(29-8-2022) Integrated within a leisure and wellness tourist complex, the AnyósPark sports center in Andorra is committed to the constant improvement of its premium service as the key to consolidating itself as the reference sports center in the country.
Much more than a simple tourist resort located between mountains. The sports and fitness offer is an outstanding added value for AnyósPark, a complex that aspires to become a reference in Andorra also for the services it offers in terms of physical activity. An atypical center due to its location and facilities that aspires to consolidate itself as the great sports reference in this country.
They welcome both professional athletes and amateurs, and unlike what happens to sports centers in Spain, their competition is not other centers, but a nature that offers an infinite range of sports possibilities at any time of the year. “The sports environment we have prevents us from making changes faster,” the general director of AnyósPark, Antonio Rodríguez, admits to CMDsport. This brand is one of the members of the Fitness10 association, which brings together a dozen prestigious sports centers on the Iberian Peninsula.
UPLOAD SERVICES TO REQUEST MORE
The debate on pricing is also frequent in a country, Andorra, where it is the municipal sports centers that fill the void due to the absence of private operators in the low cost segment. From AnyósPark they admit that they consider that their quotas still have “travel”, to the point that if they wanted to give a market value adjusted to their current value proposal, they should move between 180 and 200 euros per month. “The problem is that people would not follow us. We have to do it slowly, progressively and prudently, consolidating what we have”, laments Antonio Rodríguez.
The AnyósPark tourist resort is very clear about the value proposition necessary to ensure that its clients accompany them in the progressive increases in fees that they want to implement in sports services in the next 5 years. “We had prices that were not in line with the improvements implemented, which strategically seek to place us in an average price range of about 120 euros,” admits Rodríguez.
This is its goal for 2027. At the moment, only one of its installments exceeds that price, the monthly one (130 euros). The rest of the subscriptions that they offer, for a longer period, represent significant reductions with respect to the average monthly price in which they want to position themselves: from 113 euros per month the quarterly fee (340 euros in total); 105 monthly (630 in total) and 86 annual (1,040). Some moderate figures when compared to those of other premium sports centers in Spain, which can double them.
At AnyósPark they do not link their fee increases to cost increases, but to the improvement of their services and facilities. “First we give and, then, we make the partners participate in the cost that this improvement may have”, he details. “We invest to have the best possible product, so that it is up to date with all the news that comes out,” adds Rodríguez.
Constant renovation and updating are one of the distinguishing factors of this tourist resort, which does not appear to have 35 years of life behind it. It currently has a space of more than 18,000 square metres, much of it dedicated to sports, which includes everything from a fitness room with state-of-the-art technology to directed activity rooms, as well as swimming pools, the only indoor tennis court there is in Andorra and also one of paddle tennis.
COMMITMENT TO PERSONALIZATION
In the last 12 months they have incorporated more trainers and have added two new rooms: one geared towards boxing and another, with technology, for modalities such as pilates or yoga. These are added to a 120 m2 room that had been created a few months earlier and is used exclusively for personal training, a growing trend in the fitness sector and which is already an important source of income for this establishment. The bet, however, comes from afar, given that in the last five years they have doubled the number of classes.
The company has invested several million euros in these and other improvements to its sports facilities in recent years. But the particularity of this sports center is its integration within a tourist resort that offers synergies between its different services. The latest addition to the complex as a whole is the creation of a car park that will allow them to add some 200 more spaces for their customers.
TARGET PRE-COVID REVENUE
From AnyósPark they recognize that their recovery from the pandemic is being “quite positive”. Between 2020 and 2021 those users who frequented their facilities the least left their facilities and some “hyperactive” profiles have remained: their daily attendance peaks have gone from between 800 and 900 users that they could register in 2019, to more than 1,200 that have reached in recent months. This represents a growth at the level of uses close to 30%.
Despite still registering between 5% and 8% fewer partners in its sports division, Rodríguez sees it feasible to exceed in 2022 the income generated in the last year prior to the outbreak of covid if the last quarter of the year is favorable to them. AnyósPark tries to bet on a family audience through a transversal offer that includes sports schools for all ages, from the youngest to the oldest.
The sports center of the facility welcomes three different types of users: regular members, people who stay temporarily in the tourist complex and punctual visitors. The center also aspires to attract part of the new citizens that Andorra is trying to attract by offering them better conditions in terms of quality of life, business, tax or security. Its target is clear: customers without problems to pay as long as the service is consistent with the price paid.
From AnyósPark they admit that theirs is an “atypical” center since it is integrated within a tourist complex in which the different services coexist and feed each other. An example of this is the millionaire investment made by the company to create a new car park embedded in the mountain and which serves to expand the facility’s capacity by several hundred more spaces for all its customers.
THEY STUDY ENERGY EFFICIENCY MEASURES
Before the pandemic, AnyósPark decided to postpone the implementation of different energy efficiency measures in its facilities. Then, as happened to other companies in the sports sector, they considered that it was not necessary to face an investment that, on the other hand, did not allow them to take advantage of or market a possible surplus of energy.
Now the scenario has changed. With the rise in energy costs, the company once again has an energy study on the table that it could approve in the coming months. Their forecast is to manage to self-generate, through photovoltaic panels that they would install in their different buildings, between 40% and 60% of the total energy they consume. The current legislative framework, on the other hand, would now allow them to monetize and introduce the energy generated that they did not use into the network.
THREE URBAN GYM CENTERS
In addition to AnyósPark, the company manages three other centers under the Urban Gym brand, which acts as its “little brother”. The three gyms of this brand are distributed in different locations in the country (in Andorra La Vella, Canillo and Arinsal). They are urban centers, smaller and with lower membership fees: 72 euros per month for the monthly fee, 200 for the quarterly fee (66.6 euros per month) and 744 for the yearly fee (62 euros per month).
“It is a formula that complements us very well, it allows us to cover needs that arose, such as being able to serve those people who want to play sports when they leave work and do not have as much time to travel during the week,” explains Antonio Rodríguez, who does not rules out expanding the number of UrbanGym centers in the future. Between the four facilities, they currently bring together around 2,500 members.