Lifetime Fitness 2009 Annual Report Download - page 15

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10
Memberships
We define a membership as one individual, couple or family. For example, a family of three people would be
considered one membership. As of December 31, 2009, we had 578,937 memberships and 1,155,855 members, an
average of 2.0 members per membership. Our current model centers average approximately 2.4 members per
membership, as a result of a higher family concentration for those centers.
We offer a convenient month-to-month membership with no long-term contracts. Our members pay a low, one-time
joining fee, which includes an enrollment fee and an administrative fee and receive an initial 14-day money back
guarantee.
Primary Membership Plans. We have four primary membership plans, which are Bronze, Gold, Platinum and Onyx.
Depending on the center classification, a member is required to have a minimum membership level. For instance,
our center in Eagan, Minnesota is designated as a Gold center, requiring all members to have the Gold, Platinum or
Onyx plan. Our center in Florham Park, New Jersey is designated as an Onyx center; therefore all members are
required to have the Onyx plan. Decisions of center designation are made on a center-by-center basis and are
dependent on the market presence, demographic nature, population density and initial investment in the center.
All memberships, regardless of plan level, typically include the following: 24-hour access, locker and towel service,
complimentary group fitness classes (such as core, cycle and yoga), and various educational programs. Members
may also take advantage of equipment orientations and participate in a complimentary fitness assessment which
consists of fitness testing, review of exercise history, body fat measurement and goal setting.
Then, depending on plan level, a member would receive enhanced benefits as they upgrade their membership plan.
These include access to a greater number of centers nationwide, more guest privileges, more Member Advantage (a
program designed to give our members discounts at select local and national partner businesses) opportunities,
higher-end amenities and additional complimentary programs and services.
The following table compares our different membership types, as of December 31, 2009:
Bronze Gold Platinum Onyx
A great experience
at our most
affordable rate
Many center choices
nationwide
Nationwide center
access, premium
partner benefits and
tennis
The ultimate in access,
amenities and benefits
Number of
centers
designated
11 47 16 10
Joining fee $75-150 $75-150 $75-150 $75-150
Individual dues $50 $60-70 $70-80 $90-120
Family dues $130 $140-150 $150-160 $200-250
Center access All bronze centers All Bronze and Gold
centers (58)
All Bronze, Gold and
Platinum centers (74)
All Life Time Fitness
locations nationwide,
including Life Time
Athletic centers (84)
In-center
amenities
Complimentary
towel and locker
service and free
group fitness classes
All Bronze benefits
plus: complimentary
climbing wall,
racquetball and squash
court access
All Gold benefits,
plus: access to
Platinum-level tennis
clubs, fee-based
tennis court access
All Platinum benefits
Member
Advantage
10+ local and
national partners
500+ local and
national partners
575+ local and
national partners
575+ local and
national partners