GET HCM
magazine
Sign up for the FREE digital edition of HCM magazine and also get the HCM ezine and breaking news email alerts.
Not right now, thanksclose this window
FIBO Exhibition
FIBO Exhibition
FIBO Exhibition
Follow Health Club Management on Twitter Like Health Club Management on Facebook Join the discussion with Health Club Management on LinkedIn Follow Health Club Management on Instagram
UNITING THE WORLD OF FITNESS
Health Club Management

Health Club Management

News

London boutique fitness market coming of age, says Heartcore founder

The explosion of new boutique gym sites across London demonstrates how consumers are waking up to the possibilities of boutique group fitness, according to the co-founder of Heartcore Fitness.

Brian Schuring, whose chain of boutique studios spans seven sites across the capital, says the flurry of recent activity and investment in the market space suggests there is still plenty of room for growth. This year has already seen the arrival of 1Rebel and the scaling up of brands like barrecore and Barry’s Bootcamp, suggesting consumers are increasingly willing to pay a high premium in return for telling results.

Brian, who runs the business with celebrity personal trainer Jess Schuring, has also launched two new Heartcore studios in 2015 – in the City and Mayfair. He plans to launch two more by spring, and says the opportunities in the market mean there is potential for up to 15 Heartcore studios in London.

“Things are certainly hotting up at the moment and we’re expecting 2015 to be our busiest year ever,” Brian told Health Club Management.

“We’re seeing huge demand for Heartcore Barre at the moment – classes are up to 95 per cent occupancy – and that seems to be a trend that’s trickled through from the US.

“It’s been very interesting to watch well-funded, smart investors come into the boutique group fitness market and from our perspective, we’re in the place we want to be right now.”

To a large extent, the success of boutique group fitness in the UK has so far centred on building small communities of loyal consumers who are willing to pay a premium for challenging workouts in classes of 6-10 people. But as the boutique market scales up and consumer demand grows, will it prove possible to retain that intimate setting and personalised training?

“Not necessarily,” says Schuring. “Some of the boutique operators are now running classes of 50+ people, and in that environment, what you lose in personal attention, you gain in terms of phenomenal energy.

“You see this in New York with SoulCycle classes of 60 people which are absolutely buzzing. Boutique consumers are going to benefit from having the choice between the focus of intimate classes and the huge energy of larger sessions.”

On a final thought, Brian – whose background in private equity and hedge fund investment means he is on good terms with Fitness First owners Oaktree Capital – expects boutique classes to eventually spread into the London health clubs of the traditional chains.

“I’m not saying it will be this year, but as markets change there’s a huge opportunity for big gyms to provide better classes and charge more for them,” he adds.

“The big chains have great footprints and what we consider to be excess square footage, so perhaps that’s something they’ll look into at some point in the future. It’s certainly something we’d consider.”

The explosion of new boutique gym sites across London demonstrates how consumers are waking up to the possibilities of boutique group fitness, according to the co-founder of Heartcore Fitness.
HAF,FIT,IND,PHR,PTS
898946_951258.jpg
Latest News
The UK government has extended the ban on commercial evictions until 25 March 2022. Announcing ...
Latest News
Operating a further four weeks at reduced capacity will place serious pressure on English fitness ...
Latest News
People experiencing homelessness are being offered free access to leisure centres by Oxford City Council. ...
Latest News
IHRSA has appointed Elizabeth Clark as its new president and CEO. Clark joins the industry ...
Latest News
Boutique studio operator TRIB3 has launched its own-brand range of luxury toiletries. The operator, which ...
Latest News
Rainer Schaller's RSG Group is bringing its John Reed brand of health clubs to the ...
Latest News
The government needs to urgently set out its plans to support physical activity and fitness ...
Latest News
Glofox will begin offering health clubs, gyms and fitness studios instant access to financing, following ...
HCM Magazine
Sponsored
Daniel Jones is the brains behind Orbit4, the world’s first digital ecosystem to manage and facilitate the entire commercial fitness product cycle. We caught up with him at Orbit4 HQ in Cheshire
HCM Magazine
Interview
The co-founder of Pure Group is now growing the Bricks Group, a new business based on student wellness accommodation, fitness, and hospitality, with a new gym chain currently launching in the UK and Europe, as he explains to Liz Terry
HCM Magazine
Sponsored
As the UK’s first dedicated development framework for leisure comes to the end of its initial four-year term, Jamie Groves and Sarah Watts discuss the impact
HCM Magazine
Editor's letter
The industry can be the catalyst for recovery from the pandemic, as well as addressing many of the underlying issues which enabled COVID-19 to wreak such havoc
HCM Magazine
Supplier showcase
An ongoing partnership between Active Leeds and Hussle has created exciting results in the form of increased usage and memberships
HCM Magazine
Sponsored
Come join the party!
HCM Magazine
Policy
As our sector starts to recover, there will be changes in the needs of communities, consumers and the provision of opportunities. To explore this subject we hosted a virtual round table to better understand views on key workforce questions
HCM Magazine
HCM magazine
Choosing the right flooring is critical for gym and health club operators. Suppliers share their latest news, tips and product launches to help you choose wisely
HCM magazine
HCM People

