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21 Oct 2021
énergie opens first club in Spain as part of global expansion
By Tom Walker
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Rod Hill said the Spanish énergie clubs will provide a three-tier pricing structure
Photo: energie Fitness/Rod Hill
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The first énergie Fitness club has opened in Spain as part of a push for global expansion.
énergie Barcelona St Cugat will be operated by industry veterans and business partners Rod Hill and George Houtenbos, who in 2020 signed a master franchise agreement with Empowered Brands – owners of énergie fitness – to develop 75 clubs in Spain over the next 10 years.
Featuring group exercise studios and a gym floor, the clubs will also have boutique elements designed to provide wider choice and greater appeal to older members in particular.
These include Thé Yard 2.0 – énergie's bootcamp concept – and a multi-purpose studio for group classes, such as Les Mills, Zumba and indoor cycling.
Speaking exclusively to HCM, Hill said the Spanish énergie clubs will have a slightly different model from the UK: "We've gone for a larger footprint, with three group exercise studios," he said, "We're also looking to offer mindfulness classes in a specially designed space.
"When we signed the master franchise deal, our goal was to design a concept that would be attractive in a post-COVID-19 world in which members will look for more experiences.
"This is because expectations of consumers have been changing and, indeed, the pandemic has accelerated the need for traditional gyms and even low-cost gyms, to re-invent themselves for a different future.
The club will also have a three-tier pricing structure.
""Classic" membership will provide low-cost entry for gym membership only," explained Hill.
"The "Wow" and "Epic" membership categories will then enable the clubs to target the mid-market club sector in Spain.
"In our pre-sale, 86 per cent chose the Wow membership option," he said.
"Several years ago, the énergie brand shifted its focus from ‘low-cost only’ to a more value-driven proposition that combined exceptional service with low-cost to distinguish the énergie Fitness offer in the marketplace.
"This more inclusive brand – with its ‘Where you Belong’ messaging – appeals to younger and older gym-goers alike and we believe it's tailor-made for affluent towns across Spain."
Hill said pre-sales for the St Cugat club have been "extremely positive", with more than 1,000 members signed up by opening day.
"The positive community response to our opening shows the demand for social fitness experiences and that most people need social support to enjoy working out," Hill said, adding that future clubs are already being planned across Spain.
"We have a strong pipeline of franchisees for Spain and now the first site is open we intend to focus on franchise development," said Hill.
"We intend to grow rapidly across Spain, working with both local and international franchisees."
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