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Les Mills
Les Mills
Les Mills
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UNITING THE WORLD OF FITNESS
Health Club Management

Health Club Management

features

HCM People: Scott O’SheaFounder, Station Mill

Coming from a personal training background, my experience has taught me that people hire the trainer before the training

Published in Health Club Management 2021 issue 1
Scott O’Shea owns Station Mill, along with his business partners
Scott O’Shea owns Station Mill, along with his business partners

Tell us about the new club
My vision for Station Mill is for it to be the premium gym and studio in the region, offering a facility where the focus is on design and a great user experience. I want to make it a special place to be and create a real wow factor, with many different elements.

We’re in Arlesford, near Winchester, UK and we’ve developed a new gym built into a 19th century millhouse. We don’t believe anything in the area reaches this level.

What did you think when you first saw the building?
When presented with Station Mill as an opportunity, I didn’t hesitate to grasp it.

The architecture is stunning and this area has a rich history, having once been the centre for dispatching grain and watercress via the Watercress Line to London.

I own the building, along with my three business partners. It’s such a beautiful setting, that itself creates a special environment.

It was important for the brand to complement the heritage, so when creating the brand and the brand values the statement, First Class Departs Here, was coined as a nod to the railway next door and the level at which we aim to do things.

Renovations to create a premium fitness facility have been done with finesse and care and I wanted to put my own spin on the club to deliver on the vision of providing a premium fitness destination.

What’s your target market?
I’ve been working in Winchester for ten years training affluent clients, who’ve always said there isn’t a high-end or exclusive environment locally where they can train.

People travel some distance for similar training experiences, so I’m aiming to tap into this market, targeting people in their 40s and 50s, as well as early retirees – those who’ve stepped out of the corporate world and who have a huge interest in their health and wellness.

What’s your approach?
Coming from a personal training background, my experience has taught me that people hire the trainer before the training. Our coaches are all experienced and bring their own flair to the club. We want Station Mill to be the destination for personal training, gym, yoga, pilates and cycling.

What was your approach to the design?
Creating a boutique environment is no small feat. Every detail, the look, feel and presence that’s being created needed to be tailored and finely-tuned to build an enticing environment and overall memorable experience.

The big influence for me was the London boutique sector. Third Space, Equinox, 1Rebel and Core Collective have been a great inspiration from an aesthetics perspective.

What kit did you opt for?
The gym floor features Technogym Kinesis Station and Kinesis Personal, which we use for progressive functional training, designed around human movement. I feel it’s easier on the joints for our target members, as they can achieve a freer range of movement.

As a coach, I believe in working with dual-stack equipment, as this means the weaker side isn’t going to be dominated by the stronger side.

We also have a Skillbike studio where members can take part in three different classes, depending on their training goals: Performance, Race and Just Ride.

You don’t have to be a cyclist to take part; they’re also a way to get fitter in an efficient and trackable way.

How about digital?
We track members’ activity in and out of the club using the Mywellness band which automatically logs and stores their data, creating a simple, effective member journey to provide results-driven performance. This means they can see their progress, which in turn significantly drives long-term member retention.

PTs can also access this data, which is helpful with motivation and scheduling.

How would you sum up your philosophy?
The values of honest information and a premium service with a results-driven approach are integral parts of our offering.

We want each member to leave Station Mill feeling they’ve achieved or learned something from their training – be it in a class or a PT session.

