10 QUESTIONS WITH THE FOUNDERS OF NORDIC BALANCE, ST JAMES’S
July 2024
How long has Nordic Balance been around for, and what inspired you to start the business?
Jo and Pierre: Nordic Balance started 16 years ago, which makes us feel old! A lot happened in July 2008 when the global financial crisis hit. Not only was the world in a bit of a mess, but we were also about to have our son. Talk about timing, right? So, what made us start Nordic Balance? Despite all the chaos around us, a series of things just fell into place at the right time.
We found this incredible gym on St James’s Square and, in it, we saw a great opportunity, which we decided to grab with both hands. Plus, we noticed a trend in health and fitness businesses making all these big promises, which didn't sit right with us. There was so much confusing info out there. We wanted to simplify things – eat well, exercise right, and do it regularly. That's our philosophy, and it's as simple as that!
Your Health Club & Gym is a Nordic-inspired oasis in the heart of St James's that boasts plenty of historical charm and character. Can you tell us a little about the site and what attracted you to it?
Jo and Pierre: Nordic Balance is located within the In and Out, a private member’s club with a rich history spanning over 150 years. The building at No. 4 St James’s Square is over 340 years old and was once the home of Lady Nancy Astor.
Our gym, accessed via the courtyard and situated in the basement of the club’s building, occupies what used to be the old kitchen. While we've recently modernised the space with our Scandinavian design, we've retained much of its historical charm—you can still see the old cast iron ovens in the functional studio!
We were drawn to this unique site because of its amazing location, incredible facilities, and immense potential. It’s rare to find a place with such a rich history, an excellent central location, a swimming pool, and the oldest squash court in London.
What services and facilities are available to members at Nordic Balance in St James's?
Jo and Pierre: Our gym has a range of facilities, including cardio and weights studios, a functional room, a small stretching studio, a swimming pool with Fast Lane, a spa pool, a steam room and a sauna, and the oldest squash court in London.
The gym has a broad team combining personal trainers, yoga and pilates teachers, physiotherapists, osteopaths, chiropractors, podiatrists, sports therapists and a nutritionist.
We offer a complete range of services that come together to wrap our clients in a circle of care, which evolves and adapts to them as they go through their health and fitness journey. This holistic approach ensures we can meet each member’s evolving needs, providing a truly personalised fitness journey. We think this makes us unique!
You offer Workstation Assessments for those working in an office. How does this work?
Jo and Pierre: Being based in St James’s for so long, we’ve built strong relationships with many corporate and local businesses. One of the key services we offer is our Desk Assessments. Our therapists visit local workplaces to assess office desk setups that meet UK Gov DSE standards and make recommendations to rectify any setup issues, ensuring teams are comfortable and working efficiently. This not only boosts productivity but also shows employers care about their wellbeing.
We understand the evolving needs of a hybrid workforce. That’s why we also offer this service remotely. Our team can set up secure video calls for the same assessment at the employee's home office.
We are also able to provide ergonomic equipment through a trusted supplier.
Tell us a little about your online six-week tailored Nutritional Therapy programme with Nordic Balance's in-house Nutritionist, Katia Frank...
Jo and Pierre: Katia’s programme is designed to offer personalised nutritional advice that aligns with our philosophy of simplicity – eat well, exercise right, and do it regularly. It’s a comprehensive approach that addresses individual health needs and goals.
You have Physiotherapy Clinics in Clapham and Wimbledon. Who can visit the clinics, and what therapies are available?
Jo and Pierre: Anyone can visit our physiotherapy clinics in Wimbledon and Clapham. They’ve been designed to make everyone feel comfortable, so they have been designed thoughtfully to be warm and inviting.
On top of that, the range of services we offer means that we can cater to anyone from newborn babies (as young as a few days old) up to the elderly.
With services like MSK physiotherapy, running assessments, and ski-fitting, we can help care for sportspeople, weekend warriors, and everyone in between. And finally, we’ve recently expanded the range of women’s health-related services and can offer post-natal physiotherapy and menopausal GP services.
Nordic Balance - Wimbledon Village Clinic
You have a talented team working at all three Nordic Balance sites, boasting a wealth of health, wellness and fitness knowledge between them. What do you look for in a potential team member when hiring new talent?
Jo and Pierre: The number 1 question is- do they fit into our culture? We find that those who fit in well are those who lean in and engage with those around them, who learn and teach and put patients and clients central to their world. It’s the secret sauce to help our team work well together, as well as helping everyone to learn and grow. There are many great personal trainers, teachers, and therapists out there, but it takes someone comfortable in their own skin and open to learning who works well with us.
What is the sign-up process for those interested in joining Nordic Balance St. James’s?
Jo and Pierre: It’s not too complicated, to book a tour or find out more about our membership rates and terms, simply contact us or give us a call at 0207 827 5735. It can all be done online and can be done quickly with no costly joining fees!
What are some of your favourite places/things to do in Mayfair and St James's?
Jo and Pierre: Jo (my wife and business partner) and I love The Wolseley, it is such an incredible restaurant! The food is amazing, the service is incredibly attentive, and the setting is out of this world. And on top of that, it’s still good value for money (compared to some of the other local restaurants!)
For a quick break from work, especially on a spring or summer morning, we love popping into St James’s Square, which is a great place to be. Finally, the food market at St James’s Church on Piccadilly is our go-to for excellent street food.
When you are not busy working, where can you be found and what might you be doing?
Jo and Pierre: We’ve got 2 kids, so our time is invariably taken up in normal family life, not to mention the fact that I coach my son’s rugby team at our local rugby club. But we both love fitness, and I love sport generally, so it can often be found on the tennis court or on a padel court. I wouldn’t say I’m the best player, but what I lack in skill, I make up for in effort!
Nordic Balance St James's - Health Club & Gym
7-9 Babmaes St, St. James's, London SW1Y 6HD
T: 0207 827 5735 E: hello@nordicbalance.co.uk
