WEBVTT
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[SPEAKER_02]: Hey there, you're listening to the next level humanity podcast.
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[SPEAKER_02]: I'm Nevesha, the one the woman as they say, and I'm here to share with you a new way of being, living and recreating your life from scratch.
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[SPEAKER_02]: Hello everyone, welcome to the next level of humanity podcast to our hello to our investors, hello to our founders, the little one who is watching today.
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[SPEAKER_02]: I have Fraser here and I have been Fraser and his company is a company we have been chasing for a couple of months now.
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[SPEAKER_02]: And Fraser is an amazing founder, entrepreneur.
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[SPEAKER_02]: And he is fully inspired about what he's doing.
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[SPEAKER_02]: So why don't we start with your story Fraser and be there a fitness story?
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[SPEAKER_01]: Sure.
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[SPEAKER_01]: So we set up five years ago.
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[SPEAKER_01]: We primarily focus on kind of longevity, wellness, trying to keep people healthy as the age.
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[SPEAKER_01]: However, it does seem to attract all ages.
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[SPEAKER_01]: So our main focus is the MS, which is electrical muscle stimulation, and we have reform of blood is, and then stretch, physiotherapy, and sports mass structures.
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[SPEAKER_01]: It's very much kind of sensible exercise that's sustainable rather than anything too crazy high-intensive.
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[SPEAKER_02]: Yeah, I love it.
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[SPEAKER_02]: And you are, I mean, I can see it with your, I can see it from your posture.
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[SPEAKER_02]: You love sports and training and functional training.
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[SPEAKER_02]: How long have you been doing functional training yourself?
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[SPEAKER_02]: Like how long have you been in your med using your meds and the whole platy.
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[SPEAKER_01]: Sure, so I think my background, I guess I've always been into sports, I've always loved training to get better at sports rather than just saying, adding on size or anything like that.
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[SPEAKER_01]: So functional, efficient training is always what I've been focused on.
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[SPEAKER_01]: And then I go way back, I've been in the industry over twenty years now.
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[SPEAKER_01]: So I start out doing my sports science and master's nutrition.
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[SPEAKER_01]: And I was fortunate to work in Premier League and international football, helping with the teams and the players.
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[SPEAKER_01]: Then I came to London, started managing and mentoring lots of different trainers across lots of different gyms.
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[SPEAKER_01]: And then I really wanted to get my own place set up.
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[SPEAKER_01]: And because I never really enjoy spending hours and hours in a gym, I'd rather kind of just go in and do short sharp training session.
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[SPEAKER_01]: I ended up looking into things like EMS, which you naturally get skeptical about to start with, but once you look into the science, you realise what it can do for you.
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[SPEAKER_01]: So we started out with EMS as a short time efficient, twenty minute session, which stands for Electrical Muscle Stimulation, by the way, where you get a whole body workout
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[SPEAKER_01]: focus on what you're trying to target but you're getting that overlaid with a stimulus that goes deep into the muscles and helps the contraction of the muscles and enhances it for a lot of people especially people who may struggle to work out in regular gyms for example and then we we've expanded our offerings as the years have gone by and we're adding new studios with new services that all still fit that theme of wellness and longevity fitness I call it
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[SPEAKER_02]: Yeah, I love it.
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[SPEAKER_02]: You know, I'm a kind of EMS and I've been using the EMS technology forever.
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[SPEAKER_02]: No, I don't even remember probably twenty years plus and I just love it because I'm a businesswoman and I am a teacher and I don't have much time.
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[SPEAKER_02]: So and I like daily practicing and I like doing exercise, but now is I
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[SPEAKER_02]: You know, age, I like more like subtle like practices like more slow and subtle like yoga and flaties.
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[SPEAKER_02]: And I think adding especially after a certain age, adding the MS to your routine is just amazing.
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[SPEAKER_02]: And of course,
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[SPEAKER_02]: If you're not doing any exercise, I don't think EMS only using EMS would work.
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[SPEAKER_02]: So I think that's why you're now moving towards offering other, you know, maybe other, I think it depends on what angle you look at.
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[SPEAKER_01]: So we always have like a gold standard in our head of, you know, you should do something every day and have a wide variety.
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[SPEAKER_01]: But the reality for most people is that that's not going to happen as a reason why there's a pandemic of obesity.
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[SPEAKER_01]: It's like constantly an issue always in the public eye.
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[SPEAKER_01]: So I think
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[SPEAKER_01]: For some people, EMS would be the only thing they do each week, and they're definitely going to improve, they're going to feel healthier, they fit to, they get stronger, they'll move better.
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[SPEAKER_01]: But we agree in the sense that if you can use it as an add-on and you add in other exercises, whether they like sports-based, like a swimming or a football or running, or whether it's like you're saying you add in, say yoga, or a reform of pilates, you get some treatments from stretch, or you might just do some gym work on top, then you can get a very holistic approach.
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[SPEAKER_01]: So, depends what you're looking for, it can be a standalone, but it's also a great addition.
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[SPEAKER_02]: Yeah, and I know so when so even MS cuts really popular in Europe many years ago, and then now it's getting more and more popular in UK, and I think more people are hearing about it, more diverse studios opening up, and more trainers using it, it's growing, it's kind of like it's blooming.
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[SPEAKER_02]: And I think people also use it for a little bit for muscle relief and pain relief as well because I have seen people speak about the effects of the MSS, you know, it's relaxed my body and it helped me relieve pain.
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[SPEAKER_02]: That's also one of the benefits I guess.
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[SPEAKER_01]: Yeah, definitely.
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[SPEAKER_01]: It needs to obviously be used correctly, but yeah, so some people, especially if they like non-specific back pain, they don't really know exactly what the cause is, but they often is because people sit a lot these days and they just got tight unused muscles.
