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FITNESS, HEALTH, WELLNESS

features

Editor's letter: Full integration

When retailer, the €11 billion-a-year Colruyt Group, decided to get into the health club market, the plan was to fully integrate its entire business using customer insight data. The results are remarkable

Published in Health Club Management 2024 issue 5
Colruyt Group has integrated Jims into its portfolio / photo: colruyt group/jims
Colruyt Group has integrated Jims into its portfolio / photo: colruyt group/jims
The board of retailer Colruyt Group made the decision to enter the health club market with the acquisition of the Jims brand

The power of customer data to deliver success is highlighted in this issue by our interview with Pieterjan Nuitten (page 32).

Nuitten is MD of Jims, the Belgian health and fitness operator which is part of the Colruyt Group – Belgium’s biggest retailer and a vast and widely-divested €11 billion a year operation.

The company has had a decades-long commitment to the wellbeing of its customers which culminated in the realisation that in order to fully embrace this philosophy, it had to add physical activity to its portfolio

The board of the Colruyt Group made the decision to enter the health club market and set Nuitten the task of buying a gym chain and fully integrating it into the group.

Jims was acquired in April 2021 and Nuitten has been busy since transforming the business and connecting it to the Colruyt portfolio of retail businesses.

With an MBA and a background in retail, he’s been using his expertise in customer insight to inform decision-making around the development of this wellness ecosystem.

The Jims clubs are used as hubs for access to other services within the group. If you’re a cyclist you can get specialist bike workouts, as well as bike fittings and discounts at Colruyt’s retailer, Bike Republic and if you’re looking for healthy eating advice, Jims can assess your nutritional needs and prescribe menus and with one click of the app, all the groceries you need are ready to collect from the group’s supermarkets. These are just a few examples of the integrations already established.

Putting a health club operation at the heart of such a wide-ranging commercial operation is a thrilling concept and ultimately, it’s customer data that’s driving these integrations. Retailers have this at their fingertips – and the expertise to use it effectively.

The fitness sector is starting to move in this direction, with companies such as Active Insights doing regular consumer insight studies and Savanta partnering with UK Active to create the new UK Active Consumer Insight Report, which will be produced each quarter.

With huge interest in wellness from consumers, developments such as those at Colruyt could take us into a new world in terms of monetising the offering.

It begs the question who will get there first? Will more retailers take market share with their advanced customer insight tools, or can health club operators up their game and come to better understand customers, leading to more commercially effective offerings? Only time will tell.

• Pieterjan Nuitten will be a speaker at the HCM Summit in London on 24 October More: www.HCMsummit.live

Liz Terry, editor
[email protected]

https://www.leisureopportunities.co.uk/images/2024/597556_663735.jpg
A consumer insight service from Savanta and trade body UK Active will support the sector to adopt more customer-centric practices, says Liz Terry
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features

Editor's letter: Full integration

When retailer, the €11 billion-a-year Colruyt Group, decided to get into the health club market, the plan was to fully integrate its entire business using customer insight data. The results are remarkable

Published in Health Club Management 2024 issue 5
Colruyt Group has integrated Jims into its portfolio / photo: colruyt group/jims
Colruyt Group has integrated Jims into its portfolio / photo: colruyt group/jims
The board of retailer Colruyt Group made the decision to enter the health club market with the acquisition of the Jims brand

The power of customer data to deliver success is highlighted in this issue by our interview with Pieterjan Nuitten (page 32).

Nuitten is MD of Jims, the Belgian health and fitness operator which is part of the Colruyt Group – Belgium’s biggest retailer and a vast and widely-divested €11 billion a year operation.

The company has had a decades-long commitment to the wellbeing of its customers which culminated in the realisation that in order to fully embrace this philosophy, it had to add physical activity to its portfolio

The board of the Colruyt Group made the decision to enter the health club market and set Nuitten the task of buying a gym chain and fully integrating it into the group.

Jims was acquired in April 2021 and Nuitten has been busy since transforming the business and connecting it to the Colruyt portfolio of retail businesses.

With an MBA and a background in retail, he’s been using his expertise in customer insight to inform decision-making around the development of this wellness ecosystem.

The Jims clubs are used as hubs for access to other services within the group. If you’re a cyclist you can get specialist bike workouts, as well as bike fittings and discounts at Colruyt’s retailer, Bike Republic and if you’re looking for healthy eating advice, Jims can assess your nutritional needs and prescribe menus and with one click of the app, all the groceries you need are ready to collect from the group’s supermarkets. These are just a few examples of the integrations already established.

Putting a health club operation at the heart of such a wide-ranging commercial operation is a thrilling concept and ultimately, it’s customer data that’s driving these integrations. Retailers have this at their fingertips – and the expertise to use it effectively.

The fitness sector is starting to move in this direction, with companies such as Active Insights doing regular consumer insight studies and Savanta partnering with UK Active to create the new UK Active Consumer Insight Report, which will be produced each quarter.

With huge interest in wellness from consumers, developments such as those at Colruyt could take us into a new world in terms of monetising the offering.

