Editor's letter: Strength in numbers" />
GET HCM
magazine
Sign up for the FREE digital edition of HCM magazine and also get the HCM ezine and breaking news email alerts.
Editor's letter: Strength in numbers" />
Not right now, thanksclose this window
Life Fitness (UK) Ltd
Life Fitness (UK) Ltd
Life Fitness (UK) Ltd
Follow Health Club Management on Twitter Like Health Club Management on Facebook Join the discussion with Health Club Management on LinkedIn Follow Health Club Management on Instagram
UNITING THE WORLD OF FITNESS
Health Club Management

Health Club Management

features

Editor's letter: Strength in numbers

By Kate Cracknell | Published in Health Club Management 2013 issue 4

What might the gym of the future look like? Are we reaching a point where group exercise – far from being a mere complementary offering sitting alongside the gym in a full-service club – has actually become a strong proposition in its own right? And if so, what models might operators consider to ensure they tap into this?

There’s certainly a lot of buzz around group exercise these days, from virtual classes and gym floor team training to standalone ‘microgyms’ (see Health Club Management 2013 issue 4 p47, and Health Club Management 2012 issue 5 p3 and p28) – not forgetting the ongoing enthusiasm for Zumba, which won the John McCarthy Industry Visionary Award at IHRSA this year (see Health Club Management 2013 issue 4 p22). When you combine all that with the potential of group exercise to boost both retention and revenues, now certainly seems to be the time for all operators – from full-service to low-cost – to be reviewing their offering in this area. So what are the options, and how can operators implement these cost-effectively?

Team training programmes are one possibility for existing clubs, with clear opportunities to drive secondary spend. “Gyms must charge for team training,” says Phillip Mills of Les Mills International, whose GRIT Series of HIT programming sits firmly within this category. “But it needs a separate studio, and you can’t call the sessions ‘classes’ – millennials see these as things their parents did.”

Meanwhile, virtual classes offer a cost-effective way of developing a group exercise offering, whether to give more choice during off-peak periods, to enhance live classes, or to make up the entirety of a studio timetable in clubs where the model doesn’t allow for a live offering. Operators already using a virtual system even credit the all-day availability of group exercise with a rise in membership sales (see Health Club Management 2013 issue 4 p58).

But for would-be operators starting from scratch, the standalone model is also worthy of consideration. Much has been said about the microgym, but we’re also witnessing a new take on group exercise-only venues: less the specialist, one-activity venue, more a standalone version of the diverse class offering found in full-service clubs. With the news that Fitness First Middle East was launching such a studio, we recently asked if this approach represented the future of fitness (see Health Club Management 2013 issue 2 p28). The founders of 30-Minute Fitness certainly think so: this new franchise, which launches in the UK this month, focuses exclusively on group exercise, with franchisees able choose from a portfolio of modules, from cycling to TRX to circuits.

And the numbers stack up for the standalone model, with minimal investment in kit, the option to charge a premium and, anecdotally at least, more loyal customers than gym-only members – anecdotes that look set to be given the weight of fact later this year in new research from Melvyn Hillsdon and TRP.

But however operators choose to enhance their group exercise offering, there’s an important consideration for all UK gyms: the change to the PPL licence that takes effect on 1 May, and that places responsibility for music usage in the hands of the operator (see Health Club Management 2013 issue 2 p24). Tariffs are also rising, and clubs hoping to boost their class timetable will need to factor this into their budgeting.

Nevertheless all the evidence suggests that, provided the right model is selected, gyms could benefit in terms of both revenue and retention from giving their group exercise offering a bit of TLC.

