Workout March 2019

March 2019

The UK’s No 1 fitness industry magazine

Benefits of HIIT training found in latest study NEW research has found that high intensity and moderate intensity exercise programmes are a useful therapy and lifestyle behaviour for adults with Crohn’s disease, contrary to popular medical belief. The study, funded by Crohn’s & Colitis UK and led by the University of Hertfordshire, is the first to test and demonstrate the feasibility of highintensity interval training (HIIT) in adults with Crohn’s disease. Until now, only low intensity to moderate intensity exercise had been studied with adults with Crohn’s disease with no clarification that exercise is safe for sufferers of the condition. Currently practitioners do not know what to recommend patients in terms of exercise they can undertake safely without a flare up, leading to some patients with Crohn’s disease being told that they should not exercise at all. Chief investigator of the study, Dr Lindsay Bottoms, research lead for sport, health and exercise at the University of Hertfordshire, said: “I have suffered with Crohn’s disease for 24 years and therefore this study was very personal for me to undertake. “I have been fortunate to have competed internationally in elite sport and so understanding the effect of exercise on outcome measures

in Crohn’s disease patients is of particular interest. “This study is the first high intensity study to start to understand this picture and we hope to continue our research in the future to enable us to get a better understanding of the response to exercise in patients with Crohn’s disease and how it effects their quality of life.” During the study both male and female participants between 16 and 65 years of age with a clinical diagnosis of Crohn’s disease were allocated to one of three groups. One group was a control group who did not receive any supervised exercise or exercise advice as part of the trial, another did moderateintensity continuous training (MICT) and the final group did HIIT. The study found that both the cycle-based HIIT and MICT programmes had good attendance figures and positive feedback, with no participants reporting exercise causing a worsening of their symptoms. Helen Terry, director of research at Crohn’s & Colitis UK said: “We are delighted to have funded Lindsay’s research into exercising with Crohn’s. Exercising is a topic that our supporters often have queries about and this study allows us to provide some answers.”

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UFC champ Jon to visit BodyPower Experience

The Versaclimber has again been chosen by TV presenter Phil Spencer as he prepares for the ‘third ascent’ of the Everest In The Alps charity challenge. The four-day challenge will see 15 volunteers take to the Swiss Alps in aid of The Brain Tumour Charity, where they will scale the equivalent height of Mount Everest, to raise vital funds. As well as twice-weekly PT sessions under a tailored programme, property expert Phil chose to partner with the Versaclimber to aid his training, taking advantage of the machine’s full-body, low-impact workout.

JON ‘Bones’ Jones the UFC current and twotime undisputed light heavyweight champion will be making his first visit to the UK’s biggest fitness event ‘The BodyPower Experience’ over the weekend of May 10-12. Jon will be in attendance alongside two of his key sponsors Vanquish Clothing and GAT Sports Nutrition and will join a stellar line up of athletes, fitness stars and more than 100,000 passionate fitness enthusiasts. Visitors to the expo at the NEC, Birmingham will be able to meet and greet the star, have photo opportunities as well listening and learning from an all-time great in workshops and Q+As. This announcement comes at the show diversifies into the three core pillars of health and fitness; Fitness & Lifestyle, Sport & Performance and Aesthetics with an aim to define fitness and be representative of all fitness in the marketplace. Tickets can be purchased from www.bodypower.com/ tickets n To find out more turn to page 8

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The Athena set to host NFAs’ 10th anniversary THE 2019 National Fitness Awards are returning to Leicester in November, with opportunities for the whole of the industry to get involved in a glittering celebration of success. The awards, which celebrate their 10th anniversary this year, take place on Friday November 29 and are organised by Script Events in partnership with Workout and headline sponsor ServiceSport. Recognising excellence and achievement from operators of all shapes and sizes, nominations are open via the NFA website – https:// www.nationalfitnessawards.co.uk/ nominations – with more than 20 categories up for grabs including, new for this year, Innovation in Fitness Nutrition and Armed Forces’ physical training instructor. Entries can be made online until August when a shortlist will be drawn up in each category. All finalists will then receive a site visit from a member of the Workout team who will take a look around the

The 2019 National Fitness Awards will be held at The Athena in Leicester. club and chat to members and staff nominations and then getting on the before an expert panel choose the road and seeing all the hard work, lucky winners. innovation and dedication going on in Trophies will be handed out at a facilities the length and breadth of the spectacular end-of-year party at country is a real privilege. The Athena, where the industry “So if you’re proud of what your will come together to celebrate the facility is achieving, we’d love to achievements of all shortlisted clubs. receive your nomination.” National Fitness Awards’ director n To find out about sponsorship Judith Halkerston added: “It’s opportunities call Tony Barry on amazing that we are now making 01226 734605. plans for the 10th National Fitness Awards – looking back on the very first awards in 2010, it’s incredible how much the awards have grown and what an established part of the fitness calendar they have become. “We love studying all the

At Script Media, we try to get things right but occasionally, we make mistakes. If you have a complaint about a story featured in our magazine or on our website, please, in the first instance, contact us by email: dm@scriptmedia.co.uk We abide by the Editors’ Code of Practice as demanded by the Independent Press Standards Organisation. For details on the code and what to do should you be unsatisfied with the way we handle your complaint, please visit www.ipso.co.uk

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A £10,000 grant from the National Lottery Community Fund (formerly known as the Big Lottery Fund) has literally raised the roof at local spinal cord injury rehabilitation centre Neurokinex. The charitable trust, based at Almondsbury near Bristol, was delighted to be awarded a grant to buy a Keiser power rack with body support to improve its clients’ rehabilitation programmes. However, it hit a snag when the dimensions of the equipment were confirmed…. Luckily, specialist installation company Inside Ltd came to the rescue. Understanding how important the Keiser kit was to Neurokinex, Craig Frame, founder of Inside Ltd, volunteered to raise the ceiling height and install the rack for free. Advertising

Sales and marketing director: Tony Barry Tel: 01226 734605 tb@scriptmedia.co.uk

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New £30m leisure complex opens

ARDS and North Down Borough Council has officially opened the doors of its new state-of-the-art Ards Blair Mayne Wellbeing and Leisure Complex. The council’s £30m investment in the complex represents a boost for the social, leisure and economic wellbeing of local residents and everyone right across the borough, and is set to transform leisure provision in Ards and North Down. Open seven days a week with extended opening hours, the new complex delivers the most modern and advanced leisure amenities. Inside, the facilities include a 110-station gym and three fitness studios, luxury spa, a six lane main pool and minor pool with moveable floors, a splash play area for toddlers and young children, an indoor soft play area and unique Blacklight adventure zone as well as a vibrant new 100-seat café. There is a fully fitted gymnasium with courts for netball, basketball and racquet sports. A full sized covered all-weather playing field for team sports suitable for schools and the wider community can be found in the Dome area. Outside, there is a Diversity Play Zone with sensory garden, a Pump Track for biking and Wheel Park for skateboarding, scooters, BMX and inline skating.

TRIB3 unveils Madrid launch as part of global expansion

Mayor of Ards and North Down Borough Council, Councillor Richard Smart, said: “This is a marvellous day for everyone in the Borough. Stepping through the doors, you are immediately aware of the scale of this project and the attention to detail is first class. “It’s a great start to the new year and a great investment in our social wellbeing and health. “The Council is delighted to bring this facility to residents and I hope that everyone will be encouraged to make full use of it.”

BOUTIQUE studio brand TRIB3 is setting the pace for international expansion as it has announced its flagship Madrid launch, hot off the heels of its success in the UK, China and Russia, and with Helsinki opening in the new few weeks. The Madrid launch is the first of two in the city, and precedes TRIB3’s Barcelona studio re-launching in March as part of the next phase of its international strategy. The 4,000ft studio, which will cater for 42 workout stations at any one time, sits in the financial district of Cuzco. Launched in partnership with health and fitness specialists Holmes Place, the store has had more than 7,000

sign ups since launching. Kevin Yates, TRIB3 CEO, said: “The launch of our flagship studio in Madrid is a real game-changer for TRIB3. “It sees us building on the successes we’re experiencing in the UK especially and refining our model to suit a new market. “It forms a core part of our expansion strategy and demonstrates our ambitions to work with other investors and partners in major cities across the globe.” TRIB3 is a collective of boutique bootcamp HIIT training studios, offering group programming and interaction through digital and performance monitoring.

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Operators to share the secrets of their successes at event

UK launch of Evolution Ride is celebrated with sell-out event MORE than 100 indoor cycling instructors, enthusiasts and fitness fanatics came together for Evolution Ride UK – one of the largest ever indoor cycling events to take place in the UK. Held at the Burgess Hall in St Ives, Cambridgeshire, the event was hosted by Indoor Cycling Group (ICG®), the world’s largest organisation specialising in the design, manufacture and programming of indoor cycling equipment and experiences. The one-day indoor cycling experience combined industryleading programming with a live production including a live DJ set and saxophonist. Team ICG® Master Trainers led eight one-hour sessions based on ICG®’s Coach by Color® training system, incorporating virtual programming using Myride®+.

The UK is the fourth territory to host Evolution Ride and builds on the success of past events in Spain, Poland and Germany, where it originates from and now attracts more than 650 indoor cycling fans every year. “Our aim with every Evolution Ride is to inspire and excite attendees and raise awareness of what’s possible through indoor cycling, and to see the positive response translate across into the UK market has been fantastic,” said Core ICG® business manager and International Master Trainer Doyle Armstrong. “The success of Evolution Ride UK not only proves the popularity of indoor cycling, but it shows that members and exercisers are seeking something different and the riders’ experience is central to everything ICG offers.”

