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UNITING THE WORLD OF FITNESS
Health Club Management

Health Club Management

features

People profile: Joanne Mathews

Founder of Ten Health and Fitness

Published in Health Club Management 2017 issue 4
Mathews has seen the boutique fitness sector grow exponentially since she launched her studio brand in 2007
Mathews has seen the boutique fitness sector grow exponentially since she launched her studio brand in 2007
We sit at the point where the fitness world meets the medical sector, offering a ‘prehabilitative’ approach to exercise

Where did the idea for Ten Health & Fitness come from?
I was in a car accident and suffered a number of injuries, including severe whiplash, a fractured coccyx and soft tissue damage. The impact on my quality of life was significant. I was often in pain, I lost a lot of mobility and wasn’t able to work for around six months.

I saw GPs, physios and sport massage therapists, all based in different practices and none very interested in a joined-up approach to my case. I became frustrated by this lack of consistency and joined a local rehab gym where I met David Higgins, a personal trainer who specialised in a dynamic form of pilates.

David had also recognised this lack of joined-up thinking in the sector, and together we saw a gap in the market for a boutique pilates studio that could offer both rehab and functional exercise. By combining my marketing background with David’s fitness expertise, we felt we had a chance to make our business idea a reality.

Can you describe your offering?
We’re not one of those ‘get a beasting in a nightclub’ providers. Our focus is on small classes and expert trainers. Combine that with our in-house physiotherapy, massage and rehab offer and we occupy a really interesting place in the boutique fitness sector. We sit at the point where the fitness world meets the medical sector, offering a ‘prehabilitative’ approach to fitness and exercise.

How did you get started?
We were lucky to be one of the first entrants into the boutique fitness sector; when we started in 2007, no-one was entering the sector with the amount of funding we’re seeing now. We were (and still pretty much are) self-funded, and had a really tight budget. When we opened, David taught 40 hours of classes a week while I manned the reception.

But we were in the right place at the right time, with a strong product. By the end of 2008, we were doing well enough to hire more trainers and open a second studio.

Where did the name ‘Ten’ come from?
We always felt a good name should mean everything and nothing. Think of brands like Apple, Gap, Reebok, Audi… whatever the initial reason for the name, they’ve just become ciphers, a memorable short-hand for a brand or experience. We wanted to get to that point quickly with something short, memorable, different and recognisable, and also something that wouldn’t limit us. Ten seemed to fit the bill.

How has business progressed?
Dynamic reformer pilates will always be at the heart of our business, but as we’ve grown we’ve been able to broaden our offering. We’ve recently introduced two new classes: TenStretch, a reformer-based stretch class; and TenYoga, developed in conjunction with physios to make it more suitable for today’s sedentary and desk-bound lifestyles.

We’ve also used the learnings from our own in-house REPs-accredited training academy to launch TenEducation, which offers reformer-based courses for external fitness, rehab and therapy professionals. Our eighth studio opens in Fitzrovia, London, in a couple of months, but I think there’s still room for growth.

How has the market changed?
The boutique fitness sector has grown exponentially since we opened. There’s now much more competition for sites and rents have gone through the roof in recent years, which puts pressure on margins.
A relatively new challenge affecting us – and the sector – is the arrival of ClassPass and other aggregators. It’s great that they’re encouraging people to experiment and maybe fall in love with something they wouldn’t have otherwise tried, but they’re also in danger of devaluing what we do.

A ClassPass user can do a basic exercise-to-music class in a room full of 50 or 60 other people one day, and a highly specialist class with just a handful of people the next. But they’re doing it all on the same monthly pass. So they’re encouraged to value all classes – and all providers – the same, when they’re patently not. It’s something we have to manage carefully.

