Plans to reduce the size of the
retail outlet at some sites will
allow for the expansion of the
group exercise studios
“We’ve also integrated them at a site
level. Before, although retail and leisure
were in the same building, customers had
to go through two separate entrances to
get to them. But now, when you go into
our new sites, you walk into reception
and get a smile from the receptionist.
From there you turn left for the club
and right for retail, or vice versa. The
division isn’t there any more, which will
encourage cross-pollination.
“The product offering in our stores has
also changed to tie in better with the
fi tness offering. There’s more swimwear,
for example, and a bigger selection of
specialist footwear catering for people
with specifi c training goals. Anyone doing
any activity in our clubs should now be
able to buy the right kit in our stores,
and that simply wasn’t the case before.
“In fact, in the past, they didn’t even
have any data on what customers did,
what they wanted, what the size ratios
needed to be for each site. Do they
run? What foot sizes do you need to even mention the retail side of the do to help the business – whether retail
stock? Do they swim? How old are the business. Now, at the end of a tour, staff or leisure – benefi ts them.
ladies who swim and what designs of ask if the new member has all the fitness “Personal trainers are a good example:
swimming costume might therefore be kit they need – the right clothing, if they’re training someone who has
appropriate? Do they like rugby, cricket, footwear and so on. They walk them a bad knee, they can talk about the
tennis, golf? Should we upweight the upstairs to the retail area, introduce fantastic knee supports in the store, or
offering in any of these areas? them as a potential member, make them if their gait is imbalanced, they can send
“You need to start drawing that data out, aware that, as a club member, they’ll get them upstairs for a foot scan. That’s the
gearing your product range and marketing 10 per cent off in-store. sort of thing we’re trying to achieve, so
accordingly. To not know what your “Similarly, if people are in-store making it really does become one destination.
existing customers want – the health club a purchase, staff now ask if they have “Beyond that, it’s simply a case of
members who are already coming through their membership card for their having signposts in the club to fl ag
the door downstairs? To me that’s just discount. If they’re not a member, up the existence of retail and ensure
negligent. When you have 250,000-plus they’re asked if they’d like a tour of the members know they get a 10 per cent
members, you have to use them.” club – all it takes is a quick call to get an discount. We’ll have additional special
instructor to come up and meet them. offers for members every month, too,
two sides of the same coin “Basically, we’re driving home the point and we’ll keep the stock churning so
“In the past, when leisure staff showed a that all staff are helping to put money in there’s always something new to keep
prospect around the club, they’d never the same till, and that everything they them coming back.”
january 2010 © cybertrek 2010 Read Health Club Management online 35
healthclubmanagement.co.uk/digital
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