Although no money was spent on print or television advertising, more than 300 people attended a very successful event. If you would like more inforamtion on effective and economical WOM campaigns, please contact eoecho at your convenience. We’ll be glad to help you plan and implement a WOM campaign.

RICHMOND, VA; Endorphin Fitness – Endorphin Fitness to Help Raise Money For Citizens Against Crime – Youth Programs

Endorphin Fitness – Richmond’s endurance athlete source for customized training, the latest technology, and nationally ranked coaches – is raising money for youth programs sponsored by Citizens Against Crime. Endorphin Fitness is collecting donations at the Grand Opening of its state-of-the-art Endurance Center on Saturday, February 25, 2006. The first Championship Indoor CompuTrainer Cycling Races in our region take place during the event.

“We are excited to be involved with Citizens Against Crime and their youth programs,” said Michael Harlow, a nationally ranked triathlete and owner of Endorphin Fitness. “Engaging at-risk youth in recreational activities helps them develop leadership skills and deters their involvement in crime.”

The money raised during the event will be used to purchase BMX bikes, which are slated for at-risk youth programs backed by Citizens Against Crime. “New BMX bikes will be a great addition to our camp program,” said Rick Tatnall, Executive Director for Citizens Against Crime. “Offering at-risk youth an opportunity to add to their life experiences at camp expands the foundation for their hopes, dreams and aspirations.”

During the Grand Opening of Endorphin Fitness, the first Championship Indoor Cycling Races in our region will take place on CompuTrainers. Professional athletes who used this training technology won thirteen of the qualifying races for the 2005 Ironman World Championship.

The riders with the best qualifying times are competing in the main event, which consists of three finals: Youth 10K Race, Adult Men 20K Race, and Adult Women 20K Race.
For starting times and a full schedule of events, please visit www.endorphinfitness.com or call 804-741-1599 for more information.

So is bottled water a better tasting, healthier, and safer product than your municipal water supply (i.e., tap water)? Numerous scientific studies have been completed and the conclusions are clear.
Not too long ago, ABC’s television show “20/20” did a piece on the topic.

The ABC reporters were told by The International Bottled Water Association to talk to Yale University School of Medicine’s Dr. Stephen Edberg, so they did. Dr. Edberg agreed that bottled water is no better for you. “No, I wouldn’t argue it’s safer or not safer.” He also said, “I wouldn’t say it’s healthier than tap water.”

So why do people repeatedly pay 500 times more for bottled water. It’s all about marketing and a very gullible, uneducated consumer.

Want more proof? Read any of the following articles and you’ll be convinced.

UC Berkeley Bottled Water Article – Wellness Newsletter. In addition to this bottled water article, UC Berkeley did a nice piece on “Chocolate as Health Food?” Yeah, it’s another marketing ploy and the Mars candy company is leading the way with their CocoaVia bar ad campaign.

If you’re a chocolate lover, which I am, enjoy chocolate more for pleasure than as a health food. If you want higher levels of the beneficial flavonoids found in chocolate, choose dark chocolate that contains a high cocoa content not processed with alkali (you don’t want “Dutch” cocoa). Better yet, eat more fruits and vegetables, which are still the best source of flavonoids in your diet. Also, they contain vitamins, minerals, and fiber you won’t get by eating chocolate. The best of both worlds – chocolate covered strawberries!

Although athletes often exceed the 60-80 percent target to build endurance, the average person gains little additional value when their heart rate exceeds this range. Exceeding the target range puts undue stress on your body and increases your potential for injury. The heart is simply working too fast and your body has a difficult time replenishing oxygen. On the flip side, exercise below the 60 percent target has fewer benefits for those exercising on a regular basis.

So yes, heart rate monitors are useful tools for those interested in maximizing their results in the least amount of time. They are especially useful for endurance athletes and those interested in losing weight. Keeping your heart rate within the target range allows you to exercise for longer periods without exhausting your body’s resources and you achieve maximum benefits during your workout.

Here’s a nice little tool for estimating your target heart rate: Calculate Target Heart Rate.

Typical Heart Rate Zones

• Warm Up (50 – 60% of max. heart rate): The right zone for people just starting a fitness program and a good warm up zone for those that regularly exercise. This zone has many benefits and a low risk of injury. It also helps you lower your body fat, blood pressure and cholesterol levels – it is estimated that 85% of calories burned in this zone are from body fats.




• Mild Exercise Zone (60 – 70% of maximum heart rate): This zone basically offers the same benefits as the warm up zone, except you burn more calories due to the increased level of exercise.




• Aerobic Zone (70 – 80% of maximum heart rate): The aerobic zone will improve your cardiovascular and respiratory system and strengthen your heart. This zone is preferred by endurance athletes and those interested in significantly improving their level of fitness.




