Lifetime Fitness 2010 Annual Report Download - page 15

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9
All of our large format centers offer a variety of additional programs for children, which include birthday parties,
school break camps, parent’s night out, sports and fitness classes and swimming lessons. For adults, we offer
racquetball, squash and tennis (where available) in addition to various sports leagues.
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, 2010, we had 612,556 memberships and 1,188,342 members, an
average of 1.9 members per membership. Our current model centers average approximately 2.1 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 typically pay a 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 five primary membership plans, which are Bronze, Gold, Platinum, Onyx and
Diamond. 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, Onyx or Diamond plan. Our center in Boca Raton, Florida is designated as a Diamond center requiring
members to have the Diamond 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 with membership dues 24-hour access, locker and towel
service, group fitness classes (such as core, cycle and yoga), various educational programs and Member Advantage
(a program designed to give our members discounts at over 400 select local and national partner businesses).
Members may also take advantage of equipment orientations and participate in a fitness assessment which consists
of fitness testing, review of exercise history, body fat measurement and goal setting.
If members upgrade their membership plan, they would typically receive enhanced benefits depending on plan level.
These benefits may include access to a greater number of centers nationwide, more guest privileges, higher-end
amenities and additional programs and services.
The following table compares our different membership plans, as of December 31, 2010:
Bronze Gold Platinum Onyx Diamond
Value and
affordability
Fitness, fun and
relaxation
Outstanding club
amenities
Exceptional
service and
luxury
Premium
benefits, value
and privileges
Number of
centers
designated
10 51 14 9 5
Joining fee $69-150 $75-150 $75-150 $75-150 $75-179
Individual dues $40-50 $60-70 $70-80 $90-100 $120
Family dues $110-130 $120-150 $150-160 $200-240 $250
Center access
All Bronze
centers
(10)
All Bronze and
Gold centers
(61)
All Bronze, Gold
and Platinum
centers
(75)
All Bronze,
Gold, Platinum
and Onyx centers
(84)
All Life Time
Fitness centers,
including Life Time
Athletic centers
(89)