Latest
issue
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 I've already subscribed!
Elevate
Elevate
Elevate
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
FITNESS, HEALTH, WELLNESS

Latest news

The Gym Group adjusts pricing with introduction of off-peak membership

The Gym Group has restructured its pricing and membership packages
The company has launched an off-peak membership to widen access. The first time it has varied its 24/7 offering
Monthly membership are now available 'from' £13.99
30 per cent of members opt for the most expensive option – the Ultimate – which includes perks

The Gym Group (TGG) has trialled and introduced a new Off-Peak membership as part of an overhaul of its suite of membership packages.

In September, chair John Treharne told the market the company was trialling a new pricing structure, saying the board expected it to contribute to the drive for profitability once rolled out, while also widening access to new demographics in line with the company’s social impact mandate.

The new Off-Peak package allows members access to one gym location during restricted hours which are defined separately by each gym, with details showing on individual websites.

Off-Peak has been rolled out across TGG’s estate of 234 UK gyms. It's the first time TGG has moved away from its overarching offer of being the 'lowest-cost nationwide 24/7 gym', by restricting hours.

As part of the overhaul, the company's slightly confusing ‘Do It’ and ‘Live It’ memberships have been rebranded to ‘Standard’ and ‘Ultimate’.

Prices are set separately for each location, with the 'From' prices (which is legally required to be the rate being charged in at least 20 per cent of locations), being £13.99 for Off-Peak (plus £5 joining fee) and £18.99 for Standard.

Prices vary across the country – at the lower end of the scale, in places such as Newcastle and Northampton, they start at £12.99 for Off-Peak, rising to £19.99 for Standard, while in the most expensive parts of London they start at £27.99 for Off-Peak and £34.99 for Standard.

In its mid-year report, the company revealed that the average Standard membership value being achieved as at June 2023 was £22.02/month.

With gyms currently running an 'Ultimate for the price of Standard' deal, the Ultimate price is not yet confirmed.

As of June 2023, 30.7 per cent of TGG's 867,000 members were on the Ultimate membership package [previously ‘Live It’].

Both Standard and Ultimate memberships offer 24 hour access. Standard offers members access to one gym and unlimited classes, while Ultimate has additional benefits, including access to 'four gyms of their choice' nationwide (in addition to their 'home' gym), the option of freezing their monthly membership once a year for free, bringing a friend four times a month, FitQuest body composition analysis at some clubs and access to thousands of online workout plans on the Fiit app (which would usually cost £20/month).

Where the Ultimate package is chosen with access to four gyms along with a 'home' gym as a base, the majority of visits need to be to the 'home' gym.

These pricing adjustments are one of the first major moves on the watch of new TGG CEO, Will Orr, who joined the company on 1 September. Orr says: “Introducing an off-peak option will appeal to an even broader member audience and further delivers on TGG’s mission to make fitness more accessible for all, whatever the members’ personal workout routines and cost preferences.”

TGG does not require members to sign contracts, although it does offer a 'Saver Membership' option on the Standard and Ultimate packages, whereby members can get a cheaper rate by paying up-front for nine or 12 months and also a fixed-duration student membership to allow for academic terms.

The Saver Membership was previously called a Fixed Membership and was offered for three, six, nine and 12 months, so this pricing element has also been adjusted as part of the pricing review.

The company has undertaken a number of pricing studies over recent years to ensure it's optimising the market and not falling behind its competitors. Working with pricing experts at Simon Kucher and Partners, the company reviewed its pricing in 2022, identifying a £4 gap against other low cost operators and has been working to close this to drive profitability.

Related news

Gym Group sees healthy jump in memberships and revenue – trials new pricing structure

13 Sep 2023
The Gym Group saw its membership grow by nearly 10 per cent in the first ...

Gym Group shares jump after lifts in memberships and revenues

14 Jul 2023
Shares in The Gym Group have jumped sharply, after it reported substantial gains in membership ...

The Gym Group opens record number of new gyms as revenues inch back towards pre-COVID-19 levels

