A little background to start. In February, 21 centers, including 14 franchisees, were operating in Quebec under the Énergie Cardio banner when the company placed itself under the Bankruptcy and Insolvency Law.
In April, when the brand was acquired by Cardio Plein Air, there was only one center left in Quebec, two in Lévis and nine in the rest of the province. Cardio Plein Air specializes in outdoor sports.
“We did not want to let this Quebec flagship of indoor training die. It’s been around for 30 years,” relates the general director of Cardio Plein Air, Thibault Gonnet.
“It made sense,” he continues. We have similarities. People confused us because of the word cardio in our names. They thought we had a link with Énergie Cardio.”
Unlike previous managers, the management of Cardio Plein Air has chosen to operate the brand under license.
A formula that pleased Alexandra Tardif-Hébert, owner of two Cardio Plein Air franchises, in Charlesbourg and Beauport.
“After eleven years of managing my two franchises, I felt the need to develop new skills. The purchase of the Énergie Cardio brand image by Cardio Plein Air in the spring gave me the desire to take on this challenge,” confides Ms. Tardif-Hébert.
“Unlike when I started in entrepreneurship, I feel less need for a safety net. The license comes with more work, but it also gives me a lot of freedom,” she adds.
Like her, eight of the Énergie Cardio branches decided to continue the adventure with the new formula. The others, including the two gyms in Lévis, chose to change their name.
Lebourgneuf
But there is no question for the business leader to take on this challenge alone. She therefore turned to her assistant and trainer at Cardio Plein Air, since 2019, Sylvie Clusiau, to convince her to join her.
“I wasn’t completely jumping into the unknown, although, unlike Alexandra, I had never owned a business before. I said yes right away and quit my job as an administrative assistant to a financial planner. We are friends and our strengths are complementary,” explains Ms. Clusiau.
“She gave me a blank check. She hadn’t even seen the place. I asked him to become my partner after visiting him. Then we negotiated for several months with Cardio Plein Air. Sylvie entered the gym for the first time on August 1st.”
— Alexandra Tardif-Hébert, co-owner of Énergie Cardio Lebourgneuf and owner of two Cardio Plein Air franchises
Speaking of the premises, it hasn’t moved. It is still located at 825 boulevard Lebourgneuf. “As we began discussions shortly after the purchase by Cardio Plein Air, the premises remained as is. A chance for us, because bringing equipment is very expensive,” rejoices Ms. Tardif-Hébert.
What’s next?
Cardio Energy Lebourgneuf is the first branch to reopen after closing following bankruptcy.
As soon as they collected the keys, the two new owners set to work to reach the former subscribers of Lebourgneuf and Charlesbourg to tell them the good news.
“A lot of people are coming back. Others told us they were going to resubscribe. They are waiting to be able to cancel their current subscription at another gym. We expect a tsunami in the spring,” suggests Ms. Tardif-Hébert.
And it’s not just customers who are returning to the fold.
“The day we posted the news on social media, we received many messages from group class instructors and private trainers. They gave us availability. About 90% of our employees are gym veterans.”
— Sylvie Clusiau, co-owner of Énergie Cardio Lebourgneuf
The two accomplices are already thinking about the future with possible other Énergie Cardio branches in their sights.
“We will give ourselves time to do things well here, but the door is open to repeat the experience. We have learned a lot in the last two months. So, if we replicate the model, it will go much faster,” says Ms. Tardif-Hébert.
A wish that will certainly not remain a dead letter as Cardio Plein Air plans to inaugurate one new gym per month in the next year, according to its general director, Thibault Gonnet.
In the meantime, the two enthusiasts of outdoor training intend to create links between the two worlds.
The nine Énergie Cardio gyms
- Beauharnois
- Beloeil/McMasterville
- Lebourgneuf
- Mirabel
- Sainte-Foy for Her
- St-Hubert
- Sorel-Tracy
- Trois-Rivières
- Valleyfield
