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Health Club Management

Health Club Management

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UNITING THE WORLD OF FITNESS
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Health Club Management

Health Club Management

features

HCM People: Stuart PerrinCEO, Coach Gyms

I’m Confident we can deliver 50 coach gyms in the uk, however, I feel the opportunity is really much larger

Published in Health Club Management 2020 issue 7
Stuart Perrin, CEO of Coach Gyms
Stuart Perrin, CEO of Coach Gyms

What’s the vision and ambition for Coach Gyms?
Coach has created the UK’s first affordable boutique gyms. We’re redefining affordable luxury.

We aim to not just deliver, but also to excel in member experience and support and create a fitness revolution. Our members’ goals are our goals.

Your first club has opened in Leeds. What are your roll-out plans?
We have plans for growth. Our next three sites have already been identified and we’re looking to have another, which is currently in the design stages, open by the end of the year, despite the pandemic.

The aim is to have between four and six clubs in every metropolitan area in the UK, outside London.

Target locations are inner ring roads, with good visibility and generous parking. We’ll follow a ‘city takeover’ approach, with three miles between each.

Why the name?
When reviewing brands and what they stand for, most try too hard to be cool. Coach Gyms is about love – we love our community and are enabling members to achieve improvements in both their physical and mental health. Most importantly, the member experience comes first in every thought we have.

How would you describe the clubs?
All clubs will have total floor areas of between 10-15,000sq ft, with four studios and a full gym floor with 200 pieces of equipment – including cardio, functional, sectorised and free weights.

We run over 200 classes per month, with Les Mills as a key partner. Equipment is by Nautilus, Star Track, Schwinn, Stairmaster, Concept, Hatton and a number of functional items from Origin, Exigo and Jordan, while the changing rooms will have 50-100 lockers, brass surround mirrors and solid oak beauty benches.

Gyms will open 6.00am to 10.00pm on weekdays and 8.00am to 8.00pm at weekends/bank holiday.

Our member app is powered by Virtuagym and enables members to engage with their community, talk to our team, book and buy.

Tell us about the concept
We’re an 18-years-and-over club – our target audience is 25-55 year old females and currently, around 90 per cent of our members are women.

We have a great community here – it’s female focused, but men who don’t want a huge free weights area and are after an amazing boutique experience join, because we provide that extra bit of luxury.

We’re investing £750k per club in fit-out to achieve the look and feel of a bar, while delivering an exceptional training experience for everyone.

Why have you chosen to focus on women?
After working in the premium, mid-market and budget sectors I felt female fitness was often an afterthought and a huge opportunity missed.

Coach isn’t ‘ladies-only’ but female focused. We’ve created an environment that’s non-intimidating, soft in approach and relaxed in terms of things such as communication to ensure the best experience possible for the women who make this their choice.

Lengthy consideration has gone into things such as the lighting, luxury finishes in the changing rooms, equipment selection, even the specially crafted playlists in the club. None of this has happened by chance, our community has a voice and we listen!

How did lockdown impact your plans?
It was a challenge but the team rose to it. We used the time to ensure we engaged fully with our community, keeping communications clear.

As we were in pre-sale when we went into lockdown, I took the decision to open the sales office as essential retail, which saw us double the size of our business in the following four weeks, while the industry was asleep and fearing the worst. We came out of it fully prepared for any eventuality.

Tell us about your background
As COO of Xercise4Less, I was part of the team that took the company from a single site to a 52-club estate with over 340,000 members in 10 years.

I learned a lot, but my main takeaways were; listen to your members, they hold the key to your success; invest as much time and effort into your team as you do in yourself, and; always be the hardest worker in the room – this goes without saying!

Investment in people, product and process is critical to the growth and long-term survival of any business.

What are your views on the market?
This is a great time for the industry, with opportunities everywhere – especially for us as a business looking to expand nationally very quickly.

Members should be benefiting as well, because everyone should be bringing their A Game right now and that can only mean better service, better results and more people getting physically active than ever before.

What are your thoughts on JD buying Xercise4Less?
This can only be a positive. A huge brand like JD will bring the investment required back to Xercise4Less and wake the sleeping giant that once was.

I wish the team there every success and look forward to seeing how the product and brand develops over the coming months and years.

How will COVID-19 change the industry?
It will make professionals in the industry more considerate – sharper around processes and more agile when trading is tough and they need to pivot to other revenue streams to continue trading.

Of course, there will be casualties, but as long as you’re member-facing, and you listen, there will be growth opportunities everywhere.

Can you share some numbers?
Our first site is approaching the 2k member mark by the end of the first month’s trading. We’ll see this grow over the next 14 months to 4,500 members.

