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Health Club Management

Health Club Management

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UNITING THE WORLD OF FITNESS
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Health Club Management

Health Club Management

News

Fitness First to invest £270m in brand makeover

Global fitness operator Fitness First believes it has unlocked the key to motivation and is investing approximately £270m (US$445m, €329m) over the next three years in bringing its global estate in line with its new philosophy.

The gym chain, which has 189,000 members in the UK and 377 clubs worldwide, has worked with Professor Stuart Biddle of Loughborough University, UK, to understand motivation, in a bid to turn new year resolution recruits into long-term gym goers.

Biddle has identified that keeping up a new exercise regime, requires more than simply willpower: “Most think motivation to exercise is down to willpower, but it goes much deeper, as we need to meet psychological needs to maintain the habit. If key things can be put in place in order to meet those needs, then our new year’s resolutions have a much greater probability of success.”

Motivation comes down to three specific psychological needs: seeing signs of improvement and feeling competent; feeling like we have a choice of what we are doing and feeling a sense of belonging in the surroundings.

Fitness First has already started investing to meet these needs. The 82 clubs in the UK will benefit from new technology, better trained staff and a number of new workouts and services. This includes a growing focus on functional training, with ‘freestyle’ small group sessions offered on the gym floor.

Twenty London clubs have been refurbished and rebranded, with plans to complete 34 this year and the rest of the estate by 2016.

Physical changes include vibrant new branding, removing barriers on entry to create a welcoming reception; using touchscreen technology to give information and allow members to track progression and aid personal consultation.

Freestyle zones are being added to the gym floor for personal and small group exercise in functional training. Forty clubs already have new style shower blocks and spas with bespoke ceramics, lighting and finishes.

Bio Age, a scientifically designed fitness test to measure biological age, which acts as a motivation and behaviour change tool is being introduced, along with a new induction programme, Custom Fit, which will assess members’ training personality, to inform their unique programme.

Fitness First CEO, Andy Cosslett, says to date gyms haven’t delivered what people need and his company is rewriting the rules of the fitness industry. “We've expanded variety and choice, offering members a huge range of expertly created short workouts which are delivered by skilled staff. We know members want to feel welcome, safe, inspired and not intimidated and these needs shaped our new staff training programme, designed with Professor Biddle, which includes expert instruction on how to motivate members.”

“No gym brand has gone to this length to supports its members’ fitness. From the physical transformation of our clubs to a bold new brand identity, we are making a quantum leap forward for fitness and Fitness First.”

And today - deemed the most depressing day of the year, by psychologist Cliff Arnall, based on lack of sunshine, holiday debt and failed New Year’s resolutions – Fitness First is getting upbeat with free Freestyle team workouts throughout the day, with trainers offering hands on support.

Global fitness operator Fitness First believes it has unlocked the key to motivation and is investing approximately £270m (US$445m, €329m) over the next three years in bringing its global estate in line with its new philosophy.
HAF,FIT,ACD,RES,SSC
941891_462111.jpg
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News

Fitness First to invest £270m in brand makeover

Global fitness operator Fitness First believes it has unlocked the key to motivation and is investing approximately £270m (US$445m, €329m) over the next three years in bringing its global estate in line with its new philosophy.

The gym chain, which has 189,000 members in the UK and 377 clubs worldwide, has worked with Professor Stuart Biddle of Loughborough University, UK, to understand motivation, in a bid to turn new year resolution recruits into long-term gym goers.

Biddle has identified that keeping up a new exercise regime, requires more than simply willpower: “Most think motivation to exercise is down to willpower, but it goes much deeper, as we need to meet psychological needs to maintain the habit. If key things can be put in place in order to meet those needs, then our new year’s resolutions have a much greater probability of success.”

Motivation comes down to three specific psychological needs: seeing signs of improvement and feeling competent; feeling like we have a choice of what we are doing and feeling a sense of belonging in the surroundings.

Fitness First has already started investing to meet these needs. The 82 clubs in the UK will benefit from new technology, better trained staff and a number of new workouts and services. This includes a growing focus on functional training, with ‘freestyle’ small group sessions offered on the gym floor.

Twenty London clubs have been refurbished and rebranded, with plans to complete 34 this year and the rest of the estate by 2016.

Physical changes include vibrant new branding, removing barriers on entry to create a welcoming reception; using touchscreen technology to give information and allow members to track progression and aid personal consultation.

Freestyle zones are being added to the gym floor for personal and small group exercise in functional training. Forty clubs already have new style shower blocks and spas with bespoke ceramics, lighting and finishes.

Bio Age, a scientifically designed fitness test to measure biological age, which acts as a motivation and behaviour change tool is being introduced, along with a new induction programme, Custom Fit, which will assess members’ training personality, to inform their unique programme.

