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UNITING THE WORLD OF FITNESS
Health Club Management

Health Club Management

features

HCM People: Stuart PerrinCEO, Coach Gyms

I’m Confident we can deliver 50 coach gyms in the uk, however, I feel the opportunity is really much larger

Published in Health Club Management 2020 issue 7
Stuart Perrin, CEO of Coach Gyms
Stuart Perrin, CEO of Coach Gyms

What’s the vision and ambition for Coach Gyms?
Coach has created the UK’s first affordable boutique gyms. We’re redefining affordable luxury.

We aim to not just deliver, but also to excel in member experience and support and create a fitness revolution. Our members’ goals are our goals.

Your first club has opened in Leeds. What are your roll-out plans?
We have plans for growth. Our next three sites have already been identified and we’re looking to have another, which is currently in the design stages, open by the end of the year, despite the pandemic.

The aim is to have between four and six clubs in every metropolitan area in the UK, outside London.

Target locations are inner ring roads, with good visibility and generous parking. We’ll follow a ‘city takeover’ approach, with three miles between each.

Why the name?
When reviewing brands and what they stand for, most try too hard to be cool. Coach Gyms is about love – we love our community and are enabling members to achieve improvements in both their physical and mental health. Most importantly, the member experience comes first in every thought we have.

How would you describe the clubs?
All clubs will have total floor areas of between 10-15,000sq ft, with four studios and a full gym floor with 200 pieces of equipment – including cardio, functional, sectorised and free weights.

We run over 200 classes per month, with Les Mills as a key partner. Equipment is by Nautilus, Star Track, Schwinn, Stairmaster, Concept, Hatton and a number of functional items from Origin, Exigo and Jordan, while the changing rooms will have 50-100 lockers, brass surround mirrors and solid oak beauty benches.

Gyms will open 6.00am to 10.00pm on weekdays and 8.00am to 8.00pm at weekends/bank holiday.

Our member app is powered by Virtuagym and enables members to engage with their community, talk to our team, book and buy.

Tell us about the concept
We’re an 18-years-and-over club – our target audience is 25-55 year old females and currently, around 90 per cent of our members are women.

We have a great community here – it’s female focused, but men who don’t want a huge free weights area and are after an amazing boutique experience join, because we provide that extra bit of luxury.

We’re investing £750k per club in fit-out to achieve the look and feel of a bar, while delivering an exceptional training experience for everyone.

Why have you chosen to focus on women?
After working in the premium, mid-market and budget sectors I felt female fitness was often an afterthought and a huge opportunity missed.

Coach isn’t ‘ladies-only’ but female focused. We’ve created an environment that’s non-intimidating, soft in approach and relaxed in terms of things such as communication to ensure the best experience possible for the women who make this their choice.

Lengthy consideration has gone into things such as the lighting, luxury finishes in the changing rooms, equipment selection, even the specially crafted playlists in the club. None of this has happened by chance, our community has a voice and we listen!

How did lockdown impact your plans?
It was a challenge but the team rose to it. We used the time to ensure we engaged fully with our community, keeping communications clear.

As we were in pre-sale when we went into lockdown, I took the decision to open the sales office as essential retail, which saw us double the size of our business in the following four weeks, while the industry was asleep and fearing the worst. We came out of it fully prepared for any eventuality.

Tell us about your background
As COO of Xercise4Less, I was part of the team that took the company from a single site to a 52-club estate with over 340,000 members in 10 years.

I learned a lot, but my main takeaways were; listen to your members, they hold the key to your success; invest as much time and effort into your team as you do in yourself, and; always be the hardest worker in the room – this goes without saying!

Investment in people, product and process is critical to the growth and long-term survival of any business.

What are your views on the market?
This is a great time for the industry, with opportunities everywhere – especially for us as a business looking to expand nationally very quickly.

Members should be benefiting as well, because everyone should be bringing their A Game right now and that can only mean better service, better results and more people getting physically active than ever before.

What are your thoughts on JD buying Xercise4Less?
This can only be a positive. A huge brand like JD will bring the investment required back to Xercise4Less and wake the sleeping giant that once was.

I wish the team there every success and look forward to seeing how the product and brand develops over the coming months and years.

How will COVID-19 change the industry?
It will make professionals in the industry more considerate – sharper around processes and more agile when trading is tough and they need to pivot to other revenue streams to continue trading.

Of course, there will be casualties, but as long as you’re member-facing, and you listen, there will be growth opportunities everywhere.

