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UNITING THE WORLD OF FITNESS
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Health Club Management

Health Club Management

features

HCM People: Sam UnadkatWE11: founder

WE11 is a disruptive model and is going to cause mayhem in the industry: we’ve flipped the script and given the PTs a fair deal, instead of rinsing them

Published in Health Club Management 2019 issue 9
Sam Unadkat
Sam Unadkat

What is the concept of WE11?
WE11 offers a network of luxury co-working studios for elite freelance wellness professionals. Our vision is to inspire and support the growth of freelance wellness professionals through the provision of affordable, flexible, community-driven, co-working studios across prime central London sites.

Our flagship site has fully equipped gym spaces, two treatment rooms, luxury changing rooms and the WE11 Lounge, which is at the centre of our wellness community. It is a place to grab a bite to eat, or a coffee, a waiting area until the next client arrives, or can be used as an office away from home. Most importantly, it is a place where wellness professionals can network and collaborate with like-minded professionals.

With no monthly fixed fees, no commitment and affordable pricing (PTs pay between £20 and £30 per hour to rent the space), we’re disrupting the way in which conventional gyms operate. We aim to facilitate the transition of those who are being tied down by establishments and allow PTs and therapists to operate in an unconventional way, without inflated monthly rent.

We’re currently working with a range of wellness professionals, including PTs, running and cycling coaches, yoga and pilates instructors, massage therapists, physiotherapists and osteopaths. The facility can accommodate 20 PT sessions and two therapy sessions per hour and as we’re open 15 hours a day, we have good capacity.

It’s a win-win for both the PTs and the end-users. The PTs get to keep most of what they charge and the end users don’t have to pay gym fees in order to work with their favourite PT. We want to create a community of wellness professionals, and a space where they can network and collaborate. However, it is a disruptive model and it is going to cause mayhem in the industry: we’ve flipped the script and given the PTs a fair deal, instead of rinsing them.

Do you get involved with the end user at all?
No, we look after the PTs and they look after their clients, we don’t get involved with their bookings or pricing. We tell them that they are their own brands and they are not required to wear a uniform or represent us in any way.

However, we do vet and approve all of the PTs we work with and ask them to respect the establishment, which they do. Although we don’t commit to generating any work for them, as we are getting an increasing amount of leads and walk-ins, we do refer these on.

How did the idea come about?
It came about through my frustrations as a gym user and consumer in the fitness space. I was previously a member of Virgin, but when my PT decided to go freelance I wasn’t able to find another trainer at Virgin which suited me. I spent a year chasing my first PT – we trained in the park, I snuck him back into Virgin and I even toyed with the idea of building a gym at home. Finally, we ended up in a rough and ready freelance space in central London, but it had none of the luxuries and was heaving and over subscribed.

The price that I – and others – were paying for our training was not reflected in the surroundings and so I realised there was a huge opportunity to capitalise on the gap in the market for premium, flexible space. I thought about the idea for a long time before acting on it.

When I decided to launch the business, I brought the award-winning architects Bergman on board to create a luxurious, aesthetically pleasing space. The right site was also important: we are on Great Portland Street, right in the heart of loads of operators – Psycle, Frame, F45, Define.

Were you previously involved with the fitness industry?
No, I run care homes, which is still my main business, although this is taking up an increasing amount of my time.

What has been the response?
I realised there was demand for PT, but didn’t expect it to be this insane! It has been so much more popular than I anticipated. We are working with more than 70 PTs, with lots of them going freelance now that they have the platform to do so.

We’re giving people what they want: the modern gym goer no longer wants to be committed to one class or concept. They desire the ability to exercise in a variety of concepts which offer them flexibility and no commitment, which suits their busy lifestyles. As a consequence, the appetite for pay-as-you-go is growing, while the traditional 12 month memberships are becoming less desirable.

PTs are also moving away from the restrictions imposed by gyms and are moving towards becoming freelance. The massive shift in wellness and fitness has also increased demand for different concepts.

What are your plans for the future, will there be more sites?
We’re currently working on a strategy of how to expand. There is lots of potential for sites in west and central London, as well as affluent cities and even Europe.

