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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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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
The Budget announcement has left the UK's physical activity sector with "unanswered questions" and vowing ...
Latest News
Chancellor Rishi Sunak has unveiled an additional £700m funding boost for sports and culture, as ...
Latest News
The merger of two tech firms will result in the creation of a business software ...
Latest News
3d Leisure has put the current lockdown to good use, by stepping in to help ...
Latest News
Gyms and leisure centres in Scotland are set to open on 26 April, provided that ...
Latest News
Hundreds of gyms, swimming pools and leisure centres have been forced to close and thousands ...
Latest News
People placing increased emphasis on their physical fitness, the advances made in digital fitness and ...
Latest News
A new guide looks to offer local level practitioners and commissioners – as well as ...
Latest News
What are the effects on public health of gyms and leisure centres being shut during ...
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Mobile data and analytics provider App Annie has released its State Of Mobile 2021 report, ...
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Featured supplier: Strengthening your mind...one work out at a time
There’s nothing quite like discovering a product that creates a huge impact in our life. After all, isn’t that what we’re all searching for?
Featured supplier news
Featured supplier: Core Health & Fitness announces partnership with Énergie Fitness Iberia
Core Health & Fitness is proud to have signed an exclusive supplier agreement for the roll- out of all projected clubs with Énergie Fitness Iberia over the next seven years.
Company profiles
Company profile: EMD UK
EMD UK is the national governing body for group exercise. Funded by Sport England, EMD ...
Company profiles
Company profile: Indigofitness Ltd
We Create Training Spaces! We've been designing and delivering high quality training spaces for almost ...
Supplier Showcases
Supplier showcase - Egym: Game changer
Catalogue Gallery
Click on a catalogue to view it online
Directory
Wearable technology solutions
MyZone: Wearable technology solutions
Fitness equipment
Precor: Fitness equipment
Member feedback software
AskNicely: Member feedback software
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Flooring
REGUPOL/Berleburger Schaumstoffwerk (BSW): Flooring
Red Light Therapy
 Red Light Rising: Red Light Therapy
Skincare
Sothys: Skincare
Trade associations
International SPA Association - iSPA: Trade associations
Management software
Premier Software Solutions: Management software
Exercise equipment
Matrix Fitness: Exercise equipment
Property & Tenders
Diary dates
03-06 Jun 2021
Expo Centre & Riviera di Rimini, Italy
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
18-19 Sep 2021
Locations worldwide,
Diary dates
21-24 Sep 2021
Messe Stuttgart, Germany
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates
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