Ben Alderton

Founder, Solo 60
We see a world where every major city has access to Solo 60
HCM magazine
Consumer research has shown a population-wide surge in interest in reducing lockdown weight gain and getting fitter. Is the industry ready and willing to put its hand up to help people with weight loss? Kath Hudson reports
Opinion
promotion
While much of the fitness industry has reopened its doors across the UK over the past weeks, many members are yet to return.
Opinion: Re-engaging your post-lockdown absent members
Featured supplier news
Featured supplier news: Cryotherapy specialists, L&R Kältetechnik, launch new artofcryo.com division
L&R Kältetechnik has launched a new division, named artofcryo.com, after 30 years’ experience with -110 °C electrical solutions.
Featured supplier news
Featured supplier news: Active IQ launches two industry-ready health and fitness diplomas
Active IQ has launched two new qualifications – the Level 2 Diploma in Health and Fitness and Level 3 Diploma in Health and Fitness – to help engage learners in an industry-ready training experience that can be tailored to suit local employer needs.
Featured operators 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 operators news
Featured operator news: Everyone Active bolsters Everyone on Demand and enters second year with five new partnerships
Everyone Active has signed a number of new deals which will see the operator strengthen its digital product offering, Everyone on Demand.
Company profiles
Company profile: Zimmer MedizinSysteme GmbH
Imagine a short treatment combined with many positive and long-lasting effects that your customers will ...
Company profiles
Company profile: Core Health & Fitness
Core Health & Fitness offers the commercial health and fitness club marketplace an unmatched portfolio ...
Supplier Showcases
Supplier showcase - Precor: The power of networking
Catalogue Gallery
Click on a catalogue to view it online
Directory
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Architects/designers
Zynk Design Consultants: Architects/designers
Uniforms
Service Sport: Uniforms
Management software
fibodo Limited: Management software
Independent service & maintenance
Servicesport UK Limited: Independent service & maintenance
Lockers/interior design
Crown Sports Lockers: Lockers/interior design
Trade associations
International SPA Association - iSPA: Trade associations
Fitness equipment
Octane Fitness: Fitness equipment
Whole body cryotherapy
Art of Cryo: Whole body cryotherapy
Exercise equipment
Pendex Fisio S.L.: Exercise equipment
Property & Tenders
Pendine Sands, Carmarthenshire
Carmarthenshire County Council
Property & Tenders
Diary dates
01-04 Jul 2021
Expo Centre & Riviera di Rimini, Italy
Diary dates
18-19 Sep 2021
Locations worldwide,
Diary dates
21-24 Sep 2021
Messe Stuttgart, Germany
Diary dates
28-29 Sep 2021
ExCeL London, London, United Kingdom
Diary dates
04-07 Nov 2021
Exhibition Centre , Cologne, Germany
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates

News

London boutique fitness market coming of age, says Heartcore founder

The explosion of new boutique gym sites across London demonstrates how consumers are waking up to the possibilities of boutique group fitness, according to the co-founder of Heartcore Fitness.

Brian Schuring, whose chain of boutique studios spans seven sites across the capital, says the flurry of recent activity and investment in the market space suggests there is still plenty of room for growth. This year has already seen the arrival of 1Rebel and the scaling up of brands like barrecore and Barry’s Bootcamp, suggesting consumers are increasingly willing to pay a high premium in return for telling results.

Brian, who runs the business with celebrity personal trainer Jess Schuring, has also launched two new Heartcore studios in 2015 – in the City and Mayfair. He plans to launch two more by spring, and says the opportunities in the market mean there is potential for up to 15 Heartcore studios in London.

“Things are certainly hotting up at the moment and we’re expecting 2015 to be our busiest year ever,” Brian told Health Club Management.