• Anaerobic Zone (80 – 90% of maximum heart rate): Endurance athletes benefit from training in this zone. This zone helps to improve your VO2 maximum – greatest amount of oxygen one can consume during exercise. Your doctor or a higher end fitness facility can test your VO2 max. It takes more than just measuring your heart rate while running on a treadmill; specialized equipment you breath into while exercising is the best way to measure it. Exercising in the anaerobic zone also improves your endurance levels by increasing your lactate tolerance (you fight fatigue better). This is a high intensity zone. Only include it in your workout if you know what you are doing and you have your physicians approval.




• Max Heart Rate (90 – 100% of maximum heart rate): Consult a physician before creating a workout plan that includes exercises to achieve max heart rate. Although this zone can be achieved and you’ll burn lots of calories, most people – even those in excellent shape – will only exercise in this intense zone for very short periods of time.

The U.S. Olympic Team elected five-time Olympian Chris Witty as the flag bearer to lead the USA delegation into Friday night’s Opening Ceremony in Torino.

“To be able to lead the U.S. Team into the Opening Ceremonies is a great honor,” said Witty, a three-time Olympic medalist. “My peers elected me … I’m honored to represent them and I’m honored to represent our country.”

Witty, who was abused by a family friend for seven years as a young child, is an inspiration for all abused children across the country. She is actively involved in fund-raising and awareness campaigns for Good Touch, Bad Touch, a child abuse awareness program.

At this year’s Winter Games, Witty will compete in the speedskating 500, 1000 and the 1500-meter races. Her first competition is the 500-meter on Tuesday, Feb. 14.

Our health is so important. Let’s get started. First, we’ll both need to accept the fact that living a healthy lifestyle is a process and not an event. Fitness is the end result of our daily habits and our everyday behavior. We rarely question why we do certain things, its just habit. So first of all we’ll need to alter our habits. How?

You and I are going to take action! I’m getting motivated just thinking about taking action – action breeds motivation. We’re in this together. What’s next?

Do we even know why we have certain habits? Changing our behavior is going to take time so the sooner we’re able to focus on making small changes the sooner we’ll see results. I’m making one small change today. I’ll walk just a little more today and tomorrow in addition to my regular exercise program. I’ll take a little extra time to enjoy the world around me while walking. I’ll keep my head high and see things as I’ve never seen them before. I can see this is going to pay off. It’s the right path and we’re on it. That was easy, now what?

Now that I’m walking more, I need the right fuel. My eating habits need to change, but not all that drastically. Let’s agree that you and I will spend a little more time making better choices while shopping for groceries. After making a selection in the grocery store, we’ll pause and ask ourselves, “Is this the best choice?“ Are there similar products that are still enjoyable, but just a little healthier? We have the power to choose and we’re now choosing more wisely.

If you and I are going to stay motivated, we need to constantly remind ourselves that a pay-off lays ahead. I can see its already working. A new, healthy, stronger you is emerging.

We can’t forget that consistently making the right choices combined with an exercise plan will not only improve our overall health and fitness, it will also improve our appearance, energy level, and attitude. We’ll reap psychological benefits as well: more confidence, better self-esteem, and relief from anxiety and stress. So let’s start some planning.

Our fitness is a priority so we’ll need to set aside 30 minutes a day for exercise. The mornings are best, but lunch is also a good time to exercise. You and I are not going to wait until the end of the day to exercise any longer. Our goal is to exercise before 2:00 p.m. whenever possible. On the days we can’t exercise before 2:00 p.m., we’ll schedule 45 minutes of exercise for the early evening or an hour the following day if we miss a day, but we won’t.

When you’re not available, I’ll find someone else tthat can exercise with me that day or I’ll exercise alone because it is important for me to stay committed to the plan. We’ll need to tell everyone we know our exercise schedule so they can encourage us to stick with it. Sharing our fitness goals with others will help us achieve our goals. We’ll feel compelled to exercise because it’s now part of our lifestyle. Exercise is now on our schedule as a “high priority.”

Thanks for offering to help me stay motivated. I’d like to share a few things I’ve found that might be helpful to you also:

1. Check with your doctor if you are starting a new exercise routine to play it safe, especially if you have any pre-existing conditions of potential concern. Share your fitness goals with your doctor.

2. Write down a few fitness goals and post them on your refrigerator. Keep them short and sweet. Sign the paper like it is an important contract, because it is. “I commit to these fitness goals on this the ___ day of ______.” It really works.

3. Contact a personal trainer at your workout facility and ask them to show you the proper form for all of the exercises on your routine. If you haven’t prepared your routine yet, ask a personal trainer to help you prepare a customized workout plan. If you would like a customized workout plan you can obtain inexpensively online, contact me and I’ll hook you up with my personal trainer. He offers online training.