Can you share some numbers?
Our first site is approaching the 2k member mark by the end of the first month’s trading. We’ll see this grow over the next 14 months to 4,500 members.

In terms of usage, we’re currently logging 600 unique visits a day at the first location and expect this to grow to closer to 1k visits a day at maturity.

I’m confident we can deliver 50 Coach Gyms in the UK over the next few years, however, I feel the opportunity is really much larger than that.

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
The first Coach Gyms site has just opened in Leeds
The first Coach Gyms site has just opened in Leeds
https://www.leisureopportunities.co.uk/images/2020/723632_548112.jpg
Stuart Perrin, former COO of Xercise4Less, tells us about his new venture – Coach Gyms, and tells of his ambition to open 50 clubs in the UK
Stuart Perrin, Coach Gyms,gym, fitness, boutique gym, affordable boutique gym
HCM magazine
HCM People

Ben Alderton

Founder, Solo 60
We see a world where every major city has access to Solo 60
HCM magazine
HCM people

Andy McGlynn

Founder, GSquared
Once we grow beyond Manchester we’ll go head to head with Equinox and Third Space
HCM magazine
We’re targeting an additional 30,000 beds over the next five years, through a mix of the group’s own developments and third party projects
HCM Magazine
Sponsored
Welcome to the world of creative fitness, where exercise and fun merge to change the way we train
HCM Magazine
Insight
As the industry enters a phase of regrowth following the loss of members during lockdown, it’s crucial to understand customer acquisition cost versus the lifetime value of each customer, as Paul Bedford and Jamie Owens explain
HCM Magazine
Opinion
Moving Communities is our chance to demonstrate our value and develop a universal service for all, argues Martyn Allison
HCM Magazine
Supplier showcase
An ongoing partnership between Active Leeds and Hussle has created exciting results in the form of increased usage and memberships
HCM Magazine
Sponsored
Daniel Jones is the brains behind Orbit4, the world’s first digital ecosystem to manage and facilitate the entire commercial fitness product cycle. We caught up with him at Orbit4 HQ in Cheshire
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Sponsored
As the UK’s first dedicated development framework for leisure comes to the end of its initial four-year term, Jamie Groves and Sarah Watts discuss the impact
HCM Magazine
Editor's letter
The industry can be the catalyst for recovery from the pandemic, as well as addressing many of the underlying issues which enabled COVID-19 to wreak such havoc
HCM Magazine
Latest News
The government needs to urgently set out its plans to support physical activity and fitness ...
Latest News
Glofox will begin offering health clubs, gyms and fitness studios instant access to financing, following ...
Latest News
Hong Kong-based Bricks Group has revealed plans to launch its health club chain, U Time, ...
Latest News
A £30m luxury leisure development scheme which has been more than a decade in the ...
Latest News
Apple has previewed its much-awaited watchOS 8, the operating system for its Apple Watch. The ...
Latest News
Chinese health club chain Supermonkey has finalised a series E funding round, valuing the company ...
Latest News
Gymbox has signed a partnership agreement to provide members of flexible workspace provider WeWork with ...
Latest News
The number of health club members returning to gyms since lockdown has beaten all expectations, ...
Opinion
promotion
While much of the fitness industry has reopened its doors across the UK over the past weeks, many members are yet to return.
Opinion: Re-engaging your post-lockdown absent members
Featured supplier news
Featured supplier news: INEOS: The future of hand-sanitising
As gyms begin to reopen, cleanliness and hygiene remain an essential part of ensuring staff and members are confident to return.
Featured supplier news
Featured supplier news: Active IQ launches two industry-ready health and fitness diplomas
Active IQ has launched two new qualifications – the Level 2 Diploma in Health and Fitness and Level 3 Diploma in Health and Fitness – to help engage learners in an industry-ready training experience that can be tailored to suit local employer needs.
Featured operators 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 operators news
Featured operator news: Everyone Active bolsters Everyone on Demand and enters second year with five new partnerships
Everyone Active has signed a number of new deals which will see the operator strengthen its digital product offering, Everyone on Demand.
Company profiles
Company profile: FunXtion International BV
With our digital member solutions, branded app and branded virtual classes your clients can now ...
Company profiles
Company profile: Legend Club Management Systems (UK) Ltd
Legend provides the leading software solution for driving improvements in leisure operations. We deliver savings ...
Supplier Showcases
Supplier showcase - Safe Space: Changing concept
Catalogue Gallery
Click on a catalogue to view it online
Directory
Salt therapy products
Saltability: Salt therapy products
Lockers/interior design
Safe Space Lockers Ltd: Lockers/interior design
Exercise equipment
Pendex Fisio S.L.: Exercise equipment
Skincare
Comfort Zone - Davines S.p.A: Skincare
Architects/designers
Zynk Design Consultants: Architects/designers
Fitness equipment
Octane Fitness: Fitness equipment
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Whole body cryotherapy
Art of Cryo: Whole body cryotherapy
Uniforms
Service Sport: Uniforms
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Property & Tenders
Pendine Sands, Carmarthenshire
Carmarthenshire County Council
Property & Tenders
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: Stuart PerrinCEO, Coach Gyms

