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UNITING THE WORLD OF FITNESS
Health Club Management

Health Club Management

features

HCM People: Paul RamsayMD, 3d Leisure

We’ve never wanted to be the biggest, just the best

Published in Health Club Management 2021 issue 11
Paul Ramsay, managing director of 3d Leisure
Paul Ramsay, managing director of 3d Leisure
We’ve had approaches from people who want to buy the business, but there’s no desire within the team to sell. Hopefully we’ve got 20 years still to work

Tell us about 3d Leisure – what was the spark that started the business?
Our founder, Mark Bremner, was a founding director of local authority contractor, DC Leisure.

During his time there he saw that the market for hotel health clubs and gyms was growing, but no one was coming forward to operate these new facilities, so he launched 3d Leisure to fill that gap.

Now, 30 years later, we run 120 sites and have expanded beyond hotels into other sectors, such as the education market and the corporate wellness sector. We’ve also recently purchased our own gym franchise brand – YourZone45 .

Mark is still actively involved in the business in his role as chair and offers a wealth of experience to our team.

Our current portfolio is made up of approximately 50 hotel contracts, 25 corporate sites, 30 high street gyms, 10 education locations and 5 franchised sites.

I’m especially enjoying our growth in the corporate sector, as it offers a lot of variety in the type of facility and demographic of members. Hotels are commercial entities and compete with each other and this means we’ve had to turn some contracts away as they’re in the same catchment as existing clients.

There’s a board of six, with me as MD, Mark Bremner, Andrew Deere – the FD – operations directors Paul Dickinson and Dan Glue, as well as business development director, Mandy McCracken. The shareholders are me, Mark, Andrew and Paul Dickinson.

You’re celebrating 30 years of the company. How are things going?
Very well at the moment – I’m almost embarrassed to say, but we’ve actually grown during the pandemic.

One of our competitors, SLS, ceased trading as a result of the pandemic, and we were able to take over a number of its educational contracts.

In addition, we won a contract to win a new-build corporate wellness facility and because there was some consolidation in the hotel sector – and we have great relationships with our hotel clients – this area also grew, as they looked to outsource more.

When it comes down to it though, our success is as a result of the people we employ. We employ nice people and we spend a lot of money on supporting and training them and that creates a close-knit company ethos.

Do your hotel contracts operate under the same brand?
No, we customise IPs for clients on a bespoke basis. We’ve created 50 different brands over the years – we develop the brand, do the IP registration, the graphic design and identities and develop the website, so each hotel has its own gym, spa or wellness brand.

We’ve upped our game over the last five years in terms of the detail and professionalism of our service. Our clients get the backing of a fitness and wellbeing-specific head office team of 10-15 experts, which is a powerful offering for a single site operator. For day-to-day contact they get a dedicated regional manager, who pulls together the central support team with functions such as marketing, health and safety, finance and HR.

How do the finances work?
Some are operated commercially on a profit-share basis, while the corporate sector contracts generally run on a straight management fee. On the franchise side, we charge standard franchise fees.

We expect to make a £15k - £20k profit per year per site after meeting costs such as staffing and we look for a five per cent profit margin on our total income.

Very few sites are operated commercially, however, as they’re mainly run on management contracts.

How’s the pandemic impacted you?
The furlough scheme was obviously a lifesaver for everyone, but we were also able to access some grants and worked with our landlords where applicable.

Membership was down 45 per cent across the group when we opened again in April 2021 and now we’re approx 20 per cent down. We’re forecasting for all sites to be back to normal again by March 2022 after the New Year sign-ups.

I’m immensely proud of how we pivoted online during COVID. A week before lockdown we’d already noticed that usage was dropping off, as we have an older demographic (aged 40 - 50), meaning they were more cautious. As a result, we went to our teams and asked them to put together an online offering.

This meant we started the ball rolling four days before lockdown and actually launched our first class on the Friday night as Boris Johnson was announcing lockdown.

We ran 100 classes a week with staff working voluntarily and opened it up free of charge to anyone who wanted to take part – not just members. Our team really took hold of what we were doing and it developed into a real lockdown community with cooking demonstrations, quiz nights, hair cutting demos – to be honest, whatever you needed while locked down, was there!

We did two million views over the duration of the first lockdown and it’s still going strong now, but as a subscription service.

Two of our online instructors were diagnosed with breast cancer during the lockdowns and so we did 24 hours of classes in November 2020 and raised £5k for a breast cancer charity.

What did you get up to while facilities were closed?
We used the lockdowns to re-evaluate and look at how we could improve the business. All the conversations were around what can we do better and how can we improve things.

We put in place online training and overhauled all our systems. We expected to have to cut back as a result of the pandemic and wanted to make ourselves more efficient to be able to cope.

As it turns out, we haven’t had to cut back, but we’ve still had the benefit of the efficiencies.

