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
Technogym
Technogym
Technogym
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

Sponsored: Technogym: leading with innovation

Yate Leisure is one of the largest sites in Circadian Trust’s portfolio, with around 4,000 members. Ben Beasley, director of commercial development, explains why they were an early adopter of Technogym Biocircuit, and how the offer has evolved

Published in Health Club Management 2022 issue 4
The whole Biocircuit workout can be completed in just 30 minutes / Technogym
The whole Biocircuit workout can be completed in just 30 minutes / Technogym
One of our values is innovation, and Biocircuit was a way to invest in our members with a new offer they wouldn’t have seen anywhere else

Yate Leisure has always been ahead of the curve with its fitness offers and in mid-2019 the charitable trust renewed its focus on innovation.

“We were aware of potential competition from boutiques and the budget sector,” says Beasley. “Technogym introduced us to Biocircuit and it seemed a fantastic way to dip our toes into the boutique-style market.”

Technogym Biocircuit is an adaptive circuit training workout that offers a completely guided programme in 30 minutes, including both connected strength and cardio equipment. It can be positioned as a separate offer, as a bolt-on to existing memberships, or as part of a full membership.

Investing in new and existing members
“One of our values is innovation, and Biocircuit was a way to invest in our members with a new offer they wouldn’t have seen anywhere else,” explains Beasley.

In fact, Yate Leisure was one of the first Biocircuit installs in the UK and the ideal new solution to meet the needs of all members – from the time-poor and deconditioned, to Exercise on Referral – also serving as an additional profit centre.

Beasley and his team had to decide how they wanted to position Biocircuit. The equipment can be installed in a separate room (ideal for a standalone membership) or within the main gym for greater visibility.

Yate Leisure had a room ideally placed to house Biocircuit, keeping it away from the main fitness offer, so it could be presented it as a bolt-on offer to target new market segments.

When it was unveiled in July 2019, Yate Leisure sold it on the basis of being a brand-new concept that offered a complete guided workout in 30 minutes.

“We forecast 10 member upgrades and 10 new sales a month,” said Beasley. “We were hoping for 363 users by the end of year two, but we hit 257 after eight months and it broke even well before we forecast.”

From profit stream to retention tool
When Yate Leisure had to close due to COVID, Biocircuit had already achieved its ROI, so when the site reopened, the focus switched from new member acquisition to retention, and Beasley changed the way it was offered.

He says: “Biocircuit had paid off its capital cost, so we made it available as part of a standard membership. People want flexibility and many now value space and order in their workouts.

“At that point, Biocircuit moved from being an additional profit centre to adding value to existing customers.”

Since reopening, large numbers of members have been inducted onto Biocircuit, showing how valuable the equipment is in adding interest and value for long-term members.

Streamlining bookings
At Yate Leisure, Biocircuit has its own booking system, but despite demand for equipment, there’s rarely a wait. The guided nature of the circuit means someone is finishing their workout every six minutes and users simply log on to the Technogym Unity pedestal and get going. This has become a USP that Yate Leisure uses to communicate the benefits to its busiest members to ensure their engagement. “Biocircuit has been an integral part of us revisiting our membership structure and offering members solutions that fit their new attitudes to exercising,” says Beasley.

Biocircuit for Exercise on Referral
Now Biocircuit is embedded in the standard member journey, the team is turning its focus to Exercise on Referral customers, as the set-up offers a cost-effective, time-efficient way to deliver one-to-one sessions, with the Biocircuit equipment delivering custom guided workouts, so one instructor can oversee a small group.

“Biocircuit gives us a cost-effective way to deliver Exercise on Referral without losing any of the close attention these members need,” explains Beasley. “We plan to block out entire Biocircuit sessions for Exercise on Referral customers so they will always be exercising with others on the same scheme.”

Driving a sense of community
The unique design of Biocircuit means it can be all things to all people, but there’s a rationale to programming its use for different demographics. By setting aside areas of the Biocircuit timetable for different user groups, Yate Leisure is creating pockets of community among similar demographics.

