On the up · 22 February 2017

GHOGY: The personal training platform launched with help from Zoopla’s co-founder

GHOGY co-founder David Hogan

Set up by two best friends, Samuel Abbott and David Hogan, GHOGY is a new online personal training platform, with interactive personal fitness regimes, instructional videos and custom meal plans.

Combining Simon’s entrepreneurial zeal and desire to jump off the corporate ladder with David’s ten-year experience as a personal trainer, the pair wanted to make following a fitness plan as easy as possible for their customers.

Their personal training platform, which launched in January after more than a year in development, moves away from traditional fitness brands, that tend to make people feel like they must look a certain way, towards making people feel better about their own bodies.

Business Advice spoke to Hogan to find out more about GHOGY.

(1)      Who are you and what’s your business?

My name is David Hogan and I’m currently co-founder and personal trainer at GHOGY – an online food and fitness subscription plan that helps people become the happiest and healthiest version of themselves.

Our personal training platform was created to show people how easy and affordable it can be to get into shape and feel great. We have a specialist team that creates meal and workout plans catered to our clients. It is accessible, personal and you can customise it to your lifestyle needs and preferences.

(2)      How long have you been around for?

GHOGY has been operating since January this year, but the brand and business development started at the beginning of 2016.

Over the last year before we launched we had to raise finance and overcome some developmental issues. But we are now fully functional.

(3)      How do you make money? 

The business model is subscription based. A customer pays £14.99 per month to access their personalised fitness plan. We keep customers by changing their exercise plan every four weeks, constantly adding new recipes to our database and providing our clients with exclusive challenges and competitions.

(4)      What makes you different and why should people take notice?

We researched the market and saw that other businesses were doing this but in the form of PDF plans. We noticed there was a gap in the market for a fitness app that provides a higher level of interaction. Not something that just provides an ‘off the shelf plan’ but a personalised plan for each customer.

We then came up with the concept of providing personalised fitness plans that our clients could follow on a mobile or tablet.

(5)      What was key in terms of getting started?

At the beginning, we were very excited and thought we could do everything and anything all at once and we suffered because of it. It’s important to take your time and not rush anything. Rome wasn’t built in a day.

We’ve learnt that planning is everything. Setting short and long-term goals and making a plan of what you need to do to achieve them. Networking is also very important.

(6)      What’s your biggest achievement to date?

I managed to secure investment from the co-founder of Zoopla, Simon Kain.

(7)      What setbacks have you had along the way?

There are so many areas involved in starting and running a business which is incredibly scary at first.  I had no idea about some of the processes, and at the beginning and I didn’t know what to do. I researched constantly, asked questions, networked with people who could give me advice and help and I just made sure I was continually learning, and I still am today.

(8)      In five years’ time, I will be…

Creating plans for over 10,000 monthly subscribers. I also want to have built an online community, a “fitness family” if you will. A place where our subscribers can go to help each other achieve their goals and make people feel better about themselves.

(9)      What one tip would you give to others starting out?

Never give up. It took me and my team a long time to get this business live and there were points where I just thought this is never going to work but you must believe in both yourself and your business and be willing to do whatever it takes to make it work.

(10)   Who are your business heroes and why?

The person that inspired me was Chris Gardner, this is the person the film Pursuit of Happiness was based on. Being faced with immense adversity and being able to overcome it and succeed made me think to myself that I could.

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Fred Heritage was previously deputy editor at Business Advice. He has a BA in politics and international relations from the University of Kent and an MA in international conflict from Kings College London.