What do you think the gym sector does well, and where can it improve?
A couple of decades ago, gyms were seen as places where massive muscle-bound men would go to lift heavy lumps of metal up and down. Nowadays the sector is realising that gyms should be for everyone, and there’s a wider variety of exercise facilities and classes and opportunities for people of all abilities.
The sector can still improve on that, though, by making it more accessible and easier for people to start – to not feel intimidated about coming into a gym for the first time, particularly if they’re in advanced years or have never trained in that sort of environment before.
Team GB’s Olympic success in the velodrome helped inspire an uplift in cycling among the public – but can elite sports honestly inspire more people to go to the gym?
Yes, definitely. I think Team GB’s success has helped inspire the British public generally: people are looking for ways to be more active and lead a healthier lifestyle, whether that’s going to the gym or taking up a new sport or hobby.
I’ve also noticed a change in perception about gyms only being for younger people. That’s definitely changing now, with a shift in who’s going to the gym as a consequence; the gym is for any age, at any stage in your life.
Isn’t it just about exercising in a way you enjoy, rather than going to the gym?
It’s important for people to be active in any way possible, whether that’s walking up the stairs instead of taking the lift, or maybe cycling or running to work.
However, the bonus of going to the gym is that you have other people around you who are also doing the same thing. Their presence alone will encourage you and make you work that bit harder. It definitely motivates you more when there are other people around and you’ve committed to being there; you focus on the training and get the most out of your session.
Why have you decided to not only become an ambassador for Pure Gym, but actually invest in the business?
I’m passionate about helping people improve their lives by doing more exercise and activity and making it a way of life. The biggest barriers to that are time and affordability. That’s why I like the Pure Gym model, with its 24/7 clubs and affordable, contract-free memberships.
I’ve seen the company’s swift expansion over the last few years and I firmly believe in its aim of getting people of all ages and all demographics to do more exercise, making it easy, affordable and fun. Its philosophy dovetails with everything I’ve been doing over the last few years, trying to encourage people to exercise more, be more active, and make that a part of their lives.
What will your role as Pure Gym ambassador entail?
It will involve spreading the word and telling people what Pure Gym is all about. By the time the chain has expanded to where it wants to go, the majority of people across the country will have a Pure Gym near them. That’s really going to help people make exercise a part of their daily or weekly routines.
I’ll also be advising Pure Gym on customer experience and on supporting members to achieve their goals, as well as advising on new products and services. I’ve trained at so many gyms in so many different parts of the world over the last 20-odd years, so I know what works and what doesn’t work, and I know what customers find enjoyable and positive. I want to filter that knowledge through to improve on the already great facilities available at Pure Gym.
We’re also working on a couple of very specific projects that are close to my heart. We’ll be able to talk more about those projects in the near future.
The biggest challenge is probably raising awareness that this kind of gym format exists. Many people’s perception of gyms is that you’ll be tied into a contract or that budget means ‘low quality’. That’s absolutely not the case with operators like Pure Gym, and making sure people understand this is key to increasing exercise across the country, as it’s more affordable and accessible than ever before.
What do you feel you can bring to the role?
I hope to bring some of my own experiences from having been to so many gyms all over the world, and having spoken to lots of different athletes in various sports – and also to members of public – about what makes gyms good or bad, and what the barriers are.
I want to help Pure Gym create great environments for people of all abilities, fitness levels and age groups, so they can make the most of their time training or exercising in the gym.
Pure Gym already has more fitness facilities around the UK than any other gym company, and I want to help it continue to grow and develop, and get as many people as possible to be more active in the future.
