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supplier
profi le
We listen and never patronise. Our
brand offers a funky, enjoyable and
jonathan
safe environment where young people
can have fun, meet friends and get
active. We also offer a wide selection
of training courses that give fitness
instructors the essential tools to offer
williams
new and innovative workshops, so
there’s always an activity for everyone.
What do SHOKK
Kath Hudson talks to the CEO of
gyms offer?
Each SHOKK site is completely
youth fitness specialist SHOKK
safe and tailored to kids aged five
about addressing youth on their
to 16 years. They’re given the
terms, developing a franchise
best hands-on guidance by fully-
trained fitness professionals,
offering, and global expansion plans using equipment specifically
developed for this demographic.
We’re constantly looking for new
products, training ideas and merchandise
When and by whom was What challenges have you to engage young people. A lot of this
SHOKK founded? met along the way? development is driven by our facilities
I founded the company in 1999. It came It was a difficult idea to get off the and training team on the ground, and
from an idea a friend and I had at college ground. I had every door slammed in we run regular focus groups with
to develop a youth activity business, my face. Operators’ views were “yeah, young people across the country.
dedicated to getting young people well we’ll stick them in the pool, give Also, through a Dragons Den-style
interested in a positive lifestyle. The them a tennis racquet and charge them process, we encourage companies to
SHOKK brand was born some years a tenner less than their mum and dad”. pitch new product ideas to us, and
later on a Sunday afternoon in a pub. But I wanted to give young people the we have a strong product design and
same experience that anyone else would manufacturing process that helps
What’s the company’s get, because if you get them at this age bring relevant ideas to fruition.
mission statement? then it solves the problem of trying to
To continually strive to make SHOKK attract them when they’re 17 or 18. What are your
an iconic brand of youth activity. latest products?
To ensure SHOKK stays true to its Did you get anything Over the last 12 months, we’ve
roots as the youth activity people, wrong along the way? launched a number of key products.
while symbolising professionalism. Yes! I started off by calling the company SHOKK Tactics is our revolutionary
Kid Co Fitness, but changed it within web-based activity management, health
Why did you decide to focus two years as anyone over the age of assessment and retention system,
on the teenage market? nine considers themself a young adult. which won Innovation of the Year
After spending a lot of time travelling at the Leisure Report Awards 2008.
and coaching in the US, I noticed How does your concept Designed specifically for monitoring
the negative impact youth inactivity appeal to this market? young people exercising in facilities,
was having and realised well- As the savviest of all consumer groups, or as part of partnerships or projects,
structured youth-focused activity young people recognise quality and it’s the most significant and exciting
would help address these issues. want the most up-to-date concepts. SHOKK development to date.
WHO’S WHO?
Fun fi tness
Each site is
CEO: Jonathan Williams specifi cally
Sales director: Justine Williams equipped
Marketing director: for fi ve- to
Kieran Murphy 16-year-olds
Head of finance & operations:
Steven McKiernan
Creative director: Paul Williams
International training & HR
manager: Jean Sullivan
International sales manager:
Matt Mozley
Business development
manager: Shawn Clarke
64 Read Health Club Management online june 2009 © cybertrek 2009
healthclubmanagement.co.uk/digital
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