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| News & Know How | On The Move Programming Bay Club to BreakAway from Others With its acquisition of BreakAway Perfor- mance, the Bay Club Company (BCC), based in San Francisco, has added yet another pre- mier program to its roster of unique offerings. The BreakAway regimen, an intensive sports training program focused on swimming, cycling, running, and triathlon training and diagnostics, was developed, in 1977, by Joel Ramirez, a U.S. Triathlon Certified Coach. BCC believes that, by combining Break- Away’s performance-based system with the chain’s locations, amenities, and strong membership base, it will be able to induce more people to take advantage of this con- centrated and highly specialized program. “Training of this caliber can be difficult to acquire,” says Jennifer Beaton, BCC’s vice president and general manager. “By building our own Pro Lab and adding BreakAway’s expertise and training protocols, we’re able to make this type of service much more accessible, affordable, and convenient.” BCC, formerly Western Athletic Clubs, owns and operates six campuses in California, from Marin County to San Diego, and was ranked by the San Francisco Business Times as No. 4 on its 2014 list of the top 25 clubs in the Bay Area. —| Joel Ramirez’ BreakAway Innovations Gym ‘Pays’ Its Members to Work Out Back in the Swim at NYHRC Whitehall If something sounds too good to be true—it usually is. But for some lucky fitness seekers in Burley and Twin Falls, Idaho, the Elite Health Club’s “Free Membership” and “Payback Option” are the real deal. The basic membership, at $24.99 a month, offers access to the facility during regular business hours Monday through Friday. However, if a member exercises 12 or more times in a month, their membership is free the following month. The $34.99 membership provides 24-hour access, and, if a person works out 12 or more times in a month, the cost of membership drops to $9.99. For members who work out 15 or more days in a month, Elite offers a “payback” account. The dues are initially $49.99 per month, but, if the member hits the 15-day benchmark, the entire amount is waived … and Elite pays the member $10! “It’s a numbers game,” explains owner Curtis Mason, “because people don’t always come to the gym. However, we have somewhere around double-to-triple the The Elite Health Club average gym attendance per membership.” Business has been so good, in fact, that Mason recently was able to open the Twin Falls location, about a 40-minute drive from the original Burley facility. —| 30 Club Openings A “beach party” in midwinter—in New York City, of all places? Kim Manoche- rian, the president and CEO of the New York Health and Racquet Club (NYHRC) chain, was so delighted Cool new Whitehall pool to be able to reopen the pool at the company’s Whitehall club, which had been damaged by Hurricane Sandy in October 2012, that she celebrated it with a sunny, festive soiree in mid-winter. The entire facility, located in Lower Manhattan near Wall Street, had been closed for 11 days immediately after the storm, but reopened with generator power, and provided shelter, electricity, and showers for residents of the area’s hard-hit community. The upper-level workout area, not damaged by the storm, remained accessible and available for use. The 14-month, $3-million-plus reconstruction project has restored and enhanced the club’s state-of-the-art, 60-foot saltwater pool, and its whirlpools, spa, and locker room areas. To better protect the building, Manocherian also has invested $200,000 in an Aqua Fence, a barrier that can be deployed against flood surges. Club members loved the improvements. The company’s eight other New York–area facilities weren’t affected by Sandy. —| Club Business International | MAY 2014 | Download the Free IHRSA App: