For the latest in our series of editorials focusing on Irish Women in Business, we’re talking to Fiona Fleming of Purefit Galway.
Fiona is the co-founder of Purefit. Developing her own fitness company has always been Fiona’s goal. Realisation of this goal came in 2011 when she launched Purefit.
Purefit Galway are leading weight loss exercise & nutrition experts. Their classes and programmes are designed to help people to make exercise and nutrition a daily habit.
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How did you become interested in fitness?
Growing up, my two strengths that shone through in school were sport and art. Sport was badminton and hockey. I loved the demand of any racket sport which required precise hand and eye coordination, the sheer speed of it was exciting. The contrast of hockey which needed power and speed of which I had ample, fulfilled my passion for sport which I continued to play for years. Behind the sports fanatic was a health enthusiast with an ability to draw, which lead me to complete a Degree in Design, while at the same time studying to be a personal trainer. Most of my time was spent training. I rollerbladed to college much to the amusement of my fellow students. Any opportunity to exercise I took advantage. After finishing my Degree my father became terminally ill and I returned home to care for him. During this time I knew that I had to follow my passion for health and fitness. Life was too short so enrolled for a 6 year Masters in Exercise and Nutritional Science. I have never turned back. While I was studying and to fund my course I worked as a personal trainer in a large gym in Galway. This gave me a great insight into the current trends and habits of people. I wanted to help everyone that I could to achieve their goals. I wanted to give them the tools to change their eating habits, their training techniques and to make exercise their daily habit. I knew that I had to open my own place to do this, so I did.
When and how did the business come about?
Purefit was born out of my love for exercise and health, this combined with my business partner Ger’s head for business brought the dream alive. We took the leap of faith 2 and a half years ago when we knew that times were extremely tough, but we believed in our product and the positives we could bring to peoples’ lives. Sometimes I forget that I am an entrepreneur as every day I am just doing what I love.
The saying that ‘ if you make your passion or hobby you work, you will never work a day in your life’ is very true to me. I love training and now love to train and transform the people who come here to Purefit.
At the beginning, what was the aim?
Purefit is the largest class based training facility in Galway City. After years of working in the fitness industry and seeing all the things I would love to do and change, I decided along with my business partner Ger to start Purefit. Our idea was simple- we wanted to help people to make exercise and nutrition a daily habit. We wanted to get people to move away from a quick fix and for them to fall in love with training and the feeling of being healthy and strong. Purefit opened its doors 2 and a half years ago in a small room that could only cater for 20 people, in 2013 we decided it was time to grow the business, as bookings were exceeding 25 for every class. In May 2013, we moved to a 4,600 sq ft premises.
My role as owner is to devise all the training sessions, class structures and in developing our weight loss system Purefit6. We have 52 classes per week and are finishing our 5th session of Purefit6, a personalised training and nutritional program that runs for 6 weeks, that has seen people lose 27 pounds, 15 inches and gain food education and a new relationship with exercise.
Did you ever expect that this idea would turn into a thriving business?
Yes. Purefit is different in the way that we approach fitness and how we get people to adapt and grow to love training and feeling good about themselves. It isn’t just about training it’s about providing support, education and knowledge. We want people to come through our doors and forget what’s going on outside, it is a time to focus on yourself whilst of course improving your health. I love meeting people on day one and knowing that in a week or after 4 classes they will be hooked.
Could you tell me how exactly you got to this point in terms of building up the business from the ground?
We are a somewhat niche market as we are all class based with 52 per week, every other facility in Galway is offering Personal Training and other training methods but we feel the group class structure works best. We are however moving online with a Purefit App and online fitness and nutritional style tutorials as we have had so many enquiries from people all over Ireland wanting to be part of the Purefit program, especially the Purefit6. Our focus is on ourselves and what we can bring to our existing client base and how we can attract new clients. One obstacle we are trying to jump is to encourage more males into our facility. As it is, two female trainers we feel that men often feel it won’t push them enough, but we find with our male clients now they have remarked how our sessions are some of the toughest they have encountered.
What is a normal working day for you (does it even exist)?
No! I teach over 37 classes a week, so there a lot of class preparations every week. If it’s a day that I teach in the morning and evening then it’s a pretty hectic day. Breakfast at 8am is essential in the morning, usually oats, almond milk, nuts, seeds and berries, followed by checking emails. I have a 40km drive to the studio that I loath especially if it’s winter time as I miss out in cycling to work, so summer time I look forward to cycling in. So it’s straight into classes back to back till lunch time where I usually have a salad with grilled chicken or fish. This is where I catch up on phone calls and touch base online with Facebook and Twitter. After lunch, I prepare music for the evening classes. I limit myself to 2 personal training sessions for clients a week. Today, I have a client at 4pm till 5.30pm. Then it’s straight into my first class of the evening at 5.30pm, followed by 6pm Plyometrics which I’m really looking forward to as I take part in this plus 7 other classes a week. I then have classes are back to back till 10pm. Then it’s a quick today and usually home by 11pm I get something to eat, and then it’s catch up time on Facebook or emails. Bedtime is usually 12.30am. Pretty hectic but I wouldn’t have it any other way.
