Boxing and boot camps in particular are attracting men to the new club
Payment structure
members needed to break even. Although the club is group exercise- based, the appeal doesn’t seem to be limited to women – boot camps and boxing in particular are, says Proops, also attracting men. If successful, the aim is to roll the
concept out, starting in London – which Proops believes could support six or seven sites – but with international expansion not ruled out.
The experience The run-up: Easy-to-use website took me through a quick sign-up process, including nominating a screen name for in-club leader boards and running through an online PAR-Q. Simple click- button process to buy your choice of package and book onto a class. First impressions: The club was in its soft launch phase when I visited, with fi nishing touches still being made to the building. Nevertheless, it was clear the design brief had focused on clean, clear spaces and functionality rather than high-end plush. Reception staff, stood behind the juice bar-meets-reception desk, were relaxed but welcoming.
June 2014 © Cybertrek 2014
The class: I attended the barre class and enjoyed the lack of pre- choreography – all classes are designed in-house. It wasn’t as tough as I expected, but was enjoyable with a good instructor. Aftercare: The website has an area to track your performance, while group cycling participants – by choosing a specifi c bike when they book – receive a Performance IQ feedback report. The verdict: I enjoyed the class but have a question over the price point. To do barre, I’d have to pay £95 a month – double the price of the gym I currently use in London. So was the class twice as good? Probably not. Did I get more personal attention than usual? Not really. Did the ambience feel ‘premium’ in some way? The jury’s out, but I realise I was there during soft launch. However, with MBA-endowed Proops at the helm, supported by fi tness experts David Turner and Allan Fisher, you can be sure the pricing strategy is based on robust research – and the sheer number and range of classes on offer is certainly a selling point. It will be interesting to see if this complex model can successfully be rolled out beyond this initial site. ●
With a goal of increased transparency and flexibility, the club offers three ways to pay: Pay as you go – paying on a class-by-class basis Buying an ‘e-wallet’ of credit for £50 (actual value £55), £100 (actual value £130 extra) or £200 (actual value £260) Monthly unlimited – a rolling monthly plan for a minimum of three months. Within this, all activities are sorted into groups, with cost bands structured around these. For example, group A encompasses dance, aerobics, yoga, mat pilates and indoor cycling and currently costs £75 a month. Group B covers off more HIIT-style training, including circuits, boot camp, barre and Tabata – as well as all of group A (£95 a month). Group C covers Power Plate sessions, and also includes A and B (£125 a month). Group D is equipment pilates classes only (£180 a month; private sessions also available at extra cost), and at the top end is the all-inclusive group E (£250 a month). Personal training will also be launched.
Read Health Club Management online at
healthclubmanagement.co.uk/digital 43
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