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Health Club Management

Health Club Management

features

HCM People: Ben Gotting & Dave ThomasThe Foundry: co-founders

Because of our strong focus on community and inclusivity our members really do range from unemployed, and even homeless, to CEOs and board members of major institutions and celebrities

Published in Health Club Management 2019 issue 9
Ben Gotting
Ben Gotting

How did The Foundry begin?
Ben and I were introduced by a mutual friend, who we both knew through rugby. Ben was running an outdoor bootcamp for women, which was aimed at empowering them via strength based exercises. I was taking a sabbatical after selling a former gym group and we felt we could work well together. We started running outdoor bootcamps, but got so busy that we needed a venue.

By chance, I came across an ideal location in Vauxhall. Owned by the Black Prince Trust, it was currently vacant, but the trust wanted to open a community-based gym. We tendered, with the main USP being the offer of free and subsidised training for those receiving state support. We won the bid in December 2015 and had a week to turn around to be ready for the new year rush.

Over the next year the club went from strength to strength, especially after being featured in Men’s Health magazine as one of the world’s best gyms. In March 2017, the opportunity came along to take over a space in Old Street. Like the first site, we self funded it and called in family, friends and even clients to decorate it over a weekend in order to launch.

What is Foundry Inclusive Training?
This is our charitable arm and one of our founding philosophies. We offer free gym access from 9am to 10am and 2.30pm to 4.30pm for people receiving state support, as well as a heavily subsidised community class at 10am each day, which only costs £5 (instead of £20).

We also run specific sessions for those with mental health issues, a walking group and a youth academy for 11 to 16 year olds, which is free to anyone from any background. We work with the prison service to offer ex-offenders a second chance and run mental health awareness workshops and events, collaborating with guest speakers who specialise in this field.

Community is a strong part of The Foundry’s ethos, how do you build this?
In the semi-private PT sessions we make sure that everyone is introduced to each other, as they are always training in different groups it means they are always meeting new people. We hold member events throughout the year, such as hiring an obstacle course race.

Our Combine class also works on team building. It involves the participants being split in to teams of five, which compete to be at the top of the leader board, based on how many calories are burned, or reps racked during a circuit. Endurance, strength and ability to communicate with your team all count.

I think the charitable arm also helps the community aspect. Members like feeling they are giving others a helping hand and we have several full paying members who once benefited from free or subsidised workouts, and have stayed with us when their fortunes turned.

All of your staff are full time employed, why did you move away from the freelance model?
We made the change at the end of 2017. It was partly for philosophical reasons, but we were also tired of the freelance model. Although the advantage is that you only have to pay staff when you need them, we frequently had problems getting instructors because they had commitments elsewhere. We wanted to have consistent staff, which would then provide consistency to our customers. So we decided to put all of our trainers onto full time employment contracts, with pensions, paid holiday, sick leave and profit share.

It was a very expensive decision, and a terrifying responsibility to have 22 full time staff, equally it required a mindset shift for many of the team, as employment can mean less flexilibity. However, they do now benefit from the perks and security of employment. Despite the initial cost, we maintain it was the right decision, and we are very pleased with the outcome. We no longer have any staffing issues, feel like our team are all paid a fair, London wage and we have only lost staff through emigration or exploring other industries. One unique perk we offer is our personal trainers can use the gym and studios for free to run PT sessions outside of their contracted hours. In this industry, people are our product and the strength in our armour, so we must look after them.

You have just launched the third site, in three years, at Bank, how did this one come about?
A previous fitness operator had sadly failed. Fortunately for us, this location and demographic is integral to our product and is equidistant between our existing clubs, being well placed for the City. It also expands our multi-site offering.

Up until now we have deliberately self-funded, but for the third site we have leveraged some debt and accepted a six figure investment. We have also implemented more of a management structure, appointing a general manager at each site and appointing Amanda Hart, previously of Soho Gyms, as overall managing director to support our future growth and strategy implementation.

