February 2017 Cover Story Preview: Cherry Creek Athletic Club – The Evolution and Success of One of Denver’s Premier Athletic Clubs
Posted: February 7, 2017 in Other News
Cherry Creek Athletic Club
Change… Improvement… Evolution… It can go by any of these names. And, possibly even more so than in the general business world, in the health and fitness club industry, those who earn success do so by constantly changing, improving and evolving their craft. A classic tale of this approach, which we have documented in Club Insider numerous times, is that of Red Lerille, Owner of the world-renowned Red’s, located in Lafayette, Louisiana. When it comes to improvement, his mantra is simple but absolute: Each and every month, change and improve at least one thing. Even small changes, in aggregate over time, can create an entirely new identity for a business, one that knows the essence of success.
This month’s cover story subject, the Cherry Creek Athletic Club (CCAC), located in Denver, Colorado, is another renowned facility that has evolved and created success. The CCAC has been the recipient of numerous awards locally, and nationally, it is one of the few independent, single-club facilities honored by Club Industry with its yearly Top 100 Clubs distinction. Others on that list include East Bank Club, Dedham Health and Athletic Complex, The Claremont Club and Rochester Athletic Club, so the CCAC is in great company (I might also add that each of these clubs has also been a Club Insider Cover Story Subject at one time or another).
Acquired by the Millice Group in 1994, the CCAC used to be known as the Sporting Club of Cherry Creek. At that time, during the late decline of racquet sports, the Sporting Club featured a myriad of athletic activities and amenities, as well as a strong social component, but it was still predominately a racquetball and squash club. Through the utilization of constant change and improvement projects over the next 20+ years, CCAC evolved into one of Denver’s premier athletic clubs, offering an equally expansive list of amenities and offerings. CCAC did not rest on its laurels, though, recently embarking on and completing another extensive facility-wide renovation and 18,000 square-foot expansion, bringing the club to approximately 125,000 square feet.
Throughout the history of business, the footnotes of the story that has been told is comprised of those who did not evolve, and thus, are no longer with us today. Ultimately, the present and the future are governed by the victors, but a business can never rely on its previous success and expect others not to come for the crown. With CCAC’s history of always pushing forward, their future is very exciting.
But, don’t take my word for it, I welcome you to read on as we interview Janet Fletcher, General Manager, and Clayton Millice, Vice President of Millice Group Ltd., learning first-hand the story of Cherry Creek Athletic Club.
Read all about it in the upcoming February 2017 Edition of Club Insider!
