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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

Interview: Susan Dyson

Industry veteran Susan Dyson is one of the visionaries behind Hiitgirl, the studio for women in Highgate Village. She talks to Kath Hudson about creating a concept for women who hate gyms

By Kath Hudson | Published in Health Club Management 2018 issue 5
Susan Dyson, co-founder and creator of the Hiitgirl concept
Susan Dyson, co-founder and creator of the Hiitgirl concept
So many of the women we used for our research reported negative experiences with gyms and suggested we create the space to be as unlike a gym as possible!

Created to solve the workout dilemmas of affluent, busy women, Hiitgirl opened its first studio in 2013.

“We didn’t actually set out to create a HIIT concept, but when talking to our target market, we found HIIT-style training happened to be one of the tools which could meet their needs,” says Susan Dyson, who co-founded the club with her partner Stuart Dyson.

The duo used the same retail design agency as sports retailer Sweaty Betty and perfumier Jo Malone to create a studio environment which supports their customer experience map.

They also turned to fragrance partner, NEOM Organics, London, to create a multi-sensory space with smells, textures and visuals. “We were inspired by what retail brands like Lululemon, Nike and Sweaty Betty were doing for women,” says Dyson. “So many of the women we used for our research reported negative experiences with gyms. They suggested that we create the spaces in our new studio to be as unlike a gym as possible!”

Barefoot workout
Hiitgirl workouts happen in small groups and are done barefoot and using a wide range of eco-friendly fitness toys – from mini trampolines and medicine balls to things like water-filled kettlebells.

Four to five group sessions are offered each day, six days a week and the rest of the time is taken up with privately booked sessions in the same space.

Different tribes
“We have the ‘before work’ crew, followed by the ‘school run mums’,” says Dyson. “In the daytime we have 121 sessions for women who have flexible working schedules, such as freelancers and celebrities/media people. Evenings are then taken up with the after-work crew of professionals, often in high pressure roles who are working long hours.”

Because Hiitgirl clients are so busy, a special drop-in concept is on offer, so even if people get delayed, they can still join in and get their full workout time. It’s proven to be very popular.

In term-time, the studio partners with a local school to offer a School of Sweat course for pupils aged 15-16 which comprises structured HIIT sessions, along with supporting information around body confidence and related mental wellness issues.

This school exercise programme is growing in popularity as this age group come on stream as consumers and adopt a wellness lifestyle.

Dyson says the entire programme at Hiitgirl is also constantly being refined and extended: “We’re currently developing a wider range of experiences to enhance our core offer,” she explains, “Including things such as mobility and recovery workouts, and complementary activities around nutrition and behaviour change.

“We’re also looking at how we can monetise the concept outside of our studio, with videos, apps and content licensing being a natural progression.”

Find out more: http://hiitgirl.com

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
The Dysons used the same retail design agency as Sweaty Betty to create the studio
The Dysons used the same retail design agency as Sweaty Betty to create the studio
The Dysons used the same retail design agency as Sweaty Betty to create the studio
The Dysons used the same retail design agency as Sweaty Betty to create the studio
Hiitgirl offers 121 sessions in the daytime to create a varied and flexible schedule
Hiitgirl offers 121 sessions in the daytime to create a varied and flexible schedule
https://www.leisureopportunities.co.uk/images/419464_297193.jpg
Industry veteran Susan Dyson talks about creating Hiitgirl, a concept for women who hate gyms...
Susan Dyson, Hiitgirl,Hiitgirl, Susan Dyson, Sweaty Betty, Jo Malone, NEOM Organics, London, eco-friendly fitness toy
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Catalogue Gallery
Click on a catalogue to view it online
Directory
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Property & Tenders
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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: Susan Dyson

Industry veteran Susan Dyson is one of the visionaries behind Hiitgirl, the studio for women in Highgate Village. She talks to Kath Hudson about creating a concept for women who hate gyms

By Kath Hudson | Published in Health Club Management 2018 issue 5
Susan Dyson, co-founder and creator of the Hiitgirl concept
Susan Dyson, co-founder and creator of the Hiitgirl concept
So many of the women we used for our research reported negative experiences with gyms and suggested we create the space to be as unlike a gym as possible!

Created to solve the workout dilemmas of affluent, busy women, Hiitgirl opened its first studio in 2013.

