Maria Gonzalez and ClubFitness
Inspiring and Empowering!
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It is easy to take for granted the things we are born with. That could be physical ability, linguistic capability, financial means above the average... you name it. True character is built outside one's comfort zone. How do we react to being challenged? Do we give up, or do we rise up, striving to be better? This story is about the latter, rising up and striving to be better!
Maria Gonzalez, CEO of Club Fitness, is a native of Colombia. In 1998, speaking limited English, Maria and her husband, Carlos, immigrated to the United States. Like all of us before her, the United States was a beacon, and the people came. The fabric of cultures, languages and life experiences this has brought together has created a beautiful quilt of humanity that is unmatched anywhere in the world.
Maria's story once she arrived in the United States is equally as beautiful, culminating so far as the CEO of ClubFitness and Board Member of the HFA (formerly IHRSA). I invite you to read on to learn all about it. You will be inspired, and it will empower.
An Interview With Maria Gonzalez, CEO of ClubFitness
Club Insider (C.I.) - Please tell us about your early years.
Maria Gonzalez (MG) - I was born and raised in Medellín, Colombia, where I studied accounting. Sports have always been a significant part of my life. I started swimming at the age of three or four, and by the time I was five, I was competing year-round. At 15, I transitioned from competitive swimming to playing water polo, eventually making it to Colombia's National Team.
Maria Gonzalez
Sports have been in my daily routine from a young age, with practices before and after school becoming as natural as eating and showering. Exercise has always been an essential part of my life.
C.I. - When and how did you become involved in the health and fitness club industry?
MG - My initial connection was when I was in college in Colombia. One of my swim coaches asked me if I could help him with the swim lessons he provided. At that point, I didn't know if I had the patience for teaching, but he said, 'Maria, please help me out.' I said, 'Okay, you're in a bind, I will help this one time.' Well, that was the beginning 30 years ago, and I have not stopped since! I started with swim lessons, and it has evolved ever since.
Even early on, when I was around 11 years old, I had my first gym membership. I loved dancing and aerobics, and I was part of some exhibition teams. Then, during college, my accounting classes were in the early morning, so during the day, I had time to work. I built a private program that offered communities and organizations aerobics, as well as dancing and swimming classes to different age groups. I went from one location to another and grew my program. Eventually, I started hiring people who were attending the same school as me but studying Physical Education and Sports Science. So, that's how my journey in the health and fitness industry started.
C.I. - When did your family immigrate to the United States?
MG - I came to the United States in 1998 with my husband, Carlos.
C.I. - Please take us through the next part of your journey.
MG - When we moved to the United States, the first city we lived in was Miami, and I was connected from Colombia to a swim school called Swim Gym at a JCC in South Florida. The owner was Robert Strauss, a former Olympian from Mexico, and I trained with him. I did not speak English that well, but I pushed through. I studied and studied, worked on the language and went through a certification course. After I went through the course, he said, 'Maria, I would love to offer you a job. You are a very persistent woman and don't take NO for an answer. I believe you will do great.' He was the first person who really opened the door for me.
I worked under his leadership for 2-1/2 years while I was in Miami. I was also trying to learn English and going to school at the same time. Miami is a city that has a huge population of people who speak Spanish, so it was extremely hard to be 'forced' to speak English because I was not totally immersed in it.
After 2-1/2 years, we had to make the tough decision to look for a new place. My husband and I determined that, if we didn't move, it would take us a long time to really learn English. A friend of his was here in Greensboro, North Carolina. We really did not know much about North Carolina, so we came to visit. In some ways, it reminded us of home because of the greenery, the hills, the mountains, etc. It seemed like a nice place, so we applied for an apartment. A month later, we were living in Greensboro. That was in 2001. It has been a great place to live, to grow as an individual, and to raise a family. Our son, Isaac, was born here, so our roots are definitely here.
C.I. - Oh yes, Appalachia is a beautiful place to settle down! When and how did you get started at ClubFitness?
MG - When we first arrived, I searched the newspaper for job opportunities. At that time, ClubFitness was known as Pyramids Wellness Center, and they were hiring for all positions. Although my English was limited back then, I knew I could teach anyone to swim, regardless of the language they spoke. I had developed a strong ability to communicate non-verbally through body language, combined with a big smile and a caring attitude that transcends any language barrier. I was very comfortable with hands-on teaching, and I made sure everyone felt safe and comfortable in the water.
So, I put my resume together, sharing all the experience I had over the years as a competitive athlete and swim instructor. I also included all the certifications and courses I had completed. And, they gave me a chance! I started as a lifeguard, and a few months after that, they gave me the opportunity to teach one class. It has just scaled up from there, one step at a time.
I continued to take English classes and do things to push me out of my comfort zone. I am a very outgoing person, so when you aren't able to communicate with people as you would like, it is almost like having your arms tied and tape over your mouth. It was very hard, but it gave me a deep appreciation for communication and for what others might be going through.
