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Basic-Fit announces major moves to democratise health and fitness
POSTED 28 Feb 2024 . BY Kath Hudson
The NXT Level Sports Nutrition range is now in 450 supermarkets Credit: Basic-Fit
Basic-Fit has launched Be Comfortable: a new initiative to tackle gymtimidation
Both members and staff will be supported to create an inclusive environment for newbies
The company also has done a deal to retail its range of sports nutrition products in supermarkets
Basic-Fit says it wants to make high-quality sports nutrition accessible to all
Basic-Fit has introduced a new approach to tackle gymtimidation and create an inclusive environment in its clubs.

The ‘Be Comfortable’ programme includes behavioural guidelines for members to foster a friendly attitude; staff training to ensure clubs’ employees can help create a more comfortable environment; signs in clubs to raise awareness on the topic; Be Comfortable bracelets; tailored training plans for targeting various groups with a specific focus on beginners.

Also on offer are exercise advice, virtual club tours, an idea box for members to share feedback and social content and collaborations with influencers to positively break through gymtimidation.

Erica van Vonderen-Hahn, CCO of Basic-Fit, says: "We acknowledge that gymtimidation can be a real obstacle to staying active, and we're committed to breaking down that barrier.

“Our commitment is to create a fitness culture that celebrates diversity and equips each person to meet their health goals optimally. By creating an inclusive environment, we're not just shaping individual fitness journeys; we're building a fitter, healthier society. "

With more than 1,400 clubs, Basic-Fit is the largest fitness provider in Europe. It has more than 3.75 million members in six countries.

The operator is also ramping up its secondary spend activity and taking its sports nutrition brand, NXT Level Sports Nutrition, into the mainstream, via a partnership with Albert Heijn supermarkets in the Netherlands and Belgium.

This is a significant milestone for the affordable club operator, with eight flavours of its premium sports nutrition product now available in 450 stores.

“Partnering up with the leaders in this sector allows us to reach the supermarkets with more than 60 per cent of the market share,” a Basic-Fit spokesperson told HCM. “This is the next step in our ambition to make high-quality sports nutrition accessible to everyone by breaking down the stereotypes that it should be only created for elite athletes or bodybuilders.”

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Get HCM digital magazine and ezines FREE
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Jobs    News   Products   Magazine
NEWS
Basic-Fit announces major moves to democratise health and fitness
POSTED 28 Feb 2024 . BY Kath Hudson
The NXT Level Sports Nutrition range is now in 450 supermarkets Credit: Basic-Fit
Basic-Fit has launched Be Comfortable: a new initiative to tackle gymtimidation
Both members and staff will be supported to create an inclusive environment for newbies
The company also has done a deal to retail its range of sports nutrition products in supermarkets
Basic-Fit says it wants to make high-quality sports nutrition accessible to all
Basic-Fit has introduced a new approach to tackle gymtimidation and create an inclusive environment in its clubs.

The ‘Be Comfortable’ programme includes behavioural guidelines for members to foster a friendly attitude; staff training to ensure clubs’ employees can help create a more comfortable environment; signs in clubs to raise awareness on the topic; Be Comfortable bracelets; tailored training plans for targeting various groups with a specific focus on beginners.

Also on offer are exercise advice, virtual club tours, an idea box for members to share feedback and social content and collaborations with influencers to positively break through gymtimidation.

Erica van Vonderen-Hahn, CCO of Basic-Fit, says: "We acknowledge that gymtimidation can be a real obstacle to staying active, and we're committed to breaking down that barrier.

“Our commitment is to create a fitness culture that celebrates diversity and equips each person to meet their health goals optimally. By creating an inclusive environment, we're not just shaping individual fitness journeys; we're building a fitter, healthier society. "

With more than 1,400 clubs, Basic-Fit is the largest fitness provider in Europe. It has more than 3.75 million members in six countries.

The operator is also ramping up its secondary spend activity and taking its sports nutrition brand, NXT Level Sports Nutrition, into the mainstream, via a partnership with Albert Heijn supermarkets in the Netherlands and Belgium.

This is a significant milestone for the affordable club operator, with eight flavours of its premium sports nutrition product now available in 450 stores.

“Partnering up with the leaders in this sector allows us to reach the supermarkets with more than 60 per cent of the market share,” a Basic-Fit spokesperson told HCM. “This is the next step in our ambition to make high-quality sports nutrition accessible to everyone by breaking down the stereotypes that it should be only created for elite athletes or bodybuilders.”

RELATED STORIES
Rene Moos opens 800th Basic-Fit in France on the Champs-Élysées


Europe’s largest fitness chain, Basic-Fit, has consolidated its position in France with the launch of its 800th club in the country, on the iconic Champs-Élysées, in Paris, confirming France as its largest market.
Rene Moos snaps up RSG’s Spanish clubs – adds them to the Basic-Fit portfolio


Basic-Fit has acquired RSG’s Spanish portfolio of 47 clubs for €50m.
MORE NEWS
Basic-Fit trials corporate wellness drive across its Spanish clubs
Basic-Fit has signed up to trial the Wellhub network across its recently expanded Spanish network, giving access to subscribers and enabling them to use all 152 of its Spanish clubs.
Planet Fitness trans locker room debacle confirms the need for industry guidelines
Planet Fitness has become the subject of a hate campaign by certain groups of consumers and seen share values slide, in the wake of a trans person having been photographed using the women’s locker room at an Alaskan gym.
Top operators gather from across Europe for EHFF
Industry experts are gathering in Cologne for today's European Health & Fitness Forum (EHFF), followed by FIBO from 11-14 April, which will feature almost 1,000 exhibitors.
Jason Worthy joins Myzone as group CEO to drive international growth
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ADVERTISE . CONTACT US

Leisure Media
Tel: +44 (0)1462 431385

©Cybertrek 2024

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