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
FIBO Exhibition
FIBO Exhibition
FIBO Exhibition
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

Promotional feature: Say hello to HUSSLE

As aggregator PayAsUGym announces a rebrand, we talk to COO Neil Harmsworth about the move

Published in Health Club Management 2019 issue 5
Hussle founders Jamie Ward (left) and Neil Harmsworth
Hussle founders Jamie Ward (left) and Neil Harmsworth
Our research shows that 14 per cent of our customers go on to be members of the gym directly, so it’s working out really well for our gym partners

You might not be familiar with the name Hussle, but if you’re involved in the fitness industry, you’ll know the company.

Until recently, they’ve been known as PayAsUGym, the original gym fitness marketplace. Their website brings thousands of gyms from all over the UK to one place, providing operators with access to hundreds of thousands of customers who want a national reciprocal membership system.

The Hussle website is already approaching 700,000 individual members, and features thousands of the country’s best gyms. With copycat services constantly popping up across the globe, the company has decided to change its name. So it’s goodbye to PayAsUGym, and hello to Hussle.

Neil, can you explain how the decision came about?
There are a number of factors driving the rebrand. The first is that PayAsUGym doesn’t really describe what we do any more: we’re no longer just a pay-as-you-go service, so that was causing confusion.

The second thing relates to audience: the move to Hussle is designed to appeal to a millennial audience, a customer group that’s very aesthetically conscious, active on Instagram, and quite careful about the kinds of brands they use.

PayAsUGym wasn’t a premium name – it didn’t really reflect the quality of our service. Significantly it also really doesn’t represent the service our premium and mid-market operator partners provide to customers. We’re working with the best gyms in the country: our brand needed to reflect that.

What kind of people use Hussle?
We’re very much talking to the 18-35 market. They’re pretty well-known for being hard to reach: they don’t consume traditional media, they’re less trusting of advertising than previous generations, and actually at the moment, they’re not taking up traditional gym memberships. It’s why the average age of a gym member in the UK has been creeping up every year.

So how do you reach them?
This audience has really grown up with digital media. That’s where our core expertise lies: we’ve got a lot of experience in digital marketing, and we know our audience really well. So we’re helping gyms all over the UK leverage that expertise in a way that they haven’t really been able to before.

On top of this, the geographic coverage we provide through our operator network makes our service extremely appealing to commercial partners, who want to use fitness as a reward or benefit for their customers.

Traditionally, individual gym operators haven’t been able to provide the scale to function as a truly national marketing partner, which is why we haven’t seen a deal comparable to something like the Meerkat Movies campaign, which drove 4.3 million UK cinema visits last year alone.

Those people sitting in cinemas could just as easily have been visiting the gym. We want to enable this and grow the fitness market at the same time.

Why will consumers use Hussle?
Well, first and foremost, this is about convenience for an audience who are busy, with different aspects of their life constantly competing for attention. Work, family, travel, friends, chores – the list goes on.

When people are busy it can be very easy to sacrifice health and fitness and we exist to help them make life work out. Having a gym wherever they need – whether that’s at home, work, or wherever – is a key benefit. And of course, this is an audience that really values variety, so the ability to mix it up and try something new every time they work out is also hugely appealing to a millennial audience.

Service is important to them too. By letting them use the best clubs all over the country on a flexible basis, they can start to appreciate the benefits of a service-led fitness experience, rather than the no-staff budget option they might get as an alternative to a Hussle partner club.

How does it work for operators?
We’re working with 2,500 gyms all over the UK – and that’s growing all the time. We’ve got a complete mix of operators: you can find premium chains like Nuffield Health & Wellbeing and Bannatyne Health Clubs on Hussle, and you can also access public sector providers like Places for People Leisure and Everyone Active. There are hotel brands like Hilton Livingwell and Village Gym on our site, as well as thousands of the UK’s best quality independent clubs.

The reason so many operators work with us is that we help them reach new customers, specifically the 18-35, pre-family age group. With almost 700,000 registered customers – of which our data shows 92 per cent are new to the gym they visit – we already have huge reach. What’s more, 14 per cent of these customers go on to become members of the gym directly once they reach a phase of life which doesn’t require the same level of convenience that we provide. It’s always been free to become a listed fitness partner, and we typically have clubs up on the website and receiving customers within a week.

