COMPETITIVE EDGE 11–17 SEPTEMBER 11
bear adventure trek, romania is the newly built bear sanctuary near Zarnesti, which is home to rescued brown bears. There will also be time to stop at Bran (better known as Dracula’s castle). Minimum sponsorship is £2,150 and registration is £350. Details:
www.wspa.org.uk
The Carpathians are one of the last strongholds for the European brown bear. This four-day trek takes you through the heart of their native habitat, walking up to 50km a day through Alpine scenery, with ascents of 500–600m. The fi nal destination
Multi-tasking: Fresh Fitness clubs only ever have one staff member on duty at any one time
Walk up to 50km a day to a bear sanctuary “It was not easy to reach our numbers
as the market is very competitive and our very low price makes people doubt the quality of the product,” says Ingerslev. Using a well-known Danish TV fi tness personality as its ambassador has made up for some of the “uneasiness”, he says. But by far the best way of attracting members has been word of mouth. “There is no doubt that, regardless of the effort we put in externally, no single media can compare to word of mouth from happy members. Whatever they tell friends and family about us is far more credible that what we say we are,” Ingerslev adds. Fresh Fitness has also come up with an
ingenious ongoing marketing campaign. It offers a higher-priced Black Label membership which allows members to bring friends for free whenever they want. “We consider it more or less a member referral programme. Black Label members bring leads to our clubs and, if these guests really want to work out, it’s very likely that they’ll join because of our very low price,” says Ingerslev.
HOW N’S IT GOING?
Fresh Fitness won’t reveal memb out fine”, though he admits there is
march 2011 © cybertrek 2011 june 2011 © cybertrek 2011
marathon, this event – staged in hip
It was not easy to reach our numbers. Our very low price makes people doubt the quality of the product
“It’s clear we’re attracting people to our clubs who haven’t belonged to a gym previously,” he says. His goal, though, is to be both market
13–23 OCTOBER 11
Raise money for your charity of choice oppo Details:
www.charitychallenge.com hence the desire for international development. “Denmark only has four cities with more than 100,000 inhabitants, and real low-cost clubs will not be sustainable in smaller markets,” sayruns as well as half marathons – both at l cations around the UK and in Australia
developer and market leader: “We want to make more people exercise and to be best in class in our segment.” So, assuming there will soon be some competition, how does Fresh Fitness plan to stay ahead? “I believe our strong know- ow about our mark t and the highly experienced team we have sets us apart in both our category and in the industry. Short term we’re chosen because we’re the lowest priced, with an exceptionally strong value for money offering. Long term we’ll be picked because we’re best in class.” e team is realistic about the
brazilian trek and kayak challenge This exciting challenge combines
trekking in the Serra da Bocaina
National Park with kayaking in the Bay of Paraty. In the Tupi-Guarani language, Bocaina means ‘paths to the heights’. Access to the heights remains diffi cult, which has helped preserve the natural integrity of the land, with its lush Atlantic rainforest. The trip includes three days of kayaking through the Bay of Paraty, where there are more than 60 islands, 300 beaches and unforgettable marine scenery. Choose a charity and raise a minimum of £3,650, plus pay a Th registration fee of £575.
rtunities within Denmark, however,
18 SEPTEMBER 11 the bupa great north run Hailed as the world’s biggest half
numbers but Ing rslev says it’s “working throughout 2011 – including 10km
currently little to benchmark against.
ewcastle – attracted 54,000 runners de and Ethiopia. The event is now its 31st last year. The Great Run serises has many other challenges taking place
s Ingerslev. “We believe we have a strong concept – a total package from sign, equipment and virtual exercise to ma yrekaer and will be televised on the BBC. wo Vualrious charity places are still available. The story of Fresh Fitness will be a
ting and operating standards which d work in more or less all markets.” Details:
www.greatrun.org fascinating one to follow.
stairmaster.com
facebook.com/schwinnuk 01628 672 809
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PIC: CHARITY CHALLENGE
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