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UNITING THE WORLD OF FITNESS
Health Club Management

Health Club Management

features

HCM People: Jon WrightFounder and CEO, Feel Electric

We’ve set ourselves the initial goal of developing 100 Feel Electric sites, using a cluster model

Published in Health Club Management 2022 issue 4
Wright is a serial entrepreneur and was founder of Xercise4Less / STOTT+ATKINSON
Wright is a serial entrepreneur and was founder of Xercise4Less / STOTT+ATKINSON

Tell us about Feel Electric
We’re aiming to be the market leaders for EMS studios in the UK – we think there’s a huge opportunity to be the first genuine UK operator.
We’ve registered the Feel Electric name as a trademark so we can roll out the brand.

Why EMS?
Because it works! I’ve been doing it for about 18 months and it’s got me back to my pre-wedding shape of nearly 20 years ago and sorted out my long-term back issues. We’re getting our members fantastic, life-changing results.

Who owns the company and where has the investment come from?
It’s 100 per cent me.

How many locations are you planning?
We’re growing region by region across the UK with the intention of going nationwide.

We’ve set ourselves the initial goal of developing 100 sites, using a cluster model.

The Yorkshire region is now set up with four sites and a fifth site in Sheffield opening this month.

We’ve just secured our first site in the north west and expect to have five sites in this region by year-end.

The current open-rate is one a month and we expect to accelerate to opening two a month in 2023 as we ramp up the business.

Why should people use EMS?
It’s far more effective than a gym workout and appeals to the 80 per cent of the market who don’t want to go to the gym.

What’s your target audience?
EMS benefits everyone, from athletes to people with disabilities and from active to sedentary people and also people of every age – there literally is an unlimited target audience.

Why has the UK been a little slow to adopt EMS – do you see that changing?
That’s been a huge advantage to us, as the market is wide open and I absolutely see that changing as the UK rapidly adopts EMS.

Feel Electric is a great concept and we’re expecting strong growth, based on trading so far and our plans to scale the business.

In terms of adoption, it was exactly the same with budget health clubs when we started, so I’ve been on this journey before.

[Editor’s note: Wright, a serial entrepreneur in the fitness sector, launched the Xercise4Less chain of budget gyms with his first club at Xscape Castleford in 2010, and successfully grew the chain to around 50 clubs before they were acquired by JD Gyms out of administration during the early stages of the pandemic www.hcmmag.com/JD/X4L].

Do you have delivery partners?
Our chosen partners are Miha for the EMS setup and InBody for body composition analysis and we feel we’re with the right partners and getting great support.

Tell us about the health MOT you’re offering
We use Inbody’s 77 model to measure people’s body composition – it’s a great way for members to track their results. We also have access to the Inbody academy for staff training.

Tell us about the people who are delivering the sessions
We’re hiring qualified PTs to deliver sessions, so they have strong understanding of the physiology and exercise effects of EMS, and can motivate customers and answer any questions they have from an expert vantage point.

Do you also tie in with some sort of nutrition offer?
Yes, we’re just developing a nutritional package to sell alongside the EMS sessions to round out the offering and create an additional income stream.

Do you have a retail offering?
Not yet, we’re focusing on our core EMS offering in the short-term. But we we’ll be looking at various options that we might retail to our customers going forward as the business develops – we’re actively looking for ideas.

Will you go global?
There are no plans to go beyond the UK at this stage, as we see this market as being wide open to the opportunity and having huge potential.

You’re a serial fitness entrepreneur, are you finding the learnings transferable?
Yes, I’m using the huge learning curve that was Xercise4Less to maximise the opportunity to develop and grow Feel Electric. Having successfully rolled out a national chain before is a huge advantage.

What have been the high and low points?
I think I’m now experienced enough to have the wisdom to know that there are no such things as low points and high points, there’s just timing!
For example, when we did the private equity transactions for Xercise4Less, I thought at the time they were high points, however, I changed my mind once I understood the nature of the private equity firm we’d partnered with – but then, when the pandemic hit, I changed my mind back again.

When Xercise4Less was put up for sale during the lockdowns, I tried to buy it back and was down to the last two bidders, but I was outbid by JD Gyms.

