Our story - 40 years of Holmes Place

Posted on Our People and tagged 40 years, anniversary, our story

Once upon a time, in a cul-de-sac on Fulham Road, in London... that's how our story begins. Holmes Place is celebrating its 40th anniversary in 2020 and we've learned that on our journey.

The year 1980 was the year in which Allan Fisher, the founder of Holmes Place, opened a fitness club that would combine the concept of a gym with lifestyle, glamour and health. The original Holmes Place club was a first of its kind and was at a dead end on Fulham Road in Chelsea. He was named after the famous detective, hence the title that shaped this new concept of fitness clubs

With all the hustle and bustle that arose around the first club, the expansion became — elementary — as the detective would put it.

The varied ambiance inside the club brought the rising fitness trend to a new level. It was a friendly, upscale and stylish environment, a place ready to celebrate the colorful fitness outfits and Jane Fonda's iconic VCR workouts.

The habits were different, but not all were good.

Can you imagine someone lighting a cigarette in a Holmes Place club today? Back in 1985, it was as common as having the telephone by your side. People smoked in airplanes, shopping malls and yes, in the club room. So it wasn't popular when Allan Fisher announced that Holmes Place club rooms would become smoke-free zones. Everyone told Allan that the club room operator would go bankrupt, but in reality, revenue rose! The decision was the right one from every angle, and we're proud that Holmes Place was the first.

In the 90s, we grew and expanded, our reputation traveled around the world and so did we. In 1996, we opened our first club in Portugal. In a country whose incredible food is lauded, some of the best business deals there are struck over a meal. And so the original contract was signed by Allan Fisher and Hans Koster in a napkin over dinner — and a good wine.

At the turn of the millennium, Jonathan Fisher - Allan Fisher's son - led a consortium of companies to develop Holmes Place in Europe. By 2000, Holmes Place had 50 clubs in Great Britain and a further 26 in Central and Southern Europe.

In 2006, the decision was made to sell all British clubs to the expanding Virgin Active. More than ten years later, Holmes Place bought all Virgin Active Clubs on the Iberian Peninsula, proving that there is always a yin to yang, a lesson that is part of our story.

The brand had developed over the years up to 2016 and it was finally necessary to communicate what it now stood for. The rebranding process was completed with an original signature monogram. The new round, elegant logo was created, which resembles a hand-drawn HP and is also inspired by the infinity symbol; it is also reminiscent of yin-yang, which stands for a sense of progress, inclusion, balance and support.

Holmes Place continues to focus on improvement and innovation and is launching new Xpress courses, new signature courses and training areas. Medical and physiotherapy courses form a new focus with specific programs tailored to the needs and wishes of the Holmes Place community.

And here we are today, celebrating our 40th anniversary — a long and happy journey to bring health and fitness into people's lives. Today, Holmes Place serves over 300 thousand members in 100 clubs in 8 countries, and so much is still ahead of us. We can hardly wait to tell you what we are planning for the next 40 years because, as they say, life really starts at the age of forty.

Posted on Our People and tagged 40 Years, Anniversary, Our Story.