Active IQ
Active IQ
Active IQ
Health Club Management

Health Club Management

Follow Health Club Management on Twitter Like Health Club Management on Facebook Follow Health Club Management on Google+ Join the discussion with Health Club Management on LinkedIn Subscribe to Health Club Management Get RSS alerts from Health Club Management magazine
Get the latest news, jobs and features in your inbox
Health Club Management

Health Club Management


DW Fitness First reveals plans to becoming "UK’s largest sports participation brand"

Gym chain DW Fitness First has revealed its strategic vision to become the UK’s largest sports participation brand.

Formed following DW Fitness' takeover of Fitness First's 62-strong UK portfolio in September 2016, the business now boasts 120 gyms and 90 DW Sports-branded retail stores – a mix which the firm plans to utilise.

During 2018, the company will begin a programme of merging the gym and retail side of the business to create a "seamless customer experience".

A key focus will be to blur the boundaries between the leisure and retail elements and "bring the dynamism of the gym into stores" – while making sportswear shoppable in the gyms.

It will result in the creation of new concept DW Sports stores, with softer and less masculine designs and layouts, featuring interactive elements such as Run Labs - where customers can have their gait analysis taken.

In 2018 the group is also planning to launch ‘pop up’ style gym classes and workouts within their retail stores – a market first.

In total, the group plans capital investments at around 50 sites.

The strategy also includes raising the group's profile among consumers.

The business has secured a number of partnerships with national governing bodies of sport and has secured a deal to become the official retail and leisure partner of England Athletics, Welsh Athletics, Scottish Athletics and Athletics Northern Ireland.

It has also become the first ever channel sponsor of Sky Sports Mix, which will see DW Fitness First featured in ambassador-led TV Ads, social content, programme pre-roll and live activations.

A new e-commerce platform will also be launched, bringing the DW brands together by offering customers the opportunity to navigate between gym and store and to match their training regime to their performance-wear needs.

Speaking exclusively to Leisure Opportunities, CEO Martin Long said the changes will "revolutionise the business".

"We’re creating an end to end customer proposition which is unique to anything you’ll find elsewhere in the retail and gym industry," he said.

"With the combined strength of the group our customers are no longer seen as ‘gym members’ or ‘retail customers'. Our vision is to create a unique and seamless experience for everyone, whether you shop with us, train with us or ultimately both.

"Going forward, we will explore the opportunities to merge our retail and gym offerings and while we cannot physically provide the combined retail and gym experience in every DW location, taking our e-commerce offering to DW Fitness First clubs in London is really important.

"Last year we built the foundations; we launched a new leisure website, a new ecommerce platform and started to refurbish a number of our gyms, as well as opening new retail stores.

"We are receiving very positive customer feedback, and seeing great results, with both DW stores in Newcastle's Metrocentre and Derby being part of our top ten sites already.

"Across the Group we plan to invest in 50 sites this year, which is a massive uptake.

"Everywhere that we are making changes to DW Fitness First, we are seeing successful results and we are confident that our new model will continue to successfully take the business forward."

Sign up for FREE ezines & magazines
Related news

DW Sports anticipates 'significant' return from Fitness First portfolio

15 Jan 2018
DW Sports expects to offset losses of £8m (US$10.8m, €9m) from the last financial year ...

Exclusive: Martin Seibold leaves Fitness First following DW deal

08 May 2017
Martin Seibold, the managing director of Fitness First UK, has left the company eight months ...

DW Sports swoops for all 62 UK Fitness First clubs

30 Sep 2016
DW Sports has become one of the largest health club operators in the UK in ...
Ridgeway Furniture
Ridgeway Furniture