How much does it cost to be a member?
Drop in classes cost £20 and we have different memberships, include a class only membership which costs £149 and semi-private PT, which involves working in a group, but each with their own programme. It has all the benefits of 1:1 PT, while being slightly less in depth and much cheaper. A popular membership is eight semi private sessions and unlimited classes for £349.

Who are your members?
Because of our strong focus on community and inclusivity they really do range from unemployed, and even homeless, to CEOs and board members of major institutions and celebrities. However, the most popular demographic for classes and the gym, is the 25 to 35 year olds. The semi-private PT appeals mainly to stressed out city workers.

What are your future plans?
We want to expand to four to five sites withing London and then move outside within the next 18 months. I believe there is an opportunity in many other UK cities.

Also we will be looking at setting up other revenue streams, including retail in the clubs, but also seminars and workshops that are aimed at other industry professionals.

What do you predict will happen in health and fitness?
There is so much saturation in the London market that I do think there will be a contraction. But I think the appetite for fitness will continue, it amazes me to see how many people trade their Fridays at the pub or Fridays at the gym.

Dave Thomas
Dave Thomas
The Foundry was named one of the best gyms in the world by Men’s Health magazine
The Foundry was named one of the best gyms in the world by Men’s Health magazine
The Foundry’s third club recently opened at Bank in London
The Foundry’s third club recently opened at Bank in London
A heavily subsidised class is offered for people who receive state support
A heavily subsidised class is offered for people who receive state support
Semi-private PT sessions help members to get to know each other
Semi-private PT sessions help members to get to know each other
The brand’s Combine class puts members into competing teams
The brand’s Combine class puts members into competing teams
The Foundry’s demographic is varied, but the classes and gym are particularly popular with 25-35 year olds
The Foundry’s demographic is varied, but the classes and gym are particularly popular with 25-35 year olds
The Foundry aims to expand outside of London to other UK cities
The Foundry aims to expand outside of London to other UK cities
All staff at the clubs are full time employees, rather than freelance
All staff at the clubs are full time employees, rather than freelance
http://www.leisureopportunities.com/images/imagesX/382337_211898.jpg
The Foundry is offering free gym access to those receiving state support and subsidised community classes. Co-founders, Ben Gotting and Dave Thomas, give us an insight into their business model, community-centred ethos, and their expectations for the Foundry's future.
The Foundry, Ben Gotting, Dave Thomas,The Foundry, fitness, Ben Gotting, Dave Thomas
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features

HCM People: Ben Gotting & Dave ThomasThe Foundry: co-founders

Because of our strong focus on community and inclusivity our members really do range from unemployed, and even homeless, to CEOs and board members of major institutions and celebrities

Published in Health Club Management 2019 issue 9
Ben Gotting
Ben Gotting

How did The Foundry begin?
Ben and I were introduced by a mutual friend, who we both knew through rugby. Ben was running an outdoor bootcamp for women, which was aimed at empowering them via strength based exercises. I was taking a sabbatical after selling a former gym group and we felt we could work well together. We started running outdoor bootcamps, but got so busy that we needed a venue.

By chance, I came across an ideal location in Vauxhall. Owned by the Black Prince Trust, it was currently vacant, but the trust wanted to open a community-based gym. We tendered, with the main USP being the offer of free and subsidised training for those receiving state support. We won the bid in December 2015 and had a week to turn around to be ready for the new year rush.

Over the next year the club went from strength to strength, especially after being featured in Men’s Health magazine as one of the world’s best gyms. In March 2017, the opportunity came along to take over a space in Old Street. Like the first site, we self funded it and called in family, friends and even clients to decorate it over a weekend in order to launch.

What is Foundry Inclusive Training?
This is our charitable arm and one of our founding philosophies. We offer free gym access from 9am to 10am and 2.30pm to 4.30pm for people receiving state support, as well as a heavily subsidised community class at 10am each day, which only costs £5 (instead of £20).

