Supplier profile
ADDleisure

Kath Hudson talks to the ADDleisure team – Dave Cummin, Paul Landau and Ben Margolis – to find out how the various parts of the group’s diverse business fit together

DAVID CUMMIN MD, ez-Systems

When and how was ADDleisure founded?
It was formed in London, in July 2004, and floated that October.
In 2000, I sold my former company, Membertrack, to Gladstone, but I left soon after and wasn’t allowed to compete in the industry for three years following that.
In 2003/4, I started work on EZ-Book (now EZ-Systems) and, around the same time, David Turner – who was in the process of leaving LA Fitness – introduced me to Paul Landau, who was working on what became Fitbug. Turner suggested we visit Allan Fisher, who had just left Holmes Place and who had a majority stake in Power Plate UK, to see if he had any ideas about taking EZ-Book and Fitbug forward.
I can vividly remember that we went to see him at five past three on a Wednesday and, by twenty-five past, had come up with a business idea. I was at the point where I didn’t want a big business again – I was quite happy with my little company, doing booking software and a bit of travelling – but couldn’t believe I was being offered the chance to start a public company on an equal footing with Allan Fisher and David Turner, two inspirational founders of the industry who I had always looked up to. I knew it was the right thing to do from every angle.

How is the company structured?
ADDleisure is the parent company. It’s split into two, with EZ-Systems on one side and ADDwellness on the other, which comprises Fitbug and Movers & Shapers. This structure came about because, in 2006, BUPA invested in the business, as Movers & Shapers and Fitbug tied in with its wellness strategy.

What is the company philosophy?
The company has a ‘can do’ attitude – we’re very forward-thinking, willing to try new things, and there is no lethargy.

What are the main features of EZ-Systems?
It’s a yield management system and the first intelligent one on the market. It works out the best use of staff and resources to maximise profits. Also, it suggests ways the database can be used. For example, if a bookings sheet is 20 per cent below budget, it will look at usage patterns and suggest who to call.

Tell us about the partnership with EZ-Pay
EZ-Pay is a billing company that collects membership fees from 50 per cent of Australian health clubs. They wanted to add value to their services for their customers, which EZ-Systems does. At the same time, it gives us access to 700 clubs in Australia.

What are your plans for the next 12 months?
We have a number of exciting opportunities which I can’t talk about yet. The foundations have been laid and markets established, so this is the year we will expand. Even though it’s a recessive market, health and fitness is resilient.


PAUL LANDAU
MD, Fitbug

What is Fitbug?
Fitbug is an online health and wellbeing coach that makes activity and nutrition very tangible for people. The Bug, Fitbug’s discreet tracking device, records the number of steps made by the wearer, as well as minutes of aerobic activity, calories burned and the distance walked or jogged. Results are downloaded and analysed online and are measured against individual targets. By accessing fitbug.com, people can work out if they are in a weight gain or weight loss situation for that day and gain feedback and motivation from Fitbug.

When and how did you develop Fitbug?
I started working on it in 2004 and it was launched in 2006. The idea came about as a result of recognising that most people need hand-holding to get them to exercise, so I started thinking about ways of motivating them and taking exercise beyond the gym.

How are you selling it?
It’s a standalone proposition that people can buy online, and is also integrated into Movers & Shapers (see later). We also provide a staff health programme for large companies, and BUPA is about to start using it as part of its corporate health programme.
PruHealth has been using Fitbug as part of its Vitality Scheme since 2006 (see HCM Feb 08, p46) and has just extended the contract until 2014. People earn credits towards discounts on their health insurance policies by keeping active.
We’re also running pilot schemes with some PCTs. Through Bradford and Airedale PCT, we’re working with 150 patients with BMIs of more than 35 and at least one chronic health condition. Six months on, they’ve all lost weight and, for many, prescription levels have dropped.
Holmes Place International will start using Fitbug in its clubs next year. It can really complement gym workouts by measuring activity outside the club. Say a member starts jogging in the park during the summer and could be in danger of lapsing – Fitbug records their activity and allows the club to maintain a connection with the member, always reminding them it is their home to come back to.
Personal trainers are another target. We’re launching Fitbug through well-known personal trainer The Bodydoctor, who will be using it with his clients and also giving us home exercise programmes for members to access on the website.

What are your other plans?
Next year we’ll be focusing on the hardware side of Fitbug. We’ll be developing it to make it track more activities and health indicators.

