Hilton`s health club division LivingWell is restructuring its portfolio of 84 UK health clubs in the UK and Ireland. This move will enable the division to establish itself as the UK`s leading health and fitness brand.
The LivingWell portfolio consists of stand-alone units and hotel based clubs. From now on, all clubs will operate under the umbrella brand `LivingWell`, and two sub-brands, `LivingWell Health Clubs`, and `LivingWell Premier` have been created to differentiate the core product offering between the portfolio of clubs.
22 clubs in the LivingWell portfolio, predominantly non hotel-based clubs, will be categorised and branded as LivingWell Premier. These clubs will offer a standard comprehensive range of premium health, fitness, relaxation, spa, beauty and food & beverage facilities. LivingWell Premier clubs will incorporate sub-brands such as Caffè Cino, The Sensory and Virtual Fitness, helping to increase member loyalty and boost customer spend.
All other clubs will be branded as LivingWell Health Clubs, and will be managed by the hotel under a franchise agreement ensuring product quality and consistency. These clubs will continue to receive specialist support from recently appointed franchise director, Rick Haslam and central specialist functions.
Stuart Broster, managing director at LivingWell, comments: “The health and fitness sector is developing at a rapid rate and these strategic changes will enable LivingWell to position itself as the leading health club operator in the UK.
“Rebranding our premium clubs will help us compete more effectively with other players in the four star health club marketplace. The majority of our hotel-based clubs have reached their optimum potential in terms of growth and revenue income, however they remain an important part of the overall LivingWell brand. The transfer of hotel based clubs under a franchise agreement will enable us to decrease centralised costs and increase club support on a daily basis.”
The division is investing around £40 million in eight new LivingWell Premier clubs, which will be open by mid 2002. These clubs will be based at Peterborough, Burton, Inverness, Ashford, Barnsley, York, Perth and Luton.
For information about LivingWell call Freephone 0800 136 636 or visit www.livingwell.co.uk.