Les Mills
Les Mills
Les Mills
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
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
One of the opportunities we’re looking at is in London. The location doesn’t suit a low-cost gym, but would suit a boutique-style model. - John Oxley
People
HCM people

Gita Sjahrir

Founder, R-FITNESS
We became the first boutique fitness brand in all of Southeast Asia to ever raise venture capital backing. This was positive for the industry as it signalled that the industry had growth potential
People
We’re trying to help people understand exactly how much effort they need to apply in order to get the best outcome, so they can do it over a long period of time and not burn out. The overall training effect is then much better
Features
Supplier showcase
Pulse Fitness has installed a premium fitness facility at The University of Liverpool, fitting the space with its state-of-the-art equipment to appeal to staff and students alike
Features
Group exercise
Does your fitness studio offer the antidote to tech-driven loneliness?
Features
Supplier showcase
With the first of a planned 105 clubs across the UK and Ireland up and running, UFC GYM turned to the expertise of DFC to ensure a simpler membership process for members
Features
IHRSA Update
IHRSA’s Kristen Walsh shares highlights from The 2019 IHRSA Health Club Consumer Report into the US fitness market, as well as giving universal advice about how to stay relevant
Features
Circuits
Circuits are a powerful way to deliver a controlled and effective workout to people of a range of abilities in a short time frame. HCM reviews some of the leading systems
Features
feature
“We can include those yet to take the plunge into wearables,” says Myzone’s Dave Wright
Features
feature
As ukactive pushes for government to focus on physical activity for healthcare, Brad Tucker, managing director at Premier Global NASM, explains how the training provider is evolving its programmes to help fitness professionals deliver person-centred, holistic health solutions
Features
Latest News
Mid-market health club operator Total Fitness has acquired Pro-Fit Personal Training. The deal follows a ...
Latest News
PureGym is set to become the second largest fitness operator in Europe, after revealing plans ...
Latest News
The Glass House Retreat, a new eco-friendly health and wellness retreat, has opened in Bulphan, ...
Latest News
A large-scale study on genetics has shown that being more physically active reduces the risk ...
Latest News
The Gym Group has confirmed plans to roll out a new small box format in ...
Latest News
Representatives from the three main political parties have backed the view that physical activity has ...
Latest News
Life Leisure is expanding its facility portfolio with the launch of an independent boutique fitness ...
Latest News
Almost half of children and young people (46.8 per cent) in England are doing the ...
Job search
POST YOUR JOB
Featured supplier news
Featured supplier: Harlands Effect: Make Your Business More Profitable
Harlands Group is a membership management service for health and fitness operators, which interacts directly with members to effectively manage membership payments.
Featured supplier news
Featured supplier: Pulse Fitness modernises Leiston Leisure Centre in £4m redevelopment
The Leiston Leisure Centre, owned by East Suffolk Council, reopened recently following a £4m redevelopment designed and implemented by Pulse Fitness.
Video Gallery
Harlands Group testimonial
Harlands Group
Harlands Group - Testimonial from 'Unity Leisure'. Read more
More videos:
Company profiles
Company profile: Incorpore Ltd
Incorpore is a leading fitness and wellness company who have been successfully delivering solutions to ...
Company profiles
Company profile: DFC
DFC
At DFC, we offer totally transparent revenue management solutions with clear pricing and no hidden ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Wearable technology solutions
MyZone: Wearable technology solutions
Fitness software
Go Do.Fitness: Fitness software
Skincare
Sothys: Skincare
Locking solutions
Ojmar: Locking solutions
Management software
Fisikal: Management software
Fitness equipment
Dyaco International: Fitness equipment
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Professional services
Deloitte UK: Professional services
Trade associations
International SPA Association - iSPA: Trade associations
Property & Tenders
Diary dates
21-23 Jan 2020
Harrogate Convention Centre, Harrogate, United Kingdom
Diary dates
28-30 Jan 2020
Ericsson Exhibition Hall, Ricoh Arena, Coventry, United Kingdom
Diary dates
29-30 Jan 2020
Holiday Inn San Francisco-Golden Gateway, San Francisco, United States
Diary dates
23-25 Mar 2020
Hilton, Barcelona, Spain
Diary dates
25-26 Mar 2020
Eastwood Hall, Nottingham, United Kingdom
Diary dates
19-24 Apr 2020
tbc, Beijing, China
Diary dates
04 Jun 2020
Marriott Forest of Arden Hotel & Country Club, Birmingham, United Kingdom
Diary dates
10-27 Jun 2020
tbc, Pinggu, China
Diary dates
13 Jun 2020
Worldwide, Various,
Diary dates
17-18 Jun 2020
ExCeL London, London, United Kingdom
Diary dates
21-24 Sep 2020
Loews Coronado Bay Resort, Coronado, United States
Diary dates
30-31 Oct 2020
NEC, Birmingham, 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
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
Mid-market health club operator Total Fitness has acquired Pro-Fit Personal Training. The deal follows a ...