Online gym pass provider PayAsUGym has secured a £6.5m investment from Albion Capital as part
Finnish private healthcare provider Pihlajalinna has announced plans to expand operations into the wellness sector,
Virtuagym, provider of a cloud-based fitness software platform and mobile apps, has secured €6m (US$7m,
Those wanting to stop the main arteries to the heart from stiffening up need to
YMCA Awards has become the UK’s first awarding organisation to achieve accreditation from the Chartered
Active Northumberland has appointed Mark Tweedie – former chief executive of Active Tameside – as
The UK government is encouraging businesses to get their staff more physically active, as part
Robert Gordon University (RGU) has launched a new degree aimed at helping exercise professionals "change
Woodford Leisure Centre in Hull, East Yorkshire has reopened after undergoing an 18-month, £6m redevelopment.
Leisure operator Everyone Active has been awarded two 10-year contracts to deliver services on behalf
The Chartered Institute for the Management of Sport and Physical Activity (CIMSPA) has appointed four
A huge majority – 87 per cent – of fitness professionals working in the physical
Dyaco International
Dyaco International
The UK fitness industry has continued to grow in size and value, with the number
Global Wellness Day – an international celebration offering a range of free health and wellness
Budget chain Xercise4Less has secured growth investment worth £42m from Swedish credit provider Proventus Capital
Ridgeway Furniture
Ridgeway Furniture
1 - 15 of 10,329
IHRSA update
Full-time group cycling instructors are paid an average of US$26 an hour in the US
New trends
David Minton goes on a US road trip and shares emerging trends and fitness roll outs
People profile
We’ll use integrated landscapes and natural materials to communicate a healthy lifestyle - Dan Meis
People profile
Loughborough’s new hotel will have altitude bedrooms designed to improve performance by up to 5 per cent
One of the benefits of our IPO is that people who work for the company have the chance to be shareholders. It’s driving incredibly high retention rates because people feel ownership of the business
People profile
Our research, published in the Journal of Science and Medicine in Sport, showed certain types of exercise trigger greater fat-burning
We hold weekly auditions. Sometimes we don’t even have places to fill, but when we find great people we make room for them. That’s how you find your stars, through an ongoing process rather than just looking for them when you need them
We were inspired by what retail brands like Sweaty Betty, Lululemon and Nike were doing for women - Susan Dyson, co-founder, Hiitgirl
Catalogue Gallery
Click on a catalogue to view it online
Featured suppliers
Featured supplier: GRYPiT unveils bicep and tricep rope handles at Elevate 2018
Gym handle designers and manufacturers GRYPiT is expanding its range of cable equipment products with the release of its bicep and tricep rope handles at Elevate.
Featured suppliers
Featured supplier: UFC - the ultimate in fitness equipment
Ultimate Fighting Championship (UFC) is a brand on a phenomenal growth curve.
Video Gallery
No More Empty Studios.
Fitness On Demand
No More Empty Studios. Seriously. Fitness On Demand™ Virtual Group Fitness. Read more
More videos:
Opinion: Retention Academy 2018
Helping operators improve the customer experience
Company profiles
Company profile: Jordan Fitness
Jordan have been at the forefront of the design, manufacture and supply of functional fitness ...
Company profiles
Company profile: Escape Fitness Limited
Founded in 1998, Escape Fitness has built a reputation for innovation, quality and design as ...
Comfort Zone - Davines S.p.A: Skincare
Computer solutions
SportSoft UK Ltd: Computer solutions
Retail solutions
Swimrite Supplies Ltd / SRS Leisure: Retail solutions
Independent service & maintenance
Servicesport UK Limited: Independent service & maintenance
Fitlockers: Lockers
Furniture suppliers
AJ Products: Furniture suppliers
Gerflor Ltd: Flooring
Club management software
Brightlime: Club management software
Exercise equipment
SportsArt Fitness: Exercise equipment
Audio visual
Lightmasters UK Ltd: Audio visual
Property & Tenders
Lee Valley
Lee Valley Regional Park Authority
Property & Tenders
Dundonald International Ice Bowl
Lisburn and Castlereagh Council
Property & Tenders
Diary dates
29 May - 02 Jun 2018
Various, Minneapolis, United States
Diary dates
09 Jun 2018
Bucks New University, High Wycombe, United Kingdom
Diary dates
Job search
Active IQ
Active IQ