In the fitness industry, everything comes down to one word: Growth. That's the goal of the patrons, after all. They want to grow their muscles, their fitness, their health, and their general well-being. For the gyms, it's all about growing the market - and of course, growing their profits. In Lawrence, the fitness industry is doing just that. Already the second most health-club saturated town in Kansas, Lawrence's gym population is still growing. The agent of that expansion is the Topeka based Maximus Fitness and Wellness.
"Our Topeka branches have already won awards," Acker said. "So we think we've got a good product to offer Lawrence. Still, there's always work to be done when opening a new location."
Maximus Fitness and Wellness will open its doors to the Lawrence populous on October 1. When it does so, it will have some heavy lifting to do. In all, Lawrence has 12 locations considered "health clubs" by the yellow pages. That doesn't count the University of Kansas' student recreation and fitness center, or Maximus, which has yet to open. Figure those in to the equation, and Lawrence effectively has 14 fitness establishments. That's about one gym for every 6,300 people. For some perspective, Kansas City Kansas has 11 - or one gym for every 13,100 people.
"I believe that's a lot for Lawrence," said Tracey English, Marketing Director for Body Boutique. "People expect a lot from their fitness facilities. These consumers will dictate which survive - and which don't."
For other gyms nationwide, that survival hasn't been easy. According to the International Health Racquet and Sportsclub Association, total gym memberships have dropped for the first time in a decade. The group blames the staggering economy on the recess in gym memberships.
"Our Topeka branches have already won awards," Acker said. "So we think we've got a good product to offer Lawrence. Still, there's always work to be done when opening a new location."
Maximus Fitness and Wellness will open its doors to the Lawrence populous on October 1. When it does so, it will have some heavy lifting to do. In all, Lawrence has 12 locations considered "health clubs" by the yellow pages. That doesn't count the University of Kansas' student recreation and fitness center, or Maximus, which has yet to open. Figure those in to the equation, and Lawrence effectively has 14 fitness establishments. That's about one gym for every 6,300 people. For some perspective, Kansas City Kansas has 11 - or one gym for every 13,100 people.
"I believe that's a lot for Lawrence," said Tracey English, Marketing Director for Body Boutique. "People expect a lot from their fitness facilities. These consumers will dictate which survive - and which don't."
For other gyms nationwide, that survival hasn't been easy. According to the International Health Racquet and Sportsclub Association, total gym memberships have dropped for the first time in a decade. The group blames the staggering economy on the recess in gym memberships.
"I'm not surprised that overall gym memberships have dropped," English said. "Unfortunately, it's one of those things that people think they can do without. The problem arises when they come back to fitness years later in worse shape than when they left."
Still, despite an apparent national departure from a healthy lifestyle, Lawrence fitness institutions are still managing to find success.
"We offer 40 different classes to the people of Lawrence," said Jo Ellis, City of Lawrence Recreation Supervisor. "Some of those classes are even exceeding their normal numbers."
If indeed there is a trend away from exercising, it's one that KU students aren't yet hip to. Last year, the student recreation and fitness center had an average of 3,200 students enter its threshold each of the 340 days it was open. That number has increased this year. On several days, the attendance even managed to break the 5,000 person mark.
If indeed there is a trend away from exercising, it's one that KU students aren't yet hip to. Last year, the student recreation and fitness center had an average of 3,200 students enter its threshold each of the 340 days it was open. That number has increased this year. On several days, the attendance even managed to break the 5,000 person mark.
"It's important to remember that, as it is with any business, the fitness industry can be a bit cyclical," said Mary Chappell, Director of KU Recreation Services. "It does change. But I can tell you this - it's not going anywhere."
Chappell, for one, doesn't think that the Lawrence fitness market is in any danger of experiencing the decline felt elsewhere.
"I think it's (Lawrence) large enough to handle any potential saturation," Chappell said. "You just have to make sure you're keeping up with what people want."
For Lawrence, giving people what they want may imply giving them specialized workout facilities. Of the 14 health clubs, Maximus will be the only privately owned full-size gym. All of the other locations are either recreation centers, or have a unique point of emphasis - be it yoga, rehabilitation, jazzercise, or something else entirely.
Acker sees this as a way for Maximus to differentiate itself in a new market.
"Running a successful business is all about giving people what they want," Acker said. "Here, we can do that, no matter what their fitness goal is."
Chappell agrees that having a versatile facility is an asset.
"We have over 1,000 people who have attended fit classes here," Chappell said. "Some like yoga, or butts 'n guts. Others like to clime the rock wall. Some just want to lift or do cardio. That's the interesting challenge of working in fitness - you have to keep up with the trends."
Chappell also isn't concerned that Maximus could attract student clients, despite their discounted rates.
"We're not looking to compete with them," Chappell said. "They're in the private sector, we're interested in working for the students. Really, they've got a much larger target than we do. Still, if students don't come here, I hope they go somewhere else."
Acker sees this as a way for Maximus to differentiate itself in a new market.
"Running a successful business is all about giving people what they want," Acker said. "Here, we can do that, no matter what their fitness goal is."
Chappell agrees that having a versatile facility is an asset.
"We have over 1,000 people who have attended fit classes here," Chappell said. "Some like yoga, or butts 'n guts. Others like to clime the rock wall. Some just want to lift or do cardio. That's the interesting challenge of working in fitness - you have to keep up with the trends."
Chappell also isn't concerned that Maximus could attract student clients, despite their discounted rates.
"We're not looking to compete with them," Chappell said. "They're in the private sector, we're interested in working for the students. Really, they've got a much larger target than we do. Still, if students don't come here, I hope they go somewhere else."
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