28 Feb 2024
Basic-Fit announces major moves to democratise health and fitness
BY Kath Hudson
Basic-Fit has introduced a new approach to tackle gymtimidation and create an inclusive environment in its clubs.
The ‘Be Comfortable’ programme includes behavioural guidelines for members to foster a friendly attitude; staff training to ensure clubs’ employees can help create a more comfortable environment; signs in clubs to raise awareness on the topic; Be Comfortable bracelets; tailored training plans for targeting various groups with a specific focus on beginners.
Also on offer are exercise advice, virtual club tours, an idea box for members to share feedback and social content and collaborations with influencers to positively break through gymtimidation.
Erica van Vonderen-Hahn, CCO of Basic-Fit, says: "We acknowledge that gymtimidation can be a real obstacle to staying active, and we're committed to breaking down that barrier.
“Our commitment is to create a fitness culture that celebrates diversity and equips each person to meet their health goals optimally. By creating an inclusive environment, we're not just shaping individual fitness journeys; we're building a fitter, healthier society. "
With more than 1,400 clubs, Basic-Fit is the largest fitness provider in Europe. It has more than 3.75 million members in six countries.
The operator is also ramping up its secondary spend activity and taking its sports nutrition brand, NXT Level Sports Nutrition, into the mainstream, via a partnership with Albert Heijn supermarkets in the Netherlands and Belgium.
This is a significant milestone for the affordable club operator, with eight flavours of its premium sports nutrition product now available in 450 stores.
“Partnering up with the leaders in this sector allows us to reach the supermarkets with more than 60 per cent of the market share,” a Basic-Fit spokesperson told HCM. “This is the next step in our ambition to make high-quality sports nutrition accessible to everyone by breaking down the stereotypes that it should be only created for elite athletes or bodybuilders.”
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