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Dynamic reformer pilates remains at the core of Ten’s offering
Dynamic reformer pilates remains at the core of Ten’s offering
https://www.leisureopportunities.co.uk/images/998407_985233.jpg
"We saw a gap in the market for a boutique pilates studio that could offer both rehab and functional exercise." Ten Heath and Fitness' founder Joanne Mathews on taking her business from idea to reality.
Joanne Mathews Founder of Ten Health and Fitness,Joanne Mathews, Ten Health and Fitness, David Higgins, TenStretch, TenYoga, TenEducation, ClassPass
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Click on a catalogue to view it online
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Property & Tenders
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Diary dates
01-03 Feb 2022
Coventry Building Society Arena, Coventry, United Kingdom
Diary dates
07-10 Apr 2022
Exhibition Centre , Cologne, Germany
Diary dates
15-16 Jun 2022
ExCeL London, London, United Kingdom
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates

features

People profile: Joanne Mathews

Founder of Ten Health and Fitness

Published in Health Club Management 2017 issue 4
Mathews has seen the boutique fitness sector grow exponentially since she launched her studio brand in 2007
Mathews has seen the boutique fitness sector grow exponentially since she launched her studio brand in 2007
We sit at the point where the fitness world meets the medical sector, offering a ‘prehabilitative’ approach to exercise

Where did the idea for Ten Health & Fitness come from?
I was in a car accident and suffered a number of injuries, including severe whiplash, a fractured coccyx and soft tissue damage. The impact on my quality of life was significant. I was often in pain, I lost a lot of mobility and wasn’t able to work for around six months.

I saw GPs, physios and sport massage therapists, all based in different practices and none very interested in a joined-up approach to my case. I became frustrated by this lack of consistency and joined a local rehab gym where I met David Higgins, a personal trainer who specialised in a dynamic form of pilates.

David had also recognised this lack of joined-up thinking in the sector, and together we saw a gap in the market for a boutique pilates studio that could offer both rehab and functional exercise. By combining my marketing background with David’s fitness expertise, we felt we had a chance to make our business idea a reality.

Can you describe your offering?
We’re not one of those ‘get a beasting in a nightclub’ providers. Our focus is on small classes and expert trainers. Combine that with our in-house physiotherapy, massage and rehab offer and we occupy a really interesting place in the boutique fitness sector. We sit at the point where the fitness world meets the medical sector, offering a ‘prehabilitative’ approach to fitness and exercise.

How did you get started?
We were lucky to be one of the first entrants into the boutique fitness sector; when we started in 2007, no-one was entering the sector with the amount of funding we’re seeing now. We were (and still pretty much are) self-funded, and had a really tight budget. When we opened, David taught 40 hours of classes a week while I manned the reception.

But we were in the right place at the right time, with a strong product. By the end of 2008, we were doing well enough to hire more trainers and open a second studio.

Where did the name ‘Ten’ come from?
We always felt a good name should mean everything and nothing. Think of brands like Apple, Gap, Reebok, Audi… whatever the initial reason for the name, they’ve just become ciphers, a memorable short-hand for a brand or experience. We wanted to get to that point quickly with something short, memorable, different and recognisable, and also something that wouldn’t limit us. Ten seemed to fit the bill.

How has business progressed?
Dynamic reformer pilates will always be at the heart of our business, but as we’ve grown we’ve been able to broaden our offering. We’ve recently introduced two new classes: TenStretch, a reformer-based stretch class; and TenYoga, developed in conjunction with physios to make it more suitable for today’s sedentary and desk-bound lifestyles.

We’ve also used the learnings from our own in-house REPs-accredited training academy to launch TenEducation, which offers reformer-based courses for external fitness, rehab and therapy professionals. Our eighth studio opens in Fitzrovia, London, in a couple of months, but I think there’s still room for growth.

How has the market changed?
The boutique fitness sector has grown exponentially since we opened. There’s now much more competition for sites and rents have gone through the roof in recent years, which puts pressure on margins.
A relatively new challenge affecting us – and the sector – is the arrival of ClassPass and other aggregators. It’s great that they’re encouraging people to experiment and maybe fall in love with something they wouldn’t have otherwise tried, but they’re also in danger of devaluing what we do.

