OPERATOR PERSPECTIVE
TOTAL FITNESS
It’s time to bring swimming up the agenda and put true customer appreciation at the heart of decisions, says CEO Sophie Lawler
“Swimming pools can be a sensitive topic in the private sector,” says Total Fitness CEO Sophie Lawler. “As a full- service operator, it’s hard to get granular usage data and cost to serve stats for pool-side and dry-side products and customers, so there’s always a sense that private sector pools may be running at a loss. “My response to that is firm and based on a strong body of our own research. Our membership base is growing dramatically, and what’s clear is we wouldn’t acquire as many members if we didn’t have pools: around 80% of new joiners cite the pool-side areas as a key influencing factor in their decision. Neither would we retain customers as long: our membership tenure
averages well over three years, rising as high as seven years for our more mature members. “An exceptional value proposition and variety to support lifelong fitness is core to what we do. Pool-side plays a significant role in helping our business generate sustainable cashflow and we’re committed to it as part of our proposition.” Every Total Fitness club has at least three pools: a large 25m pool, smaller warm pool for learners and less competent swimmers at a slower pace, and large hydrotherapy pool. Almost half of the estate has five pools, with an additional recovery pool and swim flume for athlete training.
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STATE OF THE UK SWIMMING INDUSTRY REPORT 2023
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