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[SPEAKER_01]: So if you send a direct stimulus into these areas and you kind of get the moving, get the blood flowing, it facilitates movement and then you will get that pain numbing effect as well.
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[SPEAKER_01]: And there's various other methods as well.
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[SPEAKER_01]: You could look up something called gate theory, which basically if you put a direct stimulus in towards an area that has pain,
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[SPEAKER_01]: It can actually prevent the pain signal from going to the brain.
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[SPEAKER_01]: We don't really kind of sell on that one because it's a difficult thing to explain but you'll get that indirectly and our main focus on facilitating movement and that also reduces the pain.
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[SPEAKER_02]: Yeah and I will also say although I know and I think I know
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[SPEAKER_02]: What's your unique value proposition, especially for the customers?
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[SPEAKER_02]: As a customer myself, I think that's kind of like the personal interaction and also the trainer trying to really help the customer trying to understand what they specifically need.
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[SPEAKER_02]: Because every time I work with a different trainer, in Turkish we say, we've been engaged, it's vibe.
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[SPEAKER_02]: We started by asking me a couple of questions about
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[SPEAKER_02]: which put by the parts I want to work on, whether I want to get strong or whether I want to get lean.
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[SPEAKER_02]: So it's kind of like every time I come to a lesson, they have a quick assessment and I think that personal touch, like I know that every trainer will teach me something to
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[SPEAKER_02]: and then every lesson, it's going to be something different according to what I want.
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[SPEAKER_02]: And I think that's very, very much unique.
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[SPEAKER_02]: It's not because in other, at my experience, because I have gone to many MS studios around the world, not only in UK, but also in Turkey, in Europe, it's kind of like, it kind of feels like robotic, a bit, because it's a very interesting thing to everyone, but you're a little different.
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[SPEAKER_02]: So what's the value proposition there?
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[SPEAKER_01]: Yeah, so I think I'm very much like I've come from like that training background strength conditioning.
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[SPEAKER_01]: So it's about tailored sessions.
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[SPEAKER_01]: We don't really like group classes.
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[SPEAKER_01]: I mean, they definitely have a great place in the fitness industry, but we're more focused on trying to help individuals with their individual goals.
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[SPEAKER_01]: maximum you'll only ever have is two people training at one time and then that allows you to target what their goals are and as you say we'll always look up your notes and then ask your questions relevant to ensure that as you progress through the weeks that your training is always still specific to your goals or if you've got new goals you might have come for injury every have and will help you without it might be a specific goal like the London mathens next week
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[SPEAKER_01]: So some people are getting ready for that, so we'll prep it accordingly.
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[SPEAKER_01]: So yeah, I think personalized training is really important.
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[SPEAKER_01]: And then we're overlaying that with EMS.
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[SPEAKER_01]: The unique proposition with that is it's very time efficient.
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[SPEAKER_01]: So as you say, if you're a busy professional, you can just do a twenty minute session in and out and you're done.
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[SPEAKER_01]: And because of the way we operate it again targeting your goals, but it's still ideally a functional whole body session.
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[SPEAKER_01]: And the way the stimulus works is that all your major muscle groups are getting stimulated throughout the twenty minutes.
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[SPEAKER_01]: So you don't really miss out on anything and your whole body gets a good workout in a short space
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[SPEAKER_01]: You will see some people saying it's like four hours equivalent in the gym.
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[SPEAKER_01]: We don't pitch that because you don't know what people are doing in a gym, but we can guarantee you that it's a strong, efficient, effective workout.
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[SPEAKER_02]: Yeah, it is.
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[SPEAKER_02]: Yeah, it is definitely.
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[SPEAKER_02]: And how do you train your trainers?
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[SPEAKER_01]: Sure, so I make sure that they've all got the required skill sets.
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[SPEAKER_01]: So you have to have a foundation level of specifications.
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[SPEAKER_01]: Hopefully you've got some form of higher certification.
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[SPEAKER_01]: Then we'll get the MMS certified and then we'll have an in-house training program as well to make sure that they're all up to standard.
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[SPEAKER_01]: Like you said, you will see some MMS operators where it's a little bit too kind of just commercial one-in-one out menu in and out.
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[SPEAKER_01]: Which button make sure that everyone has enough skill sets to personalise the sessions and they've got skills beyond the basic knowledge.
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[SPEAKER_01]: But if I'm being honest, I think any decent training company should have that when it comes to personal training or strength conditioning.
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[SPEAKER_02]: Yeah, yeah, and that's that's your unique value.
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[SPEAKER_02]: So how about when you train the trainers, is there kind of like a training with you guys or like it's just a training in the house?
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[SPEAKER_01]: So my trainers will come with some based knowledge of skill sets for sure.
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[SPEAKER_01]: So we won't take anyone who's got no form of personal training experience.
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[SPEAKER_01]: I'll have to have certifications, I was saying.
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[SPEAKER_01]: But then yes, we'll have in-house training a quite intensive at the start just to make sure they understand our methodology, but within that they then get to express their own skill sets.
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[SPEAKER_01]: And then we'll always have ongoing training throughout their time with us.
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[SPEAKER_01]: We've been really fortunate.
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[SPEAKER_01]: We've had quite a long term committed team for quite a while now.
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[SPEAKER_02]: Yeah, I can see.
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[SPEAKER_02]: And they're very, very happy that they like working with people, which are beautiful.
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[SPEAKER_02]: Amazing.
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[SPEAKER_02]: Yeah, that's, I mean, I've met with some really nice trainers in five.
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[SPEAKER_02]: And the next question is, how did you choose the machine?
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[SPEAKER_02]: Because there are a lot of the MS machines out there.
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[SPEAKER_02]: Most of them from Germany.
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[SPEAKER_02]: And there are like, well, they show them everywhere.
