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
Hedgehog Concept Ltd
Hedgehog Concept Ltd
Hedgehog Concept Ltd
Health Club Management

Health Club Management

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
Get the latest news, jobs and features in your inbox
Health Club Management

Health Club Management

features

Retail: Retail revenue

Years ago, gym retail meant a small selection of basic products sold behind a counter. Now retail can turn more profit more than anywhere else in the gym, with opportunities in activewear, supplements and specialised gym equipment. We look at what’s working according to three industry experts

Published in Health Club Management 2019 issue 1
shutterstock
shutterstock
Location, location, location
Duncan Jefford

The wise adage is true: people buy with their eyes. However, in health club retail, buying incentive is more than visual interest alone. Allowing people to touch and feel the products creates a scenario in which they are much more likely to buy.

According to Everyone Active’s Duncan Jefford, when done well, retail can generate more profit per square meter than anywhere else in the gym.

“We generate more than £3m a year from retail,” says Jefford. “The key is to put it in the right place. Many operators put their retail section behind the reception, which is a huge loss. People need to be able to touch and feel the product to drive purchase.”

While he admits that the retail space at his centres can never compete with online retailers, positioning products in the right place can make a massive difference in terms of sales.

“We generate more than £3m a year from retail. The key thing is to put it in the right place” - Duncan Jefford, regional director, Everyone Active

Seems obvious, right? But Duncan says that concerns around theft often prevent a facility from moving their retail to the front of house. But reassuringly, he said that their stock loss is minimal – less than 2 per cent per year.

Another major sales driver is to have a range of quality products available.

“The vast majority of retail sales are for goggles and swimming costumes,” he says. “These are usually distress purchases, made on-site when a member has come for a workout and forgotten a critical piece of kit.

“However, one thing we’re noticing is that people are willing to pay a bit more for a quality product if there’s one available.”

Expanding the appeal of retail to include pop-up shops in partnership with new companies, especially athleisure brands, is also now proving to be a fruitful strategy.

These work well in a larger facility with a little more space. They’re not a permanent fixture, says Jefford, but they keep things fresh and interesting and have proven to give a great return.

No space for retailing?
Shamir Sidhu

What do you do if you don’t have retail space in your facility? London’s MoreYoga, one of the capital’s most affordable yoga studios, is proving that you can still have a lucrative retail offering even without owning the required floor space.

The company has been selling a range of Yogangster activewear through a mixture of partnership events, in-studio events and online.

More recently, MoreYoga showcased and sold an exclusive selection of Yogangster t-shirts and hoodies at the Om Yoga Show in London.

Highlighting their partnership with Yogangster founder Goldie, an internationally renowned DJ, artist and yoga enthusiast, MoreYoga was able to drive sales and brand awareness by capitalising on this modern yoga icon.

“Retail presents a huge opportunity for MoreYoga,” says Shamir Sidhu, MoreYoga founder. “We have 16 locations across London, but our lack of retail space isn’t stopping us from making the most of retail. We’re pushing ahead in more creative ways.”

“Lack of retail space isn’t stopping us from making the most of retail. We’re pushing ahead in more creative ways” - Shamir Sidhu, founder, MoreYoga

Shamir says that a retail strategy makes sense for all health and fitness clubs. The key is to decide on the scope of what you want to do, based on the capabilities of your facility.

If you can’t have a robust retail footprint, offer something meaningful by partnering with brands that align with your core values.

MoreYoga has partnered with Yogangster founder Goldie (left) to sell its range of apparel
The importance of merchandising
Adam Rai and Leon Judge

When people walk into a high street shop, they’re primed to buy. Not so in the gym environment. According to Adam Rai, co-founder of the GymPro fitness apparel brand, health club operators really need to work twice as hard to drive retail sales in a gym environment.

”People come to the gym with their head down and their headphones on. They’re not thinking about buying new kit,” says Rai. “For that reason, a bog-standard rail is not going to cut it. But when you attract the eye, it sells.”

GymPro sells a variety of hoodies and athletic apparel in 40 leisure centres across the UK.

Rai says operators need only to look at what large sports and fashion brands are doing from a merchandising perspective for inspiration in their own facilities.

"The theatre and energy around a retail space is something we’re really trying to hammer home to our operator partners," says Rai.

“The theatre and energy around a retail space is something we’re trying to hammer home to our operator partners” - Adam Rai, co-founder, GymPro

He adds that operators need to ensure they have passionate retail staff to drive sales.

"Retail staff need to believe in the products that they’re selling," says Rai. "When retail is done right, it can have a huge impact on sales."

