I’m Confident we can deliver 50 coach gyms in the uk, however, I feel the opportunity is really much larger
Stuart Perrin CEO 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. 14
August 2020 ©Cybertrek 2020
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.