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21 YEARS
HAPPY BIRTHDAY
November 2014
The UK’s No 1 fitness industry magazine
Don’t compete on price urges trainer James By Christina Eccles UNDERSTANDING quality over quantity is important when it comes to your membership; inspiring the community and networking are among the habits of highly successful gym owners, according to an independent operator who practices what he preaches. Personal trainer James St Pierre owns Chelmsford-based studio Unique Results and in the face of strong competition from Virgin Active, Fitness First and three local authority clubs, has managed to build a thriving business with 275 members. At this year’s Leisure Industry Week, James spoke to other independent operators; advising them how to make their business stand out in a crowded marketplace and revealing his seven important tips for success. The first being understand your why – the reasons behind setting up your business and what you want it to stand for. He explained: “145 health clubs have closed in the last year. As a gym owner, I don’t want to be one of those statistics. “You have to have a dream lifestyle, which your job or business is going to facilitate. What do you want to do out-
side work that motivates you?” James’ other tips are: Network – he holds regular events such as a quarterly workshop with the local running club. Inspire your community – get behind charity events and community projects. Quality over quantity – when it comes to your membership, don’t ‘stack them high and sell them cheap’. Be unique – never compete on price. Instead focus on promoting the things you do differently. Educate yourself and your team – look at areas such as professional development and improving customer service. Results and review – James has a board on display in his club detailing goals set and goals achieved to inspire members and help them monitor progress. He added: “Your message needs to be strong enough to repel the people you don’t want and attract the people you do. To do that, you have to know who you are. “Ferrari in a recession doesn’t lower its prices. Don’t budge for short term gain. Be firm; if you value what you do, then people will value it as well.”
No 254 £3
New format revealed by LIW organisers
The UK’s largest dance event is celebrating its 10th anniversary in 2015 by announcing a range of new features for both professionals and dance fans. Move It will take place from February 13 to 15 at London’s Olympia with highlights including celebrity performances from the likes of Strictly Come Dancing professionals Robin Windsor and Kristina Rihanoff, over 200 dance classes to try out and exhibitors on show from dance schools to fitness brands.
ORGANISERS of Leisure Industry Week have revealed plans to evolve the show into a health, wellbeing and fitness focused event for 2015 and beyond. Details of the new format will be announced in the coming weeks following industry consultation, which included independent research in conjunction with ukactive, focus groups with key exhibitors and buyers, and a dedicated 'evolution hub' at this year’s show to gain feedback from visitors. Event director James Samuel said: “We’re excited to build upon the success of the show and reach out to new audiences with market leading products, high quality educational content and relevant networking opportunities. “We look forward to announcing further plans for LIW in the coming weeks and working with ukactive and the wider industry to ensure LIW remains at the heart of the active leisure sector.” For a round up of all the highlights from this year’s Leisure Industry Week, see our review feature starting on Page 43