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Leisure Fitness
A perfect match
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When it comes to purchasing fitness equipment, women are more likely to invest in something thapromotes cardiovascular well being while men tend to buy strength-training pieces. A recent study by the National Sporting Goods Association shows that women lead purchases of motorized treadmills (62% vs. 30%), elliptical crosstrainers (60% vs. 37%), and exercise bicycles (52% vs. 37%). Men, on the other hand, are the dominant purchasers of free weights (64% vs. 29%) and home gyms (47% vs. 40%).While these statistics point to a continuing trend, it is a trend that "sometimes is worth bucking," says Frank Williams, manager of the new Leisure Fitness store in Bethesda. "Fitness goals should drive every equipment purchase," he says. "Too often people don't think through exactly what they want to accomplish - what they want the end resulto be." Williams notes that a customer might come in having heard from a friend about her terrific treadmill. "That's all well and good for the friend who needs to drop 20 lbs., but the customer, who is at her ideal weight, might be better off toning and shaping muscles," he says.
At Leisure Fitness, Williams works with a team of trained professionals - many have degrees in exercise science, have worked as personal trainers, or are body builders themselves - to match a customer with the piece of equipment that can help her attain her individual goal.
After identifying the fitness objective, Williams asks customers to consider whether cardiovascular equipment or strength-training pieces will better meet their needs. With that decision in hand, he works with the patron to help select the most appropriate piece.
"I ask a lot of questions," says Williams, "and the answers help us narrow down the list of potential products to the one that is best suited for the individual or family." Among the questions thahelpWilliams guide a customer to a particular piece of equipment are:
* What machines, if any, does the customer currently own or use elsewhere?
* How many users will there be and what applications will they be using?
* How many times per week will the equipmenbe used and for how long each time?
* Have any of the users suffered injuries?
* What comfort level is there in terms of price?
Because Leisure Fitness offers a range of highquality equipment, it is important for the staff to understand the type of use a treadmill or elliptical will be subjected to. "We don't want our customers to buy more machine than they need," says Williams. "On the other hand, we want to make sure that any piece they invest in will live up to expectations," he says.
Perhaps the biggest truism when it comes to fitness equipment is that the weight of the producdirectly correlates with durability. "Every part of a high-quality machine is heavier and built to handle more use," says Williams.
As a specialty store, Leisure Fitness can be selective about the products it chooses to carry. Only the industry's top manufacturers make it on to the sales floor. That means all of the products carry warranties and perform at levels above what can normally be found at most retail outlets. Top quality performance does not necessarily correlate to premium prices. "We offer the best products at every price point in every category," says Katina Geralis, the company's president.
Because fitness equipment is a major investment, many consumers hold back for fear of making a bad purchase. "A book that gathers dust on a shelf is one thing. A treadmill that becomes a clothes rack is quite another," says Williams. "My job is to not only educate our customers but to insure thathey like the equipment and have the knowledge and understanding to use it correctly."
To that end, Williams encourages customers to do a full workout on any piece they are considering for purchase. "Often people will stop in after work or at lunch to look at treadmill," says the store manager. "Suits and heels, unlike sweats and sneakers, will not allow them to experience the equipment's full potential."
Another problem people run into is determining whether they have the space for equipment. "This is especially important if more than one piece is being considered," says Williams. Leisure Fitness uses computer software to help customers either establish the optimal configuration of equipmenwithin their existing floor space or plan and develop space for a home fitness room.
A flexible delivery program allows Leisure Fitness professionals to deliver and install home fitness equipment at a time most convenient for the purchaser. "Our installers not only set up the equipment, but they will test it to ensure the piece is working properly," Williams says.
"When someone buys from us, that's the start of a relationship, not the end," says Williams. While he encourages customers to familiarize themselves with the owner's manual, "there are times when you just can't figure something out," he says. When that happens, Williams will trouble shoot over the phone or set aside time for the customer to come in and work with him on the equipment.
Weeks, even months later, Williams and his staff are available. If the equipment isn't working properly, Leisure Fitness has a trained repair staff with a "first-time fix rate" of 95 percent.
"If someone isn't achieving their fitness goals, I want to hear about it. Sometimes all it takes is an adjustment to the current workout. In other cases, I may be able to give them a new workout that will take them to the next level," he says.
And that, he contends, is what it is all about. "What gives me the most satisfaction is seeing someone achieve their goal," says Williams, "no matter how big or small. Maintaining a healthy lifestyle isn't always easy. But if I can provide a product that will help make exercise more effective, more enjoyable, or more convenient, then chances are I've helped someone succeed."
