The shape of things to come

The billion-pound UK health and fitness industry is changing. As it shapes up to the demands for more affordable and accessible services, Alison Ledger looks at some of the healthiest franchises around

 

Once upon a time, not so long ago, ‘ladies who lunch' pampered themselves with spa treatments, and muscle-bound fitness fanatics paid premium gym memberships. Today, such pursuits are much more commonplace. They have become less of a luxury and instead an essential part of our lifestyles that we cannot do without - even in a recession. David Beattie from the energie Group, explains: "Not a day goes by without the media reporting on endemic proportions of obesity in the UK or how the NHS is overloaded and the need to take responsibility for our own health and fitness. People are now more aware of the importance of looking after their mental and physical wellbeing and TV programmes such as How to Look Good Naked prove that looking good is now on everyone's radar, too. Exercise has become a part of people's lifestyles and so they are making financial cuts in other areas of their lives."

Ben Margolis, Movers and Shapers chief executive officer, agrees: "We've experienced growth in sales and profitability over the last six months and that's because people are willing to spend on fitness and their health. It's also about creating some ‘me-time' in our fast-paced, time-poor lives. However, what people are really looking for now is value. And if they get results, it is worth paying for."

Success during recessionary times isn't so surprising perhaps, as Andy Knights, LighterLife head of business development, explains: "Health and nutrition is a growing marketplace as it remains a high priority amongst consumers. It has been a topical issue for the government because of obesity. There is no quick fix to the problem and it is not going to disappear overnight. Therefore, our services continue to be very important and we are always going to be needed."

Traditionally, spas, weight loss centres and gyms have earned a reputation for often being overpriced, exclusive and intimidating. However, here are five franchise opportunities highlighting how the industry is changing. From children's gyms and holistic treatments to weight loss management - this sector certainly has the potential for healthy financial rewards.

FitKid
The children's fitness sector is a massively growing sector and you only have to look at the adults fitness industry ten years ago to see the potential growth, says Nicky Kay, director of FitKid, a franchise that runs fun fitness activity classes for children aged between 18 months and 16 years. She says: "Different trends happen at different times, but I think this is happening now because of education. Parents are now more educated about the importance of having a healthy lifestyle. Obesity is also on the rise so being active is so important.

"Even in the recent economic climate we have not experienced a decline, but instead a rise, which suggests parents will not cut costs on their children's health."

Franchisees do not need a background in fitness, as Nicky explains: "It's more important you've that worked with children before because we can teach health and fitness. It is important franchisees are committed to a healthy lifestyle and are passionate about the business."
FitKid has recently launched the LazyTown FitKid franchise, which uses the BBC's hugely popular children's TV show as a basis for exercise. Nicky says: "It's great our franchisees have this unique backing from LazyTown, a programme which is seen in 128 countries around the world and hits £5 million homes."

The Energie Group
The energie Group offers a range of gyms that particularly target those often excluded from the typical gym environment, including women and children, and the budget-savvy exerciser.

David Beattie, group brand and marketing director, says: "The health and fitness sector has developed exponentially over the past 15 years in the UK and it is widely recognised that demand will outstrip supply for some years to come. Almost 12 per cent of the UK population currently uses a fitness facility, but it is those who do not join gyms that interests us. We want to strip away all the barriers that prevent people from joining gyms."

One of the biggest barriers David recognises is cost. As a result, fit4less by énergie offers ‘no-frills' fitness. David explains: "We are the easyJet of the fitness industry. Monthly fees start from £16.99 a month and there are no restrictive contracts. The centres are clean, modern and smart, but you won't find swimming pools or fluffy white towels. "This is based on the fact that nearly 80 per cent of people who use expensive gyms rarely use the extra ‘frills', such as the fitness studios or tennis courts. If you're just using gym equipment and the changing rooms, you can do that anywhere, so you might as well be quids in."

The SHOKK youth gym franchise is another offering from energie, which provides state-of the-art gym facilities to children between five and 18 years, including the ever popular SHOKK wireless dance system.

