This page contains a Flash digital edition of a book.
NEW OPENING EASY DOES IT


ABIGAIL HARRIS PAYS A VISIT TO EASYGYM’S NEW FLAGSHIP SITE IN THE HEART OF LONDON, AND SPEAKS TO ITS CEO ABOUT PLANS FOR THE PREMIUM LOW-COST MODEL


“F


or us, it’s always about location,” explains Paul Lorimer-Wing, CEO of easyGym, as he leads me


into the company’s new flagship site in The Plaza on London’s Oxford Street.


“London was key for us – a statement of intent to show we’re a serious player. There’s no better location than this for our model: it’s convenient to thousands of people and nothing in the area comes close to beating us on our two defining factors: size and price.” Size is certainly something no-one


can deny this new site has – it’s so vast I can’t take it all in at fi rst glance – and at £19.99 a month, it undercuts the nearest competitors by at least £50. “There’s no better way to enter the


central London market than with a 26,000sq ft gym right in the middle of Oxford Street for under £20 a month!” says Lorimer-Wing.


Opened on 24 June, easyGym


Oxford Street is the company’s seventh site, following Slough, Wood Green, Birmingham, Cardiff, West Croydon and Ilford. It’s managed by Fore Capital Partners, who founded the concept and have a brand license agreement for the famous ‘easy’ name. In Oxford Street, the fi tness area is


split into distinct zones, but this does nothing to detract from its vastness. It comfortably houses 42 treadmills, 30 cross-trainers, 27 bikes and 14 Adaptive Motion Trainers (AMT) – all from Precor’s 880 Line, with P80 consoles offering Preva Networked Fitness. There are also 10 Concept2 Rowers, two Stairmaster steppers and an 8.5m TRX frame – and still room to spare. Moving through the gym, a fi xed


resistance zone houses the Precor Discovery line – three pieces of every kind of selectorised equipment, plus


two of each plate-loaded – as well as 15 cable machines. Meanwhile the functional Freedom Zone is a space where, according to Lorimer-Wing, members can “pick and choose… an empty space for people to do exactly as they wish”. But here, ‘empty’ still means stacked with Escape Fitness and Absolute Performance kit, as well as a Power Plate Pro 7 vibration platform. Just when I thought there could be no


more, round the corner I fi nd the huge free weights zone, with an extensive array of Precor Icarian plate-loaded equipment and Escape free weights.


Size matters


“It’s certainly huge,” says club manager Kelly Rush. “The sheer amount of kit – 25 per cent more than the average easyGym – means people are sold the minute they walk through the door. They already know the price and there are no


There are plans to offer impromptu functional training sessions on the gym floor


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64  |  Page 65  |  Page 66  |  Page 67  |  Page 68  |  Page 69  |  Page 70  |  Page 71  |  Page 72  |  Page 73  |  Page 74  |  Page 75  |  Page 76  |  Page 77  |  Page 78  |  Page 79  |  Page 80  |  Page 81  |  Page 82  |  Page 83  |  Page 84  |  Page 85  |  Page 86  |  Page 87  |  Page 88  |  Page 89  |  Page 90  |  Page 91  |  Page 92  |  Page 93  |  Page 94  |  Page 95  |  Page 96  |  Page 97  |  Page 98  |  Page 99  |  Page 100  |  Page 101  |  Page 102  |  Page 103  |  Page 104  |  Page 105  |  Page 106  |  Page 107  |  Page 108  |  Page 109  |  Page 110  |  Page 111  |  Page 112  |  Page 113  |  Page 114  |  Page 115  |  Page 116  |  Page 117  |  Page 118  |  Page 119  |  Page 120  |  Page 121  |  Page 122  |  Page 123  |  Page 124  |  Page 125  |  Page 126  |  Page 127  |  Page 128  |  Page 129  |  Page 130  |  Page 131  |  Page 132  |  Page 133  |  Page 134  |  Page 135  |  Page 136  |  Page 137  |  Page 138  |  Page 139  |  Page 140  |  Page 141  |  Page 142