May 2019
The UK’s No 1 fitness industry magazine
Exercise can lower health risk of sitting AT LEAST 150 minutes of exercise per week could substantially reduce or offset the health risks of sitting for long periods of time. The research, led by the University of Sydney in collaboration with Loughborough University, found that by replacing sitting with physical activity – but not standing – reduced the risk of premature death among people who sit for more than six hours a day. The study also discovered that people who were physically inactive and sat for more than eight hours a day, had a 107 per cent higher risk of dying from cardiovascular disease. This is compared to those who did at least one hour of physical activity per day and sat for less than four hours per day. Professor Mark Hamer, of Loughborough University’s School of Sport, Exercise and Health Sciences, said: “Our study explored the associations of sitting and physical activity, with premature death from all causes and death from cardiovascular disease. “This is important because in the past we have only considered how behaviours such as physical activity and sitting, independently impact on our health. However, this research
considers how these behaviours might work in combination to predict major health outcomes such as heart disease. These kinds of studies, such as ours, are very important to help shape future public health guidelines on physical activity. “Although the study was conducted in Australia all of these issues are highly relevant to the British population and beyond.” Sitting is often touted as the new smoking but it has been unclear if it is the sitting itself, or the lack of physical activity that causes the harm. Researchers found that meeting the Australian public health recommendation of 150 to 300 minutes of moderate intensity exercise (such as brisk walking) per week, eliminated the risks associated with sitting. As part of the study, nearly 150,000 Australian adults aged over 45 were asked how many hours a day they spent sitting, standing and sleeping. Participants were also asked how long they spent walking or exercising. Researchers examined data on physical activity and sitting, against death records – over a nine-year period – to estimate the effects of replacing sitting time with physical activity, standing, and sleeping.
No 308 £3
Clubbercise well-being research is revealed
Professional dancer and former Strictly Come Dancing star Flavia Cacace is a familiar face at a new exclusive PT Studio near Chobham, Surrey. White Cube has been designed with personal training in mind, and provides an affordable space for PTs to take their clients and develop their business. All the equipment has been carefully selected to cater for a wide variety of training methods. Despite only being officially launched in January, the studio has already attracted the attention of a number of world class personal trainers. Full story on page 17.
CLUBBERCISE, the fitness concept that’s taken the UK by storm since its launch five years ago, has published the results of a well-being survey which questioned 700 people about their mental health. An overwhelming majority, 86 per cent of respondents, said their mental health had improved thanks to attendance at regular dance fitness sessions, the most popular of which were Clubbercise and Zumba. The figures were released ahead of Mental Health Awareness Week, held from May 13 to 19. A company spokesperson for Clubbercise said: “Around half reported that their mental health had significantly improved. “The most common reasons for this included the music, the exercise and movement and the fact that it’s fun and enjoyable. “People also value the ‘me time’ away from sources of stress and anxiety, in a supportive, nonjudgemental environment.” Across UK, Europe and Asia around 80,000 attendees take regular Clubbercise classes, and there are more than 2,000 instructors.
UK FITNESS SCENE
£7.5m redevelopment of historic baths takes shape FOOTAGE has been released of ongoing work to transform one of the North East’s most loved historic buildings. The £7.5m restoration of The City Baths, Newcastle, by charity Fusion Lifestyle will see the Grade II-listed building revitalised to combine modern facilities. Once complete, the transformation will see the swimming pool and Turkish baths completely restored, with the addition of a health and fitness suite, spa with treatment rooms and a café bistro. More than 35 builders are on site daily, working hard to sensitively restore as many of the building’s original features as possible while introducing modern architectural structures. In the main health and fitness suite, a suspended floor has been laid over the drained pool tank to make way for the vast array of gym and training equipment soon to be installed. The structure of the two storey glass-fronted studios is also in place, with the upper level set to host yoga and dance classes. The City Baths will offer a jampacked calendar of more than 100 group exercise classes per week including Fusion’s bespoke HIIT & functional training classes, INTENCITY. The roof lanterns in both the health and fitness suite and the pool have also been restored and repainted in a pale mint green, in-keeping with the overall serene and relaxing look and feel of the final décor.
Anthony Cawley, operations director at Fusion Lifestyle, said: “This building is an important part of Newcastle’s history and we want to ensure we retain as many of its award-winning design features, wherever possible, while also bringing new facilities like the spa and café bistro to life. “As an independent charity, we invest heavily in creating, restoring and transforming local facilities – and we pour all profit directly back into our sites. “We believe the people of Newcastle and beyond will really benefit from what we are bringing to the area.” Work is also ongoing to bring the building’s much-loved Turkish baths back to life – soon to be one of only a
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few still in operation in England. The current building opened to the public in 1928, with the history of baths on this site dating back even further, to when famous Newcastle son, John Dobson, built private baths in 1838 at a cost of £9,500. Fusion secured planning permission and listed building consent from Newcastle City Council in 2016 after spotting the historic venue thanks to the community campaign to save it. The building is expected to open later this year.
