Case Study : MSN Corporate Center

M. David Paul - a national leader in the development of office buildings and corporate office complexes - looked to AFP to achieve its specific goals for its corporate fitness center at the MSN Center in Burbank, CA. As a member-based facility, this fitness center needed to be comparable to and competitive with the national health club chains in the area that were competing for membership among MSN Center tenants. Working closely with M. David Paul executives, AFP came through with flying colors as initial membership goals were exceeded by 100 percent.

Facility Description

A 1.2 million-square foot corporate office campus set on 19 acres, just East of the Burbank Airport. This corporate office campus earned the International Office Building of the Year “TOBY” Award, presented by BOMA, the national association of building operators and managers.

Project Summary

With the goal of developing a full-scale, state-of-the-art corporate fitness center for tenants at Media Studios North, M. David Paul turned to Advantage Fitness Products. The project carried an intrinsic objective that would affect AFP’s strategic recommendations from top to bottom – it would be a member-based facility with membership sales being a top priority. Therefore, the fitness center had to possess a “wow” factor, comparable if not superior to the mainstream national health club chains that stood as competitive local alternatives. As a membership-based facility, a qualified fitness-management organization would also be critical to maintaining high levels of member service and stimulating ongoing membership sales.

AFP set out to design a facility that met the demands of everyone from beginners to the most advanced fitness enthusiasts. With this facility offering personal training services, the equipment needed to fulfill the varying needs of these qualified fitness professionals with the latest techniques and training methods. To do so, AFP tapped into its unparalleled network of suppliers, choosing PRECOR for its state-of-the-art cardio equipment (treadmills, elliptical machines, exercise bikes and rowing machines). AFP also supplied a comprehensive selection of strength equipment, with special emphasis on cutting-edge core and functional training products. Finally, AFP worked closely with M David Paul in the design of a breathtaking group exercise room with expansive windows that capitalized on the panoramic view of the Media Studios North campus, along with suspension wood flooring and massive wall mirrors.

Finally, today’s consumers expect their fitness experience to bring with it an entertainment component. To meet this demand, AFP outfitted the facility with a satellite television system and flat screen televisions. In addition, a majority of the cardio equipment supplied feature PRECOR’s signature Cardio Theater features.

Multiple layout renderings were considered in order to find the ideal layout to satisfy the projected volume of members in the short term, yet allow for expanded equipment and features as the membership base increased over time. All aspects from equipment placement, to electrical wiring and cable needs were approached with an eye on cost savings if and when the facility expanded to accommodate increased membership and changes in member expectations and demands.

As a membership-based facility, additional revenue opportunities were critical. AFP also provided such opportunities through the supply and sale of adjunct services and accessories including personal and group training programming, wellness assessments, massage, personal headsets for viewing screens and AFPs signature line of travelTRAINER accessories. To satisfy the facilities ongoing service needs, AFP extended special warranties available through its association with PRECOR that eliminated necessary service costs on this equipment for three full years. Finally, AFP recommended a highly qualified partner organization to handle ongoing management of the fitness center and related member services.

When Media Studio North opened the doors of its corporate fitness center, the results were evident as the facility exceeded its initial membership projections by 100 percent.  Furthermore, the economies provided to M. David Paul in dealing with AFP as its sole, full-service partner in the design, development and implementation of this facility were invaluable to saving costs both in development and ongoing through the life of the facility.

Key Stats

• Experience Series Treadmills and Ellipticals
• 24-Piece Icarian Strength Training Circuit
• Extensive Free-Weight Area
• Movement Studio
• Personal Viewing Systems
• Rubber Flooring is Fitness Area and Bowflex Wood Flooring in Studio

FitnessFacility.com is extremely valuable for my business. Time is what I never seem to have enough of, and FitnessFacility.com really speeds up the service, supply and product ordering process -no calling, leaving messages, waiting for return calls, etc. It's easy, efficient and IT WORKS! It absolutely improved the efficiency of product purchases and especially service requests. We receive phone verification the same day and we see the service tech within 2 to 3 days max. I'm very pleased with the program. It meets all of my business needs.

The newly completed Club Espiritu is the third and largest project that Del Mar Development has designed with AFP in Los Cabos, Mexico. The design direction and equipment recommendations by the AFP team were an essential factor in our program development. The 10,000 sf Club is a standing tribute to AFP’s commitment to quality products and customer satisfaction. Our members simply love it.

With AFP providing UCLA's Strength and Conditioning Program the most-innovative and effective training equipment available, we can expect our 850-plus student athletes to be fully prepared both mentally and physically to successfully compete at the highest level of collegiate athletics.