GL1 Centre, Aspire Sports & Cultural Trust
The GL1 centre in Gloucester, run by Aspire Sports and Cultural Trust, opened its 'ladies only' toning suite in September 2011. The 600sq ft space, was kitted out with 9 pieces of Shapemaster equipment from the latest Easytone and Powertone ranges. The pre-defined circuit was timed to offer a 30 minute work-out per customer and slots were booked on an appointment basis.
Prior to the opening the team had already sold memberships that exceeded the historical annual income from that space. During the first month Aspire exceeded their targets by almost 50% and after 2 months they had gained over 170 members, each signing up for a 12 month membership. Of the customers to join the toning suite membership, 99% were brand new customers to the GL1 centre.
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“The toning suite has been such a massive success for us commercially, we expect to have covered the costs for the equipment within our first year. It is also great to see that we are effectively catering for the large proportion of the population not attracted to a conventional gym. Social inclusion is really important to us as a trust and the toning suite really is making such a difference to our community and their health, even within the short space of time we’ve been open” Helen Chidgey |
Aspire publicised the toning suite with posters around the outside of the GL1 centre and promoted it through their GP referral scheme. They also contacted local support groups and charities. The suite, which has been decorated to give a spa-like environment rather than one of a conventional gym, has a relaxing atmosphere and fully trained staff to help customers get the best results.
