Enterprise Nation

Jo Hill was working with the national Make Your Mark campaign that inspires young people to start up in business. She was so good at her job that she inspired herself to start Open Gym from her home. It’s an outdoor fitness business that’s nicely getting into shape.

When did you set up Open Gym?

I started developing Open Gym at the beginning of 2008 and held my first outdoor workout in May 2008.

What were you doing before becoming your own boss?

I was working at the Make your Mark campaign. This was a great job as I got to meet so many people who had started their own business – all those role models did the trick and gave me the confidence to have a go myself.

How did you come up with the idea?

I spent a long time brainstorming ideas because I knew I wanted to be my own boss. I came up with some truly terrible ideas before I settled on the concept of outdoor fitness classes.

The penny finally dropped when I’d signed up to yet another gym with all those good intentions. After a few minutes on the treadmill, I felt so bored and cooped up – the pumping music was terrible and the atmosphere was sterile. This particular gym looked out on to a lovely open, grassy square and I just thought wouldn’t it be so much more fun to be exercising out there!  So I came up with the idea of ‘the great outdoor workout’.

I then got lots of friends to suggest names for the business – we came up with about 60 different names that I then tested. Three names proved consistently popular – Well Fit!, Natural High and Open Gym. I plumped for Open Gym (which was suggested by my friend Matt) because it matched the values of the business in that it is open to all, flexible, friendly, warm, community-driven.

Do you conduct the classes?

Yes I conduct the classes for the first Open Gym in Brockley. This is a great way to learn how the model works and get direct feedback from clients. I've learnt a lot even in the first few weeks about what marketing techniques work the best, the demographics of my clients, the reasons they have come along, the questions they ask etc. I’m very happy that my marketing and brand seem to resonate with exactly the kind of friendly clients I was hoping to attract.

Where are you holding classes at the moment?

The first Open Gym is taking place in a beautiful park at the end of my road called Hilly Fields. It’s a great natural environment for an outdoor workout – lots of undulating terrain, great views of London and trees that are perfectly positioned for slalom racing! Getting a dose of fresh air really is a lot more fun than slogging away on that treadmill!

What are your future plans? Would you like to have classes in more locations in the next 6 months?

Yes – the response has been so good. I am getting requests in nearly every day from people asking if I can set up an Open Gym in their own local park. I have registered the trademark and I have developed an Open Gym licence. So I am now looking for friendly fitness instructors to set up Open Gyms in these other parks. I think that is the biggest challenge for me – finding the right people to replicate the model and maintain the brand values. So I’m looking for fitness instructors who are warm, friendly and open – not scary, bootcamp style instructors!

Is anyone else involved in the business? Are friends/family helping out?

I am the only one actually running the business. However, my friends and family have all been invaluable in terms of providing support, brain power and collective wisdom! You definitely can’t do everything on your own. My husband is a Sports Science graduate so he has helped me design the workouts, my sister has helped me write press releases and my mother crosses her fingers for the classes every Wednesday and Saturday so it doesn’t rain (so far it’s worked!) My friend Lionel did the design and branding work and other ex-colleagues have come up with loads of ideas on how to promote Open Gym.

Jo Hill talks to Emma Jones.

• Open Gym

The Breakout that's a Workout!

What is the one exercise you would recommend to homeworkers who are close to a park/have access to their own garden?

The one thing I would really recommend for homeworkers is brisk walking preferably for 20 minutes out in the park because the fresh air and green open space will help to melt away stress. If you really can’t leave the house try this quick home workout

• 10-12 lunges (bend the front knee and let the back knee touch the ground. Standup and repeat with opposite leg)
• 10 – 12 squats (keep the back straight and bend both knees, sinking your buttocks as far towards the floor as you can go. Stand up and repeat)
• 10-12 sit ups (lie back, knees bent, hands on front of thighs. As you sit up, move hands along thighs towards knees and then come back to rest. Repeat)
• 10 – 12 press ups (you can do these starting with your knees on the floor to make it easier)

Repeat this cycle 3 times if you can and you will have given your legs, buttocks, abdominals and upper arms a good workout! If you would like an Open Gym near you, email me at jo@opengym.co.uk and I will find a fitness instructor to start one up in your local park.