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Norm Cates' Club Insider Features Pro Fitness Program

Posted June 19, 2018 in News, Blog

The cover story for the October 2017 issue of the Club Insider featured an in depth article on the Pro Fitness Program (See PDF below). The article discusses the 20 year history of the company and program as well as the philosophy and core values that have remained unchanged over that period of time. There are several interviews with members of the PFP team that uncover the unique elements of the system and what it takes to be a successful client. 

Our company would like to thank Club Insider founder Norm Cates for his support and congratulate him on his recent award at IHRSA for his incredible 25 year contribution to the industry. Below is a picture from IHRSA 2017 with PFP Business Consultant Al Tassel on the right and Norm. 


  Club Insider Feature 2017 (.pdf, 1.7 MB)


Norm Cates and Al

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Longfellow Clubs Top $97,000 in March Personal Training Sales

Posted April 16, 2018 in News, Blog

The Longfellow Health Clubs (Natick & Wayland, MA) have been servicing Boston area tennis and fitness enthusiasts for decades with a focus on mind, body, well-being, and community. Because they are co-owned by tennis legend Laury Hammel the perception might be that the club's focus is exclusively on that one sport. 

Because conditioning is a key component of tennis, and because the club has a robust fitness membership, ownership decided to implement the Pro Fitness Program (6 years ago) and has never looked back.

Though March did not produce a high volume of new memberships, the personal training department produced $97,000 in 1 to 1 personal training revenue!! This has such a positive impact on ensuring that club members are receiving proper education and support and are able to maximize results and membership usage. These members will not only improve their performance in extra curricular activities like tennis, but will have a far better quality day to day life. 

"Our decision to implement this program was twofold: we needed a structured program for the member simply interested in improving their overall fitness, and we wanted to offer our athletes a results based program that would improve their performance. The revenue derived from this program has exceeded our expectations, and I would highly recommend this program to any club owner who wants to provide full time rewarding careers for their Trainers while tremendously improving their membership experience and retention." - Myke Farricker, co-owner - Longfellow Health Clubs

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Pro Fitness Program Consultants Attend IHRSA 2018

Posted April 09, 2018 in News, Blog

Pro Fitness Program Consultants were sharpening their skills at the 2018 IHRSA Conference in San Diego. The Pro Fitness Program is the the only consulting company and system in the fitness industry that focuses exclusively on 1 to 1 personal training. Clubs throughout North America that utilize this program drastically increase PT revenue, improve member retention, and because of the structured sales and service system, easily recruit and retain quality fitness professionals for the facilities. 

It's no wonder that clubs utilizing the program experience unparalleled success, as five of the company's in-club consultants (pictured below) possess nearly 130 years of combined industry experience including club ownership and management. Even with such experience and knowledge, the company recognizes the value of on-going education, which is why attending IHRSA is an invaluable and necessary experience. Pictured left to right: Al Tassel, Sharon Tassel, MaryBeth Bradley, Jen Poljacik and Anthony Janicas. 



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River Valley Club 2.4 Million in 1 to 1 Training Sales

Posted January 22, 2018 in News, Blog

Like most clubs the River Valley Club (Lebanon, NH) could never figure out how to make significant revenue from their 1 to 1 training program. Their highest yearly total was just $69,000 but that was before they heard about a  relatively new consulting company based out of Toronto, Ontario that focused on one thing: 1 to 1 personal training. 

The year was 2000 and the consulting company they discovered was founded in 1998 by respected industry veteran Jeff Russo. The club took a leap of faith with Russo's Pro Fitness Program and PT sales have skyrocketed ever since. 

In 2017 the River Valley Club produced an outrageous 2.4 million in 1 to 1 training sales and remains the signature club that all facilities in the Pro Fitness Program network try to emulate. The club, which recently underwent an extensive renovation has over 2500 members, 35 full time Trainers and boosts a PT member penetration rate of over 35%.

Here is what the club accomplished over the last 4 months of 2017.


  • Gross 1 to 1 PT sales of $202,500
  • Actual cash sales of $203,000 (includes new, renewal and PT receivables)
  • All achieved on 73 adult memberships sold 


  • Gross 1 to 1 PT sales of $218,000
  • Actual cash sales of $205,000 (includes new, renewal and PT receivables)
  • All achieved on 130 adult memberships sold

  • Gross 1 to 1 PT sales of $210,000
  • Actual cash sales of $194,000 (includes new, renewal and PT receivables)
  • All achieved on 70 adult memberships sold

  • Gross 1 to 1 PT sales of $307,000
  • Actual cash sales of $294,000 (includes new, renewal and PT receivables)
  • All achieved on 43 adult memberships sold

"We never imagined when we implemented this program that we would perform to this level. We started out with a handful of Trainers, followed the process to a tee and grew substantially every year. Implementing the Pro Fitness Program was the best thing we ever did as we have 1 to 1 training figured out. I would highly recommend this program to any membership based club"
Jen Poljacik - CEO, River Valley Club

Jenn and Jeff

Jennifer Poljacik receiving the PFP Club of the Year award from Jeff Russo


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Latitude Sports Clubs Excel with the Pro Fitness Program

Posted October 17, 2017 in News, Blog

Latitude Sports Clubs (Salisbury, MA) is a large multi-purpose facility that has been servicing Massachusetts and New Hampshire area fitness enthusiasts for nearly 30 years. Over the years the club has undergone numerous renovations and expansions and has continuously been recognized for excellence by winning several "Best of Boston" awards.

Although the club has every possible amenity a member could ever want they decided they needed a structured personal training and assessment program that would distinguish their club from their competitors. Their goal was to provided their fitness staff with as many enthusiastic clients as they could service, improve membership retention, get members improved and lasting results, and of course add greatly to their financial bottom line. 

Summer is a very busy time for the club as it is located in a bustling seaside vacation community,. September, on the other hand has traditionally been a transition month as the community reverses back to typical suburban normalcy. The Pro Fitness Program was implemented earlier this year and the club just experienced their best September training month ever!

Over $60,000 in 1 to 1 training revenue. The club's Fitness Consultants collectively registered 30% of all new members on a personal training package.

"One of the things that we love about the program and what greatly distinguishes itself from all others is that it has a position dedicated strictly to assessing and prescribing personal training. The success of the program relies on different departments to introduce the program (Membership) and obviously another to service it (Personal Trainers). The incentivized compensation for all departments is what ensures success along with the active involvement of our dedicated PFP club consultant." - Stephanie Bearse - Fitness Director, Latitude Sports Club Salisbury


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New Pro Fitness Program Club on Pace for 600K

Posted October 10, 2017 in News, Blog

How does your club measure up?

Max Gellert opened his brand new 12,000 square foot women's only club in mid January. He designed his club, Blush Fitness (Overland Park, Kansas) so it had the physical appeal and equipment that members expect from a new club. He heard about the Pro Fitness Program during the planning phases and wanted a results based program that his members would embrace and one that would make recruiting trainers that much easier. He heard the revenue numbers it produced for other clubs across the country so he set his expectations fairly high. 

The Pro Fitness Program has exceeded their goals and expectations as they have sold over $202,000 (1 to 1 training) in just their first 4 months! The club is on pace to do over $600,000 in year one and expect to do substantially better in year two. 

"I've been a club owner before but never had a structured program like this to work with. We are enrolling over 30% of all members in 1 to 1 training which is something I never thought possible. Implementing this program was the best decison we ever made!" - Max Gellert, Owner -Blush Fitness

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