The document discusses how the company diversified its fitness brand portfolio by launching a new low-cost gym franchise called Fit4less. It summarizes that Fit4less targets the untapped adult fitness market by offering no-contract memberships from £14.99 per month. To date, the company has sold 48 Fit4less franchises and opened 24 gyms, with plans to expand further through managed clubs and international master franchising.

1. Create a new opportunity
How we added to our brand
portfolio to diversify and grow…

2. A little background
• We started from an idea in 2003 as the
UK’s first fitness franchise, énergie fitness
clubs.
• We grew strongly and in 2006 had 20
clubs in our énergie fitness club network.
• Today we have four niche brands in the
area of fitness and wellbeing.

3. Penetration of untapped
adult fitness market
Fitness Clubs Active Consumers
• Diet clubs
• Fitness DVDs
• Home exercise
equipment
• Fitness classes

4. Our full format Fitness club franchise...
• The original award winning énergie franchise
• Aimed at mixed gender market
• Primarily appealing to the de-conditioned user
• Offering our 6 Week Results Guarantee
• Mixed range of facilities
• From just 3,000 sq ft

6. Our clubs...

7. Our clubs...
Adrian & Mo

8. Our clubs...

9. Our clubs...

10. Friendly, quality clubs with flexible facility options..

11. Clubs can even include...
• Racquet sports
• Physiotherapy
• Beauty and tanning
• Hairdressing
• Bar
• Car wash...

12. Our clubs proudly promote the personal touch
private ownership brings...

13. We work in our communities & transform lives...

14. Our strong marketing approach drives sales...

15. All was going well, when...

16. Penetration of untapped
adult fitness market
Fitness Clubs Active Consumers
• Diet clubs
• Fitness DVDs
• Home exercise
equipment
• Fitness classes

30. 2009 study by Abbey

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41. Our clubs are operated to a fixed model
based on the following drivers:
• Proven targeted marketing campaigns which
highlight our ‘low cost’ no contract
membership from £14.99 per month
• Online joining and smart use of technology
leading to reduced administration
• Reduced infrastructure costs through multi-
skilled workforce
• Tight operational cost controls
• A simple business model with minimal
competition

42. • On-brand
• Industry leading
• Multiple
browsers
• Streamlined
joining
• Compelling and
simple

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53. Fit4less has created
new opportunities...
• To date we have sold 48 Franchises
• We have 24 gyms open under franchise
• We have a VC lined up to fund the
opening of a managed division
• We’re in negotiations to open in Poland
and South Africa through Master
Franchising.

54. Thanks...
I’m happy to discuss brand diversification in your
business…