No frills workout

This summer, easyGroup will venture into the fitness sector with the launch of two pay-as-you-go gyms in Slough, Berkshire and Wood Green, London. Don’t expect luxuries like saunas and swimming pools – the easyGyms emphasise value with no fixed annual contracts and fees starting at £15 a month.

“We’re ripping up the rulebook in the fitness sector by ensuring members pay for the stuff they use, not the stuff they never use!” says Paul Lorimer-Wing, Joint CEO.

easyGroup have already proved that their low-cost model can reap huge rewards. Applying this model to gyms — where luxuries are often expected — could open the facilities to a broader audience willing to compromise for value. Could you strip back some luxuries in your industry to offer a value-focused alternative?