ISSUE 1 May
WEEKLY
Issue 33 - 22 January 2021
YOUR REGULAR ONLINE UPDATE FOR THE UK FITNESS SCENE
Operator upgrades its gym facilities page 2 Why not start 2021 with a shock page 4 The top eight fitness trends for 2021 page 5
WORKOUT WEEKLY
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Membership expert offers tools to help fitness firms thrive
Operator upgrades its gym facilities PARKWOOD Leisure has completed gym refurbishments and the installation of new fitness equipment across a number of its leisure centres. The gym upgrades are the first in partnership with Life Fitness, who was appointed exclusive equipment supplier to Parkwood Leisure last year. “We have a diverse range of sites and spaces across the Parkwood network, and this new approach has led us to review the gym in its entirety, to ensure that every detail is aligned to a consistent look and feel we want to achieve, whilst also meeting the facility’s specific requirements and those of the local community,” said Alex Godfrey, Parkwood Leisure’s operations director. “A key element to this is more thoughtful selection of fitness equipment, and in working with Life Fitness, together we’ve developed a blueprint for our facilities that maximises space and meets members’ exercise needs, whilst delivering an energetic and motivating environment to work out in. “The investment in facilities will continue to be of paramount importance Group Editor: Judith Halkerston Tel: 01226 734639 jh@scriptmedia. co.uk Group production editor: Dominic Musgrave Tel: 01226 734407 dm@scriptmedia. co.uk
Sales and marketing director: Tony Barry Tel: 01226 734605 tb@scriptmedia. co.uk Sales manager: Louise BristoweHarrison Tel: 01226 734699 workout3@ scriptmedia.co.uk
Studio manager: Stewart Holt sth@scriptmedia. co.uk
www.workout-uk.co.uk
as we start the recovery from Covid-19.” The planned replacement of equipment has been completed at Scotch Horn Leisure Centre, with a full gym refurb including new strength and cardio equipment, plus a functional training zone incorporating pieces from Hammer Strength, Life Fitness’ premium strength training equipment brand. New equipment has also been installed at Hengrove Park, Erith and Crook Log Leisure Centres; Crook Log also welcomed an upgraded indoor cycling studio with ICG® IC6 bikes, and new ICG studios have been installed at Erith Leisure Centre, Brough Park in Leek, and Northcroft Leisure Centre in Newbury. The recent gym upgrades are the first in-line with Parkwood Leisure’s new approach to the design of its health and fitness suites. All new builds, refurbishments and equipment replacements follow standardised guidelines informed by detailed criteria specific to each site; this includes customer profiling, feedback and insight from staff and suppliers, primary research and industry trends.
WITH gyms, sports facilities, and many other fitness venues being forced to temporarily close their doors during England’s latest lockdown, the UK’s leading membership management firm is offering a range of digital tools to support business owners throughout this difficult time. ClubRight, a provider of membership software for venues such as gyms, health clubs, martial arts, dance schools, and more, is extending its online features to help clubs maintain income during closure. The award-winning software company is introducing a selection of new ‘social distancing’ features, all of which have been designed and developed by former gym owners who know the industry and understand the damaging impact that lockdown restrictions can have on those businesses deemed to be non-essential by the UK Government. These tools are intended to support fitness businesses as they continue to grow, not only in 2021 but beyond. One of the most highly anticipated of new features is ClubRight’s On Demand platform, which enables businesses to create, publish, and share custom content that helps to engage with members even when the doors are closed. Both textual and video content is supported by the platform, providing flexibility for clubs to offer both written articles and more interactive content, such as pre-recorded workouts that can be accessed anywhere, at any time. Another highlight of the new social distancing features is Zoom integration, making it easy for clubs to host live virtual classes for their members. This enables business owners to transfer their normal timetable to the online environment – or create a new schedule – and continue to offer real time workouts and classes to members at home. Remote gym and fitness sessions are emerging as the safest, most practical way to keep fit during COVID-19.
