Hussle (formerly PayAsUGym)
Hussle (formerly PayAsUGym)
Hussle (formerly PayAsUGym)
Health Club Management

Health Club Management

Follow Health Club Management on Twitter Like Health Club Management on Facebook Join the discussion with Health Club Management on LinkedIn Subscribe to Health Club Management
UNITING THE WORLD OF FITNESS
Get the latest news, jobs and features in your inbox
Health Club Management

Health Club Management

features

People profile: Gustav Gym

Co-founders: Gustav Gym

Published in Health Club Management 2019 issue 3
Pleunis (left) was in the special forces before 
teaming up with Timmerman to create Gustav
Pleunis (left) was in the special forces before teaming up with Timmerman to create Gustav
We help people break bad habits and change their lifestyles for better health. By monitoring our members’ progress and keeping in touch via our app, we guarantee results

What’s your background?
I did the marines training and, following that, was in the special forces, which made me appreciate how valuable exercise is to support a high pressure job.

When I left, my ambition was to open my own gym, targeting professionals with stressful jobs who could benefit from exercise. I joined forces with my business partner, Jeroen Timmerman, who went to business school in Holland. My experience is in the fitness and his in the administration side of the business.

What did you want to achieve with Gustav Gym?
We want to be the best PT gym in Holland: offering a high end environment, combined with excellent personal training and a personal approach. Our team of PTs is very well qualified and support our members with their goals by providing them with bespoke training programmes, as well as nutrition plans. We help people break bad habits and change their lifestyles for better health. By monitoring our members’ progress, and keeping in touch via our app, we guarantee results.

This expertise is complemented by a luxury environment, with wood, concrete, glass and expensive art. The club centrepiece is our 5m-high, 16m-wide indoor waterfall. We offer Technogym equipment and luxury changing areas with rain showers and high quality toiletries.

What is the concept?
It is a studio-based offering, for PT and small group exercise. We offer HIIT, boxing, kickboxing, rowing, yoga, pilates and barre classes.

Were you inspired by any other operator when putting together the concept?
No. My business partner and I had a vision of what we wanted to achieve and how we would go about it.

When did you launch?
Our first site, in Amsterdam’s business district by the canal, opened in November 2016, followed by a slightly smaller site in the city centre last August. Members can go to both clubs and we are seeing that they use the business district club during the week and the city club, nearer to where they live, at the weekends.

What is the membership model?
Around half of our members join for our PT service and about a half join to use the classes independently. Memberships start at €65/month, but some members pay €2,000 a month to work out with PTs six days a week. We attract a wealthy clientele, with many lawyers and bankers among our members.

What has been the biggest challenge?
To build the brand and raise awareness. We had the vision of what we wanted to achieve, but the challenge with the first club was communicating what we were doing. However, with the second club it was easy – it sold itself.

What are your plans for the future?
We want to open more clubs in different areas of Amsterdam, we have plans to launch our third club this year and fourth next year. We’ve also launched our franchising business, which is how we’d like to grow the brand further afield.

Gustav’s interior has a luxury feel, with the use of wood, concrete, glass and expensive art
Gustav’s interior has a luxury feel, with the use of wood, concrete, glass and expensive art
The boutique gym’s classes include HIIT, boxing and kickboxing
The boutique gym’s classes include HIIT, boxing and kickboxing
Gustav is aiming to be the best PT gym in Holland
Gustav is aiming to be the best PT gym in Holland
http://www.leisureopportunities.com/images/imagesX/674109_433655.jpg
'We help people break bad habits and change their lifestyles by monitoring their progress and keeping in touch via our app' – co-founders of Gustav gym in Amsterdam
Latest News
The UK health and fitness industry is healthier than it has ever been, according to ...
Latest News
People eating ultra-processed foods ate more calories and gained more weight than when they ate ...
Latest News
Wellness Week 2019 has kicked off in Romagna, Italy. The event will run from 17 ...
Latest News
Boutique cycle studio operator Flywheel has teamed up with Amazon.com to make its Flywheel Home ...
Latest News
Premium fitness operator Equinox will begin offering furnished office spaces adjacent to its high-end health ...
Latest News
Physical activity could be a major tool in battling rising levels of loneliness among young ...
Latest News
A new qualification focusing on mental health – one of the first of its kind ...
Latest News
Sports should be harnessed to help tackle knife crime and gang violence, according to a ...
Latest News
Fitness marketplace Hussle has revealed its first major deal since it changed its name and ...
Latest News
Fitness software startup Glofox has secured a US$10m worth of Series A funding. Led by ...
Latest News
The number of people dying prematurely from heart attacks and strokes in the UK has ...
Job search
POST YOUR JOB
Featured supplier news
Featured supplier: FunXtion partners with Anytime Fitness to enhance their member experience
FunXtion, experts in interactive digital fitness, has been appointed by the world’s fastest growing fitness franchise, Anytime Fitness, to enhance member experience and engagement.
Featured supplier news
Featured supplier: Wattbike to redefine indoor cycling with two new products
Wattbike will launch two new products that offer a complete indoor cycling solution.
Opinion
promotion
Member retention is a growing problem for long-established gym chains, who are battling the growing budget and boutique gym market.
Opinion: Are you trying to beat budget gyms at their own game?
Video Gallery
DFC: We do more...
DFC
DFC are a leading direct debit collection company, providing cash flow solutions to happy clients from all over the UK. Read more
More videos:
Company profiles
Company profile: EXF Fitness
EXF offer so much more than modular systems and pick and mix installations, they don’t ...
Company profiles
Company profile: Eleiko
We build upon our six-decade legacy in weightlifting, fuelled by our unwavering commitment to innovation, ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Exercise equipment
Eleiko Sport AB: Exercise equipment
Architects/designers
Zynk Design Consultants: Architects/designers
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Professional services
Deloitte UK: Professional services
Spa software
SpaBooker: Spa software
Skincare
Comfort Zone - Davines S.p.A: Skincare
Audio visual
Lightmasters UK Ltd: Audio visual
Management software
GymSales: Management software
Member access schemes
Move GB: Member access schemes
Trade associations
International SPA Association - iSPA: Trade associations
Property & Tenders
New Brighton, Wirral, Merseyside
Wirral Borough Council
Property & Tenders
Various Sites
Porters Commercial
Property & Tenders
Diary dates
22 May 2019
Lowry Theatre, Salford, United Kingdom
Diary dates
30 May 2019
Rimini Expo Centre, Rimini, Italy
Diary dates
Search news & features:
Find a supplier:
Hussle (formerly PayAsUGym)
Hussle (formerly PayAsUGym)