That brand is so strong in its home territory of Denmark – where 10 per cent of the entire Danish population, and 45 per cent of all health club members, are members of Fitness World – that at this stage I really can’t see us changing the brand there. Email. Humphrey Cobbold.
We realised that the moment of truth for Wiggle customers was not when they were buying a new pair of bike tyres from us, it was when they trained or raced with those tyres. Wiggle is now the biggest seller – by some margin – of triathlon wetsuits in Europe, and possibly the world.
Can you tell us more about your international expansion plans?
There are bigger items too, we don’t do swimming pools or second-rate cafes – there’s a Costa or Starbucks on every street corner.
Cobb wrote a second less well received novel, None But the Brave, which was serialized in Collier's Weekly in 1938. Yet people are also fickle. So, we’re looking at ways in which we can introduce a touch of the boutique feel into our sites, while at the same time keeping costs under control. We found we could either have some yield and empty-ish classes, or we could use ClassPass and have much fuller classes but suffer a material decline in yield.
You have to be quite disciplined about it.
We’re investing in all of these to ensure they deliver the best studio experience in the low-cost sector, turning what would otherwise have been a plain and admittedly somewhat bland white room into something a bit cooler. You recently... We use cookies to improve the functioning of our website. On a day-by-day basis, how does the business tick? Get the latest stories and support available on Rebuild, our dedicated coronavirus resource, straight to your inbox.
I’m happy to say it seems to be working for them in a way that it didn’t for us. It’s about making yourself accessible and being ready to respond to people if they have questions. I think we can expect steady, not spectacular, growth in this field. In fact, more accurately, it’s not that we couldn’t do it: we could potentially have grown the Pure Ride brand to six to 10 sites in London, which as boutiques go would have been a significant portfolio. How far off the path are we? We were all seeing the success of brands like SoulCycle, and PureGym had a US investor at the time who was very interested in that. You go into a store, you go behind some curtain, you struggle to put it on and then you walk out onto the shop floor and say, “do I look good in this?” Well of course you don’t, you’re a middle-aged bloke in 5mm of neoprene.
Fit Tech news: The rapid advance of technology is democratising fitness, giving consumers more choice than ever before and leaving businesses facing difficult dilemmas, says new Pure Gym CEO Humphrey Cobbold.
At Wiggle, I sat in an open plan office, right in the middle.
Explaining the why is much more important than explaining the what.
So if you’re an incumbent, you need to watch out, because you might not understand what the disruptor’s doing. We’ll also do 20–30 major refurbishments in the UK in 2020, and all of these will involve significant upgrades: we’re heavily focused on evolving the product as we expand and refurb.
In the early days, when Peter Roberts, the founder, was thinking about setting up PureGym, industry incumbents said people in the UK don’t want a low-cost gym – they want fluffy towels and swimming pools and all these extras. After that, we started to invest in sponsoring events in the UK and around the world: triathlons in Japan, road races in Australia. Favourite instructors or not, they’ll go where the offers are. From the value of really listening to your staff to spending 15 minutes at the end of each day identifying priorities for the next day, PureGym CEO Humphrey Cobbold shares his approach to thinking small in pursuit of business improvement.
3. That’s something the boutiques have certainly done: they’ve raised consumer expectations across the sector.
You obviously have fewer personal interactions with customers in an online business, but that doesn’t mean that you don’t think carefully about every step of the customer journey, both for purchase decisions and more broadly. Why?
How much more can you do with indoor cycling besides give people good instructors, great environments, maybe some videos for at-home or in-studio use? 3. We’re just trying to offer people a bit more without affecting our value proposition. My view is that indoor cycling has reached critical mass.
The CEO of global boutique megabrand Barry’s speaks to Kate Cracknell about 2020’s rollercoaster ride
Humphrey Cobb (September 5, 1899 – April 25, 1944) was an Italian-born, Canadian-American screenwriter and novelist. No one ever wakes up in the morning and says: “Today I want to sign a 12-month contract,” for anything.
THE UNiTED STATES IS TOO BIG A MARKET TO IGNORE. This was also a time when, although I certainly wouldn’t say we were mounting up on our own hubris, we were perhaps a bit flushed with the success of PureGym. I don’t see any reason why it wouldn’t retain that into the future, and some new studios will also come out I’m sure. So, quite early on, Wiggle found that they could do quite a lot of counter-cultural or counter-normal things. He oversaw the sale of the business for the founder (Peter Roberts) and investors from CCMP to Leonard Green & Partners in November 2017 for over £600m. That one Pure Ride site was taking up a disproportionate amount of our management team’s time.
For example, people said you have to go to a bike shop to buy bike gear, because people need to try things on.
So we use push buttons where you typically get 30-45 seconds of hot water and then the water stops.
Their choices guide you, rather than the other way round. It costs us money if people turn on showers and just leave them on. Cobb's parents sent him to school in England for his primary education and only at age 13 did he come to the United States to continue his schooling.
Allied to that, our founder and chair Peter Roberts felt there were lots of property opportunities for reasonably priced 6,000–7,000sq ft sites in London.
Most people say they want to embrace change, but many people struggle to actually do it. When you’re going into a business that’s already successful, the most important thing to do is to button your lip and listen carefully because there’s an awful lot that’s going right. 24th March 2020.
Even then, we had around 150 other clubs to run and about 40 new locations opening each year. He is known for writing the novel Paths of Glory (1935),[1] which was made into an acclaimed 1957 film Paths of Glory by Stanley Kubrick. So, we’ll see how it goes.
This interview featured on “It’s The Small Things”, a Be the Business podcast series providing the inspiration small and medium-sized companies (SMEs) need to take a step-by-step approach to business improvement.
Your email address will not be published. Humphrey Michael Cobbold (born Nairobi, Kenya 1964) is the current Chief Executive Officer of Pure Gym - the UK’s largest Gym operator. He is known for writing the novel Paths of Glory (1935), which was made into an acclaimed 1957 film Paths of Glory by Stanley Kubrick. Watching how tens of thousands of customers behave them is much more powerful than asking them. In some locations, there’s even a third studio for virtual classes.
Am I clear about my priorities for the next day?
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