Latest News
PureGym is set to become the second largest fitness operator in Europe, after revealing plans ...
Latest News
The Glass House Retreat, a new eco-friendly health and wellness retreat, has opened in Bulphan, ...
Latest News
A large-scale study on genetics has shown that being more physically active reduces the risk ...
Latest News
The Gym Group has confirmed plans to roll out a new small box format in ...
Latest News
Representatives from the three main political parties have backed the view that physical activity has ...
Latest News
Life Leisure is expanding its facility portfolio with the launch of an independent boutique fitness ...
Latest News
Almost half of children and young people (46.8 per cent) in England are doing the ...
Latest News
A local fitness operator with 11 clubs in Chicago, US, is looking to muscle in ...
Latest News
Fitness industry veteran Nick Coutts has been appointed chair of Danish fitness tech firm Motosumo. ...
Latest News
The improvements in health and wellbeing associated with exercise referral schemes aren’t as large as ...
Job search
POST YOUR JOB
Featured supplier news
Featured supplier: Harlands Effect: Make Your Business More Profitable
Harlands Group is a membership management service for health and fitness operators, which interacts directly with members to effectively manage membership payments.
Featured supplier news
Featured supplier: Pulse Fitness modernises Leiston Leisure Centre in £4m redevelopment
The Leiston Leisure Centre, owned by East Suffolk Council, reopened recently following a £4m redevelopment designed and implemented by Pulse Fitness.
Video Gallery
Harlands Group testimonial
Harlands Group
Harlands Group - Testimonial from 'Unity Leisure'. Read more
More videos:
Company profiles
Company profile: Incorpore Ltd
Incorpore is a leading fitness and wellness company who have been successfully delivering solutions to ...
Company profiles
Company profile: DFC
DFC
At DFC, we offer totally transparent revenue management solutions with clear pricing and no hidden ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Wearable technology solutions
MyZone: Wearable technology solutions
Fitness software
Go Do.Fitness: Fitness software
Skincare
Sothys: Skincare
Locking solutions
Ojmar: Locking solutions
Management software
Fisikal: Management software
Fitness equipment
Dyaco International: Fitness equipment
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Professional services
Deloitte UK: Professional services
Trade associations
International SPA Association - iSPA: Trade associations
Property & Tenders
Diary dates
21-23 Jan 2020
Harrogate Convention Centre, Harrogate, United Kingdom
Diary dates
28-30 Jan 2020
Ericsson Exhibition Hall, Ricoh Arena, Coventry, United Kingdom
Diary dates
29-30 Jan 2020
Holiday Inn San Francisco-Golden Gateway, San Francisco, United States
Diary dates
23-25 Mar 2020
Hilton, Barcelona, Spain
Diary dates
25-26 Mar 2020
Eastwood Hall, Nottingham, United Kingdom
Diary dates
19-24 Apr 2020
tbc, Beijing, China
Diary dates
04 Jun 2020
Marriott Forest of Arden Hotel & Country Club, Birmingham, United Kingdom
Diary dates
10-27 Jun 2020
tbc, Pinggu, China
Diary dates
13 Jun 2020
Worldwide, Various,
Diary dates
17-18 Jun 2020
ExCeL London, London, United Kingdom
Diary dates
21-24 Sep 2020
Loews Coronado Bay Resort, Coronado, United States
Diary dates
30-31 Oct 2020
NEC, Birmingham, United Kingdom
Diary dates
Search news, features & products:
Find a supplier:
Les Mills
Les Mills