Wayne Heath, CEO of ClubRight said, “While understandable, entering another full lockdown has been devastating for business owners who have been forced to close their doors for the third time in less than 12 months, but we want to show that while this is certainly a challenging time, there are ways to build and maintain relationships at this time. “Although the physical doors may be shut, the digital doors are always open, and with support from the right tools, lockdown 3.0 could be a unique opportunity to diversify and grow.” The new social distancing features are being launched at a time when many fitness centres are struggling to maintain their pre-pandemic memberships. According to a report by market research firm IBISWorld, fitness memberships in the UK dropped from an all-time high of 10.4 million in 2019 to 8.4 million in 2020. In July, when many fitness venues were given the green light to reopen, it is believed that only one third of members chose to return to their clubs. Eager to see the industry thriving once again, ClubRight is also launching a range of new features that will help business owners to build and maintain Covid-secure environments when restrictions are eased in the future. These features include a new scheduling tool that enables members to see how busy a venue is before leaving home, and full track-and-trace functionality. All new services are available alongside ClubRight’s existing membership management offerings, such as the ability to collect member payments online, take online bookings, messaging service, and income reporting. Business owners can implement ClubRight software for just £69 per month. ClubRight membership management software helps all club owners and sole traders within the fitness industry, from small boutique gyms to large scale health clubs. To find out more visit www.clubright.co.uk
CIMSPA supports mental health survey A NATIONAL survey to litmus test mental health at every level of the fitness and active leisure workforce has launched in association with The Chartered Institute for the Management of Sport and Physical Activity. The survey, designed and managed by Workplace Mental Wealth, invites anyone, employed or self-employed, working in the fitness and active leisure sector, to complete a short survey exploring their mental health. The survey is available now via a link on the Workplace Mental Wealth website and will be live until mid-February. “This is the first time, on a sector wide scale, we have ever asked individuals to tell us how they feel and how well they feel supported,” said Tara Dillon, CEO at CIMSPA. “Understandably, the industry’s focus during this pandemic has been on protecting services and jobs, while supporting the workforce through this
challenging time. “As we start to see light at the end of the Covid-19 tunnel, we should not lose sight of the affect this pandemic has had and continues to have on the workforce. “We need to collectively keep our attention on the mental wellbeing of our workforce and provide relevant support where needed. “Before the pandemic, it was widely accepted that one in four people experience mental health issues each year. “I suspect the pandemic has exacerbated this issue, but there is no evidence of this. “This survey will address this. Once we understand the state of mental health in the workforce we can work together to provide the support needed to drive happiness, health and productivity.” Workplace Mental Wealth has been founded by Katie Lewis, industry consultant and communications specialist, and Lindsey Simpson, cultural change
specialist, researcher and mental health first aid instructor. Katie added: “Despite the fact that, as an industry, we have shown incredible resilience, strength and determination throughout this pandemic, we are not superhuman. We need to shine a light on mental health and ensure the needs of our workforce are catered for. “We are inviting anyone working in, supplying or educating the sector to complete our survey, not just those working at leisure centres and gyms. We are encouraging engagement, sector wide.” As part of the research, Workplace Mental Wealth will also be surveying employers to establish current cultural and organisational capabilities and provision to support and encourage mental wellbeing in the workplace. To complete the survey visit workplacementalwealth.com
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WORKOUT WEEKLY
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Advertiser’s announcement
Why not start 2021 with a shock ELECTRICAL muscle stimulation (EMS) has been around for centuries but it wasn’t until the 1970’s that it started being used in physiotherapy, fitness and muscle strengthening. Since then, the industry has evolved dramatically and, last year in particular, it went from strength to strength. New memberships to EMS studios grew dramatically in 2020, despite Covid-19 and lockdowns. Pre and post lockdown EMS studio stats out of Germany showed huge increases in membership sign ups – with figures rising 90 per cent between March and June 2020. Positive results weren’t just confined to Germany. The UK Bodystreet franchise reported a 25 per cent increase in membership in August alone … compelling evidence not just that resurgence WILL come to those willing to innovate and diversify after this third lockdown but that EMS training can be the boost operators and personal trainers need in a post-Covid climate. Starting a fitness journey Modern EMS training uses suits to generate electrical impulses and stimulate muscles to contract harder, for longer. The result is a safe, ultra-efficient 20-minute workout that delivers noticeable results in a fraction of the time it takes to do a normal workout. It’s especially well-suited to nervous PT
maximum one-on-two, so there’s no intimidating gym floor or group exercise studio for people who don’t like the typical gym environment. Similarly, for people still concerned about Covid-safety, EMS lends itself naturally to social distancing. And for unconditioned or sedentary clients, EMS is low-impact and lowcommitment. One 20-minute session once a week is all that’s required to see results. For that reason, it’s also a great option for busy professionals who struggle to make time for the gym.
