Health club mastery - ClubSport/Pleasanton; includes related article

American Fitness, July-August, 1990 by Peg Jordan, Valentin Swegle

Health Club Mastery

ClubSport/Pleasanton is the top-rated club in Northern California. How does it retain that status year after year? What does it have the other clubs don't? Here's the ClubSport formula for success.

Steve Fraysher is the 36-year-old director of ClubSport/Pleasanton (formerly known as the Amador Valley Athletic Club). An affable, athletic, young family man, Fraysher resembles much of his clientele -- the high quality-of-life disciples of the Tri-Valley area just east of San Francisco. Marin County may be referred to as "God's country" here in the Bay Area, but this affluent landscape is no purgatory.

During this interview, Fraysher shyly acknowledges a surprise gift from his employees, a basket of wine and goodies commemorating his one-year anniversary as director. He's definitely one of them, part of a team. Fraysher worked hard to earn his new position, rising through the ranks at ClubSport, impressing owners Steve Gillmore and Dennis Garrison of the parent company, Leisure Sports.

"Keeping members happy? I'm not saying we have the perfect answer for every club, but it seems to be a winning formula for us. We try to offer the complete range of recreational and conditioning activities for our members. Once you join, you don't have to think about what to do with your free time -- that's the goal," explains Fraysher. Offering everything from white water rafting to wallyball tournaments is the secret behind ClubSport's success. The philosophy is: if you can keep your members coming back for more, you've got a club that works.

Building In Variety

"Without a wide range to choose from, people seek their entertainment and recreation elsewhere -- especially in California. We try to position ourselves as their source for fun." Fraysher and his staff have no real hard data about the "why" behind compliance rates, but they are convinced that their personal experience has taught them the following about club members:

* If a participant thinks that one type of exercise or activity is going to result in a lifetime commitment, then he (or she) will probably get bored, drop the routine and cancel his membership.

* If he can start enjoying a wide range of physical endeavors, then he'll become interested in broadening his scope and make the transition to a permanent commitment.

According to Fraysher, the ClubSport staff is dedicated to introducing people to a full complement of activities by mixing them with a high-social factor. "People come back to a club that offers Stairmaster, Lifecycle, treadmills, racquetball, tennis aerobic classes, swimming and so on. Plus we've got shopping safaris, point programs for discounted movie fares, mixers, barbecues, family programs and more," Fraysher adds.

A High-Adherence Factor

ClubSport may not have statistics about what happens to adherence when people are provided with a choice, but Rod Dishman, Ph.D., of the University of Georgia does. In his book, Exercise Adherence: Its Impact on Public Health, he cites at least two studies that found increased participation results when one is allowed to select from a wide range. Both enjoyment and involvement tend to climb dramatically.

How important is social reinforcement to a club that aims to keep its members happy? The comraderie that results among club members has a tremendous impact on their continued involvement, according to ClubSport's fitness instructors. "We have so much fun learning routines, we even throw two recitals a year!" explains jazz instructor Valentin Swegle. Members attend socials, barbecues, tennis dinners, going-away parties, among other functions.

Some of the features that keep ClubSport a high-profile facility for social and family involvement are quality child care with a designated staff, children's locker room, casual dining, snack bar and big-screen entertainment lounge.

The Club Offspring

The decision makers at Leisure Sports realized it was time to expand and duplicate their success. Last year the first sister club opened -- ClubSport of San Ramon. A dramatic peach and turquoise structure perched atop the highest hill in the area, the San Ramon facility is trendier, glitzier and has more of a "singles" feeling. The club sold out all of its 4,500 memberships within seven months -- a record in the industry. "It doesn't seem to matter what we charge, people are demanding high-quality fitness facilities. Even when we raise fees to slow down the demand, we still sell out," described Fraysher. That sell-out gave the owners a green light for expansion. Two new clubs are planned for late 1990 -- ClubSport/Fremont and ClubSport/Oakland.

How to turn on your members -- offer them the best of everything.

Swimming

A masters swimming program schedule is in full force at ClubSport. Butterfly, freestyle, backstroke and medleys all make a splash at meets in various area clubs. An excellent coaching staff works on technique, endurance and sprinting styles with the members. Lessons: Infant swim, Sandabber, Tortoise, Seahorse, Starfish, Swordfish and Dolphin (children's levels) Water Aerobics Water Toning Deep-Water Exercise