We liked the fact that fitness is quite a noble industry in many ways
Premium low-cost: easyGyms are built to a high spec with high quality kit and service levels, with a design that adheres closely to the easyGroup brand manual
guidance. There’s a very clear voice and we like that. He also makes himself available whenever he can, for club openings and so on, and we meet often. But the business decisions are entirely ours,” says Lorimer-Wing. The easyGym agreement is a pure
wouldn’t move forward until we’d signed with the easyGroup.”
easygym deal The deal consists of a brand licence agreement to use the easyGym name
“so long as we strictly follow the brand manual”. This is in line with the way the rest of the easyGroup works – even the original product, easyJet, is now operated on a licence deal. So will Haji-Ioannou have any
involvement in the day-to-day running of easyGym? “He has an incredible wealth of experience and provides very valuable
july 2011 © cybertrek 2011
licensing deal with no fi nancial stake held by Haji-Ioannou, but Lorimer-Wing stresses: “I would argue that he has an amazing stake in the business because his brand is so important to him, and that’s what we must protect at all times. There’s no two ways about that.” In addition to the trust and
immediate recognition the ‘easy’ brand affords among consumers, Lorimer- Wing explains: “I think having such a strong brand behind us has been vital in raising funds – particularly given the economic climate when we were setting out – and it also serves us well
with potential landlords, as they’re keen to work with recognised brands that enhance their portfolios. “It’s been helpful in attracting the big
names too. For example, I don’t think Keith [Burnet, former VP of global fi tness and spa at Hilton Hotels, and prior to that MD at LivingWell – now joint CEO of easyGym alongside Lorimer-Wing] would have joined us if we hadn’t had the easyGym name.” However, Lorimer-Wing is the fi rst
to recognise that the brand alone isn’t enough: “We still have to do our job well. We have to deliver.”
premium low-cost The joint CEOs are now working closely together to do exactly that, as Lorimer-Wing explains: “I have overall charge of the business, setting the strategy and vision of the organisation,
Read Health Club Management online at
healthclubmanagement.co.uk/digital 29
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