There’s been a lot of debate about fitness marketplaces over the last 12 months. What’s your view?
The fact is that consumer behaviour has changed. Brands need to be present in every sales channel the customer chooses to shop through. That’s a customer-led, macro-trend which extends far beyond fitness and is widely acknowledged by pretty much every operator I meet.

In other market sectors this approach is called omni-channel marketing – it just recognises the fact that in order to be paid by the customer you need be seen by the customer!

Fitness marketplace are simply a new way to do that in fitness, making sure your business is present in every channel the customer shops through.

What would you say to your critics about aggregators?
People that fear change are those that benefit most from the status quo. Formula One racing is a good comparison: if your car has the fastest engine and you’re winning every race then naturally, you do everything you can to stop the engine regulations changing. It’s pure self-interest to maintain competitive advantage.

Over the last ten years, budget gym chains have established market-leading positions by cannibalising the mid-market with aggressive price disruption in the 18-35 age group, and by dominating search engines online. This explains why budget gym chains continue to be the most vocal detractors of aggregators and it’s not hard to understand their motivations– they don’t want things to change!

However, the mid and premium markets are now fighting back by using aggregators like Hussle to regain market share from budget gyms. They’re using services like ours to make sure they are exposed to a wider online audience and benefitting from the national marketing deals we can strike. The result will be that consumer narrative will soon shift away from ‘lowest cost’ to focus more on service, facilities and convenience – which can only be a positive development for any operator that wants to do more than compete on price alone.

What's the future for Hussle?
The core of our service will remain ‘gym-first’ for the foreseeable future, and we’ll continue focusing on B2C channels, rather than the highly contested corporate membership market. In terms of geography, our focus remains on the UK, but we have our eye on a number of other territories for when the time's right.