clients just beginning – or restarting – a fitness journey. Coronavirus has disrupted everyone’s schedules and plans, and many exercisers simply wrote off 2020, deciding to cancel gym memberships
and begin again this year. EMS is ideal for anyone looking to re-integrate fitness into their lives, or to begin a fitness journey for the first time once this current lockdown ends. Sessions are always one-on-one,
Offering EMS as a PT Looking to differentiate your offering in a crowded fitness market? miha bodytec’s iBody kit requires very little space and the low start-up costs alleviate financial barriers. Retention rate is incredibly high – more than 85 per cent – and the business model can be extremely lucrative. Years of scientific research, coupled with irrefutable results, means EMS clients are easy to entice and keep. If you’re a PT looking to stand out, to give yourself the edge, and to earn more money in less time, connect with the UK team for your free demo and see the potential for yourself: info.mihabodytec.com/personal-training-uk?utm_ medium=editorial&utm_source=weekly. workout&utm_campaign=uk.lp.pts. partners.roi
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WORKOUT WEEKLY
Eva McBride, UK marketing manager at Precor, explores what’s set to be big in the industry in the year ahead, as predicted by the ACSM. Is your facility prepared?
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The top eight fitness trends for 2021 LAST year was a year unlike any other, with Covid-19 forcing fitness facilities around the world to close more than once. Gym and health clubs, personal trainers and exercisers all had to pivot away from traditional fitness experiences almost overnight, and instead embrace distanced and virtual fitness and wellness experiences. As we look to the year ahead, with coronavirus still affecting how we all live, a similar pattern is predicated. Thanks to the American College of Sports Medicine’s annual global survey, we have insight into predicted worldwide fitness trends for 2021 and the categories to focus on throughout the year. #1: Online training Unsurprisingly online training grew exponentially in 2020, and shows no sign of slowing down. In light of the pandemic, facilities and PTs expanded to provide online offerings, since it was the only way to keep exercisers and clients connected and engaged. As uncertainly continues, so too will the demand for online fitness, and it’s predicted that even when normality resumes, virtual offers will now be here to stay – an expected companion to an in-club fitness offer. For PTs and studios without the infrastructure or budget to create a personalised online offer, Advagym® – which is integrated into Precor’s new Preva Mobile app – can be used to build workouts for clients. Eva McBride
MyZone’s MZ-Remote classes also feature as a tile within the Preva app, allowing another ready-made virtual training option. #2: Wearable technology A hot trend since 2016, wearable tech includes smart watches, fitness trackers, heart rate monitors and GPS tracking devices. Used to record workouts, track heart rate, measure oxygen levels and monitor sleep, among a myriad of other options. Wearable tech is estimated to be a US $100billion industry. Precor’s new Preva Mobile app also syncs with Apple Health, Fitbit, Garmin, MapMyFitness, Misfit, MyFitnessPal, Polar, Runkeeper, Strava, TomTom and Withings. #3: Body weight training The pandemic caused people to rethink workout routines and focus on how they could exercise in limited space, with limited props or equipment. This led to a surge in body weight training, using the weight of the body, plus movement, to build muscle. A simple but effective way to workout either at home or in a facility, body weight training is set to gain further momentum this year.
