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Health Club Management

Health Club Management

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UNITING THE WORLD OF FITNESS
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Health Club Management

Health Club Management

features

HCM People: Leigh Wetton & Scott FreemanFounders, EMF, Australia

We’re proud to be opening our first EMF Junior gym in the coming weeks, designed for children aged one- to 14-years-old

Published in Health Club Management 2019 issue 11
Leigh Wetton & Scott Freeman
Leigh Wetton & Scott Freeman

What inspired EMF?
Before EMF, we were in the military (Wetton a Special Forces Navy diver and Freeman an Army military fitness instructor). From this background of elite military fitness and bootcamp/outdoor training, we came up with the concept of providing our military ideals of professionalism, good communication and cleanliness, coupled with high level customer service, to the gym industry.

We created a product that would cover every fitness level and every training outcome for a reasonable price. We launched EMF in 2013, and we now have eight clubs in Queensland, Australia that are up to 5,000sq m, with everything from weights to altitude training.

We cover every demographic and all audiences. We have women-only training areas, elite level powerlifting rooms and performance pools.

Can you tell us more about the concept and offering?
We’ve designed our clubs to offer a variety of training outcomes for both males and females in both everyday classes and performance classes, along with plenty of yoga, pilates and other lifestyle fitness options. We knew that kids are a major part of people’s lives, so including some kids classes and childminding services to allow mum and dad to train at the same time was essential to our success.

Tell us about your kids classes
We realised that kids are moving further and further away from having fit and healthy lifestyles due to the impact of their parents’ busy lives and also the growth in technology.

We’ve been providing kids classes at our larger clubs for years now and are proud to be opening our first EMF Junior gym in the coming weeks, designed specifically for children aged one- to 14-years-old. This exciting space will include engaging fitness classes, kids and adults yoga, Prama interactive functional movement classes, trampolining, jumping castle fun and supervised free-play on our Super Structure play gym.

The kids classes and new EMF Jnr gym provide parents with an opportunity to drop the kids off and go and train in our standard facility for adults.

What has EMF’s development journey been?
EMF began with a take over of a gym operator on the Gold Coast that was not progressing and wanted to focus on their more successful cities. Within 12 months we doubled its member base purely by adding a balanced team with great customer service. We then took over three more closing facilities and turned them around into well performing gyms.

We had always had the desire to build and design our own gym and we did so by building two gyms – our EMF Fitness Centre at Pacific Fair and EMF Performance Centre at Robina – within a six month period. These two gyms are very different from one another, which is what we always wanted to achieve, enabling us to adjust our model to fit different demographics and provide a multitude of training solutions.

Since this time we’ve opened two other performance centres – our 2,300 sqm meeting Coomera club and our club at Nerang, which is a huge 5,100 square metres. This is certainly our show piece and our most dynamic facility.

What most distinguishes EMF from its competitors?
We’ve always been leaders in customer service – that’s the cornerstone of our business. People come to train at EMF daily because of the friendly staff who allow them to escape from the stresses of work and life in a positive environment.

We partnered with Technogym due to the high level data management they provide through their technology systems and their unique performance training equipment. This alone has been a major factor in our success.

Are there any plans to expand?
Yes, we’re currently in the process of moving into the Sydney and Newcastle markets, along with some other exciting new interstate and maybe international performance centres soon.

We’re also pushing more and more into the performance fields and focusing on the athletes that are still amateur but who are trying to evolve into professionals, as these are the athletes of the future and need the best mentoring.

EMF centres feature:

• Altitude training with performance bikes, runs and rowers
• Boxing MMA studios
• Spin cycle studio with the latest technology through Technogym
• Yoga / hot yoga / aerial yoga / pilates / pilates reformer / pilates barre
• Power lifting equipment
• Technogym BioCircuit Adaptive Circuit training equipment
• Heart rate based group fitness
• Indoor and outdoor functional training zones
• Pole dancing
• Calisthenics equipment
• Sauna and steam rooms
• Hot and cold magnesium recovery pools
• 25m heated lap pools
• Café and childminding

