30 minute workouts.
Life Fitness
Joel Pigott, Director of Sales West Region
949-702-1313 • joel.pigott@lifefitness.com
Joe Harris, Sales Rep Northern California
925-584-5077 cell • 530-550-8977 office
joseph.harris@lifefitness.com
Michael Pooler, Sales Rep Southern California
714-224-6866 cell • 562-694-0075 office
michael.pooler@lifefitness.com
Nathan Green, Sales Rep Southern California
619-550-6788 cell • nathan.green@lifefitness.com
Over 30 years of research, development and expertise
in the fitness world has put Life Fitness in the unique
position to offer you what no other company can innovative products with unparalleled support. As the
leader in commercial exercise equipment, we’re able to
provide over 300 different cardiovascular and
strength-training products, including the renowned
Hammer Strength brand.
Nautilus® Commercial Fitness/Stairmaster
Merrill Richmond, VP of Sales and Marketing
1-888-678-2476 • sales@nautiluscommercial.com
www.nautiluscommercial.com
For over 40 years, Nautilus® commercial fitness
equipment has been known for superior biomechanics
and better, safer results. Today, we continue to be the
#1 name in fitness equipment. With numerous
international patents, our passion for innovation and
our pursuit of perfection is unmatched by any other
fitness equipment manufacturer. Our commercial
strength and cardio products combine cutting-edge
technology, superb craftsmanship, heavy-duty club
quality materials and are made in the USA. Nautilus®
strength frames carry a lifetime warranty. We apply
permanently bonding, EPA registered antimicrobials to
all strength and cardio equipment surfaces to prevent
cross-contamination by multiple users. Contact us
about our innovative equipment and programming.
Paramount • 800-721-2121
Chris Babecky, Director of Sales North America
cbabecky@paramountfitness.com
Evan Darling, West Coast Sales Mgr. • 206-715-8739
edarling@paramountfitness.com
After 56 years, the leading manufacturer of commercial
strength products: single, dual and multi-station
machines; plate-loaded and modular systems; free
weight benches and racks plus functional training
equipment.
Power Systems • 800-321-6975 ext 7893
Patty Daugherty • pdaugherty@power-systems.com
www.power-systems.com
Power Systems was founded by Bruno and Julie
Pauletto over 25 years ago and we are a leading
supplier of fitness and sports performance training
equipment. Our product line covers over 2000
strength and conditioning products for Health and
Fitness Clubs pertaining to Group Fitness, Functional
Training and Personal Training. We are located in
Knoxville, TN and utilize over 300,000 sq. ft. of office
and warehouse space. Our Mission is to advance
health, fitness and physical performance for everyone.
Precor
Jason Blair (Central Calif )
866-205-2063 • jason.blair@precor.com
Jarred Willis, Sr. Key Acct Mgr
503-528-6061 • willis@precor.com
Adam Guier (Southern Calif )
619.315.9914 • adam.guier@precor.com
Precor designs and builds premium fitness equipment
for effective workouts that feel smooth and natural.
Our equipment is chosen by health clubs, hotels, spas,
universities, and individuals all over the world. For
nearly three decades, we've driven fitness forward with
a passionate focus on ergonomic motion, proven
science, and superior engineering. We constantly study
and anticipate the needs of the people and
organizations we serve, and continually redefine the
levels of innovation, quality, and service necessary to
deliver the very best fitness experiences – all with the
goal of improving the ways people improve themselves.
Star Trac
Rick Nelson, Dir. Western Regional Sales
714-801-5527 • rnelson@startrac.com
Mike Westcott, Nor CA Territory Manager
714- 936-1027 • mwestcott@startrac.com
David Summers, So CA Territory
480-584-9638 • dsummers@startrac.com
Complete line of best-in-class commercial cardio
equipment including treadmills, bikes, crosstrainers,
steppers and Spinner® bikes, and a full range of
strength training equipment.
Total Gym
Bonnie Lee • 858-764-0004 • blee@totalgym.com
www.totalgym.com
Total Gym® is the world's leading privately-held
manufacturer of functional and bodyweight training
equipment for home consumers, fitness professionals,
athletic trainers and rehabilitation specialists. Founded
in 1974, the San Diego-based company's Total Gym®
equipment is used in 14,000 physical therapy clinics,
athletic training facilities, hospitals, universities,
professional sports teams and health clubs worldwide.
Total Gym continues to lead the industry with
innovative functional training products and the
award-winning GRAVITYSystem® commercial fitness
program.