A ClassPass user can do a basic exercise-to-music class in a room full of 50 or 60 other people one day, and a highly specialist class with just a handful of people the next. But they’re doing it all on the same monthly pass. So they’re encouraged to value all classes – and all providers – the same, when they’re patently not. It’s something we have to manage carefully.

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
Dynamic reformer pilates remains at the core of Ten’s offering
Dynamic reformer pilates remains at the core of Ten’s offering
https://www.leisureopportunities.co.uk/images/998407_985233.jpg
"We saw a gap in the market for a boutique pilates studio that could offer both rehab and functional exercise." Ten Heath and Fitness' founder Joanne Mathews on taking her business from idea to reality.
Joanne Mathews Founder of Ten Health and Fitness,Joanne Mathews, Ten Health and Fitness, David Higgins, TenStretch, TenYoga, TenEducation, ClassPass
Latest News
The Workforce State of Mind Survey, now in its second year, has begun to gather ...
Latest News
Wellness operator and fit tech company, LIT Method, (low-intensity training) is ramping up expansion after ...
Latest News
Planet Fitness has signed an agreement to acquire Sunshine Fitness – an operator of 114 ...
Latest News
People living in London have been advised to avoid or reduce strenuous exercise today (Friday ...
Latest News
A marketing partnership between fitness marketplace Hussle and fast-food giant McDonald's resulted in a significant ...
Latest News
The UK government should encourage – and make it easier – for doctors and other ...
Latest News
Mark Sesnan, co-founder and CEO of GLL, has been awarded an OBE in the New ...
Latest News
4 Global – a partner in the Moving Communities initiative – has completed an initial public ...
Latest News
Myzone has secured a US$17.2m worth of investment from growth capital investor BGF – a ...
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Featured supplier news
Featured supplier news: Focus on health to attract and retain new members in 2022
The ‘health seeker’ is a term being used a lot within fitness right now, as recent surveys have shown.
Featured supplier news
Featured supplier news: Quoox throws down the gauntlet in fitness software arena
An increasing number of gym and studio owners are realising that the days of them needing six, eight or 10 pieces of expensive, disjointed and barely adequate software to operate their business is a thing of the past.
Featured operator news
Featured operator news: Double Olympic Champion Rebecca Adlington breaks ground ahead of new Rainham Leisure Centre
Everyone Active has got the New Year off to a flying start as it begins work on the brand new Rainham Leisure Centre.
Featured operator news
Featured operator news: Innovative experience TAGactive launched at Everyone Active
Everyone Active opened its first TAGactive Arena at Lammas Leisure Centre on Bank Holiday Monday, January 3.
Video Gallery
Mindbody, Inc
Total Vibration Solutions / Floors 4 Gyms / TVS Sports Surfaces
Sport Alliance GmbH
Company profiles
Company profile: Safe Space Lockers
We provide a full turn-key solution for clients from design and consultation, through to bespoke ...
Company profiles
Company profile: miha bodytec
Founded in 2007 in Gersthofen, Germany, miha bodytec is the market-leading supplier of Electro Muscle ...
Supplier Showcases
Supplier showcase - Pulse Fitness: The premium touch
Catalogue Gallery
Click on a catalogue to view it online
Directory
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Salt therapy products
Saltability: Salt therapy products
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Lockers/interior design
Crown Sports Lockers: Lockers/interior design
Wearable technology solutions
MyZone: Wearable technology solutions
Exercise equipment
Matrix Fitness: Exercise equipment
Spa software
SpaBooker: Spa software
Architects/designers
Zynk Design Consultants: Architects/designers
Skincare
Comfort Zone - Davines S.p.A: Skincare
trade associations
International SPA Association - iSPA: trade associations
Property & Tenders
Bilborough, Nottingham
Bilborough College
Property & Tenders
Welwyn Garden City
Welwyn Hatfield Borough Council
Property & Tenders
Diary dates
01-03 Feb 2022
Coventry Building Society Arena, Coventry, United Kingdom
Diary dates
07-10 Apr 2022
Exhibition Centre , Cologne, Germany
Diary dates
15-16 Jun 2022
ExCeL London, London, United Kingdom
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates
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