Your Turf Report

Japour Gym

Four gyms compete for the members you want. Here's what they charge, what they're posting, and where you already stand apart.

Two gyms are fighting you for the same doorstep. Two more are fighting you for the same identity. None of them has both.

BFit runs the same small-group coaching format as you, inside Hurstpierpoint itself, but it has no website or published pricing yet, so there's nothing for a prospect to actually compare you against. PureGym in Burgess Hill is the cheap, 24/7, no-coaching option people default to on price alone. Ultimate Training and Totalfit are the closer format match, small-group and coach-led, but neither owns a clear identity of its own. You already sit in the gap all four leave open: in the village, with one clear programme, for adults 35 to 65.

Your real pricing is on file now too, and it holds up well against Ultimate Training's own session rates: sensible, not high, not underpriced. One thing worth being deliberate about is their £100 unlimited tier, it's not a model to copy, since it caps what your most committed members are worth. Full breakdown below.

One number worth knowing before the call: Totalfit's Google review count is well ahead of yours, though it's spread across three sites rather than one studio. Worth seeing in full, and in context, in Section 05.

Your target capacity is 110. On a conservative estimate of 80 members today, that leaves 30 spots open, worth roughly £39,600 a year at your own pricing. Your real number would turn that from an estimate into a confirmed figure.

Have a skim over this before our call. We'll go through it properly when we talk.

Gyms actively competing with you

£12–13.75

Your per-session rate, in line with the market

Your five-star reviews

£39,600

Estimated yearly value of your 30 open spots

152

Totalfit's Google reviews (3-site total)

2,690

Followers earned per 100 Instagram posts

What Your Last 30 Spots Could Be Worth

£39,600 a year, estimated: 30 open spots out of your 110 target capacity, at your 8-session rate.

Your 110 spots, one dot per place (estimated fill level)

110 is confirmed. The 80/30 split is a conservative estimate. Swap in your real count to make this precise.

How we got to £39,600

30 spots × £110 (8-session pack) × 12 months = £39,600 a year. On the 12-session pack, £54,000. Both assume roughly monthly repurchasing. Swap in your real member count and this stops being an estimate.

On the call

How many members are you running today?

One idea: swap your real count in for the 80 and this becomes confirmed, not estimated. I'll bring it and we work it out live.

Your Real Pricing, Against The Market

£110 for 8 sessions, £150 for 12, £297 for the 6-week programme: £13.75 and £12.50 a session. Ultimate Training's own rates land almost the same place (£14 pay-as-you-go, £12 on a 10-pack): you're priced sensibly. PureGym is a different category, budget floor access, not coaching. BFit is the one to watch: same format, same village, no published pricing yet.

Business	Offer	Price
Japour Gym	8-session pack	£110 (£13.75/session)
Ultimate Training	Pay-as-you-go	£14.00/session
Japour Gym	12-session pack	£150 (£12.50/session)
Ultimate Training	10-session bundle	£120 (£12.00/session)
Japour Gym	6-week programme (one-time)	£297
Ultimate Training	GOLD, unlimited classes + open gym (monthly)	£100/mo
PureGym Burgess Hill	Plus / Core, 24/7 access (monthly)	£32.99/mo + £24.99 join fee
PureGym Burgess Hill	Off-Peak, restricted hours (monthly)	£23.99/mo + £24.99 join fee
BFit	No website, pricing not published, worth asking Jude if he's heard a number locally
Totalfit Personal Training	Not published, gated behind a free assessment booking

Your own pricing per Archie, 10 September 2026. Ultimate Training and PureGym Burgess Hill read from their own sites, 10 September 2026.

Session pricing, you vs. Ultimate Training

Your pricing per Archie, 10 September 2026. Ultimate Training read from its own site, 10 September 2026.

Monthly access, the budget end of the market

PureGym also charges a £24.99 one-time join fee on top of the monthly rate shown, not reflected in the bars. This is a facility-access price, not a coached one, a different product to what you or Ultimate Training sell.

