by
STEVE WINSTON
Rick Berks knows a thing or two about fitness. And he should. He was the founder of Planet Fitness in the early-90’s. And he’s now started a new company called Youfit Health Clubs, with a new concept that’s sending enrollment soaring at his clubs around the country.
What, exactly, is this new concept? No long-term contracts (you pay by the month). No huge bodybuilders or gym rats. No pressure to join (because there are no contracts). And no pushy instructors. Youfit Health Clubs is for what Rick Berks calls “the rest of us.” People who just want to be healthy, and to maintain their fitness…a concept ideal for middle-agers. When Rick Berks talks about fitness, people listen. And he has some valuable tips for people who don’t think middle-aged means slowing down.
1. Start Simple - A good starting exercise program should be easy on your joints and muscles. Start out with light weights or a circuit training program, walking on the treadmill, or bicycling at your local gym. Over a period of a week or two (or as long as you need), work your way up to a half-hour daily.
2. Don't Be Afraid of Strength Training – In fact, it can become your best friend as you age, because it helps prevent (or slow down) bone-density loss. You should do it at least twice a week to achieve some results…and three times is better. Strength training helps maintain muscle mass, helps prevent loss of bone mass, builds muscle, and improves balance – all of which are very important factors as we age.
3. Drink More Water - A workout can “head south” pretty quickly if you aren't hydrated. This is even more important for middle-aged people, because your body doesn't conserve water as efficiently as it used to.
4. Mix It Up! - Boredom is Public Enemy No. 1 for fitness buffs…of any age. And it’s often the chief reason we fail to maintain the momentum (and enthusiasm) we had when we started out. And when you do the same workout continuously, without any variation in your routine, you risk overworking your joints. Eventually, you’ll find yourself losing your verve, losing your form…and probably losing your desire to work out.
5. Know Your Options, So You Can Make Your Choices - Before beginning an exercise program, you might want to seek out the input of a certified personal trainer or fitness professional. They can instruct you in how to get the best results without injuring yourself or over-doing it. They can show you how to get most out of your time at the gym, and how to make your minutes count. And they’ll keep you motivated as hell!
6. Read the Warning Signs (And Heed the Warning Signs!) - While enthusiasm and motivation are vital to a successful exercise program, obsession can be lethal to it. We’re not kids anymore (physically, anyway!). So rest and recovery time is just as important as exercise time. It not only allows your muscles time to relax, but also to grow. Time and time again, I’ve seen people start out bursting with enthusiasm, but then running themselves into exhaustion…and, if they’re not careful, into injury. And the best intentions often fizzle in the harsh light of an overworked middle-aged body.
7. Exercise Is Something We Should Do – In Some Form – Every Day – Use it, or lose it, as the saying goes. If you want to be flexible and healthy, you should do some form of exercise every day. It doesn’t have to be strenuous. It can be simply walking around the block (or mall) a few times, or gardening, or even washing the car. It can be the simple act of choosing to use the stairs instead of the elevator. Or, rather than driving around the parking lot for ten minutes searching for the closest spot at the mall, just parking your car a bit farther away, and walking. You’d be amazed how simple it is to incorporate different forms of exercise into our everyday routines.
8. Target Heart Rate: Learn It, Use It – People often use this term with an element of dread in their voices, as if there’s something mystifying or frightening about it. In reality, though, it’s a very simple formula…220-Your age x 60%= your target heart rate. Learning this figure will help you get the most out of your workout…and the healthiest years out of your life. You’ll build a stronger heart, a heart that’s under less stress, and that will beat slower while resting (and the slower it beats, generally, the longer you’ll live). A heart monitor can tell you how close you are to your target heart rate – and can keep you from exceeding it, thereby preventing injury and accidents. Most cardio equipment at your local gym provides built-in heart-rate sensors.
9. Be Nice To Your Joints (And They’ll Be Nice To You) - If you have joint issues, non-weight-bearing activities such as elliptical machines or bikes won’t put stress on your joints. (By the way, you should never start any exercise program without consulting a physician first. This is just good common sense.)
10. Girl Power! - One every five women over 50 is developing Osteoporosis, the most common form of bone disease. This makes it vital to put in some quality time on weight-bearing activities (like the treadmill) or weight machines. These types of exercise are, simply put, your greatest defense against bone deterioration.
And now…let’s get to it! Your life will be a lot richer…and a lot healthier!
