Embody offers therapeutic approach to fitness

Since opening in the second half of 2016, the Embody fitness studio in Neutral Bay on Sydney’s north shore has set out to offer a new type of “luxury, holistic fitness” experience.

With a wide selection of classes, holistic personal training and intimate group training, nutrition options and mindfulness, the studio’s point of difference is what it calls a “therapeutic approach to fitness”.

Embracing the boutique concept with an additional focus on sustainability, Embody co-founder John Rahme recently explained how he and business partner Scott Chaplin set out to create the ultimate fitness experience tailored for each person.

Speaking recently to ECX, Rahme explained that in creating Embody “we wanted was to combine the best elements of fitness and bring them under one roof. People go to a gym and they tend to stick with one training regime or discipline, whether it’s weight training or cardio.

“At Embody, we want to expose people to different disciplines, combining certain elements of fitness like yoga and Pilates (a) ‘normal’ training regime can work and it allows people to feel better.

“I think variety is an important factor to get people engaged, coming back and create consistency in their fitness journey. We also conceptualised a change of experience ... to build an environment that feels different, a place that people can escape to and retreat.

“We are different even in the way we employ our trainers as well. We look after our trainers and it is our mission to be the best employer in the industry. We want to provide quality so that they can actually sustain a career long term. The average trainer in Australia lasts about six months in one gym so we want to stop that and let them be a part of the family.”

Looking to the future, Rahme stated “I like to think that we can potentially set a new benchmark in fitness and create a new standard. If other people wanted to follow suit and continue what we are doing to improve the model in some way, I think that would be a great thing for the fitness industry.

“I believe the experience we are providing is unique and is needed in our industry. I think there is a huge demand for what we are doing and people are seeking a little bit more from health clubs these days. They want a boutique and customised experience and we seek to provide that.

“The fitness industry has changed. I’ve seen a lot of trends throughout the years. Big box gyms, large health clubs with thousands of members which was a big hit in the 2000s and then the 24/7 club experience that soon followed. Now I think people are moving towards a more boutique experience. People want more personalised interaction when they come to the club.

“They want to get know the trainers and they want to be remembered. People want a more guided exercise experience rather than walking to a club with lots of equipment for them to choose and not knowing what to do. I think the one size fit all approach will not motivate or engage the consumers.

“There is a huge shift for what consumers want from their club. They now demand better engagement and a guided experience, which is what we based the Embody model on.”

In terms of sustainability, Rahme added “we just wanted people to come in and really feel like they were in a toxic free, healthy space, one that was environmentally conscious. We try to give them a connection to the outside world by giving them a connection to nature.

“That was a big drive in why we wanted to make sustainability such a big part of the business. It’s about the memorable experiences we create and our philosophy to replenish the self. This is done whilst giving back to the environment, to the community and that’s what we want to continue to do.”

Rahme also spoke on the challenges of motivating people to exercise, concluding “I think the biggest thing that prevents people making progress in their fitness journey is their excessive expectations. What often happens is people have this notion of waiting for the right time to be 100% perfect. It’s this perception that they can go all in for a perfect training to achieve their expected goal.

“This is actually procrastination. It is extremely rare for someone to find a time in their life that is completely perfect. My advice for people who are unmotivated at the moment is that everyone’s capable of making a 5% improvement out of fitness.

“Whether it’s just cutting out certain foods, reducing coffee, increasing water, cutting out sugar foods, start walking once or twice a week. Once we make this 5% improvement, we see some results, it tends to build motivation, build momentum and with momentum, more and more becomes possible.”

Images: Embody fitness (top and below) and John Rahme (middle).

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