Energie Fitness Homerton: How James West Grew a Successful Gym Franchise

Building a successful gym takes more than great equipment and competitive pricing. It takes consistency, strong leadership and a genuine commitment to the local community. 

Since taking a hands-on role at Energie Fitness Homerton, franchisee James has transformed the club into one of the strongest-performing locations in the network. Through a relentless focus on standards, member experience and operational excellence, he's overseen impressive membership growth while building a loyal team and thriving community. 

We caught up with James to discuss his journey into franchising, the lessons he's learned along the way and the strategies that have helped drive the club's success. 

1.Could you tell us about your background before investing in the Energie Fitness franchise? 

I’ve always wanted to run my own business. After studying Business at university, I worked in the care sector before launching my own alcohol delivery business in North London. It grew quickly through word of mouth and gave me valuable experience in building and running a successful business.   

When the opportunity came to invest in Energie Fitness Homerton, I saw it as a long-term business with real potential. I signed my franchise agreement in 2015 and, after a four-year search for the right location, we opened the club in 2019. 

Coming into Homerton was a little daunting at first because it was a completely different area to where I grew up, but I've really come to appreciate the local community. The area has changed significantly over the years and has become a vibrant place to live and work. 

2. What attracted you to the fitness industry and the opportunity to open your Energie Fitness gym in Homerton? 

I wasn't specifically looking for a fitness business. I was looking for an industry with long-term demand and one that I believed would be profitable and continue to grow. Health and fitness ticked those boxes. 

I also wanted to be part of a recognised brand. The support from the Energie Fitness team gave me confidence, and Homerton stood out as a location with real potential. Although it wasn't initially an area I knew well, I could see how it was developing and believed it would become a fantastic place for a club. 

3. Membership growth has been a significant success story for Homerton. What did membership levels look like when you stepped in, compared to where they are today? 

When I became fully involved in the day-to-day running of the business, membership levels were significantly lower than they are today. Over the last few years, we've steadily rebuilt the club, growing both membership and revenue through consistent improvements and a clear focus on delivering a great experience. 

Growth hasn't happened overnight. It's been the result of making small improvements every day and staying committed to high standards. 

4. What do you believe has been the biggest driver behind that growth? 

I genuinely believe in the product we're offering. We continually reinvest in the club, maintain high service standards and make sure members have a great first impression every time they walk through the door. 

Word of mouth has been one of our strongest drivers of new memberships. If members enjoy being here, they'll recommend us to friends and family, and that's incredibly valuable. 

5. How has your ownership style altered since opening the club in 2019? And what prompted this change? 

Initially I planned to be more of an investor, but over time I became much more hands on. 

That change gave me a much better understanding of every aspect of the business. It also reinforced how important it is to stay close to your operation, understand your numbers and support your team every day. 

6. Did you always envisage your gym becoming the profitable operation it is today? 

At the beginning, absolutely. There were periods where it felt like a challenge, particularly during the early years, but I always believed the club had the potential to succeed. 

Once I became more involved in the day-to-day operations, I was able to implement the standards and processes I believed in. Since then, we've continued to grow year after year. 

7. You mentioned there was a period when the club wasn't performing as strongly as you felt it should have been. What made you step into the General Manager role, and what were the first changes you implemented? 

At the time, the club wasn't operating at the standard I knew it was capable of. After carefully assessing the situation, it became clear that a change in leadership was needed. It wasn't an easy decision, but it was the right one for the long-term success of the business.  

That said, I wanted to take direct ownership and responsibility of the club's performance and ensure we were delivering the standards our members deserved.   

The first priority was getting the fundamentals right. We focused on creating a welcoming environment, improving consistency and supporting the team with clear expectations and communication. What followed was the process for driving momentum across lead generation and sales activity.  

8. You've built a reputation in the Energie Fitness network for running a highly organised operation. How important are processes and consistency when managing a successful gym? 

They're absolutely essential. I'm in regular contact with my team throughout the day and everyone knows what's expected of them. We use WhatsApp to stay connected and every shift has a clear structure. 

Attention to detail is important to me. From the cleanliness of the club to the organisation behind the scenes, consistency creates a better experience for both members and staff. I always walk the club when I arrive because maintaining standards is part of our culture. 

9: What were the key strategies that helped turn performance around? Are there any particular operational changes, systems or processes that made the biggest impact? 

For me, it all starts with standards. If members walk into a clean, well-maintained club with a friendly atmosphere, that's the foundation for everything else. 

We've also focused heavily on member retention. Looking after existing members is just as important as attracting new ones, and we've worked hard to reward loyalty while continuing to improve the overall experience. Word of mouth marketing is a big driver for us.  

Another important part of our growth has been becoming part of the local community. We've made a conscious effort to get to know local residents, businesses and organisations, and to have a visible presence in the area. Building trust and credibility locally has helped people see us as more than just a gym. We're part of the community, and that has had a big impact on long-term member loyalty. 

10: How have you built a culture that has resulted in low staff turnover and long-term employee commitment? 

I've built a close working relationship with the team and make sure everyone feels supported. We also organise team socials a few times each year, which helps strengthen those relationships outside of work. 

We've been fortunate to retain many of our staff, and we've even welcomed back former team members, which I think says a lot about the culture we've created. 

11: What do you think keeps your members choosing Energie Fitness Homerton year after year? 

We've built a genuine community. Members know each other, many become friends and the club has a vibrant and uplifting atmosphere. We've also continued to improve overall member experience through reinvesting in the gym floor, giving people more reasons to stay with us long term. 

12: How has the Energie Fitness toolkit and wider operational support helped you run and grow the business, and what value has it added day to day? 

Being part of a franchise gives you structure, support and access to experienced people whenever you need them. 

I value knowing there's always someone I can speak to if I need advice. Running an independent gym has never really appealed to me because I enjoy being part of a recognised brand with proven systems behind it. 

13: What do you enjoy most about being both an owner and operator of the business? 

I enjoy having control over the direction of the business and seeing the results of the decisions we make. 

Every improvement we make has a positive impact on both the business and our members, and it's rewarding to see the club continue to grow. 

14: What does the next growth chapter look like for you? Do you see yourself becoming a multi-site Energie Fitness operator? 

I'd definitely like to expand. I'd ideally look to acquire an existing club rather than start completely from scratch, as I now have a clear understanding of what drives operational success and how to unlock a club's full commercial potential. 

I'd replicate the successful systems we've built at the Homerton site while continuing to make improvements wherever possible. 

15: Digital performance has been a real strength for Energie Fitness Homerton. How have you approached your online marketing strategy? 

Consistency has been key. We work with a trusted marketing agency and avoid constantly changing campaigns. If something is working, I'd rather optimise it than start again. 

I also keep pricing simple and transparent. We focus on attracting members who see long term value rather than relying heavily on short term promotions. 

16: What advice would you give to someone considering becoming an Energie Fitness franchisee? 

Do your research and make sure you understand every aspect of the business before you commit.  

Use all the support and resources available to you, stay close to your data and understand your local market. Location is incredibly important, but once you're open, success comes from maintaining high standards, building a great team and delivering a fantastic experience for your members every single day.