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Tech is ‘democratising’ fitness


HIIT looks set to remain hot, says Phillip Mills


Les Mills chief executive Phillip Mills Humphrey Cobbold (right) succeeded Peter Roberts (left) as Pure Gym CEO in January


The rapid advance of technology is democratising fitness, giving consumers more choice than ever before and leaving businesses facing difficult dilemmas, according to new Pure Gym CEO Humphrey Cobbold. Speaking at the European Health & Fitness Forum (EHFF) during FIBO week, Cobbold said technology is empowering consumers, providing choices where decisions were previously made for them, and he acknowledged that it’s a struggle to adapt. Citing air travel as an example, Cobbold said passengers are now able to choose their airline, flight, class, boarding options and seat


at the touch of a button. He noted the same technological advances are “democratising fitness” and said that gym operators – many of whom “have a fixed cost and asset base from which they have to generate a material profit” – face painful changes as they adapt their business models to embrace new developments. Cobbold, who previously helmed online cycling retailer Wiggle, said we’re just reaching the “end of the beginning” in terms of changes driven by technology, and predicted that focusing on what young gym users want will be key to long-term success. Details: http://lei.sr?a=x4N5U


Fitness First targets LA’s London clubs


Fitness First remains firmly in the running for the £80m race to capture LA fitness, amid hopes that a successful deal would help it corner the lucrative London market. Fitness First global CEO


Andrew Cosslett has previously said the chain wants to be the Audi A4 of health clubs, offering a premium proposition in high density urban centres. LA fitness boast an enviable


property footprint in London with 22 sites, including two ‘premiumised’ LAX clubs which have reportedly enjoyed initial success. A well- placed industry source told Health Club Management that the lure of LA’s London presence would see Fitness First pursue the


May 2015 © Cybertrek 2015 Andrew Cosslett wants to have a strong London presence


deal up to its conclusion, despite the need for additional investment in a number of LA sites. Also in contention to buy LA fitness are Pure Gym, Sports Direct and investor Terra Firma. Details: http://lei.sr?a=Q8v4U


NorthEdge’s Ray Stenton led the buyout


Privaty equity firm NorthEdge Capital has backed a buyout of Total Fitness Health Clubs Limited – led by the gym chain’s management team – to the tune of £11.5m. The overall deal value is undisclosed,


but it sees new majority stakeholder NorthEdge and Total Fitness management acquire the business from previous owners Barclays Bank, Co-op bank and RooGreen Ventures. RooGreen has also reinvested in the 17-club chain as part of the buyout, with RooGreen partner Warwick Ley remaining on the Total Fitness Board. Details: http://lei.sr?a=T7x3T


Read Health Club Management online at healthclubmanagement.co.uk/digital 11


The fitness industry’s love of high intensity interval training (HIIT) is unlikely to abate any time soon, according to industry pioneer Phillips Mills, who says its ethos makes it the ideal fit for modern lifestyles. Consumer demand for HIIT has been huge in recent years and the Les Mills CEO believes the training will enjoy further longevity. “HIIT is going absolutely insane for us and it’s all people seem to want at the moment,” he said. “If you want a great physique – you want to do HIIT.” Details: http://lei.sr?a=c3g6e


NorthEdge Capital backs Total Fitness takeover


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