SUPERGEAR - Powerhouse Gym

POWERHOUSE
BUSINESS
2013
JOURNAL
SUPERGEAR
BECOME A PRO-SHOP
SUPERHERO
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TABLEOFCONTENTS
Powerhouse Business Journal 2013
55
30
41
Evolving To Increase Profit..............................................24
Show Case Facilty .............................................................30
COVER STORY: Become A Pro Superhero ..................36
The Sourthern Mecca ........................................................38
Les Mills: Group Ex...............................................................41
Stay In Touch With InTouch Follow up ........................53
2
Keeping Things Squeaky Clean .................................59
POWERHOUSE BUSINESS JOURNAL 2013
Europa Supershow Re-cap .............................................55
Making Marketing Memorable.......................................72
Serving Up Profits For Your Facility .............................63
38
®
est. 1975
20
Co-Founder: William Dabish
Co-Founder: Norman Dabish
CEO: Henry Dabish
Powerhouse Business Journal
is a publication that is dedicated to the
owners, and staff members of all Global
Powerhouse Gym locations.
Powerhouse Business Journal
PRODUCTION
Published By: Sesi Design Group
Art Director: Joseph G. Sesi
Editor-in-chiEf: Henry Dabish
Managing EDITOR: Jeff Robinson
26
Locations ……………………………………………….4
Preferred Vendors ………………………………..6
Copyright 2013, all rights reserved, PHG Business
Journal. Reproduction in part of whole is prohibited
without the express written permission of the
publisher. Opinions expressed herein are the views of
authors. We recommend those starting an exercise
or sports regimen do so under the supervision of a
medical professional.
PHG Business Journal welcomes submissions:
By submitting material to us, you warrant that use of
the submitted manuscripts, photos or drawings by us
will not infringe the copyrights of any third party and
that the material may be published in print or online
without any further permission.
For more information
email preferredvendor@powerhousegym.com.
Partner with Powerhouse:
Powerhouse Gyms International offers a
variety of options to best fit your business
model and budget to reach our network of
owners, staff and members.
For more information email
preferredvendor@PowerhouseGym.com
Supplement Vendor Program ……………..9
Dabish Report ………………………………………12
PHG News …………………………………………….16
Tech ………………………………………………………20
PHG Community………………………………….26
Pro Shop ………………………………………………36
POWERHOUSE GYMS INTERNATIONAL
355 South Old Woodward, Suite 150
Birmingham, MIchigan 48009
PHONE (248) 476-2888
Fax (248) 530-9816
info@powerhousegym.com
www.powerhousegym.com
Branding …………………………………………….44
Customer Service………………………………..53
Gym Upkeep ……………………………………….64
Marketing …………………………………………….72
W W W. P O W E R H O U S E G Y M . C O M
3
LOCATIONS
INTERNATIONAL Bahrian
Manama
LOCATIONS
Bangladesh
Bangladesh
Bhutan
Bhutan
British West Indies
Grand Caymen Islands, BWI
Grand Cayman Islands, BWI Express #1
Grand Cayman Islands, BWI Express #2
Canada
Windsor
Chile
Barnechea
Concepcion
El Bosque Norte
Huechuraba
La Dehesa
Mall Plaza Norte
Mall Plaza Vespucio
Penalolen Club
Rancagua
Santiago
Vitacura
China
POWERHOUSE BUSINESS JOURNAL 2013
4
Beijing
Changzhou, Jiangsu Province
Chengde, Hebei Province
Chengdu, Sichuan Province
Chongqing, China
Cixi, Zhejiang Province
Dalian, Liaoning Province
Fuzhou, Fujian Province
Hangzhou, Lvzhou, Zhejiang Province
Hangzhou, Shuian, Zhejiang Province
Kunming, Yunnan Province
Ningbo, Zhejiang Province
Pingxiang, Jiangxi Province
Pu’er, Yunnan Province
Tianjin, China Olympic Center
Tianjin, Gold Medal
Tianjin, Hedong
Tianjin, Hospital
Tianjin, Teda City
Tianjin, Teda
Shanghai
Shenzhen, Fujian Province
Suzhou, Xinghai, Jiangsu
China CONT’D
Suzhou, Jinshi, Jiangsu
Suzhou, Jiangsu
Xiamen, Fujian Province
Xian, Shanxi Province
Xiangfan, Hubei Province
Zibo, Shandong Province
Europe
Lier, Belgium
Germany
Pforzheim
Stuttgart
Wedel
India
Bombay Central, Mumbai
Borivali, Mumbai
Lower Parel, Mumbai
Juhu, Mumbai
Santacruz (West), Mumbai
Vashi, Mumbai
Vile Parle (East), Mumbai
MALDIVES
Maldives
MAURITIUS
Mauritius
NEPAL
Nepal
Puerto Rico
Guaynabo, San Juan
QATAR
Doha
Russia Federation
Ekaterinburg, Urals (Hohryakova Str.)
Ekaterinburg, Urals (Serafimy Str.)
Sri Lanka
Sri Lanka
Thailand
Chiang Mai
United Kingdom
Hyde, Cheshire
St. Croix, U.S. Virgin Islands
Christiansted
USA LOCATIONS
ALABAMA
Albertville
Huntsville
ARKANSAS
Fayetteville
Little Rock
CALIFORNIA
Burbank
Chatsworth
Lancaster
Placerville
Redwood City
San Jacinto
Santa Rosa
Torrance
Yucaipa
CONNECTICUT
New Haven
DELAWARE
Seaford
FLORIDA
Daytona Beach
Gainesville
Jacksonville (Atlantic
Beach)
Jacksonville (Baymeadows)
Jacksonville (Beaches)
Jacksonville (Mandarin)
Jacksonville (Merrill
Road)
Jacksonville (North Side)
Jacksonville (Orange
Dearborn
Plainsboro
Park)
Detroit Grand River
South Hackensack
Jacksonville (Parental
DeWitt
NEW YORK
Home Rd)
East Lansing
Bayside
Jacksonville (San Jose)
Farmington Hills
Bronx
Jacksonville (St. Johns
Fenton
Center Moriches
Blu! )
Flint
Corona
Jacksonville (Westside)
Frasier
East Setauket
West Palm Beach
Gaylord
Long Island*
Pensacola
Grand Haven
Miller Place
Tampa
Highland Park
Rochester
Tampa Downtown
Jackson
Staten Island*
GEORGIA
Kalamazoo
Syosset
Brunswick
Lake Orion
Utica
Waycross
Lincoln Park
Yonkers
HAWAII
Madison Heights
OHIO
Aiea
Milford
Berea
Honolulu
Novi
Canton
Maui
Owosso
Elyria
INDIANA
Saline
North Olmstead
Kokomo
South Haven
Toledo
KENTUCKY
South Lyon
Twinsburg
London
Southfield
PENNSYLVANIA
Louisville
St. Clair Shores
Philadelphia
MARYLAND
Traverse City
SOUTH CAROLINA
Cambridge
Troy
Greenville
Ocean City
West Bloomfield
Hilton Head
Salisbury
Ypsilanti
TENNESSEE
MASSACHUSETTS
MISSOURI
Columbia
Auburn
Joplin
Dickson
Plymouth
NEVADA
TEXAS
Webster
Elko
Lake Jackson
MICHIGAN
NEW JERSEY
Port Neches
Adrian
Bloomfield
Witchita Falls
Birmingham
Hamilton
VIRGINIA
Brownstown
Hillsborough
Shenandoah
Chesterfield
Linden
Stephens City
Clinton Twp
Marlboro
Woodbridge
W W W. P O W E R H O U S E G Y M . C O M
5
PREFERRED VENDORS
POWERHOUSE GYM PREFERRED VENDORS
As a Powerhouse Gym Owner you get buying power! Powerhouse Gyms International has negotiated exclusive
discounts and pricing structures with the leading companies in the industry…our Preferred Vendors. The following
are companies that have gone through a stringent product approval process and have been invited to participate as
Preferred Vendors and recommended suppliers for Powerhouse Gyms. Each company is committed to providing
top quality products, superior customer service and special Powerhouse-only pricing. It is to your benefit to allow
all Preferred Vendors a presentation opportunity in order to obtain a complete understanding of what the industry
has to offer.
1. You get a great price (savings from 10 to 25% on equipment and prices below wholesale list on various
supplements) with fast, efficient delivery. This alone can cover the cost of your first few years of license
fees.
2. You get service. Tell them that you are a Powerhouse Gym Owner and they will know how to take care
of you If there is ever a problem you know the manufacturer will get it taken care of fast because there is
strength in numbers and as a Powerhouse Gym Owner, you are part of that strength.
3. You get quality. Since Powerhouse Gyms are known for being state-of-the-art training facilities, we are
very particular about the equipment and products that are included in our gyms.
Powerhouse Gyms International
Website, Email: Newsletter & Social
Media
Powerhouse Gym Website and Email:
jrobinson@powerhousegym.com
Powerhouse Gym Social Media
socialmedia@powerhousegym.com
Powerhouse Gym Sportswear,
Merchandising and promotional
Items
Office Depot - Promo Items
Mark Bratto
Phone: 586-746-7691
Email: Mark.Bratto@officedepot.com
Powerhouse Gym Licensed Apparel
Krystal Dabish
Phone: 248-530-3623
Email: krystal@powerhousegym.com
POWERHOUSE BUSINESS JOURNAL 2013
6
Weight and Cardiovascular Training
Equipment
Free Motion Fitness
Mike Hibner
Phone: 866-833-5622
Email: mhibner@freemotionfitness.com
Life Fitness/Hammer Strength
David Young
Phone: 800-543-3880
Email: david.young@lifefitness.com
Matrix Fitness
Andy Richters
Phone: 949-212-3322
Email: andy.richters@matrixfitness.com
Precor
Ray Quivey
Phone: 317-691-4446
Email: quivey@precor.com
UMAX
Steve Gelbond
Phone: 916-276-1840
Email: sgelbond@umaxstrength.com
Specialty Training Equipment
Ab Coaster
Sean Gagnon
Phone: 908-879-2713
Email: sean@abcoaster.com
Insurance
American Specialty Health
Phone: 619-557-2235
Korotkin Insurance Group
Matt Warsh
Phone: 248-352-5140
Email: mattw@korotkin.com
Janitorial, Cleaning & Maintenance
FitWall
Doug Brendall
Phone: 307-638-4046
Email: doug@brendleusa.com
Cintas
Lisa Luttrell
Phone: 513-701-2011
Email: luttrellL@cintas.com
Vertimax
Al Marez
Phone:800-699-5867 ext. 114
Email: al@vertimax.com
Jani-King
Andrew Espitia
Phone: 972-991-0900
Email: aespitia@janiking.com
Exterior & Interior Signage
and Branding
Gym Management Software, Billing,
Collections & Merchant Services
FatHead
Towbey Kassa
Phone: 313-373-6067
Email: towbeykassa@fathead.com
ABC Financial
Lisa Conyers
Phone: 800-622-6290
Email: Info@abcfinancial.com
Image Works
Jim Neil
Phone: 775-351-1700
Email: Jim@imageworks4signs.com
First Credit Services - Collections
Paul Errigo
Phone: 732-726-5690
Email: perrigo@firstcreditonline.com
Office Depot
Mark Bratto
Phone: 586-746-7691
Email: Mark.Bratto@officedepot.com
Twin Oaks Software
Carole Oat
Phone: 860-829-6000 x 281
Email: coat@tosd.com
Sesi Design Group
Joseph Sesi
Phone: 248-594-7800
Email: joe@sesideisgn.com
Nutritional Products & Supplements
Juice Bar
Architecture / Designs
Europa
Justin Weeks
Phone: 800-447-4795
Email: justinweeks@europasports.com
City Blends
Stephanie Suddarth
Phone: 877-525-3637 x 201
Email: Stephanie@cityblends.com
Hubert Fixtures
Betsy Henkel
Phone: 800-543-7374
Email: bhenkel@hubert.com
NOW Foods
John Urban
Phone: 800-999-8069
Email: john.urban@nowfoods.com
Power Blendz
Chris Hack
Phone: 866-455-0024
Email: Chris.Hack@schwartzlabs.com
Optimal Design Systems International
Bruce Carter
Phone: 954-385-9963
Email: bruce@optimaldsi.com
Sports Drinks & Cooler Drinks
Group Exercise and Training
Acesories
Education/Information
Europa
Justin Weeks
Phone: 800-447-4795
Email: justinweeks@europasports.com
Biospace
Daniel Park
Phone: 323-932-6503
Email: daniel@biospaceamerica.com
Club Industry
Mark Betz
Phone: 203-358-3713
Web: www.clubindustryshow.com
Pepsi-Cola Company/Aquafina
Janel Loose
Phone: 989-213-5147
Email: janel.loose-pickens@pepsico.com
Les Mills International
Julie Riker
Phone: 949-349-9168
Email: julie@lesmills.com
IHRSA
Merideth Poppler
Phone: 800-228-4772
Web:: www.ihrsa.org
External Marketing & Advertising;
Direct Mail / Email:
Polar Electro Inc
Jesse Harper
Phone: 800-841-8333
Email: jesse.harper@polarusa.com
Valassis
Thomas Storch
Phone: 734-957-0336
Email: storcht@valassis.com
Constant Contact
Elliot Grossman
Phone: 781-482-7090
Email: egrossman@constantcontact.com
Internal Marketing Promotions &
Advertising
ClubCom/Powerhouse TV
Kelly Truman
Phone: 1-866-CLUB-ADS
Email: kellytruman@clubcom.com
TAC On Hold Systems
Vince Koegle
Phone: 800-613-3197
Email: vince@taconhold.com
Textmunications
Nick Miniello
Phone: 925-777-2111
Email: nick@textmunications.com
InTouch Follow Up
Erin Dalzell
Phone: 360-450-3746
Email: edalzell@intouchfollowup.com
SPRI
Dean Young
Phone: 847-968-7925
Email: dean.young@spri.com
Schiek
Mark Troudt
Phone: 920-426-2676
Email: mark@schiek.com
Office Supplies / Print and Documents
National Academy of Sports Medicine(NASM)
Angelique Collins
Phone: 800-460-6276
Email: angelique@nasm.org
American Council on Exercise (ACE)
Robby Boyd
Phone: 858-576-6524
Email: Robby.Boyd@acefitness.org
SAUNA
Sunlighten
Brooke Basaldua
Phone: 877-292-0200
Email: bbasaldua@sunlighten.com
Office Depot
Theresa Samonie
Phone: 248-277-4055
Email: Theresa.samonie@officedepot.com
Payroll Processing & Human
Resources
ADP
Brenda Baldner
Phone: 313-845-6999
Email: Brenda_Baldner@adp.com
Audio / Visual
Supreme Audio, Inc.