“Biocircuit is helping us recover from lockdown,” says Beasley. “It has reset our model to offer people variety and flexibility at a time that suits them. Technogym’s support has been invaluable in helping us invest in a product mix that meets people’s needs. It’s great to have an equipment partner that shares our values and views on building a wellness ecosystem that encourages more people to have an active lifestyle.”

More: www.technogym.com

Ben Beasley, director of commercial development, Yate Leisure

Yate Leisure has seen great member interest in Biocircuit / Technogym/ Grant Pritchard
Yate Leisure has seen great member interest in Biocircuit / Technogym/ Grant Pritchard
The workout makes sense for time-poor members / photo: Technogym
The workout makes sense for time-poor members / photo: Technogym
Biocircuit is a cost-effective way to deliver Exercise on Referral / Technogym
Biocircuit is a cost-effective way to deliver Exercise on Referral / Technogym
https://www.leisureopportunities.co.uk/images/2022/957153_672396.jpg
Yate Leisure is one of the largest sites in Circadian Trust’s portfolio, with around 4,000 members. Ben Beasley, director of commercial development, explains why they were an early adopter of Technogym Biocircuit, and how the offer has evolved
HCM magazine
Fuel the debate about issues and opportunities across the industry. We’d love to hear from you.
HCM magazine
RSG Group has opened Heimat, a members-only concept fitness club and a new way to ‘work out and live well’, as Liz Terry reports
HCM magazine
Tom Walker investigates how £2.2bn worth of London 2012 legacy investment has failed to empower teachers
HCM Magazine
Editor's letter
We must move from mainly measuring participation to also measuring outcomes – social, personal and economic value
HCM Magazine
Policy
Martyn Allison reviews a recent National Audit Office report into grassroots participation in physical activity in the UK
HCM Magazine
Talking point
Are you on board with the metaverse or is it something to leave to the tech team? Kath Hudson investigates
HCM Magazine
Sponsored
BXR is one of the most exciting brands in the fitness industry. Co-founder Alex Nicholl gives us a glimpse behind the scenes
HCM Magazine
Insight
From VR to personalisation, here’s what we can expect to see in wellness in the coming months, says Lauren McAlister
HCM Magazine
Research
Do people get fitter working out in the gym or at home? Researcher Bryce Hastings explains the evidence when it comes to how they measure up
HCM Magazine
Interview
The MD of Everlast Gyms is steering the business through a process of unification, rebranding and ‘elevation’, rolling out a hybrid model that he believes will take it to UK number one status. He speaks to Kate Cracknell
HCM Magazine
Latest News
Pure Gym has opened its latest location in the Middle East as part of a ...
Latest News
World Gym International has launched a strength-only gym concept, which it says will cater for ...
Latest News
A new open water swimming venue will has been launched in the heart of Canary ...
Latest News
Peter Roberts, former CEO and founder of Pure Gym, has invested in Another Round, a ...
Latest News
Fitness markets around the globe are demonstrating "reassuring signs of recovery" following the pandemic disruptions ...
Latest News
Mark Sesnan, CEO of GLL, has pushed back on Tower Hamlet Council’s decision to take ...
Latest News
Ohm Fitness, a new franchised studio concept, has opened its first location in Scottsdale, Arizona. ...
Latest News
Easton Leisure Centre in the UK has announced a 100 per cent reduction in heating ...
Featured supplier news
Featured supplier news: EGYM: A digital ecosystem that works for everyone
EGYM has been pioneering the connected gym floor for more than a decade, partnering with operators and other third-party integrations, to create a free-flowing training environment that places the member at the very centre of the experience.
Featured supplier news
Featured supplier news: Peloton Commercial partners with Oracle Red Bull Racing to power high-performance fitness and wellbeing facility
Operating at the extreme edge of performance, a race team requires every element and working part to function at its very best – and that includes its people.
Featured operator news
Featured operator news: New £42m Moorways Sports Village to open on 21 May
Everyone Active will open Moorways Sports Village to the public on Saturday 21 May with a grand opening weekend – in time for the half term holidays.
Featured operator news
Featured operator news: Parkwood Leisure celebrates four award wins and named Outstanding Organisation of the Year at the 2022 ukactive Awards
It was a night to remember at the 2022 ukactive Awards for Parkwood Leisure, as the leisure facilities operator picked up four awards.
Video Gallery
Total Vibration Solutions / Floors 4 Gyms / TVS Sports Surfaces
Sport Alliance GmbH
Company profiles
Company profile: TRIB3 International Ltd
First established in Sheffield in January 2016 TRIB3 is a bootcamp boutique studio designed to ...
Company profiles
Company profile: Excelsior Development Technology
We develop staff that enhance the culture, experience and reputation of your business which in ...
Supplier Showcases
Supplier showcase - Matrix Fitness: Rugby elite
Catalogue Gallery
Click on a catalogue to view it online
Featured press releases
Featured press releases: Gympass appoints Fitness Partner Sales Director
Gympass, the world’s largest corporate wellbeing platform, has appointed Andrea Sullivan to the newly created role of Fitness Partner Sales Director to oversee its rapidly expanding portfolio of UK gyms.

