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FIBO Exhibition
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UNITING THE WORLD OF FITNESS
Health Club Management

Health Club Management

features

Interview: Rob Deutsch

The founder and CEO of F45 has sold more than 900 franchises in three and a half years. He talks to Kate Cracknell about his ambitions to make F45 the largest fitness brand in the world

By Kate Cracknell | Published in Health Club Management 2017 issue 9
Deutsch’s sports background influenced the creation of F45
Deutsch’s sports background influenced the creation of F45
We tap into the group exercise mentality, so people feel they’re working out with friends, and set the whole thing to funky beats mixed by our full-time DJs

What’s your background?
From a young age, I always had an appetite for sport, and played cricket and rugby competitively throughout my teens. I didn’t realise this at the time, but can now see how these sports influenced the development of F45, as F45 incorporates a lot of functional movement.
I worked as an equities trader in the financial markets for over 10 years and always found time to work out alongside my stressful job – but I saw many people failing to juggle them both. The short version of the story is that this inspired me to leave the corporate world to set up an effective training technique for busy people.

F45 was born. The first club opened in Sydney, Australia, in 2013 and we franchised in 2014. We now have over 900 studios in 31 countries – across Australia, North and South America, Asia, Europe and the Middle East – with 1,150 franchises expected to be open by the end of 2017 (for more details, see ‘F45 in Numbers’, opposite).

What’s the F45 concept?
When we launched, we set out to create a ‘third way’ – an alternative to what was available in the market at the time. On the one hand, you had people spending around AU$20 a week on gym membership but getting no innovation or motivation, so they inevitably stopped going. At the other end of the spectrum, people were paying up to AU$80 for personal training.

I wanted to create something that combined the best of both worlds. We do offer some personal training for those who want it, but our focus is very much on instructor-led group sessions that build a community, and that come with a mid-range price tag.

How would you describe your philosophy at F45?
We believe ‘Motivation + Innovation = Results.’ We aim to provide an experience that helps people to transform their lives, both physically and mentally – but in spite of this focus on results, it’s important to point out that we’re all about having fun too.

We tap into the group exercise mentality, whereby people feel that they’re working out with their friends, and we set the whole thing to funky beats mixed by our full-time DJs.

How do you drive results for members?
F45’s HIIT classes deliver a functional, results-driven, full-body workout that boosts energy levels, metabolic rate, strength and endurance. Sessions are fast-paced, with a strong community element to ensure users push themselves to the max, and there’s constant support and guidance from F45 coaches.

These coaches guide customers through a series of intense, 45-second exercises, with short breaks in between so they can catch their breath. The focus is on functional training – hence the ‘F’ in ‘F45’ – and classes last 45 minutes.

We aim to constantly surprise people with inventive new workouts: we draw from a pool of over 3,000 exercises when we construct our classes, and every three months 250 new ones are added, along with fresh equipment. So every day at F45 is different. That’s a key reason for its popularity, and why studios are popping up all over the world.

It all sounds quite hardcore – who’s your target market?
We target 25- to 40-year-old professionals who care about the way they look, but who don’t want to be professional athletes. People who love their health and fitness, but who want to strike a balance – who will most likely enjoy a glass of wine at the weekend. Our client base is 65 per cent female.

What are your roll-out plans?
We operate in 31 countries (see F45 Locations, opposite) but our focus is currently on the US and the UK. That said, we’re opening new clubs in Europe (Switzerland, Spain and France) and China. In Australia, we only have a handful of territories still available.

Any plans to evolve the F45 offering?
We’re always looking at new ways to innovate, whether it’s from a fitness or a technology standpoint.

When it comes to fitness, we’re constantly evolving our programming to ensure members get the best training in the world. I believe that we’re already leaders in technology, with a system that guides members through their whole workout and our own F45 LionHeart HeartRate technology.

However, we’re looking at new ways members might track their fitness in-studio, as well as ranking themselves against members around the world. We’re developing avatar technology in-studio and a gamification angle, which we’ll release soon.

What’s your overall vision for F45?
For F45 to be the largest fitness brand in the world.
We need to stay at the forefront of innovation. But we also need to ensure we’re able to support the enormous growth we’ve experienced: 967 studios have sold in just three-and-a-half years.