Bill Hymen
Phone: 800-445-7398
Email: bill@supremeaudio.com
7
Flooring
Centaur
John Donati
Phone: 800-536-9007
Email: john@centaurfloors.com
If you have any questions regarding the Preferred Vendor Program,
please contact (248) 476-2888 ext.114.
To reach by email, preferredvendor@powerhousegym.com.
W W W. P O W E R H O U S E G Y M . C O M
Show your members
how big our family is!
Order the
PHG Location
Poster and
Travel Member
Cards Today.
Contact:
Jeff Robinson
(248) 476-2888 ext.114
jrobinson@powerhousegym.com
®
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TRAVEL MEMB
TO:
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GYM OF: ______
POWERHOUSE
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to permit
, Licensee agrees
AUTHORIZED BY
Gym® membership
Facility
T
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of the state where the
ROCITY AGREEMEN
ce of a current, non-ex
who resides outside
to
MEMBERSHIP RECIP
card or other eviden
. Licensee also agrees
of a Powerhouse Gym®
of a valid membership
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same state as the Facility
Upon presentation
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to seven (7) consecutive
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a Powerhouse Gym®
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permit complimentary
®
© 2011 Powerhouse
Gyms International.
All rights reserved.
This program aims to please both yourselves and your members. As a Powerhouse Gym Owner you will
receive the best pricing, services, education, and guaranteed sales which include a 90 day product return
policy. If any product(s) for whatever reason do not sell in 90 days, you are able to return the product(s)
and Europa will distribute back to you the best possible product(s) that suit your club and its clientele.
The supplement companies that are a part of this program will have ability to give Powerhouse Gym
locations special promotions such as free samples & giveaways, raffle events, education on their product
line, and more. Creating exciting events helps your members know that “they are not just a number” and
displays your loyalty and commitment to their health and wellness.
As a part of the Powerhouse Gym Family, we humbly request that your club supports the supplement
companies that are listed below, above all others. These companies have chosen to support our Powerhouse
Gym family over all competitive fitness chains granting us the ability to go above and beyond our
competitors promotional and advertising programs.
Supplement Vendors & Our Friends:
•
•
•
•
•
ABB
Athletic Edge Nutrition
Cellucor
Cytosport
Gamma Labs
•
•
•
•
•
Gaspari Nutrition
Grenade
Kay’s Naturals
Metabolic Nutrition
Muscle Tech
•
•
•
•
•
Powder Kegs
Rebootizer RSP Nutrition
Top Secret Nutrition
VPX
IMPORTANTANNOUCEMENT
I would like to formally announce to you and your staff Powerhouse Gym’s brand new
Supplement Alliance Program. This past 2012 year, Co-Founder of Europa Sports Distribution and
former Powerhouse Gym Owner Eric Hillman, and myself have united together to create an extremely
unique partnership program targeting select supplement companies that can aggressively support our
gyms.
The supplement companies listed above have aided to help make it possible for Powerhouse Gyms
International to ensure the largest presence at this year’s Mr. Olympia Expo in Las Vegas, Nevada. Their
support has allowed us the following: $50k Sponsorship at the 2013 Olympia, $60k for a 20x40 interactive
island booth located in front of the main expo entrance, right next to the Joe Weider Publications booth,
a 30 second loop commercial during the Olympia Competitions, a gift certificate for you, courtesy of
Europa Sports and Powerhouse Gyms International, toward any supplement company that is a part of the
Supplement Alliance Program.
We look forward in seeing you Thursday, September 26th 2013 at the Powerhouse Gym’s Annual
Convention along with this year’s 2013 Olympia Expo in Las Vegas. You will all receive a pass for the
Olympia Expo held Friday the 27th and Saturday the 28th opening at 10 am. You deserve a vacation for
all of your dedication, loyalty, and above all else the hard work spent throughout the year. Show your
support and visit the Powerhouse Gym’s Interactive Booth at the main entrance at The Olympia Expo
(booth #812).
Thank you in advance for your cooperation and support!
Sincerely,
William K. Dabish
William K. Dabish
W W W. P O W E R H O U S E G Y M . C O M
9
NO
W
IN
CA AVAIL
PS ABL
UL E
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DABISHREPORT
POWERHOUSE BUSINESS JOURNAL 2013
12
T
he original Powerhouse Gym location was founded in 1975 by William and Norman Dabish. It
continues to thrive after 38+ years in operation and was the beginning of one of the largest and
well respected health club organizations in the world. The health club business is as popular as ever and
Powerhouse Gym is still riding that wave. Today, Powerhouse Gym has 300+ licensees in 39 states and
20 countries. As a brand we continue to adapt, change and grow to meet our customers fitness needs.
Powerhouse Gym has recently launched its newest club “POWERHOUSE FX”, which caters to the
semi private functional training clientele. The clubs are about 3,000 sq. ft. and feature the latest
training stations covering areas such as kettle bells, wild ropes, pull up stations all rolled into an intense
workout. Recent exposure at the Mr. Olympia, Europa Expos and Flex Magazine have received great
reviews and responses from our customers and gym owners alike.
Millions of dollars are spent every year marketing and advertising the Powerhouse Gym brand. Various
forms of media are used from direct mail, television, radio and billboards to endorsements by professional
athletes and celebrities. Recently, Powerhouse Gym has received national exposure on television shows
such as ABC’s “Extreme Makeover”, ESPN, and NFL Network. Powerhouse will remain committed
to finding different avenues in which to better promote the Powerhouse brand. National ad campaigns
with Muscle & Fitness and Flex Magazines have tied in with additional opportunities for grand
openings, such as month-end membership promotions designed to bring additional foot traffic to our
facilities.
The marketing, brand recognition, support and guidance from Powerhouse Gyms International are
all important; however, the most important tool is the experience of others. One of the primary
benefits of being associated with the Powerhouse Gym organization is the ability to network with your
fellow owners as well as with our corporate office. We encourage you to reach out and share ideas and
information with one another. Our Powerhouse Gym convention is one of the best events that we have
to gather hundreds of owners from all walks of life to share ideas and their own personal experiences.
In conclusion, I would like to welcome all of our new Powerhouse Gym owners and Preferred Vendors
to the Powerhouse family and wish continued success to our existing locations. There have been many
changes in the industry since the opening of the first Powerhouse Gym, yet we continue to adapt with
the times and remain successful. As we continue to face challenges we are committed to overcoming
them and remaining the most powerful brand in fitness. We look forward to strengthening our bonds
with friends and business associates alike and look forward to celebrating our 40 year anniversary.
Sincerely,
Henry W. Dabish
CEO
Powerhouse Gyms International
248-476-2888 x 108
henry@powerhousegym.com
HENRY DABISH, CEO • POWERHOUSE GYM INTERNATIONAL
www.korotkin.com
We’re here to spot you.
At Korotkin Insurance Group, we
have been servicing the needs of our customers
since 1913. With over 100 years of experience, it’s
no wonder we have become the exclusive insurance
vendor and trusted agent for Powerhouse Gyms
International. As specialists in the health and fitness
industry, we have access to the very best insurance
programs strictly built to cover the needs of gym
owners across the country.
Our staff of fifty
will provide
unmatched
customer service
in a way that
is automated
and virtually
paperless. Our
in-house claims
department also
sets us apart from
our competitors
by working handson as your liaison
during a moment of crisis.
We provide loss control services that
include sample waivers, incident reporting materials
and safety guides for every gym owner. We offer a full
package policy for your club which includes workers’
compensation and professional liability to cover your
personal trainers and group exercise instructors. Call
today, and let us do the heavy lifting on all
your insurance needs.
PREFERRED INSURANCE VENDOR OF
Matt Warsh, CLCS
(248) 350-5838 | mattw@korotkin.com
The discussions of opening Powerhouse Gym in Japan
could not come at a better time as statistics from the
Japan Productivity Center show that the number of
joggers in Japan has risen by 12 percent, to 25 million,
in the past year. The Tokyo Marathon, which allows
a maximum of 32,000 runners, fielded more than
311,000 applicants in 2010, the largest number ever.
It is no secret that Japan has always been a fitnessconscious nation since the beginning of recorded
history, with rituals like morning calisthenics. People
would be amazed to learn that “wellness” broadcasts
are featured every morning and have been a mainstay
at schools and factories since the early 1950s. The
government remains very active ever since it instituted
a national Health and Sports Day in 1966.
KON-NICHIWA (HELLO)
POWERHOUSE JAPAN
Before Co-Founders William and Norman Dabish
created the brand Powerhouse Gym, they operated
under the name of Warrior Martial Arts Supply. The
two young brothers became one of the biggest retail
sellers of martial arts and boxing supplies while just in
their early teens.
That was when they were introduced to the late
honorable Sensei Brian Frost, where both brothers
earned their black belts in the ancient Japanese art
of Koei-Kan Karate. Now 37 years later, the Dabish
family is working to bring the Powerhouse Brand to
Japan, the land that helped teach them so much.
Sensei Frost left America and served his apprenticeship
under Master Onishi and studied in Japan as an Uchi
Deshi (live-in disciple) at the Master’s home. He not
only shared the art of Japanese karate with the young
Dabish brothers, but also the art of Japanese living and
keys to longevity.
Every time you turn on the TV, the media is busy
telling us how the world is getting fat -- but Japan is
now committed to staying fit! A March 2010 survey
of 3,000 Japanese adults found that 45 percent of
respondents engage in some form of exercise. Walking
was easily the most popular activity, being done at
least once a month, with one or two days per week
being most typical for about 22 percent. Surprisingly,
35 percent of respondents said that they exercise more
today than they did 12 months ago.
INTERNATIONALNEWS
“When I received a phone call that expressed interest
in bringing the Powerhouse Brand to Japan it meant
so much to me personally. I was truly humbled because
I know how much the Japanese teachings from our
Sensei Frost were held so dearly and respected by my
father and uncle and are a part of Powerhouse’s roots to
this day,” said CEO Henry Dabish.
Just like Americans, people are aging all around the
world and are turning to fitness for answers. An
increased focus on health and well-being as the nation
of Japan ages is a key factor in the rising popularity
of sports that older citizens can take part in such as
walking and jogging.
Powerhouse hopes to take some ideas that have helped
make a difference in America and share them with
their new family in Japan, such as the 24-hour concept
to accommodate the schedules of busy workers and
help them arrange flexible workout routines and fitness
activities.
Fitness centers, running clubs, weight-loss centers and
nutrition programs/centers are growing in number and
popularity. Group exercise is taking off and personal
training is becoming a very hot topic. There are also
some unique forms of fitness that have evolved from
some of the ancient ways of Japan’s combat history.
Women, for example, have been flocking to a hot new
aerobic activity in Tokyo known as Samurai Camp
where they wield swords to shed pounds.
Master Onisha’s teachers once served as the
bodyguards to the Emperor of Japan. Who would have
ever thought in 1975 when the Dabish brothers began
to learn Japan’s ancient arts through Sensei Frost that
there would be a fitness center located just steps away
from the Imperial Palace?
With honor and respect, rest in peace
Sensei Brian Frost
September
W W W.16,
P O W E2009
RHOUSEGYM.COM
15
PHGNEWS
Powerhouse gym novi
featured on extreme
makeover - weight loss
edition
Former WWE champion
Dave Batista won his
MMA debut AT CES MMA.
Former WWE champion Dave Batista made his MMA
debut at CES MMA, facing veteran mixed martial
artist (and 300 pounder) Vince Lucero in the night’s
main event.
It was a risky first fight for Batista, given the 40+ pro
fights of Lucero. But Batista was able to score a first
round TKO after a rocky start.
