This page contains a Flash digital edition of a book.
Mrs Sporty is equipped by Technogym,
but Bönström says the key aspect is the
group feeling and individual attention
was the fastest way to grow. However,
we did underestimate the amount of
knowledge that we’d have to pass on
to our franchisees.
We’re also seeing huge success at
a member level. Lots of people think
exercise is about more pain, more gain,
but ours is such an effi cient workout:
you see great results by going to the
club every other day for 30 minutes.
As a result, we have 96.5 per cent
member retention.
who’s your target market?
It depends on the region and the
franchisee, but our members are aged
between 35 and 70 and, on average, are Equipment is arranged in a circle, with an instructor in the middle to offer advice
in their mid- to late-40s. Eighty per cent
of our members haven’t done any sport biggest change has been to develop the had to close or resell clubs, but it’s
or exercise since school. personal training element of our offering. amazing to see how a club that’s been
We’ve also enhanced the nutritional performing badly can be completely
what does membership cost? side of things and now offer 10-week turned around under a new franchisee.
€40 a month. That makes us neither the nutrition programmes, supporting
cheapest nor high-end but, when you members in changing their eating has the recession had an
consider the services we provide, it’s behaviours. The idea is to help them impact on business?
really good value. lose weight and keep it off, so we also We haven’t had any decreases in
track them for six months afterwards. memberships or franchisees, but I think
how has the concept evolved the growth would have been faster had it
over the past five years? how do you ensure not been for the recession. However,
We continually develop our systems and franchisees maintain the crisis has its plus points: people think
processes to ensure we’re fully quality of the brand? more seriously about what they do, and I
supporting our members, and the We’ve developed an extensive system of believe that finding the resolve to face
education for our franchisees, including this sort of challenge makes you stronger.
intranet, online support and congresses,
as well as the Mrs Sporty Academy. what are your plans for mrs
The support side of things requires sporty going forward?
more work than we originally expected. I’m always focused on growing the
All franchisees have their strengths and company and on providing great
weaknesses, and we train them in the opportunities to empower women to
areas they’re weak in. They all come run their own businesses – most of our
for eight days’ initial training, but some franchisees are women.
need more intensive training, including I believe there’s endless potential for
spending time in existing clubs. We also our brand with so many women out
offer a continuing education programme. there to be spurred into action!
Each club is designed to be a Our reporting system ensures we
sociable place where friends know how clubs are performing. There kath hudson
can meet while working out have been individual cases where we’ve healthclub@leisuremedia.com
march 2010 © cybertrek 2010 Read Health Club Management online 63
healthclubmanagement.co.uk/digital
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