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UNITING THE WORLD OF FITNESS
Health Club Management

Health Club Management

features

Sponsored: Strengthening the future

Denbighshire Leisure is creating a range of new and unforgettable member experiences. MD, Jamie Groves, explains how a partnership with Technogym and Alliance Leisure has led to the creation of a raft of new offerings

Published in Health Club Management 2021 issue 3
A mix of Technogym equipment has been installed to suit members at all levels
A mix of Technogym equipment has been installed to suit members at all levels

Following Wales’ lockdown, Denbighshire Leisure will reopen Club Nova, its beachfront leisure location, with an impressive new gym set up, including the new Technogym Excite Live cardio range.

Nova, located in Prestatyn, has undergone a major regeneration and now offers local residents and visitors a new leisure complex with a pool, dance studio, function suite, restaurants, Costa coffee shop, and “Club Nova” gym.

Denbighshire Leisure has always been innovative in its approach. As Wales headed into a long lockdown, the team considered how they could create a unique offer for members to come back to.

Creating a high-end refurb
“We knew people would want something different after being in lockdown for so long,” said Jamie Groves, MD of Denbighshire Leisure, “Club Nova has an exclusive club atmosphere and our choice of fitness equipment had to underpin this premium customer experience”.

“Prestatyn is a varied locality, and Club Nova is a big space,” explains Groves. “Our membership runs from juniors to those aged 90+. The Excite Live range helps us give everyone a memorable experience with so much added value, whatever their training background or goal.”

Strong Partnerships
Denbighshire Leisure has always been innovative in its approach, with an established relationship with Technogym. The partnership has developed leisure sites together for over 15 years, and when Denbighshire Leisure appointed Alliance Leisure in 2017 to manage the UK Leisure Framework, Technogym was named on its procurement portal as a recommended supplier.
“Technogym understands our business and matches us on values, innovation, and philosophy,” says Groves. “They’re a partner, not just an equipment supplier.

At Club Nova, Technogym was involved from the start, helping us develop our offer, create the design, and decide on a range of products that would service our market and increase returns.”

Cutting-edge equipment
Every stage of the customer experience is crucial at Club Nova, from equipment and class programming, to fitness professional training, and the ability to upsell the offer.

“Equipment connects our customer journey, and we have Technogym equipment in all seven of our leisure centres,” says Groves, “For Club Nova, we were sure the Technogym portfolio would deliver”.

With the remit of creating a premium fitness experience, Groves and his team chose a full range of equipment, including Excite Live, Selection 900, Skill Line, and the Mywellness app.

“Excite Live is truly cutting-edge,” he explains. “We’ve always been early adopters, and the product allows us to fully utilise Technogym’s astounding functionality and software, adding immense value to our customer experience.

“Technogym produces advanced equipment with a reduced footprint, which helps us make better use of space in the gym.”

Keeping customers connected
Whilst members have been unable to access the sites, Groves and his team have made use of Mywellness digital platform to keep people engaged and active.

Denbighshire Leisure now uses Mywellness as a single point of contact for member events, news, training plans, online workouts, and extra content. Mywellness is integrated with front-of-house to track member trends and helps manage touchpoints to see where interventions are needed.

Denbighshire Leisure has continued to invest in facilities and digital solutions during the Pandemic as they believe in their offering and want to grow in the future, seeing digital being woven into the long-term strategy.

“Mywellness has definitely helped with retention during lockdown,” says Groves. “We’re ahead of the curve, retaining 75 per cent of members. It’s been beneficial to have a hybrid offer and members will have more confidence in the digital side of things when they come back to the gym.”

Immersive virtual group cycle
The theme of raising the bar continues at two of Denbighshire’s other sites, Rhyl and X20 St Asaph, where the new Technogym Group Cycle format has been installed.

“This area is a cycling centre of excellence, so it made sense to focus on this,” explains Groves. “Plenty of places offer indoor cycling but we wanted to do more: Technogym Group Cycle is a fully-connected experience with a virtual option to maximise the cycling experience.”

Denbighshire Leisure has also created two dedicated group cycle spaces at Rhyl and X20 St Asaph Leisure Centres, with an immersive experience created by lighting, sound and AV as part of the group cycle experience.

