Evo Fitness rolls out in central Europe

22 Nov 2016

The Holmes Place group is starting the roll-out of the Evo Fitness concept in central Europe, which should establish a new segment with more than 20 “boutique convenience” gyms in the German-speaking markets by the end of next year.

The first Evo club was opened in Geneva in April 2015 and two more have been added in Zurich and Basel. Evo is moving into Austria with a club in Vienna next month and then heading to Germany in January with openings in Düsseldorf and in Berlin Mitte. Holmes Place is spreading the gym-only concept on the back of a licensing agreement with the owners of Evo Fitness in Norway, covering all of Europe except Scandinavia and Russia.

“Evo has been designed to create a new segment in the fitness market, which we describe as boutique convenience,” explains Doron Dickman, general manager for Holmes Place in Germany, and deputy chief executive of the Holmes Place Group, who is supervising Evo’s expansion in Germany from Berlin. “It’s an aspirational environment, with attractive design, the best trainers and the best equipment. But it’s also convenient, targeted at the local population in under-served areas.”

The single price has been set at €59 per month in Germany and Austria, and at 69 Swiss francs in Switzerland, without any further commitment and providing access to Evo gyms across each of the three countries.
The clubs of about 400 to 500 square meters target adults with active outdoor lifestyles from 25 to 40 years, and who want to integrate fitness into their schedule with total flexibility, at a convenient location, and without any extras they won’t use. The concept is strongly technology-driven: members are requested to join online and the clubs operate without receptionists, although support it available from personal trainers.

On top of the three current gyms in Switzerland, the Holmes Place group expects to have seven more Evo Fitness clubs in the country by the end of next year, mostly in residential areas. After Berlin and Düsseldorf in January, the plans for Germany call for three openings in Hamburg in the second quarter of next year, and another five in the second half. As for Austria, the upcoming opening on the Berggasse in Vienna should be followed by two more in the country’s capital, in the first and second quarters of next year.

Please register to read the full story in FNE#19.

Fitness News Europe is an independent business publication for managers, investors and other stakeholders in the international fitness industry, who want reliable, topical business information about their market.

  • Fitness Industry News

    Fast, reliable and independent business news from the European fitness industry, leaning on an unparalleled network of contacts across international sports and fitness markets.

  • Exclusive Analysis

    Well-informed and often exclusive analysis relating to the European fitness sector, providing insights into market dynamics, company strategies and financial opportunities.

  • Business Reports

    An essential business tool for executives and investors, with regularly updated analysis that is available permanently online, along with news items and features compiled in bi-weekly electronic newsletters.

most popular