AXIOM

In a nutshell…

•  Marketing and retention strategies help fill classes and grow membership.
• Financial planning and staff onboarding are key to scaling sustainably.
• Post Loan Support connects founders with mentors who understand their niche.

When Bobby Scott opened AXIOM, a boutique personal training studio in Clerkenwell, London, he knew exactly what kind of space he wanted to create – safe, non-judgemental, and built on over a decade of experience in fitness.

But turning that vision into a thriving business was a different kind of challenge.

“I’d worked in fitness for years,” Bobby says. “But launching my own studio meant thinking about everything – cashflow, marketing, staffing. I needed help to make sure I was building something that could grow.”

That’s when Bobby connected with the Post Loan Support Programme, delivered by UMi and Newable. The free service pairs Start Up Loan recipients with expert mentors and resources to help them build sustainable businesses.

Bobby was matched with Emma Suckling, a mentor with first-hand experience of running a boutique gym. Her insight proved invaluable.

“Emma had been through it herself,” Bobby explains. “She understood the niche I was working in and could offer advice that really landed.”

Together, they explored sales and marketing strategies – from direct ad campaigns to content marketing and customer referral programme – with the goal to grow AXIOM’s membership base and fill every class.

“We wanted to make sure every session was at capacity,” Bobby says. “That way, I could start thinking about hiring a coach or gym manager and step back from the day-to-day.”

They also tackled the numbers, reviewing cashflow and planning for staff onboarding as the business scaled.

“Talking through the financials helped me see where I could invest and when,” he says. “It gave me a roadmap for growth.”

With Emma’s support, Bobby was able to test new marketing ideas and prioritise the ones that aligned with his long-term vision for AXIOM.

“I’ve got a clearer sense of direction now,” he says. “I’m building something with real purpose.”

AXIOM is now home to personal training, small group sessions, studio hire, and even commercial photoshoots, with an in-house physiotherapy team adding extra value. And with Post Loan Support, Bobby has the tools to grow the brand while staying true to his values.

“If you’re starting a business and you’ve had a Start Up Loan, don’t go it alone,” Bobby says. “The support is there, and it makes a real difference.”