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Members of the public can attend either small group pilates classes or one-to-one training sessions on a ‘pay as you go’ basis
The model could be used as a
template for others wanting to



integrate fitness and wellness
point of difference It’s possible, for example, that the
Competition from freelance matwork- model could be promoted as a
only pilates instructors in the area template for other pilates instructors,
is strong, but Onslow is not overly or club operators, keen to integrate
concerned by this potential challenge: fitness and wellness in existing
“Any growth market segment, which facilities” – previous studios to which
pilates clearly is, is attractive to Onslow has provided equipment have
instructors, plus the barriers to entry as been located within, or adjacent to,
a freelance pilates instructor are low. traditional health club facilities, and it’s
“However, we’ve established a wellness becoming evident that both parties
centre with the credibility to tie in benefi t from the association.
effectively with local GPs and hospital As well as being a success in its own
wellness programmes, as well as to run right, Onslow hopes – particularly if it
commercial classes for target groups does become a template for future sites
such as stroke patients and sufferers – that this project will feed his other
of conditions such as ME, MS and businesses: Pilates Solutions, Proactive
Parkinson’s. We also offer mainstream Health and Powerblock Fitness. “It’s
back clinics and sessions addressing clear that success in this project will
women’s health concerns, such as improve the potential for sales of STOTT
pre-natal classes. All of these things PILATES equipment and instructor
require resources that most freelance training,” he says. “Our students will
instructors lack.” clearly see where their training can take
them outside of the traditional health
where next? club or boutique studio models.
Obviously the first challenge is to prove “Proactive Health and Powerblock
that the concept can work, but so far Fitness, meanwhile, will benefi t at the
the signs are positive and Onslow has performance studio end of the business,
high hopes, saying: “At this point, the where the gravity bar, kettlebell and
wellness programme is performing more dumbbell products are an integral part.”
robustly than predicted.
Complementary kit, such as stability “Once proven, development could kath hudson
balls, is used in the Performance Studio potentially move along several fronts. healthclub@leisuremedia.com
32 Read Health Club Management online november/december 2009 © cybertrek 2009
healthclubmanagement.co.uk/digital
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