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.