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Gym operator LA Fitness today said it is hiring 350 more staff at its London branches as the chain invests £20 million in revamping its 24 clubs in the capital.
The firm, which runs city-centre gyms at London Wall, Piccadilly and on Leadenhall as well as owning a large suburban estate, is refurbishing all of its portfolio of 88 gyms in the next year.
Chief executive Martin Long said LA Fitness traded well in the recession, with membership down only 1.8% year-on-year since July.
“Despite losing some members, we also attracted customers from more expensive gyms,” he said.
But customers will have to pay for the spruced-up surroundings, with average membership fees in London rising 5% to £50 a month.
Long, who was chief executive at computer group Game before becoming the boss at LA Fitness in 2007, said that after a “total strategic review” of the gym group he was “trying to quash the idea that it's a cheap or discounted chain”. He said: “We're aiming to offer good value, not competing on the basis of bargain.
“Investment is crucial to ensure that LA Fitness can compete effectively in the market.”
Aside from the major players, local authority facilities and niche clubs mean, despite the current economy, it wasn't an option to not invest.”
LA Fitness delisted in 2005, when private equity giant MidOcean Partners bought it for £90.3 million.
