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ISSUE 1 May

WEEKLY

Issue 47 - 30 April 2021

YOUR REGULAR ONLINE UPDATE FOR THE UK FITNESS SCENE

TRX launches ‘Let’s Move’ campaign page 3 Connect the dots for post-pandemic success page 5

THE LEVERAGE DEADLIFT SHRUG THE POWER OF PROPER FORM The Leverage Deadliftt Shrug by Nautilus goes above and beyond other shrug machines. The Leverage line is more adjustable, customizable and feels more like free weights; allowing individuals to train on the Deadlift Shrug and transfer their skill to free weights once comfortable. The Deadlift Shrug is plate loaded which can use universal weight plates from other areas of the gym. Users can load up in weight safely in the designated path, teaching users correct deadlift form. The descending resistance challenges users at the peak of the movement, creating stress that will grow user strength. Contact uksales@corehandf.com

R E Q U E ST A Q U O TE TO D A Y! VISIT COREHEALTHANDFITNESS.COM/NAUTILUS

WORKOUT WEEKLY

PT grows her client base thanks to new digital platform A PERSONAL trainer has managed to grow her client-base overnight during the coronavirus pandemic thanks to a new digital platform set to revolutionise the fitness industry. Lucy Walton, from Hitchin, began using her social media channels to live stream workouts for her clients after the pandemic hit, but found that continual technical issues led to a lack of engagement and an overall poor experience for class attendees. She was then introduced to new digital platform Class-ify, which offers trainers the ability to launch their own businesses online, all from the use of a laptop or smartphone. Class-ify offers a unique take on the fitness scene and gives instructors all the tools they need to create a profitable business, including access to ongoing tech support, advice on increasing engagement, one-to-one help with client retention and accounting and social media marketing assistance. After joining Class-ify, Lucy saw her client base grow by almost 500 per cent, and the platform has allowed her to increase her income dramatically and earn more money than she ever did teaching in a studio. Lucy said: “Like most trainers, my work was severely impacted by the pandemic but, luckily, I was introduced to Class-ify and with the support of the team I grew my client base instantly. “Delivering my classes through Class-ify has also allowed me to more than double my earnings, meaning I will never have to return to teaching classes at the gym. “Now I can offer my services anytime, anywhere, so I can take on new clients no matter where in the world they are based. “I can also stream my live workouts from any location and have the freedom to work remotely abroad – something I would have never been able to do without Class-ify.” Daniel Stott, CEO and co-founder of Class-ify, added: “Like Lucy, many instructors have felt the huge impact of widespread gym and studio closures 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

Lucy Walton throughout the pandemic. “They have seen their earnings diminish and many have even found themselves unemployed. “We were inspired to launch Class-ify as a way of championing qualified fitness and wellness instructors and helping them grow and develop their own online businesses and client bases. “We make sure every instructor we work with has a better opportunity to create an incredible brand, and Lucy is just one example of how Class-ify is already changing lives. “Even when gyms reopen and life returns to ‘normal’, the online fitness community is here to stay, as more people have discovered they enjoy the flexibility of being able to work out at the gym, at home, or from anywhere, so there really is no better time than now to join the Class-ify family.” Having received a £350,000 investment via Angel funding, Class-ify has already partnered with more than 100 wellness and fitness instructors located in 10 different countries worldwide, with plans to grow exponentially over the next six months.

Core launches new indoor cycling bikes CORE Health & Fitness has launched the Schwinn X and Z indoor cycling bikes. Schwinn has continued to evolve and set the standard for group cycling experiences. Its inclusive approach to creating a community for beginners and experienced riders alike invites everyone to join the pack and ride as one. These new bikes take this perspective to the next level by simplifying user experience while simultaneously expanding instructor possibilities. The Schwinn X and Z bikes were designed with authenticity and inspiration in mind. These bikes give instructors the freedom to create tailored classes that make their vision come to life while delivering the authenticity riders demand. “This bike is a game-changer,” said Lou Atkinson, Schwinn lead master instructor. “It brings so many new opportunities to connect with your members – every club, every coach and every rider will be blown away by what it can do for them. “There are so many reasons to love the Z bike from the sleek design, neon lights and connectivity to the flexibility and number of coaching tools the bike provides.” Choose between a competitive class with Zone Training (Z Bike) or a captivating class based on the Experience (X Bike). The X and Z Bikes are built for instructors but are

loved by all. “We went to some of the best indoor cycling coaches in the world, the Schwinn Master Instructor Team, and we asked them if they could create the ultimate bike for instructors and riders, what features would it have and why,” added Becky Muck, global education manager at Core Health & Fitness. “The result of that collaboration, the X and Z Bikes,” For classes that live in the metrics, focus on the numbers, and are filled with competition, the Z bike is an ideal match. The Z bike allows for riders to climb through four zones determined by rider effort, allowing for riders of all fitness levels to feel accomplished at the end of a ride. Entire studios can get in the zone with our green, yellow, orange and red LEDs on the forks that illuminate based on rider zones, encouraging everyone to Ride As One. At the cross-roads of style and performance, the Z bike will allow instructors to coach their members across the finish line. On the other hand, classes which promote a “head’s up” experience, a technology free zone, and are set to the beat of the latest playlist, the X Bike is the best fit. This bike allows for the instructor, the music, and the mood of the studio to take the spotlight. The X Bike delivers the feel and consistency riders seek so they can focus on being immersed in the experience.

