WattFitness pop-up hub for Tour de Yorkshire

Tees Business Digital Media Pack


Tees gym WattFitness has set up a pop-up fitness hub in Middlesbrough’s Cleveland Centre for the Tour de Yorkshire – and is challenging shoppers and cycling fans to call in for a fitness challenge.

It’s a chance for people of all fitness levels to try out the gym’s state-of-the-art WattBikes whilst potentially bumping into the likes of Olympic gold medal winner Lizzie Armitstead.

Run by Joanne McCue, the former wife of Duncan Bannatyne, and business partner, ex-Marine Lee Howe, WattFitness is normally based at Teesside Industrial Estate, close to Ingleby Barwick.

But they have brought their results-focused, data-driven fitness revolution to the heart of Middlesbrough to coincide with the start of Tour de Yorkshire.

Based alongside the returning replica of Captain Cook’s Endeavour, the pop-up fitness hub features WattBikes, treadmills and other fitness kit

The pair’s latest fitness enterprise is their own brand WattFitness studio. Following a six-figure investment in state-of-the-art equipment, they launched WattCycle, WattDefine and WattSpin at Teesside Industrial Estate, joining a results-focused, data-driven fitness revolution that’s already taken the USA and London by storm.

Joanne said: “Top cyclists use WattBikes as a fundamental part of their training, but we’ve developed a fitness classes that are suitable for anyone. Our classes are for people who want to become leaner, fitter, stronger and healthier.

“We were asked to put WattCycle in the national velodrome in Manchester but we want to grow it from the North-East.”

The trio of WattFitness classes are already proving a big hit with those serious about their fitness but she warns: “With huge footfall expected in celebration of the Tour de Yorkshire, this is an exciting opportunity for us.

“We’ve taken the opportunity to showcase ourselves and give shoppers and cycling fans an insight into all aspects of our business.

“We want to educate people on how functional training can ensure people with dedication and consistency can meet their fitness goals,” said Joanne. “We’ve opened a training facility, not a health club.

“To achieve results, you need to get out of your comfort zone. The results start to come once you accept that you need to be uncomfortable when training, not just plodding along doing the same old thing.

“With Middlesbrough having some of the highest levels of obesity in the UK, there’s no better place for us to be shouting about the benefits of health and fitness.”

The fitness hub features a series of fun, free-to-enter challenges to win a range of prizes including equipment and T-shirts. Shoppers, cycling fans and fitness fanatics alike can call in to try out the WattFitness equipment.


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