Boldly building a community
To Sally Lovell, running a gym is as much about the community it builds as it is about the fitness within its walls.
When Sally Lovell and her partner Matty set off on their classic OE, they had little idea that four years of travelling and working overseas would eventually steer them back to owning a gym in Christchurch.
From working for next to nothing in Greece to the high standards of crewing on luxury superyachts, the pair embraced every adventure of their twenties. But eventually, the pull of home grew stronger.
“We’d always been interested in running our own business, and had always been into fitness,” Sally recalls.
Returning to Christchurch, they explored business opportunities and franchises, including Anytime Fitness. While initially considering opening their own site, they had a conversation with an existing franchisee that presented an unexpected opportunity to take the reins at the Cashmere club.
“Sometimes the stars align, and you think this is meant to be, this is our time to shine.”
It was a significant leap, but one that brought together their entrepreneurial ambitions and shared passion for health and wellbeing. The experience of working abroad had also given them an appreciation for different people, personalities, and cultures, something that would prove invaluable in building a business centred on human connection.
Today, with three children and Matty having helped spearhead Christchurch’s e-bike revolution by establishing one of the city’s very first specialist franchises eight years ago, Sally has taken the lead at Anytime Fitness Cashmere. And while fitness remains at the heart of the business, she believes its true strength lies in something less tangible.
“I think a good gym can be the highlight of someone’s day, but a good community can change people’s lives.”
That philosophy extends far beyond the gym floor. Under Sally’s stewardship, Cashmere has helped to raise over $100,000 for local charities and community initiatives, rallying members behind meaningful local causes.
It’s a reflection of the culture Sally has worked hard to foster, one where the relationships formed between members, trainers, and staff are just as important as the physical results. For many, the gym has become more than somewhere to exercise. It’s a familiar place to connect, find encouragement, and feel part of something bigger.
Behind the scenes, her team remains her superpower.
“We always try to hire for fit and then train for skills because it’s far easier to train someone how to do sales than it is to be kind,” Sally explains.
For Sally, building a thriving business means investing in people and creating an environment where they genuinely love turning up. It’s an approach that has seen members become personal trainers, trainers step into management, and several long-serving staff remain part of the family for over a decade.
That trust has also become essential to balancing business ownership with motherhood, with children Willow, Marley, and Leo becoming familiar, welcome faces around the club.
Over the past decade, that dedication has earned national acclaim, with Cashmere collecting multiple Club of the Year titles and Facility of the Year honours.
“All the awards over the years are amazing, but they’re never a ‘me’ award,” Sally reflects. “They’re a ‘we’ award – a testament to our team and community.”