Fitness clubs resolve to bulk up in new year

What Thanksgiving is to turkey sales, New Year's is to the fitness industry.

On Jan. 1, millions of Americans resolve to get into shape. By some estimates, January can account for 12 to 15 percent of a club's new members for an entire year.

Boston Sports Clubs, already a dominant player in the region, is aiming to capitalize on the rush by opening four new clubs in early 2006, including what may be the city's first round-the-clock workout facility.

''We consider them our biggest competition," said Gary T. Klencheski, chief executive of the rival Fitcorp chain.

Boston Sports Clubs is part of Town Sports International, a private company that also operates clubs in the New York, Philadelphia, and Washington, D.C., markets. At the end of the third quarter, Town Sports reported having 137 clubs and more than 410,000 members in the United States.

The company is replacing an existing club in Copley Place, and, if permits can be obtained, the hope is that the replacement will eventually be open 24 hours a day part of the week so that night owls can pump iron at 2 a.m. And for the evening commuter who wants to squeeze in some cardiovascular exercise before catching the 6:20 to Natick, there are plans for a new gym near South Station.

Just in time for all those folks making New Year's resolutions, the chain is opening a facility in Watertown Jan. 1 and a club in the South End a short time later.

Boston Sports Clubs will end 2005 with 18 local clubs, but Town Sports International chief executive Robert Giardina said he thinks he can roughly double that number in the next five years.

''Our members want convenience," Giardina said. ''So we want to be convenient to where people work and live."

When Klencheski opened his first Fitcorp in the Financial District in 1979, his closest rival was a YMCA near Northeastern University. Today he estimates the Financial District is home to a dozen clubs.

But if competition for a piece of the pie is fierce, at least the pie is growing, helped by a medical profession that's constantly talking about the virtues of fitness and the dangers of obesity. Between 2000 and 2004, the number of people belonging to health clubs rose from 32.8 million to 41.3 million, according to the International Health, Racquet & Sportsclub Association, a trade group. During the same period, annual industrywide revenue increased from $11.6 billion to $14.8 billion.

Much of the growth is coming from baby boomers. Health clubs were once mostly for consumers in their 20s and 30s. But by 2004, the number of health-club members over 55 was 10.2 million, up from 6.8 million in 2003, said association spokeswoman Brooke Correia.

As a result, many clubs are making changes.

To accommodate members who can't do high-impact aerobics very often, Sports Club/LA plans to add more space for yoga and Pilates studios.

''Our target market is people in their mid-40s, and what they want is kinder and gentler forms of exercise," said Smaiyra Million, a Sports Club/LA executive.

Meanwhile, a Texas-based chain of no-frills franchise clubs called Curves targets middle-aged women who, in many cases, hadn't exercised before. Curves has about 230 locations in Massachusetts.

Susan Hames and Lynda Corn own a Curves franchise in Revere. Their club has no showers, no treadmills, and no men. At this women-only club, exercise machines are grouped in a circle and designed for speedy workouts.

Hames said many of her members ''felt other gyms were intimidating," and Curves provides them with a comfort zone.

''You don't feel like you need to dress like a glamour queen when you go work out," said Elaine Antonucci, 55, a member of the Curves in Revere.

Another fast-growing demographic in the fitness industry is kids.

Between doctors warning about children's obesity and some schools cutting back on physical education, many parents are enrolling in health-club family plans.

A few years ago, Frank and Stacey Santo signed up for a summer pool membership at Boston Sports Clubs in Wellesley. Their three children enjoyed it so much they became year-round club members. Thanks to a recent expansion largely to accommodate kids, this club features rooms for laser tag, gymnastics, and birthday parties.

Frank Santo, a restaurateur, said the club is great for his 8-year-old son.

''We have to limit his video game time," Santo said. ''Any time we can get him moving around, we do it. As parents, we have to set an example. We want our children growing up knowing that exercise should be part of your day."

The new Boston Sports Clubs in Watertown also aims to be family-friendly. But when it opens, it's likely to be saturated with adults who have just made New Year's resolutions.

Chief executive Giardina has seen it all before. People will seize on any excuse not to exercise. But today there is a difference.

''A typical member gets very active around New Year's," he said. ''Then they slack off. Years ago, they would have just disappeared. Now they come back."

Chris Reidy can be reached at reidy@globe.com.