Affinity ASC




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Business Philosophy


Health Philosophy

Our philosophy rests on two key components. Complete Health and Active Spaces

Complete Health

We believe in Six Principles of Health which control our decision making and influence the shape of the health & fitness industry. They are all interconnected and should be addressed synergistically to create prolonged health with maximum efficiency. Consumers care about each of these principles of their health and seldom find the opportunity to explore them all in one place.

Active Space

It became clear to us that deteriorating health elements including mental health and obesity were not being solved on a large scale by gyms and health clubs which had the most potential to make a difference.

While the industry boomed and every niche of health was explored, so many are being left behind and finding their health deteriorating. As health data has improved the situation has been truly revealed as many of us struggle to stay healthy on our own.

More needs to be done to change fitness spaces, focused on weight loss or muscle building, into active spaces which benefit more people across all of their health concerns.

We believe that gyms hold the key to this change despite the increasingly dominant online offerings which are still embedded in the old way of thinking. Gyms have the agile capacity to introduce complete health principles which are directly influenced by the true needs of their community. Not only address one health concern but support them all synergistically.

It's coaches that make the difference and brands that inspire and build community beyond any tech company or corporate solution. Trust, Accountability, Motivation, Consistency, Support, Knowledge and Patience are what make coaches stand out. It's what makes them capable to do more where it is desperately needed.

It's time to redefine the gym








Our Story

From a small London gym to a series of protein bars, Affinity Nutrition finished 2019 realising that to influence more people to improve their diet we would have to work with gyms to support stronger nutritional implementation.

The Active Space Toolkit was created to help gyms and other active spaces develop some much-needed framework of nutritional support for their community. Our 5 Stage process rapidly grew in popularity and has been benefitting businesses and their communities since its launch.

Then COVID-19 happened.

Our partners needed more support. As everyone pivoted to digital we spoke to our partners about adapting our nutrition toolkit to other areas of health. Peoples activity was reduced, mental health took an even sharper dive, just running classes was not enough to keep people healthy. 

I long envisioned the development of the industry to cater for greater health problems and this was the opportunity. The world stopped to assess their health caring more about immunity than six packs.

The Toolkit to improve nutrition was based on a 5 step model for success:






We retrofitted it to tackle mental health, to explore social health, to develop individuals health intelligence, to address longevity and to importantly reassess how our body moves physically. 

By accompanying these principles with a new model which perfected sales and marketing strategies our partners quickly moved from nutritional support to business support.

The Affinity Active Space Community was born.

We believe in gyms, studios and active spaces of all types. and believe change is in your hands. We've seen it happen over the past 6 months as businesses once scared of the future now thrive with our support.

And we want to help you too.

Our Future

We are ambitious about the future of the fitness industry led by gyms, studios and active spaces. Therefore we are ambitious about the future of our Active Space Community.

We make no mistake that major challenges lie ahead as we transition through 2020 into the future.


COVID-19 has wrecked the health & fitness industry. We are the most important industry in rebuilding the world as we all consider our health before anything else. We cannot go back to the old way of calling success serving only 20% of Western populations. Gyms need to be more, to address health in all its forms. Health intelligence should be valued more than six-packs. I see potential in every person to advance their health and commit to looking after their body and mind in order to lead happy, fulfilled lives. 

Racial Equality

Health For Everyone

Our model for success was created during a period when health was everyone's main concern. Everyone deserves an opportunity to take hold of their health in all its forms. Health & Fitness shouldn't be for the few that can afford it. Our models were therefore designed to be as accessible as possible so we can all fall in love with being healthy. Our guidance is meant to inspire partners to create opportunities that are affordable within the development of their services. Not only are we committed to helping active spaces create more affordable opportunity we seek to coordinate our own events and services which expand the influence of health to more of the population globally.


You can bet that the support we provide now is only the start of what Affinity will produce to evolve this industry. We embrace technological advancements which will only make it easier to live healthier lives and seek to implement as many of these right the way through Active Spaces of all kinds and future kinds.

Tom Skyrme


Affinity Health