INDUSTRY INSIGHTS
CARL WARD OWNER, COURTYARD HEALTH & FITNESS
created by recent changes in the economy. Their size and structure allow them to respond quickly and effectively to changes in customer needs. If there is a risk, it lies in the tendency for some operators
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to panic and over-react to the hype being generated by newcomers to the industry. Initially, these new businesses will target the disaffected and more fi ckle consumer. However, just because a fad or fashion is successful in another industry does not necessarily mean it will achieve equal success in our sector. Fads come and go, so any independent operator with a sound business model, established track record, proven fi nancial success and loyal customer base should have nothing to fear. The high street is full of examples of small businesses that,
at some time or other, have been threatened by the arrival of a supermarket or large, low-cost chain. The quality of their product and the honesty and integrity of their service, endorsed and supported by the loyalty of their customers, has allowed them to triumph over the all-consuming, Machiavellian business opportunism of some of these global brands. In short, if you believe in what you offer, provide value for
money and are willing to embrace change, you are perfectly positioned to meet the challenges of the coming months.
t’s generally accepted that independent operators are best positioned to respond to the market conditions
The Marlow Club has hand-picked a few key USPs, including the installation of a milon circuit
MIKE CROCKETT MD, SOHO GYMS
Everyone has opportunity, but you need to differentiate your product from the rest. Independents must face facts: generally, the key factors driving new members will be location and price, which are the main product differentiators of the big operators and budget clubs. It will not be easy for independents to differentiate their
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product and convince members to pay £50 a month if a nearby budget club costs £20. It can be done, but it requires absolute belief in your core values and your product, not just from the management team but from every person in every role. The real opportunity lies within this common belief in
your product and your service, but where most will let themselves down is in the way they communicate this to their market. This type of communication is a professional skill, so look to other industries that do it well and learn from them. Better still, employ the people who do it well.
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would never write off anyone – the big operators can surprise you and we also have the budget clubs to consider.
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