14 minute read
Tone – Fitness experts on what it takes to tweak, transform and stay committed in terms of fitness
WORDS: AMY SESSIONS
Tone
We spoke to two industry experts: Lee Mullins, Founder – Workshop Gymnasium & Bryony Deery, Founder – Pilates By Bryony on what it takes to tweak, transform and stay committed in terms of fitness
Lee Mullins FOUNDER – WORKSHOP GYMNASIUM Led by founder Lee Mullins and his team of expert performance specialists, Workshop is the antidote to fast fitness fads, instead taking a unique and completely customised approach to training.
What do your first 30 mins of the day look like, your morning routine? My mornings always begin with 2 huge glasses of water, whilst I’m working my way through these, I’m preparing my first batch of coffee for myself and my wife. Whilst the coffee is brewing, I take my dachshund Teddy outside, which also gives me the opportunity to get exposed to some natural light, which has been shown to be one of the best ways to naturally energize the body first thing in the morning and maintain a healthy circadian rhythm. Whilst preparing Teddy’s breakfast I’ll work through a cup of coffee, before jumping in the shower, which over the last couple of years always ends with 15 – 30 seconds of coldwater exposure to help naturally boost energy and alertness further. What are the pillars of the brand and how did you define why these were important? Workshop is a brand that is trusted, has personality, is empathetic, and has purpose behind everything we do. These brand pillars have become identified as the brand has evolved, and our identity has been formed. Our services and products are designed to build trust in our process straight away, whether that’s by taking every customer through our Framework Assessment (series of body assessments) which helps build trust immediately by showing that we aren’t just guessing as to what a client should be doing training on the gym floor, and the same with our nutritional supplements, each product and ingredient was chosen because there is sufficient research behind each product as to their effectiveness and results.
There is also trust gained in that we now have a global network of Do you feel more drawn to the creative or the business side of the gyms, having the ability to have a client’s programme, likes/dis- brand? Ironically this has been something I have mentioned more likes, injury history etc. seamlessly shared amongst all of our coach- and more recently, that as the business has grown the aesthetic and es around the world. A client doesn’t have to worry when they are creative part of the business has been something I have come to care travelling about their workouts, if they train at one of our facilities more and more about, so much so over the last year I have actuthey know that the trainer they will be working with will know their ally begun learning photography. I figured in this day and age the programme and personal preferences just as much as their regular ability to showcase a brand through imagery and video is becoming trainer does. Understanding early on that we’re working with hu- everything, so if I can capture this in an aesthetic that I feel best mans and not robots it became very clear that we need a team of dif- showcases the brand then it can be a benefit. ferent personality types to match our customers’ personality types, What has been the biggest challenge since launching and how did you which enables our coaches to connect and build strong bonds with navigate it? The biggest challenge undoubtedly which I still struggle our customers, which perfectly leads into with even today is having the discipline the next brand pillar of being empathetic. to step away from the gym to work on deThis is such an essential trait required to veloping the business. I love being in the pull the best out of someone, the ability gym training clients and I love being in to read a customer, know when they need the gym with our team of coaches when some tough love and when a little more I should be in our office working on all compassion needs to be shown, this is the of the other components of the business. art of what I believe our coaches do best. This is slowly changing but without a
And finally, having purpose behind doubt this has been the biggest challenge. everything we do, whether that’s purpose You’ve also branched out into suppleand reasoning behind how a customer’s ments – how did this come about? Hontraining programme is designed, purpose estly this was born out of the demand behind the products we bring to market from our clients, we developed our supand that they will actually add value plement line back in 2018 to be used just and benefit to a customer instead of just within the gyms, and as customers would making a quick buck. experience them more and more the deHow did you know it was the right time to mand to bring them to the general public make the leap and launch something for grew. It really is a product range develyourself? I had worked for another com- oped from demand and the level of purity pany for just over 7 years and having gone in the products is unrivalled. as far as I could within that business, I Do you have any mentors or guides and left them to