Our Mission

More than fitness, it’s a way of life. At Parkpoint, we are committed to the health and well-being of mind, body, & spirit. Through innovative fitness and lifestyle programs, our friendly, professional staff will inspire and support you in your commitment to enhancing the quality of your life.

We actualize our Mission with our Core Values:

  • EXCELLENCE. We are dedicated to upholding the highest standards as a staff, a facility, in our customer service and programming, and as members of our community.
  • INTEGRITY. We honor the value of honesty and accountability. We will foster open communication by listening attentively, remaining open to other viewpoints, and responding in a timely manner.

  • RESPECT. We are committed to treating every individual with respect, courtesy, genuine care, and compassion. We value our members’ loyalty and take personal responsibility to do whatever it takes to come through for them.
  • COMMUNITY & TEAMWORK. We are passionate about cultivating a welcoming and supportive community. We consider every interaction as an opportunity to build relationship among our staff, our members, and the community at large.

  • HEALTH & WELL-BEING. Fostering a balanced state of health and well-being is our mission. We believe fitness extends beyond the body and must include well-being of mind and spirit.

The ownership and management of Parkpoint Clubs support racial and gender equality in our hiring practices, our diversity of members, and in our hearts and minds. We will not tolerate discrimination in any form.

Our Executive Team

Bill Buchanan

Bill Buchanan  |  Owner

Bill Buchanan, a local Santa Rosa resident, developed the Santa Rosa Business Park in Santa Rosa and built the first Parkpoint Club as part of that development. Parkpoint Health Club then opened for operations in August of 1983 as the first full-service health club in Sonoma County. Continuing his mission to make Sonoma County a healthy place to live and work, Bill later opened the Sonoma club in 1989, followed by the Healdsburg location in 2006. Believing in the importance of balance between work and play, the clubs are designed to incorporate health and fitness needs as well as social, overall wellness, and relaxation features. Bill operates from a foundation of valuing his employees and members, and he is devoted to community involvement. He is an involved member of the clubs to this day and enjoys playing handball and working out at the clubs regularly!

Jennifer Couch

Jennifer Couch  |  General Manager

Jennifer Couch was headed for life as a corporate attorney when she suddenly realized that she would rather play. When she came to Parkpoint in July of 1995 it was a perfect fit. She really enjoys the members and the Parkpoint team, and the always-changing aspect of managing three clubs. She works out regularly—“as much for my mental health as for physical conditioning”—and has lately fallen in love with the Pilates reformers. In her other life, she is a mother, with one son, Colin, and cats Buster and Posey.

Heidi Desmond

Heidi Desmond  |  Assistant General Manager

Heidi Desmond has always had a passion for health and fitness. After completing her degree in Psychology, she also completed her personal training certification and began working in the health club field as it seemed like the perfect combination to support her enjoyment of working with people as well as her love of fitness. In 2005, she began working at the Santa Rosa club in the membership and fitness departments and later transitioned to the Healdsburg club as the Membership Director, Assistant Manager, and then Club Manager. After her role as Club Manager at one location, she became the Marketing & Operations Manager for all three facilities. She currently continues to work for all three clubs as the Assistant General Manager of all Parkpoint facilities. Her dedication to exercise hasn’t changed, so you will see her in classes and on the fitness floor working out!

Julie O'Malley

Julie O’Malley  |  Human Resources Manager

Bio coming soon