New management team sees dramatic turnaround at gym chain

Sophie Lawler

Gym chain Total Fitness has reported a dramatic turnaround in fortunes in the last 12 months

The firm,  which operates 17 health clubs across the North West and Wales, appointed a new management team 12 months ago.

Following Sophie Lawler’s arrival as chief executive last summer the company has reversed a steady decline in membership with figures showing a membership growth of 6,000 in 2019 to date.

In the first two months of this year, Total Fitness added as many members as in the first half of 2018.

There has also been arise in the satisfaction scores from members, with a 28% rise the business’ net promoter scores, leading to fewer membership cancellations.

As a result, Total Fitness has halted a long-term decline in its overall membership base, which had seen a 10% reduction in the 12 months to May 2018.

Sophie Lawler said: “On joining the business, it was clear that we had very capable teams, but they had been left without clear direction and purpose.

“We began by listening and making some simple changes to eliminate common complaints and issues within the clubs.

“At the same time, we asked some challenging questions and insisted on everyone meeting our shared values and standards.

“The results have been electrifying. All our teams have risen to the challenge and transformed the atmosphere within our business. Members can see and feel the difference.  As a result, our reputation and commercial performance has risen, putting us in a much stronger position.

“Because of this performance, we are now in a position to bring forward investment plans to further improve our clubs and facilities for members.”

The here has been an investment of £500,000 at Total Fitness in Altrincham, which has been used to carry out notable refurbishments including a new open floorplan, with upgrades to the top and bottom gym floors, and a new mind and body studio.

Sophie added: “Our clubs are now in much better shape for the challenges to come and the planned investment will consolidate that position.

“We have a clear focus, shared across the business, to provide access to a wide variety of exercise and activities at an affordable monthly membership. This breadth, including the latest fitness equipment, pools and running tracks, is crucial to engaging all sections of our communities in more active and healthy lifestyles.”

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