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BXR attracts both men and women to train and has a strong PT programme day – predominantly in the mornings and evenings – but sometimes at lunchtime as well. Members pay extra for one-to-one training and this generates a significant revenue stream for us – almost as much as membership revenue – with up to 20 per cent of our members purchasing PT packages on a regular basis. Our members are busy people who, when they come to see us in between their work meetings, want to be pushed. That’s an easier goal to achieve with a trainer than training by themselves. They also pay extra for Sweat by BXR, which is essentially a second business that is operating under the same roof as the BXR gym.

Tell us more about Sweat by BXR

Located in our basement, this is our pay-to-train group exercise offering comprising three concept studios. Each studio holds a maximum of 20 people, so the trainers can really pay attention to each person. As with our gym, Sweat by BXR been designed with the view that it has to be good enough for Anthony Joshua. An athlete like him has to do three types of training: cardio, where he’d normally go for a run in the park; strength, which he does at BXR with Jamie Reynolds; and boxing skills. Our three studios have been designed around this structure. In our studio, we run Climb to the Beat classes on our 20 Versaclimbers – the first Versa classes in Europe. It’s low impact, so great for your knees, but still a tough, full-body workout. We know we need to ease people into it, so our introductory package offers three climbs for £30. The marketing reads: “Climb one, we know it’s unique; climb two, you find your feet; climb three, let’s climb to the beat!” After that, they’re hooked. It’s our most over-sold class. The second studio is all about boxing skills, using punch bags and body weight. The classes have been designed by professional fighters and focus heavily on developing skills, rather than just punching for fitness.

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Our members are busy people who, when they come to see us in between their work meetings, want to be pushed. That’s easier with a trainer

Finally there’s our strength studio, where we run strength and conditioning classes but also things like yoga, pilates, barre, stretching. Once again, these classes pay a lot of attention to form. We’ve recently launched a class called ‘Form and Focus’, for example, which has become super popular. Not only do you get to work out the exact muscles you want to focus on that day, but you also get a wealth of knowledge that then allows you to confidently train alone, getting the results you want without getting injured.

What’s the price structure for Sweat by BXR? If you buy just one class, it’s probably one of the most highly priced in London at £30 per class. But the moment you start buying packages – four, 12, 25 and

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.