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Simply Gym takes inspiration from booming boutique market to enhance member experience at new Uxbridge and Cardiff sites

  • Gyms are part of operator Bay Leisure Ltd.’s evolving business model to combine traditional gym offering with a boutique fitness experience at an affordable price
  • The Cardiff site is one of the first in the UK to install the Hammer Strength HD Athletic Bridge to align with small group training and Olympic lifting trends

Monday 22 October, 2018 – Multi-site operator, Simply Gym, has tapped into the growing boutique fitness trend with the launch of its latest facilities in Uxbridge and Cardiff.

The new gyms join four existing sites in Wales and the South East, owned and operated by not-for-profit organisation Bay Leisure Ltd., who first launched Simply Gym in 2011 in response to the growing low-cost gym market.

Both Uxbridge and Cardiff sites have been modelled on an evolving business strategy which combines popular elements of boutique fitness facilities, including premium equipment and an inspiring member experience, with affordable memberships to deliver a competitively-priced yet quality gym offering.

In line with industry trends, the new gyms also offer extensive space dedicated to small group training and Olympic lifting. Both sites are official Hammer Strength Training Centres with a wide range of equipment from the premium strength training brand, including the HD Athletic Perimeter which supports individual or group Olympic lifting-style workouts. 

A converted nightclub, the Cardiff gym has retained many of the building’s original features including raised floor areas and lighting effects to create a unique training atmosphere for members. The gym also became one of the first in the UK to install the HD Athletic Triple Bridge, a high-performance rig that provides strength, bodyweight and suspension training solutions for group exercise. 

Equipment from Life Fitness including Integrity and Elevation Series’ cardio, Insignia Series selectorised strength equipment, plus a range of functional training accessories, were also installed. 

Bay Leisure Ltd.’s CEO Richard Proctor has been central to the new business model and believes the strategy will help to engage with a wider member demographic. Commenting on the impact that the new equipment is having in the gyms, he said: “Hammer Strength leads the way in strength training and it is world-class equipment like the Perimeter and the Bridge that helps us to differentiate from our competition and stay on trend.

“The Bridge has helped our Cardiff members improve their strength training knowledge, from initial lifting techniques to more functional elements of weight training. It looks great on the gym floor and has attracted a lot of attention from members, helping us to create a space where strength training and Olympic lifting is more accessible, particularly to those members who might ordinarily shy away from more traditional strength training areas.”

Simply Gym’s premium member experience is underpinned by its staff training led by Life Fitness Academy (LFA). Workshops have been delivered on leadership and management, staff education and programming for unique user demographics, as well as extensive equipment training. 

“We see Life Fitness as much more than just an equipment supplier,” said Richard. “Their full-service solution means we can get the best equipment and training from one provider and we believe that no other fitness equipment supplier can match up to this in terms of quality or range.”

Life Fitness’ UK Sales Manager - North, Dave Connolly, said: “Gyms are always looking to differentiate in the competitive, low-cost market and our role is often to help determine the best strategy to achieve this. Simply Gym’s model is truly unique and demonstrates how a facility can combine a more traditional gym offering with a quality boutique-style experience at a competitive price point.” 

Simply Gym’s Southend-On-Sea site is the next facility to take inspiration from small group training and boutique fitness trends and will undergo a full refurbishment in partnership with Life Fitness and Hammer Strength later this year. 

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