HealthCity International now operates more than 200 clubs across three markets: the Netherlands, Germany and Belgium
market: I’d say our luxury clubs look a lot like David Lloyd clubs, while our basic clubs look very much like McFit. “Ultimately it’s through your people
that you create a USP, and by choosing the right locations. We also keep our equipment very up-to-date – all clubs are installed with Technogym kit that’s a maximum of four years old.” HealthCity originally entered the
budget end of the market around six years ago. “The low-cost sector is a force in these economic times, but it’s not the big money maker that everyone thinks,” says Moos. “It only accounts for a very small portion of our profi t. Nevertheless, it is a market and you have to be in it.” However, it’s only since the recent
acquisition of BasicFit that the company has a separate brand for its low-cost offering. “We originally made the wrong decision and used just one brand – selling memberships of 78 and 16 under the same HealthCity label. “In the beginning it helped us – we got
more brand recognition. However, we have cities where we have 10+ clubs, some premium, some budget, and in the end it’s very diffi cult to communicate all that with only one brand. It confused a lot of customers,” says Moos HealthCity’s budget offering is
therefore being rebranded as BasicFit. Moos continues: “We also made a mistake in making our budget offering
february 2011 © cybertrek 2011
Ultimately it’s through your people that you create a USP, and through the right locations
too complicated – we had some basic clubs with group fi tness and some without. We’re now rebranding everything and, at the same time, will make a decision about the budget clubs with group fi tness – perhaps upgrading them to the HealthCity brand or downgrading them to BasicFit.”
Similarly, the clubs recently
acquired from Fitness First will be categorised according to their offering.
“We expect two-thirds of them to become HealthCity clubs, with the remainder either being upgraded to HealthCity Premium or downgraded to BasicFit,” explains Moos.
Read Health Club Management online at
healthclubmanagement.co.uk/digital 27
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84