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Retailer’s new campaign to take a stand
Exercise.co.uk, one of the UK’s leading home fitness retailers, is releasing a three-month summer campaign titled Fit For You, Not Summer that promotes a positive body image, sustainable and longterm fitness and health. The website will be releasing relevant content across all platforms under the hashtag #FitForYou, which users will be encouraged to use as well. The campaign will last until mid-July. During this three-month period, Exercise.co.uk will share informational and relevant articles, tips and tricks, as well as encourage a conversation around the often negative topic of the perfect summer body and the connotations that come alongside it. “Now is as good a time as any to get on board with making a happier, healthier you. The campaign #FitForYou is looking to get rid of this summer body stigma once and for all,” said Ben Owst, head of creative. The purpose of the campaign is to take a stand against the usual summer marketing strategies that promote unhealthy body standards and dangerous weight loss methods. The team will also be maintaining a free to join Facebook group.
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Results are revealed
TECHNOGYM has announced the results of its ‘Let’s Move for a Better World’ campaign – a worldwide social initiative to raise awareness in the fight against obesity and sedentariness, that ran its sixth edition in March. ‘Let’s Move for a Better World’ is the biggest social campaign in the fitness and wellness industry that embodies Technogym’s mission to improve wellness on a global scale. Thanks to its ecosystem and Mywellness, gym members in fitness facilities around the world joined forces to donate their movement and promote wellness and healthy lifestyles in their local community and beyond. The more active the users were, the bigger the donation to the communities. Participants’ MOVEs – Technogym’s unit for measuring movement – were logged through its Mywellness cloud – the first open platform in the industry, connecting people and fitness facilities all over the world. This year the campaign has allowed an increased number of operators to win and donate a piece of Technogym equipment to a not-for-profit organisation of their choice, thanks to the awarding system which enables every facility to win by reaching predefined targets of movement performed.
UK FITNESS SCENE
Long-standing partnership still on track
MATRIX Fitness has announced the renewal of its long-term partnership with Renault F1® Team. Having signed the original official supplier agreement with the Enstonebased team in 2006, this is the longest standing partnership that Matrix holds within its portfolio. The partnership will involve continued support of the team’s’ Human Performance Centre – a purpose-built training and sports science facility wherein Matrix have supplied fitness equipment including cardiovascular equipment from their leading 7xi Series and products from its Magnum and Ultra strength ranges. Latest instalments include the new S-Drive and S-Force Performance Trainers, the CXP Indoor Cycles and Connected Solutions, which include an in-built workout tracking network and personal trainer portal. Matt Pengelly, managing director at Johnson Health Tech UK, said: “This
has been an extremely successful, collaborative partnership for us. We understand the physical demands that F1 drivers face and are proud to provide them with the equipment to enable them to train to meet the physical demands of their job.” “We are proud to retain such a long-lasting partnership with the team, it’s testament to the quality of our equipment and programming that we are able to support sport at the most elite level, as well as help power potential future F1 champions. “We look forward to continuing to work with Renault F1 Team to ensure we provide the most effective equipment for their sport-specific training.” Matrix will also continue to provide equipment to the Renault Sport Academy, the team’a own development programme aimed at nurturing young drivers who are expected to contend with the physical demands of top-level motor racing, including
average heart rates of more than180bpm for a race distance of 90 minutes or more, the extreme heat of a cockpit and sustained G Forces. Daryl Coombes, HPC manager at Renault F1 Team, added: “Health and fitness is such a vital aspect of our sport, and is relevant for all the team personnel, not just the drivers. “Our HPC is arguably one of the best facilities of its kind in Formula 1 and we’re continuing to work with Matrix to ensure it remains the very best, showing the tangible benefits, it brings to our team’s performance.” “Matrix has contributed to our success over the last 12 years and we’re looking forward to broadening this partnership. “We have high ambitions in all our racing programmes and the improved fitness levels our teams will achieve thanks to the Matrix equipment available in the HPC will play a vital role in this continued progression.”
UK FITNESS SCENE
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Leisure centre’s Benchmarking Service award LONGWELL Green Active Lifestyle Centre has received a prestigious award from Sport England’s National Benchmarking Service. The centre was one of four top-scoring facilities to receive an award in the Efficiency category at this year’s NBS Awards, presented at the Quest & NBS Conference in Kenilworth. Mark Crutchley, chief executive of Circadian Trust, the not-for-profit organisation which manages and operates the centre, said: “We’re committed to providing our customers – and the people of South Gloucestershire – with access to first-class facilities and the customer service to match, so we’re absolutely delighted to receive this award. To be recognised as a top-scoring centre in the Efficiency category of NBS is a fantastic achievement and is testament to the hard work and dedication of our whole team.” NBS enables local authorities to compare the performance of their sport and leisure facilities with national benchmarks across a number of key performance indicators, and to use this information to improve their service delivery. It is delivered on behalf of Sport
England by Leisure-net Solutions in partnership with the Sport Industry Research Centre at Sheffield Hallam University. Participating centres can opt for one of three services: the Effectiveness Report, focusing on access and customer satisfaction; the Efficiency Report, focusing on utilisation and finance, or the Full NBS Report, which combines the two. The centres that won NBS Efficiency awards had more utilisation and finance KPIs in the top quartile than any of the other facilities that took part last year. Examples of utilisation KPIs include the number of people visiting weekly and the percentage of the catchment population visiting weekly. Finance KPIs range from direct and secondary income per visit to staff cost as a percentage of annual income and energy cost per square metre. Mike Hill, NBS director, added: “Longwell Green Active Lifestyle Centre has demonstrated that it is one of the best performers in the country, based on our independent analysis and benchmarking. “It has shown excellent performance can be achieved in tough financial times.”
