About Natural Fitness Food
Natural Fitness Food operates premium food and beverage concepts inside Third Space gyms across London.
Founded over a decade ago, the business was built around a simple idea: serve fresh, minimally processed food that supports members' fitness goals without compromising on taste or experience.
As Founder & Managing Director Henry puts it:
"Natural Fitness Food exists to be the 'Golden Goodbye' to every Third Space visit - delivering delicious, hand-made meals, snacks and shakes that complete our members' experience."
Today, the business operates across 15+ locations, serving thousands of members every day. But as the footprint grew, so did the complexity behind the scenes.
Who We Spoke To
To better understand the impact of the Collectiv Food partnership with Natural Fitness Food, we spoke directly with:
Henry, Founder & Managing Director: leading the overall growth and expansion of the business
Moa, Head of Retail: responsible for day-to-day operations across all Third Space sites
Together, they bring both the strategic and operational perspective on what it takes to scale.
The Reality of Scaling
Natural Fitness Food has always been focused on delivering a great member experience. But scaling that experience across multiple sites introduced a new challenge: How do you grow without adding friction?
As Moa explains:
"There is nothing more frustrating than trying to resolve a problem and speaking with 10 different people… you spend more time explaining than solving."
Multiple suppliers, inconsistent deliveries, and increasing coordination created pressure on teams.
What worked at 4–5 sites didn't work at 15, and wouldn't work at 30.
At the same time, the business was evolving. The focus became clear: do fewer things better while enhancing the member experience.
Why Collectiv Food Felt Different Early On
For Henry, the difference was clear from the start.
A Partnership, Not a Supplier
"From the start, this never felt transactional… I always viewed our relationship with Collectiv as a partnership."
A More Modern Way of Working
"Collectiv are trying for a modern spin… working through a partnership rather than a traditional supplier relationship."
The People Behind It
And as Moa highlights:
"It's not just a different person picking up the phone. It's a core team that knows our business."
The relationship evolved in phases, starting with the Central Production Kitchen and expanding across retail sites, building trust as it scaled.
A Shift Towards Simplicity
The partnership wasn't about finding a cheaper supplier. It was about finding a better way to operate.As Henry shares:
"I don't want loads of suppliers and keep chopping and changing… it's about building a long-term relationship."
Working with Collectiv Food allowed the team to simplify one of the most operationally complex parts of the business.
Instead of juggling multiple suppliers, the team consolidated. As Moa puts it:
"Working with Collectiv streamlined ordering from three different suppliers to one, making it easier for the team to plan and place orders, and plan for when deliveries will arrive."
But the real impact was felt day-to-day:
One ordering process instead of three
Clearer delivery schedules
Less time spent coordinating issues
Making Operations Work for People
As Moa shares,
"It's definitely an easier process working with one supplier both in terms of challenges and opportunities."
One example that brings this to life is the frozen fruit (banana) project. As Moa explains,
"The frozen fruit delivery project has been huge… we're not chopping bananas on site anymore."
Across all locations, this change:
Saves ~20 hours per week
Removes repetitive prep work
Improves consistency across sites
But more importantly, it gives time back to teams to focus on what matters:
"That time is now better spent on customer engagement and ensuring the sites look and operate their best at all times, so a big win for us."
And the operational impact goes even further:
"We would have needed another unit just for frozen fruit if we weren't partnering with Collectiv."
A Different Way of Working
What stood out most to the Natural Fitness Food team wasn't just reliability, it was the mindset.
As Henry put it,
"It's always 'how do we get this done?'… working together to solve the problem rather than saying no."
That approach mirrors how Natural Fitness Food thinks about its own members and operations: stay agile, keep improving and solve problems collaboratively.
Built for Growth
As the business continues to expand, having the right operational foundation has become increasingly important.
"We needed a partner that could keep scaling with us."
That confidence now shapes how the business grows as Henry shares:
"When we open new sites now, we don't look to work with anyone else."
And the growth isn't slowing down. Natural Fitness Food recently opened its 15th site at Third Space Chelsea, with more locations already in development.
As Henry explains:
"Our mission now is to continue getting better as we get bigger."
What’s Changed and What’s Next
By simplifying supply and nurturing a partnership with Collectiv Food, Natural Fitness Food has been able to:
Reduce operational complexity
Free up time for customer experience
Improve consistency across sites
Scale with confidence
And just as importantly, keep the focus where it belongs: on delivering the best possible member experience.
Both teams are clear: this isn't a fixed relationship, it's an evolving one. As Henry shares,
"If the relationship looks the same in 10 years, we haven't tried anything new."
With a shared focus on technology, smarter systems, and continuous improvement, the goal isn't just maintaining operations, it's building something better over time.
That's why at its core, this isn't just about supply, it's about how our businesses grow together. As Moa reflects:
"Relationships are really core for us… and we're looking forward to continuing to grow together."
And for Natural Fitness Food, that's what it comes down to: having the right partner alongside them as they scale.
