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Personal features

To build the $400,000 center, PGA transformed two racquetball courts and some extra hall space into a mini club. The facility includes a 1,600-square-foot aerobic room that also serves as a site for free fitness seminars, separate areas for cardiovascular and selectorized equipment, a stretching area, and a computerized fitness testing center.

In addition to seminars, a variety of classes are held at the new facility, including a couples stretching class, country line dancing, tennis aerobics, kick boxing and traditional aerobics and step classes.

To encourage clients to stick to their workouts, duplicate exercise machines were installed in the existing fitness center, allowing members to follow their personalized programs when not under the supervision of a trainer. “They’re really dedicated to sticking to it so that when they meet with their trainer, they’ll have improved,” Myers says. This commitment to exercise has also led to nearly 75 percent of the facility’s members being fitness tested in the past year.

Generating extra revenue

In addition to offering one-on-one training, the personal training center serves as host to corporate health-promotion programs, allowing it to bolster its status as a mega profit center. Its corporate team-building program, “Fitness Olympics,” awards participants for fitness ability and improvement, and motivates them to adhere to regular exercise.

“We try to break it down so that the people who maybe aren’t the greatest golfers — but who exercise — are getting recognized for working out,” Myers explains.

And like the centers’ one-on-one sessions, Fitness Olympics means big business to PGA, with each event generating between $3,000 and $4,000 in just three hours. It’s revenues like these that Myers says will help the center pay for itself in less than four years.

So what does the future hold for this now cutting-edge facility? According to Myers, PGA is hoping to open a physical therapy unit in the near future, and begin hosting more national industry events and conferences like the AFAA Academy, which was held there last July. Most importantly, Myers says the PGA fitness center wants to continue finding innovative ways to serve its members. “Our motto is to uphold the industry standards of a great commercial club with the service of a fine resort facility,” he says.

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