Delegates join register at event DELEGATES at this year’s active-net got behind the work of blood cancer charity DKMS by registering for its stem cell register. More than 40 attendees completed the registration form and took a swab of their mouths with a cotton bud to join the database. active-net invited DKMS to attend this year’s conference to help raise awareness as part of its 2019 theme of inclusivity and diversity. David Monkhouse, director of Leisure-net, which organises the two-day event, said: “We are delighted so many delegates signed up to the database. The process was quick and pain free, and could potentially save someone’s life. A number of leisure operators and universities
that attended the event have also expressed an interest in running their own registration events especially in areas with a large BAME community. It’s fantastic for one of our delegates to join the database, but even more outstanding to motivate a large operator into action.” active-net is aimed at all operators and suppliers with a focus on the public sector, whether trusts, local authorities or universities/colleges. As well as one-to-one buyer supplier meetings, the event features a strong educational element and networking programme. Early bird tickets for next year’s event, which is being held on March 25 and 26 at Eastwood Hall, Nottingham, are already available.
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UK FITNESS SCENE Advertiser’s announcement
Why Kings Gym reigns supreme LOCATED in heart of South London, Kings Gym Mitcham is a state-of-the-art leisure facility housed in 10,000sq ft arena. Kings Gym offers bespoke and extensive strength and fitness equipment not available in your regular 24 hour gyms and leisure centres, therefore catering for every gym goer and their fitness needs. This along with their diverse supplement range, protein bar and onsite therapies makes Kings a leading gym group in London. From converting a warehouse in Mitcham Industrial Estate, Kings Gym is a family-run business that took around nine to ten months to build that included planning application and remodelling of the site. Kings Gym Mitcham followed in quick succession after the popularity of the original site in Croydon. The directors of Kings Gyms have created an inclusive and holistic atmosphere meaning everyone who works
out there will know it’s the “People’s Gym”. It is therefore unsurprising that international visitors such as the GASP Iron World Tour (IWT) pop in for a good workout. With the opening of Kings Gym Mitcham the local community was boosted as it created new job vacancies for the area by employing numerous full time and part time staff. They also offer discounts for local emergency service workers. The equipment that we supplied to Kings Gym in Mitcham include cardio machines, free weights, punch bags, resistance machines, Olympic weights, and more kit from Powerzone, ROCKIT, Hammer Strength, FORCE, and more, which makes it a perfect place to train and work out for every type of gym goer, such as a beginner to a bodybuilder. “Kings Gym is for the people who are serious about fitness, physique and healthier living. It is where you achieve your
personal best and surpass your fitness goals.” Kings Gym is borne out of the passion for fitness and the commercial director has been extensively involved in this industry for over a decade, amassing a wealth of knowledge and commercial acumen to launch what is now considered the best strength and fitness gym in the UK. Kings Gym is open at 5:30am – 10pm from Monday to Friday, 9am – 6pm on Saturday and 9am – 5pm on Sunday. Instagram: https:// www.instagram.com/ kingsgymofficial/
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UK FITNESS SCENE
Firm launches to meet demand for virtual content 1FitLife has launched to meet a growing global need for high quality, authentic, virtual fitness content and help operators compete in this rapidly evolving marketplace. The company enables operators worldwide to produce genuine, technically-accurate exercise content, created from start to finish by fullyqualified fitness professionals; tapping into the rising popularity of exercise apps and abundance of free online fitness content, which has caused a shift from traditional gym formats and significant growth in digital fitness – its share of activity spend has increased to 32 per cent. 1FitLife, which produces workout videos for virtual fitness platform Wexer, where it hosts its own channel, has also worked with Fitbench to create a series of exercise videos for its customers. 1FitLife also offers UK and European-based operators a ‘white label’ digital platform to host both live and on-demand content, via the US on demand platform Intelivideo. The platform can be designed to fit with any operator’s branding and populated with content produced by 1FitLife. 1FitLife is the brainchild of industry veteran David Langridge, who founded award-winning startup Connected Fitness Labs, sold to Wexer in 2017, and worked as global marketing director for Fitness First, spearheading its £225m global rebrand.
