going to monitor it, make sure we’re offering a good experience at value for money, and create a club we’re proud of and that makes a difference.
Will you push the ‘green’ angle of running or cycling to work? We have a carbon footprint calculator on our website so members can calculate the impact/saving they’re making by cycling or running to work. This is a sustainable way of commuting, and running outdoors as opposed to on a treadmill will bring about further energy savings. We estimate that an H2 member could reduce their carbon footprint by 5 to 10 per cent. The club also uses heat exchangers to transfer heat –
from air and water leaving the building – back into the building. It also has energy-effi cient showers, sustainable building solutions, and we use recycled water and low carbon energy systems.
What’s been the biggest challenge you’ve faced setting up the project so far? Everything! For starters, there have been a number of technical challenges, such as how to deal with the amount of water that we need to heat. Getting the concept to market without having a brand or
the backing of a big company has also been diffi cult. Re-educating the consumer has been another challenge.
People are happy to pay £3.50 for a pint of lager, but will quibble about paying £1 a day for a shower and to have somewhere safe for their cycling gear. Also, unless you’ve had the experience of running or
cycling to work, you don’t understand how exhilarating it is and how you can start the day in such a good frame of mind. Trying to get that idea across to people who’ve never tried it has sometimes been frustrating.
How have you marketed it? With the website, business-to-business marketing and business-to-consumer marketing. We’re offering a promotion to founder members whereby they get their first month’s membership free.
may 2011 © cybertrek 2011
What are your aims for the next 12 months? To open the second site, at London Wall. We’d also like to get two or three more planned London clubs open next year.
What about longer-term aims? We want to be the solution for running and cycling in central London, and to build a brand that we’re genuinely proud of: a business that makes exercise fun and accessible and that makes commuting a pleasurable experience that’s good for you.
What about expansion plans? Our target is for 10 sites in London. However, although this is primarily a London business model, we are considering other cities including Newcastle, Manchester, Brighton and Leeds. It might be that we have a public sector involvement in other cities. I would like to take it overseas too: New York is high on the list.
What’s the best piece of advice you’ve ever received? You only ever learn from failure, not your success. Failing teaches you how to become more successful.
healthclub@leisuremedia.com kath hudson
Read Health Club Management online at
healthclubmanagement.co.uk/digital 41
Below: Vanity areas with hairdryers and straighteners were essential to attract female clients
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