GET HCM
magazine
Sign up for the FREE digital edition of HCM magazine and also get the HCM ezine and breaking news email alerts.
Not right now, thanksclose this window
FIBO Exhibition
FIBO Exhibition
FIBO Exhibition
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 Follow Health Club Management on Instagram
UNITING THE WORLD OF FITNESS
Get the latest news, jobs and features in your inbox
Health Club Management

Health Club Management

features

HCM People: Leigh Wetton & Scott FreemanFounders, EMF, Australia

We’re proud to be opening our first EMF Junior gym in the coming weeks, designed for children aged one- to 14-years-old

Published in Health Club Management 2019 issue 11
Leigh Wetton & Scott Freeman
Leigh Wetton & Scott Freeman

What inspired EMF?
Before EMF, we were in the military (Wetton a Special Forces Navy diver and Freeman an Army military fitness instructor). From this background of elite military fitness and bootcamp/outdoor training, we came up with the concept of providing our military ideals of professionalism, good communication and cleanliness, coupled with high level customer service, to the gym industry.

We created a product that would cover every fitness level and every training outcome for a reasonable price. We launched EMF in 2013, and we now have eight clubs in Queensland, Australia that are up to 5,000sq m, with everything from weights to altitude training.

We cover every demographic and all audiences. We have women-only training areas, elite level powerlifting rooms and performance pools.

Can you tell us more about the concept and offering?
We’ve designed our clubs to offer a variety of training outcomes for both males and females in both everyday classes and performance classes, along with plenty of yoga, pilates and other lifestyle fitness options. We knew that kids are a major part of people’s lives, so including some kids classes and childminding services to allow mum and dad to train at the same time was essential to our success.

Tell us about your kids classes
We realised that kids are moving further and further away from having fit and healthy lifestyles due to the impact of their parents’ busy lives and also the growth in technology.

We’ve been providing kids classes at our larger clubs for years now and are proud to be opening our first EMF Junior gym in the coming weeks, designed specifically for children aged one- to 14-years-old. This exciting space will include engaging fitness classes, kids and adults yoga, Prama interactive functional movement classes, trampolining, jumping castle fun and supervised free-play on our Super Structure play gym.

The kids classes and new EMF Jnr gym provide parents with an opportunity to drop the kids off and go and train in our standard facility for adults.

What has EMF’s development journey been?
EMF began with a take over of a gym operator on the Gold Coast that was not progressing and wanted to focus on their more successful cities. Within 12 months we doubled its member base purely by adding a balanced team with great customer service. We then took over three more closing facilities and turned them around into well performing gyms.

We had always had the desire to build and design our own gym and we did so by building two gyms – our EMF Fitness Centre at Pacific Fair and EMF Performance Centre at Robina – within a six month period. These two gyms are very different from one another, which is what we always wanted to achieve, enabling us to adjust our model to fit different demographics and provide a multitude of training solutions.

Since this time we’ve opened two other performance centres – our 2,300 sqm meeting Coomera club and our club at Nerang, which is a huge 5,100 square metres. This is certainly our show piece and our most dynamic facility.

What most distinguishes EMF from its competitors?
We’ve always been leaders in customer service – that’s the cornerstone of our business. People come to train at EMF daily because of the friendly staff who allow them to escape from the stresses of work and life in a positive environment.

We partnered with Technogym due to the high level data management they provide through their technology systems and their unique performance training equipment. This alone has been a major factor in our success.

Are there any plans to expand?
Yes, we’re currently in the process of moving into the Sydney and Newcastle markets, along with some other exciting new interstate and maybe international performance centres soon.

We’re also pushing more and more into the performance fields and focusing on the athletes that are still amateur but who are trying to evolve into professionals, as these are the athletes of the future and need the best mentoring.

EMF centres feature:

• Altitude training with performance bikes, runs and rowers
• Boxing MMA studios
• Spin cycle studio with the latest technology through Technogym
• Yoga / hot yoga / aerial yoga / pilates / pilates reformer / pilates barre
• Power lifting equipment
• Technogym BioCircuit Adaptive Circuit training equipment
• Heart rate based group fitness
• Indoor and outdoor functional training zones
• Pole dancing
• Calisthenics equipment
• Sauna and steam rooms
• Hot and cold magnesium recovery pools
• 25m heated lap pools
• Café and childminding