He said: “Fitness providers are increasingly attempting to monetise digital fitness and there’s without doubt a market for it – people who used on-demand fitness for the first time in 2016 spent 37 per cent of their total fitness budget on these services. “By 2020, it’s estimated the majority of fitness clubs will have incorporated virtual fitness in some form, but few have the in-house expertise to make it work. “The workouts we create can be used in-studio, streamed at-home or in marketing campaigns, giving operators ultimate flexibility and the chance to compete by producing their own quality content. Everyone on our team, from models to those writing, producing and directing the videos, knows fitness inside out, so operators can be confident their content supports members accurately and safely.” David is joined by his wife and director of production Anna Langridge, a qualified Master Personal Trainer and Pilates instructor. Having worked with EastWest International (Warner Music Group) she has extensive production and promotions experience. She added: “For operators and startups it has been an almost impossible task to grow a subscription business by transitioning into the on-demand, digital fitness space. We reduce barriers to entry by making it simple to move into this fast-evolving market.”
UK FITNESS SCENE
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Advertiser’s announcement
SAY HELLO TO HUSSLE HUSSLE is the new name for the UK’s first gym aggregator, PayAsUGym. Responsible for bringing thousands of quality gyms across the UK together in one place, operators are able to access hundreds of thousands of customers, all of whom are looking for a national reciprocal membership system. The service will soon have 700,000 individual members, and it’s in partnership with some of the country’s best gyms. However, with imitator services springing up all over, PayAsUGym is shaking up its look and becoming Hussle. We got Hussle’s Head of Partnerships, Jamie O’Keefe, to tell us what the rebrand means, and what lies in store for UK fitness. Hi Jamie. Tell us more about the new name, Hussle! Well, the first reason that we changed our name is that the name ‘PayAsUGym’ didn’t match up with the quality product our Gym Partners were offering, or indeed the service we were providing. Our Partners are premium and midmarket operators – Hussle is a more relevant name for them, for us and for the millennial audience we’re talking to. We’re confident that as Hussle we’ll be able to give even better support to our partner gyms. Who do you see using Hussle? The customers we resonate with are 18-35-year old professionals. They’re an audience that have typically been very hard to reach for independent gym owners and smaller brand chains. This audience has grown up with digital media, which is where our core expertise lies. So how do you target this 18-35year old market? First, we work with over 2,500 gym partners which gives us the scale to invest in their success and growth. Secondly, our digital expertise is second to none. We use numerous marketing channels including social influencers, paid search, TV advertising and commercial partnerships with some of the UK’s biggest brands. This national, multi-channel approach ensures that our gym partners are visible in
Hussle’s Head of Partnerships, Jamie O’Keefe a busy and competitive market. Why should gyms work with Hussle? Hussle is the largest gym community in the UK: we give our partners a means to fight back against the big budget brands that have spent the last 10 years expanding their presence and influence at the detriment of other providers. Collaboration is the way that middle and upper gym sectors will be able to prosper in the future. We give our partners access to millions of potential customers and the data shows that 92% of the visitors are brand new and 14% go on to become members directly - so the service we provide works. What sets Hussle apart from its competitors? We’re ‘gym-first’ and work with the best clubs in the UK, rather than a mixed bag of different activity providers, who a lot of our competitors will group together. We work with top health club chains like Nuffield Health & Wellbeing and Bannatyne Health Clubs, as well as thousands of the UK’s best independent club owners. One of the main reasons behind our relaunch was to reflect the premium service and top partnerships we offer. What’s next for Hussle? At the moment we are focused on successfully launching the Hussle brand, continuing to support our current gym partners and giving more people in the UK access to great fitness facilities.
Hussle. Powering UK gym growth
HUS
SLE
.CO
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Put your gym in front of millions. “Hussle has quickly become a valuable revenue stream for Nuffield Health, attracting genuinely new customers into our clubs.”
“We find it’s a great way to get new customers into our club, many of which go on to become members with us directly.”
