ISSUE 1 May
WEEKLY
Issue 50 - 21 May 2021
YOUR REGULAR ONLINE UPDATE FOR THE UK FITNESS SCENE
Patients hail Stockport’s ‘life-saving’ coronavirus recovery programme page 2 Waterlane Leisure Centre reopens with a bang thanks to £1.5m reinvestment page 4 How do gyms retain customers once the reopening excitement has faded? page 5
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WORKOUT WEEKLY
Patients hail Stockport’s ‘life-saving’ coronavirus recovery programme STOCKPORT patients recovering from Covid-19 have hailed a ‘life-saving’ programme run by Life Leisure and Stockport Council. Life Leisure, which saw the return of its indoor fitness classes recently, has been aiding residents’ recovery with a special rehabilitation programme designed to build up their strength after a battle with the virus. The programme is supported by the Stockport Moving Together campaign, funded by Stockport Council and Sport England. It includes weekly exercise sessions on Zoom and a physical activity pack containing equipment such as resistance bands and pedal exerciser, as well as ongoing support from experts at Life Leisure. Mary Smith, 66, lives in North Reddish and was shielding when she contracted Covid last October. She says the programme has gone above and beyond helping her tackle the long-lasting effects of the killer virus. Mary, who runs a therapeutic art group on the stroke rehab ward at Stepping Hill Hospital as a volunteer, said: “The support from Life Leisure has been absolutely fantastic. It has boosted my mood and made me more physically capable – it’s been a life-saver.” Mary, a former deputy-headteacher
Dave Lornie, Mary Smith and Michelle Childs. and mother-of-one, was left disabled as a result of two brain stem strokes when she was 53. She was referred for the support through the PARiS (Physical Activity Referral in Stockport) scheme which encourage health recovery through activity. She added: “Receiving the Covid pack was very exciting. The pedal exerciser is brilliant, I can do it when I’m watching TV at night, and it just keeps my muscles moving. “The exercises we do are all part of helping us in every-day life, such as
reaching around to put a seat belt on and ‘stepping around a cat’, which has been brilliant for my balance.” Mary, who continues to suffer from the effects of Covid-19, added: “To receive the Covid pack was a fantastic affirmation that I can still do some things, albeit slowly. “It helped to raise the mental fog of depression and anxiety, which was beginning to overwhelm me. “The other amazing thing is that once a week I am connecting with people through the Zoom activity classes, it’s been great fun.”
More than a hundred activity packs, created as part of the Stockport Moving Together campaign and funded by Stockport Council and Sport England, have been distributed across Stockport, with care home residents also benefiting from the kit in an effort to keep vulnerable residents as healthy as possible during the pandemic. Michelle Childs, head of health and development at Life Leisure, said: “Both in hospital and in the community we have seen that people who have Covid-19 have a wide variety of symptoms, some of which can be longerlasting. “These can often include generalised weakness, breathlessness, fatigue and issues affecting psychological wellbeing. Starting some exercise with the support of Stockport Moving Together can be a great way of helping some of these problems. “As well as the recovery pack, recipients benefit from specialist advice and ongoing support with a Life Leisure PARiS Coach to create a programme of exercises suitable for their personal recovery. “While much of the support has been provided online and over the telephone, we look forward to continuing this support and welcoming our patients into the gym once it is safe for them to do so.”
