Synergistic businesses The fi tness suite at the club, which is now complemented by the new spa, is equipped by Technogym
free treatment, plus 10 per cent off Lanzilotti’s main objective in the coming websites.” On top of this, Butterworth
therapies thereafter. “Once we get them months, but other areas he’s hoping to has devised a Pick n Mix package for
in, it’s our job to get them interested. The concentrate on include looking at the groups of women – a minimum of six –
girls and I use this time to explain what group class offering “as they’re not very where guests pay a very reasonable £100
we do and make sure people don’t feel popular” and increasing communication for a choice of any three treatments on
intimated,” says Butterworth. Meanwhile, with members via online member the current menu. “We’re really good
day spa guests who spend more than £50 forums and a monthly newsletter, which value here. A standard 60-minute
can purchase a day pass to access the rest has already been introduced. massage costs £55,” she says. “With the
of the club for £25. “Lisa’s really good at As for the spa, the goal is to raise the credit crunch, it’s important that you’re
mingling with members and getting them treatment room usage from 70 per cent really competitive and this is something
involved,” adds Lanzilotti. – a level which is certainly acceptable for that I’ve worked hard on.”
Cross-selling is also key, as most spa operations – to 80 per cent. To In addition, she says, “it’s all about
Butterworth explains: “Our personal do this, Butterworth is casting a wider maximum utilisation”. With only three
trainers [PTs] are versed in advising net, aiming to increase the number of full-time therapists, Butterworth – a
clients to come for a massage, and day guests; at present, custom is almost trained therapist herself – is more
it’s the same with us: if someone has entirely generated by club members. than happy to “soak up extra business,
Endermologie, we tell them about the Part of her strategy is to maximise rather than turn clients away”. Similarly,
exercise options, or if they’re preparing existing relationships within Chelsea FC. she’s contemplating extending opening
for a wedding, it’s great that we can “We’ve started marketing our spa times, which are currently 9am–8pm,
get them to work with PTs. The gym packages, such as the five and a half hour if members continue to request
manager and I keep plugging away [at Ultimate Escape, to guests at the treatments after their evening workouts.
integrating the spa and health club]. Millennium & Copthorne,” she says. “In Making the best use of space available is
There’s a natural synergy and it’s all the current climate, it could mean the also key, and Butterworth is toying with
about singing from the same hymn sheet. difference between them selling a room the idea of converting the relaxation area
“Our medical team has really hit the or not. We’re also doing some cross- into a double ‘luxury’ treatment room.
ground running too. PTs who see that a marketing in match day programmes and “Couples’ massages are big business,” she
member is suffering from an alignment we’re working closely with the team in says, “and we have a lot of VIPs coming in
problem or an injury can now send charge of corporate boxes.” who want treatments in private.”
them to the spa for a medical treatment, A bigger challenge, however, is Overall, Butterworth says her aim is
when that person would have gone attracting walk-in day guests. “We’re to boost every part of the spa business
somewhere else before. It’s increasing tucked behind the stadium, off the at the Chelsea Club. She concludes: “I’ve
traffi c and encouraging new business.” street, so people aren’t going to just find got quite a lot of work to do, but I’ve
themselves wandering round here,” she had some pretty quick wins so far and
the only way is up says. “Since re-opening, we’ve run local the only way is up from now on.”
If things go according to plan, the club is marketing and advertising campaigns,
expecting to reach 1,000 members by offering a variety of promotions, and are katie barnes
this October. Meeting this deadline is looking at working with gift voucher healthclub@leisuremedia.com
may 2009 © cybertrek 2009 Read Health Club Management online 47
healthclubmanagement.co.uk/digital
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