Gyms Try to Retain Business in Hard Times

“Urbana Curves for Women owner Lynn Thompson has a stack of letters from former clients gushing about how they loved working out at the club, but wanted to save money by not renewing their membership. Thompson has owned Curves in the Villages of Urbana for one year and has seen a drop off of at least 50 gym goers since then, with many saying they are cutting back on what they see as a luxury. To remain in business, Thompson has worked round-the-clock for no pay, avoided hiring other employees and added more programs to help clients reach their goals and stay motivated to keep their membership. ‘I'm emphasizing over and over again that this is not a luxury,’ Thompson said. ‘I think all gyms will have to do that. … In the long term, people are going to pay more in healthcare and medicine than they would pay for a gym membership. When your body is moving, it wards off diseases.’ Thompson has been supporting proposals from the Coalition for a Healthy Maryland that include tax refunds for the costs of gym memberships. ‘I think anyone in the fitness industry would have to be behind that,’ Thompson said of the incentives. ‘I remind my members all the time that this is for their health.’ Curves, a franchise chain with more than 4 million members worldwide, is exclusively for women. Women are a growing majority of all health club members, accounting for 57 percent of gym goers in 2005 according to the International Health, Racquet and Sportsclub Association. But Thompson believes women are fast to forgo personal luxuries and that they quickly let go of gym fees for other family expenses. ‘Women especially have a tendency to put everyone's needs in front of themselves,’ Thompson said. At Gold's Gym in Frederick, general manager Craig Gaddis said the club has been gaining members in the past few months but has worked hard to do so. The franchise has drawn many gym-goers from nearby clubs that have closed. It's also welcomed a positive response to promotions for the new 24-hour workweek hours, which started Dec. 1. Gold's has also been involved in donating and volunteering for many health-related causes. Traditionally, fall months are the slowest months for gym membership, Gaddis said. But January, when many people have renewed New Year's resolutions, is usually the busiest month and Gaddis is expecting a bigger influx early next year. The gym has already begun radio ads urging people to join before Jan. 1, when fees will likely increase. More than half of membership holders nationwide were from households that earned more than $75,000 per year in 2005, with 9 percent from those earning less than $25,000, according to the International Health, Racquet and Sportsclub Association.”

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