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NEWS
l’Orange Bleue to launch 450 new gyms and day spas in next five years
POSTED 25 Nov 2022 . BY Frances Marcellin
l’Orange Bleue will expand its gyms and day spas across France, Spain and Italy Credit: Orange Bleue

Credit: Orange Bleue
Wellness is our new challenge and I think it’s a niche with huge potential
– José Nercellas, CEO of l’Orange Bleue
l’Orange Bleue, intends to open 450 new European gyms and day spas in the next five years to create an 850-strong network
CEO José Nercellas targeting 200-300 in both France and Spain and plans to launch in Italy
Membership numbers are back to 380,000 this year after losing 30 per cent during COVID
Fitness chain is aiming for a €156m turnover in 2022 and 400,000 members in 2023
José Nercellas, CEO of l’Orange Bleue, is planning to open 450 new European gyms and day spas over the next five years to build an estate of 850 sites.

The chain was founded by Thierry Marquer in 1996 – Nercellas came on board earlier this year from the retail industry, having steered successful expansions of French brands, such as Décathlon, Auchan and Okaidi.

With 400 locations in operation in France and new sites opening up at a rate of 50-100 each year, Nercellas estimates rolling out an additional 200-300 locations across France. He is aiming for similar growth across Spain – where there are currently three properties – and is keen to launch into Italy.

The growth strategy will include opening wholly-owned sites, as well as those under contract as licensed operators – most of which will undergo a design revamp over the next few years.

Out of the 400 locations in France only 17 are owned by l’Orange Bleue, the rest operate under a ‘licence de marque’, which is similar to – but not the equivalent of – a franchise agreement. The fee for a ‘licence de marque’ is around €40,000 and contract holders have to create their own company to run the businesses.

“It’s a different approach from a legal point of view as the contract with a partner mainly consists of transferring know-how and giving operational follow up,” clarified Nercellas, in an exclusive interview with HCM. “We have partners running only one facility and others with between five and 10. Around 50 per cent of our partners have more than one. In the future we’d like to have multi-licensee figures of around 70 per cent.”

Around 11 of l’Orange Bleue’s clubs are day spas with a wellness focus, which is another growth area for the company. “Wellness is our new challenge and I think it’s a niche with huge potential,” said Nercellas. “We would like to develop this part of the company, and we’re currently working on the business approach and the concept.”

Fitness and wellness are two different concepts for the fitness chain, each attracting a different consumer demographic. Wellness clubs, which average 350sq m, attract more women aged 35-55 and offer a spa area with sauna, hammam and contrast bathing, as well as some gym machines.

The fitness facilities are frequented by 18-30-year-olds, split evenly between men and women. They are around 650sq m with 20-30 per cent of the space dedicated to group classes – around 50 each week.

For 2022, the chain is back to membership numbers of 380,000, after losing 30 per cent during COVID. Nercellas’ short-term goals are to reach a €156m turnover in 2022 and surpass 400,000 members across all sites in 2023.

Read the full interview with José Nercellas in HCM here.

Sign up for free copies of HCM on digital each month here
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  FEATURE: Profile: José Nercellas


The CEO of l’Orange Bleue talks to Frances Marcellin about its new-style gyms and preparing the company for European expansion
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NEWS
l’Orange Bleue to launch 450 new gyms and day spas in next five years
POSTED 25 Nov 2022 . BY Frances Marcellin
l’Orange Bleue will expand its gyms and day spas across France, Spain and Italy Credit: Orange Bleue
Credit: Orange Bleue
Wellness is our new challenge and I think it’s a niche with huge potential
– José Nercellas, CEO of l’Orange Bleue
l’Orange Bleue, intends to open 450 new European gyms and day spas in the next five years to create an 850-strong network
CEO José Nercellas targeting 200-300 in both France and Spain and plans to launch in Italy
Membership numbers are back to 380,000 this year after losing 30 per cent during COVID
Fitness chain is aiming for a €156m turnover in 2022 and 400,000 members in 2023
José Nercellas, CEO of l’Orange Bleue, is planning to open 450 new European gyms and day spas over the next five years to build an estate of 850 sites.

The chain was founded by Thierry Marquer in 1996 – Nercellas came on board earlier this year from the retail industry, having steered successful expansions of French brands, such as Décathlon, Auchan and Okaidi.