GymPro sells a variety of athletic apparel in 40 leisure centres across the UK
If you would like to get each issue of HCM magazine sent direct to you for FREE, plus the weekly HCM ezine, sign up now!
http://www.leisureopportunities.com/images/imagesX/713283_158252.jpg
Operators share creative ways they’re tapping retail as a revenue source. More Yoga has partnered with musician Goldie to sell his Yogangster activewear.
People
HCM people

Aaron Smith

Founder, KX Pilates
‘KX’ stands for ‘the Kaizen Experience’, which means ‘change for the better’ in Japanese. It’s a philosophy that focuses on continuous improvement. We’re always seeking to improve, not only as a company but as individuals
People
HCM people

Ben Lucas

Founder, Flow Athletic, Sydney
We advise our Flow Athletes to complete classes at a ratio of one yoga class to one strength class to one cardio class. This combination has very positive effects
People
HCM people

Jo Smallwood

general manager, Oldham Leisure Centre
We saw the opportunity to initiate new partnerships with the Oldham Foodbank to help local residents during the COVID-19 crisis. We can’t serve our community in the way we would usually do, so we’ve moved resources to help where people need us most
Features
Strength
It’s considered a fundamental part of our fitness routines by medical professionals, but many exercisers, particularly women, are still put off by strength training. We asked leading suppliers what they’re doing to champion strength
Features
Training
Balance training is set to become a major fitness trend, with exercisers increasingly appreciating the benefits of having a strong core and good balance, particularly as they age. Lauren Health-Jones rounds up the latest product releases
Features
Reopening
David Lloyd Leisure has launched a raft of outdoor classes, including an enhanced role for its Battlebox concept, as Liz Terry reports
Features
Statistics
ukactive, 4global and partners have modelled the likely recovery from the lockdown. Ed Hubbard outlines the numbers
Features
Opinion
The over-70s were treated as one homogenous group during the lockdown and advised to shield. Colin Milner, founder and CEO of the International Council on Active Aging says this is leading to an increase in ageism that the industry must fight to overcome
Features
Supplier showcase
Bannatyne has driven member engagement with Les Mills during the lockdown
Features
Talking Point
The fitness industry has shown incredible flexibility during lockdown, pivoting to digital to keep people active. But as lockdowns end, we ask what impact the pandemic will have on facility provision
Features
Latest News
The hospitality and attractions sectors will benefit from a temporary cut to VAT as part ...
Latest News
The UK's fitness industry can finally get back to business on Saturday 25 July, following ...
Latest News
HCM understands a decision on reopening dates for gyms and also for spas will be ...
Latest News
Interest in gym reopening in England is reaching fever pitch, with an announcement expected any ...
Latest News
Exercising increases levels of a protein hormone secreted by the bones which has a powerful ...
Latest News
A free-to-access training platform has launched to help the sport and fitness workforce confidently return ...
Latest News
Glasgow Life, which runs leisure and culture facilities on behalf of Glasgow City Council, has ...
Latest News
Fitness equipment firm Nautilus Inc is looking for a buyer for its commercial equipment brand ...
Featured supplier news
Featured supplier: EGYM presents Corona Gym Solution, for the successful re-opening of fitness studios
Finally, the time has come: fitness and health facilities around the globe are gradually resuming operations.
Featured supplier news
Featured supplier: Fisikal chosen as tech partner for ‘JP4’; new health app from fitness expert, Jessie Pavelka
Fitness expert and television host, Jessie Pavelka has collaborated with Fisikal, experts in digital management solutions, to create the new JP4 app, a premium 12-week personal health and fitness transformation programme that takes the user on a journey of change through four key elements of health.
Video Gallery
Technogym mywellness app
Technogym
Improve your training experience. All your data in a single app. Read more
More videos:
Company profiles
Company profile: FunXtion International BV
Unlock your club’s digital potential with the FunXtion Platform. Deliver engaging and immersive digital fitness ...
Company profiles
Company profile: TVS Group
The TVS Group supply and install sports and fitness flooring to a wide range of ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Lockers/interior design
Crown Sports Lockers: Lockers/interior design
Gym flooring
REGUPOL/Berleburger Schaumstoffwerk (BSW): Gym flooring
Exercise equipment
Star Trac / Core Health & Fitness: Exercise equipment
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Spa software
SpaBooker: Spa software
Skincare
Comfort Zone - Davines S.p.A: Skincare
Design consultants
Zynk Design Consultants: Design consultants
Trade associations
International SPA Association - iSPA: Trade associations
Fitness equipment
Stages Cycling: Fitness equipment
Property & Tenders
Greywell, Hampshire
Barnsgrove Health and Wellness Club
Property & Tenders
Derby City Council
Property & Tenders
Diary dates
21-24 Sep 2020
Loews Coronado Bay Resort, Coronado, United States
Diary dates
22-23 Sep 2020
Heythrop Park, United Kingdom
Diary dates
17-23 Oct 2020
Pinggu, Beijing, China
Diary dates
27-30 Oct 2020
Messe Stuttgart, Germany
Diary dates
03-06 Nov 2020
Online,
Diary dates
27-28 Nov 2020
Athena, Leicester, United Kingdom
Diary dates
23-26 Feb 2021
IFEMA, Madrid, Spain
Diary dates
03-04 Mar 2021
NEC, Birmingham, United Kingdom
Diary dates
03-06 Jun 2021
Expo Centre & Riviera di Rimini, Italy
Diary dates
16-17 Jun 2021
ExCeL London, London, United Kingdom
Diary dates

