Meet Dr. Kevin Craft, Chiropractic Physician and Co-owner of Gold’s Gym Mooresville, as well as 3 other spectacular 24-7 Executive Clubs.
What can you tell the people of the Northern Charlotte/Lake Norman area about Gold’s Gym?
Gold’s Gym has been the most recognized fitness brand in the world since its inception in 1965. Whether it’s someone who is new to fitness, or a person who hasn’t worked out for a while, members looking to join Gold’s have high expectations. We are known for getting our members results by providing them with state of the art facilities and equipment while delivering the highest level of member service which our clubs provide. Our gyms are designed to help people realize and achieve their goals and find inner strength. We combine the most diverse amenities in the industry with the best personal training and group exercise classes to deliver the ultimate fitness experience.
What’s the biggest misconception about Gold’s Gym?
People that have never passed through our doors commonly perceive Gold’s to be a gym for “bodybuilders” and “meatheads.” Forty years ago, the faces of Harley Davidson were that of “biker gangs” like Pagans, Hells Angels, etc… Today, Harleys are sought after and ridden by doctors, attorneys and housewives. Although we still like to be known for serious fitness, we too have drastically evolved.
For over a decade our membership base has been made up of 55% women, although that may shift as we also continue to see vast increases in the senior demographic due to our strategic partnerships with AARP, Silver & Fit, and Silver Sneakers. Being the Official Sponsor of the American Diabetes Association has also helped to diversify our membership base and change our niche market.
If this “Bodybuilder” perception still exists, how do you attract so many women?
Our reputation and 50-year history is what made our brand, but the perception it left is clearly our biggest obstacle. Honestly, winning women over has been our hardest task. Remembering only a few years back, when a women’s only gym shut its doors, I saw a huge opportunity to increase our female clientele. It wasn’t until then that I witnessed firsthand how this perception affected some women. Graciously before closing, the owner kindly allowed me to come meet her members and pass out some one free month cards. After brief discussions, I was floored to hear how intimidated they were of Gold’s. Once their main fears were addressed, I was able to convince the regular core of ladies to come visit the club. While answering their questions, I was hearing things from “I thought Gold’s was a men’s gym,” to “I need to get in shape before going over there,” and “We don’t want to wear thongs,” to “I don’t want to be hit on.”
Luckily, after addressing their concerns and fears, I was able to able to convince the regular core of ladies to at least visit the club.
What did these women think once they visited the club?
I remember it like it was yesterday! It was amazing to watch their expressions change as they walked further and further into the club. It was a group of roughly 25 women whispering amongst themselves like a pack of excited teenagers. While providing them a tour, I heard things like “This is nothing like what I expected,” to “We fit in here,” and “I can’t believe we were afraid of this.” I witnessed their excitement over the amount of classes and variety as they glanced at the posted group exercise schedule. By the time we were done, I’m fairly confident that every ounce of hesitation, doubt, insecurity, fear, or whatever misconception they might have thought, was completely removed from their minds. Before long, those women had the entire membership base at our front door. Seeing that quickly proved the power of word of mouth advertising to me, especially among women. So long story short, we attracted most of our female clientele from other female members proudly endorsing us and ultimately persuading them to join.
What is an Executive Club and how does it differ from other Mooresville Gyms?
We have the perfect health club facility for the member who is looking for a little something extra at a reasonable rate. We pack our facilities with the best strength training equipment the industry has to offer, and include personal flat screen TV’s and iPod docking systems on each piece of cardio training equipment. At our gym in Mooresville, members can expect executive level service with a highly trained staff ready to meet their expectations, and dedicated to keeping the facility immaculately clean. As a nice touch we provide our members with our executive hand towel service completely free of charge. On top of all that, our members take on a sense of ownership with private key card access 24-7, 365 days a year. As you know the fitness industry has become extremely competitive. People join our clubs because they are want to feel special and appreciated, be given more amenities, and want to avoid the massive overcrowding and lack of customer care that you typically see at the “discount gyms”.
Why should I pay a little more than a discount gym to become a member of Gold’s Gym Mooresville?