We also put all our corporate managers through mental health first aid, which was invaluable. We used Facebook to keep in touch with staff to reassure them, as well as doing things such as staff quiz nights and issuing newsletters.

As a result, 86 per cent of staff said the company had offered great support during the lockdowns to help them manage their mental health.

Are you targeting new markets now we’re open?
Spa and wellness are booming for us and within our 50 hotel sites, around 20 now have spas and are on full-service contracts with us.

As a result, we now have a group spa manager and for corporate clients we have a product called Wellness 360 which is a package of all the elements of wellness – mind-body, fitness, rewards etc and each corporate client can decide which elements they take.

What’s happening in the education market?
Mark Bremner went to the US 10 years ago and did a study on how exercise helps children with their education.

Since that time we’ve offered gym sessions to kids as part of our schools contracts – they can take place at lunchtime or after school and get kids engaged with exercise. All our education sites are offered this as a free service.

For example, for a school in Weymouth we ran a 10-week course where the kids wore Myzone belts to track their performance.

Would you change anything looking back?
We’ve learned some major lessons over the 30 years – we should have diversified earlier and got into franchising five years ago, but we didn’t see it taking off as well as it has.

In the franchise market generally, an awful lot of businesses fail and close down. I’ve seen too many people who’ve invested life savings and then failed and we just couldn’t do that.

As a result, we struggled with the franchise model initially, as it didn’t sit well with us offering a franchise and not giving full support, but we’ve worked through that and done it in our own way.

We don’t believe in selling a franchise and then just giving them a manual and leaving them to get on with it, so our franchises get the same head office support as all our other contracts.

We have to believe in the locations too, so we’ll only sell a franchise in a location we believe will be a success – it’s not just a question of selling ‘pins’ in a map.

Our commitment is always to give the franchisee the support to make it a success. In spite of this, we want to get a full proof of concept of our franchise model before we roll out any more.

What’s the end game?
We’ve had approaches to buy the business, but there’s no desire within the senior team to sell.

Hopefully we’ve got 20 years still to work – we want to continue to enjoy what we’re doing and to grow the company. We’d all like to work a little less one day, however, so we’re building infrastructure that will run the company with less reliance on the key players and then we’ll keep on growing it, although when it comes to size, we’ve never wanted to be the biggest, just the best.

The company manages hotel, educational and corporate facilities on a contract basis / Photo: 3d Leisure
The company manages hotel, educational and corporate facilities on a contract basis / Photo: 3d Leisure
The 3d Leisure 
team is celebrating 30 years’ in business / Photo: 3d Leisure
The 3d Leisure team is celebrating 30 years’ in business / Photo: 3d Leisure
The company currently manages 120 gyms across the UK / Photo: 3d Leisure
The company currently manages 120 gyms across the UK / Photo: 3d Leisure
Management contracts also span the corporate and hotel sectors / Photos: 3d Leisure
Management contracts also span the corporate and hotel sectors / Photos: 3d Leisure
Out of 50 hotel contracts, 20 now have spas / Photo: 3d Leisure
Out of 50 hotel contracts, 20 now have spas / Photo: 3d Leisure
https://www.leisureopportunities.co.uk/images/2021/983170_800905.jpg
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features

HCM People: Paul RamsayMD, 3d Leisure

We’ve never wanted to be the biggest, just the best

Published in Health Club Management 2021 issue 11
Paul Ramsay, managing director of 3d Leisure
Paul Ramsay, managing director of 3d Leisure
We’ve had approaches from people who want to buy the business, but there’s no desire within the team to sell. Hopefully we’ve got 20 years still to work

Tell us about 3d Leisure – what was the spark that started the business?
Our founder, Mark Bremner, was a founding director of local authority contractor, DC Leisure.

During his time there he saw that the market for hotel health clubs and gyms was growing, but no one was coming forward to operate these new facilities, so he launched 3d Leisure to fill that gap.

Now, 30 years later, we run 120 sites and have expanded beyond hotels into other sectors, such as the education market and the corporate wellness sector. We’ve also recently purchased our own gym franchise brand – YourZone45 .

Mark is still actively involved in the business in his role as chair and offers a wealth of experience to our team.

Our current portfolio is made up of approximately 50 hotel contracts, 25 corporate sites, 30 high street gyms, 10 education locations and 5 franchised sites.

I’m especially enjoying our growth in the corporate sector, as it offers a lot of variety in the type of facility and demographic of members. Hotels are commercial entities and compete with each other and this means we’ve had to turn some contracts away as they’re in the same catchment as existing clients.

There’s a board of six, with me as MD, Mark Bremner, Andrew Deere – the FD – operations directors Paul Dickinson and Dan Glue, as well as business development director, Mandy McCracken. The shareholders are me, Mark, Andrew and Paul Dickinson.

