NEW OPENING
Founder of The Gym Group John Treharne (left) and COO Jim Graham (right) are focused on continuing their brand’s growth Moving with the market R
ecognising the trends that have been gaining traction with mainstream consumers,
The Gym now offers a variety of functional training and group exercise spaces, as well as extended free weights areas. The Gym Manchester Portland
Street, which reopened in a new location in August 2014, was the fi rst gym to benefi t from a dedicated functional training space; eight more gyms have since followed this new format. Meanwhile – with industry
research indicating that those who participate in group exercise are more likely to continue with their membership – The Gym is actively trialling a number of group exercise concepts in response to growing demand. The free classes take place in a separate studio or a clearly defi ned area on the main gym fl oor and include virtual classes – launched last year in partnership with Les Mills Virtual and already seen as an essential part of the 24/7 offering. Graham says: “In a choice between quantity and quality, it’s clear our members value quality service.”
The Gym Bracknell being the fi rst to showcase the new brand and signage when it opened in January 2015, and the brand new Charing Cross gym – 200 yards from Nelson’s Column in central London – being the fi rst to feature aspects of the new interior design.”
Being customer-led Graham continues: “We know that members in different locations have fundamentally contrasting profiles, with often quite radically diverse demands. The Gym is very much a customer-led business. We’re also hyper-local, using data and insight to define what equipment we fit and where we fit it. “We’re fi tting less equipment in our
gyms initially and carrying out detailed research on member behaviour and usage before completing the extensive fi t-out in a way that’s most relevant to the profi le of members we’ve attracted. “For example, high demand for cardio
equipment at The Gym Angel, in the north London borough of Islington, has resulted in more cross-trainers being added. In contrast, extensions are planned for The Gym Wood Green and The Gym Waterloo to support a growing demand for more functional training and free weights. A further six to seven gyms will also see their free weights areas extended this year.” This customer-centric approach has
also supported the new interior design, with greater consideration given to ease
60 Read Health Club Management online at
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of navigation. Graham says: “Examining our members’ experience of using our gyms, we recognised the need to improve navigation and clarity over what to do and where to do it. Forty per cent of our members have never been a gym member before, and we understand that large gyms like ours with a lot of technology can be disorienting.” One key new feature is therefore
a members’ hub that offers access to free wifi and provides a central area for communications and engagement – including accessing the class timetable, booking classes, engaging a PT and using vending machines. This is in addition to kiosks at which members can join and manage their memberships.
Rolling out the model With the new brand proposition now in place, The Gym has a strong opening programme and development pipeline for its roll-out: in addition to acquiring new-build gym sites in the UK, it continues to actively pursue acquisition opportunities at home and abroad. However, as Graham concludes: “We
don’t want to participate in a trolley dash for new gym sites. The market has seen that happen before and it didn’t end well. The best multi-site businesses are not the ones with the most sites – they’re the ones with the best sites. So we remain highly selective in our new gym locations, consolidating our leading position in the UK market.” ●
June 2015 © Cybertrek 2015
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