HOTSEAT
Creative agency The Outdoor Collective, which specialises in street art, created graffi ti murals for the gym
Customers can choose where they want to be in the studio when they book
"We wanted to create the look of an old inner-city boxing gym – a place where people go to work out and where there's a sense of cameraderie"
street, so not that many people walk by. But we have an awesome PR com- pany that got us really good press in pretty much every publication we could have wanted, and we did things like Groupon and Living Social to raise awareness. The hardest thing was probably our whole lives being fl ipped upside down; every day through the build and the launch we would be here from 6am until 1 or 2 in the morning.
How did you decide on the design? The interior was realised by the archi- tect Thomas Rowland of Tomorrow Land. We wanted to create the look of an old inner-city boxing gym: a place where people go to work out and where there’s a sense of camaraderie. We also worked with a really cool group of local artists called the Outside Collective, who did our graffi ti murals.
Where did you find your instructors? I asked around, and anyone I heard was good I went to see. I acted like I wanted to join every gym in the city, just so I could get in and take people’s classes! We have professional cyclists and international fi tness presenters… our instructors are awesome.
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How much has been invested and how did you raise the money? Total investment for the Shoreditch site was upwards of £130,000, which we raised through friends and associ- ates. There are four other investors as well as Robert and myself.
What have been the highest and lowest points? The lowest point was probably com- ing back in January after our fi rst December, which is a low point for every health club, and thinking, ‘Oh dear God, I hope it doesn’t stay like this!’ The highest point was also in January, after we had two pieces of press come out in Stylist maga- zine and Vogue. After that the phone wouldn’t stop ringing and our classes were sold out for the fi rst time.
What are your ambitions for the business? We want to continue to grow the stu- dio and get as many classes on the schedule and as many great clients as we can, then the next goal is to get a second studio open; we’re not sure exactly where yet, but it will be somewhere in London. Longer term, we want to roll out this little slice of
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fi tness heaven to all the major cities in the UK and possibly move into Europe – but that’s going to be years away!
Who do you admire in business and why?
My boyfriend and business partner Robert Rowland – he’s on a never-end- ing quest for knowledge. And our friend Scott Ruddman, the founder of venture capital fi rm Nectar Capital, who has been helping us, and who is also an investor in the business.
Who do you do in your leisure time?
As well as indoor cycling I also do a bit of running and have signed up for a few races this year. I also like restau- rants with really good food, enjoying wine, watching fi lms, sleeping…
What’s your favourite book and film? My favourite fi lm is American Beauty. My favourite book is The Count of Monte Cristo – I just love the story!
How would you describe your philosophy on life?
When in doubt, go for it anyway – don’t let fear hold you back. ●
ISSUE 3 2012 © cybertrek 2012
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