Printed from : The Leisure Media Co Ltd

06 Feb 2020


Dutch boutique brand Switch The Gym launches – has ambitious growth plans
BY Tom Walker

Dutch boutique brand Switch The Gym launches – has ambitious growth plans

Dutch boutique fitness brand Switch The Gym has launched its second studio in Eindhoven, The Netherlands, just three months after opening its first site in the town of Veldhoven.

A third studio is already in the works and is due to open during Q1 2020.

Founded by Terry Labee, Switch The Gym offers a timetable of HIIT group workouts at an affordable price point.

Labee spent a decade as a personal trainer before launching the company, with the aim of "bringing the benefits of PT to those who couldn’t afford one to one training".

“Switch is for everyone who wants to achieve results," Labee said.

"It offers the fun and energy of group training with the attention and expertise of personal training, but without the expense.

Data and technology sit at the heart of the concept, which includes LED lighting and surround sound.

Labee has worked in partnership with Myzone to develop a bespoke Switch app, which utilises the heart rate tracking technology to motivate participants during their sessions.

During workouts, all members wear a Myzone belt, which sends real-time data to the app – as well as the traditional Myzone screens inside the studio.

“Data is only useful if it is user-friendly and easily understood, which is why we have developed the Switch app using Myzone’s algorithms and data," Labee added.

"The big advantage of heart rate training at Switch is that it makes all members equal because everyone trains at the same intensity regardless of their level of fitness.

“It means everyone can train together, whether they are beginner or advanced, young or old. This creates a great atmosphere in the studio and keeps members motivated during the classes.”

The third Switch The Gym studio is set to open in the city of Tilburg.

Labee has already revealed plans to expand the brand internationally into Germany and Belgium.

Jonathan Monks, director, EMEA at Myzone, added: “We’ve enjoyed working with Terry and the talented team at Switch to help them take the first steps in realising their huge ambition, and we look forward to a successful partnership as both of our brands grow across Europe."


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