Workout UK June 2021 by Script Media

ISSUE 326 June 2021 £3

Operator reports record month for memberships page 3

Leisure centre reopens with a bang thanks to £1.5m reinvestment page 11

Leisure centre turns training inside out page 19

Images: https://billybolton.com

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UK FITNESS SCENE

New report shows impact of Covid-19 pandemic on independent fitness clubs ukactive has joined forces with GGFit and 4global to publish a new report measuring the impact of Covid-19 on independent operators in the physical activity sector. The Independent Fitness Clubs Benchmarking Report is based on a study from July to December 2020, using data from 627 independent clubs, which represent a total of 289,000 members, 3.9 million visits, and revenue of £32m. The report is designed in response to feedback from ukactive’s Independents Steering Group detailing the needs of independent business owners in terms of representation, standardisation, and benchmarking. The report, available on the ukactive website, shows membership and participation metrics within the independents sector, as well as comparing these with the wider physical activity sector. Huw Edwards, CEO of ukactive, said: “We recognise the value that independent fitness operators offer to their members and communities across the UK, providing an essential service for the nation’s physical and mental health. “We know that independent fitness businesses have been hit hard by the pandemic but with the support of their members they have proven to be agile and adaptable to change, which is clearly demonstrated in this report. “It is our hope that we can continue to support the growth of independents across the physical activity sector by sharing our insight and data, and working together with our members to drive change.” The key findings include: n Turnover among independent operators was down by 43 per cent in the second half of 2020 versus 2019. n Net member movement was generally positive for independent clubs, but negative for the wider sector. n Member recovery was significantly better at independent clubs, both in terms of visit throughput and active member percentage. n More data standardisation is needed, even among clubs using the same 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

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Huw Edwards

systems. The report was supported by ukactive members and leisure management providers, including EZfacility, Clubwise and Membr, to provide an aggregated and anonymised view of the impact of the past year, as well as the opportunities ahead for independent operators in the UK. Guy Griffiths, founder of GGFit, added: “We want to demonstrate how independent clubs are performing in relation to similar businesses and the rest of the fitness sector. “This will help to share best practice, understand business recovery and encourage growth. “This report shows the significance of the independent gym sector, and that there is an opportunity to support in driving standards, data sharing, and creating actionable insights. However, it is clear these businesses are more resilient and responsive to change. “Put very simply, they are close to their members and have the ability to be agile in business.” Utku Toprakseven, partner at 4global, said: “This report represents the first collaborative dive into the independent gyms collective data and is an exciting opportunity to assess the value of the rich diversity delivered across the sector. “We very much look forward to working with ukactive, GGFit and even more independent operators and system providers in the coming months, with an aim to deepen our collective understanding of the critical impact that independent gyms have to the wider health and physical activity agenda.”

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.

UK FITNESS SCENE

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.”

Why the hybrid model is here to stay By Rob Lander RESTRICTIONS of the past year have forced the industry to embrace digitalisation and develop a ‘hybrid’ model that seamlessly blends in-person and remote training opportunities. Moving forwards, the digital offer and the effectiveness of this ‘blended solution’ is going to be a key differentiator in the market. The hybrid model allows gyms to extend the brand reach beyond the physical facility, suddenly allowing for a

potential global audience. Through a professionally presented, custom-branded and user-friendly app or web platform, members can access your offering any time, from anywhere in the world. No longer restricted by operating hours of class timetables, the hybrid model is a customer-centred experience whereby content can be accessed ondemand or live streamed. Training plans and exercise demonstrations are also available at just the touch of a button, meaning workouts

can still take place even if a visit to the facility is not possible. For the moments when people want the community atmosphere, there is no substitute for the live-in-person experience. A hybrid model offers the consumer total flexibility. Everyone has times in their life when fitting in exercise is difficult. Through the integration of a digital offer, consumers can ‘flex’ their training around other commitments rather than reaching for the cancel button.

Creating a successful hybrid offer is more accessible than you think. In most cases, the investment in the Fisikal solution is quickly outweighed by the immediate value gained from improved member engagement and the ability to create new income streams which you can market to a global audience To find out more or to book a no obligation demonstration, contact Fisikal at: https://fisikal.com n Rob Lander is the CEO of Fisikal.

UK FITNESS SCENE

Fresh start at The Manor House GYM-goers at The Manor House have been welcomed back to a fresh start to achieving their health and fitness goals with a new-look facility. During the enforced closure, The Loft – a spacious and modern gym based at The Manor House Golf Club in Castle Combe – has installed an impressive selection of new equipment to provide extra encouragement and variety for any workout. In addition to an upgrade to the Technogym Artis range, a new running treadmill has been added,

as well as two extra bikes and two cross trainers, while a selection of new Technogym barbells, dumbbells, kettlebells, medicine balls, power bands, density balls and balance domes are now available for use. It all adds to the ongoing relaxed, friendly atmosphere at The Loft with a quieter environment to provide the platform for members to pursue their own individual fitness goals or to work with a personal trainer on a dedicated programme. For keen golfers eager to make the most of the championship-standard

18-hole course in the Cotswolds, gym access is included in the membership. But the facilities are available to all and solo gym memberships are £35 per month (£50 joint). Membership includes access to the tennis court at the main hotel with free parking, changing and shower facilities and a 10 per cent discount on food and beverages in the golf clubhouse. In addition, complimentary access is given to the Technogym MyWellness App, giving a further

array of online classes. Andy Ryan, golf club manager, said: “We know our gym members have been eager to return so it’s fantastic we have been able to provide some new updated equipment for them to enjoy. It has been more difficult to engage in regular exercise for many – especially with no access to indoor gym facilities and equipment throughout the lockdown periods. “We’re hoping our existing members will appreciate the new additions and it may also tempt a few new members too.”

UK FITNESS SCENE

Industry professionals to benefit from job retention and support package

V1BE and Lifestyle Fitness set to open second club in city LIFESTYLE Fitness and V1BE have announce their second partnership to provide a luxury health club in the centre of Manchester, set to open its doors in summer 2021. The new club – part of the Hyphen development – is situated on Mosley Street in central Manchester. It will be the 29th club in the Lifestyle Fitness portfolio and second in partnership with boutique class studio operator V1BE. The luxury facility will be spread across two floors, with an underground level providing members with an unrivalled atmospheric workout zone packed with state-of-the-art gym equipment, functional rigs and free weights downstairs. At street level, a large V1BE studio will provide a range of trend-settinghigh intensity classes and boutique workouts. “We are delighted to announce our Manchester Central club” said Lifestyle Fitness managing director James Lawrence. “Our aim is to provide Manchester’s best workout, so whether that’s a lunchtime gym session, a post work V1BE class or a relaxing weekend workout we’ve carefully designed each space so

that it can be done in style.” “To be able to provide a second fantastic health club to the people of Manchester and an environment that people feel comfortable to exercise in is at the core of our ethos at Lifestyle Fitness.” At a time when the fitness and leisure industry has been massively impacted and the sector has struggled due to the Covid-19 pandemic, Lifestyle Fitness and V1BE have remained committed to expanding their influence and are dedicated to providing a high-quality service and luxurious facilities at competitive prices. “We are delighted to be working with V1BE again,” James added. “Part of the reason we work so well together is that we both understand the importance of community in the fitness & leisure industry. “We want our members to feel like the club is a second home and a place they can feel comfortable, whatever their goals may be and achieve their goals.” Lifestyle Fitness and V1BE’s first club in Ancoats opened its doors to the public on May 17, with the second club to follow soon after.

