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UNITING THE WORLD OF FITNESS
Health Club Management

Health Club Management

features

HCM People: Scott O’SheaFounder, Station Mill

Coming from a personal training background, my experience has taught me that people hire the trainer before the training

Published in Health Club Management 2021 issue 1
Scott O’Shea owns Station Mill, along with his business partners
Scott O’Shea owns Station Mill, along with his business partners

Tell us about the new club
My vision for Station Mill is for it to be the premium gym and studio in the region, offering a facility where the focus is on design and a great user experience. I want to make it a special place to be and create a real wow factor, with many different elements.

We’re in Arlesford, near Winchester, UK and we’ve developed a new gym built into a 19th century millhouse. We don’t believe anything in the area reaches this level.

What did you think when you first saw the building?
When presented with Station Mill as an opportunity, I didn’t hesitate to grasp it.

The architecture is stunning and this area has a rich history, having once been the centre for dispatching grain and watercress via the Watercress Line to London.

I own the building, along with my three business partners. It’s such a beautiful setting, that itself creates a special environment.

It was important for the brand to complement the heritage, so when creating the brand and the brand values the statement, First Class Departs Here, was coined as a nod to the railway next door and the level at which we aim to do things.

Renovations to create a premium fitness facility have been done with finesse and care and I wanted to put my own spin on the club to deliver on the vision of providing a premium fitness destination.

What’s your target market?
I’ve been working in Winchester for ten years training affluent clients, who’ve always said there isn’t a high-end or exclusive environment locally where they can train.

People travel some distance for similar training experiences, so I’m aiming to tap into this market, targeting people in their 40s and 50s, as well as early retirees – those who’ve stepped out of the corporate world and who have a huge interest in their health and wellness.

What’s your approach?
Coming from a personal training background, my experience has taught me that people hire the trainer before the training. Our coaches are all experienced and bring their own flair to the club. We want Station Mill to be the destination for personal training, gym, yoga, pilates and cycling.

What was your approach to the design?
Creating a boutique environment is no small feat. Every detail, the look, feel and presence that’s being created needed to be tailored and finely-tuned to build an enticing environment and overall memorable experience.

The big influence for me was the London boutique sector. Third Space, Equinox, 1Rebel and Core Collective have been a great inspiration from an aesthetics perspective.

What kit did you opt for?
The gym floor features Technogym Kinesis Station and Kinesis Personal, which we use for progressive functional training, designed around human movement. I feel it’s easier on the joints for our target members, as they can achieve a freer range of movement.

As a coach, I believe in working with dual-stack equipment, as this means the weaker side isn’t going to be dominated by the stronger side.

We also have a Skillbike studio where members can take part in three different classes, depending on their training goals: Performance, Race and Just Ride.

You don’t have to be a cyclist to take part; they’re also a way to get fitter in an efficient and trackable way.

How about digital?
We track members’ activity in and out of the club using the Mywellness band which automatically logs and stores their data, creating a simple, effective member journey to provide results-driven performance. This means they can see their progress, which in turn significantly drives long-term member retention.

PTs can also access this data, which is helpful with motivation and scheduling.

How would you sum up your philosophy?
The values of honest information and a premium service with a results-driven approach are integral parts of our offering.

We want each member to leave Station Mill feeling they’ve achieved or learned something from their training – be it in a class or a PT session.

The 19th century millhouse once supplied grain to London
The 19th century millhouse once supplied grain to London
Coaches bring their own flair to the club
Coaches bring their own flair to the club
Dual-stack equipment means the weaker side isn’t dominated by the stronger
Dual-stack equipment means the weaker side isn’t dominated by the stronger
Station Mill: aiming for the high-end
Station Mill: aiming for the high-end
O’Shea (third left), has woven a high-end gym into a heritage building
O’Shea (third left), has woven a high-end gym into a heritage building
There are three cycle class types on offer: Performance, Race and Just Ride
There are three cycle class types on offer: Performance, Race and Just Ride
https://www.leisureopportunities.co.uk/images/2021/39333_786747.jpg
A 19th century mill in Hampshire has been coverted into a high-end training gym by O’Shea and his partners
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Locations worldwide,
Diary dates
21-24 Sep 2021
Messe Stuttgart, Germany
Diary dates
04-07 Nov 2021
Exhibition Centre , Cologne, Germany
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates

features

HCM People: Scott O’SheaFounder, Station Mill

Coming from a personal training background, my experience has taught me that people hire the trainer before the training

Published in Health Club Management 2021 issue 1
Scott O’Shea owns Station Mill, along with his business partners
Scott O’Shea owns Station Mill, along with his business partners

Tell us about the new club
My vision for Station Mill is for it to be the premium gym and studio in the region, offering a facility where the focus is on design and a great user experience. I want to make it a special place to be and create a real wow factor, with many different elements.

We’re in Arlesford, near Winchester, UK and we’ve developed a new gym built into a 19th century millhouse. We don’t believe anything in the area reaches this level.

What did you think when you first saw the building?
When presented with Station Mill as an opportunity, I didn’t hesitate to grasp it.

The architecture is stunning and this area has a rich history, having once been the centre for dispatching grain and watercress via the Watercress Line to London.

I own the building, along with my three business partners. It’s such a beautiful setting, that itself creates a special environment.

It was important for the brand to complement the heritage, so when creating the brand and the brand values the statement, First Class Departs Here, was coined as a nod to the railway next door and the level at which we aim to do things.

