project profi les
PROJECT PROFILE PROMOTION SUPPLIER SHOWCASE
WE TAKE A LOOK AT RECENT PROJECTS FROM STAR TRAC AND PULSE FITNESS
The Hertfordshire club has attracted 200 new members since the re-fi t
MEANINGFUL RELATIONSHIPS
Client: Beaumonts Health Club, Furzefield Centre Supplier: Star Trac
P
otters Bar residents (Hertfordshire, UK) had every reason to embrace the traditional New Year resolution to get in shape this year, with the re-opening of Beaumonts Health Club in January
after a £250,000 refurbishment. The gym, located in the Furzefi eld Centre, is managed by
Hertsmere Leisure. The fi tness centre has been refurbished and the décor refreshed, as well as investment in new equipment from Star Trac. To keep current members informed of progress, as well as
to attract new members during the refurbishment, Hertsmere Leisure invested in local newspaper and bus advertising as well as a direct mail campaign, which has resulted in more than 200 new members signing up. The club’s 1,700 members can now work out in style in the
new gym, using cardiovascular equipment from Star Trac’s popular E-series range, featuring the Star Trac Coach on the treadmills and customised Spinning classes on the eSpinners. In addition to the selectorised Inspiration Strength area, Hertsmere Leisure has also introduced a functional / circuit training area featuring the cable-based HumanSport range, which has proved extremely popular. To ensure members get the most from their workout,
Beaumonts Health Club also offers a nutritional advice service, which it says has helped improve both secondary spend and member retention. Ian Pluck, operations director for Hertsmere Leisure, says:
”Star Trac provided Hertsmere Leisure with a partner with whom it could develop a sustained and meaningful relationship. This has created new training opportunities for members,
april 2012 © cybertrek 2012
supported our charitable objectives to drive new users to commit to a healthy and sustainable lifestyle, and assisted staff in engaging with customers to achieve these goals.” Hertsmere Leisure also invested in FitLinxx, a system that
tracks daily activity, exercise and critical health indicators such as weight and blood pressure. Members can monitor their progress and celebrate their achievements, while the data it provides helps trainers to tailor personalised workout programmes. Beaumonts Health Club complements the range of other
leisure and fi tness options available at the Furzefi eld Centre, which include fi tness and dance studios, badminton and squash courts, an all-weather astroturf pitch and a swimming pool. Those looking to relax and unwind after a busy day or gruelling session at the gym can also use the spa and beauty facilities. The refurbishment of the club has been driven by the core
values of Hertsmere Leisure: to provide well-equipped, friendly and affordable health and fi tness facilities, accessible to all members of the community. Staff report that, since the club’s re-opening in January this
year, they have received overwhelmingly positive feedback from council partners as well as new and existing members. Footfall has increased, membership continues to grow and there has been a signifi cant drop in cancellations. As the combination has proved a winning formula for
Beaumonts Health Club at the Furzefi eld Centre, Hertsmere Leisure has plans to continue its refurbishment programme. This will include another three sites over the next fi ve years, working in partnership with Star Trac to provide a fi rst-class fi tness experience for the local community. For more information:
www.startrac.com
Read Health Club Management online at
healthclubmanagement.co.uk/digital 75
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