INTERVIEW
ELEMENTS has been equipped by suppliers including gym80
The ELEMENTS model, designed specifically for Germany, is a high-end brand with an extensive spa and relaxation offering
of what we offer. We haven’t tried to save money, but at the same time we’re not just putting things in because we feel we ought to. We haven’t aimed for unnecessary luxury – we’ve produced an Audi A8, not a Rolls Royce. “It’s all very high quality though, with high technical specifications, and not only in terms of what members actually see: the décor, the equipment and so on. We also focus on the invisible elements: the quality of the air in the club, for example, and the absolute purity of the water. “However, we haven’t included elements that members don’t actually need and we’re therefore able to deliver it at a very fair price: e85 a month.”
Nevertheless, the ELEMENTS model is high-end, including an extensive spa offering. Subject to space, there are two different formats: essentially with or without a pool. “But if we have the chance, we’ll always include a pool,” says Kalt. “It’s not a lap pool for swimming though. It’s normally a big pool with hot water, around 34–36 degrees, that’s designed for relaxation. That’s complemented by the saunas – we aim to build very special saunas – and a whole hammam process, where you move from room to room before ending up in the relaxation area. Those are also special – we try to influence all the senses so they’re not just rooms to lie down in.
We haven’t aimed for unnecessary
luxury – we’ve produced an Audi A8, not a Rolls Royce. We also focus on invisible elements like air quality
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We work with lighting engineers to create different moods, or perhaps use different types of flooring so it’s soft underfoot. It’s very sensual. “We do have one or two treatment
rooms, but that side of the spa is less of a focus for us – it’s more about offering facilities to help our members relax.”
SERVICE AND RESULTS
ELEMENTS gyms, meanwhile, focus heavily on achieving results for members to complement the relaxation of the spa area. Equipped by suppliers including gym80, CYBEX, X-Force and Concept2, nevertheless it’s the programming and the customer service, rather than the facilities themselves, that represent the club operator’s USPs from a health and fitness perspective. Migros has invested in extensive
research and training to ensure the programming it puts together will genuinely deliver against members’ health and fitness objectives. “The main thing for us is not to have the right equipment to keep members happy, but rather to
January 2013 © Cybertrek 2013
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