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CLUB REFURBISHMENT


At Stratton St Margaret’s LC, a 40-station gym replaced two unpopular squash courts


free guest pass, which is then tracked with a view to selling them up. Express Workouts also take place at peak hours in the gym – ViPR, kettlebells and so on


– to drive engagement. The business plan targeted 400–475


members, but the club had reached 580 within five months and was still growing. “We structured packages to be competitive,” says Groves. “For a membership fee of just under £1 a day, people are able to use all seven facilities across Denbighshire.” He adds: “Building a centre only


works if you have the right approach, commercial mentality and right cultures within the service. We’re now a very lean and commercially driven provision.”


UPSKILLING STAFF One Leisure St Ives, run by Huntingdonshire District Council,


relaunched its gym in May 2013 as part of a phased £4.3m redevelopment, doubling the size of the fitness suite and adding a brand new Escape Fitness functional training area. New reception and changing areas were also added, while the aerobics studio, café and crèche were improved and relocated. After public consultation showed


there was local demand, two new facilities were also added: a five-lane tenpin bowling area and a Pure Day Spa with heat experience and treatment rooms – and indeed footfall has increased as a result. To cope with the increased capacity,


a number of new staff were taken on: one full-time and six part-time gym instructors, plus four full-time spa therapists. New staff have been tasked with inducting members and providing a more personal service.


To maximise the impact of the new


spa, free trials and introductory offers were launched for current members and membership packages were created that included access to the spa. Meanwhile, in the gym, all staff


undertook Ushomi training to be able to deliver functional training classes and personal training on the functional equipment, as well as Technogym training for the fitness equipment. Functional training is now included in all inductions and programme reviews, and functional training classes have been introduced to teach users how to make the most of the equipment. Since the functional training area


was installed, there has been a 65 per cent increase in the uptake up of personal training, providing a valuable new revenue stream. With enhanced studio facilities


available following the refurb, the class programme was also improved with the addition of 30 more classes, including twice as many of the popular group cycling classes. Prior to the relaunch, staff at the


Staff at One Leisure St Ives were trained to deliver functional training in the new area 90 Read Health Club Management online at healthclubmanagement.co.uk/digital


centre worked hard to promote the club and the refurbishment. Due to a number of new housing developments locally, the club knew there was untapped market potential. “We held open weekends, and had pre-opening sales offers, plus the first 100 members to sign up received additional benefits,” says Hudson. “We also did PR to gain coverage in the local press, placed adverts and used Facebook targeted campaigns.” From the last quarter of 2012, to the last quarter of 2013, there has been a


March 2014 © Cybertrek 2014


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