Four Seasons Health Club will transition one of its two Bloomington facilities from a fitness center into a family-focused recreational space this fall. The building will close Aug. 25 and reopen Sept. 3 as the Four Seasons Legacy Center.

The current Four Seasons One building which opened 60 years ago on Four Seasons Road will close for one week of deep cleaning and upgrades before it relaunches to house basketball, volleyball, aquatics, pickleball, badminton and racquetball. All fitness programming and equipment will be consolidated at the other location on Airport Road.

President and CEO Tony Maier said the decision stems from a drop in membership post pandemic and financial difficulty operating two separate fitness centers.

“After the pandemic, we lost a large percentage of our membership population,” Maier said. “We had look at all types of different alternatives for that location, and decided that we’ll honor the legacy of Four Seasons by renaming it.”

In May, Four Seasons announced it was exploring the possibility of selling the Four Seasons Road facility, something Maier said was reconsidered after members said they wanted it to remain in operation.

“We were very transparent about the potential sell of the building. Basically, what we heard from our members is, ‘We love this facility, please do everything you can to maintain it and keep it,’ and with that we went to work to come up with some different alternatives.” he said.

Maier said rising costs for members contributed to the decline in memberships as well as post-pandemic struggles, and the loss in revenue led Four Seasons to reconsider the utility of the facility.

“Our operational cost just far outgrew what our revenues were, and so when that happens you have to make some adjustments, and I think one of the things that we’ve been very good about is pivoting when the need arises,” he said. “So, coming up with different plans to make it still a viable source for our members to enjoy, but yet reducing our costs … and invest not just into that location but both locations.”

More personal fitness

Over 60 years, any industry will change as the needs and desires of consumers change, too. Maier said the fitness industry has gotten more personal in just the last 10 years.

“There’s more opportunity to create unique programs for individuals, rather than one size fits all, and I think one of the things that makes us, again, a unique facility in Bloomington-Normal is we have spaces within our club that meet those needs,” said Maier.

Maier said Four Seasons also tries to stay ahead of industry trends, so they provide fresh programming to consumers.

However, the health industry has expanded in popularity enough for consumers to have multiple options. From the type of programs available like CrossFit or Pilates to the corporations like Crunch or Planet Fitness, there’s not a shortage of choices.

Maier said those businesses offer good programs and do them well in Bloomington-Normal, but he said the community likes to support homegrown initiatives like Four Seasons.

“For us, here in the Bloomington-Normal community, one of the things that we really focus on and lean into is supporting local business, but I also think all the services that we provide, above and beyond the traditional health club services, give us a competitive advantage,” he said. “Our personal training services, our small group training services, our amenities that we provide for our members give us a competitive edge over all our competitors.”

The health of the economy for a fitness business in Bloomington-Normal is in good shape, according to Maier. The disposition of the community and the habits of young people keep fitness as an attractive business.

“In the Bloomington-Normal community, for the most part, wellness is well received, fitness is well received, and I think it continues to grow in importance to the individual,” said Maier. “Especially a college town, it kind of drives it. So, the students who go to [Illinois Wesleyan University] or Illinois State University, this is a big portion of their life…and that continues into adulthood.”

Maier said Four Seasons regularly surveys members, and he reads up to 12 a day. He said the engagement with members and long-term planning is what keeps their business fresh.

“For us, we want to be here for another 60 years, so we are going to continue to survey and listen to our membership base … that’s the first thing,” Maier said. “And then second, really invest back into the facilities themselves based on those needs and wants and desires.”

Four Seasons Health Club said more details will be shared in the weeks ahead regarding the Legacy Center’s hours and offerings.

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