ISSUE 1 May
WEEKLY
Issue 32 - 15 January 2021
YOUR REGULAR ONLINE UPDATE FOR THE UK FITNESS SCENE
Leisure collective launches bespoke training academy page 3 PTs must adapt to stay in the game page 4 It’s time to get intentional with mental wellbeing page 7
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Sector publishes most comprehensive data yet for Covid-19 rates SAFETY data reported by gyms and leisure centres in the UK has passed 55 million visits, in one of the largest sector monitoring operations in Europe, ukactive has revealed. New findings reported by ukactive reflect aggregated data from more than 2,000 facilities overall, from July to October, and show for the first time the complete results of the week-on-week monitoring undertaken by the sector to record the prevalence of Covid-19 in its facilities. The results, detailed in a new European-wide report released by EuropeActive, show that while the case rate for the UK’s general population has risen consistently over the time period, with a steep acceleration in growth from September onwards, the prevalence of the virus has remained extremely low in the UK fitness and leisure sector. Huw Edwards, CEO of ukactive, said: “The UK fitness and leisure sector has set the benchmark for the responsible monitoring and reporting of Covid-19 cases, achieving extremely low prevalence of the virus by successfully following the Government’s safety guidelines. “This data supports the case for gyms and leisure facilities to remain open in all tiers through January and February, kickstarting the New Year as a safe and essential service for the physical and mental health of our communities. “Our members are proud of the huge efforts undertaken by their staff to ensure that social distancing and the highest levels of cleanliness are maintained, while making sure people do not visit if they might have the virus. “We urge the Government to recognise this evidence when making decisions about the sector, and to provide tailored financial and regulatory support for its recovery – including VAT relief and an incentivisation scheme for customers.” Measured from the end of July to the end of October, there have been a total of 781 Covid-19 cases from gym users that have visited facilities over this 14-week period, against a backdrop of Group Editor: Judith Halkerston Tel: 01226 734639 jh@scriptmedia. co.uk Group production editor: Dominic Musgrave Tel: 01226 734407 dm@scriptmedia. co.uk
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735,398 UK-wide cases in the same time (as measured by the European Centre for Disease Prevention and Control). The latest overall rate for the UK fitness and leisure sector across the whole period since the first reopening – measured from 25 July to 25 October – shows the sites have seen more than 55 million visits, with an overall rate of 1.41 cases per 100,000 visits. The case rate in fitness and leisure facility users rose from 0.1 cases per 100,000 visits in the week commencing 27 July to 3.7 cases per 100,000 visits in the week commencing October 19. Using a methodology and framework distinct to the UK, the data collected by ukactive since facilities reopened from late-July has risen from 1,087 sites to a maximum of 1,998 in any one week, as momentum has grown and the power of building a sizeable sector-wide data set has been realised. The UK data represents nearly half of all the data gathered from facilities in Europe. The sites include a mixture of facility types, including gyms, leisure centres and boutiques, as well as different operating models, including private multi-site chains, public leisure trusts and independent operators and studios. From the end of August, the weekly data set has included more than four million visits, increasing to more than five million a week from the end of September. Gym and leisure centre operators are well positioned to capture real-time data effectively. They are able to carefully record reported cases based on membership details held within their databases, as well as recording details for nonmembers, to allow for contact tracing – helping to inform authorities and other visitors quickly. Gyms and leisure facilities continue to follow strict Government guidance in order to remain open, ensuring social distancing among staff and customers, proper ventilation throughout, and comprehensive cleanliness protocols.
Leisure collective launches bespoke training academy EMPLOYEES working across diverse roles in Greater Manchester’s community leisure and cultural sector are to undertake a strategic transformational development programme to boost their understanding and skills surrounding the public health agenda and in turn, provide their communities with an innovative ‘health and wellness service’. Regional community leisure collective GM Active is launching the GM Active Skills and Training Academy which involves a workforce learning journey and a catalogue of training and support opportunities. The purpose of the academy is to equip all 3,600 of GM Active’s employees with the skills to support and meet the needs of their customers, enabling a transformation in the culture, knowledge and behaviours of staff to address the challenges of inactivity in the region. Upskilling leisure sector workforces will also provide better outcomes for local communities and the NHS. The training academy is being supported by GreaterSport and made possible with investment from the National Lottery, through the Local Pilot in Greater Manchester with Sport England, and delivered in partnership with the training provider, Future Fit Training. The training answers GM Active’s vision for community leisure to play a unique role in developing a new ‘national wellness service’ to support the NHS and the national prevention strategy to tackle the conditions posing the greatest threat to health and social care services.
