elements fitness lifestyle coach Ami Suvanti featured in Woman's World magazine

It is exciting to see the continual interest from the press into our fitness programs, including Woman’s World Magazine. We are gathering large numbers of testimonials from elements members, video testimonials from BalanceD diet users, inquiries from press and media, as well as frequent features on blogs and online media.

elements is designed to become the leading fitness and lifestyle brand for women… we do this by focusing our energy to build the very best consumer experiences…. this is the foundation which causes the brand to grow rapidly. New elements club openings in Chicago, Atlanta, and Colombus Ohio this month were met with buzz from the communities, members, and even online bloggers… even a new partnership locally with Whole Foods Market. elements is fast becoming a community which will grow itself – this will be one of the runaway secrets to this brand’s success in the lifestyle and fitness sectors.

As seen in Woman’s World Magazine

During our photo shoot at Miami Beach National on a very, very, very hot day.

One of the things I find most surprising about my job, is how frequently we are conducting video or photo shoots. Elements is truly positioned as a leader in the fitness franchise space, and it is very important to have unique content: videos, photos, workouts, stories… you name it.

It seems as if every shoot is an adventure – we have had some great locales, and being based in South Beach gives us a richness of locations beyond imagination. Today’s adventure took us to Miami Beach Golf Club where we were shooting a sequence for a feature story in the prestigious CBI (Club Business International) magazine. Elements is frequently written about in the magazine, which is the top industry publication for the fitness and leisure industry, but it is very special to receive a full feature such as this. Our art director chose a great photographer and a great location for this visual… however no one took into account the humidity (and mosquitoes) after a typical Miami summer shower. My instructions “look happy, look up, look over here, higher, no lower, no your hand…” and the team began to get weary very quickly, as we all were melting in the July Miami heat. Adding some complication, it seems as if a particular group of well-known celebrities did not see the “hole closed” sign and played through our shoot! I was keeping my eye out for a small white ball… and of course getting yelled at the entire time by the photographer – I couldn’t wait to get back to to real work!

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Summer magazine screen freeze

We were happy yesterday to celebrate a milestone… the one year anniversary of elements living magazine and media channel. elements is the only fitness brand to offer such an in-depth portal, which is a cornerstone to our “balanced, healthy lifestyle” philosophy. We encourage all members to live a great, balanced life – the magazine allows us to deliver great content, and also be a credible source for a host of lifestyle content – food, wines, travel, parenting, fitness, gifts, stress, and more!

We have grown the pilot program to include a full time creative staff, and 3 very popular syndicated articles (Ask Dr Fab, Q&A with the Nutrtion Twins, and “elements of a healthy lovelife,” our relationship column).

The syndication of our Fitness personalities has really helped to spread the reach and optimization of elements… the magazine is currently distributed to over 3 million readers, with a goal to double that figure by year’s end.

elements living magazine is provided free of charge, and is a great way for consumers to get in contact with the elements brand. Its a great follow up gift for a prospect who has recently toured a club, and a nice way for franchisees to expand the reach and depth of their offerings locally. I am very pleased with the progress of this aspect of the elements brand…. more experts, a video channel, and a few very big surprises are planned – so stay tuned!

elements living magazine Announces release of newest Summertime edition
NEW YORK< NY – (July 1, 2008) - Celebrate life with the newest edition of elements living! In this issue, you will discover new ways to improve your body, mind and appearance with advice from Miss Florida Jenna Edwards and America’s Diet Doctor, Dr. Melina Jampolis. Learn about our newest weight loss success story and motivate yourself to even greater heights with pro rower, Victoria Draper. And of course, Dr. Fab, the Nutrition Twins and elements sexpert Letty Livingston are all on hand to answer your health and relationship questions. What are you waiting for? Start celebrating today! [VISIT]

I was invited to enjoy a great dinner at the newly-opened DeVito restaurant in Miami’s ultra-chic SoFi (South of Fifth) neighborhood, an area fast becoming known for its A-list residents and new… A-list chefs.

Upon entering the building, I noticed the use of “living walls,” one of the design features that we use throughout many of our elements clubs… the designers has used it to add character to the building exterior, as well as add intrigue to the space. It was a great evening, a delicious gourmet Italian meal, and a nice opportunity to hear growing and very positive feedback on BalanceD, our interactive weight loss portal, which is now beings used by many of the cities top trainers, and of course their clients… our mention in media, from the NY Times to the Miami Herald has made us “the” diet… funny that was not the original intention at-all, BalanceD is a very well rounded portal aimed at the average woman with more than 10lbs to lose… but its hard to say no to great press!

elements-for-women-discover-wellness-campaign-banner

Going green is the buzzword these days… rising fuel costs has made it not only politically correct, but often necessary to consider environmental and efficiency issues in our everyday lives.

Going green comes from our inherit desire to do good… recycling, conserving, and helping others ultimately make us feel better about ourselves. The most successful, or more established we become in our own lives, the stronger the desire is to give back, and do good for the community. It is not surprising to me how many executives are drawn to elements because of the desire to franchise or own a business which can do good for others. The fitness and wellness industries are very lucrative, due to their explosive double-digit growth and re-occurring membership revenue model, but I still maintain that the true success stories in our industry are those owners who truly enjoy what they do, and who are proud to own a business which does so much good for the community.

elements was featured on ABC news today, for our technologically advanced Smartcard Workouts… click here to watch the video

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.

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.

In life, they say that we wouldn’t be anywhere without our friends. I believe the same principal should apply in business. There is something to be said for doing business with good people, people who you can develop friendships and successful relationships with over time. As with any good friendship, other introductions are made, expanding our circle of contacts, and eventually… friends. We use a tongue-in-cheek lingo of “friends of elements” to describe anyone who has gone the extra mile to help make our brand successful. Lately, our friends list has been rapidly expanding to include a who’s who of top political, business and media figures.

I received a call this Friday morning from Paris, from the founder of one of the world’s leading beauty brands. On a recent visit to NYC, he had heard some buzz about the elements fitness and lifestyle brand and wanted to take a closer look… we were on the phone for about 45 minutes, talking strategy, branding, and marketing. He had grown a 1 million dollar enterprise to a billion dollar conglomerate, and was even more excited than me about the future of our brand(s). It was certainly a great start to the day.

Later that Friday, I received a call from the CEO of one of the largest health club brands (another “friend of elements”), wanting to speak about the elements brand and take a closer look at the programs we are developing, specifically “elements living,” our online magazine. With a viewer base climbing into the millions, the magazine and media channel has certainly become a much-discussed brand builder. The popularity of our syndicated columns, such as “Ask Dr. Fab” is growing with each issue. The magazine helps to add to the consumer experience, and is helping to get elements into more media channels, such as Yahoo and Forbes online.