Sport, parks and leisure - l’Orange Bleue to launch 450 new gyms and day spas in next five years...
04 Feb 2023 Sport, parks, & leisure: daily news and jobs
 
 
HOME
JOBS
NEWS
FEATURES
PRODUCTS
FREE DIGITAL SUBSCRIPTION
PRINT SUBSCRIPTION
ADVERTISE
CONTACT US
Sign up for FREE ezine
Latest news

25 Nov 2022

l’Orange Bleue to launch 450 new gyms and day spas in next five years
BY Frances Marcellin

l’Orange Bleue will expand its gyms and day spas across France, Spain and Italy

l’Orange Bleue will expand its gyms and day spas across France, Spain and Italy
photo: Orange Bleue

José Nercellas, CEO of l’Orange Bleue, is planning to open 450 new European gyms and day spas over the next five years to build an estate of 850 sites.

The chain was founded by Thierry Marquer in 1996 – Nercellas came on board earlier this year from the retail industry, having steered successful expansions of French brands, such as Décathlon, Auchan and Okaidi.

With 400 locations in operation in France and new sites opening up at a rate of 50-100 each year, Nercellas estimates rolling out an additional 200-300 locations across France. He is aiming for similar growth across Spain – where there are currently three properties – and is keen to launch into Italy.

The growth strategy will include opening wholly-owned sites, as well as those under contract as licensed operators – most of which will undergo a design revamp over the next few years.

Out of the 400 locations in France only 17 are owned by l’Orange Bleue, the rest operate under a ‘licence de marque’, which is similar to – but not the equivalent of – a franchise agreement. The fee for a ‘licence de marque’ is around €40,000 and contract holders have to create their own company to run the businesses.

“It’s a different approach from a legal point of view as the contract with a partner mainly consists of transferring know-how and giving operational follow up,” clarified Nercellas, in an exclusive interview with HCM. “We have partners running only one facility and others with between five and 10. Around 50 per cent of our partners have more than one. In the future we’d like to have multi-licensee figures of around 70 per cent.”

Around 11 of l’Orange Bleue’s clubs are day spas with a wellness focus, which is another growth area for the company. “Wellness is our new challenge and I think it’s a niche with huge potential,” said Nercellas. “We would like to develop this part of the company, and we’re currently working on the business approach and the concept.”

Fitness and wellness are two different concepts for the fitness chain, each attracting a different consumer demographic. Wellness clubs, which average 350sq m, attract more women aged 35-55 and offer a spa area with sauna, hammam and contrast bathing, as well as some gym machines.

The fitness facilities are frequented by 18-30-year-olds, split evenly between men and women. They are around 650sq m with 20-30 per cent of the space dedicated to group classes – around 50 each week.

For 2022, the chain is back to membership numbers of 380,000, after losing 30 per cent during COVID. Nercellas’ short-term goals are to reach a €156m turnover in 2022 and surpass 400,000 members across all sites in 2023.

Read the full interview with José Nercellas in HCM here.

Sign up for free copies of HCM on digital each month here



Connect with
Sport Parks Leisure
Magazine:
View issue contents
Sign up:
Instant Alerts/zines

Print edition
 

News headlines
Workout Anytime reveals profit increases, growth plans and wellness pivot
Workout Anytime reveals profit increases, growth plans and wellness pivot   03 Feb 2023

US-based fitness franchise, Workout Anytime, has confirmed that it signed deals for 49 more sites in 2022, while also opening 15. With around 200 .... more>>
MCR Active announces Andy King as CEO, readies for next chapter of growth
MCR Active announces Andy King as CEO, readies for next chapter of growth   03 Feb 2023

Andy King, chair of Manchester's GM Active, has taken the role of CEO at non-profit MCR Active. King brings more than twenty years of sports .... more>>
Cambridge researchers' AI model shows VO2 max lab-level results are achievable with wearables
Cambridge researchers' AI model shows VO2 max lab-level results are achievable with wearables   02 Feb 2023

Researchers at the University of Cambridge have found a way to establish the exact VO2 max of an individual through the use of smartwatch data that is .... more>>
Musculoskeletal health hub pilot expands to 100 sites as MSK cost to UK hits £5bn a year
Musculoskeletal health hub pilot expands to 100 sites as MSK cost to UK hits £5bn a year   02 Feb 2023

The second phase of the UK’s MSK (musculoskeletal) health hub pilot will see the service rolled out to an additional 85 swimming pools and leisure .... more>>
This indoor gaming bike only lets you play if you pedal
This indoor gaming bike only lets you play if you pedal   31 Jan 2023

Norwegian startup Play Pulse is preparing to launch its indoor gaming bike in April 2023. The concept features integrated game controllers (which also .... more>>
Company profile


Rocca Creative Thinking

Rocca. is a tech organisation specialising in sport and physical activity. It works with NGBs in sport, local government and the private sector on a global scale. It produces event, fixtures and physical activity software and apps.

View full profile>>

Catalogue gallery


Featured Supplier

Gyms are losing thousands every year by not doing these five simple things

Gyms are losing thousands every year by not doing these five simple things

With the price of just about everything going up, we all need to look again at how we best spend the allocated budget. More>>




in this issue

• Virgin gets right to wipe out rent arrears
• Fitness industry mourns passing of Jan Spaticchia
• STA offers mindfulness resources



Latest jobs

Jobs Search



Recreation Attendant
Salary: From £7.08 - £9.18ph
Location: Wythenshawe, Manchester, UK
Company: Everyone Active
Swimming Teacher
Salary: Competitive hourly rate
Location: Easton, Bristol, UK
Company: Everyone Active
Sales & Front of House Manager
Location: Wythenshawe, Manchester, UK
Company: Everyone Active
Diary dates
Powered by leisurediary.com

05-06 Mar 2023

World Spa & Wellness Conference

Excel exhibition and conference centre , London, United Kingdom



Leisure Management magazine 2018 issue 1
Leisure Management
2018 issue 1

View issue contents
View on turning pages
Download PDF
  Profile: Aaron Simpson
Quintessentially is an exclusive concierge service for some of the world’s richest people. Co-founder Aaron Simpson reveals what wealthy people want More>>
  Promotional feature: Alliance Leisure
The future of leisure in times of austerity More>>


Leisure Management magazine 2016 issue 1

Leisure Management
2016 issue 1

View issue contents
View turning pages
Download PDF
  Sports: Play to the crowd
When public sector budgets are tight, crowdfunding is an attractive option More>>
  On the cover: AJ Hackett
Bungy, New Zealand More>>


Published by Leisure Media Tel: +44 (0)1462 431385 | Contact us | About us | © Cybertrek Ltd