A Name That Works

June 23, 2008

Club & Resort Fitness Magazine

Offering an established brand of equipment was critical to a fast start for the new fitness center
at one of the country’s most established clubs.
By Joe Barks, Editor

Success in the club business is largely about creating habits, by putting club facilities front-of-mind for members and guests when they think about where they want to go to pursue recreational activities, eat, or socialize.

Creating those habits hinges on making people comfortable, and that can be especially challenging in the fitness realm. Home equipment, office building facilities and separate gym memberships can give members plenty of other convenient options for getting in a workout. To get them to think of the club as their primary fitness destination, everything about a club's facility has to feel right immediately—from access to atmosphere to amenities.

And, especially, equipment. Unfamiilarity with equipment, or difficulty using it, can quickly become one of the biggest deterrents to building up acceptance of a club facility as a viable fitness option. So when Mario Guaglianone took on the challenge of helping the Greenwich (Conn.) Country Club build a new state-of-the-art fitness center, he knew that his choice of not only what equipment to incluwould be critical.

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Client: The Salus Group