When Dave Gerry founded Princeton Club in Madison in 1987, 24-hour fitness centers were a new concept in Wisconsin. Since then, he's sharpened the club's focus on convenience by adding group exercise classes, free childcare, and spa-like amenities such as saunas, aromatic steam rooms, and massage therapy. Cardio machines' personal TVs transform running and biking into a form of relaxation, and strength-training equipment by Cybex, Magnum, and Nautilus sculpts strong, shapely muscles when lifted or pressed. Instead of arm-wrestling an octopus for a water-based workout, members can flutter-kick across a six-lane swimming pool or trot in a resistance pool filled with adjustable currents. USPTA-certified tennis instructors impart forehands and backhands on 12 indoor and outdoor courts, and ACSM-certified personal trainers propel members toward fitness goals with exercise demos and custom-built workouts. In addition to granting constant access to Princeton Club facilities in New Berlin and Madison, memberships come with privileges at more than 1,000 gyms around the world.