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Life Fitness (UK) Ltd
Life Fitness (UK) Ltd
Life Fitness (UK) Ltd
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UNITING THE WORLD OF FITNESS
Health Club Management

Health Club Management

features

HCM People: Rich HutsonCEO of CHi Fitness and Co-founder of Fire Fitness

The business wasn’t getting the numbers needed, so I raised the prices by 25 per cent. It worked and we didn’t skip a beat

Published in Health Club Management 2019 issue 8
Rich Hutson is based in Malaysia
Rich Hutson is based in Malaysia

Tell us about your career
I started as a personal trainer in Canada, teaching women to box. I realised early on that helping people better their lives makes me feel really good.

I moved to Australia for a change, found a job at a gym and got into sales, quickly realising it was something I liked.

A stint at Fitness First in Australia followed, where I helped lead our Asia expansion as FF Asia sales director. After two years I was asked to go to Europe to take on the European sales director role and spent five amazing years there and met my future wife.

Fitness First sold Europe and I came back to Asia where I spent another eight years before parting ways in 2015.

I then partnered with my friend Dave Nuku to start Fire Fitness. After opening our second club I made a decision to find another job, because you can’t have two families living off a start-up! I spent six months in Dubai before I was offered my dream role, as CEO at CHi Fitness, which allowed me to come back to Malaysia.

We turned the business around and sold it last September to Evolution Wellness. Now back where I started, working for my old colleagues and friends!

Tell us more about Fire Fitness
We have two clubs in Kuala Lumpur. We were the first boutique fitness operator here. Our marketing and approach were very different – we made a big noise coming into the market and it made people wonder what we were.

Right from the start we had success because of our trainers and the experience that we provide. We run four classes: Stride (HIIT); Ride (cycling); Force (low impact strength); and Strike (boxing).

Our audience is a mix of expats and locals. We have a 70/30 split of female to males and a range of ages from millennials to over 60s, which varies by type of class and the trainer. We love the fact we get such a wide range of ages.

How did you turn CHi around?
I had three offers in front of me and I chose the role with CHi because it was the one that got me the most excited. I felt it was time to take a lead role after being in sales and operations for so long, even though I was nervous. I knew the business and believed it could do better.

I was transparent about my goal: to put some major results on the board so we could attract investors. This was the key to our future and I wanted every GM to be on-board with the goal and not be nervous if they heard rumours. I wanted to empower them to feel as though they were part of it.

When I looked at the strategy, pricing and what the clubs were offering, I couldn’t see how we were going to reach our goals. The business was trying to run a budget model but was a full-service offering.

It wasn’t getting the numbers needed, so I raised the prices by 25 per cent. It worked and we didn’t skip a beat.

This gave the team confidence and confirmed that their clubs were worth it.

We also closed our struggling clubs. We started with 20 and worked our way down to 13 and we make triple the EBITDA. It’s mind blowing how much time you can spend on clubs that are losing money, and this just takes away your time from building the future.

What’s the potential in Asia?
It’s an exciting time to be in here as there’s considerable growth to come.

The greatest challenge is finding a way to cater to the less affluent. In many parts of Asia you see a wide gap between those who can afford fitness and those who can’t. Catering to those less well-off is an opportunity worth pursuing.

The level of instruction in many clubs isn’t yet near the standard it needs to be. In most Asian countries there’s no governing body setting standard for qualifications, so anyone can walk off the street and say they’re a trainer.

What’s your career taught you?
It’s taught me to take chances in life and business. I’ve left what I’d consider ‘home’ more times than I can count and have loved every moment – win or lose.

I’ve worked in 17 countries and lived in a further seven, and don’t regret a single move, as everything has provided me with amazing experiences.