17 Mar 2023
The Gym Group saw an upswing in EBITDA, to £38m for 2022, well above the ...
The Gym Group (TGG) has trialled and introduced a new Off-Peak membership as part of an overhaul of its suite of membership packages.
PTS,HAF,FIT,PTS
2023/THUMB352279_853717_475753.jpg
Latest News
The HCM team were busy at the recent FIBO Global Fitness event in Cologne, Germany, ...
Latest News
The fitness sector’s pivot to active wellbeing is being discussed in a new weekly podcast, ...
Latest News
Planet Fitness has a new CEO – Colleen Keating. She will take up the position ...
Latest News
UK Active has announced details of its annual health and fitness industry awards ceremony, which ...
Latest News
Social enterprise, Places Leisure, which is part of the Places for People Group, has appointed ...
Latest News
Basic-Fit has signed up to trial Wellhub across its recently expanded Spanish network, giving access ...
Latest News
Having redefined the model of public-private collaboration in Spain, Go Fit is now expanding into ...
Latest News
Planet Fitness has become the subject of a hate campaign by certain groups of consumers ...
HCM promotional features
Sponsored
No matter how many gyms we open, Perfect Gym can support our growth
HCM promotional features
Sponsored
D2F had updated its brand styling to keep pace with business growth. MD, John Lofting and operations director, Matt Aynsley, explain the rationale
HCM promotional features
Sponsored
Operators, prepare to revolutionise the way members connect with personal trainers in your club, with the ground-breaking Brawn platform.
HCM promotional features
Sponsored
Epassi, a provider of workplace wellness benefits, is creating a fitter and more productive workforce, one membership at a time 
HCM promotional features
Sponsored
University of Sheffield Sport has opened the doors of its flagship Goodwin Sports Centre following a major refurbishment
HCM promotional features
Sponsored
The New Keiser M3i Studio Bike brings ride data to life to engage and delight members
HCM promotional features
Sponsored
The partnership between PureGym and Belfast-based supplier BLK BOX is transforming the gym floor
HCM promotional features
Sponsored
Francesca Cooper-Boden says health assessment services can boost health club retention
HCM promotional features
Sponsored
Nuffield Health has worked with ServiceSport UK for more than ten years, ensuring the equipment in its clubs is commercially optimised
HCM promotional features
HCM magazine
Basic-Fit – which has been scaling rapidly across Europe –  is considering franchising to ramp up growth further afield
HCM magazine
Imposter syndrome about a promotion taught the CEO of SATS that behaving authentically is the most important part of leadership. He talks to Kath Hudson
HCM magazine
I would say those results, along with the team’s total lack of complacency – their desire to keep improving – have been the two big highlights of my first year
HCM magazine
HCM People

Dr Jonathan Leary

Founder, Remedy Place
It was as though the whole world woke up at the same time
HCM magazine
HCM People

Cristiano Ronaldo

Footballer and entrepreneur
Taking care of your physical and mental health is essential for a fulfilling life
Featured supplier news
Featured supplier news: Sibec EMEA to blend fitness with luxury at Fairmont Monte Carlo
Experience the pinnacle of fitness and luxury at the premier industry event, Sibec EMEA, set against the breathtaking backdrop of the Fairmont Monte Carlo this Autumn.
Featured supplier news
Featured supplier news: Study Active acquires Premier Global name and select branding assets
Study Active has legally acquired the name “Premier Global” and select Premier Global branding assets from Assessment Technologies Institute LLC, part of Ascend Learning in the US.
Company profiles
Company profile: Parkwood Leisure
As a family-owned business built on strong family values, Parkwood Leisure takes pride in offering ...
Company profiles
Company profile: miha bodytec
Founded in 2007 in Gersthofen, Germany, miha bodytec is the market-leading supplier of Electro Muscle ...
Supplier Showcase
Supplier showcase - Jon Williams
Catalogue Gallery
Click on a catalogue to view it online
Featured press releases
Greenwich Leisure Limited press release: Pioneering project boosts business in Basingstoke
A sports complex might not be your first thought when you’re looking for a peaceful and comfortable, drop-in workspace. However, that could soon change thanks to an innovative new project at Basingstoke Leisure Centre.
Featured press releases
The Health & Fitness Institute press release: The future of fitness education: The Health and Fitness Institute champions digital learning
The Health and Fitness Institute (THFI) is leading a revolutionary paradigm shift in fitness education by fully embracing digital learning.
Directory
Salt therapy products
Himalayan Source: Salt therapy products
Lockers
Crown Sports Lockers: Lockers
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Spa software
SpaBooker: Spa software
Cryotherapy
Art of Cryo: Cryotherapy
Snowroom
TechnoAlpin SpA: Snowroom
Property & Tenders
Loughton, IG10
Knight Frank
Property & Tenders
Grantham, Leicestershire
Belvoir Castle
Property & Tenders
Diary dates
22-24 Apr 2024
Galgorm Resort, York,
Diary dates
10-12 May 2024
China Import & Export Fair Complex, Guangzhou, China
Diary dates
23-24 May 2024
Large Hall of the Chamber of Commerce (Erbprinzenpalais), Wiesbaden, Germany
Diary dates
30 May - 02 Jun 2024
Rimini Exhibition Center, Rimini, Italy
Diary dates
08-08 Jun 2024
Worldwide, Various,
Diary dates
11-13 Jun 2024
Raffles City Convention Centre, Singapore, Singapore
Diary dates
12-13 Jun 2024
ExCeL London, London, United Kingdom
Diary dates
03-05 Sep 2024
IMPACT Exhibition Center, Bangkok, Thailand
Diary dates
19-19 Sep 2024
The Salil Hotel Riverside - Bangkok, Bangkok 10120, Thailand
Diary dates
01-04 Oct 2024
REVĪVŌ Wellness Resort Nusa Dua Bali, Kabupaten Badung, Indonesia
Diary dates
22-25 Oct 2024
Messe Stuttgart, Germany
Diary dates
24-24 Oct 2024
QEII Conference Centre, London, United Kingdom
Diary dates
04-07 Nov 2024
In person, St Andrews, United Kingdom
Diary dates