If you were told that you needed bypass surgery, would you call around shopping for the cheapest heart surgeon? Then why, when health is so important, should someone seek out the cheapest gym? With that being said, budget gyms market themselves to the inexperienced that don’t know what to look for or don’t yet understand where to place value as it pertains to the gym. With budget comes compromise like overcrowded gyms, less of the critical amenities like child care, group exercise, functional group training programming, and entry level equipment. For our members, the Gold’s Gym Mooresville atmosphere is what inspires them to become leaner, harder, faster, and stronger. To us, it’s our X-Factor, our biggest attribute, and clearly what ensures our members’ success!
Explain then the difference in the environment at Gold’s?
The short answer to this and your previous question asking about paying a little more is simply, our atmosphere. Although some have mentioned being intimidated by it at first, the Gold’s atmosphere is what substantiates our value. For our members, it’s what inspires them to become leaner, faster, stronger, and why they don’t mind paying a little extra in order to achieve those goals… To us, it’s our X-Factor, our biggest attribute, and clearly what separates us from our competitors. Bottom line, our atmosphere is what will challenge the new member, drive them, motivate them, and ultimately, what will ensure their success!
What amenities does your gym in Mooresville offer?
Our goal is to create an energetic yet comfortable atmosphere, with amenities such as onsite childcare, a healthy juice bar/ pro-shop, comfortable locker facilities with sauna or steam, and a high pressure tanning studio to name a few. Renowned for our superior personal training and nutrition programs, Gold’s Gym will also offer a dynamic GGX group exercise program to include classes like Pilates, Yoga, Zumba, Spinning, Indoor Rowing, Insanity, Core Barre, Muscle Sculpt & all the various barbell classes, several Silver & Fit/Silver Sneaker options, and many more! In addition to the largest variety of classes offered in our area, you’ll find an energetic, supportive group of instructors and an environment full of all kinds of people who are committed to achieving their goals.
What other perks can I find at Gold’s Gym over other gyms in Mooresville?
With the addition of our Gym ADvantage Program, I think we do a nice job providing perks you can’t find elsewhere. By simply flashing your Gold’s Gym key tag, members are able to earn money from exclusive discounts offered at places where they already shop and in restaurants they already frequent. Currently we have over 600 local businesses participating in the program. By saving $2 on a haircut, $5 from the dry cleaner, or $10 from eating out, our members are easily able to offset the cost of their membership. Although our goal is not to be “budget,” our members can get budget simply by using this program. With many of the members, they are earning more in savings then they are spending on their membership. Technically speaking, we are paying them to be members. How would you like to get paid to work out?
What are you doing to compete with the emerging new exercise facilities out there?
Because the future trends are heading towards group functional training, we too wanted to be a leader in this movement. To meet the demands of this new type of training, we created MaxXxfit, a combination all the latest and greatest techniques into one streamlined program. Our goal was to create unique programming where our MaxXxfit members would benefit from multiple training regimens for a fraction of the cost. Our MaxXxfit members gain access to another entire group training schedule and are able participate in classes like MaxXxfit Box, MaxXxfit Row, MaxXxfit Lift, and many more. Within MaxXxfit, there is also some tailored programming with our Ladies Only MaxXxfit Pink and MaxXxfit Kids classes.
What can potential members expect when coming to tour your Mooresville gym?
We feel pretty confident that our facility and equipment will speak for itself. I really wish for the potential new member to notice the importance and value of our atmosphere and why it should be the primary consideration when deciding on which gym to join. Synergistic to the analogies we discussed earlier, surrounding yourself with people more serious, more determined, more discipline, and more experienced, is even more critical when it comes to fitness and achieving results.
What would you say to convince a potential new member to choose Gold’s Gym Mooresville over any other gym in Mooresville?
As our staff and members can tell you, when you put on a Gold’s Gym t-shirt, it means something special. You feel like you’re part of something bigger. It’s not street cred… It’s strength cred. You become part of a tradition of commitment and excellence that spans more than 30 countries, 40 states and has helped millions accomplish their dreams.
Today more than ever, people are looking for strength. Whether it’s the strength to be a better parent, the strength to overcome diabetes or the strength to be a better athlete, strength comes in many forms. We recognize that everyone has their own strength and at Gold’s Gym, it has been our job for over 50 years to help them find it. And hands down… No one does it better!
191 B W Plaza Dr
Mooresville, NC 28117