New budget gym GymFit4Less selects Physical Company


GymFit4Less has been created by Mike Walker who identified an opportunity for a low cost gym in the High Wycombe area.  With 25 years’ experience in the leisure industry, Mike has seen the rapid growth and change in gym provision.  He has enjoyed a variety of senior management roles at GLL, Virgin Active, Esporta and Holmes Place.  Mike turned his attention to the low cost sector of the gym market but was keen to ensure he delivered a quality product as well as an affordable price.

“Low cost shouldn’t mean low quality and my aim with GymFit4Less was to create a spacious, well-appointed facility offering all the latest functional kit and cardio machines,” says Mike. “I’ve known Physical Company products over the years and knew they could supply a broad range of versatile kit that would appeal to my members but not blow the budget.”

GymFit4Less cGymFit4Less - case studies photo 1overs 9,500 square feet over two floors and comprises a free weights room, a functional zone, a ladies-only gym, studio and beauty rooms.

Mike designed GymFit4Less to be welcoming and accessible to both beginners and more experienced customers.  He chose to combine familiar pieces of kit – such as BOSU and TRX – with more unusual items.

TRX Suspensions trainers

“The idea is to have a range of top quality kit that people can readily identify and use such as medicine balls, kettlebells and dumbbells but also offer more innovative kit such as RMT Clubs, Surge and Battling Ropes to motivate and challenge people,” says Mike.

Physical Company were able to help Mike deliver this concept as its broad catalogue has a comprehensive range of familiar, traditional items alongside a growing range of more cutting-edge items to help refresh and kick start people’s workouts.  In fact, the RMT Clubs and Surge have proved very popular and given GymFit4Less point of difference from other clubs.

Physical Company equipped the gym’s free weights room and the studio. It helped to design and equip the functional zone and also fully stocked the studio with mats, pump sets and aerobic dumbbells to enable a range of weights-based and circuit-style classes.  The modern lines and colourful combinations of the Physical Company kit helped Mike achieve a clean and contemporary look while the stacking and storage systems keep things neat and uncluttered when the floor space is needed.


GymFit4Less opened on September 5th and within the first month had attracted over 400 members.  Mike is looking to expand the new brand through franchising next year with Physical Company as its preferred supplier to replicate the success seen so far.

“We were very pleased to work with GymFit4Less which, as it happens, is local to our HQ,” says John Halls, Physical Company Managing Director.  “We were aware of the facility being developed and jumped at the chance to help deliver the ‘low cost, high quality’ model that Mike envisaged. He has developed an attractive concept which is clearly meeting customer demand here in High Wycombe and we’re only too pleased to help him expand the business and broaden its offering in the near future.”