frosty wrote:
Playing devil's advocate, Ironman seems to have partnered up with EVERYONE. I don't see Lifetime branded lunchboxes, watches, toilet paper, etc. The value in the Ironman brand must be large, perhaps larger than the revenue potential from the multisport event side. Life Time fitness is just another gym. Depending on which state you are in (e.g. Pennsylvania) there are not even locations. Why are they any different than Bally's, Golds, etc?
Preface by saying: I am somewhat biased, as I work for Life Time with the Endurance/Training division. In fact, I am the race director for my club's upcoming Jan 4th Indoor Tri (6th time).
But Life Time is not like other "gyms". Visit one and you will see. The clubs are beautiful, strategically-placed, well-equipped, and have professionally trained staff. Life Time will never be a proliferate club like the other big boxes, it has always targeted a specific segment of the population that (as our CEO says) "gets it". You will not see LTFs on every street corner, nor see us mark down memberships to $19 in January to pack the club -- it's not in our business model. Yet we still average 15,000+ members per club nationally. Must be doing something right.
Life Time is a successful billion dollar publicly traded corporation (over 20 yrs in business) that has an excellent reputation in this industry. Bally's and Gold's shouldn't even be included in the same conversation.
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"Whether you believe you can or you can't, you are right."