The All of America Opportunity

The commercial club industry was founded on a democratic principle. Unlike private clubs, with their restrictive membership arrangements, YMCAs and JCCs, with their often sectarian orien- tation, and corporate fitness centers, which often were accessible only to employees of specific companies, the commercial health club industry has always been open to everyone, regardless of race, or creed, or ethnic lineage.

This is a matter of no small pride to everyone involved with this industry. Owners, managers, and members themselves would have it no other way. Thus, there is no internal industry resistance when it comes to "expanding the franchise" by reaching out to "all of America," most notably the three fastest-growing minority populations-African Americans, Asian Americans, and Hispanic Americans.

On the contrary, industry leaders at every level take pride and pleasure in creating environments where all, irrespective of any conceivable categorization, will feel valued and welcomed. In this regard, special tribute must be paid to that segment of the industry that has provided leadership in the low-cost mem- bership category, notably companies such as Bally's Total Fitness, Australian Bodyworks, LA Fitness, 24-Hour Fitness, and Lucille Roberts. As anyone who has visited them can testify, these are truly "All of America" clubs. The entire industry can take pride in their performance in this regard.

In the next decade, the industry's opportunity to serve these segments will increase substantially. Not only are each of these groups projected to grow significantly faster than the population as a whole, but, by the year 2010, these three minorities will constitute a market of 93 million Americans. By the year 2010, almost 33% of Americans will belong to one or another of these fast-developing segments.

Coincidentally, the four states in which the club industry is currently the strongest-California, Texas, New York, and Florida-are also the four states in which minority populations constitute the highest percentage of the total population. As but one example, the Hispanic American population, which is growing four times as fast as the rest of the population, includes 14 million Californians, 7.5 million

Texans, 5.8 million New Yorkers, and 3.5 million Floridians. In California alone, the minority popula- tions will exceed the white population by the year 2001. Anyone involved in the club industry in these arenas of club development would be suicidal if they did not send the clearest possible signal to these populations that they are welcome as part of the total membership (Figure 14.1)

Nothing encourages broader minority participation in total club membership than a visible minority presence in every dimension of club management, from the front desk, to membership sales, to program directors, to maintenance, to management. In this next decade, barring the unforeseen, the omens for significantly greater minority involvement in club membership are positive. Not only are each of these populations growing rapidly, but in each segment a strong middle class is emerging whose interests in health and fitness mirror those of the population as a whole.

Further, with each passing year, grass roots club staff leadership in many urban markets is more and more resembling an "all of America" orientation. With actions always speaking louder than words, this bodes especially well for the future growth of the industry. Wherever and whenever found, it needs to be supported, applauded, and encouraged.