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
Core Health & Fitness
Core Health & Fitness
Core Health & Fitness
Health Club Management

Health Club Management

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
Get the latest news, jobs and features in your inbox
Health Club Management

Health Club Management

News

We want to be the Audi A4 of health clubs: Fitness First CEO Andrew Cosslett

Fitness First will inject £86m (US$130m, €110m) into the global health club chain this year, accelerating a transformation programme that CEO Andrew Cosslett says will make it the “Audi A4 of the health club sector.”

Fitness First has seen revenue increase by four per cent (year on year), while EBITDA is up 10 per cent at the clubs it has rebranded to occupy the “top end of the mainstream market.” As such, the chain’s latest investment, part of the £270m (US$408m, €346m) four-year transformation announced last year, is intended to complete the global rebranding programme by the end of 2015 – one year ahead of schedule.

Having witnessed the positive results, the group is eager to complete the turnaround as quickly as possible and strengthen its resurgence.

“We’re reversing five years of decline, so it’s a long way back up the hill,” Cosslett told Health Club Management.

“The UK business went positive a few months ago and we’re seeing the benefits of the rebrand begin to shine through. We’re moving upmarket, but it’s a gradual process based on member perceptions. We want to be the top end of the mainstream market – not super premium – but the Audi A4 or BMW 5 Series.”

The rebrand has been rooted in motivational science, looking at what encourages members to enjoy exercise and stay longer. This has entailed a comprehensive staff training programme, a retune of the gym space resulting in fewer machines and more interactive spaces, as well as what Cosslett describes as a “sense of arrival.”

Cosslett, who links the philosophy to his experience in the hospitality sector, has ripped out turnstiles, revamped welcome areas and now tests staff on their ability to learn members’ names as part of this new approach.

“The customer’s sense of arrival at a hotel is a big focus in the hospitality sector,” adds the former InterContinental Hotels Group chief executive. “In my mind, that doesn’t really exist in gyms at the moment – so we’ve worked hard to create a welcoming, engaging and secure environment for our members to be greeted in.”

This focus has been vital in attracting new members, Cosslett believes. The UK business projects a five per cent increase in membership in 2015 and a large portion of this is expected to be due to referrals, with Fitness First’s Net Promoter Score having jumped by 12 points in recent months.

Another way Cosslett hopes to drive membership is by embracing technology. The business is soon to begin testing a new digital platform which will enable members to track their progress and set goals based on a number of metrics. This will include the ability for members to calculate their biological age. The new platform – which will comprise a desktop hub and a mobile app – will connect members to their fitness plans inside and outside of the gym, as well as providing access to 1,000 workout videos and nutritional advice.

“Our next move is to make the whole fitness experience more personalised and social, using digital technology for the first time in 2015,” Cosslett concluded.

“We’ve seen the power of wearables and trackers to get new people into fitness and this move will bring a greater sense of social connection to our members’ experience – taking our expertise outside the walls of the gym to millions of consumers.”

To read an exclusive interview with Fitness First CEO Andrew Cosslett – from the March 2014 edition of Health Club Management magazine – click here.

Fitness First will inject £86m (US$130m, €110m) into the global health club chain this year, accelerating a transformation programme that CEO Andrew Cosslett says will make it the “Audi A4 of the health club sector.”
HAF,FIT,IND,PHR
827241_171446.jpg
Latest News
Nick Whitcombe, the independent gym owner who refused to shut his gym during the October ...
Latest News
This year's UK government Spending Review, announced in Parliament by chancellor Rishi Sunak on 25 ...
Latest News
Up to 100k people will benefit from the free gym and physical activity sessions, thanks ...
Latest News
To the relief of the sector, the UK government confirmed yesterday (23 November) that gyms, ...
Latest News
Closing gyms and leisure facilities during any possible future lockdown would be "unthinkable", according to ...
Latest News
The University of Stirling has opened its new £20m sports and fitness centre. The building, ...
Latest News
Gyms are right near the bottom of the list in terms of places people have ...
HCM Magazine
News report
Not enough attention is paid globally to mental illness prevention and mental wellness promotion
HCM Magazine
Research
Regular sessions of new-generation yoga can help tackle the lockdown blues, increase sleep quality and boost mental health
HCM Magazine
Profile
The chair of énergie and vice chair of BMF talks to Kate Cracknell about creating an omnichannel approach that brings together indoor, outdoor, online and VR
HCM Magazine
Sponsored
Ruskin Fitness Club has transformed its gym in partnership with Technogym, adding the new Excite Live line, as well as dedicated workout zones
HCM Magazine
Promotion
Wattbike AtomX leads the future of indoor cycling, says Richard Baker
HCM Magazine
Sponsored
Deansgate Square, the newest residential star on Manchester’s impressive skyline, is a fitting home for some of the city’s most stylish health and fitness facilities, with specialist acoustic flooring by TVS Group
HCM Magazine
Sponsored
Venueserve Fitness enables clubs to offer white-label content streaming to optimise capacity and member engagement
HCM Magazine
HCM magazine
Bulmershe Leisure Centre, run by Places Leisure, is providing its community with state-of-the-art fitness machines from Octane Fitness
HCM magazine
Steve Ward celebrates the transformational energy being unleashed in the fitness industry by the pandemic
HCM magazine
HCM People

