Ice Skating Training Facilities

Hosted by
San Diego Figure Skating Communications

Strategy & Implementation Summary 

For this analysis, the project will be known as the Ultimate Sports and Fitness Center Inc.
      The Ultimate Sports and Fitness Center Inc. has a very large potential market because of the small number of recreation and fitness facilities operating in the community and within a radius of 3 hour driving time. Because of this, the new business is expected to quickly dominate the sports and fitness market. This will be accomplished by actively and continuously promoting the Ultimate Sports and Fitness Center Inc. through radio and print advertisements, social media and by hosting and supporting various community events.

Competitive Edge
    The Ultimate Sports and Fitness Center Inc. holds an edge over competitors because its the only multisport complex, that when built out, will offer a multipurpose sports arena and two year round Olympic practice ice skating surfaces available for the membership and the community to use and/or rent. On top of this, the scope and variation of the sports and fitness programs that will be run from this facility will be unmatched by any other facility in the area.

    Another competitive edge is the strategic location, size, and commuting time to the facility that will attract many people into the complex.  It would be extremely desirable to have bus, light rail, and vehicle transportation directly to the center with bus and light rail stations on the site or within easy walking distance.

    Train, Interstate bus, air, and highway access is a major plus if there are plans to attract conventions, trade shows, conferences and National/International sports competitions.

    By maintaining our focus in our strategy, marketing, program development, and fulfillment, The Ultimate Sports and Fitness Center Inc. will be known as the top sports and fitness venue within a 3 hour driving radius. The competitive edge of our facility may be diluted if we become complacent in our program development and implementation. It will be important for the Ultimate Sports and Fitness Center Inc. to keep up with the current trends in both sport and fitness programs.

Sales Strategy
    Sales in the sport and fitness club business are based on the services and amenities provided by the facility. The "something for everyone" slogan fits perfectly with the Ultimate Sports and Fitness Center Inc. All of the users of our facility must feel like they are getting the best possible value for their money. The marketing will monitor other facilities to see if they offer better prices for comparable services, The Ultimate Sports and Fitness Center Inc. will offer membership options to provide quality services at competitive prices.

    Individuals and families interested in obtaining a membership at the Ultimate Sports and Fitness Center Inc. will be able to sit down with a representative and be notified of all of their membership options. During this discussion, all potential members will be also be informed of all of the services, programs, and amenities the Ultimate Sports and Fitness Center Inc. has to offer. It will be important to establish a relationship of trust with potential members as membership retention (renewal) is an important aspect of the business plan.

Forecast of Revenues
     The following table and chart give a run-down on forecasted sales for each of our sources of revenue.
Revenue projections are based on a specific classes of membership and additional charges for specific services such as personal training.

Walk up - guest passes are available for public ice skating and swimming sessions; access to fitness center and weight lifting equipment. A picture ID will be required to use a coded key card for access and charging limited services (1 day use walkup guest). At the end of the day the total amount is charged to a bank credit or debit card.

     All monthly and annual members will receive a coded key card with their picture ID. The cards are not transferable. Use of a membership card by anyone but the holder of the card will result in the confiscation of the card and suspension of membership privileges.

Basic Member Package - covers the use of basic facilities of center, including discounted public sessions for ice rink, swimming pool, fitness center & equipment, indoor bike and walking track, dressing rooms, access to "quiet room" for homework, with access to facility wide WIFI connection. Basic membership does not cover fees for skate rental, towels, or lockers. The member may use the coded key membership card that is provided for purchasing equipment and services to be paid in full on a monthly basis. Major expenses such as boots, blades and related equipment and clothing may be put on an extended payment plan that will incur interest charges.

     The membership card can be used for all services including restricted swimming and ice sessions, reserving courts, private coaching, food and beverages, lockers, and towel fees. At the close of each month, the total would be charged to the master credit card covering the account. Charges to the member's card can be made for group lessons, sports equipment, in-house league fees, reservations of courts for games & matches, plus access to swimming and skating sessions that have skill requirements.

     Paying the basic membership fee on an annual or semi-annual basis will result in a discount. In a family membership, each member has a separate card that identifies the charges that they made which will be billed monthly.

     Fees charged by private organizations such as, gun, swimming, gymnastic, hockey, speed, curling or figure skating clubs, may not be charged to the member's account.

     All private coaching/instruction is provided by independent contractors and lesson time must be reserved through the office and paid in advance or charged to a credit card.

    Members may paid in advance each month's anticipated charges and receive a discount for group lessons and limited access swimming and skating sessions.

