Interview: Jack Thomas, Fitness Business Asia

Jack Thomas is a jack of many trades. You might know him as the co-founder of Base, Bangkok’s award-winning fitness studio that’s racked up titles like Asia’s ‘Gym of the Year’ nd ‘Bangkok’s Best Studio’ . Or perhaps as the architect behind the Fit Guide, the fitness industry’s first global standard of excellence, which has anonymously evaluated over 400 studios across six cities - from London to Dubai. Then there’s his podcast, Fitness Business Asia, a 300-episode deep archive of candid conversations with industry titans and his own hard-won wisdom from scaling studios in Asia’s toughest markets.

We sat down with Jack to dissect the trends and challenges of an industry he’s helped redefine. From why 57% of gyms overlook the power of a client’s name to how Hyrox is rewriting the rules of fitness community, here’s the playbook for thriving in 2025.

The crucial role of hospitality in fitness

Jack believes the fitness industry has much to learn from the hospitality sector. “For years, we’ve said, ‘Let’s learn from hotels and restaurants,’ but we never dug into what that actually means,” he explains. His Fit Guide, inspired by Forbes Travel Guide’s rigorous standards, evaluates gyms on metrics many overlook - like the simple act of using a client’s name.

“A person’s name to them is the most beautiful sound in their language,” Jack says, referencing Dale Carnegie. Yet globally, only 43% of gyms use clients’ names during check-in. In New York, that number drops to 34%, while Sydney leads at 64%. This is an industry-wide blind spot. “It’s an unfair advantage - their name is right there on the screen. Use it,” he insists.

First-time visitors fare no better. Fit Guide evaluators, posing as newcomers, found only 44% of coaches engaged them before class. “Imagine finally working up the courage to walk into a studio,” Jack says. “No one asks about your goals or injuries. No one says, ‘I’ll look after you.’ We have an obligation to help them get started.”

For Jack, scaling hospitality hinges on three pillars: systems, accountability, and culture. “Map every interaction - greetings, eye contact, orientations. Train your team, then hold them accountable. Without that, even good intentions fail.” He pauses. “And if that doesn’t work? Look at your culture. Do your staff want to be there? Do they believe in your brand?”

Anticipatory service, a hallmark of luxury hotels, is his north star. “At a Ritz-Carlton, if a guest shivers, someone brings a blanket before they ask. In fitness, it’s noticing a member hesitating after class and stepping in to help. People don’t know what they need. We have an obligation to help the person in front of you.”

Building trust through transparency

Mistakes are inevitable in any business, but for fitness studios - where personal investment runs high - how you handle missteps can make or break member loyalty. Jack Thomas’s philosophy is straightforward: “When things go wrong, that’s your chance to deepen trust, not lose it.”

His blueprint for recovery starts with three pillars: acknowledge the error, compensate fairly, and commit publicly to improvement. “People understand you’re not perfect,” Jack says. “What they won’t forgive is how you respond.” For instance, if a coach misses a class, he advises refunding the session and offering a free follow-up. But crucially, teams should explain how they’ll prevent repeats: “We’ll ask instructors to set two alarms and confirm 30 minutes before class.”

Negative online reviews, often seen as landmines, become opportunities under Jack’s approach. “When you respond to a review online, you’re not really responding to that person. It’s more to the 500 other people that are going to read that response,” he says. A defensive reply - “We checked the CCTV, and that’s not what happened” - alienates potential clients. Instead, he champions humility: thank the reviewer and outline solutions.

“If you do that really well, people will think more of you as a business,” he adds. “You show them you appreciated their feedback.” This transparency not only salvages relationships but broadcasts accountability to future members. As Jack puts it, “It’s not about proving you didn’t mess up - it’s about assuring third parties that if something goes wrong, we’re going to deal with it well.”

Jack’s favourite tech & tools for fitness brands

For Jack, technology gives human connection an assist. “AI can help from a business and marketing management perspective,” he says, “but we should use it to improve the in-person experience, not replace it.” His toolkit prioritizes tools that sand down the rough edges of operations while preserving the authenticity of face-to-face interactions.

At the core is a CRM system like Hapana. “You need a platform that manages leads, bookings, and client journeys seamlessly,” he explains. “Without it, you’re stuck in spreadsheets - like we were 14 years ago.”

A branded app is non-negotiable. “It’s crucial to have a proper branded app where clients can book classes, track progress, and feel connected to your community,” Jack emphasizes. He notes that apps not only boost accessibility but also reinforce brand loyalty, especially when paired with personalized touches like push notifications for milestones.