I’m Confident we can deliver 50 coach gyms in the uk, however, I feel the opportunity is really much larger

Published in Health Club Management 2020 issue 7
Stuart Perrin, CEO of Coach Gyms
Stuart Perrin, CEO of Coach Gyms

What’s the vision and ambition for Coach Gyms?
Coach has created the UK’s first affordable boutique gyms. We’re redefining affordable luxury.

We aim to not just deliver, but also to excel in member experience and support and create a fitness revolution. Our members’ goals are our goals.

Your first club has opened in Leeds. What are your roll-out plans?
We have plans for growth. Our next three sites have already been identified and we’re looking to have another, which is currently in the design stages, open by the end of the year, despite the pandemic.

The aim is to have between four and six clubs in every metropolitan area in the UK, outside London.

Target locations are inner ring roads, with good visibility and generous parking. We’ll follow a ‘city takeover’ approach, with three miles between each.

Why the name?
When reviewing brands and what they stand for, most try too hard to be cool. Coach Gyms is about love – we love our community and are enabling members to achieve improvements in both their physical and mental health. Most importantly, the member experience comes first in every thought we have.

How would you describe the clubs?
All clubs will have total floor areas of between 10-15,000sq ft, with four studios and a full gym floor with 200 pieces of equipment – including cardio, functional, sectorised and free weights.

We run over 200 classes per month, with Les Mills as a key partner. Equipment is by Nautilus, Star Track, Schwinn, Stairmaster, Concept, Hatton and a number of functional items from Origin, Exigo and Jordan, while the changing rooms will have 50-100 lockers, brass surround mirrors and solid oak beauty benches.

Gyms will open 6.00am to 10.00pm on weekdays and 8.00am to 8.00pm at weekends/bank holiday.

Our member app is powered by Virtuagym and enables members to engage with their community, talk to our team, book and buy.

Tell us about the concept
We’re an 18-years-and-over club – our target audience is 25-55 year old females and currently, around 90 per cent of our members are women.

We have a great community here – it’s female focused, but men who don’t want a huge free weights area and are after an amazing boutique experience join, because we provide that extra bit of luxury.

We’re investing £750k per club in fit-out to achieve the look and feel of a bar, while delivering an exceptional training experience for everyone.

Why have you chosen to focus on women?
After working in the premium, mid-market and budget sectors I felt female fitness was often an afterthought and a huge opportunity missed.

Coach isn’t ‘ladies-only’ but female focused. We’ve created an environment that’s non-intimidating, soft in approach and relaxed in terms of things such as communication to ensure the best experience possible for the women who make this their choice.

Lengthy consideration has gone into things such as the lighting, luxury finishes in the changing rooms, equipment selection, even the specially crafted playlists in the club. None of this has happened by chance, our community has a voice and we listen!

How did lockdown impact your plans?
It was a challenge but the team rose to it. We used the time to ensure we engaged fully with our community, keeping communications clear.

As we were in pre-sale when we went into lockdown, I took the decision to open the sales office as essential retail, which saw us double the size of our business in the following four weeks, while the industry was asleep and fearing the worst. We came out of it fully prepared for any eventuality.

Tell us about your background
As COO of Xercise4Less, I was part of the team that took the company from a single site to a 52-club estate with over 340,000 members in 10 years.

I learned a lot, but my main takeaways were; listen to your members, they hold the key to your success; invest as much time and effort into your team as you do in yourself, and; always be the hardest worker in the room – this goes without saying!

Investment in people, product and process is critical to the growth and long-term survival of any business.

What are your views on the market?
This is a great time for the industry, with opportunities everywhere – especially for us as a business looking to expand nationally very quickly.

Members should be benefiting as well, because everyone should be bringing their A Game right now and that can only mean better service, better results and more people getting physically active than ever before.

