Lifetime Fitness 2005 Annual Report Download - page 6

We continually enhance our centers based on member
feedback, and extensive research and development. This
makes our facilities even more appealing, which helps
us meet our membership and in-center revenue goals.
Improving our core product
In 2005, we introduced two specialized spaces that
are now standard in new current model centers. In
response to strong demand for our yoga and Pilates
classes, we introduced LifeStudio. This designated
space features a calming, controlled environment for
our mind-body programs. The second is a dedicated,
state-of-the-art spinning studio, which reflects our
renewed emphasis on helping members work smarter,
not harder. We added proprietary heart-rate target
charts, and instructors now train specifically to varying
heart-rate zones.
To ensure team members continually meet our high
service standards, we enhanced our hiring and training
practices by adding psychological profiling and a
more rigorous training program. We also regularly
measure each center and department against numerous
service-related metrics, including facility cleanliness,
programming quality and member satisfaction surveys.
High-performing centers and team members are
recognized and rewarded quarterly and annually to
reinforce our commitment to members.
Expanding fee-based services
that provide added value
In 2005, we increased our in-center revenue by
36.5 percent, driven by both increased penetration
among existing members and the introduction of new
programs.Two popular new programs are part of our
personal training business. One, O2Training, helps
members develop a strong cardiovascular and core
strength foundation. A certified trainer uses a
Metabolic Assessment Profile — which tests oxygen
intake, carbon dioxide output and heart rate — to
create a customized training program.The other is
T.E.A.M. (Training, Education, Accountability and
Motivation) Weight Loss, a 12-week program that
provides nutrition guidance and certified personal
training within a motivational group setting.
Connecting members with the
services they want
Members’needs often change over time — as they
embark on new levels of fitness, seek to recover from
injuries, start families or simply age. We help connect
them with the most appropriate services. In addition
to traditional program information, we also share
information about relevant services based on each
member’s unique interests and current usage patterns.
GROWING FROM WITHIN
Continually enhance centers to uphold member experience and attract new members
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