Aurélie Laurent launches her network of 100% Auvergne sports clubs

The adventure of Auvergne Aurélie Laurent looks like a fairy tale. Passionate about fitness, the young graduate with a science degree chose the Creps de Vichy before founding her association on her land in Mauriat. Then we are in September 2005. “I very quickly sensed people’s desire to get involved in rural areas. So I went to the bank to explain to them that I wanted to build a sports hall in this village of 300 people by renovating an old garage! “Reminds me of the 1940s.

From the beginning to the campaign…

In six years, the athlete has 600 customers. A success that leads them to open a “club worthy of the name” in Lempdes-sur-Allagnon (Haute-Loire), with all the comforts needed to practice the sport. As a little bonus, Aurélie treats herself to a swimming pool.

“It was a full box. We have doubled the number of customers to 1,200 subscribers. We had more customers than residents in the city,” smiles the Auvergne happily.

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Agitaform: a rapid “success story”

The meeting with the Montel brothers

2018 presents her with the opportunity to strengthen her business. Bernard and Dominique Montel, renowned businessmen, offered to open a room on their land in Brivadoise. “Professionally, it was love at first sight,” admits Aurélie Laurent. Agitaform by Brioude makes the counters explode with 600 enthusiastic customers.

In line with their parents, Bernard and Dominique have built an empire in the pastry shop

The Covid episode in 2019-2020 does not bring him to one knee but allows him to mature his expansion projects. “I’m an optimist and I said to myself that we have to use the free time to further improve our offer around our DNA close by.” At the first containment, Agitaform invests in digital. Almost 150 lives are offered at 6 p.m. so that the athletes don’t drop out.

If the mood is raining, the second childbirth motivates Aurélie Laurent to turn to health sports even more. “I thought our customers needed us even more. I didn’t want to be a cheap gym.” In addition to a nutritionist and sports trainers, a health check is then offered for everyone. The building even offers a natural architectural facelift made of wood, plants and metal. And the beginning of a new adventure…

Aurélie Laurent, director and creator of Agitaform. Thierry Nicola’s photo.

… to the City Challenge

“We said to ourselves that in the average city, all those active people who want to do sports with ease are in demand,” explains Auvergnate. An ambition that was soon to spring up in Thiers, Saint-Pourçain and Billom. Yssingeaux and Vic-le-Comte were to follow. A new challenge in the city that doesn’t really scare the sports enthusiast. “I have always taken small steps and listened to people’s wishes without ever getting carried away. A recipe for success for the 40-year-old who is now at the helm of the very first network of sports clubs 100% Auvergne!

Carole Eon

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