Council gyms benefit from credit crunch

by Alison Donnelly, Marketing 23-Sep-08, 10:01

LONDON - Local-authority gyms are cashing in as consumers look for cost-effective ways to keep fit and cancel more expensive memberships in the current economic slowdown.

Leisure Connection, a national operator which manages 70 local-authority sports centres in the UK, has recorded a 15% increase in members since the start of the year. It claims to be adding more than 5000 members each month.

The company, which offers a pay-as-you-go option for users from the local community, claimed that consumers are seeking out the cheapest leisure activities available.

Graham Farrant, chief executive of Leisure Connection, added that costlier gym operators will be forced to offer lower-priced options. 'We give customers who are committed to physical activity flexible, cost-effective memberships, many of which don't tie into lengthy contracts,' he said.

Leisure Connection, which operates the Harpers Fitness chain, is launching an out-door poster campaign for the brand that will highlight its lower membership fees. The work uses the strapline 'Feel the burn, not the crunch'.

The group said that the economic climate meant that other gym chains would be forced to shift their own marketing messages away from seasonal shape-ups and onto the costs of keeping fit.

Gym chains Virgin Active, LA Fitness and David Lloyd did not return Marketing's calls.