their PFIFA dues? If franchisees paid
$1,000 per club every year forever and
PFIFA did nothing more than what it has
accomplished already, it would be the best
investment any franchisee could have
made in their business. The good news
is that we’ve just begun, but we need full
franchisee support to be as effective as we
can be. I believe that the most valuable
benefit franchisees receive from PFIFA can
be boiled down to this: you get some of the
best franchisees in the system (PFIFA board
members) working tirelessly (and for free)
on their behalf. Future outcomes TBD.
What charitable or community organizations are you involved with? Our
company developed the Fitness Scholarship Program, where we donate memberships and money to local high schools as
a way to help children who could benefit
from a free membership (and exercise
clothing). We give the school administration and guidance offices full discretion in
awarding the Fitness Scholarships—our
goal is simply to use our PF facilities to
help children.
What do you do for fun? Most everything I do is fun—even work. But what
I look forward to most is being on the
lake…it makes everything worthwhile.
Tell us a little about your family:
Married 20 years to a girl I met at the
University of New Hampshire—she was
a gymnast and I was a swimmer. We
have three amazing children: Ben (15),
Michaela (12) and Nate (10).
What is your favorite exercise/
workout? I like to mix it up…sometimes I’ll hit the pool. Other times I’ll do
a P90X-style workout in one of our gyms
and occasionally I’ll go for a ride on my
overpriced (and underused) road bike.
What is your favorite thing about
the brand? The sanctuary we have
built where all people are welcome and
the huge amount of people we affect in
offering them a healthier lifestyle.
What do you look forward to accomplishing during your term? Last year
my goal as the FAC chairman and tech
leader was to get us off Visionary and get
a true POS partner; and we accomplished
that. This year is to renegotiate the equipment pricing and to realign all parties for
the best interest of this great brand.
In your opinion, what is the biggest
challenge currently facing PF franchisees? Right now with the increasing
demand for boxes and dirt, I believe the
biggest challenge will be where we grow
without cannibalizing ourselves.
In your opinion, what is the most
valuable benefit franchisees get
for their PFIFA dues? There are many
reasons but none more important to
have a united independent voice that can
protect and preserve this brand.
What charitable or community organizations are you involved with? I donate
time weekly to local charitable events
like the Better U Challenge (American
Heart Association); The Beacon of Hope,
which helps underprivileged children get
the education they deserve; and local city
missions that help educate minor drug users
and single moms on healthier life choices.
What do you do for fun? I hunt big
game all over the world and coach local
football teams.
Tell us a little about your family: I am a
proud father of 13-year-old twins with my
wife, Teresa, and we do our best to bring
them up in a solid, faith-based home.
What is your favorite exercise/
workout? I am a former national body
builder and power lifter competitor but
my favorite workout is chest and triceps.
Name: Toni Rufo
Company: Rhino
Holdings, Inc.
No. of Clubs: 32
Years in System: 7
How did you get into the PF system
and what drew you to the brand? A
fellow Planet Fitness franchisee introduced our team to the system. Our team
was drawn to the brand after one tour
of his facility and a crash course on the
simplicity of the model.
What is your favorite thing about the
brand? My favorite thing about the brand
is that we are able to deliver a tremendous
value to our members at a reasonable
and affordable price. When a prospective
member comes in, the gym sells itself;
there is no need for a heavy sales pitch.
What do you look forward to accomplishing during your term? I look
forward to our franchisee association
developing a strong foundation for a
mutually beneficial relationship with our
franchisor. I also hope we are able to,
through the creation of a buying group,
reduce franchisee costs on frequently
purchased items with the ultimate goal of
increasing our bottom line.
In your opinion, what is the biggest
challenge currently facing PF franchisees? The biggest challenge facing
franchisees right now is familiarizing
themselves with the new ABC software
and training the staff on the system.
In your opinion, what is the most
valuable benefit franchisees get for
their PFIFA dues? Franchisees have the
benefit of knowing there is a unified voice
Continued on Page 24
GearedUp | 2015 Issue 1
Name: Dave Leon
Company:
PF Management
No. of Clubs: 19
Years in System: 11
How did you get into the PF system
and what drew you to the brand?
I was in the fitness industry since 1988
and built two multiprofit center IRSHA
clubs. After listening and following all
the industry leaders and consultants, all it
took was one big box low-price operator
to open in my area to put all I had built at
risk. I heard of an unorthodox out-of-thebox model in New Hampshire. I visited
and was sold at“Hello.”
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