Article about my client, reprinted from the South Florida Sun-Sentinel, April 21, 2011
Pompano Beach High graduate Rick Berks founded the Youfit chain of health clubs.
by REBECCA DELLAGLORIA Forum Publishing Group
A new type of workout environment is coming to Pompano Beach, one where you don't have to be a bodybuilder or even a fitness buff to fit right in.
Youfit Health Club is opening its second location in Pompano Beach, at Sample Road and Federal Highway, at the Shoppers Haven plaza this month.
Founder Rick Berks, who is also a Pompano Beach High School graduate, said his concept is to target "the rest of the market" — those people who haven't joined the bigger chains or muscle gyms where they might feel intimated to work out.
"The objective is to make it as friendly, comfortable, non-intimidating as possible,'' said Berks, at his most recent gym to open, in Margate. "Look at the people working out. It's not the typical bodybuilder crowd."
Indeed, The Youfit motto is "It's where you fit in" and the crowd on a recent weekday at a Margate location was mixed between young and old and those who are already in shape, and those looking to get fit.
"I love it. It's very affordable compared to the other gyms. The people are very nice,'' said Shanitta Bedminster, 24, who has just started working out to lose some weight and get in shape. "I don't feel intimidated. Here it doesn't feel that way. Here everyone wants to help you. They're very welcoming."
The Youfit Health Clubs are all distinctive in their look, too. The walls and machines are painted purple and green. The floors - made of recycled tires and old sneakers - have specks of purple and green as well. And the men's and women's locker rooms are also green and purple, respectively.
Berks said the color scheme is meant to be inviting, along with green signifying the gym's commitment to having a low carbon footprint. There are waterless urinals, as well as high efficiency lighting and air conditioning.
All the machines are made in the USA, Berks said. The cardio equipment has personalized TVs, iPod hookups and built in heart rate monitors. The dumbbells only go up to 75 pounds.
"If they need more than 75 pounds, this probably isn't the right club for them,'' Berks said.
The gym skips the usual amenities of chain gyms like swimming pools and racquetball courts, and instead "spends money on what people really use,'' Berks said. Some of the locations do have tanning rooms, however.
The price is also affordable, at $10 a month for a basic membership and there are no long-term contracts. Everyone is free to go month-to-month - which is part of Berks’ no-pressure concept.
For $19.99 per month you can get tanning, half-priced drinks and bring a guest with you every time you work out.
Right now, at all new locations, Youfit is running a $10-down special, compared to the usual price of $29 down for signing up.
"I love the new equipment,'' said Akisha Butler, 29, who took advantage of the free guest amenity, as she joined her friend at the new Margate location. "It gives you a sense you're not really working out, because they have the television, the iPod and everything."
For more information about joining the new location, at 3555 N. Federal Highway in Pompano, call 888-968-3481 or visit http://www.youfithealthclubs.com.
Copyright © 2011, South Florida Sun-Sentinel
Thursday, September 8, 2011
Tuesday, September 6, 2011
RESPONDING TO CONSUMERS HELPS YOUFIT HEALTH CLUBS THRIVE
This article, about one of my clients, is reprinted from the South Florida Sun-Sentinel, which ran it on May 27, 2011. - Steve Winston, President, WINSTON COMMUNICATIONS, www.winstoncommunications.com
'If we're doing everything right, the clubs sell themselves.'-Rick Berks, owner Youfit Health Clubs
May 27, 2011|By Cindy Kent, Sun Sentinel
Who: Rick Berks
What: Berks is founder of the Youfit Health Clubs chain. There are about 25 locations in Florida, including Margate, Pompano Beach and Boca Raton. Customers pay a flat $10 monthly fee.
Understanding the market, demographics and responding to consumers has kept his business plan healthy, fit and on track, says Berks.
Berks based the Youfit profile on his decades-long experience in the health club industry. He owned and operated multiple Gold's Gyms before opening the first Planet Fitness location in 1993.
This time, he's tuned into the growing sector of average consumers looking to be healthy, rather than those focused on body sculpting and bodybuilding, says Berks.
The back story: Berks compiled lessons learned to launch the streamlined Youfit model in 2008.
He rebranded his facilities, upgraded equipment and created smaller footprints with fewer amenities like classrooms and babysitter spaces. There are no sales people pushing membership fees or long-term multiyear commitments; spinning classes or group aerobics.
