SME universe | Cardio Plein Air relaunches Énergie Cardio gyms

The Énergie Cardio branch in Lebourgneuf, in Quebec, reopened its doors last week. This seemingly banal news could well mark the relaunch of this channel, which emerged damaged from the pandemic period.

The year 2024 got off to a bad start for Énergie Cardio. The company placed itself under the protection of the Bankruptcy and Insolvency Lawand several branches closed their doors.

A Sherbrooke company, Cardio Plein Air, refused to let the brand die.

“It has still been a Quebec flagship for more than 30 years, THE reference for indoor training in Quebec. We bought the brand, we especially didn’t want it to be bought by the competition and completely forgotten,” says the company’s general director, Thibault Gonnet.

Cardio Plein Air offers outdoor group training services and includes 50 franchises throughout Quebec. Because of its name, several customers already thought that the company had a link with Énergie Cardio.

“We’ve been confused from the start! We didn’t hesitate for more than five minutes before deciding to buy the brand,” relates Thibault Gonnet.

The method of operation is different from what existed before. These are independent operators who operate under the Énergie Cardio brand, a less restrictive model than that of franchising.

For example, the Lebourgneuf branch is administered by two entrepreneurs affiliated with Cardio Plein Air, Sylvie Clusiau and Alexandra Tardif-Hébert. They will therefore be able to offer additional services to their customers who already see them for outdoor training.

“It’s an area where there’s a lot of competition, it’s hard to make a name for yourself. Operators benefit from the boost of being associated with the Énergie Cardio name,” explains Mr. Gonnet, specifying that his organization maintains a right of oversight over the quality of the product.

“We couldn’t let just anyone enter the network with 15-year-old equipment or even neglect housekeeping. This could be detrimental to the brand, there are standards to respect. But we are not franchisors [pour Énergie Cardio]they are not our employees. »

Rebuilding the network

The reopening of the Lebourgneuf branch brings to 10 the number of Énergie Cardio gyms still open in Quebec.

What are the plans for the coming years? Despite competition coming in particular from chains of American training rooms, Thibault Gonnet wishes to rebuild the Énergie Cardio network to bring it back to 40 or 50 branches, perhaps even more, across Quebec.

He does not believe that the bankruptcy has tarnished Énergie Cardio’s name among the general public. “The people are still there. That Quebec products and companies remain in Quebec is very important to us. »

Expansion pour Cardio Plein Air

Cardio Plein Air was founded in 2000 and purchased by the investment company LÉVO in 2022.

It is itself expanding outside of Quebec. Two franchises have just opened in Ontario, and another is expected to open in November in Pompano Beach, Florida.

“The pandemic helped put us on the map. People rediscovered the outdoors, the parks in front of their homes, reconnected with the idea that we could do many things other than practicing a given sport… it really propelled us,” says Thibault Gonnet.

Major projects for the succession of Immeubles Félix Roussin

A third generation of Roussins takes control of the company Immeubles Félix Roussin, in Quebec. The brother-sister duo composed of new president Olivier Roussin and vice-president Maude Roussin has launched a project to expand its industrial building on Kepler Avenue by more than 10 million, which will triple the surface area of ​​the building. here and to welcome new tenants in this industrial sector. Among other upcoming projects: a residential and commercial development in the Chaudière sector, in Quebec, “a stone’s throw from the future tram terminus,” indicates the company.

A booming market for MBH furniture & human office

The company MBH furniture & human office has seen its revenues increase by 120% in three years, a source of pride for general director and partner Laurie Compartino, who took the reins of the company in 2021. “When you take over a company with so much potential in a booming market, it can be tempting to make a big change. I preferred to be wise and ensure that each member of the team adheres to my vision,” she says. MBH has existed since 1958 and is currently benefiting from the reorganization of office spaces that several companies have been focusing on since the advent of hybrid working. The Quebec company recently furnished the Beneva offices as well as the Gabrielle-Roy library. It modernized its brand image, in particular by modifying its logo and now using the name “MBH furniture & human office” rather than “MBH office furniture”.

Beneva becomes a shareholder of the Cloutier Group

The financial services firm Cloutier Group has counted on Beneva as a minority shareholder since the beginning of the month, support which should allow it to accelerate its growth while maintaining its autonomy. “It is essential for our family to remain the controlling shareholder and continue to be at the heart of our organization, thus ensuring that our vision and fundamental values ​​remain intact,” says Patrick Cloutier, president and partner of the Cloutier Group, located in Trois-Rivières. “We are enthusiastic about the conclusion of this partnership which will help support our development in Quebec in personal insurance,” says Jean-François Chalifoux, President and CEO of Beneva.