Elanora Heights, February 4th 2024 – Ultimate Edge Communications, a local Sydney boutique media and marketing communications consultancy has signed on to give Elanora’s Squash and Fitness Centre a helping hand to boost family-friendly multi-sport initiatives beyond squash.
Elanora’s squash club has been a cornerstone of the greater Sydney squash community since the late 1970s staging regular pennant matches and tournaments for its more than 1,000 active squash players and enthusiasts. It has also hosted high profile exhibition matches of top male and female Professional Squash players including: World #1 Paul Coll, World #3 Joelle King, World #11 Cameron Pilley, World #12 Ryan Cuskelly, World #13 Donna Lobbin (nee Urquhart), World #36 Zac Alexander, and let’s not forget Elanora’s very own former World #38, Aaron Frankcomb.
Ultimate Edge Communications is tasked with leveraging this premium 6-court squash facility with a full gym and bar & bistro, and events venue to create a family-friend environment embracing a multi-sport approach beyond the squash and the gym facilities.
This well-designed facility encourages a child-friendly approach to community-based activities including school holiday multi-sports and creative arts programs, kids’ birthday parties, and the forthcoming addition of child minding services.
Some of the many sports and activities that will be developed and introduced include: Yoga, various styles of dancing, table tennis, martial arts that don’t require protective flooring such as Kendo, mat Pilates, group stretching, flexibility fitness and aerobics, juggling and Poi spinning, basketball (the facility has a hoop!), badminton, volleyball, Futsal and non-combat boxing.
External specialist service providers for each of these activities will be invited to bring their clients into the facility at preferential rates to expose their sport or activity to a wider audience and enich the facility’s membership with greater diversity and variety of social activities to choose from.
What makes this activity centre ideal is its full bar & bistro and, as a licensed facility with a lovely covered external balcony with ocean views, it can accommodate up to 250 people at a time.
“We know first-hand, as parents of a 1-year old, how difficult it can be to juggle the demands of parenthood with an active social lifestyle. With that in mind, when we took over this great facility, we wanted to make it more accessible to parents and expand its appeal to more sports and activities beyond squash and the gym” explains Aimee Jan, co-owner of the facility.
“For any squash fans out there, don’t worry, we’re definitely not abandoning squash!”, adds co-owner Aaron Frankcomb and founder of the East Coast Squash Academy. A former professional squash player, Frankcomb is now a high-performance squash coach across the greater Sydney area with 39 courts under management. “Elanora’s squash program will be improved and enhanced in parallel with our multi-sport initiatives. Everyone needs variety and even elite squash players need to have cross-training opportunities to keep their training fun, fresh and prevent injury.”
“We’re proud to have been fortunate to make this huge investment with the backing of local investors and advocates for sport and community involvement. Even though we’re just a few months into this great adventure, the local community has generously welcomed us with open arms. Elanora was my home club as a junior, so I’m grateful to be able to give back to the community as I come back to my roots. It’s truly heartening to see familiar faces and connect with the place that played a pivotal role in my early years. We’re excited about the journey ahead and the opportunity to contribute to this vibrant community. We’re constantly making improvements and with Ultimate Edge’s assistance we want to get the word out to the whole community that we’re here for you and welcome you to drop in any time. We’re open 7 days a week!”
Elanora Squash and Fitness
Elanora Squash and Fitness Centre has been a premier squash facility playing an integral part of the squash community on the Northern Beaches destination and fitness aficionados since 1979.
Since June 2023, former world #38 professional squash player Aaron Frankcomb and his wife Aimee Jan, have been the dynamic duo at the helm of the centre.
With six state-of-the-art squash courts, a boutique gym and an adjoining bar & bistro with a covered balcony with ocean views, the facility provides a wide range of sports and social activities with a family friendly, community atmosphere.
From training squads to casual social play, to hosting professional squash tournaments, private functions, and school holiday multi-sports camps, the multi-purpose venue accommodates a diverse range of players of all ages and proficiency levels.
