David Lloyd is an ever-successful company that is a goliath within the leisure industry and often appearing in the Sunday Times Top 100 best companies to work for.
But with the rise of the ‘no-thrills gym’ are David Lloyd missing out on a chance to capitalise and increase there reach to more than just families and the higher end earners?
With companies such as PureGym that are now sprouting up all over the U.K. take a firm grip on the share of the market that are looking for just a gym that meets their needs with pretty much the basic equipment needed. Now there is nothing wrong with these gyms as they fit a purpose for a market who are more than happy to hand over the cash for the very reasonable prices being charged.
So where does David Lloyd fit in here?
Now whilst we can assume the company have a significant amount of cash reserves. Why haven’t they looked to penetrate this market that is more or less there for the taking. PureGym is great but doesn’t quite have the reputation to match up.
So wouldn’t a ‘David Lloyd Express’ version dropped into town centres and locations like this have a fair chance of dominating then scene and bringing themselves into the younger era of the leisure industry. If they could place a competitive pricing strategy and provide an improvement in equipment to trump the current no-thrill gyms then more people would begin to use these ‘just-gyms’ and start to graduate into full memberships at their main leisure centres as they begin to change their needs throughout their life.
Would you consider joining a David Lloyd Express if the price was competitive?
Let us know in the comments!