OPERATOR PERSPECTIVE
A network effect Penny continues: “All that said, two of our newest builds – in Mayfair and Moorgate – are dry sites. We thought it would be a risky strategy, but both clubs are performing very well. It’s been an interesting new learning, as it opens up different properties for our consideration. “As our group of London clubs expands, we’re able to benefit from the network effect, whereby Moorgate is a 10-minute walk from our City club, which has a pool, and Mayfair a seven-minute walk from Soho and a 15-minute walk from Marylebone, both of which have pools.
“The wellbeing angle is especially notable at clubs like Islington, our first central residential site, where a complete wet offering is very popular at the weekend. We’re definitely seeing a move towards members wanting the full package of training and recovery, with swimming and wet facilities a valuable part of this. “We’ve certainly gone big on the wet offering at our new club in Wimbledon. We’ll do the same at Richmond, a recent new signing, where a full offering of swimming and relaxation is likely to particularly appeal to the older demographic there.”
The image of our City club swimming pool is the most clicked upon image by prospective members.
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STATE OF THE UK SWIMMING INDUSTRY REPORT 2023
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