GM Active vice-chair Andy King said: “Our leisure and cultural workforces and facilities contribute hugely to public wellbeing and are on the frontline of the prevention agenda. “Our new training academy will widen and enhance awareness and understanding of the latest and emerging public health and leisure sector issues, enabling more staff to apply their new knowledge and skills when supporting our customers and delivering more targeted interventions. “The academy also illustrates our forward-thinking, imaginative and collaborative ethos with partners across the community leisure and health sectors.” The training complements the Greater Manchester Moving (GM Moving) strategy and GreaterSport charity’s work to increase participation in physical activity, aligned to the Greater Manchester Population Health Plan priority themes and wider reform agenda. GM Moving and GreaterSport have targets of enabling two million people in the region to lead more active lives by 2021 and 75 per cent of residents to be on the move by 2025, making Greater Manchester the UK’s most active region. Training topics include coronavirus recovery and resilience, mental health and wellbeing, boosting engagement with people with long-term health conditions to lead more active and healthier lives, and working with older people to help them start and stay active.
Chain unveils ‘Panel of Health’ experts A LEADING gym chain has showcased its commitment to supporting members’ health by working with experts in their fields to provide exclusive wellbeing advice and guidance. Anytime Fitness UK has unveiled its ‘Panel of Health’, comprising four leading experts who will support its members during lockdown and beyond. With clubs once again forced to close their doors, the experts will provide educational content for Anytime Fitness UK’s 170,000+ members on its AF Connect Online member platform as well as hosting live Q&As and webinars. The recruitment of the panel showcases Anytime Fitness’ commitment to supporting the overall health and wellbeing of its members, even when they’re unable to be within a gym. The experts will provide content across five key topics; rest/sleep, work-life balance, family and social environment,
mental wellbeing and nutrition which reflects Anytime Fitness UK’s ‘Hand of Wellbeing’. The experts are: Dr Neil Stanley, director of sleep science at the NHS approved sleep programme Sleepstation; mindset and resilience coach Annabel Zicker; psychologist, wellbeing consultant and founder of Essentialise Workplace Wellbeing, Lee Chambers; and awardwinning dietician Lucy Perrow. “Health is far more than just your physical health and the recruitment of our Panel of Health will provide significant support to our members,” said Neil Randall, Anytime Fitness UK CEO. “Given the announcement of the national lockdown, we wanted to make sure as much support as possible was in place for our members and having worked on this for some time, it’s great that we’ve been able to work with the experts to bring this together sooner.
“We know how much our members will miss our gyms while they’re shut and the Panel of Health will allow them to enjoy expert advice and guidance from home and continue to achieve their health goals. “It’s great to be working with Dr Neil, Annabel, Lee and Lucy who all share our belief that there are many factors that make up our overall health. “We look forward to seeing all of the content that they create and achieve our goal of Making Healthy Happen for our members.” Content from the Panel of Health will be hosted on AF Connect Online, Anytime Fitness UK’s new member platform which launched late last year. As well as this wellbeing content, members have access to over 60 ondemand workouts, healthy recipes and exclusive discounts from Anytime Fitness UK partners which include the likes of Myprotein and WOW Hydrate.
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PTs must adapt to stay in the game By Anthony Franklin OVER the last 10 months, the fitness industry has been on a rollercoaster with local lockdowns constantly altering the way the industry operates. With the UK in a third national lockdown and gyms forced to close their doors again, personal trainers and coaches must be innovative in how they meet clients’ new expectations. The Chartered Institute for the Management of Sport and Physical Activity reports that around 150,000 jobs in fitness, leisure and recreational sports are at risk once furlough ends, and that could double if there is no dedicated support package for the health, fitness and leisure sector. This uncertainty over the future of the industry means it is essential for personal trainers and coaches to rethink the way they work while the industry faces serious economic threat. The national lockdown has changed clients’ demands, so coaches are obligated to reshape how and where they train to keep up with new demands and fit in with the industry landscape. PTs who stay ahead of the curve will create much more sustainable business models and keep clients engaged while they cannot access the gym in person. During the first national lockdown, millions of Britons took up exercise to keep them occupied and healthy, and if this lockdown is the same, the demand for personal trainers will continue to grow. The keys to thriving in the new landscape are flexibility, accessibility and adaptability. Personal trainers cannot expect business as usual for the foreseeable future, but that is not to say there can be no business at all. There are four ways that coaches can
Remembering the commercial impact of where to draw the line is vital.
