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CHELSEA FC THE BRAND
C
helsea Football Club (FC) is headquartered at Chelsea FC; and Frankie’s Sports Bar & Grill, another joint
Stamford Bridge in Fulham, south-west London. venture, this time between jockey Frankie Dettori, Pierre
While the majority of its business is focused on the football White and Chelsea FC.
team, the Chelsea FC brand does cover a number of other In addition to these is the Chelsea Club, a health club and
enterprises, all situated on or close to the Stamford Bridge spa which is owned and operated by Chelsea FC and which
complex. These include: two Millennium & Copthorne- employs around 35 staff. While the health club shares the
managed hotels, owned by Chelsea FC and with a combined HR and marketing departments of Chelsea FC – and the
total of 275 rooms; Marco, a restaurant created by the football players have free membership there – it is operated
famous chef Marco Pierre White in partnership with as an independent profi t centre.
Butterworth also feels that adding the same hymn sheet how much nicer it is here,” he says. The
the ONLY YOURx products to the In terms of clientele, Chelsea Club on spa, he feels, was a key factor in
retail offering will improve the revenue average attracts people in their late 30s. retaining clients. “More health club
in this area. “I don’t see why clients During the day it’s popular with yummy members expect a spa these days, and I
shouldn’t be taking home what they’ve mummies and professionals who hold think the refurbishment was the right
been using. It’s unique,” she says. To informal meetings in the bar/lounge area. move. It’s a way of offering something
encourage her therapists to sell, she has After 6pm, it typically pulls in senior unique and I think it will help to increase
organised some motivational training business people in search of a workout. membership in the future.”
sessions and has also introduced an Competition includes the Harbour Club Meanwhile, Butterworth says the
incentive scheme to reward those who – which, unlike Chelsea, admits the health club equally adds value to the spa:
meet sales targets. under-16s and has more of a family focus “With the health club members, we have
– and Kicks in South Kensington, a captive audience,” she says. However,
although this club doesn’t have a pool. with only 10 per cent of club members
While closing down for a two-month opting for treatments so far, there’s room
refurbishment may have driven some for improvement. Integrating the two
members away, Lanzilotti says most have sides of the business is key to driving this
returned and that it was actually a good improvement. So how are Butterworth
marketing tool: “We arranged for and Lanzilotti going about this?
temporary memberships at other clubs, All club members are given an induction
but people came back when they realised to the new spa and are entitled to one
Restful space The new Escape spa uses natural materials and colour schemes to create an air of calm and sophistication
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