Start-ups: September 2006
EMPOWERING THE URBAN ATHLETE
Drs. Bill Wells and Kevin Jardine are learning how to balance the demands of practice with their very active lifestyles. Both men like to compete in endurance races of all kinds. Several months ago, they kicked their professional life up a notch by setting up the Urban Athlete. Their multidisciplinary therapy and athletic personal training centre is situated on Toronto’s Eglinton Ave. West at the north end of upscale Forest Hill.
The Urban Athlete embodies what these men want in a successful practice that reflects their own values in exercise, conditioning, and the pursuit of sport. The highly skilled personnel include three chiropractors, two physiotherapists, seven strength coaches and personal trainers, a massage therapist, an athletic therapist, a holistic nutritionist, and administrative staff. Part-time reception and training positions are offered to chiropractic students, who benefit from observing this business model.
The 4,000-square-foot facility is surrounded by seven-foot windows, through which natural light bathes the hardwood floors. Frosted glass walls divide the five treatment rooms, personal training and conditioning space, and the area used for indoor cycling and Pilates classes. The best equipment available was carefully selected, including Woodway treadmills and Keiser functional trainers and half-rack squatting stations.
The Urban Athlete aims to excel in client satisfaction. The owners feel that education is a keystone of their patient interaction, since it pays off in greater awareness and empowerment. With an integrative approach aimed at enhancing care, Urban Athlete’s practitioners are encouraged to work with one another to share insight and practice experience. Each staff member plays a role of equal importance, as long as the people who use their services are brought closer to their goals.
What is the intended market demographic? According to the company’s website: “If you jog on the weekend with the dog or compete in Ironmans, you are an urban athlete.”