https://www.leisureopportunities.co.uk/images/HCM2013_4editor.gif
Are gyms currently maximising the revenue and retention potential of group exercise, asks Kate Cracknell
HCM magazine
Life Fitness introduces Integrity SL, the next-generation LED console with intuitive functionality and digital connectivity
HCM magazine
GLL is best known for running leisure facilities on behalf of local authorities across the UK, but a lesser-known part of its remit is its GLL Sport Foundation which supports Olympic hopefuls. Liz Terry finds out more
HCM magazine
Changes to DNA which occur during exercise give protection against a wide range of diseases, according to new research from the Univesity of Copenhagen
HCM Magazine
Sponsored
Les Mills is launching a new digital network called Les Mills Connect to help clubs build back better and emerge from the pandemic with a stronger business
HCM Magazine
Sponsored
Active IQ is launching courses to upskill fitness professionals to work in social prescribing, extending the reach of the industry
HCM Magazine
Letters
Fuel the debate about issues and opportunities across the industry. We’d love to hear from you – [email protected]
HCM Magazine
Editor's letter
The appetite for health clubs is strong among consumers and investors – to take advantage of this, operators must figure out how to meet key challenges in operationally sustainable ways
HCM Magazine
Sponsored
Billed as the ‘2021 Experience Tour’, Egym has taken its connected gym floor experience on the road around the UK
HCM Magazine
HCM People
We first started talking to KSL over two years ago, so this was not a rushed partnership
HCM Magazine
Hybrid
The Gym Group has taken its digital hybrid strategy full circle, piloting in-gym workout pods and studios with its home workout delivery partner, Fiit. HCM talks to the team driving the project
HCM Magazine
Latest News
Boxing-inspired fitness operator Rumble has signed a master franchise agreement in Australia, which could see ...
Latest News
Hotel giant Accor has launched a new bespoke, premium fitness service for its upmarket Pullman ...
Latest News
People should concentrate on exercise and staying fit – rather than dieting and weight loss ...
Latest News
Sibec Europe, scheduled to take place in Cologne, Germany, from 2 to 5 November 2021, ...
Latest News
Swim England has warned that 2,000 swimming pools could be lost forever unless the government ...
Latest News
Sports Minister, Nigel Huddleston, has joined gym-goers this morning to kick-off the annual National Fitness ...
Latest News
A new high-end workspace, designed for the use of personal trainers, coaches and other health ...
Latest News
VAT reform, adjustments in business rates and a fitness-led high street regeneration push could see ...
Featured supplier news
Featured supplier news: Shipping gym equipment from Europe to the UK
Despite the Prime Minister’s claims that trade with the EU would be tariff-free post-Brexit, the reality has become very different when importing gym equipment from the EU.
Featured supplier news
Featured supplier news: Technogym awarded “Supplier of the year” at ukactive awards 2021
The best in class of the physical activity sector have been revealed at the ukactive Awards 2021.
Featured operator news
Featured operator news: Everyone Active bolsters Everyone on Demand and enters second year with five new partnerships
Everyone Active has signed a number of new deals which will see the operator strengthen its digital product offering, Everyone on Demand.
Featured operator news
Featured operator news: Being active helps Parkwood Leisure customers save the NHS £16m
Parkwood Leisure, one of the UK’s leading public leisure facilities operators, helped prevent more than 7,000 cases of stroke, dementia, depression and type 2 diabetes in 2019, saving the NHS £16 million, a new social value report has shown.
Company profiles
Company profile: Mindbody
Mindbody is the leading technology platform for the wellness industry, featuring an app that allows ...
Company profiles
Company profile: énergie Fitness
Empowered Brands, owner of the énergie fitness business, has leveraged more than 18 years of ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Red Light Therapy
 Red Light Rising: Red Light Therapy
Uniforms
Service Sport: Uniforms
Salt therapy products
Saltability: Salt therapy products
Architects/designers
Zynk Design Consultants: Architects/designers
Lockers/interior design
Crown Sports Lockers: Lockers/interior design
Spa software
SpaBooker: Spa software
Exercise equipment
Power Plate: Exercise equipment
Whole body cryotherapy
Art of Cryo: Whole body cryotherapy
Property & Tenders
Welwyn Garden City
Welwyn Hatfield Borough Council
Property & Tenders
Newport, Shropshire
Lilleshall Sports Academy
Property & Tenders
Diary dates
13-14 Oct 2021
Online,
Diary dates
01-03 Feb 2022
Coventry Building Society Arena, Coventry, United Kingdom
Diary dates
07-10 Apr 2022
Exhibition Centre , Cologne, Germany
Diary dates
15-16 Jun 2022
ExCeL London, London, United Kingdom
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates

features

Editor's letter: Strength in numbers

By Kate Cracknell | Published in Health Club Management 2013 issue 4

What might the gym of the future look like? Are we reaching a point where group exercise – far from being a mere complementary offering sitting alongside the gym in a full-service club – has actually become a strong proposition in its own right? And if so, what models might operators consider to ensure they tap into this?

There’s certainly a lot of buzz around group exercise these days, from virtual classes and gym floor team training to standalone ‘microgyms’ (see Health Club Management 2013 issue 4 p47, and Health Club Management 2012 issue 5 p3 and p28) – not forgetting the ongoing enthusiasm for Zumba, which won the John McCarthy Industry Visionary Award at IHRSA this year (see Health Club Management 2013 issue 4 p22). When you combine all that with the potential of group exercise to boost both retention and revenues, now certainly seems to be the time for all operators – from full-service to low-cost – to be reviewing their offering in this area. So what are the options, and how can operators implement these cost-effectively?

Team training programmes are one possibility for existing clubs, with clear opportunities to drive secondary spend. “Gyms must charge for team training,” says Phillip Mills of Les Mills International, whose GRIT Series of HIT programming sits firmly within this category. “But it needs a separate studio, and you can’t call the sessions ‘classes’ – millennials see these as things their parents did.”

Meanwhile, virtual classes offer a cost-effective way of developing a group exercise offering, whether to give more choice during off-peak periods, to enhance live classes, or to make up the entirety of a studio timetable in clubs where the model doesn’t allow for a live offering. Operators already using a virtual system even credit the all-day availability of group exercise with a rise in membership sales (see Health Club Management 2013 issue 4 p58).

