Dave Morrison, the man behind the burgeoning Bay Area Family Fitness Centers, who recently acquired majority interest in Express Fitness Center, has taken things one step further by acquiring total ownership of the Pleasanton-based facility. Morrison was one of the original founders of Express Fitness and has always been one of the owners, albeit in a minority capacity. Now, however, he can proceed with his plans to enhance the club without accounting to other shareholders.
One of Morrison’s first enhancements after he acquired majority ownership was the hiring of former ESPN Fitness Champion Tanya Merryman as the new Group Exercise Director. Merryman immediately introduced several new and exciting classes that have given members an appreciation of why she is one of the best in the fitness industry.
There is more to come,” says Morrison emphatically. “We have already made several cosmetic improvements to the facility in the past couple of weeks, and we are moving quickly to make sure that all of our equipment is working optimally to prepare for the New Year. More important, however, we are radically changing our customer service model, and cleanliness is a major priority.” Not surprising, members have already commented on the improved quality of service and cleanliness.
Morrison, of course, is not a newcomer to the business. The 32-year industry veteran has successfully owned and operated health clubs all over the country. “I learned a long time ago,” he says, “that facilities alone do not make you successful. After all, anyone can build a health club. The most important things are how you take care of your facilities and how you treat your members and employees.”
“The emphasis in moving forward for our company will be results driven,” adds Morrison. “By results I simply mean getting our members results by designing exercise programs that get them results and not being afraid to teach them too much fearing that it will make our services unnecessary . We want to be fitness educators and result facilitators.”
The name of the club will likely change to Bay Area Family Fitness Center in the coming weeks “to establish continuity and branding with our other facilities,” says Morrison, “and members will have reciprocity with all of our clubs.”
Welcome to the “new” Express Fitness Center soon to become Bay Area Family Fitness Center with greater expectations and even greater certainty that your membership investment is worth more than you paid for it. “It’s called value,” says Morrison.