That day felt very low, but in hindsight, it was the best thing that could have happened – for many reasons, including this new opportunity to develop the Feel Electric brand.

Feel Electric comes with its own tech platform for client engagement / STOTT+ATKINSON
Feel Electric comes with its own tech platform for client engagement / STOTT+ATKINSON
https://www.leisureopportunities.co.uk/images/2022/540826_234039.jpg
The serial entrepreneur and founder of Feel Electric talks about bringing his new chain of EMS studios to the UK
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features

HCM People: Jon WrightFounder and CEO, Feel Electric

We’ve set ourselves the initial goal of developing 100 Feel Electric sites, using a cluster model

Published in Health Club Management 2022 issue 4
Wright is a serial entrepreneur and was founder of Xercise4Less / STOTT+ATKINSON
Wright is a serial entrepreneur and was founder of Xercise4Less / STOTT+ATKINSON

Tell us about Feel Electric
We’re aiming to be the market leaders for EMS studios in the UK – we think there’s a huge opportunity to be the first genuine UK operator.
We’ve registered the Feel Electric name as a trademark so we can roll out the brand.

Why EMS?
Because it works! I’ve been doing it for about 18 months and it’s got me back to my pre-wedding shape of nearly 20 years ago and sorted out my long-term back issues. We’re getting our members fantastic, life-changing results.

Who owns the company and where has the investment come from?
It’s 100 per cent me.

How many locations are you planning?
We’re growing region by region across the UK with the intention of going nationwide.

We’ve set ourselves the initial goal of developing 100 sites, using a cluster model.

The Yorkshire region is now set up with four sites and a fifth site in Sheffield opening this month.

We’ve just secured our first site in the north west and expect to have five sites in this region by year-end.

The current open-rate is one a month and we expect to accelerate to opening two a month in 2023 as we ramp up the business.

Why should people use EMS?
It’s far more effective than a gym workout and appeals to the 80 per cent of the market who don’t want to go to the gym.

What’s your target audience?
EMS benefits everyone, from athletes to people with disabilities and from active to sedentary people and also people of every age – there literally is an unlimited target audience.

Why has the UK been a little slow to adopt EMS – do you see that changing?
That’s been a huge advantage to us, as the market is wide open and I absolutely see that changing as the UK rapidly adopts EMS.

Feel Electric is a great concept and we’re expecting strong growth, based on trading so far and our plans to scale the business.

In terms of adoption, it was exactly the same with budget health clubs when we started, so I’ve been on this journey before.

[Editor’s note: Wright, a serial entrepreneur in the fitness sector, launched the Xercise4Less chain of budget gyms with his first club at Xscape Castleford in 2010, and successfully grew the chain to around 50 clubs before they were acquired by JD Gyms out of administration during the early stages of the pandemic www.hcmmag.com/JD/X4L].

Do you have delivery partners?
Our chosen partners are Miha for the EMS setup and InBody for body composition analysis and we feel we’re with the right partners and getting great support.

Tell us about the health MOT you’re offering
We use Inbody’s 77 model to measure people’s body composition – it’s a great way for members to track their results. We also have access to the Inbody academy for staff training.

Tell us about the people who are delivering the sessions
We’re hiring qualified PTs to deliver sessions, so they have strong understanding of the physiology and exercise effects of EMS, and can motivate customers and answer any questions they have from an expert vantage point.

Do you also tie in with some sort of nutrition offer?
Yes, we’re just developing a nutritional package to sell alongside the EMS sessions to round out the offering and create an additional income stream.

Do you have a retail offering?
Not yet, we’re focusing on our core EMS offering in the short-term. But we we’ll be looking at various options that we might retail to our customers going forward as the business develops – we’re actively looking for ideas.

Will you go global?
There are no plans to go beyond the UK at this stage, as we see this market as being wide open to the opportunity and having huge potential.

You’re a serial fitness entrepreneur, are you finding the learnings transferable?
Yes, I’m using the huge learning curve that was Xercise4Less to maximise the opportunity to develop and grow Feel Electric. Having successfully rolled out a national chain before is a huge advantage.

What have been the high and low points?
I think I’m now experienced enough to have the wisdom to know that there are no such things as low points and high points, there’s just timing!
For example, when we did the private equity transactions for Xercise4Less, I thought at the time they were high points, however, I changed my mind once I understood the nature of the private equity firm we’d partnered with – but then, when the pandemic hit, I changed my mind back again.

