November 2009
The UK’s No 1 fitness industry magazine
IOU ‘no flash in the pan’
New chain ‘not looking to poach’ By Mary Ferguson THE owner of a new chain of budget health clubs has told Workout his aim is not to poach members from independent gyms. Ben Silcox has launched Nuyuu Fitness with the backing of Dragon’s Den star James Caan, setting memberships at just £19.99 a month on a yearlong contract. But he claims there is enough business out there for all clubs in the market to share – and said he will be targeting non-exercisers rather than exisiting gym-goers. “I don’t want to take members from independents. At the end of the day only 12 per cent of the population use gyms, so my aim is to get the rest to come into my clubs. The industry will be doomed if we just keep circulating members amongst us. “There is room for everyone and I want at least 50 per cent of my members to be people who have never joined a gym before in their lives.” The Nuyuu chain is acquiring sites across the country and Ben, a former LA Fitness sales manager, said he saw the budget model work so well in
America, he wanted to bring the concept to the UK. The aim is to open 15 sites in the next two years, and the company are looking for premises from landlords and existing clubs. “The model allows us to go into parts of the UK that wouldn’t normally work for a mid-market club. I wouldn’t describe us as ‘no frills’, but we don’t have pools and wet areas as they are simply too expensive to run when you are charging so little. But we do have studio classes, which are available at an extra cost.” Ben maintains that his main aim is to target those people who have never belonged to a club before, but added: “We are not trying to be all things to all men – we are focusing on the sector of the market who are either unhappy at other gyms or people who have found either price or intimidation a barrier to joining. “The main thing I learned during my time with LA Fitness is that the most important thing is giving the customers what they want. Many promises are made in this industry but often not delivered. We won’t be making extravagant ones – but what we do promise, we will deliver.”
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Actor Scott Wright has told Workout how he is making a success of his new gym in Oldham. The Coronation Street star, pictured above with friend and personal training client Kerry Katona, took over Heavenly Bodies in January and has been working hard to change its fortunes. Full story, Page 7
FOUR hundred gym owners came together for the Independent Operators Unite conference, hailed a massive success by everyone involved. Organised by Dave Wright, director of Creative Fitness Marketing, IOU took place during Leisure Industry Week and featured seminar sessions, networking opportunities and a free party in Birmingham city centre. 600 people attended ‘The Big Bash’, where raffle prizes worth £120,000 – donated by suppliers – were given away. Dave has now confirmed that IOU will return next year – and be even bigger. He said: “This is not going to be a flash in the pan. Without a doubt, it will happening each and every year. The event has clearly shown that there is a need for support for the independent sector and that operators are crying out for a proper network.” He added that he’s looking for a bigger party venue as The Jam House was filled to capacity. Full report and pictures begins on Page 24