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[SPEAKER_02]: But they say, how did you decide on the right one?
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[SPEAKER_01]: I think we went on a few factors.
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[SPEAKER_01]: One is the quality and one was also the set up in the efficiency in terms of how the UK subsidiary.
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[SPEAKER_01]: So I mean how body tech tend to be the leaders in the technology and they have the most medically certified machines, the most reliable machines.
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[SPEAKER_01]: So we went with them and
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[SPEAKER_01]: that we've got a connection in the UK so they can provide you direct.
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[SPEAKER_01]: So you don't need to worry if you know, things go wrong.
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[SPEAKER_01]: They're always on hand.
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[SPEAKER_01]: So we created to them on that one.
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[SPEAKER_01]: They're definitely a lot of other market operators.
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[SPEAKER_01]: I'm sure one of them will rise to the top, but as things stand weird, we're very happy with the mehar.
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[SPEAKER_02]: So what are your future plans like what's the plan now you're opening up you just opened up our studio in your studio Richmond can you can you just tell us a little bit about the business plans and
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[SPEAKER_01]: Absolutely, so we started with our Westminster studio.
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[SPEAKER_01]: We did start in twenty-twenty, so racking the brain back, that was when COVID kicked in, so that was fun.
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[SPEAKER_01]: So we've managed to spiral that and then we've opened in May fair, we do home visitations now, we associate with various hotels as well.
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[SPEAKER_01]: And as you mentioned, we were just starting enrichment as we acquired another company at the end of last year, so we've kind of grown the company that way.
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[SPEAKER_01]: Richmond will be our new studio, which is opening this week, as you say.
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[SPEAKER_01]: And then once we've got those three studios fully functional, it should be the standard proof of concept as done or not, but let's say it is.
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[SPEAKER_01]: And then next year, we'll be able to then try and scale up from that.
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[SPEAKER_01]: And hopefully we can deliver vifitness in various other locations for a lot of people as we've had requests, but as you'll know with business, it's not
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[SPEAKER_01]: Always that easy.
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[SPEAKER_01]: It's just scale very quickly.
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[SPEAKER_02]: Yeah.
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[SPEAKER_02]: Yeah.
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[SPEAKER_02]: And you don't want to scale too quickly because you have seen some business with fail.
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[SPEAKER_02]: We have seen also business with fail.
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[SPEAKER_02]: And what's your marketing strategy and sales strategy and what have you been covering there?
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[SPEAKER_01]: Yeah, sure.
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[SPEAKER_01]: So I think we do the classics like your Googles and your matters, try and get some wider reach.
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[SPEAKER_01]: But then I think given proximity is such an important factor for gyms or studio spaces, then we do try and target locals who do like local press, local magazines, outreach, try and get into the corporate world, which is slightly harder these days.
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[SPEAKER_01]: There's less, less money sloshing around for their staff.
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[SPEAKER_01]: Yes, I think it's kind of all the classic marketing and social media is something we're trying to improve on, but then again, it's time and resource.
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[SPEAKER_01]: So it's getting there, but we were still in that early phase set up, or certainly feels that way still.
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[SPEAKER_02]: How about giveaways?
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[SPEAKER_02]: Do you do giveaways as well?
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[SPEAKER_02]: Like the first lesson and trials and stuff.
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[SPEAKER_02]: So anyone who's listening, who is in Richmond, we have a lot of followers in transit in Richmond, the area.
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[SPEAKER_00]: Sure.
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[SPEAKER_02]: So can someone come and say, like, I want to first try YMS and
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[SPEAKER_01]: We do give an offer rather than free, because we still need to pay the trainers.
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[SPEAKER_01]: Well, you find as well, if people are willing to put a nominal fee, say we do roughly half price for your first one, which should also be a full consultation one to one for an hour at about thirty pounds.
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[SPEAKER_01]: So it's nothing expensive.
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[SPEAKER_01]: I mean, I should say it can be expensive for some, but relative to the regular costs, that's relatively fair price, especially to have a one to one.
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[SPEAKER_01]: We find that if you're willing to do that, you're more accountable and you're more likely to commit anyway, whereas what you find in the fitness world, there is this element of trifling for free, but you'll find that people don't show up, they don't care, and it's gonna waste our time, waste their time, so it's actually been to it.
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[SPEAKER_01]: Well, people are willing to commit just a little bit, and then we're happy to give you full service.
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[SPEAKER_02]: Yeah, I agree.
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[SPEAKER_02]: So how about the company structure?
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[SPEAKER_02]: Where is the company structure right now?
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[SPEAKER_02]: Because you did acquire another company and you are now one with them and how is the company structure?
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[SPEAKER_02]: And then I'm going to ask you, do you have any plans or fun raising?
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[SPEAKER_01]: Sure, that's fair.
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[SPEAKER_01]: So we've got three directors, so two directors, but three owners.
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[SPEAKER_01]: And then we've got our management structure, which we hope to kind of integrate into the company as the years go by by doing share options.
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[SPEAKER_01]: And then there's me kind of leading it and then I've got a great team which you know most of them just helping me run the place, run the studios.
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[SPEAKER_01]: So it's relatively simple, and then in terms of the fundraising, I think the realistically will open the Richmond Studio, get that up and running an operational, and then once we know where we're at with our numbers, then we'd be in a position to fund raising round.
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[SPEAKER_01]: If we do it now, it doesn't quite make sense.
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[SPEAKER_01]: However, it could be as quick as six months if we have a fast startup at the new studio.
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[SPEAKER_02]: Yeah, when the whole business model and the structure is really, I think that's kind of like, I feel like it's going to be in the next one year.
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[SPEAKER_00]: I have said.
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[SPEAKER_02]: I think it's because, yeah, keep us posted.
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[SPEAKER_02]: We're here to help and we're here to support.
