Secondary spend offers additional revenue for gym operators
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Secondary spend offers additional revenue for gym operators

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Health and fitness operators could be missing out on additional revenue from their members by not taking advantage of Secondary spend channels.

leisure centres and health clubs can make extra money from a variety of areas, including clothing, footwear, toiletries, equipment, technology and nutrition.

Everyone Active, which has a reputation for its swimming provision, makes extra cash from swimming accessories at its leisure centres.

Kate Little, the leisure provider’s regional retail manager, told Health Club Management that one of its most successful strategies is its Goggle Doctor sessions, where people have the opportunity to get advice on what goggles are best for them. “As soon as people have the right size goggles on, they know it - the products sell themselves on comfort and fit,” she said.

At boutique studio Best’s Bootcamp in Charing Cross, London, its managing director Lee Drabble said bespoke smoothies and shakes generate 80 per cent of its secondary spend.

The studio’s Member of the Month has the opportunity to create his or her own signature shake, which is then sold as a limited edition drink for that month. Complimentary shakes are offered with membership packages and are upsold at reception when guests arrive.

Elsewhere, 1Rebel in London offers gym sessions on a pay-as-you-go basis and its own brand clothing. Co-founder, James Balfour, told Health Club Management 1Rebel is selling a “brand” and “sessions”, which creates awareness, builds loyalty and therefore drives sessions.

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Health and fitness operators could be missing out on additional revenue from their members by not taking advantage of secondary spend channels.
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