Anthony Franklin engage customers despite the instability in the wider fitness industry: on-demand, virtual (live-1-2-1, groups and streaming), outside (off-premises) and in the gym or studio (when allowed). By being available across these four pillars, PTs can continue to play a key role in their clients’ health and fitness journeys and play their part in the community, despite current challenges. On-demand Offering on-demand training videos is a perfect way of reaching new clients who perhaps lack the time or commitment to begin a training programme. Much on-demand content can be free, such as YouTube or IGTV videos, to give potential new clients a taster and persuade them to take a 1-2-1 session or buy a subscription for more premium content. Not all on-demand content is equal, and when using the right tools, PTs can share generic on-demand content with all followers and keep premium or bonus content for clients or followers who have subscribed and paid. PTs need to resist the pressure to give it all up for free and start segmenting who can access this valuable material.
Virtual – 1-2-1 and group sessions 2020 was the year of virtual exercise. Everything from yoga to spinning was led virtually, and it has been a great way to keep people fit and engaged with the classes they would normally do in person and on-premises. Joe Wicks has recreated his success from the early stages of lockdown and brought back his virtual PE classes because people loved it so much the first time round. Virtual 1-2-1 training is the most effective alternative to face-to-face sessions, with personally tailored programmes far more likely to keep clients motivated when they can’t get to a gym than generic on-demand content. Groups are the next best to keep people involved. We’ve seen increases in bookings per week for our subscribers who support regular clients with a mix of in-person sessions, and virtual 1-2-1 or group sessions. They are also cheaper for clients and more convenient to run, with less travel and equipment required. Delivering virtual sessions helps PTs maintain connections with their clients, build relationships and encourage them to keep supporting their trainer. They are a must-have beyond the national lockdown restrictions. Off-premises It may not be the most reliable time of year to be training outside, but coaches should be flexible to take advantage of the dry days that we do get. As it is permitted to meet one other person from another household outdoors, getting the occasional inperson session in could be valuable for
keeping clients engaged. If you have a weekly virtual session with a client and the weather’s looking to be fine, ask them if they want to do their session in the park instead of over Zoom. Alternatively, a covered outdoor area could be an any-weather go-to. If you have it, bring equipment that clients are not likely to have at home, giving them added value to using a PT. Another way to keep clients engaged and excited for when the weather warms and they can do it more often, or the gyms reopen. PTs should consider how they advertise to clients and make the booking system they have in place as user-friendly and effective as possible to keep clients engaged and committed. On-premises The problems currently being faced by the fitness industry will not last forever and venues will open soon. Smart coaches will have retained their base of engaged customers and will need an efficient way to manage them when they have gym premises to work from. Once gyms and other facilities can open, trainers should continue implementing and advertising their newly adopted strategies so that they are prepared for future lockdowns and can cater to clients who are not comfortable or able to go back to the gym. A blended approach to training clients will ensure that personal trainers are futureproofing their prospects, and adding multiple revenue streams to their business, while increasing customer engagement, boosting the likelihood of client loyalty. n Anthony Franklin is the CEO at booking management platform, fibodo.
EMS … a future proof offer ALTHOUGH we find ourselves beginning the year in the confines of lockdown 3.0, it’s with a renewed optimism for 2021 as a proven vaccine begins to roll out. While there’s no denying it’s going to be a while before the fitness sector returns to pre-Covid normality, and there’s bound to be more hurdles along the way, there’s now collective hope. If Covid has taught the nation anything, it’s the huge importance of health and wellbeing; people have begun to realise the untold benefits of keeping themselves fit and active. The coming year is shaping up to be hugely positive for the fitness industry … people will begin return to normal, but everyone will have a renewed focus on their health. For personal trainers especially, this means there are opportunities aplenty. For now, as we await reopening, the real opportunity lies in putting in place ways to ensure you stand out from the crowd as a safety-first fitness offering; one that’s fully Covidsecure until such a time as that’s no longer required. EMS offers this security. A whole-
body Electro Muscular Stimulation system that stimulates all major muscle groups at once, EMS training condenses a two-hour gym session into a 20-minute workout. Because each client takes ownership of a new base layer and, in between sessions, the system is thoroughly cleaned to mitigate any risks, EMS training is a completely Covid-secure workout.