Nick Whitcombe

Founder, Body Tech Fitness
I’ve been in the industry for a decade and it’s the first time I’ve seen it truly unified from the top to the bottom
Opinion
promotion
With January now close on the horizon your thoughts will be firmly focused on sales campaigns to attract new members through your doors in the new year rush.
Opinion: Sealing the Leaky Bucket – 7 Research-Based Tips for Retaining New Members in January 2021
Featured supplier news
Featured supplier: Cryotherapy specialists, L&R Kältetechnik, launch new artofcryo.com division
L&R Kältetechnik has launched a new division, named artofcryo.com, after 30 years’ experience with -110 °C electrical solutions.
Featured supplier news
Featured supplier: Converting members in January has never been so simple with Volution’s new Lead Generation tool
Volution – the leading data solutions specialist for the fitness industry – has launched a Lead Generation tool that enables operators to harness the power of mobile technology and cloud-based infrastructure to streamline sales.
Company profiles
Company profile: Physical Company Ltd
Physical Company provides specialist fitness solutions. This includes equipment, flooring, gym design, programming and training ...
Company profiles
Company profile: Legend Club Management Systems (UK) Ltd
Legend provides the leading software solution for driving improvements in leisure operations. We deliver savings ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Software
Volution.fit: Software
Exercise equipment
Matrix Fitness: Exercise equipment
Management software
fibodo Limited: Management software
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Lockers/interior design
Safe Space Lockers Ltd: Lockers/interior design
Wearable technology solutions
MyZone: Wearable technology solutions
Design consultants
Zynk Design Consultants: Design consultants
Fitness equipment
TRX Training: Fitness equipment
Direct debit solutions
Harlands Group: Direct debit solutions
Independent service & maintenance
Servicesport UK Limited: Independent service & maintenance
Property & Tenders
11 - 25 Union St, London SE1 1SD
Bankside Open Spaces Trust
Property & Tenders
Waltham Abbey, Essex
Lee Valley Regional Park Authority
Property & Tenders
Diary dates
27-28 Nov 2020
Athena, Leicester, United Kingdom
Diary dates
03-03 Dec 2020
Virtual,
Diary dates
09 Dec 2020
Raffles City Convention Centre, Singapore, Singapore
Diary dates
02-04 Feb 2021
Ericsson Exhibition Hall, Ricoh Arena, Coventry, United Kingdom
Diary dates
23-26 Feb 2021
IFEMA, Madrid, Spain
Diary dates
03-04 Mar 2021
NEC, Birmingham, United Kingdom
Diary dates
03-06 Jun 2021
Expo Centre & Riviera di Rimini, Italy
Diary dates
16-17 Jun 2021
ExCeL London, London, United Kingdom
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates

News

We want to be the Audi A4 of health clubs: Fitness First CEO Andrew Cosslett

Fitness First will inject £86m (US$130m, €110m) into the global health club chain this year, accelerating a transformation programme that CEO Andrew Cosslett says will make it the “Audi A4 of the health club sector.”

Fitness First has seen revenue increase by four per cent (year on year), while EBITDA is up 10 per cent at the clubs it has rebranded to occupy the “top end of the mainstream market.” As such, the chain’s latest investment, part of the £270m (US$408m, €346m) four-year transformation announced last year, is intended to complete the global rebranding programme by the end of 2015 – one year ahead of schedule.

Having witnessed the positive results, the group is eager to complete the turnaround as quickly as possible and strengthen its resurgence.

“We’re reversing five years of decline, so it’s a long way back up the hill,” Cosslett told Health Club Management.

