SPORT SPECIFIC - TRIATHLON wishing to run multi-sport activities. We’re happy to help any club operator to generate a triathlon club. Our partnership with DLL is non-exclusive, and we’ve seen the in-club club model work across diverse locations. We can offer training for coaches and best practice guidance.” Nagi suggests operators begin by working with triathlon coaches in their area, who will be full of ideas and contacts. “You need someone with vision to get things moving,” he comments. “We have an amazing facility here, with an outdoor and an indoor pool, huge gym and beautiful grounds with a running trail. We have all the ingredients to make it work. We now run three triathlons, a duathlon and two children’s aquathlons every year.” Revenue driver Everyone Active (SLM) is the first leisure management group to work with Triathlon England on a national level, cross-promoting its in-house triathlon initiative with the NGB. Group exercise development manager Michelle Bletso pioneered the relationship, and feels that working in partnership with an NGB allows the group to offer more to members. “Everyone Active has started to train staff to run official triathlon training sessions at our centres with a view to rolling this out across the group,” she explains. “We will also have an interactive online programme with downloadable triathlon training plans for members. “In addition, Everyone Active provides local triathlon groups with pool and studio training space, so they can grow the number of training sessions they run. This is a great way of generating income for the sites during downtime, while providing a service for winter training. We have also been asked to host the county Aquathlon Championships in <strong>2012</strong>, which will have a number of schools taking part. All the children’s activities work we As triathlon clubs grow in size, there will be further commercial opportunities for the host training facility The multi-sport nature of triathlon lends itself to many event opportunities do makes us perfectly placed to introduce further activities to school groups.” Meanwhile, <strong>Leisure</strong> Connection partners with existing local triathlon clubs by offering venue facilities for training and events. The Lord Butler Centre in Essex has run the Walden Triathlon for 11 years. “The centres get revenue from the triathlon clubs when they hire the pool and sports hall,” says Kevin Grant, contract manager. “Some of the triathlon club members are also members of the centre and use the facilities in addition to their club nights. Good relationships with such clubs is fundamental for our success and integral to our values as a PFI site.” Grant says relationships with successful external triathlon clubs are easy to maintain. “They are serious about their training. As long as excellent customer service is always present, there is no reason for the relationship to falter. As triathlon clubs grow in size, there will be further commercial opportunities; increasing the amount of pool space they use and the frequency with which they visit the centre. It’s a great revenue-generation tool.” Clear benefits With around 350 triathlon clubs affiliated to British Triathlon, and 14,298 NGB members recorded in 2010/2011, it’s clear that triathlon represents exciting opportunities for member retention and revenue, not to mention less measurable – but no less valuable – benefits: customer loyalty, improved club visibility and strong links with the community. With the <strong>2012</strong> Games almost upon us, there’s never been a better time to get involved in triathlon. ”The London Olympic Games is predicted to generate a 10 per cent rise in the numbers of people wanting to get involved in triathlon and multi-sport, whether mass-participation races or amateur training,” says John Lunt, triathlon manager for the London <strong>2012</strong> Olympics. “This represents a huge opportunity for club and gym operators who have time and space at their facility that could be used for multi-sport sessions. “Triathletes tend to be affluent, group-focused, sociable people who are highly committed to their training and to the sport in the long-term. It is my view that any gym offering in-house triathlon club sessions will not only benefit in terms of revenue and retention, but will also deliver an important bonus to its membership. In turn, operators will help us make triathlon more accessible.” Nicola Joyce is a freelance journalist 68 Read <strong>Sports</strong> <strong>Management</strong> online sportsmanagement.co.uk/digital <strong>Issue</strong> 1 <strong>2012</strong> © cybertrek <strong>2012</strong>
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