SPORT England has confirmed a plan to invest £5m of National Lottery money in a new and unique job retention and support package for sports and physical activity professionals as part of the one year implementation plan of its Uniting the Movement strategy. The ReTrain to Retain programme will provide tools, training and services to enable sector professionals to return to work safely and with confidence, providing opportunities for participation to return to pre-pandemic levels. ReTrain to Retain will be delivered by CIMSPA (the Chartered Institute for the Management of Sport and Physical Activity) alongside a consortium of partners including UK Coaching and EMD UK. It will be designed to support up to 25,000 sports and fitness coaches who have had to find work outside the sector during the coronavirus pandemic and will prioritise those working in areas of economic deprivation or supporting underrepresented groups. Tara Dillon, CEO of CIMSPA, said: “ReTrain to Retain will be a major boost to the sport and physical activity workforce, enabling many thousands of professionals to stay in, or return to, the sector. “From sports coaches to personal trainers, swimming teachers and group exercise instructors, this workforce has a vital role in keeping the nation physically and mentally healthy as we emerge from Covid-19, and I am delighted that we are able to provide this service with support from Sport England.” The programme will aim to greatly reduce or eradicate many of the costs associated with restarting work for up to 5,000 self-employed professionals and micro-businesses. It will support unemployed

Tara Dillon individuals with access to training and skills, provide funding for professional accreditations and insurance, along with access to a wide range of additional resources. The project consortium will work closely with more than 500 sector employers, enabling them to address skills shortages and funding the costs of essential training. Tim Hollingsworth, chief executive of Sport England, added: “While it’s been fantastic to see people embrace the return and reopening of sport and physical activity, we must ensure that the sports and fitness professionals who make so much of that happen are supported in every way possible. “It has been an extremely tough year for this part of our workforce, and I am delighted we’re able to confirm this investment and this programme as part of our ongoing Covid-19 recovery work.” Full details of the ReTrain to Retain programme, along with information on how to apply for support, will be confirmed in the coming weeks.

GymSales joins ukactive as strategic partner GymSales powered by ABC Fitness Solutions (ABC) has announced a strategic partnership with ukactive, the UK’s leading membership body for the physical activity sector. By joining the ukactive Strategic Partner Group, GymSales is demonstrating its commitment to getting more people more active, more often across the UK. The move will enable the organisation to grow its profile in the sector and to work together with other organisations that share ukactive’s mission to get the UK moving more. As a member of the ABC family, a leading provider of tech and software solutions to more than 16,000 gyms globally, GymSales helps outfit operators with the leading customer relationship management system in the fitness industry. Through their all-in-one member

acquisition solution, GymSales provides more than 4,000 clubs internationally with the resources they need to grow their membership. Using their CRM, club operators can keep members engaged and excited about fitness through personalized, automated and trigger-based communications around new services and activities that get them moving. In working with ukactive and its members, GymSales aims to be a driving force in helping shape fitness habits in the UK and assist health and fitness providers in motivating consumers to embrace physical activity. The partnership will also expand the company’s brand presence in the UK,

positioning GymSales as a resounding voice in the UK fitness sector and move the industry towards a shared vision of a more active UK. Steffie Bryant, country manager for EMEA, said: “We’re excited to partner with ukactive and work together towards our collective goal of increasing activity across the UK. “We are committed to helping health clubs and gyms accelerate their growth and create engaging experiences for members. “Through this partnership, we have a unique opportunity to become a more active participant in the UK fitness arena, driving the adoption of active lifestyles among consumers as well

as membership at clubs across the country.” ukactive represents more than 4,000 members across the physical activity sector – from gyms, swimming pools and leisure facilities to other activity providers, sports organisations, major consumer brands, and equipment suppliers. Steven Scales, director of membership and sector development at ukactive, added: “We are delighted to welcome GymSales as a new ukactive Strategic Partner, knowing that they share our ambition to get more people active across the UK. “GymSales brings a wealth of knowledge about the global fitness market and this partnership demonstrates the growing strength of the UK fitness sector as we work together towards our collective mission.”

HELLO

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“Although we are operating at limited capacity, the promotion has not been an issue. It brought in an additional 180 members and will boost monthly income with an extra £2,500 per month.” Joanne (Club Manager), Juvenate Health & Leisure, Edinburgh.

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UK FITNESS SCENE

Technogym launches new guide 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 hyperpersonalisation, 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 tailormade 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

customised 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 highintensity 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 ondemand, via Mywellness. Nerio added: “The future sustainability of the planet is increasingly dependent on health and wellness, and fitness operators play a key role in this common challenge to build a better world.”

Get spending savvy post lockdown Advertiser’s announcement

By Jamie Owens

DIGGING deep into your financials is crucial for post-pandemic recovery. A recent survey of 600 gyms revealed a staggering 50 per cent didn’t know how much they spend on gaining new members or what revenue those members go on to contribute to the business. You might be asking why it matters? If you want your business to survive – and thrive – in the crowded fitness market, with everyone battling to bounce back after enforced closures, then understanding Customer Acquisition Costs versus members’ Lifetime Value is crucial. Especially as, post Covid, most clubs have the same, or in many cases less, to spend on marketing. It’s time to start thinking smart and making informed decisions on how much you spend to acquire muchneeded new customers, versus how much they make you in return. Understanding the financials CAC is the total cost of signing up a new customer and includes any activity that contributes to this, such as: n Marketing spend – leaflets, radio ads, banners and social media spend like paid ads, as well as website SEO n Resource – sales team costs including commission, plus resources such as content writing, design or photography n Promotional costs – waived joining fees, a month free, or any other

Jamie Owens membership incentives. Lifetime Value is the total revenue one customer generates before they stop paying – monthly yield x tenure = LTV. So, if the member pays £30 a month and, on average, stays 10 months, the LTV is £300, which of course can be boosted with add-on services and ancillary spend. The easiest way to calculate these crucial figures is to pick a pre-Covid quarter and work out all costs related to gaining new members. Then identify all new customers acquired in that same period. Divide the costs by the customers to give an historic CAC. For LTV, look at the date a customer joined and multiply their monthly membership fee by how many months they stayed. You can then attribute CAC costs incurred during that quarter to ensure you’re making a solid return.

Remember, this only works if costs are correctly attributed – any excluded activities lead to skewed data and misleading results. Where to aim for It’s vital the whole team buys in to the benefits of measuring CAC vs LTV. Growth companies in any sector should aim for a 3:1 ratio, where LTV is three times bigger than CAC. So if LTV is £300, you can afford to spend up to £100 on activities that help you win each new member. If your ratio is bigger than 3:1, consider investing in marketing; if it’s less, it’s time to look at reducing marketing costs. You can positively improve your CAC

by finding cheaper ways to acquire new customers, perhaps a new social media platform or collaborating in areas you have less expertise, such as with marketing partners like Hussle. Hussle has launched the new Membership Conversion Service to provide a highly efficient new joiner channel that requires no risky investment in advertising campaigns, bringing customers you could never attract alone to your door and leaving you time to focus on ensuring customers get a first-class service that really adds value, so they stay. n Jamie Owens is the director of fitness partnerships at Hussle. Visit www.hussle.com/list-my-gym

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UK FITNESS SCENE

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.

Council first to launch Matrix MX4 Active Advertiser’s announcement

BURY Council, who recently partnered with Matrix Fitness to refurbish and upgrade the fitness suites including the digital upgrade of its Leisure Centres have become the first in the UK to integrate MX4 Active, an expansion of the Matrix Fitness MX4 small group training solution based on scientifically validated research to target beginners, the ageing population and the deconditioned. Castle Leisure Centre, Radcliffe Leisure Centre and Ramsbottom Pool and Fitness Centre in Bury have introduced MX4 Active small group training from Matrix Fitness in order to ease the transition to an active lifestyle by including movements that are low impact, yet develop coordination, balance, flexibility and skeletal and muscular strength. Councillor Andrea Simpson, cabinet member for health and wellbeing, said: “With the help of Matrix Fitness, we have already digitalised our offering to provide a more engaging customer journey. “Now, with the introduction of MX4 Active, our goal is to effectively connect with those with a lower baseline fitness.