“The UK business went positive a few months ago and we’re seeing the benefits of the rebrand begin to shine through. We’re moving upmarket, but it’s a gradual process based on member perceptions. We want to be the top end of the mainstream market – not super premium – but the Audi A4 or BMW 5 Series.”

The rebrand has been rooted in motivational science, looking at what encourages members to enjoy exercise and stay longer. This has entailed a comprehensive staff training programme, a retune of the gym space resulting in fewer machines and more interactive spaces, as well as what Cosslett describes as a “sense of arrival.”

Cosslett, who links the philosophy to his experience in the hospitality sector, has ripped out turnstiles, revamped welcome areas and now tests staff on their ability to learn members’ names as part of this new approach.

“The customer’s sense of arrival at a hotel is a big focus in the hospitality sector,” adds the former InterContinental Hotels Group chief executive. “In my mind, that doesn’t really exist in gyms at the moment – so we’ve worked hard to create a welcoming, engaging and secure environment for our members to be greeted in.”

This focus has been vital in attracting new members, Cosslett believes. The UK business projects a five per cent increase in membership in 2015 and a large portion of this is expected to be due to referrals, with Fitness First’s Net Promoter Score having jumped by 12 points in recent months.

Another way Cosslett hopes to drive membership is by embracing technology. The business is soon to begin testing a new digital platform which will enable members to track their progress and set goals based on a number of metrics. This will include the ability for members to calculate their biological age. The new platform – which will comprise a desktop hub and a mobile app – will connect members to their fitness plans inside and outside of the gym, as well as providing access to 1,000 workout videos and nutritional advice.

“Our next move is to make the whole fitness experience more personalised and social, using digital technology for the first time in 2015,” Cosslett concluded.

“We’ve seen the power of wearables and trackers to get new people into fitness and this move will bring a greater sense of social connection to our members’ experience – taking our expertise outside the walls of the gym to millions of consumers.”

To read an exclusive interview with Fitness First CEO Andrew Cosslett – from the March 2014 edition of Health Club Management magazine – click here.

Fitness First will inject £86m (US$130m, €110m) into the global health club chain this year, accelerating a transformation programme that CEO Andrew Cosslett says will make it the “Audi A4 of the health club sector.”
HAF,FIT,IND,PHR
827241_171446.jpg

News

Nick Whitcombe, the independent gym owner who refused to shut his gym during the October
This year's UK government Spending Review, announced in Parliament by chancellor Rishi Sunak on 25
Up to 100k people will benefit from the free gym and physical activity sessions, thanks
To the relief of the sector, the UK government confirmed yesterday (23 November) that gyms,
Closing gyms and leisure facilities during any possible future lockdown would be "unthinkable", according to
Gyms, health clubs and leisure centres will be able to open their doors when the
Servicesport UK
Servicesport UK
Red light therapy equipment supplier, Red Light Rising has partnered with Aidan Robinson of ITRM
The University of Stirling has opened its new £20m sports and fitness centre. The building,
Gyms are right near the bottom of the list in terms of places people have
A new, Europe-wide initiative will look to chart the level of risk of COVID-19 infection
UK Parliament will debate COVID-19 restrictions on gyms and leisure centres on Monday 23 November,
The UK government has launched a £1bn Public Sector Decarbonisation Scheme (PSDS), providing grant funding
Leisure management company 3d Leisure is introducing two new services across its corporate division, in
ukactive
ukactive
Matrix Fitness has announced an exclusive partnership with Primal Strength to target an increased strategic
Thousands of COVID-related deaths could be prevented if successive governments had tackled the country's obesity
Leisure-net is running a repeat of its initial Post Lockdown Recovery Survey, in order to
The iconic Midtown Athletic Club in Chicago is among the city's fitness facilities which have
Volution.fit
Volution.fit
1 - 15 of 11,694
HCM Magazine
News report
Not enough attention is paid globally to mental illness prevention and mental wellness promotion
HCM Magazine
Research
Regular sessions of new-generation yoga can help tackle the lockdown blues, increase sleep quality and boost mental health
HCM Magazine
Profile
The chair of énergie and vice chair of BMF talks to Kate Cracknell about creating an omnichannel approach that brings together indoor, outdoor, online and VR
HCM Magazine
Sponsored
Ruskin Fitness Club has transformed its gym in partnership with Technogym, adding the new Excite Live line, as well as dedicated workout zones
HCM Magazine
Promotion
Wattbike AtomX leads the future of indoor cycling, says Richard Baker
HCM Magazine
Sponsored
Deansgate Square, the newest residential star on Manchester’s impressive skyline, is a fitting home for some of the city’s most stylish health and fitness facilities, with specialist acoustic flooring by TVS Group
HCM Magazine
Sponsored
Venueserve Fitness enables clubs to offer white-label content streaming to optimise capacity and member engagement
HCM Magazine
HCM magazine
Bulmershe Leisure Centre, run by Places Leisure, is providing its community with state-of-the-art fitness machines from Octane Fitness
HCM magazine
Steve Ward celebrates the transformational energy being unleashed in the fitness industry by the pandemic
HCM magazine
HCM People

