Near Toulouse, this new gym creates “an olfactory atmosphere” to stand out from the others
Clark Powell is a 100% Toulouse concept, opened just two weeks ago in Balma. His goal ? Reveal classic gyms
“It is different from other rooms, I like this immersive side”, reacts Pauline, a member of Clark Powell. After an analysis of the sports hall market in France only six months ago, Lallement created a brand, Clark Powell, with his partner.
Immersion in a universe
For the 37-year-old entrepreneur, it is necessary to break with the model of classic and low-cost cinemas, to “break the weariness of its members”. For this, the room creates an immersive experience made up of five spaces, including one reserved for women in a setting of Egyptian pyramids, or another, for group lessons in a 19th century Italian theatre. These specific universes are also olfactory experiences with the diffusion of an odor in each space. “We want to mobilize all the senses of our members to offer them a break in their day”, affirms the leader of Clark Powell.
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A simple tariff offer
Its market analysis also reveals an observation: fitness centers have overly complicated price offers with a lot of additional costs (one-year commitment, registration fees). “We are betting on simplicity, following the current trend which leaves total freedom”, that is to say with three monthly subscription offers at no additional cost. Clark Powell is aimed at everyone, ranging from students who don’t have to move too fresh all of a sudden, to female customers who want a dedicated space to train in peace.
An opportunity in a market weakened by the covid crisis
The covid crisis has weakened the sector, causing sports halls to lose between 30 and 50% of their members. “There was a skimming of the rooms which allows us to recover parts of market”, affirms Lallement with confidence. The son of Frantz Lallement, the creator of the Esthetic Center franchise, intends to develop his room concept in several cities in France.