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Everlast Gyms prepares for global expansion with 37,000sq ft flagship 'showroom' location
POSTED 17 Nov 2023 . BY Liz Terry
The new Everlast Gateshead covers 37,000sq ft Credit: Everlast Gyms

Credit: Everlast Gyms
The gym is completely open-plan and big enough to house everything we do. I don't think there's anything like it in the UK
– Dan Summerson, MD Everlast Gyms
Everlast Gyms, part of Frasers Group, has launched its flagship property in Gateshead UK
The club will function as a full-blown gym, while also acting as a 'showroom of concepts' for global joint venture partners
Everlast plans to expand internationally via joint ventures, using the op co/prop co model
MD, Dan Summerson is interviewed in the upcoming edition of HCM magazine
Everlast Gyms today (16 November) opened a new flagship property at the Metro Centre in Gateshead UK as part of a strategy to globalise the brand.

The 37,000sq ft health club occupies a former Debenhams department store.

Speaking exclusively to HCM magazine for a profile interview in the next edition, Everlast MD, Dan Summerson, said the Gateshead location will have a dual function, trading as a full service health club with up to 12,000 members, while also acting as a 'showroom' for Everlast's suite of fitness concepts, to enable joint venture partners to select elements to incorporate into their own health club developments.

With its retail connections through parent company Fraser’s Group, Everlast anticipates working with JV retail partners and other property investors via licences and franchises.

"We're gearing up for global expansion using the op co/prop co model – similar to the way hotels operate," said Summerson. "Although we have a portfolio of our own clubs in the UK, we don't want to build and operate overseas, so plan to do this through partnerships.

"Because we're part of retail giant, Frasers Group, we have the opportunity to develop the Everlast Gyms brand globally through our JV partnerships," says Summerson. "We expect our partners to visit Gateshead to view all our concepts under one roof."

The Gatehead club has a gym upstairs and large Sports Direct – another Frasers brand – downstairs, with the two being connected by an escalator, enabling cross-marketing.

"The gym is completely open-plan," says Summerson, "and big enough to house everything we do, including all the boutique elements and the big box elements – I don't think there's anything like it in the UK"

Club elements include weights and resistance and cardio areas, functional training offerings, a boxing ring, group cycling, Olympic platforms and a range of studio and wellness offerings, including ice baths, a coffee and shake bar and a barber. There's also full Myzone integration, while a bridge leads straight from the gym to the car park. Equipment is by Core Health and Fitness.

"We've created three different models in our JV 'menu'" says Summerson. "One's around 15,000sq ft, one's around 20,000sq ft and the other 25,000sq ft, with three different cost bases and three different expected EBITDAs. We wanted to create options and now we're ready to start implementing our global JV plan."

Sign up now to receive you personal copy of HCM's upcoming exclusive interview with Dan Summerson here.



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NEWS
Everlast Gyms prepares for global expansion with 37,000sq ft flagship 'showroom' location
POSTED 17 Nov 2023 . BY Liz Terry
The new Everlast Gateshead covers 37,000sq ft Credit: Everlast Gyms
Credit: Everlast Gyms
The gym is completely open-plan and big enough to house everything we do. I don't think there's anything like it in the UK
– Dan Summerson, MD Everlast Gyms
Everlast Gyms, part of Frasers Group, has launched its flagship property in Gateshead UK
The club will function as a full-blown gym, while also acting as a 'showroom of concepts' for global joint venture partners
Everlast plans to expand internationally via joint ventures, using the op co/prop co model
MD, Dan Summerson is interviewed in the upcoming edition of HCM magazine
Everlast Gyms today (16 November) opened a new flagship property at the Metro Centre in Gateshead UK as part of a strategy to globalise the brand.

The 37,000sq ft health club occupies a former Debenhams department store.

Speaking exclusively to HCM magazine for a profile interview in the next edition, Everlast MD, Dan Summerson, said the Gateshead location will have a dual function, trading as a full service health club with up to 12,000 members, while also acting as a 'showroom' for Everlast's suite of fitness concepts, to enable joint venture partners to select elements to incorporate into their own health club developments.

With its retail connections through parent company Fraser’s Group, Everlast anticipates working with JV retail partners and other property investors via licences and franchises.

"We're gearing up for global expansion using the op co/prop co model – similar to the way hotels operate," said Summerson. "Although we have a portfolio of our own clubs in the UK, we don't want to build and operate overseas, so plan to do this through partnerships.

"Because we're part of retail giant, Frasers Group, we have the opportunity to develop the Everlast Gyms brand globally through our JV partnerships," says Summerson. "We expect our partners to visit Gateshead to view all our concepts under one roof."

The Gatehead club has a gym upstairs and large Sports Direct – another Frasers brand – downstairs, with the two being connected by an escalator, enabling cross-marketing.

"The gym is completely open-plan," says Summerson, "and big enough to house everything we do, including all the boutique elements and the big box elements – I don't think there's anything like it in the UK"

Club elements include weights and resistance and cardio areas, functional training offerings, a boxing ring, group cycling, Olympic platforms and a range of studio and wellness offerings, including ice baths, a coffee and shake bar and a barber. There's also full Myzone integration, while a bridge leads straight from the gym to the car park. Equipment is by Core Health and Fitness.

"We've created three different models in our JV 'menu'" says Summerson. "One's around 15,000sq ft, one's around 20,000sq ft and the other 25,000sq ft, with three different cost bases and three different expected EBITDAs. We wanted to create options and now we're ready to start implementing our global JV plan."

Sign up now to receive you personal copy of HCM's upcoming exclusive interview with Dan Summerson here.



RELATED STORIES
FEATURE: Everyone's talking about: Vintage brands


The industry is reinventing ‘love brands’ to unlock new growth opportunities, as Kath Hudson discovered
FEATURE: Interview: Dan Summerson


The MD of Everlast Gyms is steering the business through a process of rebranding, with a hybrid model intended to take it to UK number one status
Mike Ashley picks up DW Sports' fitness assets from administrators for £37m – will operate under the Everlast brand


Billionaire Mike Ashley's Frasers Group has acquired the fitness assets of DW Sports for £37m.
MORE NEWS
JD Gyms acquires Simply Gym as it targets 100 locations
The JD Gyms Group has completed a deal to acquire Simply Gym from Bay Leisure. The deal comprises four gyms: one in Greater London and three in South Wales.
Baz Moffat gets 'sweat equity' backing from Priya Oberoi to drive the growth of The Well HQ
Women’s health specialist, The Well HQ, has secured 'sweat equity' backing from Priya Oberoi, founder of venture capitalists, Goddess Gaia Ventures, who will take on a senior advisory role with the business.
Peloton buys time for a turnaround with US$1 billion loan
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Dean Kowarski, global CEO of Virgin Active, will keynote at HCM Summit 2024
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In today's competitive fitness landscape, the key to success lies not only in providing exceptional facilities but also in cultivating meaningful interactions with members. [more...]
+ More featured suppliers  
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Everyone Active operates leisure centres in partnership with local councils across the UK. Today, Ev [more...]
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+ More catalogues  

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