Lifetime Fitness 2013 Annual Report Download - page 18

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Leveraging the LIFE TIME Brand
We continue to build our brand nationally and internationally through expansion of our portfolio of centers, by
delivering high-quality products and services in the area of athletic events and media and by offering comprehensive
health programs that focus on the Healthy Way of Life.
Centers. As of February 28, 2014, we operated 109 centers in 29 major markets in the United States and Canada
under the LIFE TIME FITNESS® and LIFE TIME ATHLETIC® brands. Today, we provide consumers with the
highest quality, most comprehensive health and fitness destinations featuring a resort-like atmosphere and amenities,
and comprehensive health and fitness experience, supported by spacious workout areas, unprecedented programs
and amenities, dedicated and intimate fitness studios, a large, full-service spa and café, pristine pools, spacious
locker room areas, spotless interiors, exquisite craftsmanship and much more. Each space within our centers is
carefully designed to be inviting, functional, innovative and inspiring. Our destinations are complemented by a
large, trained and certified team of professionals who uphold a common objective: helping our customers achieve
their total health objectives, athletic aspirations and fitness goals. Moreover, we operate some twenty different
businesses within our destinations, each deliberately designed to meet all of the sports, health, fitness, recreation and
entertainment needs of the most discerning consumer - all under one roof. These boutique-like, interest-driven
programs help ensure that our customers are able to achieve success by participating in the activities that match their
areas of passion. In both existing and new markets, our centers provide a powerful reinforcement of the unique and
differentiated Healthy Way of Life brand, programs, products and services we deliver to individuals, communities
and organizations.
Athletic Events and Media. We produce athletic events for members and non-members, both inside and outside our
centers. The primary focus has been on endurance activities, including running, cycling and triathlon. In 2013, we
produced more than 100 events, serving approximately 150,000 participants. Our events range from entry level to
ultra endurance events and draw from local, regional, national and international markets. Our larger events include
triathlons such as the Life Time Tri Minneapolis and Life Time Tri Chicago, as well as the iconic Leadville Trail
100® event series, including the mountain bike “Race Across the Sky.” In addition, we own and manage the Life
Time Tri Pro Series, which connects seven of the most prominent international distance triathlon events in the
United States. We produce events primarily in markets in which we operate centers, including themed runs such as
the Torchlight 5K Run, Turkey Day 5K and Commitment Day 5KSM. We also produce indoor triathlons in many of
our centers, which are geared towards introducing members to the sport of triathlon.
Through our media business, we provide our partners with reach to sought-after consumers through a range of print
and digital media, including our award-winning Experience Life® magazine and event sponsorships.
Comprehensive Health Programs. Our health and weight loss programs are expanding as we seek to serve both
businesses and individuals with an array of differentiated health, wellness, fitness, weight loss and nutrition
solutions. As we do so, we also are creating opportunities to expand the reach of our destinations, programs and
services to new members, while also growing our subscription-based model to include new types of memberships
with limited or no regular center access.
Our Employees
Our current model centers are staffed with an average of 250 full-time and part-time employees. Approximately 10
center employees are in management positions, typically including a general manager, member services department
head, operations department head, member engagement manager and personal training department head to ensure a
well-managed facility and motivated work force.
All center team members are required to participate in a training and certification program that is specifically
designed to promote a friendly and inviting environment with each member interaction while upholding a consistent
standard of performance across all of our centers. Team members also receive ongoing mentoring, and continuing
education and annually a re-certification is required before any team member is permitted to work or to advance to
other positions within our company. Additionally, our personal trainers, registered dietitians, massage therapists and
cosmetologists are required to maintain a professional license or one of their industry’s top certifications.