Fitness Clubs Get A Boost By Offering Niche Services

“Some fitness clubs in the northeast Valley are prospering by offering niche services such as group training and workouts for the over-45 crowd. Although the economy has taken a toll on memberships, branding plays a major role in distinguishing successful gyms from the not-so-successful, according to the International Health, Racquet & Sportsclub Association. An example is EduFit, which has two personal-training studios in Scottsdale and one in Phoenix. In the competitive Valley market, founder Alan Katz said he has found his niche by assigning personal trainers to as many as five clients at a time, resulting in cheaper rates. Katz plans to open 25 franchises across the nation in the next couple of years and 200 in the next five years. ‘We opened up a larger population to do personal training who could never afford it before,’ said Katz, a Paradise Valley resident who started EduFit in 1998. ‘The economy has kind of helped us out.’ ccording to the International Health, Racquet & Sportsclub Association, the most lucrative clubs differentiate themselves with strong branding and, in a recent trend, services for seniors and Baby Boomers. Seniors have the spending power and are the fastest-growing segment of health-club memberships, according to the organization. Troon Mountain Fitness in Scottsdale is aware of this and offers classes and equipment for the 45-plus age group to stay fit and rehabilitate injuries, spokeswoman Leslie Bay said.”

http://www.azcentral.com/business/abg/articles/2009/12/24/20091224abg-sr-fitness1224.html