features

Retail: Retail revenue

Years ago, gym retail meant a small selection of basic products sold behind a counter. Now retail can turn more profit more than anywhere else in the gym, with opportunities in activewear, supplements and specialised gym equipment. We look at what’s working according to three industry experts

Published in Health Club Management 2019 issue 1
shutterstock
shutterstock
Location, location, location
Duncan Jefford

The wise adage is true: people buy with their eyes. However, in health club retail, buying incentive is more than visual interest alone. Allowing people to touch and feel the products creates a scenario in which they are much more likely to buy.

According to Everyone Active’s Duncan Jefford, when done well, retail can generate more profit per square meter than anywhere else in the gym.

“We generate more than £3m a year from retail,” says Jefford. “The key is to put it in the right place. Many operators put their retail section behind the reception, which is a huge loss. People need to be able to touch and feel the product to drive purchase.”

While he admits that the retail space at his centres can never compete with online retailers, positioning products in the right place can make a massive difference in terms of sales.

“We generate more than £3m a year from retail. The key thing is to put it in the right place” - Duncan Jefford, regional director, Everyone Active

Seems obvious, right? But Duncan says that concerns around theft often prevent a facility from moving their retail to the front of house. But reassuringly, he said that their stock loss is minimal – less than 2 per cent per year.

Another major sales driver is to have a range of quality products available.

“The vast majority of retail sales are for goggles and swimming costumes,” he says. “These are usually distress purchases, made on-site when a member has come for a workout and forgotten a critical piece of kit.

“However, one thing we’re noticing is that people are willing to pay a bit more for a quality product if there’s one available.”

Expanding the appeal of retail to include pop-up shops in partnership with new companies, especially athleisure brands, is also now proving to be a fruitful strategy.

These work well in a larger facility with a little more space. They’re not a permanent fixture, says Jefford, but they keep things fresh and interesting and have proven to give a great return.

No space for retailing?
Shamir Sidhu

What do you do if you don’t have retail space in your facility? London’s MoreYoga, one of the capital’s most affordable yoga studios, is proving that you can still have a lucrative retail offering even without owning the required floor space.

The company has been selling a range of Yogangster activewear through a mixture of partnership events, in-studio events and online.

More recently, MoreYoga showcased and sold an exclusive selection of Yogangster t-shirts and hoodies at the Om Yoga Show in London.

Highlighting their partnership with Yogangster founder Goldie, an internationally renowned DJ, artist and yoga enthusiast, MoreYoga was able to drive sales and brand awareness by capitalising on this modern yoga icon.

“Retail presents a huge opportunity for MoreYoga,” says Shamir Sidhu, MoreYoga founder. “We have 16 locations across London, but our lack of retail space isn’t stopping us from making the most of retail. We’re pushing ahead in more creative ways.”

“Lack of retail space isn’t stopping us from making the most of retail. We’re pushing ahead in more creative ways” - Shamir Sidhu, founder, MoreYoga

Shamir says that a retail strategy makes sense for all health and fitness clubs. The key is to decide on the scope of what you want to do, based on the capabilities of your facility.

If you can’t have a robust retail footprint, offer something meaningful by partnering with brands that align with your core values.

MoreYoga has partnered with Yogangster founder Goldie (left) to sell its range of apparel
The importance of merchandising
Adam Rai and Leon Judge

When people walk into a high street shop, they’re primed to buy. Not so in the gym environment. According to Adam Rai, co-founder of the GymPro fitness apparel brand, health club operators really need to work twice as hard to drive retail sales in a gym environment.

”People come to the gym with their head down and their headphones on. They’re not thinking about buying new kit,” says Rai. “For that reason, a bog-standard rail is not going to cut it. But when you attract the eye, it sells.”

