NEW OPENING March of the microgyms
Following on from our June issue, in which we reviewed three of London’s growing body of microgyms, Dawn Tuckwell pays a visit to another three clubs and gives her verdict
THE HEART OF THE MATTER
Club: Heartcore Location: Fulham, London
H
eartcore isn’t a specific class or workout – it’s a belief in, and commitment to, four primary ideals: that
supervised training delivers superior results compared to do-it-yourself training for the vast majority of people; that the community aspect of group training in smaller studios has positive effects on motivation and commitment levels, resulting in happier clients and improved length of engagement; that full-body functional training using compound movements delivers better results than targeted training using isolated movements; and that working muscle groups to failure in specific sequences enhances results. When founder Jess Schuring moved
from LA to London, she brought with her the Heartcore method: a fun, effective workout that delivered real results in the shortest possible timeframe. “When we looked at the market in 2007, we saw a lot of opportunity. From a fi tness perspective, traditional gyms worldwide, and in particular DIY training, weren’t delivering real results – they still aren’t – so memberships termed out and attrition rates were 50–60+ per cent. “In London, consumers had world-
class standards when it came to other experiences – restaurants, hotels, entertainment – but were settling for a sub-par fi tness experience by training in
Heartcore clients tend to be cash-rich, time-poor executives
sweaty, grey-carpeted basements. When we put both those factors together, we knew where to position our business and that it would be well received.” All studios occupy prime London
locations – the fi rst Heartcore studio opened in Kensington in 2007, with Fulham the fi fth studio to open (June 2014). Studios offer the signature Heartcore reformer pilates class using custom-made reformers designed to Schuring’s specifi cations. Other classes include barre, kettlebells and TRX, with a HIIT cardio class launching soon. Heartcore has positioned itself in the
middle ground between more expensive one-to-one PT and less focused large gym classes. Prices range from £17.50 to £27 per class, depending on how clients choose to pay – they can buy single sessions or blocks of up to 40 classes. “The upmarket locations of our
Heartcore uses custom-made reformers
studios, intensity of the workout, price points of our classes and focus on results act as natural fi lters that support the development of a really fun community of motivated, like-minded individuals with the means and dedication to improve their bodies and their lives,” explains Schuring. “Our attention to detail, continual focus on improving client experience and our in-
54 Read Health Club Management online at
healthclubmanagement.co.uk/digital
house trainer development programme all combine to ensure that every client receives the best experience possible.” Clients come from a variety of
backgrounds but share one common trait: a lack of time. There are currently more female than male clients but that is shifting. “One of our fastest growing demographics is our Alpha Males – hedge fund managers, board-level execs and City high-fl yers who want to look great but don’t have three hours a day to spend in the gym,” says Schuring. “They give us 55 minutes three to fi ve times a week and we give them the best body in their offi ce.” Plans for further expansion are well
underway: in the next six months alone, Heartcore aims to grow to nine London studios. It acquired its sixth and seventh sites in July, buying a 288sq m club in Notting Hill from celebrity fi tness trainer Mark Anthony and a separate site in Moorgate in the City. Both clubs are due to open in autumn 2014. It will also launch a new website, open
at least one international studio and announce at least one transaction with a strategic partner that will accelerate its UK and global roll-out. “Beyond the next six months, we think and plan in terms of innovation and meeting needs creatively rather than studio counts and markets entered. If we’re growing Heartcore by making as many people as possible healthier and happier, we’re doing the right things,” says Schuring.
September 2014 © Cybertrek 2014
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