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[SPEAKER_02]: Do you have any questions for me?
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[SPEAKER_01]: Um, on the spot.
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[SPEAKER_01]: No, I think probably because we've obviously spoke in the past a little bit.
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[SPEAKER_01]: But how do you see, I guess I could ask how do you see knowing via relatively well the progression from what I've said, if there's any differences or do you agree?
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[SPEAKER_01]: How do you see it?
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[SPEAKER_02]: I mean, with the wife, I think the, the best thing is the value proposition is so clear.
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[SPEAKER_02]: It is the, you know, personalized and fully, you know, I think it's kind of like companies
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[SPEAKER_02]: that are B to C, who are customer based.
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[SPEAKER_02]: I think being customer obsessed is the first biggest reason why companies fail and why companies succeed.
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[SPEAKER_02]: So I think you're kind of like getting there and you just create a structure where your trainers understand the importance of personal communication and I think that's kind of like your best value proposition.
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[SPEAKER_02]: And that's why this can create, this can create a great business model.
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[SPEAKER_02]: If you can, keep on training your trainers the way you do.
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[SPEAKER_02]: And if they communicate with the customers and if supplies keeps on being customer obsessed, then I think it can grow vastly by opening up multiplicity.
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[SPEAKER_02]: And with an affiliate model or with a also franchise model as well.
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[SPEAKER_01]: Yeah, franchising definitely because considering, because then you, it's nice when you have someone who does take ownership, they always care that a bit more than other's might.
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[SPEAKER_02]: Yeah.
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[SPEAKER_02]: Thank you Fraser.
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[SPEAKER_02]: It was a lovely conversation.
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[SPEAKER_02]: And I am looking forward to your support, your fundraise.
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[SPEAKER_00]: Thank you.
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[SPEAKER_00]: Look forward to seeing you in soon.
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[SPEAKER_02]: Yeah, I'll see you in Richmond when I'm back.
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[SPEAKER_00]: Okay, look forward to it.
16:40.726 --> 16:41.166
[SPEAKER_00]: Thank you.
16:41.646 --> 16:44.348
[SPEAKER_02]: Thanks to all of our listeners, thanks for listening.
16:45.008 --> 16:46.569
[SPEAKER_02]: And I'll see you in the next episode.
16:46.709 --> 16:46.969
[SPEAKER_02]: Bye.
16:49.537 --> 16:53.102
[SPEAKER_02]: Hey there, you're listening to the next level humanity podcast.
16:54.504 --> 17:03.156
[SPEAKER_02]: I'm Nevesha, the one the woman as they say, and I'm here to share with you a new way of being, living and recreating your life from scratch.
00:02.234 --> 00:05.798
[SPEAKER_02]: Hey there, you're listening to the next level humanity podcast.
00:07.199 --> 00:15.849
[SPEAKER_02]: I'm Nevesha, the one the woman as they say, and I'm here to share with you a new way of being, living and recreating your life from scratch.
00:20.817 --> 00:29.963
[SPEAKER_02]: Hello everyone, welcome to the next level of humanity podcast to our hello to our investors, hello to our founders, the little one who is watching today.
00:29.983 --> 00:37.789
[SPEAKER_02]: I have Fraser here and I have been Fraser and his company is a company we have been chasing for a couple of months now.
00:39.250 --> 00:42.354
[SPEAKER_02]: And Fraser is an amazing founder, entrepreneur.
00:42.975 --> 00:46.299
[SPEAKER_02]: And he is fully inspired about what he's doing.
00:46.600 --> 00:50.805
[SPEAKER_02]: So why don't we start with your story Fraser and be there a fitness story?
00:50.905 --> 00:51.146
[SPEAKER_01]: Sure.
00:51.166 --> 00:53.369
[SPEAKER_01]: So we set up five years ago.
00:54.309 --> 00:59.211
[SPEAKER_01]: We primarily focus on kind of longevity, wellness, trying to keep people healthy as the age.
00:59.751 --> 01:01.732
[SPEAKER_01]: However, it does seem to attract all ages.
01:01.792 --> 01:09.475
[SPEAKER_01]: So our main focus is the MS, which is electrical muscle stimulation, and we have reform of blood is, and then stretch, physiotherapy, and sports mass structures.
01:09.795 --> 01:14.497
[SPEAKER_01]: It's very much kind of sensible exercise that's sustainable rather than anything too crazy high-intensive.
01:15.019 --> 01:15.739
[SPEAKER_02]: Yeah, I love it.
01:16.100 --> 01:21.182
[SPEAKER_02]: And you are, I mean, I can see it with your, I can see it from your posture.
01:21.262 --> 01:24.903
[SPEAKER_02]: You love sports and training and functional training.
01:25.384 --> 01:28.705
[SPEAKER_02]: How long have you been doing functional training yourself?
01:28.765 --> 01:32.567
[SPEAKER_02]: Like how long have you been in your med using your meds and the whole platy.
01:33.287 --> 01:41.172
[SPEAKER_01]: Sure, so I think my background, I guess I've always been into sports, I've always loved training to get better at sports rather than just saying, adding on size or anything like that.
01:41.252 --> 01:44.354
[SPEAKER_01]: So functional, efficient training is always what I've been focused on.
01:44.394 --> 01:47.236
[SPEAKER_01]: And then I go way back, I've been in the industry over twenty years now.
01:47.316 --> 01:50.598
[SPEAKER_01]: So I start out doing my sports science and master's nutrition.
01:50.739 --> 01:55.001
[SPEAKER_01]: And I was fortunate to work in Premier League and international football, helping with the teams and the players.
01:55.141 --> 02:00.305
[SPEAKER_01]: Then I came to London, started managing and mentoring lots of different trainers across lots of different gyms.
