Business is booming for Burnley-based Physique Sports. The rise of budget gyms, combined with local authorities and leisure trusts being squeezed in times of austerity, has led to a greater appreciation of remanufactured equipment.
“This isn’t just second-hand kit that’s been given a wipe-over,” says Physique Sports MD Graham Bertrand. “All the equipment is shotblasted and painted in-house, comes with a two-year parts and labour warranty and can be branded to match the club. To the end user, it offers an experience that’s as good as any branded product, but the operator can save up to £150,000.”
Bertrand says clubs have become less snobbish about remanufactured kit and are now more educated about the quality. For some operators this could be the difference between starting a business or giving up on a dream. Physique also offers an equipment rental service – a useful resource for cost-conscious clubs or start-ups with a limited pot of cash.
Bertrand has also noticed a growing trend for a new type of club interested in his product: independent, elite training clubs that focus on expertise, knowledge and support to help members meet their goals. Although a similar concept to boutique clubs, these facilities aren’t upmarket so come with a much cheaper price tag for members. It isn’t a fluffy experience: members are expected to work hard and play by the rules. “If they don’t put dumbbells back in the rack they’ll be chucked out,” says Bertrand.
Physique’s approach involves consultation with the health club to establish the USP and define the customer journey.
“Lots of the clubs we speak to have a passion for fitness, but haven’t worked out their USP. We help them define their product and get the right equipment,” says Bertrand. “If they want 10 treadmills but I think five is enough, I’ll tell them,” he says.
This approach has led to excellent repeat business and many long-term clients: Physique has been supplying the country’s prisons for 17 years and One Life for 10 years.