editor’s letter
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january 2011 © cybertrek 2011
FIT FOR THE PISTE Get your members ready for the ski slopes
consumer opinion
Findings from this year’s HAFOS survey
PAY STRUCTURES MARK MASTROV
on the launch of Madonna’s Hard Candy gym chain
Driven to change
If you look back four years, the consensus across the industry was that it was time for a change – things had got a little boring. Operators were set in their ways and analysts talked about the need to break the mould, create new business models and challenge the status quo, but nothing changed in spite of this recognition. Fast-forward to 2011 and things couldn’t be more different. It’s
taken the biggest financial shake-up of our lifetime, but there are signs the industry’s starting to innovate. The pace of change is picking up too, with a slew of new announcements giving indications of how things are likely to shape up as the year unfolds. The first trend seems to be towards diversification into new sectors, as operators in public and
private sectors look for growth by attacking new markets. Leisure Connection, for example, has announced plans to move into private hotel gym management alongside its public leisure centre contracts; it will run the health and fitness facilities for Park Inn Hotels. Meanwhile, in the trust market, Kirklees Active Leisure has announced it will launch into the low-cost gym sector by opening two budget clubs in Yorkshire this year. Local authorities are following GLL and
Medical fi tness looks set to grow in 2011, with more links with physiotherapy and specialist health services. This will be backed up by the FIA’s Joint Consultative Forum with the medical sector
Pendle’s lead and launching spas – the latest being a Schletterer-designed, Décleor day spa at St Neots leisure centre in Cambridgeshire and a new spa at Hyndburn Leisure Trust’s Mercer Hall Leisure Centre. If you’d asked a local government leisure
professional who Décleor was a couple of years ago, they wouldn’t have had a clue, whereas now it seems spas are the new focus for both refurbished and new-build local authority and trust-managed facilities. Other recently-announced initiatives
include DC Leisure’s tie up with Magnus Scheving’s LazyTown TV brand to launch FitKid’s LazyTown Sports Clubs as part of DC’s programme to boost children’s fitness at its centres. Franchising looks set to be big news this year, especially in the budget sector, where énergie will
push forward following its acquisition of nuyuu. Other entrants include truGym, which has announced it plans to grow through the franchise model, and New Evolution Ventures’ Crunch franchise, which is planning a global roll-out and looks likely to come to the UK at some point (see p34). In a related deal, Topnotch Health Clubs has just announced an agreement which will enable it to use the Fitness4Less name to roll out budget health clubs, with ambitious growth plans in 2011. Medical fitness looks set to be big this year, with more links to physiotherapy and specialist health
services being announced. This will be backed up by the FIA’s new Joint Consultative Forum, which brings the FIA together with a number of royal medical colleges and faculties with the aim of increasing the number of exercise referrals and drawing up new standards (see p20). Add to this the launch of easyGym, the massive growth of social media and the impact this will
have on the industry, and the likelihood of the UK getting its first Madonna Hard Candy Fitness health club (see p32) and 2011 is already shaping up to be a pretty interesting year.
Liz Terry, editorial director
lizterry@leisuremedia.com Twitter: @elizterry
health club management
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