In terms of usage, we’re currently logging 600 unique visits a day at the first location and expect this to grow to closer to 1k visits a day at maturity.

I’m confident we can deliver 50 Coach Gyms in the UK over the next few years, however, I feel the opportunity is really much larger than that.

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
The first Coach Gyms site has just opened in Leeds
The first Coach Gyms site has just opened in Leeds
https://www.leisureopportunities.co.uk/images/2020/723632_548112.jpg
Stuart Perrin, former COO of Xercise4Less, tells us about his new venture – Coach Gyms, and tells of his ambition to open 50 clubs in the UK
Stuart Perrin, Coach Gyms,gym, fitness, boutique gym, affordable boutique gym
People
Overall, it’s about creating something a little less efficient, a little more fun. Somewhere you can lose yourself for a couple of hours
People
We have a period of lead generation before we allow anyone to join. We build the excitement up to a specific launch time and date, much like the ticketing model for concerts
People
I invite every organisation to become part of our consultation on workplace wellbeing, active ageing and long-term health conditions
Features
Research
The findings of this research could help explain the link between exercise and relieving stress –which, apart from there being a plethora of anecdotal evidence – has not been well understood by scientists
Features
Supplier showcase
Sporteve has enhanced its in-club digital experience by working with Funxtion to install multiscreens to power the member experience
Features
feature
Wattbike’s lead sport scientist Eddie Fletcher discusses the importance of health assessments, changes in consumer behaviour post-lockdown and the latest UK government strategy
Features
feature
As the fitness industry grapples with the challenge of optimising digital, Volution’s Adam Norton shares his vision for a customised data-centric approach that will lead operators into a new era of success
Features
Supplier showcase
SIX3NINE opened its second London studio in August, and will continue to partner with Physical Company as it aims to open up to five studios across the city
Features
Sponsored briefing
Welcome to the world of creative fitness, where exercise and fun merge to change the way we train. Technogym is here to inspire you to offer members the best workouts and experience, making sure they have a great time
Features
Research
Five months after the start of lockdown, Leisure-net did a survey to gauge how public sector operators and industry suppliers are faring
Features
Latest News
An online fitness community, created by personal trainer and social media influencer, Talilla Henchoz, during ...
Latest News
Two functional fitness franchises are continuing their legal battle over a dispute relating to patents. ...
Latest News
Xponential Fitness has entered the Saudi Arabian gym market with the launch of five boutique ...
Latest News
Chancellor Rishi Sunak's proposals to support the economy through the next six months of the ...
Latest News
The UK government's 'Rule of Six' has come into force in physical activity facilities today ...
Latest News
The UK's physical activity sector has come together to get millions of people active during ...
Latest News
A study by Rutgers University has suggested that it could be possible to predict which ...
Latest News
Health club and gyms operators in California are suing state governor Gavin Newsom in an ...
Opinion
promotion
The pandemic has thrown a new focus on health, with sales of body composition analysis equipment at an all-time high, as InBody’s Francesca Cooper explains.
Opinion: Gyms add body composition analysis and health screening to their offering following pandemic
Featured supplier news
Featured supplier: CAWS unveils new programme designed to help trainers work with guests recovering from COVID-19
Educational company, CAWS, has launched a new programme to help educate trainers on how to support members recovering from COVID-19.
Featured supplier news
Featured supplier: GymPraaktis develops AI Exercise Engine software to revolutionise at-home fitness
Health and wellness software company, GymPraaktis, is launching its new Exercise Engine software for gyms and members looking to improve their fitness routines from home.
Video Gallery
A new Zone is here
MyZone Group Ltd
A new zone is here for your club, for your members and for you. Read more
More videos:
Company profiles
Company profile: Jordan Fitness
Jordan Fitness have been at the forefront of premium gym design, with a strong reputation ...
Company profiles
Company profile: EMD UK
EMD UK is the national governing body for group exercise. Funded by Sport England, EMD ...
Supplier Showcases
Supplier showcase - Ultimate locker install
Catalogue Gallery
Click on a catalogue to view it online
Directory
Locking solutions
Monster Padlocks: Locking solutions
Fitness Software
FunXtion International BV: Fitness Software
Direct debit solutions
Harlands Group: Direct debit solutions
Fitness equipment
TRX Training: Fitness equipment
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Lockers/interior design
Fitlockers: Lockers/interior design
Skincare
Sothys: Skincare
Wearable technology solutions
MyZone: Wearable technology solutions
Red Light Therapy
 Red Light Rising: Red Light Therapy
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Property & Tenders
11 - 25 Union St, London SE1 1SD
Bankside Open Spaces Trust
Property & Tenders
Waltham Abbey, Essex
Lee Valley Regional Park Authority
Property & Tenders
Diary dates
07 Oct 2020
Online, Singapore, Singapore
Diary dates
17-23 Oct 2020
Pinggu, Beijing, China
Diary dates
03-06 Nov 2020
Online,
Diary dates
17 Nov 2020
Loughborough University, Loughborough, United Kingdom
Diary dates
27-28 Nov 2020
Athena, Leicester, United Kingdom
Diary dates
02-04 Feb 2021
Ericsson Exhibition Hall, Ricoh Arena, Coventry, United Kingdom
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
16-17 Jun 2021
ExCeL London, London, United Kingdom
Diary dates

