Leisure Opportunities
Job search
Job Search
see all jobs
Latest job opportunities
Mount Batten Group
c£65,000pa + pension + benefits
mount batten centre, plymouth
Everyone Active
Competitive rates of pay
South Oxhey Leisure Centre, Watford

The Gym Group adjusts pricing with introduction of off-peak membership

The Gym Group has restructured its pricing and membership packages
The company has launched an Off-Peak membership to widen access. The first time it has varied its 24/7 offering
Monthly membership are now available 'from' £13.99
30 per cent of members opt for the most expensive option – the Ultimate – which includes perks
Job opportunities
Mount Batten Group
c£65,000pa + pension + benefits
location: mount batten centre, plymouth, United Kingdom
more jobs

The Gym Group (TGG) has trialled and introduced a new Off-Peak membership as part of an overhaul of its suite of membership packages.

In September, chair John Treharne told the market the company was trialling a new pricing structure, saying the board expected it to contribute to the drive for profitability once rolled out, while also widening access to new demographics in line with the company’s social impact mandate.

The new Off-Peak package allows members access to one gym location during restricted hours which are defined separately by each gym, with details showing on individual websites.

Off-Peak has been rolled out across TGG’s estate of 234 UK gyms. It's the first time TGG has moved away from its overarching offer of being the 'lowest-cost nationwide 24/7 gym', by restricting hours.

As part of the overhaul, the company's slightly confusing ‘Do It’ and ‘Live It’ memberships have been rebranded to ‘Standard’ and ‘Ultimate’.

Prices are set separately for each location, with the 'From' prices (which is legally required to be the rate being charged in at least 20 per cent of locations), being £13.99 for Off-Peak (plus £5 joining fee) and £18.99 for Standard.

Prices vary across the country – at the lower end of the scale, in places such as Newcastle and Northampton, they start at £12.99 for Off-Peak, rising to £19.99 for Standard, while in the most expensive parts of London they start at £27.99 for Off-Peak and £34.99 for Standard.

In its mid-year report, the company revealed that the average Standard membership value being achieved as at June 2023 was £22.02/month.

With gyms currently running an 'Ultimate for the price of Standard' deal, the Ultimate price is not yet confirmed.

As of June 2023, 30.7 per cent of TGG's 867,000 members were on the Ultimate membership package [previously ‘Live It’].

Both Standard and Ultimate memberships offer 24 hour access. Standard offers members access to one gym and unlimited classes, while Ultimate has additional benefits, including access to 'four gyms of their choice' nationwide (in addition to their 'home' gym), the option of freezing their monthly membership once a year for free, bringing a friend four times a month, FitQuest body composition analysis at some clubs and access to thousands of online workout plans on the Fiit app (which would usually cost £20/month).

Where the Ultimate package is chosen with access to four gyms along with a 'home' gym as a base, the majority of visits need to be to the 'home' gym.

These pricing adjustments are one of the first major moves on the watch of new TGG CEO, Will Orr, who joined the company on 1 September. Orr says: “Introducing an off-peak option will appeal to an even broader member audience and further delivers on TGG’s mission to make fitness more accessible for all, whatever the members’ personal workout routines and cost preferences.”

TGG does not require members to sign contracts, although it does offer a 'Saver Membership' option on the Standard and Ultimate packages, whereby members can get a cheaper rate by paying up-front for nine or 12 months and also a fixed-duration student membership to allow for academic terms.

The Saver Membership was previously called a Fixed Membership and was offered for three, six, nine and 12 months, so this pricing element has also been adjusted as part of the pricing review.

The company has undertaken a number of pricing studies over recent years to ensure it's optimising the market and not falling behind its competitors. Working with pricing experts at Simon Kucher and Partners, the company reviewed its pricing in 2022, identifying a £4 gap against other low cost operators and has been working to close this to drive profitability.

Sign up for FREE ezines, news alerts & magazines
Related news

Gym Group sees healthy jump in memberships and revenue – trials new pricing structure

13 Sep 2023
The Gym Group saw its membership grow by nearly 10 per cent in the first ...

Gym Group shares jump after lifts in memberships and revenues

14 Jul 2023
Shares in The Gym Group have jumped sharply, after it reported substantial gains in membership ...

The Gym Group opens record number of new gyms as revenues inch back towards pre-COVID-19 levels

17 Mar 2023
The Gym Group saw an upswing in EBITDA, to £38m for 2022, well above the ...
The Gym Group (TGG) has trialled and introduced a new Off-Peak membership as part of an overhaul of its suite of membership packages.

More News

1 - 15 of 67,860
13 Apr 2024
Planet Fitness has become the subject of a hate campaign by certain groups of consumers and seen share values slide, in the wake of a ... More
12 Apr 2024
A brand new desert hot springs oasis, called Zion Canyon Hot Springs, is set to open in Southern Utah in Q3 of 2025. Situated 30 ... More
11 Apr 2024
Recovery, social wellness and longevity were talking points at PerformX recently, tipped by many speakers as upcoming trends, while the exhibition halls featured infrared saunas, ... More
11 Apr 2024
A new study by UCLA Health found Kundalini yoga provided several benefits to cognition and memory for older women at risk of developing Alzheimer’s disease. ... More
10 Apr 2024
Luxury lakeside retreat The Ritz-Carlton-Reynolds, Lake Oconee in Georgia, US, is gearing up to unveil its new-look destination spa this May following a comprehensive makeover. ... More
09 Apr 2024
Europe’s first Evian Spa has opened at the five-star Hôtel Royal in Evian-les-Bains, France – the birthplace of the mineral water brand Evian. The spa ... More
10 Apr 2024
Industry experts are gathering in Cologne for today's European Health & Fitness Forum (EHFF), followed by FIBO from 11-14 April, which will feature almost 1,000 ... More
10 Apr 2024
Jason Worthy has been appointed group CEO of Myzone to lead the 'next stage of growth', with current group CEO, David Stalker, stepping back to ... More
09 Apr 2024
John Kersh has announced he is leaving boutique franchisor, Xponential Fitness, after eight years with the company – seven of them driving international growth across multiple ... More
09 Apr 2024
Oxygen Consulting is about to launch its first UK Padel Report, which investigates this fast-growing sport. Brought to the UK around 2012, padel has really ... More
08 Apr 2024
A boutique safari and wellness escape will open in Botswana’s wildlife-rich Okavango Delta this May, marking the latest venture from Ibiza's Atzaró Group. The Atzaró ... More
05 Apr 2024
Global publishing outfit, Leisure Media, has announced details of its new annual conference for decision-makers across the health, fitness and wellness markets. The event – ... More
05 Apr 2024
Portugese footballer, Cristiano Ronaldo, has launched a health and wellness app that harmonises advice on fitness, nutrition and mental wellness in one seamless experience. Renowned ... More
04 Apr 2024
Disturbing new research has found BMI completely fails as an accurate measure of obesity in children, calling into question the foundation for all past and ... More
03 Apr 2024
Spas which offer a fitness element might benefit from thinking about the timings of sessions, according to new research from Leiden University Medical Center in ... More
1 - 15 of 67,860