Fast forward four years to 2005, and I was offered the position of Aquatics Director. I was given the opportunity to lead a team in an area that had excelled for many years, and I got to work alongside other great leaders and directors. Having grown up in Colombia, I never imagined I would find myself sitting at a table with 14 or so Directors who were all incredibly talented in another country. Sometimes, I would question myself... Where am I? What am I doing here? Do I belong?
I was still adjusting to the culture, learning the language and staying curious, which I continue to do even after 26 years in this country. Every family, every group, every community has its own way of doing things, right? We all come from different places with our own biases, but in the end, there are so many common things that connect us.
But, I knew there was a reason for everything. There are no coincidences in life. Whether it was a small job or a big job, I always gave it my all, and that dedication got me to where I am today.
C.I. - That is beautiful and truly inspiring! Please take us through your journey from Aquatics Director to CEO of ClubFitness...
MG - Of course, it was not a straight shot... It was a 23-year career in the making. A year or two after becoming Aquatics Director, I joined the Operations Team, a group of three Directors responsible for managing the club's daily operations. This role gave me a deeper understanding of what it takes to run a club. Then, two years later, I was offered the opportunity to manage one of our clubs, and I became the Club Manager of our Oak Branch location.
I served as a Club Manager for about eight years before being offered the Executive Director role for both locations. In this role, I was very hands-on with Operations, working directly with about 17 Directors and the two Club Managers. This was a unique challenge, as it involved coordinating different people, positions and styles to work together. Additionally, it was the first time someone had overseen both locations, so I had to be mindful not to favor one over the other. I made it a point to be inclusive, rotating meetings and locations to ensure that everyone at each site felt equally important to the organization.
After eight years as Executive Director, I was named CEO. It has been quite the journey, moving through different roles that allowed me to engage with various departments and teams, learning the diverse modalities and programs we offer and can potentially offer. And, it's a never-ending learning curve, staying relevant and ensuring that we continue to be a special place for the community.
C.I. - Please tell us about your two clubs, Green Valley and Oak Branch (Acreage, square footage, amenities, services, etc).
MG - Our Oak Branch location is a 60,000 square-foot facility situated on 5.5 acres. It features a 10-lane pool, steam room, sauna, hot tub, laser hair removal services, hair salon, Pilates Reformer classes, the Parisi Speed School, Alloy Personal Training, the Michael Phelps Swimming Program, group exercise classes, cardio and strength equipment, pickleball courts and summer camps.
Our Green Valley location is a 40,000 square-foot facility on 2.5 acres. This club offers a 4-lane pool, steam room, sauna, hot tub, spin classes, racquetball courts, a boxing studio, Alloy Personal Training, group exercise classes, barre classes and cardio and strength equipment.
C.I. - What are your price points/membership levels?
MG - Our individual price point for a 12-month commitment membership is $70/month, or a month-to-month membership for $80/month. We also offer a young adult membership for $40/month and a family membership for $129/month (2 adults/2 children under 18 years of age).
C.I. - How many members do you now serve?
MG - Right now, we have around 3,300 members.
C.I. - Who are your Key Staff Members? (Name, role, tenure)
MG - Every staff member is essential to our team. Each person plays a vital role in our organization, and I'm grateful to work alongside every one of them. However, I'd like to highlight our Management Team:
- Elizabeth Johannesen, General Manager, 34 years;
- Josh Hughes, CFO, 23 years; and,
- Gary Castellano, COO, 10 years.
We've all navigated both great and challenging times together, and we know we can count on each other not just professionally, but personally as well.
C.I. - What do you consider your Key Market Differentiators?
MG - For me, personally, and like the vision of our owner, Don Linder, a retired anesthesiologist, he wanted to create a club that was welcoming to everyone, regardless of their fitness level. He wanted it to be a non-intimidating place to work out. The Oak Branch location was built from the ground up for this purpose. When we talk about where we are today and think about wellness and the holistic approach to health, that was his vision 25 years ago.
As I mentioned, Justin, the club was originally named Pyramids Wellness Center. Interestingly, about 15 years ago, we brought in a consultant who suggested we drop the word 'Wellness' from the name because, at that time, 'Wellness' was associated with being for sick people!
C.I. - WHAT!?
MG - Fascinating, right? Looking back, Don was ahead of his time in his approach to health, wellbeing and wellness. So, we rebranded the club as ClubFitness. Despite the name change, our differentiator remains the same: creating a welcoming, non-intimidating environment where people can not only work out but also socialize. We want our members to find a supportive community here. Some might say that offering a wide range of services can be a disadvantage, but we see it as a strength. By providing many different programs and offerings, we attract a diverse group of people who, in turn, interact and build connections in various ways.
C.I. - Speaking of creating community, what do you do to be involved with/give back to the communities you serve?
