With the relatively recent obesity crisis making headlines in the UK, the number of us choosing to take up gym memberships is skyrocketing as the nation attempts to keep fit. As a result, chains from sports merchandise specialists DW to female-only Curves are rapidly expanding in cities across the country in a bid to cash in on this fitness frenzy.
Reading is one location which is soon to be overcome by an influx of competing gyms. At present, an independently owned business, Advance, is the sole gym in the city centre, yet the owners have made the decision to redevelop an office building in King’s Road in addition to the existing property due to consumer demand.
Next, Pure Gym announced that an ex-retail property, previously the site of the Oliver Matthews furniture store, would become their base in the city after conversion work had been completed. Finally, Anytime Fitness jumped on the bandwagon, snapping up a unit on the Chatham Palace development.
All these chains will open the doors of their new premises next month, thus refusing to give their competitors the advantage of establishing themselves early on.
Fiona Brownfoot, of commercial property experts Hicks Baker, says; “They obviously know their business and they must think there is a demand for that many gyms.
“But knowing how many members they need, you wonder where they’re all going to come from.”
In a bid to draw members away from rival chains, promotions have been flying around – with most playing on the troubled economic situation by offering discounted rates. Advanced Gym’s partner site Buzz, for example, will charge £15 per month through a short promotional period, while Pure Gym’s introductory monthly membership will cost only £10.99 (plus a one-off joining fee of £15.)
Property director of Pure Gym, Angela Crawshaw, cites the benefits members receive when joining her chain.
She says; “If you join once the gym opens, the price will increase to £18.99 with a £25 joining fee.
“There are no contracts, which means that members are not tied in to lengthy agreements and can simply cancel their membership at any time by cancelling their direct debit.”
However, another fitness operator is heavily rumoured to be in the picture, with Broad Street Mall directors in discussions with representatives from yet another party, believed to be the Gym Group. With so many gyms already springing up across the city centre and a number of memberships required in order to turn a profit for each chain, directors of the Gym Group must now seriously question whether this battle is one they are truly willing to enter.
Do you live in Reading and, if so, which of these gyms would you sign up with?
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Hi,
I just tried to join online the new Gym in Reading and I can’t do it without being under contract.
What it says on the website is different.
Can I get a little help please ?
Thank you,
Alin