One of the initial consumer principles behind our new Organics™, by elements Weight Loss Supplements was to create a highly effective weight loss brand which was more than simply diet pills. As we began to study the marketplace from a 10,000 feet view, we discovered a host of new raw materials, ingredients, and delivery systems which were not only better than pills, they were more effective as well.

One good example of this is our concept “protein stick” – Imagine a “pixie stick” the candy we enjoyed as kids, but this version is easily carried in a purse or bag, and can be put into a small bottle of water to create a refreshing mid-day drink – complete with a serving of protein, Vitamin C, and energy to get through the rest of the day. Another example is our sure-to-be a bestseller “weight loss taffy,” which combines the craving for a sweet and chewable candy with a safe and effective appetite suppressant. Our team has gone to great lengths to seek out effective and novel formulations which will take the elements fitness and BalanceD Diet franchises to a whole new level.

I will be discussing more about our highly-anticipated product line in upcoming posts. We are expecting a July launch for the initial 5 items, to be sold within our elements clubs.

Supplements

elements living TV is the next evolution of our acclaimed online magazine, a television network broadcasting within the elements clubs which will bring our articles, personalities and brand “to life” for members, on demand. Upon entering an elements club, the music will be hand selected (according to market, demographic, and time of day), with station breaks and branding segments mixed in to create a true entertainment experience for members and guests, and a emergence as a major media player in the fitness arena.

Behind the scenes the workload is tremendous. Luckily, our partners have already done the heavy lifting of developing the architecture of the network, the video servers and technology, and the media/licensing relationships that are critical to the venture. Add on top of that selecting thousands of music tracks and videos, and having someone screen each word and frame to ensure the content is appropriate. In addition to the music, the network will feature full (and all important) digital signage, cleverly branded station breaks, teasers, and “healthy lifestyle” segments.

The benefit to our elements club and members will be tremendous. The entire experience in any of our facilities will be choreographed in real-time, making the workout experience more memorable and entertaining. Early Nielsen research has projected this to improve overall member satisfaction rates, and to greatly increase the lifespan of a member, as well as the ancillary revenue per member, again, attributed to the clear and direct messaging from our elements TV network.

The supplement industry has been teetering on the fence of regulations for quite some time now. As an “insider,” I do believe that regulation is a good thing. We have spent the first part of this year doing research and formulations on our highly anticipated Organics™ Supplement Line. One of our initial mandates to the formulators was to use all natural ingredients. Of course, as a trusted fitness brand, we have a team of top nutritionists and physicians to survey each ingredient, as well as its compound effects. We also use a top formulator, who has scientists on staff to verify and also do testing. As a consumer you might be surprised to know that none of this is actually required… which is quite scary when you really think about it. It is up to each individual company to create and maintain its internal standards.

Now, any consumer products expert will tell you, that the key to a great supplement line is repeat sales, and referrals from happy consumers. To this end, it makes sense to make the best products possible – this is likely one of the reasons the supplement industry has been creating largely beneficial products for the past 100 years – but consumers and resellers of supplements would be better to get all the facts… and to do a little due diligence of their own as to what’s actually inside of the products that they are taking.

Chris Palumbo is the founder of the elements fitness brand and the Chairman of elements group, which includes Organics™ Supplement Line and BalanceD Diet.

We have been focusing our efforts several on initiatives which will add new revenue streams to our elements clubs. One of the unique attributes to our fitness franchise is the ability to drive a great percentage of revenue through multiple streams, such as personal training, diet coaching, supplements, premium classes, and retail.

Holidays (and seasons) make our job easy… it gives the elements branding team an easy reason to put together compelling in-club campaigns. Our latest is “mom’s the Word!” celebrating women and mothers everywhere. Although elements clubs are for women, the campaign has a dynamic component where members can bring home “gift suggestion cards” to family members, left in a conspicuous place. The family member can purchase the gift item at the club, via phone, or online for their mom.

As you might imagine, ancillary revenue centers in the fitness industry have a significant impact on a club’s bottom line. It also has a dramatic increase in the percentage of net income on the P&L sheet, because services such as diet coaching and personal training are very high margin. The difficult aspect for many clubs is the creative work and engineering that goes on behind each campaign, which really puts a franchisee with a great brand at a significant advantage – their only focus becomes sales, marketing, and revenue generation.

Over the years, we have incorporated optimism into the fabric of the brand, from the welcome cards a prospect sees on her first visit, to custom “quotes” wallpaper installations in our clubs, to the placards behind every front desk and in every break room for our staff to see. “Today, I will achieve my personal best”

Growth, optimism, and motivation are the precursors to success. And we, as people and as a company, strive for success each and every day. While our fast growth and steady growth as a brand has fascinated some, it really has come as no surprise to me. I have a motto, it sits with me desk side. I share it with some close friends – it is so simple, yet so true. I hope that hearing these words will empower you to achieve your personal best….

“I truly believe I cannot fail. If I fail, it is only because I have allowed it to enter into my reality. And, since that will never happen – I shall never fail.” – Shawn Russell

elements is the category leader in fitness clubs for women.
For more information on elements, or on brand founder Chris Palumbo, click here. 

It was a nice surprise this week to see Demi Moore visiting elements Alpharetta on a recent film shoot in Atlanta.