ITIES REAT OPPORTUN G E M SO E V A H E W KOUT TEAM WITHIN THE WOR bitious self-starter We’re looking for an am orter to work We’re looking for a rep monthly b2b hed blis sta ll-e on this we magazine …

erest in all things you’ll have a keen int ted, you’ll have rela ess fitn d health an on skills and you’ll ati nic mu excellent com rnalism, PR or a jou in have a background related field. in our head office The job will be based be out and about ’ll in Barnsley but you t the latest visiting gyms, trying ou allenge series Ch lar pu po r ou for s classe te with the latest and keeping up to da t-paced sector. happenings in this fas

always who is confident and challenge. Again this role is based but will involve nationwide travel. These are both full-time positions with good salary prospects for the right candidate.

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DR PAUL Bedford’s fifth annual Retention Convention will be led by operators from across the globe, who will share the secrets of their success, when it takes place in Birmingham on May 2. Already confirmed to speak are Californian health club owner turned international speaker on retention strategies, Chris Stevenson, Portugal’s Jose Teixeira and Dean Hodgkin from the UK, who will also host the event for the third year running. When the industry’s first Net Promoter Score (NPS) study was carried out six years ago the US had an average score of 44 and the UK just 22, while Stevenson Fitness scored a whopping 77 – the highest in the whole of North America. The club now maintains a score well into the 80s, as well as boasting consistently high retention rates. Chris said: “If you work out on your own and leave on your own you are more likely to leave the club too. So at Stevenson Fitness, we create a ton of systems to encourage members to engage with other areas of the club. The stats show people crave a great experience and not enough companies deliver it. “That great experience comes through small interactions that have a big impact, and I’m looking forward to sharing these tricks with the delegates at the 2019 Retention Convention.” Jose is head of customer experience at SC Fitness in Portugal, a countrywide chain boasting 30 clubs across its low cost brand, Pump, its mid range clubs, Solinca, and it’s premium brand, Lagoas. A former athlete, he has worked in the industry since 2004. Now working across the whole group, Jose has boosted the brand’s retention to 60 per cent, more than double the national average. But most impressive is the clubs’ membership lifetime, which he has raised from seven months to 20 months in just five years. During the convention, Jose will talk about key actions made during this period and

“It’s exciting to have so many operators share their success stories at our convention.” advise delegates on how they can study their own database to make an impact on their membership. Back for a third year to host the 2019 Retention Convention is Dean Hodgkin, himself an operator with more than 30 years’ experience across all aspects of leisure, from local authority with GLL, the budget market with Fit4Less, premium clubs with David Lloyd and more recently the boutique sector with 1Rebel and Victus Soul. Dean is also a consultant to luxury spa brand Ragdale Hall. During the convention, he will present ‘5 Spa Service’, explaining how they deliver the spa’s exceptional service, with tips on how to adopt and adapt to help to improve the customer experience in the fitness sector. He said: “I’m looking forward to sharing how we strive for service excellence and how that can translate for health clubs.” The Retention Convention 2019 is organised by world-renowned authority on retention, Dr. Paul Bedford, who will also present to delegates on the day. Dr. Bedford said: “It’s exciting to have so many operators share their success stories at our convention next year. “It’s easy for consultants to talk about their clients’ successes but the operators themselves can describe the situation, the journey, what works and what doesn’t, warts and all. “So whilst the presenters won’t be presenters, their content will be invaluable as they’ve been through the process and have the members to prove it!”

experienced We are also seeking an rk wo to on ers esp senior sal on the magazine. You need to know your way around the industry and have great communication skills, both written and verbal. vering Please send a co e first instance, to: th in , CV azine, letter and n, WorkOut mag Judith Halkersto 0 2AS S7 y sle rn Ba , et 47 Church Stre iptmedia.co.uk or email: jh@scr

Portway Lifestyle Centre in Oldbury hosted the Great Britain wheelchair rugby team as they train towards a crucial King Power Quad Nations tournament in March. The award-winning Sandwell Leisure Trust facility in the Black Country, which is a centre of excellence for people with disabilities, was the chosen venue for a four-day camp geared towards an international tournament featuring world champions Japan, fourth ranked Canada and seventh ranked France. GB has a world ranking of fifth. It also provided an excellent opportunity for service users with disabilities, who attend Portway on a daily basis, to see and experience first-hand some highly successful athletes in full flow and who have previously represented their country in the Paralympic Games.

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Health club operator signs new three-year deal with Gympass

MoreYoga set to open 25 more sites in 2019 LONDON’S largest boutique yoga brand MoreYoga has opened a new studio in Woolwich and is set open four more by the end of March. Three of the new studios will be standalone boutiques in Balham, Hackney and Croydon, while one will be in partnership with Everyone Active. The studio with Everyone Active will open at Westway Sports & Fitness Centre and is a sign of the brand’s ongoing success with the leisure operator. Since starting the partnership in October, classes at Marshall Street Leisure Centre have been at full capacity week in, week out. This success will see MoreYoga open more studios in partnership with Everyone Active over the next six months in Bayswater, Victoria and Elephant & Castle. Everyone Active regional director, Duncan Jefford, said: “Over the past few years, the number of consumers opting into memberships at boutique studios has risen by 70 per cent. “As a forward-thinking operator

we’ve partnered with MoreYoga to bring that boutique atmosphere into the yoga studios in our leisure centres. “So far, that partnership is proving extremely successful, bringing significant benefits to both parties as classes have been at full capacity each week. “The model clearly works, and we look forward to extending the partnership to more of our centres this year.” Shamir Sidhu, CEO of MoreYoga, added: “The London fitness scene is showing no signs of slowing down, with more people wanting affordable and accessible fitness studios. “In a city where yoga classes can cost up to £30 per session, we are pleased that we can offer customers an option of under £10 per use. “Our ambition is to bring quality, affordable yoga to everyone, and we are pleased that the partnership with Everyone Active is going from strength to strength alongside our plans to open more individual studios.”

BANNATYNE Health Clubs has solidified its partnership with Gympass by signing a three-year deal. The new deal follows a successful 12-month existing partnership. The agreement will see Gympass continuing to work with Bannatyne to bring new members from its network of businesses to the entire estate of 72 clubs. The relationship has successfully brought a significant incremental increase in corporate members to date, leveraging Gympass’ postcode technology to pair subscribers with clubs close to both home and work. The company estimates another 6,000 members to join over the next three years. “Our relationship with Gympass has proven to be extremely successful over the past year, showing considerable uplift in revenue and attendance at our facilities from corporate members,” said Adrian Worsley, national operations manager at Bannatyne Health Clubs. “Gympass works with a number of top companies across the country, providing an excellent opportunity for us to reach and engage a new audience. “Over the past year, Gympass has proven itself as the perfect partner for getting more inactive people into our clubs. We are excited to evolve this partnership, working with Gympass for another three years and working closely with our corporate sales team to ensure we deliver the most effective strategy possible.”

Eamon Lloyd and Adrian Worsley shake on the Gympass-Bannatyne deal. Gympass has partnerships with some of the UK’s largest employers, including Aviva, Rolls Royce and Thames Water. Employees will gain access to Bannatyne Health Clubs, amongst other fitness providers, at a minimum discount of 50 per cent, helping to encourage them to get active and build long-term habits. “We are really excited to be solidifying our partnership with Bannatyne Health Clubs, offering access to their extensive range of clubs for another three years,” added Eamon Lloyd, head of partnerships at Gympass. “It is our goal to defeat inactivity and improve the level of physical activity throughout the country. Being able to offer access to the full 72 Bannatyne clubs to our corporate members, and thus help them find a convenient facility close to their home or office, is a huge step towards this goal.”

BodyPower Experience – the new fitness adventure of the year ... THE team behind BodyPower Expo has diversified to bring a new adventure… The BodyPower Experience. The show, taking place at The NEC, Birmingham from May 10 to 12, will define health and fitness and is set to attract visitors and exhibitors from new markets of fitness and lifestyle and sports and performance, all while covering the core audience from the successful BodyPower Expo era. As the show aims to cover three core pillars of health and fitness; Fitness & Lifestyle, Sports & Performance and Aesthetics there will be something for everyone, the weekend will be a spectacle and will almost certainly break the 100,000 visitors mark. The ‘BodyPower Experience’ will cover every aspect of fitness from interactive workouts, industryleading competitions, popular brands, education and even a health screening area. Whether you train to ‘feel better’, ‘move better’ or ‘look better’ The BodyPower Experience will host the

platform you need to take the next step on your fitness journey. BPX will consist of seven zones, creating one unmissable experience… All visitors will enter through and step foot into BodyPower Central, a 10,000sqm awe-inspiring space which will take your breath away as you witness this never before seen theme park of fitness. Eight interactive experience areas will occupy this hub including an indoor obstacle race, athlete

processions, DJs and a couple of surprises that we cannot wait to share. Supporting more than 300 of the industry leading brands, a number of new feature areas have been announced… Gym Town seems to be the talk of, well… the town, gyms and the industry. This area encourages visitors to bring their kit, try something new and challenge themselves with the aim to showcase the breadth of the fitness industry. Gym Town will include: n TRX Zone. n The Strength Lab sponsored by Primal Strength. n Functional Fitness Live. The Campus… Infamously, the industry is full of get rich quick schemes and ‘secrets’ to success but The Campus is there to bust those myths. With nutrition and academy areas, leading educators and coaches will be on hand to answer any questions and give talks on the hottest topics.