We also run specific sessions for those with mental health issues, a walking group and a youth academy for 11 to 16 year olds, which is free to anyone from any background. We work with the prison service to offer ex-offenders a second chance and run mental health awareness workshops and events, collaborating with guest speakers who specialise in this field.

Community is a strong part of The Foundry’s ethos, how do you build this?
In the semi-private PT sessions we make sure that everyone is introduced to each other, as they are always training in different groups it means they are always meeting new people. We hold member events throughout the year, such as hiring an obstacle course race.

Our Combine class also works on team building. It involves the participants being split in to teams of five, which compete to be at the top of the leader board, based on how many calories are burned, or reps racked during a circuit. Endurance, strength and ability to communicate with your team all count.

I think the charitable arm also helps the community aspect. Members like feeling they are giving others a helping hand and we have several full paying members who once benefited from free or subsidised workouts, and have stayed with us when their fortunes turned.

All of your staff are full time employed, why did you move away from the freelance model?
We made the change at the end of 2017. It was partly for philosophical reasons, but we were also tired of the freelance model. Although the advantage is that you only have to pay staff when you need them, we frequently had problems getting instructors because they had commitments elsewhere. We wanted to have consistent staff, which would then provide consistency to our customers. So we decided to put all of our trainers onto full time employment contracts, with pensions, paid holiday, sick leave and profit share.

It was a very expensive decision, and a terrifying responsibility to have 22 full time staff, equally it required a mindset shift for many of the team, as employment can mean less flexilibity. However, they do now benefit from the perks and security of employment. Despite the initial cost, we maintain it was the right decision, and we are very pleased with the outcome. We no longer have any staffing issues, feel like our team are all paid a fair, London wage and we have only lost staff through emigration or exploring other industries. One unique perk we offer is our personal trainers can use the gym and studios for free to run PT sessions outside of their contracted hours. In this industry, people are our product and the strength in our armour, so we must look after them.

You have just launched the third site, in three years, at Bank, how did this one come about?
A previous fitness operator had sadly failed. Fortunately for us, this location and demographic is integral to our product and is equidistant between our existing clubs, being well placed for the City. It also expands our multi-site offering.

Up until now we have deliberately self-funded, but for the third site we have leveraged some debt and accepted a six figure investment. We have also implemented more of a management structure, appointing a general manager at each site and appointing Amanda Hart, previously of Soho Gyms, as overall managing director to support our future growth and strategy implementation.

How much does it cost to be a member?
Drop in classes cost £20 and we have different memberships, include a class only membership which costs £149 and semi-private PT, which involves working in a group, but each with their own programme. It has all the benefits of 1:1 PT, while being slightly less in depth and much cheaper. A popular membership is eight semi private sessions and unlimited classes for £349.

Who are your members?
Because of our strong focus on community and inclusivity they really do range from unemployed, and even homeless, to CEOs and board members of major institutions and celebrities. However, the most popular demographic for classes and the gym, is the 25 to 35 year olds. The semi-private PT appeals mainly to stressed out city workers.

What are your future plans?
We want to expand to four to five sites withing London and then move outside within the next 18 months. I believe there is an opportunity in many other UK cities.

Also we will be looking at setting up other revenue streams, including retail in the clubs, but also seminars and workshops that are aimed at other industry professionals.

What do you predict will happen in health and fitness?
There is so much saturation in the London market that I do think there will be a contraction. But I think the appetite for fitness will continue, it amazes me to see how many people trade their Fridays at the pub or Fridays at the gym.