What is the concept of Movers & Shapers?
Movers & Shapers combines Power Plate sessions with Fitbug. We don’t charge membership or joining fees. Our clients usually come twice a week to one of our ‘stores’ for a 30-minute session with a personal instructor. We also sell Power Plates, as well as a select range of wellness products including an organic clothing range, and detox and anti-cellulite products.

How did you devise this?
We felt a lot of customers were intimidated by the traditional gym environment and wanted to provide a more familiar setting and an instructor-led experience. Clients don’t need to change or shower either, which makes it much easier to fit a session into their day.

How does it work?
We sell courses of 12 sessions, which includes a 45-minute consultation to assess goals and introduce the concept, 10 Power Plate sessions, and a review to measure progress. Clients are issued with a free Fitbug and all sessions are conducted by personal instructors. It works out at about £15 a time. People like it because they feel they get what they pay for.

What are your plans?
We have significant plans for growth. Three stores are opening this autumn in Barnes (London), Winchester (Hampshire) and Loughton (Essex), in addition to the five existing UK sites. We’re planning retail concessions in department stores and studios in corporate offices. We’d like to have a store in every major town.

Company by numbers

Who's who?

Personal touch

Head office: London, UK
Global offices: EZ-Systems in Sydney and Bangkok; Movers and Shapers in Hong Kong and China, as well as studios in the UK and Israel
Number of employees: 60
Group turnover: £1.3m for six months to April 2008, up 120 per cent on the same period last year
Proportion of business generated in the UK: 95 per cent

Allan Fisher: director
David Cummin: director and MD, EZ-Systems
David Turner: director
Mike Mills: finance director
Ben Margolis: CEO, Movers & Shapers
Paul Landau: MD, Fitbug

dave cummin
What do you like most and least about your job?
I love seeing staff evolve, I love making software materialise and then see it being bought, and I love seeing a plan come together. I hate budgets, cashflows, spreadsheets and admin, and I still get scared pitching for a big deal.
What’s the best piece of advice you’ve ever been given? Do what you’re good at and delegate what you’re not.

paul landau
What do you like most and least about your job?
I’m a ‘get out there and do stuff’ person, so I hate paperwork. The best thing is watching Fitbug grow and the seeing the impact it has on people’s lives.
What’s the best piece of advice you’ve ever been given?
Never take no for an answer!

ben margolis
What do you like most and least about your job?
I love getting out to stores, watching staff enjoy themselves helping clients, and seeing their careers develop. I don’t like the occasional delays in getting a new store open.
What’s the best piece of advice you’ve ever been given?
Listen, listen, listen. You can always find the answers to issues and challenges if you tune in to customers and staff.

Easy training: ADDleisure’s Movers & Shapers concept involves clients visiting twice a week for 30-minute Power Plate sessions
Every step you take: ADDleisure’s Fitbug is a device which tracks the amount of activity done by the wearer. The results are downloaded and analysed online
Shaping up: Movers & Shapers ‘stores’ combine personal training sessions on Power Plates with retail – they stock wellness products and an organic clothing range
 


ADVERTISE . CONTACT US

Leisure Media, Portmill House, Portmill Lane,
Hitchin, Hertfordshire SG5 1DJ Tel: +44 (0)1462 431385

©Cybertrek 2018

ABOUT LEISURE MEDIA
LEISURE MEDIA MAGAZINES
LEISURE MEDIA HANDBOOKS
LEISURE MEDIA WEBSITES
LEISURE MEDIA PRODUCT SEARCH
PRINT SUBSCRIPTIONS
FREE DIGITAL SUBSCRIPTIONS
 
Leisure Management - Leisure news, jobs, features, products and diary dates
18 Nov 2018 Leisure Management: daily news and jobs
 
 
HOME
JOBS
NEWS
FEATURES
PRODUCTS
FREE DIGITAL SUBSCRIPTION
PRINT SUBSCRIPTION
ADVERTISE
CONTACT US
Sign up for FREE ezine

Features List



SELECTED ISSUE
Leisure Management
2009 issue 4

View on turning pages
Download PDF

Leisure Management 2009 issue 4
Share this issue
Download PDF
View Turning Pages
Print subscription
 
