Business View Magazine - October 2018

256 257 launched in November 2017, and we’re very excited to give the gift of health and fitness to cities across the country. Coming from a medical background, for me, taking the total body approach is the best methodolo- gy for us to use; meaning that if your biomechanics or alignment are off, you need to see a chiropractor and have structural work done before trying to hit squats; or seeing a physical therapist for issues like a torn rotator cuff. Having those services, in-house, has been a great value-add for the model, as opposed to just being another gym that has personal training.” Core Progression doesn’t offer traditional member- ships, per se. It’s a private atmosphere –people can’t work out without a trainer or a group class instructor. Typical personal training clients are 60 percent female, 40 percent male, with an average age of 43. Every- one is welcome. The company trains over 200 youth CORE PROGRESSION athletes per week and is contracted to train high school football teams over the summer. They have been the official trainer for many sports teams, cheerleaders, beauty pageants, and bodybuilding competitions. Not being pigeon-holed to one type of demographic allows flexibility if market or economic condi- tions change. With such a wide client base, personal train- ers are hired to fit different niches, such as youth sports, professional athletes, and even brides. Cerf explains, “We tell them: don’t just look great on your wedding day, but on the honeymoon and after.What’s been cool is we get a lot of people who want to train for their wedding, then we work with them post-wed- ding, and often when they get pregnant and post-pregnancy. It ends up building a pretty long client cycle – as their life evolves, we help them on that fitness journey.” The average client spends $350 per month for personal training and group classes. Core Progression offers month-to-month, three- month, six-month, nine-month, 12-month, and 18-month payment options. The longer the commitment, the lower the price. Cerf believes that with today’s retail landscaping changing, people are interested in experiences. “That’s where we want to give them the best cus- tomer service. At Core Progression, you’re not walking into a crowded gym where you feel self-conscious. People like to come to our facility because everything is tailored to you. We have nutrition software that will learn your eating habits, and you work with a coach that’s there to help you. It’s a very custom ap- proach to fitness. And our group classes have only 8 to 10 people per instructor, whereas