The Pellucid Perspective - January 2012 - (Page 9)

FRANCHISING Great Life Golf growing, adds franchise option Golf and ftiness proving to be a winning combination By Jim Dunlap T oday Kansas and Missouri, tomorrow nationwide. That’s the goal of owners Rick and Linda Farrant and their Great Life Golf & Fitness company that currently operates a growing empire of fitness centers and/or golf courses in that two-state area, with an eye toward taking their business model national via the franchise route. Great Life, which typically parlays golf and fitness into a dual membership program, recently purchased the Shawnee Golf Club in Shawnee, Kan. and partnered with a local YMCA to build the company’s portfolio to 20 facilities, including 18 golf courses. Some of the locations have fitness centers as part of the golf clubhouse facility, while others have affiliated fitness centers nearby who offer their members golf course access, and vice versa. The combination has proven spectacularly successful, according to Rick Farrant, who credits a creative revenue and cash flow generation system in every aspect of golf and fitness operations for the company’s success across the board. “The worst we’ve ever done is double the revenue at a facility we’ve taken over, or pretty close to that,” Farrant said. “The bottom line is that, without exception, we can create revenue sources for golf through the fitness centers. The fitness covers any losses or the maintenance cost at the golf course, and we’ve found ways to leverage our fitness memberships to generate more golf revenue. We look at every aspect of both the golf and the fitness for ways to maximize revenue.” Without access to the company’s books, it is difficult to confirm those claims, but the proof would appear to be in the company’s rapid acquisition pace in a time when the golf industry is struggling. In part, those very struggles are paving the way for Great Life’s success, with numerous courses available for purchase at relative bargain prices and unable to finance the addition of the complementary fitness facilities that would offer members dual access to golf and fitness amenities. “The worst we’ve ever done is double the revenue at a facility we’ve taken over, or pretty close to that,” Rick FaRRant, OwneR, GReat LiFe and golf synergy, revenue management and membership development, and other keys to the golf-fitness kingdom. Farrant said the company’s franchise options can be structured in any one of three ways, depending upon the situation of the prospective franchisee. If the franchisee is an investor who is not currently involved in ownership or operation of a golf course, Great CONDITIONED FOR SUCCESS. The golf landscape in America has changed. In a market overcrowded with golf courses and little prospect for demand to grow significantly, today’s course owners and operators are experiencing extreme competitive pressure in nearly every aspect of their business. Never before has there been more reason to work smarter and more efficiently—or more reason to partner with ValleyCrest Golf Course Maintenance. As the national leader in golf course maintenance contracting, we’re a trusted steward of all manner of golf properties throughout America. Franchise opportunities for sale While the company plans to continue growing through acquisitions in its backyard, with two deals pending, the Farrants have bigger plans. Great Life will have booths at both this month’s PGA Merchandise Show in Orlando and the Golf Industry Show next month in Las Vegas to promote franchise opportunities of the Great Life operating model to investors nationwide. For franchise fees that range from $15,000 to $50,000, depending upon the size and demographics of the market area in question, Great Life will share its strategies involving fitness www.PellucidcorP.com 24151 Ventura Boulevard Calabasas, CA 91302 (888) 406-GOLF www.valleycrest.com Comprehensive Golf Course Maintenance The Pellucid PersPecTive 9 http://www.valleycrest.com http://www.valleycrest.com http://WWW.PELLUCIDCORP.COM

Table of Contents for the Digital Edition of The Pellucid Perspective - January 2012

The Pellucid Perspective - January 2012
Contents
Is the strategy change at GolfNow seismic or subtle?
2011 a target-rich environment for (most) management companies
Marketing 101, Pellucid-style
Great Life Golf growing, adds franchise option
Show time!
December weather impact: A Christmas present for the golf industry
Milwaukee, WI Core Business Statistical Area (CBSA)
Ahwatukee group acquires Foothills Golf Club
Golf not “linked-in” to reality?

The Pellucid Perspective - January 2012