q&a
nuyuu offers predominantly
dry gyms, equipped by
Precor and Vibrogym
Q
who is nuyuu aimed at?
Silcox: We’re targeting two distinct
groups of people. Firstly the switchers –
people who’ve been members of a gym for
a while and are not happy with the service
they’ve received or the fact that they’ve
been paying for a large chunk of the facility
they don’t use. The other group comprises
people who’ve never been members of a
gym before, either because they’re
intimidated or because of price.
nuyuu has three basic principles:
cleanliness, friendliness and member
results. If we can provide real friendliness
and real cleanliness, that will help address made some structural changes to free up
the intimidation barrier. And if we can space, and the swimming pools at two of
Q
you aim to open 15 gyms in
two years, and 50 in fi ve –
provide a price point that lets people try the sites have been decommissioned. is there room in the market for
our gym without feeling they have to sign We’ve given the clubs a really deep this sort of expansion?
up for a £600, 12-month contract, they’re clean from top to bottom, scrubbing Caan: Absolutely. A value proposition
more likely to give it a go. everything and getting them looking like makes sense across the country right now.
they haven’t looked for quite some time. We have no doubt about that whatsoever.
Q
is this a good time to People don’t need to be able eat their
launch a new business? dinner off the fl oor, but they do expect
Caan: The current market conditions the same levels of cleanliness they have in
Q
when will the next
sites be announced?
play right into our strategy: the market their homes. That’s all we’re trying to do. Silcox: We’re very hopeful that two
is very volatile, so sites are more The starting point is to get our clubs to a more sites will be online by January
available than they would otherwise be. level of cleanliness we can then maintain. 2010, and we have a further 15 sites
In addition, everyone’s looking at what in the pipeline.
they’re spending at the moment, asking
themselves: ‘Is this something I really
Q
why have you kept the
pool at east grinstead?
need? Can I justify this?’ At £45 a Silcox: We have a core model, but
Q
what are you looking for
from potential sites?
month, a health club membership might every facility needs to be localised to its Silcox: Existing clubs that aren’t
be too much; at £20 a month, it might particular market. In East Grinstead, working – empty shells that we can open
just make more sense. there was an overwhelming desire for clubs within. We’d also buy land and
the pool to stay, particularly from the build a club if we found the right site.
Q
what changes have you made over-50s. We’ve listened, have figured Caan: I think there’s a recognition
to the clubs you acquired? out a way to make it work and have that, in certain demographic locations,
Silcox: We’re currently rebranding and made a commitment to the members the existing health club model doesn’t
refitting the clubs, installing around that we’ll keep the pool open for one work any more, and we’ve already been
£850,000-worth of new kit into the more year. But it’s quid pro quo: if we approached by a number of operators
three sites. That work should be do our part and they do theirs, we’ll be who have sites they feel might be of
completed by mid-January. We’ve also able to keep it open. They’re going to interest to us. If any others have clubs
pay £35 for access to everything in the they think would work better under
club, including the pool, which is £2.50 our model, I’d be delighted to speak to
less than LA Fitness was charging. We’re them. It could be a win-win situation
not making money on the pool – we just for both parties.
want to try to cover our costs.
Q
what feedback are you
Q
what will be the biggest
challenge of this project?
getting from the previous Caan: Securing the right sites. We’re
la fi tness members? not setting up the clubs from scratch –
Silcox: The vast majority of feedback we’re going to be acquiring existing
has been incredibly positive – they like facilities, so the challenge will be getting
the idea of people coming in and the right facilities in the right locations
investing in their club. A percentage are that match our proposition. That was
unhappy because it’s change, but we’re never going to be easy.
not trying to be all things to all men. It’s
The three initial sites are currently about engaging with members and trying magali robathan
being rebranded – from LA to nuyuu to please as many people as possible.
healthclub@leisuremedia.com
46 Read Health Club Management online january 2010 © cybertrek 2010
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