In terms of recent projects, in 2015 we invested over €1.5m at Aspria Royal La Rasante to create a truly market-leading wellbeing experience. This included the birth of the Academy brand, cementing our position as the #1 family club operator in Brussels, as well as the Belgian launch of AspriaPro – our signature lifestyle assessment and personalised wellbeing programme, which had already helped thousands of members in our German clubs to improve their health. In addition, we transformed the gym area, creating 15 distinct zones of fitness and activity to add variety to the training options, ensuring there was something for every member.
In 2017, our attention turned to Aspria Avenue Louise. The wellbeing facilities were already award-winning at this adults-only club – indeed, the club was named Best Spa and Wellbeing Centre in Belgium for 2018 by the Luxury Travel Guide. However, we wanted to go the extra mile to look after our members. This led to the creation of the Aspresso Lounge, inspired by first-class airline lounges, which offers our members complimentary drinks and fresh, healthy food to enjoy after a training or spa session. Alongside this we also created a cosy new Club Class Lounge – with sofas, armchairs and a fireplace – for socializing, networking and relaxation, as well as a new Library and extended boardroom for members’ exclusive, complimentary use.
Finally, 2018 is the year of the Evolution project at Aspria Arts-Loi – a phase of reinvention and re-imagination that will totally transform the club and take it into a new era of wellbeing. At the heart of this evolution is the creation of innovative new workout spaces that will offer a training experience like no other: we are building a new indoor/outdoor functional training zone with bespoke workouts and the very latest equipment, as well as a futuristic ‘immersive’ cycling studio – the largest in central Brussels – with a studio capacity of 50 bikes, spectacular sound and lighting, and a giant screen that will draw you in and make you feel as though you are somewhere even more spectacular as you cycle. The restaurant will also be upgraded to become an Aspresso.
What are your future plans for the Aspria Group as a whole?
We want to consolidate our position as the true premium developer and operator of high quality clubs across Europe. Club number nine – in Brussels – is already in the pipeline, and we continually look for other opportunities to expand our portfolio.
For Aspria though – and this is critical – our focus when it comes to growth is on quality, not quantity. Ours will never be the largest chain of clubs in Europe, but I truly believe we can claim to be the best.
