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How The Fit Club Thrived When
A Pure Gym Moved In Next Door
The Fit Club is a gym that attracts members from all walks of life and every level of fitness. The Fit Club has always positioned as ‘the low cost provider that delivers more’, offering a massive range of top quality kit, a sauna, a free induction on signing up, as well as daily classes hosted across 3 studios.
Prior to partnering with Ashbourne, The Fit Club (previously known as Prime Fitness Redditch) was struggling. The club had an unsustainable 24 hour model with members sharing access codes completely unchecked. Combine that with no real security outside of staffed hours, and it was no surprise that the club was beginning to get a negative reputation among the locals.
So when a Pure Gym moved in a few doors down, the competition for members accelerated to the point where The Fit Club needed to revoluntionise their business and stand out from their low-cost competition.
Secure
Access Control
Improved
Facilities
Increased Memberships
Location
Redditch, UK
Gym Size
2000+ Members
Facilities
Open Gym, Classes, Personal Training, Sauna
Access Control
Turnstiles & Fingerprint Reader
Price Point
££ (out of £££££)
Most Valued Ashbourne Feature
BI Dashboard
Before switching to Ashbourne The Fit Club was a 24-hour gym, but its lacking access control meant that the after hours were effectively a free-for-all.
"Ashbourne rebuilt the business from scratch."
One of the first things Ashbourne do with any new gym is consult with the club on what the core issues are.
It was immediately clear that the internal working of the club was just a black box. The financials and member usage were complete unknowns, so Ashbourne began by securing the facilities with fingerprint entry, which was now fully monitored by our own central system.
This meant that member usage could be tracked, allowing us to block off multiple entries from the same gym member during a single session, meaning that all the freeloaders were locked out.
Now that gym usage could be tracked, it was also discovered that while 24 hour access was a great selling point on the face of it, the gym regularly only saw a handful of visitors in the late night hours. The club shifted to regular early and late opening hours to keep as many members happy and saved a fortune on operating costs.
The smarter data allowed the owners to make smarter decisions about how their facility should be run. And with the improved software, their team could be in sync about any issues which arose in the club going forward.
Additionally, with Ashbourne now handling all of their customer membership enquiries, the team had more time to spend away from admin and instead on the gym floor providing better customer service. This led to the gym being able to increase its prices as the value of its membership noticabely increased with inductions and regular fitness check-ins now being offered as a standard part of the service.
The Fit Club also took full advantage of Ashbourne's fitness app, allowing them to further improve the quality of their service and give members access to their fitness wherever they were in the world - which came in particularly handy when they were forced to close during lockdowns.
The improved service and reputation meant members were more than happy to support their local club and the reputation of discounted gym with limited services quickly shifted to the franchised newcomer.
The fact that the team are on hand to answer phone calls meant that we were supported when we needed it. We got up to speed with everything quickly, and now we train our own staff up with ease.
The Fit Club skyrocketed to over 2000 members, making it the biggest club in Redditch...
Membership Increase
400%
*in the last 24 months
The Fit Club is a prime example that it's never too late for a club to change its ways, especially when they have the right support.
In another timeline, it would have been easy for The Fit Club to dig in its heels and combat The Pure Gym by matching its service with unsustainably low membership prices.
But by using Ashbourne's system and decades of industry knowledge, The Fit Club was able to recognise where the new niche in the market was, by delivering a personalised and high value service to members who wanted a local gym that gave them more than just a room to exercise in.
The Fit Club has since used its influx of revenue to invest back in to the club, continually improving the facilities with new features like smarter equipment, an fresh sauna area, leasing additional rooms for their free classes and hiring additional PTs to support their huge membership numbers.
Along with Ashbourne's help, we're proud to see The Fit Club continue to thrive and look forward to inviting you to a Fit Club when it opens near you.
Get your club in shape.
Want to discover how? Let us show you.
Simply select your preferred timeslot and we’ll be in touch to have a chat about your health club,
the goals you want to achieve, and how our system can help you.
the goals you want to achieve, and how our system can help you.
Get your club in shape.
Want to discover how? Let us show you.
Simply select your preferred timeslot and we’ll be in touch to have a chat about your health club, the goals you want to achieve, and how our system can help you.
Get your club in shape.
Want to discover how? Let us show you.
Simply select your preferred timeslot and we’ll be in touch to have a chat about your health club, the goals you want to achieve, and how our system can help you.
