JULY 12 LETTERS write to reply
Do you have a strong opinion or disagree with somebody else’s views on the industry? If so, we’d love to hear from you – email:
healthclub@leisuremedia.com
gyms must deliver quick results for members I really liked your piece on premium value clubs (see HCM May 12, p3). The one thing that underpins it all is the importance of ‘value’ rather than ‘price’ – in any sector, if value outweighs cost, you get the business every single time. Discussion continues around the
budget clubs: whether they’re good for the industry in the long term or just brilliant for the ‘easy in, easy out’ investor; whether they deliver the guidance needed to get results for members; and so on. However, the one great thing they do do is raise the standards of everyone else in the marketplace – in the same way that British Airways focused on business and first-class experiences while many of the cheap airlines went out of business. It means the customer ultimately wins,
Lomax ‘fi tness pods’ contain everything you need for a complete workout
pricing it low and delivering high – the lomax model
In HCM May (p3), you debated the possibility of premium quality at low cost. The market currently seems polarised – low cost without specialisation, or high cost with a focused fitness element (eg Orangetheory Fitness and BOOM! Cycle). Lomax Bespoke Fitness, Nutrition and
Wellbeing bridges that pricing gap and operates as a place where people can feel at home, relaxed and taken care of while reaching their fitness and health goals. Running an in-home business since
2007, I have listened to my clients telling me why they chose to leave their big health clubs. In March 2011, I took a great deal of what they had to tell me, combined it with what I knew to be true with respect to space and time needed for fitness, and opened our first London space, closely followed by our second in February 2012. With no membership or joining fee, our ‘pay as you go’ sites offer
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a unique fitness experience (‘podular’ training and classes all based on metabolic conditioning) while giving the customer a luxurious experience thanks to our integrated services. Our staggered pricing structure offers
something for every client, from entry- level class-based training through to PT services, group cycling and fusion pilates. Hire of our unique fitness pods – spaces that hold everything you need for a complete workout – starts at £5. While many seem to think they either
have to dumb it down and price it low or else find a very small niche, we’re bucking the trend by pricing low and consistently surprising and delighting our clients with just how luxurious and tailored an experience they receive. jonathan lomax ceo/founder, lomax bespoke fi tness nutrition & wellbeing
Read Health Club Management online at
healthclubmanagement.co.uk/digital
with more innovative offerings such as the ‘premium value’ clubs you wrote about. The one thing for certain with many of the micro-gyms out there is that they more often than not guarantee results. And people want results in the quickest time possible. That’s the real key: these clubs have identified that the greatest commodity of all is time, and that the money will go to the club or offering that gets results in the shortest period of time. If you crack that, you’ll never worry about competition again. dave wright ceo, creative fi tness marketing
Micro-gyms like SoulCycle operate on a ‘premium value’ pricing model
july 2012 © cybertrek 2012
JULY 2012
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