UK FITNESS SCENE
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Macclesfield Leisure Centre refreshed in partnership with Technogym EVERYBODY Sport and Recreation has agreed a five-year partnership with Technogym to equip its facilities across Cheshire East. The partnership was launched last year with the refresh of Wilmslow Leisure Centre and most recently Macclesfield Leisure Centre. Everybody Sport and Recreation currently operates 15 leisure facilities across the Cheshire East region, as well as a range of health, leisure and development and outreach programmes and the Everybody Academy, providing local training and career opportunities all designed to support its “leisure for life” mission. The partnership with Technogym is designed to support Everybody in its mission to change lives through physical exercise and healthy recreation. “We chose Technogym as a partner as our values and goals are very closely aligned, and we believe their extensive range of product and digital solutions will really help us to support and achieve our goals,” said Paul Winrow, director of sport and operations at Everybody Sport and Recreation. The first phase of the Macclesfield redevelopment has been completed with a new fitness suite equipped with the full Technogym Excite range consisting of seven different pieces of
cardio equipment. The cardio equipment features Unity 3.0 interface creating an engaging workout through its digital platform to keep members motivated with immersive workouts, advanced entertainment options and customisable content. With a dedicated group training area including Omnia 8 functional frame, the gym floor also features the Skillrow – a rower with a dedicated app to enhance and gamify training. The introduction of Skillmill – a non-motorised treadmill is perfect for power, agility, stamina and speed training. Macclesfield is also one of the first UK sites to launch Technogym Biocircuit, bringing members a fully guided, cardio and strength workout that both challenges and engages. “Technogym is delighted to be partnering with Everybody Sport and Recreation to provide the best product and digital solutions” added Steve Ruffell, clubs sales director at Technogym. “Biocircuit gives us the unique ability to achieve a shared goal in catering for any person regardless of their ability, experience or goal and track their progress in an engaging but safe and frictionless experience. “This also opens up the opportunity to monitor the success of community
Pictured: left: Manus Twomey, Senior Operations Manager, back left: Paul Winrow, Director of Sport and Operations, middle: Cassie Ayala, Technogym Master Trainer, back right: Phil Bradshaw, Senior Key Account Manager and front right: Kris Sankey, Senior Manager Sports, Aquatics & Fitness. health groups and rehabilitation Leisure Centre,” Paul added. programmes, and provides Everybody “The introduction of this new with another new, safe environment product allows us to offer something to cater for more people seeking to new and exciting to our members. As improve their life through physical a charity, our aim is to continuously activity.” provide new and innovative fitness The launch of Biocircuit at technology in our facilities and Macclesfield was supported by Biocircuit is evidence of this. Technogym Master Trainers who “Whatever the goal of our members, introduced members and guests from athletes looking to enhance to experience the new circuit their training to people on our health training. and wellbeing programmes looking “Everybody is thrilled about the for a safe way to stay active; Biocircuit launch of Biocircuit at Macclesfield has benefits for everyone.”
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UK FITNESS SCENE In the March issue, world-leading authority on health club retention, Dr. Paul Bedford, discussed the difference between customer service, customer journey and customer experience. In this second part he describes the evolution of a customer journey and how to create a simple process for developing a customer experience …
From customer journey to customer experience THE story, the stage, the audience, the experience, the reviews… Once you have fully mapped your customers’ journey and identified the negative and positive situations, you can start to identify possible changes to improve the member experience. Go wild here! What would you really ‘love’ to do? It’s surprising how many of your wild ideas are actually deliverable if you just think it through critically. In their best-selling book, The Experience Economy, Pine and Gilmore describe the various elements of a customer’s experience, using theatre as a metaphor. So your club becomes the theatre, front and back of house, your staff become cast and crew, your gym, studios, pool and restaurant/cafe become stages, and the facilities within those areas become the props. Your service standards become the manner in which the performance is conducted. All of these elements combined produce your customer experience. Remember, your customers are having an experience whether you have designed it or not… What’s the behaviour you want? Let’s begin with the end in mind. What reviews would we want from our customers? You could write some fictitious reviews from your typical customers and, using reverse engineering, decide what needs to
happen day-to-day, week-to-week, month-to-month to produce that review in reality. If you started to plan your experience from the desired review, what would the rest of the journey look like? List the emotions you would like your customer to describe when reviewing your business. Then the behaviours they would need to experience themselves and from staff to produce those emotions. Now work it backwards through each stage of the journey. Identify what would need to happen to create that emotion, first in your team and then in your customers. If you wanted them to smile, what would you need to do? If you want them to remember their membership card, what you would need to do to make sure they never ever forget it? Remember, a customer experience is the manipulation of the senses to enhance the journey. You could have a beautifully deigned club (the theatre) with a wonderful gym (a stage) and staff (actors and crew) that don’t acknowledge the customers existence (the paying audience). A consistently delivered, excellent customer experience is by design and desire. This attention to detail goes far beyond the minimum service standards described in part one of this feature in the March issue. The customer journey is a collaborative approach. Identify
