Laureates' Biographies
Robert L. Rice
Robert L. Rice was a very frail child who grew up on a farm near Farmington, Utah. Rice felt inferior to other boys his age because of his thinness; however, a picture of Atlas holding up the world inspired him, and he began lifting wieghts and strengthening his muscles after graduation from high school. When Rice was not working out, he read about successful Americans, goal setting, and body--building.
Rice jumped at the opportunity to rent a battered gymnasium in downtown Salt Lake City. He began building his fitness business by marketing the gym to local high school students with the promise to help them build muscles, as well as self-confidence.
Rice was careful to select high-traffic, high-profile locations for exapnsions, to invest in modern facilities and better equipment, and to transform his gyms into spas while targeting a new and untapped market of young professionals.
During the 1970's, Rice's company, European Health Spas, Inc., achieved incredible success. With more than 150 locations and 500,000 members, it was the largest health club chain in the world and the first of its kind in the United States. Rice was appointed to President Nixon's Council of Physical Fitness in 1972, where he served for four years. Rice is universally regarded as one of the leading pioneers of the physical fitness indutry.
In 1974, Rice sold European Health Spas. The following year, the Horatio Alger Association of New York City awarded Rice the coveted Rags to Riches award. Soon after Rice made his riches, he started to give it away. He donated $1 million--an unprecedented amount in the 1970's--to the University of Utah. Today, the Rice-Eccles Stadium bears his name. Rice also ventured into real estate and built a 36-story condominium in Hawaii.
Rice served as chair of Spa Fitness Centers, Inc., and despite his success, he never lost sight of what he felt is vital in life. "The most important thing is to have balance in your life," he says. "Success is not just measured in dollars. If you get caught up in what materialism will bring, you end up on the wrong track, and eventually, greed will get hold of you and you do more harm than good."
Rice wrote a syndicated newspaper column in the early 1970's and has compiled many of his columns in his book, Wake up and Live. Rice advises to embrace opportunity. "Believe in yourself and prepare for life's ambition. Success takes hard work, realistic goals, discipline, and acceptance of past mistakes."
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