“Adding the two new group cycle studios offers a boutique membership which has helped us increase our class programme during lockdown,” says Groves.

“Group cycle is a fantastic option for groups, cycling clubs, or families, as it allows us to provide virtual classes and exclusive sessions without an instructor.”

Strengthening the future
Groves is confident about the future, saying: “Our customers will come back to a quality offer and we decided to invest in equipment, environment, staff training and the entire customer experience, because we believe there will be a big uptake in fitness after lockdown.

“Technogym is invaluable in helping us shape a quality experience, with a strong sense of connection and added value. When customers come back, they’ll want to enjoy fitness. We’re confident we have what’s needed to offer that to every member.”

More: www.technogym.com

"Technogym understands our business and matches us on values, innovation, and philosophy. They’re a partner, not just an equipment supplier" – Jamie Groves, MD, Denbighshire Leisure

Club Nova in Prestatyn has undergone a major regeneration with new Technogym equipment
Club Nova in Prestatyn has undergone a major regeneration with new Technogym equipment
Club Nova has retained 75 per cent of members during lockdown with Mywellness
Club Nova has retained 75 per cent of members during lockdown with Mywellness
https://www.leisureopportunities.co.uk/images/2021/865656_954204.jpg
Denbighshire Leisure MD Jamie Groves, explains how a partnership with Technogym and Alliance Leisure has led to the creation of a raft of new offerings
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Fully vaccinated people in the US no longer need to wear a face mask whether ...
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Anytime Fitness UK has revealed that April was its busiest month for new memberships since ...
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HCM understands that Fitness International, which operates more than 700 health clubs under the LA ...
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Opinion
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The UK’s first dedicated leisure development framework has completed its first four-year term with £144m committed investment in public leisure projects.
Opinion: UK’s first leisure framework celebrates £144m investment in public leisure
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Featured supplier news: Cryotherapy specialists, L&R Kältetechnik, launch new artofcryo.com division
L&R Kältetechnik has launched a new division, named artofcryo.com, after 30 years’ experience with -110 °C electrical solutions.
Featured supplier news
Featured supplier news: Integrated workout solutions will underpin gyms' recovery, says Les Mills’ Martin Franklin
The UK has spent most of the year in lockdown but finally, clubs are beginning to see their fitness communities open back up, with indoor group exercise not far behind.
Company profiles
Company profile: Venueserve Fitness
Venueserve Fitness is an easy-to-use, low-cost web- and mobile online exercise platform, already being used ...
Company profiles
Company profile: Fisikal Limited
Fisikal helps fitness professionals, operators and education organisations improve efficiencies and service through its online ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Management software
fibodo Limited: Management software
Exercise equipment
Power Plate: Exercise equipment
Whole body cryotherapy
Art of Cryo: Whole body cryotherapy
Trade associations
International SPA Association - iSPA: Trade associations
Architects/designers
Zynk Design Consultants: Architects/designers
Salt therapy products
Himalayan Source: Salt therapy products
Red Light Therapy
 Red Light Rising: Red Light Therapy
Lockers/interior design
Crown Sports Lockers: Lockers/interior design
Skincare
Sothys: Skincare
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Property & Tenders
Pendine Sands, Carmarthenshire
Carmarthenshire County Council
Property & Tenders
Diary dates
07-09 Jun 2021
Virtual summit,
Diary dates
12 Jun 2021
Worldwide, Various,
Diary dates
13-14 Jun 2021
Online,
Diary dates
01-04 Jul 2021
Expo Centre & Riviera di Rimini, Italy
Diary dates
18-19 Sep 2021
Locations worldwide,
Diary dates
21-24 Sep 2021
Messe Stuttgart, Germany
Diary dates
28-29 Sep 2021
ExCeL London, London, United Kingdom
Diary dates
04-07 Nov 2021
Exhibition Centre , Cologne, Germany
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates

features

Sponsored: Strengthening the future

Denbighshire Leisure is creating a range of new and unforgettable member experiences. MD, Jamie Groves, explains how a partnership with Technogym and Alliance Leisure has led to the creation of a raft of new offerings

Published in Health Club Management 2021 issue 3
A mix of Technogym equipment has been installed to suit members at all levels
A mix of Technogym equipment has been installed to suit members at all levels

Following Wales’ lockdown, Denbighshire Leisure will reopen Club Nova, its beachfront leisure location, with an impressive new gym set up, including the new Technogym Excite Live cardio range.