Renovations to create a premium fitness facility have been done with finesse and care and I wanted to put my own spin on the club to deliver on the vision of providing a premium fitness destination.

What’s your target market?
I’ve been working in Winchester for ten years training affluent clients, who’ve always said there isn’t a high-end or exclusive environment locally where they can train.

People travel some distance for similar training experiences, so I’m aiming to tap into this market, targeting people in their 40s and 50s, as well as early retirees – those who’ve stepped out of the corporate world and who have a huge interest in their health and wellness.

What’s your approach?
Coming from a personal training background, my experience has taught me that people hire the trainer before the training. Our coaches are all experienced and bring their own flair to the club. We want Station Mill to be the destination for personal training, gym, yoga, pilates and cycling.

What was your approach to the design?
Creating a boutique environment is no small feat. Every detail, the look, feel and presence that’s being created needed to be tailored and finely-tuned to build an enticing environment and overall memorable experience.

The big influence for me was the London boutique sector. Third Space, Equinox, 1Rebel and Core Collective have been a great inspiration from an aesthetics perspective.

What kit did you opt for?
The gym floor features Technogym Kinesis Station and Kinesis Personal, which we use for progressive functional training, designed around human movement. I feel it’s easier on the joints for our target members, as they can achieve a freer range of movement.

As a coach, I believe in working with dual-stack equipment, as this means the weaker side isn’t going to be dominated by the stronger side.

We also have a Skillbike studio where members can take part in three different classes, depending on their training goals: Performance, Race and Just Ride.

You don’t have to be a cyclist to take part; they’re also a way to get fitter in an efficient and trackable way.

How about digital?
We track members’ activity in and out of the club using the Mywellness band which automatically logs and stores their data, creating a simple, effective member journey to provide results-driven performance. This means they can see their progress, which in turn significantly drives long-term member retention.

PTs can also access this data, which is helpful with motivation and scheduling.

How would you sum up your philosophy?
The values of honest information and a premium service with a results-driven approach are integral parts of our offering.

We want each member to leave Station Mill feeling they’ve achieved or learned something from their training – be it in a class or a PT session.

The 19th century millhouse once supplied grain to London
The 19th century millhouse once supplied grain to London
Coaches bring their own flair to the club
Coaches bring their own flair to the club
Dual-stack equipment means the weaker side isn’t dominated by the stronger
Dual-stack equipment means the weaker side isn’t dominated by the stronger
Station Mill: aiming for the high-end
Station Mill: aiming for the high-end
O’Shea (third left), has woven a high-end gym into a heritage building
O’Shea (third left), has woven a high-end gym into a heritage building
There are three cycle class types on offer: Performance, Race and Just Ride
There are three cycle class types on offer: Performance, Race and Just Ride
https://www.leisureopportunities.co.uk/images/2021/39333_786747.jpg
A 19th century mill in Hampshire has been coverted into a high-end training gym by O’Shea and his partners
Latest News
Basic-Fit lost 10 per cent of its members during Q1 2021, as 94 per cent ...
Latest News
A bid to engage politicians in exercise has inspired the launch of a new global ...
Latest News
The International Health, Racquet & Sportsclub Association (IHRSA) has moved its Annual International Convention & ...
Latest News
Undertaking regular physical activity could cut the risk of dying from infectious diseases – such ...
Latest News
PureGym saw its group-wide revenue decline by £177m during 2020, as it lost 37 per ...
Latest News
Outdoor workouts have become increasingly popular over the past year, as pandemic lockdowns – and ...
Latest News
Wyre Council in Lancashire has revealed plans to begin charging PTs and fitness instructors for ...
Latest News
Health clubs and gyms will be able to open their doors to individual training sessions ...
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Featured supplier news: Red Light Rising teams up with ITRM Clinic to supply red light therapy for injured athletes
Red light therapy equipment supplier, Red Light Rising, has partnered with Aidan Robinson of ITRM Clinic in the UK
Featured supplier news
Featured supplier news: Precor supports Aneurin Leisure Trust in three-site refurbishment
Welsh leisure trust, Aneurin Leisure (ALT), has announced it’s forging ahead with a £600,000 (US$821,000, €696,000) gym refurbishment in all three of its leisure centres.
Company profiles
Company profile: Xn Leisure Systems Ltd
Xn Leisure is a provider of cutting-edge health and fitness software, offering exceptional service to ...
Company profiles
Company profile: Hussle
Hussle exists for two reasons: To increase opportunities for people to engage in physical activity ...
Supplier Showcases
Supplier showcase - Venueserve Fitness
Catalogue Gallery
Click on a catalogue to view it online
Directory
Uniforms
Service Sport: Uniforms
Trade associations
International SPA Association - iSPA: Trade associations
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Management software
fibodo Limited: Management software
Spa software
SpaBooker: Spa software
Lockers/interior design
Fitlockers: Lockers/interior design
Independent service & maintenance
Servicesport UK Limited: Independent service & maintenance
Exercise equipment
Pendex Fisio S.L.: Exercise equipment
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Skincare
Comfort Zone - Davines S.p.A: Skincare
Property & Tenders
Hillingdon
Hillingdon Borough Council
Property & Tenders
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
01-04 Jul 2021
Expo Centre & Riviera di Rimini, Italy
Diary dates
18-19 Sep 2021
Locations worldwide,
Diary dates
21-24 Sep 2021
Messe Stuttgart, Germany
Diary dates
04-07 Nov 2021
Exhibition Centre , Cologne, Germany
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates
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