Leisure Media Issue 3 2009 - Leisure Opportunities

three-week pre-sale campaign of demosand community information sessions.Murphy, however, considers creatingfrom scratch an advantage. “From a marketingpoint of view, everything we do iscompletely about SHOKK, so for youngpeople it’s a place they can own asopposed to when it’s within an existingclub and it’s mixed with adult facilities.”The club features 23 stations of SHOKKbrandedkit, as well as an exercise studioSTANDALONECHALLENGESMost members can only use the gymafter 3.30pm, when school ends, soit was important to maximise daytimeusage with schools, as well as makingit accessible for kids out of school.Having scoured Preston and Blackpoolfor commercial units, SHOKK and thefranchisees chose a 446sq m (4,800sq ft)space on an industrial estate, away fromcentral Blackpool. Despite not being ona main thoroughfare, the club is ideallysituated near two major supermarkets,schools and a large residential area, sokids can make their own way there.With walls covered in graffiti, vibrantlycolouredSHOKK kit, Dance Mats, aTarget Wall, 'no-adult' signs and large neon-coloured, handshapedseats, it's clear who the club has been built for. But thefitness element has been integrated into a youth club environment,so it also acts as a drop-in centre for young people tosocialise and learn about positive lifestyles.Although kids aren't encouraged to do more than one hourof exercise per session, they're free to socialise in the 'chill out'area after exercising, allowing parents more flexibility in pick-uptimes. The area is decked out with games such as pool tables,encouraging secondary spend. An adult coffee area generatesadditional revenue, while an unused therapy room and plans fora new mezzanine floor offer further expansion opportunities.In addition to 23 stations of SHOKK-branded kit – includingX-ertain products such as SHOKK MOTIVATRIX, Wireless DanceSystem, IGNITION CV and FLT resistance equipment – the clubhas a 4.65sq m (50sq ft) exercise studio to host a wide selectionof 30-minute to one-hour alternative fitness classes. Sessionsinclude breakdancing, cheerleading, kombat, ju-jitsu, footiecise,balance boarding and circuits, at the end of which the kidscomplete a PMR (progressive muscular relaxation) session tolearn how to relax their body and mind.The club, for five- to 18-year-olds, also offers evening sessionsfor over-14s with dance music and strobe lighting, andthere are special classes for five- to seven-year-olds.For a £25 month-by-month contract (minimum three months),each member completes a six-session Tactics induction overthree weeks covering themes from nutrition to mental health –to orientate them before they begin any set programme.Young people are great at referrals, so the club offers a'buddy hour' for a friend to use the facility for free. Nonmemberscan access the classes for £3.50; once kids use theclub, Jane says the conversion rate is high. An 80 per centretention rate is also being achieved.With a target of 500 members in the first year and 300members to break even, Mickey hopes the focus on groupmemberships will continue. "I prefer the big daytime contractsfrom the PCT and schools, rather than individual members, asthey keep your income coming in and reduces the demand afterschool – which means we know more of our kids at night,ISSUE 3 2009 © cybertrek 2009Read Leisure Management online leisuremanagement.co.uk/digital 53