Dave Thomas
Dave Thomas
The Foundry was named one of the best gyms in the world by Men’s Health magazine
The Foundry was named one of the best gyms in the world by Men’s Health magazine
The Foundry’s third club recently opened at Bank in London
The Foundry’s third club recently opened at Bank in London
A heavily subsidised class is offered for people who receive state support
A heavily subsidised class is offered for people who receive state support
Semi-private PT sessions help members to get to know each other
Semi-private PT sessions help members to get to know each other
The brand’s Combine class puts members into competing teams
The brand’s Combine class puts members into competing teams
The Foundry’s demographic is varied, but the classes and gym are particularly popular with 25-35 year olds
The Foundry’s demographic is varied, but the classes and gym are particularly popular with 25-35 year olds
The Foundry aims to expand outside of London to other UK cities
The Foundry aims to expand outside of London to other UK cities
All staff at the clubs are full time employees, rather than freelance
All staff at the clubs are full time employees, rather than freelance
http://www.leisureopportunities.com/images/imagesX/382337_211898.jpg
The Foundry is offering free gym access to those receiving state support and subsidised community classes. Co-founders, Ben Gotting and Dave Thomas, give us an insight into their business model, community-centred ethos, and their expectations for the Foundry's future.
The Foundry, Ben Gotting, Dave Thomas,The Foundry, fitness, Ben Gotting, Dave Thomas
Latest News
Disability sports charity Activity Alliance has called on political parties to commit to giving disabled ...
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Beachbody – the global fitness brand behind Insanity and P90X – has announced that it ...
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Boutique fitness operator 1Rebel has partnered with Technogym to develop an at-home indoor cycling platform ...
Latest News
Sport England has published an update on its digital strategy, in which the grassroots organisation ...
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A new all-in-one digital platform will begin offering certified, trainer-led live group fitness classes in ...
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Peloton co-founder and CEO John Foley has admitted that he is baffled as to why ...
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Job search
POST YOUR JOB
Featured supplier news
Featured supplier: GLL chooses Ethitec’s Tiara9 system for its exercise-based public health referral schemes
The Tiara9 system has been selected by leisure trust, GLL, to support the nationwide rollout of its Healthwise GP referral programme.
Featured supplier news
Featured supplier: Wattbike Studio makes lasting impact on business at Holme Pierrepont
Since installing its new Wattbike indoor cycling studio last year, Holme Pierrepont Country Park, a Serco Leisure site that’s the home of the National Water Sports Centre, has seen a significant increase in cycle studio usage.
Opinion
promotion
An ever-increasing number of Brits are engaging in sporting events, setting themselves goals and looking to increase their fitness levels....
Opinion: Dr Crionna Tobin on nutritional training for PTs and fitness experts
Video Gallery
Optimum Nutrition for Health and Performance.
Optimum Nutrition
Optimum Nutrition for Health and Performance is an Association for Nutrition (AfN) certified nutrition course & approved for CPD points from REPs and CIMSPA. Read more
More videos:
Company profiles
Company profile: Xn Leisure Systems Ltd
Xn Leisure is a provider of cutting-edge health and fitness software, offering exceptional service to ...
Company profiles
Company profile: Technogym
Founded in 1983, Technogym is a world-leading international supplier of technology and design-driven products and ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Lockers/interior design
Crown Sports Lockers: Lockers/interior design
Fitness equipment
Dyaco International: Fitness equipment
Fitness software
Go Do.Fitness: Fitness software
Audio visual
Hutchison Technologies: Audio visual
Exercise equipment
Eleiko Sport AB: Exercise equipment
Wearable technology solutions
MyZone: Wearable technology solutions
Professional services
Deloitte UK: Professional services
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Skincare
Sothys: Skincare
Property & Tenders
Diary dates
21-22 Nov 2019
JW Marriott Miami Turnberry Resort, Aventura,
Diary dates
29 Nov 2019
The King’s Fund, London, United Kingdom
Diary dates
10-12 Dec 2019
tbc, Fort Lauderdale, United States
Diary dates
29-30 Jan 2020
Holiday Inn San Francisco-Golden Gateway, San Francisco, United States
Diary dates
23-25 Mar 2020
Hilton, Barcelona, Spain
Diary dates
10-27 Jun 2020
tbc, Pinggu, China
Diary dates
17-18 Jun 2020
ExCeL London, London, United Kingdom
Diary dates
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