Lifetime Fitness 2010 Annual Report Download - page 12

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Our Philosophy — A Healthy Way of Life Company
As a Healthy Way of Life company, Life Time Fitness delivers the certified professionals, comprehensive services
and destinations that help people change their lives positively every day. Our healthy way of life approach enables
our customers to achieve their health and fitness goals by engaging in their areas of interest – or discovering new
passions – both inside and outside of our distinctive and large sports, professional fitness, family recreation and spa
destinations. Furthermore, we promote continuous education on the benefits of a regular, balanced exercise and
nutrition program as a key part of a member’s experience by offering our award-winning Experience Life magazine,
along with free seminars on health and nutrition. Moreover, our centers offer interactive training and learning
opportunities, such as personal training, group fitness and nutrition coach sessions, and member activities classes
and programs. We believe that by helping our members experience the rewards of challenging and investing in
themselves, and achieving their health and fitness goals and objectives, they will associate our company with
healthy and active living.
Our Sports and Athletic, Professional Fitness, Family Recreation and Spa Centers
Size and Location
Our centers have evolved since inception and will continue to evolve. All centers are centrally located in areas that
offer convenient access from residential, business and shopping districts of the surrounding community, and
generally provide free and ample parking.
Of our 89 centers as of December 31, 2010, 78 are of our large format design and 54 of those conform to our current
model center design. Our distinctive format is designed to provide efficient and inviting spaces that are conducive to
the wide range of healthy way of life programming we deliver and that accommodate each center’s targeted
capacity. Our current model centers and other large format centers generally target 8,500 to 11,500 and 5,500 to
10,500 memberships. This targeted capacity is designed to maximize the member experience based upon our
historical understanding of membership usage, facility layout, the number of individual, couple and family
memberships and pricing.
Generally, the main differences between our large format centers and those that are of the current model design are
the inclusion (or absence) of an outdoor aquatics park, larger indoor aquatics area, larger gymnasium, up to three
additional studios and enhanced LifeSpa and LifeCafe spaces. We believe that all of our large format centers serve
as all-in-one sports and athletic, professional fitness, family recreation and spa resorts.
As of December 31,
2010 2009 2008 2007 2006
Large format centers – current model
Number of centers .............................................. 54 51 48 38 30
Average square feet ............................................ 113,000 113,000 113,000 110,000 110,000
Large format centers – other
Number of centers .............................................. 24 24 24 23 21
Average square feet ............................................ 95,000 95,000 95,000 95,000 100,000
Center Environment
Our centers combine modern architecture and décor with state-of-the-art amenities to create a friendly and inviting,
functional and innovative sports and athletic, professional fitness, family recreation and spa destination for the entire
family. The majority of our current model centers and most of our large format centers are freestanding buildings
designed with open architecture and naturally-illuminated atriums that create a spacious, inviting atmosphere. From
the limestone floors, natural wood lockers and granite countertops to our inviting child centers, each room is
carefully designed to create an appealing and luxurious environment that attracts and retains members and
encourages them to visit the center. Moreover, we have specific staff members who are responsible for regularly
maintaining the cleanliness and neatness of the locker room areas, which contain approximately 800-900 lockers.
We regularly update and refurbish our centers to maintain a high-quality experience. Our commitment to quality and
detail provides a similar look and feel at each of our large format centers.