where you will provide choice for customers and where you won’t. Don’t give too many options at your choice points, as this may create anxiety itself; three options is ideal. Once you’ve outlined your experience, complete a walk through. Check how long it takes to download your member app, to carry out the 3D Body scan and complete the health questionnaire and needs analysis. I recently observed this process for an operator and discovered there were only six minutes left to complete the equipment orientation part of the induction; not enough for anyone to become confident in using the equipment, particularly someone new to exercise. Once you have the physical structure agreed, start to identify what you will say and create a script. The ‘Cast’, Disney’s name for its staff, talk to ‘Guests’ – always spelt with a capital G. Very few people realise 90% of those interactions are pre-scripted, rehearsed, reviewed and rehearsed again. Scripting allows you to identify words that enhance the experience and others that do not. For years I’ve cringed when I hear staff giving feedback at the end of a fitness assessment. Super technical terminology, derogative voice tone, often in a room that resembles a doctor’s office rather than somewhere you’re intending
to build a supportive relationship. Rehearse different ways of giving feedback, results and explanations. Remove words that create negative emotions and replace them with neutral or positive statements. Practice using a supportive voice tone and remember the end of a conversation is just as important as your opening line. When they walk away how do you want them to feel? Work through your member journey from their enquiry phase to the last payment communication. Yes, it’s a lot of work, but it allows you to create differentiation between you and your competitors. It also provides standards that your staff can establish as best working practice. One of my clients developed the practice of being the last to say goodbye. When a customer leaves the studio, gym or pool areas, say goodbye assuming you’ll be the last person to say it. If a customer passes you in the corridor or as they walk through reception on their way out, say good bye. If you’re coming into the building as they are leaving, say goodbye. Don’t assume someone else has done it, take responsibility yourself. Think about the times you’ve had bad service; it’s an experience. So just remember, if you deliver poor service your customer is experiencing that, even if you didn’t plan it that way…
Advertiser’s announcement
New Pulseroll products First-time gym owner Amir launching in May/ June Pulseroll Vibrating Peanut Ball: £89.99 Available in Red, Black, Pink or Purple
Pulseroll Vibrating Foam Roller: £99.99 Available in Red or Black Pulseroll Vibrating Foam Roller Plus: £114.99 Available in Red or Black NEW IMPROVED DESIGN 6 CM LONGER EVEN MORE POWERFUL IMPROVED models of foam roller, peanut ball, new model single ball with all products complete with USB remote control to control the power settings. A vibrating / percussion gun will also launch in June. All products have a three-hour rechargeable battery and are portable and lightweight. They work to reduce next day
soreness, increase blood flow, reduce muscular pain, flush away lactic acid and release knots and tension. With four vibration speed settings, they are approved by physios and pro athletes for rapid training recovery and faster recovery from injury. The vibrating products are superversatile pieces of exercise equipment that offer many benefits similar to a sports massage. They can be used in the gym, home or rehabilitation clinic to improve a person’s flexibility, balance and core muscle strength. Through continued use you will notice an increase range of motion and flexibility and will increase your circulation. Enquiries: Call 0161 956 2324, email sales@pulseroll.com or visit www.pulseroll.com
muscles in on franchise THE latest franchise of global gym brand Anytime Fitness has opened in Grove Park, South East London, with the support of a £446,000 funding package from NatWest. The six-figure funding has enabled former corporate finance consultant Amir Malik to purchase the franchise and redevelop a dilapidated warehouse as a multi-purpose gym. The 6,500 sq ft gym has two studios, state-of-the-art equipment and the largest free weights area in the region. Membership includes 24-hour access to the gym including free instructor led classes, virtual classes and a PT led induction. Amir will run the gym alongside a team of four full-time members of staff and two self-employed personal trainers. Once established in Grove Park,
Amir hopes to expand his franchise in 2019 and is in the process of looking for an ideal location for his second site. He said: “I don’t have an entrepreneurial background, so a franchise seemed like the perfect transition to running my own business. I identified the Anytime Fitness business model as a strong option and, thanks to the support and funding from NatWest, I have been able to pursue this business venture. I look forward to welcoming new and current members over the coming months.” Mark Scott, NatWest franchise development manager, and Jonathan Fordham, NatWest relationship manager, supported Amir on establishing his first Anytime Fitness franchise.
UK FITNESS SCENE
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Versaclimber UK partners with luxury hotel
Super fit Barbara powers towards 70 A SOUTH Yorkshire woman has spoken about the importance of physical activity for over-65s after reaping the physical and mental benefits of training for a major longdistance running event. Barbara Shirt, 68, who lives in Nether Edge, Sheffield, recently completed the Sheffield Half Marathon, having completed her first event at the 13.1-mile distance in 2018. However, after going it alone last year, this year she underwent stringent preparation for the big day. Barbara, who is originally from Kimberworth, Rotherham, has been training with Sharrow-based CMP Gyms, run by personal training and nutrition expert Chris Mason. She said: “I’ve been looking to get back into running after suffering from plantar faciitis (a form of heel pain) which can take months to recover from. “At times I’d feel panicky when running due to the pain, which as someone who has always been physically active, is tough to take. “Like so many others, I joined a gym to try and get fitter but was put off by the way the weights section was always crowded with men and didn’t want to make a fool of myself by using weights incorrectly.”
Barbara then started on a tailormade personal training and nutrition programme at CMP and instantly noticed the difference – both physically and mentally. She added: “It’s so important for people to maintain a base level of fitness at all ages, but particularly as you approach retirement age. “Training for the Sheffield Half Marathon has benefited me in so many ways. “Physically, I’ve been transformed – my work with Chris Mason has completely changed my body. “But it’s been crucial mentally as well. You begin to lose confidence when you get past a certain age, and this training has enabled me to get a lot of that confidence back. “Exercise and training also keeps you mobile, keeps you active and also keeps you healthy – both mentally and physically – something that is vital as you get older. “I’ve never been overweight but I was what you’d call ‘soft slim’ – I needed to strengthen my core to progress. And progress I did – my shape has completely changed during my time with Chris.” Chris said: “What Barbara’s achieved over the last year has been remarkable and is a great example to people who are in a similar situation.”