02:00.325 --> 02:02.146
[SPEAKER_01]: And then I really wanted to get my own place set up.
02:02.446 --> 02:09.311
[SPEAKER_01]: And because I never really enjoy spending hours and hours in a gym, I'd rather kind of just go in and do short sharp training session.
02:09.571 --> 02:16.637
[SPEAKER_01]: I ended up looking into things like EMS, which you naturally get skeptical about to start with, but once you look into the science, you realise what it can do for you.
02:17.017 --> 02:25.343
[SPEAKER_01]: So we started out with EMS as a short time efficient, twenty minute session, which stands for Electrical Muscle Stimulation, by the way, where you get a whole body workout
02:25.683 --> 02:47.115
[SPEAKER_01]: focus on what you're trying to target but you're getting that overlaid with a stimulus that goes deep into the muscles and helps the contraction of the muscles and enhances it for a lot of people especially people who may struggle to work out in regular gyms for example and then we we've expanded our offerings as the years have gone by and we're adding new studios with new services that all still fit that theme of wellness and longevity fitness I call it
02:47.395 --> 02:48.115
[SPEAKER_02]: Yeah, I love it.
02:48.436 --> 02:53.158
[SPEAKER_02]: You know, I'm a kind of EMS and I've been using the EMS technology forever.
02:53.198 --> 03:02.642
[SPEAKER_02]: No, I don't even remember probably twenty years plus and I just love it because I'm a businesswoman and I am a teacher and I don't have much time.
03:02.982 --> 03:07.744
[SPEAKER_02]: So and I like daily practicing and I like doing exercise, but now is I
03:08.244 --> 03:15.929
[SPEAKER_02]: You know, age, I like more like subtle like practices like more slow and subtle like yoga and flaties.
03:16.349 --> 03:22.313
[SPEAKER_02]: And I think adding especially after a certain age, adding the MS to your routine is just amazing.
03:22.893 --> 03:23.774
[SPEAKER_02]: And of course,
03:24.314 --> 03:29.178
[SPEAKER_02]: If you're not doing any exercise, I don't think EMS only using EMS would work.
03:29.218 --> 03:37.824
[SPEAKER_02]: So I think that's why you're now moving towards offering other, you know, maybe other, I think it depends on what angle you look at.
03:37.904 --> 03:43.508
[SPEAKER_01]: So we always have like a gold standard in our head of, you know, you should do something every day and have a wide variety.
03:43.528 --> 03:48.952
[SPEAKER_01]: But the reality for most people is that that's not going to happen as a reason why there's a pandemic of obesity.
03:49.092 --> 03:52.515
[SPEAKER_01]: It's like constantly an issue always in the public eye.
03:52.535 --> 03:52.915
[SPEAKER_01]: So I think
03:53.235 --> 04:00.077
[SPEAKER_01]: For some people, EMS would be the only thing they do each week, and they're definitely going to improve, they're going to feel healthier, they fit to, they get stronger, they'll move better.
04:00.237 --> 04:17.801
[SPEAKER_01]: But we agree in the sense that if you can use it as an add-on and you add in other exercises, whether they like sports-based, like a swimming or a football or running, or whether it's like you're saying you add in, say yoga, or a reform of pilates, you get some treatments from stretch, or you might just do some gym work on top, then you can get a very holistic approach.
04:17.861 --> 04:21.262
[SPEAKER_01]: So, depends what you're looking for, it can be a standalone, but it's also a great addition.
04:21.542 --> 04:42.197
[SPEAKER_02]: Yeah, and I know so when so even MS cuts really popular in Europe many years ago, and then now it's getting more and more popular in UK, and I think more people are hearing about it, more diverse studios opening up, and more trainers using it, it's growing, it's kind of like it's blooming.
04:42.577 --> 04:59.574
[SPEAKER_02]: And I think people also use it for a little bit for muscle relief and pain relief as well because I have seen people speak about the effects of the MSS, you know, it's relaxed my body and it helped me relieve pain.
05:00.195 --> 05:02.157
[SPEAKER_02]: That's also one of the benefits I guess.
05:02.437 --> 05:03.138
[SPEAKER_01]: Yeah, definitely.
05:03.418 --> 05:15.467
[SPEAKER_01]: It needs to obviously be used correctly, but yeah, so some people, especially if they like non-specific back pain, they don't really know exactly what the cause is, but they often is because people sit a lot these days and they just got tight unused muscles.
05:15.828 --> 05:24.074
[SPEAKER_01]: So if you send a direct stimulus into these areas and you kind of get the moving, get the blood flowing, it facilitates movement and then you will get that pain numbing effect as well.
05:24.094 --> 05:25.716
[SPEAKER_01]: And there's various other methods as well.
05:25.776 --> 05:31.020
[SPEAKER_01]: You could look up something called gate theory, which basically if you put a direct stimulus in towards an area that has pain,
05:31.480 --> 05:34.043
[SPEAKER_01]: It can actually prevent the pain signal from going to the brain.
05:34.203 --> 05:44.015
[SPEAKER_01]: We don't really kind of sell on that one because it's a difficult thing to explain but you'll get that indirectly and our main focus on facilitating movement and that also reduces the pain.
05:44.355 --> 05:50.222
[SPEAKER_02]: Yeah and I will also say although I know and I think I know
05:50.862 --> 05:55.203
[SPEAKER_02]: What's your unique value proposition, especially for the customers?
05:55.303 --> 06:08.066
[SPEAKER_02]: As a customer myself, I think that's kind of like the personal interaction and also the trainer trying to really help the customer trying to understand what they specifically need.
06:08.086 --> 06:17.067
[SPEAKER_02]: Because every time I work with a different trainer, in Turkish we say, we've been engaged, it's vibe.