features

HCM People: Stuart PerrinCEO, Coach Gyms

I’m Confident we can deliver 50 coach gyms in the uk, however, I feel the opportunity is really much larger

Published in Health Club Management 2020 issue 7
Stuart Perrin, CEO of Coach Gyms
Stuart Perrin, CEO of Coach Gyms

What’s the vision and ambition for Coach Gyms?
Coach has created the UK’s first affordable boutique gyms. We’re redefining affordable luxury.

We aim to not just deliver, but also to excel in member experience and support and create a fitness revolution. Our members’ goals are our goals.

Your first club has opened in Leeds. What are your roll-out plans?
We have plans for growth. Our next three sites have already been identified and we’re looking to have another, which is currently in the design stages, open by the end of the year, despite the pandemic.

The aim is to have between four and six clubs in every metropolitan area in the UK, outside London.

Target locations are inner ring roads, with good visibility and generous parking. We’ll follow a ‘city takeover’ approach, with three miles between each.

Why the name?
When reviewing brands and what they stand for, most try too hard to be cool. Coach Gyms is about love – we love our community and are enabling members to achieve improvements in both their physical and mental health. Most importantly, the member experience comes first in every thought we have.

How would you describe the clubs?
All clubs will have total floor areas of between 10-15,000sq ft, with four studios and a full gym floor with 200 pieces of equipment – including cardio, functional, sectorised and free weights.

We run over 200 classes per month, with Les Mills as a key partner. Equipment is by Nautilus, Star Track, Schwinn, Stairmaster, Concept, Hatton and a number of functional items from Origin, Exigo and Jordan, while the changing rooms will have 50-100 lockers, brass surround mirrors and solid oak beauty benches.

Gyms will open 6.00am to 10.00pm on weekdays and 8.00am to 8.00pm at weekends/bank holiday.

Our member app is powered by Virtuagym and enables members to engage with their community, talk to our team, book and buy.

Tell us about the concept
We’re an 18-years-and-over club – our target audience is 25-55 year old females and currently, around 90 per cent of our members are women.

We have a great community here – it’s female focused, but men who don’t want a huge free weights area and are after an amazing boutique experience join, because we provide that extra bit of luxury.

We’re investing £750k per club in fit-out to achieve the look and feel of a bar, while delivering an exceptional training experience for everyone.

Why have you chosen to focus on women?
After working in the premium, mid-market and budget sectors I felt female fitness was often an afterthought and a huge opportunity missed.

Coach isn’t ‘ladies-only’ but female focused. We’ve created an environment that’s non-intimidating, soft in approach and relaxed in terms of things such as communication to ensure the best experience possible for the women who make this their choice.

Lengthy consideration has gone into things such as the lighting, luxury finishes in the changing rooms, equipment selection, even the specially crafted playlists in the club. None of this has happened by chance, our community has a voice and we listen!

How did lockdown impact your plans?
It was a challenge but the team rose to it. We used the time to ensure we engaged fully with our community, keeping communications clear.

As we were in pre-sale when we went into lockdown, I took the decision to open the sales office as essential retail, which saw us double the size of our business in the following four weeks, while the industry was asleep and fearing the worst. We came out of it fully prepared for any eventuality.

Tell us about your background
As COO of Xercise4Less, I was part of the team that took the company from a single site to a 52-club estate with over 340,000 members in 10 years.

I learned a lot, but my main takeaways were; listen to your members, they hold the key to your success; invest as much time and effort into your team as you do in yourself, and; always be the hardest worker in the room – this goes without saying!

Investment in people, product and process is critical to the growth and long-term survival of any business.

What are your views on the market?
This is a great time for the industry, with opportunities everywhere – especially for us as a business looking to expand nationally very quickly.

Members should be benefiting as well, because everyone should be bringing their A Game right now and that can only mean better service, better results and more people getting physically active than ever before.

What are your thoughts on JD buying Xercise4Less?
This can only be a positive. A huge brand like JD will bring the investment required back to Xercise4Less and wake the sleeping giant that once was.

