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Health Club Management

Health Club Management

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UNITING THE WORLD OF FITNESS
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Health Club Management

Health Club Management

features

HCM People: Rich HutsonCEO of CHi Fitness and Co-founder of Fire Fitness

The business wasn’t getting the numbers needed, so I raised the prices by 25 per cent. It worked and we didn’t skip a beat

Published in Health Club Management 2019 issue 8
Rich Hutson is based in Malaysia
Rich Hutson is based in Malaysia

Tell us about your career
I started as a personal trainer in Canada, teaching women to box. I realised early on that helping people better their lives makes me feel really good.

I moved to Australia for a change, found a job at a gym and got into sales, quickly realising it was something I liked.

A stint at Fitness First in Australia followed, where I helped lead our Asia expansion as FF Asia sales director. After two years I was asked to go to Europe to take on the European sales director role and spent five amazing years there and met my future wife.

Fitness First sold Europe and I came back to Asia where I spent another eight years before parting ways in 2015.

I then partnered with my friend Dave Nuku to start Fire Fitness. After opening our second club I made a decision to find another job, because you can’t have two families living off a start-up! I spent six months in Dubai before I was offered my dream role, as CEO at CHi Fitness, which allowed me to come back to Malaysia.

We turned the business around and sold it last September to Evolution Wellness. Now back where I started, working for my old colleagues and friends!

Tell us more about Fire Fitness
We have two clubs in Kuala Lumpur. We were the first boutique fitness operator here. Our marketing and approach were very different – we made a big noise coming into the market and it made people wonder what we were.

Right from the start we had success because of our trainers and the experience that we provide. We run four classes: Stride (HIIT); Ride (cycling); Force (low impact strength); and Strike (boxing).

Our audience is a mix of expats and locals. We have a 70/30 split of female to males and a range of ages from millennials to over 60s, which varies by type of class and the trainer. We love the fact we get such a wide range of ages.

How did you turn CHi around?
I had three offers in front of me and I chose the role with CHi because it was the one that got me the most excited. I felt it was time to take a lead role after being in sales and operations for so long, even though I was nervous. I knew the business and believed it could do better.

I was transparent about my goal: to put some major results on the board so we could attract investors. This was the key to our future and I wanted every GM to be on-board with the goal and not be nervous if they heard rumours. I wanted to empower them to feel as though they were part of it.

When I looked at the strategy, pricing and what the clubs were offering, I couldn’t see how we were going to reach our goals. The business was trying to run a budget model but was a full-service offering.

It wasn’t getting the numbers needed, so I raised the prices by 25 per cent. It worked and we didn’t skip a beat.

This gave the team confidence and confirmed that their clubs were worth it.

We also closed our struggling clubs. We started with 20 and worked our way down to 13 and we make triple the EBITDA. It’s mind blowing how much time you can spend on clubs that are losing money, and this just takes away your time from building the future.

What’s the potential in Asia?
It’s an exciting time to be in here as there’s considerable growth to come.

The greatest challenge is finding a way to cater to the less affluent. In many parts of Asia you see a wide gap between those who can afford fitness and those who can’t. Catering to those less well-off is an opportunity worth pursuing.

The level of instruction in many clubs isn’t yet near the standard it needs to be. In most Asian countries there’s no governing body setting standard for qualifications, so anyone can walk off the street and say they’re a trainer.

What’s your career taught you?
It’s taught me to take chances in life and business. I’ve left what I’d consider ‘home’ more times than I can count and have loved every moment – win or lose.

I’ve worked in 17 countries and lived in a further seven, and don’t regret a single move, as everything has provided me with amazing experiences.

Hutson raised prices and sold struggling clubs to turn CHi around
Hutson raised prices and sold struggling clubs to turn CHi around
Fire Fitness was the first boutique fitness offering in the Malaysian market
Fire Fitness was the first boutique fitness offering in the Malaysian market
CHi Fitness aims to offer a full service at excellent value
CHi Fitness aims to offer a full service at excellent value
Hutson and business partner 
Dave Nuku have two Fire Fitness clubs in Kuala Lumpur
Hutson and business partner Dave Nuku have two Fire Fitness clubs in Kuala Lumpur
Fire offers four group fitness classes: Stride, 
Ride, Force and Strike
Fire offers four group fitness classes: Stride, Ride, Force and Strike
http://www.leisureopportunities.com/images/imagesX/137776_588227.jpg
The CEO of CHi Fitness, in Malaysia, discusses how he turned the business around
Rich Hutson, CHi Fitness, Fire Fitness,Fitness, Malaysia
People
HCM people