Each weekly session is personal trainer led, with one trainer to two clients max, and the iBody system is worn while clients are directed to performs slow, controlled exercises, which don’t require any handson corrections – so it’s entirely possible to maintain adequate social distancing. This means EMS PTs can remain a constant – accessible, safe and
highly efficient once this lockdown ends and just as relevant when Covid is behind us. It’s the smartest way to train, and the smartest way to diversify and make your business stand out. miha bodytec’s iBody system affords the opportunity to offer an innovate, low-impact route to fitness that’s suitable for everyone, whether they’re new to working out, recovering from injury, an athlete with a set goal or just in a hurry to see results. EMS also offers PTs the opportunity to work smarter. The chance to charge the same session rate but train clients in half the time, and so improve your work/life balance or take on more clients to increase earnings. The EMS method is easy to learn through a certified course and, while the equipment does require an investment, miha bodytec offers an affordable leasing partnership. Visit info.miha-bodytec.com/ personal-training-uk?utm_ medium=editorial&utm_ source=weekly.workout&utm_ campaign=uk.lp.pts.partners.roi
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Live fitness classes a HIIT with residents
A SCHEME to keep Stockport residents active and support freelance fitness instructors during lockdown is set to expand under the current tier system. While its gym doors had to remain closed, local health and fitness provider Life Leisure has been running around 30 live zoom classes a week. Ranging from High Intensity Interval Training sessions and Zumba, to Pilates and yoga, the busy schedule of live classes was set up to make sure local residents didn’t miss out on vital opportunities to stay active, mentally and physically. With many sessions attracting more than 50 people, and current Covid-19 restrictions still prohibiting in-person attendance for group exercise, Life Leisure has now expanded the range and number of live classes to give people the choice of over 50 different sessions. Ruth Lynch, head of health, fitness and communities at Life Leisure, said: “The lockdown meant we had to close the doors of our centres and freeze membership payments accordingly. “Rather than only direct people to prerecorded sessions, we decided to trial an ambitious timetable of live classes where participants could pay a small fee as they went purely to cover freelance instructor costs – a vital source of income for them while we had to remain closed – as well as booking, filming and streaming expenses. “While new rules mean our gyms and pool are open again, group classes like these are still prohibited. “So, given how popular the live lockdown sessions were, we’ve ramped
things up. We’ve got all our brilliant instructors back in the studios ready to deliver some great classes.” Existing Life Leisure members that have activated their accounts again can access any of the classes for free, as well as any of the gym and pool facilities across Stockport. Non-members also still have the option to take part on a ‘pay as you go’ basis, at a cost of £2.75 per session. Many local residents have been praising the range of options and mental lift that the ‘live’ element has delivered. Vashti Holland from Woodley is one
example. “These online classes are fantastic. You can go at your own pace, but I usually push myself and can’t walk for a couple of days”, said Vashti. “They are helping me feel better, physically and mentally. Thank you for giving me focus and fitness.” The weekly sessions available also include a range of free live classes delivered specifically for those ‘prescribed’ activity through the Physical Activity Referral in Stockport scheme, run by Life Leisure in partnership with Public Health.
Everything from chair-based exercises and sessions focussed on hip and knee movement, to stroke and cardiac rehab classes are covered. Ruth added: “There is something hugely special about the live, group exercise atmosphere, and while these classes aren’t quite the same as physically being in a room with an instructor and other participants, they do deliver some of that buzz and motivational energy that keeps people wanting to move more, even if where they are doing it is their own living room.”
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It’s time to get intentional with mental wellbeing WHILE we hold hope for a brighter year, the fact remains that we are still fighting a global pandemic – currently enduring a third national lockdown. This will continue to affect every aspect of our daily lives in 2021, as efforts are made to control the virus through vaccinations. But with the advancements in technology, we are now in a better position than ever before to positively impact people’s physical and mental (whole-person) health when the doors to our facilities reopen. This is even more important considering that almost half (45 per cent) of the UK population are feeling anxious or worried because of the pandemic (rising to 64 per cent among people with pre-existing mental health conditions), according to the latest statistics* from the Mental Health Foundation. Not to mention that a quarter (25 per cent) of Brits are feeling lonely, with scientists suggesting that the mental effects of Covid-19 may long outlast the physical effects.** While there is still more exploration to be done around the relationship between exercise and mental health, multiple studies*** have shown a positive correlation between physical activity and increased mental wellbeing; something that Freemotion Fitness strongly believes in and is keen to enhance. “As an industry, we know the transformative effect we can have on people’s physical and mental wellbeing,” said Tony Ali, UK country manager for Freemotion. “But to further demonstrate our true worth, we need to be more intentional about incorporating mental wellbeing into the fitness content and experiences we provide to members.”
