L.A.-based Vert franchises to pump you up all over: celebrity client list includes Shaquille O'Neal, Holly McPeak, Ernie Banks.

THE Vert Worldwide Inc. health club chain is getting pumped up.

The L.A.-based company, fueled by a raft of high-profile sports clients, is embarking on an aggressive franchising initiative that will see five locations open by the end of the year and 15 more in 2008.

The company decided to go the franchise route because it believes that approach will allow the brand to grow quickly and more economically than simple expansion. Additionally, the branding provided by franchising offers potential buyers a higher success rate on average than startups of independent shops.

"Franchisees have close to a 90 percent success rate, as compared to 25 percent for startups," according to Chad Emerson, director of franchise sales.

The company will offer franchisees two different sized facilities. The smaller studio is simply a fitness facility while larger franchises will offer rehabilitation services, an increasingly popular option as health-conscious boomers age.

Franchise fees will range from $12,500 to $30,000, plus a 6 percent royalty fee. Franchisees are also expected to secure real estate, which can of course run into hundreds of thousands of dollars. The larger size studios can handle up to 300 members per location.

The gym's original Santa Monica location has already been supplemented by franchises opened during the past 12 months in Hermosa Beach and New York. Future locations include West Hollywood, Long Beach, Irvine, Chicago and two more locations in New York.

Vert's approach to training has drawn an impressive client list. Miami Heat center Shaquille O'Neal, volleyball champion Holly McPeak, gold medalist swimmer Lenny Krayzelburg and former Cubs shortstop Ernie Banks work out at the club.

The Hermosa Beach location has quickly become the training center for athletes on the professional beach volleyball circuit. Approximately 40 percent of current clients are athletes from the high school level up.

"Clients train at the same speeds at which they play," said Emerson. "Certain muscles used in sprinting and jumping do not strengthen simply by lifting weights."

Clients pay a $30-$45 fee per one hour session. All workouts are organized and supervised by a personal trainer; trainers supervise four to six individuals concurrently using a computer system that monitors progress. The computer also stores workout information for clients, which allows them to track their progress.

Staff reporter David Nusbaum can be reached at [phone], ext. 236, or at [e-mail].