Two Clubs in One

“Two clubs in one” (alternate day & co-ed workout floors)
What is the largest market for fitness centers? It’s what Excel Fitness defines as “deconditioned” — people who are not committed to fitness and are intimidated by those who are. So how does a facility attract the deconditioned if they are afraid to walk in the door of a place where everyone else is educated and experienced in fitness?

Excel Fitness solved this problem by moving into a failing racquetball facility, eliminating seven courts and dividing the facility into an upper and lower level used for different markets. The 4,500-square-foot downstairs serves as men-only and women-only, every other day, while the 5,500-square-foot upstairs area serves as the co-ed floor.

With this layout, Excel Fitness is able to attract the large, deconditioned market, as well as the experienced fitness enthusiast — one facility, two markets!

New members who join the alternating floor receive free coaching and personal training at no additional charge. Once a member feels comfortable, or no longer needs the support system on the lower floor, he or she can enjoy the self-paced environment of the co-ed floor.

Excel faced a challenge in marketing this concept to many former members of the racquetball facility. But once club management explained the philosophy of the concept, most people developed an appreciation for its mission. This unique system has resulted in a 75 percent market share for the club and a fulfillment of the club’s mission of promoting healthful lifestyles. “The amount of health results for our clients has been unbelievable. To our community and the industry, it’s what future health care is all about,” says Lisa Lynn of Excel Fitness Center.