“Special considerations have been made to ensure the programme can serve the needs of older individuals and the deconditioned, blending cardio-based modalities with

functional training to support improvements.” “With 3,500 members across the three leisure centres, the council hopes the recent digital upgrades and the new MX4

Active programming will attract even more customers to lead a healthier lifestyle.” MX4 Active is an ideal addition to facility timetables, helping older and less fit members form a habit of exercise. Programming can be modified to fit members with different limitations and scaled to accommodate large groups. Chris Porrino, Matrix Fitness area manager North, added: “Given the global pandemic, the importance of staying active and healthy is higher on the public agenda than ever before. “We recognise that some people now prioritising their fitness may be new to the gym environment, of an older age group or deconditioned. “Therefore, with MX4 Active we are doing what we can to remove barriers and encourage as many people as possible to be more active, more often.” When group exercise restrictions allow, MX4 Active small group training will be added to the timetables at all three leisure centres. To learn more visit www. bury.gov.uk/buryleisure or uk.matrixfitness.com/en/ education/mx4-active

UK FITNESS SCENE

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 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

Dave Lornie, Mary Smith and Michelle Childs. 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.”

How do gyms retain customers once the reopening excitement has faded? 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

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 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

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.

UK FITNESS SCENE

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, Diane 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. Whilst in post Diane successfully added 350 clubs to the portfolio, established the brand in seven new territories and played a significant role in the naming of the brand as ‘Number One Global Franchise’

Diane Vesey 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. Diane is now ready to take on her next major 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 stuck in”, said 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 forwards, 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

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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. Whilst at the helm as MD, Simon drove the company into the position of Europe’s largest seller of vacation villas and apartments. Whilst 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 has always enjoyed a decorated amateur sporting careers, achieving many accolades in multiple sports including rowing, rugby and sailing. Simon joins three other Trustees on the Board.

UK FITNESS SCENE

Why instructors are to gyms as hairdressers are to hair salons By Camilla Sunner

WOULD you go to a salon if you didn’t like the hairdresser who worked there? This is the lens through which we should view our fitness instructors. As a service-based industry, the quality of our individual instructors, and how they function as part of a team, is not only vital to the success of the fitness club, but to genuinely improving the health outcomes – both mental and physical – of gym goers. 2020 saw the fitness industry upended. As gyms and fitness clubs closed their doors in response to the Covid-19 pandemic, fitness fanatics turned their bedrooms and living rooms into makeshift workout areas. In parallel, technology took on a much more prominent role in the daily workout routines of the nation. And while many fitness instructors quickly shifted to remote, Zoom-based sessions, new competition emerged from alternative digital platforms, with pre-recorded or live streamed workouts, separating instructors from their beloved – and typically loyal – customers. Adapting to change While this trend continued into early 2021, with lockdown starting to ease, gym goers are more than ever recognising the value of personalised engagement from instructors who can truly keep them accountable. Indeed, according to new research from Xplor Technologies, the number one reason people were dissatisfied with

Camilla Sunner their lockdown fitness routine, was due to a lack of motivation (41 per cent). 32 per cent miss the social element of the gym experience, while additionally, 16 per cent of people missed a specific class or instructor and 17 per cent missed the challenge that the gym setting offers. The service of providing tailored classes or personal instruction, where instructors can marry up their specific skills and specialisms to match an individual’s unique needs or goals, does not have a digital comparison. Put simply, while a gym’s reputation or latest equipment may get people through the door initially, it is the instructors that keep them coming back. The power of technology That’s not to say we can disregard the importance of a digital offering altogether.

We know many gyms would not have survived without turning to online programmes during Covid-19. And similarly, many members would have simply abandoned their fitness ambitions. We should consider technology as part of an integrated approach in the fitness ecosystem. For the time being, online classes remain an essential alternative to the in-person experience. But after May 17 they continue to provide a supplementary offering, especially for those that still may not feel comfortable attending a group class in person. For those that are ready and eager to head back, online programmes and services can be used for valueadded additions – building on the time people spend in the gym – whether that be nutritional advice and meal plans, additional exercise, low-intensity stretches, or a relaxing yoga class. It would also be remiss to not appreciate the many apps and technologies that provide instructors an avenue to focus on their true skills rather than dealing with the class bookings administration that comes with the role of working in gyms or fitness clubs. From rostering to class schedules, there are now technologies that ensure fitness instructors can spend more time doing what they do best – improving the health and wellness of members. The gift that keeps giving With instructors able to focus on

motivating, inspiring and retaining members, and services that allow intuitive booking, membership and payment, the process for a modern day fitness club or leisure centre is frictionless. Now more than ever, we’ve come to recognise the true value in the instructor-client relationship. No individual’s fitness experience is the same, and building a relationship with one’s instructor allows for a nurturing and adaptive programme, where you can grow together; learn together; meet and exceed goals together; and, together, display vulnerability and growth. Experienced group fitness instructor of 29 years, Diana West, said: “The best thing about teaching group exercise is the sense of community, especially seeing how participants feel united in and gain confidence from the euphoria of the music and my motivation, alongside like-minded individuals. “Most participants come back time and again because they need the encouragement of the instructor. “And sharing the workout with friends and like-minded people gives many people an experience that is so much more than just a gym workout.” They say never underestimate the power of a good haircut, but really what we’re saying is never underestimate the power of a good hairdresser. The same can certainly be said for our fitness instructors. n Camilla Sunner is the chief commercial officer UK/Europe for Xplor Technologies.

Franchise chooses Wattbike for launch

XCELERATE GYMS, a new franchise that takes a full 360-degree view of members health, fitness and wellbeing, has opened its first two sites in Edgware and Solihull as part of a longer-term rollout strategy. To maximise the fitness experience for members, XCELERATE GYMS underwent a stringent selection process to ensure they partnered with the best equipment suppliers in the business, which includes Wattbike as the indoor bike of choice. Ashley-Faye Helsby, product director, XCELERATE GYMS, said: “It was key for us to work with leaders in their field. “We want our members, irrespective of their current fitness levels to be able to unlock their full performance potential, and Wattbike is the perfect fit for this. “With a respected history in elite sport, Wattbike brings the sciencebacked evidence, the reliable testing, the smart technology but also the sleek and modern design to fit with our brand image.” Solihull and Edgware have installed two Wattbike AtomX, the new smart bike for the commercial market which gives riders a fully connected, immersive experience. With in-built, interactive workouts, tests, training plans and climb mode

all accessible from the Performance Touchscreen, the AtomX automatically changes resistance to follow structured workouts, simulate gradient changes and mimic real

climbs from around the world. The bikes will be used for small group training, rehabilitation, sport performance, individual use, personal training and fitness testing.

For some of the larger sites in the rollout, there are also plans for integrated Wattbike studios. “I was personally very keen to work with Wattbike as it had become the essential training tool for my recovery after suffering knee injuries from elite sport,” Ashley-Faye added. “I lived and breathed the Wattbike during my rehabilitation and know first-hand how amazing it is.” The Wattbike AtomX will also be a ‘hero’ product in the XNATION Games, an annual athletic competition run by XCELERATE GYMS to test speed, power and strength in endurance-based mental and physical challenges. Tom Crampton, head of commercial at Wattbike, added: “XCELERATE GYMS is set to take the industry by storm, and we’re excited to be supporting them with the best equipment indoor cycling has to offer. “The team has recognised the increased demand for smart training; accurate data and instant feedback which tracks performance and utilises metrics to motivate their members on their health and fitness journey. “We look forward to supporting them across their portfolio of future sites.” The Edgware site opened on May 4 and Solihull will open in the Summer.

