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The Longfellow Health Clubs: Passion Culture

The Client: Longfellow Health Clubs is a network of local health and sports clubs, holistic health centers, children's centers, and camps that serve 12,000 members and an additional 10,000 clients every year just outside of Boston. In addition to standard exercise rooms and classes, Longfellow offers world class indoor tennis, daycare, swimming, basketball, children's program and summer camp.

The Problem: The recession and new competition were hitting Longfellow&