smashmouth® 50 plus
This format is a recently resurrected, old-school classic that first gained popularity decades ago. Today, various companies are once again using it to target coeds, specifically seniors.
Located in high traffic venues, this format is a semipurpose, limited equipped, upscale, coed, seniors only facility that implements certain program, service, amenity, and equipment guidelines, but no pricing guidelines.
The result is an environment reminiscent of the now defunct Nautilus® Fitness Center, the format that spawned the original, 70’s circuit training craze, served as the forerunner of Curves®, and vaulted Nautilus® equipment inventor, Arthur Jones, and his philosophy of the 30 Minute, Total Body Workout to the top of the fitness world.
It’s perfect for attracting anyone 50 and over who’s pressed for time and would prefer exercise in the form of circuit training at a facility specializing in that service, rather than at a mainstream club that offers it only as a sideline.
This format serves the senior who’s not only looking for quick, efficient exercise, in the form of strength and cardio training all rolled into one, but who’s more focused on time and price, than on programs, services, or amenities.
Since it targets the senior market with a limited equipped environment of just circuit training and cardio equipment, it’s a low square footage and capital intensive format.
Baby boomers are still the majority of the population, but because they’re now over 50, they’re considered senior citizens. Along with staying healthy, they don’t want to age any faster and have never been more concerned with slowing down the process. With this format, you can take advantage of that by tapping into this virgin market.
If you’re converting over to our brand from another, your circuit training and cardio equipment shouldn’t be much of an issue. If you’re starting from scratch, you’ll have a choice of various circuit training and cardio equipment manufacturers from which to equip your club, rather than just being locked into a single pick.
Because your members are seniors, they’ll feel like they’re back in the day, back to that time period when they actually worked out at a Nautilus® Fitness Center, the pioneer of this format. When you consider our vast Nautilus® era experience, it’s easy to see why when it comes to circuit training clubs, regardless of whether coed, women’s, men’s, or seniors', NO ONE develops more successful ones than we do!
In addition to having the slogan, King Of All Fitness®, built right into its logo, this format also uses the slogan, Where Seniors Work Out ™. Although our logo is standardized throughout our formats, we strategically tweak it, depending on the format, to make it more appealing to the demographic market that particular format targets. Thus, by also using this slogan, the image of being the best place for seniors to work out is created.
As an added benefit, use of this name, along with Internal Rights, are granted FREE OF CHARGE to any multipurpose, Pure Fitness dealer, stand-alones excluded, whose location contains either an existing or proposed, dealer owned and operated, seniors' circuit training club.