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British Military Fitness
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British Military Fitness
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

People profile: Andy Tee

Co-founder, V1be

Published in Health Club Management 2019 issue 1
Andy Tee
Andy Tee
In London, people are familiar with the boutique concept, but elsewhere it’s still relatively new, so initially it was a challenge to educate people in Manchester about our benefits, when they were used to paying budget club prices

What is the concept and what do you do differently?
V1BE is a boutique, treadmill-based HIIT studio in Manchester, offering a smart fitout and music specially designed to match the workouts. There’s also a boxing element to some of our classes.

We aim to be inclusive by using MyZone fitness tracking belts. Everyone can measure their own performance and work at an appropriate level.

One person may be running at 10 mph on the treadmill, while the person next to them could be walking with an incline, but both of them will be working at the appropriate effort level to get some results.

Unlike other boutiques, we’re encouraging users to sign up for a membership rather than pay as you go, as we like the cashflow which recurring payments bring. To pay as you go costs £15 per class, while five classes a month costs £45 via direct debit and unlimited access is £95.

Who is behind the concept?
There are three of us: me, Gareth Evans and Kevin Scott. I was a director at Simply Gym, a budget chain where we went from start-up to 12 clubs in five years. Kevin was former chief executive of the Harlands Group and Gareth has over 10 years’ experience owning and operating budget and mid-range clubs.

Why did you choose boutique?
Having ridden the budget wave, we felt the market was moving towards boutiques and the timing was right to make the move into this sector.

When and how did you set about doing it?
The club launched in March 2017, prior to which we’d spent a year doing market research, locating our first site, setting up the company, the concept and the brand.

What were the main challenges?
In London, people are familiar with the boutique concept, but elsewhere it’s still relatively new, so initially it was a challenge to educate people in Manchester about our benefits, when they were used to paying budget club prices.

With high-end pricing, the product and service have to be spot on. You don’t have the sleeping membership which the budget sector enjoys. If people aren’t using and enjoying the experience – not to mention seeing some results – their payments soon stop!

Who is your target market?
We’re finding that a higher percentage of females are using the club, and generally an age range between 21 and 35. The vast majority live or work in Manchester city centre. That said we’re genuinely trying to be inclusive.

Have you made any changes since you opened?
I think it’s important to constantly learn and evolve. We’re conscious that as the studio is class-based – six to seven a day – there’s lots of down time.

We’ve therefore opened up the studio for free training slots throughout the day, as well as power yoga which has proven to be very popular.

What are your plans for the future?
The second site is lined up for this year. However, the main focus is to franchise V1BE and the model has been set up with this in mind. Outline discussions are already taking place.

We also see the potential for a ‘club within a club’ scenario. There are traditional health clubs out there with spare space and capacity where we feel there would be a mutual benefit to having a V1BE on site.

If you would like to get each issue of HCM magazine sent direct to you for FREE, plus the weekly HCM ezine, sign up now!
V1BE has been set up with a view to franchising the boutique model in the near future
V1BE has been set up with a view to franchising the boutique model in the near future
A higher percentage of V1BE members are women, aged from 21-35
A higher percentage of V1BE members are women, aged from 21-35
http://www.leisureopportunities.com/images/imagesX/411241_927320.png
'In London, people are familiar with the boutique concept, but elsewhere it's still relatively new, so it was a challenge to educate people in Manchester about our benefits' – Andy Tee talks about founding V1BE
People
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features

People profile: Andy Tee

Co-founder, V1be

Published in Health Club Management 2019 issue 1
Andy Tee
Andy Tee
In London, people are familiar with the boutique concept, but elsewhere it’s still relatively new, so initially it was a challenge to educate people in Manchester about our benefits, when they were used to paying budget club prices

What is the concept and what do you do differently?
V1BE is a boutique, treadmill-based HIIT studio in Manchester, offering a smart fitout and music specially designed to match the workouts. There’s also a boxing element to some of our classes.

We aim to be inclusive by using MyZone fitness tracking belts. Everyone can measure their own performance and work at an appropriate level.

One person may be running at 10 mph on the treadmill, while the person next to them could be walking with an incline, but both of them will be working at the appropriate effort level to get some results.

Unlike other boutiques, we’re encouraging users to sign up for a membership rather than pay as you go, as we like the cashflow which recurring payments bring. To pay as you go costs £15 per class, while five classes a month costs £45 via direct debit and unlimited access is £95.

Who is behind the concept?
There are three of us: me, Gareth Evans and Kevin Scott. I was a director at Simply Gym, a budget chain where we went from start-up to 12 clubs in five years. Kevin was former chief executive of the Harlands Group and Gareth has over 10 years’ experience owning and operating budget and mid-range clubs.

Why did you choose boutique?
Having ridden the budget wave, we felt the market was moving towards boutiques and the timing was right to make the move into this sector.

When and how did you set about doing it?
The club launched in March 2017, prior to which we’d spent a year doing market research, locating our first site, setting up the company, the concept and the brand.

