Member Article

Fitness entrepreneur wants Teesside concept to hit Edinburgh and Manchester

Joanne McCue, the former wife of ex-Dragon’s Den star Duncan Bannatyne, has revealed potential plans to expand her fitness empire beyond the North East.

Alongside business partner Lee Howe, the pair have this week announced the creation of seven new jobs, coupled with a £250k investment in new equipment at the Teesside-based WattFitness studio.

Adding to the company’s growing Teesside presence, Joanne is also considering future UK expansion, citing both ‘Manchester and Edinburgh’ as being ‘in mind for [the firm’s] next sites, once Teesside takes off.’

In the meantime, the firm is set to launch new boutique fitness classes, WattDefine and WattSpin, based at the WattFitness studio on Teesside Industrial Estate.

Joanne, who previously ran a national chain of Bannatyne’s Health Clubs with ex-husband Duncan, believes the launch of WattDefine and WattSpin represents ‘a new era in fitness’.

She said: “We’re thrilled to be bringing such a leading fitness concept to Teesside. Both WattDefine and WattSpin are going to be massive. This is the new face of fitness in the UK.

“There is nothing like this outside London across the entire country. We’ve done our research across the UK and overseas, including visits to New York. The concepts behind both WattDefine and WattSpin combine the best elements of all the leading boutique fitness studios with our own twist that makes them truly unique.

“Small boutique fitness units are a new concept in the UK but they are the future of the fitness industry, not the old-style health clubs. They’re growing quickly in London after sweeping up the US market, but you’ll find nothing like this outside of London anywhere in the UK, so Teesside is helping to lead the way for the future of fitness in this country.

“But we already have Manchester and Edinburgh in mind for our next sites once Teesside takes off.”

WattDefine is described as the ultimate bootcamp workout, promising to burn up to 1,000 calories via 45 minutes of physical intensity, combining high-intensity intervals on the treadmill with core strength conditioning using weights.

WattSpin is a rhythm-based ‘sweat fest’, with participants using light weights for a total body workout on indoor bikes whilst listening to music designed to inspire them.

Joanne continued: “Our classes are for people who want to become leaner, fitter, stronger and healthier. Research shows that you won’t change your body or your fitness levels if you work out within your comfort zone.

“Both WattDefine and WattSpin are designed to push people right out of their comfort zone. We promise participants that they will feel uncomfortable but hi-intensity training and lifting weights are absolutely necessary.

“But there’s been a phenomenal reaction from those who’ve attended our trial classes over the past two weeks. They can see that it will deliver the results we promise.”

Between them, Joanne and Lee now employ more than 40 staff at the WattCycle facility and four CrossFit units in Teesside, Darlington, Hartlepool, Durham and Team Valley.