Directory
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Architects/designers
Zynk Design Consultants: Architects/designers
Salt therapy products
Himalayan Source: Salt therapy products
Management software
Premier Software Solutions: Management software
Lockers/interior design
Safe Space Lockers Ltd: Lockers/interior design
Spa software
SpaBooker: Spa software
Fitness equipment
A Panatta Sport Srl: Fitness equipment
Skincare
Comfort Zone - Davines S.p.A: Skincare
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
On demand
Fitness On Demand: On demand
Property & Tenders
Pendine Sands, Carmarthenshire
Carmarthenshire County Council
Property & Tenders
Runcorn
Halton Borough Council
Property & Tenders
Diary dates
12-13 Sep 2022
Wyndham Lake Buena Vista Disney Springs® Resort, Lake Buena Vista, United States
Diary dates
21-21 Sep 2022
Various, London, United Kingdom
Diary dates
25-28 Oct 2022
Messe Stuttgart, Germany
Diary dates
25-28 Oct 2022
Ibiza, Ibiza, Spain
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates
17-18 Mar 2023
Tobacco Dock, London, United Kingdom
Diary dates

features

Sponsored: Technogym: leading with innovation

Yate Leisure is one of the largest sites in Circadian Trust’s portfolio, with around 4,000 members. Ben Beasley, director of commercial development, explains why they were an early adopter of Technogym Biocircuit, and how the offer has evolved

Published in Health Club Management 2022 issue 4
The whole Biocircuit workout can be completed in just 30 minutes / Technogym
The whole Biocircuit workout can be completed in just 30 minutes / Technogym
One of our values is innovation, and Biocircuit was a way to invest in our members with a new offer they wouldn’t have seen anywhere else

Yate Leisure has always been ahead of the curve with its fitness offers and in mid-2019 the charitable trust renewed its focus on innovation.

“We were aware of potential competition from boutiques and the budget sector,” says Beasley. “Technogym introduced us to Biocircuit and it seemed a fantastic way to dip our toes into the boutique-style market.”

Technogym Biocircuit is an adaptive circuit training workout that offers a completely guided programme in 30 minutes, including both connected strength and cardio equipment. It can be positioned as a separate offer, as a bolt-on to existing memberships, or as part of a full membership.

Investing in new and existing members
“One of our values is innovation, and Biocircuit was a way to invest in our members with a new offer they wouldn’t have seen anywhere else,” explains Beasley.

In fact, Yate Leisure was one of the first Biocircuit installs in the UK and the ideal new solution to meet the needs of all members – from the time-poor and deconditioned, to Exercise on Referral – also serving as an additional profit centre.

