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400,000+ READERS leisure opportunities 20 JAN – 02 FEB 2015 ISSUE 650 Daily news & jobs: www.leisureopportunities.co.uk We want to be the Audi A4 of gyms: Cosslett


Fitness First will inject £86m into the global health club chain this year, accelerating a transformation programme that CEO Andrew Cosslett says will make it the “Audi A4” of the health club sector. Fitness First has seen revenue


increase by four per cent (year on year), while EBITDA is up 10 per cent at the clubs it has rebranded to occupy the “top end of the mainstream market.” As such, the chain’s latest investment, part of the £270m four-year transformation announced last year, will help com- plete the global rebrand by the end of 2015 – a year ahead of schedule. Having witnessed the posi-


The rebrand has been rooted CEO Andrew Cosslett is leading Fitness First’s extensive transformation


tive results, the group is eager to complete the turnaround as quickly as possi- ble and strengthen its resurgence. “We’re reversing five years of decline, so


it’s a long way back up the hill,” Cosslett told Leisure Opportunities. “Te UK business went positive a few months ago and we’re seeing the


Sherlock stands in way of cinema conversion


Plans to convert a 1926 art deco cin- ema in London into luxury residences have been rejected by Kensington & Chelsea Council, aſter London’s favou- rite fictional detective intervened. Squire and Partners’ plans for the


site has been in the works since 2007, when planning permission was orig- inally granted. However, the ‘Save Kensington Odeon’ campaign brought the development to a standstill aſter its most recent plea, which featured a speech from the Oscar-nominated actor, Benedict Cumberbatch. Details: http://lei.sr?a=e7x9k


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benefits of the rebrand begin to shine through. “We’re moving upmarket, but it’s a gradual


process based on member perceptions. We want to be right at the top end of the mainstream market – not super premium – but the Audi A4 or BMW 5 Series.”


Paramount London plans move forward


The Paramount London theme park development has taken a major step forward aſter the landowner agreed a deal to sell to London Resort Company Holdings (LRCH). Landowner Lafarge Tarmac, signed a


‘Binding Option Agreement’ with LRCH to purchase the 388 acres (1,570sq m) of land nec- essary to deliver the development. Te land was previously the UK’s largest cement works. “With this agreement in place, the vision


for north Kent as the home of a nationally sig- nificant, multi-billion pound entertainment resort employing thousands of people is mov- ing closer to becoming a reality,” said LRCH executive director David Testa in a statement.


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Paramount London is scheduled to open in 2020 “It underlines our commitment to delivering


the project and is welcome news as we continue to consult with the local communities living near the site and more widely with interested parties.” Details: http://lei.sr?a=J9r7f


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in motivational science, look- ing at what encourages members to enjoy exercise and stay longer. This has entailed a comprehen- sive staff training programme, a retune of the gym space result- ing in fewer machines and more interactive spaces, as well as what Cosslett describes as a “sense of arrival.” Cosslett, who links the philosophy to his experience in the hospitality sector, has ripped out turnstiles, revamped welcome areas and now tests staff on their ability to learn members’ names as part of this new approach. “Te customer’s sense of arrival is a big focus in the hospitality


sector,” adds the former IHG chief execu- tive. “In my mind, that doesn’t really exist in gyms at the moment – so we’ve worked hard to create a welcoming, engaging and secure envi- ronment for our members to be greeted in.” Details: http://lei.sr?a=s5N8g


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