Anti- Aging is serious business. Although the fitness industry is surging forward with double digit growth, we are in our infancy when compared with the venerable beauty industry, with revenues in excess of 30 billion dollars annually.
As a forward thinking company, elements(tm) is always developing ways to capture a share of the diet and beauty segments. Certainly we are well-positioned to do so, as our "elements living" philosophy promotes a balanced and healthy lifestyle – body, beauty, and mind. This philosophy requires a certain level of imagination when creating in-club experiences for our guests, as well as new programs and services for our online portals. Although we are focused on developing all areas of the elements lifestyle, this week’s focus was certainly on anti-aging and beauty. We have been courted by several high profile skincare and cosmetics companies, in the hopes of them getting access to our fast-growing database (and eventually our company). We are very reserved when approaching these brand relationships, it is my experience and philosophy that the relationship must first make sense for the elements member, then for our clubs, and lastly for us. I believe that if we service our customers and guests well, the ripple effect will ultimately be a much stronger brand – I are unwilling to make any compromises on this.
It was decided by our board that the first step to develop a quality anti-aging program would be to further develop the position on our All-Star Advisory Board. We already have Dr. Fab, who is an excellent resource for wellness and lifestyle, and felt that a longevity scientist would be a perfect compliment. A longevity scientist, and one with personality, is not an easy thing to find. Our extensive search and interviewing process led us to Sharon Perlow, and her well know "secret," the anti-aging institute in ultra-chic Aventura. Sharon’s client list (if she could reveal), would read like a who’s who of American society. I was equally impressed with Perlow’s skincare line, S-Solutions, which is making its debut in major upscale retailers as we spoke.
I immediately was impressed with Sharon’s upbeat, energetic, and confident personality. She was absolutely radiant, and attributed the "secret" of eternal youth to diet, exercise, and a healthy lifestyle. I knew that we had a great fit for the team, and her years of research and knowledge would be a great asset to elements, and our members. As the launch of our expanded online magazine and media site approaches, Sharon will be a welcome contributer, and will allow elements to have a leading expert on our team.
Tags: fitness
