The high street
locations and boutique feel appeal to women
SHAPING UP NICELY
Club: Movers & Shapers Location: Queen’s Park, London
S
ince opening its first site in London’s Stanmore in 2007, Movers & Shapers has expanded and now covers
six London high street locations. Billed as the smart alternative to the gym, studios are designed to create a familiar environment – more like a retail store or boutique – handily located to pop in while working, shopping or between the school run. The model is based on 30-minute
small group classes, placing client convenience at the heart of the offering in terms of both time commitment and location. Classes are run every 30 minutes from the moment the studio opens until it closes each evening. The fi rst sites offered Power Plate-
only workouts, but the Balham studio – which opened last year – included an expanded offering which proved popular. According to Ben Margolis, CEO of Movers & Shapers, Power Plate classes are still the most popular classes, but the huge success of the Balham site gave them the appetite to open more studios with a wider offering. The newest site in Queens Park
is split into three zones and offers a mix of classes. The cardio zone runs
September 2014 © Cybertrek 2014
elliptical classes based on HIIT principles, with the option of heart rate monitoring. The functional zone runs circuit classes using a variety of equipment provided by Physical Company, Escape and TRX among others, while the core zone uses Power Plate machines. The club also offers specialist classes such as small group barre, yoga and pilates. Class size is limited to ensure everyone benefi ts from a strong focus on technique and motivation. Margolis attributes Movers & Shapers’ success to the relevance of its offering.
“People have little time to spare, they want results and they want it all to be convenient,” he explains. “There’s also a real demand for great service, which larger facilities can’t offer due to size.” Classes are sold in blocks of 10
(£149) or 20 (£259), with a monthly membership available for those who are happy to commit to doing more (from £99 a month). Around two- thirds of the membership base is on a monthly contract. Clients are typically professionals or mums, aged 30–45,
Power Plate
classes remain a core offer
with a strong female bias. The high street locations and word of mouth is the main means of attracting customers. New clients have an initial one-to-one
consultation, where measurements such as body fat, visceral fat, resting heart rate, blood pressure and muscle mass are taken. Clients receive advice on which classes are most appropriate based on their lifestyle and goals. A review consultation is completed every six to eight weeks and progress charted using bespoke software. “Regular feedback is very important and motivational, and very much part of the personalised service we offer,” explains Margolis. Margolis adds that further expansion
is defi nitely on the table. “We’ve identifi ed fi ve areas in London into which to expand as a priority, and one of those is close to completion.”
Read Health Club Management online at
healthclubmanagement.co.uk/digital 55
PHOTO:
WWW.SHUTTERSTOCK.COM/KEVIN WANG
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