work full time with one client, how does this help navigate the right path? which I knew at the time wasn’t a long- My business partner Hani Farsi has been term solution, but it was what I needed at an incredible calming presence during the time. After about 6 months the Bulgari Hotel in London knew me and wanted to “Don’t be scared to times when I think everything is falling apart, his experience and confidence at have a training concept that they trusted and that would enhance their offering to ask for help, it isn’t times have been invaluable. I’m also fortunate to be surrounded by incredible cliguests, which is when they approached me to launch what has become Workshop. a sign of weakness, ents who are some of the smartest, most successful people in the world, and over How did your previous roles prepare you for this leap and is there ever a right time? always go with your the years I’ve always picked their brains on some of our business ventures. I’ve What my experience has taught me is that there is never a right time to launch a business, we all have to start somewhere, and the reality is there will be parts of launching a business that we’re completely inexperienced in, but that’s when most of your evolution as a busigut feeling, it will likely lead you to the right decision.” always enjoyed talking business with Anthony and David de Rothschild, who have been friends and clients of mine for over ten years. Patrice Cohen and Jordan Cook have always given me great business advice and Nassef Sawiris has always taken the time to allow me to pick his brains ness owner comes from. My previous role when needed. The one common theme all taught me a lot of lessons as I started with the business when it was these super smart people share is they are able to ask me 1 or 2 quesrelatively small, so I got to see some of the mistakes to avoid, but tions which straight away helps me figure out the answer. at the same time got experience at helping a business grow in every What advice would you give to your younger self starting out? Don’t aspect, from marketing, PR and more. be scared to ask for help, it isn’t a sign of weakness, always go with How does being able to think outside the box equip you to build a your gut feeling, it will likely lead you to the right decision, and alstrategy that scales the business? I think it’s very easy to fall into the ways sleep on a tough decision, it will likely always appear better by trap of replicating what other successful businesses do, and without sleeping on it. a doubt success definitely leaves clues which can be useful to incor- You have global locations – tell us more about how you scaled this porate into your own business, but at the same time developing your and how you retain consistency on a wider scale? We established own strategy helps. That being said when we launched our second the business within the Bulgari Hotel in London in 2014 and follocation in Milan, I thought that we would just replicate the tem- lowing a successful year where our customers were happier than plate of the business model in London, but Italy had different regu- ever, our trainers were happy and the hotel was happy with the level lations, which meant we had to adapt the business model slightly, of guest satisfaction, media coverage and revenue, the hotel group and the same when we launched in Dubai and China. was watching what we were creating in London and wanted to have
us as a part of their global portfolio of properties. Fortunately for us How did your previous roles prepare you for this leap and is there this coincided at a time the hotel group was expanding quickly, so ever a right time? I have worked for the most amazing and inspiring from 2016 – 2018 we expanded from 1 location to 6 locations glob- brands such as The New York Times, Cosmopolitan magazine and ally. We managed to retain the quality of each location by creating Bare Minerals in various roles. I then went on to launch a swimwear a strong management team when launching and the majority of our and a corporate wellbeing company. The common thread was that I management team had been an experienced member of our London loved making people feel good and the best possible version of themteam, so they were able to instill the culture and oversee the train- selves. To be able to learn from every experience and challenge is a ing quality amongst the local coaches that we work with. On top of real opportunity for growth. There is never a right time and you’re that all training sessions are recorded and tracked, so we are able never “ready” but I am a believer in just going for it whole heartedly to help oversee the quality of the training sessions being delivered and figuring it out along the way! from any of our locations. You train clients both 1:1 and over digital – do you feel a combined apHow important is selecting the right brand ambassadors in this? Our proach works best or is it possible to see results from digital classes ambassadors have played a really important role, particularly in re- only? I have clients who solely do digital as this fits their busy lifegard to our exposure within the media and marketing. The likes of styles and others that prefer a mixture. During lockdown