Interview with Energie Fitness Franchisee Anthony Cromack

Since opening its doors in April 2021, Energie Fitness Wokingham has quickly established itself as a standout club within the network, driven by a strong focus on innovation, member experience, and commercial performance. Led by franchisee Anthony Cromack, whose background combines a sharp commercial mindset with a passion for fitness, the club has gone from strength to strength, achieving monthly revenues of £80k. In this interview, Anthony shares insights into his journey into franchising, how he has built a successful and forward-thinking gym, and his views on the ever-changing fitness industry.

1. Before joining Energie Fitness as a franchisee, what was your career background and how has this shaped your journey as a business owner? 

Anthony: 
My career path before Energie Fitness was anything but conventional. I originally trained and worked as an accountant for around 10 years, eventually becoming a Chief Accountant. That gave me a strong commercial foundation which has definitely helped me as a business owner. 

After that, I made a complete lifestyle change and trained as a Yachtmaster. I spent 14 years at sea working in the yachting industry, travelling all over the world - from Alaska to the Galápagos Islands.  

That environment set incredibly high standards. Going the extra mile wasn’t optional - it was expected. That mindset has stayed with me to this day and is something I’ve brought directly into how I run the gym today. 

2. What made franchising an attractive route for building a profitable fitness business? 

Anthony: 
For me, it was about not doing it alone. You’re running your own business, but you’ve got the backing of a wider, experienced team. 

Having a great team of employees behind me, and Energie Fitness HQ there for support gave me real confidence. I knew there were proven systems in place and people I could rely on if I needed help. 

3. What made you choose Energie Fitness when researching franchising? 

Anthony: 
The branding and the logo stood out straight away - it felt welcoming, modern, and something I could instantly get behind. 

But what really sold it was visiting a live club and meeting the head office team. There was definitely an instant energy and warmth there. It genuinely felt like joining a family, not just buying into a business. 

4. Members often mention the friendly atmosphere and approachable staff in your gym - how involved do you try to be personally in the day-to-day running of the gym? 

Anthony: 
I’m still in the gym most days - around five days a week - but I’ve built it to a point where it runs smoothly without me needing to be there constantly. 

That’s down to the team. Most of them have been with me since day one, and I trust them completely. 

I still make a point of being visible and knowing members personally. That’s a big part of what makes the gym feel the way it does. 

Energie Fitness Wokingham will always be my baby, but it’s the team that brings it to life every day. 

5. You’ve heavily re-invested in your gym over the years, specifically into the introduction of wellness facilities and high-tech equipment. How do you feel that this has paid off financially when it comes to your membership yield and lifetime value? 

Anthony: 
It’s been one of the best decisions I’ve made. Early on, I focused on building a higher-yield model rather than just chasing volume. 

Investments such as Boditrax, Hydromassage Beds and 24/7 access created natural upgrade points for members. 

We now have around 65% of members paying for higher-tier packages. 

The strategy has always been simple - less volume, higher yield. 

6. Noting your investments into new equipment, how important do you think innovation and wellness technology are in attracting and retaining members today? 

Anthony: 
It’s absolutely critical now. The industry has shifted massively - people are investing more in their health and wellbeing than ever before. Wellness is replacing things like nights out and Friday evenings spent at the local pub. 

Features like recovery, saunas, and even reformer Pilates are becoming expected and I’m currently exploring my options for adding saunas to my gym in the near future. 

If you’re not evolving, you’re falling behind. 

7. What has been the biggest challenge of running a gym in a competitive fitness market - and what have you learned from it? 

Anthony: 
At the start, it was building the membership base - especially going through COVID at the same time, which presented difficulties with equipment shipping being delayed and safely interacting with the community via outreach activity. 

There were moments where it felt like a big risk, but we pushed through. I was out personally handing out flyers with my friends and family members at one point to encourage any sign-ups we could. 

Looking back, the central Wokingham location has been huge for us. We’ve been lucky with limited competition and great support from the landlord, particularly around parking. 

8. Your General Manager has worked in the business since day 1 of your gym opening, what tips would you share for motivating and retaining a successful team? 

Anthony: 
It comes down to trust and culture. 

I don’t micromanage - I empower my General Manager, Adam, to take ownership. That trust makes a big difference. 

We also make sure the team feels valued - whether that’s social events, small rewards, or bigger gestures like our Christmas parties. 

Mutual respect and trust get the best out of people – the team want the business to succeed because they feel part of it. 

Excellent customer service is also non-negotiable for me. That comes directly from my yachting background. 

9. How has the business performed compared to your expectations? 

Anthony: 
It’s exceeded everything I expected. 

Soon after opening, the business consistently outperformed my original projections through building a strong membership base with a high proportion on premium packages. 

That consistency is what really stands out. 

10. Could you share with us a notable financial highlight since becoming an Energie Fitness franchisee? 

Anthony: 
A major highlight has been working towards my initial goal of hitting £60k revenue a month, and since going well beyond that. 

Now, we’re consistently achieving £80k months, with our eyes on £100k as our upcoming goal – which we’re on track to hit that number. 

Although, having said that - every time we hit a target, the benchmark just moves up again. 

11. What opportunities has owning the gym created for you personally or financially? 

Anthony: 
It’s opened doors into the wider fitness and wellness space, which I’m really excited about. 

On a personal level, it’s also given me a real connection to the community. Having not grown up here, I definitely feel that I’ve found a hometown for life in Wokingham. 

I’ve built relationships here that I never expected - being invited to members’ milestone events and getting involved in charity work. 

It’s not just a business - it’s become part of my life. 

12. What makes your Energie club different from other gyms in the area? 

Anthony: 
It’s the community, the service, and the team. 

Most of my team have been here since the beginning, which creates a completely different feel to other gyms. 

We don’t churn through staff – which shows in the member experience. I’ve not had to interview a staff member in 5 years. 

13. In one sentence, how would you describe the Energie Fitness brand? 

Anthony: 
A warm, welcoming, community-driven brand that genuinely feels like a family.