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DRAX x White Rose Park - Delivering an inclusive, all-in-one fitness solution for a modern business community

Sun, 01 Mar 2026 20:42:02 GMT

DRAX x White Rose Park - Delivering an inclusive, all-in-one fitness solution for a modern corporate business community

White Rose Park is firmly established as one of the North’s leading office destinations, home to global organisations including NHS Leeds Community Health, NHS Shared Business Services, Hisense, Samsung, NG Bailey, Dahua, WYCA, Capita, VMO2 and DAZN. Spanning 26 acres and 600,000 sq ft, the site supports a diverse daily population of approximately 3,000 people, including office staff, students from Elliott Hudson College, and Broomfield’s SEND 6th form college.

As competition for talent intensifies and hybrid working reshapes the office landscape, White Rose Park recognised the growing importance of on-site wellbeing in creating a place people actively want to come to work.

The Challenge: Creating a truly inclusive, corporate-grade fitness offering

Following the install of a new outdoor gym, White Rose Park quickly identified that while the outdoor facility was popular, seasonal weather limited its use. To support year-round engagement and maximise the value of the investment, the decision was made to create a new indoor gym space, integrated into a communal area of the building.

The brief was deliberately high-level: deliver a quality, inclusive fitness solution that could serve a wide demographic - from office professionals to students, including users with additional needs - while remaining cost-effective, intuitive, and easy to manage.

As Jonathan Shires, General Manager at White Rose Park, explained: “The outdoor gym has been brilliant, but with the cold and rain we knew we needed an indoor space as well. The aim was simple: create something that works for everyone and genuinely adds value to people’s lives and helps attract occupiers to the site.”

The Solution: An all-included DRAX fitness environment

Working closely with DRAX, the indoor gym was designed and delivered as a fully inclusive solution, offering maximum usability for members.

The facility features a carefully selected range of DRAX equipment, including:

Two Treadmills with LCD Touch Screens
My Mountain Incline Trainer
Upright and Recumbent Bikes with LCD Touch Screens
Smith Machine
Flat/Incline/Decline Adjustable Benches

This mix ensures the space caters to cardio, strength, rehabilitation and general wellbeing, without intimidating less experienced users.

Jonathan highlights the importance of this balance: “The DRAX equipment is phenomenal - it’s stunning, intuitive, and clearly designed for a full demographic. We needed something that worked for everyone.”

A Commercially smart investment

Beyond functionality, cost and value were critical. The DRAX solution delivered brand-new, premium equipment at a price point lower than well-used second-hand alternatives, offering long-term reliability without compromise.

Jonathan credits the delivery and partnership approach as much as the product itself: “Steve [Perrins - CEO, DRAX Fitness UK] was an absolute legend - one of the nicest people I’ve worked with in 30 years. He literally does exactly what he says he’s going to do, and he delivered the best deal for us.”

Gym access is included in tenants’ service charge and free to use for staff, reinforcing White Rose Park’s commitment to wellbeing as part of the working environment.

The indoor gym is now open and is already supported by regular fitness classes, which are consistently fully booked - often running twice daily. The combination of intuitive equipment and professional programming has helped ensure immediate engagement.

Importantly, the facility plays a wider strategic role: “We’re still in the business of selling offices,” said Jonathan. “Facilities like this help create an environment where people want to come back to work.”

For White Rose Park, the DRAX installation supports not just fitness, but community, inclusivity and long-term site attractiveness - key factors in the future of commercial real estate.

Inside Jetts Lichfield: The First Major DRAX x Jetts Installation

Sun, 01 Feb 2026 17:15:30 GMT

Inside Jetts Lichfield: The First Major DRAX x Jetts Installation

DRAX recently visited Jetts Lichfield to capture the first major UK installation delivered as part of our growing partnership with Jetts Fitness UK.

The new gym showcases a complete DRAX equipment solution, designed to support both performance and member experience. As the primary equipment supplier, DRAX has equipped the site with a full range of cardio, strength and free weights - alongside exclusive Hoist Fitness strength equipment, supplied through DRAX as the sole UK distributor.

In the video, Steve Perrins, CEO of DRAX Fitness UK, shares why Jetts Lichfield represents an important milestone in DRAX’s UK expansion and how the partnership with Jetts is built on shared values around innovation, quality and long-term growth.

We also hear from the Jetts Lichfield team, who explain how the equipment has helped create a modern, high-performing training environment for members.

This installation marks the first of many projects as DRAX and Jetts continue to roll out premium fitness environments across the UK.

