Member Article

Speedflex growth is like having a tiger by the tail, says Graham Wylie

The growth of his Speedflex fitness business is “like having a tiger by the tail,” says former software entrepreneur Graham Wylie.

Speaking to Bdaily at the Jesmond headquarters of his Speedflex Europe operations, the North East businessman said he is excited by the fast growth of the innovative fitness technology imported from the US.

Together with business his partners, ex-NUFC physio and Barrister Paul Ferris and NUFC star Alan Shearer, Wylie is bringing the innovative training system to the UK domestic market and beyond.

The business, which is soon to expand out of its Jesmond base, is due to open Speedflex Centres in Durham, Leeds, London, Richmond in Surrey, Edinburgh, York, Ireland, Dallas, Dubai, Asia and Australia.

Mr Wylie told Bdaily: “The growth is at such a pace right now, it’s important we keep our plan in place. We’re just about to start a major marketing effort which is about carefully placing Speedflex - we want to avoid the message that it’s like a gym - because it’s not.”

Bdaily was shown a portfolio of ad designs - each adorned with pictures of cream cakes, wine and luxurious typefaces - not one even hints at the gym. It is part of an overarching strategy to market Speedflex as a game-changer in the fitness and health world.

The equipment uses hydraulics to create resistance for trainers without causing damage to muscles, and therefore preventing post-exercise pain.

Resistance forces are automatically adjusted to the individual in response to their strength and force. The team claim it revolutionises the workout regime by allowing users to accelerate through a demanding workout without any pain.

Managing director Paul Ferris, who met Wylie at Alan Shearer’s 40th birthday party and was asked to scope out the machine in the US, says he was instantly bowled over by its potential.

He said: “When we discovered the Speedflex technology there was two options to bring it to market. The first was to try and flog it into UK gyms and hospitals, as a piece of kit, or, we could build an experience around it and market it ourselves.

“Speedflex is about ticking that box to say, “I’ve taken care of my health” - without having to live in the gym. It’s been about creating something that people want to pay for as customers, and something businesspeople want to invest in or licence from us.”

Paul, a former Newcastle United player turned physio and barrister, is also confident of long term gains for Speedflex in the medical sector.

Given that one of the system’s founding creators is US surgeon and sports medicine specialist Dr. Jim Silliman, this seems logical, although Paul says a lengthy research gathering process must endure before the team can build credibility in the sector.

Paul added: “As we grow I’m sure the medical sector will be a really important piece of our business.

“North Tyneside Hospital is conducting an ongoing ethics investigation to determine whether the machines are beneficial to Parkinson’s patients. We’re also just about to launch a study into its benefits for geriatric pre-op cancer patients and we’re presenting at the American College of Sports Medicine in May.

“It’s a longer term goal to move into the medical sector. For the moment we’re focussed on blazing a trial with the general public and making sure we get the message out there that it’s value for money.

“In reality we might be more expensive than a gym, but we’re not quite as expensive as a personal trainer. For your money you’re getting a full health assessment, a trainer on hand to guide your workout and the technology is responding to you - providing a personal experience.

“It sounds like a lofty goal, but our aim is to make Speedflex a household name. Some people will say they go to the gym, others will say they go to Speedflex.”

This was posted in Bdaily's Members' News section by Tom Keighley .