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

News

DW Fitness First reveals plans to becoming "UK’s largest sports participation brand"

We’re creating an end to end customer proposition which is unique to anything you’ll find elsewhere in the retail and gym industry
– Martin Long

Gym chain DW Fitness First has revealed its strategic vision to become the UK’s largest sports participation brand.

Formed following DW Fitness' takeover of Fitness First's 62-strong UK portfolio in September 2016, the business now boasts 120 gyms and 90 DW Sports-branded retail stores – a mix which the firm plans to utilise.

During 2018, the company will begin a programme of merging the gym and retail side of the business to create a "seamless customer experience".

A key focus will be to blur the boundaries between the leisure and retail elements and "bring the dynamism of the gym into stores" – while making sportswear shoppable in the gyms.

It will result in the creation of new concept DW Sports stores, with softer and less masculine designs and layouts, featuring interactive elements such as Run Labs - where customers can have their gait analysis taken.

In 2018 the group is also planning to launch ‘pop up’ style gym classes and workouts within their retail stores – a market first.

In total, the group plans capital investments at around 50 sites.

The strategy also includes raising the group's profile among consumers.

The business has secured a number of partnerships with national governing bodies of sport and has secured a deal to become the official retail and leisure partner of England Athletics, Welsh Athletics, Scottish Athletics and Athletics Northern Ireland.

It has also become the first ever channel sponsor of Sky Sports Mix, which will see DW Fitness First featured in ambassador-led TV Ads, social content, programme pre-roll and live activations.

A new e-commerce platform will also be launched, bringing the DW brands together by offering customers the opportunity to navigate between gym and store and to match their training regime to their performance-wear needs.

Speaking exclusively to Leisure Opportunities, CEO Martin Long said the changes will "revolutionise the business".

"We’re creating an end to end customer proposition which is unique to anything you’ll find elsewhere in the retail and gym industry," he said.

"With the combined strength of the group our customers are no longer seen as ‘gym members’ or ‘retail customers'. Our vision is to create a unique and seamless experience for everyone, whether you shop with us, train with us or ultimately both.

"Going forward, we will explore the opportunities to merge our retail and gym offerings and while we cannot physically provide the combined retail and gym experience in every DW location, taking our e-commerce offering to DW Fitness First clubs in London is really important.

"Last year we built the foundations; we launched a new leisure website, a new ecommerce platform and started to refurbish a number of our gyms, as well as opening new retail stores.

"We are receiving very positive customer feedback, and seeing great results, with both DW stores in Newcastle's Metrocentre and Derby being part of our top ten sites already.

"Across the Group we plan to invest in 50 sites this year, which is a massive uptake.

"Everywhere that we are making changes to DW Fitness First, we are seeing successful results and we are confident that our new model will continue to successfully take the business forward."

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
Gym chain DW Fitness First has revealed its strategic vision to become the UK’s largest sports participation brand.
SAR,HAF,FIT,IND,PTS,SAM,PHR
THUMB26509_705098.jpg
Latest News
A parliamentary report is calling for a £3bn intervention fund to build back better health ...
Latest News
Leisure centre operator Everyone Active has formed a partnership with WW (formerly called Weight Watchers), ...
Latest News
Adults suffering from chronic pain should be advised to take exercise, rather than be prescribed ...
Latest News
As health clubs and fitness studios in England are counting the hours down to reopening ...
Latest News
Empowered Brands, the franchise investment business that acquired énergie Fitness out of a CVA in ...
Latest News
John Treharne, founder of The Gym Group, and Jana Havrdová, president of the Czech Chamber ...
Latest News
Questex, owner of industry buyer event, Sibec EU, has announced it will partner with FIBO ...
Latest News
Les Mills has come up with an ingenious solution to get around the pandemic travel ...
HCM Magazine
Sponsored
Workforce development has never been so important and apprenticeships have a key role to play in the rebuilding of our sector
HCM Magazine
Editor's letter
As health clubs around the world start reopening, controlling COVID-19 – while also delivering a great service to customers – must be an obsession for everyone in the sector
HCM Magazine
Sponsored
The University of Stirling has transformed its fitness offering with world-class performance sport and fitness facilities powered by Technogym
HCM Magazine
Facilities
Changing rooms have been largely closed during the pandemic, but as clubs open up, how will ongoing pandemic restrictions impact changing room design? We ask the experts for their observations and reflections
HCM Magazine
HCM People
I don’t think we can point to any club in America that’s doing better now compared to pre-pandemic times
HCM Magazine
Sponsored
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
HCM Magazine
Finance
New tax laws will hit the UK fitness sector in early April, changing the way freelance PTs are legally classified for income tax and national insurance, as Abi Harris reports
HCM Magazine
HCM magazine
HCM People