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
The Hussle app makes it easy for consumers to enjoy their choice of gym access
The Hussle app makes it easy for consumers to enjoy their choice of gym access
PayAsUGym has become Hussle in a major rebrand
PayAsUGym has become Hussle in a major rebrand
https://www.leisureopportunities.co.uk/images/imagesX/471714_798951.jpg
As aggregator PayAsUGym announces a rebrand, we talk to COO Neil Harmsworth about the move
Jamie Ward, Founder, Hussle Neil Harmsworth, Founder, Hussle,Neil Harmsworth, Jamie Ward, PayAsUGym, Hussle,
HCM magazine
We’re spending circa £800,000 a month on incremental COVID measures to ensure people feel comfortable, and that expectations aren’t just met, but are exceeded
HCM magazine
The Gym Group has taken its digital hybrid strategy full circle, piloting in-gym workout pods and studios with its home workout delivery partner, Fiit. HCM talks to the team driving the project
HCM magazine
Dr Davina Deniszczyc talks us through the findings of the first Nuffield Healthier Nation Index, which has benchmarked activity levels and attitudes to exercise among the UK population
HCM Magazine
Sponsored
Billed as the ‘2021 Experience Tour’, Egym has taken its connected gym floor experience on the road around the UK
HCM Magazine
Tokyo Olympics
GLL is best known for running leisure facilities on behalf of local authorities across the UK, but a lesser-known part of its remit is its GLL Sport Foundation which supports Olympic hopefuls. Liz Terry finds out more
HCM Magazine
HCM People
We first started talking to KSL over two years ago, so this was not a rushed partnership
HCM Magazine
Research
Changes to DNA which occur during exercise give protection against a wide range of diseases, according to new research from the Univesity of Copenhagen
HCM Magazine
Letters
Fuel the debate about issues and opportunities across the industry. We’d love to hear from you – [email protected]
HCM Magazine
HCM people
This partnership with F45 is an exciting business venture for me
HCM Magazine
Sponsored
Les Mills is launching a new digital network called Les Mills Connect to help clubs build back better and emerge from the pandemic with a stronger business
HCM Magazine
Latest News
Boxing-inspired fitness operator Rumble has signed a master franchise agreement in Australia, which could see ...
Latest News
Hotel giant Accor has launched a new bespoke, premium fitness service for its upmarket Pullman ...
Latest News
People should concentrate on exercise and staying fit – rather than dieting and weight loss ...
Latest News
Sibec Europe, scheduled to take place in Cologne, Germany, from 2 to 5 November 2021, ...
Latest News
Swim England has warned that 2,000 swimming pools could be lost forever unless the government ...
Latest News
Sports Minister, Nigel Huddleston, has joined gym-goers this morning to kick-off the annual National Fitness ...
Latest News
A new high-end workspace, designed for the use of personal trainers, coaches and other health ...
Latest News
VAT reform, adjustments in business rates and a fitness-led high street regeneration push could see ...
Featured supplier news
Featured supplier news: Active IQ Skills Hub helps fitness professionals boost skills in post-Covid market
Suffice to say that the pandemic has completely changed the way fitness professionals work and the way consumers work out – and therein lies opportunity.
Featured supplier news
Featured supplier news: Technogym awarded “Supplier of the year” at ukactive awards 2021
The best in class of the physical activity sector have been revealed at the ukactive Awards 2021.
Featured operator news
Featured operator news: Everyone Active bolsters Everyone on Demand and enters second year with five new partnerships
Everyone Active has signed a number of new deals which will see the operator strengthen its digital product offering, Everyone on Demand.
Featured operator news
Featured operator news: Being active helps Parkwood Leisure customers save the NHS £16m
Parkwood Leisure, one of the UK’s leading public leisure facilities operators, helped prevent more than 7,000 cases of stroke, dementia, depression and type 2 diabetes in 2019, saving the NHS £16 million, a new social value report has shown.
Company profiles
Company profile: Zimmer MedizinSysteme GmbH
Imagine a short treatment combined with many positive and long-lasting effects that your customers will ...
Company profiles
Company profile: Active IQ
Active IQ is the UK’s leading Ofqual-recognised Awarding Organisation for the Physical Activity sector....
Catalogue Gallery
Click on a catalogue to view it online
Directory
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Architects/designers
Zynk Design Consultants: Architects/designers
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Wearable technology solutions
MyZone: Wearable technology solutions
Uniforms
Service Sport: Uniforms
Exercise equipment
Pendex Fisio S.L.: Exercise equipment
Whole body cryotherapy
Art of Cryo: Whole body cryotherapy
Fitness equipment
Octane Fitness: Fitness equipment
Red Light Therapy
 Red Light Rising: Red Light Therapy
Skincare
Sothys: Skincare
Property & Tenders
Welwyn Garden City
Welwyn Hatfield Borough Council
Property & Tenders
Newport, Shropshire
Lilleshall Sports Academy
Property & Tenders
Diary dates
13-14 Oct 2021
Online,
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

Promotional feature: Say hello to HUSSLE

As aggregator PayAsUGym announces a rebrand, we talk to COO Neil Harmsworth about the move

Published in Health Club Management 2019 issue 5
Hussle founders Jamie Ward (left) and Neil Harmsworth
Hussle founders Jamie Ward (left) and Neil Harmsworth
Our research shows that 14 per cent of our customers go on to be members of the gym directly, so it’s working out really well for our gym partners

You might not be familiar with the name Hussle, but if you’re involved in the fitness industry, you’ll know the company.

Until recently, they’ve been known as PayAsUGym, the original gym fitness marketplace. Their website brings thousands of gyms from all over the UK to one place, providing operators with access to hundreds of thousands of customers who want a national reciprocal membership system.

The Hussle website is already approaching 700,000 individual members, and features thousands of the country’s best gyms. With copycat services constantly popping up across the globe, the company has decided to change its name. So it’s goodbye to PayAsUGym, and hello to Hussle.

Neil, can you explain how the decision came about?
There are a number of factors driving the rebrand. The first is that PayAsUGym doesn’t really describe what we do any more: we’re no longer just a pay-as-you-go service, so that was causing confusion.

The second thing relates to audience: the move to Hussle is designed to appeal to a millennial audience, a customer group that’s very aesthetically conscious, active on Instagram, and quite careful about the kinds of brands they use.

