WillPower in Great Western Arcade was set up by Will Asquith after he overhauled his own life with a new health and fitness regime. Now it’s Birmingham City Centre’s only gym store.
Bitten by the fitness bug, Will, now 51, remembers how he sold his car and changed careers to open the independent store and has never looked back.
He’s earned regular clients buying supplements, vitamins, meal plans and getting life-changing nutrition advice – and his shoppers even include world famous singer Alfie Boe.
WillPower opened in Birmingham city centre at the end of 2014 and was based in City Arcade for the first five years before moving to its current location in Great Western Arcade. Its acclaim even saw the shop shortlisted for the Independent Retailer of the Year title at the Birmingham Awards in 2022.
“I cook food and work with personal trainers and a lot of customers have stayed with me over the years,” said Will. “I’ve even had Alfie Boe come in and buy products. He was very nice and down to earth.”
Will explained how family illness led to him changing his approach to health and fitness when he was 30. “I was getting bigger and heavier,” said Will.
“So I started going to the gym and got into fitness and personal trainers, but I was mis-sold. That made me think, I can do this myself.”
With experience working in retail for major brands including Sports Direct and Screwfix, Will later decided to give up corporate life to open the shop and do something he loved. He sold his car and became an independent shop owner and 10 years on, he still enjoys being his own boss.
“If people come in the shop and don’t need something, I tell them not to get it,” added Will. “People trust me and if I don’t know about something, I go and find out for them.
“I am all about customer focus, personal service and knowledge. They have always been at the forefront of my business.
“I’ve been consistently delivering for the gym buddies of Brum and helping Brummies keep fit and healthy for 10 years now – and here’s to another 10!”
WillPower gym store can be found at Number 13 Great Western Arcade in Birmingham city centre for nutrition advice, supplements and meal plans. See more at the WillPowerWellbeing Instagram page here.
It is open from 11am to 4pm from Monday to Sunday or call 0121 448 4041.