A year or so ago, fed up with the pressures of the cut throat media world, Ford decided to channel his energies into creating the perfect relaxation experience for gay men. He likes to think of it as a one stop shop for all our needs where, on any visit, members can use the well equipped gym, or not, enjoy competitively priced spa treatment and yoga classes, or not, or get better acquainted with new friends in the maze of chill out rooms and nooks and crannies in the clean and stylish basement relaxation area. Or not. You pick and choose what kind of a visit you’d like it to be - sporty, stress busting, sexy or all three - and it’s all there for you.

Ford wants it to appeal to everyone, hoping to attract the hard core gym beauties but also to be an unthreatening place where younger men can work out and enjoy a sauna without fear of feeling awkward or preyed upon. They’ll even be special discounts and sessions for twenty-somethings.

Prices are very reasonable for the rest of us too with deals to suit most budgets, from a day pass that allows you use of a locker to come and go as you please, to the luxurious but reasonably priced full membership where they even wash and store your gym kit for you so you don’t need to drag it around!

I’m not a gym person, preferring to waste my free time with frivolous reading, travelling and trying to be creative and I went along prepared to be cynical, but really if anything’s going to convert me to gym membership it’ll be this place.

They have those vibrating plates that Madonna uses – apparently you just stand on them for twenty minutes three times a week and you’re exercised! These, like all the machines, are brand new and in a swanky red and black so you can pretend you’re in a pop video as you work up a sweat.

The spa star is hunky Mario Prevost, poached from the Sauna Bar in Covent Garden, who’s a brilliant masseur and yoga expert specialising in hot stone treatments where warm stones are placed all over your naked body relaxing you in preparation for his skilful deep tissue massage. Ummmm.

The basement chill out area has been designed to make you feel as sexy as possible with clean and comfortable private areas for those intimate ‘business meetings’ decorated in classic blackout style or funky Studio 54 chic. Ibiza style foam parties are promised in the more communal areas.

When so many businesses on the scene are merely cynical exploitation this really is that rare thing – a gay run operation designed around the desires and needs of gay men. It deserves to succeed.

On the Sunday afternoon I visited the place had everything going for it except punters. I think that’ll change very soon when word gets round that there’s a sexy, shame free new place to get naked that you’d be proud to be caught in!

Find out more at www.sweatboxsoho.com.

SweatBox Soho
Ramillies House
1-2 Ramillies Street
Soho, London, W1F 7LN  

0203 214 6014 / info@sweatboxsoho.com