The Third Space: ‘Healthy hedonism’ ethos is reflected in the music choice in-club


DJs, producers and so on. However, for the majority of health and fi tness clubs the outlay is prohibitive. Not that this should rule out smart


forms of pre-recorded in-house radio for health clubs though – bespoke pre- recorded radio shows, but without the expense of your own dedicated radio station. This service is a very fl exible one in that you can incorporate music, a DJ, ads and promotions. You can also have different promotions for different clubs, and even different DJ accents for different geographic regions. A cost-effective solution that’s popular


with smaller organisations and clubs is a professional music-only supply service. Companies providing this service will create a music playlist that refl ects the brand image and customer profi le. It’s updated monthly, either by broadband or CD, to be downloaded onto a hard disc music player in each club.


Outsourced expertise The Third Space is a prime example of a health club that embraces music as part of its branding, having invested in a monthly-update playlist service. The Third Space – with its two


clubs in Soho and Marylebone, central London – is dedicated to delivering


August 2015 © Cybertrek 2015


a new form of ‘healthy hedonism’, adopting an integrated approach by bringing together leading experts and facilities to cater for all requirements in the areas of exercise, health, medicine, relaxation, nutrition and fun. There are several areas within the


premises that require different types and tempo of music – although all music must of course support the company’s brand values and customer base. On the main fl oor areas, the focus


is on dance music with upbeat, fast tempos to coincide with peak hours; in contrast, the changing rooms feature relaxing acoustic and chill music for a calm atmosphere. Diane Kay, director of sales &


marketing for The Third Space and its two sister clubs – thirtysevendegrees Tower Bridge and the Reebok Sports Club London – explains why the operator chose to outsource music curation. “Having a professional music supplier takes all the time-consuming research and playlist-building processes out of our hands and leaves it to the professionals,” she says. “Music is an ever-changing entity and we need that expert knowledge to stay apace with current trends; it’s what our members have come to expect from us.”


The Third Space playlists cycle on


a daily basis and up to 20 new tracks are added each month. But the type of music played has to go beyond merely what’s in vogue, as Kay adds: “The music we play has to be something our members enjoy listening to in the background, whether it be while they’re having a workout, having a shower or getting changed and ready for work. “The music played in the different


zones of the club needs to refl ect the activities taking place within them and, hopefully, should enhance people’s moods to best prepare them for the rest of their day.” ●


ABOUT THE AUTHOR Chris Wilcox is music & media manager at PEL Services, which specialises in the design, installation, supply and maintenance of corporate music, radio and music licensing, from radio programming to bespoke playlists. For further information: W: www.pel.co.uk/music-media T: +44 (0)333 123 2100 E: studio@pel.co.uk


Read Health Club Management online at healthclubmanagement.co.uk/digital 85


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