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UK FITNESS SCENE

Gary chooses Panatta to kit out his new gym on the Wirral What is the background of Gary Arnould and the family? Gary first started going to the gym at age 24 followed by his younger brother Stephen, over the years they have both competed in bodybuilding shows throughout the UK and always had a passion for the gym. For the last 20 years Gary has worked along side his father Rob in his lift business. Gary also has an older sister Claire who ran her own business in childcare with her mother for 13 years. It has always been an ambition of Gary’s to open a gym and during the last 12 months he has pulled together the skills and experience of his family and good friends to open Arnoulds Gym. The site, based on the Wirral, offers unrivalled facilities from an independent friendly family run business.

What will you be offering differently to other clubs on the Wirral? Incorporated within the gym is a physio / neuro rehabilitation centre called Atlas Physio catering for a wide range of needs. Details can be found on the www. arnouldsgym.com website. On top of our physio department, they key difference was creating a community environment that customers see/ meet the owners and equipment that provides confidence to all user types and abilities. A space to come together to enhance everyone’s lifestyle. Will you be catering for all abilities and what classes will you be offering to your members? Yes, as a family business, we wanted to cater for all of the community needs and Panatta worked with us to

create a concept to deliver that with one gym that was broken down into training zones allowing users to keep to themselves or engage with each other. We now offer memberships, personal training, classes and therapy services

For us Panatta worked closely on the custom design and bespoke finish of the gym/equipment. The biomechanics of the machine is very high and our customers can feel the difference. It makes us stand out!

Why did you choose Panatta to partner with? It was the fact that within the Panatta range, they provide complete solutions for all needs of various lines and budgets that allowed us to get the most out of the project budget.

How is the re-launching going now that the Government restrictions have been eased? We took possession of the buildings last October and worked tirelessly through the pandemic transforming the units into our vision of what we wanted. We first opened our doors on the April 12 this year and have had overwhelming response from people locally and from afar . The feedback from customers has been great , they love the atmosphere and the friendly vibe, they love the kit , never seen gym equipment like it, great place to train.

Would you recommend Panatta to other clubs and if so what would be the most important features? I would recommend Panatta to any type of gym operator, big or small, the key features are the build quality, innovative machines and adjustable correct movements for all user needs.

UK FITNESS SCENE

Leisure centre turns training inside out FOLLOWING the creation of Rhyl’s largest indoor functional training space as part of the 2018, £1.2 million centre redevelopment project, Denbighshire Leisure is expanding the provision further, but this time taking the concept outdoors. Works have begun on a large outdoor functional training area to transform a previously unused service yard into a 970sqft, vibrant training facility. Jamie Groves, managing director at Denbighshire Leisure, said: “During the pandemic, many people in Wales have taken to exercising outdoors, reconnecting with nature and benefiting from the fact that virus transmission is

proven to be less of an issue outside. “In response to this, we are developing a premium outdoor training facility which matches the quality and versatility of our indoor provisions.” The space will be accessed via the indoor functional training space and will be serviced by two fully branded 20ft Functional Kit Boxes. The first container will support a galvanised steel functional training rig with various stations including: two squat racks, a dip station, monkey bars, rebound boards, pull up bars and steps. The second Box will house a comprehensive selection of functional training equipment.

Across the front will be a dedicated TRX training area with a punchbag at either end, creating almost limitless training options. The floor between the two containers creates a 10m x 6m training space comprising of DuraTrain Impact Tiles with a 15m x 2m metre astro turf sled track running alongside the training area. The area will be enclosed by a 3m fence. As leisure development partner under the Leisure Framework, Managed by Denbighshire Leisure, Alliance Leisure have been commissioned to deliver the £78,000 project. Will Gardner, business development manager for Alliance Leisure, added:

“Working with our partner, Indigo Fitness, we are creating a welcoming, engaging and highly versatile facility that will perform well in all but the most adverse weather conditions. “Whilst the initial space will not incorporate a roof, the facility has been designed so that it would be relatively easy to add one at a later date.” Denbighshire Leisure has taken advantage of the enforced government leisure centre closures to get the works underway. The project is on target to complete in July when Rhyl Leisure Centre will become the first public leisure facility in Wales to offer a purpose built outdoor functional training space.

Gym franchise partners with Power Plate to offer recovery to members POWER Plate and Xcelerate Gyms work together to offer a full recovery service to members across all sites. Rising out of the pandemic, Xcelerate Gyms are repurposing and restructuring high streets and retail spaces into a series of new opportunities in prime town and city locations across the UK. As retail landlords work to create new multi-purpose sites to offer more leisure facilities alongside traditional retail and hospitality, Xcelerate Gyms will take a full 360 degree view of members’ health, fitness and wellbeing to give them support, tools and advice from world leading experts – creating ‘best in class’ health and fitness hubs that are centred around local communities, as individuals and families focus on their health, wellbeing and fitness. Power Plate has worked closely in partnership with Xcelerate Gyms to develop a new pioneering recovery room, bespoke to the brand, supporting the clubs strategy to empower all members irrespective of their fitness levels and help them unlock their potential. Each site will incorporate a recovery room and depending on size and layout they will have one of the following three options: The Drive package includes 1 x Power Plate Pro7 and 3 x each Targeted Vibration Products (Power Plate® Pulse™, Roller™ and Dualsphere) along with 3

Iain Murray

lumbar support cushions. The Momentum package includes 2 x Power Plate Pro7, 5 x each TVP as above and a silver sports recovery massage chair. The Velocity package includes 3 x Power Plate Pro7, 5 x each TVP as above and a gold sports recovery chair. Iain Murray, sales director at Power Plate UK, said: “Recovery is now something to be actively pursued. It’s become a destination, an undertaking and an experience in its own right. “We are delighted to be partnering with Xcelerate Gyms where Power Plate whole body and target vibration products will feature in every club to help empower health and enhance rejuvenation for members.” The first Xcelerate club to open is Edgware and with membership sales exceeding expectations, and a number of other locations in the pipeline, Xcelerate Gyms is now recruiting for new

franchisees across the UK. Product director and former GB athlete Ashley-Faye Helsby added: “We want to create a positive experience for members, and by creating new habits and making recovery an everyday activity, we want to provide members with access to all the key components of recovery including; sleep therapy, nutritional coaches, performance

psychologists, paediatric scientists, mobility experts, and strength training coaches, giving a full 360 degree approach to health, fitness and wellbeing.” For more information on Power Plate visit www.powerplate.co.uk or contact iain.murray@powerplate.com For more information on Xcelerate visit www.xcelerategyms.com

UK FITNESS SCENE

Foxhills wins generation game with its new Pavilion’s green focus FOXHILLS Club & Resort’s new Pavilion has laid the foundations for a longterm sustainable future for families and generations to come. The new £7m facility at the Surrey club, designed by renowned architects Michaelis Boyd, was built for families and the environment they will inherit. Marc Hayton, Foxhills managing director, said: “Considering the environmental impact of the Pavilion was particularly important because it has been designed for families. “We want the children to enjoy the Pavilion throughout their lifetime and make sure that it doesn’t have any negative impact in the future. “It’s been great to incorporate these fantastic features into the design from the beginning and work with experts to ensure that every aspect has been carefully considered on Foxhills’ most exciting development in our 46-year history.”

