STOCKPORT ‘GYM FOR GYM HATERS’ SET TO GO NATIONAL

A revolutionary approach to fitness is the driving force behind the success of a Stockport gym designed for ‘gym haters’ and sets the beam high for national expansion!

In 2011 LifeLEISURE’s chief executive and former PE teacher Malcolm McPhail jumped in to save Avondale sports centre in Cheadle Heath from closure at a cost of £250,000 after the gym posted a loss of £170,000 in 2010 and boldly created a gym for ‘people who don’t go to the gym.’

Recognising that many may be put off getting fit by fear, intimidation or the embarrassment of attending conventional gyms, Malcolm’s radical approach at Avondale caters for the unfit, overweight and the injured, rather than dedicated gym-goers.  The interior has no mirrors, no posters of Hollywood pin-ups, screened off exercise areas and a £55,000 anti-gravity unit.

Malcolm (pictured left) said:

“We are listening to the silent majority who don’t want mirrors everywhere and classes that make them feel uncomfortable. The exercise is low level and close to rehabilitation – almost a transitional zone – as people get fitter they will be encouraged to move to another gym.”

Membership at Avondale has jumped from 505 to 1,808 since the extra investment.

Malcolm added:

“Behind all these big numbers are individuals that now play with their grandchildren again or have a new lease of life. We are in a real prime position to change peoples’ lives, but they have to take ownership and believe in themselves.

“If you worked in the industry you would say I was bonkers to create a gym with no mirrors, no weights and breathing exercise classes.

“We have essentially created a gym for people who don’t go to the gym.”

Avondale is one of 15 gyms across Stockport run by Life Leisure – but stands out for its pragmatic approach towards helping the unfit.

The gym offers monthly membership from £17 and can take new users for free through a means-tested local council scheme as the outfit ‘tries to take away barriers between people becoming healthy.

LifeLEISURE is a registered trust and charity and an increasingly important part of the Stockport landscape as a business, an employer and as a community service provider employing 600 staff. Life Leisure is proud of its strong working relationship with Stockport Council and hopes to continue to impact positively on local people’s lives locally in Stockport.

Now, with the success at Avondale, Malcolm plans to expand outside of Greater Manchester and is also looking into opening pop-up gyms in community centres and lobbying fitness companies to produce machinery for overweight users.