boutique fitness

to ensure they come back. Our service and training level is far higher than you would get at many gyms.” The approach appears to be working with

the group now boasting eight studios across London. Sites are generally 2,400 to 3,000sq ft in size with a core offer of a reformer Pilates studio large enough to hold 10 reformers, treatment rooms and a separate area for personal training, one to one Pilates sessions and a gym-based physiotherapist. Where possible, the studios also provide

another space for secondary classes such as Yoga, HiiT, Barre and TRX. A carefully-curated retail product range including workout wear, physio products, hair and skincare and healthy drinks and snacks is also on offer. “We always have a fully staffed reception, because it’s important that clients are

welcomed in person, rather than being expected to swipe in and hang around in a corridor waiting for their class or session to start. And we also provide fully-stocked changing rooms and showers, which are essential for clients who need to go back to the office or on to an evening out after their session,” says Matthews. Ten’s design philosophy is ‘similar, but

different’ – all sites have a Ten feel, but adopting a cookie-cutter approach to the design would be boring, she says, especially as many clients like to train at two or three different studios. So while the Pilates studios, PT rooms and therapy rooms have a strong brand feel and look pretty similar from one site to another, design differences can been seen in reception areas and changing rooms. “We stay abreast of trends and developments,

but we don’t try to follow the latest fashions in interiors - that just means we’ll be unfashionable in a couple of years’ time. Instead we’re more likely to be inspired by the feel of the area or the architecture of the building we’re in, be it exposed brick or ironwork, and to bring something of that into our own fit out.” However, all studios are light, bright and airy. “We’re all about precision, form and quality

of movement, so that typical boutique fitness ‘workout in a nightclub’ vibe doesn't work for us. It’s important that we offer the same client experience in all studios. That’s driven both by the physical environment and the people, which includes a warm, friendly and genuine welcome - if you’re a regular you should expect to be greeted by name.” 27

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