Elanora Fitness is a fully-equipped gym offering comprehensive services ranging from personalized training sessions to group classes, catering for all types of fitness enthusiasts in a supportive and inclusive environment.
The adjoining licensed Racquet Club bar and bistro with its covered balcony and ocean views is a favoured by members to stick around and enjoy each other’s company. The events venue can accommodate up to 250 people for family celebrations and special events.
Telephone: (02) 9913 3003
Ultimate Edge Communications
Ultimate Edge Communications (UEC) was founded in Sydney in 2014, by Aleisha McCall, award winning entrepreneur and media communications specialist.
Our Unique Selling Proposition (USP) is:
“We’re relentless trailblazers on the leading edge, delivering fully integrated data-driven media, creative design, and marketing automation & intelligence by intimately collaborating with high-growth brands seeking long-lasting market-beating results from an infectiously passionate team.”
UEC’s client value proposition begins with expert media buying, which involves establishing a strategic balance between traditional offline and digital media spending. Once the budget allocation is defined, we proceed with the tactical deployment of funds across selected channels to optimise target market reach, setting the stage for everything that follows.
The second step is to create design elements tailored to each channel, ensuring optimal conversions and coherent brand reinforcement. The collaboration and synchronisation of media and creative design contribute to UEC’s superior performance compared to other agencies and internal marketing departments.
Building on this momentum, the third element integrates lead generation and client acquisition activities to create a cohesive customer journey that leads to higher conversion rates. This is made possible through sophisticated automated workflows that enhance the customer experience, reduce attrition, and substantially improve customer satisfaction, ultimately reducing operational costs. While UEC focuses on media, sales, and marketing, the systemisation of multiple customer journeys leads to organisational improvements and benefits from economies of scale, enabling clients to grow rapidly without significant additional human resources.
Embracing cutting-edge technologies, including artificial intelligence, machine learning, heuristics, predictive modelling, and data analytics, is the final piece of the puzzle in producing market-beating ROI results. This involves creating a self-reinforcing feedback loop that applies highly sophisticated mathematics and statistical techniques to optimise all moving components. Through this process, we manage, monitor, and adjust each variable in harmony to maximise profits at minimal cost while maintaining the highest quality and brand integrity.
Telephone: 0402 368 785
East Coast Squash Academy
The East Coast Squash Academy was founded in 2013 when Aaron Frankcomb retired from the Professional Squash Tour, the East Coast Squash Academy set out to create a business model to expand the presence of squash within the Greater Sydney area squash centres.
Since inception, the Academy has produced some stellar results including: Attracting a handful of junior players with aspirations of going on the professional (PSA) tour.
Its junior program had the biggest contingent of players on the NSW Squash Junior ranking list, with players on the NSW junior state teams, Australian junior teams and Australian senior players. The Academy has developed several NSW and Australian Junior Champions. At its peak, the junior squash program boasted (pun intended!) over 500 children participating in weekly squads and training sessions. Memberships and participation in squads increased by 100% and 300% respectively and tournament registrations reached an all-time high.
The Academy has been the home base to two full time senior players who reached career highs of top 240 in the world on the Men’s PSA Tour. Its best female professional reached a top world ranking of 130.
The Academy created great success building over 80 hours of services per week to grow the court utilisation and increase profits for clubs around the Greater Sydney Area. Since 2016, Energize Health and Fitness, Norths Fitness, Sydney CBD Squash Club and Manly joined the Academy followed by the Sydney Uni Sports & Fitness in 2018.
Aaron Frankcomb was ranked in the top 100 professional squash players for 8 years, and for 4 of those years he was in the top 50, winning 4 PSA titles. He represented Australia at the 2010 Commonwealth Games, was a Junior Champion in all age groups including 2 times in the Under 19 category and holder of scholarships in the Tasmanian and Australian Institutes Of Sport. He now coaches professionally and remains Sydney’s top ranked squash player and is still considered within the top 5 players in Australia.
Telephone: 0424 474 001