PayAsUGym wasn’t a premium name – it didn’t really reflect the quality of our service. Significantly it also really doesn’t represent the service our premium and mid-market operator partners provide to customers. We’re working with the best gyms in the country: our brand needed to reflect that.

What kind of people use Hussle?
We’re very much talking to the 18-35 market. They’re pretty well-known for being hard to reach: they don’t consume traditional media, they’re less trusting of advertising than previous generations, and actually at the moment, they’re not taking up traditional gym memberships. It’s why the average age of a gym member in the UK has been creeping up every year.

So how do you reach them?
This audience has really grown up with digital media. That’s where our core expertise lies: we’ve got a lot of experience in digital marketing, and we know our audience really well. So we’re helping gyms all over the UK leverage that expertise in a way that they haven’t really been able to before.

On top of this, the geographic coverage we provide through our operator network makes our service extremely appealing to commercial partners, who want to use fitness as a reward or benefit for their customers.

Traditionally, individual gym operators haven’t been able to provide the scale to function as a truly national marketing partner, which is why we haven’t seen a deal comparable to something like the Meerkat Movies campaign, which drove 4.3 million UK cinema visits last year alone.

Those people sitting in cinemas could just as easily have been visiting the gym. We want to enable this and grow the fitness market at the same time.

Why will consumers use Hussle?
Well, first and foremost, this is about convenience for an audience who are busy, with different aspects of their life constantly competing for attention. Work, family, travel, friends, chores – the list goes on.

When people are busy it can be very easy to sacrifice health and fitness and we exist to help them make life work out. Having a gym wherever they need – whether that’s at home, work, or wherever – is a key benefit. And of course, this is an audience that really values variety, so the ability to mix it up and try something new every time they work out is also hugely appealing to a millennial audience.

Service is important to them too. By letting them use the best clubs all over the country on a flexible basis, they can start to appreciate the benefits of a service-led fitness experience, rather than the no-staff budget option they might get as an alternative to a Hussle partner club.

How does it work for operators?
We’re working with 2,500 gyms all over the UK – and that’s growing all the time. We’ve got a complete mix of operators: you can find premium chains like Nuffield Health & Wellbeing and Bannatyne Health Clubs on Hussle, and you can also access public sector providers like Places for People Leisure and Everyone Active. There are hotel brands like Hilton Livingwell and Village Gym on our site, as well as thousands of the UK’s best quality independent clubs.

The reason so many operators work with us is that we help them reach new customers, specifically the 18-35, pre-family age group. With almost 700,000 registered customers – of which our data shows 92 per cent are new to the gym they visit – we already have huge reach. What’s more, 14 per cent of these customers go on to become members of the gym directly once they reach a phase of life which doesn’t require the same level of convenience that we provide. It’s always been free to become a listed fitness partner, and we typically have clubs up on the website and receiving customers within a week.

There’s been a lot of debate about fitness marketplaces over the last 12 months. What’s your view?
The fact is that consumer behaviour has changed. Brands need to be present in every sales channel the customer chooses to shop through. That’s a customer-led, macro-trend which extends far beyond fitness and is widely acknowledged by pretty much every operator I meet.

In other market sectors this approach is called omni-channel marketing – it just recognises the fact that in order to be paid by the customer you need be seen by the customer!

Fitness marketplace are simply a new way to do that in fitness, making sure your business is present in every channel the customer shops through.

What would you say to your critics about aggregators?
People that fear change are those that benefit most from the status quo. Formula One racing is a good comparison: if your car has the fastest engine and you’re winning every race then naturally, you do everything you can to stop the engine regulations changing. It’s pure self-interest to maintain competitive advantage.

Over the last ten years, budget gym chains have established market-leading positions by cannibalising the mid-market with aggressive price disruption in the 18-35 age group, and by dominating search engines online. This explains why budget gym chains continue to be the most vocal detractors of aggregators and it’s not hard to understand their motivations– they don’t want things to change!

However, the mid and premium markets are now fighting back by using aggregators like Hussle to regain market share from budget gyms. They’re using services like ours to make sure they are exposed to a wider online audience and benefitting from the national marketing deals we can strike. The result will be that consumer narrative will soon shift away from ‘lowest cost’ to focus more on service, facilities and convenience – which can only be a positive development for any operator that wants to do more than compete on price alone.