The Colosseum, home to over 3,000 athletes will be where competitors do battle! Including… n Rainhill Trials – the most hotly anticipated functional fitness event the BodyPower team had ever seen, filling the ballot in a matter of hours! n National Fitness Games – based around four core pillars: Strength, Speed, Power, Endurance. If you are a regular visitor to any style of gym or training facility you will be able to compete in the National Fitness Games. n BP Extreme – some familiar faces will be putting visitors through their paces to experience just how difficult the military training process can be! Pulse-raising exercises will include fast roping, abseiling, battle ready workouts, interrogation simulation and a sniper lane. Wherever you are on your fitness journey, BPX will host the tools you need to reach your goals. Come together as one as the BodyPower Experience defines the fitness industry.

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New manager appointed at health club

A NEW general manager has been appointed at a South West independent health club. Mark Johns has taken over the running of the award-winning club and spa at Cadbury House in Congresbury, North Somerset. With a wealth of experience in the health club and wellness sector, Mark joins the club from DW Fitness First in Bath. Prior to that he oversaw the running of the Ledbury Leisure Centre and swimming pool on behalf of the Halo Leisure Trust. Working as area manager for the David Lloyd Group for five years, Mark was in also charge of the group’s Long Ashton venue in Bristol during its £2.5m refurb. He said: “theclub at Cadbury House has arguably one of the best reputations across the whole South West and attracts members from a very wide geographic area. “It’s also unique in that it’s very rare to have an independent club like this that has such high, premium level of facilities. “Bristol is one of the most competitive markets in the UK for health clubs and to have such a strong reputation and member base is testament to the team who have worked so hard here to keep it at the forefront of the health club scene.”

The positive impact group fitness has on retention By Katie Bulmer-Cooke

I STARTED my career in the fitness industry at the age of 17 as a group fitness instructor. Having watched my mam teach classes from a very young age, I was always drawn to fitness classes because of the atmosphere, the music and the sense of everyone in the room achieving something together. One element of group fitness that always stood out to me, even as a child watching my mam teaching aerobics in her thong-back leotard (sorry mam), was that the same people turned up to workout week in and week out. Unlike the gym, group fitness always seemed to have a more loyal user base, and people flocked to workout with ‘their’ instructor…my mam is still teaching people in her classes now, in 2019, that she was teaching back in 1990. When I started my teaching career, it quickly became apparent to me that the relationship and bond between the instructor and their class members is a strong and special one. Both research based and anecdotal evidence, over many years, has highlighted the extremely positive impact that group fitness has on retention, but it seems that the industry doesn’t always respond to this as perhaps it should. Many clubs have substituted

Katie Bulmer-Cooke or sacrificed their group fitness instructors in some shape or form, and a significant number of those remaining freelance instructors haven’t had a pay increase for many years. Competition continues to increase between operators, and improving retention has never been so important, yet one of the key elements (the instructors) often feel undervalued and therefore can be easily persuaded to jump ship.

I’m a member of many online groups for fitness professionals, and the issue of feeling undervalued by clubs is a theme throughout. So, as an industry, how do we tackle this issue? The obvious way to retain instructors and in turn members, would of course be to increase hourly pay rates, but in a competitive climate, budgets don’t always allow for this on a regular basis. Other options may include performance related bonuses based on class attendance, consistency of member attendance, length of service or CPD, but where financial reward isn’t an option, simply making freelance instructors feel like part of the team can go a long way. The working life of a freelancer can be a lonely one at times, so inviting them to in-house training and events is a great way to make them feel more appreciated and included …a simple compliment can be very powerful too. The fitness industry moves faster than most. Technology has improved our fitness experiences massively, but one thing that still remains is the power of the relationship created between an excellent group fitness instructor and their participants, and despite what the future of the fitness industry brings, let’s never under estimate it. n Follow Katie on Instagram @ katiebulmercooke

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Celebrity PT develops bespoke cycle class

Swim England and the Institute of Swimming have created a free online resource, ‘Mobile Devices in Swimming Lessons’, to support the growing trend towards mobile devices and apps being used by teachers to manage Learn to Swim programmes. Rebecca Cox, managing director of the Institute of Swimming, said: “Online technology in the leisure sector is increasingly replacing the traditional clipboard and pen. This free interactive resource provides swimming teachers with guidance on how to use mobile devices safely and effectively, to take registers and mark pupils’ progress. It also gives tips on how to use the data collated to manage expectations and discuss progress with the parents/carers of swimmers.”

Tom appointed to drive growth

ALLIANCE Leisure Services has promoted Tom Gardner to the business development team. With seven years’ experience within the company, Tom has led the national impact sales team while acting as a strategic partnership manager to clients across the UK. The new role sees Tom move from Alliance’s client support division,

TA6, to business development, where he will help support and grow the portfolio of public sector partners with a view to regenerating leisure provision in the north of the UK. The varied role will see him work with clients to deliver business planning, feasibility studies as well as the design, build and delivery of leisure facilities.

TRAFFORD Leisure has launched a new, bespoke cycling class concept TAB (To A Beat) for the refurbished indoor cycling studio at its Altrincham Leisure Centre. The leisure trust enlisted one of the UK’s most sought-after master trainers, Pierre Pozzuto, to create the specialist class exclusively for Trafford Leisure. Pierre, who has worked with a host of famous names including Keira Knightley, Gordon Ramsay and Gail Porter, took inspiration from Tabata, a high intensity interval training technique originally invented by Japanese physician and researcher, Dr Izumi Tabata. Pierre said: “I was delighted to work with Trafford Leisure again to bring this TAB class to life, and to train their fantastic fitness instructors. “The class is just under an hour long consisting of three 16-minute rounds of cycling plus warm-up and cool down. Each of the three rounds is divided into four, fourminute segments: steep hill climbing, medium intensity cycling, fast sprint and low intensity. “The difference to other indoor cycling classes is that with TAB you give maximum effort for 20-second bursts with a 10-second recovery between bursts until the four minutes are up, before moving on to the next segment. “TAB cyclists at Altrincham will see gains with regards to their oxygen

Pierre Pozzuto capacity and endurance, as well as fat and calorie burning benefits.” The TAB concept is the first of many new signature classes being developed at Trafford Leisure. Trafford Leisure CEO, Jo Cherrett, added: “Our investment into the TAB cycle classes are underpinned by an awareness of what our customers wanted. “The improved timetable will help the Trafford Leisure community to fulfil their physical activity goals. We look forward to creating more bespoke signature classes for our customers.”

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UK FITNESS SCENE The term ‘customer experience’ has been used more than a few times over the last few years, with some operators even employing customer experience managers. But what’s the difference between customer service, customer journey and customer experience? And who defines it – the customer or the operator? In this two-part feature, world-leading authority on health club retention, Dr. Paul Bedford, will focus on the evolution from a customer journey to a customer experience.

From customer journey to customer experience Setting the standard Customer service is the day-to-day behaviours that staff should perform when interacting with customers. These should be defined in your minimum service standards, and are benchmarks you will not fall below. They could be described as your minimum expectations. These can include anything from saying please and thank you, opening doors and how you present yourself, to acknowledging a customer’s presence, smiling at customers and asking how you can help. You may even describe how to answer the phone, how to address new customers and appropriate body language. Disney has a standard for its cleaning; they don’t ask staff to keep things clean, their minimum standard is immaculate. Simply changing one word changes the standard.

A customer journey is the processes someone experiences as they use a club. Think of your facility’s floor plan; where do they enter, where do they go first, second and third, where do they dwell, changing rooms, gym, group exercise studio, pool, changing rooms, bar and finally exit. Now, how many different journeys are there within your club and what are the most common ones? Good journey plans start outside the facility; where will they park, and follow the customer until they leave the immediate area. You need to plan and link journeys together for all the major areas of your club. Once you have the journeys mapped out you can start to identify the current experience your customers have. Seek out the pinch points where many customers come together, and where service standards may fall. Look for the elements that may cause anxiety, such as parking, access control, knowing where to go, finding lockers and securing valuables. Once you’ve mapped this process and identified the negative and positive situations, start to identify changes that could improve the

Dr. Paul Bedford (left) and a Disney theme park ride. by you versus the member. experience. Go wild here! What would you ‘love’ to do? Surprisingly Doing it Disney-style many of your wild ideas are actually At Disney theme parks the customer deliverable if you just think it through decides on the choice and order of critically. rides they will visit. But the experience on each ride is Remember, your customers are having an experience whether you have designed it designed to thrill, enchant, excite, or not… build anticipation or create nostalgia. A true customer journey is not just This doesn’t happen by chance. the sales and on-boarding process, It’s designed in detail; where you that’s complete with a week of the will queue, what you will experience customer joining. The journey begins while queuing, boarding the ride, ride as soon as the customer becomes instructions. Your entire experience is aware of your business. This could be designed in 15 second intervals. through advertising, word of mouth This is something you can address or even by accident as they stumble immediately in your facility. across your website. The customer Have a friend or family member, not journey extends from first contact to a mystery shopper, walk your facility last visit, and sometimes beyond. It and ask them about how they felt as should be planned, by you, in weeks, they moved around. months and years. You’re not asking for a technical A solid approach could be described evaluation of the service, just how in the phases before, beginning, they felt. during, after and recovery, which The essence of a great customer takes into account the lifetime experience is that it’s designed to member journey, not just the anticipate the emotional experience on-boarding process, where many the customer may be having and operators finish their journey. engineer the environment and service Perhaps the most important thing to to ensure anxiety and stress are identify is how much of the journey reduced and positive emotions such and the experience is decided upon as delight, and comfort are produced.

