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Physiotherapists and sports
specialists are employed as part
of mbodies’ focus on wellness
pure



Powerblock Fitness, including dumbbells, in August, and this helped to keep costs for pay and play exclusively, with
kettlebells, gravity bars and stability balls. on the new development down. a maximum commitment of one
The Equipment Studio has a range of Nevertheless, £100,000 was spent on calendar month to gain discount pricing.
pilates equipment including cadillacs, the Witney build and building, £60,000 Sessions cost £12 per group class on a
raised matwork stations with wall- on the equipment, and £40,000 on the ‘pay as you go’ basis, while fi ve sessions
mounted cadillac-inspired frames, ladder IT systems and office infrastructure. in a month cost £50, 10 sessions
barrels and arc barrels. This studio is “The recession was seen as an cost £80, and £100 will allow you to
used for pilates matwork classes where opportunity as much as a threat,” attend 15 group classes in a month. A
specific equipment is required for niche Onslow explains. “It allowed much more 60-minute private session, one-to-one
groups – ‘active ageing’ classes catering negotiating power in labour and material with a pilates instructor, costs £60 for
for the grey market, for example, and costs for building, and the ground rent a single session or £255 if you purchase
pre-natal sessions for mums-to-be. paid for warehousing was signifi cantly a block of fi ve sessions.
The Reformer Studio is the main more competitive than it would have Based on existing staffi ng levels,
studio for the Classic and Cardio Pilates been 18 months previously.” there’s capacity for 60 private wellness
sessions. Classic Pilates is taught at a He now aims to break even in month sessions each week – this in addition to
slow pace, focusing on form and body three. A key strength of the business the 430 small group weekly class places.
positioning; individuals are expected plan, he adds, is the fact that revenue Onslow predicts that they will be at
to take part in cardiovascular activity from classes and private sessions is 33 per cent capacity by this Christmas,
elsewhere. Meanwhile, Cardio Pilates complemented by the on-site delivery and 60 per cent capacity by the end of
classes involve bursts of cardiovascular of instructor training during afternoons spring 2010, with a need for additional
exercise along with controlled blocks and weekends; mbodies is the main UK staff by next autumn.
of toning exercises. The machines in licenced training centre for STOTT “Two months in, we’ve exceeded
this studio are Group SPX Reformers PILATES instructor training. This is all expectations for private wellness
and have a host of accessories, including carried out by Pilates Solutions’ training sessions. However, class numbers
the jumpboard which creates a high- division, Active Training, and are behind targets by 15 per cent as
intensity cardio workout for participants. contributes substantially to offsetting a result of poor internal marketing
In addition, two treatment/private the centre’s overheads. letting down a robust external
pilates rooms offer the wellness There are no memberships on offer marketing programme, so this is being
programme, which is designed to focus at mbodies – Onslow has elected addressed,” he adds.
on common medical conditions using a
combination of traditional physiotherapy
and pilates exercises.
The recession was an opportunity:
money where your mouth is
Onslow has funded the whole mbodies
it allowed us to negotiate much
project himself. The infrastructure was
more throughout the build project
brought in from the company’s former
studio at Oxford Airport, which closed
november/december 2009 © cybertrek 2009 Read Health Club Management online 31
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