new
opening
Look no staff: The cycle studio is entirely virtual, using the Wexer Cycling Cinema solution
end gyms – 100 pieces of CV and strength equipment (split 50:50) including the new NRG strength line from Inter Atletika and certifi ed pre-owned Life Fitness cardio. Then there are two studios and a changing room – and that’s it. Simple, effi cient, but fi nished to a high standard. “What we do is really good quality and fully comparable to higher priced clubs,” says Ingerslev. “It’s what we leave out that makes us budget – we don’t have a crèche, steam, sauna, pool, sunbeds or lounge areas.”
BUDGETING What they have also left out is staff. Not only have gym fl oor staff been minimised to one at any given time, nicknamed
‘octopussies’ for the amount of jobs they do – sales, basic instruction and cleaning – but the gym has also eliminated the need for class instructors almost completely. Its cycle studio is entirely virtual – a
40sq m (430sq ft) room equipped with 12 Danish BodyBikes and a Wexer Cycling Cinema solution; Wexer is Ingerslev’s other enterprise – an online health club and virtual group exercise provider. In the other studio, virtual classes
include yoga, pilates, dance, body toning, aerobics and stretching, complemented by a few instructor-led classes. The concept means that 250 classes run
in the two studios each week, about 240 of which are virtual. “We have no dead
34
space during any time of the day, which is unique,” says Ingerslev. “It’s a great way to offer even more than our competitors even though we are lower priced.” In terms of staff, Fresh Fitness Denmark
has 30 employees: 20 gym fl oor staff with the remainder group exercise instructors and management. With Ingerslev as CEO, there is also a COO, a part-time exercise programme manager and a part-time development and purchasing manager. Both part-timers are investors.
STREAMLINING SERVICE To further streamline operations, Fresh Fitness uses Gantner Technologies’ access/payment control system, which eliminates the need for cash entirely. Members receive a wristband which gives them access to the club and which they also use to make any payments while on-site – there are add-on charges for all
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optional extras, including vending machine purchases, live class attendance and even showers. Transactions and membership fees are then charged via direct debit. Says Ingerslev: “It’s easier and cheaper
not to handle cash. More importantly, it’s safer for our staff not to have cash on-site as they’re often on duty alone.” Linked to the Gantner device is
the ClubLead Enterprise member administration system provided by eXerp, which allows management to track member behaviour.
SALES AND MARKETING Pre-sale for the club was advertised via a mix of traditional and new media: TV, radio, newspapers, hand-outs, bus ads, social media and various online channels. However, Fresh Fitness found it diffi cult to convince people that ‘low-cost’ did not mean ‘low quality’.
march 2011 © cybertrek 2011
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