The facility can accommodate up to 20 personal training sessions at one time, and is open 15 hours a day
The facility can accommodate up to 20 personal training sessions at one time, and is open 15 hours a day
PTs pay £20-30 per hour to rent the space, and typically charge clients £80-100 for a session
PTs pay £20-30 per hour to rent the space, and typically charge clients £80-100 for a session
Clients can train with their favourite PT without having to be a member of a particular gym
Clients can train with their favourite PT without having to be a member of a particular gym
The space was designed to be luxurious and aesthetically pleasing, with all the latest kit
The space was designed to be luxurious and aesthetically pleasing, with all the latest kit
http://www.leisureopportunities.com/images/imagesX/556336_263332.jpg
Sam Unadkat, WE11 founder and CEO, tells us about creating a group of luxury co-working studios for elite freelance wellness professionals. The concept focuses on supporting the growth of a network of likeminded fitness professionals and ensuring PTs get a fair deal.
Sam Unadkat, WE11 CEO and founder,Sam Unadkat, WE11, PT
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features

HCM People: Sam UnadkatWE11: founder

WE11 is a disruptive model and is going to cause mayhem in the industry: we’ve flipped the script and given the PTs a fair deal, instead of rinsing them

Published in Health Club Management 2019 issue 9
Sam Unadkat
Sam Unadkat

What is the concept of WE11?
WE11 offers a network of luxury co-working studios for elite freelance wellness professionals. Our vision is to inspire and support the growth of freelance wellness professionals through the provision of affordable, flexible, community-driven, co-working studios across prime central London sites.

Our flagship site has fully equipped gym spaces, two treatment rooms, luxury changing rooms and the WE11 Lounge, which is at the centre of our wellness community. It is a place to grab a bite to eat, or a coffee, a waiting area until the next client arrives, or can be used as an office away from home. Most importantly, it is a place where wellness professionals can network and collaborate with like-minded professionals.

With no monthly fixed fees, no commitment and affordable pricing (PTs pay between £20 and £30 per hour to rent the space), we’re disrupting the way in which conventional gyms operate. We aim to facilitate the transition of those who are being tied down by establishments and allow PTs and therapists to operate in an unconventional way, without inflated monthly rent.

We’re currently working with a range of wellness professionals, including PTs, running and cycling coaches, yoga and pilates instructors, massage therapists, physiotherapists and osteopaths. The facility can accommodate 20 PT sessions and two therapy sessions per hour and as we’re open 15 hours a day, we have good capacity.

It’s a win-win for both the PTs and the end-users. The PTs get to keep most of what they charge and the end users don’t have to pay gym fees in order to work with their favourite PT. We want to create a community of wellness professionals, and a space where they can network and collaborate. However, it is a disruptive model and it is going to cause mayhem in the industry: we’ve flipped the script and given the PTs a fair deal, instead of rinsing them.

Do you get involved with the end user at all?
No, we look after the PTs and they look after their clients, we don’t get involved with their bookings or pricing. We tell them that they are their own brands and they are not required to wear a uniform or represent us in any way.

However, we do vet and approve all of the PTs we work with and ask them to respect the establishment, which they do. Although we don’t commit to generating any work for them, as we are getting an increasing amount of leads and walk-ins, we do refer these on.

How did the idea come about?
It came about through my frustrations as a gym user and consumer in the fitness space. I was previously a member of Virgin, but when my PT decided to go freelance I wasn’t able to find another trainer at Virgin which suited me. I spent a year chasing my first PT – we trained in the park, I snuck him back into Virgin and I even toyed with the idea of building a gym at home. Finally, we ended up in a rough and ready freelance space in central London, but it had none of the luxuries and was heaving and over subscribed.

The price that I – and others – were paying for our training was not reflected in the surroundings and so I realised there was a huge opportunity to capitalise on the gap in the market for premium, flexible space. I thought about the idea for a long time before acting on it.

When I decided to launch the business, I brought the award-winning architects Bergman on board to create a luxurious, aesthetically pleasing space. The right site was also important: we are on Great Portland Street, right in the heart of loads of operators – Psycle, Frame, F45, Define.

Were you previously involved with the fitness industry?
No, I run care homes, which is still my main business, although this is taking up an increasing amount of my time.

What has been the response?
I realised there was demand for PT, but didn’t expect it to be this insane! It has been so much more popular than I anticipated. We are working with more than 70 PTs, with lots of them going freelance now that they have the platform to do so.