“The market is shaping itself," said Berks.
People want to spend less money but still have access to an exercise venue, he says. Consumers want flexible hours. They want an offering of equipment that matches their own level of proficiency and interest.
At the same time, businesses have to find ways to cut expenses, too, says Berks.
The clubs are retrofitted with newer energy-efficient air conditioning, LED lighting and tankless water heaters. The floors are made from recycled sneakers.
"Doing the things we are doing isn't just idealistic," said Berks. "It's economics as well. The upfront costs are savings in the end."
Though Berks maintains corporate control of the clubs, "the idea is to make a simple reproducible model," he said. The marketing platform is pretty simple, too, says Berks. The company utilizes direct mail, multimedia and social media.
The take away: "As an entrepreneur, you have to be optimistic or you can't be an entrepreneur," said Berks.
"I've had good times and I've had bad times," says Berks, who once asked a mentor what separates successful people from "non successful" people.
"He answered, 'Persistence. If you stick with it, you'll figure it out.'" said Berks.
Knowledge
Achieve mass appeal. Rather than focus on a niche group of fitness consumers, Berks caters to customers that know what they want, a comfortable, low-pressure gym environment while achieving their goals. "Our typical consumer is more committed to being healthy by doing a 45 minute workout," said Berks. "They want to know they will fit in."
Calculate trial and error. Beta test a product or location, says Berks. That way you can be aggressive trying out an idea and at the same time limit potential loss. Expand on what works. "Good judgment comes from a lot of bad judgment," said Berks.
Details: Go to youfithealthclubs.com, 954-968-3481
'If we're doing everything right, the clubs sell themselves.'-Rick Berks, owner Youfit Health Clubs
May 27, 2011|By Cindy Kent, Sun Sentinel
Who: Rick Berks
What: Berks is founder of the Youfit Health Clubs chain. There are about 25 locations in Florida, including Margate, Pompano Beach and Boca Raton. Customers pay a flat $10 monthly fee.
Understanding the market, demographics and responding to consumers has kept his business plan healthy, fit and on track, says Berks.
Berks based the Youfit profile on his decades-long experience in the health club industry. He owned and operated multiple Gold's Gyms before opening the first Planet Fitness location in 1993.
This time, he's tuned into the growing sector of average consumers looking to be healthy, rather than those focused on body sculpting and bodybuilding, says Berks.
The back story: Berks compiled lessons learned to launch the streamlined Youfit model in 2008.
He rebranded his facilities, upgraded equipment and created smaller footprints with fewer amenities like classrooms and babysitter spaces. There are no sales people pushing membership fees or long-term multiyear commitments; spinning classes or group aerobics.
“The market is shaping itself," said Berks.
People want to spend less money but still have access to an exercise venue, he says. Consumers want flexible hours. They want an offering of equipment that matches their own level of proficiency and interest.
At the same time, businesses have to find ways to cut expenses, too, says Berks.
The clubs are retrofitted with newer energy-efficient air conditioning, LED lighting and tankless water heaters. The floors are made from recycled sneakers.
"Doing the things we are doing isn't just idealistic," said Berks. "It's economics as well. The upfront costs are savings in the end."
Though Berks maintains corporate control of the clubs, "the idea is to make a simple reproducible model," he said. The marketing platform is pretty simple, too, says Berks. The company utilizes direct mail, multimedia and social media.
The take away: "As an entrepreneur, you have to be optimistic or you can't be an entrepreneur," said Berks.
"I've had good times and I've had bad times," says Berks, who once asked a mentor what separates successful people from "non successful" people.
"He answered, 'Persistence. If you stick with it, you'll figure it out.'" said Berks.
Knowledge
Achieve mass appeal. Rather than focus on a niche group of fitness consumers, Berks caters to customers that know what they want, a comfortable, low-pressure gym environment while achieving their goals. "Our typical consumer is more committed to being healthy by doing a 45 minute workout," said Berks. "They want to know they will fit in."
Calculate trial and error. Beta test a product or location, says Berks. That way you can be aggressive trying out an idea and at the same time limit potential loss. Expand on what works. "Good judgment comes from a lot of bad judgment," said Berks.
Details: Go to youfithealthclubs.com, 954-968-3481
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