Name: Tate Metcalf
Title: Owner/Manager
Club: Sisters Athletic Club
Location: Sisters, Oregon
IHRSA Member Since: 2000
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How did you become a health club owner?
I've been in the industry since 1988 when I worked as an intern in a hospital-based wellness center. After graduating from the University of Northern Colorado, I became the assistant manager at the Athletic Club of Bend in Oregon. Later, I wanted some ownership opportunities and to move to a small town with my wife. I found a partner and we tried to buy an existing club in the small town of Sisters. When that didn't work out, I rented some space to test my concepts and see if my core values would fit in the community. I opened Sisters Athletic Club in 2001.
What sets your club apart from the competition?
It's not a typical gym ' it's a community respite. Our 19,000 square foot club looks more like a cozy lodge than a health club! The front desk is set off to the side of the lobby in order to be more welcoming and less in-your-face. Classical music is playing and the lobby doubles as an art gallery. We don't issue membership cards. Instead, we work hard to learn everyone's name.
Sisters has only 1,706 residents, and we have more than 1,800 members, so we're doing something right!
Tell us about your club's community involvement.
In an average week, I get 13 donation requests. People ask for everything from guest passes to checks for $1,000. I see it as an honor that people look to us for support.
In any small town, school sports are a central focus. Some of our trainers are also high school coaches. The swim team uses our pool, and every third grader in the school district comes to our club for a month of free swimming lessons.
What has been your biggest challenge as a club owner in a small town?
It's frustrating when I read in
CBI about a new program that I'd love to try but can't, since we don't have the population base to handle it. It's tough to get and keep a quality staff that has an expertise in the specialty niches such as yoga and Pilates.
What benefit of IHRSA membership do you find most valuable?
Club Business for Entrepreneurs, which is tailored to small clubs like ours, is awesome. I am hoping to attend the Club Business Entrepreneur Conference in Las Vegas this year.
Many of our members are retirees who travel frequently. It's great to be able to tell them that since we're associated with thousands of clubs around the world, they can enjoy guest privileges through the IHRSA Passport program. Visiting bigger, less personal clubs makes them appreciate our atmosphere and our amazing staff!
What advice would you give to someone considering opening a health club?
Go back to school for business before taking the major risk of opening your own health club. Like many club owners, my degree is in exercise physiology/kinesiology. Expertise as a personal trainer doesn't qualify someone to run a business.
In addition, realize that we're not just in the health and fitness business. We're in the
entertainment business. People don't need a health club in order to get in shape. We must keep them entertained in order to keep our customers coming back. Hire instructors who love being on stage!
What's next for you and Sisters Athletic Club?
We're adding indoor tennis courts and expanding the cardiovascular area by 1,300 square feet. We're also building a restaurant next door that will be associated with our club but not solely owned by it. Physical Therapy Associates will move out of our club into the building next door as well. There's always a risk when trying new things, but it's also very exciting!
Log on to www.sistersathleticclub.com for more information about Sisters Athletic Club.