06:17.107 --> 06:20.248
[SPEAKER_02]: We started by asking me a couple of questions about
06:20.688 --> 06:25.610
[SPEAKER_02]: which put by the parts I want to work on, whether I want to get strong or whether I want to get lean.
06:25.630 --> 06:36.095
[SPEAKER_02]: So it's kind of like every time I come to a lesson, they have a quick assessment and I think that personal touch, like I know that every trainer will teach me something to
06:36.375 --> 06:40.136
[SPEAKER_02]: and then every lesson, it's going to be something different according to what I want.
06:40.236 --> 06:42.077
[SPEAKER_02]: And I think that's very, very much unique.
06:42.117 --> 06:58.921
[SPEAKER_02]: It's not because in other, at my experience, because I have gone to many MS studios around the world, not only in UK, but also in Turkey, in Europe, it's kind of like, it kind of feels like robotic, a bit, because it's a very interesting thing to everyone, but you're a little different.
06:58.941 --> 07:01.582
[SPEAKER_02]: So what's the value proposition there?
07:02.022 --> 07:07.347
[SPEAKER_01]: Yeah, so I think I'm very much like I've come from like that training background strength conditioning.
07:07.387 --> 07:09.169
[SPEAKER_01]: So it's about tailored sessions.
07:10.210 --> 07:11.431
[SPEAKER_01]: We don't really like group classes.
07:11.491 --> 07:17.437
[SPEAKER_01]: I mean, they definitely have a great place in the fitness industry, but we're more focused on trying to help individuals with their individual goals.
07:18.097 --> 07:38.245
[SPEAKER_01]: maximum you'll only ever have is two people training at one time and then that allows you to target what their goals are and as you say we'll always look up your notes and then ask your questions relevant to ensure that as you progress through the weeks that your training is always still specific to your goals or if you've got new goals you might have come for injury every have and will help you without it might be a specific goal like the London mathens next week
07:38.525 --> 07:41.667
[SPEAKER_01]: So some people are getting ready for that, so we'll prep it accordingly.
07:41.887 --> 07:44.329
[SPEAKER_01]: So yeah, I think personalized training is really important.
07:44.349 --> 07:45.950
[SPEAKER_01]: And then we're overlaying that with EMS.
07:45.970 --> 07:48.431
[SPEAKER_01]: The unique proposition with that is it's very time efficient.
07:48.451 --> 07:52.734
[SPEAKER_01]: So as you say, if you're a busy professional, you can just do a twenty minute session in and out and you're done.
07:52.954 --> 07:58.357
[SPEAKER_01]: And because of the way we operate it again targeting your goals, but it's still ideally a functional whole body session.
07:58.677 --> 08:03.540
[SPEAKER_01]: And the way the stimulus works is that all your major muscle groups are getting stimulated throughout the twenty minutes.
08:03.680 --> 08:07.963
[SPEAKER_01]: So you don't really miss out on anything and your whole body gets a good workout in a short space
08:08.604 --> 08:11.387
[SPEAKER_01]: You will see some people saying it's like four hours equivalent in the gym.
08:11.567 --> 08:17.935
[SPEAKER_01]: We don't pitch that because you don't know what people are doing in a gym, but we can guarantee you that it's a strong, efficient, effective workout.
08:18.216 --> 08:18.917
[SPEAKER_02]: Yeah, it is.
08:19.337 --> 08:20.539
[SPEAKER_02]: Yeah, it is definitely.
08:21.019 --> 08:22.882
[SPEAKER_02]: And how do you train your trainers?
08:23.262 --> 08:26.664
[SPEAKER_01]: Sure, so I make sure that they've all got the required skill sets.
08:26.704 --> 08:29.665
[SPEAKER_01]: So you have to have a foundation level of specifications.
08:29.705 --> 08:31.846
[SPEAKER_01]: Hopefully you've got some form of higher certification.
08:32.286 --> 08:38.029
[SPEAKER_01]: Then we'll get the MMS certified and then we'll have an in-house training program as well to make sure that they're all up to standard.
08:38.349 --> 08:45.392
[SPEAKER_01]: Like you said, you will see some MMS operators where it's a little bit too kind of just commercial one-in-one out menu in and out.
08:45.612 --> 08:52.899
[SPEAKER_01]: Which button make sure that everyone has enough skill sets to personalise the sessions and they've got skills beyond the basic knowledge.
08:52.939 --> 08:58.724
[SPEAKER_01]: But if I'm being honest, I think any decent training company should have that when it comes to personal training or strength conditioning.
09:00.826 --> 09:03.749
[SPEAKER_02]: Yeah, yeah, and that's that's your unique value.
09:04.269 --> 09:17.242
[SPEAKER_02]: So how about when you train the trainers, is there kind of like a training with you guys or like it's just a training in the house?
09:17.662 --> 09:21.346
[SPEAKER_01]: So my trainers will come with some based knowledge of skill sets for sure.
09:21.386 --> 09:25.510
[SPEAKER_01]: So we won't take anyone who's got no form of personal training experience.
09:25.730 --> 09:27.451
[SPEAKER_01]: I'll have to have certifications, I was saying.
09:27.611 --> 09:35.815
[SPEAKER_01]: But then yes, we'll have in-house training a quite intensive at the start just to make sure they understand our methodology, but within that they then get to express their own skill sets.
09:36.036 --> 09:39.437
[SPEAKER_01]: And then we'll always have ongoing training throughout their time with us.
09:39.597 --> 09:40.578
[SPEAKER_01]: We've been really fortunate.
09:40.598 --> 09:43.740
[SPEAKER_01]: We've had quite a long term committed team for quite a while now.
09:44.508 --> 09:46.069
[SPEAKER_02]: Yeah, I can see.
09:46.109 --> 09:49.531
[SPEAKER_02]: And they're very, very happy that they like working with people, which are beautiful.