Latest news

The Gym Group adjusts pricing with introduction of off-peak membership

The Gym Group has restructured its pricing and membership packages
The company has launched an off-peak membership to widen access. The first time it has varied its 24/7 offering
Monthly membership are now available 'from' £13.99
30 per cent of members opt for the most expensive option – the Ultimate – which includes perks

The Gym Group (TGG) has trialled and introduced a new Off-Peak membership as part of an overhaul of its suite of membership packages.

In September, chair John Treharne told the market the company was trialling a new pricing structure, saying the board expected it to contribute to the drive for profitability once rolled out, while also widening access to new demographics in line with the company’s social impact mandate.

The new Off-Peak package allows members access to one gym location during restricted hours which are defined separately by each gym, with details showing on individual websites.

Off-Peak has been rolled out across TGG’s estate of 234 UK gyms. It's the first time TGG has moved away from its overarching offer of being the 'lowest-cost nationwide 24/7 gym', by restricting hours.

As part of the overhaul, the company's slightly confusing ‘Do It’ and ‘Live It’ memberships have been rebranded to ‘Standard’ and ‘Ultimate’.

Prices are set separately for each location, with the 'From' prices (which is legally required to be the rate being charged in at least 20 per cent of locations), being £13.99 for Off-Peak (plus £5 joining fee) and £18.99 for Standard.

Prices vary across the country – at the lower end of the scale, in places such as Newcastle and Northampton, they start at £12.99 for Off-Peak, rising to £19.99 for Standard, while in the most expensive parts of London they start at £27.99 for Off-Peak and £34.99 for Standard.

In its mid-year report, the company revealed that the average Standard membership value being achieved as at June 2023 was £22.02/month.

With gyms currently running an 'Ultimate for the price of Standard' deal, the Ultimate price is not yet confirmed.

As of June 2023, 30.7 per cent of TGG's 867,000 members were on the Ultimate membership package [previously ‘Live It’].

Both Standard and Ultimate memberships offer 24 hour access. Standard offers members access to one gym and unlimited classes, while Ultimate has additional benefits, including access to 'four gyms of their choice' nationwide (in addition to their 'home' gym), the option of freezing their monthly membership once a year for free, bringing a friend four times a month, FitQuest body composition analysis at some clubs and access to thousands of online workout plans on the Fiit app (which would usually cost £20/month).

Where the Ultimate package is chosen with access to four gyms along with a 'home' gym as a base, the majority of visits need to be to the 'home' gym.

These pricing adjustments are one of the first major moves on the watch of new TGG CEO, Will Orr, who joined the company on 1 September. Orr says: “Introducing an off-peak option will appeal to an even broader member audience and further delivers on TGG’s mission to make fitness more accessible for all, whatever the members’ personal workout routines and cost preferences.”

TGG does not require members to sign contracts, although it does offer a 'Saver Membership' option on the Standard and Ultimate packages, whereby members can get a cheaper rate by paying up-front for nine or 12 months and also a fixed-duration student membership to allow for academic terms.

The Saver Membership was previously called a Fixed Membership and was offered for three, six, nine and 12 months, so this pricing element has also been adjusted as part of the pricing review.

