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Health Club Management

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HCM People: Duncan JeffordRegional Director, Everyone Active

People don’t want to just come in and run on a treadmill or sit on a bike, they want an experience

Published in Health Club Management 2020 issue 2
Duncan Jefford is driving innovation and partnerships at Everyone Active
Duncan Jefford is driving innovation and partnerships at Everyone Active

Leisure Management company Everyone Active has recently launched a boutique workout experience called FORTIS Powered By Speedflex, following a collaboration with HIIT specialist Speedflex.

The concept offers 30-minute workouts using Speedflex machines which generate personalised resistance.

By January 2021, 15 studios will be opened in total, with three located in London and the remaining twelve situated outside. To date, three are up and running, in Hemel Hempstead, Chichester and London’s Soho.

Each studio costs around £100k, including equipment, and features four types of Fortis workouts with a total of 25 classes a week on offer.

Three more sites are due to go live in April, followed by four in September and a further five in January 2021.

Major shift
Duncan Jefford, regional director of Everyone Active, told HCM: “Fortis was created because we felt the whole of the leisure industry is shifting quite significantly in terms of what the customer is looking for.

“We believe there’s a stereotypical type of leisure centre and think this really needs to change. Thus over the past couple of years, we’ve focused on branding, the overall feel and now we’re focusing on the offering. We believe we need to be offering a boutique experience that’s affordable.

“There’s also been a recent shift to a more experience-led workout – people don’t want to just come in and run on a treadmill or sit on a bike, they want an experience. So for us it’s about partnering with people that can offer that level of experience and engagement.”

Everyone Active has other existing partnerships with fitness franchise F45 and yoga chain MoreYoga.

“We began working with other companies because we wanted to differentiate the offering, but we soon realised there was a gap in the HIIT market,” says Jefford. “However, London is very saturated in this market so we looked to develop a unique product.

“We wanted to create something different and we feel that Speedflex equipment is unique in itself. The look and feel is completely different from anything else in the market at this moment in time, and because it’s non-DOMS exercise, customers won’t feel any muscle soreness the next day, despite having done an intense 30-minute workout.

“The beauty of it is you could use the equipment seven days a week.”

Everyone Active and Speedflex began talks in June 2019, but although Everyone Active liked the product and the physiological rationale behind it, the consensus was that the branding and marketing around it required development to fully fit Everyone Active’s needs in relation to the new launch.

“Over the last six months, we’ve worked to develop our exclusive Fortis brand, including the look, feel, branding, music and everything that sits behind it,” says Jefford. “The end result has been a totally collaborative effort.”

FORTIS Powered By Speedflex is being marketed to consumers through social media, using Facebook, Twitter and Instagram accounts. Everyone Active had over 2,000 bookings in January and has seen 85 per cent class occupancy in Chichester and Hemel Hempstead.

“You could argue that exclusively using social media will attract a certain demographic, but what we’ve seen is that the age range for Fortis classes varies between 20 and 60 years, and we’ve also seen nearly a 50/50 split between men and women,” says Jefford.

Drop-in prices for a Fortis class costs £15 in London and £10 elsewhere, while Everyone Active members with a premium membership – costing £56 – get unlimited access across the entire leisure centre menu, including Fortis classes.

Delivering fortis
Everyone Active is using a hybrid model for Fortis staff – deploying members of its fitness team who have gone through a programme of training with Speedflex master trainers while also recruiting new team members externally.

“We’ve picked people who can deliver classes in terms of generating energy and enjoyment, rather than choosing candidates who only know what they’re doing technically,” says Jefford. “Fortis has got to be an experience.”

There will be 10 staff per studio and Everyone Active currently has 30 staff qualified to deliver Fortis classes. The aim is to have 120 to 150 this time next year.

New cycling experience
“Next we’re looking at developing a cycling experience and doing something bigger and better than what’s currently out there, in the market,” says Jefford, “but we’re also focusing on developing our holistic offering, because at the moment we don’t feel it’s something that’s fully covered within the marketplace.”

The partnership with Fortis represents an entrepreneurial move from Everyone Active but Jefford contends this decision was necessary to ensure the business can compete against other operators.

“I think there’s been a massive strain on local authority finances recently,” says Jefford. “If you wind it back ten years most leisure centre’s operators would get a subsidy to run them, the reality is now that for 75 per cent of contracts, we’re actually paying the council to run them. So we need to be more entrepreneurial in terms of generating revenue to run the facilities and at the same time keep the offering where it needs to be.

“We’re embedding commerciality into Everyone Active to enable us to compete on a product-level with the private sector. We’re also working to make sure our team at Everyone Active understands that we’re a business and that we need to be commercial in the way we operate to keep up and to contend.”