What are you most proud of so far?
I’m most proud of the community we’ve built, and the way we empower members to make dramatic life changes and achieve their body goals. We’ve also built a really strong business that’s going from strength to strength.

What are your thoughts on the fitness sector generally?
We see the fitness sector growing exponentially as people begin to choose this over other social activities. It’s on-track to become a vehicle that reconnects people and creates community, so there’s a lot of potential and huge gains to be made.

F45 IN NUMBERS

Number of studios
967 at the end of August 2017
1,150 projected by January 2018

Size of a typical studio
2,000–2, 500sq ft

Typical member base
250

Average pricing (UK)
Individual classes start at £25
10-class bundles £190

Franchisee investment (UK)
£200,000–£250,000

Staffing model
Owner/operator, head trainer, two coaches

F45: 967 clubs in total, spanning 31 countries

Americas 267

UK and Europe 43

Africa 4

Middle East 9

Asia 75

Australia and New Zealand 569

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
funky beats mixed by our full-time DJs
funky beats mixed by our full-time DJs
F45 is a functional, results-driven, full body workout aimed at busy people
F45 is a functional, results-driven, full body workout aimed at busy people
The brand targets 25- to 40-year-old professionals
The brand targets 25- to 40-year-old professionals
Members are inspired to make dramatic life changes to achieve their body goals
Members are inspired to make dramatic life changes to achieve their body goals
https://www.leisureopportunities.co.uk/images/917747_482049.jpg
"Every day at F45 is different – that's a key reason for its popularity, and why studios are popping up all over the world" – We chat to Rob Deutsch, founder of F45, about how he sold 900 franchises in under four years...
Rob Deutsch, CEO of F45 ,Rob Deutsch, F45, fitness franchise, fitness brand,
HCM magazine
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Sponsored
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Policy
Generations rarely have the opportunity to reset public opinion and effect behaviour change for good, but post-pandemic two unequal movements with a lot in common will be the focus of governments, says David Minton
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Statistics
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Insight
Dr Davina Deniszczyc talks us through the findings of the first Nuffield Healthier Nation Index, which has benchmarked activity levels and attitudes to exercise among the UK population
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Featured supplier news
Featured supplier news: Technogym awarded “Supplier of the year” at ukactive awards 2021
The best in class of the physical activity sector have been revealed at the ukactive Awards 2021.
Featured supplier news
Featured supplier news: Life Fitness introduces Integrity SL, the next generation LED console
Life Fitness has unveiled the new Integrity SL, its connected LED console designed for the Integrity Series cardio portfolio.
Featured operator 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.
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Featured operator news: Being active helps Parkwood Leisure customers save the NHS £16m
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Company profiles
Company profile: FunXtion International BV
With our digital member solutions, branded app and branded virtual classes your clients can now ...
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Company profile: Merrithew™ - Leaders in Mindful Movement™
Merrithew™ enriches the lives of others with responsible exercise modalities and innovative, multidisciplinary fitness offerings ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Architects/designers
Zynk Design Consultants: Architects/designers
Spa software
SpaBooker: Spa software
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Fitness equipment
Precor: Fitness equipment
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Red Light Therapy
 Red Light Rising: Red Light Therapy
Exercise equipment
Matrix Fitness: Exercise equipment
Independent service & maintenance
Servicesport UK Limited: Independent service & maintenance
Management software
Premier Software Solutions: Management software
Salt therapy products
Himalayan Source: Salt therapy products
Property & Tenders
Welwyn Garden City
Welwyn Hatfield Borough Council
Property & Tenders
Newport, Shropshire
Lilleshall Sports Academy
Property & Tenders
Diary dates
21-24 Sep 2021
Messe Stuttgart, Germany
Diary dates
13-14 Oct 2021
Online,
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

Interview: Rob Deutsch

The founder and CEO of F45 has sold more than 900 franchises in three and a half years. He talks to Kate Cracknell about his ambitions to make F45 the largest fitness brand in the world

By Kate Cracknell | Published in Health Club Management 2017 issue 9
Deutsch’s sports background influenced the creation of F45
Deutsch’s sports background influenced the creation of F45
We tap into the group exercise mentality, so people feel they’re working out with friends, and set the whole thing to funky beats mixed by our full-time DJs

What’s your background?
From a young age, I always had an appetite for sport, and played cricket and rugby competitively throughout my teens. I didn’t realise this at the time, but can now see how these sports influenced the development of F45, as F45 incorporates a lot of functional movement.
I worked as an equities trader in the financial markets for over 10 years and always found time to work out alongside my stressful job – but I saw many people failing to juggle them both. The short version of the story is that this inspired me to leave the corporate world to set up an effective training technique for busy people.

