Describe Reset and what it offers members
We say that Reset is not a gym. It was born out of a passion for sport and we perceive it as a way of life and a means of escape. We currently have around 300 members in our first location – in the heart of Cádiz in Spain
It’s a social club more than just a place to work out – a 1,500sq m space across three floors where members can do directed activities such as aerial yoga, Pilates reformer, boxing, Les Mills classes or indoor cycling.
They can also enjoy beauty and relaxation treatments, such as Indiba radiofrequency therapy and cryosauna, or have a coffee in good company in our snack area which is always stocked with free seasonal fruit, nuts, coffee and tea. Reset also has co-working spaces.
What are your growth plans?
We want to position the Reset brand as being an operator of premium clubs at the top of the national scene in Spain. We know for sure this location won’t be the last, in fact, we’ve already thought of some Spanish cities that would be ideal to host the next one and would like to have a Reset club in the capital, Madrid.
We wouldn’t franchise, as it’s a very personal project.
How did the idea come about?
From our experience in other clubs or gyms where we haven’t felt one hundred per cent comfortable. I say ‘our’ experience, because this project is not only mine, it’s also a passion for my wife, Concepción Tortajada Bernal.
We both love sport and wanted to create a space that would meet all our needs and with Reset we’ve achieved it. We also have a great team of people who back us up and support us.
How are you financed?
We managed to start the project without borrowing.
How is Reset different?
We make our members feel at home. From Reset you can telework, have a coffee and take a break to train or relax in our beauty area. We also offer members exclusive and personalised attention. We’ve limited capacity so we can offer an excellent service, which includes personal training and the exhaustive monitoring of our members’ evolution through their fitness and nutrition plans.
You’re going to be adding more to the club
We’ll soon add a physiotherapy service, access to a sports psychologist and an aesthetic doctor, saunas for men and women and soundproofed work cabins. We’ll also be increasing the size of the rest area and adding an infinity pool, solarium area and a fully-glazed bioclimatic tent in our open-air rooftop space – the Skyline.
What will the ROI be on this expansion?
Between 10 and 15 per cent. Some of these services and spaces will be included in the current membership prices, others will be exclusive and sit outside the membership as upsells.
How much does it cost to join?
We don’t disclose prices because to value our concept, you must first get to know it through one of our ambassadors. That's why we only provide this information to people who visit our club.
What’s your approach to design?
We wanted it to be different and groundbreaking and it was clear to us we could only achieve that by working with our friend, the great designer Álvaro Linares.
Reset has a New York style, transgressive and elegant at the same time. It invites you to spend hours here training or just chatting. We aim to position the brand in the minds of our audience as a ‘place to be’.
What equipment have you chosen?
At Reset we have the Artis line from Technogym as well as the Technogym Skill Line and Group Cycle Bikes. We also have the Pure Strength plate-loaded line for the purists, which includes the conical pulley and cable pulley.
We use the Mywellness system and also offer Live Console and Technogym Coach to deliver the member experience and we have a large video wall to create excitement.
Do you have an app?
Yes, we have a dedicated Reset app, where members can book targeted activities, chat with our staff or track their progress. It drives engagement with them.
What are your biggest challenges?
One challenge was getting a top brand to collaborate with us, providing us with advantages that – as a general rule – are only offered to first-level soccer clubs.
We’ve just achieved this and our staff are now wearing Nike Reset clothing, which we’re also marketing in-club.
Our biggest challenge is preserving and enjoying what we’ve achieved while also improving and expanding.
More: www.resetpeople.com
