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The emergence of the UK low-cost gym sector
The emergence of the UK low-cost gym sector
The emergence of the UK low-cost gym sector
The emergence of the UK low-cost gym sector
The emergence of the UK low-cost gym sector
The emergence of the UK low-cost gym sector
The emergence of the UK low-cost gym sector
The emergence of the UK low-cost gym sector
The emergence of the UK low-cost gym sector
The emergence of the UK low-cost gym sector
The emergence of the UK low-cost gym sector
The emergence of the UK low-cost gym sector
The emergence of the UK low-cost gym sector
The emergence of the UK low-cost gym sector
The emergence of the UK low-cost gym sector
The emergence of the UK low-cost gym sector
The emergence of the UK low-cost gym sector
The emergence of the UK low-cost gym sector
The emergence of the UK low-cost gym sector
The emergence of the UK low-cost gym sector
The emergence of the UK low-cost gym sector
The emergence of the UK low-cost gym sector
The emergence of the UK low-cost gym sector
The emergence of the UK low-cost gym sector
The emergence of the UK low-cost gym sector
The emergence of the UK low-cost gym sector
The emergence of the UK low-cost gym sector
The emergence of the UK low-cost gym sector
The emergence of the UK low-cost gym sector
The emergence of the UK low-cost gym sector
The emergence of the UK low-cost gym sector
The emergence of the UK low-cost gym sector
The emergence of the UK low-cost gym sector
The emergence of the UK low-cost gym sector
The emergence of the UK low-cost gym sector
The emergence of the UK low-cost gym sector
The emergence of the UK low-cost gym sector
The emergence of the UK low-cost gym sector
The emergence of the UK low-cost gym sector
The emergence of the UK low-cost gym sector
The emergence of the UK low-cost gym sector
The emergence of the UK low-cost gym sector
The emergence of the UK low-cost gym sector
The emergence of the UK low-cost gym sector
The emergence of the UK low-cost gym sector
The emergence of the UK low-cost gym sector
The emergence of the UK low-cost gym sector
The emergence of the UK low-cost gym sector
The emergence of the UK low-cost gym sector
The emergence of the UK low-cost gym sector
The emergence of the UK low-cost gym sector
The emergence of the UK low-cost gym sector
The emergence of the UK low-cost gym sector
The emergence of the UK low-cost gym sector
The emergence of the UK low-cost gym sector
The emergence of the UK low-cost gym sector
The emergence of the UK low-cost gym sector
The emergence of the UK low-cost gym sector
The emergence of the UK low-cost gym sector
The emergence of the UK low-cost gym sector
The emergence of the UK low-cost gym sector
The emergence of the UK low-cost gym sector
The emergence of the UK low-cost gym sector
The emergence of the UK low-cost gym sector
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The emergence of the UK low-cost gym sector

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Presentation by Ray Algar to students on Fitness Management and Personal Ttraining degree at Southampton Solent University - November 2011

Presentation by Ray Algar to students on Fitness Management and Personal Ttraining degree at Southampton Solent University - November 2011