Colin Grant

CEO, Pure Group
Meticulous tracing and reporting of cases show, time and time again, that fitness centres and yoga studios are some of the safest places on the planet
HCM magazine
A new tracking tool, called Moving Communities, will assess the impact of the UK’s £100m National Leisure Recovery Fund, as well as evaluating the contribution public sector facilities make to their local communities, as HCM reports
HCM magazine
In spite of having met all government-agreed, COVID-secure operating standards, group exercise has had a rough ride during the pandemic, being closed more than gyms. HCM asks why this is and what can be done about it
Featured supplier news
Featured supplier: Storytelling - the future of fitness content
Heading into 2021, storytelling will be a key trend among fitness content creators and connected fitness providers, as the industry recognises its potential to unlock ultra- engaging experiences that boost retention.
Featured supplier news
Featured supplier: The Retention People unveil 2020 Member Experience Awards winners
Member engagement software provider The Retention People (TRP) has unveiled the winners of its annual 2020 Member Experience Awards (MEA).
Company profiles
Company profile: Jordan Fitness
Jordan Fitness have been at the forefront of premium gym design, with a strong reputation ...
Company profiles
Company profile: Myzone Group Ltd
At Myzone we reward Effort to solve the pervasive problem of ‘diminishing motivation within exercisers’ ...
Supplier Showcases
Supplier showcase - Venueserve Fitness
Catalogue Gallery
Click on a catalogue to view it online
Directory
Management software
Premier Software Solutions: Management software
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Red Light Therapy
 Red Light Rising: Red Light Therapy
Spa software
SpaBooker: Spa software
Exercise equipment
Pendex Fisio S.L.: Exercise equipment
Architects/designers
Zynk Design Consultants: Architects/designers
Skincare
Sothys: Skincare
Uniforms
Service Sport: Uniforms
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Lockers/interior design
Crown Sports Lockers: Lockers/interior design
Property & Tenders
Hillingdon
Hillingdon Borough Council
Property & Tenders
Diary dates
12 Jun 2021
Worldwide, Various,
Diary dates
13-14 Jun 2021
Online,
Diary dates
16-17 Jun 2021
ExCeL London, London, United Kingdom
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
04-07 Nov 2021
Exhibition Centre , Cologne, Germany
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates

News

DW Fitness First reveals plans to becoming "UK’s largest sports participation brand"

We’re creating an end to end customer proposition which is unique to anything you’ll find elsewhere in the retail and gym industry
– Martin Long

Gym chain DW Fitness First has revealed its strategic vision to become the UK’s largest sports participation brand.

Formed following DW Fitness' takeover of Fitness First's 62-strong UK portfolio in September 2016, the business now boasts 120 gyms and 90 DW Sports-branded retail stores – a mix which the firm plans to utilise.

During 2018, the company will begin a programme of merging the gym and retail side of the business to create a "seamless customer experience".

A key focus will be to blur the boundaries between the leisure and retail elements and "bring the dynamism of the gym into stores" – while making sportswear shoppable in the gyms.

It will result in the creation of new concept DW Sports stores, with softer and less masculine designs and layouts, featuring interactive elements such as Run Labs - where customers can have their gait analysis taken.

In 2018 the group is also planning to launch ‘pop up’ style gym classes and workouts within their retail stores – a market first.

In total, the group plans capital investments at around 50 sites.

The strategy also includes raising the group's profile among consumers.

