Engineering entrepreneur, Matt Harford, has launched a new fitness, physical activity and community concept called Sostena, in Cornwall, Uk with plans to scale nationally.

“If the business can work in a remote community it should work anywhere,” Harford, told HCM. Operating in rural areas with low footfall is challenging and a cookie cutter approach doesn’t work. GLL had to hand over a local leisure centres to a community run group and affordable fitness is yet to arrive in Cornwall, although PureGym is looking for sites.

But despite these challenges, Harford points out that Cornwall has a strong referral culture, people are happy to travel distances that city and suburb dwellers wouldn’t dream of and holiday makers need something to do when it rains.

A lifelong sports lover and chair of Cornwall Squash and Racketball, the initial motivation in launching Sostena was to create an entry-level racquet sport facility to provide a feeder for other racquet clubs he hopes to develop around Cornwall – the current shortage of facilities is damaging the sport. A project to open padel courts in St Ives is already underway with the local Surf Life Saving Club and local business people.

Thanks to its interactive wall, Sostena’s squash court can be programmed for pickleball, padel, tennis and cricket drills and – for kids’ parties – with football penalty shoot outs and space invaders. Durable flooring has been installed so squash shoes don’t need to be worn, which Harford says removes another barrier. Group fitness classes will also be held in this space.

Harford has taken inspiration from a number of other operators to inform the facility mix. “I wanted to create a community feel – like you get in a sports club – because that’s what drives retention,” he said. “I also like what David Lloyd Clubs has done in building family environments where it’s easy to spend a long time.”

The 3,200 square foot site is in an industrial unit on a business park just off the A30, the arterial road running through Cornwall, so it has good access. The design is simple and Scandinavian inspired, using exposed brickwork and wood. The level of music is low key.

Harford says the intention was to create a positive, dynamic, sociable, warm and fun environment to foster community, inclusion and a sense of belonging: “The vision is to reshape fitness and leisure into something progressive, more social and easier to access, so everyone can build lasting wellness in their own way.”

Downstairs comprises a reception area, the squash court and an activity cafe with table tennis, table football, an interactive pool table and interactive darts – both of which make it easier to have a go, for example the segments on the dart board adjust according to the users’ ability.

A 1,200 sq ft mezzanine has been installed, which includes four shower cubicles, a PT studio with Technogym Check-Up; a Technogym Bio-Circuit and two private pods with Technogym exercise bikes and free weights.

Technogym’s Bio-Circuit was chosen because Harford wanted the gym to be unintimidating to non-gym goers and returners to activity, including the over-70s. The fact that it’s a 30-minute circuit is also attractive, as it will keep people moving.

“Those who gain confidence can start using the pods, or even graduate to the crossfit gym around the corner,” says Harford. “I’m happy for this to be a feeder facility, attracting a different type of client who don’t think gyms are for them but who need to do strength training.”

All of the facilities will be income-generating. “Every item has to be accountable,” says Harford. “For example, I really like indoor cycling, but I didn’t include it because the studios tend to stand empty a lot and I’m aiming for continual usage.”

A number of user groups are being targeted, starting with local workers in the current soft launch phase. Also on the hit list are older adults during the day, mothers and families during school holidays and at weekends and young adult friendship groups in the evenings. In time links will be built with sports clubs and local groups, and wellness programmes and socially prescribed activities will be offered to people with health conditions. This is being led by Harford’s wife, Anna Harford, who is a registered nurse and a Level 4 strength and conditioning coach.

To make it accessible it is being offered on a pay-as-you-go basis, but people can become members for between £10 and £25 a year and will then receive discounts, for example it will be £6 per session for a member to use the Bio-Circuit or £7.20 to book a Pulse Pod for 40 minutes and £9.60 per hour for the squash court. A Bio-Active membership is also offered at £49 a month which allows three sessions per week of either the Bio-Circuit or Pulse Pod.

Around £315,000 has been invested. As the prototype, this site has been self-funded but Harford has purpose-led investors lined up for growth. Running two successful engineering businesses, he has experience of scaling and more sites are already being sought around Cornwall, with St Austell and Hayle top of the list. To expand beyond Cornwall, he is likely to build a franchise model.