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
EMF gyms feature women-only training areas
EMF gyms feature women-only training areas
Wetton and Freeman wanted to create a fitness offering that would cover every fitness level and training outcome
Wetton and Freeman wanted to create a fitness offering that would cover every fitness level and training outcome
The clubs are tailored to suit different demographics
The clubs are tailored to suit different demographics
https://www.leisureopportunities.co.uk/images/imagesX/149967_400188.jpg
A ex-Special Forces Navy diver and an Army fitness instructor tell how their backgrounds inspired EMF Fitness...
EMF Fitness, Leigh Wetton, Scott Freeman,Military fitness, kids fitness, kids exercise,Leigh Wetton, Scott Freeman
People
People in Club V trust me and I want to do the best for them and help them progress
People
HCM people

Luca Maggiora

Co-founder, House of Wisdom
People think making a change is easy and fast, but that isn’t true. It’s hard and it takes time
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We’re getting high usage: typically 2,000 visits a day. We’ve already celebrated our millionth member visit
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Gym operators in the UK can now open on the high street, without planning permission, thanks to changes in legislation. What impact will this have on the industry? Kath Hudson reports
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Five months after the start of lockdown, Leisure-net did a survey to gauge how public sector operators and industry suppliers are faring
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Gyms in Liverpool,UK, have been given the go-ahead to reopen, following a dramatic week of ...
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Be Military Fit (BMF) has completed a restructuring project, designed to transform the outdoor fitness ...
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Rod Hill, former president of TRIB3 and director general of Anytime Fitness Iberia, has signed ...
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In breaking news, HCM understands the UK government has removed gyms and fitness facilities from ...
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Globally, gyms have, on average, seen nearly 70 per cent of their pre-lockdown members return ...
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A UK government U-turn – just announced – will see gyms and leisure centres staying open ...
Opinion
promotion
Our world has changed since March and together, we are learning and adapting to how this sector can continue to thrive in this COVID conscious world.
Opinion: Why fitness clubs and facilities need to evolve in a COVID-conscious world
Opinion
promotion
In a post-Covid world, member experience is more important than ever before. Your customers’ expectations have been heightened as the coronavirus continues to dominate our everyday lives.
Opinion: Why member experience is more important now than ever before
Featured supplier news
Featured supplier: Matrix takes its partnership with Renault Sport racing team up a gear
Matrix Fitness, the commercial brand of Johnson Health Tech, has announced the renewal of its long term partnership with the Renault F1 Team.
Featured supplier news
Featured supplier: Volution explains how to drive the lifetime value of members through virtual engagement
In April 2020, two-thirds of the world’s gyms went into temporary closure due to COVID-19.
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TRX provides world-class functional training by offering quality equipment, effective workouts and world-class education capable ...
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Click on a catalogue to view it online
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Independent service & maintenance
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Locking solutions
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Property & Tenders
11 - 25 Union St, London SE1 1SD
Bankside Open Spaces Trust
Property & Tenders
Waltham Abbey, Essex
Lee Valley Regional Park Authority
Property & Tenders
Diary dates
17-23 Oct 2020
Pinggu, Beijing, China
Diary dates
03-06 Nov 2020
Online,
Diary dates
12 Nov 2020
Virtual, United States
Diary dates
17 Nov 2020
Loughborough University, Loughborough, United Kingdom
Diary dates
27-28 Nov 2020
Athena, Leicester, United Kingdom
Diary dates
03-03 Dec 2020
Virtual,
Diary dates
08-09 Dec 2020
Raffles City Convention Centre, Singapore, Singapore
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02-04 Feb 2021
Ericsson Exhibition Hall, Ricoh Arena, Coventry, United Kingdom
Diary dates
23-26 Feb 2021
IFEMA, Madrid, Spain
Diary dates
03-04 Mar 2021
NEC, Birmingham, United Kingdom
Diary dates
03-06 Jun 2021
Expo Centre & Riviera di Rimini, Italy
Diary dates
16-17 Jun 2021
ExCeL London, London, United Kingdom
Diary dates

features

HCM People: Leigh Wetton & Scott FreemanFounders, EMF, Australia

We’re proud to be opening our first EMF Junior gym in the coming weeks, designed for children aged one- to 14-years-old

Published in Health Club Management 2019 issue 11
Leigh Wetton & Scott Freeman
Leigh Wetton & Scott Freeman

What inspired EMF?
Before EMF, we were in the military (Wetton a Special Forces Navy diver and Freeman an Army military fitness instructor). From this background of elite military fitness and bootcamp/outdoor training, we came up with the concept of providing our military ideals of professionalism, good communication and cleanliness, coupled with high level customer service, to the gym industry.

