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The Leisure Media Company Ltd
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FITNESS, HEALTH, WELLNESS

features

Letters: Write to reply

Do you have a strong opinion or disagree with somebody else’s views on the industry? If so, we’d love to hear from you – email: [email protected]

Published in Health Club Management 2017 issue 11

To effectively target the deconditioned market, fitness centres must be placed at the heart of the local community

Chris Johnson
Chris Johnson
Chris Johnson,

Managing Director,

The Pulse Group


I was interested to read your article on introducing the deconditioned market to fitness in the October issue of Health Club Management (First Step to Fitness, p34).

Another way in which those who feel they aren’t ready for the gym can ease themselves back into exercise is by first re-familiarising themselves with fitness environments.

At Pulse we aim to do this by positioning our fitness centres as community hubs. We believe the centres should be a part of creating an active, healthy lifestyle whether people are coming to exercise or not. Many of our centres have big open meeting spaces and café areas that are open to the public – even if they’re not gym members.

Research into local demographics and latent demand is vital for creating leisure facilities that meet the overall needs of the community as well as the individual needs of anyone who wishes to use them.

For example, we‘re in the process of transforming Deben Pool in Woodbridge into a state-of-the-art leisure centre, and the final designs have been influenced by evidence gathered from sociodemographic research we carried out. We made the decision to include a thermal suite in the build project because of the multiple health benefits it will offer, ensuring the centre has an offering tailored to a deconditioned market. Members will be able to relax in the traditional wooden sauna, soothe their muscles in the steam room and cool down with an ice fountain to stimulate circulation, as well as the lymphatic and immune systems. This is just another example of how we provide local authority leisure facilities that rival those in the private sector.

“We believe the centres should be a part of creating an active, healthy lifestyle whether people are coming to exercise or not”

The deconditioned need to feel welcome in fitness centres
The deconditioned need to feel welcome in fitness centres

Leisure centres must respond to the latest consumer trends to withstand competition from the private sector

Darren Clifford
Darren Clifford
Darren Clifford,

Cabinet member for culture, leisure and tourism,

Lancaster City Council


The Active Leisure Trends article published in the October edition of Health Club Management (p56) highlighted how local authorities are redeveloping their leisure centres to take advantage of the latest consumer trends.

I couldn’t agree with its author, Dr Steve Mann, more. There are many benefits to be reaped from looking closely at the services leisure centres are providing and this is exactly why Lancaster City Council decided to invest £5million in the refurbishment of Salt Ayre Leisure Centre.

The centre first opened its doors in 1992 as a traditional ‘municipal’ sports centre, with a fitness suite following in 1997. However, the next 10 years saw a swift decline in the popularity of some of the more traditional sports such as badminton and netball.

As a result, there was a steep reduction in occupancy rates and the growth of competition from the private sector – all of which boasted new and better facilities – impacted on the fitness suite.

The phrase ‘innovate or die’ became extremely relevant as the centre entered a spiral of decline, with decreasing income, mounting costs and a falling customer base. Fortunately, we also recognised that there was a great opportunity on offer if we could tap into the latest trends.

By investing in the centre and providing leisure-based facilities wanted by young people and families, including a climbing wall and soft play, we could create an offer that would benefit the whole community.

But we couldn’t do this alone and needed the expertise of a development partner – Alliance Leisure.

This approach has already started to pay dividends with a 72 per cent increase in customer visits.

“We recognised that there was a great opportunity on offer if we could tap into the latest trends”

Family zones have boosted Salt Ayre’s visitor numbers
Family zones have boosted Salt Ayre’s visitor numbers
Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
The couple has a vision to create a network of dedicated fitness trainers who can engage Indian communities
The couple has a vision to create a network of dedicated fitness trainers who can engage Indian communities
In two years, the couple have established 15 fitness studios in India
In two years, the couple have established 15 fitness studios in India
https://www.leisureopportunities.co.uk/images/HCM2017_11letter.jpg
How to get the deconditioned into gyms
Chris Johnson, managing director, The Pulse Group Darren Clifford, Lancaster City Council cabinet member for culture, leisure and tourism,fitness centres, community hubs, deconditioned market, consumer trends, Chris Johnson, Darren Clifford
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features

Letters: Write to reply

Do you have a strong opinion or disagree with somebody else’s views on the industry? If so, we’d love to hear from you – email: [email protected]

Published in Health Club Management 2017 issue 11

To effectively target the deconditioned market, fitness centres must be placed at the heart of the local community

Chris Johnson
Chris Johnson
Chris Johnson,

Managing Director,

The Pulse Group


I was interested to read your article on introducing the deconditioned market to fitness in the October issue of Health Club Management (First Step to Fitness, p34).

Another way in which those who feel they aren’t ready for the gym can ease themselves back into exercise is by first re-familiarising themselves with fitness environments.

At Pulse we aim to do this by positioning our fitness centres as community hubs. We believe the centres should be a part of creating an active, healthy lifestyle whether people are coming to exercise or not. Many of our centres have big open meeting spaces and café areas that are open to the public – even if they’re not gym members.

Research into local demographics and latent demand is vital for creating leisure facilities that meet the overall needs of the community as well as the individual needs of anyone who wishes to use them.

For example, we‘re in the process of transforming Deben Pool in Woodbridge into a state-of-the-art leisure centre, and the final designs have been influenced by evidence gathered from sociodemographic research we carried out. We made the decision to include a thermal suite in the build project because of the multiple health benefits it will offer, ensuring the centre has an offering tailored to a deconditioned market. Members will be able to relax in the traditional wooden sauna, soothe their muscles in the steam room and cool down with an ice fountain to stimulate circulation, as well as the lymphatic and immune systems. This is just another example of how we provide local authority leisure facilities that rival those in the private sector.

