A Gym With a Cinema. Nobody Here Really Cares About Working Out.
“Ten days in Shenzhen, and UNMOVE is the only place that didn’t rush me.” — an APEC visitor who came to the city early At seven on a Tuesday, the cinema inside UNMOVE is quiet. In a building of 10,000 square metres, UNMOVE gave its quietest corner to a screen and two rows of treadmills. Ten or so people are walking, not fast, incline set somewhere between flat and steep, eyes on the screen. Most of them came for the film. The film is a licensed action release, and the volume sits in a narrow band: loud enough to cover the hum of the treadmills, quiet enough that two people could talk without raising their voices. Daniel Ho stood in the doorway for a while before going in. He flew in from Singapore ten days early for APEC, with three meetings booked with industrial robotics suppliers and a fourth that fell through that afternoon. “I only came here to take a shower,” he said later. He stayed an hour and a half. The room doesn’t behave like a gym. Nobody shouts. Nobody drops a barbell. Nobody photographs himself in the mirror. The light comes off the floor in a soft ring, the walls are black, and the only thing moving is the film and the slow rise and fall of people walking. “In Singapore I run facing a wall,” he said. “Here I run facing a movie. You walk, and forty minutes are gone.” That is the whole trick, and it is not really about the movie. The room is comfortable enough that training stops being the main event. It becomes the thing you do while you are in there. The workout is a by-product. Why a fund manager from Singapore is in Xili on a Tuesday Ho is 38, a partner at a Singapore fund that backs factory-automation companies, and the kind of traveller who books a gym before he books a hotel. Shenzhen this month is full of people like him. APEC is the city’s biggest week of the year, and it has brought a few thousand executives, delegations and advisors to town; a good number of them arrived early to see things beyond the summit itself. His hotel has a gym in the basement. Three treadmills, one broken screen, no windows, and a sign asking guests to limit sessions to thirty minutes. He lasted two days. He has a routine for this. Find one place with decent free weights within twenty minutes of the hotel, pay for a week, accept that it will be either too cold or too hot, and stop thinking about it. In nine years of work travel he has done it in eleven cities and can list them in order. A colleague from a portfolio company sent him a message with an address in Xili. “He said: try this one, it’s not like the others.” So on his third night, after a factory tour in Bao’an that ran long, he took a car across the city to a 10,000-square-metre building he had never heard of. The room took a film contractor to build Most gyms with a screen buy a projector, hang it on the wall, and leave a nature loop running. UNMOVE hired a cinema engineering team. Treated acoustics, sealed walls with a separate ventilation balance, cinema-grade projection and surround sound. Sealed but ventilated is the difficult part. Get it wrong and the room is either airless after ten minutes or loud enough to give you a headache. Two hundred square metres, two long rows of treadmills and ellipticals, and light that comes from the floor. There are no downlights over the machines. A ring of diffuse lamps traces the edge of the walkway, which is why you can run in near-darkness without worrying about stepping off something. The films are licensed and current, chosen for pace rather than plot. A nature documentary will not hold anyone through twenty-five minutes of incline walking. A car chase will. “The first thing I noticed was that nobody was watching the film properly,” Ho said. “Then I realised that was the design. You’re not supposed to sit and watch. You’re supposed to walk, and let it pull you along.” Twenty metres inside the door The first thing is the smell. Something citrus and wood, constant, too faint to name. Then the air, which does not have the gym smell: the warm, close, slightly sour air of two hundred people breathing in a sealed box. The fresh-air system runs in zones, so the room held at 40 degrees does not share air with the weight floor. Then the sound. There isn’t any, or not much. No playlist competing with the machines, no coach with a speaker at the front desk. The flooring takes the footfall. “For the first minute I thought the place was closed,” Ho said. “It’s that quiet. In most gyms the noise is the first thing that hits you, and you brace for it.” Why the machines are the expensive, forgiving kind The machine floor at UNMOVE holds more than three hundred pieces, from Panatta, Life Fitness, Precor, Nautilus, Freemotion and NordicTrack. Almost all of them are pin-loaded, the type where you push a pin into a stack, rather than plate-loaded, where you hang steel plates on the ends of a frame. That is the reverse of what most large Chinese gyms do. Plate-loaded equipment is cheaper, takes more abuse, and is what serious lifters ask for. It is also less forgiving: the resistance is whatever the plates say, the path is fixed by the frame, and a beginner with bad shoulder mechanics will load it wrong and get hurt. Ho noticed within about ninety seconds. “You can tell from the first rack. This is a gym for people who have jobs.” He trains four times a week at home and counts himself somewhere between committed and obsessive. “At my club, half the floor is plate-loaded, because the members want to feel the weight. Here the weight is the same, it just doesn’t punish you for being tired.” None of which makes the equipment soft. The stacks go heavy, the paths are standard, and a serious lifter will still fail on the last rep. The difference is that the machine doesn’t punish a bad rep. The barrier is whether you’ll train, not whether you dare. Where ten thousand square metres goes A building this size can hold things a 1,500-square-metre gym cannot. Some of it is expected: a Les Mills studio running the full programme, a hot yoga room held at 40 degrees with an imported programme rather than a space heater and good intentions, a boxing ring built to competition spec. Some of it is not. There is a 500-square-metre HYROX-certified training area laid out like the race itself, sleds and sandbags and all, which means somebody here can prepare for an international fitness race