#4: Outdoor activity Since clubs around the world were forced to close, people increasingly sought outdoor opportunities, where they could exercise while maintaining social distancing. The pandemic has likely led to an increase in outdoor activities such as hiking, biking and walking, which will carry on into 2021 as a top trend. #5: HIIT High-intensity interval training (HIIT) has been in the ACSM’s top five fitness trends since 2014. HIIT programmes include bursts of high-intensity exercise followed by short periods of recovery, making them effective and efficient. Ready to embrace the trend? Outfit your facility with HIIT products such as Queenax Functional Training units and the Assault AirBike. #6: Virtual in-club training Virtual training in a facility consists of group training workouts that are displayed on large screens. This style of training tends to attract fewer exercisers than live workout classes, but it provides an alternative to traditional group X and offers exercisers from a variety of fitness backgrounds the ability to participate in the workout at
their own pace. No facility can afford to offer live classes all day every day, so virtual group exercise programming with Advagym by Sony can enable operators to provide members with a Precor-produced group exercise experience anytime. #7: Exercise Is Medicine There’s a global initiative to encourage GPs and healthcare workers to assess patients’ physical activity and give exercise recommendations as part of routine visits. Exercise Is Medicine has been growing in popularity over the past few years and aims to promote the notion that physical activity is linked to optimal health and can play a key role in the prevention and treatment of many medical conditions. Preva Mobile makes it simple to track workout history and for trainers to create fitness programmes based on patients’ needs. #8: Free weights In its second year of top-eight status, free weight strength training includes kettlebells, barbells, dumbbells and medicine balls. This style of training requires proper exercise form but, performed correctly, can accommodate exercisers of all fitness levels.
Shapemaster strengthens with appointments SHAPEMASTER has announced the appointment of its new leisure sales manager Alex Perrior and leisure marketing manager Laura Childs. The appointments will ensure Shapemaster continues with its ambitious growth strategy in the leisure sector while helping leisure operators to tap into the older exercise market. Alex brings with her a wealth of experience having worked with some of the world’s leading fitness equipment suppliers since 2008, including Precor, Wattbike and most recently Life Fitness. She has worked with many large national operators and brands as a key account manager, including Places Leisure, energie
Fitness Clubs, Hilton Hotels and Anytime Fitness. As key account manager for Anytime Fitness, Alex was instrumental in ensuring successful club openings and installations of Life Fitness equipment for new franchisees around the UK and in addition re-established the Hilton Hotels account. Prior to this Alex was instrumental in securing the Active Nation tender for Precor. Laura joins the team from Life Leisure, a multi award-winning leisure trust, based in the North West of England, where she headed the marketing and communications department for 18 years. During her time at the leisure trust she
oversaw the launch and development of numerous brands and physical activity programmes and was instrumental in driving campaigns which saw membership grow from 3,500 members to in excess of 19,000. Both Alex and Laura are passionate about fitness and the impact it can have on people lives and wider communities. Alex is a keen runner and triathlete, having completed two Ironman events, six marathons, three Ride London 100 mile cycle events and numerous half marathons. She also chairs her local running club, which has in excess of 500 members. Laura is an ex-professional squash player,
who reached a world ranking of 42. She has also completed two Rat Race OCR events, a 100-mile Coast to Coast cycle and many other running challenges. Shapemaster, the only provider of power assisted equipment in the UK, provides an unrivalled opportunity for leisure operators to attract an as yet untapped customer base in the emerging active ageing market. The appointments will support the company’s ambitious growth strategy in the leisure sector. In addition, the development of this market will make a transformative difference to the UK leisure sector as a whole, at a critical time for the country and the health of the nation.
14-15 SEPTEMBER
2021
THE FITNESS EVENT OF THE YEAR Visit Tomorrow’s Workout 2021 at Bolton’s Macron Stadium and you could find all that you need in one place - in one day • Over 50 key exhibitors with the latest equipment and services • 8 great seminars packed with ideas for your business • New products to improve your spend per member
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