we realised Zara Martin and Gala Gordon are always trying to help the brand that we can use technology to achieve great results. Using digital awareness in whatever way possible, which is something I’ll forever platforms has meant that people from all over the world can join be grateful for. my weekly live group classes and train with me and my team. I give This is The Confidence Issue – what makes you feel confident? Easily guidance on form and demonstrate different options so that everymy wife, the fact that she married me fills me with the most confi- one can participate fully, based on their level of experience. dence possible, but in all seriousness at certain times, such as when Do you feel more drawn to the creative or the business side of the I wasn’t sure about launching the business and the times when I’ve brand? To be honest both, I studied for a degree in fashion business doubted myself, she has always said the right thing to help me get over and have always been excited by the business side but equally enjoy the line in whatever thing I’m struggling with. She worked within the seeing a concept come together visually. business when we launched and 100% the What has been the biggest challenge business would not be where it is today since launching and how did you navigate without her initial involvement when we it? I have been extremely lucky to have launched. At the same time, she is also the most kind and supportive clients who my toughest critic and will call me out if have helped my business to grow at a I’m dropping the ball on something. speed that feels almost overnight. Managing growth whilst maintaining balance in my own personal life is something I Bryony Deery have had to navigate. Routine and strucFOUNDER – PILATES BY BRYONY ture is where I thrive, so giving myself What do your first 30 mins of the day look boundaries has helped and knowing when like, your morning routine? The mornings to say no, and that actually saying no is are really sacred to me and set the tone sometimes the best thing you can do. for my day. I wake up between 5:30 and How often do you need to commit per 6 am during the week as I like to have a week to Pilates practice to really see a slow and calm start, with an hour to my- transformation? I work with my clients self, before my first client. Every morning on a minimum of 10 sessions per month, I take my time and make a Matcha using 2-3 hours per week is an achievable and my favourite Enso Matcha powder, its a realistic amount for people to see real ritual for me and I climb back into bed to progress and stay consistent. Consisdrink it. I always have my morning playl- tency is what achieves the results. I share ist on too, it lifts my mood and gives me a burst of energy first thing. my energy and passion for Pilates with everyone that I train and in What are the pillars of the brand and how did you define why these turn they become devotees of the practice. I’ve never had a client were important? My brand and ethos is about movement that serves take more than a week off! the mind and body and challenges without breaking it down and Do you have any mentors or guides and how does this help navigate putting it through stress. I also believe in the power of live classes, the right path? I don’t have one single mentor but I am incredibly I’m passionate about form and the precision behind each movement keen to learn and develop, so I try to soak up everything I can from that I put my clients’ bodies through. I want my sessions to create as many experiences and people as possible. I am lucky to have been transformative long lasting and sustainable results. If a client tells raised by two amazing parents and have a tight knit group of very me I have given them confidence in their own skin again, it truly is supportive and inspiring friends. the most amazing feeling. The strength of the relationships I have What advice would you give to your younger self starting out? Have built up with my clients is at the heart of my brand. more confidence in yourself, trust the process and don’t sweat the How did you know it was the right time to make the leap and launch small stuff. Everything that is happening is leading you to your callsomething for yourself? I have always been entrepreneurial since a ing and your alignment so just be you, work hard and take lessons young age so it was never a question that I wouldn’t work for myself from every challenge and experience. and build a brand. I have developed two other businesses in the past This is The Confidence Issue – what makes you feel confident? Priand have learnt a lot along the way. I have always been extremely oritising health and wellbeing makes me feel calm, in control, happy mindful of health and wellbeing and the importance of truly treating and in turn confident. I then feel clear headed and energised to wake your body like a temple, for me Pilates encapsulates all of this. It felt up with a purpose every day. I read a lot of self development books so natural for me to be doing Pilates, I feel so grateful to have found and I love to journal. It’s the daily small rituals and practices that my calling and purpose, doing something I love. make me feel my best.
IMAGES: SUPPLIED
