Aspria, a leader in high-end sports and wellness clubs in Europe, is celebrating its 20th anniversary at the brand’s first ever club Belgian, which opened in 2001. Arts-Loi club is located in Brussels and is an urban club housing the largest cycling studio and largest indoor swimming pool in the city’s centre. Over the past 20 years, Aspria has seen its turnover rise and continue to grow, and plans are in place to open an exceptional new club, located close to Roosevelt.
1. Quality over quantity
The idea of creating prestigious private clubs first emerged in England in 1985 and a few years later, Brian Morris, current CEO of Aspria, invested in this idea. After opening a few very successful private clubs in England, in 2000 Aspria was born. The group offers a new range of private clubs based on the well-being, quality of infrastructure and prestigious sports, fitness and spa facilities across Europe. Since the launch of the first club of its kind in Belgium in 2001 at Arts-Loi, Aspria has opened one club in Italy, four in Germany and two others in Belgium. The key word being quality, the goal is not to open clubs in abundance but rather to focus on the continuous development of existing clubs in order to guarantee the best services and infrastructure to their members.
When it comes to the growth of our group, we will always prioritise quality over quantity. We will therefore never be the largest chain of clubs across Europe, but our customers will always be able to count on our know-how and the quality of our services.
Brian Morris, CEO of Aspria
2. A successful brand
Aspria’s three Brussels clubs alone generate 40% of the total turnover, amounting to 70 million euros. A significant share when you consider that Germany and Italy share the remaining 60% among their five clubs. The number of registrations is very successful., and combining the months of July, August and September, Aspria exceeded its sales targets within its Brussels clubs.
After a chaotic year like never before and over 225 days of closure for gyms and fitness centres, people have come to realise that their health and well-being comes first. We are delighted to see such enthusiasm for our clubs and we have therefore broadened our offer by offering more classes.
Nicolas Metens, Marketing Manager of Aspria Belgium
3. Three very different Brussels clubs
The geographical location of the three Aspria clubs located in Brussels was not chosen by chance. The Arts-Loi club, located in the European quarter, accommodates many civil servants but also high-level athletes thanks to the infrastructure on offer. An urban club that houses the largest cycling studio and the largest indoor swimming pool in the center of Brussels. Louise’s club located on the Steigenberger Wiltcher’s site attracts executives and young entrepreneurs from companies and co-working spaces in the surrounding area. This adults-only club also benefits guests of the hotel located next door. For a moment of relaxation with the family or to practice your sporting activity in a green setting, the Royal La Rasante is the place to go. Its 13,000 m² houses meeting and working spaces, events and activities for the whole family.
4. A new exceptional club in Roosevelt
In addition to the three already existing Brussels clubs, a fourth club will be added to the list. Located in Brussels, Aspria Roosevelt will restore the site of the former Solvay Sports club, creating one of the most exclusive clubs in Europe. Within a unique 4.2 hectare environment home to protected tree species, Aspria will offer a gigantic gym, nine tennis courts, four indoor and outdoor swimming pools as well as numerous activities. The Aspria Roosevelt club is expected to generate more than 100 jobs and will be able to accommodate no less than 5,000 adult and junior members. This luxurious sanctuary dedicated to relaxation will finally see the light of day by 2022 after tumultuous negotiations.
We patiently waited more than ten years before finally seeing the end of the tunnel. Our perseverance has paid off and we will soon be able to start building this majestic club that can generate jobs and benefit the local economy.
Brian Morris, CEO of Aspria
The feeling of security in our clubs is already very present. Obviously, we will follow government guidelines. The Covid Safe Ticket is an additional security measure that we will apply from October 1st.
Nicolas Metens, Marketing Manager of Aspria Belgium
5. The Covid Safe Ticket: the last minute guest
It is no longer a guess, the Covid Safe Ticket will come into force in Brussels on October 1 in a whole series of infrastructures, of which sports halls are part. After two years turned upside down by Covid 19, this measure is still taken with great serenity by Aspria. “The sanitary measures in our clubs are already very entrenched and our members respect them well. We are already going beyond the measures imposed by the government and benefit from an exceptional framework to maintain these strict restrictions while ensuring a great experience for our members. The feeling of security in our clubs is already very present. Obviously, we will follow government guidelines. The Covid Safe Ticket is an additional security measure that we will apply from October 1st” explained Nicolas Metens, Marketing Manager of Aspria Belgium.
