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A New Approach to Physical - and Fiscal - Fitness

With a Cost-Effective Alternative to Traditional Personal Training, New Fitness Franchisor EduFit Looks to Expand on National Basis

Scottsdale, AZ, December 19, 2009 --( There’s a silver lining to be found in the current economic recession. Research suggests that during bad times, people actually exercise more and aren’t as likely to be as obese as they might during more prosperous times.

That’s good news considering that two-thirds of American adults are now obese or overweight, but providing Americans with convenient, flexible, customized, appointment-based personal training services is even better news.

That’s the aim of newly franchised EduFit, whose unique business model puts it at the cutting edge of the still-thriving fitness industry. The EduFit Personal Training Studios model is different from circuit or group training concepts because EduFit certified personal trainers provide customized training for up to five clients during workout sessions as opposed to traditional one-on-one personal training.

Nothing is sacrificed, however. Each client’s training is customized to address his or her particular weight loss or fitness goals or other special needs.

EduFit’s unique model allows clients to benefit from more affordable and flexible fitness options, while studio owners benefit from the opportunity to maximize client volume, retention rates and potential revenue. EduFit’s per-session pricing eliminates monthly fees and long-term contracts and training is provided to men and women in a non-intimidating, upscale environment.

“A lot of people can no longer afford one-on-one personal training,” said EduFit founder and President Alan Katz. “Oftentimes, we are a fraction of what you would pay for one-on-one training. EduFit is the perfect option for those who can no longer afford personal training or who have never tried it because of the cost.”

While consumers might be cutting out lattes and other extras in this down economy, fitness appears to be one expense they are far less willing to forgo. In fact, a recent International Health, Racquet and Sportsclub Association (IHRSA) Monthly Trends Survey showed consistent and increased club usage in 2009, with nearly half of responding clubs expecting improved revenue in the subsequent three months.

Founded in 1998 and with three locations in Arizona – two in Scottsdale and one in Phoenix – EduFit launched its franchising program in spring 2009. Katz expects to have 25 studios either open or in development by the end of 2010 with 200 locations nationwide within five years.

“EduFit is a great business investment for people who have a passion for our industry,” said Katz, whose expertise in business was fostered as a senior executive in a family-run company that operated on a global basis. “There are less moving parts, fewer trainers to manage and potentially more dollars created per hour with one trainer than you would get with traditional one-on-one training.”

EduFit is well positioned to succeed in the fitness industry as an alternative to traditional fitness clubs and other athletic facilities. Because its studios are smaller than typical health clubs (1,600 to 1,900 square feet), the opening of an EduFit requires an initial estimated investment of between $164,500 to approximately $281,000 and it has little overhead. With “hands-on” franchisees serving as owner/operators, only one additional certified trainer is necessary. Industry experience is helpful, but not required.

“It’s a turnkey operation,” Katz said. “There are not a lot of moving parts. We have no inventory and no accounts receivable because clients pay in advance for the upcoming month. Plus, any overhead is very low.”

With fitness clients increasingly demanding alternative pricing programs, less expensive plans and pay-as-you-go pricing as an alternative to traditional long-term health club contracts, private studios and small clubs are responding. But as a proven business model with more than a decade of experience, EduFit offers a competitive industry advantage to both its franchisees and clients.

“People think they can buy some used equipment and open a studio on their own, but most of them fail because they haven’t endured all the potholes that we have endured and learned from to become successful,” Katz said. “We’ve created worth in an EduFit franchise by providing a turnkey business model. There’s no reason to go out and re-create the wheel. It’s already here. Everything has been done for both our franchisees and clients to succeed.”

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Kelly Aron

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