Gold's Gym Unveils Conversion Program to Help Independent Club Operators 'Muscle' Through Weak Economy
June 02, 2008 // Franchising.com // Dallas, TX – As the economy remains uncertain and the competition from large chains continues to intensify, independent club operators across the nation are beginning to feel the pinch of stagnant and declining membership sales.
In response, Gold's Gym, the most recognized name in fitness, has created a Conversion Program for independent club operators who seek to weather the economic and competitive storm through affiliation with a larger organization. The Gold's Gym Conversion Program offsets many of the typical costs of converting a health club, making the program appealing to those feeling the effect of the economy or the competition.
"There are two things happening in the fitness industry: national brand expansion and tightening of consumer discretionary spending," said Steve Dixon, director of Gold's Gym franchise development. "Independent operators are feeling the impact of these trends more and more. We provide best practices and business solutions that the club operator needs in order to survive and prosper in any economic or competitive environment."
As part of the legendary brand with four decades of strong operations, the benefits of converting to a Gold's Gym branded location are endless. For example, under the Conversion Program, Gold's Gym will pick up 50 percent of the cost to re-brand the facility. In addition, during the first six months, the franchise's advertising contributions will be allocated to the gym's grand re- opening.
Additional benefits include:
- Regional Field Managers who provide initial and ongoing support
- An established territory that gives the club operator exclusive rights to operate in the area
- Access to Gold's Gym's National Vendor Program that provides the cost savings and purchasing power of a 650-unit chain
- Access to on-going training programs that include the Gold's Gym University, Gold's Gym Management Institute and the Annual Gold's Gym Convention that offers forums for continuous learning and implementation of the Gold's Gym Operating Platform derived from 650 clubs and 43 years of experience
- Operating Platform Programs that have been specifically designed to maximize the member experience including:
- PeopleAnswers – screens employees to determine/verify best job for an individual
- Gold's Gym University Interactive Trainer – online training for employees with performance tracking capability
- Les Mills – delivers outstanding group exercise programs
- Medallia – provides continuous surveying of gym members
- National strategic partnerships with organizations such as AARP, Blue Cross/ BlueShield and the American Diabetes Association that represent a direct pipeline to more than 100 million consumers and are designed to drive potential new members into Gold's Gym locations nationwide.
"Gold's Gym has a proven business model with extensive support services for each of our franchise partners," added Dixon. "Based on our longevity and growth rate, it is evident that Gold's Gym has the necessary knowledge and tools to help independent club operators survive and even thrive as the fitness industry continues to evolve."
The launch of the Gold's Gym Conversion Program comes on the heels of Gold's Gym's recent announcement that it planned to open16 new franchised locations during the month of May – 10 in the United States and 6 in other countries. In addition, during the fourth quarter of 2007, the company announced it had set a record for signed franchise agreements, with more than 100 locations added to the company's development pipeline.
Featuring innovative exercise options such as cardio cinemas – a cluster of cardio machines in a theatre style environment – Gold's Gym offers the most advanced fitness equipment and workout programs, including group exercise, personal training, Pilates and yoga.
About Gold's Gym
Established in Venice, Calif. in 1965, Gold's Gym is the largest co-ed gym chain in the world with over 620 locations in 42 states and 30 countries. Gold's Gym also operates online at goldsgym.com and goldsgear.com. Gold's Gym offers the latest equipment and services, including group exercise, personal training, cardiovascular equipment, spinning, Pilates and yoga, while maintaining its core weight lifting tradition. With nearly 3 million members worldwide, Gold's Gym continues to change lives by helping people achieve their individual potential.
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