"Clark Hatch was one of the leaders in the industry when it opened in Makati in 1985," says Bernie Durkin, country manager. "But over the last few years, there have been so many new fitness centers that have opened and our operations became a bit sleepy."
Giving Clark Hatch that wake-up call is what Bernie is here for, and the fact that the Center is in good shape goes to show he’s doing a good job.
Bernie has his work cut out for him. Take a trip around Makati City and discover the many fitness centers that have muscled their way up the fitness rung. These fitness centers have some of the latest cardiovascular equipment and weight machines, nautilus or otherwise.
For those who have tried working out at one time or another in their lives, seeing brand-new machines is definitely a great incentive to join a gym.
But it’s not just the machines that attract potential members, there are also the latest fitness rages like power yoga, tae-bo, kickboxing or even spinning that attract people who enjoy working out in groups.
Bernie admits that Clark Hatch began to lose its position as a leader in the industry when the Philippine economy started to weaken in 1997.
"This is why I was sent here, to try to turn things around a bit," he declares.
Bernie’s here to breathe new life into the Clark Hatch operations – but this does not necessarily mean that the gym is getting a face-lift or moving to a new location.
"Clark Hatch has always been a place where members and guests are sure to get good and professional services from our staff and trainers," says Bernie with pride. "Most people who work out at a gym look for more than just the equipment, they also like to work out at a place where all their needs are met."
Bernie knows whereof he speaks; after all, he used to run
Clark Hatch in Bangkok.
Fact is, Bernie points out, the same trend is happening in Bangkok. "I don’t treat competitors as the enemy because what the new gyms do is raise people’s consciousness about fitness and that is good."
But what he has noticed about members of fitness centers who try out a new gym is that they eventually return to Clark Hatch because they miss the kind of personal service that they are used to at the Clark Hatch fitness centers.
The fitness industry in the Philippines is doing quite well, Bernie believes. "At the beginning of the year, it was struggling, but if you take into consideration the way the economy is and the amount of competition there is in the area, we are actually doing pretty well," he adds. "We really want to put ourselves back to where we used to be."
For starters, Clark Hatch has reduced its membership fee by 50 percent. Today, a membership at the gym costs P19,500. There’s only one annual payment and there are no monthly dues. "It’s all the basic things that have been forgotten a little bit. Like personalized service, which is where we feel we really excel, compared to some of our competitors. Some of the bigger clubs are obviously much bigger not just in size, but in number of members too – and they’ve more equipment. But they can’t give the kind of service that we do," says a proud Bernie.
Reebok Core Training is a workout done in a class and it focuses on the development of total body power by emphasizing the core muscles.
Bernie says that Reebok approached Clark Hatch and asked if it was interested in offering the classes in their gyms. "Yes," came his quick reply.
The staff underwent a thorough five-month training. In the Reebok core board classes, the core board is a must. The core board is an exercise board that offers a three-dimensional action, which tilts, twists and recoils with the different movements of the body. "I like the classes because I can actually do them. There are different portions, which you’re free to join. But what is also good about it is that anybody can take them," explains Bernie. "Whereas with some of the other classes that are offered, people who have never done them before are intimidated by them. It really does work on the core muscles so it’s very good."
Bernie asserts that a fitness center should do more than just activities done inside the gym. "A fitness center is not a place where people go just to lift weights or use the treadmill. Most people look for more than that when they go to a fitness center."
Thus, Bernie is cooking up new activities to offer members. There are volleyball and soccer games and even out-of-town hiking trips, which include camping and overnight stay. "We want to have activities which will work out more than just our members’ muscles," Bernie explains.