11eleven Fitness Gym Case Study | Design-Led Independent Gym Design & Installation

"Gym Gear brought my vision to life - the space looks incredible and feels exactly how I wanted it to. From early planning through to the install, everything was straightforward, and the finished gym is something I’m genuinely proud of."

— Kelly Bailey - Owner & Personal Trainer, 11eleven Fitness

The Challenge

After 15 years of working within a health club and hotel environment, Kelly Bailey wanted to establish her own independent gym. The opportunity came through a disused brewery that had been left untouched for several years.

The challenge was not just refurbishing the building, but creating a gym that reflected a different approach to training. The space needed to support a hybrid model, combining traditional gym equipment with functional fitness and group sessions, while also creating a welcoming, community-led environment.

Without a clear layout and design strategy, there was a risk the space would feel flat, difficult to navigate, and fail to create the kind of atmosphere that drives both engagement and retention.

The Solution

Gym Gear worked closely with Kelly Bailey from the early planning stages, helping shape the layout before access to the building was even confirmed. The focus was on turning a clear vision into a practical, high-performing space.

The design was built around four key principles:

A clear training environment, using lighting and layout to guide movement and define zones
Supporting member progression through a mix of pin-loaded, plate-loaded, and open training areas
Creating a strong sense of community with a flexible studio for classes and small group sessions
Delivering training diversity through a hybrid setup that supports both coached sessions and independent workouts

A key part of the design was how the space would feel, not just how it would function. The high ceilings and industrial structure were used to advantage, with bold, linear lighting installed to create a distinct visual identity and highlight key training areas.

The final layout included:

A full gym floor with strength and resistance equipment
A multifunctional studio for spin, kettlebells, and group training
A dedicated functional rig area for programmed sessions and individual use

Installation was delivered efficiently, with flooring and equipment completed in just a few days to keep the project on track.

The Result

11Eleven Fitness opened within four months of receiving the keys, transforming a previously unused building into a fully operational gym.

Early performance highlights include:

- Nearly 400 members within the first four months

- A flexible training environment that supports a wide range of users and training styles

- A strong community presence, supported by classes, small group sessions, and charity initiatives

Visually, the gym stands out immediately. The combination of industrial architecture, structured lighting, and clean layout creates a space that feels considered and high-quality from the moment members walk in. This has helped position the gym as a premium local offering while still maintaining an inclusive, community-led atmosphere.

The end result is a gym that delivers both commercially and culturally, giving the owner a space that reflects her vision while building a loyal and growing member base.