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interview


Easy layout: The weights area is divided by muscle group to make using the gym even easier – in line with the brand concept


model must never feel cheap. We have to do the small things right all the time, creating an excellent member experience. “You’ll walk in to one of our clubs and


there’ll be nothing cheap about it. It will look like a high-end gym, from the equipment to the chill-out areas – it won’t just be an ‘in and out’ gym. “We’ve signed a deal with Precor


to supply the majority of the gym equipment – including its new P80 consoles – but we’ll complement this with a few other products such as MyRide from the Indoor Cycling Group, which we’ll use to run both instructor- led and virtual group cycling classes. “We’ll spend around £1m per club on


fi t-out, although we may well spend it in a different way from other operators.” In spite of easyGym’s investment


in technology, the gym fl oor will be staffed at all times and the clubs will not open 24/7; opening hours are 6.00am–10.00pm weekdays, and 8.00am–8.00pm at the weekend. “We want to create a sense of


community, with a human touch at all times,” says Lorimer-Wing. “We won’t be as highly staffed as the top- end clubs, but we want to fi nd a way of using the man hours we do have to make members genuinely feel we’re supporting them. People’s health is at the heart of our concept, and we will continually strive to deliver on our members’ needs.”


roll-out plans Although the first two sites are overhauls of existing clubs, acquired from Virgin Active, this was primarily to


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get quickly to market, says Lorimer-Wing. “We’re now primarily looking for shells rather than acquisitions; going forward, fewer than 20 per cent of the sites we take on will be acquisitions.” The model currently


requires sites measuring 1,620–1,860sq m (17,500– 20,000sq ft) in high footfall areas. But as Lorimer-Wing explains:


“We will in time roll out different models. We’re in it for the long haul, with a seven- to 10-year plan starting in the UK and then heading to Europe. “We see easyGym becoming a


global chain in the long run, possibly operating on a franchise basis in other markets. We’ve already had enquiries from the States, Australia, New Zealand, the Far East, India… Everyone wants to be part of this.” easyGym expects to open fi ve clubs


in the UK in the fi rst year of trading. From there, “once the model has settled”, the aim is to roll out between six and 10 clubs a year. So is there space in the relatively


saturated UK market for this? “If you look at markets where penetration levels are in the high teens, you’ll see they’re markets with a full complement of club types,” says Lorimer-Wing. “If we can grow the UK market from 12 to, say, 16 per cent, I think there’s plenty of scope for everyone. “However, although the low-cost


clubs are attracting new consumers to the fi tness market, you still have to do something to keep members there


Read Health Club Management online at healthclubmanagement.co.uk/digital


beyond the price tag alone. You have to engage with them, talk to them, try to be helpful – otherwise they’ll leave. “I don’t think anyone’s got retention


right yet. Across the whole industry, there’s a lot of promise but a lack of delivery on those promises. A lack of personal contact. Top-end operators who have the staff may need to start looking at using that manpower in different ways. “As for the other sectors, I think


the mid-market will survive, although there may be some consolidation. And the budget sector will get tougher as it starts stabilising. New entrants will fi nd it harder to come in as landlords opt for brands with an established trading history. “But there is scope for everyone,


as well as for other non gym-based activities. We’ll consider introducing running and cycling clubs at our sites in the longer term, for example, as we see ourselves – the gym – as only part of the solution. Ultimately, we want to act as a conduit to help people become healthier.”


healthclub@leisuremedia.com kate cracknell


july 2011 © cybertrek 2011


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