The Foundry is one of the UK’s leading small group personal training gym models, operating across multiple locations while maintaining a premium service. As the business expanded, the core challenge was clear. How do you scale without losing the quality, personalisation, and experience that clients are actually paying for?

The Challenge

Growth introduced complexity. With more locations, more coaches, and more members, maintaining a consistent and high-quality experience became harder.

A key issue they identified across the industry was that many gyms claim to offer small group personal training but fail to deliver true personalisation.

As explained in the conversation:

“Some places… it’s more what I’d call just managing the bodies… it can feel quite robotic as a coach.”

In many cases, sessions were overly rigid. Everyone followed the same programme on the board with little adjustment. Coaches demonstrated exercises to the entire group regardless of experience level, which often led to wasted time and a poorer client experience.

There were also internal challenges. Scaling a team of over 40 coaches required structure, consistency, and a clear standard of delivery. At the same time, the business had to balance operational efficiency with a genuinely personalised service.

The Strategy

The Foundry focused on improving three key areas. Coaching delivery, client experience, and scalable systems.

Redefining Personalisation

Instead of rigid programming, coaches were trained to adapt sessions in real time based on the individual.

“It’s more comfortable for the coach to say ‘everyone do this’… but better sessions come from setting people up individually.”

This approach allowed coaches to adjust exercises depending on ability, injuries, and preferences, while still working within a structured session. The aim was not to abandon structure, but to create flexibility within it.

Focusing on the Client Experience

The Foundry recognised that retention is driven by more than just physical results.

“People stay because of the relationship… the environment… and the fact they can come in and not have to think.”

Clients valued the ability to arrive, switch off from their day, and be guided through a session without needing to plan or think. The environment, the relationships with coaches, and the overall ease of the experience all contributed to long term retention.

Removing Unnecessary Complexity

Over time, the team realised that some systems were adding friction rather than value.

They moved away from mandatory tracking and excessive data collection. Performance testing was no longer forced, and structured check ins were removed when they proved underutilised.

“We spent more time doing admin than coaching… and the uptake was about 10%.”

By simplifying the process, coaches could focus more on delivering great sessions rather than managing spreadsheets and admin tasks.

Building Scalable Systems

To maintain consistency across multiple locations, The Foundry implemented structured development systems for their team.

New coaches complete a five-week onboarding process that introduces them to the business, its values, and its coaching standards. Alongside this, there is a twelve month development plan supported by regular workshops and ongoing education.

This ensures that every coach understands the expected standard while still having the freedom to bring their own personality into sessions.

Supporting Staff Development

Rather than trying to retain every team member indefinitely, The Foundry accepts that staff have natural career lifecycles.

“Typically around a two year mark, people start asking what’s next.”

They provide opportunities for progression into leadership roles, while also supporting those who eventually choose to move on. This approach creates a healthier culture and reduces friction within the team.

The Results

The Foundry has successfully scaled its model without compromising quality.

They now operate nine locations while maintaining a premium price point of around £400 per month. Client retention remains strong because the focus is placed on experience, not just outcomes.

The coaching team delivers a consistent standard across all sites, supported by clear systems and ongoing development. At the same time, operational efficiency has improved by removing unnecessary processes and focusing on what actually matters.

“If someone enjoys that five minutes at the end… and it makes them come back next week, the trade off is worth it.”

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