GET HCM
magazine
Sign up for the FREE digital edition of HCM magazine and also get the HCM ezine and breaking news email alerts.
Not right now, thanksclose this window
Les Mills International
Les Mills International
Les Mills International
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

Promotional Feature: Conceptualisation

Translating clients’ wish lists into a viable scheme that’s well conceptualised from the start is a fundamental part of the alliance leisure process. Commercial director Paul Cluett explains the approach

Published in Health Club Management 2013 issue 10

What does Alliance Leisure see when confronted with a tired old leisure centre that needs help?
We see space, opportunity and capacity to generate new and improved revenues from activities which have a greater relevance to local communities You’ll probably hear me say this more than once, but we’re dedicated to recognising the art of the possible, and making it a reality for clients.

We view the physical space in an objective way, carving it up and planning every sq ft in the most efficient and financially viable way, whilst staying true to the objectives of providing facilities to all sections of the community.

But we also look to create inspiring spaces within these parameters. Clients may be wary at the beginning, constrained by preconceptions. It’s our job, through on-the-ground research and conceptualisation, to show them an exciting yet practical way forward.

How do you begin to conceptualise a leisure scheme?
After an initial meeting we’ll go off to start a desktop scoping of the project, such as looking at demographics, commissioning a latent demand report, conducting a mystery shopper, etc. For the visuals, we’ll develop a block plan, which is similar to a mood board, with different layers of imagery and statistics, to start to give a much clearer idea to the client of what they could have.

Is this the point where you really get to ‘wow’ the client?
It would be very easy at this stage to give a really show-stopping presentation, displaying all the amazing things a client could have in their project. But we always start from the realistic viewpoint of what they can really afford and then conceptualise possible schemes from there. The last thing we want to do is take clients too far down a path before they realise they can’t afford to go through with it.

How is your visualisation package used at this stage of the process?
Obviously we intend it to inspire the client, some of whom might have been a little sceptical about our proposals up to this point. It’s not just to show them how a finished scheme might look, but demonstrate in real terms how it will work along the way, how it will be funded and delivered.

That said, the visuals we put together can have a powerful and persuasive effect when clients present them to the various stakeholders, to engage their interest and support. They also assist greatly with media relations.

Do you also attend these local meetings?
As a partner at the beginning of a process, we always prefer to be at these meetings as we’re better placed to answer the many questions there may be at the early stages of a planned leisure development.

We find that very often, stakeholders are much more responsive to well presented visuals, and we do this through block designs, 3D graphics, videos and presentation skills.

Many people understand and respond to imagery and visual techniques in a much more positive way than they do to the numbers and financials.

What other methods do you use to communicate a concept?
The best way for clients to visualise a scheme is to take them to one of our competed projects, and really show them what can be achieved.

For example, if we’re talking about putting in a spa for a leisure centre many of them still have an image of soggy old local authority saunas, whereas the spas we develop for the public sector are every bit as luxurious as a private spa.

The spa we developed for Deeside Leisure Centre replaced a dark, disused nightclub space. In terms of what the client thought they could achieve with this space, and what we delivered, I’d say it was probably off the Richter scale.

What about client feedback?
If they’re looking at the conceptualised plans and asking if a door can be moved three feet to the right then we’re very much on the wrong track! That’s for much further into the feasibility process.

At this early stage, it’s about gaining confidence that a scheme can be done at all. As it progresses, the plans develop and are modified to reflect the outcome of the feedback process. Local knowledge always informs the process.

How long does this stage of the project take?
It depends on the client and what stage they’re at when we meet. For 80 per cent of clients we’ve already completed several projects, and so they’re familiar and comfortable with the process.

We deliver the project in bite-sized pieces, so the client has the chance to digest and evaluate each stage. Although the end result is often exactly what they didn’t know they needed!

CASE STUDY – Ramsgate Leisure Centre, Thanet

One of Alliance Leisure’s latest redevelopment projects – a £4m extension and refurbishment of Ramsgate Leisure Centre in partnership with Your Leisure, Thanet District Council and lead contractor ISG – was completed in July.

Commercial director Paul Cluett says that Alliance Leisure’s early input and ideas for re-orienting the scheme helped maximise revenue-generating options for the client.

He says: “Initially it was thought the pool would be located in a different position, but this limited the capacity to add in the revenue generating elements (spa/spinning/toning), as the solution they first considered was focused on just replacing the pool. But once we got involved, the project was refined over time, and the end result was a consequence of great collaborative working between our team and the Your Leisure.”
The end location of the redevelopment is actually close to residential (one of the reasons the client had at first dismissed it as a location). But by clever design to ensure reduced massing and visual impact on neighbours, Alliance’s vision facilitated a successful scheme.

Cluett adds: “The conceptualisation allowed us to introduce the revenue generating elements, without which, the scheme could not have gone ahead as the subsidy would have increased.”