Gita Sjahrir

Founder, R-FITNESS
We became the first boutique fitness brand in all of Southeast Asia to ever raise venture capital backing. This was positive for the industry as it signalled that the industry had growth potential
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HCM people

Rachael Blumberg

Platefit: creator and founder
People know yoga, Pilates, HIIT and Barry’s Bootcamp, but many don’t know vibration training and it’s my intention, passion and purpose to make it available and bring it to the world
People
I was seeing a lot of bad pad work and poor teaching in gyms, which broke my heart but spurred me on to develop a dedicated course for boxing technique
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features

HCM People: Rich HutsonCEO of CHi Fitness and Co-founder of Fire Fitness

The business wasn’t getting the numbers needed, so I raised the prices by 25 per cent. It worked and we didn’t skip a beat

Published in Health Club Management 2019 issue 8
Rich Hutson is based in Malaysia
Rich Hutson is based in Malaysia

Tell us about your career
I started as a personal trainer in Canada, teaching women to box. I realised early on that helping people better their lives makes me feel really good.

I moved to Australia for a change, found a job at a gym and got into sales, quickly realising it was something I liked.

A stint at Fitness First in Australia followed, where I helped lead our Asia expansion as FF Asia sales director. After two years I was asked to go to Europe to take on the European sales director role and spent five amazing years there and met my future wife.

Fitness First sold Europe and I came back to Asia where I spent another eight years before parting ways in 2015.

I then partnered with my friend Dave Nuku to start Fire Fitness. After opening our second club I made a decision to find another job, because you can’t have two families living off a start-up! I spent six months in Dubai before I was offered my dream role, as CEO at CHi Fitness, which allowed me to come back to Malaysia.

We turned the business around and sold it last September to Evolution Wellness. Now back where I started, working for my old colleagues and friends!

Tell us more about Fire Fitness
We have two clubs in Kuala Lumpur. We were the first boutique fitness operator here. Our marketing and approach were very different – we made a big noise coming into the market and it made people wonder what we were.

Right from the start we had success because of our trainers and the experience that we provide. We run four classes: Stride (HIIT); Ride (cycling); Force (low impact strength); and Strike (boxing).

Our audience is a mix of expats and locals. We have a 70/30 split of female to males and a range of ages from millennials to over 60s, which varies by type of class and the trainer. We love the fact we get such a wide range of ages.

How did you turn CHi around?
I had three offers in front of me and I chose the role with CHi because it was the one that got me the most excited. I felt it was time to take a lead role after being in sales and operations for so long, even though I was nervous. I knew the business and believed it could do better.

I was transparent about my goal: to put some major results on the board so we could attract investors. This was the key to our future and I wanted every GM to be on-board with the goal and not be nervous if they heard rumours. I wanted to empower them to feel as though they were part of it.

When I looked at the strategy, pricing and what the clubs were offering, I couldn’t see how we were going to reach our goals. The business was trying to run a budget model but was a full-service offering.

It wasn’t getting the numbers needed, so I raised the prices by 25 per cent. It worked and we didn’t skip a beat.

This gave the team confidence and confirmed that their clubs were worth it.

We also closed our struggling clubs. We started with 20 and worked our way down to 13 and we make triple the EBITDA. It’s mind blowing how much time you can spend on clubs that are losing money, and this just takes away your time from building the future.

What’s the potential in Asia?
It’s an exciting time to be in here as there’s considerable growth to come.

The greatest challenge is finding a way to cater to the less affluent. In many parts of Asia you see a wide gap between those who can afford fitness and those who can’t. Catering to those less well-off is an opportunity worth pursuing.

The level of instruction in many clubs isn’t yet near the standard it needs to be. In most Asian countries there’s no governing body setting standard for qualifications, so anyone can walk off the street and say they’re a trainer.

What’s your career taught you?
It’s taught me to take chances in life and business. I’ve left what I’d consider ‘home’ more times than I can count and have loved every moment – win or lose.

I’ve worked in 17 countries and lived in a further seven, and don’t regret a single move, as everything has provided me with amazing experiences.

