New fitness center offers convenience, revenue

Noel Spering, Deer Lake general manager, said discussion on how to increase revenue in 2005 led to the decision to add the new amenity.

“Basically, we were trying to find a way to generate more revenue throughout the year and a fitness center seemed to be the best way to do it and be consistent,” Spering said, adding that the golf course is a seven- to eight-month business. Spering declined to comment about Deer Lake’s 2004 revenues, or expectations for revenues in 2005.

Making changes

Deer Lake renovations, which cost $80,000, began at the end of 2004 and the fitness center opened Jan. 1, Spering said.

“We had a banquet facility on the east side of the building, which was perfect for the size of the gym, so we utilized that room for the gym,” The layout of the new fitness center is similar to Cox Fitness Center in Willard. In fact, both centers are the exact same size, Spering said. Equipment at Deer Lake Fitness Center includes dumbbells, ellipticals, treadmills, bikes, strength training equipment and a cross-over machine.

Already, the fitness center has nearly met its first year goal of 100 members, which is affirmation that Deer Lake made the right decision, Spering said. “We need 100 members to keep the doors open. We won’t start making money right off the top; it will take about a year before we start making money,” he said.

Joining up

A one-year membership to Deer Lake Fitness Center costs $200 for an individual, $290 for a family, $150 for seniors and $240 for a senior family. A $35 joining fee is added to any membership. The facility is open 6 a.m.-9 p.m. weekdays and 8 a.m.-5 p.m. weekends.

One year of unlimited golf anytime is $1,500. For a year of unlimited golf Monday through Thursday, membership is $1,000. There is a waiting list for golf memberships, he said. Fitness center memberships are separate, and there is no discount for having both.

Broadening customer base

Not only is the center drawing more revenue, but it is bringing in different customers as well.

“One thing that is interesting is that about 98 percent of the people using the fitness center are not golfers,” Spering said. “Convenience is a huge issue for them. When it comes to working out, if it is not close to their home they are not going to come.”

Convenience is what encouraged Jeff Nipper to sign up his family for a membership at the fitness center, which is located about a mile and a half from his home.

“I was a member at St. John’s (Fitness Center) and it’s a better gym probably, but I think all in all it was more convenient that we moved here,” he said.

Nipper said his wife and daughter also use the gym regularly. Nipper added that he also plays golf at Deer Lake and the available fitness center simplifies travel, saving time and money.

While remodeling for the fitness center has decreased Deer Lake’s banquet capabilities, Spering said the benefits of the fitness center are greater, as banquet business is sporadic.

“Really, the only thing that has changed was that left side of the building when you come in. We have a little bit less space in the building for parties, but most of the parties are able to still utilize the lounge,” Spering said, adding that the atrium, patio and bar areas at Deer Lake are unchanged.

While other facilities – Cox Fitness Center-Cox North, Ozark Fitness North, and Doling Park Family Center – do provide facilities in north Springfield, Deer Lake provides another option for people wanting to work out beyond the city limits, Spering said.

Outside of Springfield, the next closest fitness center is Cox Fitness Center in Willard, approximately 13.5 miles away.

Ashly Hunt, member services manager for Cox Fitness Center, said she does not expect Deer Lake’s addition to impact membership at Willard, which opened in 2002 and has 520 members.