4. If your personal trainer suggests exercises you don’t really enjoy, don’t be shy. Ask him or her for an alternative exercise. I don’t even think of walking or running in the rain, so plan to see me in the gym at a spinning class or aerobics workout on rainy days.

5. Get to know a few of the people at your gym by name. You’ll enjoy going more frequently when you develop relationships with others living healthy lifestyles.

6. Ask a local nutritionist to prepare a sample weekly meal plan for you. If you don’t know a nutritionist, contact me and I’ll help you find a resource that allows you to prepare one online.

7. Don’t have time today isn’t an excuse any longer. Studies suggest that several 5-10 minutes exercises spaced throughout the day can be just as beneficial as a regular workout.

8. While the water is warming up for your shower, run in place for a few minutes, drop to the floor for a few sit-ups or push-ups. It’s a great way to get five minutes of exercise in everyday no matter what your day brings.

9. Try to workout around the same time everyday. It becomes a good habit you can live with day in and day out.

10. Reward yourself after reaching a milestone goal. Fitness isn’t dull and boring for you or I. It’s fun and we’ll stick with it because we want to and that’s all that matters.

Two fitness franchises rank within the Top 25 on the Franchise 500 – 2006 Ranking, as reported by Entrepreneur Magazine. Curves, a well-known chain of women’s fitness and weight-loss centers, comes in at number 3 on the list. Jazzercise Inc., a chain offering dance fitness programs, ranks at number 25.

With over 8,000 franchises worldwide, the growth of Curves has been impressive. Based in Waco, Texas, the firm began franchising in 1995. The average total investment required to open a franchise ranges between $38 and $54 thousand and continued strong growth can be expected.

Jazzercise began franchising in 1983 and now has over 6,000 franchises worldwide. The franchise fee ranges from $3,000 to just over $33,000. While ranking within the top 15 in the past, the franchise ranking has slipped, but the firm still shows a strong presence.

With the continued proliferation of fitness franchises, existing fitness facilities are feeling the pressure. Member retention inititives must be evaluated and updated. Are your members getting the results they desire? If not, kiss them goodbye.

If you own or manage an existing fitness facility, building strong customer relationships is more important now than ever. As more and more local fitness boutiques open their doors, turn-over rates will increase for those that fail to aggressively serve and listen to their members. Communication with your existing members is key. And aggressive referral programs are needed to combat a flattening, if not declining, retention curve.

Rob Stein of the Washington Post today (Wednesday, December 21, 2005) reported a large proportion of Americans are out of shape, with teenagers in particular being the ones likely to be unfit. This report is somewhat surprising given most teenages tend to be more active than most adults.

According to Stein,

“Treadmill tests on a representative sample of more than 5,300 Americans ages 12 to 49 found that about one out of every five had poor cardiovascular fitness, including about one-third of teenagers and 14 percent of young adults. Based on the findings, an estimated 7.5 million adolescents and at least 8.5 million adults are out of condition, the researchers found.”

Read the full article at the Washington Post link above.

Rapid, double-digit growth is readily apparent for the health and fitness industry. Double-digit growth in the number of fitness facilities is expected to continue into 2006 and beyond. I spent a month in Phoenix this past summer on a project. There were fitness facilities and private studios in almost every shopping center. It seemed like every corner had a Yoga studio or one of the dozens of fitness franchises. Expect the same here on the east coast within the next two years.

Will we have more than 31,000 health clubs by the end of next year? Will membership actually top 44 million by 2007? It appears so and that’s the good news. The bad news is competition for “health & fitness dollars” will be fierce. Prices will be driven down, profit-margins squeezed, and specialty personal-training studios will continue to take members away from clubs.

This article, published in Primedia’s “Fitness Business Pro” magazine, discusses the top 10 fitness opportunities. They also publish a “Best of the Best” article that will provide you with marketing strategies to consider during the year. If you haven’t already prepared your 2006 Marketing Plan, now’s a good time. Building strong relationships with your customers is more important now than every. Setting up a formal referral program is also recommended.

Management Tip for the Fitness Professional
If you’re an independent fitness professional still sending paper invoices or waiting to collect your fee at the beginning of a training session, you’ll benefit from setting up a PayPal account. Click the PayPal image below and read their section on sending “email invoices.” The program also integrates with Quickbooks. This is a nice feature if you do your own accounting. The time saved can be significant (and we all know time is money in the fitness industry). Sending invoices in advance also allows you to separate the “buyers” from the “shoppers” – more sessions and less cancellations.

I selected this service for my consulting business because there are no start-up or monthly fees, no cancellation fees, and no minimum payments. Also, I did a lot of research and found the transaction fees to be as competitive or lower than most other merchant account providers. Signing up took me less than 10 minutes.