Increase Attraction
Anytime Fitness East Stratford Presenting A Quality Environment and Experience in partnership with Precor
Being part of the 2012 Olympic Athlete Village London legacy and providing local residents with a bespoke high-quality gym option was high on the agenda for Anytime Fitness franchisee Zac Passmore.
Passmore, previously an operations manager supplying primary schools with physical education, decided to invest in Anytime Fitness UK, after visiting his older brother in Australia, who initially worked in the Anytime Fitness Australian head office and has also opened his own franchise in Brisbane.
Passmore comments: “It took a long time for the right location to become available. It’s been a steep learning curve because even when we did find the right spot, negotiating what can and can’t be changed takes time. Precor talked to us right at the beginning of the process and even though we didn’t even have a location secured they stayed actively engaged during the whole journey.
“There was no guarantee Precor would win the business, but it never deterred the team from being there to offer help and support, giving us time and effort and keeping communication open and ongoing. When we were at the stage of choosing the equipment it was an easy decision. The high quality, look and feel, and the overall performance of Precor equipment, played a large part, but the team’s involvement and experience and the added value the company offers, secured it for us.”
The 5,200 sq ft gym is located on the ground floor corner of a residential and commercial building in the East Stratford Village, London, which housed the 2012 Olympics and is currently benefitting from regeneration. The Olympic stadium, Velodrome, aquatics center, Westfield shopping center and soon to come Madison Square Gardens new music venue are all within a short walking distance, making the gym ideal for commuters and local residents alike. Both Passmore and one of his other brothers reside in apartments above the gym and know the area well.
“Providing the neighbourhood with a high-quality gym, with excellent soundproofing and a bespoke environment was very important to me. I’m looking to encourage residents who live above the gym to become members, and not disturb or annoy them by being noisy! I live in the building too, and as a local business owner and resident, it was important to get the sound proofing and quality right the first time,” says Passmore.
With a 1,800 capacity, the high, black-painted ceilinged gym showcases Precor cardiovascular equipment all in the chic and bold Precor Black Pearl colourway, fitted with Preva networked fitness consoles to ensure members have a digitally connected experience to assist keeping them engaged with their workouts. To give customers the pin selected strength they required, while also making efficient use of floor space, Precor Vitality single and dual strength machines, were chosen.
With demand for functional training high and to ensure members have an endless choice of exercises to keep their workouts fresh, a large Queenax™ unit was selected. Creating a great focal point in the heart of the gym, it is regularly used for classes which are building a great community within the facility. With HIIT also a requirement of members, an Assault AirBike Elite and Assault AirRunner are on the gym floor and often used by staff teaching classes in conjunction with the Queenax™ to deliver a fantastic group training solution.
Another popular class is the gym’s indoor cycle class, which is fully booked each day. They kitted this out with seven Precor Spinner® Chrono bikes so members can assess their effort through the power they generate and see the improvements they make through regular attendance. Passmore already has plans to add to the number of bikes by the end of the year to accommodate additional members in response to the popularity of these classes.
Passmore prides himself on the gym’s welcoming open-plan atmosphere. When members arrive they are greeted by a member of staff sitting, not behind a desk, but in a bespoke, open area, housing a ‘sit and work’ zone, encouraging members to bring their laptops and remotely work from the gym. The bathrooms pay homage to the Olympic aspect of the location, with photographs of Mo Farah, Jessica Ennies Hill and Bradley Wiggins on the walls.
A keen supporter of local businesses in the area, Passmore has already formed membership deals with coffee shops, the theatre, physiotherapists, dry cleaners and other independently owned stores, as well as working with the local Chobham Academy School, encouraging years 11 and 12 to participate in classes specifically designed for them and giving career talks and offering work experience.
Passmore concludes: “We’ve created a premium gym environment, including the décor, the equipment, the service, the atmosphere, and one that offers value for money.”
