February 2005 Client of the Month

Suzann Holton
Slim and Tone - S&B Fitness LLC
Waterloo and Cedar Falls, IA

After 20 years in high pressured corporate sales and marketing, Suzann Holton wanted to do something different. "I had seven different bosses and gave 200 percent in each job. I worked hard but decided it was time to work hard for myself and my family." With a passion for fitness and in helping others, Suzann explored the possibility of purchasing a "Curves for Woman" fitness center franchise. After finding that franchise was already taken in the Cedar Valley, Suzann recognized that if there was more than one place to buy a hamburger, then why couldn't there be more than one fitness center for women?

Suzann then went online and searched for women fitness facilities. In conducting her research, Suzann found a newer franchise called Slim and Tone - Express Workout for Woman that offered a unique niche. "I was impressed with their process in using adjustable weight resistance machines and the start-up costs were reasonable." Using her savings, Suzann opened Slim and Tone of Cedar Falls in December of 2003. Within 14 months, the Cedar Falls operation was recognized by Slim and Tone in 2004 as one their fastest growing centers.

With that success, Suzann naturally looked toward Waterloo in opening a potential second location. "I want to build the business differently there by owning the building and offering a larger floor plan with more amenities." Knowing the proposed Waterloo location would involve more, Suzann worked with the UNI Regional Business Center in developing an expansion plan. "They kept me focused and gave me direction. They really helped me in determining market potential to develop realistic numbers." With those numbers, Suzann was able to craft a $500,000 expansion plan securing funds through various partners including Black Hawk Economic Development, the Iowa Department of Economic Development (through the Targeted Small Business Program) and Community National Bank - Cedar Valley.

In March of 2005, Suzann will open Slim and Tone of Waterloo near the intersection of Kimball Avenue and Brookeridge. As far as future plans, Suzann will remain focused on her two operations in the Cedar Valley. "I contribute my success to the fact that I live here and meet and greet members on a daily basis." In asking her how entrepreneurship changed her life, Suzann reacted, "It has been spiritual and inspirational. Having a member go down in dress size and providing a testimonial through word of mouth is the ultimate way to market!"

Slim and Tone is open from 6 a.m.- 8 p.m. Monday through Thursday, 6 a.m. - 7 p.m. Friday, 8 a.m. - noon Saturday, and noon - 4 p.m. Sunday. To learn more about Suzann Holton and her fitness center for women, contact the UNI RBC-SBDC at 319-236-8123.

Suzann Holton
Slim and Tone - S&B Fitness LLC
2520 Melrose Dr.
Cedar Falls, Iowa 50613
Phone: (319) 277-8663

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