Was there a point at which it dawned on you what you had achieved?
Yes and no, we opened a business in an economic downturn but have responded with two shoulders to the wheel. We have grown in size both from changing premises and in numbers coming to train with us. As a result we now have taken on another staff member to look after our busy reception 4 nights a week. We have invested our lives both personally and financially in this business and believe that it will work. We are now investing in the future again with the movement of the business to include online and have developed the Purefit smart phone booking app. We have a great team around us and have a clear detailed advertising and PR spend that does not wavier. We spend money but only according to a structured media and promotional plan and have gotten back financially every media spend, back into the business through new members. Purefit’s success is down to us so we will push and drive our business through innovative online systems and in house through our fitness classes. They way we train is what attracts people in the door and how we interact and see results is how we keep our clients.
What has been the biggest challenge?
The move to a bigger premises was a risk- that is paying off. With such a focus on online programs and advice, sometimes I wonder how I and the rest of the fitness industry aren’t out of a job. The amount of nutrition, exercise and fitness information on the internet is overwhelming. Anything you want to find out about, for example, how to lose 7lbs in 7 days is there at a click of a button. More and more people are going online to seek out the latest fad diet. In my experience these are short lived. Why? Because there is no accountability. Why? Because there is no support. Why? Because there is nobody standing next to you who wants to succeed just as much as you do. This is why I still have a job. Results are very important to me. People need guidance, a real shoulder of support, and a belief that they can do this.
What has been your best moment?
Opening the new facility and seeing people who never trained before coming into us 3-4 per week. I love seeing the change in people when they start seeing exercise as a positive thing and not something they must endure. The Purefit model is all inclusive to every level of fitness and that is why it works. It is easy for beginners to start and through the class structure, day on day people get stronger, begin to enjoy it more and naturally lose weight, get leaner and feel happier.
Do you think the fitness industry has really taken off over the last few years?
Yes it really has in Ireland, there are more places to train, more people training and there is definitely a positive change in the attitude towards health and fitness. There is still a long way to go in relation to obesity and trying to make down societal perceptions of how to be healthy. We encourage weight training for women and are always coming up against the question “Will it make me bulky?” trying to educate people on affective training methods is a huge part of my job.
What is the aim of Purefit?
To make exercise and nutrition your daily habit.
Purefit will never be about the quick fix, which would ironically make you much more money. Sell people a false promise of losing substantial weight in a short period of time without any effort is what certain elements of this industry relies on but for Purefit this goes against everything we believe in. We want people to grow to love exercise and to make time for being healthy and ensuring they are not overweight. Being healthy and having people who love training far outweighs empty unsustainable promises and weight loss goals.
Do you have a preferred sport that you like to work at more than others?
I love running but I love my time in the studio where I do at least 8 hours high intensity sessions every week so getting out for a run is a real treat.
Can you tell us about the post-pregnancy exercises for women and a little about that programme?
These are some of the exercises that I would suggest for woman who have just had a baby: their main target is getting their core back into shape. After a couple of months then you can increase the intensity of the workout. Everyone is different but starting back the following exercises would be great to strengthen the core and back as well as the legs. Start off with 1-3 sets of 10-20 reps of each one. Technique is crucial and there are modifications for all exercises depending on the ability of client. I would work very closely with the clients to ensure that their core is engaged and they feel comfortable. After a few weeks they see and feel the difference, so we would introduce more intensity and resistance training in their programme.
Exercise: Low plank
Target: core and back
Exercise: pelvic squeeze
Target: Pelvic muscles
Exercise: Floor Bridges
Targets: Hamstrings and bum
Exercise: dead lift
Targets: Lower back and bum
Exercise: Squat
Targets: Quads and bum
Exercise: Walking lunges
Targets: Legs and bum
What would be your best fitness advice?
Brace Your Core Before Every Exercise. Your core’s much more than a six-pack of muscles hiding beneath your tummy, these muscles wrap around your entire torso, stabilizing your body, protecting your spine and keeping you upright. Fire these muscles before every exercise to keep your back healthy, steady your balance and maintain a rigid body position. For more information check out www.purefit.ie, on Facebook/PurefitGalway and on Twitter @Purefit