Lucero caught him and hurt him very early and then
pushed him back with a flurry of punches. Batista hung
on while Lucero held him on the cage, landing some
punches. He clipped him again seconds later and then
caught him some more, but his punches had no real
snap on them and Lucero did look to tire early on.
POWERHOUSE BUSINESS JOURNAL 2013
16
welcome
powerhouse gym
washington twp, mi
Owned by Chris Kakos, the current owner of
Powerhouse Gym(s) Southfield, South Lyon and
Saline. This Powerhouse Express Gym features top
of the line strength and cardio equipment. Keep
up the great work Chris!
The journey started at Powerhouse Gym Novi
where the couple was put up to the task of burning
a combined 7000 calories in order to qualify for the
show. Chris Powell was tasked with helping Jason and
Rachel save their marriage -- as well as lose weight -- on
the episode of “Extreme Weight Loss.” The couple was
on the brink of divorce, but they wanted to find a way
to save their marriage, as well as lose weight, for the sake
of their 5-year-old twins. The pair were a combined 350
lbs. overweight. Neither of them carried that weight
when they got married 18 years ago, so it was symbolic
of their struggles and the darker side of their fractured
marriage. But the “Extreme Weight Loss” process isn’t
an easy one, and at times it looked like this experience
would only push them further apart.
Jason struggled with self-doubt, not just about the
workout but about holding his family together and
even about his job. Chris helped talk him through the
emotional struggles to get him back on track with his
weight loss goals. As the pounds came off, the couple
found new passion for one another. Jason even reproposed to his wife at the same place they originally
got engaged: on top of the Empire State Building.
Amazing transformation guys!
Welcome
powerhouse gym
New haven, ct
Welcome
Powerhouse Gym
Hamilton, NJ
Formerly a ‘Golds Gym’, The Super Gym (as it’s known
to those local to the area) converted to a Powerhouse
Gym in recent months.
Owned by Romeo Tendencia and Brad Spingarn. This
18,000 sq ft facility membership includes free areobics
classes and free spin classes. Top of the line strength
and cardio equipment, child care, one on one and
group training available. 100% all natural smoothie bar
also featured at the facility. Club catters to all levels of
fitness.
Operated by brothers Darin, Jerry and Dino; This gym
is the definition of what you would consider a hardcore facility. The equipment is older than many of its
members, but maintained to allow for those looking for
the hard-core feel of a location to feel at home. They’re
the home of IFBB Pro Evan Centaponi as well as many
others. The brothers are also the head of the NPC for
the State of Connecticut.
During the summers they open the garage doors to
allow for the gym to get hot, the members can feel the
heat while getting in a good workout. If you’re ever
within a hours drive of this location, it’s a must try for
any real gym-connoisseur.
Welcome
Powerhouse Gym
Standish & Rockford, MI
Both locations owned by Glenn Bailey. He has been
able to influence two smaller towns into the love of
fitness. Cattering to all levels of fitness, also offering
tanning, and personal training. Glenn comes from a
Mixed Martial Arts background, so he offers a varity of
defense and karate classes at his locations.
Welcome
Powerhouse Gym
Linden, NJ
Owned by Maz Ali, The Powerhouse Gym in Linden took both sides of the spectrum into consideration when
putting together their club. It has a family friendly atmosphere but it also apeals to the heavy lifters. Everything was
beautifully put together from the layout of the equipment to the lockrooms. This is a very well designed facility that
takes pride in providing the necessary things that your everyday person would need including group fitness classes
and childcare. Keep up the great work guys!
W W W. P O W E R H O U S E G Y M . C O M
17
PHGNEWS
Above: an overview of their pro shop and juice bar. below diamond plated cardio area with HDTV’s
for viewing and mirrored group fitness studio.
POWERHOUSE GYM
CANTON - Raising the bar
By Staff
There’s no question that when Chris Maggorri set out to
open his Powerhouse Gym, he wanted it to stand out at first
glance. Providing every different aspect of fitness that one
could dream - all under one roof.
Whether you’re a fan of strictly weight lifting, or a treadmill
warrior, Powerhouse Gym Canton has you covered.
Featuring both state of the art pieces of cardio and strength
equipment, strategically placed to allow for maximum
amount of machines as well as an enjoyable experiance for
the member.
POWERHOUSE BUSINESS JOURNAL 2013
18
You can’t forget about the large mirrored group fitness
studios as well as the functional training areas. Everything
is beautifully designed and maintained to attract anyone
looking for a new fitness home. Fully equipped with extra
large tires, speed training equipment, a batting cage, and
kettlebells to name a few of the standout pieces of equipment
you’ll find.
SOFTWARE | PAYMENT PROCESSING | MARKETING
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CHOOSING ABC?
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With ABC Financial’s cloud based club management software, you will never be
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Our software updates are automatic and seamless. As an ABC Financial client, you
will always operate on the most current version of DataTrak and never be charged
an upgrade fee. Our DataTrak software averages more than 45 enhancements
annually, all of which are developed to help you better operate your business,
service your customers and increase profitability.
Visit us at the Powerhouse Convention, Las Vegas, NV.
We invite you to learn more about what ABC can do to improve your efficiency
and profitability. Contact our sales team today at 1-800-551-9733 or visit us at
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SOFTWARE • PAYMENT PROCESSING • MARKETING
©2013 ABC Financial Services, Inc.
TECH
ABC Financial:
Keeping Your Books Healthy
Technology is moving faster and faster with each passing
moment and it is very important that gym owners and
staff stay in touch with what is happening, as this is a key
ingredient in the recipe for a successful health club. You can
trust ABC Financial, a leading software provider for the
health and fitness industry.
Launched in 1981, ABC Financial has revolutionized
software and payment processing for the health and fitness
industry with their DataTrak software. Powerhouse Gym
owners are benefiting from the strides ABC continues to
make as a company designed to help other companies grow. Known for their first-class customer service, ABC also
continues to advance in producing user-friendly software.
ABC Financial has become the choice of more than 3,700
health clubs throughout the United States, Puerto Rico and
Canada. “Perhaps of all the great services ABC has to offer, the one
I like most is the ability to up-load membership agreements
and become a ‘paperless’ gym,” says Jeff Robinson, sales
associate at Powerhouse Gym Novi. “It really helps when
a phone call comes in or a member is at the front desk and
they have a question about an annual maintenance fee, or,
for example, they thought they had unlimited tanning. You
can just log in, pull up their name, and then pull up their
orginal agreement from when they joined to solve the issue
right there. You don’t realize it, but you can keep the flow of
traffic moving because you do not have to take a message, dig
through a file cabinet and then return the phone call.”
When support is needed, ABC Financial continues to
uphold their commitment to Powerhouse Gym owners to
do their part to make sure that the gym is successful. After
all, their success as a company depends on your success as
owners. Because the strength of ABC Financial depends on
the health of their relationships with customers, they provide
top-shelf service at all levels.
ABC Financial continues to deliver cutting-edge technology
with one goal in mind – to maximize revenue throughout
the clubs they serve. For the most advanced and up-todate club management software, comprehensive payment
processing services, customized marketing programs
and customer service that’s second to none, choose ABC
Financial.
Contact them at abcfinancial.com or (800) 551-9733 and let
them show you why they are the industry leader in software
technology.
W W W. P O W E R H O U S E G Y M . C O M
21
TECH
Analyze Each Aspect of the Sale
for a Profitable 2014
By Staff
Sales drive profitability in any industry, and the fitness
industry is no different. Whether you want to increase your
membership core, personal training revenue, or any other
profit center at your facility, improving sales is clearly a
priority. Yet this is often approached incorrectly by focusing
on the end result and not the actions it takes to get there.
It is not enough to tell the team, “We need to sell a thousand
memberships.” That doesn’t paint a picture of how the team
can meet the goal, nor does it indicate where to look if the
objective goal is not being met.
On a basic level, sales of anything require you to track
certain key metrics. The examples below use membership
sales to illustrate the point, but the same interim steps must
be tracked for personal training, swim lessons, merchandise
sales, and any other club sales goal.
•
•
POWERHOUSE BUSINESS JOURNAL 2013
22
•
Leads Generated: A lead is simply a name and contact
information; no needs analysis or sales presentation has been
performed. Do you track how many new leads you get each
month, where they come from, and which marketing efforts are
bringing them in? Do you track what lead sources advance to
the next step, becoming Quality Prospects? Tracking these is
much easier if you have Contact Management Software. (Some
fitness club management software includes CMS, or there are
generic programs for sales tracking/reports.)
Quality Prospects: Leads step up to a Quality Prospect with
another active step toward joining your gym; for example visiting
and touring your facility or clicking on the “join offers” section
of your website. Some centers find success in motivating this
next step by designing and maintaining a high-quality website. Do you track the ratio of lead conversions to Quality Prospects?
Closing Percentage: Do you track the percentage of
Quality Prospects who become members (closing percentage)? If your analysis shows a big gap between Quality Prospects and
closing sales, it could be you’re not making it easy enough for
interested prospects to join. Club management software can
accept payments online and import member information directly
into your club software, making a prospect nearly a click away
from being a member. For those prospects who actually visit
your club in person, the conversion attempt should be done by
the team or individual most skilled at closing sales.
Careful analysis of each type of conversion rate gives you
valuable insight into which lead generators, marketing
efforts, conversion tools, and sales staff are working best
for your club and lets you make experimental changes
intelligently.
Improve your staff’s skill set/effort in terms of contacting
leads (calls, emails, referral attainment) if the leads aren’t
turning to Quality Prospects. Train/retrain your sales staff
or examine the price point of your offer if Quality Prospects
aren’t turning into members. (A well-trained sales team
should close more than 50 percent of Quality Prospects.)
These strategies also apply to personal training,
programming revenue, and retail sales. Leads for these
revenue centers are all members and guests of the center.
Quality Prospects are individuals who have expressed some
definable interest in the product or service.
Club management software can help you track this in fine
detail, and the more details you examine, the more you will
see — male/female ratio, age groups, zip codes, etc. — so
many factors can affect your sales results. If you don’t
know which aspect of the total sales process is broken, it is
exceedingly difficult to fix it and optimize sales. If you take
the time to track these numbers and then focus on the areas
that need improvement, results will improve, guaranteed.
TECH
Bailey’s checking camera aka eye in the sky.
CCTV Systems Keep You Secure
Health clubs and gyms are ideal candidates for video surveillance because of their continuous flow of members.
At certain country clubs or exclusive gyms, perceived wealth of members can make them and their property, as well as club
property, an easy target for thieves. A carefully installed video surveillance system can keep your members, staff and assets safe
from theft, vandalism and violence.
Video surveillance can also be substantial pool information in costly lawsuits caused by members.
Benefits of Gym CCTV Systems:
1.
2.
3.
Prevent theft and vandalism.
Protect members. Cameras, especially in parking lots, can protect the cars of your members and staff from break-ins.
Improve image. Video surveillance systems, along with providing top-notch security, also give a good impression on
potential members and can help assure current members that they are safe at your facility.
We at CCTV Monitoring provide low-cost surveillance solutions round the clock and provide a daily report of gym activities
including members and staff. We also provide the daily working hours of staff. At our low cost, you can reduce the working
hours of staff and save lots of money with the guaranteed round-the-clock security.
In case of emergency, we reach out to local law enforcement/ambulance to get timely help. We provide a dedicated account
manager who is available to resolve any issue 24/7. Our monitoring staff is highly trained and equipped.
Please visit us at www.cctvmonitorings.com and ask for a free sample report.
W W W. P O W E R H O U S E G Y M . C O M
23
TECH
Evolving To
Better
product.
Increase Profit
Better
service.
By Carole Oat
National Sales Manager,
Twin Oaks Software
been attributed to sending email blasts with specific offers
The fierce competition in the health club industry grows
to these people on a regular basis. Many clubs also track
more intense. Many clubs are being forced to lower their
their marketing demographics to determine the best
dues and/or increase services to stay competitive. How
use of advertising expenses. Another option is to send
do you differentiate your fitness center from the rapidly
professionally developed email blasts to all households
expanding $10 per month chains/franchises?
within a seven mile radius that have an average income over
Let’s start with some of the obvious basics that have been
a certain dollar value. It is important to have a software
around for years. The club needs to be clean and the
module that tracks the follow up on these leads as well as
equipment maintained and working. The club employees
close percentage for the sales staff.
should be friendly and outgoing. The décor must be bright
Reducing expenses is another way to increase the bottom
and lively. Your business is to promote and improve wellline. The on-line joining module results in less membership
being, socialization, and health. Retention and
usage are
•People
time directed
to the
This redirects
energy
and effort
paramount.
Outstanding personal
service
by sale.
our dedicated
Team
Members.
towards positive affirmations to customers that increases
We are seeing some unique and different business models. It
retention. This requires a reformatting of the commission
used to be that multiple layers of management•Product
and staffing
structure
to prioritize
versus the initial
sale.
were in place to service customers and run the business,
Free, simple, secure
state
of the artretention
Club Management
Software.
An on-line member dashboard also allows payments,
protecting even the smallest dollar values. Many owners
SOFTWARE
BILLING
informational changes, and health care reimbursement
are
now going to the- opposite
extreme. They •Pricing
are operating
RETURNS
MANAGEMENT
forms
to be made
member
fromand
home.
