Leisure Media HCM March 2010 - TourismInsights

Nuffield still offers matwork classes,
but is also leading the way in offering
equipment-based sessions in response
to growing member demand
body studios. “Most of our member
demographic is not aware of equipment
training, so we have to take a judgement
call on the best use of space,” she adds.
But this is not the case at Nuffi eld
Health Fitness & Wellbeing, where
consistent interest has resulted in the
organisation investing in STOTT PILATES
equipment at its Surbiton site – in which
both matwork and personal equipment
training is available – and a GRAVITY
pilates studio at its City location, offering
both personal training and group classes
for up to eight participants.
MD Nick Burrows says the provision
of more equipment training is under
consideration. “We’ll continue to evaluate
the success of these programmes to
determine whether a wider-scale rollout
should form part of our group strategy
moving forwards,” he says. “In certain
markets – where we have the required
number of interested members prepared
to invest in training, and in clubs where
we have the space – we believe a pilates
studio would be feasible. The model could
be based on an increased membership
rate for access to group training or a
regular number of one-to-one sessions,
or on a sessional payment basis.”
business models
As with Nuffield, it’s also early days for
London Health & Fitness, owner of the
We weren’t active enough with
promotion, so we missed some
opportunities to recruit clients
37˚ health clubs. Having opened a pilates
studio at its Tower Bridge site over a
year ago – complete with cadillac, two
reformers, stability chair and smaller
accessories – the operator is now
launching a second studio at its
Kensington Olympia location. Replacing
what was a golf simulation lounge, the
studio provides personal training, as at
Tower Bridge, but also group reformer
classes. All options are open to
members and non-members, who pay a
fee per session or block of sessions.
Pilates instructor Katherine Brown,
who runs both spaces, provides more
details: “The club has invested in the
studios and equipment and I pay a fl at
monthly rental fee in return. If the
month is particularly profi table, there’s a
bonus system in place for the club.”
Echoing Endelman’s comments, Brown
admits lessons have been learned from
the fi rst studio launch: “Neither the
management or I were active enough
initially in promoting the facility, so we
Boomerang Pilates at David Lloyd
Kensington is open to members only
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