A Cheshire-owned fitness brand created by two brothers is on target to turnover £100 million by 2030.
Congleton based Pulse Fitness is growing globally after Staffordshire businessman Mo Chaudry expanded his stake in the company from 51% to 80%.
The company which is a world-leader in supplying and fitting British designed gym equipment is already operating in 71 countries, across six continents, and in 2700 UK sites.
As it heads towards in 50th birthday
But as it heads towards in 50th birthday in 2030 it has ambitious plans to grow further overseas – particularly across America, France, Portugal and India. Over the last three years, 19% of its sales have come from exports, over the next four years that’s expected to increase to 70%.
Founded by engineers Chris and Dave Johnson, the company started life operating from a disused milk parlour after the brothers developed their own piece of gym equipment. Now 45 years on, Pulse has designed, developed and installed more than 41,000 pieces of equipment globally, with group turnover predicted to hit £42 million this year.
Pulse and associated businesses employ over 300 people globally and provide an extensive range of inclusive fitness equipment designed for people of different ages, abilities and levels of mobility, supported by its own digital technology including the Traak fitness app.
Chair Mo Chaudry, who used to live
Chair Mo Chaudry, who used to live in Shropshire also owns the M Club Spa and Fitness brand in Staffordshire said: “I first invested in Pulse in 2018 and have now increased my stake in the company further because I can see first-hand the huge global growth potential Pulse has, particularly in the USA and India.”
He added: “The world doesn’t have a shortage of fitness equipment, but what it does have is a shortage of movement. Globally we are seeing ageing populations, rising obesity and increasingly sedentary lifestyles. Pulse has spent 45 years building expertise and we now have the opportunity to take that British innovation and grow it further internationally, to help more people become active.”
Founded in 1980 Pulse Fitness which is also now part of a range of complementary businesses has launched a new focused core strategy and vision 2030. This vision will expand the Pulse fitness brand globally while Mo’s increased investment provides additional capital, profile and strategic direction for the next exciting stage of growth.
Chris Johnson, co-Founder of Pulse, said: Dave
Chris Johnson, co-Founder of Pulse, said: “Dave and I have spent our career’s building Pulse, and we are enormously proud of what the business has become. Selling a further shareholding to Mo was about giving Pulse the strongest possible platform for its next stage of growth. Mo brings ambition, investment and a proven track record in the health and fitness, property and leisure and strategic direction.”
Pulse’s wider group includes seven UK fitness clubs and a specialist leisure construction design-and-build business, giving it first-hand experience of designing facilities, operating clubs, supplying and servicing equipment, and supporting users through technology.
The business is a trusted, longstanding supplier of fitness equipment to the UK Ministry of Defence and has recently renewed a four-year contract to provide fitness equipment as well as ongoing servicing of equipment.
Mo added: That breadth of knowledge is important
Mo added: “That breadth of knowledge is important. We understand the whole journey – from designing a facility and choosing the equipment through to how people actually use it. That combination of quality product, service, technology and long-term customer relationships is what we want to replicate internationally.”
Pulse has now established operations in the United States with a dedicated office which opened last year and has developed a significant presence in France, whist pursuing further opportunities across Europe, India and China.
A major part of its proposition is making fitness more accessible. Pulse’s inclusive range is intended to allow people with different levels of mobility and physical ability to exercise within mainstream fitness environments rather than being excluded from them.
Mo added: For decades our industry has been
Mo added: “For decades our industry has been very good at providing fitness for people who already enjoy fitness. The bigger opportunity is reaching everybody else. A 25-year-old athlete and an 80-year-old trying to maintain mobility have very different needs, but both should have the opportunity to move and improve their quality of life. The future has to be movement for everybody, and we believe this will be a key selling point to the American market.”
Chaudry’s increased involvement follows a business career spanning leisure, fitness, property and investment. He previously acquired Waterworld in Stoke-on-Trent when it was loss-making, helped transform it into one of the UK’s leading waterparks and last year sold the business to European leisure group Looping Group.
He said: “Waterworld was a turnaround. Pulse is different and internationally scalable. This is already an established business with great people, excellent products and 45 years of British heritage. My ambition is to give it the scale, investment and profile to become an internationally recognised British fitness and wellness brand.”
For more information go to: www.pulsefitness.com.
For more information about Mo and his business journey go to: www.mochaudry.co.uk.
