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Client Spotlight: The Athletic Clubs... Pillars, Culture and Passion

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Deneen LapradeDeneen Laprade

Frank Lawrence, CEO of The Athletic Clubs in Little Rock, Arkansas, is a dynamo. His passion for lifelong learning and living by example are evident in every aspect of his person, both as an individual, family man, friend and fitness professional. His prior background in banking and financial services positioned him to be successful in the fitness vertical, and he draws parallels between his role as a banker and his experiences working for a credit union as, "having set me up incredibly well for this [fitness industry]. I'm able to understand the needs of diverse populations while focusing on member satisfaction."

The Athletic Clubs is a four-club group that dominates the Little Rock fitness market because of the selfless, high integrity approach to member experiences. A consistent challenge in the multipurpose club model is the ability to be "everything to everyone." Frank and team developed platforms that work together to ensure they don't miss a beat:

The Four Pillars

1. Tennis - A total of nine indoor courts and four outdoor courts comprise the facilities, and the real differentiators lie in how they ensure that all tennis audiences --recreational players, lesson takers, juniors, league and team tennis players-- all have opportunities to play. With a strong stable of teaching pros on hand, this dynamic mix has increased tennis revenue and maximized court usage.

2. Aquatics - Pool space is akin to court space in that it's highly coveted by multiple groups. Lap swimmers, swim team members, swim lesson takers, AquaFit lovers and recreational swimmers all vie for pool time. With two 25-yard lap pools, a 50-meter competition pool, recreational pools, a sprayground and hot tubs, there is no end to the fun!

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