Photo credit https://magicguides.com It’s the customers’ journey not yours… Over the past couple of decades customers have been given a wider range of choice and now expect to have some control over their own experience. In reality it’s a sense of control, not unlimited choice. Having a fixed process that we dictate to a customer from endto-end is likely to feel oppressive, doesn’t take into account previous experience and makes the customer feel as though we are disregarding any skills or knowledge they have already developed; it treats them like a novice. The standard gym induction everyone had to go through in the past is a good example. The exception would be a bootcamp-style business that’s specifically designed to deliver that type of experience. We should provide customers with options they can choose from, but decide for them what those options are. Having choice at various points of the customer journey creates the illusion that the customer is deciding what experience they want, which enhances the customers’ feeling of loyalty and commitment.

Guide to being a successful personal trainer launched

Insure4Sport has created an interactive guide on how to be a successful personal trainer. The guide covers a number of essential areas, from naming and marketing your business to sorting out your finances and getting insured. It also features top tips from established personal trainers on how

they achieved their own business goals. As recent figures show, the PT industry’s revenue has risen by around 15 per cent over the past five years, with an estimated one in seven people in the UK currently a gym member. With demand growing for their services, this guide equips personal

trainers with the knowledge and insights to stand out from the crowd in a saturated marketplace. Toby Megeney, a Portsmouthbased personal trainer, said: “When you qualify as a personal trainer, you emerge with an abundance of knowledge on anatomy, physiology, nutrition and general wellbeing. “But what you don’t learn are

the important steps to transform this knowledge into a practical and successful business. “This ultimate guide provides an amazing insight on the steps you need to take to achieve success. “The layout makes it easy to read and draws the eye to key points, which have helped my business no end.”

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FIBO PREVIEW

Trade exhibition makes fitness an experience ... THOSE wanting to get fit visit FIBO. Those who are fit go there anyway. FIBO, the world’s biggest trade show for fitness, wellness and health is many things at the same time: the place to be for trendsetters, a competition arena, a fitness club, a meeting point for influencers, and a shopping paradise. From April 4 to 7 more than 1,100 exhibitors from Europe and overseas will be showcasing innovations, and on the weekend visitors from the general public can also gain an exclusive insight into the fitness world. FIBO offers general public visitors an extensive line-up of ranges for all generations and fitness types. The focus is on working out more effectively, more varied training, having fun and promoting one’s health. Tips from professional athletes and influencers in this community are just as indispensable for this as is the lecture programme revolving around fitness, health and nutrition. Focus on competition, digital fitness, cross fit and nutrition Pushing your own limits, sharing successes – all of these factors underly the competition trend that makes people working out all over the world compete with each other in online

challenges and boosts interest in fitness competitions. FIBO shows all facets of competition. Proving crowd pullers once again will be the “body artists” dedicated to calisthenics. The Team Alpha Bar stand will host calisthenics shows and competitions as well as street workout demonstrations. The 1vs1 Freestyle Battles held on Saturday will focus on the “Freestyle Barhero and Barheroine of FIBO 2019” titles. Additionally, there will be a Weighted Competition. FIBO visitors will be treated to a Big Calisthenics Area with open bars for everyone as well as free daily workshops. Functional and cross-fit training are “perennial topics” at FIBO but yoga and group fitness also continue to be on trend. Two stages will present the latest work-outs and invite visitors to join in. The Yoga Area in Hall 4.1 will feature an extensive yoga programme on Sunday. Fitness food and healthy nutrition ranges are getting bigger and bigger. And FIBO features the latest trends in nutritional supplements and nutrition – ranging from sports beverages and diet nutrition through to vegan foods and all types of organic products. In Hall 4.2 visitors will not only be able to see the latest products but also taste them too.

Advertiser’s announcement

Jordan Fitness unveil refreshed branding JORDAN Fitness, a leading UK based fitness equipment supplier, has announced the launch of its new refreshed brand identity that aligns with its increasingly bold reputation as a global functional fitness specialist. Established in 1989 by chairman and founder, Neil Jordan, Jordan Fitness has grown to become worldrenowned for its durable, high-quality functional fitness accessories. He said: “The team at Jordan have built a solid foundation with a strong reputation for delivering high volumes of fitness equipment throughout the world. “Working with major partners as well as direct with leisure centres, gyms, health clubs through to yachts and spa’s, the team have worked tirelessly to organically grow our brand into what it is today.” The refreshed Jordan logo and branding embodies its premium fitness product range, with several new lines soon to launch. The fitness industry can soon indulge in newly designed free weights, which include a new Premium Urethane Dumbbell and Barbell range as well as the unique Ignite V2 series. Jordan has also enhanced its Bumper Plate and Training Disc range which, along with its functional training accessories, has continued to separate them from competitors. This transformation marks a new decade of change for Jordan Fitness

as they also celebrate 30 years. Managing director Zak Pitt said: “We are not reinventing Jordan Fitness, as we know our strengths lie in our product quality and customisation, sustainable business model and our team’s exceptional customer service. “Instead, our new identity builds upon our history of innovation, approachability and quality care, opening the doors to the future.” As with any leading product supplier, Jordan Fitness will be phasing in its new brand due to the large amount of functional equipment in demand across the market. Many products will simply feature their new logo while others (including its Plyo Box, Sandbag and Medicine Ball range) will feature new designs, offering a sleeker, sophisticated look.

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FIBO PREVIEW

On route to spa: Wellness Worlds at FIBO EVERYONE deserves a little spa time! Who says just a little? The wellness market is booming worldwide. The industry recently generated sales to the tune of US$94billion and posted annual growth rates of nine per cent. At present, the Global Wellness Institute counts 149,000 spas and wellness centres throughout the world – and figures are rising. Ranking top of the list here are the USA, PR of China, Germany, Japan and France. The big five account for almost half of global revenues – according to the Global Wellness Monitor published in autumn 2018. It is not by coincidence that this order corresponds exactly to the ranking of the biggest economies measured by gross national product: after all, the primordial motivation for using wellness offers is to reduce stress, which is often job-induced and therefore increasingly seen within the context of corporate health management. This experience is also shared by Roland Janauschek, general manager at Badehaus Bremen. Since 2009, he has cooperated with Bremen-based healthcare providers to offer a so-called Company Health Ticket. This service up to €500 is tax deductible. The Bremen manager views the physio spa as tomorrow’s trendsetter in corporate health promotion. He is not alone with this view. More and more, wellness is now rarely seen as a stand-alone offer or just a complement for fitness. Wellness is a holistic lifestyle

Photo credit: FIBO

comprising the dimensions of fitness, nutrition, relaxation, stress relief and social inclusion. This concept is also endorsed by Silke Frank, event director at FIBO. He said: “Wellness is no longer defined as just a “pampering programme” but as part of an active, health-oriented and experiencefocused lifestyle. “Specifically for this reason, hall eight forms a vital part of FIBO because featured here are nearly 1,200 exhibitors from all over the world offering opportunities for building a business at the interface between fitness, wellness and health,

and – what’s more – addressing all parties involved – club operators, physiotherapists, spas, hoteliers and people responsible for corporate health management.” “Mindful fitness, healthy eating and sustainable life are central wellness themes today,” added Lutz Hertel, managing director of the German Wellness Association (DWV), which organises the lecture programme at the Wellness Forum as a partner jointly with Deutscher Sauna-Bund. According to Lutz this is why a number of wellness hotels have started employing PTs and lifestyle coaches.

Hosted by the DWV, the newly devised Wellness Forum will provide an overview of trends and treatments in the wellness, spa and sauna segments in talks and live demos. Another topic that also features at FIBO in a new format and size is the “Wellness Competence Center”. At the heart of hall eight a team of experts will demonstrate effective and innovative massage methods for relaxation, regeneration and selfmonitoring. FIBO spells out the Wellness ABC A as in aromatherapies, B as in bath treatments or C as in collagen equipment: FIBO will again spell out the complete wellness ABC this year. Joining the fray are the big players of the industry that will be represented in hall 8 right at entrance Nord. Here, wellness professionals will find innovations for saunas, steam baths and solariums, as well as equipment for relaxation and recreation, all within easy reach. Likewise, the fittings for entrance concourses, changing rooms and counters, as well as the right software for wellness centres will be key exhibits at the leading international trade fair for fitness, wellness and health. Top-class exhibitors like KLAFS, Ergoline, Fechner, TEKA Saunabau, KBL, Hapro or Lighttech, as well as Wellsystem, will be represented with their innovations. In addition, companies from the interior design and software segments such as Burg, Magicline, M.A.C. Centercom and Easy Solution will take part as well.

