More defined fitness programming and HIIT, like Les Mills GRIT, will take off in 2018
A
pproximately ten years ago budget fitness or the low cost phenomena hit the UK leisure industry. A few watched initially but a few others actually joined in. Then, over the next couple of years, the momentum started. It disrupted not just the industry but, in fact, the fitness marketplace as a whole, with its extremely low price points and its delivery of high volume monthly sales targets. Big box fitness moved at pace; the marketing woke up those who thought gyms were costly – and clubs started to ram in 6,000 members or more paying £19.99 or less. It took out, what we remember as, mid-market fitness clubs as customers could now pay a lot less. Ten years on… the low cost market in the UK accounts for more than 35 per cent of the total private membership, circa 2,300,000 members and well over 500 clubs. You could argue that budget fitness and paying £20 or less www.healthclubhandbook.com
Griff Shortt head of operations, énergie group
We’ll see added value products – more on offer, more within the membership
a month is quite simply the norm and that price point marketing is far less impactful. So, what will 2018 bring to the health and fitness market? A need to increase yield and drive up prices with intelligent pricing through optional membership schemes and ‘bolt on’ opportunities. We can’t continue to just sell ‘cheap’ memberships. We’ll see budget operators and the big box gyms moving to offer a lot more than just access… they’ll need to. We’ll see added value membership products; more on offer, more within the membership. Things like more defined fitness programming, HIIT, multi-site access, boutique-style spaces within clubs and rehydration packages. Various member-privileges will also potentially be presented via online price presenters to increase yield. We’ll offer more to the member and maybe, just maybe, we’ll see the re-emergence of ‘good old’ customer service and mid-market pricing. Health Club Handbook 2018
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