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Entries in The Claremont Club (4)


This Week in the Fitness Industry: Google Launches Fitness Class Booking Service

Google Launches Fitness Class Booking Service
Reserve with Google, a new feature that allows users to book fitness classes without leaving the search engine, is now available nationwide after completing a test run in New York City, San Francisco, and Los Angeles, Mashable reports. Like Google Flights, the service pulls data from Google Maps and Google Search to help users find available classes at nearby fitness studios. Reserve with Google also makes personalized recommendations. "We make recommendations based on courses you've taken, and will be exploring more ways to bring timely and useful recommendations to fitness buffs," a Google spokesperson told "For example, you will soon be able to get notifications of new classes that might be interesting to you." Several class scheduling providers, including MINDBODY, MyTime, Genbook, Full Slate, Front Desk, and Appointy, partnered with Google on this effort, according to a release. 

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Health Club Branding Can Be Tough—Here's How to Make It Easy

Branding is much more than your company’s name or product—it's who you are and, more importantly, how your club is perceived. 

Differentiate Your Club’s Brand Without Compromising Your Integrity 

Properly constructing your brand involves identifying who you are, creating consistent content, and developing your character and voice. 

“Too often when businesses try to ‘reinvent’ themselves they end up completely losing sight of who they fundamentally are at the core,” says Shannon Malooly, membership and marketing director for The Claremont Club in Claremont, CA. “It’s important for clubs to differentiate themselves in ways that do not compromise their values or their integrity. It’s amazing what a big difference a new shade of lipstick and a haircut can make—there’s no reason to go overboard!” 

Streamline Your Brand Appearance to Become More Identifiable 

When a club is looking to streamline its brand appearance in order to become more identifiable, the first step is to consider its demographics. Think about who your existing market base is and who are the kinds of members you’d like to attract. 

“The last thing we’d want to happen is to turn off anyone,” Malooly says. “By completely changing your brand you risk losing members who have been faithful all along. It’s amazing to think what an effect distaste to a color scheme can have but it needs to be considered before making radical changes.” 

And, when it comes to branding, less is more. 

“Too often we are our own worst enemies by splitting a single hair into a hundred pieces,” she says. “Deem what your final outcome goals are, prioritize and tackle portions of rebranding sections at a time. A rebranding process is meant to drive revenue and increase member perception and value not to break the bank!” 

Malooly will share more of her branding expertise in her Thursday, October 6 webinar, “Branding Reinvented: Providing Passion, Purpose & Promise.” 

In her 60-minute presentation, Malooly will help club owners and operators: 

  • Review ways to reinvent your club's brand without compromising your identity or integrity.
  • Learn how to establish core fundamentals that will fuel your company.
  • Gain insight on how to streamline your brand appearance; become easily identifiable.
  • Discover how to transform your community perception and reputation with a focus that will ignite positive conversation.
  • Explore how to stand uniquely among the competition while maintaining your traditions and values.

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4 Ways Health Clubs Benefit from Offering Community Programs

Health clubs are in the business of serving people. And what better way is there to serve people than to get involved in opportunities that will make a lasting impact outside the four walls of your health club? 

Community programs act as a way to engage all people to participate in physical activity, regardless of factors such as age or ability. With the right resources, staff members, and organizational support it is possible for clubs to play a larger role in helping local residents be more active. 

In fact, what clubs are willing to actively give to the local community is often returned in the form of business prosperity. 

Here are four reasons health clubs could benefit from offering community programming: 

1. Shows that Your Club is Involved in the Community 

“Our ideas for programming come from simply answering a need,” says Noah Hastay, operations manager at Gainesville Health & Fitness, “with our vision of becoming one of the best companies for the world, we are striving to help those inside and outside of our four walls.” 

Asking local community members what they want out of a health club’s program offerings is a proven way to demonstrate a club’s ability to listen to member suggestions and personally address them as best as possible. 

 2. Differentiates Health Club from Competitors 

 “The initial decision to offer these programs was easy because our clubs have always supported this idea,” says Kim Kenyon, managing partner at Gold’s Gym Dutchess County, “and we wanted to create a way to differentiate ourselves from our competitors—providing these services gave us opportunities to do both.” 

In today’s ever-expanding market, most clubs offer some variation of yoga classes, personal training sessions, and group-X programs. However, programming specifically tailored to address a certain need—whether it is helping cancer patients regain their strength or sponsoring a road race to raise charitable funds for ALS—generates unique interest and makes any facility stand out in a sea of similarity.   

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Lessons in Fitness Leadership: Resonate with Members’ Hearts and Souls

The Lessons in Fitness Leadership series highlights IHRSA’s industry leaders and thanks them for their continued commitment to growing, promoting, and protecting the health club industry. By sharing their business expertise, we hope that you will get to know them, what they've learned along the way, and how they view leadership. 

Mike Alpert
The Claremont Club
Claremont, CA 

What is the most fulfilling part of being a business leader in the fitness industry?

It is being able to innovate and create programs for people that need us the most and can afford us the least. You must be able to see past the bottom line and see what moves the bottom linewhich is people. 

If you were able to go back in time, what is one piece of leadership advice you would have given your younger-self about working in the fitness industry?  

Don’t ever be complacent. Think outside the box, and think about how you can make a difference in people’s lives. 

It takes good people to create and maintain meaningful and purposeful work. Because of this, we have really been able to resonate with members’ hearts and souls. We offer programs for those afflicted by paralysis, cancer, and other chronic conditions. Making programming all inclusive has unintentionally proven to be a direct link to member retention. It was absolutely never about the money to begin with, but this model has proven to be very successful for us.   

And, nothing meaningful or great comes without failure. You need to be able to anticipate the difficulties and when they will arise. 

What prompted you to join the Industry Leadership Council (ILC)?

We all have a responsibility to support the efforts that IHRSA is making in legislative advocacy. It’s all of our responsibility to support them as a club operator, and that means lending support through financial means.