TOTAL body workout machine specialist Versaclimber UK has announced its partnership with luxury hotel on the North Devon coast, the Woolacombe Bay Hotel. Installed in its SALT Gymnasia are 10 Versaclimber machines. The Versaclimber gives users of all abilities, from beginners to elite athletes, the opportunity to test out the machine’s cardio workout capabilities. The four silver star hotel, which combines wellbeing and luxury, is flanked by the blue flag beaches of North Devon and encourages guests to escape the hustle and bustle of life, by starting a new healthy regime with its state-of-the-art boutique gym. Directed by instructors with experience in the health and fitness sector, the Versaclimber is put to the test during the hotel’s regular ‘Rise, Shine, Climb’ and ‘Bass Climb’ sessions, classes that aim to encourage motivation with a lively group-training atmosphere. Commenting on the partnership, managing director of Versaclimber UK, Neil Kelford, said: “The last 12 months have been a great period for the Versaclimber. “With interest from well-known fitness faces including TV-host Phil Spencer and judo champion, Neil Adams, both looking to take advantage of the machine’s potential. The Versaclimber’s popularity has gone from strength-to-strength. “Continuing the success, we’re thrilled to have partnered with such a fantastic hotel who are driven by the benefits of mental and physical wellbeing. I’m looking forward to seeing how our partnership develops over
the coming years.” Investment into the hotel’s facilities, including SALT, the Alchemist Spa and its luxury 30-seater NEO Cinema, has totalled £1.4m, and expects to see in excess of 30,000 visitors through its doors this year. Joanna Robb, creative manager at the Woolacombe Bay Hotel, added: “Since our early days, we’ve been working tirelessly to lovingly restore the space back to its former glory of an era gone by. “This includes ensuring that we provide the intricate, contemporary additions our hotel guests deserve and the Versaclimber machine was at the top of our list. “Valuable investment and partnerships from high-profile fitness firms like Versaclimber UK have made this hotel so desirable. “We want to attract guests that are looking for a hotel that has it all, whatever the weather. We’re proud to be encouraging those looking to improve their mental wellbeing as well as their fitness, giving them somewhere where they can really push and reward themselves while doing so.”
me and have a new first timer in their session. When I visited Box N Burn in Santa Monica for example, one of the four coaches delivering the class, personally wrapped my hands and took me to one side to talk me through how the class would work and spent time checking my boxing technique. Camaraderie levels were high too. Coaches encouraged members to interact, and gave very positive encouragement. Personally I’ve never been a fan of instructors shouting and balling in a bid to try and get the best out of participants... positivity goes a long way with me, and there was bucket loads of it in the classes I attended. They all followed up. Although I was only there on holiday and was never going to become a member or purchase a large class bundle, either the coach or the studio contacted me
after the session to check in and see how I found it, praise my efforts and invite me back for another class. These things may all seem like very obvious things that should happen in every studio, gym, community class or PT session but the reality is they don’t always. When you’re in the industry day to day it can be easy to overlook the basics from time to time, and it can also be easy to forget what it’s like to be a first timer. Despite my many years in the industry, I was still a little nervous about going to a new class at a new place, and it was a good reminder of how others feel when starting out in their fitness journey and the things that need to happen and be in place to ensure that new participants get started with ease and keep coming back. n Follow Katie on Instagram @ katiebulmercooke
Falling in love with the LA fitness scene By Katie Bulmer-Cooke
I RECENTLY visited LA on holiday and fell completely in love with the fitness scene over there. I never imagined there would be so much choice, with gyms and studios dotted all over the place, specialising in everything from rowing and boxing to rock music yoga and heart rate training. The boutique market and group fitness (including small group training) is very popular over there, and a healthy lifestyle is clearly very high up on the agenda for many Californians. I tried a few different classes while I was there and as a first timer in all of them I can honestly say I was very impressed and here’s why... First up, it was easy to get involved. From the UX on the studio’s website or app to being offered my first class free, the whole process from enquiry to showing up and taking part was
Katie BulmerCooke
frictionless. Nothing was difficult or too much hassle. Upon arrival I was welcomed with open arms. Every coach I worked out with made physical contact in the form of either a high five or a handshake, personally introduced themselves, asked about me and they all seemed genuinely pleased to meet
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Studio offers calm and focussed atmosphere THE founders of White Cube near Chobham, Surrey wanted to create the perfect personal training facility. The studio’s objective is to provide a better space for personal trainers to train their clients than typical gym facilities which can be overcrowded, expensive and often don’t have the correct equipment. Director Doug Quelch said: “White Cube is unique in this area, as there is no public membership scheme – it is solely for the use of personal trainers and their clients. “This ensures a calm and focussed atmosphere, rather than the hustle and bustle of the bigger gyms, where there is often a fight for space! “Both the personal trainers and their clients love the atmosphere and feel of the White Cube studio. “We have great equipment, a superior sound system, and some sexy mood lighting! “The PTs also love the fact there are no onerous contracts or long term commitments with us, so they are not having to pay for the space when they are not using it!” The design process was relatively simple due to the huge amount of space available and a clear vision from the directors. It was important to ensure equipment was positioned so that multiple PTs could run sessions in the space without obstructing one another. A huge range of studio and functional equipment was installed
from Battle Ropes, kettlebells to TRX’s and TuffNut. The floor fitted is a 30mm high impact flooring which means weights can be used in any part of the studio and the floor is protected. The two Sterling Series Half Racks provide for a range of Olympic lifting exercises including squats, deadlifts and resistance band based strength training. The installation of the XPO Trainer Prowler Sled means sled conditioning sessions can be done almost anywhere in the gym without the need for a sled track, and in summer it can be used outside. A free standing punchbag again provides the flexibility of being able to run a boxing session in any part of the gym. The Pro Series Dual adjustable pulley cable machine was chosen for the huge variety of exercises it provides for both strength training and rehabilitation. A range of dumbbells, powerbags, slamballs and medicine balls can be found in appropriate locations around the studio. Doug added: “Not coming from the fitness business, kitting out the gym was a daunting prospect. After much research, we selected the Gym Gear products, and we are so pleased we did! Not only are they fantastic quality, but David and his team helped us through the process from start to finish, and ensured we got exactly the equipment and flooring that was relevant to our vision.”
