Individual attendances are checked every three months, with rewards on offer
Doorenbosch continues: “We have
data which shows that 54 per cent of our members work out more regularly than at other clubs in the industry. People really do exercise more if they’re financially rewarded for doing so. Other fitness chains have a lot of
‘sleeping’ members, but we encourage our members to train more and achieve better results, which leads to higher customer satisfaction.” But is it not hard to manage
cashflow? “All members pay the base tariff for the first three months, and after that the number of members who receive discounts is fairly constant: 21 per cent work out for free, while 18 per cent are on a 50 per cent discount. Slightly more train for free in the first few months of the year than in the summer, but even in the summer our model gives us a steady cashflow.” He concludes: “With our model,
members can only blame themselves if they pay too much – not the club where they train, which is what normally happens. People don’t like to feel they’re losing money. If they have exercised too little and therefore paid too much, they try and change this in the next quarter.” The model certainly seems to be
working. TrainMore opened its first two clubs in 2010, with the third and fourth opening in 2011. A further two sites will launch in 2012, with the aim being to grow independently – by two or three clubs a year – until the estate is 12-strong. “We will then look for the support of an external equity partner, to accelerate our growth to at least 30 or 40 locations,” says Doorenbosch. “We are also looking at opportunities to grow this concept outside of our clubs.”
EZE FITNESS – UK At first glance, EZE Fitness’ new pricing structure, launched in January 2012, appears not dramatically unusual. There are three tiers, each offering different
may 2012 © cybertrek 2012
Staying flexible: At EZE Fitness, members can switch between three pricing tiers at any time
levels of service. For £35 a month, standard membership offers full access to the gym and classes, plus an induction and regular programme reviews. The second tier – eXcel membership – costs £50 a month and offers all the above, plus five one-to-one sessions in your first six weeks, as well as access to all signature programmes and small group training sessions. Finally, for £120 a month, eXcel+ includes a weekly personal training session at your choice of location – gym, work, home, park – plus discounts on all products sold in the club and free guest passes. eXcel and eXcel+ also include access to community classes, which take place in locations around the clubs’ local catchment areas for those times when it’s just not convenient to get to the gym. However, where this model gets more
atypical is in the way members can chop and change between the membership packages any time they like – paying a bit extra when they require more services and dropping back down when they don’t need them any more. “Our business ethos revolves
around one key thought: to create an experience that helps people get the most out of life and inspire them to become their best,” explains MD Sean Thornton. “All gyms market themselves in this way, but generally the industry promises much and rarely delivers. We felt the industry was becoming transfixed by reducing pricing and yield. “EZE Fitness aims to challenge the
current trend of lower pricing by putting
service and programming back at the forefront of our industry, celebrating the knowledge and expertise of our fitness professionals and offering a support mechanism in which we guarantee results. “However, in order to guarantee
results, it’s important that members understand what’s required. One of our key messages is that there’s no quick fix, and that lasting change takes time. Our programming and re-programming is based on a rolling 12-month timeline, which allows us to work around their individual aspirations – and the level at which they commit to us – and create a fitness ‘journey of success’ that’s fun, motivational and progressive. “Our new pricing model has helped us deliver this by being flexible to members’
EZE Fitness encourages members to focus on fitness over a 12-month timeline
Read Health Club Management online at
healthclubmanagement.co.uk/digital
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