Excape Studios has become one of Ireland’s most respected fitness brands, growing from 2 locations and 183 members to 6 locations and more than 700 members. At the heart of that growth is a commitment to exceptional member experiences, strong systems, and a people-first culture.
In this success story, key team members Roisin, General Manager, and Conor, Head of Operations, share how Excape Studios built a scalable fitness business while staying true to its mission of helping people live healthier, longer lives.
The Challenge
As Excape Studios expanded, the team faced a challenge familiar to many growing gym businesses. They needed to maintain a consistent member experience across multiple locations while continuing to scale.
The founders, Andy and Dave, had a clear vision for the business. They wanted to create a professional fitness experience that stood apart from the industry standard and could be delivered consistently across every location.
As Conor explained:
“Essentially, we’re a people business serving fitness. It’s not a fitness business. We are there to connect with the people and to help them towards their goals and get them the results that they want.”
The challenge was not simply attracting more members. It was creating systems, standards and a culture that would allow the business to grow without compromising service quality.
The Strategy
Excape Studios built its growth around clear systems, strong culture and long term client success.
A key part of the strategy was establishing clear coaching standards. Every coach follows a set of principles that guide how they present themselves, interact with members and deliver sessions. These standards are documented within the company’s onboarding process and employee handbook, ensuring every team member understands exactly what is expected from day one.
The business also places a strong emphasis on hiring for character rather than qualifications alone.
As Conor shared:
“We hire off personality more than achievements or education.”
Roisin reinforced this approach by saying:
“If they’re not a cultural fit, it’s not going to work.”
Another important part of the strategy was creating a seamless member experience. Information gathered during the sales process is shared with coaches before a member’s first session. This gives the coaching team a clear understanding of each member’s goals, training history, motivations and any injuries or limitations.
The team also invested heavily in staff development. New coaches are not immediately placed on the gym floor. Instead, they spend time shadowing experienced team members, learning systems and building relationships with members before coaching independently.
As Conor explained:
“Hiring someone on a Monday and having them come in and coach on a Tuesday is not something we do.”
Excape Studios also moved away from short term introductory offers. The team introduced an eight week minimum commitment because they believed meaningful health and fitness results require time and consistency.
According to Roisin:
“We’re here to invest in them, in their health, fitness and their life to help them live happier, healthier, longer lives.”
Alongside these operational improvements, the business developed structured marketing and sales systems that supported growth while ensuring every new member received a high quality onboarding experience.
The Results
The combination of strong systems, a people first culture and a long term approach to member success produced impressive results.
Excape Studios grew from 2 locations and 183 members to 6 locations and more than 700 members.
The business built a team of 21 staff members while maintaining consistent service standards across every site.
The company created structured onboarding systems for both staff and members, making it easier to scale without losing quality.
Perhaps most impressively, the business achieved exceptional staff retention. During the conversation, the team revealed that they have not had a coach leave the business in more than five years.
One of the biggest outcomes has been the strength of the culture that underpins everything they do.
As Roisin explained:
“It’s always the person first before the business, and I think the business wins then because of that.”
Words from Excape Studios
Throughout the conversation, one theme consistently emerged. People come first.
Whether discussing members, coaches or leadership, the focus remained the same.
Roisin summed it up perfectly:
“We value our members so, so much. We wouldn’t be where we are today if it wasn’t for all the members that we’ve had over the years.”
That commitment to people has become a defining factor in the company’s growth, reputation and long term success.
What’s Next?
Excape Studios continues to refine its systems, develop its team and improve the member experience across all locations.
With annual programming plans, structured team development and a strong leadership culture already in place, the business has created a foundation designed for sustainable growth.
Rather than chasing short term wins, the team remains focused on delivering exceptional experiences and helping members achieve lasting results.
Learn More
Excape Studios’ journey demonstrates what can happen when a fitness business commits to clear systems, strong leadership and a genuine focus on people.
By building a scalable operation without sacrificing culture or service quality, the team has created a business that continues to grow while staying true to its values.
Their success serves as a powerful example of how long term thinking, consistent standards and a member first approach can drive sustainable growth in the fitness industry.
Ready To Scale Your Gym?
Ready to improve your sales confidence, eliminate objections, and attract premium clients who stay longer and pay more? 👉 Book a call with FMA and let’s level up your business.