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q&a


Flexible: Clissord Leisure Centre, in Hackney, (above) has signed up to payasUgym. Users can book online for a single gym session or a class


How is it being marketed? It’s being PR-led. We’re working with a lot of partners to pull


together interesting offers, and working with our partner gyms to communicate the message to their catchment areas. We’ll mainly do online marketing, PR and social networking – for example, spotlights on gyms on Facebook and Twitter. As we’re an amalgamation of a lot of different operators, we can talk to and attract a wider audience than any one single operator can.


How do you make money? We make commission on each pass that’s redeemed, so for the


gyms there’s no cost unless they get a new customer.


Where will you be targeting outside of London and the south-east? We’re already getting a lot of gyms signing up in other parts of


the country – gyms that are prepared to wait a few months. As soon as we’ve got London up and running, we’ll extend to the other major cities: Birmingham, Manchester, Leeds, Sheffield. I think it will take us a year to find our feet in the key cities of the UK, but ultimately we do want it to be a national service, open to as many people as possible in as many areas as possible.


How many gyms do you hope to have on-board by the end of year? Our initial targets were quite modest: 150. We’re already on course to smash that – we currently have 125 on-board just in London and the south-east. Our customers – the general public – are also coming to us and asking us to get particular gyms on-board and we’re responding to that.


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Where might it go? We’d love to take it beyond the UK: I think it would work well in


Germany and the US. We’ll stay with gyms and get that right first, and from there move on to connected services like Power Plate studios, yoga and pilates classes and personal trainers. It could work in other sectors, but we’re not actively pursuing them. We’re focusing on the gym industry and getting that right fi rst.


What’s been the best thing about this start-up? This is the best job I’ve ever had – I love working with these people. It’s new and exciting, with a goal of getting more people fit and healthy. It supports the goals of the customers, the gyms and the FIA, so I’m very proud to be part of it.


healthclub@leisuremedia.com kath hudson


Read Health Club Management online at healthclubmanagement.co.uk/digital april 2011 © cybertrek 2011


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