Freedom Leisure launches private health clubs at former LA fitness sites
Not-for-profit trust Freedom Leisure has acquired three gyms formerly owned by LA fitness as part of an inaugural push into the private sector.
The sites will be operated under a newly-created division of the business: Freedom Fitness. The new arm will emulate the values and vision of Freedom Leisure – with any operating surplus reinvested back into services and facilities – but these clubs will not follow the parent brand model of being run in partnership with local authorities.
“The leisure market is extremely competitive and forward thinking operators must consider a range of opportunities for business growth,” said Ian Morey, business development director for Freedom Leisure.
“Operating stand-alone sites allows us to strengthen our reputation in new areas and build relationships with more local authorities.”
The first three Freedom Fitness clubs – in Warwick, Maidstone and Milton Keynes – were relaunched this month. Of these, Maidstone was one of the 33 clubs outlined in the LA fitness CVA (Company Voluntary Arrangement), while the Warwick and Milton Keynes sites were subsequently spun-off as part of LA’s new ‘premiumising’ strategy.
For Freedom Leisure, the new strategy represents a wider push for expansion, having recently won its first contract outside of the South East in Malvern, Worcestershire. The leisure trust now operates 30 sites in partnership with nine local authorities, and hopes its experience will help to kickstart Freedom Fitness.
“We have over 10 years’ experience operating leisure facilities and we will be bringing all the best practice from across our 30 sites into the Freedom Fitness Clubs,” added Morey.
“We will be setting ambitious targets for participation and increased activity so that these clubs make a real contribution to the health and wellbeing of their communities.”
Freedom Leisure has retained the existing staff at the new sites, while former Freedom area manager Stuart Harding has been recruited to the role of Freedom Fitness business manager. Harding will oversee operation of all three clubs, as well as a programme of facility and equipment improvements.
Freedom Leisure sets sights on tackling youth inactivity
Freedom Leisure and Brighton & Hove City Council complete £2.7m Withdean Sports Complex redevelopment
Freedom Leisure sees the opening of two revamped sites
Freedom Leisure scoops hockey club contract
Uckfield Leisure Centre reopened after redevelopment
UAE’s first Dior Spa debuts in Dubai at Dorchester Collection’s newest hotel, The Lana
Europe's premier Evian Spa unveiled at Hôtel Royal in France
Clinique La Prairie unveils health resort in China after two-year project
GoCo Health Innovation City in Sweden plans to lead the world in delivering wellness and new science
Four Seasons announces luxury wellness resort and residences at Amaala
Aman sister brand Janu debuts in Tokyo with four-floor urban wellness retreat
€38m geothermal spa and leisure centre to revitalise Croatian city of Bjelovar
Two Santani eco-friendly wellness resorts coming to Oman, partnered with Omran Group
Kerzner shows confidence in its Siro wellness hotel concept, revealing plans to open 100
Ritz-Carlton, Portland unveils skyline spa inspired by unfolding petals of a rose
Rogers Stirk Harbour & Partners are just one of the names behind The Emory hotel London and Surrenne private members club
Peninsula Hot Springs unveils AUS$11.7m sister site in Australian outback
IWBI creates WELL for residential programme to inspire healthy living environments
Conrad Orlando unveils water-inspired spa oasis amid billion-dollar Evermore Resort complex
Studio A+ realises striking urban hot springs retreat in China's Shanxi Province
Populous reveals plans for major e-sports arena in Saudi Arabia
Wake The Tiger launches new 1,000sq m expansion
Othership CEO envisions its urban bathhouses in every city in North America
Merlin teams up with Hasbro and Lego to create Peppa Pig experiences
SHA Wellness unveils highly-anticipated Mexico outpost
One&Only One Za’abeel opens in Dubai featuring striking design by Nikken Sekkei
Luxury spa hotel, Calcot Manor, creates new Grain Store health club
'World's largest' indoor ski centre by 10 Design slated to open in 2025
Murrayshall Country Estate awarded planning permission for multi-million-pound spa and leisure centre
Aman's Janu hotel by Pelli Clarke & Partners will have 4,000sq m of wellness space
Therme Group confirms Incheon Golden Harbor location for South Korean wellbeing resort
Universal Studios eyes the UK for first European resort
King of Bhutan unveils masterplan for Mindfulness City, designed by BIG, Arup and Cistri
Rural locations are the next frontier for expansion for the health club sector
Tonik Associates designs new suburban model for high-end Third Space health and wellness club
From parks designed to mitigate the effects of flooding to warming huts for one of the world’s coldest cities, these projects have been designed for increasingly extreme climates