interview
issue of integration
So what does the existing older,
male-dominated membership think of
this family-orientated encroachment into
their golfing territory? “I’ll tell you a
story in answer to that,” says Parker. “At
The Club Company, when we overhauled
our second club, it had a hardcore of golf
members who were very unhappy at the
prospect of change. But as soon as we
opened, the older guys who had been
most unhappy were the ones using the
gym, the sauna, the swimming pool. They
were absolutely loving it.
“So I’ve seen it with my own eyes.
PICTURE:
Eleven times we did this and 11 times it
worked. I’m completely confi dent that

existing members will enjoy the new
WWW
facilities. Many commercial golf clubs
.IST
are pretty run down, too, so if you then OCK.COM/MICHAEL KRINKE
walk into a brand new club like ours, it
really stands out. Golfers will enjoy their
“We expect to end up with about 40 round more if they’re
per cent golfers and 60 per cent health fi tter, stronger and more
and fi tness members, with the latter fl exible says Parker
providing the majority of the revenue.
The beauty is that the pricing structure
remains practically the same from the
golfer’s point of view – around £90 a points of difference trade will be OK – there’s much talk
month, but now including health and So what will be the main similarities and of leisure leading the way out of the
fi tness – and the health and fi tness-only differences between the offerings of recession, whenever that is, and I think
membership is very, very competitive CCG and The Club Company? “The the public are seeing membership as
at around £60 a month. That’s why it model’s very similar in terms of the fundamental, not discretionary, spend.
works: you get fantastic value for money membership structure and some of the “Certainly our strategy is to enlarge
in a wonderful, wonderful location. operational procedures,” says Parker. the group and there are probably some
“The other point is that golf has moved “We’ve always believed that gym staff are good opportunities to buy quite well at
on from a fi tness point of view – the there primarily to look after members. I the moment. I think that, towards the
link between golf and fi tness is now know many operators have gone against end of this year or the beginning of next
completely established. Tiger Woods that model – their gym staff are personal year, we’ll add a few clubs to the group.”
has really driven that. You don’t have trainers and pay the operator to be Future acquisitions will be in the south
to be super-fi t like him, but better there – but I don’t like that approach. of England, alongside the existing fi ve
fl exibility, a better warm-up, sharper We’re passionate about service. I think clubs in Sussex, Surrey and Berkshire.
concentration, an ability to get round a that’s something you can always improve. “There’s a fundamental discussion
course a bit easier, to hit the ball further “The main differences are in the design going on internally, though, questioning
– that all means you have more fun.” – I’m really excited by how wonderful whether we even want to aim for a 20-
our new clubs look – and some of the club portfolio and all that brings with it.
content, such as the spa offering and We would like to fi nd similarly located
the direction we’re trying to take the clubs that we can effectively develop,
fi tness provision. We have programming but we’re a very small team – just fi ve
for different profi les, some new ideas people – and it would be nice to keep
on staffi ng and the PT set-up, and a it intimate. So, if you project forward
different supplier. We’re also taking a say three to fi ve years, I would hope
new approach to the food and beverage we’ll have doubled in size to perhaps
offering. It tends to be the last thing on eight or nine clubs, with six or seven up
the list in a busy club, but I think it’s an and running and two in development –
area of opportunity for us to do better.” something like that.
So, once these fi rst two clubs have “What we want to do is have some fun,
opened, what are CCG’s plans? “We’ll build some really nice clubs that will be
possibly look at some acquisitions, there forever and a day, and hopefully
depending on how we’ve traded and make a few quid along the way.”
A great place to be: After a workout, how the world’s looking,” says Parker.
members often hang out at the clubs, “I do think that, provided you’re in the kate cracknell
enjoying the attractive outdoor space right location with the right product, healthclub@leisuremedia.com
36 Read Health Club Management online may 2009 © cybertrek 2009
healthclubmanagement.co.uk/digital
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