Pendle Leisure Trust achieves social inclusion and commercial success with Shapemaster
When Pendle Leisure Trust were planning a new facility as an addition to their existing Leisure Centre, they not only wanted to ensure that the new development offered exercise solutions for all members of the community, but also that it was a commercial success, despite its location in what had been named as one of the most deprived areas of the country.
In addition to their existing conventional gym, Pendle Leisure Trust wanted a partner they could work with to create an alternative exercise circuit, which would cater to all members of the community, irrespective of age, fitness or ability.
Shapemaster’s brief was to design and install a full circuit that would achieve this, within a 600 square foot space. As this was a new venture, a business model also had to be designed that offered a zero risk solution for financing the equipment. Shapemaster designed a circuit that exercised all major muscle groups and had appeal for people of all abilities. An income share partnership was then agreed whereby the equipment was provided by Shapemaster at no cost to Pendle Leisure Trust, thus removing the need for an initial cash outlay and in return they provided the space within the Leisure Centre.
Shapemaster then helped Pendle Leisure Trust to train staff and promote the new facility within the community. Members were given the option of either a one off annual membership fee or a 12 monthly direct debit scheme. All income generated was then split and the ongoing running, maintenance and administration of the site is handled by both parties. Despite being the first such venture of its kind, the ‘Shapemaster Feel Good Factory’ has now signed up 592 new members since opening 13 months ago.
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“Having worked at the Feel Good Factory since it first opened I have been simply amazed at the number of members who have come through the door. To see the benefits our members get is so heartwarming, we really have made an incredible difference to so many people. I had one lady who needed two walking sticks when she joined and now walks completely unaided.” Barbara Standage |
- A conversion rate of 67% from free trials to sales was achieved
- The turnover generated by the ‘Shapemaster Feel Good Factory’ was over £75,000 in the first 12 months
- The centre now receives referrals from local GP’s, Chiropractors and Osteopaths & Age Concern
- Members are using the facility not only for inch loss and toning benefits, but also to help with and improve mobility
- Around 75% of users have reported significant and in some cases, life changing, improvement in mobility since joining
