The Gym Group is aiming to get office workers up from their desks and onto a treadmill with the launch of its Charing Cross club in central London – the first site to open since the chain’s rebrand earlier this year.
Anchored around the brand expression ‘Find your fit’, The Gym Group’s new concept aims to differentiate in the low-cost sector by creating an emotional connection with consumers.
This manifests itself in the Charing Cross club – sited at the former Northumberland Avenue Commonwealth Club – in the form of a brightly-coloured and open-plan interior, designed to encourage exploration and interaction with all areas of the gym.
“We wanted to lose that hospital-feel and add a splash of colour to create a more welcoming feel and get members inhabiting all areas of the gym,” said general manager Stefan Duda as he gave
Health Club Management an exclusive tour of the new site.
“There are thousands of office workers around this area and most of them can’t believe the prices we’re offering (introductory rate of £14.99). We’re aiming to attract 6,000 members within six months.”
The gym has been marketing in the staff rooms of many surrounding offices and is also courting the corporate market with the offer of health checks.
The 18,000sq ft (1,672sq m) club soft launched on 1 April and aims to have around 230 stations in the Matrix Fitness-equipped gym once it reaches full capacity. There is a strong emphasis on functional training, with Tabata Training and Boxing Circuits among the range of free classes on offer to members.