“We believe the centres should be a part of creating an active, healthy lifestyle whether people are coming to exercise or not”

The deconditioned need to feel welcome in fitness centres
The deconditioned need to feel welcome in fitness centres

Leisure centres must respond to the latest consumer trends to withstand competition from the private sector

Darren Clifford
Darren Clifford
Darren Clifford,

Cabinet member for culture, leisure and tourism,

Lancaster City Council


The Active Leisure Trends article published in the October edition of Health Club Management (p56) highlighted how local authorities are redeveloping their leisure centres to take advantage of the latest consumer trends.

I couldn’t agree with its author, Dr Steve Mann, more. There are many benefits to be reaped from looking closely at the services leisure centres are providing and this is exactly why Lancaster City Council decided to invest £5million in the refurbishment of Salt Ayre Leisure Centre.

The centre first opened its doors in 1992 as a traditional ‘municipal’ sports centre, with a fitness suite following in 1997. However, the next 10 years saw a swift decline in the popularity of some of the more traditional sports such as badminton and netball.

As a result, there was a steep reduction in occupancy rates and the growth of competition from the private sector – all of which boasted new and better facilities – impacted on the fitness suite.

The phrase ‘innovate or die’ became extremely relevant as the centre entered a spiral of decline, with decreasing income, mounting costs and a falling customer base. Fortunately, we also recognised that there was a great opportunity on offer if we could tap into the latest trends.

By investing in the centre and providing leisure-based facilities wanted by young people and families, including a climbing wall and soft play, we could create an offer that would benefit the whole community.

But we couldn’t do this alone and needed the expertise of a development partner – Alliance Leisure.

This approach has already started to pay dividends with a 72 per cent increase in customer visits.

“We recognised that there was a great opportunity on offer if we could tap into the latest trends”

Family zones have boosted Salt Ayre’s visitor numbers
Family zones have boosted Salt Ayre’s visitor numbers
Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
The couple has a vision to create a network of dedicated fitness trainers who can engage Indian communities
The couple has a vision to create a network of dedicated fitness trainers who can engage Indian communities
In two years, the couple have established 15 fitness studios in India
In two years, the couple have established 15 fitness studios in India
https://www.leisureopportunities.co.uk/images/HCM2017_11letter.jpg
How to get the deconditioned into gyms
Chris Johnson, managing director, The Pulse Group Darren Clifford, Lancaster City Council cabinet member for culture, leisure and tourism,fitness centres, community hubs, deconditioned market, consumer trends, Chris Johnson, Darren Clifford
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Recovery, social wellness and longevity were talking points at PerformX recently, tipped by many speakers ...
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Industry experts are gathering in Cologne for today's European Health & Fitness Forum (EHFF), followed ...
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Jason Worthy has been appointed group CEO of Myzone to lead the 'next stage of ...
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John Kersh has announced he is leaving boutique franchisor, Xponential Fitness, after eight years with ...
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Featured supplier news: Sibec EMEA to blend fitness with luxury at Fairmont Monte Carlo
Experience the pinnacle of fitness and luxury at the premier industry event, Sibec EMEA, set against the breathtaking backdrop of the Fairmont Monte Carlo this Autumn.
Featured supplier news
Featured supplier news: Panatta to showcase innovation at major fitness and bodybuilding events in 2024
Panatta will consolidate its global presence throughout 2024 by attending a host of major industry events around the globe.
Company profiles
Company profile: ABC Trainerize
ABC Trainerize is a member engagement mobile app and software platform that allows coaches and ...
Company profiles
Company profile: Balanced Body®
Balanced Body is the global leader in Pilates equipment and education. Founded over 47 years ...
Supplier Showcase
Supplier showcase - Jon Williams
Catalogue Gallery
Click on a catalogue to view it online
Featured press releases
Greenwich Leisure Limited press release: ‘Better’ managers get a ‘taste’ for volunteering
The management team from ‘Better’ leisure centres in the Lewisham area is looking for local projects that need a helping hand.
Featured press releases
KeepMe press release: Gymnation appoints Keepme CEO Ian Mullane to board of directors
The fastest growing gym chain based out of the GCC has appointed Keepme’s CEO, Ian Mullane to its board of directors.
Directory
Salt therapy products
Himalayan Source: Salt therapy products
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Spa software
SpaBooker: Spa software
Lockers
Crown Sports Lockers: Lockers
Snowroom
TechnoAlpin SpA: Snowroom
Cryotherapy
Art of Cryo: Cryotherapy
Property & Tenders
Loughton, IG10
Knight Frank
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Grantham, Leicestershire
Belvoir Castle
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Diary dates
11-14 Apr 2024
Exhibition Centre , Cologne, Germany
Diary dates
22-24 Apr 2024
Galgorm Resort, York,
Diary dates
10-12 May 2024
China Import & Export Fair Complex, Guangzhou, China
Diary dates
23-24 May 2024
Large Hall of the Chamber of Commerce (Erbprinzenpalais), Wiesbaden, Germany
Diary dates
30 May - 02 Jun 2024
Rimini Exhibition Center, Rimini, Italy
Diary dates
08-08 Jun 2024
Worldwide, Various,
Diary dates
11-13 Jun 2024
Raffles City Convention Centre, Singapore, Singapore
Diary dates
12-13 Jun 2024
ExCeL London, London, United Kingdom
Diary dates
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IMPACT Exhibition Center, Bangkok, Thailand
Diary dates
19-19 Sep 2024
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Diary dates
01-04 Oct 2024
REVĪVŌ Wellness Resort Nusa Dua Bali, Kabupaten Badung, Indonesia
Diary dates
22-25 Oct 2024
Messe Stuttgart, Germany
Diary dates
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Diary dates
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In person, St Andrews, United Kingdom
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