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Les Mills International
Les Mills International
Les Mills International
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UNITING THE WORLD OF FITNESS
Health Club Management

Health Club Management

News

Bannatyne Group heads upmarket with major refurb and new philosophy

The Bannatyne Group is working to reposition itself as an upmarket operator in 2016, centred around a major investment programme and a change in philosophy.

After a tricky 2015, which saw the jailing of former finance director Christopher Watson for defrauding the company out of nearly £8m, the business founded by Duncan Bannatyne plans to build on recent growth momentum to offer an "upmarket service with budget club efficiency". The company has a new top team in place – helmed by managing director Justin Musgrove – which is committed to leading the business into a new era.

At a time when the mid-market has faced competition from both budget clubs and boutiques – a period which has led to rivals LA fitness sold to Pure Gym and Fitness First also put up for sale – Bannatyne Group is working to redefine itself as a premium proposition.

Central to this new strategy is a culture shift which sees the customer journey placed at the heart of the business as part of a growing emphasis on retention.

“In the past we’ve perhaps been too focused on sales, whereas now we’re focusing on people and the customer journey,” Musgrove told Health Club Management.

“We’re upgrading our facilities, bringing in a raft of new technology and drawing on the synergies between our health club, spa and hotel businesses to offer a more upmarket experience.”

The Group is currently mid-way through a £16m investment programme to refurbish its 60-strong estate, while Musgrove hinted that further acquisitions may also be on the cards – following the recent purchase of Clarice House country hotel and spa, as well as the Xpect health club in Braintree.

The company’s gyms will receive additional investment as part of a greater emphasis on functional training, with Technogym’s Omnia 8 rig and also the Queenax system being installed.

Musgrove said that owner Duncan Bannatyne remains “more involved than people think” in the day-to-day running of the business. The pair are also working to build on the success of Bannatyne Spa, which currently features in 37 locations, with 16 more on the drawing board.

“With Bannatyne Health Clubs, Spas and Hotels, you’ve got three great brands which we want to bring closer together and consolidate our position as the dominant operator of country clubs,” added Musgrove, who is ideally placed to oversee such a proposition, having spent 19 years with Center Parcs prior to joining The Bannatyne Group as spa director in 2007.

“We’re also working to enhance the strong social aspect of our clubs, with a new concept cafe bar being rolled out across the portfolio, offering members both healthy options and also the opportunity for indulgence.”

The Bannatyne Group is working to reposition itself as an upmarket operator in 2016, centred around a major investment programme and a change in philosophy.
HAF,FIT,IND,SAB,HOT,PHR
125658_599817.jpg
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Catalogue Gallery
Click on a catalogue to view it online
Directory
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Diary dates
01-03 Feb 2022
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Diary dates
07-10 Apr 2022
Exhibition Centre , Cologne, Germany
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15-16 Jun 2022
ExCeL London, London, United Kingdom
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News

Bannatyne Group heads upmarket with major refurb and new philosophy

The Bannatyne Group is working to reposition itself as an upmarket operator in 2016, centred around a major investment programme and a change in philosophy.

After a tricky 2015, which saw the jailing of former finance director Christopher Watson for defrauding the company out of nearly £8m, the business founded by Duncan Bannatyne plans to build on recent growth momentum to offer an "upmarket service with budget club efficiency". The company has a new top team in place – helmed by managing director Justin Musgrove – which is committed to leading the business into a new era.

At a time when the mid-market has faced competition from both budget clubs and boutiques – a period which has led to rivals LA fitness sold to Pure Gym and Fitness First also put up for sale – Bannatyne Group is working to redefine itself as a premium proposition.

Central to this new strategy is a culture shift which sees the customer journey placed at the heart of the business as part of a growing emphasis on retention.

“In the past we’ve perhaps been too focused on sales, whereas now we’re focusing on people and the customer journey,” Musgrove told Health Club Management.

“We’re upgrading our facilities, bringing in a raft of new technology and drawing on the synergies between our health club, spa and hotel businesses to offer a more upmarket experience.”

The Group is currently mid-way through a £16m investment programme to refurbish its 60-strong estate, while Musgrove hinted that further acquisitions may also be on the cards – following the recent purchase of Clarice House country hotel and spa, as well as the Xpect health club in Braintree.

The company’s gyms will receive additional investment as part of a greater emphasis on functional training, with Technogym’s Omnia 8 rig and also the Queenax system being installed.

Musgrove said that owner Duncan Bannatyne remains “more involved than people think” in the day-to-day running of the business. The pair are also working to build on the success of Bannatyne Spa, which currently features in 37 locations, with 16 more on the drawing board.

“With Bannatyne Health Clubs, Spas and Hotels, you’ve got three great brands which we want to bring closer together and consolidate our position as the dominant operator of country clubs,” added Musgrove, who is ideally placed to oversee such a proposition, having spent 19 years with Center Parcs prior to joining The Bannatyne Group as spa director in 2007.