Annual Membership

After Opening

Grand opening
Basic individual membership $40.00
Second family member (spouse, legal life partner, or child) $35.00
Third family member - child $25.00
Fourth family member - child  No additional charges after 4th member

   The membership year would run for 52 weeks from the date the membership is purchased. Memberships sold prior to the Grand Opening would start from the official opening of the facility. 

   A small increase in membership fees would correspond with additional stages of the facility coming on line.

   A family membership - husband, wife and two kids would be $145 per year.
  • A monthly payment would receive a discount of 5% on all goods and services paid by the membership card

  • A semi-annual payment would result in a 12% discount on all goods and services paid by the membership card.

  • An annual payment would result in a 20% discount on all goods and services paid by the membership card.

    NOTE: No discount would apply on fees charged by gun, swimming, gymnastic, hockey, speed, curling or figure skating clubs.
    Group classes, equipment rental fees, lockers, and towels are available on a space available basis for an additional fee.

    Camps, clinics, and seminar/workshops are extra services for which discounts apply.

    Individual or partnered court rentals are charged at the time of the reservation of specific time slots for handball, squash, and badminton courts, baseball and tennis cages for hitting practice, golf driving range, putting green, shooting and archery range, etc.  Fees will vary according to the type of facility and length (or block) of time or balls in the case of tennis, baseball, and golf are part of the rental fee. Additional balls are available for a small fee.  Ammunition, and arrows can be purchased at the Sports Shop.

   Team sports requiring larger facilities such as the swimming pool, ice rink, lacrosse and soccer fields, volley ball courts

Projected Revenues will depend on the order & timeliness the facilities are constructed

Revenue Sources
Pre-Grand Opening
Ice Rink & other sports Indoor Pool & Full Service Restaurants 2nd Practice Ice Rink Ice Arena & Sports Bar Meeting rooms, & Banquet facilities
Trade Show
Membership Fees

Walk-in Fees

Court Rentals

Public Ice Sessions

In-House Ice Sessions

In-House Pool Sessions

Contracted Ice Rentals

Contracted Pool Rentals

In-House Leagues

In-House Group Class Lessons

Camps, Clinics, Seminars

Personal Training

Sports Shop

Food Court

Massage Therapy Clinic

Fitness Equipment

Meeting and Banquet Facilities

    The table below lists important program milestones, with dates and managers in charge, and budgets for each. The milestone schedule indicates our emphasis on planning for implementation.

     What the table doesn't show is the commitment behind it. Our business plan includes weekly meetings during construction to track and discuss any variance from projections. After opening, monthly meetings will be held with department heads to if projected revenues and operating expenses are in track so corrective steps can be immediately implemented.

Project Development Milestones
Milestone Time To Complete
Start Date End Date Budget Manager Department
Legal fees for startup company
1 - 2 mos

$0 Attorney
Business Plan 3 - 6 mos

$0 Consultant Accounting
Concept Plan Review 4 wks

$0 TBA Business
Preliminary Engineering Specs
1 - 2 mos

$0 Engineering

Site location and acquisition
1 - 2 mos

$0 Engineering Business
Site review and layout
1 - 2 mos

$0 Building Code
4 wks

$0 Research/Analysis

Marketing Analysis
4 wks

$0 Marketing
Financial Backing Presentations 4 wks

$0 Consultant Department
Legal fees to establish Offering
3 - 6 wks

$0 Accountant Legal
Logo Design 4 wks

$0 Graphic Designer
Graphic Arts
Tax and Securities Vetting
1 - 2 mos

$0  Tax Attorney Legal
Web Site Development
2 -3 mos

$0 Web Designer

Recommended Reading:

Health & Wellness Services


  1. Park and Recreation owned and operated community rinks
  2. Church Owned and Operated Community Centers
  3. Private Membership Skating Clubs
  4. Privately Owned Rinks Open to Public
  1. Market Analysis Summary
  2. Amenities and Services
  3. Naming Rights
  4. Strategy and Implementation Summary
  5. School and Community Programs & Activities
  6. Charter Schools
  7. Competitive & Recreation Athletes Health & Wellness Services
  8. Management Summary
  9. Job Descriptions
  10. Financial Plan
  11. Ice Rink Executive Summary
  • Historical References:

The following internet links have been gleaned from personal communications
combined with information from public institutions and athletic organizations/
associations that have a web presence with information concerning team and
individual sports programs:

Sports & Learning Complex Business Plan
Market Analysis Summary
Sports Facility Amenities
Sports Facility Services
Naming Rights
Strategy and Implementation Summary
Community Programs & Activities
Competitive Sports & Recreational Activities
PDF  Marketing Skating To Schools
PDF  Long Term Leasing Skating Rinks

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The limited use of the materials for education purposes is allowed providing
credit is given for the source of the materials.

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