Health Club Management May 2019

Page 70


Say hello to


Hussle founders Jamie Ward (left) and Neil Harmsworth

As aggregator PayAsUGym announces a rebrand, we talk to COO Neil Harmsworth about the move


ou might not be familiar with the name Hussle, but if you’re involved in the fitness industry, you’ll know the company. Until recently, they’ve been known as PayAsUGym, the original gym fitness marketplace. Their website brings thousands of gyms from all over the UK to one place, providing operators with access to hundreds of thousands of customers who want a national reciprocal membership system. The Hussle website is already approaching 700,000 individual members, and features thousands of the country’s best gyms. With copycat services constantly popping up across the globe, the company has decided to change its name. So it’s goodbye to PayAsUGym, and hello to Hussle. Neil, can you explain how the decision came about? There are a number of factors driving the rebrand. The first is that PayAsUGym doesn’t really describe what we do any more: we’re no longer just a pay-as-you-go service, so that was causing confusion. The second thing relates to audience: the move to Hussle is designed to appeal to a millennial audience, a customer group that’s very aesthetically conscious, active on Instagram, and quite careful about the kinds of brands they use. PayAsUGym wasn’t a premium name – it didn’t really reflect the quality of our service. Significantly it also really doesn’t represent the service our premium and mid-market operator partners provide to customers. We’re working with the best gyms in the country: our brand 70

The Hussle app makes it easy for consumers to enjoy their choice of gym access

needed to reflect that. What kind of people use Hussle? We’re very much talking to the 18-35 market. They’re pretty well-known for being hard to reach: they don’t consume traditional media, they’re less trusting of advertising than previous generations, and actually at the moment, they’re not taking up traditional gym memberships. It’s why the average age of a gym member in the UK has been creeping up every year. So how do you reach them? This audience has really grown up with digital media. That’s where our core expertise lies: we’ve got a lot of May 2019 ©Cybertrek 2019

experience in digital marketing, and we know our audience really well. So we’re helping gyms all over the UK leverage that expertise in a way that they haven’t really been able to before. On top of this, the geographic coverage we provide through our operator network makes our service extremely appealing to commercial partners, who want to use fitness as a reward or benefit for their customers. Traditionally, individual gym operators haven’t been able to provide the scale to function as a truly national marketing partner, which is why we haven’t seen a deal comparable to something like the Meerkat Movies