Early bird
tickets
available now!
Get HCM digital magazine and ezines FREE
Sign up here ▸
Jobs   News   Features   Products   Magazine      Advertise  
NEWS
Colruyt Group is using retail insight to drive its health club business, says PJ Nuitten
POSTED 21 Jun 2024 . BY Kath Hudson
Jims MD, Pieterjan Nuitten, is interviewed in this month's HCM Credit: Jims/ Colruyt Group
Colruyt Group aims to double its Jims Fitness health club estate by 2027
The forward-looking supermarket operator is focusing on Belgium and Luxembourg initially
New sites likely to be above its supermarkets
Nutritional support and retail integration is part of the offering
Belgian retail giant, Colruyt Group, is challenging the status quo of the fitness industry in Belgium.

A third-generation family business, which started as a bakery in the early 20th century, has expanded to become a diversified eco-system which serves 85 per cent of the Belgian population across its network of supermarkets and brands such as Bike Republic and Dreambaby. In 2021 it moved into health and fitness with the acquisition of two health and fitness chains, Jims and Oxygen, making it the second largest health and fitness operator in Belgium, behind Basic-Fit.

Interviewed in the latest issue of HCM, Pieterjan Nuitten, the MD, says the company is creating a model that delivers personalised coaching at an affordable price: “Everyone starts their Jims journey with a body composition scan and a health and lifestyle assessment; special groups such as pregnant women have a further on-site health check to avoid any medical risks.

“We then use this data to create a personalised schedule that can be updated every three to four weeks. The trainer explains all the exercises and the programme goes into your app, allowing you to train independently.”

Also on offer is specific small group training, clustering those with the same goals together, for example including for pre and post-natal sessions; beginners’ workouts; strength training for women to break down the intimidation barrier; healthy back training and strength training for runners.

Even the normal group classes are arranged according to need. “If people are obese and want to lose weight, we prescribe fat-burning classes. If they’re a runner who wants to increase their mobility, we prescribe yoga and pilates. We don’t just give them the studio timetable and leave them to it. We look at their health data and their needs and we filter classes accordingly,” says Nuitten.

Originally low-cost gyms, the estate has been upgraded to offer a premium feel with club-in-club boutiques called Cubes, which offer a dedicated space for different modalities, such as boxing, cycling or ice baths. The price point is €29.99 a month just for the gym, €39.99 to include coaching and €49.99 including the Cubes.

Nutritional support is also provided. After filling in a profile on the website, users are linked to the Colruyt Group online supermarket, Collect & Go, where the landing page will offer recipe inspiration. Members can select the recipes they like, push them into their shopping basket, and by the time they’ve finished their workout, their groceries for the week will be waiting for them, based on the recipes they’ve chosen and tailored to their profile.

Integrations are also underway with Colruyt’s other brands for nutritional
supplements, pre- and post-natal retail and cycling, via its high street bike brand.

There are currently 37 clubs in Belgium and Luxembourg and the Colruyt Group aims to reach 50–70 health clubs by mid-2027. Some of the new clubs will be located on top of supermarkets and a couple of these projects are already in the pipeline.

“Having a gym conveniently located next to the supermarket is one thing,” says Nuitten. “But if members can do their workout and as they walk out, their week’s groceries are ready to be picked up... That’s when you really make a difference.”

Pieterjan Nuitten will be keynotimg at the HCM Summit in London on 24 October, talking about how the retailer is tapping consumer insight data to develop its fitness business.

Follow this link to secure your ticket for the summit.


MORE NEWS
All systems go for GoJoe app with Les Mills partnership, investment and campaigns
Employee wellness app GoJoe has teamed up with Les Mills for a major new content offering, giving access to hundreds of new workouts.
Gymbox partners with Raza Sana to transform lives through fitness
Gymbox has partnered with Haringey Council and not-for-profit organisation, Raza Sana, to give opportunities to those living in disadvantaged communities.
Sport for Confidence gets national recognition for pioneering work breaking down barriers to physical activity
Sport for Confidence CIC has received a national award for its pioneering work hardwiring occupational therapy driven services into community sport and leisure settings.
Mindbody adds bespoke insurance to its list of offerings
Mindbody, has launched a specialist insurance programme for its customers which is being delivered through its platform.
+ More news   
LATEST JOBS
Health and Fitness Instructor
Bolton Arena
Salary: £Competitive + pension + benefits
Job location: Bolton, Greater Manchester , United Kingdom
+ More jobs  

FEATURED SUPPLIERS

THFI’s new online coaching course partners with FITR: launch your business confidently post-completion
In today's rapidly evolving fitness industry, where many online courses promise secret formulas for entrepreneurial success, the reality is that few provide the necessary knowledge to thrive in this fast-changing profession. [more...]

