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Les Mills International
Les Mills International
Les Mills International
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UNITING THE WORLD OF FITNESS
Health Club Management

Health Club Management

features

HCM People: Jon WrightFounder and CEO, Feel Electric

We’ve set ourselves the initial goal of developing 100 Feel Electric sites, using a cluster model

Published in Health Club Management 2022 issue 4
Wright is a serial entrepreneur and was founder of Xercise4Less / STOTT+ATKINSON
Wright is a serial entrepreneur and was founder of Xercise4Less / STOTT+ATKINSON

Tell us about Feel Electric
We’re aiming to be the market leaders for EMS studios in the UK – we think there’s a huge opportunity to be the first genuine UK operator.
We’ve registered the Feel Electric name as a trademark so we can roll out the brand.

Why EMS?
Because it works! I’ve been doing it for about 18 months and it’s got me back to my pre-wedding shape of nearly 20 years ago and sorted out my long-term back issues. We’re getting our members fantastic, life-changing results.

Who owns the company and where has the investment come from?
It’s 100 per cent me.

How many locations are you planning?
We’re growing region by region across the UK with the intention of going nationwide.

We’ve set ourselves the initial goal of developing 100 sites, using a cluster model.

The Yorkshire region is now set up with four sites and a fifth site in Sheffield opening this month.

We’ve just secured our first site in the north west and expect to have five sites in this region by year-end.

The current open-rate is one a month and we expect to accelerate to opening two a month in 2023 as we ramp up the business.

Why should people use EMS?
It’s far more effective than a gym workout and appeals to the 80 per cent of the market who don’t want to go to the gym.

What’s your target audience?
EMS benefits everyone, from athletes to people with disabilities and from active to sedentary people and also people of every age – there literally is an unlimited target audience.

Why has the UK been a little slow to adopt EMS – do you see that changing?
That’s been a huge advantage to us, as the market is wide open and I absolutely see that changing as the UK rapidly adopts EMS.

Feel Electric is a great concept and we’re expecting strong growth, based on trading so far and our plans to scale the business.

In terms of adoption, it was exactly the same with budget health clubs when we started, so I’ve been on this journey before.

[Editor’s note: Wright, a serial entrepreneur in the fitness sector, launched the Xercise4Less chain of budget gyms with his first club at Xscape Castleford in 2010, and successfully grew the chain to around 50 clubs before they were acquired by JD Gyms out of administration during the early stages of the pandemic www.hcmmag.com/JD/X4L].

Do you have delivery partners?
Our chosen partners are Miha for the EMS setup and InBody for body composition analysis and we feel we’re with the right partners and getting great support.

Tell us about the health MOT you’re offering
We use Inbody’s 77 model to measure people’s body composition – it’s a great way for members to track their results. We also have access to the Inbody academy for staff training.

Tell us about the people who are delivering the sessions
We’re hiring qualified PTs to deliver sessions, so they have strong understanding of the physiology and exercise effects of EMS, and can motivate customers and answer any questions they have from an expert vantage point.

Do you also tie in with some sort of nutrition offer?
Yes, we’re just developing a nutritional package to sell alongside the EMS sessions to round out the offering and create an additional income stream.

Do you have a retail offering?
Not yet, we’re focusing on our core EMS offering in the short-term. But we we’ll be looking at various options that we might retail to our customers going forward as the business develops – we’re actively looking for ideas.

Will you go global?
There are no plans to go beyond the UK at this stage, as we see this market as being wide open to the opportunity and having huge potential.

You’re a serial fitness entrepreneur, are you finding the learnings transferable?
Yes, I’m using the huge learning curve that was Xercise4Less to maximise the opportunity to develop and grow Feel Electric. Having successfully rolled out a national chain before is a huge advantage.

What have been the high and low points?
I think I’m now experienced enough to have the wisdom to know that there are no such things as low points and high points, there’s just timing!
For example, when we did the private equity transactions for Xercise4Less, I thought at the time they were high points, however, I changed my mind once I understood the nature of the private equity firm we’d partnered with – but then, when the pandemic hit, I changed my mind back again.

When Xercise4Less was put up for sale during the lockdowns, I tried to buy it back and was down to the last two bidders, but I was outbid by JD Gyms.

That day felt very low, but in hindsight, it was the best thing that could have happened – for many reasons, including this new opportunity to develop the Feel Electric brand.