We’re giving people what they want: the modern gym goer no longer wants to be committed to one class or concept. They desire the ability to exercise in a variety of concepts which offer them flexibility and no commitment, which suits their busy lifestyles. As a consequence, the appetite for pay-as-you-go is growing, while the traditional 12 month memberships are becoming less desirable.

PTs are also moving away from the restrictions imposed by gyms and are moving towards becoming freelance. The massive shift in wellness and fitness has also increased demand for different concepts.

What are your plans for the future, will there be more sites?
We’re currently working on a strategy of how to expand. There is lots of potential for sites in west and central London, as well as affluent cities and even Europe.

The facility can accommodate up to 20 personal training sessions at one time, and is open 15 hours a day
The facility can accommodate up to 20 personal training sessions at one time, and is open 15 hours a day
PTs pay £20-30 per hour to rent the space, and typically charge clients £80-100 for a session
PTs pay £20-30 per hour to rent the space, and typically charge clients £80-100 for a session
Clients can train with their favourite PT without having to be a member of a particular gym
Clients can train with their favourite PT without having to be a member of a particular gym
The space was designed to be luxurious and aesthetically pleasing, with all the latest kit
The space was designed to be luxurious and aesthetically pleasing, with all the latest kit
http://www.leisureopportunities.com/images/imagesX/556336_263332.jpg
Sam Unadkat, WE11 founder and CEO, tells us about creating a group of luxury co-working studios for elite freelance wellness professionals. The concept focuses on supporting the growth of a network of likeminded fitness professionals and ensuring PTs get a fair deal.
Sam Unadkat, WE11 CEO and founder,Sam Unadkat, WE11, PT
Latest News
Rockwell Group have unveiled designs for luxury hospitality and wellness amenities at Manhattan's 550 Madison ...
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The Gym Group is set to continue its fast pace of growth in 2020, with ...
Latest News
A new product aimed at the ageing population is combining wearable fitness tech with artificial ...
Latest News
A three-year research project will look to provide the physical activity industry with a better ...
Latest News
The latest edition of the highly-successful This Girl Can Campaign has been celebrated for its ...
Latest News
The increasing popularity of streaming services and wireless earbuds – along with the introduction of ...
Latest News
Stuart Broster, chief executive of Anytime Fitness UK, will step down from his role in ...
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Job search
POST YOUR JOB
Featured supplier news
Featured supplier: RLSS UK - First choice for all aquatic rescue, pool management, first aid qualifications and training
The Royal Life Saving Society UK (RLSS UK) is proud to be the industry leader in water-related safety qualifications and training. More than 40,000 pool lifeguards qualify with an RLSS UK National Pool Lifeguard Qualification (NPLQ) every year.
Featured supplier news
Featured supplier: WEXO: The definitive cross training solution
A new cross training concept has arrived, offering weightlifting, athletic, metabolic, and functional exercises in a circuit format.
Video Gallery
How to use the MZ-Bodyscan
MyZone
The Best Product for the Best Clubs Read more
More videos:
Company profiles
Company profile: EZ-Runner Systems Ltd
With over 600 clients worldwide in Spa, Golf, Health Club, Hotel and Kids Play Leisure, ...
Company profiles
Company profile: DFC
DFC
At DFC, we offer totally transparent revenue management solutions with clear pricing and no hidden ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Professional services
Deloitte UK: Professional services
Direct debit solutions
Debit Finance Collections: Direct debit solutions
Trade associations
International SPA Association - iSPA: Trade associations
Lockers/interior design
Crown Sports Lockers: Lockers/interior design
Spa software
SpaBooker: Spa software
Audio visual
Hutchison Technologies: Audio visual
Exercise equipment
Matrix Fitness: Exercise equipment
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Fitness software
Go Do.Fitness: Fitness software
Property & Tenders
Derby City Council
Property & Tenders
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
20 Feb 2020
The Old Truman Brewery, London, United Kingdom
Diary dates
23-25 Mar 2020
Hilton, Barcelona, Spain
Diary dates
25-26 Mar 2020
Eastwood Hall, Nottingham, United Kingdom
Diary dates
26-29 Mar 2020
The Winter Gardens Blackpool, Blackpool , United Kingdom
Diary dates
19-24 Apr 2020
tbc, Beijing, China
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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