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Health Club Management

Health Club Management

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HCM People: Leigh Wetton & Scott FreemanFounders, EMF, Australia

We’re proud to be opening our first EMF Junior gym in the coming weeks, designed for children aged one- to 14-years-old

Published in Health Club Management 2019 issue 11
Leigh Wetton & Scott Freeman
Leigh Wetton & Scott Freeman

What inspired EMF?
Before EMF, we were in the military (Wetton a Special Forces Navy diver and Freeman an Army military fitness instructor). From this background of elite military fitness and bootcamp/outdoor training, we came up with the concept of providing our military ideals of professionalism, good communication and cleanliness, coupled with high level customer service, to the gym industry.

We created a product that would cover every fitness level and every training outcome for a reasonable price. We launched EMF in 2013, and we now have eight clubs in Queensland, Australia that are up to 5,000sq m, with everything from weights to altitude training.

We cover every demographic and all audiences. We have women-only training areas, elite level powerlifting rooms and performance pools.

Can you tell us more about the concept and offering?
We’ve designed our clubs to offer a variety of training outcomes for both males and females in both everyday classes and performance classes, along with plenty of yoga, pilates and other lifestyle fitness options. We knew that kids are a major part of people’s lives, so including some kids classes and childminding services to allow mum and dad to train at the same time was essential to our success.

Tell us about your kids classes
We realised that kids are moving further and further away from having fit and healthy lifestyles due to the impact of their parents’ busy lives and also the growth in technology.

We’ve been providing kids classes at our larger clubs for years now and are proud to be opening our first EMF Junior gym in the coming weeks, designed specifically for children aged one- to 14-years-old. This exciting space will include engaging fitness classes, kids and adults yoga, Prama interactive functional movement classes, trampolining, jumping castle fun and supervised free-play on our Super Structure play gym.

The kids classes and new EMF Jnr gym provide parents with an opportunity to drop the kids off and go and train in our standard facility for adults.

What has EMF’s development journey been?
EMF began with a take over of a gym operator on the Gold Coast that was not progressing and wanted to focus on their more successful cities. Within 12 months we doubled its member base purely by adding a balanced team with great customer service. We then took over three more closing facilities and turned them around into well performing gyms.

We had always had the desire to build and design our own gym and we did so by building two gyms – our EMF Fitness Centre at Pacific Fair and EMF Performance Centre at Robina – within a six month period. These two gyms are very different from one another, which is what we always wanted to achieve, enabling us to adjust our model to fit different demographics and provide a multitude of training solutions.

Since this time we’ve opened two other performance centres – our 2,300 sqm meeting Coomera club and our club at Nerang, which is a huge 5,100 square metres. This is certainly our show piece and our most dynamic facility.

What most distinguishes EMF from its competitors?
We’ve always been leaders in customer service – that’s the cornerstone of our business. People come to train at EMF daily because of the friendly staff who allow them to escape from the stresses of work and life in a positive environment.

We partnered with Technogym due to the high level data management they provide through their technology systems and their unique performance training equipment. This alone has been a major factor in our success.

Are there any plans to expand?
Yes, we’re currently in the process of moving into the Sydney and Newcastle markets, along with some other exciting new interstate and maybe international performance centres soon.

We’re also pushing more and more into the performance fields and focusing on the athletes that are still amateur but who are trying to evolve into professionals, as these are the athletes of the future and need the best mentoring.

EMF centres feature:

• Altitude training with performance bikes, runs and rowers
• Boxing MMA studios
• Spin cycle studio with the latest technology through Technogym
• Yoga / hot yoga / aerial yoga / pilates / pilates reformer / pilates barre
• Power lifting equipment
• Technogym BioCircuit Adaptive Circuit training equipment
• Heart rate based group fitness
• Indoor and outdoor functional training zones
• Pole dancing
• Calisthenics equipment
• Sauna and steam rooms
• Hot and cold magnesium recovery pools
• 25m heated lap pools
• Café and childminding

EMF gyms feature women-only training areas
EMF gyms feature women-only training areas
Wetton and Freeman wanted to create a fitness offering that would cover every fitness level and training outcome
Wetton and Freeman wanted to create a fitness offering that would cover every fitness level and training outcome
The clubs are tailored to suit different demographics
The clubs are tailored to suit different demographics
http://www.leisureopportunities.com/images/imagesX/149967_400188.jpg
A ex-Special Forces Navy diver and an Army fitness instructor tell how their backgrounds inspired EMF Fitness...
EMF Fitness, Leigh Wetton, Scott Freeman,Military fitness, kids fitness, kids exercise,Leigh Wetton, Scott Freeman
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features

HCM People: Leigh Wetton & Scott FreemanFounders, EMF, Australia

We’re proud to be opening our first EMF Junior gym in the coming weeks, designed for children aged one- to 14-years-old

Published in Health Club Management 2019 issue 11
Leigh Wetton & Scott Freeman
Leigh Wetton & Scott Freeman

What inspired EMF?
Before EMF, we were in the military (Wetton a Special Forces Navy diver and Freeman an Army military fitness instructor). From this background of elite military fitness and bootcamp/outdoor training, we came up with the concept of providing our military ideals of professionalism, good communication and cleanliness, coupled with high level customer service, to the gym industry.

We created a product that would cover every fitness level and every training outcome for a reasonable price. We launched EMF in 2013, and we now have eight clubs in Queensland, Australia that are up to 5,000sq m, with everything from weights to altitude training.

We cover every demographic and all audiences. We have women-only training areas, elite level powerlifting rooms and performance pools.

