How did the Latitude Sports Clubs concept come to be?
Because we knew that we needed to brand our clubs in a way that really fit us, we spent $400,000 over two years to develop and market the new name, hire trademark lawyers, change signs and implement a new logo. How is a Latitude Sports Club different from a typical Gold’s Gym? It’s less intimidating, more visually appealing and more service-oriented. We offer high-end, well-designed clubs with a family atmosphere. We hired Rudy Fabiano of Fabiano Designs to do our architectural work. We spent $100-$125 per square foot for build-out, which is much higher than your typical club. We wanted an atmosphere for our clubs that created its own experience. We offer top-of-the-line equipment, including Technogym’s Kinesis line. Memberships are still affordable, though, at $40 to $50 per month. As we move closer to Boston, rates will be a bit higher. What is your day-to-day role at your clubs? I’m in the thick of things. I attend every sales meeting and management meeting. My accounts manager fill
