INTERVIEW
Prior to launch, 3-1-5 took its concept ‘on tour’ around the local area, creating a buzz and generating 1,500 member sales “Health and fitness is about physical
and psychological wellbeing, but it’s about the spiritual and social too. What we’ve created is escapism for people outside of their work and home life – an unintimidating environment that encourages peer-bonding and interaction between people from all walks of life. Loneliness is one of the biggest killers of the over-60s.” At 3-1-5 there’s a friendly ‘meeter
and greeter’ at reception at all times, as well as four staff to deal with member requirements. Exercise areas have deliberately been kept to the first floor mezzanine, leaving the ground floor as a buzzing social space. There’s a large lounge seating 60
people with free wifi, while the café-bar hosts regular theme nights. Particular attention has been paid to lighting, both to zone the area and to create ambience. But lighting apart, Thornton is a believer in keeping technology to a minimum in the gym space to promote more interaction. He says: “We only have six TVs in the gym. In fact, we didn’t get round to wiring them up to the cardio theatre for the first seven months and not a single person complained!”
Future developments With his mega-club up and running, Thornton is continuing to focus on making his facility and staff the best they can be. He recruits high-calibre individuals – one is Glenn Robinson, who just won the first Commonwealth Gold medal for England in water polo – and continues to invest in them. Being a true community hub is also
key, with Thornton focused as much on the club’s role outside the facility as
within its four walls. For example, he’s planning school-based kickabout sessions to tie in with this month’s World Cup, in partnership with local football clubs and radio stations, while old CV kit is given away to local facilities such as village halls and boxing clubs. “It’s not just about sales. It’s about getting a good reputation in the community,” he says. Another ongoing focus is
The pre-opening tour included outdoor Spin sessions
improving data capture, which is currently where Thornton feels the fitness industry badly falls down. “Our sector doesn’t have enough respect or credibility at the moment. We have six million members, but where’s the data? If all ukactive members documented all the amazing results and life-changing experiences they’re producing in their clubs, this would change the industry and ensure it gets the government support it deserves. “At 3-1-5, we document a member’s
entire journey, from initial goals when they first meet us to their progression three, six, nine months down the line and beyond. We’ve identified the ideal measurements and checkpoints to to give us the best possible analysis of their journey.” He continues: “We have a vital role to
play in the community. It’s about changing lives and behaviours and continuing to motivate members, not only for the present but 10, 20 and 30 years into the future. People plan for their retirement and worry about being financially secure, but they never plan for the most important thing of all – their health.”
“People plan for their retirement and worry about being financially secure, but they never plan for the most important thing – their health”
36 Read Health Club Management online at
healthclubmanagement.co.uk/digital
Exclusive network Thornton’s other future focus will be the licence scheme, although expansion plan are not aggressive – the emphasis is on quality not quantity, with hopes to create around five new partnerships each year. For a monthly fee, partners will receive X-Force equipment and all the training and marketing support required to create a successful business. Thornton says: “It’s a highly designed
product with limited production capacity [Thulin owns the manufacturing base in Sweden], so X-Force will only ever be a niche product, and we will carefully choose the sites we work with. “Although it’s a licence programme,
our partners will receive support rather than interference. But of course they’ll have access to X-Force’s equipment and will feel like our club in terms of priorities: a focus on service, knowledge and expertise; using technology for results rather than distraction; and being a true club for the community.” For now, 3-1-5 is on a mission to
improve the health of Lancaster locals. But in spite of his cautious expansion plans, it wouldn’t be surprising to see Thornton’s enthusiasm for the industry mushroom into something far greater
– and potentially even global – in the years to come. ●
June 2014 © Cybertrek 2014
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