Feel Electric comes with its own tech platform for client engagement / STOTT+ATKINSON
Feel Electric comes with its own tech platform for client engagement / STOTT+ATKINSON
https://www.leisureopportunities.co.uk/images/2022/540826_234039.jpg
The serial entrepreneur and founder of Feel Electric talks about bringing his new chain of EMS studios to the UK
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The pandemic brought about our sector’s biggest ever collaboration on COVID safety data. Lizzie Broughton tells the story
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Having a portfolio of more than 1,000 health club locations is the aim of ambitious operators, with this elite category growing fast, creating new dynamics in the market
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HCM People

Louis Rennocks

Co-founder, Grndhouse
We want Grndhouse to be everywhere: in gyms, hotels, on holidays, at home – it’s boutique fitness in your hand
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Postbag
As HCM passed its 300th edition milestone, readers shared their thoughts and feelings on HCM’s contribution to the industry in a very special postbag
HCM Magazine
HCM People
We’ve set ourselves the initial goal of developing 100 Feel Electric sites, using a cluster model
HCM Magazine
Research
Bryce Hastings, head of research at Les Mills, explains the latest research into exercise motivation, giving tips on how to engage hard-to-reach members
HCM Magazine
HCM People
Choose consistent over perfect. That’s the long game. It’s never too late to pivot to that mindset
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Facilities
What to do when your changing rooms need a refresh, but your budget is stretched? These specialists share their top tips for easy upgrades that won’t break the bank
HCM Magazine
Write to reply
Fuel the debate about issues and opportunities across the industry. We’d love to hear from you – [email protected]
HCM Magazine
Tech
Each health club has its own unique challenges, but the right tech solution can make all the difference. In the first of a two-part series, specialists share how they’ve solved specific issues
HCM Magazine
Latest News
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Click on a catalogue to view it online
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Property & Tenders
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Runcorn
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Diary dates
15-16 Jun 2022
ExCeL London, London, United Kingdom
Diary dates
30-30 Jun 2022
The ICC, Birmingham, Birmingham , United Kingdom
Diary dates
12-13 Sep 2022
Wyndham Lake Buena Vista Disney Springs® Resort, Lake Buena Vista, United States
Diary dates
25-28 Oct 2022
Messe Stuttgart, Germany
Diary dates
25-28 Oct 2022
Ibiza, Ibiza, Spain
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates
17-18 Mar 2023
Tobacco Dock, London, United Kingdom
Diary dates

features

HCM People: Jon WrightFounder and CEO, Feel Electric

We’ve set ourselves the initial goal of developing 100 Feel Electric sites, using a cluster model

Published in Health Club Management 2022 issue 4
Wright is a serial entrepreneur and was founder of Xercise4Less / STOTT+ATKINSON
Wright is a serial entrepreneur and was founder of Xercise4Less / STOTT+ATKINSON

Tell us about Feel Electric
We’re aiming to be the market leaders for EMS studios in the UK – we think there’s a huge opportunity to be the first genuine UK operator.
We’ve registered the Feel Electric name as a trademark so we can roll out the brand.

Why EMS?
Because it works! I’ve been doing it for about 18 months and it’s got me back to my pre-wedding shape of nearly 20 years ago and sorted out my long-term back issues. We’re getting our members fantastic, life-changing results.

Who owns the company and where has the investment come from?
It’s 100 per cent me.

How many locations are you planning?
We’re growing region by region across the UK with the intention of going nationwide.

We’ve set ourselves the initial goal of developing 100 sites, using a cluster model.

The Yorkshire region is now set up with four sites and a fifth site in Sheffield opening this month.

We’ve just secured our first site in the north west and expect to have five sites in this region by year-end.

The current open-rate is one a month and we expect to accelerate to opening two a month in 2023 as we ramp up the business.

Why should people use EMS?
It’s far more effective than a gym workout and appeals to the 80 per cent of the market who don’t want to go to the gym.

What’s your target audience?
EMS benefits everyone, from athletes to people with disabilities and from active to sedentary people and also people of every age – there literally is an unlimited target audience.

Why has the UK been a little slow to adopt EMS – do you see that changing?
That’s been a huge advantage to us, as the market is wide open and I absolutely see that changing as the UK rapidly adopts EMS.

Feel Electric is a great concept and we’re expecting strong growth, based on trading so far and our plans to scale the business.

In terms of adoption, it was exactly the same with budget health clubs when we started, so I’ve been on this journey before.

[Editor’s note: Wright, a serial entrepreneur in the fitness sector, launched the Xercise4Less chain of budget gyms with his first club at Xscape Castleford in 2010, and successfully grew the chain to around 50 clubs before they were acquired by JD Gyms out of administration during the early stages of the pandemic www.hcmmag.com/JD/X4L].

Do you have delivery partners?
Our chosen partners are Miha for the EMS setup and InBody for body composition analysis and we feel we’re with the right partners and getting great support.

Tell us about the health MOT you’re offering
We use Inbody’s 77 model to measure people’s body composition – it’s a great way for members to track their results. We also have access to the Inbody academy for staff training.

Tell us about the people who are delivering the sessions
We’re hiring qualified PTs to deliver sessions, so they have strong understanding of the physiology and exercise effects of EMS, and can motivate customers and answer any questions they have from an expert vantage point.

Do you also tie in with some sort of nutrition offer?
Yes, we’re just developing a nutritional package to sell alongside the EMS sessions to round out the offering and create an additional income stream.

