Lifetime Fitness 2010 Annual Report Download - page 9

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and engaging members in their areas of interest, and helping them to set and achieve their health and fitness goals.
In doing so, we maintain clear focus on delivering unparalleled value in an effort to earn their business each and
every day, upon each and every visit.
We were incorporated in 1990 as a Minnesota corporation under the name FCA, Ltd., and subsequently registered to
use the name of Life Time Fitness in 1992. We then officially changed our corporate name to Life Time Fitness, Inc.
in 1998.
Since then, we have been credited with transforming the health and fitness industry with category-redefining centers
that feature sports and athletics, family recreation and entertainment, professional fitness, spa services, and
amenities and programming in a resort-like environment.
In 2000, we expanded our offerings beyond center operation with the introduction of our proprietary line of
nutritional products and supplements, and our award-winning magazine, Experience Life. In 2001, we formalized
our Athletic Events division, which now offers more than 100 events each year, including triathlons (indoor and
outdoor) and running events. Beginning in 2003, we launched a portfolio of health seminars, assessments and
innovative partnerships with health insurance companies with the goal of further extending our Healthy Way of Life
mission to corporate America.
In 2004, we completed our initial public offering. Our stock is listed on the New York Stock Exchange (Ticker:
LTM).
Since inception, we have led the creation not of a health club chain, but rather a comprehensive, Healthy Way of
Life company and brand that continues to have a significant impact on the health and wellness of consumers.
Our Competitive Strengths
We offer comprehensive and convenient programs and services.
Unlike many traditional health clubs or gyms, which typically offer little more than rooms with equipment, most
Life Time destinations operate 24 hours a day, seven days a week and offer an expansive selection of premium
amenities and services, comprehensive programming with dedicated spaces, a large team of certified experts, service
and operations employees, and hundreds of pieces of state-of-the-art cardiovascular and resistance equipment and
free-weights.
Our team of member-focused employees, each trained through our specifically designed program of classes and/or
certifications, is committed to providing an environment that is clean, educational and entertaining, friendly and
inviting, and functional and innovative.
We offer a value proposition that encourages membership loyalty.
The broad range of amenities, programs and services we offer exceed that of most other health and fitness center
alternatives available to consumers. We offer different types of membership plans for individuals, couples and
families. Our typical monthly membership dues range from $50 to $80 per month for an individual membership and
from $100 to $160 per month for a couple or family membership. We also offer premium memberships (Onyx and
Diamond) with dues starting at $90 per month for an individual membership and up to $250 per month for a family
membership. Our memberships include the primary member’s children under the age of 12 at a nominal per child
monthly cost. We provide the majority of our members with a variety of services with their membership, including
group fitness classes, educational seminars and fitness assessments, towel and locker service and an online
subscription to our award-winning magazine, Experience Life. Our membership plans include initial 14-day money
back guarantees and are month-to-month, cancelable by giving up to sixty days advance notice. We believe our
value proposition and member-focused approach creates loyalty among our members.