The company has undertaken a number of pricing studies over recent years to ensure it's optimising the market and not falling behind its competitors. Working with pricing experts at Simon Kucher and Partners, the company reviewed its pricing in 2022, identifying a £4 gap against other low cost operators and has been working to close this to drive profitability.

Related news

Gym Group sees healthy jump in memberships and revenue – trials new pricing structure

13 Sep 2023
The Gym Group saw its membership grow by nearly 10 per cent in the first ...

Gym Group shares jump after lifts in memberships and revenues

14 Jul 2023
Shares in The Gym Group have jumped sharply, after it reported substantial gains in membership ...

The Gym Group opens record number of new gyms as revenues inch back towards pre-COVID-19 levels

17 Mar 2023
The Gym Group saw an upswing in EBITDA, to £38m for 2022, well above the ...
The Gym Group (TGG) has trialled and introduced a new Off-Peak membership as part of an overhaul of its suite of membership packages.
PTS,HAF,FIT,PTS
2023/THUMB352279_853717_475753.jpg

Latest news

The HCM team were busy at the recent FIBO Global Fitness event in Cologne, Germany,
The fitness sector’s pivot to active wellbeing is being discussed in a new weekly podcast,
Planet Fitness has a new CEO – Colleen Keating. She will take up the position
UK Active has announced details of its annual health and fitness industry awards ceremony, which
Social enterprise, Places Leisure, which is part of the Places for People Group, has appointed
Basic-Fit has signed up to trial Wellhub across its recently expanded Spanish network, giving access
Elevate
Elevate
Study Active has legally acquired the name “Premier Global” and select Premier Global branding assets
Having redefined the model of public-private collaboration in Spain, Go Fit is now expanding into
Planet Fitness has become the subject of a hate campaign by certain groups of consumers
Recovery, social wellness and longevity were talking points at PerformX recently, tipped by many speakers
Industry experts are gathering in Cologne for today's European Health & Fitness Forum (EHFF), followed
Jason Worthy has been appointed group CEO of Myzone to lead the 'next stage of
John Kersh has announced he is leaving boutique franchisor, Xponential Fitness, after eight years with
Questex/McLean Events (Spatec/SIBEC)
Questex/McLean Events (Spatec/SIBEC)
As one of the most energy-intensive industries in the UK, leisure facilities face a critical
Oxygen Consulting is about to launch its first UK Padel Report, which investigates this fast-growing
Global publishing outfit, Leisure Media, has announced details of its new annual conference for decision-makers
Portugese footballer, Cristiano Ronaldo, has launched a health and wellness app that harmonises advice on
Disturbing new research has found BMI completely fails as an accurate measure of obesity in
A new urban city centre in Gothenburg, Sweden is in development with the aim of
The first annual Private Sector Benchmarking report was released today (27 March). A collaboration between
Experience the pinnacle of fitness and luxury at the premier industry event, Sibec EMEA, set
Egym, has signalled its intention to become a dominant force in the corporate wellness sector
With a new master franchisee on board, the rollout of Anytime Fitness in the Middle
1 - 20 of 12,300
HCM promotional features
Sponsored
No matter how many gyms we open, Perfect Gym can support our growth
HCM promotional features
Sponsored
D2F had updated its brand styling to keep pace with business growth. MD, John Lofting and operations director, Matt Aynsley, explain the rationale
HCM promotional features
Sponsored
Operators, prepare to revolutionise the way members connect with personal trainers in your club, with the ground-breaking Brawn platform.
HCM promotional features
Sponsored
Epassi, a provider of workplace wellness benefits, is creating a fitter and more productive workforce, one membership at a time 
HCM promotional features
Sponsored
University of Sheffield Sport has opened the doors of its flagship Goodwin Sports Centre following a major refurbishment
HCM promotional features
Sponsored
The New Keiser M3i Studio Bike brings ride data to life to engage and delight members
HCM promotional features
Sponsored
The partnership between PureGym and Belfast-based supplier BLK BOX is transforming the gym floor
HCM promotional features
Sponsored
Francesca Cooper-Boden says health assessment services can boost health club retention
HCM promotional features
Sponsored
Nuffield Health has worked with ServiceSport UK for more than ten years, ensuring the equipment in its clubs is commercially optimised
HCM promotional features
HCM magazine
Basic-Fit – which has been scaling rapidly across Europe –  is considering franchising to ramp up growth further afield
HCM magazine
Imposter syndrome about a promotion taught the CEO of SATS that behaving authentically is the most important part of leadership. He talks to Kath Hudson
HCM magazine
I would say those results, along with the team’s total lack of complacency – their desire to keep improving – have been the two big highlights of my first year
HCM magazine
HCM People