You’re celebrating 30 years of the company. How are things going?
Very well at the moment – I’m almost embarrassed to say, but we’ve actually grown during the pandemic.

One of our competitors, SLS, ceased trading as a result of the pandemic, and we were able to take over a number of its educational contracts.

In addition, we won a contract to win a new-build corporate wellness facility and because there was some consolidation in the hotel sector – and we have great relationships with our hotel clients – this area also grew, as they looked to outsource more.

When it comes down to it though, our success is as a result of the people we employ. We employ nice people and we spend a lot of money on supporting and training them and that creates a close-knit company ethos.

Do your hotel contracts operate under the same brand?
No, we customise IPs for clients on a bespoke basis. We’ve created 50 different brands over the years – we develop the brand, do the IP registration, the graphic design and identities and develop the website, so each hotel has its own gym, spa or wellness brand.

We’ve upped our game over the last five years in terms of the detail and professionalism of our service. Our clients get the backing of a fitness and wellbeing-specific head office team of 10-15 experts, which is a powerful offering for a single site operator. For day-to-day contact they get a dedicated regional manager, who pulls together the central support team with functions such as marketing, health and safety, finance and HR.

How do the finances work?
Some are operated commercially on a profit-share basis, while the corporate sector contracts generally run on a straight management fee. On the franchise side, we charge standard franchise fees.

We expect to make a £15k - £20k profit per year per site after meeting costs such as staffing and we look for a five per cent profit margin on our total income.

Very few sites are operated commercially, however, as they’re mainly run on management contracts.

How’s the pandemic impacted you?
The furlough scheme was obviously a lifesaver for everyone, but we were also able to access some grants and worked with our landlords where applicable.

Membership was down 45 per cent across the group when we opened again in April 2021 and now we’re approx 20 per cent down. We’re forecasting for all sites to be back to normal again by March 2022 after the New Year sign-ups.

I’m immensely proud of how we pivoted online during COVID. A week before lockdown we’d already noticed that usage was dropping off, as we have an older demographic (aged 40 - 50), meaning they were more cautious. As a result, we went to our teams and asked them to put together an online offering.

This meant we started the ball rolling four days before lockdown and actually launched our first class on the Friday night as Boris Johnson was announcing lockdown.

We ran 100 classes a week with staff working voluntarily and opened it up free of charge to anyone who wanted to take part – not just members. Our team really took hold of what we were doing and it developed into a real lockdown community with cooking demonstrations, quiz nights, hair cutting demos – to be honest, whatever you needed while locked down, was there!

We did two million views over the duration of the first lockdown and it’s still going strong now, but as a subscription service.

Two of our online instructors were diagnosed with breast cancer during the lockdowns and so we did 24 hours of classes in November 2020 and raised £5k for a breast cancer charity.

What did you get up to while facilities were closed?
We used the lockdowns to re-evaluate and look at how we could improve the business. All the conversations were around what can we do better and how can we improve things.

We put in place online training and overhauled all our systems. We expected to have to cut back as a result of the pandemic and wanted to make ourselves more efficient to be able to cope.

As it turns out, we haven’t had to cut back, but we’ve still had the benefit of the efficiencies.

We also put all our corporate managers through mental health first aid, which was invaluable. We used Facebook to keep in touch with staff to reassure them, as well as doing things such as staff quiz nights and issuing newsletters.

As a result, 86 per cent of staff said the company had offered great support during the lockdowns to help them manage their mental health.

Are you targeting new markets now we’re open?
Spa and wellness are booming for us and within our 50 hotel sites, around 20 now have spas and are on full-service contracts with us.

As a result, we now have a group spa manager and for corporate clients we have a product called Wellness 360 which is a package of all the elements of wellness – mind-body, fitness, rewards etc and each corporate client can decide which elements they take.

What’s happening in the education market?
Mark Bremner went to the US 10 years ago and did a study on how exercise helps children with their education.

Since that time we’ve offered gym sessions to kids as part of our schools contracts – they can take place at lunchtime or after school and get kids engaged with exercise. All our education sites are offered this as a free service.

For example, for a school in Weymouth we ran a 10-week course where the kids wore Myzone belts to track their performance.

Would you change anything looking back?
We’ve learned some major lessons over the 30 years – we should have diversified earlier and got into franchising five years ago, but we didn’t see it taking off as well as it has.

In the franchise market generally, an awful lot of businesses fail and close down. I’ve seen too many people who’ve invested life savings and then failed and we just couldn’t do that.

As a result, we struggled with the franchise model initially, as it didn’t sit well with us offering a franchise and not giving full support, but we’ve worked through that and done it in our own way.

We don’t believe in selling a franchise and then just giving them a manual and leaving them to get on with it, so our franchises get the same head office support as all our other contracts.

