Roko Health Clubs
Market
The demand for health clubs continues to grow year on year. There are approximately 7 million UK members across 5,500 private and public health clubs. Forecasts suggest that the size of UK membership will continue to grow for up to 10 more years.
Premium Affordable
The Sports & Leisure Group currently operates four sites under the “Roko Health Clubs” brand. The clubs provide large, premium, family friendly, fitness, spa and leisure facilities at competitive “middle income” membership rates. Premium Affordable is a new market segment, pioneered by Roko, which offers a more superior value proposition than either the premium or “cheaper” fitness operators, attracting membership from a very wide demographic.
Roko is able to sustain this value proposition through the benefits offered by its unique land partnership template with private and public organisations, the cornerstone of its business model.
Customer Retention Strategy
Roko Health Clubs embrace a comprehensive member retention strategy through an industry leading customer relationship management programme. This has led to industry leading retention results. The components of this plan include the use of FitLinxx, technology, which is connected to every piece of fitness equipment. Through a personal member identity number, the Roko Fitness team are able to not only track when a member exercises but uniquely assess what their actual exercise workout has been and on which piece of equipment. This can then be compared with personal exercise objectives. This enables the Fitness team to positively track members’ workout progress and have very informed timely and relevant communication. The service model philosophy is to identify and address potential member problems before they become a problem.
Membership
There are currently four ROKO Health Clubs open which have a combined full paying membership in excess of 16,000, reflecting the success of its superior Premium Affordable positioning.
• The most recently developed site in Gillingham, which opened in January 2006 has already attracted 4,500 fitness club members. The target of achieving 5,000 members is expected to be reached significantly ahead of the typical sector maturity cycle.
ROKO’s Future
A number of future Roko Health Clubs are planned for development over the next 3 years.
Click here to visit www.roko.co.uk