The Foundry and W10 Personal Training join forces

Independent gym The Foundry and W10 Personal Training have merged their assets into a new company to launch a small-group personal training concept called Foundry.

There are currently five Foundry sites, which have been renovated and redesigned, with another opening planned for 2023. The company will expand within its own portfolio, but also has plans to roll out a franchise model.

Foundry describes itself as “a gym designed for anyone who wants to work out in an environment free from egos, poseurs or pressure”. It says it stands apart from the status quo by promoting a relationship-oriented environment, where individuals feel safe and part of a familiar community. The clubs actively welcome those who don't perceive themselves to be a “gym person”.

The Foundry was established by former professional rugby player Ben Gotting, while W10 was the brainchild of personal trainer Jean-Claude Vacassin, who's also chair of the Independent Operators' Council at UK Active.

“We set out to reinvent what it means to be a gym,” said Vacassin, now MD of Foundry. “Our mission was to create an inclusive, customer-centric experience that focuses purely on helping members enjoy their gym experience, and more than a decade later, this mission still holds true. Ultimately, we want our members to thrive and everything we do is a reflection of that.”

The evolution of Foundry is partly a response to the rise – and increasing recognition of – “gymtimidation” in the UK. A recent study – of 3,000 UK non-gym-going adults aged 18-60 – by The Gym Group found one in three Brits (33 per cent) fear feeling out of place in a gym. This feeling of intimidation is the biggest barrier to joining.

“When Foundry started, the goal was to create a feeling of being a part of something, like an old school sports club,” said Gotting, Foundry co-founder and product director. “I wanted a place where – regardless of their training experience – members felt like they belonged; felt safe and were known by the people that joined them during their training sessions.

"Gyms typically feel like intimidating places,” added Gotting. “Foundry strives to remove all fear and make every rep, pull-up, press and squat feel fun.”

Just before the pandemic in 2019, while running The Foundry, Gotting shared his vision for expansion to four or five sites in London, and other cities in the UK in an exclusive interview with HCM. In terms of clientele, because of the emphasis on community, he explained that the membership base was extremely diverse.

“Because of our strong focus on community and inclusivity they really do range from unemployed, and even homeless, to CEOs and board members of major institutions and celebrities,” he said. “However, the most popular demographic for classes and the gym is the 25 to 35-year-olds. The semi-private PT appeals mainly to stressed-out city workers.”

Foundry has partnered with Eleiko UK on equipment and its five London clubs are in Bank, Vauxhall, North Kensington, Richmond and Old Street. Classes are 45-minute, coach-led sessions and members can choose from the following session types: Strong (includes logs, sandbags and sleds), Sweat (erg-based cardio), Hybrid (circuit based) and Build and Burn (aerobic resistance training).

Prices start at £259 per month for one small group personal training session per week, two is £329 and three is £399. Newcomers are offered the chance to try out the service by way of a 21-day challenge (users can trial the space and experience the community) for a one-off £150 fee.