This is less
with 24/7 remote access for most operating hoursTotal
and only
lowest cost
provider
with by
thethe
best
products
services.
costly for the club; and eliminates a negative emotional
staffing with a combined membership/front desk person
experience for the member.
from 3pm to 8pm. Membership is bought on-line or during
Many clubs are sending email blasts to customers offering a
those hours. This eliminates the traditional organizational
free half hour fitness assessment if the member changes their
model of a general manager, office manager, membership
billing method from credit card to checking. This reduces
sales representatives, and most of the front desk staff.
merchant costs and provides an opportunity to sell personal
The hundreds of thousands of dollars that are saved in
training. A new trend is to limit some lower priced on-line
compensation are deemed to more than offset the errors and
memberships to only checking accounts for monthly billing.
inefficiencies that occur as a result.
The industry is evolving so rapidly. There are so many more
Owners that decide the best solution is to run their business
examples of owners increasing revenue or reducing expenses
exceptionally well are adding many additional profit
that aretoday.
being used successfully every day. This is why it is
streams and are using industry resources
to
develop
means
Start improving your results
so important to be teamed up with a management software
of increasing revenue/cutting expenses. Some of the biggest
1-866-278-6750
orprovides an industry experienced, dedicated
company that
revenue enhancements are related to on-lineCall
memberships,
account manager that can Proven
highlight allresults.
of the possibilities.
personal training, and classesvisit
and us
per at
visitHealthClubSoftware.com
purchases. These
The key as a business owner is to be presented with an
are many times emotional decisions that need to be tied
exhaustive list of successful new developments—and to
into the customers feelings and state of mind. The ability to
be showed the resulting pros and cons of implementation.
make a spur of the moment buying decision eliminates many
The bottom line is a business must evolve rapidly, and with
people procrastinating or never taking action.
intelligence; to stay ahead of the fierce competition in the
Another significant way to increase membership is to
fitness industry.
document all prospects, former members, expiring members,
and low usage members. Dramatic increases in sales have
Working on the areas
that matter most.
POWERHOUSE BUSINESS JOURNAL 2013
24
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PHGCOMMUNTITY
Community, Charity and
Joplin Powerhouse Gym
Special from the Staff of Joplin, MO Powerhouse Gym
We wanted to share with all our fellow Powerhouse owners
some of what we had to overcome after the devastating
tornado in 2011, and also what we chose to do to help turn
things around. Here are the main charity/foundations we
have chosen to get involved in:
POWERHOUSE BUSINESS JOURNAL 2013
26
Hope 4 You: A local breast cancer charity that keeps all
monies raised local. This organization has a primary
fundraiser each year, the Hope 4 You 5k run. This charity
launched the same year we opened Powerhouse Joplin and
we have become its largest supporter. Each year we have won
awards at the race for largest team, money raised and top
finishing places.
Children’s Miracle Network: In 2011 we staged a “No
Shave January” and raised more than $5,000 in one month.
Powerhouse members and local businesses all pitched in to
make this such an amazing success. Cable One Advtersing
and Dr. Fly’s Salon were major contributors.
Joplin R-8 Schools: As you know, Joplin was hit with one of
the largest and deadliest tornadoes in recorded history last
summer. One of the biggest losses was Joplin High School.
One of the largest high schools in the state of Missouri, it
was completely leveled. Through a few of our members we
heard that weightlifting/conditioning may be cancelled
for all teams except football because of a lack of facilities.
We reached out to the Athletic Director and came to an
arrangement whereby all varsity athletes and non-athletes
could use our facility for free. Many local businesses were
taking advantage of the school district and charging high
fees to rent areas to place students. We thought it was
our duty to lead the way and give these kids a place to
feel safe and teach them about lifelong health and fitness.
Powerhouse Joplin donates all staff hours and facility fees for
this project.
Tornado relief: After the tornado, Powerhouse was the first
facility to open up and provide free, hot showers to Joplin
residents. We also made sure that all workers who came here
to aid in relief efforts were given free/special memberships.
Police, SWAT, EMT, fire fighters, National Guard and
hospital staff from all over the United States came to Joplin
to help and Powerhouse Joplin did our best to give these
people a place to unwind and get a great workout. We still
receive thank you emails, notes and calls from the men and
women who temporarily made Joplin and Powerhouse home.
In Their Own Words
“We would like to introduce everybody to Powerhouse Gym
& Fitness, Joplin, Missouri. Many of you know Joplin as the
city destroyed last summer by the deadliest tornado in U.S.
history. But Joplin is so much more. It is a small town with
wonderful people and that is why we opened Powerhouse
Joplin. We felt reaching out to our community as soon as
we opened was a great way to establish us as not only a great
fitness club but also as an integral part of Joplin.
“We know that as owners/GMs you probably get requests for
charity donations every day. We think that choosing one or
two and really driving your members to support them is the
best way to help brand your club. This approach also allows
you to make the biggest contributions to your chosen charity
and make a bigger impact with the local media.
27
“Don’t feel bad about doing press releases to make sure
that everybody is aware of the good things you do for your
communities. This will help bring in new members as well
as build a sense of pride among current members leading
to better retention. Charity is important in how you
brand your club, but doing charity to help increase your
club success is even better. Our motto is ‘results start when
you do!’ This is true for our members and it is true for all
owners!”
Tatum and Jason Zurba
Owners, Powerhouse Gym Joplin
W W W. P O W E R H O U S E G Y M . C O M
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866.693.4863
SHOWCASECLUB
All in the Family
Powerhouse makes a big impression
By United PFR
When co-founder William “Big Will” Dabish was recently
asked why Powerhouse Gym never went “public,” followed
the “Wall Street” business model or just cashed in his chips
and rode off into the sunset with all the riches a man could
dream of, he responded with a deep and powerful statement:
“The Powerhouse soul is not for sale.”
A leader can be measured by many marks. Two come to
mind when “Big Will” is mentioned: a man true to his word
and one who never gives up, no matter what adversity he may
face.
POWERHOUSE BUSINESS JOURNAL 2013
30
William Dabish is a pioneer in the fitness industry. He has
touched countless souls during his journey through life
and helped transform many lives through fitness. He has
also helped to put food on the table for many families and
provided them with a piece of the American Dream.
At just 15 and 16 years of age, he and his late brother,
Norman Dabish, grew Powerhouse Gym from its humble
beginnings and developed it into a global brand. What
many might not know is that it all started one day when
Big Will stood in the “Original Powerhouse Gym” and said
to his younger brother “Big Norm,” “We are going to open
gyms all over the country.” Thirty-seven years and more than
20 countries later, the same passion drives Big Will to this
day.
Much has changed in the fitness industry in the 37 years
since the Dabish brothers founded Powerhouse Gym, and
new gym brands are popping up left and right with the
influx of “Wall Street” backing and private equity money.
Meanwhile, the simple time-tested “basics,” as Big Will
calls them, have helped the Powerhouse Brand remain the
foundation and principles of a business model for personal
success.
These “basics” were quickly seen when our team recently
arrived at the Novi, Michigan location. Prior to arriving
we were very excited because of the “buzz” that surrounded
this new location, but we were surprised to learn before we
arrived that only one year before, this 60,000-sq.-ft. building
was open under a different brand-name and failed miserably,
to put it mildly. It literally had only a handful of members
working out and perhaps a dozen pieces of equipment the
day Big Will spearheaded his most recent project.
When we entered the massive gym, there stood the cofounder working right on the front line with staff and gym
members to help lay out equipment being unloaded from
three semi trucks. Before Mr. Dabish even was aware of
our arrival, John Lepak from the Powerhouse corporate
office quietly whispered to us, “This is for the cause, not the
camera. This is what Big Will does because he truly cares,
from the depth of his soul, to help people.”
While most people in his position would be enjoying
retirement on a beach speaking to us via cell phone, Big Will
still enjoys being on the front line in the trenches leading
by example – even after opening hundreds of gyms over 37
years.
A member of our team asked if Powerhouse was still familyowned, or had become a publicly traded company. Big Will
responded with a heartfelt message that sent chills through
all our bodies.
“My brother and I were approached by countless people
through the years who showed us how much money we
would make if we sold our brand or took our company public
and we could have easily done that,” he told us. “But one
thing they never understood was that it was never about the
money. I would have been left with a life with no reason. My
brother and I made a vow that if the Powerhouse Gym Brand
were to ever die, it would die free with honor and with valor.”
While Big Will has “passed the torch”, so to speak thirtyseven years later, the Powerhouse legend lives on and its
foundation is stronger than ever. In recent years, many
Powerhouse owners have had to deal with all the new gym
brands opening up in what seemed like every strip center
across the country. Ironically enough, financial experts
are now predicting that the family-founded, family-
owned Powerhouse Brand and all of their licensees are in
prime position to capitalize on what they are seeing as the
beginning of the end of the “financial fitness bubble.” The
problem one consultant recently pointed out at the corporate
office is that many of these new gym models were built on a
foundation that was nothing more than a house of cards –
while Powerhouse still has a foundation that is a formula to
build empires through the annals of time.
“People are always over-complicating things in this industry
and that is why gym owners fail. If you have a system in
place and you follow it, you will not fail,” says Johnny
Dabish, son of the late Norman Dabish. “My cousin Michael
[Big Will’s youngest son] works countless hours making sure
that the system here and in Ypsilanti, Michigan, is in place
and it is being followed. He is always open to new concepts
to improve the system and that helps a great deal as well.”
It was amazing to walk into a Powerhouse Gym seeing that
big muscle man “classic logo” that so many people think
symbolizes body building -- only to learn it is a symbol that
has united millions of people around the world through
serious fitness, not body building. Our team was amazed to
see things like supervised child care, a juice bar, a basketball
court, racquetball courts, a private family locker room, pool
and hot tub, spa and an amazing “Her House” section for
women only.
W W W. P O W E R H O U S E G Y M . C O M
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SHOWCASECLUB
POWERHOUSE BUSINESS JOURNAL 2013
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Another incredible thing is that the classic logo features this
massive image of a barbell bending to the weight of the big
plates loaded on it, but our team all agreed we were seeing
the most incredible selection of equipment under one roof
that we had ever witnessed. There just happened to be a
delivery that day still being unloaded from massive crates
which our tour guide, Jonathon Dabish, explained in great
detail as he pointed to each box. He also took great pride in
letting us know most of it was from a loyal, lifelong friend of
his uncle and father, Andy Ricther of Matrix. He made sure
we saw the same type of heavyweights you see on that classic
logo, but there was amazing technology from touch-screen
workout machines to Lance Armstrong virtual racing bikes
being unloaded.
“It is important to establish a good, profitable business so we
can reinvest into our gyms and give our members something
to get excited about,” he said. “But my father and uncle
always reminded everyone that it is customer service that has
always been Number One and shall forever remain the pillar
for owning a successful gym. That is why all of our members
are greeted and known by their name, not just a membership
number.”
The technology was like something you might expect to
see at Epcot Center, not in a gym. There were incredible
machines from companies like Avanti, Matrix, Life Fitness
and Precor, and weight and muscle management systems like
Bio Space and Myzone that build a bridge, rather than a wall,
between the bodybuilder and the senior citizen. There was
clearly no “stereotypical member” at Powerhouse Gym Novi
and everyone felt welcome.
We soon were introduced to Big Will’s son Victor, who still
manages The Original Powerhouse Gym but now is helping
do his part at the Novi location as well.
“No matter what city you go to or what type of equipment
you have in your gym, one thing remains the same, members.
It’s simple and my dad always taught all our owners to
provide the best customer service for your members because
they are your best commercial,” Victor said. “We are in a
position to help our members change their life. And when
you can make a life-changing impact on a person and you
truly care about them, that’s just something that money
cannot buy. That tree will always provide fruit.”
As quickly as Victor said hello and shook our hands with
a welcoming smile, he was back to helping train a group of
new members. They were all eager to boast about how he
had helped them overcome their personal fears of being
overweight and actually starting to workout.
As we made our way to exit the facility, Will’s youngest son
Michael, the manager of Michigan’s Novi and Ypsilanti
locations, exited his office. He not only wanted to thank
us for stopping by, but to make sure that we had a positive
experience. It became obvious our small team was now
walking with more positive power with each step we took as
a result of this interaction with staff members.
We all stopped and commented how every member of the
staff made us feel like we were now part of the Powerhouse
family, and also how all the staff and members interacted as
a family as well. It became obvious that what truly separates
Powerhouse Gym from other brands is the Dabish family
values, the deep roots of this global brand.
We would like to thank Mr. William “Big Will” Dabish
and everyone at Powerhouse Gym Novi for having us as
their guests that afternoon. And to all the Powerhouse
Gym owners who may read this story, remember that the
Dabish family and your fellow family of owners are always
only a phone call away. You are a true part of the “American
Dream.” Best wishes and much success to all!
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W W W. P O W E R H O U S E G Y M . C O M
PHGCOMMUNITY
Powerhouse Gym
Muscle Lifts Entire
Community
Albertville, Alabama
Marketing and community outreach are sometimes not just
measured by the amount of hits on your Facebook page or
how many postcard mailers you sent out. Jeff Beaver and his
staff at Albertville, Alabama, continue to do an incredible
job working with the community, spending countless hours
and tireless effort -- and it shows by the amount of support
they get back.
