Let's get physical

MacDonald is frequently frustrated to see clubs with an unclear or wrong mission, vision or values as well as a lack of customer focus.

With 27 years of fitness industry experience, including 17 years in China, he sees the differences between China and the West more clearly than most others.

Many clubs being built in China today are in some ways better than their Western counterparts, he believes.

"But I wouldn't say they are better designed, as frequently the design has no input from a fitness professional who actually uses clubs and understands how one should flow," he says.

"The operation and mix of wet and dry facilities are often far from ideal. I have even seen an aerobics studio playing loud music positioned next to a spa."

Over the past five years MacDonald has helped operators, investors and developers with a lack of experience in the industry launch clubs across the country.

"Many clients think it is easy to set up and operate a club, but to do it professionally is in fact extremely challenging and very detail-orientated to get right," he says.

He has no favorite project as each one provides new challenges and requires a different set of skills depending on the client's intent.

"I enjoyed the Zhuhai project as it was a year in duration," he says. "That allowed me to steer things and set foundations for the future of the club. But in general every project has been rewarding in different ways, in that you have to set up a profitable facility that the client can be proud of and at the same time energize the staff to believe in themselves and become positive thinkers."

The scale of projects varies from long-term ones that include every aspect from design to opening, to short term ones lasting a few months. Short term projects are often operations reviews intended to help a club improve its service.

MacDonald says he feels privileged to be involved in developing China's fitness industry, but is also frequently frustrated when his visions fail to become reality.

"Of course it is the client's right to disagree with my proposals and compromise is a place I have been to many times," he says.

"However, it is always interesting to hear about and see different ideas and concepts that can be adopted into club design."

xiaoxiangyi@chinadaily.com.cn