nuyuu aims to offer mid-market facilities at a
value price point to appeal to a broad market
He’d seen me on Dragons’ Den and benefi ts and services, all of which cost
&
approached me through my private money, but which are not necessarily
about nuyuu
equity company, Hamilton Bradshaw. what the consumer really wants. We
I thought his concept was quite need to provide a service that focuses nuyuu is a new fitness club chain
compelling: we know the demand for on consumers’ actual needs, and our launched in October 2009 as a
health clubs exists but, in the current long-term strategy isn’t necessarily partnership between businessman
economic climate, a membership fee of to have wet clubs. We think there’s a James Caan and former LA Fitness
£45 is just not as attractive as it used market for dry clubs where people just national sales manager Ben Silcox.
to be. The idea is therefore to create come in, do their workout and leave, The chain’s initial three sites –
a quality product that delivers a high and where they don’t have to pay for all in Slough, Berkshire; Livingston,
degree of service, at a price that works the extra bells and whistles – we charge Scotland; and East Grinstead in
for both the operator and the consumer. between £19.99 and £24.99 a month. East Sussex – were acquired from
Ben was confi dent in his pitch and we LA Fitness, and are now being
thought he had the right background
and experience. He also put forward a
Q
how can you charge rebranded and fi tted with new kit
such low fees? before relaunching as nuyuu clubs.
substantial amount of his own money, Caan: It’s a bit like the easyjet model. Membership starts at £19.99
which always refl ects well on the inventor. You still fly on a first-class plane and a month based on a 12-month
Ben understands the business, has an have a safe journey, but you only pay for contract, or £24.99 a month on
incredible amount of passion, and the idea the journey. a non-contract basis. The clubs
was good. He ticked all of our boxes. We’re buying high-quality existing offer modern facilities with a
clubs in prime locations, but ours is a range of Precor CV and resistance
Q
what does nuyuu offer? better value offering. Rather than having, equipment, as well as Vibrogym
Silcox: It’s a value for money for example, 1,500 members paying £50 vibration training systems designed
proposition where you pay for what you a month, we think it’s better to have to accelerate weight loss.
get. We’re not aiming for the lowest end 5,000 members paying £20 a month. Caan and Silcox aim to grow the
of the market though – the £10 a month People like going to places where there’s chain to 15 clubs within two years,
concept. We’re going for the look and a buzz and where they can meet other and 50 clubs within fi ve years.
feel of a mid-market club, but where people. We believe that, by creating a They recently announced that
members don’t pay for the sort of add-on better value proposition and attracting they are looking for properties of
facilities they wouldn’t use anyway. more members, we’ll create a better 930–2,320sq m in towns of around
Caan: A lot of clubs right now are atmosphere and a better environment. 30,000 households.
throwing in the kitchen sink – lots of Everybody wins.
january 2010 © cybertrek 2010 Read Health Club Management online 45
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