Nova, located in Prestatyn, has undergone a major regeneration and now offers local residents and visitors a new leisure complex with a pool, dance studio, function suite, restaurants, Costa coffee shop, and “Club Nova” gym.

Denbighshire Leisure has always been innovative in its approach. As Wales headed into a long lockdown, the team considered how they could create a unique offer for members to come back to.

Creating a high-end refurb
“We knew people would want something different after being in lockdown for so long,” said Jamie Groves, MD of Denbighshire Leisure, “Club Nova has an exclusive club atmosphere and our choice of fitness equipment had to underpin this premium customer experience”.

“Prestatyn is a varied locality, and Club Nova is a big space,” explains Groves. “Our membership runs from juniors to those aged 90+. The Excite Live range helps us give everyone a memorable experience with so much added value, whatever their training background or goal.”

Strong Partnerships
Denbighshire Leisure has always been innovative in its approach, with an established relationship with Technogym. The partnership has developed leisure sites together for over 15 years, and when Denbighshire Leisure appointed Alliance Leisure in 2017 to manage the UK Leisure Framework, Technogym was named on its procurement portal as a recommended supplier.
“Technogym understands our business and matches us on values, innovation, and philosophy,” says Groves. “They’re a partner, not just an equipment supplier.

At Club Nova, Technogym was involved from the start, helping us develop our offer, create the design, and decide on a range of products that would service our market and increase returns.”

Cutting-edge equipment
Every stage of the customer experience is crucial at Club Nova, from equipment and class programming, to fitness professional training, and the ability to upsell the offer.

“Equipment connects our customer journey, and we have Technogym equipment in all seven of our leisure centres,” says Groves, “For Club Nova, we were sure the Technogym portfolio would deliver”.

With the remit of creating a premium fitness experience, Groves and his team chose a full range of equipment, including Excite Live, Selection 900, Skill Line, and the Mywellness app.

“Excite Live is truly cutting-edge,” he explains. “We’ve always been early adopters, and the product allows us to fully utilise Technogym’s astounding functionality and software, adding immense value to our customer experience.

“Technogym produces advanced equipment with a reduced footprint, which helps us make better use of space in the gym.”

Keeping customers connected
Whilst members have been unable to access the sites, Groves and his team have made use of Mywellness digital platform to keep people engaged and active.

Denbighshire Leisure now uses Mywellness as a single point of contact for member events, news, training plans, online workouts, and extra content. Mywellness is integrated with front-of-house to track member trends and helps manage touchpoints to see where interventions are needed.

Denbighshire Leisure has continued to invest in facilities and digital solutions during the Pandemic as they believe in their offering and want to grow in the future, seeing digital being woven into the long-term strategy.

“Mywellness has definitely helped with retention during lockdown,” says Groves. “We’re ahead of the curve, retaining 75 per cent of members. It’s been beneficial to have a hybrid offer and members will have more confidence in the digital side of things when they come back to the gym.”

Immersive virtual group cycle
The theme of raising the bar continues at two of Denbighshire’s other sites, Rhyl and X20 St Asaph, where the new Technogym Group Cycle format has been installed.

“This area is a cycling centre of excellence, so it made sense to focus on this,” explains Groves. “Plenty of places offer indoor cycling but we wanted to do more: Technogym Group Cycle is a fully-connected experience with a virtual option to maximise the cycling experience.”

Denbighshire Leisure has also created two dedicated group cycle spaces at Rhyl and X20 St Asaph Leisure Centres, with an immersive experience created by lighting, sound and AV as part of the group cycle experience.

“Adding the two new group cycle studios offers a boutique membership which has helped us increase our class programme during lockdown,” says Groves.

“Group cycle is a fantastic option for groups, cycling clubs, or families, as it allows us to provide virtual classes and exclusive sessions without an instructor.”

Strengthening the future
Groves is confident about the future, saying: “Our customers will come back to a quality offer and we decided to invest in equipment, environment, staff training and the entire customer experience, because we believe there will be a big uptake in fitness after lockdown.

