This Month in Club Insider: April 2025

Cover Story Classics
The Schwartz Family - 50 Years of Success at Midtown Athletic Club
By: Norm Cates

Norm CatesPublisher's Note: Our Cover Story Classics series continues this month with the story of the legendary Schwartz Family and Midtown Athletic Club. This story was written and the interviews conducted in November 2020, during the pandemic, but the history and lessons learned over 50+ years of business are as pertinent as ever. This story was unique in that the father and son of a legendary company were interviewed by the father and son of Club Insider. It was a memorable experience that we are happy to re-share today. Sadly, since the original publication of this story, family patriarch, Alan Schwartz passed away in 2022 at age 91. May Alan Schwartz continue to rest in peace, and may Midtown continue to thrive! Read More

"Insider Speaks"
Clearing Up Misconceptions About HFA Research on Public Policy
By: Anton Severin

Anton SeverinPublisher's Note: In response to Steve Vucovich's "Insider Speaks" column last month, I received various feedback from both sides of the issue discussed. Very importantly, though, I welcomed feedback from the source: The Health & Fitness Association. At Club Insider, we will always stand by and support the Association in whatever ways we can, but we will also stand by and support those supporting the Association whenever a disconnect may occur. Only with all of us working together can we bring the industry to where it needs to be, now and in the future. To that end, thank you to Anton Severin for the following column in response to Steve's, convening this conversation. Read More

The REX Leadership Academy
By: Ed Tock

Ed TockThe health and fitness industry is set to witness a transformative event with the introduction of the REX Leadership Academy, scheduled for July 15 - 17, 2025, at the Crotonville Conference Centre in Ossining, New York. This immersive, two-and-a-half-day program is meticulously designed to equip industry leaders with the skills and insights necessary to navigate the evolving landscape of health and fitness management. Read More

Harnessing Data for the Ultimate Health Club Design
A Modern Approach to New Builds and Renovations
By: Bruce Carter

Bruce CarterThe health and fitness industry has evolved significantly, with more people now focused on overall wellbeing, which has led to new approaches to club design for health clubs and wellness centers. The design of these spaces can directly influence user engagement, satisfaction and overall success. With technology improving every day, incorporating data has become critical for creating efficient, effective and member-centric health club spaces. Data informs design decisions to optimize space usage, enhance the member experience, control construction costs and streamline operations. Read More

The Intersection of Fitness, Finance and Behavior
Q&A with Investor, Jim Crowell, Founder of SageHouse Advisors and Capital
By: Nancy Trent

Nancy TrentAs the owner of SageHouse Advisors and SageHouse Capital, Jim Crowell is a highly sought-after investor and advisor specializing in scaling fitness and wellness companies. SageHouse is a hybrid consulting-investing firm that builds long-term foundations for sustainable success, working closely with purpose-driven start-ups on a mission to change the world. By combining investing and consulting, Crowell and his team help companies structure for growth, improve products and customer experiences, and strengthen sales and marketing infrastructure to scale faster. Read More

The Benefits of Benefit Selling
By: Jeffrey Pinkerton

Jeffrey Pinkerton"People don't want to buy a mattress. What people want is a good night's sleep." Similarly, while membership numbers are moving in the right direction, the majority of people don't want to buy a gym membership. What most people want is to move better and feel better. And, we all know that belonging to a gym, especially one that provides connection and community and support and accountability, is the ideal way to stay motivated and encouraged to keep moving. But, does your marketing message match; does it sell benefits? Or, are you still featuring all the features and promoting the promotions? Read More

Why Most Gyms Fail at Retention and How to Fix It in 30 Days
By: Jim Thomas

Jim ThomasRetention is the lifeblood of a successful gym business. Yet, most independent gym owners, boutique studio operators and fitness entrepreneurs find themselves fighting an uphill battle to keep members engaged, loyal and referring others. They spend money and effort on lead generation and new sales, only to see members walk out the back door, often without saying a word. Let's be clear: You don't have a marketing problem; you have a retention problem. And, it's fixable. In fact, with the right focus and a 30-day plan, you can start turning things around fast. Read More

CR Fitness Holdings Opens 75th Location with State-of-the-Art Facility in Colleyville, Texas
COLLEYVILLE, TX - Crunch Fitness is bringing its exciting and inclusive fitness experience to Colleyville, Texas, with the opening of its brand-new 3.0 location. This state-of-the-art facility is designed with luxury lighting and a sleek, modern look that makes every workout an energizing experience. From the moment members walk in, Crunch Colleyville will redefine what a fitness destination can be, blending cutting-edge equipment with an atmosphere that's as motivating as it is fun. Read More

Workout Anytime Names Jerry Pugh as New CEO, Ushering in New Era of Growth and Innovation
ATLANTA, GA - Workout Anytime, the premium 24/7 fitness franchise with more than 200 locations and a strong commitment to affordable, accessible fitness, announces Jerry Pugh as its new Owner and Chief Executive Officer. Pugh, the brand's largest franchisee, brings with him years of firsthand experience operating successful clubs and a deep-rooted connection to the brand that began more than a decade ago. Read More

U.S. Health Club and Studio Memberships Increase to Record 77 Million
WASHINGTON, D.C. - A record 77 million Americans, or 25% of people aged six and older, were members of a gym, studio or other fitness facility in 2024, according to new data released by the Health & Fitness Association (HFA). When including non-member users, total fitness facility customers reached nearly 96 million, representing close to one in three Americans (31%). The rise in gym and studio participation signals growing interest in structured fitness, as the number of facility members increased by 20% between 2019 and 2024. Read More

REX Roundtable Founder Will Phillips Passes Away
NEW YORK, N.Y. - It's with a heavy heart that we share the passing of Will Phillips, Founder of REX Roundtables. Will passed peacefully last week, surrounded by his family, after complications from surgery. There are very few people in the global fitness industry who have had the widespread and lasting impact that Will had over his 30+ years of service. His influence touched thousands of lives and transformed countless businesses. Read More

Bay Club Acquires Harbor Square
SAN FRANCISCO, CA - The Bay Club Company ("Bay Club") has announced the strategic acquisition of Harbor Square Athletic Club, a premier fitness, tennis and swim club located just north of Seattle in Edmonds, Washington. This is Bay Club's third acquisition in the Pacific Northwest since 2023, marking another significant milestone in the company's ambitious growth trajectory. This acquisition further strengthens Bay Club's Pacific Northwest Campus, following the successful integrations of PRO Club Bellevue and PRO Club Seattle, and underscores the company's unique community-driven approach to active lifestyle offerings. Read More

Norm's Notes for April 2025
By: Norm Cates

Norm CatesHello Everybody! This is your Club Insider Founder and Tribal Leader Since 1993 checking in with our 376th monthly edition of this 32+ year running club business publication I refer to as: A Labor of Love! I'm very thankful that you've tuned in again for this iteration of Norm's Notes, as I proceed on my keyboard with my longtime habit of "Telling-It-Like-It-Is!" I'm really happy that you're reading this edition, and I want to THANK YOU ALL for sticking with us every month! As usual, we have a bunch of health and fitness club business news, so please read on! Read More

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