Your session pricing already sits where the market expects it. One thing to avoid: Ultimate Training's £100 unlimited tier, it caps what your most committed members are worth. If there's a next tier worth building, it's smaller and higher-touch, priced up, not unlimited.

On the call

Is there a premium tier worth building, rather than an unlimited one?

One idea: a smaller, higher-touch tier for your most committed members: more 1:1 time, priority booking, charging more for more engagement instead of capping it. I'll bring some options and we see what fits your capacity.

Your Own Test Found Real Interest, In The Wrong Postcode

You've tested paid ads once, roughly £40 a day, and it produced leads, just from Haywards Heath, miles away. The channel wasn't the problem. The radius was.

What the last test actually showed

Spend: roughly £40/day, run through a fitness marketing agency. Result: real leads, real interest. The problem: those leads clustered around Haywards Heath, a meaningful distance from Hurstpierpoint itself, not the radius a boutique studio in a small village needs. Since then: no paid ads, occasional self-run tests, growth carried entirely by word of mouth.

All four confirmed: Ultimate Training and BFit run none. PureGym's local site runs none either (PureGym nationally runs hundreds, a different budget tier entirely). Totalfit is the one to watch: 25 active ads right now, spread across its 3 sites, still the only real local ad threat here.

One to watch, even though they're not on your doorstep

Solo The Training Club, based in Steyning, several miles away, has one of its active Meta ad campaigns deliberately targeted to include Hurstpierpoint. They're not a format-matched local rival, and they're not in this report's competitor set, but they are actively spending to put themselves in front of people in your own village. Worth knowing, even if it's not an immediate priority.

On the call

If we test paid ads again, what's the radius?

One idea: cap the radius tightly around Hurstpierpoint (2–3 miles) on Meta, and explicitly exclude Haywards Heath. It's the same precision Solo uses to target a village they don't operate in. I've mapped a corrected setup and we build the first test together.

807 Followers On 30 Posts Is The Real Story Here

All numbers confirmed, real. The headline: you earn roughly 2,690 followers per 100 posts, several times ahead of anyone else here. When you post, it lands.

Business	Instagram followers	Instagram posts	Followers per 100 posts	Facebook followers
Japour Gym	807	30	2,690	149
BFit	755	81	932	189
Totalfit Personal Training	1,313	334	393	386
PureGym Burgess Hill	2,223	1,218	183	282
Ultimate Training	2,532	1,439	176	2,200

All figures checked directly by Archie, 11 September 2026. Ultimate Training's 2,200 Facebook followers likely reflect a much longer-established page, not a recent surge, worth reading as a legacy number rather than current momentum.

Followers per 100 posts, highest to lowest

Followers divided by posts, multiplied by 100. Japour's figure is real but sits on a small base (30 posts), worth reading as "your posts work well" rather than "you have a huge audience," the raw follower count table above gives the fuller picture.

The caveat: your last post was 17 August, nearly a month ago. A high rate on very few posts is real, but untested at volume. Three competitors post in the hundreds or thousands and still don't match your efficiency.

Nobody here has a genuinely dominant presence: BFit and Totalfit are mid-sized, Ultimate Training's Facebook figure looks legacy, PureGym's reach is chain-driven, not local. That's opportunity, not a reason to feel behind.

On the call

What happens if we post consistently for a month?

One idea: post 2–3 times a week for a month and track whether the followers-per-post rate holds. If it does, that's a strong, low-cost growth lever none of your competitors can quickly match.

Totalfit's Review Count Is The Number To Watch

You have 16 five-star reviews. Totalfit has 152 on Google (plus 7 on Facebook), but that's across 3 sites, not one studio. Ultimate Training, a fair single-site comparison, has 48 at 4.8 stars. Either way, this is the biggest gap in the report.

Reviews, by count

Totalfit: 152 Google reviews plus 7 on Facebook, all 5.0, 10 September 2026, across its 3 sites, not one location. Ultimate Training: 4.8 stars, 48 reviews, Birdeye, 10 September 2026, a single-site total. Your own 16 and BFit's 15 are both confirmed straight from their real Google Business Profiles (via Archie, 11 September 2026), genuinely verified, not directory estimates.