“We’re seeing huge demand for Heartcore Barre at the moment – classes are up to 95 per cent occupancy – and that seems to be a trend that’s trickled through from the US.

“It’s been very interesting to watch well-funded, smart investors come into the boutique group fitness market and from our perspective, we’re in the place we want to be right now.”

To a large extent, the success of boutique group fitness in the UK has so far centred on building small communities of loyal consumers who are willing to pay a premium for challenging workouts in classes of 6-10 people. But as the boutique market scales up and consumer demand grows, will it prove possible to retain that intimate setting and personalised training?

“Not necessarily,” says Schuring. “Some of the boutique operators are now running classes of 50+ people, and in that environment, what you lose in personal attention, you gain in terms of phenomenal energy.

“You see this in New York with SoulCycle classes of 60 people which are absolutely buzzing. Boutique consumers are going to benefit from having the choice between the focus of intimate classes and the huge energy of larger sessions.”

On a final thought, Brian – whose background in private equity and hedge fund investment means he is on good terms with Fitness First owners Oaktree Capital – expects boutique classes to eventually spread into the London health clubs of the traditional chains.

“I’m not saying it will be this year, but as markets change there’s a huge opportunity for big gyms to provide better classes and charge more for them,” he adds.

“The big chains have great footprints and what we consider to be excess square footage, so perhaps that’s something they’ll look into at some point in the future. It’s certainly something we’d consider.”

The explosion of new boutique gym sites across London demonstrates how consumers are waking up to the possibilities of boutique group fitness, according to the co-founder of Heartcore Fitness.
HAF,FIT,IND,PHR,PTS
898946_951258.jpg

News

The UK government has extended the ban on commercial evictions until 25 March 2022. Announcing
Operating a further four weeks at reduced capacity will place serious pressure on English fitness
People experiencing homelessness are being offered free access to leisure centres by Oxford City Council.
IHRSA has appointed Elizabeth Clark as its new president and CEO. Clark joins the industry
Boutique studio operator TRIB3 has launched its own-brand range of luxury toiletries. The operator, which
Rainer Schaller's RSG Group is bringing its John Reed brand of health clubs to the
JP Lennard
JP Lennard
Orbit4 is the first digital ecosystem that manages and facilitates the entire commercial fitness product
The government needs to urgently set out its plans to support physical activity and fitness
Glofox will begin offering health clubs, gyms and fitness studios instant access to financing, following
Hong Kong-based Bricks Group has revealed plans to launch its health club chain, U Time,
A £30m luxury leisure development scheme which has been more than a decade in the
Apple has previewed its much-awaited watchOS 8, the operating system for its Apple Watch. The
Chinese health club chain Supermonkey has finalised a series E funding round, valuing the company
FIBO Exhibition
FIBO Exhibition
L&R Kältetechnik has launched a new division, named artofcryo.com, after 30 years’ experience with -110
Gymbox has signed a partnership agreement to provide members of flexible workspace provider WeWork with
The number of health club members returning to gyms since lockdown has beaten all expectations,
The Jumeirah Group has reopened the 186-room The Carlton Tower Jumeirah, in the heart of
David Lloyd Clubs has enrolled former Labour Party deputy leader Tom Watson to help raise
TRIB3 has secured a franchise deal which will see it open 20 studios across Belgium,
ukactive has published new data from the National ReferAll Database (NRD) – the UK’s first
fibodo Limited
fibodo Limited
As gyms begin to reopen, cleanliness and hygiene remain an essential part of ensuring staff
The US fitness industry is mobilising to support the Gym Mitigation and Survival (GYMs) Act,
Physical activity gives structure and meaning to people’s lives, according to new research. A study,
Crown Sport Lockers (UK) Ltd
Crown Sport Lockers (UK) Ltd
1 - 20 of 11,919
HCM Magazine
Sponsored
Daniel Jones is the brains behind Orbit4, the world’s first digital ecosystem to manage and facilitate the entire commercial fitness product cycle. We caught up with him at Orbit4 HQ in Cheshire
HCM Magazine
Interview
The co-founder of Pure Group is now growing the Bricks Group, a new business based on student wellness accommodation, fitness, and hospitality, with a new gym chain currently launching in the UK and Europe, as he explains to Liz Terry
HCM Magazine
Sponsored
As the UK’s first dedicated development framework for leisure comes to the end of its initial four-year term, Jamie Groves and Sarah Watts discuss the impact
HCM Magazine
Editor's letter
The industry can be the catalyst for recovery from the pandemic, as well as addressing many of the underlying issues which enabled COVID-19 to wreak such havoc
HCM Magazine
Supplier showcase
An ongoing partnership between Active Leeds and Hussle has created exciting results in the form of increased usage and memberships
HCM Magazine
Sponsored
Come join the party!
HCM Magazine
Policy
As our sector starts to recover, there will be changes in the needs of communities, consumers and the provision of opportunities. To explore this subject we hosted a virtual round table to better understand views on key workforce questions
HCM Magazine
HCM magazine
Choosing the right flooring is critical for gym and health club operators. Suppliers share their latest news, tips and product launches to help you choose wisely
HCM magazine
HCM People

