Europa Gymnastics isn’t just your typical gym. It’s a story of passion, growth, and a whole lot of heart. From a small family-run club in 1992 to a nationally recognised brand, Europa’s journey has been full of challenges, but also huge successes. Chris and Emma Sheriff, who now run the business, have built on Emma’s parents’ vision and have continued the legacy.
In this series, we explore the strategies, decisions and operational practices that have driven their success. In Part 1, we’ll focus on the club’s foundation, early vision and team development – insights that can help any club aiming to grow.
A strong start with a big dream
Europa started with Chris and Emma’s parents, who were experienced coaches with a dream to create a gym that was more than just gymnastics. They found an old, run-down industrial building and decided to turn it into something amazing.
Emma says, “It was 1992 when my parents started the business, and at the time, I was only 12. They were successful coaches but wanted to do their own thing. I remember the building being a bit of a mess and not fit for purpose, but they saw potential. And that’s where it all started.”
At first, it was a place for gymnastics but soon it became a hub for all kinds of activities. Emma recalls, “The building was perfect for different things. My mum would spot talent in kids who weren’t the best at gymnastics and get them into weightlifting or something else. It worked, and that’s how we grew.”
Takeaway #1: Start with a strong vision. Build something that’s flexible and can adapt to the needs of your community. The more diverse you are, the more you can offer.
Overcoming the people challenge: Building a family like team
As the club grew, Chris and Emma faced the tricky challenge of staffing. They quickly realised that growing a business meant getting the right people on board. But it wasn’t just about hiring people with the right skills, it was about finding team members who shared the same passion for the mission.
“We needed people who cared as much as we did,” says Emma. “We built a team that felt like family, and that made all the difference.”
By developing a supportive and growth-oriented culture, Chris and Emma were able to retain their staff and grow with the business. A lot of their coaches came through their Young Leaders Academy; we taught young people how to run a club and manage classes.
“A lot of our gymnastics coaches have come from within,” says Emma. “They were part of our Young Leaders Academy, where they learned how to run a club and handle classes. We’ve always looked to promote from within and build up our own team.”
It wasn’t just about skills, it was about creating an environment where staff felt like they were part of something bigger, a family that cared for them.
Takeaway #2: Invest in your team. Create a culture where people feel supported and motivated to grow with the business. When your team is engaged, your business will flourish.
Streamlining the back end: Making things run smoothly
With all the new members and activities, it quickly became clear that Chris and Emma needed better systems to handle bookings, payments and member management. They had been using a mix of systems, but none of them worked well together or fully met their needs. That’s when they discovered LoveAdmin’s gymnastics club management software – a tool that completely transformed how they ran their business.
The way we’re running the business now is so much more efficient. The system keeps everything organised and makes communication with members so much smoother. It’s really helped us grow without all the headaches.
“We’d always used off-the-shelf systems that did part of what we needed but never fully fit. Since 2012 we’ve tried four or five different ones, and none really worked for us – especially with the different ways people pay. Nothing linked together.
What stood out with LoveAdmin was that it wasn’t just a fixed package. They wanted to grow with us, and we felt part of their development as much as they were part of ours. It feels like a partnership, not just buying software.
For us, one size doesn’t fit all – and online payments were a non-negotiable when choosing a system.”
This integration helped them reduce errors, save time, and allowed their team to focus on what really mattered; providing the best experience for their members. With over 2,000 people coming through their doors each week, managing that level of activity without a reliable system was becoming unsustainable.
“Pre-covid, we had a whole team of receptionists managing everything,” Emma shares. “But now we’ve cut that down to just four. The LoveAdmin system has saved us so much time and effort.”
“The way we’re running the business now is so much more efficient. The system keeps everything organised and makes communication with members so much smoother. It’s really helped us grow without all the headaches.”
Takeaway #3: Invest in the right tools to work smarter, not harder. The right technology doesn’t just make your life easier; it lets you deliver a better experience for your members. With LoveAdmin’s gymnastics club software, you can effortlessly track gymnast progression, manage events and competitions, send branded communications, and keep your finances in check all in one place. As Chris says, “It’s not just about reducing admin; it’s about freeing up our time so we can focus on what matters most – our members.”
One of the non-negotiables for Chris and Emma when choosing a system was the ability to handle online payments. This wasn’t just about convenience – it was a necessity for them.
“We definitely needed online payments,” says Chris. “Before we had the system in place, our reception team was drowning in manual work. Now, with online payments, the system does the heavy lifting, and our staff can focus on what they do best.”
LoveAdmin provided more than just a system; it became an essential part of Europa’s strategy. By working closely with the LoveAdmin team, they’ve been able to streamline their processes, enhance their member experience, and grow their business in a way that’s both sustainable and scalable.
We definitely needed online payments. Before we had the system in place, our reception team was drowning in manual work. Now, with online payments, the system does the heavy lifting, and our staff can focus on what they do best.
Takeaway #4: Partner with systems that grow with you. It’s not just about finding a product – it’s about finding a partner who understands your goals and can help you scale. With the right tech by your side, you can build the foundation for long-term success.
Looking ahead
In Part 2 of this series, we’ll explore how Europa used these foundations to tackle the seasonal revenue challenges and build deeper member engagement.