An énergie franchise is suitable for someone who would either like to invest in the franchise and take a back seat or for someone who likes to be hands-on running a gym. David adds: "You don't need to be out in the back office inventing systems, we've already got the systems and processes in place that have been tried and tested and proven to work."

Movers and Shapers
Movers and Shapers isn't a gym. The upscale fitness operator provides a personalised fitness approach using two state-of-the-art technologies, Power Plate and Fitbug. Clients receive two personal training group sessions a week, nutritional guidance and advice on how to improve fitness levels in your everyday life, such as during your commute to work or while shopping.

Clients' results are measured continuously with a personal instructor, which tends to achieve better results. Chief Executive Officer Ben Margolis says: "It's very much a 360-degree approach to fitness. People want to tone up, lose weight and increase fitness levels, but conventional gyms often don't work as performance isn't personally monitored and personal training sessions can be very expensive.

"So we've stripped away a lot of the barriers - there are no joining fees or contracts and no membership fees so people aren't tied in. We offer free trials and if people are happy they can sign up for an introductory package of 12 resistance-based workout sessions using power plates for £195.

"We are also located on the high street so it's convenient and people are more likely to come in and wander around, particularly because of its boutique feel. There aren't banks of equipment - what we've created looks nothing like a gym."

Dove spa
Consumer research in the UK and Canada has shown that many people are intimidated by spas and often confused by the treatments offered. The research also revealed that the intrinsic values of the international personal care brand Dove - honesty and approachability - provided a great basis for a spa brand to be developed. Dove's ‘Campaign for Real Beauty', which is based on the insight that many women feel alienated from the values and images of some beauty brands, was seen as providing a distinctive and attractive positioning for a neighbourhood spa. Following an investment by Unilever Ventures in 2004, the idea became reality.

Dove Spa is a subsidiary of Spa and Salon International Ltd - an established operator in the international spa and salon industry with 47 sites across four countries. In the UK, there are now 26 sites, with 13 Dove Spa salons and 10 Dove Spa concessions at Virgin Active gyms.
Frances Hayter, International Dove Spa Development Director, says: "It's an exciting, evolving industry, which will particularly appeal to women. Today's hectic lifestyle has had a big impact on our stress levels - it's like we're travelling at 100 miles per hour and we never stop. Nowadays a spa is not just about having a manicure anymore, but looking after our internal wellbeing through holistic treatments, and treatments that deliver real results."

Frances continues: "Spas can be intimidating, prices are often not on display and many women worry about what will happen to them in treatments, especially as they will be wearing very little. So we've changed all that. We have a shop front, so women can come in and shop, look at the products and price lists and get comfortable in the surroundings before finding out more.

"We offer a free scientific skin analysis using equipment designed by dermatologists, which means we don't guess at your skin concerns, we diagnose. A free facial skin analysis is a good way of attracting customers who want to find out more about their skin and how to look after it, plus giving them confidence and trust in our brand."

Dove Spa is looking for passionate individuals, perhaps business people or, as Frances explains: "There are a lot of independent salons out there that may prefer to be a part of a group with all the benefits that being part of a franchise can bring."

LigherLife
LighterLife provides sustainable weight-loss and weight-management programmes, complete with counselling sessions, giving it the edge over competitors. Franchisees will lead weekly single-sex group meetings to help clients explore why they overeat and learn effective ways to deal with problems without turning to food.  

Regarding the recession, Andy Knights, LighterLife head of business development, says: "As with many businesses, our franchisees have had to work harder and increase their marketing activity to recruit clients and increase brand awareness. This year we have had more enquiries from potential franchisees than ever before. I think the recession makes people want to take control of their lives and LighterLife is a life-changing service. We achieve fast results and, from our feedback, we know our programmes allow people to become more confident enabling them to develop and improve other areas of their lives."

LighterLife is currently looking for franchisees that are confident, outgoing, self-motivated and passionate about helping people. Andy adds: "We have franchisees from all walks of life. Following the successful completion of the recruitment process and our comprehensive training programme, all new franchisees will be fully prepared to take on their new business."