Parkwood Leisure, which operates over 50 leisure centres and private health and fitness clubs across the UK, has announced a new partnership with Physical.
The agreement will see Physical exclusively supply Parkwood Leisure with all functional equipment across its estate, in addition to free weights, storage rigs and studio equipment at selected sites.
Lee Gaskin, National Fitness & Retention Manager at Parkwood Leisure, said: “This agreement comes at an exciting time, with Parkwood Leisure not only committed to its ongoing cycle of equipment upgrades and reinvestment, but also to gym floor and studio innovation based on extensive data and member feedback.”
He explained: “There is far greater understanding now of the considerable and wide-ranging benefits of strength training for sports performance, aesthetics, overall wellbeing and longevity. Members no longer want rows of treadmills dominating the gym floor. They want strength and functional training.
“We’re redesigning our gym floors to accommodate this shift and our new partnership with Physical will help accelerate this work. We have seven gym and studio projects already underway together and many more in the pipeline.
“That includes new sites coming onboard – six in April and more later in the year – as a result of new council contracts being won. We will invest in these sites immediately, upgrading gyms and equipment, with Physical a key partner in ensuring this investment lands powerfully for the members.”
John Halls, Physical Managing Director, said: “Physical is delighted to partner with Parkwood Leisure as it innovates and grows. We believe our own innovation should be customer-led, designed around real-world needs and expectations, so we’re excited for Parkwood’s input. We look forward to collaborating closely over the years to come.”
Gaskin added: “I have been particularly struck by the high levels of customer service from Physical, with our new account managers – Aimee Stokes and Paula Martin – proactively visiting our sites to get to know the centres and the teams. They aren’t just on the end of a phone selling equipment. They want to be part of what we’re doing and we’re very appreciative of that. We feel confident in the ongoing support we’ll receive on projects big and small.”
He concluded: “This new partnership aligns perfectly with our commitment to delivering outstanding facilities, improving operational excellence and investing in the best fitness equipment. Physical’s innovative approach, high-quality products and exceptional service will be instrumental in helping us drive membership growth across our sites.”
