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The Rush revamps brand Knoxville News Sentinel,[link widoczny dla zalogowanych]
The billboard along Interstate 640 depicts a father with his daughter on his back and a new kind of message from The Rush Fitness Complex: "Keeping up with your kids is a rush,[link widoczny dla zalogowanych]."
"The reality is there are all kinds of fuzzy moments that are always better when you're fit,[link widoczny dla zalogowanych]," The Rush Marketing Vice President Darren Terry said.
The change reflects an effort by the Knoxville-based fitness chain to become a more approachable brand by implementing "a kinder,[link widoczny dla zalogowanych], friendlier" marketing strategy that began at the first of the year.
"We're getting a lot of positive feedback. Since January,[link widoczny dla zalogowanych], we've had 1,[link widoczny dla zalogowanych],000 former members come back. A lot of them said they saw the marketing. It's working,[link widoczny dla zalogowanych]," said David Carney,[link widoczny dla zalogowanych], president and chief operating officer of The Rush.
Aimed at broadening its typical 25-35 year-old demographic,[link widoczny dla zalogowanych], the new focus is part of an overall cultural shift to reinvent itself on a small scale.
The company,[link widoczny dla zalogowanych], a 23-club fitness concept founded in 2000 in four states,[link widoczny dla zalogowanych], has gone from selling memberships to changing lives,[link widoczny dla zalogowanych], he said.
The business has long focused on rates by advertising various packages and specials. Now,[link widoczny dla zalogowanych], it is putting emphasis on building relationships through,[link widoczny dla zalogowanych], for example,[link widoczny dla zalogowanych], video testimonials to grow its net membership,[link widoczny dla zalogowanych], retention rates and ancillary sales like personal training.
"It's hard to compete if you're in a niche. We want to build a culture. We realize that strategy is more of a long-term strategy,[link widoczny dla zalogowanych]," Carney said.
The Rush struggled through a tough economy but it had a "phenomenal" first quarter. If strong same-store-sales continue,[link widoczny dla zalogowanych], the company will explore opening new locations primarily in the Carolinas. It has 10 gyms in North Carolina and one in South Carolina.
"The board is very pro-growth,[link widoczny dla zalogowanych]," said Carney,[link widoczny dla zalogowanych], who came to The Rush last August and was promoted to his current role three months later. Steve Saxton,[link widoczny dla zalogowanych], who was named CEO at the same time,[link widoczny dla zalogowanych], left the company after the board realized there was duplication of responsibilities. Founder Larry Gurney remains chairman of the board.
As part of its efforts,[link widoczny dla zalogowanych], The Rush now offers month-to-month memberships rather than term contracts and is exploring a loyalty program. It is also working to build relationships with businesses and associations through a new corporate sales program.
It plans to launch a new 8-12 year-old kids program and an over 60 program through Silver Sneakers,[link widoczny dla zalogowanych], now offered in three clubs including Oak Ridge. And it continues to add classes and personal training options including a relaunch of its small group training.
"We're giving them the flexibility to leave,[link widoczny dla zalogowanych], but we don't want them ever to leave,[link widoczny dla zalogowanych]," Carney said.
The 24/7 Work Out place is cheaper up front ($15 a month) and doesn't have a contract to deal with but the free childcare centers at the Rush Fitness Centers can't be beat,[link widoczny dla zalogowanych]. My wife goes at least twice a week and if we had to pay a babysitter $15 an hour to watch our kids for 2 hours twice a week it would come up to $240 a month,[link widoczny dla zalogowanych]. Our membership cost $50 a month for the both of us and the childcare is free,[link widoczny dla zalogowanych]!
Also,[link widoczny dla zalogowanych], if parents want to instill healthy living habits into their children it isn't a bad ideal for the parents to take the kids to the gym and let them play while the parents work out. The Rush Fitness Center is awesome!
I used to be a member of Ladies Total Fitness. My membership was unbelievably inexpensive - I had just walked in on a great promotion and took it. Since they have closed and the Rush graciously took the members of LTF AND their memberships no matter what they were paying. I am still paying that same fee every month and have all the perks of classes,[link widoczny dla zalogowanych], machines,[link widoczny dla zalogowanych], cardio equipment AND advice from some of the best fit coaches ever! Not to mention I am in better health and have lost weight too! I LOVE my Alcoa Rush and the staff there! Thank you for taking such good care of us!!
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