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UK FITNESS SCENE
Re-branded venue ‘there for everyone’ ONE of the UK’s largest community sports venues has been re-branded to push the message that it is open to all. Although 80 per cent of users at Norwich-based Sportspark are part of the local community, the venue wants to make it clearer that the centre is open all day, everyday for local people to enjoy. The re-brand includes a new logo, website, advertising campaign and promotional literature and was carried out after market research found there was still a perception that Sportspark was solely for those at the University of East Anglia or elite athletes. Director Keith Nicholls said: “It is really important that the local community are aware that we are open to people of all ages and abilities who want to get more active. “From those questioned in our market research we found 80 per cent of people in the local community don’t take part in any exercise or sport. “They agree that they should exercise for health reasons, but their perception is that sports facilities are geared towards the committed and elite, not the average person. Our new branding aims to demonstrate that Sportspark is open every day for all the community.”
Teaming up GLADSTONE Health and Leisure has teamed up with The Retention People as an official certified partner. Under the terms of the partnership, TRP will share their latest retention research with Gladstone on a quarterly basis and deliver educational workshops for their customers. Richard Grazier, Gladstone’s sales and marketing director, said: “We are delighted to become part of the Certified Retention Partner Programme. The e-mail research is a clear example of how this partnership will add further value to our existing customers and follows our commitment to continuing to support customers in all aspects of their business.”
Budget boss says there’s room for all By Christina Eccles THE owner of a new budget club has insisted he is not out to steal business away from independent gyms – and claims there is room in the market for everyone. Parm Singh opened Trugym in Maidstone in September – offering membership for £14.99 per month and no contract. The club is already getting close to its 2,500 member capacity and Parm said that there has been a fantastic response from local people who are attracted by its low price point and wide range of high quality equipment. But Parm told Workout that many of the members joining the club are new to exercise and the gym environment, rather than people who have come from rival gyms. He explained: “This is definitely the way that the industry is going. There is room for everyone, but I think it will encourage other operators to find a niche. “We are introducing new people into the gym environment. For people who want to use the gym as a social or health club, we don’t offer that. We are a gym offering facilities at affordable prices. About
40 per cent are new joiners, attracted by the price point and because they are not contracted in.” The club has recently started offering circuit classes for up to 10 people, which are run by freelance personal trainers and are priced from £5 per class. Parm originally comes from a healthcare background but has always worked with a low cost model. And he added that classes aren’t included in membership prices because the club feels that those who aren’t interested in taking
part, shouldn’t have to pay for them. Instead they are treated as an additional service which members can dip in and out of. Reaction to the new club has been so positive that there are already plans to open several new sites next year and to set up a franchise arm of the business. He added: “The area hasn’t got any low cost, affordable gym memberships. People can perceive low cost as low quality, but when they visit the club, they see that it’s brand new and fully equipped and they are pleasantly surprised.”