Award Leisure ramps up exposure

Thriving Coast Spas and Regency Collection retailer A5 Spas and its Award Leisure franchise network has been ramping up its promotional activities ahead of an appearance this month at the National Franchise Exhibition in Birmingham.

The Award Leisure range of products, launched to the British market this year as part of a franchise initiative by award-winning retailer A5 Spas, includes the cutting-edge designs from Coast Spas. They were showcased at the end of September during the second edition of the invite-only Midlands Luxury Show, which was hosted at the world-renowned five-star Belfry Golf Course Hotel & Resort in Sutton Coldfield.

In conjunction with running an ‘End of Season Sale’ at its specialist sites in Dordon, St Albans, and South Hykeham; with up to 30 per cent off on a host of deals on hot tubs, swim spas and gazebos for prospective customers, A5 Spas and Award Leisure joined fellow luxury product specialists as part of an enhanced Midlands Luxury Show that was rolled out over two days for the first time due to the success of last year’s event.

A5 Spas and Award Leisure, which supply Valkea Cabins and Valkea Saunas, among other exhibitors that included: Belfry Hotel & Resort;  XL Cars, who provide short term and contract hire of supercars; Hyatt Regency Birmingham promoting their The Gentleman & Scholar brand; and Tom Hartley, which has been buying and selling luxury and performance cars for more than four decades since Tom, who continues to lead the company with his son Carl, concluded his first deal.

Also included in the exhibitor list was Amplify Hospitality, who provide VIP hospitality experiences; Luxury Travel Guide; The Christmas Decorators; Vermillion Films, which specialises in films for the corporate market; JQ Catering Services, who provide bespoke Private Chef Services; Fine French Caviar, a family-run business purveying award-winning caviars to the retail sector along with some of Britain’s famous chefs, restaurants and hotels; HR Owen Ecurie; security specialist Sentinel Group; Active Clinics, who provide Cryotherapy treatments for the sports and beauty industry; Poggenpohl, who are celebrating 125 years of producing luxury kitchens; Exceptional Pieces, who are the destination of choice for artists and art-lovers across the globe; Trinity House Paintings, which has become a major player in the UK and global art world; and RotorSport, which is the leading gyroplane manufacturer in the UK.

Among the guest speakers was 2008 Dragon’s Den success Guy Portelli, as well as Greater Birmingham Chambers of Commerce CEO Paul Faulkner; while Elmhurst Ballet School were among those performing on stage, which also hosted a fashion show from Maison Grace. Willard Wigan MBE, who has gained global acclaim for his unique talent as a micro sculptor, was also at the event.

During the show, co-hosted by J&A Fine Art Ltd and Equitrade Capital Ltd in partnership with Great Birmingham Chambers of Commerce to help highlight the very best of luxurious business across the Midlands, a compact Coast Spas Omega hot tub that can accommodate four people was on display as part of Award Leisure’s promotion of hot tubs and swim spas from the Canadian manufacturer; which has gained 2017 WhatSpa? Best Buy Awards for its Regency Spas Baroness, Regency Spas Grand Duke, Regency Spas Prince, Coast Spas Luxury Cascade II, and Coast Spas Luxury Mirage Curve; as well as 2017 WhatSwimSpa? Best Buy Awards for its Regency Spas Emperor, Wellness II Lounger Play, Wellness Infinity Ultra, and twin chamber Wellness IV Dual Temp models; and is currently celebrating its 20th anniversary.

“We received a good amount of interest for our products,” reported Award Leisure’s Franchise Development Manager and Dealer Acquisition Jessica Anthony.

“We’ve come away with a good amount of leads to follow up. So hopefully they will progress.”

As part of the fledgling membership of the British Franchise Association (BFA), A5 Spas chief and Award Leisure Managing Director Mark Anthony has been instrumental in the initiative that has seen the launch of Award Leisure Birmingham and is currently aiming to pass on the company’s vast experience of the wet leisure and outdoor products market to additional pedigree Award Leisure franchise dealerships.

Along with the Coast Spas hot tubs and swim spas, Award Leisure is able to provide prospective franchisees and their customers with a wide choice of additional pedigree outdoor products including quality Kamado Eggs that allow owners to grill, BBQ, or bake alfresco cuisine; as well as luxury fire pits and woodfired pizza ovens.

“Our products are highly regarded and with franchise growth throughout the UK our brand reputation and recognition will increase significantly,” said Mark.

“We’ll be able to increase our presence throughout the UK by allowing only the most suitable and professional candidates to take on an Award Leisure franchise.”

New franchisee Simon Baggaley has praised Award Leisure for helping him to launch Award Leisure Birmingham during the summer, which is now showcasing Coast Spas products in a former car showroom in Solihull.

“I’ve had excellent support and engagement from Award Leisure throughout the process,” said former solar energy business sales director Simon.

“I get the feeling I’m part of a team working towards a common goal. I feel the franchise model they have put together is very professional and well run.

“There were other opportunities in the industry that I considered, but it wasn’t just the fact that the Award Leisure prospect was a franchise that made me decide. I had done extensive research into products and competitors, and firmly believe that the Award Leisure business model and product range is the best in the industry.”

Award Leisure will be appearing at the National Franchise Exhibition at the Birmingham NEC and providing further details of the franchise opportunities linked to the hot tub and swim spa dealership initiative throughout the two-day event, running on October 13 and 14.