Holmes Place in identity revamp

Holmes Place is planning an overhaul of its gyms and brand identity to reclaim market leadership.

The work is being overseen by marketing director Nick Burrows, who joined at the start of the year, replacing Jeremy Tester, who quit without a job to go to (Marketing, 13 November 2003).

Burrows has hired design consultancy 20:20 to develop the look and environments.

Holmes Place had been working with branding agency Dave, but Burrows terminated the relationship following a competitive pitch which 20:20 won.

In 2001, Holmes Place had 230,000 members and more than 60 health clubs.

According to Mintel, it now has 177,000 members in 55 clubs.

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