With 400 locations in operation in France and new sites opening up at a rate of 50-100 each year, Nercellas estimates rolling out an additional 200-300 locations across France. He is aiming for similar growth across Spain – where there are currently three properties – and is keen to launch into Italy.

The growth strategy will include opening wholly-owned sites, as well as those under contract as licensed operators – most of which will undergo a design revamp over the next few years.

Out of the 400 locations in France only 17 are owned by l’Orange Bleue, the rest operate under a ‘licence de marque’, which is similar to – but not the equivalent of – a franchise agreement. The fee for a ‘licence de marque’ is around €40,000 and contract holders have to create their own company to run the businesses.

“It’s a different approach from a legal point of view as the contract with a partner mainly consists of transferring know-how and giving operational follow up,” clarified Nercellas, in an exclusive interview with HCM. “We have partners running only one facility and others with between five and 10. Around 50 per cent of our partners have more than one. In the future we’d like to have multi-licensee figures of around 70 per cent.”

Around 11 of l’Orange Bleue’s clubs are day spas with a wellness focus, which is another growth area for the company. “Wellness is our new challenge and I think it’s a niche with huge potential,” said Nercellas. “We would like to develop this part of the company, and we’re currently working on the business approach and the concept.”

Fitness and wellness are two different concepts for the fitness chain, each attracting a different consumer demographic. Wellness clubs, which average 350sq m, attract more women aged 35-55 and offer a spa area with sauna, hammam and contrast bathing, as well as some gym machines.

The fitness facilities are frequented by 18-30-year-olds, split evenly between men and women. They are around 650sq m with 20-30 per cent of the space dedicated to group classes – around 50 each week.

For 2022, the chain is back to membership numbers of 380,000, after losing 30 per cent during COVID. Nercellas’ short-term goals are to reach a €156m turnover in 2022 and surpass 400,000 members across all sites in 2023.

Read the full interview with José Nercellas in HCM here.

Sign up for free copies of HCM on digital each month here
RELATED STORIES
FEATURE: Profile: José Nercellas


The CEO of l’Orange Bleue talks to Frances Marcellin about its new-style gyms and preparing the company for European expansion
MORE NEWS
Wellness Access Institute launches to improve understanding of and accessibility to wellness
A new think tank called the Wellness Access Institute (WAI – pronounced why) has launched to help the industry address its biggest problems and drive research-based innovation.
Veronica Schreibeis Smith and Amir Alroy join GWS Advisory Board
The Global Wellness Summit (GWS) has announced the appointment of two international wellness thought leaders to its Advisory Board.
FaceGym heads down under with first Australian studio, partnered with Mecca
Facial fitness and skincare brand FaceGym has entered the Australian market with its first bricks and mortar studio in Sydney and a new deal with Australasian beauty retailer Mecca.
Emlyn Brown, Kent Richards and Sara Codner outline top priorities for spa and wellness leaders in 2023
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Iyashi Dôme sets industry standard for touchless infrared sauna technology
Iyashi Dôme has been an industry pioneer for 20 years and is responsible for creating the authentic Japanese long infrared sauna. [more...]
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Sothys Paris

Founded in 1946, Sothys is owned by the Mas family. Chief executive Christian Mas oversees the com [more...]
+ More profiles  
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+ More catalogues  

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REM UK Ltd - REM Spa: relax, breathe, be inspired
Welcome to REM, quality salon furniture, spa furniture & barber furniture made in Britain since 1918 Find out more...
+ More videos  

DIRECTORY
+ More directory  
DIARY

 

31 Jan - 02 Feb 2023

Spatex 2023

Coventry Building Society Arena, Coventry, United Kingdom
05-06 Mar 2023

World Spa & Wellness Conference

Excel exhibition and conference centre , London, United Kingdom
+ More diary  
 


ADVERTISE . CONTACT US

Leisure Media
Tel: +44 (0)1462 431385

©Cybertrek 2023

ABOUT LEISURE MEDIA
LEISURE MEDIA MAGAZINES
LEISURE MEDIA HANDBOOKS
LEISURE MEDIA WEBSITES
LEISURE MEDIA PRODUCT SEARCH
PRINT SUBSCRIPTIONS
FREE DIGITAL SUBSCRIPTIONS