This page contains a Flash digital edition of a book.
After a warm-up, a typical


session includes intervals of running, paced according to the different fitness levels...


... as well as exercises around the park, mostly using


bodyweight only, including exercises with a partner


got an article in the Evening Standard and that set the pace. By the winter we had 300 or 400 members across two London parks, Hyde Park and Battersea, and it gained momentum over time.”


recipe for success BMF now has more than 100 venues across the UK, running about 1,500 groups a week for around 20,000 members. It also has three locations in South Africa, with an eye on expansion into markets such as Australia, Scandinavia, France and Germany. “There has to be a fitness culture in the market of course, but you also have to look at the country’s relationship with its military. It has to be seen positively,” says Cope. A free trial session is available to


all new prospects; 75 per cent go on to sign up for membership. Members generally pay by monthly direct debit (standard membership ranges from £20–£46, depending on the location), although blocks of sessions are also


august 2010 © cybertrek 2010


available. “But from the word go, we gave concessionary rates to public workers – nurses, fi remen, policemen, teachers and so on,” adds Cope. There’s also no contract – members are asked to do a minimum of three months to start off with, but after that they can stop and start at their convenience. “Of course everyone would love to have 12 months-worth of someone’s money,” says Cope. “But


actually I don’t want their money if they’re not coming. Simple as that.” So what is it that draws people to


BMF? “People come in the fi rst place for fi tness, but once they get into it a whole new set of reasons emerges: the outdoor environment, the instructors and the social aspect,” explains Cope. “We put a lot of effort into making


things as good as we possibly can, every single session. People have to


Read Health Club Management online at healthclubmanagement.co.uk/digital 29


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