We created a product that would cover every fitness level and every training outcome for a reasonable price. We launched EMF in 2013, and we now have eight clubs in Queensland, Australia that are up to 5,000sq m, with everything from weights to altitude training.

We cover every demographic and all audiences. We have women-only training areas, elite level powerlifting rooms and performance pools.

Can you tell us more about the concept and offering?
We’ve designed our clubs to offer a variety of training outcomes for both males and females in both everyday classes and performance classes, along with plenty of yoga, pilates and other lifestyle fitness options. We knew that kids are a major part of people’s lives, so including some kids classes and childminding services to allow mum and dad to train at the same time was essential to our success.

Tell us about your kids classes
We realised that kids are moving further and further away from having fit and healthy lifestyles due to the impact of their parents’ busy lives and also the growth in technology.

We’ve been providing kids classes at our larger clubs for years now and are proud to be opening our first EMF Junior gym in the coming weeks, designed specifically for children aged one- to 14-years-old. This exciting space will include engaging fitness classes, kids and adults yoga, Prama interactive functional movement classes, trampolining, jumping castle fun and supervised free-play on our Super Structure play gym.

The kids classes and new EMF Jnr gym provide parents with an opportunity to drop the kids off and go and train in our standard facility for adults.

What has EMF’s development journey been?
EMF began with a take over of a gym operator on the Gold Coast that was not progressing and wanted to focus on their more successful cities. Within 12 months we doubled its member base purely by adding a balanced team with great customer service. We then took over three more closing facilities and turned them around into well performing gyms.

We had always had the desire to build and design our own gym and we did so by building two gyms – our EMF Fitness Centre at Pacific Fair and EMF Performance Centre at Robina – within a six month period. These two gyms are very different from one another, which is what we always wanted to achieve, enabling us to adjust our model to fit different demographics and provide a multitude of training solutions.

Since this time we’ve opened two other performance centres – our 2,300 sqm meeting Coomera club and our club at Nerang, which is a huge 5,100 square metres. This is certainly our show piece and our most dynamic facility.

What most distinguishes EMF from its competitors?
We’ve always been leaders in customer service – that’s the cornerstone of our business. People come to train at EMF daily because of the friendly staff who allow them to escape from the stresses of work and life in a positive environment.

We partnered with Technogym due to the high level data management they provide through their technology systems and their unique performance training equipment. This alone has been a major factor in our success.

Are there any plans to expand?
Yes, we’re currently in the process of moving into the Sydney and Newcastle markets, along with some other exciting new interstate and maybe international performance centres soon.

We’re also pushing more and more into the performance fields and focusing on the athletes that are still amateur but who are trying to evolve into professionals, as these are the athletes of the future and need the best mentoring.

EMF centres feature:

• Altitude training with performance bikes, runs and rowers
• Boxing MMA studios
• Spin cycle studio with the latest technology through Technogym
• Yoga / hot yoga / aerial yoga / pilates / pilates reformer / pilates barre
• Power lifting equipment
• Technogym BioCircuit Adaptive Circuit training equipment
• Heart rate based group fitness
• Indoor and outdoor functional training zones
• Pole dancing
• Calisthenics equipment
• Sauna and steam rooms
• Hot and cold magnesium recovery pools
• 25m heated lap pools
• Café and childminding

