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There are many people who would never join a gym, but who could be attracted by the camaraderie of a group ex facility


Mark Botha Fitness First Middle East/North Africa • Operations director


that many people don’t want to join a gym and aren’t interested in weights or treadmills, but will happily pay £15 for a single group exercise class. Around 40 per cent of Fitness First’s attendance in the Middle East is for group exercise. The trend for group exercise-only


“O


facilities will absolutely improve market penetration: it’s more appealing for those to whom the gym will never appeal. Also, there is the camaraderie of group exercise and engagement with the instructor, all of which help drive retention. For the industry, this is an exciting opportunity which


operators should embrace. I think we will see more clubs diversifying, as there’s no reason not to launch a separate membership for group exercise, just as many local authority and private clubs already offer for swimming. Unless we change with the times, we will always get what we have always got. Members want innovation and convenience, not inflexibility,


and they want to pay only for the services they use. The industry should move fast on this, otherwise lot of freelance concepts will spring up, fracturing the market.


” February 2013 © Cybertrek 2013


ne of the lessons we have learned in the Middle East is


David Cooper Gymbox • Operations director


interesting trend, and it’s an avenue that Gymbox might be interested in exploring at a later date. For these studios to work, it’s


“A


important that they offer something unique and different from what gyms are offering. They need to be specialised


– without being so specialised that they only appeal to one market – and offer excellent instruction. People don’t want to do the same thing all the time – they


want to have progression – and I think these studios can be small enough to adapt quickly to their customers’ needs and offer the next curve of fitness. With a unique product offering, I think they will be successful


in pulling new customers into the industry, especially those who have preconceptions of gym workouts being boring. However, until the concept matures, it will stay in the major cities rather than spreading to provincial towns. It’s more likely that entrepreneurs will drive this trend than


the larger chains, as it’s entrepreneurs who break the mould. But the chains are going to have to move fast to keep up.


” Read Health Club Management online at healthclubmanagement.co.uk/digital 29


ll in all, I think group exercise- only studios is an exciting and


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