TRX launches ‘Let’s Move’ campaign TRX is on a mission to make fitness inclusive for all. As part of that mission, TRX has launched Let’s Move, an inclusive campaign shedding light on the ability for fitness to happen anywhere, anytime – regardless of age, gender, size, or any other factors. Starring in the campaign is Nesrine Dally – a competitive Muay Thai Athlete, fitness trainer and coach based in London. Nesrine made history as Britain’s first hijab Muay Thai boxer to compete in Thailand and uses her platform to inspire women, break down cultural norms and challenge expectations. TRX’s Let’s Move video release featuring Nesrine embodies all that is movement. Nesrine is passionate about changing

the fitness industry on being focused on what strong looks like to what strong feels like. “In the last year, five or six clients that have joined my training programme have said that their number one goal is to feel stronger,” she said. “If I rewind five years ago, most people would have said to lose weight and tone up. “Ultimately, there’s been a shift in what people want. Now, people want to feel strong, they want to feel empowered. “ I think they understand that movement creates a feeling as well as the physical benefits. “During the pandemic, the TRX has saved my life as I’ve transitioned into training people outside. 14 years in the industry— I never thought I’d be

training people in a park, but that’s where we are. “It just meant I had a gym I could take around with me, and I didn’t have to bring all the weights. My clients have loved actually doing TRX based sessions.” The Let’s Move campaign seeks to make fitness inclusive for all. Whether you are tall, short, big or small - movement is the key to a happy, healthy life. We bend, twist, leap, squat, lift, move to both get fit and get by in our daily lives. We move to catch a bus, catch our kids; we move to celebrate and express joy; to blow off steam; to rage, relax, unwind, cure the restless mind; to do something healthy, to do something for ourselves, to simply do something.

WORKOUT WEEKLY

Matrix Fitness expands its strength portfolio with new Go Series MATRIX Fitness, one of the world’s fastest-growing commercial fitness brands, is introducing an allnew strength equipment offering. The new Go Series strength units are compact and designed with minimal adjustments to accommodate virtually any fitness facility’s budget, space and members. “Our goal, based on insights from our key customer groups – owners, technicians, trainers and members, was to create a simple, easy-to-use strength series,” said Chris Adsit, senior global product manager, strength, for Matrix. “We are thrilled to be offering a solution so intuitive and engaging with its design and userfriendly features, where anyone can sit and go.”

The Go Series is ideal for facilities looking to appeal to members new to strength training and circuit programs. The series comprises 10 single station machines, each designed with low starting weights, compact footprints and back-to-back configurations that will improve traffic flow and help serve more members when space is at a premium. Other Go Series highlights: n Low stack height creates welcoming sight lines and an open aesthetic. n Easy-to-read, colour-coded exercise placards highlight targeted muscle groups and proper machine use. n Storage space on top of stacks lets users keep

their personal device, water bottle and towel in reach. n Optional incremental weight allows for smaller progressions. n Durable metal shrouds withstand tough environments and guide rods can be easily removed without tools, streamlining maintenance and service. Available to purchase from now, the Go Series portfolio includes Chest Press, Shoulder Press, Lat Pulldown, Seated Row, Biceps Curl, Seated Triceps Press, Abdominal, Leg Press, Leg Extension and Seated Leg Curl. To explore the Go Series visit matrixfitness.com/uk

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

Connect the dots for post-pandemic success MEMBERS are returning post lockdown expecting a fully integrated service, meaning digital connectively has never been more important New habits and lifestyles have been made during the pandemic. There was a huge surge in online fitness during lockdowns and evidence suggests a fully flexible offering, with full digital connectivity at its core, will now be essential to ensure modern members are impressed with your facilities. Of course no one knows for sure what the post-Covid consumer will want but of all the changes that were on the horizon, a fully connected gym experience is the one that’s proliferated most quickly. The biggest challenge for everyone is going to be how to embrace omnichannel consumption of fitness services, because that’s not going away. Tom Kivell, fitness development

manager at Aneurin Leisure Trust, said: “We opened three newly refurbished sites in Wales last month. Key for us was digitising our gym experience, connecting cardio and strength so trainers can set goals, create training plans and track progress. “We selected Precor’s Preva alongside Advagym by Sony to ensure a fully joined up offer as we know it’s vital to offer a results-based customer experience. “This is just the way the industry is going; gyms must offer multifunctional connectivity.” Throughout Europe, operators are realising that connectivity must be central to their offer. Per Christiansson, CEO of three Formtoppen clubs in Sweden, added: “The biggest motivation for adding Advagym to our Precor equipment was being able to interact with members