09:49.611 --> 09:50.091
[SPEAKER_02]: Amazing.
09:50.131 --> 09:54.374
[SPEAKER_02]: Yeah, that's, I mean, I've met with some really nice trainers in five.
09:54.654 --> 09:59.276
[SPEAKER_02]: And the next question is, how did you choose the machine?
09:59.296 --> 10:01.578
[SPEAKER_02]: Because there are a lot of the MS machines out there.
10:01.638 --> 10:02.838
[SPEAKER_02]: Most of them from Germany.
10:03.058 --> 10:08.301
[SPEAKER_02]: And there are like, well, they show them everywhere.
10:08.361 --> 10:11.043
[SPEAKER_02]: But they say, how did you decide on the right one?
10:11.643 --> 10:14.086
[SPEAKER_01]: I think we went on a few factors.
10:14.166 --> 10:20.632
[SPEAKER_01]: One is the quality and one was also the set up in the efficiency in terms of how the UK subsidiary.
10:21.053 --> 10:28.861
[SPEAKER_01]: So I mean how body tech tend to be the leaders in the technology and they have the most medically certified machines, the most reliable machines.
10:29.061 --> 10:29.962
[SPEAKER_01]: So we went with them and
10:30.342 --> 10:33.405
[SPEAKER_01]: that we've got a connection in the UK so they can provide you direct.
10:33.686 --> 10:35.487
[SPEAKER_01]: So you don't need to worry if you know, things go wrong.
10:35.528 --> 10:36.428
[SPEAKER_01]: They're always on hand.
10:36.629 --> 10:38.030
[SPEAKER_01]: So we created to them on that one.
10:38.070 --> 10:40.693
[SPEAKER_01]: They're definitely a lot of other market operators.
10:40.713 --> 10:44.717
[SPEAKER_01]: I'm sure one of them will rise to the top, but as things stand weird, we're very happy with the mehar.
10:48.941 --> 11:00.409
[SPEAKER_02]: So what are your future plans like what's the plan now you're opening up you just opened up our studio in your studio Richmond can you can you just tell us a little bit about the business plans and
11:02.610 --> 11:05.432
[SPEAKER_01]: Absolutely, so we started with our Westminster studio.
11:05.893 --> 11:11.037
[SPEAKER_01]: We did start in twenty-twenty, so racking the brain back, that was when COVID kicked in, so that was fun.
11:11.557 --> 11:18.243
[SPEAKER_01]: So we've managed to spiral that and then we've opened in May fair, we do home visitations now, we associate with various hotels as well.
11:18.443 --> 11:25.709
[SPEAKER_01]: And as you mentioned, we were just starting enrichment as we acquired another company at the end of last year, so we've kind of grown the company that way.
11:25.769 --> 11:28.491
[SPEAKER_01]: Richmond will be our new studio, which is opening this week, as you say.
11:28.731 --> 11:35.617
[SPEAKER_01]: And then once we've got those three studios fully functional, it should be the standard proof of concept as done or not, but let's say it is.
11:36.057 --> 11:39.900
[SPEAKER_01]: And then next year, we'll be able to then try and scale up from that.
11:39.920 --> 11:47.486
[SPEAKER_01]: And hopefully we can deliver vifitness in various other locations for a lot of people as we've had requests, but as you'll know with business, it's not
11:47.766 --> 11:48.367
[SPEAKER_01]: Always that easy.
11:48.407 --> 11:49.568
[SPEAKER_01]: It's just scale very quickly.
11:49.768 --> 11:50.689
[SPEAKER_02]: Yeah.
11:51.029 --> 11:51.490
[SPEAKER_02]: Yeah.
11:51.610 --> 11:55.493
[SPEAKER_02]: And you don't want to scale too quickly because you have seen some business with fail.
11:55.553 --> 11:57.655
[SPEAKER_02]: We have seen also business with fail.
11:59.217 --> 12:06.203
[SPEAKER_02]: And what's your marketing strategy and sales strategy and what have you been covering there?
12:07.224 --> 12:07.684
[SPEAKER_01]: Yeah, sure.
12:07.724 --> 12:13.188
[SPEAKER_01]: So I think we do the classics like your Googles and your matters, try and get some wider reach.
12:13.248 --> 12:27.098
[SPEAKER_01]: But then I think given proximity is such an important factor for gyms or studio spaces, then we do try and target locals who do like local press, local magazines, outreach, try and get into the corporate world, which is slightly harder these days.
12:27.338 --> 12:30.180
[SPEAKER_01]: There's less, less money sloshing around for their staff.
12:31.201 --> 12:37.582
[SPEAKER_01]: Yes, I think it's kind of all the classic marketing and social media is something we're trying to improve on, but then again, it's time and resource.
12:37.602 --> 12:41.983
[SPEAKER_01]: So it's getting there, but we were still in that early phase set up, or certainly feels that way still.
12:42.383 --> 12:43.444
[SPEAKER_02]: How about giveaways?
12:43.484 --> 12:45.364
[SPEAKER_02]: Do you do giveaways as well?
12:45.404 --> 12:48.325
[SPEAKER_02]: Like the first lesson and trials and stuff.
12:48.345 --> 12:53.946
[SPEAKER_02]: So anyone who's listening, who is in Richmond, we have a lot of followers in transit in Richmond, the area.
12:54.406 --> 12:54.686
[SPEAKER_00]: Sure.
12:54.726 --> 12:58.847
[SPEAKER_02]: So can someone come and say, like, I want to first try YMS and
12:59.903 --> 13:03.568
[SPEAKER_01]: We do give an offer rather than free, because we still need to pay the trainers.
13:03.808 --> 13:13.842
[SPEAKER_01]: Well, you find as well, if people are willing to put a nominal fee, say we do roughly half price for your first one, which should also be a full consultation one to one for an hour at about thirty pounds.
