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| IHRSA Report | Member News Millennials sought After studying the needs of club clientele, SportsArt decided to target a specific demographic—that of Millennials—and to create products with them in mind. SportsArt’s response to this demo- graphic has been to tap into its concerns about ecology and its enthusiasm for technology: in the first case, with its energy-generating ECO-POWR line of cardio equipment; and, in the second, with its new SENZA interface system (see “SENZA: Made for Millennials!”). The “green” ECO-POWR line of cycles and ellipticals makes use of built-in micro-inverters that convert the wattage generated by exercise into AC power and feed it into the power grid. All the club has to do is simply plug the unit into a standard 120 VAC power outlet. In one hour, 10 pieces of the equip- ment can produce as much as 2,000 watts of power. Does ECO-POWR actually appeal to Millennials? It does—both in theory and in practice. According to a January survey conducted by USA Today, 80% of them said the U.S. should transition to renewable or “mostly clean” energy by 2030. And then there are the real-time examples of Beach Fit, Ltd., a two-club chain with locations in Shoreham and Lansing, England; and the Carlson Rezidor Hotel Group, based in Minnetonka, Minnesota. Millennials delivered For the members of Beach Fit, the Sports- Art concept is compelling for several reasons: it’s environmentally responsible, tech-centric, “cool,” and cost-effective— both for them and the club. A member who works out on the equipment and generates 500 watts per month saves 5% on their monthly membership dues. Those who hit 1,000 watts get 10% off, and those who reach 2,000 watts enjoy a 20% savings. Paul Crane, the owner of Beach Fit, who’s positioned his clubs as “ecogyms,” features the SportsArt connection on his SportsArts’ headquarters in Taiwan Website (beachfit.co.uk), and sends 74% of the member-generated power into the national grid. In May, after the pro- gram had been in test mode for about a month, Crane reported that member feedback had been positive. “They love the idea,” he tells CBI. “For me, it’s the future of the industry.” The Carlson Rezidor group, which has roughly 1,400 hotels in operation or under development in 110 countries and territories, has recently opened its first Radisson RED—a new brand dedi- cated to Millennial guests—in Brussels, Belgium. One of the attractions: Sports- Art’s ECO-POWR and Status strength equipment in its fitness centers. “The initial feedback from guests has been outstanding, and the substantial impact for Radisson RED has been clear on social media,” reports Grossi. “Many companies are looking to tap into Millen- nials, and SportsArt is well-positioned to become the standard solution for their fitness equipment and technology needs. “The fitness industry,” he concludes, “is paying attention.” —| SportsArt Pro Forma Year Founded: 1977 Headquarters: Taiwan, with offices in Mukilteo, Washington; the U.K.; Germany; Switzerland; and China 2010–2015 year-over-year percentage growth: 42% Unit growth, 2013–2015: 14,396 to 19,958 Number of employees: 360+ Number of clients: 50,000+ – Jon Feld, email@example.com Explore, Connect, Succeed! Visit cbx.ihrsa.org ihrsa.org | AUGUST 2016 | Club Business International 99