both inside and outside of our gyms. “It ensures they always feel looked after and part of our community, even when they aren’t within the facility. “This was especially apparent during lockdowns but I see connectivity as the future. We plan to create a premium fully connected membership to help us to attract a different customer group at a higher price point.” For Angelo Buob, gym manager at Halle 41 in Switzerland, the benefit of 100 per cent connectivity lays in the data it provides: “Halle 41 gym opened in June 2020, in the midst of the pandemic,” he added. “At that point it was already a nobrainer for us – we had to invest in digital tools for our members, for continuity wherever they exercised. “Advagym allows me to analyse data on kit usage and the number of repetitions each machine is doing, so I

can adjust the gym floor accordingly. “We also receive notifications if kit isn’t running smoothly, so can immediately take action to minimise members dissatisfaction.” One gym already benefitting from the data a fully connected system provides is Aberdeen Sports Village. Kris McIntosh, health and fitness development manager, said: “During the pandemic, data was invaluable in making staffing decisions, to ensure we had adequate cover but we’re overstaffed, so I could make savings on payroll. “Looking at kit utilisation gives us an idea of occupancy throughout the day, which also informs staffing decisions – we now put on more staff at peak times, which has increased customer ratings plus due to the added interactions between staff and members we’ve seen a 92 per cent rise in PT revenue.”

stuck in”, says Diane. “It’s been a tough year for leisure, no doubt about it, but with hardship comes opportunity. Active Nation is fighting fight, exiting lockdown with optimism and determination to get people back to in-person activity as fast as possible. “Active Nation On Demand has kept people active and engaged throughout lockdown and, moving forwards, the digital provision will remain a core part of the service offer but people are craving the in-club experience. “The pandemic has also spurred a general appreciation for the importance of maintaining a good level of physical and mental fitness in order to tackle disease and infection. I believe there will be a rapid bounce back and we are ready for it.” Diane is responsible for the commercial performance of the charity. Immediately, this means working with regional business managers and campaign teams to drive commercial success and encourage a resumption of activity occupancy post lockdown Moving forward, Diane is tasked with optimising commercial opportunities within the current portfolio and assisting the other directors with business growth through new contract acquisition, product development and

partnerships. CEO Stuart Martin added: “Appointing somebody of Diane’s experience and pedigree is a game changer for Active Nation. “In the last two years we have significantly expanded our venue portfolio to include; three new gyms, located in Runcorn, Preston and Ormskirk; a boutique Shapemaster studio in Lymington and a trampoline park in Basingstoke. “Our ambition is to further expand the number of venues we manage, whilst also optimising the commercial success of our existing venues. Diane is perfectly placed to deliver this, backed by our incredibly talented team both at HQ and in the field.” Active Nation has also welcomed Simon Lambert as Trustee. Following a successful career investing in and managing various global holiday property companies, in 1997, Simon founded Parador Properties. As MD, Simon drove the company into the position of Europe’s largest seller of vacation villas and apartments. Under his leadership, Parador Properties won numerous National Business Awards and was declared the fourth fastest growing company in Britain, 2003 by The Sunday Times Fast Track. Simon joins three other Trustees on the Board.

Diane appointed commercial director

AS the sector moves from hibernation to activation, Active Nation has announced the appointment of experienced leisure operator, Diane Vesey as commercial director. Reporting directly to the managing director, Diane joins three incumbent team directors responsible for delivering the charity’s mission to ‘persuade the nation to be active’. With more than 25 years delivering success in a variety of leisure roles across both the public and private sector, Diane brings with her a wealth of experience and knowledge. In 1999, Diane co-founded Aura Leisure, one of the first contract leisure management companies in Ireland. Over the next 13 years she had a hands-on role as CEO, steering the organisation into the position of Ireland’s largest leisure contractor, managing 15 sites across the territory. Then, in 2010, Diane joined the world’s fastest growing fitness franchise business, Anytime Fitness, as director of European Operations. Working directly with master franchisors, Diane was responsible for overseeing the growth and sustainability of the franchise brand across Europe. While in post Diane successfully added 350 clubs to the portfolio, established the brand in seven new

Diane Vesey territories and played a significant role in the naming of the brand as ‘Number One Global Franchise’ two years in a row by Entrepreneur magazine. Since exiting Anytime Fitness in 2018, Diane has applied her experience to support several other national franchise businesses, both in employed and consultancy roles. She is now ready to take on her next challenge and is excited to return to a UK focused role with Active Nation, a forward thinking, successful charity with growth ambitions. “I’m really looking forward to getting

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