New David Lloyd club is revamped Virgin Active
David Lloyd Leisure (DLL) has opened a new club in Cricklewood Lane, London. The launch completes phase one of a £5.25m redevelopment initiative that forms part of the company’s mergers and acquisitions strategy.
The site was formerly owned by Virgin Active and the acquisition is part of DLL's plan to open 40 more clubs in the UK alone.
“We’re delighted to be open and welcoming our very first members to David Lloyd Cricklewood Lane,” said GM, Jo Miller. “We believe they'll be thrilled by the state-of-the-art gym and superb group exercise facilities.”
DLL’s recent slate of asset acquisitions was built on the operator’s strong recovery from the pandemic, which saw record membership levels and a return to pre-COVID numbers by July 2021. A strategic management reshuffle to leverage post-pandemic opportunities in the market swiftly followed with COO Russell Barnes taking over the role of CEO from Glenn Earlam, who became executive chair. Barnes has been focusing on the “bounce back” and Earlam on acquisitions.
In an exclusive interview with HCM, Barnes explains how the company has three main priorities: bounceback, digital progression and asset acquisition.
“Coming out of the pandemic, lots of companies find themselves having to let go of assets to keep their core business afloat,” he explained. “This provides an opportunity for M&A the likes of which we probably haven’t seen, nor will see again, in our working lifetime. DLL, therefore, has a chance to accelerate its growth – but, as with bounce back, that requires effort and clarity of ownership.”
Phase one of the revamp of the club includes the addition of fitness machines with interactive screens, Woodway Curve treadmills, Concept 2 rowing machines, Watt Bikes, Octane Ellipticals and Ski Ergs. Free weights and weight resistance machines are also provided, as well as dumbbells, barbells, weight plates, kettlebells, benches and lifting platforms. Personal trainers for individual training and group sessions is available, with programmes including cycling, Reformer Pilates and Blaze – DLL's own-brand HITT class which uses treadmills, strength and combat equipment.
With phase two at Cricklewood Lane now underway, DLL will open the Clubroom, restaurant and indoor pool facilities by summer 2022. Adult and family swimming sessions are scheduled and parents can take advantage of after school and holiday clubs that are programmed alongside workouts.
Miller says “community sits at the heart of David Lloyd clubs”. Families exercising together is another pandemic trend DLL has leveraged to attract members. Last year the operator ramped up its family-oriented programming with the introduction of family HIIT class Blaze Rebels. Designed for children aged eight or above, it comprises 35 minutes of cardio and strength training to a music playlist specially created for the session.
Phase three, a luxury spa retreat, is due to be completed by Autumn 2022. Amenities will include a hydro pool, Finnish sauna, salt sauna, steamrooms and cold plunge pool.
Cricklewood Lane becomes the 126th David Lloyd, with clubs spread over nine European countries across three brands David Lloyd Clubs, Harbour Clubs and Meridian Spa and Fitness in Germany.
Although some DLL clubs were greenfield locations, the company has been favouring growth by acquisition in recent years and has taken on Virgin Active sites before, having acquired 14 in 2018.
David Lloyd Leisure Virgin Active DLL Russell Barnes Glenn Earlam Cricklewood Lane Blaze Rebels luxury spa premium gym
BIG unveils Eve Music Hall as Croatia venue nears completion
Bob Rogers hands BRC to long-serving leadership team
Wellness care hospital opens in Vilnius with innovative spa and hospitality concept
Universal and Puy du Fou projects point to rise of Oxford–Cambridge corridor
A proposed Puy du Fou development near Bicester and Universal Destinations and Experiences’ planned resort in Bedford are emerging as part of a wider transformation of the Oxford–Cambridge Growth Corridor into a major centre for UK leisure and tourism investment.
For years, the corridor has been associated primarily with science, technology, housing and university-led economic growth. However, the clustering of large-scale visitor attraction projects along the
All-inclusive eco-wellness development Auko to open near Vietnam’s Son Doong caves
Shedd Aquarium upgrades its visitor experience with new Immersion Theater
Shedd Aquarium has opened the Immersion Theater developed in partnership with SimEx-Iwerks, as part of a wider strategy to enhance the guest experience and create additional revenue opportunities.
The attraction has transformed the aquarium’s Phelps Auditorium into a multi-sensory venue combining panoramic projection, environmental effects and interactive technology.
A new pre-show area allows visitors to engage with augmented reality marine animals before entering the
Mandarin Oriental announces standalone Mansions-branded residences for Abu Dhabi
MCR is planning a luxury hotel for London's BT Tower
Joy as a radical act: Yinka Ilori launches solo exhibition celebrating the rebellious power of spreading happiness
Work gets underway on Madrid's €800 million leisure complex
Work is underway in Madrid on one of Europe’s most significant multi-functional complexes, combining sport, entertainment, culture and education.
The €800 million initiative to regenerate the former Olympic Aquatic Centre in the north-east of the city, next to the Riyadh Air Metropolitano stadium, is being led by Barsento – a joint venture between Live Nation Entertainment, Oak View Group and Atlético de Madrid. The project will
Therme Manchester reveals 90:90 strategy – 90 per cent of the UK population within a 90-minute drive of a Therme
Four Seasons’ Naples Beach Club opens 2,800sq m Sanctuary spa inspired by indigenous Calusa people
Orient Express Corinthian to host Ocean Rebirth wellness retreat in collaboration with Guerlain
Famed London nightclub, Tramp, launches Tramp Health
First look: Miraval opens on the Red Sea in Saudi Arabia
Hainan Science Museum by Ma Yansong, opens in China
A new science museum has opened to the public in Haikou after attracting more than 350,000 visitors during a four-month soft opening period.
Designed by Ma Yansong and his practice MAD Architects, the Hainan Science Museum is located on the edge of Wuyuan River National Wetland Park and has already recorded peak attendance of more than 5,800 visitors in a single day.
Commissioned by
Zannier Île De Bendor launches with design by Hardel Le Bihan Architectes
Sæl Spa readies for launch in London: “a modern British sanctuary”
Immersive art bathhouse Submersive announces debut location in Austin
Construction begins on regenerative wellness destination The Shenandoah Nature Resort
Royal Caribbean reveals record-breaking cruise ship
V&A East opens in London
David Geffen galleries open at LACMA
New venue The Lands by Capella includes a longevity centre to complement sister hotel Capella Sydney
World of Frozen launches at Disneyland Paris
Pical Resort by Valamar reveals first Croatian spa under the ESPA brand
Mandarin Oriental creates end-to-end Egyptian journey with two new hotels and first-ever luxury river cruise
Designers Mendil + Meyer launch new division called Lām Concepts for strategic wellness projects
Wilderness Bisate in Rwanda reveals brand’s second Sanctuary spa
4a Architekten shares details of wellness extension at Salinarium Bad Dürkheim Thermal Spa
Designed to restore neglected land and renew the identity of Iraq’s capital city, Baghdad Sustainable Forests promises a new way of living surrounded by nature. Gensler’s Ian Mulcahay tells us why he thinks the project could become a model for the repair and enhancement of urban centres
