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new
opening
BY NUMBERS
T
he entire Blackpool
project cost the
franchisees around £150,000,
which included a standard
franchise fee of £15,000 and
fit-out costs of approximately
£35,000. Murphy expects the
club to get approximately a 75
per cent return on its
investment in year two, and a
150 per cent return in year
three. Like all SHOKK énergie
franchises, the owners will pay An exercise studio hosts
a 6 per cent annual royalty fee a range of alternative
and a 1 per cent levy fi tness classes, catering
for all ages and interests
Essentially SHOKK and énergie were environment, so it also acts as a drop-in classes for fi ve- to seven-year-olds.
building a business from scratch, with no centre for young people to socialise and For a £25 month-by-month contract
natural footfall, standalone template or learn about positive lifestyles. (minimum three months), each
SHOKK brand awareness in the local area. Although kids aren’t encouraged to member completes a six-session Tactics
The most effective way of getting kids do more than one hour of exercise per induction over three weeks covering
into the facility was by offering free demo session, they’re free to socialise in the themes from nutrition to mental health
sessions during the soft launch, which had ‘chill out’ area after exercising, allowing – to orientate them before they begin
been spearheaded by a three-week pre- parents more fl exibility in pick-up any set programme.
sale campaign of demos and information times. The area is decked out with Young people are great at referrals, so
sessions within the community. games, such as pool tables, encouraging the club offers a ‘buddy hour’ for a friend
secondary spend. An adult coffee area to use the facility for free. Non-members
standalone challenges also generates additional revenue, while can access the classes for £3.50;
Most members can only use the gym a currently unused therapy room, and once kids use the club, Jane says the
after 3.30pm, when school ends, so it plans for a new mezzanine fl oor, offer conversion rate is high. An 80 per cent
was important to maximise daytime opportunities for further expansion. retention rate is also being achieved.
usage with schools, as well as making it In addition to 23 stations of SHOKK- With a target of 500 members in the
accessible for kids out of school. Having branded kit – including X-ertain products fi rst year and 300 members to break
scoured Preston and Blackpool for such as SHOKK MOTIVATRIX, Wireless even, Mickey hopes the focus on group
commercial units, SHOKK and the Dance System, IGNITION CV and FLT memberships will continue: “I prefer
franchisees chose a 446sq m (4,800sq ft) resistance equipment – the club has a the big daytime contracts from the
space on an industrial estate, away from 4.65sq m (50sq ft) exercise studio to host PCT and schools, rather than individual
central Blackpool. Despite not being on a a wide selection of 30-minute to one- members, as they keep your income
main thoroughfare, the club is ideally hour alternative fi tness classes. Sessions coming in and reduces the demand after
situated near two major supermarkets, include breakdancing, cheerleading, school – which means we know more
schools and a large residential area, so kombat, ju-jitsu, footie-cise, balance of our kids at night, creating a family
kids can make their own way there. boarding and circuits, at the end of which feel and maintaining a higher level of
With walls covered in graffi ti, the kids complete a PMR (progressive personal service.”
vibrantly-coloured SHOKK kit, Dance muscular relaxation) session to learn Blackpool SHOKK has six school
Mats, a Target Wall, ‘no-adult’ signs how to relax their body and mind. contracts which, in any one session,
and large neon-coloured, hand-shaped The club, for fi ve- to-18-year-olds, could fi ll the club with 90 kids – just
seats, it’s clear who the club has been also offers evening sessions for over-14s short of its 95-person capacity. It
built for. But the fi tness element has (7.30pm-9pm) with dance music and also has links with local youth sports
been integrated into the youth club strobe lighting, and there are special clubs, offering corporate discounts to
players who don’t want full access to
the classes but want sports-specifi c
programmes; this is where the demand
You need to create an area that has
for personal training is expected to
a balance between fitness and fun,
grow. The club similarly offers special
rates of £18 a month for young people
and train and enthuse your staff
in low-income families, tax credits and
sibling discounts, so no-one who wants
to get fi t is excluded.
40 Read Health Club Management online june 2009 © cybertrek 2009
healthclubmanagement.co.uk/digital
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