What's the future for Hussle?
The core of our service will remain ‘gym-first’ for the foreseeable future, and we’ll continue focusing on B2C channels, rather than the highly contested corporate membership market. In terms of geography, our focus remains on the UK, but we have our eye on a number of other territories for when the time's right.

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
The Hussle app makes it easy for consumers to enjoy their choice of gym access
The Hussle app makes it easy for consumers to enjoy their choice of gym access
PayAsUGym has become Hussle in a major rebrand
PayAsUGym has become Hussle in a major rebrand
https://www.leisureopportunities.co.uk/images/imagesX/471714_798951.jpg
As aggregator PayAsUGym announces a rebrand, we talk to COO Neil Harmsworth about the move
Jamie Ward, Founder, Hussle Neil Harmsworth, Founder, Hussle,Neil Harmsworth, Jamie Ward, PayAsUGym, Hussle,
Latest News
Boxing-inspired fitness operator Rumble has signed a master franchise agreement in Australia, which could see ...
Latest News
Hotel giant Accor has launched a new bespoke, premium fitness service for its upmarket Pullman ...
Latest News
People should concentrate on exercise and staying fit – rather than dieting and weight loss ...
Latest News
Sibec Europe, scheduled to take place in Cologne, Germany, from 2 to 5 November 2021, ...
Latest News
Swim England has warned that 2,000 swimming pools could be lost forever unless the government ...
Latest News
Sports Minister, Nigel Huddleston, has joined gym-goers this morning to kick-off the annual National Fitness ...
Latest News
A new high-end workspace, designed for the use of personal trainers, coaches and other health ...
Latest News
VAT reform, adjustments in business rates and a fitness-led high street regeneration push could see ...
Latest News
Peloton has completed the merging of its commercial operations with Precor, the equipment brand it ...
Latest News
Half of UK adults aren't happy with their physical fitness levels, according to a study ...
Latest News
Temporary measures brought in to support businesses in the UK from insolvency during the pandemic ...
Featured supplier news
Featured supplier news: Active IQ Skills Hub helps fitness professionals boost skills in post-Covid market
Suffice to say that the pandemic has completely changed the way fitness professionals work and the way consumers work out – and therein lies opportunity.
Featured supplier news
Featured supplier news: Technogym awarded “Supplier of the year” at ukactive awards 2021
The best in class of the physical activity sector have been revealed at the ukactive Awards 2021.
Featured operator news
Featured operator news: Everyone Active bolsters Everyone on Demand and enters second year with five new partnerships
Everyone Active has signed a number of new deals which will see the operator strengthen its digital product offering, Everyone on Demand.
Featured operator news
Featured operator news: Being active helps Parkwood Leisure customers save the NHS £16m
Parkwood Leisure, one of the UK’s leading public leisure facilities operators, helped prevent more than 7,000 cases of stroke, dementia, depression and type 2 diabetes in 2019, saving the NHS £16 million, a new social value report has shown.
Company profiles
Company profile: Zimmer MedizinSysteme GmbH
Imagine a short treatment combined with many positive and long-lasting effects that your customers will ...
Company profiles
Company profile: Active IQ
Active IQ is the UK’s leading Ofqual-recognised Awarding Organisation for the Physical Activity sector....
Catalogue Gallery
Click on a catalogue to view it online
Directory
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Architects/designers
Zynk Design Consultants: Architects/designers
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Wearable technology solutions
MyZone: Wearable technology solutions
Uniforms
Service Sport: Uniforms
Exercise equipment
Pendex Fisio S.L.: Exercise equipment
Whole body cryotherapy
Art of Cryo: Whole body cryotherapy
Fitness equipment
Octane Fitness: Fitness equipment
Red Light Therapy
 Red Light Rising: Red Light Therapy
Skincare
Sothys: Skincare
Property & Tenders
Welwyn Garden City
Welwyn Hatfield Borough Council
Property & Tenders
Newport, Shropshire
Lilleshall Sports Academy
Property & Tenders
Diary dates
13-14 Oct 2021
Online,
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
Search news, features & products:
Find a supplier:
FIBO Exhibition
FIBO Exhibition