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UNITING THE WORLD OF FITNESS
Health Club Management

Health Club Management

features

Sponsored: Technogym: leading with innovation

Yate Leisure is one of the largest sites in Circadian Trust’s portfolio, with around 4,000 members. Ben Beasley, director of commercial development, explains why they were an early adopter of Technogym Biocircuit, and how the offer has evolved

Published in Health Club Management 2022 issue 4
The whole Biocircuit workout can be completed in just 30 minutes / Technogym
The whole Biocircuit workout can be completed in just 30 minutes / Technogym
One of our values is innovation, and Biocircuit was a way to invest in our members with a new offer they wouldn’t have seen anywhere else

Yate Leisure has always been ahead of the curve with its fitness offers and in mid-2019 the charitable trust renewed its focus on innovation.

“We were aware of potential competition from boutiques and the budget sector,” says Beasley. “Technogym introduced us to Biocircuit and it seemed a fantastic way to dip our toes into the boutique-style market.”

Technogym Biocircuit is an adaptive circuit training workout that offers a completely guided programme in 30 minutes, including both connected strength and cardio equipment. It can be positioned as a separate offer, as a bolt-on to existing memberships, or as part of a full membership.

Investing in new and existing members
“One of our values is innovation, and Biocircuit was a way to invest in our members with a new offer they wouldn’t have seen anywhere else,” explains Beasley.

In fact, Yate Leisure was one of the first Biocircuit installs in the UK and the ideal new solution to meet the needs of all members – from the time-poor and deconditioned, to Exercise on Referral – also serving as an additional profit centre.

Beasley and his team had to decide how they wanted to position Biocircuit. The equipment can be installed in a separate room (ideal for a standalone membership) or within the main gym for greater visibility.

Yate Leisure had a room ideally placed to house Biocircuit, keeping it away from the main fitness offer, so it could be presented it as a bolt-on offer to target new market segments.

When it was unveiled in July 2019, Yate Leisure sold it on the basis of being a brand-new concept that offered a complete guided workout in 30 minutes.

“We forecast 10 member upgrades and 10 new sales a month,” said Beasley. “We were hoping for 363 users by the end of year two, but we hit 257 after eight months and it broke even well before we forecast.”

From profit stream to retention tool
When Yate Leisure had to close due to COVID, Biocircuit had already achieved its ROI, so when the site reopened, the focus switched from new member acquisition to retention, and Beasley changed the way it was offered.

He says: “Biocircuit had paid off its capital cost, so we made it available as part of a standard membership. People want flexibility and many now value space and order in their workouts.

“At that point, Biocircuit moved from being an additional profit centre to adding value to existing customers.”

Since reopening, large numbers of members have been inducted onto Biocircuit, showing how valuable the equipment is in adding interest and value for long-term members.

Streamlining bookings
At Yate Leisure, Biocircuit has its own booking system, but despite demand for equipment, there’s rarely a wait. The guided nature of the circuit means someone is finishing their workout every six minutes and users simply log on to the Technogym Unity pedestal and get going. This has become a USP that Yate Leisure uses to communicate the benefits to its busiest members to ensure their engagement. “Biocircuit has been an integral part of us revisiting our membership structure and offering members solutions that fit their new attitudes to exercising,” says Beasley.

Biocircuit for Exercise on Referral
Now Biocircuit is embedded in the standard member journey, the team is turning its focus to Exercise on Referral customers, as the set-up offers a cost-effective, time-efficient way to deliver one-to-one sessions, with the Biocircuit equipment delivering custom guided workouts, so one instructor can oversee a small group.

“Biocircuit gives us a cost-effective way to deliver Exercise on Referral without losing any of the close attention these members need,” explains Beasley. “We plan to block out entire Biocircuit sessions for Exercise on Referral customers so they will always be exercising with others on the same scheme.”

Driving a sense of community
The unique design of Biocircuit means it can be all things to all people, but there’s a rationale to programming its use for different demographics. By setting aside areas of the Biocircuit timetable for different user groups, Yate Leisure is creating pockets of community among similar demographics.

“Biocircuit is helping us recover from lockdown,” says Beasley. “It has reset our model to offer people variety and flexibility at a time that suits them. Technogym’s support has been invaluable in helping us invest in a product mix that meets people’s needs. It’s great to have an equipment partner that shares our values and views on building a wellness ecosystem that encourages more people to have an active lifestyle.”

