"“Fitness centers are turning to perks and premium workout experiences to compete for workout-minded consumers' dollars in the tight economy. Experts said fitness clubs are offering more equipment and programs than ever before in order to position themselves as a cut above the competition. ‘My goal is to have a great quality of life,’ said customer Aaron Faltin. But local gyms are in a battle for business. ‘It is competitive,"’ said John Clark of Prairie Life Fitness. New customers are a prime commodity, and product differentiation is paramount. ‘We really have that resort and spa atmosphere,’ said Jim Bisignano of Lifetime Fitness. He said his gym has expansive cardio and weightlifting equipment, but Lifetime's 137,000-square-foot facility also has a child care center, a health food café and a spa. ‘We are providing a sensory experience that's unparalleled,’ Bisignano said..."