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Branston Golf and Country Club is a premium independent club with one of the top-rated golf courses in the country. But it’s not just golf that Branston is renowned for: alongside two golf courses, it also offers spa facilities, events and conferences, a stunning clubhouse and restaurant, and full fitness facilities.
When the team decided it was time to refurbish the gym, they turned to Technogym for help updating their offer and enhancing their member journey.
Lockdown gave Branston’s team the opportunity to refurbish some of the most heavily-used public areas, creating a powerful impression on the first stages of the member journey. Upgrading the fitness facility was something that was on high on the priority list, it was important to the team they give members a fresh space, brand-new fitness options and wellness solutions.
“We have double the amount of health and fitness members as we do golf members,” explained Managing Director Ben Laing, “and we need to make sure our vision of being a modern, forward-thinking country club extends throughout the site. Health and wellness is a cornerstone of what we offer to our golfers, families, and fitness members.”
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Branston reached out to Technogym, explaining how the facility would use the equipment and digital solutions to meet the needs of golfers, families, fitness members, and Branston’s newer demographic of young professionals.
Technogym, the equipment partner that innovates
Branston’s gym space is on the first floor, overlooking the fairway. The team decided to redesign the gym layout to make optimal use of this unique selling proposition, bringing together the golf and fitness elements of Branston’s wellness offer.
The club worked with interior designers and Technogym to maximise light, space, and movement around the gym floor to transform the member experience.
“We wanted an equipment partner that could give us exceptional solutions and great support,” explains Ben. “We knew Technogym are a premium brand, and soon realised the full extent of their innovation and digital connectivity. It was obvious that Technogym were the best fit for our business.”
Branston invested in a full range of Technogym Excite Live cardio equipment, which sits in that premium spot overlooking the golf course. Whether the user is a golfer working on their fitness, or a pure fitness member, they can enjoy an unparalleled view during their workout.
The Excite Live solutions offer a personalised training experience in a fun, inspiring and motivating way for any user. A Technogym Coach will guide you to reach your goals with engaging content, sessions, routines and entertainment and more.
The gym floor has been opened up, creating a new stretch area and enabling Personal Trainers to run fast classes using the new Technogym equipment including Kinesis One and Technogym Bike.
The Kinesis One offers two independent systems for developing resistance in the three dimensions of space, involving all the kinetic chains of the body with personalised training. Making it not only the ideal solution for pro-golfers and beginners, but also ideal for members who want to perform an infinite variety of functional exercises to improve fitness, sports performance or speed up the rehabilitation process.
Thanks to Technogym Bike, the professional fitness bike designed to provide you with the best training experience and entertainment, members can choose their favorite workout from a wide variety of content: group cycling classes, one-to-one trainer led sessions, virtual training in amazing outdoor scenarios and even off-bike bodyweight workouts. Moreover, the new Technogym Bike console allow members to access their favorite options (Netflix, Youtube, TV channels, social media, news and games) or stream their personal content from their devices.
Branston’s members now enjoy a fitness experience that’s fully enhanced by Technogym digital innovations. They are invited to download Mywellness when they join, and Branston use the platform for inductions, programming, and regular interaction with the health and fitness team.
“The digital element is helping us stay better connected with members,” says Health and Fitness Manager Donna Smart. “It’s all much more efficient and user-friendly than our previous paper-based system for programming and Personal Training. My team can watch people’s progress more closely and make better suggestions for their training, all of which ties in with the advanced functionality of the new Technogym equipment.”
Branston’s main goal was to invest across the club in order to welcome members back to a fresh, attractive, premium site.
“We are a family club and some of our members have been here for decades,” explains Ben. “They now bring their kids, or even their grandchildren. It’s really important that we show our members just how much we value them, and their health and fitness. With the support of Technogym, we have created a stunning new gym space with state-of-the-art equipment and a digital solution that adds a lot of extra value.”
As Branston Golf and Country Club moves into its third decade of supporting members’ health and wellbeing, it is proud to see how the refurbished gym space is helping members achieve their goals whilst also attracting new registrations, thanks to the new innovative and engaging Technogym solutions.