on the same floor plan they will compete on. There is an indoor pickleball court. Ho found that one on his second visit, and by Thursday he had a game booked with two Germans he met at the net. “The pickleball court is the thing that convinced me this place understands who lives here,” he said. “Nobody builds a court for a sport nobody plays unless they’ve watched people try to find one.” The cold room, and what happens after you train The recovery wing at UNMOVE sits behind the cinema, in the same corridor as the stretch boards: a liquid nitrogen cryotherapy chamber, a medical-grade hyperbaric oxygen chamber, an infrared sauna, a steam sauna, compression boots. Ho went into the cryo chamber on his first visit, on the theory that fourteen hours in a seat followed by two factory tours is a good reason to be frozen for three minutes. Socks, gloves, vapour, an attendant with a timer telling you when to turn. Not pleasant. Over quickly. “Afterwards I could walk down stairs like a person,” he said. Whether that is physiology or a placebo, neither of us can say. What is true is that everybody who came out had the same look on their face, the look of someone who has just got out of a meeting. The room was busy at seven on a Tuesday, mostly with people in their forties who had come off the weight floor. The assessment that isn’t a sales pitch Most gyms in China offer a body composition test. You stand on a machine, it prints a number, and the number is used to explain why you need twelve sessions. UNMOVE runs it in three layers, which takes longer and is harder to turn into a script. Three layers: baseline physical data, then a conversation about how you actually live (sleep, sitting, travel, when your back hurts), then a functional screen for movement and pain. It repeats monthly. “In Singapore the free body scan always ends with a package,” Ho said. “Here they told me what was wrong with my hip and then let me go and use the gym. I kept waiting for the sales part. It didn’t come.” The monthly part is the interesting one. A single assessment is a sales tool. A monthly one is a record, and a record will eventually show that a plan isn’t working, which is not what a commission-driven floor wants a member to own. The price board That is how UNMOVE prices things: on a board by the door. Not in a folder that a consultant opens after you have been walked around for forty minutes: printed, in the open, for every class and service they sell. Membership is monthly. No annual card to be upsold into, no hidden extras folded into the sign-up. If you want to leave, you leave, the refund is unconditional, and nobody asks you to come and discuss it with a manager. Nobody at the front desk earns commission on what you sign, which is the rule that changes all the others. A floor without commission has no reason to walk up to you mid-set. For Ho, this was the practical question. He is in Shenzhen for three weeks and then goes home. “I’ve joined gyms in six cities for a month at a time. It’s always the same conversation: sign for a year, we’ll freeze it, don’t worry. I don’t want to sign for a year. I want to pay for three weeks.” He signed up on his second visit. One month, refundable, cancellable when he gets on the plane. Choc Choc looks like he is in his late twenties. Years of training will do that, and he is happy to let people assume it until he finishes a sentence. He spent nearly a decade running gyms outside China, from coaching to regional operations, and has executed most of the industry’s playbook himself. He was in his mid-thirties when he came back to Shenzhen to open UNMOVE. “It wasn’t that I couldn’t do the maths,” he said, laughing. “It was that once I had, I didn’t want to train in the place the maths produced.” He talks slowly, uses examples from ordinary life, and stops mid-conversation to ask whether you want water. Halfway through our talk he got up to greet a member who had just finished working out: first name, two questions about her kid’s school, then back to the sofa. “We’re not in the equipment business,” he said. “Anyone can buy a Panatta machine. The hard part is the room it sits in, and the rules around it.” The company’s stated order of values is joy, then freedom, then expertise. It sounds like marketing until he explains it the way you would explain it to a friend. Joy first, because nobody keeps doing something that isn’t fun. Freedom second, because “you have to let people leave before they’ll stay”. Expertise third, because once the first two are true, that is what people are staying for. He is in the building six or seven hours a day: one hour of training, the rest spent in the lounge, talking to members, drinking coffee, noticing what is not working. “Most of my job is sitting here,” he said. “Watching who comes in tense and whether they leave looser.” On the industry, Choc is brief. “Everyone in this city is trying to get people through the door. What happens to them after the door, nobody seems to think about.” Eight o’clock Ho left at eight, past the man asleep with a book on his chest, past the stretch board where somebody stood on one leg, scrolling. Outside, Shenzhen was doing what it does at eight on a Tuesday: three lanes of traffic, delivery scooters, a man selling roasted chestnuts out of a drum. He has two more supplier meetings before the summit, then four days of APEC sessions on a schedule he calls worth the trip, then a flight home. He will come back to UNMOVE three or four times, use the cryo chamber after the long days, and cancel the membership from the airport. That is the entire transaction, and it is the point. A gym that lets a man pay for three weeks and leave without a fight has nothing to lose from him, and everything to gain from the fact that, next year, he will tell a colleague to go. “Ten days in this city,” he said, at the door. “UNMOVE is the only place that didn’t rush me.” Reporting note: facility details — floor area, equipment brands, zones, recovery equipment, pricing rules and assessment structure — were supplied by UNMOVE and have not been independently audited. The visiting executive is a composite drawn from interviews with foreign members during APEC week; his name and employer have been changed. Choc’s remarks are drawn from an interview and should be confirmed with him before publication. For inquiry related to UNMOVE, please connect zhaochuang@unmove.cn
More