Jetts is taking on the UK market and expanding its presence in Europe, seven years after opening its first club on the Gold Coast.
The 24/7 gym franchise is launching into the UK, and it has opened its first company-owned club in the Netherlands with another three to come over the next six months.
The expansion is two years in the making, and Jetts CEO Martin Oliver said the decision to first move into the Netherlands was based on a number of factors.
“Sixteen percent of the population in the Netherlands are members of a commercial gym compared to 13 percent in Australia, so the pool of potential customers is quite large.
“The Dutch industry is still dominated by older underinvested chains with a traditional fitness model of big clubs, lock-in contracts and limited opening hours, so we see a strong need for a very customer-centric offer,” he explained.
In expanding to the northern hemisphere the business has taken the lessons from its entry into New Zealand on board.
“Our work in New Zealand has taught us what it takes to be successful in a new country, so we’re applying a similar approach as we march into Europe. The product and value proposition has to be right, but the team on the ground is equally important,” Oliver said.
Jetts has appointed Kenny McAndrew, who has more than 20 years’ experience to head up operations in both countries, meanwhile the company’s executive director, Adrian McFedries relocated to Netherlands to develop the business.
Oliver explained he is confident in the brand’s success in the UK and Europe. “Members have embraced the Jetts brand with open arms and we are excited to be providing even more members the freedom to work out on their own terms,” he said.
“Jetts has a proud history of being a game changer in the fitness industry with our no lock-in contract, 24/7 offer. Our complete focus is on creating the most customer-centric offer in the market, and we recognised Europe and the UK as a market where we can make waves.”
Jetts plans to continue to increase its international footprint, with an entry into Asia scheduled for mid-to-late 2015.
“Europe, the UK and Asia provides Jetts with long term growth options but we will take a ‘one club, one country at a time’ approach to international expansion. We know our business model works but we have no ambition to be racing around the globe expanding for the sake of growth.
“When we look back in 20 years’ time, we want to see that we inspired people to live a better life through our brand, and international expansion plays a big part in seeing that vision come to reality,” added Oliver.