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
EMF gyms feature women-only training areas
EMF gyms feature women-only training areas
Wetton and Freeman wanted to create a fitness offering that would cover every fitness level and training outcome
Wetton and Freeman wanted to create a fitness offering that would cover every fitness level and training outcome
The clubs are tailored to suit different demographics
The clubs are tailored to suit different demographics
https://www.leisureopportunities.co.uk/images/imagesX/149967_400188.jpg
A ex-Special Forces Navy diver and an Army fitness instructor tell how their backgrounds inspired EMF Fitness...
EMF Fitness, Leigh Wetton, Scott Freeman,Military fitness, kids fitness, kids exercise,Leigh Wetton, Scott Freeman
Latest News
Gyms in Liverpool,UK, have been given the go-ahead to reopen, following a dramatic week of ...
Latest News
Be Military Fit (BMF) has completed a restructuring project, designed to transform the outdoor fitness ...
Latest News
Rod Hill, former president of TRIB3 and director general of Anytime Fitness Iberia, has signed ...
Latest News
Persistent and rising levels of lifestyle disease across the world have exacerbated the effects of ...
Latest News
Customer experience software provider, AskNicely, has announced it will host a new virtual event called ...
Latest News
In breaking news, HCM understands the UK government has removed gyms and fitness facilities from ...
Latest News
Globally, gyms have, on average, seen nearly 70 per cent of their pre-lockdown members return ...
Latest News
A UK government U-turn – just announced – will see gyms and leisure centres staying open ...
Latest News
"Dozens" of gyms in Liverpool, UK, have defied the government and stayed open for business ...
Latest News
The UK government is likely to face legal challenges from gym operators following the revelation ...
Latest News
Gym and health club operators with sites in Liverpool, UK, have been left "astounded" at ...
Opinion
promotion
Our world has changed since March and together, we are learning and adapting to how this sector can continue to thrive in this COVID conscious world.
Opinion: Why fitness clubs and facilities need to evolve in a COVID-conscious world
Opinion
promotion
In a post-Covid world, member experience is more important than ever before. Your customers’ expectations have been heightened as the coronavirus continues to dominate our everyday lives.
Opinion: Why member experience is more important now than ever before
Featured supplier news
Featured supplier: Matrix takes its partnership with Renault Sport racing team up a gear
Matrix Fitness, the commercial brand of Johnson Health Tech, has announced the renewal of its long term partnership with the Renault F1 Team.
Featured supplier news
Featured supplier: Volution explains how to drive the lifetime value of members through virtual engagement
In April 2020, two-thirds of the world’s gyms went into temporary closure due to COVID-19.
Video Gallery
Freemotion FUSION Team Training
FreeMotion Fitness
The High-Intensity Cardio-Strength Training. Read more
More videos:
Company profiles
Company profile: DFC
DFC
At DFC, we offer totally transparent revenue management solutions with clear pricing and no hidden ...
Company profiles
Company profile: TRX Training UK
TRX provides world-class functional training by offering quality equipment, effective workouts and world-class education capable ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Wearable technology solutions
MyZone: Wearable technology solutions
Spa software
SpaBooker: Spa software
Trade associations
International SPA Association - iSPA: Trade associations
Management software
fibodo Limited: Management software
Gym flooring
REGUPOL/Berleburger Schaumstoffwerk (BSW): Gym flooring
Fitness Software
FunXtion International BV: Fitness Software
Skincare
Comfort Zone - Davines S.p.A: Skincare
Independent service & maintenance
Servicesport UK Limited: Independent service & maintenance
Locking solutions
Monster Padlocks: Locking solutions
Property & Tenders
11 - 25 Union St, London SE1 1SD
Bankside Open Spaces Trust
Property & Tenders
Waltham Abbey, Essex
Lee Valley Regional Park Authority
Property & Tenders
Diary dates
17-23 Oct 2020
Pinggu, Beijing, China
Diary dates
03-06 Nov 2020
Online,
Diary dates
12 Nov 2020
Virtual, United States
Diary dates
17 Nov 2020
Loughborough University, Loughborough, United Kingdom
Diary dates
27-28 Nov 2020
Athena, Leicester, United Kingdom
Diary dates
03-03 Dec 2020
Virtual,
Diary dates
08-09 Dec 2020
Raffles City Convention Centre, Singapore, Singapore
Diary dates
02-04 Feb 2021
Ericsson Exhibition Hall, Ricoh Arena, Coventry, United Kingdom
Diary dates
23-26 Feb 2021
IFEMA, Madrid, Spain
Diary dates
03-04 Mar 2021
NEC, Birmingham, United Kingdom
Diary dates
03-06 Jun 2021
Expo Centre & Riviera di Rimini, Italy
Diary dates
16-17 Jun 2021
ExCeL London, London, United Kingdom
Diary dates
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