UK independent operator, Fitness Worx Gyms, is rolling out Glute Zones across its estate, with the latest launched at its Leamington gym.

Founder, Jack Gibson, says the move was inspired by a fact-finding trip to Los Angeles, saying: “Almost every gym we visited had a dedicated glute room or training area and what really stood out was how busy they all were – every machine was being used. 

“Trainers we spoke to said these spaces were a relatively new concept for them, but the feedback from members had been huge. It had enhanced the experience for existing members while also attracting a new demographic to the gyms. We’ve noticed the same since we started to roll them out here.”

Glute Zones are in three of Fitness Worx' Gyms so far and will be a foundational part of the concept moving forward. A partnership with Precor has been formed to bring the Glute Builder range into as many of the sites as possible.

“So far they’ve been one of the best additions we’ve made,” says Gibson. “The feedback from our current members has been fantastic, with many people rating the areas 10 out of 10.

“They’ve also had a great impact from a recruitment point of view – generating a lot of interest through social media and word of mouth and helping us to bring in new members. In particular, they’ve allowed us to connect with a younger demographic, especially those aged 18–25.”

Although Glute Zones are popular with women, they’re proving popular with men as well. “We’ve had really positive feedback from the lads. Spending a lot of time sitting at desks can weaken the glutes and affect posture,” says Gibson. “The glute machines target the whole lower body, especially the glutes and hamstrings, which are really important for improving posture and helping reduce back issues.”

The Midlands-based operator is getting ready to launch its 10th site.