Official figures from the British Triathlon Federation – the sport’s national governing body (NGB) – suggest a large proportion of a leisure centre or health club’s members will train for at least one triathlon this year. The fastest-growing sport in Britain, triathlon’s popularity shows absolutely no sign of waning, with London 2012 predicted to boost interest at amateur level.

In 2010/2011, British Triathlon recorded a 15.7 per cent increase in membership numbers, with a surprisingly equal split across genders (59 per cent male, 41 per cent female). The largest age group represented is the cash-rich, goal-focused 35- to 44-year-old category.

Driving loyalty
Although triathlon is an outdoor sport, training lends itself well to a club setting. Triathletes need to train in indoor pools and can benefit from indoor cycling sessions and running training on a track or treadmill. Outdoor bike and run groups also need a base, as do existing local triathlon clubs, which are often keen to partner with facilities that have a pool.

According to Mark Barfield, director of development at British Triathlon and director of operations at Triathlon England: “Operators can offer their facility as a meeting point for bike and run sessions and, if they have a pool, that’s an obvious benefit. Access to pool time is, he says, always an issue for triathletes. “Offering sessions across any combination of the swim/bike/run trio will attract those interested in triathlons.

“Additionally, operators could use strength and conditioning sessions, Spinning and pilates as a draw. Triathletes are a very dynamic group of people – typically ABC1s – who are willing to embrace any new idea which will help them perform better.”

For those not yet involved in triathlon, to whom it can be a daunting prospect, offering a first step within the familiar surroundings of their existing leisure centre or health club removes the pressure of committing to an event or joining a triathlon club as a newcomer. This can help build confidence and a sense of community – key to the success of an in-club triathlon club.

Operators across the country are already grasping the opportunities presented by the public’s passion for triathlon. Barfield has spearheaded a triathlon partnership with David Lloyd Leisure (DLL) and is keen to partner with any operators who want to tap into triathlon. “By supporting the development of in-club triathlon clubs, we can generate new training environments and the operators can attract new participants,” he explains. “The initiative with DLL is still in its infancy, but anecdotal evidence suggests that clients will use the gym more often and are more likely to renew their membership, if they take part in other activities offered within the club.”

Not only that, but members of in-club clubs also take part in social activities, building a sense of community and buy-in and further boosting retention.

“Triathlon gives people the chance to be part of something, which then becomes their lifestyle. This can only be a good thing for club operators,” says Julian Nagi, the British Triathlon Federation Level 3 coach who heads up the in-club triathlon club at The Park Club, part of The Hogarth Group. “Our triathlon set-up helps with club loyalty. There’s no question that it keeps members coming back for more, renewing their membership fees each year and passing on positive word-of-mouth recommendations.”

Training and events
Andrew Taylor is sports manager at DLL Hampton. His club offers a weekly swimming session, plus another session in the week that covers either running or cycling on a fortnightly rotation. There is no additional charge to members. “We see the triathlon club as another benefit to DLL members who are looking for more intensive group training,” Taylor says. “As we do not charge, we receive no direct extra revenue. However, we believe that the extra sense of achievement will encourage participants to keep their membership.”

Taylor believes the main considerations for operators wanting to set up an in-club triathlon group are time, space and credible trainers. “As long as you have cycles or Spin bikes and treadmills, you can do this,” he says. “I’d advise operators to look at peak and off-peak membership and consider whether to offer sessions for both. We have no specific zones as we do the training at a time that won’t affect other gym users. Outdoor sessions can also be done if the trainer and members are happy to do so.

“Having a pool is a big help, although you can just offer training for run and bike. Staff don’t need to have specialist training for run and bike, although it helps if they have some experience, as members will have more belief in the trainer.”

“Not all clubs will have a pool,” agrees Nagi. “They could offer specific running or Spinning sessions, or recruit triathlon coaches to organise outdoor group bike and run sessions. Duathlon (run/bike/run) is a good way to encourage people to try multi-sport. Some may then want to move onto triathlon.”

As Barfield suggests, facilities can also offer triathlon events themselves or in partnership with local triathlon clubs, providing an opportunity to drive revenue as well as retention. “The multi-sport nature of triathlon lends itself to many opportunities: a dry triathlon challenge in the gym, an aquathlon (swim/run), a full triathlon or any combination of the three sports,” says Barfield. “British Triathlon is keen to work with any venue wishing to run multi-sport activities. We’re happy to help any club operator to generate a triathlon club. Our partnership with DLL is non-exclusive, and we’ve seen the in-club club model work across diverse locations. We can offer training for coaches and best practice guidance.”

Nagi suggests operators begin by working with triathlon coaches in their area, who will be full of ideas and contacts. “You need someone with vision to get things moving,” he comments. “We have an amazing facility here, with an outdoor and an indoor pool, huge gym and beautiful grounds with a running trail. We have all the ingredients to make it work. We now run three triathlons, a duathlon and two children’s aquathlons every year.”

Revenue driver
Everyone Active (SLM) is the first leisure management group to work with Triathlon England on a national level, cross-promoting its in-house triathlon initiative with the NGB. Group exercise development manager Michelle Bletso pioneered the relationship, and feels that working in partnership with an NGB allows the group to offer more to members. “Everyone Active has started to train staff to run official triathlon training sessions at our centres with a view to rolling this out across the group,” she explains. “We will also have an interactive online programme with downloadable triathlon training plans for members.

“In addition, Everyone Active provides local triathlon groups with pool and studio training space, so they can grow the number of training sessions they run. This is a great way of generating income for the sites during downtime, while providing a service for winter training. We have also been asked to host the county Aquathlon Championships in 2012, which will have a number of schools taking part. All the children’s activities work we do makes us perfectly placed to introduce further activities to school groups.”

Meanwhile, Leisure Connection partners with existing local triathlon clubs by offering venue facilities for training and events. The Lord Butler Centre in Essex has run the Walden Triathlon for 11 years. “The centres get revenue from the triathlon clubs when they hire the pool and sports hall,” says Kevin Grant, contract manager. “Some of the triathlon club members are also members of the centre and use the facilities in addition to their club nights. Good relationships with such clubs is fundamental for our success and integral to our values as a PFI site.”

Grant says relationships with successful external triathlon clubs are easy to maintain. “They are serious about their training. As long as excellent customer service is always present, there is no reason for the relationship to falter. As triathlon clubs grow in size, there will be further commercial opportunities; increasing the amount of pool space they use and the frequency with which they visit the centre. It’s a great revenue-generation tool.”

Clear benefits
With around 350 triathlon clubs affiliated to British Triathlon, and 14,298 NGB members recorded in 2010/2011, it’s clear that triathlon represents exciting opportunities for member retention and revenue, not to mention less measurable – but no less valuable – benefits: customer loyalty, improved club visibility and strong links with the community. With the 2012 Games almost upon us, there’s never been a better time to get involved in triathlon.

”The London Olympic Games is predicted to generate a 10 per cent rise in the numbers of people wanting to get involved in triathlon and multi-sport, whether mass-participation races or amateur training,” says John Lunt, triathlon manager for the London 2012 Olympics. “This represents a huge opportunity for club and gym operators who have time and space at their facility that could be used for multi-sport sessions.

“Triathletes tend to be affluent, group-focused, sociable people who are highly committed to their training and to the sport in the long-term. It is my view that any gym offering in-house triathlon club sessions will not only benefit in terms of revenue and retention, but will also deliver an important bonus to its membership. In turn, operators will help us make triathlon more accessible.”

Nicola Joyce is a freelance journalist