Gustav targets growth through organic and franchise plans
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Dutch PT and small group exercise operator Gustav Gym has revealed its plans for expansion over the next two years, doubling its footprint to four clubs in the Amsterdam area.

Speaking to HCM in Issue 3 2019, the gym’s co-founder Pieter Pleunis said the luxury offering is looking to expand via a franchise model.

“We want to open more clubs in different areas of Amsterdam; we have plans to launch our third club this year and fourth next year,” said Pleunis. “We’ve also launched our franchising business, which is how we’d like to grow the brand further afield.”

Gustav Gym opened its first site in November 2016 in Amsterdam’s business district, followed by a slightly smaller site in the city centre. Members can choose from HIIT, boxing, kickboxing, rowing, yoga, pilates and barre classes, and the intention has been to appeal to a wealthy clientele – some members pay €2,000 per month to work with PTs six days a week.

“We want to be the best PT gym in Holland, offering a high-end environment, combined with excellent personal training and a personal approach,” Pleunis continued.

“Our team of PTs is very well qualified and support our members with their goals by providing them with bespoke training programmes, as well as nutrition plans. We help people break bad habits and change their lifestyles for better health. By monitoring our members’ progress, and keeping in touch via our app, we guarantee results.”

Pleunis, who served in the Dutch special forces before joining forces with business partner Jeroen Timmerman to open Gustav Gym, said the biggest challenge so far has been to build the brand and raise awareness.

“We had the vision of what we wanted to achieve, but the challenge with the first club was communicating what we were doing. However, with the second club it was easy – it sold itself.”

To read the full article see Issue 3 2019 of Health Club Management here

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Dutch PT and small group exercise operator Gustav Gym has revealed its plans for expansion over the next two years, doubling its footprint to four clubs in the Amsterdam area.
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