TRX (formerly Fitness Anywhere)
Roy Lin, So Cal, NV, AZ, HI Territory Sales Manager
415-230-6030 • rlin@trxtraining.com
Mike Cole, No Calif Sales Manager
415-983-3260 • mcole@trxtraining.com
TRX produces and sells Suspension Training
equipment and programs to trainers, clubs, athletes,
physical therapists and the military. Suspension
Training bodyweight exercise develops strength,
balance, flexibility and core stability simultaneously.
23
Insurance
★ FitnessPak: CCD Endorsed Provider
Jim Foley • 800-873-3725 • jfoley@iwins.com
Ken McKay • 800-444-4134 • kmckay@iwins.com
Tony Pozas • 530-895-1010 • tpozas@iwins.com
Matt Bauer • 800-873-3725 • mbauer@iwins.com
Club insurance specialists.
Legal
★ Bradley & Gmelich • 818-243-5200
Tom Gmelich • tgmelich@bglawyers.com
Gary Bradley • gbradley@bglawyers.com
General counsel for health and fitness centers
throughout California. Bradley & Gmelich specializes
in membership agreements, employment matters,
business counseling and litigation, and general liability
matters. Our holistic approach to practicing law
benefits your entire operation. Please call for a
free consultation.
NEW! Fisher & Phillips LLP
Todd B. Scherwin • 213-330-4500
tscherwin@laborlawyers.com
444 S. Flower St., Suite 1590, Los Angeles, CA 90071
Fisher & Phillips LLP is a law firm committed to
taking a practical, business-like approach to solving
labor and employment problems for employers. Labor
and employment law is all the firm does, offering deep
and broad knowledge and experience in the area of the
law their attorneys know best. Fisher & Phillips
attorneys help clients avoid legal problems, are
dedicated to providing exceptional client service, and
are there when you need them. We have advised health
clubs and fitness facilities on wage-hour related issues,
including pay plans and compensation agreements,
discrimination/harassment claims from employees and
members and general employment policies in the
industry. In California, the firm has offices in Irvine,
Los Angeles, San Diego and San Francisco.
General Legal Counsel • 925-558-2786
Joseph Freschi recently opened his own law practice
after 15 years of representing two of the largest fitness
companies in the US - 24 Hour Fitness and Planet
Fitness. After successfully growing and guiding both
companies through majority buyouts, Joseph is
available to represent fitness and health clubs. Joseph's
fitness experience spans three decades and all aspects of
the industry, including owning and operating health
clubs. Joseph can provide a wide range of practical
legal advice including out-sourced general counsel
services. All CCD members are entitled to a
free consultation.
Manning & Kass, Ellrod, Ramirez, Trester LLP
Anthony Ellrod • 213-624-6900 •
aje@manningllp.com • manningllp.com
Legal counsel with a focus on the health club industry,
including drafting membership agreements and other
contracts, providing risk management and general
counsel services, and advising on and litigating business, commercial, personal injury, employment, and
workers compensation matters. Offices in Los Angeles,
Orange County, San Diego, San Francisco, and
Phoenix.
★ Prout, LeVangie LLP: CCD Endorsed Provider
916-443-4849
Jeffery Long • jeffery.long@proutlaw.com
Specializing in conducting risk management analysis
for health clubs, preparing valid waiver and releases,
and general health club litigation.
Locker Room Amenities
★ Petra Hygienic Systems: CCD Endorsed Provider
John Mickelson • 877-888-6655 ext 3
john@petrasoap.com
Matt Anderson • 877-888-6655 ext 6
matt@petrasoap.com
Personal care products for the locker room and club.
NEW! Royal Blue Textiles
Sam Kahen • 800-693-5426 • 310-888-0156
sales@royalblueintl.com • www.royalblueintl.com
Royal Blue Textiles is a family owned and operated
direct importer for all types of Athletic towels based
out of Los Angeles, CA. As a SPECIAL PROMO; on
all purchases made for the remainder of 2014, we
will be offering all CCD members a 7 % discount
off our price lists for all towels used in the gym,
shower and locker rooms. All orders in CA will be
delivered within 24-48 hours. Please contact us for
pricing so that we can show you how Royal Blue's
success thrives on providing the very best to
our customers!
Marketing
Reach Sports Group
James Brough
916-716-0316 • jim.brough@reachsportsgroup.com
W. Brent Arnold
541-915-8428 • brent@reachsportsgroup.co
Reach has its own digital signage network that is in
over 500 athletic, health and fitness clubs, university
fitness and recreation centers, ice arenas, YMCAs and
JCCs throughout the United States. e
advertising-supported Reach Network features large
high-definition flat screen digital televisions, with flash
screen technology, that inform, entertain and educate
members and visitors at partner facilities.
Susan K Bailey • 888-349-4598 • www.clubads.com
MaryBeth Bradley • marybeth@clubads.com
Creates effective direct marketing pieces that cut
through the clutter and let you target market.
