Z O N E
F I T N E S S
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Herman Blackie, Sales and Marketing Director at Zone Fitness
Brand evolution
A defining philosophy for Zone Fitness has always been the acknowledgment that what is good for one club, may not necessarily be true for another. “Obviously the fact that we run multiple branches over a vast area, with more than 700 staff means standardisation is necessary in parts,” Blackie describes. “However, each separate entity then requires its own innovative spirit when faced with challenges, and it is important that our management staff are able to take note and be brave enough to make difficult decisions for their club.” As the Company places so much trust in its employees, investing in human capital to nurture has been at the forefront of Zone Fitness’ evolution over the years. Blackie states: “We have had to work hard to move from a small familyrun business to a corporate Company, while still retaining our strong family ethos.
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“We consistently achieve this by setting our strategies three years in advance, asking ourselves what we will need from technology, staff and procedural points of view three years from now. This enables us to make the right investments now so that we can progress and grow into our structures.” Alongside its three year advancement plans, the Company upgrades its facilities and equipment every five to seven years in order to create a continuous and optimal experience for its clients’ fitness journey.
Working relationships
Zone Fitness and its success are a result of sheer determination and passion to make a difference within the industry, coming from humble beginnings where equipment was refurbished, to its current state with the newest ranges. “We have developed a close
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working relationship with Impulse Equipment from China, and are able to work alongside them in order to update the products for our local conditions,” affirms Blackie. “We have also placed paramount importance on our relationships with landlords, due to the fact that they fund the bricks and mortar component of our facilities.” In order to successfully operate a low-cost gym, the ability to cut good rental deals is the starting point for us in any new project and enables the Company to sustainably provide our customers with affordable offerings. Blackie explains: “We enjoy building long-term relationships with landlords, enabling them to pencil us in for any new developments they may be planning in the future.” Second to its relationships, technology also plays a vital role in the management and success of the business and over time the Company has been making significant improvements to its systems.