POWERHOUSE BUSINESS JOURNAL 2013
34
For example, the “Blessings in a Backpack” program makes
sure that more than 37,600 schoolchildren don’t go hungry.
It’s this type of community outreach that is the reason our
Original Powerhouse Gym location is still open today 37
years later in one of the toughest inner-city neighborhoods
in America, where it remains a pillar of strength in the
community.
Owner Jeff Beaver and his staff worked tirelessly during the
tornados that tore apart so much of their community this
past year. Jeff worked side by side with the emergency staffs
on-site helping to locate bodies buried under thousands of
pounds of debris and rubble left behind from the storm.
Some of those people did not make it, but Jeff gave his heart
and soul to trying to save lives.
On behalf of our co-founders Big Will Dabish and the late
great Big Norm Dabish, and the entire Dabish family, we
would like to say thank you to Jeff and his entire staff for
helping those who need it most.
What a Blessing!
My 8-year-old daughter said, “Mom, you know those bags we
stuff for the backpacks?” I replied yes. She said, “A girl in my
class has the snacks from the bag.” I asked, “Has she always
brought those snacks?” My daughter said, “No Mom, before
she got the bag she never had snacks.”
Powerhouse Gym employee
Powerhouse Gym in Albertville, Alabama promoted the
first annual Blessings in a Backpack 5k to help local schools
feed the children who need assistance. One year later, the
program has grown and what started as an effort to feed
150 children is now a county-wide program to feed 1,500
children.
Not only did the 5k help the national non-profit Blessings
in a Backpack program, it grew a sense of unity within the
community. Some people participated in the race as their
very first 5k and their goal was to cross the finish line.
Everyone who started the race finished the race.
Powerhouse Gym
Fenton Gets A
Facelift
New owner Kevin Law assumed ownership on April 1,
and has begun a plan of renovation not only in facilities
and equipment, but also in services and accessibility.
Called Powerhouse 365, Powerhouse Gym has already
undergone many physical changes — from an emphasis
on cleanliness and sanitation to a more open floor plan
and a renovation of showers and dry saunas.
The popular smoothie bar will be re-opening and exciting new cardio equipment will be added.
But more importantly, it’s a whole new attitude at Powerhouse. As a longtime active member himself, Law knew that some
updates needed to be made in order to keep fitness a priority in people’s busy lifestyles.
“We’re already open 365 days a year, and it costs only $1 a day to work out as often as you want at Powerhouse,” said Law. By
Christmas, he plans to have transitioned Powerhouse into a 24/7 facility, so that members can work out whenever it fits their
schedule.
New Haven Gym -
Heavy Lifting for Diaper Drive
The Montanari brothers of the Powerhouse Gym are aware
of the diaper need among poor and low income families in
the community and are holding their first diaper drive at the
gym, said Tony Croce, a longtime employee and good friend
of the brothers.
“Traditionally, the Montanari brothers give back to the
community throughout the year,” said Croce. “We were
thinking about doing something before our annual toy drive
in December and we happened to think of a diaper drive
because of the need for diapers in the community.”
the collected diapers from drive will be donated to New
Haven Home Recovery, a non-profit organization that
provides emergency shelter for women and children.
According to Croce so far the diaper drive has been slow but
he said their drives are always attract late bloomers.
The Powerhouse Gym Diaper drive was open for anyone
in the community to donate. John Arsini, of the Executive
Auto Group in Wallingford has been a member of the
gym for five years and made the first donation of diapers, a
generous one.
“We’ve been fortunate but there are less fortunate
families out there that need diapers,” said Arsini. “It
is well worth while to be able to help the non-profit
organization provide these families with their needs.”
W W W. P O W E R H O U S E G Y M . C O M
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Become A Pro Shop Pro!
By Mandy Clement
Retail clothing stores must present inventory
in a visually appealing way to make the most
of their sales floor experience. Clothing
merchandise should be organized so
customers can shop easily. Also, when it
comes to increasing sales by way of visual
merchandising, your store must take full
advantage of its add-on possibilities.
Smart Floor Plan
When a customer walks into your clothing
pro shop, have on display the newest apparel,
either folded neatly on tables, dressed onto
mannequins or both. Other areas of your store
should highlight top sellers such as hoodies or
basic tees, followed by complementary items.
Set up your store in quadrants, with similar
items grouped together in each section. Keep
shorter racks in the middle of the store and
taller ones near the back. A combination of
racks, tables and mannequins gives the store
character and adds another layer of visual
appeal.
POWERHOUSE BUSINESS JOURNAL 2013
36
Easy-to-Shop Store
A messy store can affect sales negatively.
Disorganized clothing racks that are too
full deter customers from shopping, trying
on clothes and ultimately buying your
merchandise. Make sure racks are spaced
evenly, and group like items together. For
example, place tees on a separate rack from
sweats or sweatshirts. If hangers can’t glide
easily across the rack, wax the metal bar.
Make sure each rack is visibly identified and
sizes are well-marked.
Rack Displays
A pair of pants or a tee can get lost in a large
rack. Pull a garment and hang it on the outer
hook of a straight rack. You can further
merchandise the outfit with a complementary
piece of clothing. If your rack space has a glass
top, merchandise half-mannequins on top of
a rack with a complete look available at that
same rack.
Wall Space
Clothing stores should look full and inviting.
Use the wall space to increase the visual appeal
of clothing for sale. Walls are good areas to
display pants, sweatshirts and basic tees. Any
clutter will make your store look instantly
messy, so keep the walls to no more than two
stacked racks to avoid overcrowding.
End Cap Merchandising
Because end caps are some of the most
valuable real estate in retail, use these areas to
feature the most popular or expensive clothing
for sale. Avoid using end caps for extravagant
displays, as a large mannequin or table can
take away valuable space that can be used
instead for accessories or other merchandise.
Use end caps to merchandise a complete look
for the best possible chance to add on to a
customer’s purchase.
Official
Powerhouse
Licensed Apparel
For more information or to order PHG Licensed Apparel:
www.PowerhouseGym.com and click on Gear!
sales@powerhousegym.com
Products and styles may vary without notice.
®
PHGCOMMUNITY
Powerhouse photo of matt, john and eddy with some of their favorite downtown tampa members
The Success Of ‘The Southern Mecca’
Downtown Tampa Fitness Scene Thrives
Pull up to the stoplight at the corner of Kennedy Boulevard
and Meridian Avenue in the Channel District of Downtown
Tampa and what do you see? Chances are pretty good
your eyes will wander toward the floor-to-ceiling windows
framing people working out at Powerhouse Gym Downtown
Tampa day or night.The popular high-end workout spot
is attracting so many bodybuilders and lesser mortals
that a 10,000-feet expansion is already in the works for
the three-year-old gym, including a Mixed Martial Arts
(MMA) facility being opened by former World Wrestling
Entertainment (WWE) professional wrestling champion
Dave Batista.
bachelor’s degree in business; John worked at a Gold’s Gym
in San Francisco (in his late teens) and attended junior
college. When John decided to open his own gym, he opened
a Powerhouse Gym in Huntington Beach, CA. When
Matthew and Eddy teamed up with John, the three brothers
opened additional gyms in California, including in West Los
Angeles, Fullerton and Fountain Valley. They also operated
the corporate location in Venice, CA. The West Los Angeles
location has been featured on fitness-oriented shows,
including Extreme Makeover.
The expansion also is designed to provide additional space
for free weights and machines, and will better accommodate
Suncoast Physical Therapy, Infinite Vitality (medical group
for anti-aging, weight loss and rejuvenation medicine) and
more. Completion is expected by February 2013.
Fitness fanatics can see the difference by taking a tour. The
gym is equipped with more workout equipment and options
than one can wrap their head around. In fact, PGDT wins
awards each year from Powerhouse International), including
Best Powerhouse Gym of the Year (2009), Best Powerhouse
Gym Interior (2010) and Best Representation of Powerhouse
Brand (2011).
The Power Behind Powerhouse
POWERHOUSE BUSINESS JOURNAL 2013
38
Three brothers with a lot of drive, motivation and passion
for fitness provide the brawn and brains behind Powerhouse
Gym Downtown Tampa. A combined 25 years of experience
from three diverse backgrounds and key timing made it
possible for owners and operators Matthew Midyett, Eddy
Midyett and John Sanguinetti, all of Tampa.
Eddy chose the downtown location. He was already living
in Tampa, and space available at Grand Central at Kennedy
appealed to him as one of the best locations in the city, a real
“destination.” In a sluggish economy, he explains, a buyer’s
market complete with better lease, leverage and negotiation
options, provides an environment for gyms to thrive. The
40,000-square-feet Powerhouse Gym Downtown Tampa
opened in 2009 as a state-of-the-art, energetic workout
facility.
The brothers’ diverse backgrounds contribute to the success
of PGDT. Matthew previously owned an auto repair shop;
Eddy worked in the development field and received a
How Is Powerhouse Gym Different?
Members have access to TRX suspension training (using
body weight and gravity), a rock climbing wall with sand pit
(for agility, endurance and instability), dumbbells up to 200
pounds, dummy (for lifting), Cardio Theater (televisions on
cardio machines), punching, speed and sand bags, boxing
and more. An interesting workout option is the Santa
Monica Stairs, a set of stairs as steep as the actual Santa
Monica Stairs in California. Members often walk, sprint or
lunge up and down the stairs with sand bags or a dummy.
PGDT’s O2 VR Cycling puts a new spin on the nationwide
spinning phenomenon. The virtual reality course transitions
from city to country to coast, and members enjoy actual
footage of California wineries, Redwoods, Gold Country
and coast.
“Pure oxygen blasts enhance the cycling workouts and
makes for a better recovery,” says Matthew. If members
prefer cycling individually instead of in a class, that option is
available.
The Gauntlet is a 1,000-square-feet outdoor area. Since
it is the same climate as outside, it is ideal for members
to replicate and weather the conditions they work out in
outside of the gym. Monkey, pull-up and parallel bars,
beer kegs (for lifting), kettle bells, sleds, tsunami ropes (for
aerobic and muscle resistance), chains, tires (to flip) and
sledge hammer are among the highlights.
“It is great for members who want to take their workout up a
notch,” says Dan Long, a Fat Loss Motivational Life Coach,
personal trainer and key force in PGDT ‘S Kill Mode
Boot Camp. A former restaurant manager and would-be
proprietor for Outback Group, he pursued his passion for
fitness and could not be more pumped up about it.
“Everything I do with Powerhouse Gym is awesome, says
Long. “I could not imagine not doing what I am doing.”
Long is involved with the Chik Fil A Fall Stampede
(benefiting cancer-stricken children), which PGDT
sponsors.
PGDT targets and attracts members of all ages. At first
glance, it may seem like the facility is for the elite athlete,
but members of varying fitness levels and ages work out at
the facility, including new moms, retirees and families. The
brothers say that beginners feel as comfortable as the more
advanced members. Most members range in age from 22 to
46, including many Grand Central at Kennedy residents.
The owners regularly walk the floor to interact with
members and visitors. Listening to member suggestions
and constantly striving for improvement are also everyday
occurrences. Recently, they added a new clock shortly after
a member suggested it. They also ask visitors how they like
PGDT and what they would have liked to see.
Member Julian Payne of Tampa says he has belonged to
many gyms, has been a personal trainer and has competed in
bodybuilding competitions, so he is finesse with fitness.
“PGDT is diverse and provides non-conventional options to
work out and create muscle confusion, like TRX (suspension
training) and a sledgehammer. It is a very motivational gym
and its workout options remind me of Rocky Balboa in the
Rocky IV movie,” says Payne.
PGDT also offers amenities such as an onsite dry cleaning
service, tanning and spray tanning. Be Seen Dry Cleaning
has drop-off stations in each locker room, to accommodate
members’ dirty laundry. Within the locker rooms are
steam rooms with eucalyptus spray (for opening pores
and aromatherapy). The Guardian Air system reduces air
pollutants and the possibility of “sick building syndrome.”
Formula For Success
Speed Source Athletics, established by professional sprinter
and exercise physiologist Mark Gochenour, is a program
offering sports training combined with exercise physiology.
Tampa Bay Buccaneers, Detroit Lions and other NFL teams,
and SWAT and DEA enforcement agencies have been
involved with Speed Source Athletics.
The three owners says they strive to provide customer service
that is friendly and eager to help, and a staff that goes gentle
on the sales pressure.
Licensed Massage Therapist Jeff Trager, the “Knot Doctor,”
independent registered dieticians and independent personal
trainers are also available to PGDT members.
“Other factors in the formula for success include keeping the
gym clean (porters are cleaning all day), knowing everyone’s
name, overall energy and letting the club sell itself,” says
Matthew. “We make everyone feel welcome, like family.”
Individual memberships begin at $34 per month (pre-paid)
and go up to $69 (monthly). Corporate rates are also offered.
