“ANECDOTAL EVIDENCE SUGGESTS THAT CLIENTS WILL USE THE GYM MORE OFTEN, AND RENEW THEIR MEMBERSHIP, IF THEY TAKE PART IN OTHER ACTIVITIES OFFERED AT THE CLUB”
Club operators across the country
are already grasping the opportunities presented by the public’s passion for triathlon. Barfield has spearheaded a triathlon partnership with David Lloyd Leisure (DLL) and is keen to partner with any operators who want to tap into triathlon. “By supporting the development of in-club triathlon clubs, we can generate new training environments and the operators can attract new participants,” he explains. “The initiative with DLL is still in its
infancy, but anecdotal evidence suggests that clients will use the gym more often, and are more likely to renew their membership, if they take part in other activities offered within the club.” Not only that, but members of in-club
clubs also take part in social activities, building a sense of community and buy- in and further boosting retention. “Triathlon gives people the chance
to be part of something which then becomes their lifestyle. This can only be a good thing for club operators,” says Julian Nagi, the British Triathlon Federation Level 3 coach who heads up the in-club triathlon club at The Park Club, part of The Hogarth Group.
“Our triathlon set-up helps with club loyalty. There’s no question that it keeps members coming back for more, renewing their membership fees each year and passing on positive word-of- mouth recommendations.”
TRAINING & EVENTS Andrew Taylor is sports manager at DLL Hampton. His club offers a weekly swimming session, plus another session
january 2012 © cybertrek 2012 Triathlon gives people chance to be part of something that then becomes a lifestyle
in the week that covers either running or cycling on a fortnightly rotation. There is no additional charge to members. “We see the triathlon club as another benefit to DLL members who are looking for more intensive group training,” he says. “As we do not charge, we receive no direct extra revenue. However, we believe that the extra sense of achievement will encourage participants to keep their membership.” Taylor believes the main
considerations for operators wanting to set up an in-club triathlon group are time, space and credible trainers. “As long as you have cycles or studio bikes and treadmills, you can do this,” he says.
“I’d advise operators to look at peak and off-peak membership and consider
whether to offer sessions for both. We have no specific zones as we do the training at a time that won’t affect other gym users. Outdoor sessions can also be done if the trainer and members are happy to do so. “Having a pool is a big help, although
you can just offer training for run and bike. Staff don’t have to have specialist training for that, although it helps if they have some experience as members will have more belief in the trainer.” “Clubs could offer specific running
or group cycling sessions, or recruit triathlon coaches for outdoor group bike and run sessions,” adds Nagi.
“Duathlon (run/bike/run) is a way to encourage multi-sport. Some may then want to move onto triathlon.”
Read Health Club Management online at
healthclubmanagement.co.uk/digital 51
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