New England in Fall
There are certain times to visit places to really experience the best they have to offer … The Holiday Season in New York… Paris in the Spring… and, of course, New England in the Fall.
This week I was traveling through New England as we continue to grow the elements brand in the region. The trip has been extremely productive, and packed with meetings, but there have certainly been some clear highlights.
While in Boston yesterday, I had a lunch-time meeting with Joe Moore, the president of IHRSA (the International Health Racquet and Sportclub Association). IHRSA is the leading organization for health clubs across the world. It was interesting to hear the plans to have 120,000,000 health club members by 2012, which represents nearly a doubling of our current size. The trends are extremely favorable for the fitness and lifestyle industry, as more and more consumers enter the marketplace, meaning that the industry will soon be under-served by the number of clubs. We also discussed the premium nature of the elements brand, and the fact that premium clubs tend to attract and retain the best members, who are willing to pay top rates- giving premium brands a nice market distinction.
I spent Tuesday afternoon visiting elements in Exeter, NH. This New England town, known for famed Exeter Prep and legendary Crew (rowing) teams, is the home to a beautiful elements? club. The club features robust diet and fitness amenities, and has been a huge success with the surrounding communities.
You can feel the energy as you enter the lobby, and it is inspiring to hear the transformation stories of the members. The club follows our design plan of distinct "lifestyle zones," and features a plush locker room and members lounge (complete with sauna and massage), a grand fitness studio as well as "energy room." What is perhaps more impressive than the design of the club, is the fact that in under one year, elements? in Exeter has become a powerful social hub for the community… following our brand mission of wellness, balance, and empowerment. It is our membership philosophy to teach owners to build strong communities within their clubs, because communities will continue to grow themselves, creating a powerful force for women, and a successful business for our owners.