Dr Jonathan Leary

Founder, Remedy Place
It was as though the whole world woke up at the same time
HCM magazine
HCM People

Cristiano Ronaldo

Footballer and entrepreneur
Taking care of your physical and mental health is essential for a fulfilling life
HCM magazine
New research has found BMI to be a highly inaccurate measure of childhood obesity, leading current thinking and policy based on it into question
HCM magazine
Members are telling us they need support with their mental and spiritual health and the industry is starting to see this need. Now’s the time to fast-track our response
HCM magazine
Egym has announced deals designed to position it for growth acceleration, as Kath Hudson reports
HCM magazine
Will Orr has been talking to HCM about the company’s new strategy for 2024, as Kath Hudson reports
HCM magazine
New laws are about to come into force that will oblige health club operators to offer consumers better membership terms. It will be disruptive, but tackled well, will change the sector for the better
HCM magazine
HCM People

Jennifer Maanavi

Founder, Physique 57
Our ‘why?’ is to improve the lives of our clients, not to make them feel defeated
HCM magazine
Featured supplier news
Featured supplier news: Sibec EMEA to blend fitness with luxury at Fairmont Monte Carlo
Experience the pinnacle of fitness and luxury at the premier industry event, Sibec EMEA, set against the breathtaking backdrop of the Fairmont Monte Carlo this Autumn.
Featured supplier news
Featured supplier news: Study Active acquires Premier Global name and select branding assets
Study Active has legally acquired the name “Premier Global” and select Premier Global branding assets from Assessment Technologies Institute LLC, part of Ascend Learning in the US.
Company profiles
Company profile: Parkwood Leisure
As a family-owned business built on strong family values, Parkwood Leisure takes pride in offering ...
Company profiles
Company profile: miha bodytec
Founded in 2007 in Gersthofen, Germany, miha bodytec is the market-leading supplier of Electro Muscle ...
Supplier Showcase
Supplier showcase - Jon Williams
Catalogue Gallery
Click on a catalogue to view it online
Featured press releases
Greenwich Leisure Limited press release: Pioneering project boosts business in Basingstoke
A sports complex might not be your first thought when you’re looking for a peaceful and comfortable, drop-in workspace. However, that could soon change thanks to an innovative new project at Basingstoke Leisure Centre.
Featured press releases
The Health & Fitness Institute press release: The future of fitness education: The Health and Fitness Institute champions digital learning
The Health and Fitness Institute (THFI) is leading a revolutionary paradigm shift in fitness education by fully embracing digital learning.
Directory
Salt therapy products
Himalayan Source: Salt therapy products
Lockers
Crown Sports Lockers: Lockers
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Spa software
SpaBooker: Spa software
Cryotherapy
Art of Cryo: Cryotherapy
Snowroom
TechnoAlpin SpA: Snowroom
Property & Tenders
Loughton, IG10
Knight Frank
Property & Tenders
Grantham, Leicestershire
Belvoir Castle
Property & Tenders
Diary dates
22-24 Apr 2024
Galgorm Resort, York,
Diary dates
10-12 May 2024
China Import & Export Fair Complex, Guangzhou, China
Diary dates
23-24 May 2024
Large Hall of the Chamber of Commerce (Erbprinzenpalais), Wiesbaden, Germany
Diary dates
30 May - 02 Jun 2024
Rimini Exhibition Center, Rimini, Italy
Diary dates
08-08 Jun 2024
Worldwide, Various,
Diary dates
11-13 Jun 2024
Raffles City Convention Centre, Singapore, Singapore
Diary dates
12-13 Jun 2024
ExCeL London, London, United Kingdom
Diary dates
03-05 Sep 2024
IMPACT Exhibition Center, Bangkok, Thailand
Diary dates
19-19 Sep 2024
The Salil Hotel Riverside - Bangkok, Bangkok 10120, Thailand
Diary dates
01-04 Oct 2024
REVĪVŌ Wellness Resort Nusa Dua Bali, Kabupaten Badung, Indonesia
Diary dates
22-25 Oct 2024
Messe Stuttgart, Germany
Diary dates
24-24 Oct 2024
QEII Conference Centre, London, United Kingdom
Diary dates
04-07 Nov 2024
In person, St Andrews, United Kingdom
Diary dates
Search news, features & products:
Find a supplier:
Elevate
Elevate
Partner sites