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A Journey from Concept to Negotiation

The Gym of Athletics & Life project functioned as a precursor to what G.O.A.L. Consultancy is today. We started off as a state-of-the-art fitness center envisioned in the heart of Utrecht’s bustling Hoog Catharijne Mall. With a funding requirement of €2 million, this ambitious project aimed to deliver an unparalleled health and wellness experience, centered around our Five Pillars of Health.

Comprehensive Planning and Vision Development

We began by designing a gym model that aligned seamlessly with the Five Pillars of Health, bringing them to life through a series of unique features:
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  • Fully Equipped Gym: A gym that combined quality and variety in its offerings.

  • The Nutrition Bar: A healthy foods and drinks bar integrated into the gym layout to support members’ nutritional needs.

  • Reflection Zone: A dedicated space for members to engage in cognitive training, enhancing both physical and mental sharpness.

  • Solo Suites: Private training rooms equipped with essential gym equipment, providing members with exclusive and distraction-free training.

  • Posing Studio: A purpose-built room offering 360-degree body scans to visually map and track physical progress over time.

Site Selection and Vision

Our search led us to an empty, yet promising space within Hoog Catharijne Mall. This location was chosen based on its proximity to our target demographic: health-conscious professionals, fitness enthusiasts, and busy individuals aged 20-45. The vision was to transform this old cinema into a multi-floor fitness haven that combined cutting-edge gym design with essential facilities, blending physical fitness with mental and social well-being.

Lease Negotiation and Investor Communication

After securing multiple viewings and engaging in negotiations with Klépierre, the mall’s management, we obtained a non-binding offer for a 10-year lease. We evaluated three spaces in Utrecht to ensure the location aligned with our vision. Concurrently, we engaged with four angel investors and one leading bank to secure funding, getting close to fulfilling the €2 million requirement. Throughout these discussions, we focused on presenting a compelling vision paired with impactful visuals to ensure clear and effective communication.

Execution and Practical Experience

The space required extensive renovations, from flooring and walls to electricity and ventilation. We had discussions with two interior architects to develop a layout that embodied the G.O.A.L. experience. Additionally, we held meetings with three creative agencies to plan our media and content strategy, as well as with three sports equipment manufacturers, ensuring the highest quality offerings for our members.

Forward Vision and Connection to
G.O.A.L. Consultancy

Although the Gym of Athletics & Life project did not proceed to full execution, it laid the foundation for G.O.A.L. Consultancy. This journey sharpened our expertise in strategic planning, investor relations, and holistic health concepts, and solidified our Five Pillars of Health framework, which guides all our consultancy projects. This experience laid the groundwork for our ongoing mission to elevate brands in the health and fitness industry, delivering impactful solutions rooted in strategy and innovation.

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