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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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Promotion
A new app called Trakk, from Pulse Fitness, promises triple benefits to operators, says Chris Johnson
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Latest News
Location and cost are the top considerations for consumers when it comes to choosing a ...
Latest News
Increases in COVID-19 cases across Europe are forcing governments to introduce restrictions, which is having ...
Latest News
Exercise has been found to increase levels of endocannabinoids – cannabis-like substances produced by the ...
Latest News
People suffering from mild depression should be offered exercise, mindfulness, therapy or meditation before medication, ...
Latest News
Total Fitness plans to launch a new-style health club model, with plans already in the ...
Latest News
Fitness operator Crunch Fitness says it's continued its recovery from lockdowns, with membership levels across ...
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The City of Madrid could become one of the healthiest in the world if plans ...
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Luxury health club operator, Third Space, has opened the doors to its latest club in ...
Opinion
promotion
FitnessOnDemand’s divisional vice president Uday Anumalachetty discusses what live fitness really means for clubs and their members today
Opinion: Why we need to reimagine what live fitness really means
Featured supplier news
Featured supplier news: Pulse Fitness completes transformation of The Laura Trott Leisure Centre gym
The Laura Trott Leisure Centre has recently undergone a significant transformation thanks to recent investment from Broxbourne Council and its partnership with Pulse Fitness.
Featured supplier news
Featured supplier news: Founder of dynamic yoga platform launches cinematic wellbeing classes for luxury spas and hotels
Matt Miller, founder of leading yoga training platform Broga has announced the launch of Earth+Sky – a collection of cinematic virtual wellbeing classes filmed in breath-taking locations around the world.
Featured operator news
Featured operator news: Everyone Active generates £342m in social value
Award-winning leisure operator Everyone Active generated £342million in social value at its sites across the country in 2019/20.
Featured operator news
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A £22 million redevelopment project will be unveiled at Grange Paddocks Leisure Centre, as part of the official launch of the state-of-the-art centre.
Company profiles
Company profile: IONTO Health & Beauty GmbH
IONTO-COMED offers a wide range of treatment beds offering maximum flexibility and the symbiosis of ...
Company profiles
Company profile: Hutchison Technologies Ltd.
Hutchison Technologies helps the UK’s leading gyms, health clubs and leisure trusts create memorable experiences ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Red Light Therapy
 Red Light Rising: Red Light Therapy
Exercise equipment
Matrix Fitness: Exercise equipment
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
trade associations
International SPA Association - iSPA: trade associations
Wearable technology solutions
MyZone: Wearable technology solutions
Spa software
SpaBooker: Spa software
Architects/designers
Zynk Design Consultants: Architects/designers
Salt therapy products
Saltability: Salt therapy products
Property & Tenders
Welwyn Garden City
Welwyn Hatfield Borough Council
Property & Tenders
Newport, Shropshire
Lilleshall Sports Academy
Property & Tenders
Diary dates
01-03 Feb 2022
Coventry Building Society Arena, Coventry, United Kingdom
Diary dates
07-10 Apr 2022
Exhibition Centre , Cologne, Germany
Diary dates
15-16 Jun 2022
ExCeL London, London, United Kingdom
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
Location and cost are the top considerations for consumers when it comes to choosing a ...
Latest News
Increases in COVID-19 cases across Europe are forcing governments to introduce restrictions, which is having ...
Latest News
Exercise has been found to increase levels of endocannabinoids – cannabis-like substances produced by the ...
Latest News
People suffering from mild depression should be offered exercise, mindfulness, therapy or meditation before medication, ...
Latest News
Total Fitness plans to launch a new-style health club model, with plans already in the ...
Latest News
Fitness operator Crunch Fitness says it's continued its recovery from lockdowns, with membership levels across ...
Latest News
The City of Madrid could become one of the healthiest in the world if plans ...
Latest News
Luxury health club operator, Third Space, has opened the doors to its latest club in ...
Latest News
A total of 22.7 million Brits – more than a third of the total population ...
Latest News
Nuffield Health has reopened the historic Barbican health club in London, as part of ambitious ...
Latest News
The PureGym app has been named the Health and Fitness App of the Year at ...
Opinion
promotion
FitnessOnDemand’s divisional vice president Uday Anumalachetty discusses what live fitness really means for clubs and their members today
Opinion: Why we need to reimagine what live fitness really means
Featured supplier news
Featured supplier news: Pulse Fitness completes transformation of The Laura Trott Leisure Centre gym
The Laura Trott Leisure Centre has recently undergone a significant transformation thanks to recent investment from Broxbourne Council and its partnership with Pulse Fitness.
Featured supplier news
Featured supplier news: Founder of dynamic yoga platform launches cinematic wellbeing classes for luxury spas and hotels
Matt Miller, founder of leading yoga training platform Broga has announced the launch of Earth+Sky – a collection of cinematic virtual wellbeing classes filmed in breath-taking locations around the world.
Featured operator news
Featured operator news: Everyone Active generates £342m in social value
Award-winning leisure operator Everyone Active generated £342million in social value at its sites across the country in 2019/20.
Featured operator news
Featured operator news: Sporting heroes to officially open £22 million redevelopment at Everyone Active centre
A £22 million redevelopment project will be unveiled at Grange Paddocks Leisure Centre, as part of the official launch of the state-of-the-art centre.
Company profiles
Company profile: IONTO Health & Beauty GmbH
IONTO-COMED offers a wide range of treatment beds offering maximum flexibility and the symbiosis of ...
Company profiles
Company profile: Hutchison Technologies Ltd.
Hutchison Technologies helps the UK’s leading gyms, health clubs and leisure trusts create memorable experiences ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Red Light Therapy
 Red Light Rising: Red Light Therapy
Exercise equipment
Matrix Fitness: Exercise equipment
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
trade associations
International SPA Association - iSPA: trade associations
Wearable technology solutions
MyZone: Wearable technology solutions
Spa software
SpaBooker: Spa software
Architects/designers
Zynk Design Consultants: Architects/designers
Salt therapy products
Saltability: Salt therapy products
Property & Tenders
Welwyn Garden City
Welwyn Hatfield Borough Council
Property & Tenders
Newport, Shropshire
Lilleshall Sports Academy
Property & Tenders
Diary dates
01-03 Feb 2022
Coventry Building Society Arena, Coventry, United Kingdom
Diary dates
07-10 Apr 2022
Exhibition Centre , Cologne, Germany
Diary dates
15-16 Jun 2022
ExCeL London, London, United Kingdom
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates
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