DRAX x Fitness First: Elevating Recovery Across the Gym Floor

Sun, 01 Feb 2026 17:02:03 GMT

DRAX x Fitness First: Elevating Recovery Across the Gym Floor

Recovery is becoming an essential part of the gym experience, and DRAX is excited to be partnering with Fitness First to bring DRAX’s Digital stretching platform GoFlex to Fitness First London Bridge Cottons and Queens Park.

Exclusive and unique to DRAX, GoFlex brings guided recovery to life through a sleek, digital stretching system offering 100+ sport-specific and body-part focused routines.

With clear on-screen demonstrations, personalised user profiles and cloud-based progress tracking, GoFlex makes recovery simple, engaging and accessible for everyone - whether training hard or just getting started.

Steve Perrins, CEO of DRAX Fitness UK, commented: “It’s great to be working with Fitness First; recovery is becoming increasingly important to gym users, and gyms need to be responding to this demand. GoFlex is a genuinely unique product, and we’re excited to see it supporting Fitness First’s members.”

DRAX Powers First Major UK Installation for Jetts Fitness at Lichfield

Sun, 09 Nov 2025 18:06:31 GMT

DRAX Fitness UK secures new partnership with Jetts Fitness UK

DRAX Fitness UK has completed its first large-scale installation with Jetts Fitness UK, marking an exciting milestone in the partnership between the two brands.

The newly opened Jetts Lichfield showcases a complete DRAX equipment solution, combining innovation, performance, and design to deliver an exceptional training experience for members.

As the primary equipment supplier, DRAX has fitted the new club with a comprehensive mix of cutting-edge cardio and strength solutions, including:

DRAX Cardio with Android HD LCD Touch Screens
DRAX Welliv Pro Pin Loaded and Pure Plate Plate Loaded strength equipment
DRAX free weights and benches
Hoist ROC-IT Plate Loaded strength machines and 6-Station Multi Jungle System, installed through DRAX as the exclusive UK distributor of Hoist Fitness equipment

This installation reflects Jetts Fitness UK’s ongoing commitment to providing members with premium fitness environments, while supporting business owners with reliable, high-performance solutions.

Steve Perrins, CEO of DRAX Fitness UK, said: “Jetts Lichfield represents the first major installation of our partnership, and it’s a fantastic example of how DRAX equipment can elevate both member experience and operational performance. We’re proud to be working with such a forward-thinking brand and look forward to supporting the continued rollout of new Jetts gyms across the UK.”

With further DRAX and Hoist installations planned at more Jetts clubs over the coming months, this collaboration marks the start of a strong partnership built on shared ambition and innovation in fitness.

DRAX Fitness UK secures new partnership with Jetts Fitness UK

Sun, 17 Aug 2025 17:35:24 GMT

DRAX Fitness UK secures new partnership with Jetts Fitness UK

DRAX Fitness UK has strengthened its market presence through a new partnership with Jetts Fitness UK, one of the UK’s fastest growing gym franchise brands.

DRAX will be the primary fitness equipment supplier for Jetts Lichfield, which opens this autumn. The new gym will feature a full suite of DRAX solutions, including DRAX cardio with Android HD LCD touchscreens and My Mountain incline trainer, DRAX Welliv Pro pin loaded and Pure Plate plate loaded strength equipment , as well as free weights and benches .

In addition, as the exclusive UK distributor of Hoist Fitness equipment, DRAX will also install plate loaded and pin loaded strength equipment from Hoist’s innovative ROC-IT line, and a four-station Multi Jungle System – giving members access to strength training innovations not found in many UK gyms.

As part of the new partnership, Jetts Hammersmith will also soon be adding new DRAX and Hoist strength equipment to the gym, with Jetts Farnham also installing four new Hoist strength training pieces next month.

Steve Perrins, CEO of DRAX Fitness UK, said: “Working with Jetts is an exciting milestone as we expand our footprint in the UK. DRAX prides itself on delivering innovative, high-performance solutions with fast delivery and exceptional after-sales support. Partnering with a forward-thinking operator like Jetts enables us to deliver outstanding member experiences while supporting the commercial success of their franchisees.”

With 21 open gyms and a growing footprint across the UK, Jetts’ affordable boutique fitness offering delivers results-based training on members’ terms. Combining a premium club design and fitness equipment with large strength and functional training areas, unique small group training classes, bespoke programming and the latest technology, Jetts has created a growing community of loyal members and a proven franchise business model.

“At Jetts, we’re always looking for new ways to offer something different to our members, creating higher levels of engagement while supporting a high-return investment model for our business owners,” said James Garner, Managing Director of Jetts Fitness UK.