W W W. P O W E R H O U S E G Y M . C O M
39
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Group Fitness is the
Best Way to Catch
Couch Potatoes
By Phillip Mills, CEO, Les Mills International
As fitness professionals, we are naturally keen to share our
love of fitness with our members. They have paid good money
to be in a club or center; we are duty-bound to share with
them the benefit of our years of experience and expertise in
getting them in the best shape possible.
However, one thing I have observed in my years in the trade
is that the initial zeal with which people start coming to
our gyms is sometimes lost in the first few weeks. It’s often
because new members, with minimal guidance, have given
their all in one or two fitness classes to kick off their gym
membership and promptly find they can’t move for a week.
By the time they are able to walk without wincing again,
their momentum is gone, sometimes for good.
As a result of a seeing this trend, I have become convinced
about the benefits of starting new members gradually, and
the veracity of that observation has now been backed up by
quantifiable scientific research.
Conducted last year in association with Pennsylvania State
University, we found a group of 25 “couch potatoes” and
prescribed for them 30 weeks of group fitness classes. Group
fitness was chosen because it offers all the elements we know
most people like: music, community and a hell of a lot of fun.
It wasn’t a case of stuffing them into Lycra and forcing them
to sweat their way out, however.
The study we designed allowed them to “dip their toes” in a
wide variety of Les Mills classes – classes that emphasize a
cardio workout (like BODY ATTACK®), those that target
strength (BODYPUMP) and those that promote flexibility
(like BODYFLOW®).
The first six weeks “acclimatized” participants to
incorporating group exercise into their daily lives by allowing
them to do just 20 minutes of their chosen class, with the
intensity ramping up steadily but manageably after that.
Most importantly, participants were allowed to continue
eating as they had done all along, with no dietary restrictions
of any sort.
The physical results of the study were certainly exciting
enough to confirm that an hour a day, six days out of seven,
of any type of heart-rate raising exercise makes a dramatic
difference to health. There was a six percent decrease in
body fat across the group of 25 (some of whom, it should be
remembered, where still eating Twinkies and drinking soda
throughout); LDL cholesterol readings dropped by 10 per
cent, trunk fat and triglycerides took a dive and pelvic bone
density and cardiovascular fitness all increased dramatically.
None of this will be all that surprising to fitness advocates.
What might be more interesting to note, however, is that
attendance in the study clocked in at almost 99 percent over
the 30 weeks. Most of the study subjects continue with group
fitness to this day. Slowly and steadily is the way we now
know is best if the goal of a club is to lock customers into
their memberships with enthusiasm and motivation.
There are a couple of ways club managers and staff can ensure
they replicate these results with their own members, but it
takes a little more than just buying a license from Les Mills.
Group exercise has to be properly managed: new members
should have someone work with them to guide them through
the schedule of classes, pointing out what would suit –
perhaps even attending with the member and reminding
them it is ok to leave the class if they’ve had enough. We call
this “managed acclimatization,” and it has been proven to
work.
With the right management and range of classes on offer,
group fitness can reach beyond female members and win
males over too. A large menu of group fitness and small-team
training options is another way to build enthusiasm; the
mixing and matching of different classes alleviates boredom
and keeps members challenged.
We want club members to find enjoyment in group exercise
that will keep them coming back and enhance the sense of
community, critically important factors in their choice of
where to spend their fitness dollars. As gym owners, we need
to ensure we better “sweat” our assets, wringing every ounce
of enjoyment from them for members and keeping them
coming back for more.
Phillip Mills is the CEO of Les Mills International. To learn
more about the Get Fit Together program,
please visit www.lesmills.com/getfittogether.
W W W. P O W E R H O U S E G Y M . C O M
41
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Consider These Things
“Many people do not realize the importance of a good
exterior sign program and maintaining brand integrity with
the global PHG brand. Monthly and media ad campaigns
can cost thousands of dollars each year whereas a highly
visible and well-maintained sign can gain you the same
benefits for a one-time cost,” says Bill Walker of Bergen Sign
Company in New Jersey.
By Staff
BRANDING
Choosing a Sign
Company?
We all have a cousin who has a friend who is in the sign
business, or perhaps your general contractor knows a local
company. There are many reputable sign companies both
locally and nationwide that provide excellent services in
the design, production, manufacturing, and maintaining of
exterior signs.
So how to choose one? Here are several key factors to
consider when deciding which sign company best suits your
needs:
1.
Make sure you are in compliance with the usage of the
Powerhouse Logo as per your license agreement.
2.
Be sure to verify the experience of the company. You get
what you pay for as the saying goes, and this is one area
you cannot afford to cut corners on.
3.
When price shopping, don’t take the bait on the
cheapest price up front because in the long run, the
expense of repairs and maintaining your sign may end
up costing you money and business.
4.
Get educated on the different types of lighting and
different types of signs available.
5.
Who is doing what? Does the company do the actual
installation or out-source the job? Who handles
ongoing maintenance and repair? What is the total
cost of your sign including design, shipping and
installation?
A Word from the Experts
Matt Czyl from Icon Signs prefers their Lo-Pro LED. “It is
four times brighter and has two times the lifespan of regular
signs and also is ultra thin. It leads the industry with superefficient, cost-effective lighting. Not only does it showcase
your logo in the best possible light, it stays brighter longer
than any other low-profile letters.”
Icon’s R&D team has devised a way to use 1 ½-inch-thick
acrylic, as well as the standard 1-inch-thick acrylic and still
evenly illuminate the face. The advantage to the thicker
acrylic is that it allows to use of Lo-Pro letters with any
stroke width.
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Powerhouse locations can now add some “local sports
1-888-270-9255
flavor” to their gyms from an incredible
catalog of sports
team graphics and athletes through Powerhouse Gym’s
new partnership with Fathead, which also offers special
Powerhouse branded graphics.
“It doesn’t matter how many times I see it — I’m always
amazed at how our graphics transform a previously boring
space. And whether it’s a complete transformation with
specifically designed custom graphics or just some wellplaced Fatheads of local heroes from our catalog to give a
business a more ‘hometown’ feel, our clients have always
been equally amazed,” says Thomas Hill, a Key Account
Manager at Fathead.
Christopher Ehman, the Facility Supervisor at the
University of Michigan Stadium, is a Fathead fan, calling the
company “a very user-friendly and professional team to work
with.”
“I look forward to targeting a few more areas here that we
can ‘liven up’ with some Fatheads,” Ehman adds.
W W W. P O W E R H O U S E G Y M . C O M
43
BRANDING
Exterior Signage:
Flex Your Muscle Loud and Proud
By Staff
There are many things to consider when dealing with
exterior signage on your Powerhouse Gym. Your main sign
can be a costly investment and is one area you should not
cut corners on. It will, after all, serve as the main visual that
people will see for many years to come.
The main purpose of your sign is to stimulate your business
and draw new members. There are many types of exterior
signs to choose from including LED, neon and digital.
Remember, you can create the greatest Facebook special or
postcard mailer campaign but it is your exterior signage that
makes the first visual impression. This is especially important
for new gyms that start off with pre-sales. They need as much
exposure as they can get to attract members and promote
their new location. Nothing makes this statement better
than a powerful sign.
Aside from your permanent sign, there are a variety of
exterior signage options featured on the all-new Office
Depot Powerhouse website. You can choose from banners,
yard signs and many more that can be specialized for your
personal location. Some signs have a blank center so you
can reuse them as you rotate your specials. Get creative and
include such things as: special offers and events, seasonal
specials, tanning, pro shop, chiropractic, juice bar, groupex and a local charity fundraiser. You can also advertise
“corporate discounts” to attract new members from the
business community and a “local residents’ discount” as a
way to show your support of the community that supports
you.
POWERHOUSE BUSINESS JOURNAL 2013
44
No matter what message you choose to display, remember
that signs should always be placed in high traffic areas
where they will receive maximum visibility from hundreds,
sometimes thousands, of people during their daily travels.
Social media and digital marketing are the hot topics
these days when it comes to marketing, but remember
that exterior signage is an essential form of advertising.
Promoting your gym and your specials with exterior signs are
time-tested marketing methods. Unlike radio or television
advertisements that are only seen or heard at the select
times your budget allows, your exterior signage remains on
constant view 24 hours a day.
The Powerhouse Brand and Logo are both very eye catching.
What you place on the additional signage does not need
to be entertaining to be effective, but it does need to reach
someone even if they only see it for a split second.
Powerhouse Gyms International offers its licensees two
options for their signage with the Powerhouse Classic Logo
and the Powerhouse Fitness Logo. Recently a well-respected
marketing company visited the Powerhouse offices and, after
conducting extensive research, found that the Powerhouse
Classic Logo received the most positive reviews from all
categories covered.
“Regardless if you choose the Classic or Fitness logo, it is
how the gym chooses to brand itself inside that really sets
the tone. You have a global brand, a name respected around
the world on the outside of your gym, and as a franchisee you
still get to create your own marketing campaigns to place
on banners and yard signs without having to jump through
hoops or ask permission from some board of Wall Street
suits. What more could you ask for?” said Tim Mumford,
manager of Powerhouse Gym Ypsilanti, Michigan.
“At this year’s Powerhouse Owners convention, tied in
with the Club Industry trade show, I was approached by a
person who wanted to explain how we need to change our
Classic Logo and go with a softer look. I wish I had time
to share with him what that Classic Logo stands for in
my life personally and all it represents to countless people
around the world,” said John Lepak of Powerhouse Gyms
International. “Take a look at the photos from our new
60,000-sq.-ft. location in Novi, Michigan. The Classic Logo
is featured everywhere inside the gym and on all marketing
materials. We offer things like child care, racquetball,
basketball, hot tub, pool, yoga, a huge free-weight section
and even a women’s-only section. It’s all on how you, as an
owner, choose to design your club,” Lepak added.
While Powerhouse Gyms International continues to be
approached by countless individuals and companies who
offer their opinions and suggestions about Powerhouse
Branding, you as small business owners can all be proud that
your Powerhouse Gym is a symbol of strength in your local
community. Wall Street and private equity-backed gym
brands dump millions of dollars into “think tank” meetings
on how to attract members through catchy signage, gimmick
phrases, attacking other gym brands, and marketing pitches.
But they forget that good old-fashioned customer service is
the key to keeping members happy -- and a happy member is
the best form of advertising you can ask for.
Fancy new logos and marketing pitches may get people in
the door and closing tactics may get them to join … but it’s
the key principles the Powerhouse Brand stands for that will
keep them there as loyal members for generations to come.
Flex your muscle loud and proud through your exterior
Powerhouse signage!
CUSTOMERSERVICE
Here is an actual e-mail correspondence
regarding a recent 30-Day cancellation from
Downtown Tampa Powerhouse Gym.
------------------------------------------------------------------------From: (Member)
To: Matt Midyett
Subject: Membership - Cancellation 30-Day Notice
Date: Sat, 11 Feb 2012
Hello Matt -
How to Handle a
30-Day Cancelation
By Staff
No one likes a cancellation, but one of the worst things to
happen in your gym is for your staff to create an unpleasant
experience for the member who is cancelling, whatever the
reason may be. It is almost becoming an epidemic where sales
staff are ignoring cancellations because they are in fear of
being punished from management and losing commission.
POWERHOUSE BUSINESS JOURNAL 2013
46
Since (Member’s) injury last year -- he is just not using the
gym very much, and we would like to cancel his membership. I understand we need to give 30 days notice. Can you please
let me know if you need any additional information from
us in order to cancel? Will you confirm the day that his
membership will expire and the last monthly payment for his
membership?
Thanks in advance for your help!
(Member)
-----------------------------------------------------------------------To: (Member)
Subject: Re: Membership - Cancellation 30 Day Notice
From: Matt Midyett
Date: Tue, 14 Feb 2012
As an owner or manager, you must create a comfortable
atmosphere for your sales staff first and foremost when it
comes to the cancellation process. We all know a request to
cancel will not just “go away” so we must address the issue
from day one.
Hi (Member), sorry he is all set 02/15/12 will be his last
monthly billing. He may use the gym until 04/15/12. The
only charge you should see after this month will be in August
for the annual assessment fee for 2011. That will be $29.
Thanks for your business!
Matt
------------------------------------------------------------------------
It is always best to take a very pro-active approach to see
that legitimate cancellations are handled in a prompt and
professional manner. You must also have a timely process in
place to handle unhappy members who wish to cancel for
various reasons.
From: (Member)
To: Matt Midyett
Sent: Wed, Feb 15, 2012
Subject: RE: Membership - Cancellation 30 Day Notice
Even if you issue the cancellation, remember that small
decrease in your monthly draft could just possibly result in
a financial gain if you leave that customer with a positive
experience.
Thanks so much! Also just wanted to take a minute to say what a positive
experience we’ve had -- nothing but excellent customer
service. Everyone is very accommodating and professional
-- and a great facility and staff. Love the new workout
rooms and classes too. Thanks for making it so easy to be a
member! I love my membership :)
Have a great day & thanks again for all your help!