When Xercise4Less was put up for sale during the lockdowns, I tried to buy it back and was down to the last two bidders, but I was outbid by JD Gyms.

That day felt very low, but in hindsight, it was the best thing that could have happened – for many reasons, including this new opportunity to develop the Feel Electric brand.

Feel Electric comes with its own tech platform for client engagement / STOTT+ATKINSON
Feel Electric comes with its own tech platform for client engagement / STOTT+ATKINSON
https://www.leisureopportunities.co.uk/images/2022/540826_234039.jpg
The serial entrepreneur and founder of Feel Electric talks about bringing his new chain of EMS studios to the UK
Latest News
A new open water swimming venue will has been launched in the heart of Canary ...
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Peter Roberts, former CEO and founder of Pure Gym, has invested in Another Round, a ...
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Fitness markets around the globe are demonstrating "reassuring signs of recovery" following the pandemic disruptions ...
Latest News
Mark Sesnan, CEO of GLL, has pushed back on Tower Hamlet Council’s decision to take ...
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Ohm Fitness, a new franchised studio concept, has opened its first location in Scottsdale, Arizona. ...
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Easton Leisure Centre in the UK has announced a 100 per cent reduction in heating ...
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Featured supplier news
Featured supplier news: EGYM: A digital ecosystem that works for everyone
EGYM has been pioneering the connected gym floor for more than a decade, partnering with operators and other third-party integrations, to create a free-flowing training environment that places the member at the very centre of the experience.
Featured supplier news
Featured supplier news: Peloton Commercial partners with Oracle Red Bull Racing to power high-performance fitness and wellbeing facility
Operating at the extreme edge of performance, a race team requires every element and working part to function at its very best – and that includes its people.
Featured operator news
Featured operator news: Parkwood Leisure celebrates four award wins and named Outstanding Organisation of the Year at the 2022 ukactive Awards
It was a night to remember at the 2022 ukactive Awards for Parkwood Leisure, as the leisure facilities operator picked up four awards.
Featured operator news
Featured operator news: New £42m Moorways Sports Village to open on 21 May
Everyone Active will open Moorways Sports Village to the public on Saturday 21 May with a grand opening weekend – in time for the half term holidays.
Video Gallery
Total Vibration Solutions / Floors 4 Gyms / TVS Sports Surfaces
Sport Alliance GmbH
Mindbody, Inc
Company profiles
Company profile: FIBO Global Fitness
FIBO Global Fitness is the leading international trade show for fitness, wellness & health....
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 - Matrix Fitness: Rugby elite
Catalogue Gallery
Click on a catalogue to view it online
Featured press releases
Featured press releases: Serco Leisure wins 10-year Mansfield contract
Following a competitive tendering process, Serco Leisure and its partner More Leisure Community Trust Limited (MLCT) have been awarded a 10-year contract by Mansfield District Council to operate three centres in the town, starting 1 May 2022.
Directory
Whole body cryotherapy
Art of Cryo: Whole body cryotherapy
Architects/designers
Zynk Design Consultants: Architects/designers
On demand
Fitness On Demand: On demand
Salt therapy products
Himalayan Source: Salt therapy products
Management software
Premier Software Solutions: Management software
Spa software
SpaBooker: Spa software
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Skincare
Comfort Zone - Davines S.p.A: Skincare
Lockers/interior design
Crown Sports Lockers: Lockers/interior design
Fitness equipment
A Panatta Sport Srl: Fitness equipment
Property & Tenders
Pendine Sands, Carmarthenshire
Carmarthenshire County Council
Property & Tenders
Runcorn
Halton Borough Council
Property & Tenders
Diary dates
12-13 Sep 2022
Wyndham Lake Buena Vista Disney Springs® Resort, Lake Buena Vista, United States
Diary dates
21-21 Sep 2022
Various, London, United Kingdom
Diary dates
25-28 Oct 2022
Messe Stuttgart, Germany
Diary dates
25-28 Oct 2022
Ibiza, Ibiza, Spain
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates
17-18 Mar 2023
Tobacco Dock, London, United Kingdom
Diary dates
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