The Bannatyne Group is working to redefine itself as a premium operator in 2016, with a major investment programme and a shift in philosophy.
In a period which has seen rivals LA fitness sold to Pure Gym, and Fitness First put on the market, the mid-market brands like Bannatyne's has faced competition from both budget clubs and boutiques.
Therefore, the firm has decided to move to an upmarket position and is currently mid-way through a £16m investment programme to refurbish its 60-strong estate.
Also part of the new strategy is a culture shift which sees the customer journey placed at the heart of the business as part of a growing emphasis on retention.
Finally, following the jailing of former finance director Christopher Watson this year for defrauding the company out of nearly £8m, the company has a new team in place, headed up by managing director, Justin Musgrove.