I wish the team there every success and look forward to seeing how the product and brand develops over the coming months and years.

How will COVID-19 change the industry?
It will make professionals in the industry more considerate – sharper around processes and more agile when trading is tough and they need to pivot to other revenue streams to continue trading.

Of course, there will be casualties, but as long as you’re member-facing, and you listen, there will be growth opportunities everywhere.

Can you share some numbers?
Our first site is approaching the 2k member mark by the end of the first month’s trading. We’ll see this grow over the next 14 months to 4,500 members.

In terms of usage, we’re currently logging 600 unique visits a day at the first location and expect this to grow to closer to 1k visits a day at maturity.

I’m confident we can deliver 50 Coach Gyms in the UK over the next few years, however, I feel the opportunity is really much larger than that.

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
The first Coach Gyms site has just opened in Leeds
The first Coach Gyms site has just opened in Leeds
https://www.leisureopportunities.co.uk/images/2020/723632_548112.jpg
Stuart Perrin, former COO of Xercise4Less, tells us about his new venture – Coach Gyms, and tells of his ambition to open 50 clubs in the UK
Stuart Perrin, Coach Gyms,gym, fitness, boutique gym, affordable boutique gym
Latest News
An online fitness community, created by personal trainer and social media influencer, Talilla Henchoz, during ...
Latest News
Two functional fitness franchises are continuing their legal battle over a dispute relating to patents. ...
Latest News
Xponential Fitness has entered the Saudi Arabian gym market with the launch of five boutique ...
Latest News
Chancellor Rishi Sunak's proposals to support the economy through the next six months of the ...
Latest News
The UK government's 'Rule of Six' has come into force in physical activity facilities today ...
Latest News
The UK's physical activity sector has come together to get millions of people active during ...
Latest News
A study by Rutgers University has suggested that it could be possible to predict which ...
Latest News
Health club and gyms operators in California are suing state governor Gavin Newsom in an ...
Latest News
The Global Wellness Summit (GWS) has announced the appointment of C. Victor Brick, CEO of ...
Latest News
More than 100 sport and physical activity bodies have sent a letter to UK Prime ...
Latest News
Gyms in the UK are continuing to successfully control COVID-19 transmisssion, according to the latest ...
Opinion
promotion
The pandemic has thrown a new focus on health, with sales of body composition analysis equipment at an all-time high, as InBody’s Francesca Cooper explains.
Opinion: Gyms add body composition analysis and health screening to their offering following pandemic
Featured supplier news
Featured supplier: CAWS unveils new programme designed to help trainers work with guests recovering from COVID-19
Educational company, CAWS, has launched a new programme to help educate trainers on how to support members recovering from COVID-19.
Featured supplier news
Featured supplier: GymPraaktis develops AI Exercise Engine software to revolutionise at-home fitness
Health and wellness software company, GymPraaktis, is launching its new Exercise Engine software for gyms and members looking to improve their fitness routines from home.
Video Gallery
A new Zone is here
MyZone Group Ltd
A new zone is here for your club, for your members and for you. Read more
More videos:
Company profiles
Company profile: Jordan Fitness
Jordan Fitness have been at the forefront of premium gym design, with a strong reputation ...
Company profiles
Company profile: EMD UK
EMD UK is the national governing body for group exercise. Funded by Sport England, EMD ...
Supplier Showcases
Supplier showcase - Ultimate locker install
Catalogue Gallery
Click on a catalogue to view it online
Directory
Locking solutions
Monster Padlocks: Locking solutions
Fitness Software
FunXtion International BV: Fitness Software
Direct debit solutions
Harlands Group: Direct debit solutions
Fitness equipment
TRX Training: Fitness equipment
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Lockers/interior design
Fitlockers: Lockers/interior design
Skincare
Sothys: Skincare
Wearable technology solutions
MyZone: Wearable technology solutions
Red Light Therapy
 Red Light Rising: Red Light Therapy
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Property & Tenders
11 - 25 Union St, London SE1 1SD
Bankside Open Spaces Trust
Property & Tenders
Waltham Abbey, Essex
Lee Valley Regional Park Authority
Property & Tenders
Diary dates
07 Oct 2020
Online, Singapore, Singapore
Diary dates
17-23 Oct 2020
Pinggu, Beijing, China
Diary dates
03-06 Nov 2020
Online,
Diary dates
17 Nov 2020
Loughborough University, Loughborough, United Kingdom
Diary dates
27-28 Nov 2020
Athena, Leicester, United Kingdom
Diary dates
02-04 Feb 2021
Ericsson Exhibition Hall, Ricoh Arena, Coventry, United Kingdom
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
16-17 Jun 2021
ExCeL London, London, United Kingdom
Diary dates
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