Advertising that works out!
Programming
TRX (formerly Fitness Anywhere)
Roy Lin, So Cal, NV, AZ, HI Territory Sales Manager
415-230-6030 • rlin@trxtraining.com
Mike Cole, North CA Sales Manager
415-983-3260 • mcole@trxtraining.com
TRX produces and sells Suspension Training
equipment and programs to trainers, clubs, athletes,
physical therapists and the military. Suspension
Training bodyweight exercise develops strength,
balance, flexibility and core stability simultaneously.
Retention & Reward Programs
Retention Management • 800-951-8048
John Heppenstall • JohnH@RetentionManagement.com
Retention Management helps fitness centers increase
retention, ancillary revenues, sales and profitability.
Our Email Services deliver automated email targeting
every segment of their membership and marketing
broadcast emails to promote club services and program
utilization. Our Social Media Services create and
actively manage a club’s Social Media presence;
maximizing fan recruitment and interaction,
marketing initiatives and profitability.
Software/Internet Programs
ABC Financial Services • 800.622.6290 ext 1166
Steve Ayers, Chief Revenue Officer
1-800-551-9733 sales • 501-515-5066 direct
steve.ayers@abcfinancial.com
ABC Financial is the leading service provider of key
financial services including software, billing, payment
processing, and merchant services for the health and
fitness industry. In addition, ABC provides
comprehensive on-site training and club marketing.
NEW! Club Automation
Noah Dreyer • 847-597-1758
ndreyer@clubautomation
Club Automation is an innovative online club
management solution that helps you streamline and
automate a variety of both common and complex
processes involved in running health and fitness
facility. Our fully integrated solution is scaled for small
to large tennis, health and fitness facilities with one or
multiple locations. e Club Automation suite was
designed from the ground up to help club operators
reduce operating costs, grow revenues, and delight
your members.
Jonas Fitness • 801-501-9673
Jan Harms • jan.harms@jonasfitness.com
A comprehensive and scalable solution that combines
the best of club management software, managed
member data services and payment services. When
these three vital club functions are fully integrated,
your club reaches the peak in profitability and
operational efficiency.
MembersFirst • 508-310-2360
Dawn Taylor • 401-289-0745
dtaylor@membersfirst.com
Internet-based marketing and member communication
solutions to the Health & Fitness Industry. We build,
design and manage club web sites to support all aspects
of membership from acquisition, activation,
engagement and retention.
Twin Oaks
Carole Oat • 860-829-6000x281 • coat@tosd.com
We developed software and services from a unique
perspective — yours. As former club owners and
operators, we’ve lived through the rewards and
challenges of running a facility, the tedium of
processing billings, and the fine line you walk trying to
collect on declined EFTs while keeping those
members, well…members.
24
California Clubs of Distinction
5382 Coach Drive
El Sobrante, CA 94803
Membership Application
Membership in CCD is open to health, racquet, and fitness facilities which pay
property taxes and do not accept tax-deductible contributions of capital or
operating costs, e.g., 501 c(3)’s, government agencies and their subsidiaries.
Applicant facilities must sign the Pledge below to activate a membership. Your club
will be reviewed by the Executive Director upon application, change of ownership,
or if a questionable ethic is brought before the Board. If you have any questions,
please contact Lin Conrad, the Executive Director, at 510-243-1532. CCD reserves
the right to make final decisions on applications for membership.
Membership Pledge
As a member of CCD, I agree to operate my club in the best interest of the
consumer and the industry by: • Assuring that my club is a service driven club
• Abiding by all federal, state, and local consumer protection laws and all other
applicable legislation • Engaging in a positive sales approach
• Opening membership to persons of all races, creeds and places of origin.
I agree to abide by this Membership Pledge:
Signature:
Please mark the appropriate box for annual dues:
Club Name:
Street Address:
City:
State:
Owner:
Zip Code:
Manager:
e-mail address (for CCD use only):
q
q
q
q
q
Date:
1 club with 2,000 sq. ft. or less = $225
1-4 clubs = $360 each facility (all clubs must be members)
15+ clubs = corporate membership (contact CCD for dues)
IHRSA Members receive a 5% discount.
Web site: www.
Telephone:
Fax:
Number of Clubs:
Amount enclosed: $
Mail check to: CCD, 5382 Coach Drive, El Sobrante, CA 94803
CCD, a non-profit association, is the voice of the club industry in California. CCD’s purpose is to
promote responsible growth of the California club industry and to enhance the professionalism, effectiveness
and profitability of its members through networking, education and positive legislative change.

ccd news update - California Clubs of Distinction

Transcription

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