INDUSTRY INSIGHTS


The mid-market will re-invent itself but will not disappear; concepts such as Curves continue to flourish The exciting news since my report was published is that


easyGym is launching in the UK in 2011. Keith Burnet, formerly global VP fitness & spa at Hilton Worldwide, has joined as joint CEO and brings considerable sector experience to the business. The company has plans to launch low-cost gyms across the UK and other regions. It is not currently disclosing its first overseas move, but we can assume it will look at any reasonably mature fitness market where it feels consumers would be receptive to a low-cost, no-frills alternative.


THE NEXT FIVE YEARS I see the low-cost sector, which currently represents around 1 per cent of all UK private clubs, gaining considerable momentum over the next few years. If UK consumers take to low-cost clubs as they have to airlines, groceries and hotels, then it may be realistic to think of at least a 25 per cent market share of private club members. This could mean up to 275 low- cost clubs – approximately 8 per cent of all UK private clubs – based on average membership of 4,000 per club. Meanwhile, the ‘mid-market’ clubs will be challenged to re-invent themselves – but they will not disappear, as was


the opinion of some industry insiders when low-cost gyms first arrived in the UK in 1996. Mid-market gym concepts such as Curves continue to flourish in the UK and will serve those consumers seeking more than a self-service workout.


FOR FURTHER INFORMATION


Ray Algar has been investigating the emergence of the low-cost gym sector for more than five years. He recently published the 2010 UK Low-cost Gym Sector Report, supported by Precor – the first strategic investigation into this exciting new market segment. He is a regular international conference speaker on topics including technology, strategic marketing research and future trends. LinkedIn: http://uk.linkedin.com/in/rayalgar Twitter: www.twitter.com/rayalgar Facebook: www.facebook.com/OxygenConsulting Download the full report free of charge: www.budgetgymresearch.ning.com


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