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Leisure Management - Ed Stanbury

HCM People

Ed Stanbury

Although we’re now ambitious about creating a global lifestyle brand, initially there wasn’t a grand masterplan – we just thought it would be fun to open a local gym and that has spiralled...

BLOK founder, Ed Stanbury, is building a global lifestyle brand
BLOK Shoreditch, the second to open, with design by Daytrip Studio
BLOK is planning to open four new clubs in 2020
Stanbury is planning a move into digital fitness, using existing facilities as backdrops
Some of BLOK’s spaces have been used for photoshoots by brands such as Apple

How did BLOK come about?
I went to look at a warehouse in Upper Clapton for my property and construction company and fell in love with the Victorian tram depot next door. It had stunning original features – vaulted ceilings and cast iron pillars – but was in a serious state of disrepair so was standing vacant. I offered a low rent and the landlord accepted.

I’m quite entrepreneurial – if I see a deal I usually take it and then work out what to do with it afterwards. So I found that I had an amazing building, with around 2,500sq ft of left-over space. I started asking my friends for ideas and Max Oppenheim, a high end fashion photographer, suggested turning it into a film and photo shoot location.

At that time Max and I were doing a lot of boxing and yoga and my wife, Reema, had started going to class-based gyms. We began to think it would be more interesting to open a boutique studio, with boxing and yoga.

Although we’re now ambitious about creating a global lifestyle brand, initially there wasn’t a grand masterplan – we just thought it would be fun to open a local gym and that has spiralled.

What was your design vision?
We really wanted to create a space which has a vibe to it, not just somewhere with loud pumping music and dark rooms. Our inspiration has come more from the restaurant and bar sector – where it’s a labour of love to design, build and curate an experience. I don’t believe we’ve really seen that in fitness yet.

Because of our location, we couldn’t rely on having the heavy footfall of a high density area, so we set out to create an environment where people would want to hang out together – somewhere our friends would like.

We designed as we went along, sometimes we had to take down walls which had just gone up. Still, it only took four months to complete and we opened on 1st February 2016.

Within three weeks of the launch, Wallpaper voted BLOK one of the 30 coolest gyms in the world and Harpers Bazaar said it was one of the best gyms in London. As we were so small, we were always full, which added to the reputation.

To cope with demand, we rented another unit and turned it into a dedicated boxing studio – we kept all the original features and just added a ring and hung the bags off the original beams – it looks very raw.

This studio has been a backdrop for major shoots with brands such as Adidas, Apple and Under Armour and is definitely one of our most iconic spaces.

I don’t want to overplay the art element, but at the same time it’s a key part of what makes us unique in the industry. It’s part of the overall experience, creating an environment where you want to spend time. To this end, we have partnered with amazing artists like Arran Gregory and Ben Cullen Williams, both of whom have permanent exhibitions and sculptures at our sites.

What were the main challenges of launching a gym?
Arguably, having zero knowledge of the industry was a challenge, but it did mean we were open to ideas. We overcame this by sourcing great teams and giving them autonomy to make decisions.

Many operators want to have complete consistency across the brand, but we want to be constantly evolving, changing and adapting, so we encourage our instructors to try new things and make the classes different every time.

You launched a third club, in Manchester, in September, how did this come about?
We were approached by amazing restaurant operators, Bistrotheque, to be the fitness operator in an exciting development they were involved in, in a Victorian warehouse in Manchester, and we said yes right away.

We’ve made a real effort to integrate with the local community and businesses and tell them what we’re doing in advance and have found that people have bought into the concept. From our point of view, the market in Manchester isn’t that much different to London.

We’ve found that people have just as much disposable income and as much desire for the experience. What’s been more of a challenge is recruiting instructors, as many didn’t have as much experience in group training, so we needed to provide extra training, but now we have a strong team that rival our London instructor base.

BLOK ran its first retreat this year, are there plans for more?
Yes, we’re planning to build it into a sizeable arm with at least 10 and up to 20 retreats each year. We might even look at having some permanent retreats. However, in 2020 we’ll be looking to open four new clubs in London, so we’ll only be running one or two retreats this year as we need to prioritise the core business.

We already announced the first retreat for 2020, which will be hosted at a former French cognac estate. Each morning starts with a run, followed by meditation. Every day there’s a yoga class and a fitness class and either a longer yoga or fitness workshop. This year we’ll have a nutritionist and chef who’ll be preparing mainly plant-based food designed to go with the training regime.

It’s all about community, building strength and skills-based progression. It’s not a bootcamp or about weight loss.

A week’s retreat is a great opportunity for our members to immerse themselves in an experience and make new connections and gives us another platform to engage with our community.

What other plans do you have?
We’re fundraising for expansion, including a move into digital fitness this year. This will allow us to take the brand beyond the studios to a wider audience who either live too far away or can’t afford classes. We have amazing spaces to use as backdrops, great videographers and more than 200 instructors, so we have the potential to create so much content.

BLOK – key facts

• There are currently three BLOK sites – Clapton, Shoreditch and Manchester, with plans to open four more in London in 2020.

• This high-end concept comprises studios for group exercise, changing rooms, reception area, art gallery and a café.

• The brand has been built on art, architecture and a highly designed environment, where people want to spend time.

• Classes are focused on building strength, skills and progression in order to keep clients coming back. There are strength and conditioning workouts, as well as yoga, barre, boxing and calisthenics.

• Each studio offers between 160 and 180 classes a week.

• Prices vary across the three sites, with a single class costing £15 in Manchester and Clapton and £17 in Shoreditch. Prices drop significantly if you commit for 12 months, with 10 class-a-month memberships costing just £84 in Manchester and Clapton and £100 in Shoreditch.

• Retreats and digital fitness are also in the pipeline.

Originally published in Health Club Management 2020 issue 3
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06 Apr 2020 issue 153

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