How Foundry, a London Gym Chain, is Scaling with Purpose, Not Hype
Athletech News spoke with Foundry’s Managing Director about how gym owners can best launch and grow their businesses
Jean-Claude Vacassin has spent over a decade shaping the UK fitness industry. Known for his role in pioneering small group personal training and founding the International Fitness Business Alliance (IFBA), he’s worked with hundreds of gym owners to help them open and grow their businesses. Today, as Managing Director of Foundry, a London-based gym group with seven sites and more on the way, Vacassin is applying those lessons at scale.
credit: Foundry
According to Vacassin, growing physical gyms starts with staying close to the numbers.
“We’ve looked for ways to build in efficiency while protecting the core of what we do,” Vacassin told Athletech News. “That’s required discipline, but it’s also meant being clear about what matters most—our people and the member experience.”
Much of Foundry’s strategy hinges on its team. The company has placed renewed focus on internal development, supporting long-term careers in fitness. Foundry also leans into functional training and long-term health, with its messaging designed for those who may have felt underserved by traditional gym environments.
“We talk to people who don’t like the gym, or who feel like they’ve failed in one,” said Vacassin. “Sure, aesthetics play a role, but the real drivers for most of our members are strength, energy, and moving pain-free. For many, human connection is just as important as the workout itself.”
That positioning feels increasingly relevant in a fitness market that’s moving toward holistic wellness. Vacassin hopes to get back to the basics in terms of positioning, attracting those who want to prioritize health without technology or gimmicks.
“We’re seeing a lot of operators add layers—cryotherapy, infrared, longevity protocols—often in the hope that these things will drive acquisition,” he said. “There’s certainly value in those tools, but for most general population clients, they’re advanced strategies. If someone isn’t sleeping or eating well, there’s limited return in pushing cutting-edge recovery.”
That kind of focus may become increasingly important for independent operators trying to cut through the noise. Visibility, said Vacassin, is one of the biggest challenges facing small gyms today. “It’s easy to get drowned out by the marketing of larger brands. The key is clarity—being really clear about who you’re for, what you offer, and why it matters.”
Vacassin, who also serves on the ukactive Membership Council and chairs the Independent Operators Council, has seen a wide range of approaches through his industry work. While he acknowledges that many independents have upped their game in recent years, there’s still room to grow.
“Most gym owners are passionate about the training product,” he said. “But there’s often less emphasis on customer service and operational consistency. There’s a lot we could learn from retail and hospitality in terms of creating reliable, high-quality member experiences.”
His biggest recommendation for gym operators is to focus on the people. “It always comes back to the team. Build a good team, support them, pay them fairly, and give them opportunities to grow. That’s the engine of everything else.”