Every office has one. That eternally fit person. It doesn't matter that this person stays cooped up in his small, stuffy quarters 12 hours a day, 5 days a week. Face it, he's buff and you want to be. So you ask yourself, how does he maintain his physique? When does he have the time to workout? Does working out your gluteus maximus on the way to the printer or reaching to answer the phone make for an effective workout? Probably not, so in steps — 5,6,7,8 — 24 Hour Fitness clubs.
The exercise bug has bitten a lot of otherwise indolent people and 24 Hour Fitness has the numbers to prove it. Operating under the 24 Hour Fitness, 24 Hour Fitness Sport, 24 Hour Fitness Magic Johnson Sport, 24 Hour Fitness Ultra-Sport, 24 Hour Fitness Super-Sport and 24 Hour Fitness Active Sport names, the health-conscious corporation has more than 2.7 million members. With 430 locations in 11 countries around the world, the retailer believes its global reach has contributed greatly to its success.
And the aggressive expansion isn't stopping there. “We are planning to open 30 to 50 clubs per year for the next several years with regards to the quality of available real estate,” says Eric Kelly, vice president of real estate. The company is planning a national rollout focusing on major metropolitan areas from St. Louis and moving west.
24 Hour Fitness Worldwide is the largest privately owned and operated fitness center chain in the world. “The company began in 1983 with a single store in San Leandro, Calif.,” explains Kelly. “By the end of 1994, that number rose to 32 with locations spreading into Northern California.”
During this growth spurt a new club name was hatched, 24 Hour Nautilus. Shortly thereafter, the Southern California-based Family Fitness Centers chain was acquired and the 24 Hour Fitness banner christened clubs across the state.
As its name implies, 24 Hour Fitness Worldwide seeks properties allocated for 24-hour use. However, due to zoning ordinances not all clubs offer around-the-clock service. In these cases, the centers offer extended hours.
Additional site requirements include a freestanding lot or end-cap position; easy access; high visibility; high retail traffic; and a surrounding demographic that includes active men and women primarily between 30 to 40 years of age. Store size varies between 20,000 sq. ft. and more than 100,000 sq. ft. “We target our design, amenity set, finishes and size to fit the market we are entering,” says Kelly.
Other highly sought-out locations include former movie theater and vacated department store sites. These spots offer a great advantage — ample parking.
With robust competitor's such as Gold's Gym, World Gym, Bally's etc., how does 24 Hour Fitness Worldwide stay on top? One way is through its 24/5 program. This individualized program combines personal training with a state-of-the-art nutrition and supplementation program to maximize results.