Early bird
tickets
available now!
Savills
Savills
Savills
Leisure Opportunities
Job search
Job Search
see all jobs
Latest job opportunities
Heritage Great Britain
c£70,000 + benefits + relocation support
Snowdonia, North Wales
East Devon District Council
£41,418 - £48,474pa + local govt pension + benefits
Honiton, Devon
Bolton Arena
£Competitive + pension + benefits
Bolton, Greater Manchester
Everyone Active
Competitive rates of pay
South Oxhey Leisure Centre, Watford
London South Bank University
£31,396 to £34,557, inclusive of £4,952 London Weighting
Southwark Campus

Colruyt Group is using retail insight to drive its health club business, says PJ Nuitten

Colruyt Group aims to double its Jims Fitness health club estate by 2027
The forward-looking supermarket operator is focusing on Belgium and Luxembourg initially
New sites likely to be above its supermarkets
Nutritional support and retail integration is part of the offering
Job opportunities
Bolton Arena
£Competitive + pension + benefits
location: Bolton, Greater Manchester, United Kingdom
more jobs

Belgian retail giant, Colruyt Group, is challenging the status quo of the fitness industry in Belgium.

A third-generation family business, which started as a bakery in the early 20th century, has expanded to become a diversified eco-system which serves 85 per cent of the Belgian population across its network of supermarkets and brands such as Bike Republic and Dreambaby. In 2021 it moved into health and fitness with the acquisition of two health and fitness chains, Jims and Oxygen, making it the second largest health and fitness operator in Belgium, behind Basic-Fit.

Interviewed in the latest issue of HCM, Pieterjan Nuitten, the MD, says the company is creating a model that delivers personalised coaching at an affordable price: “Everyone starts their Jims journey with a body composition scan and a health and lifestyle assessment; special groups such as pregnant women have a further on-site health check to avoid any medical risks.

“We then use this data to create a personalised schedule that can be updated every three to four weeks. The trainer explains all the exercises and the programme goes into your app, allowing you to train independently.”

Also on offer is specific small group training, clustering those with the same goals together, for example including for pre and post-natal sessions; beginners’ workouts; strength training for women to break down the intimidation barrier; healthy back training and strength training for runners.

Even the normal group classes are arranged according to need. “If people are obese and want to lose weight, we prescribe fat-burning classes. If they’re a runner who wants to increase their mobility, we prescribe yoga and pilates. We don’t just give them the studio timetable and leave them to it. We look at their health data and their needs and we filter classes accordingly,” says Nuitten.

Originally low-cost gyms, the estate has been upgraded to offer a premium feel with club-in-club boutiques called Cubes, which offer a dedicated space for different modalities, such as boxing, cycling or ice baths. The price point is €29.99 a month just for the gym, €39.99 to include coaching and €49.99 including the Cubes.

Nutritional support is also provided. After filling in a profile on the website, users are linked to the Colruyt Group online supermarket, Collect & Go, where the landing page will offer recipe inspiration. Members can select the recipes they like, push them into their shopping basket, and by the time they’ve finished their workout, their groceries for the week will be waiting for them, based on the recipes they’ve chosen and tailored to their profile.

Integrations are also underway with Colruyt’s other brands for nutritional

supplements, pre- and post-natal retail and cycling, via its high street bike brand.

There are currently 37 clubs in Belgium and Luxembourg and the Colruyt Group aims to reach 50–70 health clubs by mid-2027. Some of the new clubs will be located on top of supermarkets and a couple of these projects are already in the pipeline.

“Having a gym conveniently located next to the supermarket is one thing,” says Nuitten. “But if members can do their workout and as they walk out, their week’s groceries are ready to be picked up... That’s when you really make a difference.”

Pieterjan Nuitten will be keynotimg at the HCM Summit in London on 24 October, talking about how the retailer is tapping consumer insight data to develop its fitness business.

Follow this link to secure your ticket for the summit.

Sign up for FREE ezines, news alerts & magazines
Belgian retail giant, Colruyt Group, is challenging the status quo of the fitness industry in Belgium.
HAF,FIT,IND,PTS
2024/THUMB353472_418393_866925.jpg

More News

1 - 15 of 68,040
19 Jul 2024
Auberge Resorts Collection will launch its first UK property and destination spa in Mayfair, London, in 2025, following a deal with UK-based global private investment ... More
19 Jul 2024
Urban Gym Group CEO Neil Randall talks in this month’s HCM about how being passed over for promotion taught him the resilience to power through ... More
19 Jul 2024
A large new mineral springs destination has launched in Texas, inspired by some of the world’s most famous hot springs – such as Jordan’s Dead ... More
18 Jul 2024
Boxing and strength franchise UBX has taken a step closer to realising its ambitions to be the largest boxing provider in the Middle East by ... More
18 Jul 2024
Fitness International has announced the acquisition of XSport Fitness, adding to its portfolio of brands, which includes LA Fitness, Esporta Fitness, City Sports Club and ... More
18 Jul 2024
A thought-provoking, US national probability study, The WELLSurvey™, has revealed that the majority of Americans now include several health and wellness practices in their everyday ... More
Life Fitness (UK) Ltd
Life Fitness (UK) Ltd
17 Jul 2024
Community Leisure UK (CLUK) and The Richmond Group of Charities have joined forces to support charitable trusts and social enterprises in strengthening their programmes for ... More
18 Jul 2024
US integrative wellness brand The Well has named Ariella Willoughby as its new VP of operations, aiming to drive significant growth and operational success across ... More
17 Jul 2024
Mental Health Swims has been awarded almost £18,000 of lottery money to extend its mission to support mental health through swimming. The community organisation was ... More
16 Jul 2024
Employee wellness app GoJoe has teamed up with Les Mills for a major new content offering, giving access to hundreds of new workouts. The partnership ... More
16 Jul 2024
Former footballer, David Beckham, has become a strategic investor in health sciences company, Prenetics, which pioneers scientific advancements in health. The partners have co-founded a ... More
16 Jul 2024
Middleton Enterprises, a UK-based family investment office, has committed £1.6 million (US$2.1 million, €1.9 million) in funding to the Light Centre – a network of ... More
16 Jul 2024
Gymbox has partnered with Haringey Council and not-for-profit organisation, Raza Sana, to give opportunities to those living in disadvantaged communities. Yesterday (15 July) saw the ... More
15 Jul 2024
Rianna Riego, a seasoned professional in the wellness and spa industry, has been appointed director of global business development at Seed to Skin Tuscany, a ... More
15 Jul 2024
In a bid to get girls more active, Nuffield Health has launched a campaign, Move Together, encouraging parents to exercise with their daughters. Nuffield Health ... More
1 - 15 of 68,040
Savills
Savills