What are your thoughts on JD buying Xercise4Less?
This can only be a positive. A huge brand like JD will bring the investment required back to Xercise4Less and wake the sleeping giant that once was.

I wish the team there every success and look forward to seeing how the product and brand develops over the coming months and years.

How will COVID-19 change the industry?
It will make professionals in the industry more considerate – sharper around processes and more agile when trading is tough and they need to pivot to other revenue streams to continue trading.

Of course, there will be casualties, but as long as you’re member-facing, and you listen, there will be growth opportunities everywhere.

Can you share some numbers?
Our first site is approaching the 2k member mark by the end of the first month’s trading. We’ll see this grow over the next 14 months to 4,500 members.

In terms of usage, we’re currently logging 600 unique visits a day at the first location and expect this to grow to closer to 1k visits a day at maturity.

I’m confident we can deliver 50 Coach Gyms in the UK over the next few years, however, I feel the opportunity is really much larger than that.

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
The first Coach Gyms site has just opened in Leeds
The first Coach Gyms site has just opened in Leeds
https://www.leisureopportunities.co.uk/images/2020/723632_548112.jpg
Stuart Perrin, former COO of Xercise4Less, tells us about his new venture – Coach Gyms, and tells of his ambition to open 50 clubs in the UK
Stuart Perrin, Coach Gyms,gym, fitness, boutique gym, affordable boutique gym
Latest News
The government needs to urgently set out its plans to support physical activity and fitness ...
Latest News
Glofox will begin offering health clubs, gyms and fitness studios instant access to financing, following ...
Latest News
Hong Kong-based Bricks Group has revealed plans to launch its health club chain, U Time, ...
Latest News
A £30m luxury leisure development scheme which has been more than a decade in the ...
Latest News
Apple has previewed its much-awaited watchOS 8, the operating system for its Apple Watch. The ...
Latest News
Chinese health club chain Supermonkey has finalised a series E funding round, valuing the company ...
Latest News
Gymbox has signed a partnership agreement to provide members of flexible workspace provider WeWork with ...
Latest News
The number of health club members returning to gyms since lockdown has beaten all expectations, ...
Latest News
The Jumeirah Group has reopened the 186-room The Carlton Tower Jumeirah, in the heart of ...
Latest News
David Lloyd Clubs has enrolled former Labour Party deputy leader Tom Watson to help raise ...
Latest News
TRIB3 has secured a franchise deal which will see it open 20 studios across Belgium, ...
Opinion
promotion
While much of the fitness industry has reopened its doors across the UK over the past weeks, many members are yet to return.
Opinion: Re-engaging your post-lockdown absent members
Featured supplier news
Featured supplier news: INEOS: The future of hand-sanitising
As gyms begin to reopen, cleanliness and hygiene remain an essential part of ensuring staff and members are confident to return.
Featured supplier news
Featured supplier news: Active IQ launches two industry-ready health and fitness diplomas
Active IQ has launched two new qualifications – the Level 2 Diploma in Health and Fitness and Level 3 Diploma in Health and Fitness – to help engage learners in an industry-ready training experience that can be tailored to suit local employer needs.
Featured operators 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 operators news
Featured operator news: Everyone Active bolsters Everyone on Demand and enters second year with five new partnerships
Everyone Active has signed a number of new deals which will see the operator strengthen its digital product offering, Everyone on Demand.
Company profiles
Company profile: FunXtion International BV
With our digital member solutions, branded app and branded virtual classes your clients can now ...
Company profiles
Company profile: Legend Club Management Systems (UK) Ltd
Legend provides the leading software solution for driving improvements in leisure operations. We deliver savings ...
Supplier Showcases
Supplier showcase - Safe Space: Changing concept
Catalogue Gallery
Click on a catalogue to view it online
Directory
Salt therapy products
Saltability: Salt therapy products
Lockers/interior design
Safe Space Lockers Ltd: Lockers/interior design
Exercise equipment
Pendex Fisio S.L.: Exercise equipment
Skincare
Comfort Zone - Davines S.p.A: Skincare
Architects/designers
Zynk Design Consultants: Architects/designers
Fitness equipment
Octane Fitness: Fitness equipment
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Whole body cryotherapy
Art of Cryo: Whole body cryotherapy
Uniforms
Service Sport: Uniforms
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Property & Tenders
Pendine Sands, Carmarthenshire
Carmarthenshire County Council
Property & Tenders
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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