Club Insider

Trust Marks

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Derek BartonDerek Barton

Publisher's Note: I have felt for a long time that Derek Barton, Owner of Barton Productions, and Mike Grondhal, Founder of Planet Fitness, are two of the brightest branding and marketing minds working in the health, racquet and sports club industry today. Barton, working with Pete and Paul Grymkowski and Rich Minzer years ago, successfully changed the worldwide image of Gold's Gym from an organization of muscle-head gyms to one of sophisticated operations and facilities. Barton weighs in this month on the low price movement in the industry, while Grondahl continues to very successfully teach the club industry that: (a) people will join your clubs if you make them feel like they will be emotionally comfortable in your gym or club and (b) price does matter when it comes to attracting members, but you can't do that successfully at any price, without marketing expertise and execution.

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If you ask a woman to name an important trait she loves about a man, a sense of humor usually tops the list. And, if you ask a guy which trait is the most important to him when it comes to a woman?

It's Trust. No, really, TRUST.

On the cover of the August 2009 Edition of Club Insider was the word TRUST. That is a powerful word. Norm Cates talked about Trust in the cover story. Those were powerful words.

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