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
FreeMotion Fitness
FreeMotion Fitness
FreeMotion Fitness
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
Fuel the debate about issues and opportunities across the industry. We’d love to hear from you – [email protected]
HCM magazine
Research confirms the role health clubs can play in supporting people in nurturing their mental health, as Victor Brick explains
HCM magazine
Focusing on dieting has failed to offset the rising tide of obesity, say researchers from the Universities of Arizona and Virginia. A focus on fitness gives better health outcomes
HCM Magazine
Active ageing
If the fitness industry grew its membership base from the current 1% to 15% of members aged over 65, it would double in value and size
HCM Magazine
Interview
Gyms have a role to play in collaborating with the social prescribing movement to improve the nation’s health, the CEO of the UK’s National Academy of Social Prescribing tells Kate Cracknell
HCM Magazine
HCM People
Screens display power generated from each piece of equipment, allowing people to compete against each other for kilowatt hours produced
HCM Magazine
Everyone’s talking about
In the last issue of HCM, we checked with big box operators in the UK to see how trading has been going since restrictions were lifted. This month we turn our attention to boutiques and urban studios to find out how they’re faring. Kath Hudson reports
HCM Magazine
Insight
Research firm Qualtrics surveyed 12,157 consumers across 15 countries in seven languages to create the Les Mills 2021 Global Fitness Report, highlighting the ways consumers are choosing to work out as we emerge from the pandemic. Jak Phillips reports
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
Statistics
How have consumers responded to the end of lockdowns? Cesar Carvalho shares some bounceback numbers with HCM
HCM Magazine
Latest News
Boutique operator 1Rebel has launched its first 1Rebel Labs Studio at its club in Holborn. ...
Latest News
The Local Government Association (LGA) has called on the UK government to invest £875m in ...
Latest News
Anthony Hamilton, the father of F1 racing driver Lewis Hamilton, is launching a fitness equipment ...
Latest News
The pandemic has had an "unprecedented" impact on physical activity levels in England, with 1 ...
Latest News
The first énergie Fitness club has opened in Spain as part of a push for ...
Latest News
A global innovation competition has been launched to find ways to encourage and support more ...
Latest News
Xponential Fitness has acquired Body Fit Training in a deal worth US$44m. The deal takes ...
Latest News
Exercise has been highlighted as a crucial weapon in cancer patients’ battle against the disease. ...
Featured supplier news
Featured supplier news: Power Plate teams up with Myzone for a new exercise experience
Power Plate has teamed up with Myzone to provide its community with new class experiences and the opportunity to offer rewards based on effort, every time they move.
Featured supplier news
Featured supplier news: Life Fitness introduces Integrity SL, the next generation LED console
Life Fitness has unveiled the new Integrity SL, its connected LED console designed for the Integrity Series cardio portfolio.
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: Fisikal Limited
Fisikal helps fitness professionals, operators and education organisations improve efficiencies and service through its online ...
Company profiles
Company profile: Physical Company
Physical Company’s mission statement is ‘First for Fitness Solutions’ – a statement that reflects the ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Spa software
SpaBooker: Spa software
Fitness equipment
Octane Fitness: Fitness equipment
Wearable technology solutions
MyZone: Wearable technology solutions
Management software
Premier Software Solutions: Management software
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Exercise equipment
Matrix Fitness: Exercise equipment
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Red Light Therapy
 Red Light Rising: Red Light Therapy
Uniforms
Service Sport: Uniforms
Lockers/interior design
Fitlockers: Lockers/interior design
Property & Tenders
Welwyn Garden City
Welwyn Hatfield Borough Council
Property & Tenders
Newport, Shropshire
Lilleshall Sports Academy
Property & Tenders
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
Boutique operator 1Rebel has launched its first 1Rebel Labs Studio at its club in Holborn. ...
Latest News
The Local Government Association (LGA) has called on the UK government to invest £875m in ...
Latest News
Anthony Hamilton, the father of F1 racing driver Lewis Hamilton, is launching a fitness equipment ...
Latest News
The pandemic has had an "unprecedented" impact on physical activity levels in England, with 1 ...
Latest News
The first énergie Fitness club has opened in Spain as part of a push for ...
Latest News
A global innovation competition has been launched to find ways to encourage and support more ...
Latest News
Xponential Fitness has acquired Body Fit Training in a deal worth US$44m. The deal takes ...
Latest News
Exercise has been highlighted as a crucial weapon in cancer patients’ battle against the disease. ...
Latest News
The global health and fitness industry is returning to a busy programme of live trade ...
Latest News
Matrix and Intelivideo have signed a strategic partnership, which will see Intelivideo's fitness content integrated ...
Latest News
Nadine Dorries, the recently appointed secretary of state for digital, culture, media and sport at ...
Featured supplier news
Featured supplier news: Power Plate teams up with Myzone for a new exercise experience
Power Plate has teamed up with Myzone to provide its community with new class experiences and the opportunity to offer rewards based on effort, every time they move.
Featured supplier news
Featured supplier news: Life Fitness introduces Integrity SL, the next generation LED console
Life Fitness has unveiled the new Integrity SL, its connected LED console designed for the Integrity Series cardio portfolio.
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: Fisikal Limited
Fisikal helps fitness professionals, operators and education organisations improve efficiencies and service through its online ...
Company profiles
Company profile: Physical Company
Physical Company’s mission statement is ‘First for Fitness Solutions’ – a statement that reflects the ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Spa software
SpaBooker: Spa software
Fitness equipment
Octane Fitness: Fitness equipment
Wearable technology solutions
MyZone: Wearable technology solutions
Management software
Premier Software Solutions: Management software
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Exercise equipment
Matrix Fitness: Exercise equipment
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Red Light Therapy
 Red Light Rising: Red Light Therapy
Uniforms
Service Sport: Uniforms
Lockers/interior design
Fitlockers: Lockers/interior design
Property & Tenders
Welwyn Garden City
Welwyn Hatfield Borough Council
Property & Tenders
Newport, Shropshire
Lilleshall Sports Academy
Property & Tenders
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:
FreeMotion Fitness
FreeMotion Fitness