Interview with Multi-Site Energie Fitness Franchisee Darren Shaw

As Darren Shaw approaches his five-year anniversary as an Energie Fitness franchisee, we sat down with him and his Group Director, Harry Ainslee, to explore his journey into franchising, the growth of his business, and what it takes to successfully scale a community-driven gym brand.  Together, Darren and Harry provide insight into the realities of operating multiple locations, the importance of community, and the strategies behind their continued success and expansion. 

1. Before becoming an Energie Fitness franchisee, what was your career background? 

I spent seven years in the Army as a Physical Training Instructor with the Royal Army Physical Training Corps, where I trained and qualified as a Personal Trainer. Towards the end of my time there, I started thinking seriously about what the next chapter of my career could look like. 

Fitness has always been my passion, and owning a gym was something I had often aspired to. After leaving the Army, I worked in leisure centres while also running my own bootcamps and small group training sessions on the side. It was a period of hard work and patience, waiting for the right financial opportunity to step into business ownership within the fitness sector. 

2. This month will be your 5-year anniversary of being an Energie Fitness Franchisee, can you tell us about why you chose to become a gym owner via a franchised brand and why did you choose Energie Fitness?  

The opportunity came around in April 2021. Having been a member at Energie Fitness Scunthorpe, I already had a strong connection to the gym and the local community. Acquiring the club from the previous franchisee felt like the right opportunity at the right time, in the right place. 

Buying into a franchise made that transition much easier. The existing framework, support, and proven systems gave me confidence and structure from day one. Now, five years on, I’m proud to be celebrating that milestone. 

What I enjoy most about Energie Fitness is the community-led approach. I’ve always loved meeting new people and leading group exercise classes, something that definitely stems from my time in the Army where teamwork and camaraderie are key values. 

3. How would you describe your role as a franchisee? Are you more of a hands-on, day-to-day operator, or do you take a more strategic, investor-style approach to the business? 

I’d describe my role as a balance between leadership, creativity, and community engagement. I’m ultimately responsible for the direction of the business, but I also take a lot of pride in being part of the day-to-day experience for our members. 

I’m fortunate enough to have the flexibility to do both. I genuinely enjoy being in the gyms day to day, but my Group Managing Director, Harry, oversees the operational and commercial strategy across both sites. 

That allows me to focus on what I enjoy most, teaching classes, developing new ideas, and working on expansion plans. I’m extremely passionate about the industry and the communities in both Scunthorpe and Lincoln, so staying hands-on is important to me. 

At the same time, I trust Harry completely to run the gyms when I need to step away and focus on other business ventures. 

4. You recently acquired your second Energie Fitness club in Lincoln in December 2024 - how does running multiple locations compare with managing a single gym, and what new challenges or opportunities has this brought? 

Running multiple locations definitely brings new challenges. One of the biggest is implementing change in a structured and phased way. The Lincoln site needed significant improvements to bring it up to the standard we have in Scunthorpe, so it’s been about prioritising what to do and when. 

Splitting my time between two sites, alongside my other business ventures, can also be challenging. That’s one of the reasons I brought Harry into the business, expanding gave me the opportunity to grow the team and strengthen the leadership structure. 

On the positive side, the impact we’ve been able to make at Lincoln has been quick and rewarding. By applying proven processes, we’ve seen immediate improvements. We’ve also created a shared culture between both sites, including a joint WhatsApp group where teams can share ideas, motivate each other, and collaborate on things like social media and member challenges. 

My goal has always been to own multiple gyms, and that ambition hasn’t changed. I’m keen to keep growing. 

5. Since acquiring Energie Fitness Lincoln, you’ve grown the club’s revenue significantly, increasing the direct debit run by around 50% in a relatively short space of time - what do you attribute to that success? 

It really comes down to community and relationships. From day one, we focused on building strong connections with the existing membership base, which naturally encouraged word-of-mouth referrals. 

We also invested quickly into key areas, bringing in a new full-time team, implementing a strong community-led marketing plan, upgrading equipment, and refreshing the look of the gym. 

I’m a firm believer that if you consistently add value to the member experience, the results will follow. The growth we’ve seen at Lincoln is a direct reflection of that. 

6. What do you see as the biggest benefits of being a multi-site owner compared to operating a single club? 

For me, it’s all about team camaraderie and the ability to share best practice. Having multiple sites allows us to collaborate more effectively, test ideas, and scale what works. 

