It’s hard to believe it’s five years ago that Mark Ford and Jason Woodson first threw open the doors of Sweatbox, the only 24 hour gay gym and sauna complex in London’s trendy and über gay Soho.
With the fifth birthday celebrations just weeks away and rumours that they’re planning something pretty special to mark the occasion, QXMEN caught up with Mark and Jason to find out the secret of their success, what the high points of the last five years have been – as well as the low points – and to ask what they’ve got planned for this year’s birthday bash!
So, Sweatbox is 5 years old and we gather you’re having one of your legendary birthday parties to celebrate!
Yup, it’s on Saturday September 12th and the party starts at 9pm. This year we’re taking over the entire gym, to have a bigger dance area and bar, so it should be fun. There’ll be big name DJs and hot star guests, as with previous years. Unfortunately, it’s too early to confirm names but check our adverts in the gay press in the weeks leading up to the party for details.
Also we’re making it free to Under 25’s from 9pm until 3am – but boys, you need to get there early because once we hit capacity, paying customers will get priority!
Sweatbox is still going strong after five years… What’s the secret of your success?
We just keep on getting busier and last week was a record week for us. There are bigger saunas than us in London but none are as close to Soho and none as packed full of hot, sweaty boys.
What makes Sweatbox different from the rest?
Mainly that we appeal to a younger demographic. Our average age range is 20-40. That’s partly thanks to having a gym, but also we have regular foam parties and the whole place feels much more of a fun palace than your average sauna.
Which night of the week is busiest?
Overall I guess Hard Up Mondays (where Under 25’s get in for free) are probably still our busiest days – but our least profitable as half our customers get in for free! Nevertheless, we consider it worth doing. It’s also the day we have the guys from 56 Dean Street in doing free HIV testing and it gives them a chance to offer testing to that elusive 18-25 age group, so we feel like we’re putting something back.
What types of guys go to Sweatbox?
999 friendly, sexy guys and 1 cunt! Or at least that’s the way I try and explain it to our staff. Genuinely almost all of our customers are lovely. Some can be a bit of a handful at times but generally they’re good guys. But every now and then you get a total dick – and no matter how nice you are to them they just want to make your life as miserable as theirs obviously is. I always shrug it off that maybe they get bullied at work or at home and take the opportunity to bully my staff because they think they can get away with it. And then they try and bully me and…. well that don’t go down so good J
Jason and I see Sweatbox as a community space as well as a business. Our staff are our extended family and customers are our friends. Our staff call us Mom and Dad apparently, which, while making me feel VERY old, is kind of sweet. No matter how big and successful we get to be, I would hate to lose that feeling – that’s the reason we created Sweatbox in the first place!
What are some of the highlights of the last five years?
Well our birthday parties of course. But I also really love our Pride nights. We’re rammed and it’s always a bit of a nightmare but the mood is very special. Sweatbox, being so central has a large proportion of overseas customers. Much of our staff fall into that category too. And it’s through them that we’re reminded how lucky we are to be living in such a tolerant place. They’re also what makes gay London life so rich and amazing. Last Pride one of our staff (who comes from Hungary) came back from watching the London Pride Parade and said, “It was amazing, I cried 5 times – this is the first Pride I have been where they didn’t throw rocks at my head”. And then we watch them all traipse into Sweatbox and get their rocks off and I think how lucky we are that boys can have a bit of fun without feeling either afraid or ashamed.
And have there been any low points?
Oh God yes! Most of them involve leaks and are very dull but my personal favourite was our opening night because it was bittersweet – with a happy ending.
After investing all my lifesavings and struggling to build the place for 6 months (Jason and I did the tiling ourselves!) we finally opened our doors at 2pm on a Saturday afternoon. For four hours not even a tumbleweed blew past. Finally one guy showed up with the question every struggling sauna dreads,“Is it busy?” I couldn’t lie, so I let him in for free and begged him to stay for a bit. We were on the point of stripping off to go and keep him company when another guy turned up. Same question, same free entry. Next a rather strange man turned up. He was very sweet. He explained he was from Qatar and nobody knew he was gay. He had never been to a gay sauna before. He asked (of course), “is it busy? “There are one or two in” I said truthfully. “Will I have sexy-fun-time?” he asked. I’m sure you will I said. And in he went.
7pm arrived and still no one else had turned up (but no-one had left either!). It was time for our first Foam Party. We turned the canon on and filled the room with foam. Eventually we plucked up the courage to open the door and see how the foam ‘party’ was going. And there was Mr Sexy-Fun-Time (we’ve called him that ever since) and his two friends all smiling and laughing as they threw bits of foam against each other and generally had a… well… sexy-fun-time.
And that’s the story of Mr Sexy-Fun-Time on our first night. It had a happy ending because he did… Probably.
So guys, what have you got planned for the future?
We’ve been approached by a couple of guys who want to set up Tuesday Scrubbers at Sweatbox. The idea is that they form a group of amateur massage enthusiasts who sit in one of our steam rooms and offer free soap or oil based rubdowns to anybody who wants one. A bit like the old Turkish Bath days at places like York Hall some years back. I think it’s a great idea but they need more volunteers. Anyone interested should email me at [email protected] and I’ll pass their details on.
• Sweatbox is at Ramillies House, 1-2 Ramillies Street, Soho, London W1F 7LN. 020 3214 6014 www.sweatboxsoho.com
• 3 Floors – over 8,000 sq ft – 250 lockers. Open: 24 hours a day 7 days a week
