Decision details

Membership Structures and Pricing Review:

Decision Maker: Leader

Decision status: Recommendations Approved

Is Key decision?: No

Is subject to call in?: No

Decision:

To approve the adjustments to concessionary tariffs and pricing as set out in section 2.2 of the report, and approve a uniform pay as you go concession gym price for all Brimhams Active gyms.

Reasons for the decision:

The current membership tariffs and pricing have not been adjusted for over two years. There is a need for Brimhams Active to create a membership structure that is simpler to understand and administer and that provides value and equity to the customer base whilst remaining attractive within a competitive market place. Also, a structure that is relatively future proof so the new leisure management system software (LMS) can be configured without costly and disruptive changes over short to medium term.

Alternative options considered:

Remaining the same is the alternative option which is rejected. Customer expectations have changed and the cost of trading has increased. Therefore maintaining current membership tariffs and prices will not support objectives to reduce inequalities, or support Brimhams Active to operate efficiently and effectively within an increasingly competitive market place.

Publication date: 12/11/2021

Date of decision: 12/11/2021

Decided at meeting: 12/11/2021 - Leader

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