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
Hutson raised prices and sold struggling clubs to turn CHi around
Hutson raised prices and sold struggling clubs to turn CHi around
Fire Fitness was the first boutique fitness offering in the Malaysian market
Fire Fitness was the first boutique fitness offering in the Malaysian market
CHi Fitness aims to offer a full service at excellent value
CHi Fitness aims to offer a full service at excellent value
Hutson and business partner 
Dave Nuku have two Fire Fitness clubs in Kuala Lumpur
Hutson and business partner Dave Nuku have two Fire Fitness clubs in Kuala Lumpur
Fire offers four group fitness classes: Stride, 
Ride, Force and Strike
Fire offers four group fitness classes: Stride, Ride, Force and Strike
https://www.leisureopportunities.co.uk/images/imagesX/137776_588227.jpg
The CEO of CHi Fitness, in Malaysia, discusses how he turned the business around
Rich Hutson, CHi Fitness, Fire Fitness,Fitness, Malaysia
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Click on a catalogue to view it online
Directory
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Fitlockers: Lockers/interior design
Property & Tenders
Newport, Shropshire
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Pendine Sands, Carmarthenshire
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Diary dates
18-19 Sep 2021
Locations worldwide,
Diary dates
21-24 Sep 2021
Messe Stuttgart, Germany
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

HCM People: Rich HutsonCEO of CHi Fitness and Co-founder of Fire Fitness

The business wasn’t getting the numbers needed, so I raised the prices by 25 per cent. It worked and we didn’t skip a beat

Published in Health Club Management 2019 issue 8
Rich Hutson is based in Malaysia
Rich Hutson is based in Malaysia

Tell us about your career
I started as a personal trainer in Canada, teaching women to box. I realised early on that helping people better their lives makes me feel really good.

I moved to Australia for a change, found a job at a gym and got into sales, quickly realising it was something I liked.

A stint at Fitness First in Australia followed, where I helped lead our Asia expansion as FF Asia sales director. After two years I was asked to go to Europe to take on the European sales director role and spent five amazing years there and met my future wife.

Fitness First sold Europe and I came back to Asia where I spent another eight years before parting ways in 2015.

I then partnered with my friend Dave Nuku to start Fire Fitness. After opening our second club I made a decision to find another job, because you can’t have two families living off a start-up! I spent six months in Dubai before I was offered my dream role, as CEO at CHi Fitness, which allowed me to come back to Malaysia.

We turned the business around and sold it last September to Evolution Wellness. Now back where I started, working for my old colleagues and friends!

Tell us more about Fire Fitness
We have two clubs in Kuala Lumpur. We were the first boutique fitness operator here. Our marketing and approach were very different – we made a big noise coming into the market and it made people wonder what we were.

Right from the start we had success because of our trainers and the experience that we provide. We run four classes: Stride (HIIT); Ride (cycling); Force (low impact strength); and Strike (boxing).

Our audience is a mix of expats and locals. We have a 70/30 split of female to males and a range of ages from millennials to over 60s, which varies by type of class and the trainer. We love the fact we get such a wide range of ages.

How did you turn CHi around?
I had three offers in front of me and I chose the role with CHi because it was the one that got me the most excited. I felt it was time to take a lead role after being in sales and operations for so long, even though I was nervous. I knew the business and believed it could do better.

I was transparent about my goal: to put some major results on the board so we could attract investors. This was the key to our future and I wanted every GM to be on-board with the goal and not be nervous if they heard rumours. I wanted to empower them to feel as though they were part of it.

When I looked at the strategy, pricing and what the clubs were offering, I couldn’t see how we were going to reach our goals. The business was trying to run a budget model but was a full-service offering.

It wasn’t getting the numbers needed, so I raised the prices by 25 per cent. It worked and we didn’t skip a beat.

This gave the team confidence and confirmed that their clubs were worth it.

We also closed our struggling clubs. We started with 20 and worked our way down to 13 and we make triple the EBITDA. It’s mind blowing how much time you can spend on clubs that are losing money, and this just takes away your time from building the future.

What’s the potential in Asia?
It’s an exciting time to be in here as there’s considerable growth to come.

The greatest challenge is finding a way to cater to the less affluent. In many parts of Asia you see a wide gap between those who can afford fitness and those who can’t. Catering to those less well-off is an opportunity worth pursuing.

The level of instruction in many clubs isn’t yet near the standard it needs to be. In most Asian countries there’s no governing body setting standard for qualifications, so anyone can walk off the street and say they’re a trainer.

