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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 “We originally made the wrong decision and used just one brand – selling memberships of 78 and 16 under the same HealthCity label.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


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