F45 was born. The first club opened in Sydney, Australia, in 2013 and we franchised in 2014. We now have over 900 studios in 31 countries – across Australia, North and South America, Asia, Europe and the Middle East – with 1,150 franchises expected to be open by the end of 2017 (for more details, see ‘F45 in Numbers’, opposite).

What’s the F45 concept?
When we launched, we set out to create a ‘third way’ – an alternative to what was available in the market at the time. On the one hand, you had people spending around AU$20 a week on gym membership but getting no innovation or motivation, so they inevitably stopped going. At the other end of the spectrum, people were paying up to AU$80 for personal training.

I wanted to create something that combined the best of both worlds. We do offer some personal training for those who want it, but our focus is very much on instructor-led group sessions that build a community, and that come with a mid-range price tag.

How would you describe your philosophy at F45?
We believe ‘Motivation + Innovation = Results.’ We aim to provide an experience that helps people to transform their lives, both physically and mentally – but in spite of this focus on results, it’s important to point out that we’re all about having fun too.

We tap into the group exercise mentality, whereby people feel that they’re working out with their friends, and we set the whole thing to funky beats mixed by our full-time DJs.

How do you drive results for members?
F45’s HIIT classes deliver a functional, results-driven, full-body workout that boosts energy levels, metabolic rate, strength and endurance. Sessions are fast-paced, with a strong community element to ensure users push themselves to the max, and there’s constant support and guidance from F45 coaches.

These coaches guide customers through a series of intense, 45-second exercises, with short breaks in between so they can catch their breath. The focus is on functional training – hence the ‘F’ in ‘F45’ – and classes last 45 minutes.

We aim to constantly surprise people with inventive new workouts: we draw from a pool of over 3,000 exercises when we construct our classes, and every three months 250 new ones are added, along with fresh equipment. So every day at F45 is different. That’s a key reason for its popularity, and why studios are popping up all over the world.

It all sounds quite hardcore – who’s your target market?
We target 25- to 40-year-old professionals who care about the way they look, but who don’t want to be professional athletes. People who love their health and fitness, but who want to strike a balance – who will most likely enjoy a glass of wine at the weekend. Our client base is 65 per cent female.

What are your roll-out plans?
We operate in 31 countries (see F45 Locations, opposite) but our focus is currently on the US and the UK. That said, we’re opening new clubs in Europe (Switzerland, Spain and France) and China. In Australia, we only have a handful of territories still available.

Any plans to evolve the F45 offering?
We’re always looking at new ways to innovate, whether it’s from a fitness or a technology standpoint.

When it comes to fitness, we’re constantly evolving our programming to ensure members get the best training in the world. I believe that we’re already leaders in technology, with a system that guides members through their whole workout and our own F45 LionHeart HeartRate technology.

However, we’re looking at new ways members might track their fitness in-studio, as well as ranking themselves against members around the world. We’re developing avatar technology in-studio and a gamification angle, which we’ll release soon.

What’s your overall vision for F45?
For F45 to be the largest fitness brand in the world.
We need to stay at the forefront of innovation. But we also need to ensure we’re able to support the enormous growth we’ve experienced: 967 studios have sold in just three-and-a-half years.

What are you most proud of so far?
I’m most proud of the community we’ve built, and the way we empower members to make dramatic life changes and achieve their body goals. We’ve also built a really strong business that’s going from strength to strength.

What are your thoughts on the fitness sector generally?
We see the fitness sector growing exponentially as people begin to choose this over other social activities. It’s on-track to become a vehicle that reconnects people and creates community, so there’s a lot of potential and huge gains to be made.

