LOCAL HEROES

CF Cares: Aligning With Local Charities

Beyond its four walls, Choice has formalized its commitment to local communities through CF Cares. Formed in 2019, CF Cares is a structured initiative for charitable partnerships and support.

“Like most local businesses, we’re solicited all the time for donations from nonprofit organizations,” Ruggiero explains. “We wanted to create an organized effort that had the greatest impact in the communities of each of our locations.”

Organizations must complete an application to be considered for support. Leadership team members review applications, often with input from club managers and staff who have direct connections to the organizations involved.

Decisions are based on community impact, alignment with company values, opportunities for member involvement, and the potential to create meaningful outcomes. Some years feature a broad range of smaller initiatives, while others focus on a select number of larger partnerships and fundraising efforts.

CF Cares often supports causes that have a personal connection for members. Fundraising efforts benefiting organizations such as the Dana-Farber Cancer Institute, the ALS Association, and the Alzheimer's Association resonate because they support issues that have affected many families in the communities Choice serves.

“CF Cares has been one of our most meaningful initiatives,” Ruggiero adds. “We focus on health, cancer research, youth development, and community wellness organizations.”

Long-Term Investment

The organization views the cost of cultivating community as a long-term investment in member experience, retention, and brand reputation—rather than simply a marketing expense.

“Community involvement has always been part of our business philosophy,” Ruggiero says. “Some efforts, like member appreciation days, in-club challenges, or charity drives, cost less than a few hundred dollars, while larger events involving partnerships, activations, or promotions require more investment.”

Choice Fitness evaluates the success of its efforts based on metrics such as:

● Retention

● Referrals

● Guest visits

● Participation levels

● Lead generation

● Ancillary revenue impact

But it’s not all about the numbers.

“Consumers are looking for authenticity, inclusiveness, and real human connection,” Ruggiero says. “People value in-person interaction more than ever, but they also want flexibility and environments that feel welcoming rather than transactional. The most successful community initiatives today feel genuine—recognizing member milestones, creating social fitness opportunities, supporting local causes, and giving members reasons to engage beyond just their workout.”