The Pavilion’s roof has been fitted with solar panels, all the lights – inside and out – are LED, which are 80 per cent more efficient than traditional lighting, while lighting in the toilets and locker rooms are on motion sensors to save energy. Both pools are filtered by a pioneering DAISY system which reduces the water, energy and chlorine used, providing swimmers with a more natural and gentler environment. The 25m outdoor pool is covered each night to reduce evaporation and save energy. By including the toddler’s pools within the envelope of the main pools, rather than separate, it improves water quality for children and uses less energy. Sensors on taps and showers mean less water is wasted. Five water fountains will be available to keep members and guests hydrated. The coolers won’t have any single-use

plastic cups, encouraging the use of refillable bottles. Awnings and blinds are fixed to southfacing windows to reduce solar gain and the energy required to cool the building; printing will also be reduced as menus are on boards and QR codes and notice boards are displayed digitally; lockers are fitted with mechanical locks which reduce the environmental impact of batteries. Like the Yoga Cabin, which opened at the club in 2019, the Pavilion’s larch cladding is FSC approved, meeting the highest environmental and social standards. Trees play an important role in combatting climate change, so specimen trees were protected during construction and new ones planted. The Pavilion replaces the much-loved Youth Club, 90 per cent of which was recycled following its demolition. Rather than throw away all fixtures

and fittings, spin bikes were bought by members and other items have been refurbished to reappear in the new building. The building will feature indoor and outdoor swimming pools, a crèche, art studio, playroom with soft play and roleplay ‘high street’, three more studios for dance, functional fitness and group cycling, a games room, a new restaurant and two terraces – all set within a Victorian walled garden overlooking one of the resort’s golf courses. The Pavilion joins an Olympic range of leisure facilities already at the club, offering more than 200 weekly activities for both adults and children. Highlights include group cycle, yoga, combat, reformer Pilates, Zumba, arts and crafts, Nordic walking, dance, judo, orienteering, tennis, table tennis, cycling and running clubs, basketball, football and golf.

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.

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

Funded training now available in leisure sector for young people

UK FITNESS SCENE

Wigan Warriors announce Myzone as heart rate monitoring partners MYZONE has announced its partnership with Wigan Warriors as the rugby club’s official heart rate monitor supplier. In addition to the players using the MZ-Switch for performance tracking, game days and recovery sessions, the club is also running a movement campaign across its community, empowering more people to fall in love with exercise and sport. “The partnership first came about following a previous conversation with Wigan legend and England Rugby World Cup winning captain Jason Robinson,” said David Stalker, Myzone CEO of EMEA. “With an element of serendipity, Jason introduced us to the Wigan Warriors team and it made sense that we partner together for this special opportunity to really make a difference in both team performance and in the greater community.” Providing belts for all first team players and all playing squads, the MZ-Switch heart rate monitor and Myzone equipment will gamify players’ training on pre-game days and in recovery sessions. In addition to the competitive benefits, the Community Foundation is also running a campaign within the community where everyone that reaches the World Health Organization’s guidelines for physical activity – 1,300 MEPs in a month – gets a free heart rate monitor at the end of the campaign. “Myzone is delighted to be partnering with the most successful British rugby league team in history, to support their players’ performance, and engage the wider Wigan community to increase levels of physical activity,” added Jonathan Monks,

Myzone director of EMEA. The MZ-Switch being used is the world’s first interchangeable heart rate monitor for the gym, outdoors or in water. Integrated into the club’s Community Foundation projects along with fan engagement initiatives, Myzone’s ethos of making movement more fun for more people will be embraced to encourage physical activity and wellbeing inside and out of the training ground. Wigan Warriors head of performance, Ian Bentley, said: “We are delighted to incorporate Myzone’s

innovative products into our High-Performance programme. “As a club, we are always striving for improvements both off and on the field, and this technology will allow us to accurately understand player exertion levels and amend sessions accordingly. “Our players are a competitive group so have already found the group heart rate display to be a great addition to the first team gym, where they’ve been able to monitor performance in real-time and challenge each other.”

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UK FITNESS SCENE

Advertiser’s announcement

Reach Wellness supports new studio REACH Wellness is delighted to have supported Darren Bettison Wellbeing Services for the development of its new personal training studio in Mansfield. Located in a former betting shop, DBWS was established during the coronavirus pandemic/ lockdown and officially opens its doors to clients in May 2021. At 11 years of age Darren was diagnosed with anklosing spondylitis (inflammation causing back and hip stiffness) after contracting salmonella leaving him hospitalised for six months. This acute illness significantly impacted his own health and wellbeing into his 30’s. Darren subsequently required medical intervention including regular autoimmune injections. However, the positive outcome was that this unfortunate experience gave Darren a personal interest in health and fitness. Now 36, Darren is able to manage the side effects on his body without having to rely on medication. Darren started as a part time gym instructor at The Oasis Health Club in Mansfield that was subsequently acquired by Barnsley Premier Leisure, renamed ‘Fitness Flex’ and rebranded by BPL in 2020 as ‘Your Space’. Having played football for many clubs in Nottinghamshire and Derbyshire including Mansfield Town FC and Chesterfield FC, Darren played semiprofessionally while also leading 10-15 gym classes per week and balancing home life with two young children. Darren decided to become a certified personal trainer and started to grow his client base, followed by studying for a qualification in biomechanics coaching and sports massage therapy. This gave Darren opportunity to further develop his skills and knowledge as a trainer. “The biomechanics coaching really assisted me to create bespoke programmes and in turn educate clients on their medical issues, injury, rehabilitation, recovery and the ageing

Darren Bettison at his new personal training studio process,” he said. “I have been training and treating Sophie Wells for over 10 years now. Sophie represents Great Britain at Paralympics Equestrian and has won more than 30 gold medals for Team GB and remains world number one in her sport.” DBWS also had two equestrian performance clinics prior to lockdown based in Lincoln and Uttoxeter when the business was effectively working at full capacity. After working at Fitness Flex/Your Space for three years and with the onset of the 2020 pandemic, Darren had to take his business online. “This gave me the push I needed to progress my business,” he added. “When the ideal premises became available it was time for DBWS to establish their own facilities and take more control over their own destiny.

“One of my first calls in December 2020 was to Jeff at Reach Wellness to inform him that I had secured the premises. I needed Jeff’s input as I wanted DBWS to be unique and differentiate our offering from the many ‘big box’ gyms already established in Mansfield. “Jeff personally provided a detailed site survey and presented a concept for gym facility including plan layout and design that exactly met my objectives and budget. “Indeed Reach Wellness provided consultancy and advice on all of our equipment. It was great to trust in Jeff’s experience and knowledge as a reliable fitness industry professional.” DBWS includes conventional equipment that you would expect to see in a personal training studio including a range of dumbbells 12-36kg with adjustable benches, free weights and Olympic bars, 3 x Escape Decks, Life

Fitness Treadmill, IC7 Bike, Power Rack, Concept 2 Rower and Ski Erg. There is also a treatment room for sports massage and therapy services. “The key decision was to install Reach Wellness’ Solid Infinity System; a patented wall mounted / space saving functional training solution to allow open floor space for small group training in the 110-square metre facility,” added Darren. “SIS is amazing and my clients and me already love using it. In addition, I will be able to continue a ‘hybrid approach’ of online training from the same space and mitigate against any further business restrictions in future.” DBWS is conveniently located in a local shopping parade adjacent to a public park where Darren also runs his successful outdoor boot camps that have become hugely popular with his loyal client base during the lockdown periods. “I first met Darren two years ago at Your Space Mansfield after having picked up his business card that caught my attention as it stated that he was a PT and biomechanist,” added Jeff Davis, managing director of Reach Wellness. “I was immediately impressed with Darren’s unassuming personality and caring disposition towards his clients. I was keen to support him with his new venture and delighted that he trusted us with our advice and equipment recommendations. It really is a fantastic facility.” “It is clear that Darren has earned a fantastic following and support from his local community that will no doubt ensure DBWS’s continued success now operating from his new business premises. “It is rewarding for Reach Wellness to support DBWS through the pandemic with the project development and indeed a privilege to share the journey together both now and in the future.” For further details and free quotation without obligation contact Jeff Davis on 01777 711798 or visit www.reach-wellness.com

