MID-CITY An exclusive fitness center based in Santa Monica that caters to the likes of NBA All-Star Shaquille O’Neal and Olympic gold medalist Lenny Krayzelburg, a former swimming star at Santa Monica College, has decided to branch out and offer franchising opportunities to the average Joe looking to grab a piece of the $17.6 billion health club industry.
VERT Fitness is looking to sell five franchises in or around Southern California by the end of the year, and another five by 2008.The ultimate goal is establish a center in every city where there is a pro football team, with a plan to have 320 locations by 2012, said Chad Emerson, director of franchise sales.
“We will basically help anyone who is interested in getting them the right type of equipment, finding the right facility, training and planning the grand opening, as well as provide enough financing for start-up costs,” Emerson said. “That’s why we really want to expand in this area. We really want to be hands on.
“In a sense, the franchisee will be a partner and we will help them day in and day out.”
VERT, founded in 1999, is offering two accompanying businesses to franchise — a fitness facility and a physical therapy practice, providing the opportunity for dual revenue streams. Franchises are expected to start at $150,000.
VERT stands for “velocity enhanced resistance training.” In efforts to accomplish ultimate health goals, VERT uses a highly-advanced system of computer-controlled exercise equipment that allows athletes to train at the same speeds they perform without inertia providing a crutch.
“VERT trains the nervous system to contract muscles fast,” said Ed Torkelson, founder and president of VERT. “The faster the muscles contract, the faster the particular limb moves. The faster the limb moves, the better that person can functionally perform.”
VERT has become the preferred workout method for many athletes because it eliminates inertia associated with weights and allows for high-speed training of the type of fast-twitch muscle fibers. Using computer technology, VERT analyzes the speed, position and resistance of muscles 16,000 times per second throughout the entire range of motion.
With the system, trainers can help up to six clients at once because all their information and routines are stored in computers, which also helps keep costs down, according to Emerson.
The average training session can cost anywhere between $25 and $45.
VERT is a privately-owned company with a center on Wilshire Boulevard in Santa Monica, and also in Hermosa Beach and Long Island, New York.
Originally published in the Santa Monica Daily Press print edition on May 16, 2007. Read the original PDF.