More: www.technogym.com

Ben Beasley, director of commercial development, Yate Leisure

Yate Leisure has seen great member interest in Biocircuit / Technogym/ Grant Pritchard
Yate Leisure has seen great member interest in Biocircuit / Technogym/ Grant Pritchard
The workout makes sense for time-poor members / photo: Technogym
The workout makes sense for time-poor members / photo: Technogym
Biocircuit is a cost-effective way to deliver Exercise on Referral / Technogym
Biocircuit is a cost-effective way to deliver Exercise on Referral / Technogym
https://www.leisureopportunities.co.uk/images/2022/957153_672396.jpg
Yate Leisure is one of the largest sites in Circadian Trust’s portfolio, with around 4,000 members. Ben Beasley, director of commercial development, explains why they were an early adopter of Technogym Biocircuit, and how the offer has evolved
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Diary dates
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The ICC, Birmingham, Birmingham , United Kingdom
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Wyndham Lake Buena Vista Disney Springs® Resort, Lake Buena Vista, United States
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25-28 Oct 2022
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Diary dates
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Ibiza, Ibiza, Spain
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
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Tobacco Dock, London, United Kingdom
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features

Sponsored: Technogym: leading with innovation

Yate Leisure is one of the largest sites in Circadian Trust’s portfolio, with around 4,000 members. Ben Beasley, director of commercial development, explains why they were an early adopter of Technogym Biocircuit, and how the offer has evolved

Published in Health Club Management 2022 issue 4
The whole Biocircuit workout can be completed in just 30 minutes / Technogym
The whole Biocircuit workout can be completed in just 30 minutes / Technogym
One of our values is innovation, and Biocircuit was a way to invest in our members with a new offer they wouldn’t have seen anywhere else

Yate Leisure has always been ahead of the curve with its fitness offers and in mid-2019 the charitable trust renewed its focus on innovation.

“We were aware of potential competition from boutiques and the budget sector,” says Beasley. “Technogym introduced us to Biocircuit and it seemed a fantastic way to dip our toes into the boutique-style market.”

Technogym Biocircuit is an adaptive circuit training workout that offers a completely guided programme in 30 minutes, including both connected strength and cardio equipment. It can be positioned as a separate offer, as a bolt-on to existing memberships, or as part of a full membership.

Investing in new and existing members
“One of our values is innovation, and Biocircuit was a way to invest in our members with a new offer they wouldn’t have seen anywhere else,” explains Beasley.

In fact, Yate Leisure was one of the first Biocircuit installs in the UK and the ideal new solution to meet the needs of all members – from the time-poor and deconditioned, to Exercise on Referral – also serving as an additional profit centre.

Beasley and his team had to decide how they wanted to position Biocircuit. The equipment can be installed in a separate room (ideal for a standalone membership) or within the main gym for greater visibility.

Yate Leisure had a room ideally placed to house Biocircuit, keeping it away from the main fitness offer, so it could be presented it as a bolt-on offer to target new market segments.

When it was unveiled in July 2019, Yate Leisure sold it on the basis of being a brand-new concept that offered a complete guided workout in 30 minutes.

“We forecast 10 member upgrades and 10 new sales a month,” said Beasley. “We were hoping for 363 users by the end of year two, but we hit 257 after eight months and it broke even well before we forecast.”

From profit stream to retention tool
When Yate Leisure had to close due to COVID, Biocircuit had already achieved its ROI, so when the site reopened, the focus switched from new member acquisition to retention, and Beasley changed the way it was offered.

He says: “Biocircuit had paid off its capital cost, so we made it available as part of a standard membership. People want flexibility and many now value space and order in their workouts.

“At that point, Biocircuit moved from being an additional profit centre to adding value to existing customers.”

Since reopening, large numbers of members have been inducted onto Biocircuit, showing how valuable the equipment is in adding interest and value for long-term members.

Streamlining bookings
At Yate Leisure, Biocircuit has its own booking system, but despite demand for equipment, there’s rarely a wait. The guided nature of the circuit means someone is finishing their workout every six minutes and users simply log on to the Technogym Unity pedestal and get going. This has become a USP that Yate Leisure uses to communicate the benefits to its busiest members to ensure their engagement. “Biocircuit has been an integral part of us revisiting our membership structure and offering members solutions that fit their new attitudes to exercising,” says Beasley.

Biocircuit for Exercise on Referral
Now Biocircuit is embedded in the standard member journey, the team is turning its focus to Exercise on Referral customers, as the set-up offers a cost-effective, time-efficient way to deliver one-to-one sessions, with the Biocircuit equipment delivering custom guided workouts, so one instructor can oversee a small group.

“Biocircuit gives us a cost-effective way to deliver Exercise on Referral without losing any of the close attention these members need,” explains Beasley. “We plan to block out entire Biocircuit sessions for Exercise on Referral customers so they will always be exercising with others on the same scheme.”

