AREUFIT Health Services Inc.: CEO Faces Strategic Crossroads
In the summer of 2018, after over 25 years of leading AREUFIT Health Services, Inc. (AREUFIT), the founder and president of assessed her company's position in the evolving health services market. She had grown AREUFIT from a sole proprietor start-up to its current position as the Philadelphia region's award-winning provider of preventive health and biometric screenings, corporate health and disease prevention programs, and wellness services, with annual revenues that exceeded US$1 million. The founder had spent the last three years working with an outside consultant in preparation for the next stage in the life cycle of her company. When a competitor approached her with an offer to buy AREUFIT she knew she had to make some tough decisions, while remaining true to her values and business practices. She wanted to preserve the company and culture she had built, protect her key employees, and ensure that the brand reputation of AREUFIT would endure. The authors Marilyn Anthony and Joan Allatta is affiliated with Temple University.