With 25 years’ sector experience, owner Scott Fenton identified a gap in the market for Just Move, a gym that delivers on fitness trends while promising high levels of customer service in beautiful surroundings.

The gym is founded on the belief that movement is for everyone and was created to empower people to move better, feel stronger and live more healthily.

The fact this ethos is shared with Technogym is no coincidence – Fenton has admired its design, innovation and vision throughout his career.

The Technogym team helped bring the space to life by advising on product selection, layout, and digital journey, making the development significantly easier for the team.

With 70 pieces of equipment in the main gym, a hybrid training studio and Technogym digital ecosystem, Just Move Gyms offers all-inclusive membership covering gym, classes, coaching and Technogym Checkup assessments.

Specifying equipment

The decision to install a complete Technogym set-up was important for the member experience, creating a joined-up member journey from sign-up to gym floor training.

During the specification process, Fenton was invited to the Technogym Village in Italy, where he recognised the value of Technogym Pure Deadlift, Belted Squat and Hip Thrust for Just Move’s community.

“Lots of female members ask about glute and hip machines and we’re able to say ‘glad you asked, look what we have’,” says Fenton. “These products have sold many memberships.”

In addition, Technogym Excite+ cardio line has been chosen to deliver an engaging, immersive experience that sets the gym apart. Members love the sleek design, variety of training options and immersive digital content that makes Excite+ different from more conventional gym cardio offerings.

In addition, Pure Strength was selected for its biomechanics that deliver an intuitive, safe and effective training experience that helps members progress – from beginners to advanced athletes.

Exceptional training journeys

Just Move Gyms offers personalised training that combines coaching with premium equipment and digital innovation. Technogym Mywellness CRM digital ecosystem is integrated from sign-up, ensuring every member journey starts with data-driven insights.

The decision to install Technogym Checkup also sets a standard, showing that Just Move offers something exciting and different. The AI-powered assessment system allows accurate assessment and progress-tracking over time. By understanding body composition, posture and mobility, coaches can design smarter training plans and give members tangible feedback.

Following a Technogym Checkup assessment, they have one-to-one coaching sessions that connect to the member’s app before choosing Technogym Coach’s AI-driven programme or a coached programme from the gym team.

Members love seeing their Technogym Checkup data on the products and reviewing it in the Technogym App, while the ‘gentle challenge’ element of the eco-system creates an extra level of engagement and motivation beyond their first few weeks.

Developing the business

Just Move is working with Technogym to use the marketing automation service within Mywellness CRM to create communication touchpoints, challenges and tasks for members, as well as tracking them to keep coaches aligned with their progress.

With the success of the flagship, Just Move Gyms is now looking for new sites and to add more services, such as recovery and wellness to expand the holistic offering. Reformer Pilates will be delivered on Technogym Reform, as well as guided stretching, mobility zones and mindfulness integrations.

“As a club pushing to be at the top, we need to adapt to changing expectations,” says Fenton. “There’s growing demand for spaces that combine physical, digital, and social in stylish surroundings.

“We’ve gone above and beyond, investing in things that build a motivating environment,” he says. “Technogym has enabled us to do this with best-in-class equipment, digital connectivity and ongoing support.”