Advertiser’s announcement

Dyaco International announces global licensing partnership with Philips DYACO International is set to launch a new line of specialty medical and rehabilitation fitness equipment under a brand licensing agreement with Philips, the global leader in health technology. The new Philips Physical Therapy Solutions are developed to deliver better outcomes through innovation in health technology. A new category for the Philips brand licensing portfolio Fitting the core values of Philips, this partnership comes at a time that is critical with an ever-increasing active aging population and the growing need for physical therapy interventions and programming in medical and rehabilitation environments. Philips Physical Therapy Solutions break down barriers to exercise through program versatility, easeof-use, tracking and seamless communication of relevant metrics between individuals and their care communities to deliver better outcomes. Daniel Clayton, president of Dyaco Commercial and Medical Division, said: “We’re delighted to launch this innovative line of Philips medical fitness equipment to the healthcare

marketplace. “The strategic brand license partnership with Philips is a very significant enhancement to the Dyaco portfolio of brands. “We have a unique offering of highly specified medical equipment designed to improve people’s lives. “As we extend Dyaco’s reach into the medical and rehabilitation markets, the impact and credibility of

the Philips brand make this the ideal partnership to deliver these muchneeded, innovative solutions.” Specialty products that enable tailored patient programming The equipment has been developed using rehabilitation strategies and technologies that address the active aging population and a multitude of patient deficiencies to enhance

recovery outcomes. The initial launch product line includes a medical and rehab treadmill, recumbent bike, upright bike, recumbent stepper and stepper with removable seat for wheelchair access. These specialty professional medical and commercial products bring enormous benefits to patient rehabilitation and recovery that traditional fitness equipment is just not able to provide. With tailored adjustments and proprietary features, the products enable clinicians and therapists the ability to prescribe physical therapy programs for an individual’s specific needs. “We are very excited about our new partnership with Dyaco International and developing this important category in Philips’ healthcare brand licensing portfolio in both the professional and home sectors, helping to improve people’s lives and deliver better outcomes,“ added Spencer Ramsey, senior director global brand licensing at Philips. The Philips line of medical and rehabilitation equipment is due to launch in the US market the first quarter of 2019, with further market rollouts later in year.

Workout reporters Katie Walters and Simone Saunders reached new heights and took to the wall at The Edge, University of Leeds. Here, Katie, who has recently acquired a new found interest in outdoor climbing, gives her verdict.

Workout reporters Katie Walters and Simone Saunders (left) before they took to the climbing wall at The Edge, University of Leeds (centre and right).

Latest sporting craze has us reaching new heights

OVER the past couple of months, climbing has increased in popularity amongst all ages. That being said, Simone and I joined the climbing band wagon, to test the latest sporting craze. The Edge, University of Leeds (recently announced as ‘Education Facility of the Year 2018’ at the National Fitness Awards) is home to a range of sporting facilities; which includes an 8m high indoor climbing wall and textured bouldering area. With over 80 different routes to the summit, it’s easy to see why this place is so appealing – from novice, to expert, to adrenaline junkie! Starting the session off, strapping ourselves into harnesses, we learned about different rope ties and how they support various methods of climbing, such as the ‘figure 8’ knot. This keeps you safe and secure while climbing up the wall, whilst belay devices and carabiners help the belayer safely transport the climber back down to the ground. As beginner climbers, the wall can be quite daunting to look at, but our climbing expert and instructor Sam made us feel comfortable and at ease. His wealth of knowledge regarding the sport was outstanding, as he explained how the walls had multiple purposes, dependent on the climber, which included top roping/leading, sport climbing, abseiling and bouldering. We roped up and the climbing began. I started on an easy level four route. Each level and route is linked by a different colour, starting at level 3 and gradually progressing to an advanced level 7a. On my ascent to the top, while Sam gathered the loose rope, I was held tight to the wall to prevent any falls. After reaching the peak, Sam was

The climbing wall at The Edge, University of Leeds. preparing to belay me down. In order for a successful descent, you have to stand horizontal to the wall with straight legs, a rather unnatural move to make, but the best way to descend efficiently. Despite the fact you are suspended in mid –air, with nothing to grip on to, the ropes and harnesses demonstrate how extremely supportive and safe they are. Sam fed the rope through the belay device, allowing me to walk down until I reached the floor. Swapping places, I watched Simone make her way to the top. Sam explained a variety of ways to reach specific rocks, twisting the body into the walls, using different parts of the foot and making sure your arms lead the way. He also commented that strength and energy comes from the legs. We both successfully survived our first climb of the day and moved onto harder routes, where rocks tend to be

spaced further apart from each other and have a smaller surface area for your hands to grip or feet to place. As a result of this, you have to discover sections on the wall you can utilise, making indoor climbing good practise for climbing outdoors and using the natural shapes in the rock. Scaling the walls, we noticed a number of features which mimic those of an outdoor crag or rockface. Elements such as slabs, overhangs, a chimney and an interesting jamming crack were present. Although climbing is physically demanding, due to the constant movement of the body, this sport is great for confidence building and supporting positive mentality. There is an overwhelming sense of achievement when you reach the top, or master a route you previously found difficult. There is always room for progression and improvement and it’s helpful to work to a target.

Simone had high praise for the sport. She said: “I’ve heard about the new craze climbing and I was keen to give it a go. I’m not a massive fan of heights so the thought of climbing up a wall strapped only to a harness scared me a little. “To my surprise, I really enjoyed it! I was a little bit ignorant to the sport and wondered how does climbing still became exciting after visiting the walls several times. “Little did I know that the walls at The Edge had 80 different routes and a variation of abilities ,and now I can understand the excitement of each visit. I enjoyed the fact that you got to explore the walls and have such freedom, and the routes you chose on the day was your personal preference. “It would be interesting to see how much I could develop after visiting again and possibly try a harder route.” Routes are altered on a regular basis, appealing to regular attendees, enabling them to tackle diverse routes each time they visit. From a social perspective, The Edge runs a ‘Partner in Climb’ session every Thursday for people who are attracted to climbing, but do not have partners. Climbing pairs are created and new friendships formed at the same time. For beginners, shoes, harnesses and climbing equipment can be hired on-site if required. Students can use the indoor climbing facilities free of charge, with their gym membership and is also open to the public at a very affordable £5.50 per session. Staff at the Edge go above and beyond for their customers, offering outdoor climbing trips to the Yorkshire Dales and day trips at the climbing wall for local schools.

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STRENGTH AND CONDITIONING

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Advertiser’s announcement

Leisure centre more than doubles in size THE gym at Worsley Leisure Centre has undergone a huge transformation, with the new extension more than doubling its size. The project was completed in December, with doors opening for the first time in January. The extension has vastly increased the capacity of the centre. While the main objective was to increase the gym’s capacity, it was equally important to modernise the

gym and introduce a greater variety of equipment and training facilities to the gym floor, thus broadening the appeal of the centre to a wider audience. Salford Community Leisure members can now enjoy the latest Gym Gear Entertainment Series Cardio with a host of features including wifi internet, TV, fitness apps, Virtual Go interactive programmes, Body Management, and asset management capabilities.

A new functional area with rig has vastly increased the scope for functional and small group training on the gym floor. The new free weights area is considerably larger than before and benefits from a Sterling Series half rack, large range of free weights, Smith machine, and a variety of Olympic and adjustable benches. However, the highlight has to be the HIIT Zone, simply for the great range of equipment on offer

including Tornado airbikes, Concept 2’s, Jacobs Ladders, Stairmaster Gauntlets and UBE’s. Members are simply spoilt for choice. Worsley Leisure Centre is the new flagship site for Salford Community Leisure Trust. The finished product is beyond expectations and provides a truly exciting and engaging environment to exercise in. Appealing to a much larger client base the new centre is sure to be a success.

STRENGTH AND CONDITIONING

Embracing functional fitness HAVING installed two Queenax™ functional fitness units at the end of 2017, Hutton Moor Leisure Centre, located in the heart of Westonsuper-Mare, has seen the way members incorporate more functional fitness into their training schedules. The 4,200-member leisure centre showcases an Open Format Queenax™ unit situated in its own first-floor studio, and a smaller corner Queenax™ unit in the functional zone on the lower ground floor, offering plenty of opportunities for classes, PT and individual use. James White, fitness manager at Hutton Moor, said: “Over the year classes have seen a buildup of regular attendees, which is continuing to grow, especially as small group exercise classes form a major part of the Queenax™ usage. “We pride ourselves on offering a variety to suit all members and are constantly evolving to keep it interesting. Currently there is a focus on specialised equipment, recovery and rehabilitation, and circuit classes.” Classes are held every day, with a total of 12 during the week, comprising; Queenax™ circuits, Boxfit, 4DPro and the

centre’s very own Mash-Up; a combination of four to five specialised elements in a circuit style session. All are full to capacity, with an average of 176 exercisers attending each week. Rowers and slam balls are used alongside the Queenax™ as there is plenty of space in and around the unit for exercising. Rehabilitation is another way Hutton Moor’s members have embraced functional fitness. James added: “We have a lift that gives injured or wheelchair-bound members access to the Queenax™ studio, enabling them to workout in privacy so they can focus on the exercises without distractions or other members wanting to use the equipment. “All our PT’s are fully trained on the unit and we view the Queenax™ as a versatile tool that provides us with the ability to offer exercises not achievable on the general gym floor.” Looking to encourage the next generation to keep fit and healthy, the centre has weekly timetabled sessions with Broadoak Community School and Western College Academy (North Somerset Enterprise and Technology College). Small groups of students

have supervised usage of the Queenax™ with a trainer on a weekly rotational basis; this means a new group gets access to the equipment each week and can learn its versatility and capabilities. “The versatility of the unit has helped motivate those students that may not be as athletic or may not enjoy the gym and has even contributed towards students joining the facility as a full-time member after they have graduated,” James concluded. The Queenax™ units have provided the centre with unlimited exercise options and the versatility to offer a diverse selection of small group exercise classes. Coupled with the fact members can use it on their own as part of their regular workout or with a PT, makes the Queenax™ a total success with both members and staff.” James, who came on board at the same time as the Queenax installation, brought with him an abundance of experience in sports science and strength and conditioning. He is a big supporter of the Queenax™ and believes, as a functional training tool, it is fundamental to the overall gym offering.