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
https://www.leisureopportunities.co.uk/images/HCM2013_10alliance.gif
Part two of a nine-part series detailing Alliance Leisure's process for creating successful public leisure facilities - Translating clients' wish lists into a viable scheme that's well conceptualised
Alliance leisure,Alliance leisure
HCM magazine
Running booms when health clubs and gyms are closed. Could this enthusiasm result in treadmill training becoming the new spinning? Kath Hudson reports
HCM magazine
HCM People

Colin Waggett

CEO, Third Space
We first started talking to KSL over two years ago, so this was not a rushed partnership
HCM magazine
Life Fitness introduces Integrity SL, the next-generation LED console with intuitive functionality and digital connectivity
HCM Magazine
Letters
We’re asking the music industry to reinstate the Online Music Fitness Licence and to simplify music licencing arrangements
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
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
Billed as the ‘2021 Experience Tour’, Egym has taken its connected gym floor experience on the road around the UK
HCM Magazine
Insight
Dr Davina Deniszczyc talks us through the findings of the first Nuffield Healthier Nation Index, which has benchmarked activity levels and attitudes to exercise among the UK population
HCM Magazine
HCM people
This partnership with F45 is an exciting business venture for me
HCM Magazine
Policy
Generations rarely have the opportunity to reset public opinion and effect behaviour change for good, but post-pandemic two unequal movements with a lot in common will be the focus of governments, says David Minton
HCM Magazine
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 ...
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: Uptivo: Individual and group heart rate tracking
Uptivo is an all-in-one digital solution for fitness clubs, fitness boutique studios and personal trainers that provides powerful tools to schedule activities, manage member payments, and monitor heart rate both for remote and on-site classes.
Featured operator news
Featured operator news: Everyone Active generates £342m in social value
Award-winning leisure operator Everyone Active generated £342million in social value at its sites across the country in 2019/20.
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: Quoox
With more than 200 integrated features, Quoox is confident there is a solution for every ...
Company profiles
Company profile: FIBO Global Fitness
FIBO Global Fitness is the leading international trade show for fitness, wellness & health....
Catalogue Gallery
Click on a catalogue to view it online
Directory
Exercise equipment
Pendex Fisio S.L.: Exercise equipment
Whole body cryotherapy
Art of Cryo: Whole body cryotherapy
Skincare
Comfort Zone - Davines S.p.A: Skincare
Management software
Premier Software Solutions: Management software
Fitness equipment
Octane Fitness: Fitness equipment
Salt therapy products
Himalayan Source: Salt therapy products
Wearable technology solutions
MyZone: Wearable technology solutions
Uniforms
Service Sport: Uniforms
Lockers/interior design
Crown Sports Lockers: Lockers/interior design
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Property & Tenders
Welwyn Garden City
Welwyn Hatfield Borough Council
Property & Tenders
Newport, Shropshire
Lilleshall Sports Academy
Property & Tenders
Diary dates
21-24 Sep 2021
Messe Stuttgart, Germany
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

Promotional Feature: Conceptualisation

Translating clients’ wish lists into a viable scheme that’s well conceptualised from the start is a fundamental part of the alliance leisure process. Commercial director Paul Cluett explains the approach

Published in Health Club Management 2013 issue 10

What does Alliance Leisure see when confronted with a tired old leisure centre that needs help?
We see space, opportunity and capacity to generate new and improved revenues from activities which have a greater relevance to local communities You’ll probably hear me say this more than once, but we’re dedicated to recognising the art of the possible, and making it a reality for clients.

We view the physical space in an objective way, carving it up and planning every sq ft in the most efficient and financially viable way, whilst staying true to the objectives of providing facilities to all sections of the community.

But we also look to create inspiring spaces within these parameters. Clients may be wary at the beginning, constrained by preconceptions. It’s our job, through on-the-ground research and conceptualisation, to show them an exciting yet practical way forward.

How do you begin to conceptualise a leisure scheme?
After an initial meeting we’ll go off to start a desktop scoping of the project, such as looking at demographics, commissioning a latent demand report, conducting a mystery shopper, etc. For the visuals, we’ll develop a block plan, which is similar to a mood board, with different layers of imagery and statistics, to start to give a much clearer idea to the client of what they could have.

Is this the point where you really get to ‘wow’ the client?
It would be very easy at this stage to give a really show-stopping presentation, displaying all the amazing things a client could have in their project. But we always start from the realistic viewpoint of what they can really afford and then conceptualise possible schemes from there. The last thing we want to do is take clients too far down a path before they realise they can’t afford to go through with it.

How is your visualisation package used at this stage of the process?
Obviously we intend it to inspire the client, some of whom might have been a little sceptical about our proposals up to this point. It’s not just to show them how a finished scheme might look, but demonstrate in real terms how it will work along the way, how it will be funded and delivered.

