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Life Fitness (UK) Ltd
Life Fitness (UK) Ltd
Life Fitness (UK) Ltd
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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
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Research
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Technogym’s Biocircuit offers a range of time-controlled and time-free circuits using the Biostrength line, with its Biodrive AI technology, delivering customised workouts
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Operations
With their dark vibe, pumping music and kit that needs adjusting, indoor cycling classes can be intimidating to the uninitiated. Steph Eaves asks suppliers for their tips on how to encourage beginners into the cycling studio – and keep them coming back
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Promotion
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Latest News
Wellness tech firm Timeshifter has launched a new circadian app for shift workers, allowing them ...
Latest News
Sport England says it's introducing "new and innovative" ways to increase participation – by doing ...
Latest News
Denmark has been identified as the cheapest country in the world to live a healthy ...
Latest News
Boxx has launched a new generation punch bag and smart punch trackers that work with ...
Latest News
The Global Wellness Institute (GWI) and BBC Storyworks have struck up a partnership to create ...
Latest News
The global wellness economy will grow by 9.9 per cent annually and reach US$7trn by ...
Latest News
Inclusive Fitness Boston, a health club created specifically for those with disabilities and their families, ...
Latest News
The Women in Fitness Association (WIFA), is partnering with Sport Alliance to undertake a survey ...
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: Revamped Fitline Maassluis health club equipped by Core Health & Fitness
An iconic Dutch fitness centre that first opened 32 years ago has received an extensive overhaul following a vicious fire.
Featured supplier news
Featured supplier news: Fives Soccer Centres debuts new ‘personal development’ concepts
Five-a-side soccer operator Fives has unveiled its inaugural Pinnacle Gym and announced the roll-out of its digital football concept, as part of the brand’s drive to bring an ethos of personal development into its centres.
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.
Featured operator news
Featured operator news: Everyone Active successfully reopens exercise referral scheme thanks to EXi partnership
Local authority leisure provider Everyone Active has reopened its essential exercise referral scheme, by joining forces with EXi, the NHS-approved exercise prescription app and data portal.
Video Gallery
Les Mills
Mindbody, Inc
Total Vibration Solutions / Floors 4 Gyms / TVS Sports Surfaces
Company profiles
Company profile: Active IQ
Active IQ is the UK’s leading Ofqual-recognised Awarding Organisation for the Physical Activity sector....
Company profiles
Company profile: InBody UK
InBody provides products that are accurate, medically rated holding a CE mark and certified to ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Exercise equipment
Power Plate: Exercise equipment
Red Light Therapy
 Red Light Rising: Red Light Therapy
Fitness equipment
Octane Fitness: Fitness equipment
trade associations
International SPA Association - iSPA: trade associations
Salt therapy products
Saltability: Salt therapy products
Wearable technology solutions
MyZone: Wearable technology solutions
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Management software
Premier Software Solutions: Management software
Lockers/interior design
Fitlockers: Lockers/interior design
Skincare
Sothys: Skincare
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: 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
Wellness tech firm Timeshifter has launched a new circadian app for shift workers, allowing them ...
Latest News
Sport England says it's introducing "new and innovative" ways to increase participation – by doing ...
Latest News
Denmark has been identified as the cheapest country in the world to live a healthy ...
Latest News
Boxx has launched a new generation punch bag and smart punch trackers that work with ...
Latest News
The Global Wellness Institute (GWI) and BBC Storyworks have struck up a partnership to create ...
Latest News
The global wellness economy will grow by 9.9 per cent annually and reach US$7trn by ...
Latest News
Inclusive Fitness Boston, a health club created specifically for those with disabilities and their families, ...
Latest News
The Women in Fitness Association (WIFA), is partnering with Sport Alliance to undertake a survey ...
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 ...
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: Revamped Fitline Maassluis health club equipped by Core Health & Fitness
An iconic Dutch fitness centre that first opened 32 years ago has received an extensive overhaul following a vicious fire.
Featured supplier news
Featured supplier news: Fives Soccer Centres debuts new ‘personal development’ concepts
Five-a-side soccer operator Fives has unveiled its inaugural Pinnacle Gym and announced the roll-out of its digital football concept, as part of the brand’s drive to bring an ethos of personal development into its centres.
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.
Featured operator news
Featured operator news: Everyone Active successfully reopens exercise referral scheme thanks to EXi partnership
Local authority leisure provider Everyone Active has reopened its essential exercise referral scheme, by joining forces with EXi, the NHS-approved exercise prescription app and data portal.
Video Gallery
Les Mills
Mindbody, Inc
Total Vibration Solutions / Floors 4 Gyms / TVS Sports Surfaces
Company profiles
Company profile: Active IQ
Active IQ is the UK’s leading Ofqual-recognised Awarding Organisation for the Physical Activity sector....
Company profiles
Company profile: InBody UK
InBody provides products that are accurate, medically rated holding a CE mark and certified to ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Exercise equipment
Power Plate: Exercise equipment
Red Light Therapy
 Red Light Rising: Red Light Therapy
Fitness equipment
Octane Fitness: Fitness equipment
trade associations
International SPA Association - iSPA: trade associations
Salt therapy products
Saltability: Salt therapy products
Wearable technology solutions
MyZone: Wearable technology solutions
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Management software
Premier Software Solutions: Management software
Lockers/interior design
Fitlockers: Lockers/interior design
Skincare
Sothys: Skincare
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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