The business has secured a number of partnerships with national governing bodies of sport and has secured a deal to become the official retail and leisure partner of England Athletics, Welsh Athletics, Scottish Athletics and Athletics Northern Ireland.

It has also become the first ever channel sponsor of Sky Sports Mix, which will see DW Fitness First featured in ambassador-led TV Ads, social content, programme pre-roll and live activations.

A new e-commerce platform will also be launched, bringing the DW brands together by offering customers the opportunity to navigate between gym and store and to match their training regime to their performance-wear needs.

Speaking exclusively to Leisure Opportunities, CEO Martin Long said the changes will "revolutionise the business".

"We’re creating an end to end customer proposition which is unique to anything you’ll find elsewhere in the retail and gym industry," he said.

"With the combined strength of the group our customers are no longer seen as ‘gym members’ or ‘retail customers'. Our vision is to create a unique and seamless experience for everyone, whether you shop with us, train with us or ultimately both.

"Going forward, we will explore the opportunities to merge our retail and gym offerings and while we cannot physically provide the combined retail and gym experience in every DW location, taking our e-commerce offering to DW Fitness First clubs in London is really important.

"Last year we built the foundations; we launched a new leisure website, a new ecommerce platform and started to refurbish a number of our gyms, as well as opening new retail stores.

"We are receiving very positive customer feedback, and seeing great results, with both DW stores in Newcastle's Metrocentre and Derby being part of our top ten sites already.

"Across the Group we plan to invest in 50 sites this year, which is a massive uptake.

"Everywhere that we are making changes to DW Fitness First, we are seeing successful results and we are confident that our new model will continue to successfully take the business forward."

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
Gym chain DW Fitness First has revealed its strategic vision to become the UK’s largest sports participation brand.
SAR,HAF,FIT,IND,PTS,SAM,PHR
THUMB26509_705098.jpg

News

A parliamentary report is calling for a £3bn intervention fund to build back better health
Leisure centre operator Everyone Active has formed a partnership with WW (formerly called Weight Watchers),
Adults suffering from chronic pain should be advised to take exercise, rather than be prescribed
As health clubs and fitness studios in England are counting the hours down to reopening
Empowered Brands, the franchise investment business that acquired énergie Fitness out of a CVA in
John Treharne, founder of The Gym Group, and Jana Havrdová, president of the Czech Chamber
FreeMotion Fitness
FreeMotion Fitness
The world has had to get used to social distancing in 2020 and any business
Questex, owner of industry buyer event, Sibec EU, has announced it will partner with FIBO
Les Mills has come up with an ingenious solution to get around the pandemic travel
At-home fitness giant Peloton has officially completed the acquisition of equipment provider Precor, in a
There is growing evidence that a COVID-19 infection could trigger diabetes in some patients. One
Danish health club operator Repeat, launched in 2016 by serial fitness entrepreneur Rasmus Ingerslev, has
The UK government has launched a new Office for Health Promotion, designed to lead efforts
fibodo Limited
fibodo Limited
In collaboration with ukactive, FunXtion has driven a global discussion with some of the world’s
Rainer Schaller's RSG Group has opened a John Reed Fitness club in downtown Los Angeles
Boutique fitness behemoth Xponential Fitness has added boxing studio operator Rumble to its ever-growing portfolio
A new "supergroup" of boutique fitness brands will look to help pool resources and use
Total Fitness is entering into a company voluntary arrangement (CVA), after being hit hard by
Children aged between 4 and 6 who have better cardiorespiratory health than their peers also
Prince Harry, The Duke of Sussex has become the first chief impact officer of US-based
Global Wellness Summit
Global Wellness Summit
Pulse Fitness has recently completed a refurbishment of the fitness facilities at iGym London. Using
It is unlikely that the UK will see a Work Out to Help Out scheme
Myzone CEO, Dave Wright, has announced the launch of MZ-Switch, a mobile heart rate monitor
Safe Space Lockers
Safe Space Lockers
1 - 20 of 11,844
HCM Magazine
Sponsored
Workforce development has never been so important and apprenticeships have a key role to play in the rebuilding of our sector
HCM Magazine
Editor's letter
As health clubs around the world start reopening, controlling COVID-19 – while also delivering a great service to customers – must be an obsession for everyone in the sector
HCM Magazine
Sponsored
The University of Stirling has transformed its fitness offering with world-class performance sport and fitness facilities powered by Technogym
HCM Magazine
Facilities
Changing rooms have been largely closed during the pandemic, but as clubs open up, how will ongoing pandemic restrictions impact changing room design? We ask the experts for their observations and reflections
HCM Magazine
HCM People
I don’t think we can point to any club in America that’s doing better now compared to pre-pandemic times
HCM Magazine
Sponsored
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
HCM Magazine
Finance
New tax laws will hit the UK fitness sector in early April, changing the way freelance PTs are legally classified for income tax and national insurance, as Abi Harris reports
HCM Magazine
HCM magazine
HCM People

