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Go Fit CEO, Mário Barbosa, unveils expansion plans in this month’s HCM
POSTED 15 Apr 2024 . BY Kath Hudson
Mário Barbosa speaks in this month's HCM about plans for the brand Credit: Go Fit/PabloTribello_Alta
Spanish operator, Go Fit, plans to open two new clubs each year as it grows it public:private partnerships operation
Italy is the primary focus, followed by Portugal
“No shortage of partners keen to progress with us” in the UK, says CEO
Pre-pandemic figures were smashed a year ago
Having redefined the model of public-private collaboration in Spain, Go Fit is now expanding into Italy and has ambitious plans to grow its estate, memberships and profits.

Speaking exclusively in this month’s HCM, Go Fit’s new CEO, Mário Barbosa, talks about the company’s ambitions to enter new markets, reach new audiences and raise revenues.

Last year Go Fit achieved record revenues of €77m and EBITDA of €31m in March 2023, exceeding like-for-like pre-pandemic figures. Along with plans to open two new sites a year, there are ambitions to double revenue and EBITDA over the next five years.

The company's profits are bolstered by its strong public-private alliances, which deliver favourable property transactions.

Go Fit’s model involves entering into 40-year agreements with local authorities and social-minded landowners to create clubs. This approach has been recognised by the United Nations Economic Commission for Europe as delivering best practice in public-private collaboration. In 2019, PricewaterhouseCoopers calculated Go Fit’s social value in Spain to be €300m.

This approach to sustainable public-private collaboration doesn’t yet exist in Italy, but Go Fit already has the first two sites lined up and believes the concept will be popular. “With our approach generally involving the regeneration of abandoned buildings and areas of cities, we expect there to be significant interest from local authorities across the country,” says Barbosa.

“We believe our value proposition will be of great relevance to the Italian population, too. At the moment, the market is characterised by either low-cost or premium clubs: there’s nobody offering Go Fit’s variety of products and services at our affordable price point. In fact, in the decades ahead, we believe Italy has the potential to become as big a market as Iberia for us – potentially bigger.”

The first project in Italy is converting an historic flower market in Turin and the first public-private concession is Milan Lido, which will see a huge area of the city regenerated under a 40-year agreement that has been designed to unlock future projects with other cities.

The company currently has 18 sites in Spain and one opening in Tenerife next year. As it starts its overseas expansion, Italy will be the main focus, but there are also plans to expand on the two sites in Portugal and UK is seen as an opportunity further down the line. Barbosa says the model is of interest in the UK and there are “no shortage of partners keen to progress with us.”

Barbosoa, who gave the keynote speech at last week’s European Health & Fitness Forum, has been in the post for one year, and has a background outside of the sector, working for McDonald’s for 23 years.

“What McDonald’s taught me was how to evolve and adapt to new circumstances: seeking out the opportunities, looking beyond where one might normally look for inspiration, forging different paths to overcome new challenges. This is a mindset I’m excited to bring to Go Fit,” he says.

As well as geographical expansion, Go Fit is looking to expand its audiences. Currently families are the main focus, making up 50 per cent of the membership, but there has recently been an upsurge from young people – who use the clubs as places to socialise – and older populations.

Going forward, other focuses highlighted by Barbosa include investing in sustainability, with the goal for all new centres to be Net Zero; offering targeted, certified, continuous professional development; investing in social value and building links with the local communities.

See the latest issue of
Credit: Go Fit
RELATED STORIES
  Go fit confirms plans to enter the Italian market following release of strong financials


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NEWS
Go Fit CEO, Mário Barbosa, unveils expansion plans in this month’s HCM
POSTED 15 Apr 2024 . BY Kath Hudson
Mário Barbosa speaks in this month's HCM about plans for the brand Credit: Go Fit/PabloTribello_Alta
Spanish operator, Go Fit, plans to open two new clubs each year as it grows it public:private partnerships operation
Italy is the primary focus, followed by Portugal
“No shortage of partners keen to progress with us” in the UK, says CEO
Pre-pandemic figures were smashed a year ago
Having redefined the model of public-private collaboration in Spain, Go Fit is now expanding into Italy and has ambitious plans to grow its estate, memberships and profits.

