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Entries in Todd Magazine (3)


How Blink Fitness Is Redefining the Meaning of ‘Value’ in the HVLP Segment

When the United States entered the recession in 2008, fitness-conscious consumers had to make difficult decisions about how to stretch their tightening budgets without sacrificing exercise. This conundrum gave rise to the High Volume, Low Price (HVLP) model, and gym-goers began to trade in their high- and mid-range health club memberships for facilities that cost a fraction of the price.

The only problem was that, in some cases, with the low price came a poor experience. For the most part members were willing to put up with overcrowding and dirty facilities in exchange for savings. But the leadership team at Blink Fitness looked at the HVLP space and saw an opportunity.     

“When we launched Blink Fitness in 2011, we challenged the paradigm that ‘you get what you pay for’ in the HVLP segment by offering our members a luxury experience and ‘Mood Above Muscle’ philosophy—a fresh approach to fitness that celebrates the positive feelings you get from exercise, not just the physical benefits,” says Todd Magazine, president of Blink Fitness.

And that fresh approach is reaping results. This month, Blink Fitness will open its 50th club, and it currently has more than 60 company-owned locations open or in development in the New York tri-state area and more than a quarter-million members.

5 Elements of Blink’s ‘Feel Good Experience’

Blink brings its Mood Above Muscle ethos to life with what they call their “Feel Good Experience,” which offers five things they believe no other gym in the HVLP segment is providing.

Continue reading "How Blink Fitness Is Redefining the Meaning of ‘Value’ in the HVLP Segment."

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This Week in the Fitness Industry: Blink Fitness Hides Mirrors, Reebok Launches #TrainerTribute

Blink Fitness Hides Mirrors to Promote Good Health over Looks
Blink Fitness recently launched its “Monday Without Mirrors” program, a month-long initiative in which key mirrors in clubs will be covered in order to challenge members to think about how exercise makes them feel and not just how it makes them look. The effort is in the same vein as the “Every Body Happy” campaign, which the Equinox-owned company launched earlier this year. "Fitness has never been just about looking a certain way for us," Todd Magazine, president of Blink Fitness, said in a release. "Through our 'Monday Without Mirrors' initiative, we're encouraging our members to take a stand with us—that exercise is good for our health. It's good for our minds. It builds confidence. It's not just about what you see in the mirror." For more on Blink Fitness, read Todd Magazine’s interview in Club Business International. 

Team IHRSA Plays in NEHRSA's 35th Annual Golf Tournament

Some IHRSA staffers participated in NEHRSA's 35th Annual Golf Tournament on Thursday, June 9 at the Shining Rock Golf Club in Northbridge, MA. Joe Colotti (top right) from Executive Health & Sports Center as well the NEHRSA Board, addressed the crowd during the event.  

Reebok’s #TrainerTribute Campaign Recognizes Fitness Instructors
Reebok’s new #TrainerTribute campaign “pays homage to the professional fitness instructors who see and cultivate the limitless potential of their students,” according to a press release by the fitness brand. “Reebok argues that their contributions to society are as valuable as those made by healthcare providers and educators; they motivate their clients to be healthy and teach people how to lead an active, productive lifestyle.” On June 9, the series kicked off with a film focusing on boxing and combat-style training. The campaign will continue throughout 2016, with more films featuring other fitness disciplines, such as CrossFit and Studio. For the campaign, Reebok has partnered with Handstand, an app that locates nearby personal fitness trainers. All instructors that sign up to Handstand will automatically become members of ReebokONE, the brand’s global network of fitness trainers. 

Kids Running Programs Are on the Rise
New running programs are aiming to get children involved in the sport with the hope of making physical activity a part of their daily lives, reports The New York Times. Organizers of Global Running Day encouraged around a million children to pledge to run in the Million Kid Run on June 1, and Girls on the Run, a national organization that sponsors running programs, works to get girls into the sport from third through eighth grade. “There is no hard and fast rule for when kids can start running, said Dr. Danelle Fisher, the chair of pediatrics at Providence Saint John’s Health Center in Santa Monica, CA,” The Times reports. “The American Academy of Pediatrics recommends that children and teenagers should not be encouraged to run full marathons, and many races already restrict entry by age. Runners must be 12 years old to run one of the New York Road Runners’ half-marathons and 18 to run the New York City Marathon.”


A Q&A with Blink Fitness President Todd Magazine

Todd Magazine, the president of Blink Fitness, Equinox’s new high-volume/low-price brand, spoke to Club Business International about his plans to grow this new franchise concept. 

CBI: Blink is an appealing, but rather ambiguous, name—similar to Apple and Amazon. Where did it come from? What do you want it to convey? 

Todd Magazine: The name was inspired by our brand vision, “Fitness for Everybody,” which is shorthand for our desire to democratize high-quality fitness and make it accessible to as many people as possible. So we were looking for an interesting name that connoted something that everyone does frequently and naturally. 

The idea of “blinking” quickly became the front-runner because, every time you blink, you refresh your eyes and your view. We thought it represented exactly what we were trying to do—refresh people’s view of the high-volume/low-priced (HV/LP) club segment. Our vision statement has since become “Fitness for everybody. Everybody blinks.” 

CBI: How do you describe the Blink offering? And its value proposition? 

TM: Blink Fitness is changing the HV/LP segment by offering its members “Mood Above Muscle,” a new and fresh philosophy that celebrates the positive feelings you get from exercise—not just the physical benefits. It resonates with a much broader audience because it showcases the immediate benefits of exercise. The physical results take time and patience, which is why so many people give up, or never even start, exercising. 

CBI: Can you elaborate on that a bit? 

TM: We bring the Mood Above Muscle idea to life with what we call our “Feel Good Experience,” which offers five things no other gym in this segment is providing: We’re “Mood Lifters” who greet and treat members with respect.
We have an “everyone cleans” philosophy with respect to club upkeep that permeates our staff culture. Our gyms are designed to inspire by being colorful, open, and bright. We specifically select energizing music to help motivate members. And our training programs boost confidence—not wallets. 

CBI: To focus on you for a moment: You have an impressive corporate resume. Which of your previous assignments best prepared you for your current responsibilities at Blink? 

TM: That’s kind of you to say. In many ways, I feel that all of my previous work experiences, and some of my personal experiences, have prepared me for my role at Blink. On the work front, I learned about building brands of passion, particularly ones in the health and wellness space, such as Advil, Gatorade, and Quaker Oatmeal. On the personal side, my father was a corporate controller and my mother was a real estate broker, and I went to college hoping to pursue an architectural career. I’ve been an athlete and an exerciser my entire life. 

CBI: Given that, where do you work out, and what does your typical routine consist of? 

TM: As you might expect, I’m a loyal and passionate Blink member. I typically work out four to five times
a week, including two to three times at Blink with my personal trainer. On the days that I don’t go to Blink, I play tennis or run out-of-doors. 

Read more about the Blink Fitness franchise concept in the May issue of CBI.