It begs the question who will get there first? Will more retailers take market share with their advanced customer insight tools, or can health club operators up their game and come to better understand customers, leading to more commercially effective offerings? Only time will tell.

• Pieterjan Nuitten will be a speaker at the HCM Summit in London on 24 October More: www.HCMsummit.live

Liz Terry, editor
[email protected]

https://www.leisureopportunities.co.uk/images/2024/597556_663735.jpg
A consumer insight service from Savanta and trade body UK Active will support the sector to adopt more customer-centric practices, says Liz Terry
Latest News
More than 200 organisations and athletes in the UK have signed an open letter to ...
Latest News
Diversity, equity and inclusion in the European fitness industry is examined in a new report ...
Latest News
Following the success of its first site in Whitefield, Total Fitness is launching a purpose-built ...
Latest News
David Beckham and F45 Training have finally settled the breach-of-contract lawsuit around Beckham’s ambassadorial agreement ...
Latest News
Apple has previewed the upcoming watchOS 11, which has more health and fitness insights and ...
Latest News
With just a few weeks until the General Election, CIMSPA – the organisation that represents people ...
Latest News
Co-founders of specialist gym and fitness wear company, WIT Fitness, have returned to the brand ...
Latest News
Basic-Fit has signed an agreement to sell five Holmes Place clubs it acquired as part ...
Latest News
The UK health and fitness is performing well, especially the private sector, with member numbers, ...
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David Lloyd Leisure has opened the doors of Madrid country club, La Finca, which it ...
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Leisure development specialist, Alliance Leisure, has appointed industry veteran, David Stalker, as advisor to the ...
Featured supplier news
Featured supplier news: Explosion of passion for fitness at RiminiWellness 2024 and record success for Panatta
The passion for fitness and bodybuilding reached new heights at the Panatta stands during RiminiWellness (30 May – 2 June 20204) – the largest fitness event in Italy – which this year exceeded the 100,000 visitor mark.
Featured supplier news
Featured supplier news: CoverMe Fitness launches in Australian market
CoverMe Fitness, the studio management app for the fitness industry, has launched in Australia, with industry veteran Tony Zonato as managing director for the region.
Company profiles
Company profile: Alliance Leisure
The company’s core business is the provision of facility development and support for local authorities, ...
Company profiles
Company profile: Gymkit UK
Working with many of the UK’s leading health club chains, hotels, and sports clubs Gymkit ...
Supplier Showcases
Supplier showcase - Matrix: Futureproofing
Supplier Showcases
Supplier showcase - Jon Williams
Catalogue Gallery
Click on a catalogue to view it online
Featured press releases
KeepMe press release: Keepme celebrated as one of the UK’s Top 12 Startups
Keepme, a leader in AI-driven CRM solutions for the fitness industry, has been named as one of the UK's top 12 startups to watch for 2024 by Sifted.
Featured press releases
Taylor Made Designs Ltd press release: Taylor Made Designs backs local Atlantic row team
Dorset based business, Taylor Made Designs, is backing a brave team of four, committed to enduring on of the world’s most gruelling ocean challenges, aptly named: The World’s Toughest Row.
Directory
Spa software
SpaBooker: Spa software
Lockers
Crown Sports Lockers: Lockers
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Snowroom
TechnoAlpin SpA: Snowroom
Salt therapy products
Himalayan Source: Salt therapy products
Cryotherapy
Art of Cryo: Cryotherapy
Property & Tenders
Cleveland Lakes, Wiltshire and Gloucestershire
Cotswold Lakes Trust
Property & Tenders
Loughton, IG10
Knight Frank
Property & Tenders
Diary dates
03-05 Sep 2024
IMPACT Exhibition Center, Bangkok, Thailand
Diary dates
08-10 Sep 2024
Wyndham® Lake Buena Vista Disney Springs™ Resort, Lake Buena Vista, United States
Diary dates
19-19 Sep 2024
The Salil Hotel Riverside - Bangkok, Bangkok 10120, Thailand
Diary dates
20-22 Sep 2024
Locations worldwide,
Diary dates
01-04 Oct 2024
REVĪVŌ Wellness Resort Nusa Dua Bali, Kabupaten Badung, Indonesia
Diary dates
09-13 Oct 2024
Soneva Fushi, Maldives
Diary dates
10 Oct 2024
QEII Conference Centre, London,
Diary dates
22-25 Oct 2024
Messe Stuttgart, Germany
Diary dates
24-24 Oct 2024
QEII Conference Centre, London, United Kingdom
Diary dates
04-07 Nov 2024
In person, St Andrews, United Kingdom
Diary dates
04-06 Feb 2025
Coventry Building Society Arena, Coventry, United Kingdom
Diary dates
11-13 Feb 2025
Fairmont Riyadh , Saudi Arabia
Diary dates
10-13 Apr 2025
Exhibition Centre , Cologne, Germany
Diary dates
07-07 Jun 2025
Worldwide, Various,
Diary dates
28-31 Oct 2025
Koelnmesse, Cologne, Germany
Diary dates
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