Oxbury’s support for a diversification in Ceredigion is ensuring the family farm and its community can look forward to a healthy future
‘Community’ is at the heart of Rhys Jones’ gym.
The Dolbeudy family farm has been part of the community in Felinfach, near Lampeter in West Wales, for more than 80 years. Now it is also home to Cattle Strength, a farm-based gym which, as well as being a centre of health and fitness, is also a meeting place for everyone from mums with toddlers to 90-year-old retirees.
Rhys has always had two passions – farming and rugby. His talent at the latter led to a professional and semi-professional career, including a spell at Welsh giants Ospreys. Upon retirement, there was never any question that he wanted to be back working on the farm with his dad.
Unfortunately, the business couldn’t sustain another full-time worker, so Rhys looked for ways to supplement the income.
“I really got into fitness and coaching when I was at university. So when my local plumber approached me and asked me if I would coach him, I thought I could do some physical training on the side.” Rhys commandeered an old farm workshop and converted it into a fitness studio and word of mouth did the rest. “His wife joined me, his friends joined me, and I had a client base before I knew it,” says Rhys.
Over the course of six years, the business went from one client to 150 members, with a waiting list of many more who couldn’t fit in because the studio could only accommodate six at a time.
Rhys needed a bigger barn. But he also needed some financial muscle to help him build it.
“After some frustrating conversations with my existing bank, my accountant recommended I speak to Oxbury, so I gave them a call. It’s the best decision I ever made, to be honest with you.”
Oxbury Senior Agricultural Manager Huw Tudor picked up the phone.
“Rhys told me about his vision. I could see that this wasn’t a totally a new venture, he’d worked hard and built up a business. So, really, this was just a farm diversification which added value to the existing farm.”
Oxbury supported Rhys with two Farm Loans, one for the shed itself and another for all the gym equipment. Rhys has also taken advantage of the Oxbury Flexi Credit facility, which has helped with cash flow while waiting for grant funding to come through.
The resulting business – Cattle Strength 2.0 – is a thriving gym at the heart of the community. And not just the local community – some of Rhys’s clients drive for up to 90 minutes to train at Cattle Strength, preferring the positive, friendly vibe of the farm to the sterile atmosphere of a corporate chain.
It’s not just the fact that it’s on a farm. Rhys has carefully built an inclusive, open fitness space. For example, there are no mirrors – this is a gym for fun, friendships and fitness, not preening and showing off.
“Inclusivity is so important to me,” explains Rhys. “Hari, our oldest child, has Down’s syndrome and I wanted to build something where he could – if he wants to – work, when he’s old enough.”
Rhys says his relationship with Huw and Oxbury reflects his own community approach.
“Huw just gets it,” says Rhys. “Like me, Welsh is his first language. And, like me, he’s from a farming background. That gives you comfort and confidence.”
Rhys has got big plans for the business. There is space in the gym to create a mezzanine level where members can chill out with a coffee after a work-out and he’s also looking to convert a horse box into a sauna and some old shearing trailers into portable branded ice baths which can be taken to events. There is even talk of a branded Cattle Strength food line, including steaks.
Wherever the future takes Rhys and his family, Oxbury is there to support. “I just need to keep up with Rhys, he’s got so many plans,” says Huw. “We’re lucky to be part of it.”