There are some moments where it becomes apparent that elements is truly a global brand. Today I was enjoying a healthy lunch on Ocean Drive, a few blocks from our offices. I was on a call with Mats Manderbaka, the CEO of the HUR Company, the manufacturer of our smartcard equipment. elements has renewed an exclusive agreement with HUR to feature the smartcard workout technology in our clubs, and we are also planning some very advanced technological enhancements to the system, including Blackberry and iPhone compatibility (our plan is to offer members the option to access and pre-set their workouts from home, the office, or on the go)

Mats mentioned that he was working from Dubai this week, as HUR continues to expand its international network of rehab and senior equipment dealers worldwide. We ended our conversation and I began my lunch.

By the end of my salad, I received another call, this one from a prospective franchisee… in Dubai.
We had spoken before, and she was calling to ask some final questions and move ahead with developing a club. Many of her questions related to the smartcard technology. I was able to take advantage of this great timing to put the two groups in touch… which resulted in a highly productive business meeting at a Dubai hotel lobby. We are very excited about our launch into the mid-east markets, as to our corporate team it represents how truly customizable the brand is, to be able to speak directly to women, and convey a message of wellness and empowerment, regardless of geography.

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