Get to Know Dr. Kevin Craft, Chiropractic Physician and Co-owner of 4 Fantastic Executive Clubs including Gold’s Gym Lake Norman.
What can you tell the people of the Northern Charlotte/Lake Norman area about Gold’s Gym?
Since its successful launch in 1965, Gold’s Gym has grown into a recognized fitness brand around the world. With our diverse amenities, such as personal training and group exercise classes, we will help you identify and achieve your fitness goals. Regardless of fitness status – whether you are a dedicated athlete or someone who has never worked out — we know you expect the ultimate fitness experience when you visit Gold’s Gym. We’ll deliver it.
What’s the biggest misconception about Gold’s Gym?
Like so many things over the years, perceptions about people and places change. Once considered a mecca for bodybuilders and muscle men, Gold’s Gym membership is changing and diversifying. Women now constitute 55% of our membership base, and we continue to see growth in our senior demographic. Partnerships with organizations such as AARP, Silver & Fit and Silver Sneakers have helped us spread the fitness word to our senior community. Gold’s Gym is also an official sponsor of the American Diabetes Association. At Gold’s Gym, health is for every age, gender and fitness level.
If this “Bodybuilder” perception still exists, how do you attract so many women?
Despite our 50-year history and excellent reputation, convincing women to try us has been our most difficult task. The old perception remained our biggest obstacle. A few years ago, I had the opportunity to change that perception.
A local women’s only gym was on the verge of closing, and I visited to pass out free Gold’s Gym membership coupons. As I introduced myself and met with some of the women, I was amazed to hear of their intimidation at working out at Gold’s Gym. I heard comments such as, “I thought Gold’s was a men’s gym”, or “I need to get in shape before going there.” They continued, “I don’t want to wear a thong” and “I don’t want to be hit on.”
After answering their questions and addressing their concerns, I convinced a core group to visit.
What did these women think once they visited the club?
I remember it well! Their expressions changed as the nearly 25 women toured the facility, whispering to each other excitedly. I was amazed to hear things like, “This is nothing like I expected,” and “we fit in here.” One woman remarked, “I can’t believe I was afraid of this.” They grew excited when they discovered the number and variety of classes scheduled.
As their visit ended, I’m confident that all of their hesitations, doubts and fears – whatever misconceptions they had about Gold’s – was erased. Before long, the entire membership base of the now-closed women’s only club was at our door.
I learned the power of positive experiences and word-of-mouth. We have attracted most of our female members through other female members – who proudly endorse Gold’s Gym and persuade their friends to join, too.
What is an Executive Club and how does it differ from other Lake Norman gyms?
At Gold’s Gym in Lake Norman, we offer our members executive level amenities with added services such as:
• Free executive hand towel service
• Private key card access – 24/7 and 365 days a year
• Revolutionary strength training equipment
• Personal flat screen televisions
• iPod docking system on cardio training equipment
• Immaculate and secure locker rooms
The fitness industry is very competitive these days, and Gold’s Gym provides the extra amenities, services and customer care that definitely sets us apart from other facilities and “discount gyms”.
Why should I pay a little more than a discount gym to become a member of Gold’s Gym in Lake Norman?
Let’s compare gym membership to health care. If you knew you needed heart bypass surgery, would you shop around for the cheapest cardiac surgeon? Of course not! Your health is important, and so is your physical fitness. Why seek out the cheapest gym? Many people seeking fitness club membership may not know what to look for or expect from a gym, and that’s what budget gyms count on.
When you compromise your fitness dollars, you compromise amenities and services. A reduced fitness budget means overcrowded gyms and fewer essential amenities such as childcare, group exercise, functional group training and entry level equipment. Our members know that a workout at Gold’s Gym in Lake Norman means a positive, supportive atmosphere that encourages them to become leaner, harder, faster and stronger. It’s our “X-Factor”.
Explain then the difference in the environment at Gold’s?
Simply answered, the difference is our atmosphere. It’s upbeat and motivational. Encouraging and inspirational. The “X-Factor” that clearly sets us apart. Our environment challenges each new member and drives them – motivates them – to success!
What amenities does your gym in Lake Norman offer?
Gold’s Gym in Lake Norman sports an energetic yet comfortable atmosphere with numerous amenities such as:
• On-site childcare
• Healthy juice bar/pro shop
• Comfortable locker facilities with sauna or steam
• High pressure tanning studio
Known for our personal training and nutrition programs, Gold’s Gym in Lake Norman also offers a dynamic GGX group exercise program with classes like Pilates, Yoga, Zumba, Spinning, Indoor Rowing, Insanity, Core Barre, Muscle Sculpt, numerous barbell classes, Silver & Fit / Silver Sneaker options… and much more!
You’ll discover an enthusiastic and supportive group of instructors leading our large variety of classes – and you’ll be surrounded by all kinds of people dedicated to achieving their fitness goals.
What other perks can I find at Gold’s Gym over other gyms in Lake Norman?
You’ll find perks at Gold’s Gym in Lake Norman that are not available at other gyms in our area. For example, by showing your Gold’s Gym key tag, members can earn money from exclusive discounts at their favorite shops and restaurants. There are currently over 600 local businesses participating with us. And by saving those extra dollars with discounts for everyday activities (such as a haircut or eating out), members can easily offset the cost of their Gold’s Gym membership.
Many of our members notice they are earning more in savings than they are spending on their Gold’s Gym membership. What do you think about earning money to work out?
What are you doing to compete with the emerging new exercise facilities out there?
The future of fitness seems to be heading towards group functional training, and we wanted to take the lead in that movement. For this reason, we created MaxXxfit, a streamlined program composed of the latest and greatest training techniques. With our unique MaxXxfit program, members benefit from multiple training regimens for a fraction of the cost. MaxXxfit members participate in classes such as:
• MaxXxfit Box
• MaxXxfit Row
• MaxXxfit Lift
• Ladies only MaxXxfit Pink
• MaxXxfit Kids
• … and many more.
What can potential members expect when coming to tour your Lake Norman gym?
We know that our facility will speak for itself. New members will notice our amazing environment, which should be the primary consideration when choosing gym membership. By surrounding yourself with determination, experience, encouragement and support, you’ll achieve your fitness goals at Gold’s Gym in Lake Norman.
What would you say to convince a potential new member to choose Gold’s Gym in Lake Norman over any other gym in the area?
When you don a Gold’s Gym t-shirt, you become part of a family. Our staff and members will tell you it’s something special. It’s a tradition of commitment and excellence that spans over 50 years and more than 30 countries and 40 states to help millions accomplish their fitness goals.
Strength. People crave strength in today’s world – whether it’s the strength to be a better parent, to meet a weight loss goal or to become a better athlete. You are probably stronger than you realize. At Gold’s Gym, it’s been our job for over 50 years to help you discover that. No one does it better!
20420 W Catawba Ave
Cornelius, NC 28031