Micro-gyms like BOOM! Cycle “work because they give members customised attention and exercise that suits them”


tim baker touchstone partners • chair


“M


icro-gyms are an example of people getting creative


in a recession and looking around for different ways of doing things. For clubs to be able to charge


premium prices, just having the facilities isn’t enough. They must also excel at the peripherals, such as high service, ambience and the right surroundings.


It may also help to cap the membership – a waiting list, even if


it doesn’t really exist, can give the club some cachet and makes it more desirable. Clubs will also need to look after their existing members extremely well and make sure they are always heard. This may mean limiting day passes to retain the club atmosphere. Higher prices won’t make retention harder, as long as the


club continues to provide the requisite high level of service and keep evolving. Our research does suggest, however, that such clubs attract the wealthy, as the dedicated tend to find cheaper ways – unless the club offers specific, hard to access facilities. Our research also suggests that people spend more when


they pre-book or have a membership. Having spent that money some time ago, they are then more willing to open their purse again at the facility.


” may 2012 © cybertrek 2012


richard coates stars gym • director


maintained, so in order to charge a premium rate, you need to offer that and more. Facilities-wise, you have to offer something different: a boxing ring, a fully- sprung floor or a rotating climbing wall, for example. More importantly though, niche clubs can create more atmosphere


“L


and soul than a large, low-cost club. This is a major differentiator. Combat sports are a strong marketing point for us. We also


work hard to deliver an engaging experience and create a club feel, with fight nights and member training for local sports events. When we launched last June, charging a premium rate, we


knew we were being bold, but it was based on market research and the demographics of our area. Many of our members aren’t wealthy – they just really value the product and they come often enough that the cost per visit is no more than the cost of a pint. We charge £100 for a monthly membership (£83.33 if you join with someone else) and £15 for a day pass – less if you buy a block of 10. Around 60 per cent of our clients are monthly members and the rest pay as they go. I think lots of people like the flexibility and control of pay-as-you-go.


” Read Health Club Management online at healthclubmanagement.co.uk/digital 29


ow-cost gyms offer state of the art equipment and are well


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