The 19th century millhouse once supplied grain to London
The 19th century millhouse once supplied grain to London
Coaches bring their own flair to the club
Coaches bring their own flair to the club
Dual-stack equipment means the weaker side isn’t dominated by the stronger
Dual-stack equipment means the weaker side isn’t dominated by the stronger
Station Mill: aiming for the high-end
Station Mill: aiming for the high-end
O’Shea (third left), has woven a high-end gym into a heritage building
O’Shea (third left), has woven a high-end gym into a heritage building
There are three cycle class types on offer: Performance, Race and Just Ride
There are three cycle class types on offer: Performance, Race and Just Ride
https://www.leisureopportunities.co.uk/images/2021/39333_786747.jpg
A 19th century mill in Hampshire has been coverted into a high-end training gym by O’Shea and his partners
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Latest News
Jan Spaticchia, founder and chair of énergie Fitness has died aged 51 following a short ...
Latest News
A new pioneering approach looks to help cancer patients prepare for and respond to treatment ...
Latest News
Peloton is recalling all of its Tread and Tread+ machines in the US, after striking ...
Latest News
Health club operator Bannatyne is repositioning itself as a wellness provider, as it looks to ...
Latest News
Health clubs and leisure centres in Northern Ireland reopened their doors on Friday 30 April, ...
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It's time to refocus on the changing needs of older adults, according to a new ...
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In breaking news, HCM understands that David Lloyd Leisure's Glenn Earlam will move from his ...
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Sport England has reported a drop of 710,000 in the number of people classed as ...
Opinion
promotion
The UK’s first dedicated leisure development framework has completed its first four-year term with £144m committed investment in public leisure projects.
Opinion: UK’s first leisure framework celebrates £144m investment in public leisure
Featured supplier news
Featured supplier news: Red light therapy improves sleep, aids recovery and enhances focus
Offering red light therapy to your members can create a valuable source of secondary spend, while also supporting them with their recovery and delivering improvements to mobility, circulation and muscle soreness.
Featured supplier news
Featured supplier news: New consumer expectations demand an exceptional customer experience
fibodo believes that providers who meet consumers needs of service, flexibility, richness of content and accessibility will thrive as we build new and different models of working in leisure, health and fitness and across all sports and activities.
Company profiles
Company profile: TRIB3 International Ltd
First established in Sheffield in January 2016 TRIB3 is a bootcamp boutique studio designed to ...
Company profiles
Company profile: Orbit4
Orbit4 is the umbrella brand for FitnessCompared, FitnessFinance, WeServiceGymEquipment and WeBuyGymEquipment....
Catalogue Gallery
Click on a catalogue to view it online
Directory
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Uniforms
Service Sport: Uniforms
Salt therapy products
Himalayan Source: Salt therapy products
Architects/designers
Zynk Design Consultants: Architects/designers
Lockers/interior design
Safe Space Lockers Ltd: Lockers/interior design
Fitness equipment
Precor: Fitness equipment
Exercise equipment
Power Plate: Exercise equipment
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Spa software
SpaBooker: Spa software
Independent service & maintenance
Servicesport UK Limited: Independent service & maintenance
Property & Tenders
Diary dates
07-09 Jun 2021
Virtual summit,
Diary dates
12 Jun 2021
Worldwide, Various,
Diary dates
13-14 Jun 2021
Online,
Diary dates
01-04 Jul 2021
Expo Centre & Riviera di Rimini, Italy
Diary dates
18-19 Sep 2021
Locations worldwide,
Diary dates
21-24 Sep 2021
Messe Stuttgart, Germany
Diary dates
28-29 Sep 2021
ExCeL London, London, United Kingdom
Diary dates
04-07 Nov 2021
Exhibition Centre , Cologne, Germany
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates

features

HCM People: Scott O’SheaFounder, Station Mill

Coming from a personal training background, my experience has taught me that people hire the trainer before the training

Published in Health Club Management 2021 issue 1
Scott O’Shea owns Station Mill, along with his business partners
Scott O’Shea owns Station Mill, along with his business partners

Tell us about the new club
My vision for Station Mill is for it to be the premium gym and studio in the region, offering a facility where the focus is on design and a great user experience. I want to make it a special place to be and create a real wow factor, with many different elements.

We’re in Arlesford, near Winchester, UK and we’ve developed a new gym built into a 19th century millhouse. We don’t believe anything in the area reaches this level.

What did you think when you first saw the building?
When presented with Station Mill as an opportunity, I didn’t hesitate to grasp it.

The architecture is stunning and this area has a rich history, having once been the centre for dispatching grain and watercress via the Watercress Line to London.

I own the building, along with my three business partners. It’s such a beautiful setting, that itself creates a special environment.

It was important for the brand to complement the heritage, so when creating the brand and the brand values the statement, First Class Departs Here, was coined as a nod to the railway next door and the level at which we aim to do things.

Renovations to create a premium fitness facility have been done with finesse and care and I wanted to put my own spin on the club to deliver on the vision of providing a premium fitness destination.

What’s your target market?
I’ve been working in Winchester for ten years training affluent clients, who’ve always said there isn’t a high-end or exclusive environment locally where they can train.

People travel some distance for similar training experiences, so I’m aiming to tap into this market, targeting people in their 40s and 50s, as well as early retirees – those who’ve stepped out of the corporate world and who have a huge interest in their health and wellness.

What’s your approach?
Coming from a personal training background, my experience has taught me that people hire the trainer before the training. Our coaches are all experienced and bring their own flair to the club. We want Station Mill to be the destination for personal training, gym, yoga, pilates and cycling.

What was your approach to the design?
Creating a boutique environment is no small feat. Every detail, the look, feel and presence that’s being created needed to be tailored and finely-tuned to build an enticing environment and overall memorable experience.

The big influence for me was the London boutique sector. Third Space, Equinox, 1Rebel and Core Collective have been a great inspiration from an aesthetics perspective.

What kit did you opt for?
The gym floor features Technogym Kinesis Station and Kinesis Personal, which we use for progressive functional training, designed around human movement. I feel it’s easier on the joints for our target members, as they can achieve a freer range of movement.

As a coach, I believe in working with dual-stack equipment, as this means the weaker side isn’t going to be dominated by the stronger side.

