new
opening
Fresh by name: Clubs are decorated in fresh colours, using a clean, minimalist design with motivational slogans on the walls A REFRESHING CHANGE
JO TALBOT TALKS TO THE FOUNDERS OF FRESH FITNESS, DENMARK’S FIRST LOW-COST CHAIN
W
Fresh Fitness: Rasmus Ingerslev (above) and Johan Nilsson of SATS (below)
32
hen Fresh Fitness opened its doors in October last year as the “first budget health club in Denmark”,
it undercut its nearest competitor’s prices by almost 50 per cent. It was a bold yet well researched
move by two well-known names: Rasmus Ingerslev, former CEO of fi tnessdk, and SATS, Scandinavia’s leading health club chain. “I saw an untapped opportunity in the
low-cost segment of the Danish fi tness market,” says Ingerslev. “Having seen the development of the market in Holland, Germany and the US – a high volume of members in low-cost clubs and very high growth in this segment compared to the mid- and high-end market – it seemed obvious that low-cost clubs would be the next big thing here too.”
Read Health Club Management online at
healthclubmanagement.co.uk/digital The project has allowed Ingerslev to
progress his ambition “to make more people work out on a regular basis, within a sustainable business model”. He adds: “I can see that low-cost clubs attract an inactive audience – price is one of the main reasons why people who want to get fi t do not join a health club – and this works well with my ambition to help improve the quality of people’s lives through exercise. Having established and run the leading premium club group in Denmark, it was an exciting challenge to enter the opposite end of the market.” During a series of meetings between
the SATS group, its Danish owners – TryghedsGruppen – and Ingerslev, all three parties discovered a common passion to develop this market and joined forces. They swiftly opened two Danish clubs simultaneously – both in
march 2011 © cybertrek 2011
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