Altrafit introduces custom functional fitness equipment at Third Space
Altrafit has taken further steps to cement its reputation as a provider of high-quality, affordable functional fitness equipment that is built to last with the development and introduction of a new functional fitness keg for luxury gym operator, Third Space. [more...]
+ More featured suppliers  
COMPANY PROFILES
Keiser UK LTD

For more than four decades, Keiser has influenced the training of athletes, fitness enthusiasts an [more...]
miha bodytec

Founded in 2007 in Gersthofen, Germany, miha bodytec is the market-leading supplier of Electro Muscl [more...]
+ More profiles  
CATALOGUE GALLERY
 
+ More catalogues  

DIRECTORY
+ More directory  
DIARY

 

28-29 Jul 2024

Les Nouvelles Esthetiques Spa Conference 2024

Southern Sun Rosebank, Johannesburg, South Africa
03-05 Sep 2024

ASEAN Patio Pool Spa Expo

IMPACT Exhibition Center, Bangkok, Thailand
+ More diary  
 
ABOUT LEISURE MEDIA
LEISURE MEDIA MAGAZINES
LEISURE MEDIA HANDBOOKS
LEISURE MEDIA WEBSITES
LEISURE MEDIA PRODUCT SEARCH
 
HCM
LEISURE OPPORTUNITIES
HEALTH CLUB HANDBOOK
PRINT SUBSCRIPTIONS
FREE DIGITAL SUBSCRIPTIONS
ADVERTISE . CONTACT US

Leisure Media
Tel: +44 (0)1462 431385

©Cybertrek 2024
Get HCM digital magazine and ezines FREE
Sign up here ▸
Jobs    News   Products   Magazine
NEWS
Colruyt Group is using retail insight to drive its health club business, says PJ Nuitten
POSTED 21 Jun 2024 . BY Kath Hudson
Jims MD, Pieterjan Nuitten, is interviewed in this month's HCM Credit: Jims/ Colruyt Group
Colruyt Group aims to double its Jims Fitness health club estate by 2027
The forward-looking supermarket operator is focusing on Belgium and Luxembourg initially
New sites likely to be above its supermarkets
Nutritional support and retail integration is part of the offering
Belgian retail giant, Colruyt Group, is challenging the status quo of the fitness industry in Belgium.

A third-generation family business, which started as a bakery in the early 20th century, has expanded to become a diversified eco-system which serves 85 per cent of the Belgian population across its network of supermarkets and brands such as Bike Republic and Dreambaby. In 2021 it moved into health and fitness with the acquisition of two health and fitness chains, Jims and Oxygen, making it the second largest health and fitness operator in Belgium, behind Basic-Fit.

Interviewed in the latest issue of HCM, Pieterjan Nuitten, the MD, says the company is creating a model that delivers personalised coaching at an affordable price: “Everyone starts their Jims journey with a body composition scan and a health and lifestyle assessment; special groups such as pregnant women have a further on-site health check to avoid any medical risks.

“We then use this data to create a personalised schedule that can be updated every three to four weeks. The trainer explains all the exercises and the programme goes into your app, allowing you to train independently.”

Also on offer is specific small group training, clustering those with the same goals together, for example including for pre and post-natal sessions; beginners’ workouts; strength training for women to break down the intimidation barrier; healthy back training and strength training for runners.

Even the normal group classes are arranged according to need. “If people are obese and want to lose weight, we prescribe fat-burning classes. If they’re a runner who wants to increase their mobility, we prescribe yoga and pilates. We don’t just give them the studio timetable and leave them to it. We look at their health data and their needs and we filter classes accordingly,” says Nuitten.

