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.