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
EMF gyms feature women-only training areas
EMF gyms feature women-only training areas
Wetton and Freeman wanted to create a fitness offering that would cover every fitness level and training outcome
Wetton and Freeman wanted to create a fitness offering that would cover every fitness level and training outcome
The clubs are tailored to suit different demographics
The clubs are tailored to suit different demographics
http://www.leisureopportunities.com/images/imagesX/149967_400188.jpg
A ex-Special Forces Navy diver and an Army fitness instructor tell how their backgrounds inspired EMF Fitness...
EMF Fitness, Leigh Wetton, Scott Freeman,Military fitness, kids fitness, kids exercise,Leigh Wetton, Scott Freeman
People
We have a period of lead generation before we allow anyone to join. We build the excitement up to a specific launch time and date, much like the ticketing model for concerts
People
HCM people

Luca Maggiora

Co-founder, House of Wisdom
People think making a change is easy and fast, but that isn’t true. It’s hard and it takes time
People
People in Club V trust me and I want to do the best for them and help them progress
Features
Sponsored briefing
Excite Live has revolutionised training, thanks to the Technogym Live platform, which uses AI and immersive content to give training an advanced level of personalisation
Features
Editor's letter
The hard work is paying off and we’re earning a reputation for safe operations. Now it’s time to tackle the next set of challenges – increasing capacity, yield and memberships, deepening engagement and rebuilding profits says liz Terry
Features
Talking Point
Some of those who’ve suffered from COVID-19 face a long road to recovery. What role can the health and fitness industry play in supporting them with their rehabilitation? Kath Hudson reports
Features
Editor's letter
Lockdown was tough, but reopening has brought a new raft of challenges and opportunities, as gyms fight to be seen as powerful delivery partners in the fight against COVID-19, while also being safe for consumers
Features
Research
Older men who play football regularly have cells ‘younger’ than those of their inactive peers, according to new research from sports scientists in Denmark and Germany
Features
Hybrid
The data generated by tech platforms such as Funxtion, gives us insights into how people exercised during lockdown and the likely shape of consumer digital engagement going forward, as Karen Euser reports
Features
Special Report
World United is a brand new global campaign designed to help clubs reactivate paused members, attract new ones and celebrate the return of fitness. HCM gets a briefing from Jak Phillips
Features
Latest News
More than 100 sport and physical activity bodies have sent a letter to UK Prime ...
Latest News
Gyms in the UK are continuing to successfully control COVID-19 transmisssion, according to the latest ...
Latest News
Electronics giant LG has entered the fitness and wellness market with the launch of a ...
Latest News
Exercise has been voted the number one way the public can help the NHS – ...
Latest News
Hundreds of thousands of small companies in the UK – including those operating in fitness ...
Latest News
Boutique gym attendance and class bookings in some world regions have bounced back to around ...
Latest News
The government has further extended protection from rent enforcement activity until the end of the ...
Latest News
Town Sports International – which operates a raft of brands, including the New York Sports ...
Opinion
promotion
The pandemic has thrown a new focus on health, with sales of body composition analysis equipment at an all-time high, as InBody’s Francesca Cooper explains.
Opinion: Gyms add body composition analysis and health screening to their offering following pandemic
Featured supplier news
Featured supplier: Xn Leisure advises on virtual memberships and how operators can move memberships online
According to software solutions provider, Xn Leisure, the uncertainty surrounding COVID-19 has made it more important than ever to pull out all the stops to keep members active and engaged and your profits healthy.
Featured supplier news
Featured supplier: Volution explains how to drive the lifetime value of members through virtual engagement
In April 2020, two-thirds of the world’s gyms went into temporary closure due to COVID-19.
Video Gallery
Freemotion FUSION Team Training
FreeMotion Fitness
The High-Intensity Cardio-Strength Training. Read more
More videos:
Company profiles
Company profile: BLK BOX
The BLK BOX product range is built for athletes by athletes, includes modular storage systems, ...
Company profiles
Company profile: Physical Company Ltd
Physical Company provides specialist fitness solutions. This includes equipment, flooring, gym design, programming and training ...
Supplier Showcases
Supplier showcase - Ultimate locker install
Catalogue Gallery
Click on a catalogue to view it online
Directory
Design consultants
Zynk Design Consultants: Design consultants
Skincare
Comfort Zone - Davines S.p.A: Skincare
Fitness software
Go Do.Fitness: Fitness software
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Fitness equipment
TRX Training: Fitness equipment
Red Light Therapy
 Red Light Rising: Red Light Therapy
Whole body cryotherapy
Art of Cryo: Whole body cryotherapy
Locking solutions
Monster Padlocks: Locking solutions
Spa software
SpaBooker: Spa software
Management software
fibodo Limited: Management software
Property & Tenders
11 - 25 Union St, London SE1 1SD
Bankside Open Spaces Trust
Property & Tenders
Waltham Abbey, Essex
Lee Valley Regional Park Authority
Property & Tenders
Diary dates
21-24 Sep 2020
Loews Coronado Bay Resort, Coronado, United States
Diary dates
21-24 Sep 2020
Messe Stuttgart, Germany
Diary dates
22-23 Sep 2020
Heythrop Park, United Kingdom
Diary dates
07 Oct 2020
Online, Singapore, Singapore
Diary dates
17-23 Oct 2020
Pinggu, Beijing, China
Diary dates
03-06 Nov 2020
Online,
Diary dates
27-28 Nov 2020
Athena, Leicester, United Kingdom
Diary dates
23-26 Feb 2021
IFEMA, Madrid, Spain
Diary dates
03-04 Mar 2021
NEC, Birmingham, United Kingdom
Diary dates
03-06 Jun 2021
Expo Centre & Riviera di Rimini, Italy
Diary dates
16-17 Jun 2021
ExCeL London, London, United Kingdom
Diary dates

