We also have some
solutions and ideas
heads.
Functional Altitude Training Room
Aerial Yoga Studio
We have always taken a different
approach when it comes to marketing
our clubs.
WNiF: You are located on the first floor
within a (very large) shopping centre,
are there any drawbacks from this type
of location?
EMF: We’ve had our challenges with
tenants below and the vibration
generated from dropping weights and
the cardio equipment, but nothing
serious. The foot traffic through the
shopping centre is a solid source of lead
generation.
WNiF: You have both a Cardio and
Functional Altitude Training Rooms, is
this a membership ‘add-on’ and has this
type of training/service been popular
with your members?
EMF: We have had an amazing response
from our members with the altitude
training rooms. The theory of ‘Less Time,
Less Effort for the Same Results’ means
that the everyday exerciser can improve
their fitness when they incorporate a
20-minute altitude session into their
22
workout. The altitude rooms are a
membership ‘add on’, however, we offer
complementary instructor led group
altitude classes which gives members an
opportunity to experience the effects
and benefits of altitude training before
upgrading their membership.
WNiF: You also have the world’s first
altitude training pool. Where did the
inspiration come from to include this?
EMF: We wanted to have the ability to
cover all training outcomes and altitude
swimming was something that no one
could achieve. Whether a competitive
or an average swimmer, now there’s
a 25-metre altitude swimming pool at
their doorstep. 90% of the time our pool
is used for everyday swimming and
Aqua Classes. In a very short period
of time we can take it to altitude and
have competitive athletes improving
their times in a world-class training
environment. A number of swim schools,
triathlon clubs, pro athletes and teams
have shown interest in training in our
altitude pool, which reinforces the
decision to include it within the EMF
Performance Centre here at Robina.
WNiF: It’s hard to not to give you
bragging rights—a private ladies only
training room, powerlifting room, military
training room, sprint track, X-fit training
room, boxing room with cage, Pilates
reformer studio, Kinesis rehab section,
physiotherapy team, athlete coaching,
nutritionist, dietician, sports and remedial
massage, supplement store, café, men’s
and ladies sauna and steam rooms,
kids boot camp, holiday program and
crèche, as well as courses for self-
defence, altitude training and pre and
post natal, (in addition to a ‘normal’
gym)—did your research tell you there
was a big enough and hungry enough
market to create such a facility?
EMF: We set out to create a one-stop
shop for fitness. A gym visit to maintain
a strength base, a weekly Pilates or
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