Frequently Asked Questions

Q: What issues most often prevent proposed fitness facilities from being feasible?
A:
• Project and operating costs are too high to support the desired facility concept and related operational performance.
• Incomplete or inadequate assessment of the primary market and competitive landscape.
• Site location is not visible and easily accessible.

Q: What defines success of a fitness facility pre- and post-launch and once mature?
A:
• Pre-Launch: Meeting project budget and timeline, executing an aggressive marketing campaign, meeting/exceeding pre-opening membership goals, hiring quality leaders and successful staff onboarding and training of staff.
• Post-launch: Making great first and lasting impressions on members, quick attention to unexpected events and operational needs, consistent membership growth and meeting/exceeding financial projections.
• Mature operations: Consistent new member acquisition and retention, high member attendance and engagement, high member satisfaction, strong brand reputation, high employee retention and sustained positive financial performance.

Q: How long does it take a new fitness facility to break-even financially?
A: Attaining break-even can vary greatly depending on facility size and programmatic scope. Small boutique facilities can reach break-even within 6-12 months, while large multipurpose facilities can take as long as 2 years.

Q: Can you share an example of a unique or challenging feasibility analysis?
A: Location challenges, economically depressed markets and lack of locally-informed insights can be some of the most challenging variables to navigate. We’ll be happy to share specific case studies on successful and not-so-successful feasibility studies.

Q: What type of fitness facilities does Cooper Wellness Strategies manage?
A: Cooper Wellness Strategies manages a wide variety of fitness facilities including corporate worksite fitness centers, hospital-based medical fitness centers, residential HOA community fitness centers and senior living fitness centers.

Q: What roles do Cooper and my organization each play in hiring and managing staff?
A: While Cooper Wellness Strategies clients have input on staffing, hiring and termination decisions, Cooper Wellness Strategies recruits, hires, trains and manages all fitness center employees, all of whom are Cooper Wellness Strategies employees.

Q: Are there components of facility operations Cooper Wellness Strategies does not manage?
A:
• Cooper Wellness Strategies management services do not include supervision/oversight of client banking operations, accounting and bookkeeping services, and marketing and advertising services.
• Cooper Wellness Strategies services also do not include facility security, IT and building/grounds maintenance services and personnel.

Q: What advantages does Cooper offer for this type of work vs. our competitors?
A: Cooper Wellness Strategies brings more than 30 years of experience managing a wide variety of fitness centers throughout the U.S., giving us the ability to be creative, flexible and know how to customize our approach to meet your company’s unique needs. We are able to access the expertise of Cooper physicians, dietitians, exercise physiologists, fitness specialists, personal trainers, fitness center managers and marketing experts to develop services that best serve our clients based on the research and science behind proven fitness programming and preventive medicine.

Cooper Wellness Strategies is a division of the world-renowned Cooper Aerobics Center, founded by Dr. Kenneth H. Cooper in 1970, which today includes the Cooper Clinic, 56,000 square foot Cooper Fitness Center, Cooper Hotel, Cooper Spa, Cooper Complete Nutritional Supplements, in addition to Cooper Wellness Strategies. 

Q: How do we get started?
A: Contact David Evans at devans@cooperwellness.com or 972.560.3231 to schedule a virtual introductory meeting.

For more details on what makes Cooper Wellness Strategies’ feasibility and planning process comprehensive and unique, read our blog on fitness facility development and download the position paper on developing successful fitness facilities.