project profi les
PROJECT PROFILE PROMOTION
The creative 3D visuals from Concept helped to market the club pre-launch
ADDING FRANCHISEE VALUE
Supplier Concept Plc Client Anytime Fitness
F
ounded in the US in 2002, the Anytime Fitness franchise is rapidly becoming a global health club brand. It was launched in the UK last year and has already opened four clubs in the south of England.
The franchise is based on the premise that consumers are looking for convenience and affordability, yet are unwilling to accept substandard equipment or lacklustre environments – which is where Concept Plc comes in. Based in High Wycombe, Concept is an experienced design
and fi t-out organisation – and with growing demand for corporate gyms, Concept has established itself as a specialist
in health clubs. MD David Kirby comments: “Our bread and butter business has always been offi ce refurbishments, and it’s not something we’re moving away from, but we’ve been asked to complete a growing number of health clubs around the country and it’s something we enjoy doing.” Concept’s fi rst project for the Anytime Fitness franchise was
to design and fi t out the UK’s showcase health club and head offi ce in Hemel Hempstead. UK MD Andy Thompson explains why Anytime chose to work with Concept: “They took the time to understand what we wanted to achieve. We also really liked the team and the fact they could provide incredible 3D visuals which helped us to market the club pre-launch – and as a result, exceed our target opening membership.” The project was not without its challenges. Concept had
to interpret the franchise’s strict brand guidelines, which had been produced in the US in line with US legislation and US- based products. Thompson says: “Concept had to make sure that everything met UK building control and health and safety regulations, and managed to do this very successfully.” Having negotiated this steep learning curve, Concept is now
well positioned to work with the brand’s franchisees and has since completed work on new clubs in Bradley Stoke, Bristol and Kings Cross, London. “Concept has done a lot of work to understand the Anytime Fitness franchise specifi cations and has provided excellent support and advice. We would trust them to engage with any future franchisees and be confi dent that they wouldn’t deviate from the guidelines or spend money unnecessarily,” says Thompson. Working with the owners and equipment suppliers, Concept
The Anytime Fitness franchise now has four clubs in the south of England
was also able to advise on suitable layouts for the new clubs and complete the work in line with statutory legislations. Bristol franchisee Robin Drysdale says: “Concept understood what was required and had pre-sourced suppliers. It project managed the fi t-out very effi ciently and handled all the health and safety requirements very professionally. Everything went very smoothly and we were able to open on time as a result.” Kings Cross franchisees Jay and Anis Suterwalla add: “Our
club is built to a very high specifi cation compared to other clubs of a similar model and that is a major draw.” For more information:
www.concept-plc.com
90 Read Health Club Management online at
healthclubmanagement.co.uk/digital march 2012 © cybertrek 2012
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