This UK gym owner is redefining the member experience

Gym World,

Imagine spending £1M building out your dream gym. You open the doors in January 2020, and by March, the world shuts down. Brutal… but as many of you know, not a rare story for gym owners that year. This was the reality for Joe Gaunt when he launched Zeno Health Club.

Even with that timing, what makes Zeno interesting is how it reflects a shift we’re starting to see more often: gyms that go beyond fitness to focus on overall wellbeing. Zeno takes that idea and delivers it in a premium way.

Labeled the UK’s first mental health club, it brings together four boutique studios, dedicated recovery, and comprehensive health assessments under one roof. That creates a member experience you don’t often see in gyms.

I talked with Joe about how he built Zeno, including his recent move to become a HYROX affiliate. You can watch the full video below, or scroll for a breakdown of the business that could spark ideas for your own gym.

The space

Zeno Health Club is a 10,000 sq ft facility built with a sleek, modern design. Members first walk into a space that includes a front desk, a café, and a co-working area that encourages people to connect and build community.

The wellness hub adds another layer with health assessments, physio, and sports massage. These assessments go deeper than a typical gym check-in, covering body composition, heart health, blood pressure, and lifestyle habits to help members improve their overall well-being.

On top of that, Zeno offers four studios, each focused on a different area of fitness.

Altogether, it feels less like a typical gym and more like a health destination where training, recovery, and lifestyle support are all part of the same experience.

The design

Zeno sits in the city center of Manchester, a prime but pricey area. Before the opening, Joe had a 10-building rollout deal on the table, so he put £1M (about $1.25M USD) into making this first site impressive enough to attract investors.

Spoiler: that rollout never happened because COVID hit. But the result is still a beautifully designed facility where every space feels intentional.

The Yoga & Pilates studio is bright, airy, and relaxing.

The Cycle studio is fun, energetic, and set up like a nightclub.

And the Strength & Conditioning and Functional studios look serious and built for intense training.

By giving each studio its own feel, Zeno can attract a wider mix of clients and create spaces that match different training mindsets.

The model

Zeno keeps its membership structure simple with two main options:

• Gym-only – £75/month (about $95 USD)

• Unlimited – £125/month (about $160 USD), which includes gym access plus all studio classes

Their website also lists other options, including personal training, credit packs, and discounts for upfront payments.

The two core tiers make it easy for members to choose, and the extras provide more flexibility for different needs. And while prices may be on the lower end compared to many US gyms we’ve featured, Joe says these rates are at the top end of pricing for his market.

Plus, the gym generates extra revenue by renting out spaces to brands and influencers, who are drawn to its premium look.

The coaching

A big part of the member experience comes down to the people members interact with every day. Coaches and staff shape how welcoming the space feels, the quality of each class, and how connected members feel to the community.

Time and again on Gym World, we’ve seen the basics go a long way:

• Greet members by name

• Deliver consistent, high-quality classes

• Hire and retain talented coaches

• Prioritize excellent customer service at every touchpoint

• Build a culture members are proud to be part of

Zeno isn’t reinventing the wheel here, but Joe still prioritizes service and staff culture. The team includes a general manager, a head coach, freelance coaches, and a community team at the front desk to keep things running smoothly.

The people

Zeno doesn’t target one specific type of client, but their social channels suggest who they tend to attract. Most of the content features young, fit professionals—the kind of crowd you’d expect in a sleek, city-center facility.

As we’ve seen on Gym World, the people you show in your content often become the people you attract. That has been true for Zeno, where much of its growth has come organically through social media. Joe credits this to staying brand-focused, which for him means making sure the look, feel, and messaging online line up with the actual member experience inside the gym.

Here are a few ways Joe and his team approach social:

• Keep the main feed clean and cohesive, posting 1–2 high-quality posts each week

• Use Stories daily (often multiple times) for casual, behind-the-scenes content that humanizes the brand

• Post members often, so prospects see themselves reflected in the community

For members, this kind of content reinforces that they belong. For prospects, it creates a clear picture of the experience waiting for them.

TL;DR

Zeno Health Club shows what it looks like when a gym puts member experience at the center. From the space and design to the coaching and social media, everything ties back to creating a place where people feel supported and want to belong.

You don’t need a £1M build-out to pull lessons from this. Focus on how members feel in your gym, keep your message consistent inside and out, and build a culture people are proud to be part of.

For more stories like this, head to the Gym World YouTube channel or tune in on your favorite podcast app.

cheers,

j