The one thing
our partners
must have is
a passion for
health and
fitness. That’s
fundamental
to success in
our business
developed fi tness industry. In my
opinion, it’s going to take a long time
for conditions to accelerate there, so
we’re not in any rush.
“We have a list of high priority
countries, but from there it comes
down to opportunity: waiting until the
right opportunity comes along, which
primarily means fi nding the right master
franchisee for each market.”
Those partners may or may not have
actual fi tness experience but, stresses
Kersh: “The one thing they must have is
a passion for health and fi tness. That’s
fundamental to the success of this
business. If they don’t have that passion,
they might as well run an automotive or
restaurant franchise. We want them to be
involved in this business because they see
the need for it and want to help people,
and that’s something we can’t train.”
He continues: “Each master franchise
agreement includes a development
schedule that spells out the minimum
number of clubs we anticipate should
open in that market in every year of the
agreement. However, it’s very hard to
predict, so we keep those expectations Kersh believes the Anytime Fitness model will work well in the UK market
moderate. What’s the potential in India,
for example? We’d like to see as many as we’ll be operating in at least one or two “I’d expect property to be the biggest
500 clubs there, but what’s the reality? European markets by the end of this year. challenge and we may have to look at
Maybe it’s 300 clubs. Maybe it’s 2,000. “In terms of the offering, generally we some fi rst-fl oor locations – in the US,
There’s just no way of telling how well try and avoid too much variation in the we always choose ground fl oor sites.
the concept will work over time and model. However, we recognise that it Other than that, though, I don’t think
how franchisable it will be in that market. may be necessary in some markets – I we’ll need to change anything. Our
“I don’t think we’d enter a market imagine the Indian clubs will be slightly preferred suppliers in the US – Life
unless we thought there was potential more luxurious, for example, as well as Fitness, Precor and Star Trac – also have
for at least 100 clubs, but it’s not until being able to take on more staff thanks a presence in Europe, so we’d hope to
you’re on the ground that you really to the lower cost of employment there. extend those relationships over here.
know how well you’ll perform there.” “But I can see the concept working “We don’t underestimate the quality
very well in the UK without any major of operators in the UK market right
on these shores? variations. They’ll probably be new now, but we do believe that what we
As for Europe, Kersh says: “Some of the clubs as opposed to acquisitions, as have, and the way we deliver it to our
more developed fitness markets in I think it’s harder to convert a club customers, is strong enough to make a
Europe are interesting to us, including than it is to start afresh, although any difference in the UK.”
the UK, Germany, Holland, possibly smaller operators who are struggling
Spain. We’re already looking at may benefi t from converting and coming kate cracknell
opportunities and we’re confident that under the Anytime umbrella. healthclub@leisuremedia.com
march 2010 © cybertrek 2010 Read Health Club Management online 35
healthclubmanagement.co.uk/digital
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