personally supported. “We connect with people wherever they’re at in their journey. We’ve got dietitians, personal trainers, and health coaches. But what sets us apart is our Member Connection Specialist. Her role is not sales; it’s about helping new members find their place. In a club this size, it’s easy to get lost. We make sure no one does.” With 55 personal trainers, over 115 weekly group fitness classes, a Pilates reformer program, and a dedicated mind-body department, the RAC ensures that every member can find their fit. For those intimidated by the main floor, EGYM, a digital circuit training system, provides a welcoming alternative. “It’s like having a personal trainer built into each machine,” Boring explains. “It remembers your settings, does automatic strength tests, and guides you safely. For newcomers, it’s been a game-changer.” REPUTATION OVER PROMOTION Even with its size and scope, the RAC doesn’t rely on heavy advertising. Its reputation does the work. “We’ve been around since 1993, and we’re the only true multipurpose club in our market,” Frueh says. “There are plenty of places to exercise, but if you want a premium, family-focused experience, this is where you come. We don’t discount memberships or run gimmicky promotions. We believe in pricing integrity. We want our value to speak for itself.” Stille echoes that sentiment.“It’s truly word of mouth, and you can’t put a price tag on that. We don’t even have a referral program; it just happens naturally.” For Boring, it all comes down to authenticity. “I’ve been in fitness since I was seven years old, and I knew the first time I walked into RAC that this was different. Families grow up here. Kids I saw shooting baskets a decade ago are now applying to work here. That sense of belonging is rare, and it fuels our reputation.” REINVESTING IN SPACES AND EXPERIENCES Staying relevant means continuous reinvestment. Frueh describes it as a balancing act: “When you have this much space, you can’t renovate everything us.egym.com | us-sales@egym.com Discover the new Smart Strength Squat. STRENGTH LIKE NEVER BEFORE 79 BUSINESS VIEW MAGAZINE VOLUME 12, ISSUE 09 ROCHESTER ATHLETIC CLUB
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