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TALKING THE TALK MANAGING THE DOWNTURN
“For me, the story of this SIBEC may be uncertain where they’ll be
was the rise of the trusts, which in a year’s time. However, the most
now account for a large proportion R
ussian operators Anastasia
Yusina of Strata Partners and
Alexander Zhukov of World signifi cant news from a customer
of delegates,” says Matrix Fitness Class both predicted mergers and perspective is our change in marketing
MD Jon Johnston. “The public acquisitions for the Russian market in focus. In the past, simply announcing
sector is building great clubs the coming 12 months. the presence of high quality facilities
alongside private sites, assisted by However, says Yusina: “Strata has been suffi cient. Now, with
government subsidies and tax Partners won’t really be affected by the economic crisis, we need to
breaks, and private operators are the economic crisis as we don’t rely demonstrate value and prove how
no longer in the ascendancy in the on credit – the company has been indispensable we are.
UK. This could represent a built entirely on our own money. Our “In Russia, life expectancy for men
challenge for suppliers as the trusts main concern regarding the current is 56 years, and 69 for women. Our
have very different goals, different economic climate is that other clubs new campaigns have moved away from
perspectives. Suppliers will may not fulfi l their responsibility to talking about looks and physique to
essentially have to learn to speak a their customers, which could have a focus on this important issue. We want
different language if they are to negative impact on the whole industry. to bring people into our clubs with a
succeed in this exciting and “We’ve introduced three-month different motivation, making fi tness
increasingly prominent sector.” memberships to cater for those who something they can’t afford not to do.”
january 2009 © cybertrek 2009 Read Health Club Management online 59
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