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editor’s
letter
Subscriptions
Julie Albone
+44 (0)1462 471915
tax breaks
Circulation Manager
Michael Emmerson
Our industry has been lobbying for tax breaks for years, to
: DREAMSTIME.COM
+44 (0)1462 471932
reward regular exercisers, encourage participation and persuade
Editor
Liz Terry
companies to subsidise staff exercise programmes. As we grapple
GENCY

A +44 (0)1462 431385 with the current VAT reduction, it seems the ideal time to debate
Managing Editor the issue and our feature on taxation can be found on page 32.
WILL
Kate Cracknell
It’s not yet clear which type of tax cut would be most effective
TIN +44 (0)1462 471906
in increasing participation – income tax, corporation tax, local
Assistant Editor
Jo Talbot
taxes or VAT. Each of these would have a different impact, so we need to know more about how
JAN MAR
+44 (0)1462 471922 the changes would be received by the industry and the public.
Assistant Editor We can get some insights into the effects of pricing by looking at the latest HAFOS research
Katie Barnes
from Leisure-net Solutions, which is reviewed on page 62. This work looks at consumers’ attitudes,
+44 (0)1462 471925
T
OGRAPHER:
examines what motivates them to exercise and explores perceived barriers to participation.
News Desk
PHO Tom Walker
This year’s survey found 51 per cent of people believe they would be encouraged to used a health
©
+44 (0)1462 471934 club or similar facility if fees were reduced, indicating that any form of price reduction in the form
VER
Sarah Todd of discounting or tax cuts could have a
+44 (0)1462 471927
The VAT reduction could
signifi cant impact on take-up.
ONT CO
Caroline Wilkinson
However, set against this, only 16 per
FR +44 (0)1462 471911
be viewed as a live trial
cent said that direct costs are a barrier
Pete Hayman
+44 (0)1462 471938
– an opportunity for us to
to participation, indicating that although
Products Editor
reduced prices would be a great incentive,
Martin Nash
show we mean business
price doesn’t actually prevent the majority of
+44 (0)1462 471933
when we ask for support
people from getting involved.
Mark Edmonds
When the HAFOS research is analysed
+44 (0)1462 471933
and to prove that we
by age, the main group that reports cost as
Designers
Claire Toplis will pass on reductions
a major barrier are the 16- to 24-year-olds.
+44 (0)1462 471910 Older people report health-related issues
Andy Bundy
to the customer
and lack of confi dence as being the things
+44 (0)1462 471924
that hold them back, rather than cost.
Ed Gallagher
Previous attempts to persuade governments to offer any kind of tax break to the leisure sector
+44 (0)1905 20198
Website Team
have foundered because ministers don’t believe operators would pass savings on to customers –
Michael Paramore
the perception is that the reduction would go straight on the bottom line as extra profi t and the
+44 (0)1462 471926
government doesn’t view this as acceptable.
Dean Fox
Two current policies are offering us the opportunity to test the impact of pricing on demand in our
+44 (0)1462 471900
sector – the VAT reduction and the government’s free swimming programme.
Tim Nash
+44 (0)1462 471917
The VAT reduction could be viewed as a live trial – an opportunity for us to show we mean
Katie Eldridge
business when we ask for support and to prove that we will pass on reductions to the customer.
+44 (0)1462 471913 Unfortunately, at the moment, it appears that many operators are keeping the savings for themselves
Publisher and this won’t help our case when we come to have tax-related discussions with the government.
Jan Williams
We could view the current reductions as one perfect opportunity to both pass on the cut and,
+44 (0)1462 471909
most importantly, monitor the responses we get.
Sales
John Challinor
Although the VAT reduction is relatively modest, and the swimming subsidy fairly limited in scope,
+44 (0)1582 607970
if we can gather a large enough sample it should be possible to establish whether price reductions
Tessa Alexander are having any impact on participation levels. This evidence will be useful in our negotiations with
+44 (0)1462 471903
relevant government departments.
Nadeem Shaikh
+44 (0)1462 471902
Liz Terry, editor
Julie Badrick
+44 (0)1462 471919
email: healthclub@leisuremedia.com
Nuzhat Hayat
01604 415414
Attractions
s p a o p p o r t u n i t i e s l e i s u r e opportunities
Marketing Manager
health club
management
management
Brand extension for Knockouts
Brist ol Zoo r eveals £70m wildlif e r eser ve plans
HARD ROCK PARK
n’s rocky fi rst season
Jennifer Todd
HEAVYWEIGHTS SAVING THE Steven Goodwin on the attractio
ROGER SEASIDE RIPLEY ENTERTAINMENT
DE HA AN brings Believe It Or Not! to London Global expansion for
KEITH JAMES Dr Russo MediSpa
+61 3 9694 5213
SEASIDE on taking sole ownership of JRA
REGENERATION
JIM MEIKLE
WHAT’S ON The theme park veteran
THE CARDS on running Parks America’s
FOR LEISURE? animal attractions
DAVID MOBBS
& KP DOYLE
Financial Controller
‘No frills’ gym chain opens first site in Hounslow
member retention
Sue Davis
What are the characteristics of a
successful induction programme?
TAX CUTS FOR HEALTHY LIVING ice climbing
+44 (0)1395 519398
Financial Administrator
Denise Gildea
NEWS AND JOBS UPDATED DAILY ON THE INTERNET leisureopportunities.co.uk
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CONTACT US The Leisure Media Company Ltd, Portmill House, Portmill Lane, Hitchin, Hertfordshire SG5 1DJ UK
Shona Acford
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