SPORT SPECIFIC - TRIATHLON
wishing to run multi-sport activities. We’re happy to help any club operator to generate a triathlon club. Our partner- ship with DLL is non-exclusive, and we’ve seen the in-club club model work across diverse locations. We can offer training for coaches and best practice guidance.” Nagi suggests operators begin by work-
ing with triathlon coaches in their area, who will be full of ideas and contacts. “You need someone with vision to get things moving,” he comments. “We have an amazing facility here, with an outdoor and an indoor pool, huge gym and beauti- ful grounds with a running trail. We have all the ingredients to make it work. We now run three triathlons, a duathlon and two children’s aquathlons every year.”
Revenue driver Everyone Active (SLM) is the first lei- sure management group to work with Triathlon England on a national level, cross-promoting its in-house triathlon initiative with the NGB. Group exercise development manager Michelle Bletso pioneered the relationship, and feels that working in partnership with an NGB allows the group to offer more to mem- bers. “Everyone Active has started to train staff to run official triathlon train- ing sessions at our centres with a view to rolling this out across the group,” she ex- plains. “We will also have an interactive online programme with downloadable triathlon training plans for members. “In addition, Everyone Active provides
local triathlon groups with pool and stu- dio training space, so they can grow the number of training sessions they run. This is a great way of generating income for the sites during downtime, while pro- viding a service for winter training. We have also been asked to host the county Aquathlon Championships in 2012, which will have a number of schools taking part. All the children’s activities work we
As triathlon clubs grow in size, there will be further commercial opportunities for the host training facility
The multi-sport nature of triathlon lends itself to many event opportunities
do makes us perfectly placed to intro- duce further activities to school groups.” Meanwhile, Leisure Connection part-
ners with existing local triathlon clubs by offering venue facilities for training and events. The Lord Butler Centre in Essex has run the Walden Triathlon for 11 years. “The centres get revenue from the triathlon clubs when they hire the pool and sports hall,” says Kevin Grant, contract manager. “Some of the triathlon club members are also members of the centre and use the facilities in addition to their club nights. Good relationships with such clubs is fundamental for our success and integral to our values as a PFI site.” Grant says relationships with success-
ful external triathlon clubs are easy to maintain. “They are serious about their training. As long as excellent customer ser- vice is always present, there is no reason for the relationship to falter. As triathlon clubs grow in size, there will be further commercial opportunities; increasing the amount of pool space they use and the frequency with which they visit the centre. It’s a great revenue-generation tool.”
Clear benefits With around 350 triathlon clubs affili- ated to British Triathlon, and 14,298 NGB members recorded in 2010/2011, it’s clear
68 Read Sports Management online
sportsmanagement.co.uk/digital
that triathlon represents exciting op- portunities for member retention and revenue, not to mention less measurable – but no less valuable – benefits: custom- er loyalty, improved club visibility and strong links with the community. With the 2012 Games almost upon us, there’s never been a better time to get involved in triathlon. ”The London Olympic Games is pre-
dicted to generate a 10 per cent rise in the numbers of people wanting to get involved in triathlon and multi-sport, whether mass-participation races or ama- teur training,” says John Lunt, triathlon manager for the London 2012 Olympics. “This represents a huge opportunity for club and gym operators who have time and space at their facility that could be used for multi-sport sessions. “Triathletes tend to be affluent,
group-focused, sociable people who are highly committed to their training and to the sport in the long-term. It is my view that any gym offering in-house triath- lon club sessions will not only benefit in terms of revenue and retention, but will also deliver an important bonus to its membership. In turn, operators will help us make triathlon more accessible.” l
Nicola Joyce is a freelance journalist Issue 1 2012 © cybertrek 2012
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84