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Xercise4less: Behind the business with CEO Jon Wright

Budget gym operator Xercise4less will expand its presence in the North East next month, with ‘the People’s Gym’ opening two new 30,000 sq ft sites in North Shields and Gateshead. Ahead of the April launch, CEO Jon Wright talks to Jamie Hardesty about what it’s like to have the ‘best job in the world’.

For Jon, an ex-pro rugby league player with 20 years’ experience in the health and fitness industry, starting his own gym chain made sense.

Adopting the budget model in 2009, keeping prices as low as £9.99 per month, Jon wanted to eliminate barriers for people exercising, believing this was the future for the industry. He wasn’t wrong.

Expanding modestly to start with, a second gym opened in 2010 followed by a third in 2011, Xercise4less has since grown as one of the UK’s most recognised affordable budget gym chains, now boasting 25 clubs with 200,000 members.

And whilst they are not alone in a now flourishing market of low cost exercise providers, Xercise4less are going from strength to strength. Why? By maintaining an ethos that ensures people of all ages, and fitness levels, can benefit from great facilities, with cost not being a barrier.

“It’s simple,” says Jon. “We’ve strived to be different and to pursue a model which we believe gives the best value and delivers the best results.

“If you look at our unique selling points, we have twice the floor size and machinery offered by a lot of other providers and we’ve stayed true to having a fully staffed reception.”

Yet its a separate ethos which really sets Xercise4less apart, namely the gym’s approach to gender. “We actually set out to be a female brand,” reveals Jon.

“Obviously, you’ll find a lot of gyms are male dominated but our membership is actually around 60% female. We have our ladies only gyms removing barriers faced by women who don’t wish to exercise in front of men.”

Xercise4less’ model therefore focuses on suiting the needs of all members, promising to maintain its low costs. Asked whether prices would ultimately increase, Jon was quick to relieve any skepticism. “No, rates won’t go up, there’s a downward pressure on prices and that’s what we’re catering for.”

Interestingly, the North East holds significant importance in Xercise4less’ current and future success. Already established in Sunderland, Newcastle Quayside and Stockton, moving into two new areas within the region only expands the chain’s growing influence.

Originally starting out from Thirsk, Jon has great delight in the success of his Northern based business. When asked how much he enjoys his job today he was quick in replying that its ‘the best job in the world!’

“I love the job. We are being radical in the industry and we are genuinely changing people’s lives. Its affordable for consumers and the progression for staff is enormous. We’ve had people come in as receptionists who are now managers!

“Its an inspiring place thats lots of fun. What more could I want?”

To find out more about the budget gym chain taking the North East by storm, check out http://www.xercise4less.co.uk/.

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