Craig Saunders’ Empire is striking back – against gyms where training has become a solitary and soulless activity.

The 33-year-old has founded Empire Fitness in Christchurch.

Primarily a bodybuilding gym, the centre has expanded to encourage members to embrace all forms of fitness.

And, says Craig, it’s focused on community, building friendships with fellow fitness enthusiasts and promoting good mental health.

He said: “I created Empire Fitness to change the way people look at gyms.

“These days people train alone at the gym with earphones in or watch YouTube videos.

“Often people train for years in the same place without getting to know any of the members they train around.

“This is a far cry from the gyms of the 70’s and 80’s where the rise of bodybuilding stems from.

“Arnold Schwarzenegger, Frank Zane and Lou Ferrigno, the icons who started the rise of bodybuilding, trained together, ate together, and built lifelong bonds through their love of training.

“I want to take the gym back to that with Empire Fitness.”

Empire Fitness is housed in a unit on Airfield Road.

Facilities include a studio for core work or yoga, two shower rooms, a communal locker/lounge area to sit and chill post workout, a therapy room for sports massage and a solarium for tanning.

The centre also stocks a variety of protein snacks, drinks and supplements as well as tanning accelerators to use in the solarium and Empire Fitness branded gym wear.

Since its launch in July, the centre has helped both experienced fitness enthusiasts, and new gym-goers, to achieve their fitness goals by offering advice on proper training technique and nutrition.

Craig said: “Bodybuilding, and fitness in general, offers so many benefits to your physical and mental health.

“The benefits to mental health are often overlooked and, a lot of the time, that is what people really need.

“Help with their brain, not their abs.

“That’s why I want Empire Fitness to be a place where anyone feels welcome to walk in, no matter your training experience or background.

“There are a lot of misconceptions about bodybuilders – who can be one and what they look like.

“But every bodybuilder started somewhere and most had help from someone more experienced along their journey.

“We’re doing our best to dispel the idea that it’s an exclusive, intimidating club, and grow a welcoming sense of community instead.”

The gym is equipped with traditional weights and plate loaded machines, designed to target specific muscles and considered perfect for bodybuilders and people passionate about their physique.

Members are also encouraged to step outside the usual box of traditional gym equipment, with tyres, hammers, and much more available for use alongside conventional weights equipment.  

Empire Fitness has also launched a free yoga class for members looking to enjoy a more relaxed approach to exercise.

Members are encouraged to get creative with their workouts in a large outdoor space.  

Craig said: “Our wide range of equipment and outdoor classes makes Empire Fitness perfect for anyone looking to get away from the mainstream equipment and experiences you find in other gyms.

“Whether you want to flip a tractor tyre, practise your downward dog, or reach a personal best on the bench press we’re here to help you smash your goals.

“And so are the rest of the Empire Fitness community training alongside you.”

Craig also runs a building and refurbishment company and a health and safety business.

He took up bodybuilding seven years ago.

Craig said: “I’ve been hooked from the day I started.

“The obvious bodybuilder dream is to own your own gym – and here we are.”

• empirefitnessgroup.co.uk