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  • 1. The emergence of the UK low-cost gym sector Southampton Solent University Ray Algar, Oxygen Consulting November 2011Tuesday, 22 November 11
  • 2. oxygen-consulting/think-tank oxygen-consulting/blogTuesday, 22 November 11
  • 3. Why is the low-cost gym sector emerging?Tuesday, 22 November 11
  • 4. Digital infrastructure Low attendance Simplicity MARKET DRIVERS Changing Affordability consumer Consumer sentiment towards clubsTuesday, 22 November 11
  • 5. Tuesday, 22 November 11
  • 6. “Spend  a  little,  live  a  lot  “ 6Tuesday, 22 November 11
  • 7. Digital infrastructureTuesday, 22 November 11
  • 8. Tuesday, 22 November 11
  • 9. Tuesday, 22 November 11
  • 10. Tuesday, 22 November 11
  • 11. Tuesday, 22 November 11
  • 12. Tuesday, 22 November 11
  • 13. Tuesday, 22 November 11
  • 14. Tuesday, 22 November 11
  • 15. Low club attendanceTuesday, 22 November 11
  • 16. Mid-market club with 4,000 membersTuesday, 22 November 11
  • 17. Why does low club attendance matter?Tuesday, 22 November 11
  • 18. Consumer sentiment towards clubsTuesday, 22 November 11
  • 19. Tuesday, 22 November 11
  • 20. www.reviewcentre.co.ukTuesday, 22 November 11
  • 21. “Why am I paying for a club I rarely use?”Tuesday, 22 November 11
  • 22. “Why am I paying £55 just to use a treadmill?”Tuesday, 22 November 11
  • 23. Affordability & simplicityTuesday, 22 November 11
  • 24. £46 for four weeksTuesday, 22 November 11
  • 25. £19 per month - no contract to signTuesday, 22 November 11
  • 26. £12 per month - 18-month contractTuesday, 22 November 11
  • 27. Same monthly price as a TV licenseTuesday, 22 November 11
  • 28. Attractive offer for ‘machine members’Tuesday, 22 November 11
  • 29. What do UK consumers think of the low-cost gym experience?Tuesday, 22 November 11
  • 30. Text The Gym Group ex-membersTuesday, 22 November 11
  • 31. 17% Males - 60% 83% First gym Previous gym experienceTuesday, 22 November 11
  • 32. How much do you agree with the following statements? 0 = strongly 5 = strongly disagree agreeTuesday, 22 November 11
  • 33. How much do you agree with the following statements? 3.4 3.5 3.7 3.7 4 4 4.1 Staff available to provide free advice All the facilities I needed Friendly atmopshere Helped me become healthier person Always felt safe Email with advice Provided eveything promised on websiteTuesday, 22 November 11
  • 34. How likely are you to recommend this gym? 0 = Not all 10 = Definitely all likely recommendTuesday, 22 November 11
  • 35. How likely are you recommend The Gym? 7 8 9 7.4 7.5Average Response 7.5 7.6 8.5 Members with previous club experience All members Males Females The Gym was first gym member joinedTuesday, 22 November 11
  • 36. How likely to recommend to a friend - by club Birmingham 7.9 8.5 Brighton 7.4 7.4 Liverpool 7.4 7.4 Males FemalesTuesday, 22 November 11
  • 37. “No frills, low-cost gym. Especially important for us students!” Female member The Gym, Birmingham 10Tuesday, 22 November 11
  • 38. “The friendly atmosphere, knowing you are safe and not being judged by staff” Female member The Gym, Birmingham 10Tuesday, 22 November 11
  • 39. “Cleanliness and amount of equipment available” Female member The Gym, Birmingham 10Tuesday, 22 November 11
  • 40. “There was a lack of staff. I searched for 15 minutes before finding staff. I cancelled after going just once” Male member The Gym, Liverpool 2Tuesday, 22 November 11
  • 41. “Provide more supervision from staff” Female member The Gym, Brighton 6Tuesday, 22 November 11
  • 42. “I would have liked a private changing cubicle” Male member The Gym, Birmingham 5Tuesday, 22 November 11
  • 43. How long a member? Unsure 5% More than one year 7% 0-3 months 27% 7-12 months 26% 4-6 months 35%Tuesday, 22 November 11
  • 44. Where are members now? 31% Male 66% 69% Joined a different gym Not joined another gymTuesday, 22 November 11
  • 45. What is an authentic low-cost gym?Tuesday, 22 November 11
  • 46. 50% lower than country average price Scope to Heavy operate 24 technology hours and web use DEFINITION LOW COST GYM Ability to operate Predominantly a with a single gym-only person propositionTuesday, 22 November 11
  • 47. The brand launched in 2008Tuesday, 22 November 11
  • 48. D2 consent with 24-hour access High visibility City centre locations locations PROPERTY SPEC 100,000 12,000 - population 20,000 10-minute Square feet driveTuesday, 22 November 11
  • 49. Vauxhall gym London. Case studyTuesday, 22 November 11
  • 50. Gym opened August 2009Tuesday, 22 November 11
  • 51. St George Wharf 16,000 Ground square Floor + feet mezzanine THE GYM VAUXHALL 200 24-hour strength opening and CV machinesTuesday, 22 November 11
  • 52. 10 Personal Trainers (freelance) PT’s ‘donate’ 2 salaried 10 hours managers per week VAUXHALL STAFFING/ OPERATIONS 1,000 - 1,500 All other member functions visits per day outsourcedTuesday, 22 November 11
  • 53. Tuesday, 22 November 11
  • 54. Tuesday, 22 November 11
  • 55. 40% 60% Membership mixTuesday, 22 November 11
  • 56. Tuesday, 22 November 11
  • 57. Tuesday, 22 November 11
  • 58. Tuesday, 22 November 11
  • 59. Tuesday, 22 November 11
  • 60. Tuesday, 22 November 11
  • 61. Tuesday, 22 November 11
  • 62. Tuesday, 22 November 11
  • 63. Tuesday, 22 November 11
  • 64. Questions and discussion at: www.oxygen- consulting.co.uk/blogTuesday, 22 November 11

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