In partnership with
Friday 26th November 2021, The Athena,Leicester NOMINATIONS WILL REMAIN OPEN THROUGHOUT THE YEAR CLOSING ON AUGUST 31 2021. WWW.NATIONALFITNESSAWARDS.CO.UK
SPONSORSHIP PACKAGES ARE AVAILABLE Call 01226 734605 or email tb@scriptmedia.co.uk for details
WORKOUT WEEKLY
Funded training available in the fitness sector THE Royal Life Saving Society UK has been selected as a partner provider for the Active Apprentice Sector Skills Academies for Sport project launched recently in collaboration with Vision West Nottinghamshire College. Created to support young people based in England and aged 19-years-old or over, the project targets those seeking employment in the sport and physical activity sector. “With people unfairly impacted by job losses in the wake of the pandemic, this funded training opportunity couldn’t have come at a better time,” said Jo Talbot, RLSS UK’s commercial director. “Lifeguarding, at a pool or the beach, is a flexible, sociable and inclusive job that equips a person with the skills and the confidence to step into an emergency situation, make a difference and even save a life. “We’re calling on all our Trainer Assessors, Approved Training Centres and Approved Training Providers to reach out and engage locally, encouraging people aged 19 or over to apply and ultimately, enhance their communities with a new generation of lifesavers.” The scheme is funded through the UK Government’s Adult Education Budget with an initial administration fee, learners will have the opportunity to access courses that are most relevant to, and in demand by the sport and physical activity sector, with the potential to gain transferable skills and sustainable employment in areas such as: n Beach lifeguarding. 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
n Pool lifeguarding n Education and training within sport n Swim teaching n Personal training n Gym instruction n Health navigator n Mental health awareness and first aid. n Pool management. Throughout the training period, learners can be assured of access to both face-to-face and online teaching opportunities, supporting them with everything they need to gain the skills and knowledge for their chosen training route, and to achieve the learning outcomes set by the college. And post-programme, assessments can still be taken if the learner opts to pursue a career opportunity further, which can then either be funded by themselves or their employer. Robert Gofton, RLSS UK’s chief executive officer, added: “This is fantastic news and such an important initiative. “A few months ago, we set out to remove economic, social and cultural barriers that have prevented people from becoming lifeguards and lifesavers.”Projects like this will help improve diversity and social inclusion, which will also help to protect our communities. “I am immensely proud of the RLSS UK team and grateful to Vision West Nottinghamshire College and Active Apprentice, who have come together to make this happen.” For more information on funded visit https://www.rlss.org.uk/funded-trainingavailable-now
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Operator reports record month for memberships ANYTIME Fitness UK has reported that April was its busiest month for new memberships since it began trading in the UK. Its independently owned clubs welcomed tens of thousands of new members in April, seeing unprecedented demand for health club memberships. This record-breaking month comes despite its clubs in England opening 12 days into the month and its Scottish and Northern Ireland clubs opening in the final week. Meanwhile, its Wales and Republic of Ireland clubs remained closed throughout April. These stats suggest that people across the UK have taken last month’s gym re-openings as the perfect time to kickstart new healthy routines and feel safe to do so with the various safety measures introduced in gyms that have proven to minimise Covid-19 case transmissions. “We’ve been delighted to see so many of our local communities wanting to re-invest in their health and wellbeing,” said Neil Randall, CEO of Anytime Fitness UK. “It would seem that more people than ever are seeing the importance of their own personal health, having come through such a challenging year. “As independent business owners,
our franchisees have shared those challenges but have all shown great proactivity and initiative to attract so many new members throughout April.” However, while Anytime Fitness UK is keen to celebrate this success, Neil said that the health and fitness sector will still face challenging times ahead despite this initial month of positivity. “While these figures make fantastic early reading, our sector still requires more Government support to secure the future of facilities,” he added. “Our clubs have made great early inroads in rebuilding their membership bases but many have had over eight months of no income in the past year with no deferrals on sizeable payments such as rent. “The moratorium preventing commercial evictions is due to be lifted soon which will be present a significant challenge to both ourselves and the wider industry. “As a sector, we continue to campaign for the same VAT relief enjoyed by the hospitality sector as well as legislative support around landlord and tenant relationships.” Since its clubs reopened in England from 12 April, Anytime Fitness has also reported positive member usage across England, with more than 50 per cent of its membership base registering a workout in the first three weeks.
