Michael London, former linebacker, lawyer, real estate maven and erstwhile politician founded PureFitness in 1992 when a fitness club tenant of one of his commercial properties closed down. London's experience as a San Diego Charger had taught him the importance of a sound physical structure. He began his absorbing pursuit of the perfect combination of health, fitness and surroundings by creating three award-winning health clubs around San Diego County. PureFitness in Carlsbad is London's flagship facility. London says it is the model for the future growth of the PureFitness brand.
North County San Diego has no shortage of fitness clubs and studios. And there is no shortage of active, engaged people pursuing a fitness program. London knew his club would have to set itself apart somehow. “We bring the only true heath, fitness and Sports club to Carlsbad, he asserted.
Besides the six different lines of fitness equipment, free weights, 130 pieces of cardio equipment, more than 400 classes each month and indoor-outdoor pools, PureFitness has a regular-sized basketball court, volleyball court and two racquetball courts. “We support these with leagues for members to join,” London said. “We also offer a variety of different types of trainings that other clubs don't have. Most clubs only offer the traditional one-on-one personal training, but PureFitness also offers Gravity Training, reformer Pilates training, CrossFit training, sports-specific conditioning training and training for cancer patients.”
A walk through the sprawling club reveals another difference: PureFitness houses a salon, a boutique and other vendors that support overall health and beauty. “In addition to a salon and a boutique, we have an in-house facility that offers chiropractic adjustment, acupuncture, physical therapy and corrective rehabilitation.”
London feels his employees are another key distinctive feature of his club. “The employees are absolutely wonderful,” he said. “We've been able to attract and hire people who genuinely care about people,” he enthused. “You won't find the slick, shoot-from-the hip” type of people at PureFitness. We have been able to create a fantastic support system where each department blends with another. Our turnover is extremely low and we attribute that to the complete team culture we have worked hard to create.”
The club has had to navigate the same choppy economic waters that have thrown so many businesses off course recently.
PureFitness has seen a push-pull effect because of the difficult economy. While the club has lost membership due to job losses and out-of-state relocations, it has also seen an increase in particular membership margins. “Our corporate accounts have actually spiked because, even though most businesses have down-sized, many employers understand they need something special for those employees who remain,” London said.
In addition, London found that seeking penetration in new markets is an effective way to shore up any deficits — good advice for any business dealing with economic turbulence. “Our senior fitness programs have exploded and the revenue comes in from insurance companies,” he noted. “Also, our new training programs have attracted new members to join as well as servicing the current member base, bringing in additional revenues.”
Staying involved in the community has made a difference in raising PureFitness' profile, too. I'm very proud to say we have made a conscious effort to support our local community,” London said. “We donate memberships to Carlsbad schools' silent auctions, we host events and raise money to support charities like The Prevention of Childhood Obesity, Coats for Kids, Toys for Thailand, and Run for the Hungry, among many others. Our employees volunteer in community projects. We try to bring to Carlsbad an awareness of the times and we put our effort into contributing what we can to make life better.”
The club's involvement in the Carlsbad Chamber of Commerce has been a positive business strategy. “We've been able to meet and do business with others in the community through introductions and opportunities made at Chamber events,” London said.
He has plans to expand the PureFitness operation into other areas of San Diego in the future. But the overall business plan and mission statement stays the same, regardless of a fluctuating economy, additional locations, or a changing demographic. “Our business plan really hasn't changed from the very beginning; We offer a variety of fitness activities in a clean environment at an affordable investment,” London said. “Remaining positive and true to the mission of helping people reach their fitness goals is our recipe for success.”
North County San Diego has no shortage of fitness clubs and studios. And there is no shortage of active, engaged people pursuing a fitness program. London knew his club would have to set itself apart somehow. “We bring the only true heath, fitness and Sports club to Carlsbad, he asserted.
Besides the six different lines of fitness equipment, free weights, 130 pieces of cardio equipment, more than 400 classes each month and indoor-outdoor pools, PureFitness has a regular-sized basketball court, volleyball court and two racquetball courts. “We support these with leagues for members to join,” London said. “We also offer a variety of different types of trainings that other clubs don't have. Most clubs only offer the traditional one-on-one personal training, but PureFitness also offers Gravity Training, reformer Pilates training, CrossFit training, sports-specific conditioning training and training for cancer patients.”
A walk through the sprawling club reveals another difference: PureFitness houses a salon, a boutique and other vendors that support overall health and beauty. “In addition to a salon and a boutique, we have an in-house facility that offers chiropractic adjustment, acupuncture, physical therapy and corrective rehabilitation.”
London feels his employees are another key distinctive feature of his club. “The employees are absolutely wonderful,” he said. “We've been able to attract and hire people who genuinely care about people,” he enthused. “You won't find the slick, shoot-from-the hip” type of people at PureFitness. We have been able to create a fantastic support system where each department blends with another. Our turnover is extremely low and we attribute that to the complete team culture we have worked hard to create.”
The club has had to navigate the same choppy economic waters that have thrown so many businesses off course recently.
PureFitness has seen a push-pull effect because of the difficult economy. While the club has lost membership due to job losses and out-of-state relocations, it has also seen an increase in particular membership margins. “Our corporate accounts have actually spiked because, even though most businesses have down-sized, many employers understand they need something special for those employees who remain,” London said.
In addition, London found that seeking penetration in new markets is an effective way to shore up any deficits — good advice for any business dealing with economic turbulence. “Our senior fitness programs have exploded and the revenue comes in from insurance companies,” he noted. “Also, our new training programs have attracted new members to join as well as servicing the current member base, bringing in additional revenues.”
Staying involved in the community has made a difference in raising PureFitness' profile, too. I'm very proud to say we have made a conscious effort to support our local community,” London said. “We donate memberships to Carlsbad schools' silent auctions, we host events and raise money to support charities like The Prevention of Childhood Obesity, Coats for Kids, Toys for Thailand, and Run for the Hungry, among many others. Our employees volunteer in community projects. We try to bring to Carlsbad an awareness of the times and we put our effort into contributing what we can to make life better.”
The club's involvement in the Carlsbad Chamber of Commerce has been a positive business strategy. “We've been able to meet and do business with others in the community through introductions and opportunities made at Chamber events,” London said.
He has plans to expand the PureFitness operation into other areas of San Diego in the future. But the overall business plan and mission statement stays the same, regardless of a fluctuating economy, additional locations, or a changing demographic. “Our business plan really hasn't changed from the very beginning; We offer a variety of fitness activities in a clean environment at an affordable investment,” London said. “Remaining positive and true to the mission of helping people reach their fitness goals is our recipe for success.”