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FINANCE AND INSURANCE

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Is cash flow straining your gym’s financial muscle? By Robin Karn

Have you got the right insurance?

JOHN Ansell & Partners are specialists in gym and outdoor activity insurance and have been since the 1980’s, and we have seen lots of changes in the way fitness is delivered. With the proliferation of group exercise classes and personal training sessions in the outdoors many gyms are taking their exercise outside. When considering this as a direction for your business it is important to understand the additional risks and responsibilities this entails such as health and safety policies, site specific risk assessments and proper qualification of staff for outdoor activities. Things to consider when taking your exercise away from the confines of your gym are what to

do if the weather is poor, how you communicate with customers and staff at the last minute if things change, how to deal with first aid and how to deal with “dynamic” risk assessments in a changing landscape. Get advice if it’s new to you. From an insurance perspective the risks of injury to staff and customers are greater in an environment you cannot control. You will need to speak to your broker to ensure your insurer is aware of the additional risks as many policies are designed for “premises only” risks. If you have any difficulties you should speak to a broker specialising in the fitness and/or outdoor activity industry, like us. For more information contact John Ansell and partners Ltd on 020 7251 6821 or visit www.ansell.co.uk

NOW that new year’s resolutions are beginning to dwindle, how do gyms and leisure centres keep the momentum of their income flowing? What’s the best way for your business to keep running without flying off the treadmill? Ad hoc offers, as well as the ever-growing pay-asyou-go model, may gain fleeting revenue spikes... possibly enough to get that new piece of equipment while narrowly breaking even. Yet those of us who’ve been around to play the long game understand that there is nothing like the security of regular cashflow. Promotions to bring in more clients turn out to be a lot of work for shortterm gains. For example, a 12-month committed membership on direct debit could be more valuable than getting 12 class attendees that stick around for a month or two. What’s the best plan for gyms to take advantage of improving on financial gains without it being a chore for the rest of the year? Rather than tackling this task alone, more than 1,800 leisure centres across Europe have outsourced their membership management services with the experts at Harlands Group. For more than 20 years, Harlands has cultivated an unbeatable method of helping fitness clubs collect direct debit payments for membership

subscriptions to build financial muscle. When payments are missed, Harlands has automatic repayment processing and will follow-up with members for collection. Our joiner software, SNAP, makes it easy for gyms to engage with their members by being able to keep track of their payment plans. Plus, it can sell retail items such as bags, water bottles, or towels at signup as a great way to generate some extra cash flow. It can be used on desktop and mobile. From boutique studios to national fitness chains, we’ve found that club owners have benefited from our services to impact their bottom line. Providing regular direct debits for subscriptions ensures a cash flow that promotional offers just can’t sustain. Why would you want to do all that extra marketing work with additional marketing outlay? Financial stability provides leverage for business loans if further expansion is needed. As one of the leading direct debit providers along with gym management services, we guarantee this will keep your business moving at the right pace throughout the year. Let Harlands Group do the heavy lifting while you focus on your client goals. n Robin Karn is sales director at Harlands Group.

Pricing, demand and membership loyalty By Ivan Stevenson AS we steamroll towards the second quarter of 2019 (need I remark how the time has flown), I’ve taken a moment to reflect on the landscape of the industry; in particular the changing tides of demand and membership behaviour. Arguably, the biggest change of them all is the surge of budget gyms on the scene. Love them, loathe them – or even work for them – budget gyms have muscled their way onto the fitness market at an unparalleled rate. Erudite economists would say their popularity stems from their ability to well satisfy the law of demand. Price is inversely proportional to demand – in other words, price goes down, demand goes up and vice versa. In a black and white world, there would be grounding truth to this model. But there’s a reason that independent gyms, mid and even high-end health clubs are still in business. Their audience, and potential audience, is very much alive and kicking. Rather than relying on price point as a stand-alone selling point, however, they have to make a strong case for their services. If there’s anything I’ve learned in my years at DFC, it’s that the best membership strategies are about

more than just the price on the tin. A potential sale will first consider the breadth of membership options available, the choice of payment contracts and price before finding out that they get for their money. After all, consumer behaviour is changing. Members can afford to be impatient and picky. If someone is over/underwhelmed by membership choice or put off by a lack of contract flexibility, then they will continue their search for a health club that satisfies their needs. The golden thread connecting all these issues to measures of success is Direct Debit as it gives everyone (yourself included) the flexibility they deserve. From a business perspective, Direct Debit can be used to counteract the low yield from payas-you-go customers or shorter-term memberships. Transactions are cheaper and this can give way to cheaper membership rates as well as discounts and incentives for people signing up to a Direct Debit membership. And from a customer perspective, Direct debit is low-maintenance and much more cost-effective than standing order or recurring card payments. With the end of the financial year rocketing to a close, consider taking a closer look at your pricing model. n Ivan Stevenson is a director at DFC. Debitfinance.co.uk

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TRAINING AND RECRUITMENT SPONSORED BY

Exercise referral scheme first to receive quality standard

Company expands its team

PHYSICAL Company has strengthened its account management team with the appointment of Paula Martin. Paula brings with her more than 30 years of industry experience. Following 12 years with Birmingham City Council where she coordinated the studio programme across multiple sites, Paula joined Performance Health Systems and Power Plate as regional commercial sales manager. This is a position she held for four years before moving to Jordan Fitness, where she was responsible for strengthening the company’s position in the public sector. James Anderson, director of sales and marketing at Physical Company, said: “With a valuable mix of operational and equipment sales experience, Paula is perfectly placed to support our existing clients in their pursuit of excellence. “Her contacts and relationships will help us expand our local authority and leisure trust client portfolio whilst also driving new business across the Midlands and the North of England.” Physical Company has also appointed a graphic designer, Martin Gibbins, who brings more than 18 years of agency experience to the marketing team. “Graphic design has become an integral part of our client support services,” James added. “We work in close consultation with clients to produce impactful interior artworks which help to create beautifully bespoke spaces.”

ABBEYCROFT’S Bury St. Edmunds Leisure Centre has become the first in the country to be awarded a quality standard for its Exercise Referral Scheme. The accreditation has been developed by Suffolk County Council’s Public Health team in partnership with leisure operators and quality management expert Right Directions; with input from GPs and health professionals. The county-wide standard is the first of its kind in the UK and aims to reassure GPs and health professionals that they can refer in the knowledge accredited facilities are successfully delivering programmes that have been rigorously tested using ‘realworld’ criteria. Councillor James Reeder, Cabinet Member for Health, said: “I would like to congratulate Bury leisure centre on being the first in Suffolk to achieve the new standard. “This scheme is important in supporting people to be active and another step on our journey to becoming the most active county in England. “We know physical activity has significant benefits for health, both physical and mental, and can help to prevent and manage over 20 chronic conditions and diseases, including some cancers, heart disease, type two diabetes and depression. “We want to highlight and showcase best practice across the county so

GPs and healthcare professionals feel confident to refer patients to exercise programmes, whilst also raising the profile of the excellent schemes available within the county.” Warren Smyth, CEO of Abbeycroft Leisure, which manages Bury St. Edmunds Leisure Centre, added: “It’s exciting for the team at Bury St Edmunds Leisure Centre to be the first centre to achieve the Suffolk Exercise on Referral Quality Standard. “The standard is extremely important to ensure GPs, physiotherapists and other medical practitioners can feel confident they

are referring patients into a scheme that is safe and effective. “The development of the quality standard is an extremely important milestone for all providers of Exercise on Referral Schemes.” Existing scheme providers can save time and money by incorporating the new Exercise Referral Quality Standard free, as one of the ‘generic’ modules within Sport England’s quality assurance framework, Quest. For facilities not part of Quest, or privately owned, the new standard can be provided by Right Directions as a stand-alone module.

Get the perfect job with free new App FITNESS professionals could get that perfect job without even submitting a CV via a new App which is free and puts them directly in contact with employers. The easy-to-use Marlin App cuts out the recruitment agency and means personal trainers and fitness instructors can secure employment more quickly and easily than ever before. Candidates can visit the website or download the App from the App Store or Google Play and register without having to upload a CV. All the job seeker has to do is enter

basic contact details, a profile picture and fill out their previous work history, which will then be verified by Marlin. Employers can then contact the candidate directly through the App, by phone or email to discuss job opportunities, including internationally. Employers can search for free and have the option to pay a £95 per month subscription fee for 12 months. This will provide them with access to all of the candidates that are registered on the App or employers

can pay just £295 for 30 days. Marlin App founder Demos Demetriou said: “You could be a junior housekeeper, experienced butler or family office accountant. If you want to be found by a private household or family office you really need the Marlin App. “There are no recruitment agencies in the middle, just a transparent app that puts you in direct contact with your potential employer. “We are revolutionising this sector and the feedback from candidates that have already registered has been excellent.”