We were holding an franchisee training event at the opulent 10,000 square foot spa/fitness club. As a full service salon, spa, and fitness club, the facility is able to deliver world-class services to a discerning clientele. In the beauty industry, it’s important to do it right – I frequently encourage fitness club owners to NOT include these amenities in their clubs, because our concern is quality control. In my 10 years as a health club owner and executive, we have taken the philosophy that clubs should only offer an amenity when they will be the best at it in their community. That philosophy has allowed elements for women to enjoy far greater success in the depth and revenue from our additional offerings.

elements and Moda spa come together to create a welcome presentation… from facials to fitness, it’s all there!

elements for women

I spend the end of last week in Chicago at the Club Industry Fitness Trade Show. I love attending the major industry events… there is a great energy which exist among the club owners, trainers, vendors, and industry veterans. Although I was not speaking or presenting at this event, I did have a full schedule of meeting with elements franchisees and some great prospective owners. The fitness industry is in a major growth upswing, and the recent economic changes have made lease negotiation and construction at their lowest levels in years… overall an excellent time to get started in business – and from the high turnout it seems as if many investors agree with me.

This fall has been a very busy development period for elements for women, as we are investing into infrastructure that will allow our popular fitness brand to quickly expand into major Latin American markets – considered the next forefront of the industry. (I have to admit that trips to Buenos Aries and Rio sound much more exciting to me than Alberquerque and Kansas… maybe its my italian upbringing!) Club Industry also gave our team the opportunity to meet with potential international development partners and vendors.

elements for women franchise clubs

Any reader of this journal knows that I (and elements) are big believers in ongoing training, and continuing education for all staff members – from our Club Directors to part time associates. A well trained staff exudes confidence, and simply performs better. elements for women franchising devotes considerable resources towards ongoing education and enhancements for our clubs.

This week, we began our Fall “Advanced Training Series.” Sessions are held via web, via conference call-in, and/or workshop. Frequently, a mix of all three methods are used to maximize learning and interaction among participants. As the elements brand grows internationally, it is really exciting for the entire team to see participation grow. Clubs from all geographic areas call in and get to interact with each other prior and after the sessions. Our central team also creates post-training workshop exercises to be held at each local elements club. The post-sessions really help each local club take the information and implement it locally, and really pulls each team member from the club in with focus group type conversations, role playing exercises, and research exercises. This “buy in” helps to facilitate a stronger team atmosphere at all levels. In my opinion, it has been instrumental in creating a community among our global team, and is helping to position elements as the leading fitness and lifestyle brand for women.

Discover Success with elements

It is no secret that we are moving into the next stage of development of (elements group) growth, which involves the acquisition of strategic facilities across the country. This acquisition strategy will quickly expand our footprint of fitness club operations, as well as provide excellent resources for franchise training – further strengthening the overall operations of the brand. Since our team is headed by former Nike VP Bruce Fabel (CEO of elements), we have been attracting the attention of many serious investors, elements is quickly becoming positioned as one of America’s great franchises.

I was very happy to receive a call today wi from Jeff Hicks, CEO and Partner of the Crispin Porter + Bogusky ad agency. The agency, known as the “factory” is widely regarded as one of the top creative agencies in the world, with such noted key clients as Microsoft, Burger King, BMW. Although this was the first of many possible talks, the idea of having such a major ad agency on our team is certainly exciting. Next week I leave for the west coast to announce our expansion into California, and to begin fielding requests from potential franchisees and stockholders in the Western States.

Charlotte is a great example of a thriving American City…. not too big, not too small – and enough energy to make you feel as if you are in the middle of a happening place. Somewhat by accident, during the 1980’s all of the major US banks found themselves with a headquarters there. Now, the streets of this 2nd-largest Southern City are lined with 70 floor office towers, and a dizzying array of public gardens and street fountains.

The city is packed during the day with thousands of executive and corporate women. While the competition from local health club operators is high, elements occupies a envieable market niche – we are only national upscale fitness brand for women. Since elements opened in Charlotte 2 years ago, we had caused two smaller fitness clubs, including Curves to close their doors, and acquired their membership bases. In general, it is very tough for these “microclubs” to compete against full-service women’s concepts, such as elements, as their members get bored very quickly. Member retention is an ongoing, and significant dilemma, for fitness center under 1,000 square feet. It is simply common sense… members are intelligent people, they are looking to improve the way they look… with only one service option – the circuit workout – a member will alwyas plateau, or simply get bored. Amenities such as treadmills, cardio, personal training, and classes foster social interaction, and offer diverse options for members, resulting in a higher retention rate.

After weeks of market analysis, Our team landed in Charlotte last week to announced our relaunch and expansion plan for the market, which I will detail later this week… [subscribe now] to receive this blog in your inbox.

get-beach-ready-at-elements-for-women-fitness-centers-campaign

Getting Beach Ready

We have recently added video as the newest dimension of the elements living experience. The following clip features Olympic Rower Victoria Draper, shot in site in Santa Monica. Do you see what a difference the video adds? I think it tremendously enhances the personality of the media channel.

We use the elements living media channel as a tool to help create awareness for the elements “lifestyle.”

Members and prospective guests for elements clubs, BalanceD Diet clubs, and BalanceD online all receive complimentary subscriptions to elements living magazine, as well as motivational emails sent to their inbox.

The magazine allows the elements brand to remain “front of mind” with our consumers, and also substantially adds to the well-rounded lifestyle experience for our members and guests. Soon, an online store will be added to showcase a select line of hand picked fitness tools, accessories, and top tier weight loss and supplement lines.

elements is the only fitness brand to offer such a complete media “backbone” to support the franchisees and club members, we are truly delivering a complete lifestyle experience.