What do you want from a gym?

• Fit for purpose? Check.  
• Welcoming environment? Check. 
• Qualified, experienced knowledgeable, friendly, personable staff? Check. 
• Cleanliness? Check. 
• Well maintained equipment and a safe environment? Check. 
• A sense of community? Check. 
• First aid trained staff with a well-maintained defibrillator on site? Check.  

For me, these are the absolute basics. The must haves. The ground upon which a gym builds. Not all gyms have them. Empire does.  

But what a boring list! 

So, what more is there to become as a gym? I have strong opinions about this as you might imagine.  

In a society that is now increasingly devoid of nuance, complex and compelling personality, and attention to detail, this is where we find our real strength.  

We want people to like Empire Gym, but not at the expense of what we know to be important. In fact, being liked is probably last on an imaginary list of priorities. We want our customers to feel well served by what we provide and for the provision of this ‘service’ to be valued by those who use it. Value over popularity.  

The nuance comes in all we do, but to offer an example, it is present in the private conversations we have with people, always looking to listen first, then to offer a helpful word if required. Nuance comes in the relationships we have with our members. Some members we see a lot, some we see less frequently. Some are bold and forward in conversation, some prefer to be left alone. The joy is in the contrast and the ability to adapt our way and our environment to allow different personalities to flourish.  

Then there’s the classes we provide. Vibrant, tough, inclusive and if I’m taking the class personally, provided with a side of humour and ‘piss-taking.’ A drop of self-deprecation yes but mostly piss-taking. I’ll ridicule you, but in a loving way! The class and its content, and the loud motivational playlist will take people to places that test them, physically and mentally. The result is a physical and mental assault on the senses provided by someone who knows how to battle against both. Mental health challenges have been as prevalent in the last year of my life as the physical challenges that I have chosen to pursue over the last decade. Both have served me well in becoming a character who can relate to people with empathy and respect. 

We are not the cheapest gym. Nor should we be. Nor indeed would we want to be. 

Investment in quality and varied equipment and in the environment have been matched only by our investment in our members and their wellbeing over the last 11 years.  

Theres a popular opinion it seems that ‘businesses’ especially local ones, should serve the community as if a charity. I have always thought it our responsibility as a family to succeed. And yes, I also mean financially. Such success not only focusses the need to be good at what we do, but it also provides for our families and sets a standard for my children and indeed anyone else trying to pay their mortgage in an inflation ridden minefield of an economy. Our customers are ‘our’ customers. There is value in what we provide, and value has a price.  

What is the measure our success as a business? 

Take your pick… We come back to nuance.  

‘Fitness,’ which physically begins with movement of the body, remedies myriad ailments. Ailments of the body and the mind. The environment we have created, for those who want to use it, can be a profound part of any journey to ‘feeling better.’ And we all want to feel better.  

Empire Gym could be a ‘spark,’ a light in the dark…  choose your own analogy. 

It could be a ‘next step’ on a journey of self-discovery. 

It could be the genesis of a new social life, new friendships, new relationships.  

The key to a longer life? 

All very grand ideas. But I mean it.  

You won’t meet a family who cares more. And in getting to know us as the Weston family, you’ll have a chance to be part of the wider ‘Empire family.’  

Yes, I know that sounds sickly, and I have just as much time (arguably even more respect) for people who want to be left alone with their thoughts, or with their favourite podcast, or motivational playlist. But the option, the opportunity is there. There’s a community here who embody the things we believe in. They are a great bunch, many of whom have become genuine friends and confidants. 

More practically, for example, two years ago I personally did my first HYROX race in London. I went on to do four races in a calendar year. I affiliated Empire as a HYROX Training Club, and tens of Empire members now compete, quite brilliantly I might add, across the country and Europe as HYROX athletes. 

As much as remote, distant, ‘impersonal’ ‘social media influencing coaches’ get the credit these days in the ‘post-event’ social media uploads, I know, and Empire can be assured that we sowed the seed of those journeys by energetically pursuing our own passions and bringing them to the local community. That is success.  

If you don’t think it’s for you, that’s fine. But might I beg to differ? 

Over six thousand people have come and gone at Empire over 11 years, but there are tens of thousands who, either aren’t interested, don’t like exercise, or have chosen a different ‘place’ or activity. Their prerogative.  

All I would suggest is that you come to see, to feel, to experience Empire Gym & Hybrid Training before you pass an opinion that might prevent you from making the best decision of your life.  

Matt