Speaking exclusively in this month’s HCM, Go Fit’s new CEO, Mário Barbosa, talks about the company’s ambitions to enter new markets, reach new audiences and raise revenues.

Last year Go Fit achieved record revenues of €77m and EBITDA of €31m in March 2023, exceeding like-for-like pre-pandemic figures. Along with plans to open two new sites a year, there are ambitions to double revenue and EBITDA over the next five years.

The company's profits are bolstered by its strong public-private alliances, which deliver favourable property transactions.

Go Fit’s model involves entering into 40-year agreements with local authorities and social-minded landowners to create clubs. This approach has been recognised by the United Nations Economic Commission for Europe as delivering best practice in public-private collaboration. In 2019, PricewaterhouseCoopers calculated Go Fit’s social value in Spain to be €300m.

This approach to sustainable public-private collaboration doesn’t yet exist in Italy, but Go Fit already has the first two sites lined up and believes the concept will be popular. “With our approach generally involving the regeneration of abandoned buildings and areas of cities, we expect there to be significant interest from local authorities across the country,” says Barbosa.

“We believe our value proposition will be of great relevance to the Italian population, too. At the moment, the market is characterised by either low-cost or premium clubs: there’s nobody offering Go Fit’s variety of products and services at our affordable price point. In fact, in the decades ahead, we believe Italy has the potential to become as big a market as Iberia for us – potentially bigger.”

The first project in Italy is converting an historic flower market in Turin and the first public-private concession is Milan Lido, which will see a huge area of the city regenerated under a 40-year agreement that has been designed to unlock future projects with other cities.

The company currently has 18 sites in Spain and one opening in Tenerife next year. As it starts its overseas expansion, Italy will be the main focus, but there are also plans to expand on the two sites in Portugal and UK is seen as an opportunity further down the line. Barbosa says the model is of interest in the UK and there are “no shortage of partners keen to progress with us.”

Barbosoa, who gave the keynote speech at last week’s European Health & Fitness Forum, has been in the post for one year, and has a background outside of the sector, working for McDonald’s for 23 years.

“What McDonald’s taught me was how to evolve and adapt to new circumstances: seeking out the opportunities, looking beyond where one might normally look for inspiration, forging different paths to overcome new challenges. This is a mindset I’m excited to bring to Go Fit,” he says.

As well as geographical expansion, Go Fit is looking to expand its audiences. Currently families are the main focus, making up 50 per cent of the membership, but there has recently been an upsurge from young people – who use the clubs as places to socialise – and older populations.

Going forward, other focuses highlighted by Barbosa include investing in sustainability, with the goal for all new centres to be Net Zero; offering targeted, certified, continuous professional development; investing in social value and building links with the local communities.

See the latest issue of
Credit: Go Fit
RELATED STORIES
Go fit confirms plans to enter the Italian market following release of strong financials


Iberian operator, Go fit, has confirmed its plans to move into the Italian market next year, following the release of strong year-end results for 2023.
Go Fit to open new wellness hub in Tenerife in 2024


Go Fit has started work on a new wellness hub in Tenerife. It will open in Q4 of 2024 and be fully operational by the start of 2025.
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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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Places Leisure is a leading leisure centre operator with a mission to create active places and healthy people for communities to thrive. [more...]

Empower your team, transform your service – elevate with coaching workshops
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  
COMPANY PROFILES
Safe Space Lockers

We provide a full turn-key solution for clients from design and consultation, through to bespoke man [more...]
+ More profiles  
CATALOGUE GALLERY
+ More catalogues  

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+ More directory  
DIARY

 

30-30 May 2024

Forum HOTel&SPA

Four Seasons Hotel George V, Paris, France
30 May - 02 Jun 2024

Rimini Wellness

Rimini Exhibition Center, Rimini, Italy
+ More diary  
 


ADVERTISE . CONTACT US

Leisure Media
Tel: +44 (0)1462 431385

©Cybertrek 2024

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