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Mix and match Pure clubs feature unched its fi rst location, in Warsaw’s Blue City
Life Fitness CV and resistance kit, shopping centre, in July 2008, followed by a site in Krakow’s Galeria
as well as core training equipment P
ure Health & Fitness la
Kazimierz shopping centre in January 2009.
from the Reebok Professional range The 1,800sq m (19,375sq ft) Blue City club and the 1,900sq m (20,451sq ft)
Galeria Kazimierz club both feature Life Fitness resistance and CV equipment,
the latter with integrated TV screens. Core training equipment from the Reebok
for money: 150–200 PLN (£30–£40) Professional range – including decks, mats, Swiss balls and medicine balls – has
a month for high-quality facilities and been supplied by Escape Fitness, and the clubs also feature the latest Power Plate
equipment. Our clubs are funky, fun, technology. Escape will also be working with Pure to design its future health clubs.
vibrant places to get healthy, with a Each club features a group cycling studio, women-only gym, group exercise classes,
focus on fi tting into people’s schedules. sauna, steam and a relaxation area, changing rooms, sunbeds and a café with free
It’s all about making people welcome, coffee, Wi-Fi and DVD rentals for members.
providing a warm and safe environment, Pure’s new 2,200sq m (23,680sq ft) fl agship club, to open at the Golden Terraces
and fi nding real ways of helping them. shopping centre in Warsaw this summer, will feature a spa and an outdoor terrace.
It’s not about gimmicks, just the truth
– and the truth is that people need to
exercise to keep healthy. So our timing was good; it will probably
We train our team almost daily, and
be more problematic for new operators
it’s about the basics: saying hello and TONY: We have a site in Prague, Czech wanting to come in in the future.
goodbye to people, smiling, keeping eye Republic, that will open in 2010.
contact, being honest and sincere, and JAMES: We’ll also put clubs in Hungary,
making sure the club’s presentable. We Slovenia and Slovakia. There is a health
don’t like to confuse people with jargon. and fi tness industry [in this part of the TONY: We try not to take ourselves too
We don’t talk about biceps or triceps – world], but it’s fragmented and not very seriously and try to have as much fun as
an arm is an arm and we get our team developed. There are people who love possible. We work hard, but it doesn’t
to talk that way as well. fi tness, however, and eastern Europe feel like work as we love what we do –
shows good potential – but at the moment maybe a bit too much, having business
we’re sticking to the markets we think we chats at 3am all the time!
can have the most success in now. JAMES: We’re both very driven, and we’ll
TONY: Having a health club within a try to develop a company culture where
shopping centre works very well. It’s a you can work hard and play hard, as long
community and people visit regularly.
as everyone gets results. We just want
About 70 per cent of the people who JAMES: Poland is doing well, with to improve people’s lives and have fun
come into shopping centres are female, steady economic growth and falling along the way.
and 58 per cent of our members unemployment. But it is feeling the crunch
are women – our clubs even include and everyone’s very nervous that it’s andrea jezovit
women-only gym areas. going to get worse – they’re braced for it.
july 2009 © cybertrek 2009 Read Health Club Management online 41
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