“That’s why we partner with suppliers who can deliver the best fitness experiences for our members and robust business support for our franchisees. Working with DRAX and also having access to unique strength training pieces from Hoist Fitness gives us something truly distinctive in the market.”

DRAX Fitness UK strengthens team with two new appointments

Mon, 10 Mar 2025 20:58:54 GMT

Guy Philpotts joins as Operations Manager and Richard Purves joins as Regional Sales Manager

Tuesday 11th March 2025 – DRAX Fitness UK, the UK arm of South Korea’s premier fitness brand, has welcomed two new experienced industry professionals to the team to help drive the organisation’s UK growth, following the launch of direct operations at the end of last year.

With over 30 years’ experience in operations and after-sales care, Guy Philpotts joins as Operations Manager. With a strong professional and personal interest in health and fitness, Guy owned and managed Westcountry Squash and Fitness for 16 years, before joining British luxury yacht manufacturer, Princess Yachts, as APAC Service Manager; a role he held for 13 years, before joining DRAX Fitness UK.

“I was on the operator side for a long time, and so I know first-hand the importance of quality and innovation in equipment manufacturing, and supporting customers at every stage of their journey,” says Guy.

“At Princess Yachts, I was then part of an organisation who was at the very top of its game, with high customer expectations and a global reputation that everyone in the business was accountable to; this experience is well-aligned with the ambitions of the DRAX brand, and I’m really excited to be part of the growth plans for the UK business.”

Also joining the team as Regional Sales Manager is Richard Purves. With over 15 years’ experience in sales and account management for global fitness equipment manufacturers Cybex and Life Fitness, Richard has also held senior commercial roles for operators, with almost three decades working in the health and fitness sector.

Commenting on his new role, Richard said: “It’s a hugely exciting time to be joining DRAX; the brand’s innovation and advancements in technology are delivering global firsts for the fitness equipment industry, and present huge growth opportunities for the UK market.”

Product innovation is at the core of the DRAX brand, with more than 90 patents and 110 industrial property rights. Since launching in 2001, DRAX has also heavily invested in manufacturing processes and R&D, building its own Smart Factories as part of the brand’s commitment to scientific innovation and improved production processes.

Steve Perrins, CEO of DRAX Fitness UK, said: “This is an exciting development for the UK team, and I’m delighted to welcome Guy and Richard onboard. Both bring a wealth of experience and expertise to the business, which will be invaluable to the high levels of service and support we are committed to providing every client.”

Fitness equipment manufacturer DRAX launches in UK as part of global expansion for South Korean brand

Sat, 08 Feb 2025 17:00:08 GMT

Fitness equipment manufacturer DRAX launches in UK as part of global expansion for South Korean brand

DRAX Inc has acquired UK-based equipment supplier Outdoor Fitness Concepts, the premium commercial outdoor fitness equipment supplier and UK partner of U.S strength brand Hoist Fitness and will operate under new company, TBC

The South Korean brand is renowned for technological innovation and expertise in manufacturing, with AI-led technology integrated across exclusive product lines

South Korea’s premier fitness brand DRAX has launched direct operations in the UK, with the acquisition of equipment supplier Outdoor Fitness Concepts.

Renowned for its technological advancements and innovative product lines, DRAX already has a direct presence in Europe, Japan and Australia, and exports to 43 countries worldwide.

Product innovation is at the core of the brand, with more than 90 patents and 110 industrial property rights. Operating under DRAX Fitness UK, the manufacturer’s full range of fitness equipment and digital solutions are now available direct to UK gyms.

This includes DRAX’s unique AI fitness platform, DRAXfit, which integrates all digitally controlled equipment and facility processes needed for centre use for an improved, data-led experience for operators and improve health outcomes for users. Also exclusive to DRAX, goFlex and T-Mirror which offers customised exercise guidance and management through the platform.

DRAX’s cardio offering includes the world’s first automatic speed-adjusting treadmill technology, SPEEDSYNC, My Mountain -5% to 50% incline trainer with 40% of the footprint of most treadmills, as well as bikes, ellipticals, and stair climbers. Strength equipment includes a full range of plate loaded, selectorized, cables and free weight equipment. Also unique to DRAX, the self-powered three-piece Synergy Air HIIT line combines full-body strength and cardio workouts into a single machine, with over one million watts of resistance.

Since launching in 2001, DRAX has also heavily invested in manufacturing processes and R&D, building its own Smart Factories as part of the brand’s commitment to scientific innovation and improved production processes.

As part of the acquisition, Outdoor Fitness Concepts’ Founder and CEO Steve Perrins will continue as CEO ofDRAX Fitness UK, utilising over 30 years of experience in delivering fitness solutions to lead the roll-out of the brand into the UK market. DRAX Fitness UK will continue to strengthen and grow their relationship with innovative U.S strength brand, Hoist Fitness, and extend their own range of outdoor gym equipment and training solutions.

