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The best of both worlds

The best of both worlds
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The best of both worlds
Siobhan Stirling - Sharp Minds Communications for Capital Space by Siobhan Stirling - Sharp Minds Communications for Capital Space
Owner/Director - Sharp Minds Communications Ltd

In a competitive market, finding a new way to package your service can create valuable points of difference to help you carve out a niche from which to grow your customer base.  That’s the strategy being adopted by Runway Fitness, based at our Laurence Industrial Estate centre in Southend.

Offering something new  

It seems there’s a new gym, PT bootcamp or fitness class starting up in every town every week, so identifying a place in the market with clear messaging about their differences is important to Runway Fitness founders Dannielle Emery and Caroline Elman: ‘What makes us different is we are female gym owners and specialise in group fitness. Most gym owners are male and focus on the PT side of the business. We hope to bring the best of both worlds.’ 

Offering a unique membership UPT, members can book unlimited personal training sessions making personal training affordable and every workout accountable. Along with a strong emphasis on group fitness, members can choose from Boogie Bounce, Clubbercise, Zumba,  and Totally Shredded – to name a few.  For new mums, there’s also mother and baby classes as well as kids and family sessions. 

Star of the small screen  

Many of Runway Fitness’s potential customers may recognise Dannielle from some of her TV appearances.  A professionally trained dancer, singer and actress, she has featured on Loose Women, The Only Way is Essex (teaching the stars a Stiletto class), Sunday Brunch, The Sun Video Live, Britain’s Got Talent, Got to Dance and GMTV.  She has also presented a number of fitness conventions in the UK, including Move It and Britain’s Next Top Model Live, as well as overseas, in countries including Italy, Holland, Germany and Australia.

Caroline is a Powerhoop Master Trainer and is one of the faces of Powerhoop. She has filmed workouts for instructors and featured alongside TOWIE’s Lucy Mecklenburgh on her Results With Lucy online  training program. 

Supported by qualified instructors, Dannielle leads from the front with her impressive experience: ‘I started out as a gym instructor at David Lloyd around eight years ago. Since then, I have gone on to become a personal trainer, studio co-ordinator, David Lloyd and Reebok master trainer, Bokwa education specialist trainer and Beatz fitness master, This Girl Can Essex ambassador and gym owner.’ 

Perfect location

Runway Fitness have only just moved into Laurence Industrial Estate and are finding our business accommodation ideal for their needs: ‘We moved in at the beginning of February after taking over from an existing business. The location is a great benefit for us.  It also has the advantage that we can market to other companies on site as well as to other local businesses; we’ve had some great feedback so far and have seen a lot of interest.’ 

Expansion plans  

Dannielle and Caroline know exactly what they want from the business in the upcoming years: ‘Our vision is to increase our member base and double in size to be able to offer even more fitness experiences for our members. There is so much we can do with our current accommodation to increase our member base, but by scaling up we will be able to offer more facilities and services. 

‘We will measure our success by our increase in memberships, member retention as well as customer feedback. This should result in an increase in profits, which we will most likely reinvest, adding more value for money to our customers.’ 

Runway Fitness are committed to helping their clients on the fitness journey – and we look forward to supporting them on their business growth journey.  

To find out how Capital Space business premises could benefit your growing business, 

call 0800 107 3667