GET HCM
magazine
Sign up for the FREE digital edition of HCM magazine and also get the HCM ezine and breaking news email alerts.
Not right now, thanksclose this window
Precor UK
Precor UK
Precor UK
Follow Health Club Management on Twitter Like Health Club Management on Facebook Join the discussion with Health Club Management on LinkedIn Follow Health Club Management on Instagram
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.

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
HCM magazine
More than 1,700 industry professionals from 47 different countries joined the virtual Retention Convention recently, making it one of the sector’s largest online events of the year
HCM magazine
Resistance training is just as beneficial for women over the age of 50 as it is for men, according to a new study from the University of New South Wales
HCM magazine
HCM People

Adam Tranter

Founder, #Bike is Best and Cycling Marketing Board
If we could get bike journeys up from 2% to 4% it would make a huge impact on emissions, people’s health and mental wellbeing
HCM Magazine
Interview
The RISE programme will give people the physical literacy and a nurtured baseline of confidence to encourage them into other forms of exercise in gyms and leisure centres
HCM Magazine
Sponsored
Welcome to the world of creative fitness, where exercise and fun merge to change the way we train
HCM Magazine
Sponsored
Offering red light therapy to your members can create a valuable source of secondary spend, while also supporting them with their recovery and delivering improvements to mobility, circulation and muscle soreness, as Karen Maxwell explains
HCM Magazine
Supplier showcase
Venueserve Fitness is working with the Health Club Collection to drive its digital customer engagement
HCM Magazine
Profile
Fitler Club is Philadelphia’s newest private lifestyle club, boasting premium health and wellness facilities, along with a hotel, workspaces and refined culinary venues. Steph Eaves talks to the club’s founder about his creation
HCM Magazine
HCM People
All products have been priced competitively, using Amazon as a benchmark, to ensure the shop can thrive in a competitive market
HCM Magazine
Interview
COVID survival strategies, growth plans, and a belief that government is finally recognising the value of the fitness sector. The Gym Group CEO speaks to Kate Cracknell
HCM Magazine
Latest News
PM, Boris Johnson, has confirmed that gyms, swimming pools and leisure centres in England will ...
Latest News
The re-opening of gyms in Wales has been pushed back by the country's First Minister ...
Latest News
The physical and mental health of women in the UK has been put under unprecedented ...
Latest News
Excess body fat and obesity are likely to have contributed to more deaths in England ...
Latest News
The financial performance of health club operator SATS in the last quarter of 2020 was ...
Latest News
FIBO has announced that its Chinese event next month will be held as a hybrid ...
Latest News
Placing gyms and leisure centres at the front of the queue for reopening would be ...
Latest News
Data published today (17 February) shows that for every 100,000 visits to UK gyms and ...
Featured supplier news
Featured supplier: Primal Strength bolsters Scottish expansion with Matrix Fitness distribution win
Matrix Fitness has announced an exclusive partnership with Primal Strength to target an increased strategic focus on the Scottish market.
Featured supplier news
Featured supplier: Strengthening your mind...one work out at a time
There’s nothing quite like discovering a product that creates a huge impact in our life. After all, isn’t that what we’re all searching for?
Company profiles
Company profile: Merrithew™ - Leaders in Mindful Movement™
Merrithew™ enriches the lives of others with responsible exercise modalities and innovative, multidisciplinary fitness offerings ...
Company profiles
Company profile: Venueserve Fitness
Venueserve Fitness is an easy-to-use, low-cost web- and mobile online exercise platform, already being used ...
Supplier Showcases
Supplier showcase - Venueserve Fitness
Catalogue Gallery
Click on a catalogue to view it online
Directory
Fitness equipment
Precor: Fitness equipment
Spa software
SpaBooker: Spa software
Uniforms
Service Sport: Uniforms
Member feedback software
AskNicely: Member feedback software
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Exercise equipment
Matrix Fitness: Exercise equipment
Independent service & maintenance
Servicesport UK Limited: Independent service & maintenance
Whole body cryotherapy
Art of Cryo: Whole body cryotherapy
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Skincare
Sothys: Skincare
Property & Tenders
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
12 Jun 2021
Worldwide, Various,
Diary dates
13-14 Jun 2021
Online,
Diary dates
16-17 Jun 2021
ExCeL London, London, United Kingdom
Diary dates
18-19 Sep 2021
Locations worldwide,
Diary dates
21-24 Sep 2021
Messe Stuttgart, Germany
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
PM, Boris Johnson, has confirmed that gyms, swimming pools and leisure centres in England will ...
Latest News
The re-opening of gyms in Wales has been pushed back by the country's First Minister ...
Latest News
The physical and mental health of women in the UK has been put under unprecedented ...
Latest News
Excess body fat and obesity are likely to have contributed to more deaths in England ...
Latest News
The financial performance of health club operator SATS in the last quarter of 2020 was ...
Latest News
FIBO has announced that its Chinese event next month will be held as a hybrid ...
Latest News
Placing gyms and leisure centres at the front of the queue for reopening would be ...
Latest News
Data published today (17 February) shows that for every 100,000 visits to UK gyms and ...
Latest News
People aged 40 living with Type 2 diabetes face a "disproportionately increased risk of dying ...
Latest News
Barbara den Bak, Tom Moos, and Clare Stobart have been announced as speakers for ukactive's ...
Latest News
PureGym expects lockdowns to last "until at least 31 March" – and that it will ...
Featured supplier news
Featured supplier: Primal Strength bolsters Scottish expansion with Matrix Fitness distribution win
Matrix Fitness has announced an exclusive partnership with Primal Strength to target an increased strategic focus on the Scottish market.
Featured supplier news
Featured supplier: Strengthening your mind...one work out at a time
There’s nothing quite like discovering a product that creates a huge impact in our life. After all, isn’t that what we’re all searching for?
Company profiles
Company profile: Merrithew™ - Leaders in Mindful Movement™
Merrithew™ enriches the lives of others with responsible exercise modalities and innovative, multidisciplinary fitness offerings ...
Company profiles
Company profile: Venueserve Fitness
Venueserve Fitness is an easy-to-use, low-cost web- and mobile online exercise platform, already being used ...
Supplier Showcases
Supplier showcase - Venueserve Fitness
Catalogue Gallery
Click on a catalogue to view it online
Directory
Fitness equipment
Precor: Fitness equipment
Spa software
SpaBooker: Spa software
Uniforms
Service Sport: Uniforms
Member feedback software
AskNicely: Member feedback software
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Exercise equipment
Matrix Fitness: Exercise equipment
Independent service & maintenance
Servicesport UK Limited: Independent service & maintenance
Whole body cryotherapy
Art of Cryo: Whole body cryotherapy
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Skincare
Sothys: Skincare
Property & Tenders
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
12 Jun 2021
Worldwide, Various,
Diary dates
13-14 Jun 2021
Online,
Diary dates
16-17 Jun 2021
ExCeL London, London, United Kingdom
Diary dates
18-19 Sep 2021
Locations worldwide,
Diary dates
21-24 Sep 2021
Messe Stuttgart, Germany
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates
Search news, features & products:
Find a supplier:
Precor UK
Precor UK