In 2003 Liikuntakeskus Hukka (Hukka) was an old fashioned, family owned, tennis and squash facility with a small weight room in Oulu, Finland. 90 % of members were men and the business had a turnover of € 600,000 and was in decline. Yet in December 2006, Hukka has1,300 members, revenues of € 1.2 million, 5 GF studios, retention* of 87% and a gender mix of 50% men and 50% women.
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