Arie Van Dijk
Oro Valley, AZ (USA)
Role(s):
Founder/Owner/Principal
Maverick Fitness
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Startup
Location:
Oro Valley
Industry:
Recreation
Year Founded:
2008
Number Employees:
1-10 people
Description:
Below the Executive Summary for a project that is ready to move ahead as soon as $1.8M funding has been secured. A business plan is available for review.
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The fitness industry has great potential but also has become very competitive. More than ever, a club’s concept needs to be matched with the appropriate location to ensure its success. Maverick Fitness has combined a unique concept with the perfect market: master-planned communities, where demographics are strong and quality of life is a priority.
Maverick Fitness has identified Mercado at Canada Hills in Oro Valley (NW Tucson), Arizona as an excellent site for its springboard location. Its yet-to-be-constructed Phase 2 building, which includes an anchor 12,000 square foot space, provides a desirable location in the heart of a densely populated residential area at the intersection of Lambert Lane and La Canada Boulevard.
Within a 3-mile radius, the population is estimated to be 40,823 with an average HHI of more than $85,000 and daily traffic counts of over 30,000. The current population statistically contains around 8,000-12,000 fitness enthusiasts*. Based on the quality and quantity of existing and planned fitness centers, this market is underserved, providing a great opportunity for Maverick Fitness.
Residents of the communities presently must make a choice between small ("micro") neighborhood franchise clubs or drive a little bit to have a more full-service experience. The former are limited in equipment and services yet offer no price advantage over Maverick. The latter may have nice facilities and services but the atmosphere gravitates to a "meat market" experience. Maverick Fitness aims to bring a high quality fitness experience close to home.
Maverick Fitness will be a high-end, family-friendly facility of 12,000 square feet with a positive and inviting atmosphere. The owners will manage the facility themselves, providing a hard-to-duplicate genuine personal touch. All members will be treated with dignity and respect. No meat market, no high pressure sales, no long-term contracts. The monthly rates - $39 individual, $69 family – offer great value and are fair, as all members pay the same.
Members will train on the finest equipment: top-of-the-line Life Fitness Elevation Engage Series cardio with integrated touch screens and iPod docks, Life Fitness Signature Series strength line, 10-piece circuit, Hammer Strength plate-loaded, and Iron Grip free weights. Big-screen plasma televisions, granite countertops and luxury locker rooms with mahogany lockers contribute to the high-quality atmosphere. On top of that, child care and towel service will be provided free of charge.
Personal training (PT) is a critical component of the concept. Master-planned communities offer the best demographics for PT, with participation estimated between 5%-10% of the membership base. Packages will be available at competitive rates: $35-$50 per 60-minute session.
The owners have nearly 20 years combined experience in the fitness industry, having co-founded a successful club in The Netherlands ((URL removed)). They attribute their success to having a passion for the industry, a commitment to providing the best possible experience for their members and being personally involved with the operation of the facility.
*According to IHRSA (International Health and Racquet Sports Assoc.), fitness center participation of 20-30% of the population is expected in a community with the demographic profile of Oro Valley. Maverick Fitness will also draw considerably from the 64% "uninitiated believer" market.