Site Analysis Report

SAMPLE CLUB

CATCHMENT COMPETITION Here’s another reason why a Leisure DB Site Analysis Report is such a great investment: you don’t also need to commission a separate competitor analysis. Throughout the year, Leisure DB’s dedicated research team captures competitor changes as they occur – including new openings, closures, gym expansions and site/management takeovers. We have our finger on the pulse, with the most current and comprehensive data available on the supply side of the UK fitness sector. As part of our research, we map out every gym in the area, including those yet to open but already in the advanced pipeline. Armed with this report, you’ll know who else operates in the area, what they offer and what they charge. All of this is built into our latent demand forecasts (see next section). Looking at the Sample Club, there are eight other fitness gyms within a two- mile radius. Four of these are within a mile; however, only one of the four also offers swimming facilities in addition to the gym. The newest entrant to the Harlow market is JD Gyms, which opened in April 2021. Located at the Harvey Centre, it offers a large gym, plus ladies-only gym, and group exercise classes for £24.99 per month. Close to JD is another large low-cost club: PureGym. This offers a large gym and classes for £22.99 per month and the club is also open 24/7. The principal public facility in the area is Harlow LeisureZone, a huge facility which opened in 2010 and is managed by Harlow & District Sports Trust. In addition to the 200-station gym, there are two swimming pools, sports hall, studios and squash courts. It is also home to a trampoline park, soft play and climbing walls. Monthly membership costs £50. Body Fresh Fitness is the closest competitor to the Sample Club. Based at Harlow Rugby Club, it primarily offers personal and small group training. However, there is also open gym membership. Ripped Gym is an independent club which opened in 2008. Primarily a strength training gym, it also offers a combat training area and some cardio equipment. Monthly membership costs £50, reduced if you sign up for 12 months. To the north and close to the train station is Anytime Fitness. This club offers a 30-station gym and studio for £42.99 per month; it is open 24/7. Paringdon Sports & Social Club, to the southwest, offers a gym and small number of classes for £19 per month. Just over a mile away, to the northeast, is Mark Hall Sports Centre, based at the academy of the same name. It offers an approximately 25-station gym, sports hall and studio; monthly membership costs £26. Outside the catchment, there is one other fitness gym shown on the competition map. Body Active Gym is an independent strength training facility which opened in the early 2000s. Monthly membership costs around £40.

For the Sample Club, we’ve already established that Mosaic group I is the dominant group in the catchment. As you’ll see in your Mosaic map, these group I households are fairly evenly distributed across the catchment, particularly to the west. Now let’s compare Mosaic and competition maps. Take a look at where group I is clustered on the Mosaic map, then look at the corresponding area of your competition map. You can see that PureGym, JD Gyms and Harlow LeisureZone are located in the middle of this cluster of group I households. It’s reasonable to assume that these competitor gyms are serving this group with a product that suits them. Now look at the area to the east of the Sample Club, towards the M11. As shown in the Mosaic map below, there is a cluster of group G and H households (Domestic Success and Aspiring Homemakers, respectively) within the purple curved area. Compare this to the competition map and you’ll see there is a dry sports centre just to the north of this area, but it does not offer swimming facilities. We know that many of these group G and H households are likely to have young children, so this could be a great target area for your new club on the basis that it will offer a swimming pool.

M11

Foster Street

Hastingwood

M11

Clusters of group G and H households to the east of the Sample Club.

SITE ANALYSIS REPORT

Made with FlippingBook flipbook maker