7. Energie Fitness prides itself on being locally owned and community focused. How do you preserve that personal, community-driven feel when overseeing multiple clubs? 

It starts with people. Both myself and the team are very visible within the business, and we make a conscious effort to build strong relationships with our members. 

We also stay closely connected to the local community by supporting local businesses, using local trades for investment work, and getting involved in events and charities. 

Member challenges and social events are another big part of what we do. Because we already had a proven community-first approach in Scunthorpe, we’ve been able to replicate and scale that successfully in Lincoln. 

8. You’ve been part of the Energie Fitness network for 5 years. How have you seen the brand evolve during that time? 

The brand has continuously evolved in a really positive way. There’s been ongoing support for franchisees through new systems, toolkits, and resources. 

The recent rebrand is a great example of that progression. It reflects a clear vision to deliver a premium member experience at an accessible price point. 

From an industry perspective, technology has probably seen the biggest shift. Members now expect state-of-the-art equipment and digital-first platforms as standard, and being part of a franchise gives us access to those advancements. 

9. You have continuously invested into your clubs, with further refurbish plans in the pipeline - how important is continuous investment into gym facilities, and what impact do you think this has on long-term membership performance? 

It’s absolutely crucial. As someone who uses gyms myself, I always think from a member’s perspective. People want to see improvements, added value, and that their feedback is being listened to. 

I strongly believe that you get back what you put in. The revenue growth we’ve seen at Lincoln is a clear example of how investment directly impacts performance. 

10. What’s the biggest benefit of being part of the Energie Fitness franchise network? 

The biggest benefit is the level of support. You have access to a proven framework, marketing toolkits, and the advantages that come with operating at scale. 

We also have regular touchpoints with a dedicated Business Development Manager, including weekly calls and in-club visits, which provides ongoing guidance and accountability. 

11. Do you see yourself opening more Energie Fitness clubs in the near future, and what does your expansion plan look like? 

Absolutely. If the right opportunity comes along, I’d be keen to expand further. 

My preference is to acquire existing sites where there’s already an established community. That allows me to apply proven growth strategies and typically achieve a strong and quick return on investment. 

12. How do you feel that the Energie Fitness brand compares to other gym operators in the market today? Specifically, how do Energie Fitness Scunthorpe and Lincoln compete with local competitors? 

Our biggest differentiator is our community-driven approach. Our team knows most, if not all, members by name, which creates a very personal experience. 

We also actively support local events, charities, and businesses, which strengthens our position within the community. 

From a product perspective, we offer premium features such as infrared saunas, bespoke personal training programmes, and a strong group exercise timetable, all of which help us stand out in a competitive market. 

13. What would you say to someone considering investing in their first Energie Fitness franchise? 

Expect to become part of something that feels like a family. Energie Fitness offers a genuine plug-and-play solution to gym ownership, with tried and tested systems already in place. 

My main advice would be to fully immerse yourself in the local community. That’s what truly sets you apart from the competition and drives long-term success. 

14. How do you see fitness trends evolving, and how does this shape the strategy across both of your clubs? 

We’re seeing a growing focus on recovery and wellness, which is influencing how we design our spaces and services. 

There’s also increased demand for glute-focused training areas, more women engaging in weightlifting, and a younger generation placing greater importance on their overall wellbeing. 

Another major trend is the rise in supplements and protein products. We’ve responded to that by introducing retail areas within both gyms, creating a strong secondary revenue stream while also adding convenience for our members. 

15. (To Harry Ainslee) As Group Director working closely in the day-to-day operations, how do you see your role supporting the franchisee and driving performance across multiple sites? 

It’s primarily in the day to day running, from commercials to member experience, personnel management and financial forecasts. It’s my job to know the numbers, identify and implement growth opportunities, and mitigate any risk to the business.   

Darren is fantastic at defining his goals and ideas for the business, and I help by applying the structure and delivery of these aspirations.   

16. (To Harry Ainslee) How do you ensure consistency in standards, member experience, and performance across both clubs while still allowing each site to retain its own identity? 

Consistency comes down to systems. A good way to think about it is that no matter where you are, certain expectations should always be met. 

Energie Fitness provides clear systems and guidebooks that make it easy to onboard teams and deliver a consistent experience across locations. When applied correctly, these systems work in any setting. 

At the same time, community is our biggest strength, so we allow each site to reflect its local area. That balance between structure and localisation is key. 

From an operational standpoint, the team conducts regular daily check-ins to ensure clarity, accountability, and focus throughout the day, which helps maintain high standards across both clubs.