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news in brief
Vivafit opens in Cyprus On 17 February, the first Vivafit club was opened in northern Cyprus by master franchisees Gizem Mentes and Bulut Erkal. Irsen Küçük, prime minister
of the Turkish Republic of Northern Cyprus, cut the ribbon of the club, located in Nicosia. He spoke of the important role that such investments play in the economic development of the country. As at early March, the club
– the first in a predominantly Muslim culture – already had 140 members and, with membership priced from €55–67 a month, had achieved break-even two weeks after opening. The club offers a studio for
SATS is the leading pan-Scandic chain with over 100 clubs in Sweden, Norway, Denmark and Finland Three chains make their mark in Oslo
Elixia, SATS and now EVO: all three chains are making their mark on the fitness scene in Oslo, capital of Norway – a country which enjoys no VAT on fitness memberships. Elixia was part of a six-country chain
that now is only present in Scandinavia. Its Colosseum club in Oslo – one of largest clubs in Europe – has 8,500 members enjoying 5,000sq m of space spread over three floors. A large multi-functional hall is shared with the investment company Nordea: Nordea owns the hall, Elixia covers the cost of cleaning and electricity, and usage is shared 50:50. Group exercise is very popular in
Scandinavia – the Colosseum club alone has 20,000 group exercise participants a month, with group exercise classes in the hall catering for 150+ members. New trends are therefore quickly adapted in this market, such as group TRX classes with up to 28 people. Most clubs here offer online class bookings, with attendees having to hand over a ticket to the instructor to take part (waiting lists of up to 50 are not uncommon). Meanwhile, EVO Fitness has established
20 ‘compact clubs’ in just two years, all of which are located in Oslo. Its facilities are open from 5.00am to midnight, with a turnstile entry system that has bars from floor to ceiling and closed circuit
april 2012 © cybertrek 2012
cameras monitoring the entrance. There is an intercom system that allows members to speak to a live person if there are any problems or emergencies. The proprietary software developed by
EVO, in which the company invested €2m, encompasses online sales, online changes by members to their records, and access to information for management. Membership to the clubs is sold online only, and costs 295 Norwegian krone (€40) a month with monthly cancellation possible. A non- refundable 100 krone electronic key fee is charged each time someone joins (also for stop-and-start members). Other than twice-daily cleaning, EVO
clubs have no personnel costs. Several personal trainers work in each club, but they are freelance and pay the club a small monthly fee. In exchange for below-market rental fees, the personal trainers are asked to perform certain functions, such as an initial assessment or programme design. One personal training regional manager oversees five clubs. SATS remains the leading pan-Scandic
chain with a total of 111 clubs in Sweden, Norway, Denmark and Finland. Its main markets are Stockholm (40 clubs) and Oslo (23 clubs). The SATS brand also enjoys high consumer awareness: 99 per cent prompted brand awareness according to a Superbrands Norway 2007 survey.
pilates, Body Balance and Sh’Bam, a circuit-based gym, a room for nutrition consultations and changing rooms.
events diary Visit
www.ihrsa.org/calendar
12 April 2012 Marketing and Selling to Older Adults (Webinar)
10 May 2012 Emerging Technology Strategies to Enhance Membership Growth & Experience (Webinar)
30 August–1 September 2012 13th Annual IHRSA / Fitness Brasil Latin American Conference & Trade Show – São Paulo, Brazil
About IHRSA
Founded in 1981, the International Health, Racquet & Sportsclub Association is the only global trade association, representing more than 10,000 health and fitness facilities and suppliers worldwide. To learn how IHRSA can help your
business thrive, visit
www.ihrsa.org Locate a quality IHRSA club at
www.healthclubs.com
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