HealthCity is a leading low-cost fitness club operator with over 250 clubs across 7 European countries. Their membership has grown steadily since 2004. Their two leading formulas are operating in 7 countries with 186 clubs and 2 countries with 77 clubs. They have a presence in the Netherlands, Belgium, Luxembourg, Germany, France, Italy, and Spain. HealthCity aims to provide low prices, quality equipment, online subscriptions, and family memberships. The document discusses industry trends toward more budget fitness options, functional training, integrating technology, personalized programs, flexible memberships, and green equipment. It argues people and service will differentiate premium clubs in the future.

1. HealthCity background

2. Development HealthCity
Number of clubs
300
250
200
150
100
50
0
2004 2005 2006 2007 2008 2009 2010 2011

3. Two leading formulas :
7 countries 186 clubs
2 countries 77 clubs

4. Netherlands : Belgium: Luxemburg: Germany
• HC All-inclusive 45 • HC All-inclusive 44 • HC All-inclusive 4 • HC All-inclusive 22
• HC Basic 7 • HC Basic 18
• Basic Fit 55 • Basic Fit/Just Fit 22
107 84
France: Italy: Spain:
• HC All-inclusive 10+3 • HC All-inclusive 16 • HC All-inclusive 13
• HC Basic 1 • HC Basic 1 • HC Basic 2
14 17 15

5. HealthCity distinctive at all levels
Products Communication
Culture Environment/Clubs

6. Unique products

7. Many events in clubs to improve member interaction

8. 1. Low price 15,95
2. Quality equipment
3. Online subsription
4. Unique family card

9. Industry trends
1. Continuing growth of budget fitness
2. Further growth of functional training (PT) & outdoor
events
3. Technology will bring fitness in every day life
4. More personalized programs with guaranteed results
5. More flexible memberships
6. More focus on green equipment and energy saving

10. 1. Continuing growht of budget fitness worldwide
500+ 151 99 80+ 77 57 43
From report Ray Algar 2011

11. Budget formulas in the Netherlands

12. Change of Dutch market after arrival of budgetclubs:
More members, but also more clubs and lower yield
Marketshare 2005 Marketshare 2010
all inclusive all inclusive
fysio fit fysio fit
budget budget
circuit clubs circuit clubs
PT studios PT studios
Average yield per Average yield per
member €40 member €35

13. Premium vs. Budget:
Product, service and people make the difference

14. 2. Further growth of functional training (PT) &
outdoor events

15. 3. Technology will bring fitness into everyday life

16. 4. More personalized programs with guaranteed results

17. 5. More flexible memberships

18. 6. More focus on green equipment and energy saving

19. How we see the future
1. People will make the difference in premium and service
oriented segment. Selection of staff and training are key.
2. Operational efficiency is necessary in all segments.
3. Stay open minded and be adaptive to changes in the
market. Co-operate and learn from other industries.
4. Member experience and customer interaction are very
important for retention.
5. Become revenue driven, not only membership driven.
6. More and more integration with Health segment.