That said, the visuals we put together can have a powerful and persuasive effect when clients present them to the various stakeholders, to engage their interest and support. They also assist greatly with media relations.

Do you also attend these local meetings?
As a partner at the beginning of a process, we always prefer to be at these meetings as we’re better placed to answer the many questions there may be at the early stages of a planned leisure development.

We find that very often, stakeholders are much more responsive to well presented visuals, and we do this through block designs, 3D graphics, videos and presentation skills.

Many people understand and respond to imagery and visual techniques in a much more positive way than they do to the numbers and financials.

What other methods do you use to communicate a concept?
The best way for clients to visualise a scheme is to take them to one of our competed projects, and really show them what can be achieved.

For example, if we’re talking about putting in a spa for a leisure centre many of them still have an image of soggy old local authority saunas, whereas the spas we develop for the public sector are every bit as luxurious as a private spa.

The spa we developed for Deeside Leisure Centre replaced a dark, disused nightclub space. In terms of what the client thought they could achieve with this space, and what we delivered, I’d say it was probably off the Richter scale.

What about client feedback?
If they’re looking at the conceptualised plans and asking if a door can be moved three feet to the right then we’re very much on the wrong track! That’s for much further into the feasibility process.

At this early stage, it’s about gaining confidence that a scheme can be done at all. As it progresses, the plans develop and are modified to reflect the outcome of the feedback process. Local knowledge always informs the process.

How long does this stage of the project take?
It depends on the client and what stage they’re at when we meet. For 80 per cent of clients we’ve already completed several projects, and so they’re familiar and comfortable with the process.

We deliver the project in bite-sized pieces, so the client has the chance to digest and evaluate each stage. Although the end result is often exactly what they didn’t know they needed!

CASE STUDY – Ramsgate Leisure Centre, Thanet

One of Alliance Leisure’s latest redevelopment projects – a £4m extension and refurbishment of Ramsgate Leisure Centre in partnership with Your Leisure, Thanet District Council and lead contractor ISG – was completed in July.

Commercial director Paul Cluett says that Alliance Leisure’s early input and ideas for re-orienting the scheme helped maximise revenue-generating options for the client.

He says: “Initially it was thought the pool would be located in a different position, but this limited the capacity to add in the revenue generating elements (spa/spinning/toning), as the solution they first considered was focused on just replacing the pool. But once we got involved, the project was refined over time, and the end result was a consequence of great collaborative working between our team and the Your Leisure.”
The end location of the redevelopment is actually close to residential (one of the reasons the client had at first dismissed it as a location). But by clever design to ensure reduced massing and visual impact on neighbours, Alliance’s vision facilitated a successful scheme.

Cluett adds: “The conceptualisation allowed us to introduce the revenue generating elements, without which, the scheme could not have gone ahead as the subsidy would have increased.”

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
https://www.leisureopportunities.co.uk/images/HCM2013_10alliance.gif
Part two of a nine-part series detailing Alliance Leisure's process for creating successful public leisure facilities - Translating clients' wish lists into a viable scheme that's well conceptualised
Alliance leisure,Alliance leisure
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 ...
Latest News
Nadine Dorries has replaced Oliver Dowden as the Secretary of State for Digital, Media, Culture ...
Latest News
In a major move against the gym market, Apple has revealed a number of upgrades ...
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: Uptivo: Individual and group heart rate tracking
Uptivo is an all-in-one digital solution for fitness clubs, fitness boutique studios and personal trainers that provides powerful tools to schedule activities, manage member payments, and monitor heart rate both for remote and on-site classes.
Featured operator news
Featured operator news: Everyone Active generates £342m in social value
Award-winning leisure operator Everyone Active generated £342million in social value at its sites across the country in 2019/20.
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: Quoox
With more than 200 integrated features, Quoox is confident there is a solution for every ...
Company profiles
Company profile: FIBO Global Fitness
FIBO Global Fitness is the leading international trade show for fitness, wellness & health....
Catalogue Gallery
Click on a catalogue to view it online
Directory
Exercise equipment
Pendex Fisio S.L.: Exercise equipment
Whole body cryotherapy
Art of Cryo: Whole body cryotherapy
Skincare
Comfort Zone - Davines S.p.A: Skincare
Management software
Premier Software Solutions: Management software
Fitness equipment
Octane Fitness: Fitness equipment
Salt therapy products
Himalayan Source: Salt therapy products
Wearable technology solutions
MyZone: Wearable technology solutions
Uniforms
Service Sport: Uniforms
Lockers/interior design
Crown Sports Lockers: Lockers/interior design
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Property & Tenders
Welwyn Garden City
Welwyn Hatfield Borough Council
Property & Tenders
Newport, Shropshire
Lilleshall Sports Academy
Property & Tenders
Diary dates
21-24 Sep 2021
Messe Stuttgart, Germany
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:
Les Mills International
Les Mills International