Ultimate Training's reviews are genuinely positive on the coaching: intense sessions, real results, owners praised by name. BFit's 5.0 from 15 is real too, strong for a business under a year old, though we haven't seen the individual review text.

On the call

How do we close the gap with Totalfit's 152 (3-site total)?

One idea: ask 3–4 members directly for a Google review this month. Sixteen is a strong base, it just needs to be visible when people search you.

06 · Main Competitor

BFit

Hurstpierpoint · small-group personal training · 5.0★ (15 reviews)

The business	Unit 4, Bridgers Business Barns, Langton Lane, Hurstpierpoint, BN6 9HA, inside the same village. Runs small-group personal training, same format as you, flagged directly by Jude. Your closest genuine format match. Incorporated as BFITNESS LTD on 25 September 2025, younger than Japour Gym. No website, so no published pricing or programme detail beyond what Jude already knows.
Reviews	5.0 stars, 15 reviews, confirmed via BFit's own Google Business Profile (Archie, 11 Sep 2026). Strong for a business under a year old, close to your own 16.
Social media	755 Instagram followers on 81 posts, 189 Facebook followers (Archie, 11 Sep 2026). Close to you on raw followers, but their followers-per-post efficiency (932) is nowhere near yours (2,690).
Advertising	Not currently running paid ads (Archie, 11 Sep 2026).
Where you win	The only competitor running your exact format, in your village, worth taking seriously. But weak everywhere that isn't the review score: no website, no published pricing, an unremarkable social return, and under a year of trading against your four. Being close in format is real competition; being invisible everywhere except Google is the gap you can keep widening.

07 · Main Competitor

PureGym Burgess Hill

Burgess Hill · from £23.99/mo · 4.1★ (107 reviews)

The business	24/7 budget gym at London Road Retail Park, Burgess Hill, part of the national PureGym chain. Three tiers: Plus (£32.99/mo, £24.99 join fee, 24/7, 14-day booking), Core (£32.99/mo, 8-day booking), Off-Peak (£23.99/mo, restricted hours). No contract. Open-floor facility: free weights, cable machines, self-directed classes, not coached small-group sessions.
Reviews	4.1 stars, 107 reviews (gymsfitness.co.uk, 10 Sep 2026), plus 112 on Trustpilot, location-specific, not the UK-wide aggregate. Solid, but below Ultimate Training's 4.8 and Totalfit's 5.0.
Social media	2,223 Instagram followers on 1,218 posts, 282 Facebook followers (Archie, 11 Sep 2026). A large raw following, but the lowest return per post in this report.
Advertising	This location runs no local ads. PureGym nationally runs hundreds, a different budget tier, not a local threat like Totalfit (Archie, 11 Sep 2026).
Where you win	Cheaper on paper, but a different product: an unstaffed floor, not a coach. It competes on convenience and price for someone who hasn't decided what they want, not on the thing you're actually good at.

08 · Secondary Competitor

Ultimate Training

Burgess Hill · £100/mo unlimited · 4.8★ (48 reviews)

The business	Privately-run fitness centre in Burgess Hill, run by Nicky and Paul. Structured weekly timetable: METCON POWER, FULL THROTTLE, ULTIMATE STRENGTH, ULTIMATE BOXING, HYROX, most days from 6am, plus Open Gym slots. Small-group classes, not solo PT, not an open floor.
Reviews	4.8 stars, 48 reviews (Birdeye, 10 Sep 2026). Members praise intense, results-driven sessions and Nicky and Paul's coaching and 1:1 attention.
Social media	2,532 Instagram followers on 1,439 posts, 2,200 Facebook followers (Archie, 11 Sep 2026). Largest raw following here, but also the most posts, one of the lowest returns per post.
Advertising	Not currently running paid ads.
Where you win	Its own positioning, "get fit, lean, feel great," doesn't say who it's for. Yours does: Small Group Coaching for Adults 35–65. Its unlimited tier prices at £100/mo, the number your own rate is measured against.

