SPORTS CONDITIONING
are in luck. For they are the target mem- bers of City Athletic, a new premium sport and fitness club located between Bank and St Paul’s. Launched in December 2012 with a
O
mission to make sports conditioning achievable for all, the 465sq m (5,000sq ft), open-plan strength and condition- ing gym is dedicated to helping members achieve professional-standard results. Its owners say the approach has proved a great way to differentiate the club from its competition and hit a passion point for its target audience: working men and women aged 22 to 55 years old. The club was five years in the making
– an ambition and dream of its business partners, former cricketer Ben Clay- pole and fitness world champion Shaun Stafford. Having worked together as per- sonal trainers for more than 15 years at a large gym chain – they decline to name the brand – they say they shared similar frustrations when it came to the choice of equipment available to members and the service offered.
ffice workers in central London who would jump at the chance of using their lunch breaks to train like a professional athlete
TRAIN LIKE A CHAMPION
Nicole Hearn pays a visit to London-based
City Athletic, which offers City workers the opportunity to train like elite athletes
“Our pre-opening research showed
that members of conventional gyms didn’t feel they were provided with enough support and that the service was lacklustre,” explains Claypole. “This inspired us to focus our efforts on creat- ing a medium-sized gym which bridged the gap between a PT studio and a
56 Read Sports Management online
sportsmanagement.co.uk/digital
super-gym. We wanted to offer our cli- ents a really personal, bespoke service that delivered ‘more bang for their buck’ and better results for the individual.”
A SPORTING DESTINATION Together with running shoe and clothing retailer Sweatshop, City Athletic had the
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