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Thursday, Mar 28, 2024

Health Club Chain Begins Expansion in Valley Region

Fitness chain Total Woman Gym & Day Spa is flexing some muscle this year, implementing an expansion plan which includes both existing and emerging markets. The full-service club and spa, which caters exclusively to women, recently opened its latest location in Studio City and is planning to open another in Valencia this summer. With an established presence in Southern California, the Westlake Village-based company is planning to expand to Northern California this year and will explore other states next year. In purchasing the company from its founders in 2007, CEO Gene LaMott said his goal was always to grow the company, a plan that was temporarily stalled with the economic downturn. With the market on the road to recovery, Total Woman’s growth strategy is ready for takeoff. “We plan on expanding by five to eight facilities each year,” LaMott said. A typical facility ranges between 12,000 and 13,000 square feet and employs a staff of about 50 to 60. Building a Total Woman facility can cost up to $1.3 million, LaMott said. While Total Woman facilities are company-owned, LaMott said franchising would be an option in international markets. In scouting locations, LaMott said the company searches for spots with heavy daytime traffic, ideally near a grocery store or shopping center. Convincing a landlord to take a chance on a fitness facility has been challenging, he said, as many landlords want to avoid high-traffic tenants that require a lot of parking spaces. Total Woman’s limited clientele and convenient group fitness schedule — which typically occur in the morning hours — make for a positive flow of traffic, LaMott said. Total Woman’s expansion comes at a time of growth and opportunity for the fitness world. According to Santa Monica market research firm IBISWorld, the fitness industry generates some $25 billion in annual sales. The company said demand for gyms and health and fitness clubs will continue to rise over the next five years, as the general public becomes more health-conscious and the aging population places a greater emphasis on staying fit. Other fitness companies such as Equinox and Gold’s Gym also are taking advantage of the growing industry and implementing expansion strategies of their own, creating some heavy competition for Total Woman. Since its founding in 1965 by Art & Adrienne Stone, the company has maintained its platform which includes both a fitness and wellness component, something that has helped it stand out from the competition within the industry, LaMott said. “No one is really doing that,” he said. Total Woman amenities include specialty personal training sessions and group fitness classes in the gym facilities, as well as spa services such as massage therapy and facials. To date, the company serves some 32,000 members companywide and has 12 operating facilities. Bryan O’ Rourke, writer and consultant for the fitness industry, said limiting the market reach can be a risky move, but seizing a booming trend such as mind and body wellness can prove successful if “done right.” Consumers today are willing to pay for brand affinity and experience, and more fitness companies are aligning their services to meet these opportunities, O’Rourke said. Gina Licali, general manager of Total Woman in Woodland Hills, said members see the gym as much more than just a place to work out. “It’s like a home away from home,” Licali said.

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