Positioning Fitness In The Marketplace

Inside Tucson Business:

Ignoring the poor economy would be an important first step when launching a business these days. So believes Keri Ruffell, owner of Oro Valley’s fitness center 1-2-3 Fit, which opened in July 2008 with a bang. Since then, while some established businesses are closing their doors around her, Ruffell continues to find success in her new enterprise.

The Denver-based fitness franchise started three years ago and currently has approximately 25 locations. Keri Ruffell and her husband, Geoff Ruffell, have exclusive rights to the state of Arizona, which she feels can support up to 30 locations. The Ruffells’ goal is to own two more facilities and sell the remaining franchises to others.

“Part of my role,” said Keri Ruffell, “is to help proposed franchisees – identify them and get them approved.
Once underway, I coach them on marketing and explain the system.” The company’s concept of fitness is to provide a full-body workout through a series of resistance machines combining strength and cardio while spending less time, explained Ruffell. “The circuit that we use – there’s a lot of data that proves they work. It’s like interval training. In 2007, the American Council on Exercise did a study showing that this type of exercise routine burns more calories than other 30-minute programs.”

She also promotes cross-training, encouraging clients to participate in other activities they enjoy such as walking and hiking. “We are a tool, but not the only tool you need,” she emphasized.

Prior to opening 1-2-3 Fit last summer at La Cañada and Lambert Lane, Ruffell and her husband set up a tent in front of their still-under-construction space. They signed up more than 200 people from a table on the sidewalk.

Read on…

Photo: Stuart L. Mattingly.

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