“We didn’t actually set out to create a HIIT concept, but when talking to our target market, we found HIIT-style training happened to be one of the tools which could meet their needs,” says Susan Dyson, who co-founded the club with her partner Stuart Dyson.

The duo used the same retail design agency as sports retailer Sweaty Betty and perfumier Jo Malone to create a studio environment which supports their customer experience map.

They also turned to fragrance partner, NEOM Organics, London, to create a multi-sensory space with smells, textures and visuals. “We were inspired by what retail brands like Lululemon, Nike and Sweaty Betty were doing for women,” says Dyson. “So many of the women we used for our research reported negative experiences with gyms. They suggested that we create the spaces in our new studio to be as unlike a gym as possible!”

Barefoot workout
Hiitgirl workouts happen in small groups and are done barefoot and using a wide range of eco-friendly fitness toys – from mini trampolines and medicine balls to things like water-filled kettlebells.

Four to five group sessions are offered each day, six days a week and the rest of the time is taken up with privately booked sessions in the same space.

Different tribes
“We have the ‘before work’ crew, followed by the ‘school run mums’,” says Dyson. “In the daytime we have 121 sessions for women who have flexible working schedules, such as freelancers and celebrities/media people. Evenings are then taken up with the after-work crew of professionals, often in high pressure roles who are working long hours.”

Because Hiitgirl clients are so busy, a special drop-in concept is on offer, so even if people get delayed, they can still join in and get their full workout time. It’s proven to be very popular.

In term-time, the studio partners with a local school to offer a School of Sweat course for pupils aged 15-16 which comprises structured HIIT sessions, along with supporting information around body confidence and related mental wellness issues.

This school exercise programme is growing in popularity as this age group come on stream as consumers and adopt a wellness lifestyle.

Dyson says the entire programme at Hiitgirl is also constantly being refined and extended: “We’re currently developing a wider range of experiences to enhance our core offer,” she explains, “Including things such as mobility and recovery workouts, and complementary activities around nutrition and behaviour change.

“We’re also looking at how we can monetise the concept outside of our studio, with videos, apps and content licensing being a natural progression.”

Find out more: http://hiitgirl.com

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
The Dysons used the same retail design agency as Sweaty Betty to create the studio
The Dysons used the same retail design agency as Sweaty Betty to create the studio
The Dysons used the same retail design agency as Sweaty Betty to create the studio
The Dysons used the same retail design agency as Sweaty Betty to create the studio
Hiitgirl offers 121 sessions in the daytime to create a varied and flexible schedule
Hiitgirl offers 121 sessions in the daytime to create a varied and flexible schedule
https://www.leisureopportunities.co.uk/images/419464_297193.jpg
Industry veteran Susan Dyson talks about creating Hiitgirl, a concept for women who hate gyms...
Susan Dyson, Hiitgirl,Hiitgirl, Susan Dyson, Sweaty Betty, Jo Malone, NEOM Organics, London, eco-friendly fitness toy
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 ...
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In a major move against the gym market, Apple has revealed a number of upgrades ...
Featured supplier news
Featured supplier news: Power Plate teams up with Myzone for a new exercise experience
Power Plate has teamed up with Myzone to provide its community with new class experiences and the opportunity to offer rewards based on effort, every time they move.
Featured supplier news
Featured supplier news: EMS personal training: shockingly simple
People's fitness goals are extremely diverse – ranging from an elite athlete focused on the next goal to someone who dislikes all activity due to chronic back pain.
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: 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: EMD UK
EMD UK is the national governing body for group exercise. Funded by Sport England, EMD ...
Company profiles
Company profile: Everyone Active
Everyone Active operates leisure centres in partnership with local councils across the UK. Today, Everyone ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Lockers/interior design
Safe Space Lockers Ltd: Lockers/interior design
Management software
Premier Software Solutions: Management software
Whole body cryotherapy
Art of Cryo: Whole body cryotherapy
Skincare
Comfort Zone - Davines S.p.A: Skincare
Independent service & maintenance
Servicesport UK Limited: Independent service & maintenance
Wearable technology solutions
MyZone: Wearable technology solutions
Architects/designers
Zynk Design Consultants: Architects/designers
Salt therapy products
Saltability: Salt therapy products
Uniforms
Service Sport: Uniforms
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
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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Life Fitness (UK) Ltd
Life Fitness (UK) Ltd