COO, UN1T London

What’s the concept?
We believe everyone is an athlete and want to help people cultivate their inner athlete. Coming from sporting backgrounds, we wanted to create a boutique environment which drew on this – both in developing our members’ athletic ability and creating a sense of teamwork and community.

London can be a big lonely city, so we wanted to create an environment where people get to know one another and support each other through their challenges.

It’s a tough cardio experience with classes based on building mobility and strength. We also offer pilates at our Fulham site.

Who comes to UN1T?
People who want to invest in their health. We mainly attract young professionals between 25 and 35 for the core classes, and 35 and older for pilates. Many are single and don’t have children.

Group exercise has traditionally been dominated by women, rather than men, and this was the case at the start, but we’re starting to see more men attending and now have a 70/30 split.

What do you do differently?
We run a 12 week programme which has been particularly successful. There are three phases: the first four weeks provide a foundation by conditioning the body with high reps of light weights.

After this preparation, they move into four weeks of strength training, which includes lower reps with higher weights. The final four weeks are about power training to develop the fast twitch muscles.

The timetable is strength training on Monday, Wednesday and Friday; cardio on Tuesday, Thursday and Saturday and a hybrid on Sunday. This allows people to train five days a week without overworking.

What’s the model?
We offer two options – pay for six months for unlimited use or buy bundles. A five class bundle is £90 and unlimited month to month membership is £195.

The unlimited option is the most popular, because people visit on average four or five times a week.

What builds the community?
Partnering people up in classes, running social events, like drinks in the neighbourhood and our monthly challenges, which include things like running a marathon distance. We also organised a London to Brighton bike ride.

Tell us about your team
They need to have Level 3 REPS as standard, but personality is also really important. They don’t have to be an extrovert, but need to have a presence.

If I can have a good conversation with them over a cup of coffee, I know they’ll be able to do that with any customer.

What’s the Online Project?
We offer a 60-day programme, with an individualised diet and exercise plan, based on body composition. People can either come to classes or download the programme and exercise at a different gym. There’s a Facebook group where members support each other and stay accountable: 80 members have just finished and lost 4 - 5 per cent of their body fat on average. One lost 8 per cent.

What are your future plans?
To grow in London and maybe take the concept to the US, where I’m from.

Our immediate focus is to make things move smoothly in our first two clubs and keep being innovative with our concept.