Apparently impressed after his first visit, hotel general manager John Jarvis returned to the facility for a second session to follow up with EFL proprietors Denis Giacobbi and Colin Peden.
"I liked the whole-body, concern with nutrition, personalized approach," says Mr. Jarvis. "It was far greater than just personal training and fitted in with something we call personal renewal that was coming up with our company."
The Westin's company-wide personal renewal program is focused "on making guests feel very different when they arrive at our hotel than they do when they stay at any other hotel," says Mr. Jarvis. "It's all about connecting with them emotionally and making them feel better when they leave than they did when they arrived."
He emphasizes that the program is directed at all five senses, from the way guests are welcomed, the special scent in the air, the glass of elixir provided at check in, to the quality of the fitness area.
"We want the feeling of being refreshed to continue throughout the stay," says Mr. Jarvis. "This is why the training facility and the whole fitness area become so central to the concept and why the personal well-being and training focus of EFL fits in so well."
EFL signed a lease agreement with the hotel last fall. As a key part of the Westin Hotel's personal renewal program, the company has been offering personal training and massage therapy to hotel guests and general clients from the hotel's newly outfitted downtown location since January.
For the EFL partners, balancing physical, emotional and psychological well being has always been central to their program of "enriching the lifestyles of clients through personalized fitness and wellness programs," says Mr. Giacobbi, a former university hockey player and double top-award winner at the 2002 Southwestern Natural Championships.
"Our main message from the start was that if you don't take care of your physical being, if you don't control your body, eventually your body will control you and limit your functionality," says Mr. Giacobbi.
The initial objective for EFL was to target business executives and seniors, operating from a Cadillac-style facility. Following a benchmark assessment, the one-on-one training takes place in a private studio outfitted with state-of-the-art fitness and cardio equipment. Clients have unlimited access to a business centre and office equipment, as well as extras such as fresh fruit, bottled water, towels and even a change of clothes.
The approach was an immediate success with "a fantastic niche market," says Mr. Peden. "People use our services because our trainers are so highly qualified and are geared to developing helping programs."
"EFL has always been client driven," emphasizes Mr. Giacobbi. "We keep the focus on client needs and care. Our accountability to our clients is very high and people come to us because they choose to. There are no memberships or contracts. We don't collect revenue till we deliver sessions to our clients. We don't look to tie people into long-term relationships."
The company's appointment-only, customized approach has proved popular at the original location, which now has a staff of 10. The reaction at the downtown location, which currently has a staff of seven, is equally positive from hotel guests and outside clients, says Mr. Giacobbi.
"The privacy and the by-appointment approach work for a lot of clients because many executives do not feel comfortable in a public facility and they multi-task so much. If you don't take the initiative to prioritize your own health, it's not going to happen. Fitness planning is very much like financial planning. The earlier you start making contributions towards your health and wellness, the bigger the benefits."
EFL is now in a profit situation at the Antares location and has reinvested its original $200,000 investment in the growing business. The second facility at the Westin has been making an operating profit "from day one." This, points out Mr. Giacobbi, is partly because it required only a fraction of the capital invested in the first centre.
"We are delighted with the progress and any chance to add value for clients and lead them to a healthy life style. We're also very grateful and proud to co-brand with the Westin in its personal renewal program."
Executive Fitness Leaders
Head office: 6 Antares Dr., Phase 1, Unit 3.
Downtown facility: Westin Hotel, 11 Colonel By Dr.
Telephone: 225-8122 or 560-7337
Fax: 225-0076
E-mail: info@fitnessleaders.com
Website: www.fitnessleaders.com
By Iris Winston
Special to the Ottawa Business Journal
