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FACILITY FOCUS I MY35


“The future of this industry is not about the race to the lowest priced memberships, but about


getting results for people who don’t


currently come to the gym”


formation, which makes for a sociable experience. And users are constantly monitored by a member of staff in the middle of the circuit, which provides the personal training element.


Arguably, another attractive feature for the older, de- conditioned market served by my35 is the simplicity of the process. Each user has a smart card, which when inserted into each piece of equipment, automatically adjusts to the user’s body size and training programme to prevent setting errors or any over- or under-training. And the equipment itself works with electronic resistance, so users don’t have to mess around with weights. All in all, it’s an effortless experience; users plug in their smart cards and go. And 35 minutes later, they’re finished.


Getting results is crucial, says Davis: “Eighty per cent of our members want to lose weight, and the key to that is constant progression to build muscle and burn more calories. After every second session, we look to increase the resistance for each user by a kilo or two. Expecting people to go from 30kg to 35kg in one session is too much for some people, but increasing to 31kg is achievable,” says Davis.


To further aid weight loss, my35 provides a free a nutritional support programme developed by Pete Cohen, GMTV’s former resident life coach and otherwise known as the Weight Loss Guru. The programme aims to help people break free from dieting and adopt healthy attitudes to food to achieve their weight and health goals. my35 offers weekly classes, and members also receive online video and email support, recipes and advice.


All members of my35 are entitled to their money back in the first three months provided they have trained 20 times


26 I body LIFE 2 I 2015 www.body-life.uk


during those 12 weeks on the circuit. Such a guarantee is a rarity in the UK fitness industry, but may be another reason why my35 is attracting people who find the traditional gym model unappealing.


“We’re not stealing members from other clubs, we’re attracting a new demographic. You’re not going to reach these people with shiny images of skinny young things stepping out of a pool or with things like TRX and functional training. These people just want to be fit enough to play with their grandchildren and to stave off illness and disease. And they are willing to pay for it,” says Davis, who aims to open eight my35 sites across the south of England over the next few years.


“The future of this industry is not about the race to the lowest priced memberships, but about delivering highs levels of customer service and getting results for people who don’t currently come to the gym.”


www.my35.co.uk


Vicky Kiernander, Health Editor,


bodyLIFE UK magazine healthdesk@body-life.uk


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