TRAINING AND RECRUITMENT SPONSORED BY

As we celebrate National Apprenticeship Week this month (March 4-9), Active IQ’s head of assessment services Steve Conopo explains the new PT Apprenticeship standard and how operators can get the most out of offering a PT apprenticeship.

Navigating the new PT Apprenticeship standard to maximise your programme MORE and more people are opting to take up a PT apprenticeship, so getting the training right is absolutely crucial. The new Personal Trainer apprenticeship standard, developed by CIMSPA in collaboration with its alliance of employers, education bodies and experts, represents a golden opportunity. In case you aren’t familiar, the new standard enables budding PTs to combine their Level 3 knowledge with practical skills on the apprenticeship programme. It prepares them to start work with greater skills and confidence than might be expected of someone who has solely passed their Level 3 PT assessment. The new standard teaches personal trainers how to coach clients towards their health and fitness goals. It also covers how to design and provide creative and personalised exercise programmes and instruction, nutritional advice and overall lifestyle management. Through experience and mentoring in real-life situations, the

Steve Conopo

apprenticeship content equips them with the skills to motivate clients to positively change their behaviour and improve their overall wellbeing by providing specialist, tailored advice within their scope of practice. Alongside this, a comprehensive understanding of business, finance, sales and marketing is included to enable PTs to build and retain a stable client base from the start of their career. Operators running the new PT apprenticeship stand to gain too as their apprentices develop and grow as they learn on the job. In order for operators to fully realise

the potential of their apprentices, they must understand the new standard is designed to be combined with a Level 3 PT qualification and is not a replacement or alternative training option. To help facilitate this, we created a Level 3 Diploma in Personal Training designed to underpin the practical skills and behaviours of the new Apprenticeship standard. We offer this to employers completely free as part of our End-point Assessment package, encouraging both operators and apprentices to approach training the best way. This way everyone wins. As the employer, you’ll know you are taking on apprentices who are committed to training to Level 3 early in their apprenticeship journey thus gaining a high degree of knowledge and insight. Meanwhile, your apprentices understand the theory of their work and can put their new-found knowledge into practice with the assurance of training and support. As one of the first approved Endpoint Assessment Organisations

for the new Personal Trainer Apprenticeship, we know better than most that the knowledge gained from the Level 3 PT qualification is essential for an apprentice to succeed in their assessment. Our Employer and Apprentice Tool Kits help both sides prepare fully to meet the expectations and demands of the End-point Assessment where a high degree of both knowledge and practical ability are pre-requisites for success. Apprentices play a vital role in our industry’s workforce and offering a work-based learning model will not only increase the likelihood of newly qualified PTs staying in the industry but doing a great job too. It helps them understand the complexities of being a personal trainer while developing valuable real-life soft skills and business insight. The investment of time and resources into the new PT Apprenticeship standard is well worth while to fully prepare newly qualified PTs to make a strong start in their work and succeed in their career.

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COMBAT

Matrix supports HITIO gym franchise launch A NEW family fitness franchise is preparing to open its first sites as part of a major expansion. Supported by a partnership with Matrix Fitness, which will provide the franchisees with its strength and cardio equipment, HITIO Gym combines a traditional gym with combat sports training. The concept targets families with children aged five upwards to give parents the chance to train at the same time and place as their children. HITIO Gym will provide flexible memberships offering

any combination of gym, combat-inspired group exercise classes and combat sports training, including Karate, Taekwondo, Muay Thai and kickboxing. HITIO aims to open 400 clubs over the next five years, actively seeking suburban sites with a footprint of around 6000-12,000 square feet. “We are determined to help families become fitter and healthier and know from Norway and Sweden that this concept works,” said Mark Chambers, chief executive officer at HITIO.

“I believe we have the potential to make a significant difference: imagine we have 10 classes a week and 20 children in each class – that’s 200 children a week active at one site. Multiply that by the 400 sites we aim to open and that’s 800,000 active children who will be more likely to be active teenagers and adults.” HITIO offers franchisees a complete turnkey solution from finding the sites, design and architect support, negotiating terms and organising funding to introducing suppliers, branding and marketing for pre-sales.

Advertiser’s announcement

Carbon Claw announces its sponsored boxers for 2019 WE are proud to announce our Carbon Claw boxing ambassadors for 2019. Professional boxer David Seymour is based out of Coventry fights in the Bantamweight category and has a professional fight record of four wins and one loss, with his next fight planned for March 9 at the Mercia Banqueting Suite, Foleshill, Coventry. David has been mixing it up of late with a number of national fighters to ensure his training is at top level and has been in training camp as early as the new year. His attitude towards training is meticulous as he knows that only complete dedication to diet training and resting will give him the performance and edge over his opponent on the night. Although he does not like to look past his next opponent

David Seymour the management team has great expectations and hope to be aiming for a title belt towards the end of 2019. Professional boxer Matt ‘Slugger’ Sen is a West Midlands fighter and is one of the big boys fighting in the

Cruiserweight division and also has a fight record of four wins and one loss. Matt aims to put right the loss last time out to Taha Mirhosseini, who caught him cold in the first round in November last year. Matt has taken on a new trainer and is chomping at the bit to seek revenge. Carbon Claw has an ongoing product development programme and having such professional guys on board helps us to understand and develop our products accordingly. Carbon Claw is proud to be associated with such professional ambassadors outside of the ring and as professional fighters inside the ropes and happy to support them with our training equipment. To view our full product range visit www.carbonclaw.com

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Advertiser’s announcement

Prime Fitness reach 1,500 members with Ashbourne HAVING worked in the health club industry for many years, Jae Robinson decided it was time for him to open his own club. Jae said: “Having spent a number of years working in my father’s business, I had the underlying knowledge to be able to open my own club giving it my personal touch. “Using my know-how combined with the best kit and system I thought would be a winner.” The aim was to provide a high end club at affordable prices. Having looked at a number of payment collection and software providers the guys decided to go with Ashbourne Membership Management. As well as looking after their payment collections and member payment queries Ashbourne also provided an all-encompassing software package. “They simply charge a flat fee per successfully collected direct debit,” Jae added. “Ashbourne talked to us about the best way to run a pre-sale campaign and set us up with a join online facility where we took an initial payment from the members and then their first DD payment was taken 30 days after we opened.

“This meant we knew exactly how many members we had before we even opened the doors.” Grant from Ashbourne said: “Too many clubs wait until they are almost ready to open before they start their pre-sale and are then playing catch-up in the first few weeks after opening. “An online pre-sale works best about six-to-eight weeks out from opening, and by advertising a limited level of availability a sense of urgency is created. The guys from Prime Fitness decided to go with both a 12-month option and a monthly rolling membership so people didn’t have to sign into a contract.” Having collected the payments from the pre-sale, Ashbourne transferred the funds to the club, allowing them to free up the cash to make the finishing touches. “It really helped getting the money into our accounts quickly so we had the funds to make the club that bit different,” said Jae.

When Prime Fitness opened, members were pointed towards the club’s own mobile App, allowing them to book classes online, engage with other members and hear the latest Prime news. Jae added: “Having class booking embedded into our Ashbourne App and website freed up so much time for us on reception. It allowed us to deal with the little difficulties that come with opening a club.” With Prime being a 24-hour club, Ashbourne fitted a full height turnstile with a keypad entry system. “Having the full height turnstile with keypad has really put my mind at rest when I’m not on site. Being a 24 hour club we were conscious of the security at times where reception was unmanned. “Having full height turnstiles meant people are unable to jump the barrier to gain access to the club, plus staff aren’t having to constantly address members who have forgotten their card,” explained Jae.

Now the club has been active for over a year, Jae is looking at ways he can engage more with members and increase secondary spend across the business. Prime has now opted to develop their own fully customised App with Ashbourne. Ollie from Ashbourne said: “The use of mobiles Apps for clubs is essential. Having a fully customised App allows clubs to create an experience tailored to their members, and thus engage them. “With greater relationships comes a greater satisfaction of the member and using the in App news feed allows clubs to advertise specific products increasing secondary spend”. Ashbourne also provide Prime Fitness with EPOS till software which tracks the clubs secondary spend and stock control. “It’s great, so easy for our staff to use and also generates reports on popular products and individual spending habits.” To find out more about Ashbourne Membership Management and how we can help your club please don’t hesitate to email membershipdevelopment@ ashbournemanagement.co.uk or alternatively give us a call on 01564 741 837.

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REFURBISHMENT, SERVICING AND MAINTENANCE

Giving your gym a new look can be much cheaper than you think. Here the experts at Gym Wizard explain why.

A new look for your gym does not need to break the bank ... What difference can changing the look of your gym upholstery make? As you can see in the photos, simply changing the upholstery in your gym will dramatically improve the look, not only of your equipment, but of your club too. Gone are the days of taking your own pads off and taking them to a local upholsterer to be recovered in a mismatched fabric, leaving machines out of action for days or even weeks on end, or even ordering expensive replacements from the manufacturer, waiting for them to be delivered and then paying someone to fit them or messing around fitting them yourself. Thanks to the guys at Gym Wizard all it takes now is a quick phone call and you can let them do the rest.

How can Gym Wizard help operators in this area? You might not think much when a van pulls up at your club, until you see what’s in the back. A fully kitted out upholstery workshop with sewing machines, staple guns, a trimming bench and a lot of rolls of fabric. Wood and woodworking tools and sheets of foam for those pads that are a little worse for wear. Basically, everything required for professional upholstery work. The guys take the pads that require attention from a couple of your machines at a time, and in their place leave a polite, professional looking sign informing your customers that you are renewing the upholstery and the machines will be ready to use

again very soon.