09 · Secondary Competitor

Totalfit Personal Training

Nearest site Burgess Hill · pricing not published · 5.0★ (152 Google + 7 Facebook, 3-site total)

The business	Multi-site personal training operator (Brighton, Burgess Hill, Lewes, Woking opening October), founded by Ben and Felicity Watson, 7 years running micro-gyms; Felicity is a qualified Olympic lifting coach and pre/postnatal specialist. Built for adults 40+ and beginners: calm, low-impact, no crowds.
Reviews	5.0 stars, 152 Google + 7 Facebook reviews (reviewsummary.co.uk, 10 Sep 2026), across its 3 sites, not one location. Still the largest review count in this report. The site also carries 7+ named testimonials.
Social media	1,313 Instagram followers on 334 posts, 386 Facebook followers (Archie, 11 Sep 2026). Efficient, ahead of PureGym and Ultimate Training on followers per post, second only to you.
Advertising	25 active ads right now (Archie, 11 Sep 2026), spread across its 3 sites. The only one of your four competitors spending on paid ads.
Where you win	Totalfit has proven this audience works commercially, but has no location near Hurstpierpoint, nearest site is Burgess Hill. You already deliver the same style of coaching in the village, with every session run by the same person who built the programme. Its 152 reviews reflect 3 sites, not one, the one number here you can't out-argue, only out-collect over time.

Who Your Marketing Should Be Aimed At

Three groups, built off what your competitors are missing. This is the outline. We'll go into detail on the call.

In Hurstpierpoint, training elsewhere

People who like the calm, no-crowds, 40+ or beginner-friendly style Totalfit has built its name on, but currently travel to Burgess Hill, Brighton or Lewes to get it. You already offer that experience in the village they live in.

Wants a coach, not a timetable

People considering Ultimate Training for its class schedule but with no real reason to pick it over anywhere else, since its own positioning doesn't say who it's for. You already tell them: adults 35 to 65, coached personally, not just booked into a slot.

Comparing you to the cheap option

People price-shopping who default to PureGym's £24 to £33 a month without weighing up what that buys them, an unstaffed floor, versus what you actually sell. Your session pricing is close enough that the real choice isn't price, it's whether they want a coach or don't.

Where to reach them

None of the three groups is searching for a new gym by name: all three are already training somewhere or still deciding. Meta lets you draw a tight radius around Hurstpierpoint and put your identity in front of people who already follow Ultimate Training or PureGym, or match Totalfit's audience without its location. Search is worth holding for your own name and little else.

On the call

Which of the three do we go after first?

One idea: start with the Totalfit-shaped audience, people who already want exactly your style of coaching and just don't have it on their doorstep, since that's the least convincing you'll have to do. I've sketched an approach for each group and we pick where you start.

Your SWOT

Strengths

A small-group coaching studio in Hurstpierpoint itself, built around adults 35–65, with four years behind it. Ultimate Training has no defined identity; Totalfit has no studio near Hurstpierpoint; BFit matches your format but, under a year old with no website, has nothing a prospect can evaluate yet. You already have identity, location, and proof.
Growth entirely from word of mouth: revenue tripled in a year with no paid marketing. 16 five-star reviews back it up.
Members describe a real relationship with your coaching, not just a workout. One member of 10 months describes you building her up "in such a positive way" inside a "welcoming, supportive, and encouraging group," hard for a bigger, multi-trainer operation to replicate.

Weaknesses

The whole coaching relationship runs through you alone, what makes it feel personal, but also means no backup if you're unwell, need time off, or want to grow beyond one person.
Your one paid-ads test left you wary of the channel, understandable, since the leads came from Haywards Heath, miles away. A fixable targeting mistake, not proof paid marketing doesn't work.
16 five-star reviews are real, but well behind Ultimate Training's 48 (fair single-site comparison) and Totalfit's 152 (3-site total, still more visible). A prospect researching you online sees less proof than you've actually built.