“We’re also working to enhance the strong social aspect of our clubs, with a new concept cafe bar being rolled out across the portfolio, offering members both healthy options and also the opportunity for indulgence.”

The Bannatyne Group is working to reposition itself as an upmarket operator in 2016, centred around a major investment programme and a change in philosophy.
HAF,FIT,IND,SAB,HOT,PHR
125658_599817.jpg

News

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The pandemic has had an "unprecedented" impact on physical activity levels in England, with 1
The first énergie Fitness club has opened in Spain as part of a push for
A global innovation competition has been launched to find ways to encourage and support more
Xponential Fitness has acquired Body Fit Training in a deal worth US$44m. The deal takes
Exercise has been highlighted as a crucial weapon in cancer patients’ battle against the disease.
Miha Bodytec GmbH
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CEO of Orbit4, Daniel Jones, says: “There’s no reason traditional gyms and smart gyms can’t
The global health and fitness industry is returning to a busy programme of live trade
Matrix and Intelivideo have signed a strategic partnership, which will see Intelivideo's fitness content integrated
Nadine Dorries, the recently appointed secretary of state for digital, culture, media and sport at
Mindbody has announced it's buying ClassPass, the consumer wellness subscription service that enables people to
Tanni Grey-Thompson has outlined her vision on how the physical activity sector can play "the
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HCM Magazine
HCM People
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HCM Magazine
Everyone’s talking about
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HCM Magazine
Letters
Fuel the debate about issues and opportunities across the industry. We’d love to hear from you – [email protected]
HCM Magazine
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In this issue, we’re focusing on sharing insights and thought leadership to highlight opportunities for the development of the sector in terms of both markets and offerings, says Liz Terry, HCM editor
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Fuel the debate about issues and opportunities across the industry. We’d love to hear from you – [email protected]
HCM Magazine
Supplier launch
Life Fitness introduces Integrity SL, the next-generation LED console with intuitive functionality and digital connectivity
HCM Magazine
HCM magazine
Research firm Qualtrics surveyed 12,157 consumers across 15 countries in seven languages to create the Les Mills 2021 Global Fitness Report, highlighting the ways consumers are choosing to work out as we emerge from the pandemic. Jak Phillips reports
HCM magazine
As the UK government’s social prescribing initiative gains momentum, Kenny Butler calls on the sector to step up and get involved
HCM magazine
David Minton says the healthy movement industry is ten times bigger than the health club sector, and the care industry four times bigger and ask why we’re not rushing to collaborate?
HCM magazine
This year’s edition of the IHRSA Global Report which addresses performance from 2020, is a valuable record of the tremendous impact of the COVID-19 pandemic on the sector, creating a benchmark from which to understand the recovery. Kristen Walsh reports for HCM
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Our competition need to fasten their seatbelts
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Featured supplier news
Featured supplier news: Life Fitness introduces Integrity SL, the next generation LED console
Life Fitness has unveiled the new Integrity SL, its connected LED console designed for the Integrity Series cardio portfolio.
Featured supplier news
Featured supplier news: Surge integrates Fisikal with HubSpot to drive business efficiencies and grow revenue
As Surge expands its offer with the launch of a third dedicated Electronic Muscle Stimulation (EMS) studio this summer – this time in Fleet Street, London – the brand reflects on the vital role of its estate wide digital ecosystem, created in partnership with Fisikal, designed to drive business efficiencies and commercial success.
Featured operator news
Featured operator news: Everyone Active bolsters Everyone on Demand and enters second year with five new partnerships
Everyone Active has signed a number of new deals which will see the operator strengthen its digital product offering, Everyone on Demand.
Featured operator news
Featured operator news: Being active helps Parkwood Leisure customers save the NHS £16m
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Company profiles
Company profile: Rocca Creative Thinking Limited
Rocca. is a tech organisation specialising in sport and physical activity. It works with NGBs ...
Company profiles
Company profile: Pulse Fitness
With an award-winning portfolio of over 450 pieces of cutting-edge, premium fitness equipment, Pulse Fitness ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Salt therapy products
Himalayan Source: Salt therapy products
Independent service & maintenance
Servicesport UK Limited: Independent service & maintenance
Skincare
Sothys: Skincare
Uniforms
Service Sport: Uniforms
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Management software
Premier Software Solutions: Management software
trade associations
International SPA Association - iSPA: trade associations
Fitness equipment
Precor: Fitness equipment
Lockers/interior design
Safe Space Lockers Ltd: Lockers/interior design
Property & Tenders
Welwyn Garden City
Welwyn Hatfield Borough Council
Property & Tenders
Newport, Shropshire
Lilleshall Sports Academy
Property & Tenders
Diary dates
01-03 Feb 2022
Coventry Building Society Arena, Coventry, United Kingdom
Diary dates
07-10 Apr 2022
Exhibition Centre , Cologne, Germany
Diary dates
15-16 Jun 2022
ExCeL London, London, United Kingdom
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates
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Les Mills International
Les Mills International