How long does it take to provide this service? It really is quick. The guys take the pads outside and into their mobile workshop and within half an hour or so, the pads are back on the machines and the next batch are being removed for the same treatment. A typical gym can be fully recovered within the day for about the same as it costs you to replace a deck and belt on two of your treadmills. Not bad when you think about it – nobody notices what you spend on maintenance but they can’t help but notice this. Don’t be thinking you need to be getting your full gym upholstered for them to come out to you either.

They’re just as happy to come out and re-cover a handful of pads and can easily match them up to your existing upholstery colour.

What experience does Gym Wizard have in this sector? Gym Wizard was set up after realising the need for a dedicated, hassle free upholstery service and have over 25 years’ experience in the fitness industry; so it’s safe to say they know what they are talking about. Their customer portfolio speaks volumes. From the very smallest personal trainers and private clubs right up to the biggest chains, prisons and county councils, even the major manufacturers themselves. For more info check out www.gym-wizard. com or call them on 0700 3400 335.

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Technology trends that will impact physical activity By Dave Wright

Deep cleaning for any floor USING our specialist bespoke treatments and equipment we are able to deep clean floors. Zeroslip UK Ltd is the specialist with expertise in cleaning any flooring type including ceramic, stone tarrazo, granite, porcelain, quarry, rubber crumb and lino surfaces. We can transform the look of your floors from deeply soiled to mint condition specialising in bringing poolsides and changing rooms back to pristine condition.

Our team of expert technicians work to the highest standards on a variety of flooring types, so no matter what flooring needs to be cleaned, you’ll be delighted with the finish. A thorough deep clean will remove the ingrained dirt and restore your floor, prolonging its lifespan and saving you the time, money and inconvenience of replacing a hard floor. Enquiries: Contact us now to arrange a free slip risk assessment on 01484 612494 or email info@zeroslipuk.com

Crawley gym is transformed ServiceSport recently helped a major customer transform one of its fitness facilities by completing an innovative remanufactured equipment project. A dedicated internal team at ServiceSport worked to manage each stage of the development at Nuffield Health Crawley Central, led by a designated project manager who was embedded with the client. Staff from the Chorley-based firm met to understand Nuffield’s needs and what ‘must-haves’ would be in the project. This included the type of kit to use, volume to be remanufactured, budget, location, site needs, access and timelines. ServiceSport created 3-D visuals and walk-through videos of the proposal

to promote the project. The company offered solutions for the volume and type of kit, highlighting the challenges with source kit volumes of the desired quality and specification. Despite the complex nature of the project, ServiceSport took just over two months to complete the work from receipt of order – well in line with Nuffield’s expectations. Feedback from customers and staff at Nuffield Crawley was extremely positive, with the 100-plus station facility expected to achieve a much shorter return on investment than a traditional full outlay. Enquiries: Call 0845 402 2456, visit www.servicesport.co.uk or email sales@servicesport.co.uk

WE live in a world of technology. It guides us, feeds us, supports us and ultimately rules us. It also defines the choices we make and the way we move. Here are seven technological trends that I see will impact the health and fitness industry in the next five to 10 years (if not today). 1. Ethnography Ethnography is the ability to study people in their environment. If you want to improve your business by 10 per cent, then you follow the best in your industry. If you want to improve your business by 110 per cent, then you follow the best outside your industry. Companies need to take note of where people are spending their time and money. Tech companies analyse this and then try and capture that trend. In the same way that the budget operator observed the airlines, so should you view how customers are behaving ie. What was it about Pokemon Go that engaged 75 million people to ‘move’? Subsequently, why did it fizzle away? What can you learn for your club? 2. Frictionless and simple Apple were famous for making things simple. Steve Jobs had a great saying “Simplicity is the ultimate sophistication”. The tech involved in your gym needs to be easy to use, simple and effective. Too many companies try and over complicate features that are great from a development perspective, but in the real world, are very rarely even used. How easy do you allow members to access or book classes into your club? The tech that wins is that that gets the job done with the little disruption to the business. 3. Data In today’s day and age, there is no doubt that data is the new oil and intelligent information is the new currency. The more information that you have on someone, the more you know about them and can help solve their problems. Most clubs have no idea who has even used their club on a daily basis, let alone identify when they stop using the club. The true rubber hits the road is when you overlay data and it gives greater insights into why a person stops training or why they train in the first place. 4. Artificial intelligence AI is a real buzz word in the health and fitness sector right now. Coupled with intelligent data management means that you can predict the behaviour of customers before they can themselves. This intelligence means that you can intervene before the member officially leaves your club – hence why it’s so important if it’s use properly.

Dave Wright

5. Voice automation With Siri, Google and Amazon Echo we are entering an era where everyone is always listening so that our wants and desires are satisfied by our voice. Whether it is shopping or switching on music, in today’s world where we must have everything ‘now’ this adds to that frictionless world that we live. Imagine how this could impact users in the world of your club and what could you do to anticipate/ encourage it’s use? 6. Integrations Again, we are in a society where we don’t like friction. So, the applications that we use or the tech that we mix with has better success when it integrates seamlessly with other aspects of our lives. Cross platform apps such as WhatsApp, Facebook or Spotify work no matter what device you are using. The same goes for the tech inside your health club- having a device that only works with some equipment, but not others, is not productive or will get user uptake. 7. Wearable technology Aligning with the number one trend for 2019 again, wearable technology continues to rise with people wanting to satisfy data and frictionless living. Rather than checking into their club on a monthly basis to find out whether they get their feedback, users realise that data delayed is data ignored and simply doesn’t change behaviour. So wearable technology will continue as long as it provides meaningful and relevant data that will help them achieve results. The world is moving fast, we as operators need to open our eyes and look outside our four walls and see and anticipate the world around us. If not, we’ll all be left behind. n Dave Wright is the Creator and CEO of MYZONE®, CEO and owner of CFM (Creative Fitness Marketing) and owner of the Feelgood Fitness and Voyage Fitness Club chains. With offices in Chicago (US), Nottingham (UK) and Melbourne (Oz), Dave’s companies have worked directly with more than 5,000 health clubs across 65 different countries, encouraging people to be more and stay more physically active. He may be contacted on Dave@ myzone.org

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Improve the experience, reduce the sound DISTRIBUTED exclusively by Indigofitness, duraSOUND rubber acoustic fitness tiles dramatically reduce the disruptive noise and vibrations of fitness equipment. DuraSOUND tiles are performanceengineered to control vibrations, minimise low-frequency impact noise, and reduce the transmission of sound by up to 38 decibels. The result of extensive testing, engineering and a patented threestage compression molding process, duraSOUND tiles are backed by a best in industry 10-year limited lifetime warranty. They feature patented design benefits, such as the KROSlock, which allows the tiles to be locked in place without the need for adhesive and prevents expansion and contraction

of the tiles; precisely engineered air pockets that capture noise and, a versatile construction that intercepts, absorbs and disperses vibration and sound energy. PureGym commissioned independent consulting firm M-EC Consulting Development Engineers to carry out sound assessments on duraSOUND tiles at their Gloucester site. They concluded that the 70mm tiles clearly passed the test criteria for Gloucester, and said: “duraSOUND has been shown to significantly reduce floor impact noise being transmitted through the building structure, mitigating disturbance to adjoining occupiers.” For more information please visit indigofitness.com, call 01455 890100 or email info@indigofitness.com

Dan Lloyd has left his role as sales manager at Workout magazine and joined ClubRight. Dan, who worked at Workout for more than 11 years, said: “I have thoroughly enjoyed my time working on such a well-respected magazine that is loved by the whole of the fitness industry. It has also been my pleasure working on the National Fitness Awards, to see the show develop and grow over the years into the show it has now become today. ClubRight is such a positive company, that I have already had the pleasure to have worked with over my Workout years. The software platform looks great, they are really competitive on price and ClubRight is a must for any fitness facility to use to help with daily tasks that can sometimes be more than a challenge.”

To advertise here call 01226 734333 www.workout-uk.co.uk

Building an effective weight loss programme in your gym

FITNESS EQUIPMENT

By Kristen Walsh WEIGHT loss is a top reason why people join health clubs. Offering a weight loss programme is an excellent way to gain and retain members. What does an effective programme entail? 1. It should be long enough so participants see results, but not so long that they lose motivation. Six to eight weeks is typical. 2. Participants can expect to lose about four to 10 pounds in that time period. Some will lose more or less depending on factors such as diet and starting weight. 3. This will keep participants engaged. This can include weekly weigh-ins, e-mails and tips, social media groups, group or personal training, and education sessions. 4. Research shows that nutrition has a greater effect on weight loss than exercise alone. Of course, implementing both diet and exercise is most effective. 5. Tracking outcomes in addition to weight (such as waist circumference and body fat percentage) enables you to assess the program’s effectiveness and helps participants see beyond the scale to other important health

measures. 6. Plan for continued success. Step-down programming—such as monthly weigh-ins or training sessions, and continued engage ment with e-mails and social media groups—can help members continue toward their goals. n This was excerpted from IHRSA’s Building an Effective Weight Loss Program in Your Gym e-book, available exclusively to IHRSA members at ihrsa.org/publications.

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