3   Editor's letter: Briefing the planners
Nightclubs are great if they’re sensibly located, but putting people who are trying to sleep, side by side with people who want to party is as ridiculous as building a bedroom onto the back wall of a squash court and thinking all will be well. Planners need to open their eyes to the needs of our industry

View on turning pages
 
8   News: World Leisure
October debut for Wolgan Valley

View on turning pages
 
10   News: Property
Council raises questions over Belfast scheme

View on turning pages
 
11   News: Commercial
Ffos Las Racecourse set to open

View on turning pages
 
14   News: Health and fitness
Burnham unveils physical activity proposals

View on turning pages
 
15   News: Spa
Butlins opens spa hotel in Bognor

View on turning pages
 
16   News: Hospitality
London restaurants resisting downturn

View on turning pages
 
17   News: Parks
£7m revamp for Hull’s West Park

View on turning pages
 
18   News: Sports
Regional football centre opens in Scotland

View on turning pages
 
21   News: Public sector
Tourism vision for 2012 Games

View on turning pages
 
22   News: Design
New Acropolis Museum opens

View on turning pages
 
24   Design profile: Julian Taylor
The interior designer talks to Rhianon Howells about his company’s work on the Cinema de Lux concept

View on turning pages
 
26   Architect's focus: GMP
We ask the firm about their latest designs

View on turning pages
 
28   Family matters: The Scarlet
Kath Hudson speaks to the sisters behind Cornwall’s Bedruthan hotel about the latest addition to the family business

View on turning pages
 
32   Interview: Maurice Kelly
The Rileys CEO talks about his turnaround career and his plans for transforming the cue sports chain

View on turning pages
 
36   Burning question: Does the UK need a tourism development bank?
With many UK SMEs struggling to secure loans to invest in their businesses, some tourism industry players think so

View on turning pages
 
38   Public art: Piano man
Luke Jerram, the artist behind London’s street pianos, talks to Andrea Jezovit about the challenges of creating public art

View on turning pages
 
42   Museums: The writing's on the wall
Banksy versus Bristol Museum, the anonymous grafi tti artist’s biggest ever exhibition, was set up in secret. Museum director Kate Brindley tells us how

View on turning pages
 
44   Business analysis: British cinema boom
British cinema chains are having a record-breaking year depsite the recession. Matthew Goodman reports

View on turning pages
 

 
46   Consultancy: Good advice
Leisure industry consultancies speak about recent projects they’ve led
View on turning pages
 
50   Research: How healthy are health clubs?
Kristen A. Walsh discusses the findings of IHRSA’s 2009 Global Report
View on turning pages
 
52   Catering: Cooking up success
Four leisure industry caterers and their clients talk about their work together
View on turning pages
 
58   Senior's solutions: Valued for value
Providing value and winning the trust of guests needn’t mean sacrificing revenue, says Grahame Senior
View on turning pages
 
60   BISL: Where next?
Despite summer recess, it’s still worth keeping an eye on Parliament, according to Brigid Simmonds
View on turning pages
 
62   CLOA: Big opportunity
CLOA’s John Bell on the new possibilities offered by strategic commissioning
View on turning pages
 
65   Show preview: PLASA 09
A look at the Professional Lighting and Sound Association’s UK showcase
View on turning pages
 
66   Lighting: Bright ideas
LED is behind some of the most innovative lighting schemes across leisure. Dominic Harris looks at a few
View on turning pages
 
68   LIW: LIW preview
A sneak preview of this year’s Leisure Industry Week show at the NEC, Birmingham 22-24 September
View on turning pages
 
72   LIW exhibitor news: Seminars and conferences
Details of all the companies exhibiting at this year’s Leisure Industry Week
View on turning pages
 
109   Leisure-kit.net: Products and services
A look at some of the innovative new products for the industry
View on turning pages
 
112   Directory: Leisure directory
Be seen by over 14,000 active buyers
View on turning pages
 
114   Odd job: Party starter
As a carnival costume designer working out of the UK Centre for Carnival Arts in Luton, Steven Hoyte helps bring carnivals alive, as Andrea Jezovit hears
View on turning pages
 
115   News: Diary dates
Leisure Industry Week (LIW) 22-24 Sep 2009
View on turning pages

Published by The Leisure Media Company Ltd Portmill House, Portmill Lane, Hitchin, Herts SG5 1DJ. Tel: +44 (0)1462 431385 | Contact us | About us | © Cybertrek Ltd