Genesis Health and Fitness Chief Executive positive about 2021 resurgence

Following a challenging 2020 due to the lockdown of gyms across Australia, Genesis Health and Fitness Chief Executive, Ian Jensen-Muir had advised that the group is off to a strong start in 2021.

As at the end of February, memberships levels across the national network of Genesis Health and Fitness franchises are back to 96% of pre-covid levels, including Victoria which was seriously impacted by extended lockdowns.

Advising that this is an achievement the whole team is proud of, Jensen-Muir (pictured below) stated "gyms were one of the hardest affected, being amongst the first facilities to close down and the last allowed to re-open, and even into this year we’re facing more isolated closures.

“Extending our program online through the Home Fitness Network was key to getting through the lockdown periods and continues to assist us as we manage hot spots and state-based lockdowns that are continuing throughout this year.”

Looking forward, the Belgravia Health and Fitness business is focussing on in-club innovations along with more flexible franchising options, with Jensen-Muir adding "from a member perspective there are two key pivots we’ve already made for 2021 - strengthening community and online extension of the gym environment. Community has always been a big part of our offering at Genesis health + Fitness, but it’s more important now than ever before.

“We’re also looking to implement major innovations across the network this year that will bring more services and support under one gym roof and to tap into a growing interest from the market in wellness and achieving balance in one’s approach to health.

“We’ll be rolling out technology like body scanners and massage guns – it’s all about convenience and making it easier for members to achieve their goals without having to visit various providers at different locations.

“There will also be new offerings in the wellness space.”

For its franchises, the business is developing a number of innovative offers with additional technology and flexibility for new franchisees working in a reduced footprint model.

Here Jensen-Muir notes "some of the new site options may be up to one fifth of the size of some of our larger facilities and will focus on offering only the core, ‘hero’ elements of the Genesis model.

"This cost-effective option will appeal to many new franchisees and open up additional opportunities in regional Australia as well.”

Overall, Jensen-Muir is very optimistic about the group's prospects in 2021, concluding “I think this perspective is shared by most in the industry who have been prepared to innovate.

"While 2020 was particularly challenging because what we faced was new, this year is a different story as we now know much more about what we’re dealing with.”

The group's portfolio includes Genesis Health + Fitness, Coaching Zone Group Personal Training and Ninja Parc Indoor Obstacle Course.

Affiliated with JUMP! Swim Schools and BK’s Gym and Swim, Belgravia Health and Fitness supports more than 100 franchise locations across the country.