Fusion Lifestyle has transformed a disused basement underneath a swimming pool in Southgate to create its first boutique fitness offering – Intencity.
The leisure management charity has taken cues from the booming boutique fitness sector to bring an innovative new proposition to members. It follows budget club concepts from
Places for People Leisure and
Inverclyde Leisure, as local authority operators diversify from their traditional offerings to keep pace with changing consumer preferences.
The Intencity boutique studio sits below Southgate Leisure Centre and offers five different types of 30-45 minute HIIT classes for Fusion Lifestyle members (free) and non-members (£12) seeking an alternative to traditional group exercise classes. The concept has so far proved a hit, with Southgate Leisure Centre seeing increased membership revenues and a 30 per cent improvement in retention.
“We wanted to offer something unique to our members and to build upon the recent growth in boutique fitness across the capital,” said Fusion Lifestyle fitness and operations manager Darren Anderson.
“At Intencity we offer a range of HIIT classes, with flexible structures and levels designed to be suitable for all abilities. Our vision to offer an affordable, yet unique fitness experience is reflected in our price structure and since the launch we have noticed a marked increase in retention.”
Fusion is planning to expand the offering, by adding 20-minute ‘Heart Rate explained’ educational sessions to help members understand and track their progress. The operator also wants to roll out Intencity across its wider portfolio, with the second site at Robinson Pool in Bedford due to launch in August 2016.
