| By Lori O' Brien Correspondent EAST LONGMEADOW For anyone who wants to run faster, jump higher, and gain more power, agility and balance, a business recently opened in town that guarantees it. The new franchise, Velocity Sports Performance on Denslow Road, is owned by brothers Mike and Steve Hurwitz, already well known in the business community for owning and operating Uno Chicago Grill franchise restaurants in the Greater Springfield area. Mike Hurwitz said during a recent phone interview that they have also recently broke ground on their third Uno in Worcester attached to the Centrum. Their original Uno opened in 1988 adjacent to CityStage in downtown Springfield. Hurwitz explained that he and his brother had been looking to broaden the business base for several years. "We have very long-standing employees who help us run Unos and that afforded us the opportunity to branch out," he said. Mike Hurwitz heard about the Velocity franchise opportunity through a friend and soon he and Steve went on a fact-finding mission to Velocity's headquarters in Alpharetta, Georgia. Both Mike and Steve Hurwitz are former athletes so they were sold immediately on the concept. Velocity Sports Performance was founded by world renowned coach Loren Seagrave, who has coached NFL players, long distance runners and Olympic athletes, according to Hurwitz. Velocity Sports Performance has strategic relationships with national organizations including IMG Academies, Collegiate Sports of America, National Alliance for Youth Sports and Special Olympics. Hurwitz is quick to point out that owning a franchise is a lot of hard work and offered this advice to a would-be franchisee: list all the pros and cons of the business; don't go into the operation undercapitalized, and love what you will be doing since you will be spending 24/7 there. The new 27,000-square-foot facility is located in the renovated Maybury Material Handling building and includes a four-lane, 60-yard indoor sprint track, and 40 yards of indoor turf and weightlifting areas. The renovation took approximately four months to complete, according to Hurwitz. "Jaws drop open when they see it," said Hurwitz, referring to persons who have recently taken tours of the facility. The facility also features adult fitness and golf programs and specialized equipment and computer technology that analyzes athletes and their progress. A physical therapy unit with licensed physical therapists is also available. Locker rooms and showers are also provided. "Until now, there was an underserved market in the Springfield area in terms of scientifically based, age-appropriate athletic performance training, for youth athletes in particular," said Hurwitz. "Now we can help young people train earlier, prevent injuries, and meet their dreams of playing elite sports, all while putting the 'fun' back into their activities. Velocity's program gives kids the foundation for reaching their greater athletic potential in a safe, supervised environment. And parents will see their kids' self confidence grow." Hurwitz said one of the reasons they chose this franchise is because "Western Mass. is a sports mecca. We have tremendous participation in athletics and those athletes are hungry for the opportunity to train like the pros." The strategy behind Velocity Sports Performance is to teach athletes the science behind speed and athletics, allowing them to gain maximum power and decrease their chance of injuries. Ultimately, a safe, positive environment that promotes long-term, psychological and physical development will lead to increased confidence, character and overall life success, according to Hurwitz. Typically, athletes will train two to three times a week, in groups no larger than six athletes per coach. The athletes are grouped per age and skill level to best motivate and encourage one another to train at their optimal intensity. The company offers a guarantee that any athlete who participates in 24 sessions will increase their speed, power and agility. Velocity's scientifically based training improves the athletic ability of all age groups, genders and athletic skill levels, added Hurwitz. Velocity Sports Performance employs three full-time staff, Frank Ceresoli, MS, ATC, CSCS, NSCA-CPT, sports performance director; Marc Nadeau, M.Ed, CSCS, assistant sports performance director, and Linda Leao, Yoga/Pilates instructor and marketing director. Coach Ceresoli is a sports enthusiast and enjoys the challenges of competition, according to Hurwitz. Coach Ceresoli participates in strength training, mountain biking, tennis and running. He earned his B.S. in Exercise Science from the University of Buffalo, and his M.S. in Kinesiology from Texas Woman's University. Hours of operation are currently weekdays from 9 a.m. to 8 p.m., and Saturdays from 9 a.m. to 5 p.m. Appointments are available other times, according to Hurwitz. Sundays are currently being reserved for birthday parties and other rentals. Whether you are eight years old or 80, Velocity programs can be tailored to athletes of all ages and levels. Team training for 10 to 15 athletes is also available. Hurwitz also stressed that there are packages available to meet all budgets. For an escorted tour or more information, call (413) 525-7200. For a virtual tour of the facility, visit www.velocitysp.com/elongmeadow/. |
