Residential format:
Muswell Hill is the fi rst of
the non-city clubs in the
portfolio to be refurbished
creating great loyalty, you can move acquisition. But growth isn’t always good:
ahead from the competition. you have to make sure your foundations
“And I think there are a lot of are right fi rst. And I’d say that LA was
similarities between retail and fi tness. probably fraying around the edges.
Fitness is very member-demanding, for “LA’s current vision is to have 200
example, and I don’t think any operator clubs, but my answer, very simply, is to
has got that part right yet. put that all aside. We want to have 86
“But there are differences too. In clubs that are great – that really deliver
retail, there’s a new product every great member satisfaction and that
week. There’s constant evolution, we’re proud of. If we’ve got that, then
different reasons to keep coming to the getting the 200 clubs is easy. But we
store. And if something’s not right, you can’t put the cart before the horse.”
can change it quickly.
“We don’t have that in the fi tness customers first
industry, and that’s where it’s even “Every time I look at the business, I see a
tougher than retail. Your members come massive opportunity. So what we’re
in regularly, but it’s always the same rolling out now is a whole new approach
product. There’s plenty of opportunity – a new set of values, a new vision, new
to meet or exceed their expectations, identity, a simplifi cation of the way we
but that lack of change means there are do things – based on a huge amount of
also lots of opportunities to fall short of research that’s helped us to identify
those expectations. We have to make it a where we are today, where we want to
challenge to ourselves to try and produce be and the steps we’re going to take to
a different output with the same product. get there. We’re investing something
“And quite frankly, LA Fitness is miles like £30m over the next three years.
from where we’d want it to be. The “Creating more time for customers is
company has gone through a big growth number one. We have all these systems, New look Colour schemes and murals at
phase, with a lot of time spent on all these processes and all these boxes the Muswell Hill club are full of energy
september 2009 © cybertrek 2009 Read Health Club Management online 33
healthclubmanagement.co.uk/digital
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