In Josh Rose’s world, discipline is key. A former rugby player, Josh has taken his drive for success on the field and applied it to business; he co-founded Newcastle’s HiiCLUB fitness concept space in 2023, and it soon expanded to include a HiiGRIND café and a second HiiCLUB location located in FLANNELS’ Leeds address.

As of 2026, the HiiCLUB franchise blends fitness, recovery and lifestyle all in one. From premium training zones and innovative recovery facilities to community-focused wellness programmes and social spaces designed for connection, HiiCLUB feels like more than just a place to work out.

Since the brand’s inception, Josh has confirmed his status as a leading figure in the UK’s lifestyle space. Entrepreneur, founder and fitness pioneer, Josh has successfully cemented HiiCLUB as the go-to destination. Maybe it’s his relentless discipline or his approach to performance that keeps us coming back for more. Maybe it’s his vision to redefine modern fitness, or the way he’s turned hard work into a lifestyle brand. Whatever it is, the Josh Rose effect is real. From his training routine to building HiiCLUB into one of the UK’s most exciting fitness concepts, this is a day in the life of Josh Rose.

I get up just before 6 a.m.

I’ll drink some electrolytes, take my supplements, check emails and plan the day ahead. If I’ve got a hard training session, I’ll also eat something to fuel it – but those sessions usually only happen two or three times a week.

What gets me out of bed every day is drive.

I really enjoy pushing myself. In business and fitness, there’s something satisfying about putting yourself under pressure. Over time, I’ve realised it’s the only way to improve.

Two or three days a week, I start with a hard run session.

When I’m preparing for a Hyrox race, everything shifts towards that. I’ll get up just before 6 a.m., take my supplements, and normally have a huge bowl of oats or a bagel. Then it’s an espresso at HiGRIND before training. I’m usually done before 8:30 a.m., and that routine is essential for getting the most out of my day.

Exercise is something I’ve always been pretty obsessive about.

I’ve used training as therapy for years. It’s a habit that sets you up for the day. The harder you work and the more consistent you are, the fitter you get - and that mindset applies to everything in life.

HiCLUB started because I always wanted to do something in fitness...

...But it took years to figure out what that should look like. Living in London for six years and trying every class possible helped me understand group training. When I came back to Newcastle and aligned my ideas with Steph and Lloyd (Josh’s business partners), everything clicked. Running is a huge passion of mine, and combining it with a strong strength programme felt like something that could really set us apart.

Alongside it, we built HiGRIND; our in-house coffee shop serving better-for-you products. Every member of staff is barista-trained. That’s what brings real community into the clubs, and for me, it’s the key element of what makes a HiCLUB.

Community is at the heart of everything.

Even though more people are working from home and going out less, everyone still craves connection. For many of our members, that’s what Hii brings to their daily routine. Watching friendships, relationships and even business partnerships form because of Hii has been incredible - and something I never expected to feel so proud of.

Consistency and a never-stop attitude drive me.

They’re probably the two traits people associate with me most, but they’ve been essential to our journey.

The highlights of building HiiCLUB have been two things.

The community of like-minded people obsessed with fitness, and the team we’ve built. Having a core group who genuinely care about what we’re doing and enjoy the process makes everything feel worth it.

My style is best described as simple.

Usually a white or black T-shirt, comfortable trousers and either Nike Vaporfly or Golden Goose trainers. Nothing too complicated.

For running, I wear carbon shoes for structured sessions...

...And Nike Vaporfly for easier runs. I like running lycra and long-sleeve tops—they’re warm but breathable. In the gym, it’s a tank top and black Pace Breaker shorts from Lululemon. Always simple.

A typical working day involves...

...Early emails from around 6 a.m. for 20–30 minutes, then planning the day. My time is split between Leeds and Newcastle, but I live just 500 metres from HiiCLUB and the office. After training, I’m usually working on shoots, strategy, or problem-solving.

The best part of my day is...

...Either the morning espresso or the momentum I feel after finishing a hard session and ticking off the first big task of the day.

The best advice I’ve ever been given is never stop.

Don’t quit. If you stay consistent, it will happen. I also wish I’d realised sooner that obsession is an advantage - nobody can outwork someone who genuinely loves what they do.

What inspires me every day is...

...The idea of building something I can be proud of. I want to create a fitness brand that means something. Setting ambitious goals in both business and training keeps me motivated.

Lunch usually looks like...

...A poke bowl from Hoki in Leeds - loaded with protein, vegetables and rice, covered in sriracha and soy. So good.

The soundtrack to my day is a mix of audiobooks and music.

I’m listening to The Almanack of Naval Ravikant at the moment. In winter, it’s Bon Iver. On interval runs, Ben Böhmer. And recently, a bit of Noah Kahan.

Setting goals in fitness helps me push beyond my comfort zone.

The best goals are ones that feel slightly uncomfortable at first. You chip away at them gradually and that's where the real progress happens. 


Right now, I’m training for a sub-2:30 marathon in Seville in February

...Which felt impossible a year ago. I’ve also got Hyrox Worlds in June, and we’re aiming for 52 minutes - we missed it by just 18 seconds last time.

Staying driven comes from building something meaningful.

This year, we're aiming to hit ambitious targets with HiiCLUB and open a third location, which would be huge for the business.

Recovery, for me, is...

...Sauna, ice baths and contrast therapy at HiiCONTRAST in Leeds. Training is still the main thing that sets me up for the day - it's almost like meditation.

The principles I live by are normal habits never create exceptional results.

Live outside your comfort zone or you’re going backwards. Do not care what other people think.

How I unwind is…

...Podcasts, YouTube and walking my dog.

Dinner is usually…

...Teriyaki salmon with sticky rice, or chicken and sweet potato. Pretty predictable.

The last thing I do before bed is…

...Stay off my phone. I’ve switched to reading on a Kindle instead, and it’s been a game changer for my sleep.