Rise of David Lloyd's 'two

2024-05-07 15:44:13Classification：travelread(785)

Gym-going regulars have accused 'two-weeker' newcomers making use of cut-price trial deals of behaving in David Lloyd leisure centres as if on holiday in Benidorm.

Affluent members who pay more than £200-per-month for use their gym and spa facilities say discount trial offers, some for as little as £20, risk putting them off - as new arrivals walk around 'half-dressed' and tucking into beers instead of exercising.

It comes as David Lloyd Leisure revealed plans to invest £500million in 15 new clubs and 50 spa resorts over the next few years, as it hailed a boon in 'working from gym' regulars.

The firm says membership has reached a record high of 761,000 and highlighted the Covid-19 pandemic as a key factor, with people more motivated to improve fitness.

But some members have concerns about the antics of new recruits tempted by cut-price temporary offers - with claims of increased thefts, assaults and intimidation.

David Lloyd Leisure has £500million plans for 65 new venues to add to its existing 133 outlets

The leisure firm's current portfolio includes this fitness centre in Chigwell, Essex

The company, which offers gyms like this, generated earnings last year of £241million

Holiday-makers are seen enjoying themselves on the beach in Benidorm, the Spanish resort which has been mentioned in comparisons regarding David Lloyd trial offer newcomers

New figures last week revealed David Lloyd Leisure now runs 133 clubs - 103 across the UK and another 30 in Europe - and had earnings last year of £241million.

The company's chairman Glenn Earlam talked up its prospect, based on a boost in membership despite the three-figure monthly fees most people are charged.

READ MORE: It's like Benidorm! Fury as upmarket David Lloyd lures 'undesirables' who 'make the clubs look more like council-run leisure centres 

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He said: 'Our business has done particularly well post-Covid. People are willing to prioritise health, fitness and wellness in a post-Covid world relatively more than they were beforehand.

'We have a lot of people that work from clubs. We have a really nice environment, separate work spaces where you can get your laptop out.

'Many people go into the office two or three days a week and during the other two or three days it’s just a bit too much being at home all the time - so they break it up and go and work in a David Lloyd club for half a day.'

But not everyone is impressed by recent experiences, with some regulars suggesting so-called 'two-weekers' making use of temporary deals were bringing venues down. 

David Crutchlow, 45, told the Times he was too scared to return to his local branch in Rugby, Warwickshire, after complaining about a gang of men making too much noise in the Jacuzzi.

He claimed the men then 'pushed [him] in the changing room where there is no CCTV'.

Mr Crutchlow added: 'It's like being back at school in the changing room with the bullies. I thought, why am I paying £200 for this situation?'

Meanwhile, Oliver Newell, 27, raised concerns about his experiences at the firm's Southampton centre.

David Lloyd chairman Glenn Earlam said: 'Our business has done particularly well post-Covid'

Gym members are seen here exercising at a David Lloyd leisure centre in Leicester

He said: 'The towels go missing, the weights are never put back properly, equipment is never cleaned down. There's been damage to people's cars in the car park - theft happens.'

And another member, who uses the Gloucester branch, said the two-week deal makes the place feel 'more like a council-run leisure centre for the period of the deal'.

READ MORE: Fitness First are struggling to entice new members to inner city gyms as more people work from home - as nine shut within the last year
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He added: 'Two-weekers will be walking around half-dressed, getting beers and sitting around the pool like it's Benidorm.'

A David Lloyd spokesman said: 'We do a small number of trials each year to give members the chance to share the club with their friends and family.

'Our expectations for behaviour are high, and any concerns are addressed quickly and taken seriously. We ask our members to let us know about any issues.'

The business was founded by former tennis pro David Lloyd in 1982, with the first club opening in Heston, Middlesex, that year.

It grew quickly to become, in revenue terms, the largest health, fitness and leisure business in Europe.

There were 18 clubs in the UK by 1985, at which point the company was bought by leisure giant Whitbread.

It was purchased in 2013 for £750million by private equity firm TDR, which is said to have approved the mooted new £500million investment and also co-owns supermarket giant Asda and forecourt operator EG Group.

The money will also reportedly go towards building 60 new padel courts by the end of this year, after a surge in interest in the sport described as a mix between tennis and squash.

The 15 new gyms will include sites in Herne Bay in Kent, Nantwich in Cheshire and Newland Park in Buckinghamshire, the company said.  

A group of young women are seen on a hen weekend at a waterfront bar in Benidorm, Spain - a David Lloyd user has said newcomers are 'sitting around the pool like it's Benidorm'

This was a scene from British Fancy Dress Day in Benidorm in November 2015 - part of one of the biggest fancy dress parties in Europe and a tradition started three decades ago

Chief executive Russell Barnes said: 'I am excited to announce a significant milestone in David Lloyd Leisure's journey as Europe's leading premium health and wellness group.

'Following a period of strong financial and operational performance, we have committed £500m to further enrich our UK offering, a significant investment designed to enhance the member experience.

'We believe an expansion to 15 further sites across the UK will bring David Lloyd’s world class facilities and expertise to new members, growing and strengthening the business.'

During the Covid-19 pandemic, the firm held talks with the Government over potentially turning gyms into emergency field hospitals - at a time when lockdown forced leisure centres to close.

Mr Earlam also spoke out in July 2020 criticising ministers for allowing pubs and restaurants to reopen but not gyms which he described as 'the "wonder drug" of exercise that can keep Britain healthy'. 

He said at the time: 'The evidence suggests that keeping the body fit and healthy could be one of the best things to do to prevent Covid-19.

'But I think gyms and leisure centres are quite far down on the pecking order of opening things up again, which seems pretty counter-intuitive.'