Since the David Lloyd and Next Generation Health Club brands came under the same ownership in August last year, they have been operating as two stand-alone brands. This is about to change. Scott Lloyd, Managing Director of the merged group has announced that the Next Generation clubs are to be re-branded as David Lloyd. Lloyd says:
‘We haven’t announced it to members yet, but we will be re-branding to David Lloyd. We’ll be looking to re-brand at the end of the year’.
I never really believed there was any significant value or depth in the Next Generation brand name. It suggested more of a ‘pop’ at Whitbread after David Lloyd Senior, the former British Davis Cup player sold the reacqets club business to Whitbread, and then subsequently left following disagreements over the strategic direction of the business. The name, ‘Next Generation’, to me, was more about ‘beyond David Lloyd clubs’, rather than any deep sense of what the Next Generation clubs stand for. So, the industry says goodbye to another brand name.