club refurb
BREATH OF LIFE
It’s not about how much space you have, but how you use it. Kath Hudson looks at some refurbishments that replaced under-used areas with what consumers really wanted
M Club Spa and Fitness is now designed to appeal to the younger generation as well as families
CLIENT: DEESIDE LEISURE CENTRE (FLINTSHIRE COUNTY COUNCIL) SUPPLIER: ALLIANCE LEISURE INVESTMENT: £6m DATE OF PROJECT: JANUARY 2012
D
eeside Leisure Centre was in desperate need of repair: an ageing facility ill-suited to cope with community demand. A phased development
project began in July 2010 and was completed in January 2012, creating an exciting portfolio of activities to attract a diverse range of residents. The refurbishment transformed a redundant fi rst fl oor
nightclub into an 80-station family fi tness suite, 12-station toning studio, group cycling studio and changing facilities. A day spa was also created with four treatment rooms and heat experiences, including a salt grotto and an igloo. On the ground fl oor, there is now a children’s play area,
‘extreme arena’ for skateboarders, skaters, BMX riders and scooters, and a high ropes course. The gym opened in August 2011 and the council is delighted with the results. Executive member for leisure, Dennis Hutchinson, says health membership rose from 350 to 1,100 in the fi rst three months alone.
Nightclub to health club: Deeside now offers a gym, spa and ‘extreme arena’
february 2012 © cybertrek 2012
CLIENT: M CLUB SPA AND FITNESS SUPPLIER: PULSE FITNESS INVESTMENT: OVER £500,000 DATE OF PROJECT: OCTOBER 2011
F
ormer mid-market M Club Spa and Fitness has been rebranded, refurbished and pitched to a high-end clientele, resulting in it beating off
competition from two budget clubs less than three miles away, which opened at the same time. The former Esporta site originally opened 15 years ago,
but had received minimal investment since that time and was in need of attention. After a member campaign to save it, it was acquired by local entrepreneur and star of The Secret Millionaire, Mo Chaudry. Pulse was appointed to modernise, rebrand and market the
club, as well as provide the fi tness equipment, management software and staff training. Chaudry’s brief to Pulse was to create the number one club in North Staffordshire – a club that would be aspirational for a younger generation as well as being a family-orientated place. The main area for development was the fi tness suite,
where the podium was removed, and the décor, branding, signage, lighting and fl ooring updated. Screens were added to zone the exercise areas and a new AV package was supplied, along with 120 Pulse fi tness stations. A cocktail bar now provides a space for the busy new social calendar. Chaudry says: “Within the same month of us opening,
two budget clubs opened less than three miles away with a price point of under £15 a month. Our strategy was to appeal to high-end consumers with a monthly price of £50. Initially we lost some members, but since word-of-mouth has spread about high standards, many have returned.”
Read Health Club Management online at
healthclubmanagement.co.uk/digital 71
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88