Festival gets a Twitter boost from Theo A SHROPSHIRE-based company has received a business boost from retail entrepreneur Theo Paphitis. Lindsey Allen, co-founder of Orbit Fitness Festival, recently tweeted Theo about her business during ‘Small Business Sunday’ and was one of six weekly winners to gain a retweet by him to his near half a million Twitter followers. The weekly initiative, set up by Theo in 2010, now has more than 3,000 #SBS winners and supports small businesses in the UK. Business and retail entrepreneur and self-confessed shopkeeper, Theo re-tweeted Lindsey’s message to his almost 500,000 followers and, as a result (www.orbitfitnessfestival.co.uk) has gained more followers and sold more tickets. They are also profiled on the #SBS
website (www.theopaphitissbs.com) that is exclusive to all Small Business Sunday winners. Lindsey said: “We’ve only been in business two years and we’re still establishing ourselves as a unique event in the UK. “It is great to have support from Theo
because it’s been tough over the last 12 months trying to raise our profile and Theo has recognised our hard work and helped spread the word about what we do to his following.” Theo added: “We are thrilled to welcome new #SBS members every week and highlight just how important it is to support our small businesses here in the UK. “My vision is that everyone who has ever won an #SBS re-tweet from me becomes part of a friendly club; like-minded individuals who can share successes and learnings. “The website will also give a valuable profile to the winners chosen and I wish Orbit Fitness Festival every success.” Anyone looking for a re-tweet from Theo should tweet him about their business on Sunday between 5pm and 7.30 pm and include the hashtag #SBS.
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WORKOUT WEEKLY
Waterlane Leisure Centre reopens with a bang thanks to £1.5m reinvestment WATERLANE Leisure Centre has undergone a significant transformation thanks to investment from East Suffolk Council and their strategic leisure development partner The Pulse Group. The upgrade forms part The Pulse Group’s 20-year partnership with East Suffolk Council as their strategic leisure development partner. The partnership has seen them design, build, fund, kit out and provide marketing support to Waterlane Leisure Centre. Now at the 10-year mark, Pulse Fitness has completely modernised the fitness facilities to incorporate the latest training trends as well as giving the facility a £1m aesthetic makeover. In the gym, Pulse Fitness has worked alongside the council team to carefully select over £400,000 worth of new equipment. The facilities now include more than 160 stations of the latest cardio, strength, plate loaded, free weights and functional equipment from Pulse Fitness. The team has ensured the space is in line with the very latest training trends and features a number of curved treadmills. Half of the total space is dedicated to free weights and functional training. New equipment such as dumbbells, benches, half racks, full racks and plate
loaded machines featured. Pulse Fitness has also installed key pieces from its superior H Range Premium Strength Line, incorporating independent arm weight stack machines as well as dependant machines. As well as transforming the gym, Waterlane has received a full cosmetic makeover to future proof the site for the next ten years and beyond. The centre has new flooring
throughout as well as new colour schemes and modern lightning to bring the decor up to date. The Pulse Group has also replaced the moveable floor in the popular learner pool. “We’re really proud of our partnership with East Suffolk Council and Waterlane Leisure Centre,” said Chris Johnson, managing director for Pulse Group. “Having worked with the team over the
past 10 years we know how much this facility is loved by the local community, so we are delighted to have given the site a complete transformation. “Our market-leading, quality equipment incorporates the very best in British design alongside some of the most innovative and advanced ideas from around the world, so we are confident that we can support the local community in reaching their fitness goals.” “We are really pleased with the work that has been carried out at Waterlane Leisure Centre, it’s well-used by the local community and subsequently in much need of some TLC”, added Tim Snook at East Suffolk Council. “This is a major redevelopment in our ongoing Leisure Redevelopment Programme, and the partnership we have established with Pulse over the years and throughout this process has been invaluable. “One of our key priorities is to get more people active, and we hope that the facility will continue to be enjoyed by the local community for years to come.” The site officially closed on October 15 to facilitate the transformation and has now officially reopened with Everyone Active appointed as the new site operator.