What’s your career taught you?
It’s taught me to take chances in life and business. I’ve left what I’d consider ‘home’ more times than I can count and have loved every moment – win or lose.

I’ve worked in 17 countries and lived in a further seven, and don’t regret a single move, as everything has provided me with amazing experiences.

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
Hutson raised prices and sold struggling clubs to turn CHi around
Hutson raised prices and sold struggling clubs to turn CHi around
Fire Fitness was the first boutique fitness offering in the Malaysian market
Fire Fitness was the first boutique fitness offering in the Malaysian market
CHi Fitness aims to offer a full service at excellent value
CHi Fitness aims to offer a full service at excellent value
Hutson and business partner 
Dave Nuku have two Fire Fitness clubs in Kuala Lumpur
Hutson and business partner Dave Nuku have two Fire Fitness clubs in Kuala Lumpur
Fire offers four group fitness classes: Stride, 
Ride, Force and Strike
Fire offers four group fitness classes: Stride, Ride, Force and Strike
https://www.leisureopportunities.co.uk/images/imagesX/137776_588227.jpg
The CEO of CHi Fitness, in Malaysia, discusses how he turned the business around
Rich Hutson, CHi Fitness, Fire Fitness,Fitness, Malaysia
Latest News
The US fitness industry lost around 58 per cent of its revenues during 2020, due ...
Latest News
Speaking exclusive to HCM, Ralph Scholz and Nathalie Smeeman have confirmed that B2B trade show ...
Latest News
The Pingdemic of people receiving notifications on their phones, telling them to self-isolate because of ...
Latest News
The Gym Group has extended its partnership with digital fitness platform Fiit, becoming the first ...
Latest News
The world's largest fitness trade fair, FIBO, has been rescheduled again and will now take ...
Latest News
Rainer Schaller, founder of budget gym megabrand McFIT, says that the global fitness industry will ...
Latest News
The most high-risk and controversial Olympics of modern times begin today (23 July) in Tokyo, ...
Latest News
Further research into the levels of positive COVID-19 cases among those to have visited fitness ...
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Featured supplier news
Featured supplier news: How are hundreds of gym operators suddenly saving a lot of money for doing a lot less work?
Let’s talk about Orbit4 – the secret behind successful gyms.
Featured supplier news
Featured supplier news: INEOS: The future of hand-sanitising
As gyms begin to reopen, cleanliness and hygiene remain an essential part of ensuring staff and members are confident to return.
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.
Featured operator news
Featured operator news: Everyone Active generates £342m in social value
Award-winning leisure operator Everyone Active generated £342million in social value at its sites across the country in 2019/20.
Company profiles
Company profile: Physical Company
Physical Company’s mission statement is ‘First for Fitness Solutions’ – a statement that reflects the ...
Company profiles
Company profile: ServiceSport (UK) Ltd
ServiceSport (UK) Ltd specialises in maintaining, servicing and re-manufacturing all brands of cardiovascular and resistance ...
Supplier Showcases
Supplier showcase - Precor: The power of networking
Catalogue Gallery
Click on a catalogue to view it online
Directory
Fitness equipment
Octane Fitness: Fitness equipment
Wearable technology solutions
MyZone: Wearable technology solutions
Architects/designers
Zynk Design Consultants: Architects/designers
Whole body cryotherapy
Art of Cryo: Whole body cryotherapy
Exercise equipment
Matrix Fitness: Exercise equipment
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Uniforms
Service Sport: Uniforms
Salt therapy products
Saltability: Salt therapy products
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Lockers/interior design
Fitlockers: Lockers/interior design
Property & Tenders
Newport, Shropshire
Lilleshall Sports Academy
Property & Tenders
Pendine Sands, Carmarthenshire
Carmarthenshire County Council
Property & Tenders
Diary dates
18-19 Sep 2021
Locations worldwide,
Diary dates
21-24 Sep 2021
Messe Stuttgart, Germany
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
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Life Fitness (UK) Ltd
Life Fitness (UK) Ltd