F45 IN NUMBERS

Number of studios
967 at the end of August 2017
1,150 projected by January 2018

Size of a typical studio
2,000–2, 500sq ft

Typical member base
250

Average pricing (UK)
Individual classes start at £25
10-class bundles £190

Franchisee investment (UK)
£200,000–£250,000

Staffing model
Owner/operator, head trainer, two coaches

F45: 967 clubs in total, spanning 31 countries

Americas 267

UK and Europe 43

Africa 4

Middle East 9

Asia 75

Australia and New Zealand 569

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
funky beats mixed by our full-time DJs
funky beats mixed by our full-time DJs
F45 is a functional, results-driven, full body workout aimed at busy people
F45 is a functional, results-driven, full body workout aimed at busy people
The brand targets 25- to 40-year-old professionals
The brand targets 25- to 40-year-old professionals
Members are inspired to make dramatic life changes to achieve their body goals
Members are inspired to make dramatic life changes to achieve their body goals
https://www.leisureopportunities.co.uk/images/917747_482049.jpg
"Every day at F45 is different – that's a key reason for its popularity, and why studios are popping up all over the world" – We chat to Rob Deutsch, founder of F45, about how he sold 900 franchises in under four years...
Rob Deutsch, CEO of F45 ,Rob Deutsch, F45, fitness franchise, fitness brand,
Latest News
People should concentrate on exercise and staying fit – rather than dieting and weight loss ...
Latest News
Sibec Europe, scheduled to take place in Cologne, Germany, from 2 to 5 November 2021, ...
Latest News
Swim England has warned that 2,000 swimming pools could be lost forever unless the government ...
Latest News
Sports Minister, Nigel Huddleston, has joined gym-goers this morning to kick-off the annual National Fitness ...
Latest News
A new high-end workspace, designed for the use of personal trainers, coaches and other health ...
Latest News
VAT reform, adjustments in business rates and a fitness-led high street regeneration push could see ...
Latest News
Peloton has completed the merging of its commercial operations with Precor, the equipment brand it ...
Latest News
Half of UK adults aren't happy with their physical fitness levels, according to a study ...
Latest News
Temporary measures brought in to support businesses in the UK from insolvency during the pandemic ...
Latest News
Nadine Dorries has replaced Oliver Dowden as the Secretary of State for Digital, Media, Culture ...
Latest News
In a major move against the gym market, Apple has revealed a number of upgrades ...
Featured supplier news
Featured supplier news: Technogym awarded “Supplier of the year” at ukactive awards 2021
The best in class of the physical activity sector have been revealed at the ukactive Awards 2021.
Featured supplier news
Featured supplier news: Life Fitness introduces Integrity SL, the next generation LED console
Life Fitness has unveiled the new Integrity SL, its connected LED console designed for the Integrity Series cardio portfolio.
Featured operator 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.
Featured operator news
Featured operator news: Being active helps Parkwood Leisure customers save the NHS £16m
Parkwood Leisure, one of the UK’s leading public leisure facilities operators, helped prevent more than 7,000 cases of stroke, dementia, depression and type 2 diabetes in 2019, saving the NHS £16 million, a new social value report has shown.
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: Merrithew™ - Leaders in Mindful Movement™
Merrithew™ enriches the lives of others with responsible exercise modalities and innovative, multidisciplinary fitness offerings ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Architects/designers
Zynk Design Consultants: Architects/designers
Spa software
SpaBooker: Spa software
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Fitness equipment
Precor: Fitness equipment
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Red Light Therapy
 Red Light Rising: Red Light Therapy
Exercise equipment
Matrix Fitness: Exercise equipment
Independent service & maintenance
Servicesport UK Limited: Independent service & maintenance
Management software
Premier Software Solutions: Management software
Salt therapy products
Himalayan Source: Salt therapy products
Property & Tenders
Welwyn Garden City
Welwyn Hatfield Borough Council
Property & Tenders
Newport, Shropshire
Lilleshall Sports Academy
Property & Tenders
Diary dates
21-24 Sep 2021
Messe Stuttgart, Germany
Diary dates
13-14 Oct 2021
Online,
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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