Huguley Fitness Centre

The award-winning Texas Health Huguley Fitness Centre’s journey exemplifies the transformative power of a strategic partnership with Freemotion. Adopting a holistic approach to fitness centre revitalisation, Freemotion was able to prioritise inclusivity, engagement, and innovation, resulting in the fitness centre not only achieving financial success but also solidifying its position as a trusted provider of health and wellness services in the Texas community.

Freemotion Fitness Transforms Texas Health Huguley Fitness Centre: A Beacon of Health and Wellness in the Community

Texas Health Huguley Fitness Centre has been a staple in its community for more than 20 years and operates as part of the Texas Health Huguley Hospital Fort Worth South campus. In 2023 it entered into a unique and strategic partnership with Freemotion Fitness, part of iFIT Health and Fitness.

Although the club was much loved by its members, it faced challenges typical of older establishments, such as outdated equipment and a tired atmosphere. Randy Turner joined the club as Fitness Centre Manager in 2020 and could see that the community was at the heart of the club and recognised its potential. He picks up the story: “The wellbeing of its community has always been paramount to Texas Health Huguley Fitness Centre. By fostering health and wellness, the centre strives to empower individuals to lead fulfilling and vibrant lives. However, the centre was looking a bit tired and I knew we were capable of delivering more. Last year I reached out to Freemotion and in particular Key Accounts Director, Mike Pasquale to seek his advice and support.”

After visits and consultations Mike recognised the need for more than just some new equipment and, in partnership with Randy and the team, he set about re-energising the club. He created a plan that sought to fulfil a vision of inclusivity and modernisation, aimed at creating a welcoming environment for members – new and existing of all ages and fitness levels.

The Freemotion Fitness Intervention

Upon presenting this new vision for the club, Randy was immediately on-board and was impressed with how Mike had understood the club’s culture, history and heritage as well as seeing gaps in the market and opportunities for growth.

The club underwent significant changes:

Full replacement of the entire clubs strength and cardio including turf, racks,

rigs and barbells dumbbells bars and kettlebells

Conversion of a racquetball room into a functional fitness space featuring a 30ft Fit rig

Relocation of free weights to create a more welcoming and less intimidating environment.

Introduction of new inclusive programs, such as pickleball leagues, to cater to a diverse member base.

All-new Freemotion equipment was introduced with an emphasis on member engagement and community outreach, which centred around the brilliant iFIT technology.

Outcomes and successes:

The transformation led to a remarkable increase in membership, with an average of 60 new members per month.

Randy added: “Positive word-of-mouth generated incredible turnaround and increased satisfaction among existing and new members. Staff morale soared too, with team members appreciating the enhanced facility and increased member engagement – in fact, staff feedback has never been so positive.

The club’s investment in health services, including chiropractic, esthetician, cryotherapy, compressions sleeves, infrared sauna physical therapy, and massage, further elevated its status as more than just a gym. And financially, the club transitioned from operating in the red to profitability, attributing its success to the comprehensive transformation strategy.

Randy talks about his delight about the transformation: “The Texas Health Huguley Fitness Centre continues to thrive as a beacon of health and wellness in the community. Through ongoing partnerships with Freemotion Fitness and our commitment to member-centric initiatives, the club is able to maintain its status as a leader in the fitness industry while expanding its outreach and impact.”

The interactive iFIT content, accessed via the Freemotion 22SERIES equipment is proving especially popular with members – both among new and existing. In fact, Randy talks about how the new strategy and a connected fitness strategy is pushing the average member age down: “Change can be polarising and although we had the utmost confidence in our membership base, there were questions over whether the older demographic would accept the changes and especially the new iFIT content. We’ve been blown away by the reception. The members can’t get enough of the iFIT content – I think John Peel is a firm favourite for many of them. What’s interesting is we are also attracting a slightly younger audience, which is really nice to see.”

Freemotion’s Mike Pasquale who worked tirelessly with Randy and the team to fulfil the vision of this project adds: “In a remarkable turnaround story, our collaborative efforts have transformed a struggling fitness centre into a thriving community hub and financial success.”

Fast forward to today and the facility now averages an impressive 60 new cash/EFT/check members per month, with future projections pushing that figure to nearly 70.

Mike adds: “Through this partnership, we’ve not only stabilised finances but helped Randy and the team achieve a staggering 1000% revenue increase. The gym’s appeal has broadened significantly, with the average age of new members dropping by a decade.”

The turnaround and revitalisation of the gym hasn’t gone unnoticed: the centre has been voted #1 in the area for three consecutive years, also clinching top spots for group fitness and yoga, with three trainers ranked in the top three locally. And perhaps most tellingly, staff satisfaction scores have soared, placing the fitness centre among the highest-rated departments in the hospital according to annual GLINT surveys. This comprehensive turnaround – financial, demographic, and reputational – showcases the power of Freemotion and a strong strategic partnership.