Email marketing, he argues, remains an underrated powerhouse. “Most studios send generic promotions or ignore emails entirely. But a weekly newsletter with tips, member stories, and event updates? That builds trust and keeps you top-of-mind.”

As for AI, Jack sees it as a collaborator. He uses it to automate administrative tasks, draft marketing copy, and analyze member feedback - freeing his team to focus on what matters: “The human-to-human moments that make fitness memorable.”

The biggest challenges facing boutique fitness spaces?

Jack doesn’t mince words: “What we aren't doing is having a conversation and trying to help them continue their training.” The disconnect, he argues, starts with a fundamental oversight in sales processes. Only 20–25% of studios ask clients basic questions about goals, experience, or timelines before recommending packages. “People don’t know what they need,” he says. “We have an obligation to help the person in front of you - not hand them a price list and walk away.”

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This passive approach often stems from a misguided fear of being ‘pushy’. Jack clarifies: “Recommending a program that aligns with their goals isn’t sales. It’s service. If someone tells me they’re in town for three months, I’d say, *‘A 25-session pack gives you flexibility.’* That’s not pressure, that’s guidance.”

The trends shaping fitness in 2025

The hum of treadmills and clatter of weights still define gym floors, but beneath the surface, a quiet revolution is unfolding. Jack Bristol paints a picture of an industry shedding its one-size-fits-all past, leaning into nostalgia and human connection.

Strength training’s quiet takeover

Strength training has become a lingua franca, embraced by retirees, busy parents, and desk-bound professionals alike. “At Base, our strength classes are majority women,” Jack notes. “It’s not about bulking up - it’s about carrying groceries at 80, or keeping up with grandkids.” The trend speaks to a broader awakening: muscles aren’t vanity projects, but lifelines.

The rise of the everyday athlete

Events like Hyrox have cracked open the world of competitive fitness. Picture a Saturday morning where accountants, teachers, and baristas tackle obstacle courses together, laughing through burpees. “Hyrox isn’t for elites,” Jack says. “It’s for people who want to test themselves without feeling judged.” Studios are borrowing this ethos, blending challenge with camaraderie - think post-class smoothie circles, not podium finishes.

Gyms as third places

As cafes and pubs lose their grip on community, fitness spaces are stepping in. The best studios, Jack argues, now rival boutique hotels: “It’s the coach who remembers your knee injury, the front desk that greets you by name, the app that suggests classes before you realize you’re in a rut.” This isn’t about marble lobbies or cold towels - it’s about anticipation. “People crave belonging,” he adds. “Why shouldn’t their gym be where they find it?”

The nostalgia of niche

In crowded markets, specificity is survival. Pilates studios now cater to runners; boxing gyms court stress-burned lawyers. “In Singapore, you need a brand that excites,” Jack observes. The shift mirrors food culture’s artisanal turn - a rejection of blandness in favor of studios that feel like secret clubs.

Tech as the unseen hand

While wearables and AI buzz in the background, Jack insists the real innovation is invisible: CRM systems that flag lapsed members before they quit, apps that nudge gently instead of nagging. “Tech should feel like a good waiter,” he says. “Present when you need it, forgotten when you don’t.”

Jack’s future vision: scaling in Asia

Scaling a fitness brand across Asia’s fragmented markets is no small feat, but Jack Bristol sees opportunity in the chaos. “In Asia, it’s tough because the talent pool is quite shallow,” he admits. “You don’t hire stars - you grow them. We’ve got to find these hidden gems and really train them up.” Regulatory hurdles add complexity: “Local laws can be a barrier… you have to navigate that carefully, especially in markets like China or India.”

His strategy? Design systems for scale from day one. “If you have one location, build processes as if you had five. When we opened our third branch, we planned for ten.” This forward-thinking approach extends to tech, which he calls “the unseen hand” - tools that automate operations while preserving human connections. “Tech should make interactions smoother, not replace them. Imagine CRM flags reminding trainers to check on a member’s progress before they ask.”

Niche markets are key. “In Singapore, you need a brand that excites,” he says, pointing to studios catering to ultramarathoners or stress-burned executives. Yet amid specialization, community remains central. “Post-pandemic, people crave third spaces - somewhere between home and work. Why shouldn’t gyms be where they find it?”

Ambition & legacy

For Jack, ambition centers on scalable impact - improving lives through fitness and team development. “Ambition in fitness has to be about impacting people at scale.” He adds, “My favorite part is building up our teams… everyone leaves Base better than when they arrived.”