“Technogym is invaluable in helping us shape a quality experience, with a strong sense of connection and added value. When customers come back, they’ll want to enjoy fitness. We’re confident we have what’s needed to offer that to every member.”

More: www.technogym.com

"Technogym understands our business and matches us on values, innovation, and philosophy. They’re a partner, not just an equipment supplier" – Jamie Groves, MD, Denbighshire Leisure

Club Nova in Prestatyn has undergone a major regeneration with new Technogym equipment
Club Nova in Prestatyn has undergone a major regeneration with new Technogym equipment
Club Nova has retained 75 per cent of members during lockdown with Mywellness
Club Nova has retained 75 per cent of members during lockdown with Mywellness
https://www.leisureopportunities.co.uk/images/2021/865656_954204.jpg
Denbighshire Leisure MD Jamie Groves, explains how a partnership with Technogym and Alliance Leisure has led to the creation of a raft of new offerings
Latest News
Fully vaccinated people in the US no longer need to wear a face mask whether ...
Latest News
Anytime Fitness UK has revealed that April was its busiest month for new memberships since ...
Latest News
HCM understands that Fitness International, which operates more than 700 health clubs under the LA ...
Latest News
A court has given Virgin Active the green light to erase the rent arrears it ...
Latest News
The Swimming Teachers' Association (STA) has partnered with a psychologist to provide new mindfulness and ...
Latest News
A report commissioned by Parkrun has estimated that allowing mass-participation outdoor events carries an "exceptionally ...
Latest News
Jan Spaticchia, founder and chair of énergie Fitness has died aged 51 following a short ...
Latest News
A new pioneering approach looks to help cancer patients prepare for and respond to treatment ...
Latest News
Peloton is recalling all of its Tread and Tread+ machines in the US, after striking ...
Latest News
Health club operator Bannatyne is repositioning itself as a wellness provider, as it looks to ...
Latest News
Health clubs and leisure centres in Northern Ireland reopened their doors on Friday 30 April, ...
Opinion
promotion
The UK’s first dedicated leisure development framework has completed its first four-year term with £144m committed investment in public leisure projects.
Opinion: UK’s first leisure framework celebrates £144m investment in public leisure
Featured supplier news
Featured supplier news: Cryotherapy specialists, L&R Kältetechnik, launch new artofcryo.com division
L&R Kältetechnik has launched a new division, named artofcryo.com, after 30 years’ experience with -110 °C electrical solutions.
Featured supplier news
Featured supplier news: Integrated workout solutions will underpin gyms' recovery, says Les Mills’ Martin Franklin
The UK has spent most of the year in lockdown but finally, clubs are beginning to see their fitness communities open back up, with indoor group exercise not far behind.
Company profiles
Company profile: Venueserve Fitness
Venueserve Fitness is an easy-to-use, low-cost web- and mobile online exercise platform, already being used ...
Company profiles
Company profile: Fisikal Limited
Fisikal helps fitness professionals, operators and education organisations improve efficiencies and service through its online ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Management software
fibodo Limited: Management software
Exercise equipment
Power Plate: Exercise equipment
Whole body cryotherapy
Art of Cryo: Whole body cryotherapy
Trade associations
International SPA Association - iSPA: Trade associations
Architects/designers
Zynk Design Consultants: Architects/designers
Salt therapy products
Himalayan Source: Salt therapy products
Red Light Therapy
 Red Light Rising: Red Light Therapy
Lockers/interior design
Crown Sports Lockers: Lockers/interior design
Skincare
Sothys: Skincare
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Property & Tenders
Pendine Sands, Carmarthenshire
Carmarthenshire County Council
Property & Tenders
Diary dates
07-09 Jun 2021
Virtual summit,
Diary dates
12 Jun 2021
Worldwide, Various,
Diary dates
13-14 Jun 2021
Online,
Diary dates
01-04 Jul 2021
Expo Centre & Riviera di Rimini, Italy
Diary dates
18-19 Sep 2021
Locations worldwide,
Diary dates
21-24 Sep 2021
Messe Stuttgart, Germany
Diary dates
28-29 Sep 2021
ExCeL London, London, United Kingdom
Diary dates
04-07 Nov 2021
Exhibition Centre , Cologne, Germany
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates
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