Up to 15 Fortis studios will open in the next year
Up to 15 Fortis studios will open in the next year
Launching Fortis, L-R, Mark Simpson, Duncan Jefford, Alexandra Burke, Paul Ferris, Cheryl Hersey
Launching Fortis, L-R, Mark Simpson, Duncan Jefford, Alexandra Burke, Paul Ferris, Cheryl Hersey
The studio layout has been designed to be spacious but also atmospheric
The studio layout has been designed to be spacious but also atmospheric
The Speedflex workout is non-DOMS, so people can work out more regularly
The Speedflex workout is non-DOMS, so people can work out more regularly
Fortis has a warm gold livery with design by Action PR
Fortis has a warm gold livery with design by Action PR
http://www.leisureopportunities.com/images/imagesX/346057_905197.jpg
Everyone Active has launched a new brand, FORTIS By Speedflex, as part of a venture into branded studios. We talk to regional director Duncan Jefford
Duncan Jefford, Everyone Active, FORTIS, Speedflex,boutique workout
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    features

    HCM People: Duncan JeffordRegional Director, Everyone Active

    People don’t want to just come in and run on a treadmill or sit on a bike, they want an experience

    Published in Health Club Management 2020 issue 2
    Duncan Jefford is driving innovation and partnerships at Everyone Active
    Duncan Jefford is driving innovation and partnerships at Everyone Active

    Leisure Management company Everyone Active has recently launched a boutique workout experience called FORTIS Powered By Speedflex, following a collaboration with HIIT specialist Speedflex.

    The concept offers 30-minute workouts using Speedflex machines which generate personalised resistance.

    By January 2021, 15 studios will be opened in total, with three located in London and the remaining twelve situated outside. To date, three are up and running, in Hemel Hempstead, Chichester and London’s Soho.

    Each studio costs around £100k, including equipment, and features four types of Fortis workouts with a total of 25 classes a week on offer.

    Three more sites are due to go live in April, followed by four in September and a further five in January 2021.

    Major shift
    Duncan Jefford, regional director of Everyone Active, told HCM: “Fortis was created because we felt the whole of the leisure industry is shifting quite significantly in terms of what the customer is looking for.

    “We believe there’s a stereotypical type of leisure centre and think this really needs to change. Thus over the past couple of years, we’ve focused on branding, the overall feel and now we’re focusing on the offering. We believe we need to be offering a boutique experience that’s affordable.

    “There’s also been a recent shift to a more experience-led workout – people don’t want to just come in and run on a treadmill or sit on a bike, they want an experience. So for us it’s about partnering with people that can offer that level of experience and engagement.”

    Everyone Active has other existing partnerships with fitness franchise F45 and yoga chain MoreYoga.

    “We began working with other companies because we wanted to differentiate the offering, but we soon realised there was a gap in the HIIT market,” says Jefford. “However, London is very saturated in this market so we looked to develop a unique product.

    “We wanted to create something different and we feel that Speedflex equipment is unique in itself. The look and feel is completely different from anything else in the market at this moment in time, and because it’s non-DOMS exercise, customers won’t feel any muscle soreness the next day, despite having done an intense 30-minute workout.

    “The beauty of it is you could use the equipment seven days a week.”

    Everyone Active and Speedflex began talks in June 2019, but although Everyone Active liked the product and the physiological rationale behind it, the consensus was that the branding and marketing around it required development to fully fit Everyone Active’s needs in relation to the new launch.

    “Over the last six months, we’ve worked to develop our exclusive Fortis brand, including the look, feel, branding, music and everything that sits behind it,” says Jefford. “The end result has been a totally collaborative effort.”

    FORTIS Powered By Speedflex is being marketed to consumers through social media, using Facebook, Twitter and Instagram accounts. Everyone Active had over 2,000 bookings in January and has seen 85 per cent class occupancy in Chichester and Hemel Hempstead.

    “You could argue that exclusively using social media will attract a certain demographic, but what we’ve seen is that the age range for Fortis classes varies between 20 and 60 years, and we’ve also seen nearly a 50/50 split between men and women,” says Jefford.

    Drop-in prices for a Fortis class costs £15 in London and £10 elsewhere, while Everyone Active members with a premium membership – costing £56 – get unlimited access across the entire leisure centre menu, including Fortis classes.

    Delivering fortis
    Everyone Active is using a hybrid model for Fortis staff – deploying members of its fitness team who have gone through a programme of training with Speedflex master trainers while also recruiting new team members externally.

    “We’ve picked people who can deliver classes in terms of generating energy and enjoyment, rather than choosing candidates who only know what they’re doing technically,” says Jefford. “Fortis has got to be an experience.”

