Known as the Elevate Experience, the facility has been developed in conjunction with health and wellness brand, Ethics Leisure, which supplied the five Elevate and two Encompass machines for the studio. Freedom Leisure decided to develop the facility after witnessing the success of the equipment at Applemore Health & Leisure. However, instead of integrating it into the existing gym, they believed a separate studio would maximise the impact of the equipment. A former party room at St John’s Sports Centre underwent renovations, including new lighting and flooring as well as the new kit.

The result is the Elevate Experience, which offers a dynamic and engaging fitness experience for all ages and abilities throughout the day. Mornings primarily serve older adults aged 50 and above as well as mums who have finished the school run. In the afternoons from 3:30 pm to 5:30 pm, juniors aged 14 and above can use the equipment after an initial introductory session, while the evenings tend to attract users their 20s to 40s.

“We are extremely pleased to be able to offer Elevate to the community of Worcester and to work again with the excellent team at Ethics Leisure. The Elevate equipment has enabled so many users including young and old or new and experienced exercisers as well as those suffering with a wide range of health conditions to participate in exercise. The range of equipment and training provided will enable the product to develop over time and will benefit so many people. This is key to Freedom Leisure to ensure that we can continue to improve lives through leisure,” says Matt Wickham, Chief Operating Officer, Freedom Leisure

The studio offers something completely different from other gyms in the area. With a focus on safe bodyweight movements, it serves as an ideal starting point for beginners and a stepping stone into the main gym. It is also popular with experienced exercisers looking for efficient and time-effective workouts, customers can complete a quick circuit in just 30 minutes.

The studio offers a variety of instructor-led classes, ranging from 45-minutes sessions to the 20-minute Elevate Blast and Elevate Core classes during lunchtime, the studio has already expanded its offering and plans to introduce an Elevate Pilates class in the near future due to the high demand.

“Elevate Experience has increased monthly participation in  our group exercise classes and provided the leisure centre with a unique selling proposition. The studio’s popularity has resonated with customers as well as new prospects by enhancing our sales tour experience,” says Jamie Hyde, Area Fitness Manager Worcester Contract - Worcester, Malvern & Tenbury

Personal trainers use the studio to train their clients, and members can use the equipment independently after an introductory session or attending classes. QR codes on the machines provide guidance on exercise routines.