Observation:
Richard Hilton was a skinny 19 year old living in New York and working in advertising.
He joined a gym but only lasted three months.
Then he discovered Crunch:
"It was an insane environment" said Hilton.
Graffiti replaced the usual white walls.
Live DJs played every evening.
"One week I was doing boxing with with a class taught by Muhammed Ali's trainer, the next week it was taught by a drag queen who just happened to be a great boxer."
When Hilton returned to the UK he spotted a similar gap in the market.
The advertising was done through flyposting.
"It was illegal then; its even more illegal now" said Hilton.
The first poster had the following words in boxes connected by arrows:
Office affair
Need shower
Gymbox
Home sweet home
Next came a sign near local gyms stating 'better gym this way', with footprints leading to Gymbox.
Wikipedia entry: https://en.wikipedia.org/wiki/Gymbox
Richard Hilton has retained a 20% share of the business.
How much did he receive for the other 80%?