But for would-be operators starting from scratch, the standalone model is also worthy of consideration. Much has been said about the microgym, but we’re also witnessing a new take on group exercise-only venues: less the specialist, one-activity venue, more a standalone version of the diverse class offering found in full-service clubs. With the news that Fitness First Middle East was launching such a studio, we recently asked if this approach represented the future of fitness (see Health Club Management 2013 issue 2 p28). The founders of 30-Minute Fitness certainly think so: this new franchise, which launches in the UK this month, focuses exclusively on group exercise, with franchisees able choose from a portfolio of modules, from cycling to TRX to circuits.

And the numbers stack up for the standalone model, with minimal investment in kit, the option to charge a premium and, anecdotally at least, more loyal customers than gym-only members – anecdotes that look set to be given the weight of fact later this year in new research from Melvyn Hillsdon and TRP.

But however operators choose to enhance their group exercise offering, there’s an important consideration for all UK gyms: the change to the PPL licence that takes effect on 1 May, and that places responsibility for music usage in the hands of the operator (see Health Club Management 2013 issue 2 p24). Tariffs are also rising, and clubs hoping to boost their class timetable will need to factor this into their budgeting.

Nevertheless all the evidence suggests that, provided the right model is selected, gyms could benefit in terms of both revenue and retention from giving their group exercise offering a bit of TLC.

https://www.leisureopportunities.co.uk/images/HCM2013_4editor.gif
Are gyms currently maximising the revenue and retention potential of group exercise, asks Kate Cracknell
Latest News
Boxing-inspired fitness operator Rumble has signed a master franchise agreement in Australia, which could see ...
Latest News
Hotel giant Accor has launched a new bespoke, premium fitness service for its upmarket Pullman ...
Latest News
People should concentrate on exercise and staying fit – rather than dieting and weight loss ...
Latest News
Sibec Europe, scheduled to take place in Cologne, Germany, from 2 to 5 November 2021, ...
Latest News
Swim England has warned that 2,000 swimming pools could be lost forever unless the government ...
Latest News
Sports Minister, Nigel Huddleston, has joined gym-goers this morning to kick-off the annual National Fitness ...
Latest News
A new high-end workspace, designed for the use of personal trainers, coaches and other health ...
Latest News
VAT reform, adjustments in business rates and a fitness-led high street regeneration push could see ...
Latest News
Peloton has completed the merging of its commercial operations with Precor, the equipment brand it ...
Latest News
Half of UK adults aren't happy with their physical fitness levels, according to a study ...
Latest News
Temporary measures brought in to support businesses in the UK from insolvency during the pandemic ...
Featured supplier news
Featured supplier news: Shipping gym equipment from Europe to the UK
Despite the Prime Minister’s claims that trade with the EU would be tariff-free post-Brexit, the reality has become very different when importing gym equipment from the EU.
Featured supplier news
Featured supplier news: Technogym awarded “Supplier of the year” at ukactive awards 2021
The best in class of the physical activity sector have been revealed at the ukactive Awards 2021.
Featured operator news
Featured operator news: Everyone Active bolsters Everyone on Demand and enters second year with five new partnerships
Everyone Active has signed a number of new deals which will see the operator strengthen its digital product offering, Everyone on Demand.
Featured operator news
Featured operator news: Being active helps Parkwood Leisure customers save the NHS £16m
Parkwood Leisure, one of the UK’s leading public leisure facilities operators, helped prevent more than 7,000 cases of stroke, dementia, depression and type 2 diabetes in 2019, saving the NHS £16 million, a new social value report has shown.
Company profiles
Company profile: Mindbody
Mindbody is the leading technology platform for the wellness industry, featuring an app that allows ...
Company profiles
Company profile: énergie Fitness
Empowered Brands, owner of the énergie fitness business, has leveraged more than 18 years of ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Red Light Therapy
 Red Light Rising: Red Light Therapy
Uniforms
Service Sport: Uniforms
Salt therapy products
Saltability: Salt therapy products
Architects/designers
Zynk Design Consultants: Architects/designers
Lockers/interior design
Crown Sports Lockers: Lockers/interior design
Spa software
SpaBooker: Spa software
Exercise equipment
Power Plate: Exercise equipment
Whole body cryotherapy
Art of Cryo: Whole body cryotherapy
Property & Tenders
Welwyn Garden City
Welwyn Hatfield Borough Council
Property & Tenders
Newport, Shropshire
Lilleshall Sports Academy
Property & Tenders
Diary dates
13-14 Oct 2021
Online,
Diary dates
01-03 Feb 2022
Coventry Building Society Arena, Coventry, United Kingdom
Diary dates
07-10 Apr 2022
Exhibition Centre , Cologne, Germany
Diary dates
15-16 Jun 2022
ExCeL London, London, United Kingdom
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates
Search news, features & products:
Find a supplier:
Life Fitness (UK) Ltd
Life Fitness (UK) Ltd