The Client Demographics

This is one of the fastest growing industries in the United States:

• Over 40 million members with continuing annual growth
• $20 billion in annual revenue
• Continued growth over the last 20 years (including three recessions)
• Largest demographics for growth: 45 years and older
• Female: 52%; Male: 48%
• Shorter workouts are the top fitness trend

20 Minutes to Fitness is at the heart of the fitness industry – offering a unique fitness program that is, in so many ways, more effective than any other form of exercise, with the added benefit of being far more time efficient, requiring only one 20 minute training session a week.

20 Minutes to Fitness is strategically placed to take advantage of this exploding industry by offering a unique, medically-based fitness protocol that is scientifically-proven to be time-efficient and results effective.

It is estimated that in 2009 alone, the Baby Boomers (1946-1964) spent over $72 billion in products and services . . . simply to help slow down the aging process. People over 50 represent nearly 40% of the adult population, and account for 40% of all health club membership.

More 50+ demographics:

• They are the wealthiest, fastest growing segment of the population, controlling 77% of all personal wealth
• They control 60% of all discretionary income
• They purchase 77% of all prescription medicines
• They want the freedom of good health to enjoy their lives as they age

While 20 Minutes to Fitness is effective for almost any age group (from 12 on up), the 40+ age group is clearly at the heart of our target demographics. They understand (or are beginning to understand) the real consequences of the “aging process” and the corresponding loss of muscle mass:

1. Not only threatens those important quality of life issues: flexibility, functionality and mobility, but more importantly, leads to those “age related” health issues: Osteoporosis; Arthritis and Bursitis; Hypertension; Cardiac issues; Type II Diabetes; and even some forms of Cancer.
2. They can’t do what they use to do to “stay healthy”; or
3. They haven’t done anything to “stay healthy” and realize they can’t wait any longer to “get healthy”.

20 Minutes to Fitness is a safe, effective, and efficient fitness program, perfectly positioned to appeal to this fastest growing, financially sound segment of our population.

We are a time driven society. We rely on an ever-growing, expanding array of time-saving technologies: web-based shopping, iPhones, iPads, E-mail, Facebook and Twitter. Yet with all of this time being saved, we still stay busy and never seem to have enough time to “workout”.

“I’m just too busy to exercise”

“I just don’t have the time to go to the gym for 3 to 4 hours a week”

“I know that I need to do something and I’ll start my fitness program next month when I have more time”

Those are the excuses that we hear. 20 Minutes to Fitness takes away these excuses.

Not only does 20 Minutes to Fitness offer a results-oriented fitness program, it is a program that can be effective with only one 20 minute training session a week. With appointment-only training sessions, no waiting on the equipment, and no necessity to change into workout attire, our Clients are in and out in less than 30 minutes.

20 Minutes to Fitness is time efficient and answers the Client’s concern: “I don’t have time to get or stay fit”.

It is clear that the US health care system is failing. With longer life expectancy, increased health care costs, rising health insurance premiums (87% increase from 2000 to 2009), there is mounting pressure to seek a solution.

Here are just a few of the statistics:

• In the US, health care expenditures represent the highest percentage of Gross Domestic Product than any other country in the world.
• Health care spending is expected to go from $2.2T to $4.2 T by 2016.
• Obesity, diabetes, hypertension, and some forms of cancer are associated with poor lifestyle behavior including the lack of physical activity.
• Only 1 of 3 adults exercise regularly, and only 1 in 4 exercise at all.
• More than 50% of all Americans suffer from one or more chronic conditions, including: diabetes, heart conditions, hypertension, strokes, pulmonary issues, cancer or mental health issues.

The solutions are all expensive, and these are the only sources for funding the solution:

• The government with increased deficits and/or taxes
• The businesses with increased pricing
• The individual with increasing health care costs, including health insurance
  . . . which means that eventually, the American taxpayer, worker, and/or consumer
  will bear the cost burden of this overwhelming national problem.

Here’s a clue:

CDC research tells us that if all of the physically inactive Americans would begin exercising, the nation could realize savings of $77B in direct health care costs per year.

The only way out of what now appears to be a health care “perfect storm” is prevention.

20 Minutes to Fitness is positioned to take advantage of the only financially feasible solution to the country’s health care crisis – PREVENTION!

Franchising has clearly proven to be one of the most, if not the most, successful business models ever:

• 90% of all franchised businesses are still in business after 10 years, while more than 80% of non-franchise businesses have failed in that time period.
• Annual franchise sales exceed $1T representing approximately 40% of all retail sales in the US. From Entrepreneur Franchise 500 January 2009 Edition: Franchising Hot Spots:Senior Care:“The US Census Bureau projects that there will be a substantial increase in the number of seniors between 2010 & 2030, after the first baby boomers turn 65 in 2011. So, take care of, cater to, or provide services aimed at the aging population, and you just might have a booming business”.Fitness:

  “ . . . we predict the more niche concepts . . . will experience the healthiest growth.”

Franchising offers you:

• The opportunity to own your own business and be your own boss
• The benefit of a proven business model
• The benefit of proven marketing programs
• Initial and on-going training and support
• Protected territory

Recognizing that it is the best business model to promote success, 20 Minutes to Fitness is a franchise-based company. We have invested the time (over 12 years of combined operations), secured and protected the brand, developed the necessary business processes and programs, made the inevitable “new company” mistakes (and corrected them), and now offer our franchisees the operating “recipes” (Operations Manual) for a successful business.

20 Minutes to Fitness offers the time-proven, most successful business model . . . franchising!

Our source material:

1. IHRSA (International Health, Racquet & Sportsclub Association) Global Report 2009
2. American Council on Exercise 2004
3. Entrepreneur Magazine Annual Franchise Edition January 2009