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RESIDENTIAL GYMS


GET INSPIRED. Now, we’ve added three


new configurations to satisfy your facility’s training objectives and exercisers’ goals.


Residents or Joe Public: Nuffi eld’s Club Baltimore operates with a 50/50 split


Whether large or small, you can choose the unit that fits your space.


From small group training


to independent training there is a Synrgy360 combination to meet your needs.


Diverse offer: Residents and members can try out the club’s boxing ring


this model to succeed, a developer must agree to the health club being opened out to non-residents.”


A feasibility study – exploring indicators such as local demographics, head count and location – is carried out to assess whether Nuffi eld can sell suffi cient ‘outside’ memberships to boost the fi xed income due from the residents’ service charge. Just as potential income is input into a P&L, so too are costs such as initial outlay for equipment, club maintenance and monthly service charges back to the freeholder (examples include utilities, security and grounds upkeep). Harrison points out, however, that careful consideration should be given to the number of non-residential memberships being sold, to ensure a developer does not believe its building and residents are no longer a priority. Opened in 2012 by Nuffi eld, the 1,425sq m (15,340sq ft) Club Baltimore is part of the Baltimore Wharf development in London’s Docklands. With 1,000 paying members (on a fi xed monthly fee of £49.50) and 1,000 residential members, the club offers an array of facilities from a 75-station gym to a boxing ring, swimming pool and 44 group exercise classes a week. “We launched with a heavy local marketing campaign to achieve our target goal of 50/50 residents/non-residents. It helped that the club has its own high


March 2013 © Cybertrek 2013


street frontage,” says Harrison. “Having said that, residents really do see Club Baltimore as an extension of their homes, and often introduce friends to the site. So not only do we have ready-made membership with good retention levels, but there’s word-of-mouth too.” Nuffi eld has aimed to engender a sense of belonging by launching three clubs- within-club, all offered as part of the studio timetable. Fight Club, for example – for those interested in exercise-based sessions in the boxing ring – encourages residents to train together by attending regularly. There’s a sizeable area equipped with a pool table, table tennis, table football and Xbox, where residents are invited to unwind and socialise with neighbours. As a further incentive to use Club Baltimore, residents receive discounts on PT sessions. “There are constraints to the model because you still report to your client, who will expect to be shown that your priorities remain aligned,” Harrison adds. “But when the relationship works, with a tight agreement in place from the outset, the residential sector is an attractive proposition.”


HOLISTIC HEALTH


As a pioneer in the US market, American Leisure operated the fi rst sizeable lifestyle centre to be opened by a real estate developer in Manhattan in the


©2013 Life Fitness, a division of Brunswick Corporation. All rights reserved. Life Fitness is a trademark of Brunswick Corporation.


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WWW.LIFEFITNESS.CO.UK/ SYNRGY360


01353 666017 Quote HCM2013


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