Business Profile: Key Largo pumped up for continued expansion
Melanie Karrick, a fitness instructor and trainer, co-owns Key Largo Fitness and Tanning. The business is a finalist for the Columbia Chamber of Commerce Small Business of the Year Award.
No, Key Largo Fitness & Tanning is not on steroids. The six-year-old company’s swift expansion is all natural, and its weighty ambition is to change the face of fitness in Columbia.
Key Largo, one of the five finalists for the Columbia Chamber of Commerce Small Business of the Year Award, took over the Gold’s Gym locations last year. Now, co-owner Melanie Karrick said, the company is looking at options in the next two years to relocate to a remodeled facility with new amenities, such as locker rooms, sauna, hot tubs, swimming pool and basketball court. Karrick said she and the co-owner—her husband, Ron—are considering the move because they want to expand their range of services.
Karrick, a fitness trainer and instructor, credits the help and resources from the Small Business Administration for making the fast growth possible. “We’ve gone from a five-bed tanning salon with 1,200 square feet, to a 4,000-square-foot salon in 2003, to adding a 5,000-square-foot fitness facility inside leased space in a strip mall.” In 2006, Key Largo built an 11,200-square-foot facility on Hillsdale Road, and in 2007 the company purchased the formerly franchised Gold’s Gyms.
“Membership jumped from 300 to 6,000 in one day, when we acquired the other locations June 1, 2007. On May 31, we had this location. June 1, all of sudden, we had three.”
She said the co-owners picked up the location, equipment and membership contracts, but she stressed there’s no relation to Gold’s.
“We are locally owned and operated,” Karrick said.
Taking over the former franchise was a challenge.
“We bought a business that was days away from closing its doors without the clients or staff knowing it,” Karrick said. That necessitated many changes in staffing, policies and facility improvements. “At the same time, we had to learn new software and applications, make sure the doors were open at three locations and make sure customer service remained constant.”
Customer service is a crucial component to the business. Karrick said, “Our benchmark has always been how our customers are treated when they walk in the door and how they feel when they leave.” A survey by marketing students at the University of Missouri confirmed a high level of customer satisfaction.
The Karricks employ 20 instructors and 20 employees, as well as 15 personal trainers. Melanie Karrick said their business has “the advantage of a blend of management styles,” between her husband’s more authoritative style and her democratic, nurturing style. The general manager, Robert Rolley, has been with the Karricks since their expansion into fitness.
The Key Largo owners strive to employ an educated staff and to develop relationships with clients in order to provide more personal service. Karrick said they do that “by working to infuse that philosophy through every person in our facility—front desk, instructors, trainers, our maintenance people who take pride in the way the facility looks. To make sure everyone understands how much he or she plays a part in that.”
Communication is significant in retaining employees, Karrick said. Staying in the loop keeps people happy. Karrick said there are career opportunities, but since the staff is primarily part time, she encourages employees to consider it a stepping stone and a place to learn skills and develop a work ethic.
In conjunction with the national TV series, Key Largo held a local Biggest Loser contest. Four contestants were selected, and they lost a combined 120 pounds in 13 weeks. Another event, which runs continually, is the Bootcamp Challenge, a licensed program to which Key Largo owns exclusive rights to in Columbia. Staff members and clients are involved in the community and participate in a variety of activities. The business also gets involved in charity activities, such as a walk/run to aid Hurricane Katrina victims.
“Our involvement in the community is our way of giving back, to let people know that we care and are involved in outlets outside our customer bas,” Karrick said. “We believe we are part of something bigger than ourselves, which is important to our philosophy.”
Healthy snacks sold at Key Largo help give clients an energy boost.
Aerobics at Key Largo.