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UNITING THE WORLD OF FITNESS
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Health Club Management

Health Club Management

News

Bricks family pursue modernising agenda at Brick Bodies

Many a family business has looked to keep itself fresh by handing control down from parents to children at the right moment, and that has been the strategy of US gym chain Brick Bodies as it seeks to make itself "hip and cool and cutting edge again".

Industry veterans Victor and Lynne Brick told Health Club Management in an exclusive interview that while they remain shareholders in the business, their daughter Vicki, who was named CEO of Brick Bodies in 2015, is "reshaping the company".

The organisation is looking to grow: it has four large, full-service clubs in the Baltimore area; it is preparing to open a fifth and has decided that it wants to expand further.

Lynne Brick said: “At the beginning of 2015, our daughter Vicki was named CEO of Brick Bodies. She’s now in the process of redesigning the business to be hip and cool and cutting edge again.”

The new clubs will have multiple pools, multiple group exercise and small group training rooms, and will focus heavily on group training.

"Vicki is bringing boutique concepts into each of those group exercise spaces, creating mini-tribes under one roof," she went on. "She’s also taking out some of the basketball court space to create a huge personal training centre with turf and all sort of new tools. She’s reshaping the company."

The need for fresh ideas had become apparent over a period of time, said Victor Brick: "We started losing momentum slowly at first, but then we realised we had to do something. We had to preserve the USP of Brick Bodies: the fact it’s a local, family-run company in Baltimore – a place that treats you right and where everyone knows your name. But we also needed to be innovative and cutting edge, constantly adapting and experimenting. That’s where Vicki comes in."

He reflected that the full-service part of the health club industry is now very much a "young person’s game", adding: "You need to be part of the tech generation. You have to be up on the latest and greatest programming, travelling the world to see new concepts in action.

"It used to be that a new programme would come out every couple of years. Now it’s every couple of months. Vicki has the energy to keep up with all that and give Brick Bodies the attention it deserves to grow and thrive."

While daughter Vicki has the reins, her parents also own 60 Planet Fitness franchise clubs, with designs to increase that to as many as 300.

"The thing is, it’s a phenomenal time to be in the fitness industry," said Victor Bricks. "It’s reached its tipping point. The one thing we all need to keep in mind is simplicity: it’s often the most important factor for people in this busy world."

To read the entire interview, see the February 2019 issue of Health Club Management here.

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Many a family business has looked to keep itself fresh by handing control down from parents to children at the right moment, and that has been the strategy of US gym chain Brick Bodies as it seeks to make itself "hip and cool and cutting edge again".
HAF
imagesX/THUMB341034_228638_556622.jpg
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Bricks family pursue modernising agenda at Brick Bodies

Many a family business has looked to keep itself fresh by handing control down from parents to children at the right moment, and that has been the strategy of US gym chain Brick Bodies as it seeks to make itself "hip and cool and cutting edge again".

Industry veterans Victor and Lynne Brick told Health Club Management in an exclusive interview that while they remain shareholders in the business, their daughter Vicki, who was named CEO of Brick Bodies in 2015, is "reshaping the company".

The organisation is looking to grow: it has four large, full-service clubs in the Baltimore area; it is preparing to open a fifth and has decided that it wants to expand further.

Lynne Brick said: “At the beginning of 2015, our daughter Vicki was named CEO of Brick Bodies. She’s now in the process of redesigning the business to be hip and cool and cutting edge again.”

The new clubs will have multiple pools, multiple group exercise and small group training rooms, and will focus heavily on group training.

"Vicki is bringing boutique concepts into each of those group exercise spaces, creating mini-tribes under one roof," she went on. "She’s also taking out some of the basketball court space to create a huge personal training centre with turf and all sort of new tools. She’s reshaping the company."

The need for fresh ideas had become apparent over a period of time, said Victor Brick: "We started losing momentum slowly at first, but then we realised we had to do something. We had to preserve the USP of Brick Bodies: the fact it’s a local, family-run company in Baltimore – a place that treats you right and where everyone knows your name. But we also needed to be innovative and cutting edge, constantly adapting and experimenting. That’s where Vicki comes in."

He reflected that the full-service part of the health club industry is now very much a "young person’s game", adding: "You need to be part of the tech generation. You have to be up on the latest and greatest programming, travelling the world to see new concepts in action.

"It used to be that a new programme would come out every couple of years. Now it’s every couple of months. Vicki has the energy to keep up with all that and give Brick Bodies the attention it deserves to grow and thrive."

While daughter Vicki has the reins, her parents also own 60 Planet Fitness franchise clubs, with designs to increase that to as many as 300.

"The thing is, it’s a phenomenal time to be in the fitness industry," said Victor Bricks. "It’s reached its tipping point. The one thing we all need to keep in mind is simplicity: it’s often the most important factor for people in this busy world."

To read the entire interview, see the February 2019 issue of Health Club Management here.

Sign up for FREE ezines & magazines
Many a family business has looked to keep itself fresh by handing control down from parents to children at the right moment, and that has been the strategy of US gym chain Brick Bodies as it seeks to make itself "hip and cool and cutting edge again".
HAF
imagesX/THUMB341034_228638_556622.jpg

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Fitness expert, Matt Roberts, has chosen Pavigym’s PRAMA system to create an immersive, personalised workout experience at his new gym at The Langley hotel in Berkshire
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Following a year of strong growth, leading fitness equipment provider Dyaco has moved to a new UK headquarters in Milton Keynes, marking a significant milestone for the company.
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Featured supplier: Trade in, trade up with Power Plate
To celebrate their 20th Anniversary Power Plate is pleased to launch its new trade in, trade up programme.
Opinion
promotion
As an industry, we still underestimate the power of a truly varied fitness regime - and the growing appetite for it, especially among emerging customer segments.
Opinion: Collaboration vs aggregation - what’s the difference?
Company profiles
Company profile: Technogym
Founded in 1983, Technogym is a world leading international supplier of technology and design-driven products ...
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Click on a catalogue to view it online
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Diary dates
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