The Fitness Institute, the venerable athletic emporium founded 40 years ago by training guru Lloyd Percival, has undergone a corporate overhaul and will take its muscle message to the masses.
The chain of health clubs, best known as training and grooming sites for Canadian Olympians, is shifting emphasis in most of its outlets from an elite, adult-only club to a family fitness centre.
Part of the strategy is for economic reasons and part to address a demand for physical activity that can involve youngsters and parents, said Clive Caldwell, the president of the Cambridge Group, which bought and rebranded the Fitness Institute.
"We'll still retain the Fitness Institute name in our downtown Toronto club, but the two other locations are now the Mississauga Club and the Willowdale Club," said Caldwell, formerly one of Canada's top competitive squash professionals.
"Today, it's less about elite athletes and more about serving communities. The new name and image will reflect that philosophy."
The clubs will still welcome Olympic-level athletes on a complementary basis. The Mississauga Club is home to medal-winning hockey players Cheryl Pounder and Becky Kellar and Ironman triathlete Lisa Bentley, who won national titles in Canada and Australia this year.
"In the beginning, the Fitness Institute was the only place athletes could get the testing and scientific approach they needed," Caldwell said. "Now, they can avail themselves of that at universities and the system of National Sport Centres across the country.
"The old Fitness Institute had the reputation as an adults-only environment. It was elite and the price point was prohibitive, more than $1,700 a year paid in a lump sum."
The revamped Mississauga Club offers adult memberships for under $1,000 and associated junior memberships for children for as little as $19 a month.
"We're trying to reach the community," Caldwell said. "Kids aren't getting physical education in schools, so we're starting programs aimed at them, after-school things, squash and tennis.
"It's a long-term strategy to get into the local community level."
The Cambridge Group and businessman Steve Roest acquired the Fitness Institute clubs in Mississauga, Willowdale and downtown Toronto three years ago from the H.J. Heinz Co. of Pittsburgh. Cambridge also owns the Adelaide Club, Cambridge Club and Montreal Athletics Association.
Even though the new marketing thrust is at the community level, elite sport is still in the corporate blood. Not only are gold medalists still working out, but the history of the Montreal Athletics Association includes three Stanley Cups and a Grey Cup, Caldwell said.