Advertiser’s announcement
Students’ Union partners with Matrix Fitness LONDON School of Economics Students’ Union is to unveil a newly refurbed fitness centre in June, which includes the latest innovations that fitness has to offer from Matrix Fitness to provide students and staff with an enhanced fitness experience on campus. Grace Clarke, sport and recreational manager at LSESU, said: “We knew our fitness equipment needed an upgrade, and we were keen to integrate the latest in technology to provide our students and staff with a fully connected, wraparound fitness experience.” “Matrix Fitness stood out from the crowd. From the installation of their brand-new cardio range through, the
amazing job they did helping us to create an innovative, functional training area through to the advanced digital features which has taken our gym to the next level.” The installation includes the new Endurance Series cardio equipment from Matrix which includes treadmills, climbmills, steppers, suspension ellipticals as well as upright and recumbent cycles. With streamlined new designs and the latest digital solutions, the Endurance Series provides the user with a fully connected workout experience. Integrated into the installation plans is a new functional training room which
incorporates the Matrix Connexus Free; a complete freestanding system with multiple training stations, the advanced Matrix CXP Target Training Cycles which include a unique display and LED colour wrap to help members maintain efforts, as well as the Matrix Ultra and Versa pin loaded strength equipment. “The Matrix Fitness team was supportive throughout and responded quickly to all of our needs,” Grace added. “They really helped bring our vision to life, as well as offering valuable insight along the way. With their support, we have been able to futureproof the Universities fitness offering.” Tony Vaughn, head of sales – education
at Matrix Fitness, added: “This project required a major focus on how we, Matrix, could support LSESU as a whole. “It wasn’t just about a gym installation, it was about helping the team innovate and upgrade their facilities in line with wider renovations throughout the whole University in order to provide a higher level of connectivity, inclusivity and diversity to all staff and students.” “We like to take on partnerships, providing guidance and expertise in any aspect we can, from the initial design to the day the doors are open. “We really look forward to the launch of this incredible new gym and supporting the LSESU team in an ongoing capacity.”
WORKOUT WEEKLY
How do gyms retain customers once the reopening excitement has faded?
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By James Lorey
IT’S BEEN great to see customers back in our clubs, and many operators are reporting an immediate uptick in membership enquiries. Indeed, the average daily membership sales were up by 240 per cent for one of our gym operators vs the same period in 2019. However, although these figures are extremely positive, the biggest problems for our sector remain ‘how do we reach out to the physically inactive’ and ‘how do we retain these customers’? A staggering 50,000 new members have joined YOUR Personal Training partner gyms since their reopening just a few weeks ago in April. But months down the line, once the reopening buzz and excitement has faded, how many will stay with their health club or leisure centre? Many new members, who finally take the leap of faith in joining, start without a plan or direction, and can be unprepared and confused about what equipment they should use. Along with aches, they may pick up strains if they’re not used to exercise, and all this can lead to anxiety and frustration that can quickly turn a new member into someone that lacks motivation, ultimately putting customers off for good. Average gym attrition rates sit at around 29 per cent per year, and as an industry we have taken an approach of shrugging our shoulders and ignoring this. The fact remains, almost a third of members are lost due to reasons that are often within our control.
James Lorey What can gyms do to keep these new members? It’s proven that when operators provide quality personal trainers as part of their offer, retention remains high. YOUR Personal Training PTs are continually up-skilled so they can develop a trusted relationship with their clients. This need for early member engagement is critical to gaining commitment to participate in activity that will get the member great results and thus excited to visit their gym over and over again. Sport England’s Active Lives Adult Survey published that more than a quarter of England’s adult population (27.1 per cent) is now classed as physically inactive and around three quarters of people in England are classified as overweight or obese. People that workout with PT’s
generally feel less intimidation of the gym environment, and can actually help provide confidence to those who aren’t physically literate or those who are body self-conscious, as well as underrepresented groups, including women, disabled people, those with long-term health conditions, and people from Britain’s ethnic minorities. So, a personal trainer adds real value to a club and its members’ overall wellbeing. We’ve experienced an uplift of 520 per cent in PT booking requests via our
YOUR Personal Training website vs 2019. On this basis it’s clear that PTs are contributing more towards engaging with members and helping to find the right activity or routine for customers. This won’t always be 1:2:1 personal training, but Covid has shown just how versatile a PT can be at offering low barrier, high-ticket solutions both online and in-club, as a personalised approach to fitness breeds commitment, results and valuable retention. n James Lorey is the operations director at YOUR Personal Training.
