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STA-Swimming Teachers Association
STA-Swimming Teachers Association
Health Club Management

Health Club Management

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Health Club Management

Health Club Management

News

New management team credited with "reversal of membership decline" at Total Fitness

Health club operator Total Fitness has completed a turnaround of its fortunes, reversing a "steady decline in membership" in the past 12 months.

The company, which operates 17 health clubs across the North of England and Wales, has halted a long-term decline in its overall membership base, which had seen a 10 per cent reduction in the 12 months to May 2018.

Latest figures up to June 2019 show that the operator has managed to up its membership by 6,000 during the year.

It marks a successful revival of the business in less than 12 months after a new management team, led by CEO Sophie Lawler, took charge.

During the period since the new team taking over, there has been a rise in the satisfaction scores from members, with a 28 per cent increase the business’ net promoter scores (NPS).

According to Lawler, the turnaround has been achieved through "people-power", supported by tactical investments to fix critical issues.

“It was clear that we had some great people with real positive intent and a great deal of love for the business, but they were highly disengaged," Lawler said.

"There was a lack of trust – of both the centre and the future – of clear purpose, and of belief.

“We began by listening to the teams out in the clubs to understand their key challenges.

"We reacted quickly by fixing critical issues, addressing immediate performance challenges, and communicating clearly and honestly about our future, the challenges, and how we’ll find the answers.

“We’ve been building the foundations for more leadership at all levels of the business ever since – beginning by reclaiming our great purpose, building behavioural values that will bring it to life every day, and re-engineering our entire operation around them.

“I’ve been astonished and humbled by the results which proved that we have a bright, engaged, and resilient team determined to build a brilliant business. Our members can feel the difference and our NPS scores are demonstrating it, as well as areas where we can continue to grow."

The investments made by the new top team included a £500,000 cash injection into Total Fitness in Altrincham, which included a new open floorplan, upgrades to the two gym floors and a new mind and body studio.

“Our clubs are now in much better shape for the challenges to come and the planned investment will consolidate that position," Lawler added.

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News

New management team credited with "reversal of membership decline" at Total Fitness

Health club operator Total Fitness has completed a turnaround of its fortunes, reversing a "steady decline in membership" in the past 12 months.

The company, which operates 17 health clubs across the North of England and Wales, has halted a long-term decline in its overall membership base, which had seen a 10 per cent reduction in the 12 months to May 2018.

Latest figures up to June 2019 show that the operator has managed to up its membership by 6,000 during the year.

It marks a successful revival of the business in less than 12 months after a new management team, led by CEO Sophie Lawler, took charge.

During the period since the new team taking over, there has been a rise in the satisfaction scores from members, with a 28 per cent increase the business’ net promoter scores (NPS).

According to Lawler, the turnaround has been achieved through "people-power", supported by tactical investments to fix critical issues.

“It was clear that we had some great people with real positive intent and a great deal of love for the business, but they were highly disengaged," Lawler said.

"There was a lack of trust – of both the centre and the future – of clear purpose, and of belief.

“We began by listening to the teams out in the clubs to understand their key challenges.

"We reacted quickly by fixing critical issues, addressing immediate performance challenges, and communicating clearly and honestly about our future, the challenges, and how we’ll find the answers.

“We’ve been building the foundations for more leadership at all levels of the business ever since – beginning by reclaiming our great purpose, building behavioural values that will bring it to life every day, and re-engineering our entire operation around them.

“I’ve been astonished and humbled by the results which proved that we have a bright, engaged, and resilient team determined to build a brilliant business. Our members can feel the difference and our NPS scores are demonstrating it, as well as areas where we can continue to grow."

The investments made by the new top team included a £500,000 cash injection into Total Fitness in Altrincham, which included a new open floorplan, upgrades to the two gym floors and a new mind and body studio.

“Our clubs are now in much better shape for the challenges to come and the planned investment will consolidate that position," Lawler added.

Sign up for FREE ezines & magazines
Related news

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EMS training is a great opportunity to differentiate your offering in a crowded fitness market. The kit requires very little space and the business model can be extremely lucrative - Phil Horton, miha bodytec
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Featured supplier news
Featured supplier: Solent University’s brand new Sports Centre receives high performance flooring and functional rig solutions from EXF
Leading bespoke fitness equipment manufacturer, EXF Fitness has recently completed an installation project at Solent University in Southampton.
Featured supplier news
Featured supplier: Collaboration, not aggregation, is the message
MoveGB is a collaboration-based platform, but being a platform, one of the common worries we hear from our partners is about loss of customer ownership.
Opinion
promotion
Member retention is a growing problem for long-established gym chains, who are battling the growing budget and boutique gym market.
Opinion: Are you trying to beat budget gyms at their own game?
Video Gallery
Harlands Group Overview
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An overview of the Harlands Group, the membership management experts. Read more
More videos:
Company profiles
Company profile: Physical Company Ltd
Physical Company provides specialist fitness solutions. This includes equipment, flooring, gym design, programming and training ...
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Company profile: Keiser UK Ltd
Keiser began its history of visionary sports science leadership over 40 years ago, rejecting the ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Member access schemes
Move GB: Member access schemes
Exercise equipment
Matrix Fitness: Exercise equipment
Locking solutions
Ojmar: Locking solutions
Skincare
Sothys: Skincare
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Flooring
Total Vibration Solutions Ltd: Flooring
Management software
GymSales: Management software
Audio visual
Hutchison Technologies: Audio visual
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Governing body
EMD UK: Governing body
Property & Tenders
Diary dates
23-25 Jul 2019
Melbourne Convention and Exhibition Centre, Melbourne, Australia
Diary dates
05-06 Sep 2019
TagusPark, Oeiras, Portugal
Diary dates
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STA-Swimming Teachers Association
STA-Swimming Teachers Association