DLL announces partnership with Saga

Whitbread’s David Lloyd Leisure (DLL) has agreed a deal with the Saga Group, with the aim of boosting membership sales to the over 50s market by at least 50 per cent.

The exclusive partnership will offer Saga’s eight million customers access to DLL facilities on bespoke terms. Discounted membership packages will include individual health checks and tailored classes. Off-peak usage will be encouraged through the removal of joining fees on off-peak memberships.

The initiative will be trialled this summer in four DLL clubs – Solihull, Southampton, Birmingham and Bristol, with a view to rolling the scheme out across the UK.

Currently, 53,000 of the chain’s 300,000 members are aged 50plus, and the Saga deal is intended to increase this by 25,000.