features

HCM People: Leigh Wetton & Scott FreemanFounders, EMF, Australia

We’re proud to be opening our first EMF Junior gym in the coming weeks, designed for children aged one- to 14-years-old

Published in Health Club Management 2019 issue 11
Leigh Wetton & Scott Freeman
Leigh Wetton & Scott Freeman

What inspired EMF?
Before EMF, we were in the military (Wetton a Special Forces Navy diver and Freeman an Army military fitness instructor). From this background of elite military fitness and bootcamp/outdoor training, we came up with the concept of providing our military ideals of professionalism, good communication and cleanliness, coupled with high level customer service, to the gym industry.

We created a product that would cover every fitness level and every training outcome for a reasonable price. We launched EMF in 2013, and we now have eight clubs in Queensland, Australia that are up to 5,000sq m, with everything from weights to altitude training.

We cover every demographic and all audiences. We have women-only training areas, elite level powerlifting rooms and performance pools.

Can you tell us more about the concept and offering?
We’ve designed our clubs to offer a variety of training outcomes for both males and females in both everyday classes and performance classes, along with plenty of yoga, pilates and other lifestyle fitness options. We knew that kids are a major part of people’s lives, so including some kids classes and childminding services to allow mum and dad to train at the same time was essential to our success.

Tell us about your kids classes
We realised that kids are moving further and further away from having fit and healthy lifestyles due to the impact of their parents’ busy lives and also the growth in technology.

We’ve been providing kids classes at our larger clubs for years now and are proud to be opening our first EMF Junior gym in the coming weeks, designed specifically for children aged one- to 14-years-old. This exciting space will include engaging fitness classes, kids and adults yoga, Prama interactive functional movement classes, trampolining, jumping castle fun and supervised free-play on our Super Structure play gym.

The kids classes and new EMF Jnr gym provide parents with an opportunity to drop the kids off and go and train in our standard facility for adults.

What has EMF’s development journey been?
EMF began with a take over of a gym operator on the Gold Coast that was not progressing and wanted to focus on their more successful cities. Within 12 months we doubled its member base purely by adding a balanced team with great customer service. We then took over three more closing facilities and turned them around into well performing gyms.

We had always had the desire to build and design our own gym and we did so by building two gyms – our EMF Fitness Centre at Pacific Fair and EMF Performance Centre at Robina – within a six month period. These two gyms are very different from one another, which is what we always wanted to achieve, enabling us to adjust our model to fit different demographics and provide a multitude of training solutions.

Since this time we’ve opened two other performance centres – our 2,300 sqm meeting Coomera club and our club at Nerang, which is a huge 5,100 square metres. This is certainly our show piece and our most dynamic facility.

What most distinguishes EMF from its competitors?
We’ve always been leaders in customer service – that’s the cornerstone of our business. People come to train at EMF daily because of the friendly staff who allow them to escape from the stresses of work and life in a positive environment.

We partnered with Technogym due to the high level data management they provide through their technology systems and their unique performance training equipment. This alone has been a major factor in our success.

Are there any plans to expand?
Yes, we’re currently in the process of moving into the Sydney and Newcastle markets, along with some other exciting new interstate and maybe international performance centres soon.

We’re also pushing more and more into the performance fields and focusing on the athletes that are still amateur but who are trying to evolve into professionals, as these are the athletes of the future and need the best mentoring.