We also have a Skillbike studio where members can take part in three different classes, depending on their training goals: Performance, Race and Just Ride.

You don’t have to be a cyclist to take part; they’re also a way to get fitter in an efficient and trackable way.

How about digital?
We track members’ activity in and out of the club using the Mywellness band which automatically logs and stores their data, creating a simple, effective member journey to provide results-driven performance. This means they can see their progress, which in turn significantly drives long-term member retention.

PTs can also access this data, which is helpful with motivation and scheduling.

How would you sum up your philosophy?
The values of honest information and a premium service with a results-driven approach are integral parts of our offering.

We want each member to leave Station Mill feeling they’ve achieved or learned something from their training – be it in a class or a PT session.

The 19th century millhouse once supplied grain to London
The 19th century millhouse once supplied grain to London
Coaches bring their own flair to the club
Coaches bring their own flair to the club
Dual-stack equipment means the weaker side isn’t dominated by the stronger
Dual-stack equipment means the weaker side isn’t dominated by the stronger
Station Mill: aiming for the high-end
Station Mill: aiming for the high-end
O’Shea (third left), has woven a high-end gym into a heritage building
O’Shea (third left), has woven a high-end gym into a heritage building
There are three cycle class types on offer: Performance, Race and Just Ride
There are three cycle class types on offer: Performance, Race and Just Ride
https://www.leisureopportunities.co.uk/images/2021/39333_786747.jpg
A 19th century mill in Hampshire has been coverted into a high-end training gym by O’Shea and his partners
Latest News
Jan Spaticchia, founder and chair of énergie Fitness has died aged 51 following a short ...
Latest News
A new pioneering approach looks to help cancer patients prepare for and respond to treatment ...
Latest News
Peloton is recalling all of its Tread and Tread+ machines in the US, after striking ...
Latest News
Health club operator Bannatyne is repositioning itself as a wellness provider, as it looks to ...
Latest News
Health clubs and leisure centres in Northern Ireland reopened their doors on Friday 30 April, ...
Latest News
It's time to refocus on the changing needs of older adults, according to a new ...
Latest News
In breaking news, HCM understands that David Lloyd Leisure's Glenn Earlam will move from his ...
Latest News
Sport England has reported a drop of 710,000 in the number of people classed as ...
Latest News
Independent gyms in the UK have fared better during the pandemic than larger corporate operators ...
Latest News
Actor Mark Wahlberg has officially joined Power Plate as an investor in parent company, Performance ...
Latest News
Fitness and health are priority areas of expenditure for consumers in six key nations around ...
Opinion
promotion
The UK’s first dedicated leisure development framework has completed its first four-year term with £144m committed investment in public leisure projects.
Opinion: UK’s first leisure framework celebrates £144m investment in public leisure
Featured supplier news
Featured supplier news: Red light therapy improves sleep, aids recovery and enhances focus
Offering red light therapy to your members can create a valuable source of secondary spend, while also supporting them with their recovery and delivering improvements to mobility, circulation and muscle soreness.
Featured supplier news
Featured supplier news: New consumer expectations demand an exceptional customer experience
fibodo believes that providers who meet consumers needs of service, flexibility, richness of content and accessibility will thrive as we build new and different models of working in leisure, health and fitness and across all sports and activities.
Company profiles
Company profile: TRIB3 International Ltd
First established in Sheffield in January 2016 TRIB3 is a bootcamp boutique studio designed to ...
Company profiles
Company profile: Orbit4
Orbit4 is the umbrella brand for FitnessCompared, FitnessFinance, WeServiceGymEquipment and WeBuyGymEquipment....
Catalogue Gallery
Click on a catalogue to view it online
Directory
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Uniforms
Service Sport: Uniforms
Salt therapy products
Himalayan Source: Salt therapy products
Architects/designers
Zynk Design Consultants: Architects/designers
Lockers/interior design
Safe Space Lockers Ltd: Lockers/interior design
Fitness equipment
Precor: Fitness equipment
Exercise equipment
Power Plate: Exercise equipment
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Spa software
SpaBooker: Spa software
Independent service & maintenance
Servicesport UK Limited: Independent service & maintenance
Property & Tenders
Diary dates
07-09 Jun 2021
Virtual summit,
Diary dates
12 Jun 2021
Worldwide, Various,
Diary dates
13-14 Jun 2021
Online,
Diary dates
01-04 Jul 2021
Expo Centre & Riviera di Rimini, Italy
Diary dates
18-19 Sep 2021
Locations worldwide,
Diary dates
21-24 Sep 2021
Messe Stuttgart, Germany
Diary dates
28-29 Sep 2021
ExCeL London, London, United Kingdom
Diary dates
04-07 Nov 2021
Exhibition Centre , Cologne, Germany
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates
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Les Mills
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