SLM reinvents Banana

Sports and Leisure Management (SLM) has re-invented its Banana Fitness brand and gone back to basics to focus on its customers.

The company has invested more than £500,000 to recreate the customer experience by rebranding and repackaging the fitness offer across its 18 Banana sites. "What we were doing in the past was not working, so we've looked closely at how we look after our customers," said group fitness manager, Kate Wilde.

 As a result, the company has overhauled its exercise programmes introducing three new concepts: BXP (Banana experience programmes), BPT (Banana Personal Training and BGX (Banana Group Exercise). "In the past, we've found that customers didn't stick to their personal programmes, so under this new scheme they can choose a different programme each time they visit," said Wilde.

In addition to new exercise programmes, the company has changed the layout and equipment at clubs to reflect a more functional and fun approach to fitness. In house training to all members of staff supports these changes.

 "We've taken the bull by the horns and made changes to be a better and, more effective business," Wilde said.