Nick Whitcombe

Founder, Body Tech Fitness
I’ve been in the industry for a decade and it’s the first time I’ve seen it truly unified from the top to the bottom
HCM magazine
The science shows being fit mitigates against COVID-19. We’ve proven we can operate safely under the SAGE COVID-secure Framework. Time to join it up by securing essential service status
HCM magazine
With many older people in crisis due to the pandemic, ukactive’s head of health and wellbeing development, Kenny Butler, explains why the organisation is launching an active ageing consultation and how you can get involved
HCM magazine
Given its support for the NHS, should the fitness industry be classified as an essential service, and if so, how do we get the sector reclassified? Kath Hudson asks industry leaders for their views
HCM magazine
HCM People

Harley Pasternak

Trainer and author
Having someone just feeling comfortable walking into the gym is important
HCM magazine
Our road map is to manage leisure facilities, developing them into community hubs and ensuring the most in need get the most support
HCM magazine
Power Plate UK's Davide Ferreira and Stuart Stokes from ReferAll write to HCM
HCM magazine
Opinion
promotion
With January now close on the horizon your thoughts will be firmly focused on sales campaigns to attract new members through your doors in the new year rush.
Opinion: Sealing the Leaky Bucket – 7 Research-Based Tips for Retaining New Members in January 2021
Featured supplier news
Featured supplier: Cryotherapy specialists, L&R Kältetechnik, launch new artofcryo.com division
L&R Kältetechnik has launched a new division, named artofcryo.com, after 30 years’ experience with -110 °C electrical solutions.
Featured supplier news
Featured supplier: Converting members in January has never been so simple with Volution’s new Lead Generation tool
Volution – the leading data solutions specialist for the fitness industry – has launched a Lead Generation tool that enables operators to harness the power of mobile technology and cloud-based infrastructure to streamline sales.
Company profiles
Company profile: Physical Company Ltd
Physical Company provides specialist fitness solutions. This includes equipment, flooring, gym design, programming and training ...
Company profiles
Company profile: Legend Club Management Systems (UK) Ltd
Legend provides the leading software solution for driving improvements in leisure operations. We deliver savings ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Software
Volution.fit: Software
Exercise equipment
Matrix Fitness: Exercise equipment
Management software
fibodo Limited: Management software
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Lockers/interior design
Safe Space Lockers Ltd: Lockers/interior design
Wearable technology solutions
MyZone: Wearable technology solutions
Design consultants
Zynk Design Consultants: Design consultants
Fitness equipment
TRX Training: Fitness equipment
Direct debit solutions
Harlands Group: Direct debit solutions
Independent service & maintenance
Servicesport UK Limited: Independent service & maintenance
Property & Tenders
11 - 25 Union St, London SE1 1SD
Bankside Open Spaces Trust
Property & Tenders
Waltham Abbey, Essex
Lee Valley Regional Park Authority
Property & Tenders
Diary dates
27-28 Nov 2020
Athena, Leicester, United Kingdom
Diary dates
03-03 Dec 2020
Virtual,
Diary dates
09 Dec 2020
Raffles City Convention Centre, Singapore, Singapore
Diary dates
02-04 Feb 2021
Ericsson Exhibition Hall, Ricoh Arena, Coventry, United Kingdom
Diary dates
23-26 Feb 2021
IFEMA, Madrid, Spain
Diary dates
03-04 Mar 2021
NEC, Birmingham, United Kingdom
Diary dates
03-06 Jun 2021
Expo Centre & Riviera di Rimini, Italy
Diary dates
16-17 Jun 2021
ExCeL London, London, United Kingdom
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates
Search news, features & products:
Find a supplier:
Core Health & Fitness
Core Health & Fitness