    There will be 10 staff per studio and Everyone Active currently has 30 staff qualified to deliver Fortis classes. The aim is to have 120 to 150 this time next year.

    New cycling experience
    “Next we’re looking at developing a cycling experience and doing something bigger and better than what’s currently out there, in the market,” says Jefford, “but we’re also focusing on developing our holistic offering, because at the moment we don’t feel it’s something that’s fully covered within the marketplace.”

    The partnership with Fortis represents an entrepreneurial move from Everyone Active but Jefford contends this decision was necessary to ensure the business can compete against other operators.

    “I think there’s been a massive strain on local authority finances recently,” says Jefford. “If you wind it back ten years most leisure centre’s operators would get a subsidy to run them, the reality is now that for 75 per cent of contracts, we’re actually paying the council to run them. So we need to be more entrepreneurial in terms of generating revenue to run the facilities and at the same time keep the offering where it needs to be.

    “We’re embedding commerciality into Everyone Active to enable us to compete on a product-level with the private sector. We’re also working to make sure our team at Everyone Active understands that we’re a business and that we need to be commercial in the way we operate to keep up and to contend.”

    Up to 15 Fortis studios will open in the next year
    Up to 15 Fortis studios will open in the next year
    Launching Fortis, L-R, Mark Simpson, Duncan Jefford, Alexandra Burke, Paul Ferris, Cheryl Hersey
    Launching Fortis, L-R, Mark Simpson, Duncan Jefford, Alexandra Burke, Paul Ferris, Cheryl Hersey
    The studio layout has been designed to be spacious but also atmospheric
    The studio layout has been designed to be spacious but also atmospheric
    The Speedflex workout is non-DOMS, so people can work out more regularly
    The Speedflex workout is non-DOMS, so people can work out more regularly
    Fortis has a warm gold livery with design by Action PR
    Fortis has a warm gold livery with design by Action PR
    http://www.leisureopportunities.com/images/imagesX/346057_905197.jpg
    Everyone Active has launched a new brand, FORTIS By Speedflex, as part of a venture into branded studios. We talk to regional director Duncan Jefford
    Duncan Jefford, Everyone Active, FORTIS, Speedflex,boutique workout
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    Opinion: Is your software fit for COVID-19?
    Featured supplier news
    Featured supplier: Bicester hotel opens purpose-built performance facilities to attract new target audience
    The Bicester Hotel and Spa has launched purpose-built fitness and performance facilities to create a standalone, unique offering to attract a new demographic to the site.
    Featured supplier news
    Featured supplier: What’s your Covid-19 exit strategy? How will you use this time to relaunch your business to thrive, not just survive
    There is no escaping the fact that we are operating in extraordinary times. Our physical health clubs, gyms and studios are closed and we’re trying to keep our membership engaged, fit and healthy via online and digital training.
    Video Gallery
    Technogym mywellness app
    Technogym
    Improve your training experience. All your data in a single app. Read more
    More videos:
      Company profiles
      Company profile: EMD UK
      EMD UK is the national governing body for group exercise. Funded by Sport England, EMD ...
      Company profiles
      Company profile: EXF Fitness
      EXF offer so much more than modular systems and pick and mix installations, they don’t ...
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      Click on a catalogue to view it online
      Directory
      Gym flooring
      REGUPOL/Berleburger Schaumstoffwerk (BSW): Gym flooring
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      Sothys: Skincare
      Management software
      Fisikal: Management software
      Fitness software
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      Servicesport UK Limited: Independent service & maintenance
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      Zynk Design Consultants: Design consultants
      Lockers/interior design
      Crown Sports Lockers: Lockers/interior design
      Locking solutions
      Monster Padlocks: Locking solutions
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      SpaBooker: Spa software
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      MyZone: Wearable technology solutions
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      Greywell, Hampshire
      Barnsgrove Health and Wellness Club
      Property & Tenders
      Derby City Council
      Property & Tenders
      Diary dates
      13 Jun 2020
      Worldwide, Various,
      Diary dates
      06-07 Jul 2020
      Eastwood Hall, Nottingham, United Kingdom
      Diary dates
      28-31 Aug 2020
      Expo Centre & Riviera di Rimini, Italy
      Diary dates
      21-24 Sep 2020
      Loews Coronado Bay Resort, Coronado, United States
      Diary dates
      01-02 Oct 2020
      Whittlebury Hall, Whittlebury, United Kingdom
      Diary dates
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      Diary dates
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      Diary dates
      27-30 Oct 2020
      Messe Stuttgart, Germany
      Diary dates
      30-31 Oct 2020
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      Diary dates
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      Diary dates
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