For many gym owners, the journey into fitness isn’t just a business decision, it’s personal. That’s certainly true for Jonny Packard, Business Development Manager at Creative Fitness Marketing (CFM), who recently stepped into gym ownership himself after 15 years of helping others grow theirs.
Jonny’s fitness career began with CFM as a sales assistant on the road, working directly with clubs to boost memberships and re-engage local communities. Over the years, he progressed to marketing manager and now leads as business development manager, helping gym operators across the UK and Ireland develop strategies for sustainable growth. But last year, Jonny took on a new challenge, and it was one very close to home.
“We bought a gym in Alnwick that had been struggling for a while,” Jonny explains. “It had potential, but needed a lot of work, from the branding and facilities to the community’s perception of the space.” The result was Urban Fitness, a reimagined local gym with a fresh identity, a full class timetable, a refurbished interior, and a growing membership base.
Turning the gym around hasn’t been without challenges. “The hardest part was changing how people saw the place. We had to rebuild trust, prove we were offering something better, and create a welcoming environment that people wanted to return to,” says Jonny. “But once we brought in a passionate team and focused on building a positive atmosphere, things started to shift. Membership has grown steadily, and the feedback has been fantastic.”
A year in, the club is now preparing for another leap, replacing all the equipment to match the high standards the team has set.
For Jonny, owning a gym has deepened his passion for the industry. “Fitness is fast moving, people focused, and incredibly rewarding. You get to see the impact on real lives, that never gets old.”
And as for how his career at CFM helped with this new venture? “Having worked with hundreds of gyms across the country, I had a clear sense of what works and what to avoid. That experience gave us a head start, we could build Urban Fitness on a strong foundation from day one.”
For other gym owners, especially those running independent clubs, Jonny’s story is a reminder that with the right approach, a struggling space can become a thriving one.
Creative Fitness Marketing has been supporting gyms and health clubs for over 35 years, helping more than 1,200 facilities grow their memberships, increase income, and connect with their communities.
If you need help taking your gym to the next level, get in touch with Jonny today on 0115 777 3333.
