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INTERVIEW

Sardarova says ‘best of breed’ kit was chosen for each part of the club

My target market are the young, affluent residents of Marylebone, St John’s Wood and Hampstead – fitness has become a really big part of young people’s lives; the bulk of our membership is 18 to 45 years old

gym floor, and our lectures – on nutrition, sports injuries and so on – are very well attended. Our members are interested to know more about how to train properly as part of their regime. Interestingly, around 35–40 per cent of our members don’t do any boxing with us: they come in for other forms of training such as strength training. That’s great, but it’s also a challenge when it comes to marketing. Boxing is the core of our brand, but the other services we offer are key to retaining members and we can’t forget about them. Not everybody wants to do boxing every day. My target market are the young but affluent residents of Marylebone, St John’s Wood and Hampstead. Young, because fitness has become a really big part of young people’s lives; the bulk of our membership are in the 18-to-45-year-old bracket. Affluent, because this is a premium area. Rents are high and we have to charge a certain price to deliver the service we want to deliver.

What do you charge?

We charge £180 a month for membership of the gym, with an option of paying upfront for the year in return for a small discount. That gives members access to the gym floor, including all our gym floor combat classes: boxing and kickboxing. We host four of these classes every healthclubmanagement.co.uk May 2019

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Profile for Leisure Media

Health Club Management May 2019  

Health Club Management is the magazine and online community for decision-makers in the global health club, fitness and gym industry.

Health Club Management May 2019  

Health Club Management is the magazine and online community for decision-makers in the global health club, fitness and gym industry.