Fitness First CEO, Andy Cosslett, says to date gyms haven’t delivered what people need and his company is rewriting the rules of the fitness industry. “We've expanded variety and choice, offering members a huge range of expertly created short workouts which are delivered by skilled staff. We know members want to feel welcome, safe, inspired and not intimidated and these needs shaped our new staff training programme, designed with Professor Biddle, which includes expert instruction on how to motivate members.”

“No gym brand has gone to this length to supports its members’ fitness. From the physical transformation of our clubs to a bold new brand identity, we are making a quantum leap forward for fitness and Fitness First.”

And today - deemed the most depressing day of the year, by psychologist Cliff Arnall, based on lack of sunshine, holiday debt and failed New Year’s resolutions – Fitness First is getting upbeat with free Freestyle team workouts throughout the day, with trainers offering hands on support.

Global fitness operator Fitness First believes it has unlocked the key to motivation and is investing approximately £270m (US$445m, €329m) over the next three years in bringing its global estate in line with its new philosophy.
HAF,FIT,ACD,RES,SSC
941891_462111.jpg

News

Europe's largest gym chain, Basic-Fit, has published its trading update for the first nine months
Boutique operator, The Refinery E9, has launched a personal trainer (PT) service with a twist,
Gains made getting people more physically active over the last few years were all but
Mid Ulster District Council (MUDC) in Northern Ireland has won a landmark VAT case, which
The government has pledged to invest £100m in supporting public leisure centres this winter, as
Gyms in Liverpool,UK, have been given the go-ahead to reopen, following a dramatic week of
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Bristol University has commited to embracing body positivity, creating more inclusive physical activity environments, rejecting diet culture and raising awareness of eating disorders across its sports and fitness provision. Should the rest of the fitness sector follow suit? Kath Hudson reports
Features
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Simon Harling explains how exercise professionals can ensure a safe return to exercise for post-COVID patients
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The reopening of the industry, encouraging confidence in consumers and maintaining business is a collective responsibility
People
Our facility isn’t for everyone. In daring to be different, we’re attracting people willing to commit to a fresh way of approaching health and fitness
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HCM people

Keith Burnet

CEO global markets, Les Mills
I wanted to do something to inspire others and encourage them to believe that no matter what age you are, anything is possible
People
HCM people

Dr Darshan Shah

Next Health: co-founder
Our vision is that health is not the absence of disease but the abundance of vitality
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As a society, we all need to make a conscious effort to be more active and our industry is in the best position to help people do that
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If I look forward five years, I’d want us to be somewhere around the 1,000-site mark – the ‘premier league’ benchmark
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Luca Maggiora

Co-founder, House of Wisdom
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I invite every organisation to become part of our consultation on workplace wellbeing, active ageing and long-term health conditions
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We only need 3,000 members to break even. It takes the pressure off when you hit that in pre-sale
People
Opinion
promotion
Our world has changed since March and together, we are learning and adapting to how this sector can continue to thrive in this COVID conscious world.
Opinion: Why fitness clubs and facilities need to evolve in a COVID-conscious world
Opinion
promotion
In a post-Covid world, member experience is more important than ever before. Your customers’ expectations have been heightened as the coronavirus continues to dominate our everyday lives.
Opinion: Why member experience is more important now than ever before
Featured supplier news
Featured supplier: Power Plate kicks off campaign to support fitness industry deliver health and wellness in one solution
Power Plate, the global leader in whole-body vibration training equipment, is encouraging its community to stay fighting fit this winter with a campaign intended to encourage comfort and confidence, as well as boosting health and wellness.
Featured supplier news
Featured supplier: Premier Software Solutions offers scalable software for single or multi-site businesses
Premier Software Solutions' flagship business management system, Core by Premier Software, is the leading single and multi-site solution designed specifically for the spa, wellness and leisure industries.
Video Gallery
Freemotion CoachBike™
FreeMotion Fitness
Give your members the immersive cycling experience that keeps your members engaged – today and tomorrow. Read more
More videos:
Company profiles
Company profile: MoveGB
Move is the fitness marketplace connecting our partners with customers through the largest variety of ...
Company profiles
Company profile: Matrix Fitness
At Matrix Fitness, our goal is to make innovative commercial fitness equipment that stands out ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Spa software
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Software
Volution.fit: Software
Trade associations
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Direct debit solutions
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Property & Tenders
11 - 25 Union St, London SE1 1SD
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Property & Tenders
Waltham Abbey, Essex
Lee Valley Regional Park Authority
Property & Tenders
Diary dates
03-06 Nov 2020
Online,
Diary dates
12 Nov 2020
Virtual, United States
Diary dates
17 Nov 2020
Loughborough University, Loughborough, United Kingdom
Diary dates
27-28 Nov 2020
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Diary dates
03-03 Dec 2020
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Diary dates
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