EMF centres feature:

• Altitude training with performance bikes, runs and rowers
• Boxing MMA studios
• Spin cycle studio with the latest technology through Technogym
• Yoga / hot yoga / aerial yoga / pilates / pilates reformer / pilates barre
• Power lifting equipment
• Technogym BioCircuit Adaptive Circuit training equipment
• Heart rate based group fitness
• Indoor and outdoor functional training zones
• Pole dancing
• Calisthenics equipment
• Sauna and steam rooms
• Hot and cold magnesium recovery pools
• 25m heated lap pools
• Café and childminding

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
EMF gyms feature women-only training areas
EMF gyms feature women-only training areas
Wetton and Freeman wanted to create a fitness offering that would cover every fitness level and training outcome
Wetton and Freeman wanted to create a fitness offering that would cover every fitness level and training outcome
The clubs are tailored to suit different demographics
The clubs are tailored to suit different demographics
http://www.leisureopportunities.com/images/imagesX/149967_400188.jpg
A ex-Special Forces Navy diver and an Army fitness instructor tell how their backgrounds inspired EMF Fitness...
EMF Fitness, Leigh Wetton, Scott Freeman,Military fitness, kids fitness, kids exercise,Leigh Wetton, Scott Freeman
Latest News
More than 100 sport and physical activity bodies have sent a letter to UK Prime ...
Latest News
Gyms in the UK are continuing to successfully control COVID-19 transmisssion, according to the latest ...
Latest News
Electronics giant LG has entered the fitness and wellness market with the launch of a ...
Latest News
Exercise has been voted the number one way the public can help the NHS – ...
Latest News
Hundreds of thousands of small companies in the UK – including those operating in fitness ...
Latest News
Boutique gym attendance and class bookings in some world regions have bounced back to around ...
Latest News
The government has further extended protection from rent enforcement activity until the end of the ...
Latest News
Town Sports International – which operates a raft of brands, including the New York Sports ...
Latest News
Wearable tech firm Formsense has secured a technology partnership with an inter-interdisciplinary team of researchers ...
Latest News
Les Mills has launched a trio of digital solutions to help fitness operators shift towards ...
Latest News
Sport England has launched the latest edition of the popular This Girl Can campaign, celebrating ...
Opinion
promotion
The pandemic has thrown a new focus on health, with sales of body composition analysis equipment at an all-time high, as InBody’s Francesca Cooper explains.
Opinion: Gyms add body composition analysis and health screening to their offering following pandemic
Featured supplier news
Featured supplier: Xn Leisure advises on virtual memberships and how operators can move memberships online
According to software solutions provider, Xn Leisure, the uncertainty surrounding COVID-19 has made it more important than ever to pull out all the stops to keep members active and engaged and your profits healthy.
Featured supplier news
Featured supplier: Volution explains how to drive the lifetime value of members through virtual engagement
In April 2020, two-thirds of the world’s gyms went into temporary closure due to COVID-19.
Video Gallery
Freemotion FUSION Team Training
FreeMotion Fitness
The High-Intensity Cardio-Strength Training. Read more
More videos:
Company profiles
Company profile: BLK BOX
The BLK BOX product range is built for athletes by athletes, includes modular storage systems, ...
Company profiles
Company profile: Physical Company Ltd
Physical Company provides specialist fitness solutions. This includes equipment, flooring, gym design, programming and training ...
Supplier Showcases
Supplier showcase - Ultimate locker install
Catalogue Gallery
Click on a catalogue to view it online
Directory
Design consultants
Zynk Design Consultants: Design consultants
Skincare
Comfort Zone - Davines S.p.A: Skincare
Fitness software
Go Do.Fitness: Fitness software
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Fitness equipment
TRX Training: Fitness equipment
Red Light Therapy
 Red Light Rising: Red Light Therapy
Whole body cryotherapy
Art of Cryo: Whole body cryotherapy
Locking solutions
Monster Padlocks: Locking solutions
Spa software
SpaBooker: Spa software
Management software
fibodo Limited: Management software
Property & Tenders
11 - 25 Union St, London SE1 1SD
Bankside Open Spaces Trust
Property & Tenders
Waltham Abbey, Essex
Lee Valley Regional Park Authority
Property & Tenders
Diary dates
21-24 Sep 2020
Loews Coronado Bay Resort, Coronado, United States
Diary dates
21-24 Sep 2020
Messe Stuttgart, Germany
Diary dates
22-23 Sep 2020
Heythrop Park, United Kingdom
Diary dates
07 Oct 2020
Online, Singapore, Singapore
Diary dates
17-23 Oct 2020
Pinggu, Beijing, China
Diary dates
03-06 Nov 2020
Online,
Diary dates
27-28 Nov 2020
Athena, Leicester, United Kingdom
Diary dates
23-26 Feb 2021
IFEMA, Madrid, Spain
Diary dates
03-04 Mar 2021
NEC, Birmingham, United Kingdom
Diary dates
03-06 Jun 2021
Expo Centre & Riviera di Rimini, Italy
Diary dates
16-17 Jun 2021
ExCeL London, London, United Kingdom
Diary dates
Search news, features & products:
Find a supplier:
FIBO Exhibition
FIBO Exhibition