Opportunities

Claim your 35–65 small-group positioning everywhere, not just your Instagram bio. Mid Sussex's own population data shows the district aging into this exact band, the audience is only growing.
You earn 2,690 followers per 100 Instagram posts, several times ahead of anyone here, and none of your rivals have a dominant presence either. A consistent posting habit, starting with testimonial content like Emilie's, is what turns that efficiency into real reach.
Your session pricing (£12.50–£13.75) already lines up with Ultimate Training's own rates. The next move isn't their £100 unlimited tier, a higher-touch premium tier for your most committed members is the more defensible option.

Threats

Two competitors pull from opposite directions. PureGym undercuts you on price with a 24/7, no-coaching floor. BFit is the sharper threat, same format, same village, though still no website or pricing to prove it out.
Totalfit has 152 Google reviews to your 16 and 25 active ads right now, the only competitor spending on paid marketing. Both numbers reflect 3 sites, not one, but it has no Hurstpierpoint site, a well-funded operator proving your exact audience elsewhere, still worth watching.
Ultimate Training runs the closest matching format at £100/mo, with a strong 4.8 rating. It has no distinct identity, but is close enough in price and format that an undecided prospect could land there instead.

Four things to talk through

How do we close the review gap with Totalfit?

One idea: ask 3–4 long-standing members, starting with someone like Emilie, for a Google review this month, plus a written or video testimonial. Sixteen is a strong base, it just needs visibility. I've picked a starting approach; we choose who to ask.

How do we fix the targeting mistake from your last ad test?

One idea: cap the radius tightly around Hurstpierpoint (2–3 miles) and exclude Haywards Heath. The leads were real last time, just the wrong postcode. I've sketched a corrected setup; we build the first test together.

How do we protect the business against it running through you alone?

One idea: start writing down what you actually do in a session, your coaching approach, how you check in, how the 6-week programme is structured. Worth planning for early, whether that's covering time off or bringing on help.

What should you actually be posting, and how often?

One idea: a simple weekly rhythm: member-spotlight and testimonial content like Emilie's (the highest-engaging format in fitness social media), short behind-the-scenes clips of real sessions, a recurring "spots open" post tied to Inner Circle, and the odd before/after story. 2–3 posts a week is enough to test whether your efficiency holds at volume. I'll bring a first month's worth of prompts and we build it out together.

Sources

Target Research: Japour Gym (25 Aug 2026; discovery call notes, pricing/capacity per Archie, 10–11 Sep 2026). Pricing (£110/£150/£297) and target capacity (110) confirmed by Archie; current member count still outstanding.

Competitor Intel: Ultimate Training and Totalfit (secondary, small-group/coach-led match), pricing from each site, 10 Sep 2026. BFit and PureGym Burgess Hill (main competitors, named by Jude and Archie), 10–11 Sep 2026, BFit via Companies House (no website), PureGym via its own site. Sapien Training was researched and excluded at Archie's instruction (11 Sep 2026): its group sessions run only two days a week, the rest is 1:1 calisthenics and yoga.

Reviews: Ultimate Training, Birdeye, 10 Sep 2026 (4.8★, 48 reviews). Totalfit, reviewsummary.co.uk, 10 Sep 2026 (5.0★, 152 Google + 7 Facebook, across its 3 sites, not one location); text not accessible this pass, themes inferred from its own site. PureGym Burgess Hill, gymsfitness.co.uk, 11 Sep 2026 (4.1★, 107 reviews, location-specific) and Trustpilot (112). BFit (5.0★, 15) and Japour Gym (5.0★, 16), both confirmed directly from their real Google Business Profiles by Archie, 11 Sep 2026.

Social & Advertising: all follower, post and page-like counts checked directly by Archie, 11 Sep 2026, treated as current. Ad status confirmed by Archie, 11 Sep 2026: Ultimate Training and BFit run none; PureGym's local site runs none (nationally, hundreds, a different tier); Totalfit has 25 active ads across its 3 sites. Solo The Training Club (Steyning) confirmed by Archie to be running a Meta ad targeting Hurstpierpoint, 11 Sep 2026, not independently verified via Meta Ads Library.