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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
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Click on a catalogue to view it online
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Zoom Media press release: Zoom Media UK partners with Your Personal Training to expand rewards platform to PT clients
Zoom Media UK, the leading provider of digital media solutions for fitness facilities, is announcing an exciting new partnership with Your Personal Training (YPT), the UK’s foremost Personal Training brand. This collaboration marks the first time Zoom’s rewards platform will be directly available to the clients of YPT trainers, offering unique incentives to enhance client engagement and retention.
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ABC Trainerize press release: How RockBox Fitness is energizing members with fitness challenges powered by ABC Trainerize
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Wyndham® Lake Buena Vista Disney Springs™ Resort, Lake Buena Vista, United States
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19-19 Sep 2024
The Salil Hotel Riverside - Bangkok, Bangkok 10120, Thailand
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20-22 Sep 2024
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01-04 Oct 2024
REVĪVŌ Wellness Resort Nusa Dua Bali, Kabupaten Badung, Indonesia
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09-13 Oct 2024
Soneva Fushi, Maldives
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10 Oct 2024
QEII Conference Centre, London,
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22-25 Oct 2024
Messe Stuttgart, Germany
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QEII Conference Centre, London, United Kingdom
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04-07 Nov 2024
In person, St Andrews, United Kingdom
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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,
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28-31 Oct 2025
Koelnmesse, Cologne, Germany
Diary dates

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
Belgian retail giant, Colruyt Group, is challenging the status quo of the fitness industry in ...
Latest News
According to a year-long study, offering financial incentives to people to encourage them to lose ...
Latest News
Xponential Fitness has appointed sales and franchise expert, Mark King, as CEO, to take the ...
Latest News
Fitness influencer and karate champion, Anna Lewandowska, has announced the launch of a multi-concept boutique ...
Latest News
The Health & Fitness Association (formerly IHRSA) has announced Singapore-based attorney and international industry advocate, ...
Latest News
With the UK General Election imminent, industry strategist, Martyn Allison, says it’s time for the ...
Latest News
More than 20 organisations have joined together in the UK to form the Swim Alliance, ...
Latest News
According to a number of recent studies, semaglutide weight-loss drugs can be effective in treating ...
Latest News
German health and fitness operator, LifeFit Group, has found a new investor – Waterland Private ...
Latest News
More than 200 organisations and athletes in the UK have signed an open letter to ...
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Diversity, equity and inclusion in the European fitness industry is examined in a new report ...
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.
Featured supplier news
Featured supplier news: Elevate announces new aquatics and active kids theatres for 2024 event
The Royal Life Saving Society UK (RLSS UK), the Swimming Teachers Association (STA), and Swim England have teamed up to sponsor an aquatic theatre at Elevate 2024.
Company profiles
Company profile: Xplor Gym
Xplor Gym is an all-in-one gym management software with embedded payments & integrated access control ...
Company profiles
Company profile: Physical
Physical is the UK’s go-to, one-stop shop for commercial grade fitness equipment and flooring, with ...
Supplier Showcases
Supplier showcase - Jon Williams
Catalogue Gallery
Click on a catalogue to view it online
Featured press releases
Zoom Media press release: Zoom Media UK partners with Your Personal Training to expand rewards platform to PT clients
Zoom Media UK, the leading provider of digital media solutions for fitness facilities, is announcing an exciting new partnership with Your Personal Training (YPT), the UK’s foremost Personal Training brand. This collaboration marks the first time Zoom’s rewards platform will be directly available to the clients of YPT trainers, offering unique incentives to enhance client engagement and retention.
Featured press releases
ABC Trainerize press release: How RockBox Fitness is energizing members with fitness challenges powered by ABC Trainerize
RockBox Fitness, a leading franchise known for its dynamic boxing-based fitness classes, has revolutionized member engagement with a new partnership with ABC Fitness and the implementation of ABC Trainerize throughout its franchise network.
Directory
Lockers
Crown Sports Lockers: Lockers
Spa software
SpaBooker: Spa software
Cryotherapy
Art of Cryo: Cryotherapy
Salt therapy products
Himalayan Source: Salt therapy products
Snowroom
TechnoAlpin SpA: Snowroom
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
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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