Oxygen Insight

Below you will find a selection of recent articles and conference presentations from Oxygen Consulting.

	London 2012 – After the golden show Three years have already passed since London narrowly pipped Paris by 54 votes to 50 to secure the right to host the 30th summer Olympic and Paralympic Games. Paris was strongly tipped to secure the vote in Singapore with Madrid, London, New York and Moscow making up the numbers. Paris had submitted a compelling bid and possessed the experience of delivering Olympic Games in 1900 and 1924, and yet, London came from behind to win. Commentators and analysts began debating what had made the difference for London. Some pointed towards the 'inspirational' video that formed part of the London bid showing how any child with a dream, regardless of their background, can become an Olympian. Alternatively, was it Princess Anne inviting International Olympic Committee (I.O.C) members to Buckingham Palace should London be awarded the games. We will never know why 54 I.O.C members chose to vote the way they did, but I am sure that the words of Seb Coe, Chairman of the London Organising Committee, made a significant difference. A window to a new world Coe told the story of how as a 12-year old he and the rest of his class were put in front of a small black and white television in the school hall to watch John Sherwood, a local athlete, win a bronze medal at the 1968 Mexico Olympics. As he sat and watched, his life changed. 'A window to a new world opened; at that moment I knew what I wanted to be, I knew what I wanted to do' Coe told I.O.C members. Twelve years later, Coe himself, was an Olympic Champion, when he stormed to victory at the Moscow games. Read more London 2012 – After the golden show - Leisure Report October 2008. To download file, click here.
	UK Private Health and Fitness Club Timeline Leisure Report Journal commissioned Oxygen Consulting to research and produce a visual timeline for the UK private health club industry. This illustrates how the industry has evolved since 1979. Read more UK Private Health and Fitness Club Timeline - Leisure Report May 2008 To download file, click here.
	The emergence of budget health and fitness clubs Ray Algar looks at the emergence of the first true budget clubs in the UK, and considers what consequences they will have on the shape of the market. I can vividly recall the discussion with the then chief executive of Holmes Place. "I've put together an exciting deal for a purpose-designed club to form part of a new development in Newbury. The numbers are good; what do you think?" After reflecting, he replied: "We can't open in Newbury; the town already has a private health club." A few years ago, that was the unwritten market rule; the first to enter, won. Why waste resources competing? Let's just find our own town. How quickly the rules of the game change. Now clubs stand side-by-side and compete hard, and not just small clubs. Some towns now have two £13m+ health and racquet clubs within a mile of each other. 'If the town is good enough for them, it's good enough for us', became the new mantra, as chains rushed to build a national estate. As competition intensified, one rule seemed to remain constant. Prosperous consumers joined the premium clubs, while those of moderate financial means frequented the 'affordable' private mid-market club or leisure centre. However, everyone is now well aware that the principle of neatly-defined homogeneous consumer segments is now in turmoil, causing marketers sleepless nights. Promiscuous buying behaviour is everywhere, where shopping at Lidl now suggests, more 'smart' and 'savvy', than skint. Read more The emergence of budget health and fitness clubs (A swarm of low-costs) - Leisure Report August 2008. To download file, click here.