Originally low-cost gyms, the estate has been upgraded to offer a premium feel with club-in-club boutiques called Cubes, which offer a dedicated space for different modalities, such as boxing, cycling or ice baths. The price point is €29.99 a month just for the gym, €39.99 to include coaching and €49.99 including the Cubes.

Nutritional support is also provided. After filling in a profile on the website, users are linked to the Colruyt Group online supermarket, Collect & Go, where the landing page will offer recipe inspiration. Members can select the recipes they like, push them into their shopping basket, and by the time they’ve finished their workout, their groceries for the week will be waiting for them, based on the recipes they’ve chosen and tailored to their profile.

Integrations are also underway with Colruyt’s other brands for nutritional
supplements, pre- and post-natal retail and cycling, via its high street bike brand.

There are currently 37 clubs in Belgium and Luxembourg and the Colruyt Group aims to reach 50–70 health clubs by mid-2027. Some of the new clubs will be located on top of supermarkets and a couple of these projects are already in the pipeline.

“Having a gym conveniently located next to the supermarket is one thing,” says Nuitten. “But if members can do their workout and as they walk out, their week’s groceries are ready to be picked up... That’s when you really make a difference.”

Pieterjan Nuitten will be keynotimg at the HCM Summit in London on 24 October, talking about how the retailer is tapping consumer insight data to develop its fitness business.

Follow this link to secure your ticket for the summit.


MORE NEWS
All systems go for GoJoe app with Les Mills partnership, investment and campaigns
Employee wellness app GoJoe has teamed up with Les Mills for a major new content offering, giving access to hundreds of new workouts.
Gymbox partners with Raza Sana to transform lives through fitness
Gymbox has partnered with Haringey Council and not-for-profit organisation, Raza Sana, to give opportunities to those living in disadvantaged communities.
Sport for Confidence gets national recognition for pioneering work breaking down barriers to physical activity
Sport for Confidence CIC has received a national award for its pioneering work hardwiring occupational therapy driven services into community sport and leisure settings.
Mindbody adds bespoke insurance to its list of offerings
Mindbody, has launched a specialist insurance programme for its customers which is being delivered through its platform.
LifeFit Group is rolling out Club Pilates across Germany, ahead of Austria and the Netherlands
After introducing Xponential’s reformer Pilates concept, Club Pilates, to Germany last year, LifeFit Group reports that it's accelerating the rollout of the brand, as master franchisor for Germany, Austria and the Netherlands.
Rugby legend Jonny Wilkinson joins the speaker lineup at the HCM Summit to share insights into his journey to health and wellbeing
Rugby legend, Jonny Wilkinson has been announced as a keynote speaker for the HCM Summit on 24 October in London.
+ More news   
 
FEATURED SUPPLIERS

THFI’s new online coaching course partners with FITR: launch your business confidently post-completion
In today's rapidly evolving fitness industry, where many online courses promise secret formulas for entrepreneurial success, the reality is that few provide the necessary knowledge to thrive in this fast-changing profession. [more...]

Altrafit introduces custom functional fitness equipment at Third Space
Altrafit has taken further steps to cement its reputation as a provider of high-quality, affordable functional fitness equipment that is built to last with the development and introduction of a new functional fitness keg for luxury gym operator, Third Space. [more...]
+ More featured suppliers  
COMPANY PROFILES
Keiser UK LTD

For more than four decades, Keiser has influenced the training of athletes, fitness enthusiasts an [more...]
+ More profiles  
CATALOGUE GALLERY
+ More catalogues  

DIRECTORY
+ More directory  
DIARY

 

28-29 Jul 2024

Les Nouvelles Esthetiques Spa Conference 2024

Southern Sun Rosebank, Johannesburg, South Africa
03-05 Sep 2024

ASEAN Patio Pool Spa Expo

IMPACT Exhibition Center, Bangkok, Thailand
+ More diary  
 


ADVERTISE . CONTACT US

Leisure Media
Tel: +44 (0)1462 431385

©Cybertrek 2024

ABOUT LEISURE MEDIA
LEISURE MEDIA MAGAZINES
LEISURE MEDIA HANDBOOKS
LEISURE MEDIA WEBSITES
LEISURE MEDIA PRODUCT SEARCH
PRINT SUBSCRIPTIONS
FREE DIGITAL SUBSCRIPTIONS