instructors have chosen to skip health clubs entirely and set up their own standalone studios within the community. Colston explains: “The US concept of the separ te indoor cycling studio is fantastic. I’ve recently be n approached by a number of people who want to set one up, and I can understand why. It’s a good business plan: the area you need Wha doesn’t have to be prime space, it has lower set-up and running costs and it doesn’t have to employ anyone full-time. Fr The instructor can just come in, run a ingenious ongoing marketing campaign. It offers a higher-priced Black Label
about us is far more credible that what we say we are,” Ingerslev adds.
bring friends for free whenever they by the instructor. Ch isty Anderson ber referral programme. Black Label ers bring leads to our clubs and, if Spinning studios live outside a large very likely that they’ll join because of our very low price,” says Ingerslev.
HOW’S IT GOING? Spinner
Fresh Fit
numbers but Ingerslev says it’s “working out fine”, though he admits there is currently little to benchmark against.
march 2011 © cybertrek 2011 august 2011 © cybertrek 2011
mem sbuecrh as Star Trac and R alRyder, who offer a package which can be bought want. “We consider it more or less a mem of Mad Dogg Athletics – owner of the mem Sbpinning
these guests really want to work out, it’s club environment and offer speciality programming. They’re not franchisees but rather licensees that meet our criteria of using a minimum of 10 ss won’t reveal membership
esh Fitness has also come up with an class and leave. It’s a great opportunity.” The US concept is led by suppliers ship which allows members to
members into the club generally. “The bikes are great for promotion because they’re so portable, and they’re the easiest piece of gym equipment to use – there’s no set-up required, no controls, and you don’t need to be co-ordinated to use it,” he says. “You could hold a sponsored event at a supermarket, for example, where it promotes its healthy eating range and you promote your club.” “It was not easy to reach our numbers as the market is very competitive and our very low price makes people doubt the quality of the product,” says Ingerslev. Using a well-known Danish TV fi tness personality as its ambassador has made up for some of the “uneasiness”, he says. But by far the best way of attracting members has been word of mouth. “There is no doubt that, regardless of the effort we put in externally, no single media can compare to word of mouth from happy members. tever they tell friends and family
standalone studios In the US, some group cycling
It was not easy to reach our numbers. Our very low price makes people doubt the quality of the product
“It’s clear we’re attracting people to our clubs who haven’t belonged to a gym previously,” he says. His goal, though, is to be both market including ‘meditation in motion’, hip hop, theme nights and ‘race day rides’, plus RealRyder101 for absolute beginners. So Cl, aassssues can be booked individually, for US$18, or in blocks of fi ve, 10 or 20 plan to stay ahead? “I believe our strong
“the innovative fitness service provider looking to separate themselves from the big box gyms.” He explains: “Boutique operators can offer a much more focused and results-orientated service. And provided the user group is large enough to support the given market, the operation can be profitable.” The Los Angeles RealRyder Indoor Cycling Studio, as an example, offers 40 classes a week, all instructor-led. There are 12 different classes, ranging from various combinations of core and cardio work to specialist classes developer and market leader: “We want to make more people exercise and to be best in c ass in our segment.”
Multi-tasking: Fresh Fitness clubs only ever have one staff member on duty at any one time
ming there will soon be some
an exceptionally strong va ue for money to react quicker to new trends, but nowadays information and trends can Th move in the blink of an eye. We share information faster than ever, so markets hence the desire for international development. “Denmark only has
competition, how d es Fresh Fitness sessions at a lower cost per class. know-how about our market and the highly experienced team we have sets us apart in both our category and in the industry. Short term we’re chosen because we’re the lowest priced, with “Traditionally the smaller model is able offering. Long term we’ll be picke because we’re best in class.” e team is realistic about the
times are changing While this variety would indeed be
tough for a health club to lay on, Irving believ s times may be changing:
® brand – explains: “Standalone four cities with more than 100,000 indoor cycling offering? If it appea s not be sustainable in smaller markets,”
opportunities within Denmark, however, and the businesses that drive them can adapt quicker than ever.”
Might it be time to think about your
inhabitants, and real low-cost clubs will to only a small percentage of your says Ingerslev. “We believe we have a strong concept – a total package from design, equipment and virtual exercise to
Athletics-certifi ed Spinning instructors.” RealRyder CEO Colin Irving believes there’s a big opportunity in the UK for
healthclub@leisuremedia.com jo talbot
® bikes and employing Mad Dogg marketing and operating standards which would work in more or less all markets.” The story of Fresh Fitness will be a fascinating one to follow.
members and sits empty most of the day, seize the opportunity and inspiration provided by these experts to boost your club’s appeal and profi t.
stairmaster.com
facebook.com/schwinnuk 01628 672 809
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