(Member)
UFC Hall of Fame Ken Shamrock
Olympic Gold Medalist Tianna Madison
Today Show’s Matt Lauer
Kai Green
IFBB Bikini Pro Tianna Ti
Daytona Victory Lane PHG Motorsports
PHG Albertville, AL Racing Team
47
WWE Invades PHG Downtown Tampa
Co-Founder “Big Will” with IFBB Pro Figure Ava Cowan
W W W. P O W E R H O U S E G Y M . C O M
M13-157 Powerhouse gym ads.indd 2
2/19/13 9:41 AM
By: Scott Johnston, CEO of InTouch Technology
What do you do if you have a large number of leads leftover in your sales pipeline at the end of the month? If you’re one
InTouch Follow-Up customer, you develop an innovative marketing campaign to kick off the next month with a bang.
Best Fitness, a chain of 10 clubs in the US northeast, uses InTouch Follow-Up to drive sales and ensure that sales staff stick to
their sales process. Because all sales activity is tracked in InTouch Follow-Up, the management team can see exactly how their
clubs are performing at any point in time.
CUSTOMERMARKETING
Cutting Through the Noise
with Text Messaging
When Best Fitness experienced a downturn in sales in March and had a lot of leads left in their pipeline at the end of the
month, the company decided to send out a text blast. We worked with Dave Dos Santos, CEO of Best Fitness, to develop a
campaign that would leverage our new texting features and target the leads leftover from March.
On April 1st, 2013 Best Fitness sent out a text blast to all their leads from the past 45 days. They offered a standard “join for
free” promotion and sent out approximately 3,300 text messages through InTouch Follow-Up. Their results were staggering:
- 20 responses at one location within 3 hours of the blast being sent
- 288 new members by the end of the first day
- 25% of monthly quota reached by April 5th across 10 clubs
- 37% of sales directly attributed to the text blast were 16-45 days old
If you’re considering running a text message marketing campaign to connect with leads or members, here are some best
practices that will help you maximize your ROI.
Keep messages personal
Text messaging is about personal communication so write in the first person and sign your messages.
Include a time-limited call to action
Let the recipient know what they need to do and by when to take advantage of your promotion. A call to action provides a
focus for your text message, a way to measure your success and direction to the person receiving the message. Putting a time
limit on your offer creates a sense of urgency and encourages people to take action immediately.
Targeted messaging
Your text blasts and offers need to be appropriate for the audience. Segment your list of leads or members so you can create
targeted messages and promotions based on where people are in the sales cycle.
Drive conversations
Allow the recipients of your blast to reply back and continue the conversation with you via text message. This helps you build a
relationship with your leads and members so you can sell more effectively.
What surprised me most was the feedback from Best Fitness’ sales staff who said that text messaging was helping them build
personal connections with their leads and shorten their sales cycle. Texting is the newest method of communicating with leads
and members and clubs everywhere are embracing it as a way to cut through all the consumer noise and drive their sales.
W W W. P O W E R H O U S E G Y M . C O M
53
PROSHOP
Europa Sports Products:
Your Preferred Powerhouse Gym Partner
Europa Sports is the leading distributor of sports supplements, beverages and accessories to the sports nutrition industry. As a
Powerhouse Gym Preferred Partner, we offer dedicated owner support to your gym. Our Franchise Department knows how to
cater to the specialized needs of a Powerhouse Gym. We provide the following:
•
POWERHOUSE BUSINESS JOURNAL 2013
54
Sampling Support
•
Sports Nutrition Trends
•
Extensive Inventory
•
New Products
•
Standard Opening Order
•
Dedicated Online Portal
With an integrated network of seven stocking locations across the United States, we can maintain an immense inventory to
meet shipping needs. Our national distribution footprint allows us to develop multi-site fulfillment solutions that deliver the
hottest products and brands to most customers in one or two business days, using both standard shipping and route delivery.
Working closely with Powerhouse, we can create specials to be customized specifically for owners. Plus, you can even check
your pricing program as well as product information and news alerts online through a dedicated Powerhouse Gym Portal.
Other market-specialized services that can boost your gym business include drink cooler programs, cold pack nutrition bars
(for those hot months), web-fulfillment, and much more. Contact your Europa Franchise Coordinator or Sales consultant at
(800) 447-4795 for additional information on how Europa can help your gym succeed.
Powerhouse partners
with Europa
for Supershow
& Sunshine in
Orlando!
Long time friends and business associates Eric Hillman
(former Powerhouse Gym owner and Co-Founder of Europa
Sports) and William Dabish (Powerhouse Co-Founder)
captured the true magic of what makes brands like Europa
and Powerhouse so special on April 27th and 28th in
Orlando Florida. While "Big E" and his team brought
together some of the biggest brands in the supplement
industry for the Europa Get Fit & Sports Expo, "Big Will"
was the special guest host, along with supplement company
Cellucor, of the official Powerhouse Booth at the Europa
tradeshow and also hosted some of the best business owners
in the Powerhouse network in a small roundtable meeting
that weekend.
The Europa shows are an incredible opportunity for
Powerhouse Owners and all their staff members to attend
the "Europa University" where they can attend a day long
accredited conference that focuses on sports nutrition
education and the incredible revenues gyms can generate
through proper education. It was an amazing weekend in
Orlando that also included a expo/trade show with some
of the biggest names in the supplement industry, NPC
amateur contests, IFBB pro events, Obstacle course, MMA,
Wrestling, Powerlifting, kids events and much more!
55
Be sure to ask about the upcoming schedule of Europa Expos
coming soon to Hartford Connecticut, Dallas Texas and
Phoenix Arizona where Powerhouse Gym will be hosting all
owners and staff members to attend. For more information
contact kate@powerhousegym.com
W W W. P O W E R H O U S E G Y M . C O M
Nation’s Largest
Distributor of Sports
Supplements
Wholesale inquiries only.
Call or visit us online today!
1.800.447.4795
LIMITLESS TRAINING
The SYNRGY360 system adds an inviting, dynamic and
customizable small group training option to your gym.
SYNRGY360 training redefines the small group workout.
The groundbreaking fitness solution appeals to exercisers
of all abilities and offers unlimited options to improve
strength, endurance, balance and flexibility.
LEARN MoRE: lifefitness.com/synrgy
866-638-9301
©2013 Life Fitness a division of Brunswick Corporation. All rights reserved.
Life Fitness is a registered trademark of Brunswick Corporation. SYNRGY360
is a trademark of Brunswick Corporation. USC-045-13 (08.13)
Think Clean. Think Safe.
Protect Your Investment.
From your locker room to your weight room,
trust Cintas with your safety.
Cintas mats capture and
remove contaminants from
your facility.
Maintain your gym’s appearance
through the use of microfiber
mops. Wet and dry mop service
is available.
Remove soil and other odorcausing bacteria. Our UltraClean®
service eliminates daily build-up
that other products cannot reach.
For more information, contact the
National Service Team at 1-800-795-7368.
Powerhouse Gym Ad_FINAL.indd 1
Provide protection to your
members & staff with an
AED program. Cintas
service includes program
training, a launch kit and
ongoing service of your
AED equipment.
Trust the Team with the White Truck™
Cintas: Keeping Things Squeaky Clean
8/30/13 1:21 PM
Powerhouse Gym Co-Founder William Dabish always
reminds people that despite the advances in technology, one
of the pillars of success in the gym business is keeping a clean
gym.
Clean Restroom Solutions
Cintas provides a complete cycle of clean with four solutions
that help you deliver a clean restroom for your customers and
employees.
As an owner, show your customers you care about their
health and wellness by keeping your gym clean. Preferred
Vendor Cintas partners with many of our locations to create
an affordable and effective program that caters to the needs
of the members -- and the budget of the owner – with these
services:
Essentials: Cintas’ restocking service ensures your restrooms
have full and functioning dispensers and the highest-quality
hand care and paper products.
Safe Floor Solutions
You can help protect your employees, customers and assets
with a safe floor program. Cintas creates a complete cycle of
clean for the capture and removal of dirt.
Maintain: Cintas ensures you have the right tools and proper
cleaning chemicals to keep your restrooms clean.
Protect: Cintas’ comprehensive mat system delivers constant
protection throughout your facility to capture and remove
all dirt and moisture before it even hits the floor.
Maintain: Cintas ensures you have the right tools and proper
cleaning chemicals to help deliver safe floors.
Deep Clean: A periodic professional cleaning by Cintas Tile
& Carpet Deep Cleaning is the final step to remove build-up
that occurs even with proper protection and maintenance.
Protect: In between cleanings, Cintas’ odor control and auto
flush units keep your restrooms looking and smelling clean.
Deep Clean: Let Cintas do the heavy lifting when it comes
to deep cleaning. With Sanis UltraClean® service, old dirt
and grime disappear. A periodic deep clean also makes dayto-day cleaning easier.
First Aid & Safety
Cintas offers a single-source solution for first aid and safety
products designed for the workplace. Our on-site AED,
coupled with a comprehensive training program, can help
increase the survival rate from sudden cardiac arrest.
W W W. P O W E R H O U S E G Y M . C O M
59
GYMUPKEEP
A Clean Gym Is a Profitable Gym
Don’t be penny wise and pound foolish
By Staff
As we know, members can be very picky and it is hard to make everyone happy all the time. One item always on the Top 10
things members have issues about is broken equipment. Preventative maintenance is the key to keeping your gym’s equipment
from breaking down. You will find with a regular schedule of simple tasks to perform that you might end up saving thousands
of dollars a year in equipment repair costs!
Where Do I Start?
POWERHOUSE BUSINESS JOURNAL 2013
60
Think of it as your personal training department. Your
members can train seven days a week, but if they are not
maintaining a healthy lifestyle outside the gym, they will not
achieve the desired results. And just because someone may
be toned and tanned does not necessarily mean the “insides”
are in great shape.
The first thing to do is to create a journal that lists all pieces
of equipment in your gym. Make notes of not only issues
that come up for repair, but also track your performed
maintenance -- changed plug, took off and cleaned belt on
treadmill, etc. The majority of preventative maintenance
can be done by a member of your staff who you select and
have trained. Start with a call to your Preferred Vendor
representative(s) who handles your account.
Keep It Clean
Not only do your members like a clean gym, but your
checkbook will be thankful as well. Most people are
surprised to learn that a simple thing like wiping off the dust
from your equipment will help prevent more serious damage
down the road.
This is important when training your cleaning staff. Detail
to equipment cleaning must be taught just as certain training
must be done with your sales staff.
Be sure to always completely vacuum the machines to remove
all dust and dirt; once they make their way deep into the
moving parts and become layered in, it might require taking
the entire machine apart to clean out those parts. This is
especially the case when dealing with cardio units. Dust
and dirt easily make their way behind the moving belts on
treadmills and also into the electronics of the unit. This is a
recipe for “Out Of Order” cardio signs.
Using the soft brush attachment on your vacuum is the safest
way to vacuum the treadmills to make sure you can loosen
dirt but also not bang up delicate electrical parts.
Ellipticals and Steppers
Owner and Manager Follow Up
These should be wiped down multiple times per day and
vacuumed at least once each day. Miss no part including
electronic displays, moving arms and legs, and handrails.
Areas where handles are located should also be checked for
cracks.
Bikes
With upright, recumbent and spinning bikes, make sure
your cleaning staff checks the basics each time as they wipe
them down to clean off sweat and dirt. It’s amazing how
peddles and seats can be fine one minute and loose the
next. If you hear a squeak or a clanking noise, check it out
immediately!
Pin-loaded and Plate-loaded Equipment
Just because these timeless gym favorites seem to look and
function much the same as they did years ago, don’t be so
quick to assume that is the case. These units are in need of
regular upkeep just as much as your cardio units. Be sure
to keep all moving arms and cables well lubricated as some
cleaning agents can dry these out. These units need multiple
daily wipe-downs and a good end-of-the-day thorough
cleaning not only to ensure a clean and healthy workout for
your members, but a long and healthy life for the units. Be
sure to have the upholstered areas checked for stability each
time they are wiped down to make sure nothing is loose or
coming loose.
Be sure that you schedule a quarterly review of all your
equipment. This should include: checking seats, backrests,
cables and moving arms on your plate-loaded and pinstacked machines; seats and peddles on bikes; all moving
arms and legs on ellipticals; and the tread on the belts on
treadmills. Also run a complete check on all electronic parts
to machines including but not limited to: calorie counters,
distance tracking, channel changer, volume control, and
USB ports.
This is also a great time to check all the fabric for small
cracks that can soon turn into larger tears. Do not cut
corners by using a low-budget cleaning solution when
cleaning upholstery. This may save you a couple pennies
now, but it just may end up costing you thousands in new
upholstery much sooner than you should need it.
Treadmills
As the saying goes, we have saved the best for last. Treadmills
remain the most popular – and expensive – pieces of
equipment, according to stats from Powerhouse Gym
locations. This is perhaps the area of your gym that needs
the most attention throughout your hours of operation and
afterwards.
It’s one thing to have an “Out of Order” sign on your
hack-squat but you’re going to get a lot of questions and
complaints if your treadmills aren’t working. It is also a very
big turn-off to prospective members touring your gym to see
“Out of Order” signs on your treadmills.
61
There are many areas of daily cleaning important for
treadmills. Be sure to brush off the belts and both vacuum
and wipe down all the surrounding areas around the
belt. Raise the treadmill as high as it will go to vacuum
underneath, as this is a favorite place for dust and dirt to
accumulate. Your treadmills have more electrical parts and
wires than any other piece of equipment so be sure to follow
the manufacturer’s recommendations.