Colin Grant

CEO, Pure Group
Meticulous tracing and reporting of cases show, time and time again, that fitness centres and yoga studios are some of the safest places on the planet
HCM magazine
A new tracking tool, called Moving Communities, will assess the impact of the UK’s £100m National Leisure Recovery Fund, as well as evaluating the contribution public sector facilities make to their local communities, as HCM reports
HCM magazine
In spite of having met all government-agreed, COVID-secure operating standards, group exercise has had a rough ride during the pandemic, being closed more than gyms. HCM asks why this is and what can be done about it
HCM magazine
Children with better cardiorespiratory health than their peers also do better on cognitive tests and other measures of brain function, according to new research
HCM magazine
How will digital, gyms and live fitness mesh to create a new customer offering in health clubs? Phillip Mills, executive director of Les Mills, shares his views
HCM magazine
Policing the rules, even if it means losing members, will be crucial to building trust as health clubs reopen, Paul Roberts tells Kath Hudson
HCM magazine
We want to build centralised places for wellness and have the benefit of all the brands coming together
HCM magazine
Katie Lewis and Lindsey Simpson co-founded Workplace Mental Wealth to drive workforce change in the health and fitness industry. Liz Terry talks to Lewis about their first research study – the Fitness and Active Leisure Workforce State of Mind Survey – and the launch of The Good Work Pledge
HCM magazine
Our main investment has been our gym, which we’ve designed around the wide-ranging needs within our team: race drivers, serious amateur athletes and those who need some help getting started
HCM magazine
Featured supplier news
Featured supplier: Storytelling - the future of fitness content
Heading into 2021, storytelling will be a key trend among fitness content creators and connected fitness providers, as the industry recognises its potential to unlock ultra- engaging experiences that boost retention.
Featured supplier news
Featured supplier: The Retention People unveil 2020 Member Experience Awards winners
Member engagement software provider The Retention People (TRP) has unveiled the winners of its annual 2020 Member Experience Awards (MEA).
Company profiles
Company profile: Jordan Fitness
Jordan Fitness have been at the forefront of premium gym design, with a strong reputation ...
Company profiles
Company profile: Myzone Group Ltd
At Myzone we reward Effort to solve the pervasive problem of ‘diminishing motivation within exercisers’ ...
Supplier Showcases
Supplier showcase - Venueserve Fitness
Catalogue Gallery
Click on a catalogue to view it online
Directory
Management software
Premier Software Solutions: Management software
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Red Light Therapy
 Red Light Rising: Red Light Therapy
Spa software
SpaBooker: Spa software
Exercise equipment
Pendex Fisio S.L.: Exercise equipment
Architects/designers
Zynk Design Consultants: Architects/designers
Skincare
Sothys: Skincare
Uniforms
Service Sport: Uniforms
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Lockers/interior design
Crown Sports Lockers: Lockers/interior design
Property & Tenders
Hillingdon
Hillingdon Borough Council
Property & Tenders
Diary dates
12 Jun 2021
Worldwide, Various,
Diary dates
13-14 Jun 2021
Online,
Diary dates
16-17 Jun 2021
ExCeL London, London, United Kingdom
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
04-07 Nov 2021
Exhibition Centre , Cologne, Germany
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates
Search news, features & products:
Find a supplier:
Technogym
Technogym