TCA Glows After $30-Million Makeover Renovation and Rebranding Initiative Sprouts from Chain's Midtown Roots TCA Holdings, Inc., the owner of the Tennis Corporation of America (TCA) chain, recently spent a total of 530 million to expand, improve, and rebrand its network of 13 health clubs, including its flagship property, the Midtown Tennis Club in Chicago. In addition to a host of upscale renovations, the facilities have also been given a new, albeit familiar, name: they are now the Midtown Athletic Clubs (MAC), building on the reputation of the company's successful Midtown Tennis Club. "Today, tennis constitutes only about 25% of our business," Steven Schwartz, the president and CEO of MAC, tells CBI. "The rebranding is a way forus to capitalize on die national brand equity of the Midtown name. We don't want to lose our tennis heritage; we simply want to build on it." The move, he adds, will also allow the organization, as a whole, to operate in a more consistent manner. One of the highlights of the makeover is the introduction of a new food and beverage concept, the M Café, created by award-winning chef James Beard. These eateries will offer members the opportunity to socialize, after workouts, in a relaxing environment, while enjoying European-Latin fusion meals. "One important aspect of health mid long life is having friends, and we're creating an environment that promotes interaction," explains Schwartz. The Midtown family of clubs was founded in 1969 by Schwartz's father, Alan, and his grandfather, Kevie. It now has operations in New York, Indiana, Illinois, Kansas, Georgia, Florida, and Canada. Steven Schwarz is a member of The Leading Edge Roundtable. Club Business International March 2007 Download a PDF of this article.