Our story – 40 years of Holmes Place
Once upon a time, in a cul-de-sac off the Fulham Road, in London... that is how our story begins. In 2020 Holmes Place celebrates its 40th anniversary and this what we've learned along the journey.
The year was 1980 when Allan Fisher, the founder of Holmes Place, inaugurated a fitness club that aimed to blend the concept of a gym with lifestyle, glamour and health. A first of its kind, the original Holmes Place club was set in a cul-de-sac off Fulham Road in Chelsea, named after the famous detective, hence the title that branded this new concept of health clubs.
With all the buzz created around the first club, expansion became - as the detective would put it - elementary.
The differentiating ambience experienced inside the club took the surging fitness trend to a new level. It was a friendly, upscale and stylish environment, a place that was ready to celebrate the colourful fitness outfits and Jane Fonda's iconic VCR workouts.
Habits were different, but not all of them were good.
Can you imagine if someone lit a cigarette in a Holmes Place Club Room today? Back in 1985 that was as common as having your phone by your side. People smoked in aeroplanes, shopping malls, and yes, in the Club Room. So it wasn't popular when Allan Fisher announced that Holmes Place Club Rooms were becoming smoke-free areas. Everyone told Allan that the Club Room Operator would go out of business, but in fact, revenues increased! It was the right thing to do from all perspectives, and we are proud that Holmes Place was the first to do it.
In the 90's we were growing and expanding, our reputation travelled the world and so did we. By 1996 we opened our first club in Portugal. In a country praised by its incredible food, some of the best deals are celebrated over a meal. And so the original contract was signed by Allan Fisher and Hans Koster in a serviette over dinner - and nice wine.
In the break of the new millennium, Jonathan Fisher - Allan Fisher's son - led a consortium to develop Holmes Place in Europe. By 2000 Holmes Place had 50 clubs in the UK and other 26 in locations across central and south Europe.
By 2006 the decision was made to sell all UK clubs to the expanding Virgin Active. Over ten years later Holmes Place bought all Virgin Active clubs in Iberia, proving there is always a yin to yang, a teaching that is a part of our story.
By 2016 the brand had evolved and what it now stood for needed to be told. The rebranding process was complete with an original signature monogram. The new round and elegant logo emerged, resembling a hand-drawn HP, while inspired by the infinity symbol; it's also reminiscent of yin-yang, standing for the sense of progress, inclusion, balance and support.
Continuing its focus on improvement and innovation, Holmes Place launches new Xpress Classes, new signature classes and training areas. Medical and physiotherapy are a new focus with specific programs designed to fulfil the needs and desires of the Holmes Place community.
And here we are today, celebrating our 40th anniversary — a long and joyful journey to bring health and fitness into people’s lives. Today Holmes Place serves over 300 thousand members, across 100 clubs in 8 countries, and there is still so much ahead. We can't wait to tell you what we’re planning for the next 40 years, after all, as they say: life begins at forty.