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The DL Studio concept focuses on PT and small group functional training


DAVID LLOYD LEISURE, UK


Having enjoyed success with PT in its full- service clubs, David Lloyd Leisure is currently rolling out a new standalone high street concept – DL Studios – based on PT and small group functional training.


“The David Lloyd Leisure brand has seen the number of people who use PT treble over the last four years,” says Rob Beale, head of sports, health and fi tness at DLL. “It’s the most rapidly growing part of the business.” Beale says the recipe for success is a great environment, attracting and retaining the best PTs by offering a good salary package and excellent training. All DLL PTs are REPs Level 3 qualifi ed and then undertake the DLL Trainer Journey, which takes two years and involves different training, including soft skills on changing behaviour and nutrition advice. DL Studios build on this success, and are shaped specifi cally around the expertise of PTs. On offer is one-to-one training, small group training, a 12-week Lose and Shape Up weight-loss programme, TRX classes and a running club. People can buy blocks of three to 10 sessions, or pay monthly. Beale says most are choosing to pay by monthly direct debit, usually for one or two PT sessions a week, spending an average of £60 a week. The fi rst two sites are open – in Putney, south London, and Winchester – and a central London site is next. No defi nite decision has been made on the rollout, but around 20 sites are expected to open in the next 12 months.


March 2013 © Cybertrek 2013


Personal training is now a rapidly growing area of the DLL business Read Health Club Management online at healthclubmanagement.co.uk/digital 47


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