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Every area of the club has been designed to have its own wow factor. But it goes far beyond appearances. In fact, the biggest fear I had preopening was that – with our location on Marylebone’s upmarket, trendy Chiltern Street – some magazine or other would question whether BXR could actually be a ‘real’ boxing gym. What I’ve done to mitigate that, and I was very strict with it, was only hire professional fighters to teach combat. All our guys are former champions or still fighting professionally. Meanwhile, all our strength and conditioning coaches hold Masters degrees in sports science and nutrition. They get their buzz from coaching professional athletes, which in turn means the sort of members we attract are people who take their Superstar boxer Anthony training and their nutrition seriously Joshua is a backer of BXR – and that includes professional athletes. In fact, in addition to boxers, we have professional footballers training at BXR too, as We also have great equipment, which we’ve cherrywell as NBA and NFL players flying over and using our picked rather than taking everything from one supplier. club. That’s great: I wanted to create an institution that This includes a huge selection of Keiser Air, which is was highly respected by athletes from all sports. designed specifically for professional athletes and is great for rehab; we have Technogym cardio; we have Life Fitness and Hammer Strength for weights; and a Tell us about the performance aspects professional-size boxing ring in the middle of the gym We’ve partnered with Centre for Health and Human floor, with all the equipment facing in towards it. Performance, the Harley Street clinic that looks after Team GB in the Olympics, to deliver services such as physiotherapy, osteopathy, acupuncture and massage; What is Anthony Joshua’s role in the business? that’s how I came to meet Anthony Joshua. He’s a stakeholder and has been instrumental in the Once our partnership was agreed, I wanted Anthony success of the business by contributing his vision and Joshua to be able to come here and train, so we have the advice along the way. He isn’t involved in the day-to-day best strength coaches, phenomenal boxing coaches and a operations, but I run most major decisions by him. raft of physiotherapists, acupuncturists and osteopaths who He’s a great match for the BXR brand: he’s extremely treat professional athletes. We have recovery facilities too: disciplined and a phenomenal athlete. Our tagline sauna, steam, an ice basin and we offer massage. is ‘Train Like a Champion’, so I wanted to work with someone who embodies that. Someone who trains like a champion and who behaves like a champion in and out of the ring. Someone who truly deserves to be a champion. Danish operator Joe & The Juice has an outlet within BXR

Does Anthony Joshua do all his training at BXR?

No, he wouldn’t be allowed to do everything with us. He does his boxing training at his gym in Sheffield: he needs privacy for that. But he does come to BXR for his strength training with his strength and conditioning coach Jamie Reynolds.

What’s the profile of your ‘normal’ members?

We don’t have many people who come to BXR just for socialising or just to be seen inside. Our members tend to be very serious about their training and we’ve built a community of very like-minded people. Sometimes we have competitions on the 34

healthclubmanagement.co.uk May 2019 ©Cybertrek 2019

Profile for Leisure Media

Health Club Management May 2019  

Health Club Management is the magazine and online community for decision-makers in the global health club, fitness and gym industry.

Health Club Management May 2019  

Health Club Management is the magazine and online community for decision-makers in the global health club, fitness and gym industry.