Do you have a retail offering?
Not yet, we’re focusing on our core EMS offering in the short-term. But we we’ll be looking at various options that we might retail to our customers going forward as the business develops – we’re actively looking for ideas.

Will you go global?
There are no plans to go beyond the UK at this stage, as we see this market as being wide open to the opportunity and having huge potential.

You’re a serial fitness entrepreneur, are you finding the learnings transferable?
Yes, I’m using the huge learning curve that was Xercise4Less to maximise the opportunity to develop and grow Feel Electric. Having successfully rolled out a national chain before is a huge advantage.

What have been the high and low points?
I think I’m now experienced enough to have the wisdom to know that there are no such things as low points and high points, there’s just timing!
For example, when we did the private equity transactions for Xercise4Less, I thought at the time they were high points, however, I changed my mind once I understood the nature of the private equity firm we’d partnered with – but then, when the pandemic hit, I changed my mind back again.

When Xercise4Less was put up for sale during the lockdowns, I tried to buy it back and was down to the last two bidders, but I was outbid by JD Gyms.

That day felt very low, but in hindsight, it was the best thing that could have happened – for many reasons, including this new opportunity to develop the Feel Electric brand.

Feel Electric comes with its own tech platform for client engagement / STOTT+ATKINSON
Feel Electric comes with its own tech platform for client engagement / STOTT+ATKINSON
https://www.leisureopportunities.co.uk/images/2022/540826_234039.jpg
The serial entrepreneur and founder of Feel Electric talks about bringing his new chain of EMS studios to the UK
Latest News
The Leisure Database Company (TLDB) has revealed its State of the Fitness Industry Report UK ...
Latest News
The Gym Group’s (TGG) plans and profit forecasts were presented to analysts and investors during ...
Latest News
A new physical activity programme called Big Sister has been launched in the UK to ...
Latest News
Go Fit has been selected by the United Nations Economic Commission for Europe (UNECE) as ...
Latest News
Ness, a US startup that is developing a range of wellness-driven credit cards, has launched ...
Latest News
Following a history of supporting US military and service members, F45 has announced a new ...
Latest News
Hyatt is piloting private gyms in five of its US hotels as part of its ...
Latest News
A young girl has died following an incident at the David Lloyd gym at Capability ...
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New fitness franchise, Circuit Society, has signed its first London location in Bayswater. The 3,000sq ...
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Active Nottingham, part of Nottingham City Council, has released a children’s book called Can We ...
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The new £42m Moorways Sports Village will open its doors to the public on Saturday ...
Featured supplier news
Featured supplier news: active-net 2022 tackles mental health awareness
More than 100 industry delegates met in person at the annual active-net event at Eastwood Hall in Nottingham on 23-24 March.
Featured supplier news
Featured supplier news: Virtuagym raises €3m investment to fuel innovation in health and fitness technology
Global fitness technology provider Virtuagym has raised a new €3m investment from Icecat, an Amsterdam-based technology company which invests in innovative technology organisations.
Featured operator news
Featured operator news: New £42m Moorways Sports Village to open on 21 May
Everyone Active will open Moorways Sports Village to the public on Saturday 21 May with a grand opening weekend – in time for the half term holidays.
Featured operator news
Featured operator news: Everyone Active to launch new exercise classes to reduce gender gap
As part of their work to break down the barriers that deter women and girls from participating in sport and physical activity, Everyone Active has teamed up with EMD UK to launch new exercise classes linked to the This Girl Can campaign.
Video Gallery
Mindbody, Inc
Sport Alliance GmbH
Total Vibration Solutions / Floors 4 Gyms / TVS Sports Surfaces
Company profiles
Company profile: Life Fitness
The Life Fitness family of brands offers an unrivalled product portfolio, providing customers with access ...
Company profiles
Company profile: Excelsior Development Technology
We develop staff that enhance the culture, experience and reputation of your business which in ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
On demand
Fitness On Demand: On demand
Salt therapy products
Saltability: Salt therapy products
Management software
Premier Software Solutions: Management software
Skincare
Sothys: Skincare
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Lockers/interior design
Safe Space Lockers Ltd: Lockers/interior design
Spa software
SpaBooker: Spa software
trade associations
International SPA Association - iSPA: trade associations
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Wearable technology solutions
MyZone: Wearable technology solutions
Property & Tenders
Pendine Sands, Carmarthenshire
Carmarthenshire County Council
Property & Tenders
Runcorn
Halton Borough Council
Property & Tenders
Diary dates
15-16 Jun 2022
ExCeL London, London, United Kingdom
Diary dates
30-30 Jun 2022
The ICC, Birmingham, Birmingham , United Kingdom
Diary dates
12-13 Sep 2022
Wyndham Lake Buena Vista Disney Springs® Resort, Lake Buena Vista, United States
Diary dates
25-28 Oct 2022
Messe Stuttgart, Germany
Diary dates
25-28 Oct 2022
Ibiza, Ibiza, Spain
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates
17-18 Mar 2023
Tobacco Dock, London, United Kingdom
Diary dates
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