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110 degrees magazine - Index

110 degrees magazine - magazine_08 - Index

fries because you can’t imagine putting all that grease and saturated
fat into your stomach.
Neither of the clubs simply try to make money by signing people
to long-term contracts. They encourage clients’ beliefs that they will
accomplish the goals they set for themselves.
In fact, In Shape prefers members to pay on a monthly basis rather
than paying a year in advance because the staff believes the act of writing
out those checks every month provides an additional incentive for
people to actually make use of the services they are paying for.
The health clubs’ mission is to help people better themselves and to
encourage powerful changes in some members’ lives. Programs of exercise
and nutrition have been able to reduce or even end the need for
medication for diabetes, high-blood pressure, and cholesterol. Members
gain strength, stamina, flexibility, and endurance. They lose weight in
double digits and lose sizes so that their clothes fit them better.
Members enjoy getting out of bed in the morning, more than
before they started working on their fitness. They have enough
energy to tuck the kids in at night and still feel that they have
energy reserves. Even cleaning chores take on a different quality.
One club member reported that she found she could now push her
vacuum cleaner around with ease.
Besides being healthy, a physically fit individual is able to enjoy life
more than a sedentary person. Waterskiing, swimming, hiking, climbing
— or just playing with the family dog — everything is more fun
when you’re in shape.
The new health clubs are focused upon fostering the life-style that
creates and maintains fitness. There’s a focus on the family, with
activities appropriate to all family members.
MEET IN SHAPE’S MIKE JOINER
I spoke with Mike Joiner, who previously worked as a Membership
Counselor at the In Shape City facility that opened on Balfour across
from the Brentwood Waterpark two years ago. Last August Joiner
became Membership Manager at the new In Shape Sport facility on
Lone Tree in Antioch about a half-mile south of Sutter Delta Hospital.
Joiner said that In Shape City was state of the art when it opened
two years ago and has maintained that sparkling quality by constantly
upgrading in order to maintain its position ever since.
Joiner said that he previously worked for 12 years with 20th Century
Fox as a Technical Director, handling all the nuts-and-bolts of movie
and TV sets, working on such shows as NFL on Fox, Beverly Hills 90210,
and Melrose Place.
Joiner says that he got into the health industry because he wanted
to live a healthier lifestyle himself, spend more time with his family,
and promote an industry that provides a service to the community.
“I wanted to feel better about going to work,” Joiner said. He’s still
delighted about the move.
“People feel happier here,” he said, “than the people I saw on any
movie set.”
The designers of both of the In Shape facilities spent enormous
amounts on aesthetics. In Shape advertises itself as “Our members’
first choice for fitness, fun, and relaxation.”
“People who come in for the first time should feel good about
being here,” Joiner said. “Whether a professional athlete or someone
just beginning a work-out program, there’s something for everyone.”
A hydro-pool, complete with a hydraulic chair lift in the Brentwood
facility is used for such things as rehabilitation for sports injury.
January/February 2008 www.110mag.com 29