Goodlife bolsters full-service offering with 24/7 announcement

Goodlife Health Clubs has announced that will introduce 24/7 access across 15 of its clubs by the end of the financial year.

The Ardent Leisure owned fitness club chain is a significant move, making Goodlife one of the first full-service, non-franchise groups to offer the 24/7 service.

Goodlife’s largest Queensland club Chermside, in Brisbane’s north, will roll-out 24/7 access from 2nd March, with two additional clubs to follow in Victoria by mid-April – and a target of 60 clubs offering 24/7 access by 2016. 

Goodlife Health Clubs National Operations Manager, Ross Thursby, said the introduction of 24/7 access was in response to the changing needs of members who were keen to see club hours extended, coupled with the diversification of the fitness industry. 

Thursby explained “we identified an opportunity in the market to offer a full suite of services from weight loss and fitness programs to exercise classes and small group training sessions, as well as providing more flexibility for members to access their gym at any time of the day or night.

Thursby said the company’s latest customer satisfaction survey showed that almost 20% of respondents wanted increased opening hours, adding “at Goodlife, member satisfaction and experience is at the core of everything we do and the decision to add 24/7 access to our full-service offering certainly reinforces that commitment.

“We anticipate the move to 24/7 will increase our customer base and unlock new segments, while also being an appealing proposition for current and previous Goodlife members.”

An additional two clubs including Mooroolbark and Fountain Gate in Victoria will introduce 24/7 access by mid-April. 

The announcement also coincides with a brand refresh across many of its physical gyms as well as its digital assets, including a brand new website and e-commerce platform to be launched later this year. 

Head of Marketing Rodica Murr said the new-look brand and website would be instrumental in differentiating the company as innovative and member-centric in an increasingly cluttered competitive landscape.

Murr concluded “Goodlife is proud of its roots as a community-based small business that has since grown into the largest independent full-service gym network in Australia.

“We’ve developed a new brand identity that pays homage to our past and present while also symbolising our plans for the future – from the colours referenced in our new logo and custom typefaces to website functionality and localisation.

“Our brand refresh and new website, as well as the addition of 24/7 access, new class offerings and soon-to-be-announced partnerships signal another exciting year of growth for Goodlife.”

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