PURE GYM I
n spite of being a low-cost operation, Pure Gym has responded to consumers’ growing interest in functional training and introduced dedicated zones at its clubs. Pure Gym believes this has already proven to be a
deciding factor in many members’ decision to join, as well as aiding in the recruitment of top-quality PTs. The zones include TRX, vibration platforms, functional resistance and kettlebells. Classes are offered within the membership fee, as are workshops – available
on the club timetable – where members can book themselves in and fi nd out the purpose and benefi ts of a piece of kit, enabling them to incorporate use of the functional training zone in their own, independent workouts.
training and pre-designed programmes that clubs can put in place on the gym fl oor – and we’ll be launching this in the UK as soon as possible.” “If members are left to their own
devices, these areas tend to be used quite sporadically,” agrees Sellar.
“However, once they’ve taken part in some group sessions, they have the confi dence to use them on their own. I believe you have to factor in a programme of group sessions to make a functional zone a viable space.”
a revenue stream?
“Some clubs include use of these zones in the membership but, for example, small group training sessions could be charged for, providing an extra revenue stream.
Specific members can even be targeted based on their goals and the times they visit the club,” says Mahony. However, Sellar believes that:
“Although a minority of clubs are looking to encourage secondary spend, the majority currently use these zones for retention and attracting new members. Savvy PTs also use the zones to up-sell members to personal training.” And Steven Renata of Les Mills
sounds a note of caution: “There’s no doubt that small group training has increased in popularity in recent years – members love it because they enjoy working out as part of a group while also benefi ting from one-on-one instructor interaction. For clubs, it’s a great way to drive member-to-
Help to get started: At Pure Gym, members can join classes to learn how to best use the functional kit
member engagement and increase non-dues revenue. But while there are a number of small group training options out there, the concept is still in its formative stages. Most clubs have yet to fi nd the right price point and to
working in partnership with:
01327 701 852
www.yorkstrength.com
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