What were the main challenges?
In London, people are familiar with the boutique concept, but elsewhere it’s still relatively new, so initially it was a challenge to educate people in Manchester about our benefits, when they were used to paying budget club prices.

With high-end pricing, the product and service have to be spot on. You don’t have the sleeping membership which the budget sector enjoys. If people aren’t using and enjoying the experience – not to mention seeing some results – their payments soon stop!

Who is your target market?
We’re finding that a higher percentage of females are using the club, and generally an age range between 21 and 35. The vast majority live or work in Manchester city centre. That said we’re genuinely trying to be inclusive.

Have you made any changes since you opened?
I think it’s important to constantly learn and evolve. We’re conscious that as the studio is class-based – six to seven a day – there’s lots of down time.

We’ve therefore opened up the studio for free training slots throughout the day, as well as power yoga which has proven to be very popular.

What are your plans for the future?
The second site is lined up for this year. However, the main focus is to franchise V1BE and the model has been set up with this in mind. Outline discussions are already taking place.

We also see the potential for a ‘club within a club’ scenario. There are traditional health clubs out there with spare space and capacity where we feel there would be a mutual benefit to having a V1BE on site.

If you would like to get each issue of HCM magazine sent direct to you for FREE, plus the weekly HCM ezine, sign up now!
V1BE has been set up with a view to franchising the boutique model in the near future
V1BE has been set up with a view to franchising the boutique model in the near future
A higher percentage of V1BE members are women, aged from 21-35
A higher percentage of V1BE members are women, aged from 21-35
http://www.leisureopportunities.com/images/imagesX/411241_927320.png
'In London, people are familiar with the boutique concept, but elsewhere it's still relatively new, so it was a challenge to educate people in Manchester about our benefits' – Andy Tee talks about founding V1BE
Latest News
Publicly listed operator, The Gym Group (TGG) says it has retained 80 per cent of ...
Latest News
PureGym's operations in Europe have helped the business through the UK lockdown, according to CEO ...
Latest News
Following its announcement that grassroots sport could restart on 11 July and that gyms and ...
Latest News
Industry body ukactive has launched an Independent Operators' Steering Group, catering for members who run ...
Latest News
The UK's fitness industry can finally get back to business on Saturday 25 July, following ...
Latest News
HCM understands a decision on reopening dates for gyms and also for spas will be ...
Latest News
Interest in gym reopening in England is reaching fever pitch, with an announcement expected any ...
Latest News
Exercising increases levels of a protein hormone secreted by the bones which has a powerful ...
Latest News
A free-to-access training platform has launched to help the sport and fitness workforce confidently return ...
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Glasgow Life, which runs leisure and culture facilities on behalf of Glasgow City Council, has ...
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Fitness equipment firm Nautilus Inc is looking for a buyer for its commercial equipment brand ...
Featured supplier news
Featured supplier: Let's get restarted: Physical Company offers advice on keeping gym members safe
As countries around the world gear up to relax their lockdown rules, there remains a question mark over gyms and studios, which in many markets will be one of the last sectors to be given the green light.
Featured supplier news
Featured supplier: Fisikal chosen as tech partner for ‘JP4’; new health app from fitness expert, Jessie Pavelka
Fitness expert and television host, Jessie Pavelka has collaborated with Fisikal, experts in digital management solutions, to create the new JP4 app, a premium 12-week personal health and fitness transformation programme that takes the user on a journey of change through four key elements of health.
Video Gallery
Temple Gym - Nautilus Equipment
Core Health & Fitness
Temple Gym - Nautilus Equipment Read more
More videos:
Company profiles
Company profile: MiE FitQuest
FitQuest (MiE Medical Research) are specialists in the field of human performance measurement. We have ...
Company profiles
Company profile: Crown Sports Lockers
Crown Sports Lockers has designed, crafted and fitted bespoke timber furniture for spas, hotels and ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Skincare
Comfort Zone - Davines S.p.A: Skincare
Fitness equipment
TRX Training: Fitness equipment
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Design consultants
Zynk Design Consultants: Design consultants
Trade associations
International SPA Association - iSPA: Trade associations
Exercise equipment
Power Plate: Exercise equipment
Direct debit solutions
Harlands Group: Direct debit solutions
Spa software
SpaBooker: Spa software
Locking solutions
Monster Padlocks: Locking solutions
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Property & Tenders
Greywell, Hampshire
Barnsgrove Health and Wellness Club
Property & Tenders
Derby City Council
Property & Tenders
Diary dates
21-24 Sep 2020
Loews Coronado Bay Resort, Coronado, United States
Diary dates
22-23 Sep 2020
Heythrop Park, United Kingdom
Diary dates
17-23 Oct 2020
Pinggu, Beijing, China
Diary dates
27-30 Oct 2020
Messe Stuttgart, Germany
Diary dates
03-06 Nov 2020
Online,
Diary dates
27-28 Nov 2020
Athena, Leicester, 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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