With the 22 SERIES, a revolutionary, content-driven cardio line powered by iFit® – the world’s leading on-demand fitness streaming platform – Freemotion has created a unique solution that enables operators to boost the all-round wellbeing of their members. Featuring iFit’s ever-expanding library of on-demand global and studio workouts, led by world-renowned fitness coaches and displayed on a stunning 22 in (55 cm) HD capacitive touchscreen, the 22 SERIES allows users to become worldwide adventurers direct from the cardio floor. Tony added: “With significant restrictions around our movement and travel, the engaging and highly immersive global workouts provided by the 22 SERIES are not only great for enhancing members’ physical health,
but also their mental health – opening the door to a brighter world and giving them a sense of escapism from the reality of the difficult times we’re facing.” Alongside the thousands of breathtaking locations available to train in, users can also access workouts that each have a specific mental wellbeing focus. For example, the Mindfulness & Self-Compassion Walking Series leads exercisers through six mindful walks, teaching them science-based practices of mindfulness and self-compassion to rewire their brains and bring about lasting change that can help transform their lives. Tony concluded: “With rules around social gatherings that limit our contact with our friends, family members and support networks – and now lockdown –
the coach-led iFit workouts can provide us with the sense of connection that we’re all craving. “As we train with these coaches, we really get to know them, which, in turn, encourages and motivates us to exercise more often. “The joy, excitement and fulfilment we experience from these relationships ultimately benefit our mental wellbeing while improving our ability to train.” To learn more about the wellbeing-boosting power of the 22 SERIES, visit: www.freemotionfitness.com/22-series References *British Medical Journal. **Mental Health Foundation research, November 2020. ***Studies by Cerin et al, Bize et al, British Medical Journal, and The Lancet.
Precor launches white-label member-focused app PRECOR has launched a mobile app for its popular networked fitness solution, Preva, which has so far recorded almost a billion workouts and is used in more than 11,000 facilities worldwide. The member-focused Preva Mobile app, which can be white-labelled to match operator branding, acts as a springboard to stronger member engagement by enabling operators to connect with customers both inside and outside of their facility, as well as integrating with other apps and services members are already using. Steve Carter, managing director of Precor UK, said: “We understand the strength of the connection between operators, their staff, the facility and members is vital to success. “The havoc Covid-19 has created, preventing people working out inside fitness facilities, means it’s more vital than ever operators have ways to connect with members and offer on-going support, wherever they’re exercising. “In a world where seamless, connected experiences are now normal, Preva Mobile helps operators strengthen and expand the connected fitness experience their
facility offers.” Preva Mobile is designed to empower exercisers by capturing workout data from a host of popular fitness apps, including Apple Health®, Fitbit®, Garmin®, MyFitnessPal®, Polar® and Strava®. Members can also use the app to set goals, join group fitness challenges, earn Preva badges for reaching significant
milestones and monitor their progress across all their activity. Preva Mobile is also integrated with Advagym by Sony, meaning users can benefit from both the general workouts in Preva Mobile as well as the strength and functional workouts within Advagym. “Feedback from users has been exceptional,” added Steve. “Exercisers love the fact they can
connect their Preva and Advagym accounts to keep track of all cardio and strength workouts completed in-club, as well as linking to external apps like Apple Health®, Fitbit® and MyFitnessPal® to record activity out of club. “People engage with a variety of fitness activities in lots of different places. They may do a group class on Mondays, hit the strength floor mid-week and cycle with the family at the weekend. “Wherever they are and whatever they do, they want it all to count, and we know operators want to be there with them. Preva Mobile keeps facilities connected to their members wherever and however they engage in physical activity.” Delivered in partnership with eGym, Preva Mobile offers a range of flexible packages, starting with a completely free version of the app, enabling operators to gradually increase their connection with members. Packages include the opportunity to custom brand Preva Mobile, as well features such as barcode check-in, class booking or personal trainer requests, as well as the ability to send push notifications to exercisers.
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14-15 SEPTEMBER
2021
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