“I absolutely love the fitness industry, the positivity and the empowerment it can give people.

“If you’re fitter and healthier as a person it will have a cascading effect through every aspect of your life.”

The words of James Rufus, Founder of 180 Gyms with sites in Lansdowne, Bournemouth, and – from the summer – Poole.

He’s now spent more than half his life in the fitness sector.

Not that it was his first choice of career.

James, 43, said: “I’ve always enjoyed sport, working out and exercise.

“I did a BA in Graphic Design at the University of Southampton but it was while training at the Littledown Centre that it was suggested I could become a personal trainer.

“I ended up doing a ten-week course, loved it and have never looked back since.”

After joining LA Fitness aged 22 as a Senior Fitness Instructor/Duty Manager James spent a further seven years with the company.

It included managing clubs in Leeds, with 6,000 members and around 20 staff, and also Finchley in North London.

In 2007 he left LA Fitness for David Lloyd, where James met his wife Sofia, before an opportunity came up with Fitness Agents to manage its West London region comprising seven clubs.

But, said James: “After more than ten years in the corporate world I really wanted to have the freedom of being a personal trainer and mentor again.”

After moving to Dorset in 2011, the father of three established a fitness studio in Sandbanks – Re:born  – which later relocated to Sandbanks Yacht Company and at its height had six trainers.

Six years ago James launched his first 180 Strength gym at 80 Holdenhurst Road in Bournemouth with the emphasis on strength and conditioning.

He said: “I’d rather get people moving and functioning properly because that’s the way you maintain weight loss.

“Our clients range from students through to people in their 70s.

“As well as personal 1-2-1 training we do 24 classes a week with a maximum of 12 people for each class.

“Whatever someone’s goal, we offer a group training session to cater for it.”

During lockdown James devised a six-week online intensive nutrition and exercise weight loss programme.

The body transformation challenge has now been undertaken by nearly 200 people and attracted rave reviews as well as impressive results.

James said: “We teach things like nutrition and portion control.

“The aim is to ensure any weight loss is sustainable.

“You’re part of a group, checking in, weighing and supporting each other.

“We’re known for our community feeling, reflected in our 122 5* Google reviews.

“We really have changed people’s lives for the better.”

The Poole gym, in Dear Hay Lane, opened in August and, as with Bournemouth, includes 1-2-1 personal training, 13 weekly classes and the six-week challenge.

James hopes to eventually have up to seven gyms serving smaller population centres in areas such as Christchurch, Dorchester, Weymouth and Wimborne.

He said: “I think we offer something different to others but the market is big enough for us all.

“Getting fitter, and healthier, can change everything from the way you feel about yourself and self-confidence to your relationships and even careers.

“For me, it’s just so satisfying seeing how I can help people change their lives for the better.

“I genuinely love what I do.”

• 180strength.com