Fitness Resources: Yahoo Health; www.youfithealthclubs.com;
Steve Winston (www.winstoncommunications.com) is President of WINSTON COMMUNICATIONS, an integrated PR/Marketing/Communications company in Fort Lauderdale, FL.
Showing posts with label fitness. Show all posts
Showing posts with label fitness. Show all posts
Monday, August 15, 2011
Tuesday, May 31, 2011
RESPONDING TO FITNESS CONSUMERS HELPS SHAPE HEALTHY BUSINESS PLAN
This article is about one of my clients. It's reprinted from the South Florida Sun-Sentinel, May 30, 2011 - Steve Winston, President, WINSTON COMMUNICATIONS (www.winstoncommunications.com)
RESPONDING TO FITNESS CONSUMERS HELPS SHAPE HEALTHY BUSINESS PLAN
'If we're doing everything right, the clubs sell themselves.'-Rick Berks, President, 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
ckent@tribune.com or 954-356-4662
RESPONDING TO FITNESS CONSUMERS HELPS SHAPE HEALTHY BUSINESS PLAN
'If we're doing everything right, the clubs sell themselves.'-Rick Berks, President, 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
ckent@tribune.com or 954-356-4662
Tuesday, March 22, 2011
SOUTH FLORIDA FITNESS PIONEER BRINGING NEW CONCEPT TO BROWARD COUNTY
NEWS FROM WINSTON COMMUNICATIONS
SOUTH FLORIDA FITNESS PIONEER BRINGING A NEW CONCEPT TO BROWARD
The founder of nationally-known Planet Fitness is a native of Broward County. He’s now created a new company - and a new concept in fitness. And he’s bringing it to Broward.
Rick Berks’ new company, Youfit Health Clubs (www.youfithealthclubs.com), already has eight clubs in South Florida (and 25 throughout the state). And now he’s opening new clubs in Margate and North Pompano Beach, as showpieces for his new concept. What, exactly, is this new concept? No long-term contracts, for one thing (you pay by the month). No huge bodybuilders or gym rats. No singles scenes. No used or worn-out equipment (all the machines are brand-new and top-of-the-line). No pressure to join (because there are no contracts). No pushy instructors. And no carbon footprint – these may be the “greenest” gyms in America (the floors are made of recycled sneakers!).
The “Youfit” name is meant to convey a very strong message. These are gyms for people who aren’t planning to enter bodybuilding championships, and who aren’t there to meet a member of the opposite sex. And Rick Berks’ fee structure may be the lowest you’ll ever see for a first-rate fitness facility.
Berks is a graduate of Pompano Beach High School. And he’s a successful entrepreneur, with a very colorful story. We’ll be telling you more soon, as we get closer to opening. In the meantime, please feel free to contact me with any questions, or if you’d like to speak with Rick Berks, at steve@winstoncommunications.com.
Steve Winston
President – WINSTON COMMUNICATIONS
steve@winstoncommunications.com
SOUTH FLORIDA FITNESS PIONEER BRINGING A NEW CONCEPT TO BROWARD
The founder of nationally-known Planet Fitness is a native of Broward County. He’s now created a new company - and a new concept in fitness. And he’s bringing it to Broward.
Rick Berks’ new company, Youfit Health Clubs (www.youfithealthclubs.com), already has eight clubs in South Florida (and 25 throughout the state). And now he’s opening new clubs in Margate and North Pompano Beach, as showpieces for his new concept. What, exactly, is this new concept? No long-term contracts, for one thing (you pay by the month). No huge bodybuilders or gym rats. No singles scenes. No used or worn-out equipment (all the machines are brand-new and top-of-the-line). No pressure to join (because there are no contracts). No pushy instructors. And no carbon footprint – these may be the “greenest” gyms in America (the floors are made of recycled sneakers!).
The “Youfit” name is meant to convey a very strong message. These are gyms for people who aren’t planning to enter bodybuilding championships, and who aren’t there to meet a member of the opposite sex. And Rick Berks’ fee structure may be the lowest you’ll ever see for a first-rate fitness facility.
Berks is a graduate of Pompano Beach High School. And he’s a successful entrepreneur, with a very colorful story. We’ll be telling you more soon, as we get closer to opening. In the meantime, please feel free to contact me with any questions, or if you’d like to speak with Rick Berks, at steve@winstoncommunications.com.
Steve Winston
President – WINSTON COMMUNICATIONS
steve@winstoncommunications.com
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