Leading HIIT training specialist Speedflex is working with Everyone Active to create the ultimate group fitness experience.
The concept, FORTIS Powered by Speedflex, takes place in stunning new boutique studios, specially created within Everyone Active centres.
These offer Speedflex’s famous, ‘HIIT without the hurt’, a high-energy group workout in a boutique setting, which leaves participants free of next-day-DOMS.
The concept
Everyone Active wanted something to elevate the member experience and the partners began discussions in July 2019, entering into a joint venture to create an experience which takes Speedflex to the next level.
It was agreed an exclusive brand would be developed, with Everyone Active creating the look and feel and Speedflex bringing its experience in programming, training and equipment.
“We wanted to create something different for customers,” says Duncan Jefford, regional director for Everyone Active. “Speedflex is unique and the programming, combined with the look and feel of the studios, is different from anything else in the market.
“Because it’s non-DOMS exercise, customers won’t feel muscle soreness the next day, despite having done an intense 30-minute workout. The beauty of it is, you could take a class seven days a week.”
The studios
As Everyone Active has such a wide membership base, from Gen Z through to the over 70s, both brands needed to ensure they created the right environment that would appeal to all.
The goal was to create a contemporary design, without using the dark disco feel which is popular with so many boutiques.
This resulted in a gold scheme that creates a cutting-edge design, while still retaining a warm welcoming feel. Each studio has a textured black matte wall and a neon LED sign displaying the concept strapline.
Ceilings are matte black and lights with gold reflectors help achieve a warm effect.
The studios include FORTIS branded auxiliary stations for an unlimited variety of workouts, combined with a full MYZONE set-up to provide members with heart rate data and feedback on their effort level.
Participant data is displayed on an LED video screen designed to fill almost an entire wall and provide high-quality visuals.
Delivering FORTIS
As a joint venture, both brands are fully invested in the project to ensure the concept delivers the best possible experience.
Everyone Active is using an instructor teaching hybrid model, deploying members of its fitness team who’ve gone through a programme of training with Speedflex’s team of master trainers, while also recruiting new instructors externally.
Each studio has 10 qualified instructors – the aim is to have 120 to 150 within the next year or so.
Plans for the future
Since launching in January 2020, three FORTIS studios have been created; Chichester, Hemel Hempstead and London, with plans to launch 15 in total – three in London and 12 outside.
“Everyone Active is the perfect partner for us, as its membership contains such a vast range of ages,” says Paul Ferris, CEO, Speedflex UK and Ireland. “FORTIS, Powered by Speedflex, is the ultimate in inclusive workouts. A 22-year-old member can be in a class with an 82-year-old and they can both work out to their maximum with no aches and pains the next day.
