INTERVIEW


If clubs documented all the amazing


life-changing results they’re producing, it would change the industry


After 20 years in the industry, Thornton remains committed to promoting ‘knowledge, service and professionalism’


training possibilities, for Thornton it’s really only half the story. Thornton has been in the fi tness


industry since the 1990s, and even talking to him for just a few minutes it’s clear to see he has inexhaustible passion for the industry, as well as a great knowledge of his ‘craft’. He started out in fi tness and leisure


management in four-star country hotels throughout the 90s, moving on to become national sales and marketing director for equipment supplier Star Trac in 2002. In November 2002, he founded the Eze Fitness gym chain with Smith, a small chain of clubs which they still run on an income share basis with two local authorities – three clubs in partnership with Castlereagh Borough Council in Belfast, and two clubs with Sefton Council on Merseyside. While this created a comfortable


lifestyle business for the pair, Thornton says they ultimately had far greater ambitions to take their knowledge of the industry – particularly relating to service standards, staff development and creating a true community hub – and combine it in one amazing club (although Thornton isn’t ruling out further sites) that would offer “the best of the best” in training and club culture. 3-1-5 is the culmination of these grand


ambitions, and fulfi ls a longstanding ambition of both Thornton and Smith to


return to their roots and open a ‘super club’ in their hometown of Lancaster. It was perhaps serendipitous that the


right, super-sized property presented itself at the right moment – a former Total Fitness gym that had been sold off from the portfolio to a private landlord.


“At its height, it had been a successful £11m club development with over 4,500 members, but the industry changed and diversifi ed and it became an operation that was no longer viable,” says Thornton. “When we acquired the building in


2012, it had been totally asset-stripped and we needed to invest £3.3m in the site.” Of this total fi gure – and despite a much higher original asking price by the receivers – Thornton, Smith and Thulin eventually purchased the site for £1.25m. Finance for 3-1-5 came from a mix


of directors’ money, a commercial mortgage, and backing from various small investment groups. Thornton then personally managing an ambitious 14-week refurbishment programme, bringing it in on budget just before the scheduled opening date. The club is now home to a 200-station


gym, including four circuits (56 stations) of X-Force. Cardio equipment is provided by Star Trac, which has chosen 3-1-5 to be one of its showcase sites. In addition, there are two exercise


studios, a holistic studio, a 25m swimming pool, a 10x10m learner pool,


34 Read Health Club Management online at healthclubmanagement.co.uk/digital


a hydrotherapy pool for 40 people, a poolside functional training zone, sauna and steam facilities, a large café-bar and lounge, and meeting facilities.


Service and professionalism Thornton admits the club represents a huge leap from Eze Fitness, and he, Smith and their close-knit team have been working 24/7 to ensure success. Promotion for 3-1-5 started months


before launch, including taking the concept ‘on tour’. Thornton explains:


“We chose 20 iconic locations around Morecambe and Lancaster – one was beside the Eric Morecambe statue at sunset – and set up a high energy event with 20 Spinner bikes to help create the vibe of 3-1-5. Local media got involved and we did a lot of promotion with great shareable content on Facebook to create a viral effect.” As a result of this and other initiatives,


1,500 memberships were sold pre- opening; eight months later, the club was 46 per cent above target with 4,500 members paying £45–£60 a month. While 3-1-5 comes 20 years into his


industry journey, you get the feeling that Thornton is just getting started. He says his driving forces are offering superior service, with staff who have been heavily invested in, and serving the community by creating a ‘third place’ where everyone wants to spend time.


June 2014 © Cybertrek 2014


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