We have to believe in the locations too, so we’ll only sell a franchise in a location we believe will be a success – it’s not just a question of selling ‘pins’ in a map.

Our commitment is always to give the franchisee the support to make it a success. In spite of this, we want to get a full proof of concept of our franchise model before we roll out any more.

What’s the end game?
We’ve had approaches to buy the business, but there’s no desire within the senior team to sell.

Hopefully we’ve got 20 years still to work – we want to continue to enjoy what we’re doing and to grow the company. We’d all like to work a little less one day, however, so we’re building infrastructure that will run the company with less reliance on the key players and then we’ll keep on growing it, although when it comes to size, we’ve never wanted to be the biggest, just the best.

The company manages hotel, educational and corporate facilities on a contract basis / Photo: 3d Leisure
The company manages hotel, educational and corporate facilities on a contract basis / Photo: 3d Leisure
The 3d Leisure 
team is celebrating 30 years’ in business / Photo: 3d Leisure
The 3d Leisure team is celebrating 30 years’ in business / Photo: 3d Leisure
The company currently manages 120 gyms across the UK / Photo: 3d Leisure
The company currently manages 120 gyms across the UK / Photo: 3d Leisure
Management contracts also span the corporate and hotel sectors / Photos: 3d Leisure
Management contracts also span the corporate and hotel sectors / Photos: 3d Leisure
Out of 50 hotel contracts, 20 now have spas / Photo: 3d Leisure
Out of 50 hotel contracts, 20 now have spas / Photo: 3d Leisure
https://www.leisureopportunities.co.uk/images/2021/983170_800905.jpg
3d Leisure is celebrating its 30th anniversary. We talk growth, regrets and business success with the MD, Paul Ramsay
Latest News
The Leisure Database Company (TLDB) has revealed its State of the Fitness Industry Report UK ...
Latest News
The Gym Group’s (TGG) plans and profit forecasts were presented to analysts and investors during ...
Latest News
A new physical activity programme called Big Sister has been launched in the UK to ...
Latest News
Go Fit has been selected by the United Nations Economic Commission for Europe (UNECE) as ...
Latest News
Ness, a US startup that is developing a range of wellness-driven credit cards, has launched ...
Latest News
Following a history of supporting US military and service members, F45 has announced a new ...
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Hyatt is piloting private gyms in five of its US hotels as part of its ...
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A young girl has died following an incident at the David Lloyd gym at Capability ...
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Featured supplier news
Featured supplier news: ACTIV partners with Fisikal to deliver custom branded member experience
ACTIV, a gym chain in Riyadh, Saudi Arabia, which operates separate gyms for men and women, has partnered with digital management solution expert Fisikal to create a custom branded experience for its members.
Featured supplier news
Featured supplier news: Magicline celebrates UK market entry at Elevate
With a focus on globalisation, Magicline has officially launched its software in the UK. As Europe’s leading gym management software company, the company strives to provide the best tools for gym owners to be successful, win new members and elevate their businesses.
Featured operator news
Featured operator news: New partnership delivers swimming support to children with disabilities
A new partnership has been launched to provide inclusive swimming for children with mobility, visual and hearing disabilities.
Featured operator news
Featured operator news: Everyone Active to launch new exercise classes to reduce gender gap
As part of their work to break down the barriers that deter women and girls from participating in sport and physical activity, Everyone Active has teamed up with EMD UK to launch new exercise classes linked to the This Girl Can campaign.
Video Gallery
Total Vibration Solutions / Floors 4 Gyms / TVS Sports Surfaces
Mindbody, Inc
Mindbody, Inc
Company profiles
Company profile: Funxtion International BV
Funxtion is the only independent B2B company that offers a full ecosystem of customizable digital ...
Company profiles
Company profile: Power Plate
Power Plate’s whole body and targeted vibration training and therapy helps users feel better by ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Fitness equipment
A Panatta Sport Srl: Fitness equipment
Skincare
Sothys: Skincare
Architects/designers
Zynk Design Consultants: Architects/designers
Spa software
SpaBooker: Spa software
Wearable technology solutions
MyZone: Wearable technology solutions
Lockers/interior design
Safe Space Lockers Ltd: Lockers/interior design
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
trade associations
International SPA Association - iSPA: trade associations
Management software
Premier Software Solutions: Management software
Whole body cryotherapy
Art of Cryo: Whole body cryotherapy
Property & Tenders
Pendine Sands, Carmarthenshire
Carmarthenshire County Council
Property & Tenders
Runcorn
Halton Borough Council
Property & Tenders
Diary dates
15-16 Jun 2022
ExCeL London, London, United Kingdom
Diary dates
30-30 Jun 2022
The ICC, Birmingham, Birmingham , United Kingdom
Diary dates
12-13 Sep 2022
Wyndham Lake Buena Vista Disney Springs® Resort, Lake Buena Vista, United States
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
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