13:13.902 --> 13:15.224
[SPEAKER_01]: So it's nothing expensive.
13:16.185 --> 13:22.871
[SPEAKER_01]: I mean, I should say it can be expensive for some, but relative to the regular costs, that's relatively fair price, especially to have a one to one.
13:23.792 --> 13:39.205
[SPEAKER_01]: We find that if you're willing to do that, you're more accountable and you're more likely to commit anyway, whereas what you find in the fitness world, there is this element of trifling for free, but you'll find that people don't show up, they don't care, and it's gonna waste our time, waste their time, so it's actually been to it.
13:39.225 --> 13:42.708
[SPEAKER_01]: Well, people are willing to commit just a little bit, and then we're happy to give you full service.
13:43.148 --> 13:43.989
[SPEAKER_02]: Yeah, I agree.
13:44.509 --> 13:48.291
[SPEAKER_02]: So how about the company structure?
13:48.511 --> 13:50.432
[SPEAKER_02]: Where is the company structure right now?
13:50.452 --> 13:56.475
[SPEAKER_02]: Because you did acquire another company and you are now one with them and how is the company structure?
13:56.515 --> 13:59.517
[SPEAKER_02]: And then I'm going to ask you, do you have any plans or fun raising?
13:59.857 --> 14:00.478
[SPEAKER_01]: Sure, that's fair.
14:01.038 --> 14:06.183
[SPEAKER_01]: So we've got three directors, so two directors, but three owners.
14:06.524 --> 14:12.190
[SPEAKER_01]: And then we've got our management structure, which we hope to kind of integrate into the company as the years go by by doing share options.
14:12.510 --> 14:19.537
[SPEAKER_01]: And then there's me kind of leading it and then I've got a great team which you know most of them just helping me run the place, run the studios.
14:19.737 --> 14:34.849
[SPEAKER_01]: So it's relatively simple, and then in terms of the fundraising, I think the realistically will open the Richmond Studio, get that up and running an operational, and then once we know where we're at with our numbers, then we'd be in a position to fund raising round.
14:34.869 --> 14:37.191
[SPEAKER_01]: If we do it now, it doesn't quite make sense.
14:38.091 --> 14:42.815
[SPEAKER_01]: However, it could be as quick as six months if we have a fast startup at the new studio.
14:43.135 --> 14:51.599
[SPEAKER_02]: Yeah, when the whole business model and the structure is really, I think that's kind of like, I feel like it's going to be in the next one year.
14:51.619 --> 14:53.519
[SPEAKER_00]: I have said.
14:53.559 --> 14:56.361
[SPEAKER_02]: I think it's because, yeah, keep us posted.
14:58.021 --> 15:00.162
[SPEAKER_02]: We're here to help and we're here to support.
15:00.282 --> 15:01.743
[SPEAKER_02]: Do you have any questions for me?
15:02.483 --> 15:03.404
[SPEAKER_01]: Um, on the spot.
15:03.624 --> 15:06.967
[SPEAKER_01]: No, I think probably because we've obviously spoke in the past a little bit.
15:07.327 --> 15:15.473
[SPEAKER_01]: But how do you see, I guess I could ask how do you see knowing via relatively well the progression from what I've said, if there's any differences or do you agree?
15:15.493 --> 15:16.294
[SPEAKER_01]: How do you see it?
15:16.314 --> 15:21.478
[SPEAKER_02]: I mean, with the wife, I think the, the best thing is the value proposition is so clear.
15:21.498 --> 15:28.403
[SPEAKER_02]: It is the, you know, personalized and fully, you know, I think it's kind of like companies
15:28.823 --> 15:32.185
[SPEAKER_02]: that are B to C, who are customer based.
15:32.485 --> 15:40.611
[SPEAKER_02]: I think being customer obsessed is the first biggest reason why companies fail and why companies succeed.
15:40.831 --> 15:53.900
[SPEAKER_02]: So I think you're kind of like getting there and you just create a structure where your trainers understand the importance of personal communication and I think that's kind of like your best value proposition.
15:54.220 --> 15:59.783
[SPEAKER_02]: And that's why this can create, this can create a great business model.
15:59.843 --> 16:03.165
[SPEAKER_02]: If you can, keep on training your trainers the way you do.
16:03.486 --> 16:12.871
[SPEAKER_02]: And if they communicate with the customers and if supplies keeps on being customer obsessed, then I think it can grow vastly by opening up multiplicity.
16:12.951 --> 16:17.314
[SPEAKER_02]: And with an affiliate model or with a also franchise model as well.
16:17.474 --> 16:26.258
[SPEAKER_01]: Yeah, franchising definitely because considering, because then you, it's nice when you have someone who does take ownership, they always care that a bit more than other's might.
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[SPEAKER_02]: Yeah.
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[SPEAKER_02]: Thank you Fraser.
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[SPEAKER_02]: It was a lovely conversation.
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[SPEAKER_02]: And I am looking forward to your support, your fundraise.
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[SPEAKER_00]: Thank you.
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[SPEAKER_00]: Look forward to seeing you in soon.
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[SPEAKER_02]: Yeah, I'll see you in Richmond when I'm back.
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[SPEAKER_00]: Okay, look forward to it.
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[SPEAKER_00]: Thank you.
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[SPEAKER_02]: Thanks to all of our listeners, thanks for listening.
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[SPEAKER_02]: And I'll see you in the next episode.
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[SPEAKER_02]: Bye.
16:49.537 --> 16:53.102
[SPEAKER_02]: Hey there, you're listening to the next level humanity podcast.
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[SPEAKER_02]: I'm Nevesha, the one the woman as they say, and I'm here to share with you a new way of being, living and recreating your life from scratch.