Keeping up with the Joneses YOU know the feeling, you just bought a new car, everything is perfect in the world, but as you pull up at your house, you notice that your neighbour has bought the next spec up from yours. The novelty soon wears off when that happens doesn’t it. It can be the same in the fitness industry, there is always a competitor out there trying to take the shine off you. It happens, we accept it, move on and continue to play to our strengths. For those of us out there that don’t have unlimited funds to purchase new gym equipment to compete with the new fitness club that has opened up down the road, we have to look for alternative ways to add value to our offering. It’s great to be different, it’s what keeps the world turning. However, it can be just as easy to go head-to-head in 2021. Your existing gym equipment is worth more than you think and its value can be used towards the cost of brand-new gym equipment.

ServiceSport Finance Ltd has more than 20 years of experience in the fitness industry, buying used commercial gym equipment from leading fitness club operators around the world. ServiceSport Finance Ltd is a

champion for establishing and maintaining strong relationships with our customers and this is evident in the fact that the whole transaction is dealt with between the customer and ServiceSport Finance Ltd, no third

parties are involved. It is ServiceSport Finance Ltd that provide the prices, ServiceSport Finance Ltd that collect the gym equipment and ServiceSport Finance Ltd that make the payment. To further enhance the offering to our customers, ServiceSport Finance Ltd offer rental deals on new and remanufactured gym equipment with the option to purchase at the end of the agreed term or return as is. For customers that are not looking to invest significant capital outlay in the purchase of new gym equipment, ServiceSport Finance Ltd lives up to its name by offering a variety of finance options to suit. It makes perfect sense to deal with one reputable, proven and transparent business than a multitude of companies that form the chain for one when it comes to selling and buying new, used and remanufactured gym equipment. For more details contact ServiceSport Finance Ltd on 01257 264 738 or email info@servicesportfinance.co.uk

TRAINING AND RECRUITMENT

Could apprenticeships hold the key to help our industry recover? Advertiser’s announcement

By Tad Chapman

Tad Chapman

WITH several lockdowns now behind us, the future is looking brighter as facilities across the UK reopened with gyms and group exercise studios welcoming members once again. Amidst this optimism, operators now, of course, face the task of getting back up on their feet. A key part of this will include restoring staff confidence and reigniting training programmes. Lockdown as we know had a devastating impact on the leisure sector with facilities forced to close and a high percentage of staff put on furlough. Now we’re able to look once more at staff training and development, apprentices shouldn’t be forgotten. Workforce development has never been so important and apprenticeships have a key role to play in the rebuilding of our sector. Apprenticeships not only provide an excellent route into our industry but also a fantastic career pathway that will future proof workforce development by retaining – as well as training - the best talent in an organisation. Employer operators must recognise the newest apprenticeship standards run from Level 2 – such as a Community Activator Coach or Leisure Team member – right up to Level 6 and 7 including Chartered Manager and Senior Leader. The potential for apprentices to extend way beyond entry level recruitment and reach management and degree level is a valuable retention tool for operators

and employers to hold onto their brightest talent. Post-pandemic, restoring confidence in colleagues and members, reviving training programmes and renewing optimism is key. Apprenticeships can help by offering a cost-effective, clearly mapped route to put people’s careers back on track. And after such uncertain and turbulent times, there’s a lot to be said for the structure and security offered by apprenticeships and the End-point assessment process. Active IQ is able to provide advice and support to training providers to meet the needs of employers. Active IQ works with both employers and training

providers to ensure apprentices are fully prepared for their assessment. The flexibility of an apprenticeship to be tailored to a certain job role is what sets it apart from a generic vocational qualification. By working closely with the training providers and colleges teaching the apprentices as well as the operator employers, Active IQ can easily establish exactly what all parties need and ensure studies are guided towards assessment for a successful outcome. Lastly, as an added incentive, the government is now offering additional funding to operators taking on an apprentice. So as an employer, this could be a fresh chance to engage with new staff, find new talent and also improve the skills of existing staff. What makes apprenticeships great is that they are measured and progressive. The structured career pathway gives a sense of achievement too for both the employer and apprentice. All in all, apprenticeships could hold the key to helping our industry recover. Active IQ is one of the first End-point Assessment Organisations (EPAOs) to be approved on the Register of End-point Assessment Organisations. With unmatched expertise, it offers 15 End-point Assessments (EPAs) for the new apprenticeship standards. To find out more visit www.activeiq.co.uk n Tad Chapman is Active IQ’s head of end point assessment.

ARE YOU LOOKING TO PURSUE A CAREER WITHIN THE HEALTH AND FITNESS INDUSTRY? We have over 100 qualifications in the fitness industry and over 500 approved centres UK and worldwide to start you on your journey. ARE YOU LOOKING TO UPSKILL? Active IQ’s Professional Career Development enables you to progress to the next stage of your career.

Find out more at : www.activeiq.co.uk

UK FITNESS SCENE

The 2021 Post Lockdown Fitness Club Recovery report from ClubWise analysed data from more than 800 clubs from the period of April 12 2021 to April 30 2021 vs the same period in 2019.

Do you still have many members on freeze? FROM what we have seen so far, the fitness industry is recovering well. Membership sales in April exceeded sales made during the same period in 2019*. Leads are coming in thick and fast with many clubs seeing as much as double the number of prospects being added to their systems vs the same period in 2019*. This is great news and show real optimism for fitness industry recovery. However, the data is also showing that many clubs still have many members on freeze. There may be complex reasons as to why members have not yet returned to the club, but it’s important that as an industry, we are doing everything we can to encourage members to return to exercise, not just to support financial recovery, but to support our core mission of helping individuals get active and healthier. Here are some ideas to help you reengage your members on freeze: 1. Show your members how Covid secure your club is Showing your members the measures you’ve put in place to ensure a safe, socially distanced environment to work out will go a long way to reassuring and re-engaging your members on freeze. A great way to do this is by filming a short video tour of your facility, that could show your members where the hand sanitiser stations are, the reorganised gym floor, the one-way system etc. By providing members with visibility of the changes and measures you have put in place, they will naturally feel more confident about coming into the club.

