ISCC Fitness Center: From Olympic Ice to Boutique Fitness Center

ABC Glofox Customer: ISCC Fitness Center

• Simsbury, CT
• Boutique Fitness Center
• ~4 Years with ABC Glofox

Key results:

• 350+ clients and counting
• 43% PT growth YoY
• 35+ classes/week

A Legacy Facility With a New Mission

The International Skating Center of Connecticut has been part of Simsbury since 1994. Built as an Olympic figure skating training center, home to Scott Hamilton, Oksana Baiul, Viktor Petrenko, it spent decades as one of the most recognized skating facilities in the country.

When new owners purchased the building four years ago and brought it back to life, they saw an opportunity beyond the ice. Could a boutique fitness center thrive inside an iconic skating facility? They brought in Fitness Director Jackie Voelker to find out.

In September 2022, ISCC Fitness Center opened its doors: small, intentional, and built for a post-COVID member who wanted something the big box gyms couldn’t offer.

The Challenge

ISCC Fitness Center wasn’t starting from zero. Most locals knew ISCC for skating and hockey, not gym memberships. Jackie had to create demand for a fitness experience people didn’t expect to find inside an ice arena, while competing with larger, more established big box gyms in the area.

The post-COVID moment actually helped. Members wanted smaller classes, cleaner spaces, and a more personal environment. ISCC fit that niche perfectly.

But running a boutique fitness center inside a multi-use sports facility came with its own operational complexity:

• No clear way to grow general membership when athletes had the floor during peak hours
• Instructor costs adding up whether classes filled or not
• Multiple services running across the same space with no unified system to manage them
• Marketing spend that had to work harder than the competition’s just to get noticed

The solution had to be flexible enough to handle all of it without overcomplicating the day-to-day.

Why ABC Glofox

Jackie came to ISCC Fitness Center with over 30 years in the fitness industry. She knew what she needed and what she didn’t.

From the first interaction, ABC Glofox felt like it was built for exactly this. 

User-friendly on both sides of the platform and flexible enough to handle non-standard bookings like facility hire alongside group classes and personal training. As well as, built to grow with the business asISCC Fitness Center’s vision expanded.

What sealed it were the specifics:

• Reporting that gives Jackie up-to-the-minute revenue visibility and class performance data she can act on immediately
• A branded member app that looks and feels like ISCC, not a third-party platform
• Flexible membership and product setup that supports both current offerings and the tiered membership model ISCC is building toward, including a la carte recovery services for athletes

“For us, ABC Glofox struck the right balance. It was easy to use, flexible enough for our real-world needs, and gave us the tools we needed behind the scenes to manage the business and prepare for growth.”

Manage: Real-Time Data, Leaner Operations

Running a boutique fitness center inside a multi-use sports facility means managing a lot of moving parts simultaneously. Their 35+ group classes, personal training, facility bookings, athlete sessions, payroll, and revenue across multiple streams.

“We can adapt and add classes based on what our members and clients are looking for. ABC Glofox helps me do that on a quicker turnaround because I see the numbers in real time.”

ABC Glofox gives Jackie the visibility to stay on top of all of it:

• Class performance and attendance tracked in real time, so Jackie knows what’s working, what needs to change, and where to act
• Revenue reporting up to the minute, monthly, weekly, and by category, with clear visibility into personal training, membership, and facility revenue separately
• Missed payment detection with declined cards flagged automatically so the membership team can follow up fast
• Payroll protection with underbooked classes identified early, giving Jackie time to cancel, notify members, and redirect them before costs run up
• Facility booking with non-class hours monetized through the same platform, maximizing space utilization across the campus

“ABC Glofox is the source of my information and my data. From an accounting perspective, you have up-to-the-minute accurate information on revenue, so that’s fantastic.”

Delight: A Branded Experience That Feels Like ISCC

“Our members are very happy with our app. They don’t really know it’s ABC Glofox. It’s a branded ISCC Fitness Center app.”

That’s exactly how it should feel. Every booking, every check-in, every interaction runs through a seamless ISCC-branded experience —consistent from the first tap to the front door. Members aren’t navigating a third-party platform. They’re inside the ISCC world from the moment they open their phone.

On the staff side, the delight is speed and control. When an instructor calls in sick or a Connecticut snowstorm hits, Jackie opens the ABC Glofox Pro app, cancels the class, and sends an SMS to every affected member in seconds. From anywhere. No desk required.

“From a business perspective, ABC Glofox has saved us because we’re able to communicate with the members almost in real time about class cancellations.”

That responsiveness builds trust in both directions; members feel looked after, and Jackie stays in control without being tied to a desk.

ISCC Fitness Center’s ambitions go well beyond where they are today. Recovery suites, sports performance memberships, tiered access for athletes, and general members side by side. A full ecosystem that didn’t exist three years ago and is taking shape right now. As each new service comes online, it goes straight into ABC Glofox. Same platform, same branded experience, same visibility. Jackie doesn’t have to start over every time ISCC Fitness Center grows. The platform grows with her.

Grow: 43% Personal Training Growth and a Funnel That Works

ISCC Fitness Center has grown to 350 members in 3.5 years. That’s without a heavy marketing budget and without full control of the facility. 

Athlete training sessions occupy the gym during peak morning and evening hours, leaving Jackie with a narrower window to build general population membership than most gym operators ever have to work around.

That makes the 43% year-over-year growth in personal training even more significant.

Despite that, the numbers tell a clear growth story.

“One of the clearest signs of growth for us has been personal training. We’ve seen 43% year-over-year growth in that area, and having that visibility in ABC Glofox helps us track it clearly and make smarter decisions around where to invest.”

The growth engine runs on multiple outreach tracks through ABC Glofox:

• A lead drip program with 6 to 10 touchpoints, segmented by source, so messaging stays relevant
• A re-engagement campaign for lapsed members
• Monthly communications to the full membership base via Constant Contact integration

Today, membership covers unlimited fitness center access plus group classes, with masterclasses and specialty programming available as add-ons.

It’s a model that’s working. What’s coming next, tiered access combining fitness, sports performance, and recovery services, is where the real scaling begins.

Future: Built for Bigger Visions

ISCC Fitness Center is expanding! A new 2,500 sq ft sports performance space is opening, bringing higher-end equipment and recovery services, such as red light saunas, hydrotherapy, and cryotherapy, alongside a tiered membership model that will define the next chapter of the business.

Jackie’s vision is a fully tiered membership ecosystem: baseline fitness, fitness plus classes, performance access, and an all-encompassing recovery tier. Each level is tracked, managed, and reported through the same platform.

“That all will rely a lot more on ABC Glofox, to help me with the administration of those things.”

ISCC started with ice and built something nobody expected. What are you building? Book a demo today.