AusLeisure

With Upstate Studios continuing on their mission to help people create a positive state of mind through movement, the co-founders recently opened their ninth studio in Ascot Vale, an inner-city suburb in Melbourne. The new studio is housed in an industrial space previously occupied byF45.

The brand, founded and owned by sisters Gail Asbell and Charelle Cuolahan, also has studios in Fitzroy, Balaclava and regional Victoria.

Asbell notes their customers want more than just physical workouts, commenting “we’re on a mission to help people find a positive state of mind through movement, connection and positivity and are driven to share this mission with as many people as possible.”

Unlike other fitness studios that work on a franchise model and only allow memberships at one or two locations, Upstate members can attend classes at all of them, meaning there’s a wider range of classes, spots, instructors and times.

Upstate offers four main class styles and three are on offer at Ascot Vale: yoga, hot mat Pilates and reformer Pilates (boxing classes are available at other studios).

“All of our classes – whether it’s reformer or hot Pilates – have options for different levels, so that makes it accessible for someone, whether they’re doing their first class or they’ve been doing Pilates for a long time. There’s always options to challenge [yourself] as well,” Asbell says.

Asbell, participated in a panel discussion yesterday at Beyond Activ’s Asia-Pacific Health, Fitness, Wellness and Sports Festival being held in Sydney where she shared her expertise and insights on ‘Building Brands and Communities to Meet the Needs of the Wellness Consumer’.

Asbell noted “Community is about developing an emotional connection to the brand.”

For Asbell, a sense of belonging and a deep personal connection with members is important.

Her innovative approach to brand marketing and creating memorable customer experiences has propelled Upstate’s expansion, including securing a capital raise in 2022 from the Cotton On Group to expand Upstate studios nationally.

Asbell highlights “Our customer wants more than physical workouts; they want emotional and mental wellness and adds “that is exactly what Upstate is all about.

“We want our members to feel as though they have arrived at their happy place, and we believe health and fitness should be as fun as it is challenging.”

Image. Credit: Upstate Studios

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