2. Re-engage members with a free mini personal training session Members still currently on freeze have likely not been to the gym in up to 12 months. They may have fallen into bad habits and lost motivation. The personalised and tailored approach of personal training will provide members with a great way to kickstart their journey and ensure they are getting the most out of their gym membership. 3. Encourage members back with a free personalised health assessment By offering your members a free personalised health assessment using body composition analysis technology, you can provide an instant snapshot of a member’s health and fitness status that can be used to develop a personalised programme with step-by-step targets based around their goals and lifestyle. This is a great way to not only reengage members but keep them coming back. 4. Call members to understand the barriers and try to overcome them The best way to find out why your members are not ready to come back is by speaking to them directly. A quick informal ‘check in’ phone call will help you understand the barriers and provide insight into their individual concerns/challenges. With this insight, you can look at ways to overcome these barriers and get them back into the club and back on their fitness journey. For more information on ClubWise, call 01844 348300 or visit clubwise.com

Myzone takes top spot as tech company of the year IT’S been quite a month. So many partnerships in the pipeline and so many stories to tell of how Myzone is making a difference. But one, if not the, most exciting of them right now is that we’ve won Tech Company of the Year at the 2021 Fitness & Wellness Awards of Excellence, hosted by FIT Summit. I still can’t type it without smiling. Before the announcement, the accolade winner-to-be was described as a technology company that has really pioneered new services, across new platforms, with new innovation in new markets. It was aimed to highlight what work was going in to lead the industry throughout the pandemic. To be acknowledged as being a gamechanger and adding value for the sector through innovation and collaboration is nothing short of incredible. We’ve strived to do just that at every point throughout the company’s history, but the pandemic has offered even more of an opportunity to do more for everyone in our community. Obviously it wouldn’t be possible without the thousands of operators and millions of Myzone movers feeding in great feedback for us to be able to develop our products and services. It’s also not just the tech, but it’s down

to our rockstar team. Every staff member at Myzone works tirelessly to help each other and drive progress that improves the lives of our customers and community. From support, to marketing, to sales, to development, accounts, management and beyond. I can’t thank everyone enough. Now is a time when there’s so much focus on health and wellbeing that we, as an industry, cannot let go of the reins. We’ll enjoy the enjoy the win, share the news with as many people as possible, and continue to work on new and existing ways of making the world a healthier and more enjoyable place to be for everyone. The industry is not going to get the attention of governments and communities like this again, so let’s all do our bit in promoting physical activity as the miracle cure that it is to help alleviate stresses on health services and kick long term illnesses to the curb wherever possible. I just want to finish off by saying thanks to Ross and all the team at the Health, Fitness and Wellness Awards of Excellence. We are both honoured and delighted to receive this award. Here’s to continuing to make physical activity more fun for more people more often.

Prolong the life of your gym equipment FOR the last 60 years Nuffield Health has been working to make the nation fitter, healthier, happier and stronger. With more than 150 sites across the country, Nuffield Health need a trusted and reliable provider to service, maintain and repair their range of fitness equipment to ensure that the nation continues to benefit from its service offering for many years to come. ServiceSport UK has delivered the service and repair contract at Nuffield Health since 2011, maintaining more than 1,000 pieces of gym equipment ranging from Technogym to Life Fitness. Through its asset management system, ServiceSport UK is able to share site information with Nuffield Health to show the condition of their gym equipment, schedule service visits, track repairs and review management reports to make informed business decisions in

relation to the purchasing of new gym equipment. Rick Crawford, head of commercial development fitness for Nuffield Health, said: “With so many different manufacturers of our gym equipment

spread across our estate, it makes our life easier knowing exactly what equipment, and its condition, is in each of our fitness clubs. “We don’t need to worry about scheduling services as the team at

ServiceSport UK handle all of that for us and the web portal makes reporting any issues so easy for our teams.” During lockdown, ServiceSport UK has also carried out upholstery repairs to more than 87 of Nuffield Health’s fitness clubs, ensuring that their gym equipment was in tip-top shape ready for reopening to the nation. “Not only are tears in pads unsightly, they also provide an environment for bacteria to breed and the risk of infection to spread,” added Rick. “To have ServiceSport UK carry out the repairs before reopening, further enforced our message to members that we take cleanliness, and their safety, seriously.” To find out how ServiceSport UK can prolong the life of your gym equipment contact 01257 264 738 or email info@servicesport.co.uk

UK FITNESS SCENE

Coming back stronger post lockdown BUSINESSES are reopening, vaccines are flowing, restrictions are easing, and, best of all, gym members across the UK are able to return to their facilities and enjoy the benefits that physical activity has to offer. But gym members are not the same people they were 12 months ago. The British Medical Association Journal* published results collected from 64 studies determining that greater than 50 per cent of healthy adults have decreased their physical activity and increased their sedentary behaviour during the pandemic. In only the second week of reporting, the University College London Covid-19 Social Study** found that 86 per cent of those surveyed did not leave their home to engage in moderate or high-intensity activity. At week 52, the study reported that fewer than one in seven people said they were getting ‘very good’ quality sleep and depression and anxiety levels remain as high as they were in Autumn as well as the first lockdown in May. If we hope to overcome this new reality, operators must arm themselves to meet members where they are today, not where they were in March last year. The first step to ensure a strong comeback is to improve the functionality of members’ workouts. “Helping them to learn how to move again with a movement pattern training

approach will improve their lifestyle and functionality beyond the four walls of the facility,” said Jill Drummond, global education and programme manager for Freemotion Fitness. The Freemotion Movement Pattern Training approach first focuses on mastering the six basic movement patterns, building foundational strength to push, pull, lunge, squat, twist, and bend. “Teaching clients how to move in multiple planes, through multiple ranges of motion, and in multiple directions is crucial,” she added. “The first priority is to re-establish form, build confidence, and re-activate muscle memory.” Step two develops a comprehensive path to progression for members, which goes beyond solely increasing load. Functional strength training should progressively challenge endurance, speed, strength, balance, and stabilisation in order to build a truly fit body. “Ever since Freemotion introduced the world to cable-based strength training in 1999, it has been at the innovative edge of strength and conditioning,” said Tony Ali, country manager UK for Freemotion. “The Freemotion Functional Cable Strength line is the ideal tool to meet the needs of gym-goers as they return to movement. “Every machine provides a starting

point, avenue for progression and advanced training capability to help members rediscover their pre-Covid strength and fitness levels, putting them on the path to even greater results moving forwards.” Functional Cable Strength training activates prime movers (the muscles that provide the primary force driving an action) and challenges those allimportant stabiliser muscles, which many people have sadly been ignoring while working longer hours, and generally being more sedentary, during the lockdown restrictions. This form of strength training also allows members to mimic movements of everyday life, as well as make microadjustments to prevent injuries and accommodate current aches and pains. And, most importantly, it facilitates a personalised approach; not only addressing the new fitness challenges members face, but speaking to the mental wellness hurdles they must overcome. With many people still experiencing high levels of stress and anxiety and some potentially suffering from Long Covid, operators must support members to pick up where they left off, providing workout options that offer a feeling of success and a lack of intimidation to reduce stress and anxiety. At the same time, fitness staff should focus on celebrating every win, big

or small, among their clients to drive up their levels of motivation and enthusiasm. This, in turn, will positively contribute towards their attendance, engagement and retention, helping operators build a stronger community – physically and socially. “Set a goal of continuous days at the gym or minutes of movement, rather than pounds lifted or intensity achieved,” added Jill. “If Covid-19 has taught us anything, it’s that our health is precious and fitness and wellbeing are a lifelong pursuit that cannot be taken for granted.” There’s no question that our world has changed, perhaps forever. As we’ve adjusted to new ways of living and working, our movement has suffered. Now, our wellbeing must be a priority, and operators must do all they can to understand where members are at today so they can inspire them to be healthier, fitter and stronger tomorrow – one step, or functional strength workout, at a time. References *Changes in physical activity and sedentary behaviours from before to during the Covid-19 pandemic lockdown: a systematic review. **UCL COVID-19 Social Study.

https://freemotionfitness.com/ strength/?utm_source=Workout&utm_ medium=newsletter&utm_ campaign=strength&utm_ content=content

Tribal’s ‘sustainable nutrition on-the-go’

NEW nutrition brand Tribal Active Nutrition has launched two vegan and organic energy smoothies, promising ‘sustainable nutrition on-the-go’, being better for you and your stomach, and also the planet, than conventional energy gels and drinks. Organic and nutrient dense, the smoothies, which come in onthe-go pouches that easily fit into a pocket, utilise the energising and revitalising properties of baobab fruit to create a natural and effective fuel. They’re also packed with other important nutrients to help boost performance, including 36 per cent of the NRV of vitamin C, which has been shown to help

beat fatigue. Due to their unique format, the smoothies are also less concentrated than more conventional energy products and are thus easier on the stomach. So, whether you’re heading for a session at the gym or a 9am board meeting the smoothies will help energise you for the challenge ahead. Tribal Active Nutrition Energy Smoothies are available in several varieties, including Morella Cherry and Baobab and Pineapple and Baobab, from Sainsbury’s, health stores, Amazon and tribalactive. co.uk, where you can also find more information.