Beasley and his team had to decide how they wanted to position Biocircuit. The equipment can be installed in a separate room (ideal for a standalone membership) or within the main gym for greater visibility.

Yate Leisure had a room ideally placed to house Biocircuit, keeping it away from the main fitness offer, so it could be presented it as a bolt-on offer to target new market segments.

When it was unveiled in July 2019, Yate Leisure sold it on the basis of being a brand-new concept that offered a complete guided workout in 30 minutes.

“We forecast 10 member upgrades and 10 new sales a month,” said Beasley. “We were hoping for 363 users by the end of year two, but we hit 257 after eight months and it broke even well before we forecast.”

From profit stream to retention tool
When Yate Leisure had to close due to COVID, Biocircuit had already achieved its ROI, so when the site reopened, the focus switched from new member acquisition to retention, and Beasley changed the way it was offered.

He says: “Biocircuit had paid off its capital cost, so we made it available as part of a standard membership. People want flexibility and many now value space and order in their workouts.

“At that point, Biocircuit moved from being an additional profit centre to adding value to existing customers.”

Since reopening, large numbers of members have been inducted onto Biocircuit, showing how valuable the equipment is in adding interest and value for long-term members.

Streamlining bookings
At Yate Leisure, Biocircuit has its own booking system, but despite demand for equipment, there’s rarely a wait. The guided nature of the circuit means someone is finishing their workout every six minutes and users simply log on to the Technogym Unity pedestal and get going. This has become a USP that Yate Leisure uses to communicate the benefits to its busiest members to ensure their engagement. “Biocircuit has been an integral part of us revisiting our membership structure and offering members solutions that fit their new attitudes to exercising,” says Beasley.

Biocircuit for Exercise on Referral
Now Biocircuit is embedded in the standard member journey, the team is turning its focus to Exercise on Referral customers, as the set-up offers a cost-effective, time-efficient way to deliver one-to-one sessions, with the Biocircuit equipment delivering custom guided workouts, so one instructor can oversee a small group.

“Biocircuit gives us a cost-effective way to deliver Exercise on Referral without losing any of the close attention these members need,” explains Beasley. “We plan to block out entire Biocircuit sessions for Exercise on Referral customers so they will always be exercising with others on the same scheme.”

Driving a sense of community
The unique design of Biocircuit means it can be all things to all people, but there’s a rationale to programming its use for different demographics. By setting aside areas of the Biocircuit timetable for different user groups, Yate Leisure is creating pockets of community among similar demographics.

“Biocircuit is helping us recover from lockdown,” says Beasley. “It has reset our model to offer people variety and flexibility at a time that suits them. Technogym’s support has been invaluable in helping us invest in a product mix that meets people’s needs. It’s great to have an equipment partner that shares our values and views on building a wellness ecosystem that encourages more people to have an active lifestyle.”