Technogym launches new guide for the sector TECHNOGYM has launched the BACK STRONGER TOGETHER guide – an informative summary of the fitness market trends as well as solutions facilities can adopt to embrace them. In recent months, health and wellness have become, more than ever before, a top priority for people. International data is clear that due to lack of exercise, 45 per cent of people have gained weight, more than 50 per cent report greater stress and 37 per cent even signs of depression. People want to live a active life again: people want to meet, socialise and to resume training in fitness facilities even more than before. It will happen quickly, enthusiastically and with unprecedented digital awareness: in recent months people have become familiar with digital training, apps, live video. and especially on-demand, to access a personalised training experience anywhere and anytime. Nerio Alessandri, Technogym’s founder and CEO, said: “Technogym has always been by the side of fitness club operators. “On one hand, to help them manage the emergency and on the other by continuing to invest in innovation, for example by making it possible for fitness facilities to deliver their programmes to their members at home. “We believe in the future people will train both at home and in the gym, just as they go to restaurants and use home delivery services. “Home fitness can never replace the gym experience in terms of social relationships, variety of equipment and activities and the professionalism of the service. “On the contrary, it will represent a strong ally and a great additional business opportunity for operators,
who will be able to offer services and programmes even to those at home.” There is not one single solution that answers so many different needs, but there are a number of solutions that can help the business and operators with the new fitness revolution. Technogym’s wide range of innovative solutions are perfectly designed to fit different people needs, such as hyper-personalisation, socialisation, digital contents, and variety of offerings that are key to providing a complete workout experience for members. That’s why among the proposed solutions: Smart restart: designed to create a tailor-made pathway to your members, while at the same time relaunching your business with a scientific and personal approach. Biociruit is the ideal solution to resume physical activity, offering a quick and effective workout always ready when the user is ready to go. Biocircuit includes everything users need for an
enhanced muscle activation. Plus, with Biodrive technology (patented), Biocircuit delivers a safe, guided, effective workout that is customized to individual needs and goals. My training spot: allows operators to combine an immersive experience with social distancing, optimising the space available in the fitness club. In this dedicated area, clients can take part in a group class in a safe, restricted space. Thanks to Mywellness app and to all the digital solutions provided by Technogym, users can easily book their workout session and experience an immersive training. The unique user training experience, will reward operators with retention and the attraction of a new audience. Restart with fun: training solutions like Technogym Bike and the new Group Cycling format are the true protagonists. Able to satisfy both customers attracted by atmosphere – music and lights – and those who want to experience precision training, in a high-intensity session with constant data monitoring. The gym comes to you: the gym at home, an excellent opportunity to reconnect operators with their audience. A space within the club used exclusively as a recording room, in which to create exclusive digital content to be streamed to members, live or on-demand, via Mywellness. Nerio added: “The future sustainability of the planet is increasingly dependent on health & wellness, and fitness operators play a key role in this common challenge to build a better world.”
SEPTEMBER
2021 BOOK NOW
£25 single delegate £40 two delegates Lunch & refreshments included Goody bag & attendance certificate
The Trade Fitness Event of the Year for the North of England, brought to you by Magazine The conference will be at the Bolton Whites Hotel on September the 14th and will be a 1 day show starting at 10.00am and closing at 16.30pm THE MORNING speaker panel will be hosted by Dave Wright, Chairman of My Zone and CFM and he will be joined by industry experts,
THE AFTERNOON’S speaker panel will be hosted by Graeme Hinde Managing Director of LFX and the LFX Academy and he will be joined by industry experts
Tea and Coffee will be served upon arrival and exhibition viewing, mid morning break will be served in the main exhibition area. Lunch will be served to all delegates with a further opportunity to enter the exhibition and networking areas. The final Tea and coffee break will be served in the exhibition and networking room with raffles and prize draws taking place on the stands. In accordance with government guide lines this will be a ticket only event with a limited number of delegates, tickets must be purchased in advance to secure your attendance at the event, tickets can be purchased via the website or by emailing directly to Tony Barry at tb@scriptmedia.co.uk
Register now as numbers for the conference and exhibition are limited at: www.tomorrowsworkout.co.uk