Norm's Notes for September 2025
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Norm Cates and Rick Caro
■Hello Everybody! This is your Club Insider Founder and Tribal Leader Since 1993 checking in with our 381st monthly edition of this 30+ year running club business publication I refer to as: A Labor of Love! I'm very thankful that you've tuned in again for this iteration of Norm's Notes, as I proceed on my keyboard with my longtime habit of "Telling-It-Like-It-Is!" I'm really happy that you're reading this edition, and I want to THANK YOU ALL for sticking with us every month! As usual, we have a bunch of health and fitness club business news, so please read on!
■Is AMERICA a GREAT COUNTRY, or WHAT!? Hmm... hmm... hmm! And, as usual, let me start these Norm's Notes with my normal monthly salutation to you all: GOD BLESS AMERICA and GOD BLESS YOU, YOUR FAMILY and YOUR BUSINESS!!!
■On Sunday, August 31, 2025, I received the extremely SAD and incredibly BAD news that RICK CARO, my friend of 50+ years, and a Co-Founder of IRSA (then IHRSA and now HFA) with me and five others, has passed away. For many years now, Justin and I have called him "UNCLE" RICK. And, I've always referred to Rick as our Industry's Best Friend. Please see the Cover Story on Page #3.
The following announcement from the HFA was sent out, and I quote the HFA words verbatim: "With deep sorrow, the Health & Fitness Association shares the news about the passing of Rick Caro, President of Management Vision, and one of the Association's founders, who left us on August 30. Rick was a pioneer, a mentor, a visionary and a tireless advocate for our industry and the people within it. His influence shaped generations of leaders, and his legacy will continue to inspire us all. This past March, Rick was honored as part of the inaugural class of the HFA Hall of Fame, a fitting tribute to a life dedicated to advancing the industry, championing its credibility, and building a strong professional community. In the days ahead, we will share additional reflections about Rick and details about a funeral service. Please keep his beloved wife Sue, his family, and the many friends and colleagues who were touched by his generosity and wisdom in your thoughts and prayers."
MAY "UNCLE" RICK CARO REST IN ETERNAL PEACE.
■Crunch Fitness Franchisees Honor 9/11 First Responders with Stair Climb Remembrances - CR Fitness Holdings and Fitness Ventures, leading and fast-growing franchisees of Crunch Fitness, once again hosted their annual 9/11 Stair Climb on Thursday, September 11th. This event serves as a powerful tribute to responders who bravely served on that tragic day in 2001 and those who continue to protect our people today.
■24 Hour Fitness, a leader in the health and fitness industry for more than four decades, announces an education partnership with the International Sports Sciences Association (ISSA), a global leader in fitness and wellness certifications. In an industry first, 24 Hour Fitness will ensure that its nearly 250 General Managers (GMs) are certified Certified Personal Trainers (CPT) and most with ISSA, elevating leadership expertise across all club locations and enhancing the member experience from the top down.
■Gold's Gym, the iconic global fitness brand, has signed a master franchise agreement to open 60 locations in Brazil within the next ten years. A Gold's Gym Brazil flagship location is slated to open in 2026, with other initial openings in São Paulo, Rio de Janeiro and Brasilia. The franchisee group is led by Dan Chor, a fitness industry veteran and Co-Founder of BodyTech. He's joined by Felipe Frajhof, Washington Kasprzykowski and Michel Amorim, seasoned entrepreneurs with extensive experience in real estate development and scalable business operations in Brazil.
■Genesis Health Clubs, the largest privately owned health club chain in the United States, announces the acquisition of Pelican Athletic Club in Mandeville, Louisiana, just north of New Orleans on the Northshore of Lake Pontchartrain. This marks the company's 78th location nationwide, its third in Louisiana, and its ninth acquisition of 2025, adding to existing Louisiana clubs in Slidell and Baton Rouge.
■Pickleball Kingdom, the world's largest indoor pickleball entity, announces its continued expansion in New Jersey with a new facility planned for Old Bridge. With its Hamilton club already open, new locations slated for Watchung and Tinton Falls this winter, and another site under consideration in South Brunswick, the brand continues to accelerate its growth across New Jersey.
■The American Council on Exercise (ACE) announces establishment of its Certification Advisory Board, which will provide strategic guidance to ACE's Credentialing Department in its ongoing effort to deliver high-quality certification programs to health and exercise professionals worldwide.
■After years of welcoming the health and fitness community in person, ACSM will present its 2026 Health & Fitness Summit in an online, on-demand format. This decision was made following thorough consultation with key stakeholders, including certified professionals, the ACSM Employer Advisory Board, regional chapter leaders and ACSM leadership. The consistent message: multiple days away from clients and rising travel costs make it challenging to attend in-person.
■JUSTIN and I want to THANK YOU for reading Club Insider! We appreciate you being with us. And, in particular, WE VERY SINCERELY APPRECIATE ANY and ALL SUPPORT OF OUR ESTEEMED Club Insider ADVERTISERS! PLEASE DO BUSINESS WITH THEM and WHEN YOU DO, PLEASE TELL 'EM Club Insider SENT YOU! THANK YOU ALL!
■God bless our troops, airmen and sailors worldwide and keep them safe. Thank you, Congratulations and Welcome Home to all of our troops who have served around the world. God bless America's Policemen and women and Firemen and women; keep them safe. Finally, God bless you, your family, your club(s) and your members. God Bless America! Laus Deo!