More: www.technogym.com

Ben Beasley, director of commercial development, Yate Leisure

Yate Leisure has seen great member interest in Biocircuit / Technogym/ Grant Pritchard
Yate Leisure has seen great member interest in Biocircuit / Technogym/ Grant Pritchard
The workout makes sense for time-poor members / photo: Technogym
The workout makes sense for time-poor members / photo: Technogym
Biocircuit is a cost-effective way to deliver Exercise on Referral / Technogym
Biocircuit is a cost-effective way to deliver Exercise on Referral / Technogym
https://www.leisureopportunities.co.uk/images/2022/957153_672396.jpg
Yate Leisure is one of the largest sites in Circadian Trust’s portfolio, with around 4,000 members. Ben Beasley, director of commercial development, explains why they were an early adopter of Technogym Biocircuit, and how the offer has evolved
Latest News
Pure Gym has opened its latest location in the Middle East as part of a ...
Latest News
World Gym International has launched a strength-only gym concept, which it says will cater for ...
Latest News
A new open water swimming venue will has been launched in the heart of Canary ...
Latest News
Peter Roberts, former CEO and founder of Pure Gym, has invested in Another Round, a ...
Latest News
Fitness markets around the globe are demonstrating "reassuring signs of recovery" following the pandemic disruptions ...
Latest News
Mark Sesnan, CEO of GLL, has pushed back on Tower Hamlet Council’s decision to take ...
Latest News
Ohm Fitness, a new franchised studio concept, has opened its first location in Scottsdale, Arizona. ...
Latest News
Easton Leisure Centre in the UK has announced a 100 per cent reduction in heating ...
Latest News
The Gym Group saw its membership grow by 10 per cent during the first six ...
Latest News
Mindbody has announced that Fritz Lanman will become the company’s new CEO from 3 September ...
Latest News
Parkour Generations has joined forces with Gymbox to bring parkour into the UK’s mainstream fitness ...
Featured supplier news
Featured supplier news: EGYM: A digital ecosystem that works for everyone
EGYM has been pioneering the connected gym floor for more than a decade, partnering with operators and other third-party integrations, to create a free-flowing training environment that places the member at the very centre of the experience.
Featured supplier news
Featured supplier news: Peloton Commercial partners with Oracle Red Bull Racing to power high-performance fitness and wellbeing facility
Operating at the extreme edge of performance, a race team requires every element and working part to function at its very best – and that includes its people.
Featured operator news
Featured operator news: New £42m Moorways Sports Village to open on 21 May
Everyone Active will open Moorways Sports Village to the public on Saturday 21 May with a grand opening weekend – in time for the half term holidays.
Featured operator news
Featured operator news: Parkwood Leisure celebrates four award wins and named Outstanding Organisation of the Year at the 2022 ukactive Awards
It was a night to remember at the 2022 ukactive Awards for Parkwood Leisure, as the leisure facilities operator picked up four awards.
Video Gallery
Total Vibration Solutions / Floors 4 Gyms / TVS Sports Surfaces
Sport Alliance GmbH
Company profiles
Company profile: TRIB3 International Ltd
First established in Sheffield in January 2016 TRIB3 is a bootcamp boutique studio designed to ...
Company profiles
Company profile: Excelsior Development Technology
We develop staff that enhance the culture, experience and reputation of your business which in ...
Supplier Showcases
Supplier showcase - Matrix Fitness: Rugby elite
Catalogue Gallery
Click on a catalogue to view it online
Featured press releases
Featured press releases: Gympass appoints Fitness Partner Sales Director
Gympass, the world’s largest corporate wellbeing platform, has appointed Andrea Sullivan to the newly created role of Fitness Partner Sales Director to oversee its rapidly expanding portfolio of UK gyms.

Directory
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Architects/designers
Zynk Design Consultants: Architects/designers
Salt therapy products
Himalayan Source: Salt therapy products
Management software
Premier Software Solutions: Management software
Lockers/interior design
Safe Space Lockers Ltd: Lockers/interior design
Spa software
SpaBooker: Spa software
Fitness equipment
A Panatta Sport Srl: Fitness equipment
Skincare
Comfort Zone - Davines S.p.A: Skincare
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
On demand
Fitness On Demand: On demand
Property & Tenders
Pendine Sands, Carmarthenshire
Carmarthenshire County Council
Property & Tenders
Runcorn
Halton Borough Council
Property & Tenders
Diary dates
12-13 Sep 2022
Wyndham Lake Buena Vista Disney Springs® Resort, Lake Buena Vista, United States
Diary dates
21-21 Sep 2022
Various, London, United Kingdom
Diary dates
25-28 Oct 2022
Messe Stuttgart, Germany
Diary dates
25-28 Oct 2022
Ibiza, Ibiza, Spain
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates
17-18 Mar 2023
Tobacco Dock, London, United Kingdom
Diary dates
Search news, features & products:
Find a supplier:
Technogym
Technogym
Partner sites