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Above and right: Fitness Freak organised its first two-day pop-up event in London in June. It took place in the vaults beneath Waterloo train station


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All classes are designed to be great


fun, with half of the timetable involving dance and dance fitness, including workshops with cast members of West End shows such as Chicago and Dirty Dancing. But as Move’s Facebook feed clarifies, it’s not all about dancing:


“Dancers aren’t the only people with moves – we’re inviting some of London’s most exciting combat fitness instructors to come and show our Movers how to get fighting fit. What classes do you guys want to try the most?” There’s a real club feel – a sense of


being part of the ‘in’ crowd, allowed to work out in unusual locations with a focus on interaction and fun. “We have a vision of bringing fitness into inspiring environments, and opening it up to a wider public,” says O’Neil. Meanwhile, in an initiative reminiscent


of Lunch Beat – the lunchtime clubbing sessions in Stockholm designed to get workers active during their lunch break – class finding and booking website


September 2013 © Cybertrek 2013


Fitness Freak organised its first pop-up event in London in June. Run in collaboration with TimeOut,


the event – which took place in the vaults beneath Waterloo train station – comprised four one-hour rave classes over two days, complete with live DJ and glowsticks for every participant. The high-energy cardio and conditioning sessions were set to 90s dance classics, with multiple instructors getting the crowd fired up. All sessions sold out, at a cost of


£13.85 per class including booking fee, with a total of 650 people attending across the two days. The event has now been followed up with £10, drop- in RAVE classes at Gymbox Bank, exclusively for Fitness Freak users, with further pop-up events planned. Running such events need not


be overly expensive, but executed and marketed well they could offer operators a great chance to build a sense of ‘club’ among members. ●


How can we help you delight your customers?


www.theretentionpeople.com 0845 621 2001


TRP’s software is an integral part of measuring and managing member retention. If you are serious about keeping people active then you can only demonstrate that seriousness by using software. Stuart Martin, Active Nation


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