Brainstorming a way to increase revenue to purchase new equipment, New Valley Athletics came up with an idea that not only raised revenue, but increased memberships as well. The idea, the HMO Quarter Membership, established a joint program with a local HMO.

The HMO agreed to pay New Valley Athletics $1 per month for each of its subscribers. Participants were signed up to use the club on limited-use memberships (1/4 membership), which were only valid on Tuesdays and Thursdays from 10 a.m. to 4 p.m. and 7 p.m. to 10 p.m., and on Saturdays from noon to 5 p.m. The HMO paid for all the printed materials used to promote the program and implement Par Qs.

They even paid for shirts and water bottles, and are currently working on a television commercial to further promote the program.

The program has been so successful for New Valley Athletics, raising revenue by 20 percent with expenses less than 5 percent, that other clubs are sure to try and duplicate this arrangement. As an added bonus, New Valley Athletics has been able to turn many of the HMO participants into full-time members (without losing the HMO’s financial support), and the business’ reputation has grown as people call to find out if the program is for real.