UK FITNESS SCENE

Four tips to maximise your health club membership sales post lockdown HEALTH clubs in the UK have been reporting high numbers of cancellations (some up to 50 per cent of their entire database) since the beginning of the pandemic. Taking a pro-active, structured approach to remedy this, will give you the best chance to build your member numbers back up to what they were pre-covid.

1. Make joining simple. Remove any administration friction from the joining process across all touch points, from the initial enquiry through to the members first visit. This includes responding quickly to any membership enquiries on all channels (Facebook, phone, e-mail). Leaving an enquiry unanswered for even 24 hours could result in the prospect choosing a competitor or worse, losing motivation all together. Simplicity with your in-club and online joining process is vital, and a clean, easy-to-navigate website is a key factor in success. 2. Solidify your value proposition. Understand the value you provide and the unique selling points of your club. Do you have the best instructors in

town, the best customer service? You can’t be the best at EVERYTHING, so focus on what differentiates you from the competition, and deliver this in every customer interaction. 3. Understand your prospects needs. The worst mistake you can make is to

judge a book by its cover. There are 101 different reasons why someone may choose to join a health club and it’s your job to find out why, so that you can help them in the best possible way. Taking the time to sit down with a prospect, find out their fitness goals, and

driving force behind these goals, will allow you to deliver a hyper personalised and quality experience for the potential member. 4. Personalise the selling process. What’s in it for me (WIIFM)? This is an innate question consumers ask when making buying decisions. Address this when delivering your value proposition by focussing not just on the features of your club, but on the benefits it brings to your customers. Too many clubs deliver a one-size-fitsall approach when it comes to tours of their facilities. After taking the time to understand what exactly it is that your prospective new members wants, tailor the tour accordingly. Creative Fitness Marketing (CFM) are experts in getting new members for Health Clubs. “Now is a great time to be promoting health and fitness, said operations director Dean Godfrey. “ Our Member Drive campaigns have been getting some fantastic results since lockdown eased in April.” Find out more by downloading a Membership Drive Case Study at https://uk.cfm.net or call Jonny or Harry on 0115 777 3333.

Products to inspire your members IF YOU’RE looking for new ideas to inject your fitness spaces with fresh workout inspiration for returning members – and to do so affordably after what’s been a hugely tough year financially – the 2021 Physical Company catalogue, with its 1,900+ products, takes some beating. There’s been a lot of operator interest recently in replacing small equipment, for example – a simple, affordable yet impactful way to make a positive impression on returning and new members. And with free weights, group exercise, functional and small group training Physical Company’s heartland, our catalogue offers plenty of costeffective options. These include an ever-expanding ‘good value, high quality’ Physical-branded range, with the latest additions being our Performance Yoga Mat, Performance PU dumbbells and barbells, Performance urethane kettlebells and Performance roller. The Performance Yoga Mat has been designed with user experience front of mind: just thick enough to provide comfort, without losing any of the control needed in yoga, and with excellent grip on both sides. Additional features include positional markings – a central postural guide, plus horizontal alignment markings for the hands and feet. The Performance roller carries a NFC chip, which users can scan to access a series of workouts and instructional videos. And in response to customer feedback, the new dumbbells, barbells and kettlebells now feature a subtle grey Physical logo to blend in to any gym colour scheme. The dominant marking is now the weight, with large white digits ensuring ease of weight selection. The highly durable dumbbells and barbells feature anti-roll heads, while the ergonomic kettlebell design has user comfort in mind, from window size to handle ergonomics to bell shape and grip. Of course, alongside Physical’s own product ranges, our catalogue boasts the market-leading

flooring solutions for which we are well-known, as well as a growing line-up of partnerships with best-in-class manufacturers, including – new this year – ZIVA. This collaboration is very exciting, as it allows us to provide a product range – even in things like dumbbells and Olympic plates – to suit every budget, from a price-led offering, through our ‘good value, high quality’ Physical range, to a

premium collection. And as always, every product in our new catalogue is supported with extensive training and best-in-class customer service. It all adds up to place Physical Company ‘First for Fitness Solutions’. Because however large or small your space, and whatever your budget, we should be your first port of call. www.physicalcompany.co.uk

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Why does your gym need finance? FOR gyms and fitness studios, having secure finances and looking after the bottom line is your priority, more so now than ever. This means making sure that your cash flow is strong and your money goes further, to ensure you can carry on trading and making a profit, whilst keeping costs down. As we all know, this isn’t as easy as it sounds, and unexpected circumstances often dictate what comes in and goes out of your business. This makes it your priority as a gym owner to balance the books and make smart decisions for your business. We work with business owners across the leisure industry who want to increase their revenue and memberships, keep costs down and keep members happy, which can be a tough balancing act, however the benefits of financing or leasing, whether it’s a treadmill, squat rack or loan, can all contribute to achieving these aims. Take a look at some good reasons to use finance for your gym.

Cash is king It’s important to have money in the bank for rainy days, emergencies and unexpected events. Cash is king and this is something to live by. By using finance for your next piece of equipment, to invest or to improve your fitness studio or gym, you can keep the cash in your bank and keep your cash flow strong. Regular monthly payments are more manageable and allow you to maintain a healthy bank balance, ensuring your business is strong in the long term and can operate as you need it to. This means you can take your business to the next level, without worrying about

your bottom line.

Afford quality Financing your new asset or piece of equipment, or taking a loan to secure that piece of kit, gives you the ability to afford the best quality. Your gym relies on memberships, and this means your members being able to achieve their fitness goals, whatever they may be, by having the high quality equipment, that is up-to-date, whilst also having enough machines for everyone to use. By using finance upgrade your gym to have the latest kit and plenty of it, without restrictions. This allows you to improve quality without touching your cash reserves or having to save up, as this could end up costing your gym revenue in the long-term.

efficient equipment, with lower running and maintenance costs, attracting and retaining members. Your profit margins will be improved, as costs will decrease as a result of having reliable equipment, and revenue is increased through the increased membership figures driven by the quality of your facilities. The better your kit, the longer it lasts and the less it costs you in maintenance or replacements in the long run. Overall this will allow you to maintain high

UPHOLSTERY

Increase revenue Using finance to secure new, better quality or more equipment can help to increase the range of products in your gym or increase capacity, and with more on offer, you may be able to charge more per member or increase number of members, which will lead to increased revenue and profit per member. By utilising different means of finance you can take your gym, fitness or PT studio to the next level, offering great facilities catering to everyone’s fitness needs and goals, this will allow you to retain existing members and attract new ones. As you know, this can’t be done standing still, you need to keep equipment up to date and efficient to ensure members feel they have value for money and want to return. Decrease costs This also means that you can decrease costs, by having higher quality and more

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INSURANCE

Partners&.

Specialist insurance for gyms and health clubs

Helping you bounce back safely and confidently from Covid-19. T: 01189 875100 E: neil.adebowale@partnersand.com W: www.partnersand.com/sportsandleisure

quality in the long-term whilst operating at a profit, which we know is the number one rule. These are just four ways finance can help your business, helping you to make money, save money, spend money sensibly whilst keeping money too. It gives you unlimited options to grow and improve your business, keep you financially in the black and keep your customers happy. Call 0161 429 6949 or email info@johnsonreed.co.uk

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