Where is one area you see growth?
Our target market is men, ages 25 to 60, with our median age being 40. We’re starting to expand that, and we’re working with the local high school teams—they’re using the facility as their camp. That widens our audience.

What has been your biggest challenge so far?
We’ve spent a lot of time gaining credibility in the fitness industry. It’s a challenge spreading the word—we’re not Curves. Men are different, which has made it more expensive to spread the message. It’s been one of our biggest obstacles: How do I get my message to the world?



How have you spread the word?
Through some traditional advertising, press releases and neighborhood marketing. Now we’ve created a commercial and are hitting local cable TV—slowly but surely. We’ve signed some athletes as spokespeople—its about getting guys aware.