Taking Stock

Christopher Palumbo — Sat, 25 Apr 2009 00:51:02 +0000

It has always been a part of my initial vision for elements fitness to create a brand which was “living.” A living brand, Disney, Harley Davidson, Budweiser… is larger than the company itself… it a a part of the consumers life. elements has all of the potential to do this. Sitting in our clubs, I love watching or listening to how the members refer to us – “I have to have my elements today” or “Im going to elements, come with me” – with other health club chains, the member would typically say “Im going to the gym,” this might seem like a small distinction, but to a branding team – this is the foundation of your brand being a rockstar.

To me, this means having consumers, employees, franchisees, and executives tied to the brand, feeling as if it the ownership is theirs. By formally offering stock in elements parent company (to qualified investors) we have done just that… taken our loyal franchise owners, team members, vendors, and “friends,” and have allowed them to share in our tremendous growth and upside.

As we continue our international expansion, this will give select investors the opportunity to share in the growth of the brand, and will allow the company to grow without being burdened with heavy debt.

An initial company valuation makes this an ideal time for investors to get on board with the company, but more importantly- stock gives us another vehicle to make the brand “sticky.” Sticky is a word I use frequently, meaning that people have additonal reasons to revisit the brand, the club, or the website, or to encourage others to do so.

Health CEO » elementstoday

Taking Stock