GymPro sells a variety of hoodies and athletic apparel in 40 leisure centres across the UK.

Rai says operators need only to look at what large sports and fashion brands are doing from a merchandising perspective for inspiration in their own facilities.

"The theatre and energy around a retail space is something we’re really trying to hammer home to our operator partners," says Rai.

“The theatre and energy around a retail space is something we’re trying to hammer home to our operator partners” - Adam Rai, co-founder, GymPro

He adds that operators need to ensure they have passionate retail staff to drive sales.

"Retail staff need to believe in the products that they’re selling," says Rai. "When retail is done right, it can have a huge impact on sales."

GymPro sells a variety of athletic apparel in 40 leisure centres across the UK
If you would like to get each issue of HCM magazine sent direct to you for FREE, plus the weekly HCM ezine, sign up now!
http://www.leisureopportunities.com/images/imagesX/713283_158252.jpg
Operators share creative ways they’re tapping retail as a revenue source. More Yoga has partnered with musician Goldie to sell his Yogangster activewear.
Latest News
The hospitality and attractions sectors will benefit from a temporary cut to VAT as part ...
Latest News
The UK's fitness industry can finally get back to business on Saturday 25 July, following ...
Latest News
HCM understands a decision on reopening dates for gyms and also for spas will be ...
Latest News
Interest in gym reopening in England is reaching fever pitch, with an announcement expected any ...
Latest News
Exercising increases levels of a protein hormone secreted by the bones which has a powerful ...
Latest News
A free-to-access training platform has launched to help the sport and fitness workforce confidently return ...
Latest News
Glasgow Life, which runs leisure and culture facilities on behalf of Glasgow City Council, has ...
Latest News
Fitness equipment firm Nautilus Inc is looking for a buyer for its commercial equipment brand ...
Latest News
Technogym has announced the launch of live streaming and on-demand classes. The new content will ...
Latest News
A number of gym operators are concerned that local lockdowns could come into effect in ...
Featured supplier news
Featured supplier: EGYM presents Corona Gym Solution, for the successful re-opening of fitness studios
Finally, the time has come: fitness and health facilities around the globe are gradually resuming operations.
Featured supplier news
Featured supplier: Fisikal chosen as tech partner for ‘JP4’; new health app from fitness expert, Jessie Pavelka
Fitness expert and television host, Jessie Pavelka has collaborated with Fisikal, experts in digital management solutions, to create the new JP4 app, a premium 12-week personal health and fitness transformation programme that takes the user on a journey of change through four key elements of health.
Video Gallery
Technogym mywellness app
Technogym
Improve your training experience. All your data in a single app. Read more
More videos:
Company profiles
Company profile: FunXtion International BV
Unlock your club’s digital potential with the FunXtion Platform. Deliver engaging and immersive digital fitness ...
Company profiles
Company profile: TVS Group
The TVS Group supply and install sports and fitness flooring to a wide range of ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Lockers/interior design
Crown Sports Lockers: Lockers/interior design
Gym flooring
REGUPOL/Berleburger Schaumstoffwerk (BSW): Gym flooring
Exercise equipment
Star Trac / Core Health & Fitness: Exercise equipment
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Spa software
SpaBooker: Spa software
Skincare
Comfort Zone - Davines S.p.A: Skincare
Design consultants
Zynk Design Consultants: Design consultants
Trade associations
International SPA Association - iSPA: Trade associations
Fitness equipment
Stages Cycling: Fitness equipment
Property & Tenders
Greywell, Hampshire
Barnsgrove Health and Wellness Club
Property & Tenders
Derby City Council
Property & Tenders
Diary dates
21-24 Sep 2020
Loews Coronado Bay Resort, Coronado, United States
Diary dates
22-23 Sep 2020
Heythrop Park, United Kingdom
Diary dates
17-23 Oct 2020
Pinggu, Beijing, China
Diary dates
27-30 Oct 2020
Messe Stuttgart, Germany
Diary dates
03-06 Nov 2020
Online,
Diary dates
27-28 Nov 2020
Athena, Leicester, United Kingdom
Diary dates
23-26 Feb 2021
IFEMA, Madrid, Spain
Diary dates
03-04 Mar 2021
NEC, Birmingham, United Kingdom
Diary dates
03-06 Jun 2021
Expo Centre & Riviera di Rimini, Italy
Diary dates
16-17 Jun 2021
ExCeL London, London, United Kingdom
Diary dates
Search news, features & products:
Find a supplier:
Hedgehog Concept Ltd
Hedgehog Concept Ltd