table of contents
Features
11 Discover the Future of Tanning with JK | Ergoline ’ s Total Light and Pure Light Technology contributed by JK North America
22 Get to Know Senior Director of Franchise Services & Indirect Procurement Steve Fairhurst
25 The Importance of Exceptional Customer Service for Your Business by Brittany Burton , PF director of operations training
28 The 2023 Forms of Area Development Agreement and Franchise Agreement by J . Mark Dady , Dady & Gardner , P . A .
30 The PFIFC Continues Setting the Bar with the 2023 PFIFC Franchisee Convention
38 Alternative Membership Options Create Revenue and Conversion by Julia Sanders , PFIFC communications director
41 Identifying and Capitalizing on Areas of Opportunity contributed by New Sunshine
42 How HR Experts are Successfully Building Out a Back Office by Hannah Greco , PFIFC senior communications coordinator
47 Reduce Your Energy Costs to Meet Your ESG Goals contributed by Save Energy Systems
48 Manage Your Risks for More Rewards by Julia Sanders
52 Operations Update : Reviewing Front Desk Efficiency by Brian Cassagio , PCV Holding Co . director of operations
54 The Steps to Improving Your Team ’ s Performance by Desiree B . Littles , United Fitness Partners chief people officer
56 Loneliness Epidemic Solution : Planet Fitness by Lynne and Victor Brick , Ohana Growth Partners
58 New I-9 Form Required & E-Verify Users Get Remove Verification Flexibility : 8 Tips for Compliance by J . Hagood Tighe , Esq ., Fisher Phillips LLP
60 Is Your Passion Showing ? by Dennis Snow , Snow & Associates Inc .
62 Fitness is Now Total Body Wellness contributed by WellnessSpace Brands , formerly HydroMassage
64 What Gym Owners Need to Know About Bonus Depreciation , Recovery Periods for Real Property and Section 179 Expensing contributed by Baker Tilly
66 Technology on Your Radar ? Be Careful . by Justin Klein , Marks & Klein LLP
68 Actively Look for Ways to Support Each Other by Dan Coughlin , The Coughlin Co .
69 Four Ways to Intensify Your Focus : Maximizing the Value of the Time You Have by Laura Stack , The Productivity Pro ®
71 Having a Clean and Comfortable Club Keeps Members Coming Back contributed by Staples
On the Cover The 2023 PFIFC Franchisee Convention was our largest to date , breaking last year ’ s attendance record , with much to celebrate . Relive some of the best moments with the Convention Recap on page 30 .
Columns
2023 Issue 3
2 A Message From the President
Departments
4 PFIFC Member News 18 Recognitions 18 Calendar of Events 24 Franchisee Spotlight 26 We Asked , You Answered 70 Look , Listen , Read
Directories
20 Associate Member Listing
72 Advertisers Guide and Editorial Calendar
Headquarters
One Overton Park , Suite 980 3625 Cumberland Blvd . Atlanta , GA 30339 Phone : 678-737-2396 www . pffranchisee . org
PF Independent Franchisee Council publishes Geared Up . Any reproduction , in whole or in part , of the contents of this publication is prohibited without prior written consent of PF Independent Franchisee Council . All Rights Reserved .
In keeping with our commitment to the environment , this publication is printed on certified , environmentally-friendly recycled paper using eco-friendly inks . Copyright © 2023 Printed in the U . S . A .
PFIFC Board of Directors
CJ Bouchard President
Scott Sanders First Vice President
Stephen Kindler Jr . Second Vice President
Tim Kelleher Secretary / Treasurer
Pete Hopkins Immediate Past President
Phil Amato Director
Stanley DeMartinis Jr . Director
Kevin Fagan Director
David Humphrey Director
Tim Kurtz Director
Toni Rufo Director
Adam Willaeys Director
Kristi Hoffman Executive Director
PFIFC Editorial Board
Jessica Loeding Editor-in-Chief
Hannah Greco Senior Communications Coordinator
Julia Sanders Communications Coordinator
Advertising Sales Ronnae Williams Events and Sponsorships Coordinator ronnaew @ pffranchisee . org 678-941-0296
Design and Layout Kristen Thomas KT Graphic Design ktgraphicdesign @ gmail . com