Commenting on the launch of DRAX Fitness UK, CEO Steve Perrins said: “This is a really exciting development for DRAX and for the UK fitness sector; DRAX is leading innovation in the industry, with the appetite to become the global number one fitness brand, which the UK will play a pivotal role in as one of the key markets within the global fitness industry.

“DRAX offers something truly unique, combining world-leading technology, quality and innovation in manufacturing, and highly competitive pricing, backed by a service and support solution that will add value to every client. We are focused on growing the UK team, and combining our expertise to deliver cutting-edge fitness equipment and solutions to gyms across the UK.”

Seon-Kyoung YOO, CEO of DRAX, said: “The UK fitness sector remains very strong, and we see huge potential for DRAX. We’ve been really impressed by Steve and the plans to grow the brand, and we believe that we’ve found the perfect partner to do that with.”

DRAX Fitness UK wins tender to upgrade fitness equipment in all Total Fitness clubs

Sat, 08 Feb 2025 16:05:22 GMT

DRAX Fitness UK wins tender to upgrade fitness equipment in all Total Fitness clubs

Wednesday 29th January 2025 – Health club operator Total Fitness has partnered with DRAX Fitness UK as part of an extensive, club-wide project to upgrade cardio equipment in its 15 gyms across North England and Wales.

Awarded through a competitive tender process, the first phase of the project will see over 380 pieces of new DRAX cardio equipment – including upright and recumbent bikes, ellipticals and stair climbers – installed into clubs from January.

Total Fitness will also become amongst the first gyms in the UK to be home to DRAX’s My Mountain Incline Trainer, a climbing walking machine with an incline range of -5% to +50% and a footprint that’s 40% less than most treadmills.

Renowned for its technological advancements and investment in manufacturing processes, DRAX has a global reputation for product innovation and R&D. Already with a direct presence across Europe, Japan and Australia, DRAX recently acquired commercial fitness equipment supplier Outdoor Fitness Concepts to launch direct operations in the UK through DRAX Fitness UK.

“We are really excited to announce our partnership with Total Fitness; the new DRAX equipment will bring new levels of product innovation into the gyms, further enhancing the member experience whilst also providing great value and a real point of difference for Total Fitness,” said Steve Perrins, CEO of DRAX Fitness UK.

“DRAX is leading innovation in the industry, and through its world-leading technology and manufacturing quality, we are able to offer the UK fitness market something truly unique.”

Dean Zweck, Product Development Manager at Total Fitness, commented:

“Our collaboration with DRAX marks an exciting new chapter for Total Fitness. In selecting our new equipment supplier, we focused on three core principles: volume, variety, and robustness. DRAX equipment has a proven track record of reliability and performance in high-usage environments across Australia and Asia, and we are delighted to be the first to introduce it to the UK market.

“The addition of My Mountain is a game-changer for our members. Combining the best features of multiple machines, it delivers an unparalleled workout experience that is both challenging and accessible. This partnership underscores our commitment to providing members with cutting-edge equipment that supports their fitness goals and keeps their routines fresh and engaging.”

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Indoor Fitness Concepts secures UK Distribution of Hoist Fitness Equipment

183:841972327 (Steven Perrins) — Mon, 24 May 2021 06:10:08 GMT

Indoor Fitness Concepts Secures the UK Distribution of Hoist Fitness Equipment

We are delighted to announce the launch of Indoor Fitness Concepts the Indoor division of Outdoor Fitness Concepts Ltd.

Indoor Fitness Concepts have secured the distribution of premium USA strength and fitness brands, Hoist Fitness and Iron Grip Barbell, and are working in partnership with US based group exercise platform, Fitness on Demand.

Outdoor Fitness Concepts has the largest collection of commercial outdoor fitness equipment and solutions in the UK, with the addition of our Indoor division we are delighted to bring three premium US fitness brands to the UK market and provide the widest selection of both outdoor and indoor equipment and solutions to our customers.

HOIST Fitness commercial and home products can be found across the globe and our home products have won multiple awards including the 2020 & 2021 Men's Health Home Gym Awards and Good Design awards across multiple years.

We are also offering UK Customer custom engraving on Iron Grip’s US made heavy-duty urethane dumbbells, Olympic Plates, and barbells.

Fitness on Demand is a market-leading on demand fitness platform for gyms, studios, homes, companies and more. Call us today for more information 0330 122 8207.

#hoistfitness #hoistfitnessuk