MG - Personally, I serve on several boards of various nonprofit organizations here in Greensboro, which keeps me deeply involved in the local community. Through these connections and by being active in the area, I often have opportunities to collaborate with nonprofits even if I'm not on their board. For example, the YWCA here doesn't have a pool, but they want to offer swim lessons and water safety classes to their participants and their children, so we partner with them and provide those classes at our facility.
Additionally, we've offered free exercise and dance classes in local parks, making it easy for people to come out and enjoy a free, healthy activity. We collaborate with nonprofit Greensboro Downtown Parks that manages two of the downtown parks, and I organize an event there every month. This event is incredibly popular, sometimes drawing over 1,000 attendees during the event. It's been amazing to see the community come together to dance, laugh and enjoy a fun, friendly family time.
Finally, we're always happy to support local organizations in their fundraising efforts by hosting events at our facility.
We believe that connecting with the community is key. We are part of this community, and personally, I believe you can't just stay within your four walls... You have to go out, get involved and help out. The community has been great to us, and we want to give back. It's also wonderful for our members to see us supporting these causes and places.
C.I. - Well said. Speaking of service, thank you for your HFA (formerly IHRSA) Board Service. Please tell us about that experience so far. Please also tell us about your experience/work with IHRSA before Board service.
MG - Over the years, I've attended many IHRSA (now HFA) Conventions, and I also participated in the IHRSA Institute. I'm a lifelong learner, and I consider myself someone who is always seeking out new knowledge, both to improve myself and to pass that knowledge on to others. As a leader, I believe it's crucial to continuously seek out new ideas, insights and connections. HFA has been an incredible organization to help me do that, whether through their research, events or educational platforms, including the Institute. That's where my initial connection with the Association began.
As I mentioned earlier, I've served on several boards locally, and I was involved in a leadership program through the Chamber of Commerce here in Greensboro that brought together leaders from various industries. After gaining so much from those experiences, I began asking myself, 'What now? How can I give back and use my talents to make a broader impact, not just in my community, but in the industry that has given me so much?' I realized I wasn't yet doing enough to contribute to the fitness industry itself. That's when I felt the call to apply for a position on the HFA Board. I put my name forward, and I was honored to be elected as one of the Board Members.
The experience so far has been fantastic. It's been enlightening to learn from a different perspective, specifically, how an Association like HFA operates. I've gained insight into HFA's Mission, Vision and Impact. Learning from the incredible leaders on our Board and examining together the current challenges and opportunities our industry faces has been invaluable. And, together, we are looking for ways to keep moving forward. This year, I have the privilege of Chairing the Nominations Committee, which is a tremendous honor. I see it as the first of many opportunities to leave a meaningful impact on the Association.
C.I. - Looking to the future, what does that look like in the next 3 - 5 years? For you, for ClubFitness, for the industry.
MG - I'm deeply committed to bridging the gap between the healthcare sector, the fitness industry and our community. By working together, I believe we can adopt a more preventive approach to fostering a healthier community. Locally, I serve on the Board of Trustees for Cone Health, one of our area's largest health systems. I'm also involved with a Health Equity Initiative that collaborates with the Public School System, the City of Greensboro and several other local organizations.
Our focus has been on addressing health disparities within our community, and now, we're taking actionable steps to make a tangible difference in people's lives. It's about developing programs and services that meet the specific needs of different areas within our community. For me, this is both a personal mission and a goal for the organization I work for... to continue serving as a liaison and collaborator with organizations and individuals who share these goals.
The fitness industry is moving in the right direction, but we still have a lot of work to do. One of the biggest challenges is engaging the 80% of people who aren't currently working out. We need to rethink our strategies and find new ways to reach them. What we've done in the past isn't enough; we need to innovate.
These next three to five years are going to be incredibly busy! Like many others, I can't sit still. I'm always searching for those key players to connect with and considering what initiatives we should start or join to make a real impact. The future is about collaboration, innovation, and making a lasting difference in our community and industry.
C.I. - Again, well said. It's the Holy Grail industry. I know I have been writing about it for almost 20 years, and the topic is older than that. Every year, we make more and more progress. One day, I hope that it becomes the snowball that makes it all the way down the mountain! To close this interview, what key lessons and pieces of advice do you have for our readers?
MG - If we truly want to move the needle toward a healthier world, we need to meet people where they are. As I mentioned earlier, it's about bridging and connecting the dots across all aspects of a person's life: community, fitness facilities, schools, healthcare systems, local organizations and businesses. We all need to work together to ensure access to healthy food, good physical and mental health services, gyms and nonprofit fitness facilities, and youth sports. I believe that, by collaborating and taking a more preventive approach, we can foster healthier communities, and ultimately, a healthier world.
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Thank you to Maria Gonzalez for sharing her incredibly inspiring story! We hope it was empowering for you to read. Like the fabric of cultures, languages and life experiences that already make this country great, leaders like Maria will continue to make this industry greater! Thank you, Maria, for your service. Thank you all for reading! Happy Fall.