Driving a sense of community
The unique design of Biocircuit means it can be all things to all people, but there’s a rationale to programming its use for different demographics. By setting aside areas of the Biocircuit timetable for different user groups, Yate Leisure is creating pockets of community among similar demographics.

“Biocircuit is helping us recover from lockdown,” says Beasley. “It has reset our model to offer people variety and flexibility at a time that suits them. Technogym’s support has been invaluable in helping us invest in a product mix that meets people’s needs. It’s great to have an equipment partner that shares our values and views on building a wellness ecosystem that encourages more people to have an active lifestyle.”

More: www.technogym.com

Ben Beasley, director of commercial development, Yate Leisure

Yate Leisure has seen great member interest in Biocircuit / Technogym/ Grant Pritchard
Yate Leisure has seen great member interest in Biocircuit / Technogym/ Grant Pritchard
The workout makes sense for time-poor members / photo: Technogym
The workout makes sense for time-poor members / photo: Technogym
Biocircuit is a cost-effective way to deliver Exercise on Referral / Technogym
Biocircuit is a cost-effective way to deliver Exercise on Referral / Technogym
https://www.leisureopportunities.co.uk/images/2022/957153_672396.jpg
Yate Leisure is one of the largest sites in Circadian Trust’s portfolio, with around 4,000 members. Ben Beasley, director of commercial development, explains why they were an early adopter of Technogym Biocircuit, and how the offer has evolved
Latest News
Fisikal and Egym have announced a new partnership to support Egym’s enterprise customers running multi-site ...
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Ultimate Performance (UP) – the private gym chain and PT business – has opened a ...
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Luxury hotel chain Mandarin Oriental has launched a new brand called Intelligent Movement to deliver ...
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Boutique fitness chain 1Rebel opens the doors to its tenth club today (Monday 27 June ...
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A new report by Deloitte, outlining the social and economic value of the global health ...
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Featured supplier news
Featured supplier news: Parkwood Leisure celebrates milestone of teaching 100,000 children to swim
Parkwood Leisure, one of the UK’s leading leisure operators, has reached the milestone of teaching 100,000 children to swim through its Learn To Swim Programme.
Featured supplier news
Featured supplier news: It’s nearly time for Elevate 2022!
It’s now just days to go until your leading trade show for the fitness, physical activity and sports therapy industry kicks off in London!
Featured operator news
Featured operator news: New £42m Moorways Sports Village to open on 21 May
Everyone Active will open Moorways Sports Village to the public on Saturday 21 May with a grand opening weekend – in time for the half term holidays.
Featured operator news
Featured operator news: Everyone Active to launch new exercise classes to reduce gender gap
As part of their work to break down the barriers that deter women and girls from participating in sport and physical activity, Everyone Active has teamed up with EMD UK to launch new exercise classes linked to the This Girl Can campaign.
Video Gallery
Mindbody, Inc
Total Vibration Solutions / Floors 4 Gyms / TVS Sports Surfaces
Mindbody, Inc
Company profiles
Company profile: Serco Leisure
Serco Leisure Operating Limited is one of the UK’s leading national operators of leisure centres, ...
Company profiles
Company profile: YOUR Personal Training
YOUR Personal Training is the UK’s largest and most successful PT Management company, offering a ...
Supplier Showcases
Supplier showcase - Pulse Fitness: trusted partner
Catalogue Gallery
Click on a catalogue to view it online
Directory
Architects/designers
Zynk Design Consultants: Architects/designers
Fitness equipment
A Panatta Sport Srl: Fitness equipment
On demand
Fitness On Demand: On demand
Salt therapy products
Saltability: Salt therapy products
Management software
Premier Software Solutions: Management software
Wearable technology solutions
MyZone: Wearable technology solutions
Lockers/interior design
Crown Sports Lockers: Lockers/interior design
Spa software
SpaBooker: Spa software
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
trade associations
International SPA Association - iSPA: trade associations
Property & Tenders
Pendine Sands, Carmarthenshire
Carmarthenshire County Council
Property & Tenders
Runcorn
Halton Borough Council
Property & Tenders
Diary dates
30-30 Jun 2022
The ICC, Birmingham, Birmingham , United Kingdom
Diary dates
12-13 Sep 2022
Wyndham Lake Buena Vista Disney Springs® Resort, Lake Buena Vista, United States
Diary dates
25-28 Oct 2022
Messe Stuttgart, Germany
Diary dates
25-28 Oct 2022
Ibiza, Ibiza, Spain
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates
17-18 Mar 2023
Tobacco Dock, London, United Kingdom
Diary dates
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