Ben Alderton

Founder, Solo 60
We see a world where every major city has access to Solo 60
HCM magazine
Consumer research has shown a population-wide surge in interest in reducing lockdown weight gain and getting fitter. Is the industry ready and willing to put its hand up to help people with weight loss? Kath Hudson reports
HCM magazine
Moving Communities is our chance to demonstrate our value and develop a universal service for all, argues Martyn Allison
HCM magazine
As the industry enters a phase of regrowth following the loss of members during lockdown, it’s crucial to understand customer acquisition cost versus the lifetime value of each customer, as Paul Bedford and Jamie Owens explain
HCM magazine
Safe Space Lockers has extended its partnership with boutique fitness franchise TRIB3, in a new 10-site supplier agreement, following the recent installation at TRIB3 Edinburgh
HCM magazine
HCM people

Andy McGlynn

Founder, GSquared
Once we grow beyond Manchester we’ll go head to head with Equinox and Third Space
HCM magazine
CV kit has been fully connective for some time, but with the rise of the hybrid gym goer, what are strength suppliers doing to meet the demand for a fully connected offer?
HCM magazine
Aneurin Leisure Trust used lockdown to transform and digitise its gyms, ready for reopening
HCM magazine
Opinion
promotion
While much of the fitness industry has reopened its doors across the UK over the past weeks, many members are yet to return.
Opinion: Re-engaging your post-lockdown absent members
Featured supplier news
Featured supplier news: Cryotherapy specialists, L&R Kältetechnik, launch new artofcryo.com division
L&R Kältetechnik has launched a new division, named artofcryo.com, after 30 years’ experience with -110 °C electrical solutions.
Featured supplier news
Featured supplier news: Active IQ launches two industry-ready health and fitness diplomas
Active IQ has launched two new qualifications – the Level 2 Diploma in Health and Fitness and Level 3 Diploma in Health and Fitness – to help engage learners in an industry-ready training experience that can be tailored to suit local employer needs.
Featured operators 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 operators news
Featured operator news: Everyone Active bolsters Everyone on Demand and enters second year with five new partnerships
Everyone Active has signed a number of new deals which will see the operator strengthen its digital product offering, Everyone on Demand.
Company profiles
Company profile: Zimmer MedizinSysteme GmbH
Imagine a short treatment combined with many positive and long-lasting effects that your customers will ...
Company profiles
Company profile: Core Health & Fitness
Core Health & Fitness offers the commercial health and fitness club marketplace an unmatched portfolio ...
Supplier Showcases
Supplier showcase - Precor: The power of networking
Catalogue Gallery
Click on a catalogue to view it online
Directory
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Architects/designers
Zynk Design Consultants: Architects/designers
Uniforms
Service Sport: Uniforms
Management software
fibodo Limited: Management software
Independent service & maintenance
Servicesport UK Limited: Independent service & maintenance
Lockers/interior design
Crown Sports Lockers: Lockers/interior design
Trade associations
International SPA Association - iSPA: Trade associations
Fitness equipment
Octane Fitness: Fitness equipment
Whole body cryotherapy
Art of Cryo: Whole body cryotherapy
Exercise equipment
Pendex Fisio S.L.: Exercise equipment
Property & Tenders
Pendine Sands, Carmarthenshire
Carmarthenshire County Council
Property & Tenders
Diary dates
01-04 Jul 2021
Expo Centre & Riviera di Rimini, Italy
Diary dates
18-19 Sep 2021
Locations worldwide,
Diary dates
21-24 Sep 2021
Messe Stuttgart, Germany
Diary dates
28-29 Sep 2021
ExCeL London, London, United Kingdom
Diary dates
04-07 Nov 2021
Exhibition Centre , Cologne, Germany
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates
Search news, features & products:
Find a supplier:
FIBO Exhibition
FIBO Exhibition