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Health Club Management

Health Club Management

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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
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    Latest News
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    Latest News
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    Latest News
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    Job search
    POST YOUR JOB
    Opinion
    promotion
    Hedgehog Concept Ltd has developed software that allows its clients to track usage and customer volume on a minute to minute basis.
    Opinion: Is your software fit for COVID-19?
    Featured supplier news
    Featured supplier: What’s your Covid-19 exit strategy? How will you use this time to relaunch your business to thrive, not just survive
    There is no escaping the fact that we are operating in extraordinary times. Our physical health clubs, gyms and studios are closed and we’re trying to keep our membership engaged, fit and healthy via online and digital training.
    Featured supplier news
    Featured supplier: Bicester hotel opens purpose-built performance facilities to attract new target audience
    The Bicester Hotel and Spa has launched purpose-built fitness and performance facilities to create a standalone, unique offering to attract a new demographic to the site.
    Video Gallery
    Technogym mywellness app
    Technogym
    Improve your training experience. All your data in a single app. Read more
    More videos:
      Company profiles
      Company profile: MoveGB
      Move is the fitness marketplace connecting our partners with customers through the largest variety of ...
      Company profiles
      Company profile: Focus Training
      Focus Training is a leading provider of Active IQ and YMCA Awards certified Personal Trainer ...
      Catalogue Gallery
      Click on a catalogue to view it online
      Directory
      Exercise equipment
      Star Trac / Core Health & Fitness: Exercise equipment
      Spa software
      SpaBooker: Spa software
      Management software
      Fisikal: Management software
      Whole body cryotherapy
      Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
      Skincare
      Sothys: Skincare
      Hydrotherapy / spa fragrances
      Kemitron GmbH: Hydrotherapy / spa fragrances
      Fitness equipment
      Healthcheck Services Ltd: Fitness equipment
      Independent service & maintenance
      Servicesport UK Limited: Independent service & maintenance
      Wearable technology solutions
      MyZone: Wearable technology solutions
      Locking solutions
      Monster Padlocks: Locking solutions
      Property & Tenders
      Greywell, Hampshire
      Barnsgrove Health and Wellness Club
      Property & Tenders
      Derby City Council
      Property & Tenders
      Diary dates
      13 Jun 2020
      Worldwide, Various,
      Diary dates
      06-07 Jul 2020
      Eastwood Hall, Nottingham, United Kingdom
      Diary dates
      28-31 Aug 2020
      Expo Centre & Riviera di Rimini, Italy
      Diary dates
      21-24 Sep 2020
      Loews Coronado Bay Resort, Coronado, United States
      Diary dates
      01-02 Oct 2020
      Whittlebury Hall, Whittlebury, United Kingdom
      Diary dates
      11-12 Oct 2020
      ExCeL London, London, United Kingdom
      Diary dates
      17-23 Oct 2020
      Pinggu, Beijing, China
      Diary dates
      27-30 Oct 2020
      Messe Stuttgart, Germany
      Diary dates
      30-31 Oct 2020
      NEC, Birmingham, United Kingdom
      Diary dates
      27-28 Nov 2020
      Athena, Leicester, United Kingdom
      Diary dates
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