Can you tell us more about the concept and offering?
We’ve designed our clubs to offer a variety of training outcomes for both males and females in both everyday classes and performance classes, along with plenty of yoga, pilates and other lifestyle fitness options. We knew that kids are a major part of people’s lives, so including some kids classes and childminding services to allow mum and dad to train at the same time was essential to our success.

Tell us about your kids classes
We realised that kids are moving further and further away from having fit and healthy lifestyles due to the impact of their parents’ busy lives and also the growth in technology.

We’ve been providing kids classes at our larger clubs for years now and are proud to be opening our first EMF Junior gym in the coming weeks, designed specifically for children aged one- to 14-years-old. This exciting space will include engaging fitness classes, kids and adults yoga, Prama interactive functional movement classes, trampolining, jumping castle fun and supervised free-play on our Super Structure play gym.

The kids classes and new EMF Jnr gym provide parents with an opportunity to drop the kids off and go and train in our standard facility for adults.

What has EMF’s development journey been?
EMF began with a take over of a gym operator on the Gold Coast that was not progressing and wanted to focus on their more successful cities. Within 12 months we doubled its member base purely by adding a balanced team with great customer service. We then took over three more closing facilities and turned them around into well performing gyms.

We had always had the desire to build and design our own gym and we did so by building two gyms – our EMF Fitness Centre at Pacific Fair and EMF Performance Centre at Robina – within a six month period. These two gyms are very different from one another, which is what we always wanted to achieve, enabling us to adjust our model to fit different demographics and provide a multitude of training solutions.

Since this time we’ve opened two other performance centres – our 2,300 sqm meeting Coomera club and our club at Nerang, which is a huge 5,100 square metres. This is certainly our show piece and our most dynamic facility.

What most distinguishes EMF from its competitors?
We’ve always been leaders in customer service – that’s the cornerstone of our business. People come to train at EMF daily because of the friendly staff who allow them to escape from the stresses of work and life in a positive environment.

We partnered with Technogym due to the high level data management they provide through their technology systems and their unique performance training equipment. This alone has been a major factor in our success.

Are there any plans to expand?
Yes, we’re currently in the process of moving into the Sydney and Newcastle markets, along with some other exciting new interstate and maybe international performance centres soon.

We’re also pushing more and more into the performance fields and focusing on the athletes that are still amateur but who are trying to evolve into professionals, as these are the athletes of the future and need the best mentoring.

EMF centres feature:

• Altitude training with performance bikes, runs and rowers
• Boxing MMA studios
• Spin cycle studio with the latest technology through Technogym
• Yoga / hot yoga / aerial yoga / pilates / pilates reformer / pilates barre
• Power lifting equipment
• Technogym BioCircuit Adaptive Circuit training equipment
• Heart rate based group fitness
• Indoor and outdoor functional training zones
• Pole dancing
• Calisthenics equipment
• Sauna and steam rooms
• Hot and cold magnesium recovery pools
• 25m heated lap pools
• Café and childminding

EMF gyms feature women-only training areas
EMF gyms feature women-only training areas
Wetton and Freeman wanted to create a fitness offering that would cover every fitness level and training outcome
Wetton and Freeman wanted to create a fitness offering that would cover every fitness level and training outcome
The clubs are tailored to suit different demographics
The clubs are tailored to suit different demographics
http://www.leisureopportunities.com/images/imagesX/149967_400188.jpg
A ex-Special Forces Navy diver and an Army fitness instructor tell how their backgrounds inspired EMF Fitness...
EMF Fitness, Leigh Wetton, Scott Freeman,Military fitness, kids fitness, kids exercise,Leigh Wetton, Scott Freeman
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The Gym Group is set to continue its fast pace of growth in 2020, with ...
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A new product aimed at the ageing population is combining wearable fitness tech with artificial ...
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A three-year research project will look to provide the physical activity industry with a better ...
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The latest edition of the highly-successful This Girl Can Campaign has been celebrated for its ...
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The increasing popularity of streaming services and wireless earbuds – along with the introduction of ...
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Stuart Broster, chief executive of Anytime Fitness UK, will step down from his role in ...
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Featured supplier: Your personal invite to SPATEX 2020
Organiser of SPATEX 2020, Michele Bridle cordially invites you to attend the industry’s event of the year.
Featured supplier news
Featured supplier: Incorpore: Creating a fitter, happier and more productive workforce
Inactivity is described by The Department of Health as the ‘silent killer’ of our generation.
Video Gallery
DFC: We do more...
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DFC are a leading direct debit collection company, providing cash flow solutions to happy clients from all over the UK. Read more
More videos:
Company profiles
Company profile: Technogym
Founded in 1983, Technogym is a world-leading international supplier of technology and design-driven products and ...
Company profiles
Company profile: Proinsight Research Ltd
We take time at the outset to understand your unique customer journey. Then we work ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Spa software
ResortSuite: Spa software
Fitness software
Go Do.Fitness: Fitness software
Management software
GymSales: Management software
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Locking solutions
Monster Padlocks: Locking solutions
Trade associations
International SPA Association - iSPA: Trade associations
Skincare
Sothys: Skincare
Exercise equipment
Matrix Fitness: Exercise equipment
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Property & Tenders
Derby City Council
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Diary dates
21-23 Jan 2020
Harrogate Convention Centre, Harrogate, United Kingdom
Diary dates
28-30 Jan 2020
Ericsson Exhibition Hall, Ricoh Arena, Coventry, United Kingdom
Diary dates
29-30 Jan 2020
Holiday Inn San Francisco-Golden Gateway, San Francisco, United States
Diary dates
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Diary dates
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Diary dates
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Diary dates
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Diary dates
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tbc, Beijing, China
Diary dates
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Diary dates
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tbc, Pinggu, China
Diary dates
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Worldwide, Various,
Diary dates
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Diary dates
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Diary dates
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