Hutson raised prices and sold struggling clubs to turn CHi around
Hutson raised prices and sold struggling clubs to turn CHi around
Fire Fitness was the first boutique fitness offering in the Malaysian market
Fire Fitness was the first boutique fitness offering in the Malaysian market
CHi Fitness aims to offer a full service at excellent value
CHi Fitness aims to offer a full service at excellent value
Hutson and business partner 
Dave Nuku have two Fire Fitness clubs in Kuala Lumpur
Hutson and business partner Dave Nuku have two Fire Fitness clubs in Kuala Lumpur
Fire offers four group fitness classes: Stride, 
Ride, Force and Strike
Fire offers four group fitness classes: Stride, Ride, Force and Strike
http://www.leisureopportunities.com/images/imagesX/137776_588227.jpg
The CEO of CHi Fitness, in Malaysia, discusses how he turned the business around
Rich Hutson, CHi Fitness, Fire Fitness,Fitness, Malaysia
Latest News
A large-scale study on genetics has shown that being more physically active reduces the risk ...
Latest News
The Gym Group has confirmed plans to roll out a new small box format in ...
Latest News
Representatives from the three main political parties have backed the view that physical activity has ...
Latest News
Life Leisure is expanding its facility portfolio with the launch of an independent boutique fitness ...
Latest News
Almost half of children and young people (46.8 per cent) in England are doing the ...
Latest News
A local fitness operator with 11 clubs in Chicago, US, is looking to muscle in ...
Latest News
Fitness industry veteran Nick Coutts has been appointed chair of Danish fitness tech firm Motosumo. ...
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The improvements in health and wellbeing associated with exercise referral schemes aren’t as large as ...
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Job search
POST YOUR JOB
Featured supplier news
Featured supplier: Pulse Fitness modernises Leiston Leisure Centre in £4m redevelopment
The Leiston Leisure Centre, owned by East Suffolk Council, reopened recently following a £4m redevelopment designed and implemented by Pulse Fitness.
Featured supplier news
Featured supplier: Not all functional training areas are created equal
In the last few years, the rise in popularity of functional training has been significant and operators are providing more space for functional training, both on the gym floor and in group training and studio settings.
Video Gallery
Harlands Group Overview
Harlands Group
An overview of the Harlands Group, the membership management experts. Read more
More videos:
Company profiles
Company profile: Power Plate
Power Plate is a vibrating platform that enhances any movement to help you prepare faster, ...
Company profiles
Company profile: Wattbike
Wattbike is the creator of the world’s most advanced and innovative indoor bikes, developed in ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Direct debit solutions
Harlands Group: Direct debit solutions
Fitness software
Go Do.Fitness: Fitness software
Management software
Fisikal: Management software
Trade associations
International SPA Association - iSPA: Trade associations
Wearable technology solutions
MyZone: Wearable technology solutions
Skincare
Sothys: Skincare
Spa software
SpaBooker: Spa software
Lockers/interior design
Crown Sports Lockers: Lockers/interior design
Exercise equipment
Star Trac / Core Health & Fitness: Exercise equipment
Audio visual
Hutchison Technologies: Audio visual
Property & Tenders
Diary dates
10-12 Dec 2019
tbc, Fort Lauderdale, United States
Diary dates
21-23 Jan 2020
Harrogate Convention Centre, Harrogate, United Kingdom
Diary dates
28-30 Jan 2020
Ericsson Exhibition Hall, Ricoh Arena, Coventry, United Kingdom
Diary dates
29-30 Jan 2020
Holiday Inn San Francisco-Golden Gateway, San Francisco, United States
Diary dates
23-25 Mar 2020
Hilton, Barcelona, Spain
Diary dates
25-26 Mar 2020
Eastwood Hall, Nottingham, United Kingdom
Diary dates
04 Jun 2020
Marriott Forest of Arden Hotel & Country Club, Birmingham, United Kingdom
Diary dates
10-27 Jun 2020
tbc, Pinggu, China
Diary dates
13 Jun 2020
Worldwide, Various,
Diary dates
17-18 Jun 2020
ExCeL London, London, United Kingdom
Diary dates
21-24 Sep 2020
Loews Coronado Bay Resort, Coronado, United States
Diary dates
30-31 Oct 2020
NEC, Birmingham, United Kingdom
Diary dates
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