The fitness industry has been evolving throughout time. Before there might only have been sweaty boxing gyms, but today, we have anything from personal trainers doing boxing classes in the park during lunch to big box and 24-hour all-purpose gym. The demand for different experiences is the only constant.
The rise of boutique studios in recent years is the result of customers seeking a more complete experience. Embody Fitness in Neutral Bay has certainly embraced the boutique concept but has taken it even further with added sustainability.
Vibrantly natural with an eco-friendly surrounds, it is the perfect merger of their unique fitness regime and philosophy. It has but one goal, to create the ultimate fitness experience tailored for each person.
Tony Zhang from ECX recently spoke with the founder of Embody Fitness, John Rahme to discuss the conception of Embody Fitness and the changing fitness industry.
Tony: So tell me how Embody Fitness began?
John: I started Embody Fitness with my business partner Scott Chaplin. We planned for 12 months prior to the opening. What we wanted was to combine the best elements of fitness and bring them under one roof. People go to a gym and they tend to stick with one training regime or discipline, whether it’s weight training or cardio. Here at Embody Fitness, we want to expose people to different disciplines.
T: So you wanted to change the way people approach their training regime?
J: Exactly, we know that combining certain elements of fitness like yoga and pilates with your normal training regime can work and it allows people to feel better. I think variety is an important factor to get people engaged, coming back and create consistency in their fitness journey. We also conceptualised a change of experience. We wanted to build an environment that feels different, a place that people can escape to and retreat.
T: What sets Embody apart from other gyms?
J: We’ve certainly been innovative in changing many aspects that a normal gym wouldn’t offer. We were fortunate to enough to work with one of Australia’s leading designers, Shaynna Blaze. She did a phenomenal job of making this place feel alive and making it a unique space to be in.
We are different even in the way we employ our trainers as well. We look after our trainers and it is our mission to be the best employer in the industry. We want to provide quality so that they can actually sustain a career long term. The average trainer in Australia lasts about 6 months in one gym so we want to stop that and let them be a part of the family.
I think we are one of the only places that combine yoga with pilates, strength training and personal training. This combination is unique and rare and is our key highlight for our Embody’s training regime.
T: Do you think this is the future of the fitness industry?
J: I’d definitely like to think so.
I like to think that we can potentially set a new benchmark in fitness and create a new standard. If other people wanted to follow suit and continue what we are doing to improve the model in some way, I think that would be a great thing for the fitness industry.
I believe the experience we are providing is unique and is needed in our industry. I think there is a huge demand for what we are doing and people are seeking a little bit more from health clubs these days. They want a boutique and customised experience and we seek to provide that.
T: So you do agree that there is a new trend where people are seeking this unique experience?
J: Yeah absolutely, I think the fitness industry has changed. I’ve seen a lot of trends throughout the years. Big box gyms, large health clubs with thousands of members which was a big hit in the 2000’s and then the 24-hour club experience that soon followed. Now I think people are moving towards a more boutique experience. People want more personalised interaction when they come to the club.
They want to get know the trainers and they want to be remembered. People want a more guided exercise experience rather than walking to a club with lots of equipment for them to choose and not knowing what to do. I think the one size fit all approach will not motivate or engage the consumers.
There is a huge shift for what consumers want from their club. They now demand better engagement and a guided experience, which is what we based the Embody model on.
T: Was sustainability always part of your plan when starting the business?
J: We just wanted people to come in and really feel like they were in a toxic free, healthy space, one that was environmentally conscious. We try to give them a connection to the outside world by giving them a connection to nature.
That was a big drive in why we wanted to make sustainability such a big part of the business. It’s about the memorable experiences we create and our philosophy to replenish the self. This is done whilst giving back to the environment, to the community and that’s what we want to continue to do.
T: You mentioned earlier about getting people inspired and motivated. And you said go hard or go home scares them. What would you say to them instead?
J: Yeah, I think the biggest thing that prevents people making progress in their fitness journey is their excessive expectations. What often happens is people have this notion of waiting for the right time to be 100% perfect. It’s this perception that they can go all in for a perfect training to achieve their expected goal.
This is actually procrastination. It is extremely rare for someone to find a time in their life that is completely perfect. My advice for people who are unmotivated at the moment is that everyone’s capable of making a 5% improvement out of fitness.
Whether it’s just cutting out certain foods, reducing coffee, increasing water, cutting out sugar foods, start walking once or twice a week. Once we make this 5% improvement, we see some results, it tends to build motivation, build momentum and with momentum, more and more becomes possible. To go from zero to a hundred is a really unrealistic target to set. People may maintain it for a week or two and when they have a little lapse, they tend to go right back to the start. They think it’s not the right time, it’s not for them anymore and tend to quit very quickly.
Make sure the expectations you set are realistic.
I believe that smaller changes over a long period of time are far more effective than trying to jump in and make a very large change in a short period of time. Be proud of small changes, see the results, be patient and build that momentum which will lead you to achieving your goals in time to come.
Check out the full article in Issue 3. Keep an eye out for it at your favourite cafe.
Journo for ECX Magazine