W W W. P O W E R H O U S E G Y M . C O M
Does your Gym Vending Machine carry junk foods
oods
and drinks along with the healthy stuff ?
© 2013 Healthier4U Vending.
Get a REAL Healthy
Vending Machine
At no cost to you. Everyone knows the importance of refueling a�er an intense workout.
Help your members make the right choices. Our Energy Efficient Machines hold 9 Drink and
20 Snack Choices. Debit and Credit Card acceptance makes for a great on-the-go buying
experience. Our automated inventory tracking also insures that your gym is always stocked
with healthy drinks and snacks.
Low Calorie and Sugar-Free Options
No High-Fructose Corn Syrup
GMO Gluten-Free and Fat-Free snacks
More at www.FreeHealthyVendingMachines.com
h V di M hi
or call 1.800.642.2148
We Just Got
Even Better!
with
Our Smoothies are now
877.525.3637 | WWW.CITYBLENDS.COM
JUICEBAR
TOP: JUICE BAR - PHG Jacksonville, FL
BOTTOM: JUICE BAY - PHG LonDON, KY
CITY BLENDS SMOOTHIE CAFÉ
Serving Up Profits For Your Facility
By Stephanie Suddarth
With increasing competition among health club facilities
today, there is an ever-present need to expand a club’s
amenities in order to retain customers and bring in new
ones. City Blends Smoothie Cafe offers a profitable, simple,
and fast way to do just that! As well as being a great business
decision to increase the bottom line, installing a City Blends
in your facility will offer your members a vital social center
that will allow them to develop relationships with your
staff and other members. Most importantly, a City Blends
Cafe gives health club owners the ability to offer a variety of
nutritious and delicious smoothies with the consistency and
quality of a name brand, proven product line that includes
built-in support and a professional first-class marketing.
It’s proven that adding a City Blends gives gym
owners an additional profit center. A successful, well-run
City Blends can generate approximately $3.00 profit per
smoothie sold, which could mean additional daily profits of
hundreds of dollars. And it’s so easy!
In most cases, City Blends can be integrated into the front
desk area, and transform it into an extremely effective profit
center. City Blends utilizes a unique and fool-proof turn-key
blending system that is fast, simple, and allows portion and
calorie control to be “on the money” every single time.
Many club owners have described the installation
of a City Blends Smoothie Cafe as the single best business
investment they have made and some have recouped their
investment in as little as 3 months!
City Blends is the leader in this industry and is passionate
about delivering the best possible product and customer
service in order to provide clients with the most competitive,
profit-generating facilities, while offering the health club
members healthy and delicious beverages.
You can join us in…….MAKING THE COUNTRY
HEALTHIER ONE CITY AT A TIME!
63
W W W. P O W E R H O U S E G Y M . C O M
Reach more prospects
for pennies per household
RedPlum ® Shared Mail Insert
as low as 7 ¢ per household
• Solo Mail Postcard
as low as 15.5 ¢ per household
• Digital Display
$4 per thousand impressions
•
Build club
memberships
quickly
with our intelligent media delivery
Featured Brands:
Target precisely, down to the sub-ZIP
Code level with shared mail and digital
display, or at the carrier route with solo
mail. Reduce waste and drive response.
Valassis is your only preferred vendor
that offers shared mail.
See how we can
help you acquire
new members,
CALL
734.957.0336
cost effectively.
FREE Trade
Area Analysis
Weight Rooms
Cardio Areas
Aerobics Rooms
Gymnasiums
Centaur Floor Systems has been providing
recreational, fitness and athletic flooring solutions
Running Tracks
for over 20 years. As a leader in the fitness and
Basketball Courts
recreation industry, we seek out high quality
Volleyball Courts
surfacing options with the desire to provide our
Racquetball Courts
customers with activity-specific products that
Tennis Courts
are both functional and aesthetic. We provide
Soccer Fields
quality flooring options that will meet the
demanding needs of your active ministry. From
Football Fields
walkways to childcare areas
Baseball Diamonds
Introducing:
to multipurpose rooms and
In-Line Hockey Arenas
gymnasiums. At Centaur,
Locker Rooms
we don’t just sell flooring, we
Pool Areas
provide flooring solutions!
SPORTS
Child Care Rooms
F L O O R I N G See our new ‘green’ flooring
options.
Foyers
Multi-Sport Rooms
Boflex
Elite ST
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ITSTRU TECHNOLOGY
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itstru Technology
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And so much more...
(800) 536-9007
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itstru
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A patent-pending, revolutionary innovation poised to transform the flooring industry, itstru Technology enables ECORE’s proven reT ECHNOLO GY
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composed of a record-setting 97% post-consumer content.”
GYMUPKEEP
Jani-King Is The Standard For Clean
In today’s ultra-competitive marketplace, the
one thing that powers companies forward is
their commitment to customer satisfaction.
That’s what has been driving Jani-King
commercial cleaning for the last 40 years.
Spotless is our standard and it’s been integral
to our success.
With over 120 regional support offices
worldwide, Jani-King is the global leader in
commercial cleaning and stops at nothing
to deliver unrivaled janitorial services to the
people who matter most in your business.
We understand that your top priority is
your members and our franchisees will stop
at nothing to provide the best in janitorial
services.
POWERHOUSE BUSINESS JOURNAL 2013
66
Jani-King is trusted by many of the world’s
premier brands in a variety of industries as
being the best cleaning business. These leaders
rely on local Jani-King franchise owners for
their steadfast commitment to customer
satisfaction.
We pride ourselves in becoming the best
cleaning business and for you that means
perfect results every time.
Jani-King’s quality control system mandates
that all cleaning services are scrutinized
through routine inspections, ensuring
accountability at all times. Jani-King’s
commitment to being the best cleaning
business makes us your premier choice for
janitorial services.
Jani-King Commercial Cleaning provides:
• A superior clean through our “Double
Check” system to ensure accountability each
and every time
• A local operations team on-call 24 hours a
day, willing to work at a moment’s notice
• A safe “green” clean with environmentally
friendly HEPA vacuums and microfiber
dusting cloths
For more information contact:
Andrew Espitia
National Account Manager
972-991-0900 x188
clean results.
Results you can
count on.
Your members and staff expect a clean facility and locker rooms. In fact, signing a new member can come down
to their first impression of your gym. Jani-King understands that every aspect of your business matters and we
have developed specific cleaning programs to ensure your gym is seen at its best.
Your members expect quality. You expect results. We deliver.
To learn more about Jani-King, simply use your
Smartphone and scan the QR code on the right.
1.800.JANIKING | www.janiking.com
Commercial
Commercial Cleaning
Cleaning Services
Services*
© 2013 Jani-King International, Inc. | CD0813-0133 | *Services performed by authorized franchisees
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and celebrity guests for
Powerhouse Gyms
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Social Media and Website!
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RHOUS
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POWERHOUSE BUSINESS JOURNAL 2012
POWERHOUSE BUSINESS JOURNAL2011
®
LOCATION
60,000 SQ. FT.
SHOWCASE GYM
NOVI, MI
Co-Found
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may apply
BY
POWERHOUSE
GYM
LIVING A
POWERHOUSE
LIFESTYLE
FOR ALL
GENERATIONS
INDUSTRY
EXPERTS
ONE DA
Y PASS
FOR THE
A
PUBLICATION
T H E
COME AND SEE WHY WE ARE THE
MOST POWERFUL NAME IN FITNESS
W W W.
PHG
as each location
is
STAFFING FOR
BETTER CUSTOMER
SERVICE
(248) 476-2888
INFO@POWERHOUSEGYM.COM
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LICENSING@POWERHOUSEGYM.COM
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GEAR@POWERHOUSEGYM.COM
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2/19/13 9:33 AM
MARKETING
Making Marketing Memorable
POWERHOUSE BUSINESS JOURNAL 2013
72
By: Jon Butts, President of Muscle Up Marketing
We live in a world today where everyone is information rich and
time poor. Recent studies show that Americans are subjected to an
average of 287 meaningful branding and advertising messages each
day. This means any given month, your club’s potential members
are seeing about 9,000 other advertisements. The vast majority of
marketing impressions that consumers see are instantly forgotten.
The question is - how can you ensure your Powerhouse Gym is one
of the few marketing campaigns consumers will remember?
There are four common elements the most successful health clubs
share when it comes to memorable marketing. First, they plan their
marketing budget in advance. Second, they market every month of
the year. Third, they utilize multiple channels to hit the prospects
numerous ways. Lastly, they are consistent with their branding
between all campaigns.
From the 1,000+ health clubs I have worked with over the years, I
would estimate less than 15% of clubs nationwide are consistently
doing these things properly. I would also estimate that less than 15%
of clubs nationwide are consistently satisfied with their marketing
results and are exceeding target numbers each month. This is not a
coincidence.
We have all heard the adage, “If you fail to plan, you plan to fail”.
This is no different with marketing. I cannot stress enough the
importance of planning out your marketing budget in advance. Too
often I see club owners delay until the last minute and then try to
rush something together without much thought. Marketing is the
lifeblood of your business, so you need to treat it accordingly.
In the fourth quarter of each year, you need to determine your total
marketing budget for the following year. We can then break this
down into what you should be spending each quarter to properly
allocate your total budget based on seasonality. Obviously it doesn’t
make sense to spend as much in June as you do in January, so there
will be some variance of your budget by quarter.
Once you have your budget broken down by quarter, we recommend
taking it one step further and planning exactly what you will do
each month for the next quarter. This means not only what types of
marketing you want to do each month (direct mail, billboard, etc),
but the specific offer you want to run for each month.
If you are really ambitious, you can go ahead and plan out all of
your marketing plans for two quarters in advance. However, we
do not recommend going out more than six months in advance.
Too much can change over the course of a year, so it is in your best
interest to only create a month-by-month plan for 90 to 180 days in
advance. As each quarter winds down you can then reflect on what
worked the best for you, as well as any changes in your market or
competition, and then develop the plan for the following quarter
based on your current situation.
The next common theme the most successful clubs have is that
they market all twelve months of the year. Each marketing
campaign builds off of the last one and leads to a snowball effect of
momentum. Do not be the club that stops marketing during the
summer. This loses all the momentum you have built up over the
course of the year.
While you do not have to allocate as much to summer marketing as
you do for January, it is important to stay consistent with it and not
to let your foot off the gas.
One of the major benefits of this many club owners do not realize
is that most of your competition either stops marketing completely
during summer or considerably scales back. This presents a huge
opportunity for you. For these few months you are not competing
with all the other clubs in your market for the prospects attention.
Their mailboxes and minds are empty, which allows each impression
you hit them with to make a deeper impact.
This will also play to your advantage come the fall. By staying
consistent every month, you will always stay top of mind with the
prospects in your community, so you will have a great fall. In the
meantime, your competition will be starting back from square one
every year.
The third common element the health clubs with the most
marketing success share is that they utilize multiple channels.
While it is true that direct mail is the single most important piece
of the marketing puzzle, it alone cannot carry all of the weight to
achieve the numbers you want.
Everywhere we look these days we are bombarded with advertising.
This makes it more important than ever to utilize more than one
channel with your marketing each month. Your goal is to make
your message as sticky as possible so it resonates with the consumer.
Not everyone is ready to join a gym on any given day, but if you
remain top of mind, that prospect will eventually come in to your
gym when they are ready. The last thing you want is your prospects
going on Google and searching every health club in your town. By
continually hitting them through different channels, it increases the
chance of being remembered.
The majority of people don’t join a health club from seeing one
impression. Instead, they join from a combination of impressions.
Any given month, you need to have at least six different campaigns
going to drive new members in to your club to break through the
mind clutter of your prospects.
Direct mail can do the heavy lifting, but always have at least five
other methods of generating traffic going each month. Sending out
an email blast to prospects right after they get a mailer has proven
to be a nice one-two punch that brings a lift to overall response. In
addition, having a strong referral program and social media strategy
are both musts in today’s market.
Your prospects are everywhere and therefore you need to be
everywhere with them. One or two impressions a month when they
are seeing 9,000 is not going get your club remembered.
Finally, the fourth piece to the memorable marketing puzzle is to
keep your branding consistent. This is one of the biggest pitfalls
club owners make. Not only do you need to keep your branding
consistent from one month to the next, you need to have your
branding mirror itself on all the different campaigns you have going
on any given month.
If your direct mailer looks nothing like your outreach flyers and
your billboard doesn’t match either, you are setting yourself up for
an uphill battle to be remembered. All campaigns should build off
of each other while letting the consumer know what you are all
about. Avoid the sea of sameness and incorporate images of your
club on your marketing wherever possible. Differentiate yourself
from the competition.
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/POWERHOUSEGYM • @POWERHOUSEGYM
CORPORATE HEADQUARTERS
POWERHOUSE GYMS INTERNATIONAL
355 SOUTH OLD WOODWARD, SUITE 150
BIRMINGHAM, MICHIGAN 48009
(248) 476-2888
INFO@POWERHOUSEGYM.COM
LICENSING
LICENSING@POWERHOUSEGYM.COM
APPAREL/MECHANDISING
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