We met with Han Doorenbosch, entrepreneur and driving force behind the chain of TrainMore fitness clubs in the Netherlands. We discussed how Han uses branded music to lift TrainMore to the next level.
Can you tell us a little bit about your motivation to introduce branded music in your fitness clubs?
As a fast-growing fitness brand, we are determined to keep innovating. We are always looking for new ways to give our members a more inspiring workout experience; both physically and mentally. Music is one of the things that can have a huge impact here. If done right, it enhances performance and it can motivate you to give a little extra.
The newest TrainMore fitness clubs are designed with an industrial, raw looking interior. We wanted to reflect this in our music as well and not have the same mainstream music you hear everywhere else. Also, I’m a huge music lover myself!
In addition to background music, you also launched your own TrainMore.FM online radio channel. Can you tell us about that?
With TrainMore, we’re building a community around an active lifestyle. Moving as much as possible -in whatever form- is our main goal and we’re thinking beyond the four walls of our fitness clubs. Whether you are in the gym, at home, or outside; you can move to our music anywhere and get the energy boost you need. Tune in at trainmore.kollekt.fm .
“The newest TrainMore fitness clubs are designed with an industrial, raw looking interior. We wanted to reflect this in our music as well”
In the near future, I also want to have live DJs in the gyms and I’m even thinking about hosting stages at festivals where people dance and move to the TrainMore sound.
What is the response so far?
I have to admit that at first, it was quite a shock. Especially because the new deep house and hip-hop is so different than what our members were used to. We fine-tuned our sound in the first weeks to get it just right; being flexible and adaptive is always part of innovation.
Now, we get a lot of great responses! You see more and more members working out without headphones on and everyday we have people asking about our playlists. We are very happy to have partnered with kollekt.fm. It’s a natural fit.