When Servus Credit Union Place first opened in 2006, there were questions about the effect on membership numbers at local fitness clubs. Now, four years after it opened, Sturgeon Valley Athletic Club manager Christine Rasmussen can point out how the multi-use centre affected their operations.
“It is a little sensitive because it has affected our numbers,” she said. “But our business owners are committed to the long-term vision.”
Currently, Servus Place stands at 7,500 annual members, a result of various membership initiatives and a progressive rate of new members. However, when the centre opened four years ago, many people rushed to sign up, leaving other businesses behind.
Now, the fitness centre inside the public complex is looking at a potential expansion in its future, hiring a consultant to look at the current space. They will evaluate Servus Place and determine where, if at all, it should expand over time.
Rasmussen said the opening of Servus Place created a different playing field for fitness businesses in town. Instead of competing on a commercial level, she said Servus Place has the advantage of the city and its coffers on their side, something she feels still holds true.
“It’s not a level playing field,” she said, adding the potential expansion could make the playing field more uneven. “There’s no accountability … we just can’t go and spend. We have to be prudent and relevant to the return we get.”
Tracy Ronaghan, owner of the Curves fitness facility on Rowland Cres., said when Servus Place first opened in 2006, she also noticed a steep decline in memberships, with many women choosing to leave the women-only centre to work out with their husbands.
However, it wasn’t long until she noticed another trend start to happen.
“Within six months, we saw a lot of them come back,” she said.
Differences
For Rasmussen, the economic downturn also affected her membership numbers, leading to some employee reductions. But she added that Sturgeon Valley is currently working its way back up the membership scale, offering spa services, towel service and a steam room in the change areas.
They also recently bought some new equipment for their centre, with Rasmussen adding her centre is different from the one run by the city.
“It’s two very different worlds,” she said. “It’s not about volume, it’s more about a relationship and creating a relationship with your members.”
Ronaghan said the major difference between her business and Servus Place is the personal one-on-one service they give members, including identifying and speaking with them on a regular basis.
“Knowing your name when you walk in the door makes a huge difference,” she said. “It’s like night and day. This is totally personal.”