Whirlwind start brings reshuffle EUROPE’S leading independent service provider for the fitness industry has enjoyed a whirlwind start to 2019. As a result of continued financial growth, Chorley-based ServiceSport has undergone a significant reshuffle of existing staff in order to enhance the firm’s position as a market leader. Chris Crane is now ServiceSport’s Head of Operations, taking full control of the account management of the company’s contracted customers. Two new internal teams have been created who will work exclusively to ensure the successful delivery of the firm’s service and repair orders. Sales director Matt Eckersley will focus on business development, supported by an experienced team who will concentrate on developing
new work for the company. Lee Swann has joined ServiceSport on a full-time basis as senior delivery manager across all of the company’s key account and in-contract business. He will continue to work closely with the Ministry of Defence, but will also be tasked with looking after other major clients as the head of the account management team. A new Service Support team will take all job management and administration functions, with each person looking after engineers in specific geographical zones. New staff are being added to various other departments including Electronics, Installation and Upholstery, further strengthening ServiceSport’s status as the leader in its sector.
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Workout reporter Katie Walters swapped her work shoes for dance shoes and put her ‘best foot forward’ to take on the new DDMIX Dance class at Penistone Leisure Centre in South Yorkshire.
DDMIX, created by prima ballerina and former Strictly Come Dancing judge Darcey Bussell, incorporates movements from different eras and periods in history.
Class uses diverse styles to give a full body workout
KNOWING there are numerous dance classes out there at the moment and if like me, you seem to be spoilt for choice, DDMIX is a good place to start. Dance has been a pleasurable pastime in my life, from ballet and tap classes as a youngster, to street, contemporary and jazz as a teenager. Dance teacher Mel began the session with background information about the organisation. DDMIX is a new full body workout based on a range of diverse dance styles, originating from countries around the world. It also incorporates movements from different eras and periods in history. Originally created by prima ballerina and former ‘Strictly Come Dancing’ judge, Dame Darcey Bussell and choreographed by professional dancer and choreographer, Nathan Clarke; Diverse Dance Mix was founded last year to encourage people of all ages and capabilities to get moving without being intimidated by the word ‘dance’ or any of the technical steps involved in a routine. The lessons are informal and are designed to guide the dancer through a fun and exciting full body workout, without the participant noticing the amount of exercise that’s involved. Currently, 26 multicultural dance styles are included in the programme: Arabic, Japanese, Greek, Line Dance, Flamenco, Samba, Chinese, 1980’s Rocky, Waltz, Hand Jive, Charleston, African, 1960’s, Tango, Irish, 1970’s Disco, Salsa, Bollywood, Scottish, Russian, Miami Disco, 1990’s Vogue, 1940’s Ritz, 1980’s Face2 Face, 1960’s Twist, and Flamenco 2016. Different styles are continuously added making the classes new and diverse each time you attend. Joining the lovely ladies at Penistone Leisure Centre my dancing journey
began... Mel started our session with a five minute warm up. We exercised our main muscles and focussed on our arms, legs and neck, in order to loosen up and get our blood pumping for the main routine. The warm up consisted of sets of neck rolls and tilts, hip and arm rotation, side to side hops and chest and alternative back expansion all executed to the beat of a classical upbeat remix. Music provided is produced by DDMIX and each track is tailored to the rhythm of each dance routine. It’s also a good guide when it comes to time management, knowing a certain action must be done at a specific beat in the music. During my time at the session, we learnt three very different types of dance – beginning with an extremely lively 60’s pyschedelic, hippy inspired, routine, each routine being broken down into three or four different dance sections. The teacher described how to make each move and we mirrored her body shapes.
A slow run through of each sequence helped us complete the full dance. The final step was to finish the dance accompanied by the music. This particular dance included elements such as ‘the horse’, ‘frontstroke’ and ‘swinging 60’s hip and head spin’. Our second dance originated in the Punjab region of India, a popular folk dance called Bhangra. Mel explained how this dance is used widely throughout the country to celebrate and commemorate a number of occasions, such as weddings and even funerals. I was especially looking forward to this routine, as it was something new to learn and something you wouldn’t have the opportunity to do in your generic classical dance class. In addition, facts regarding the history of India and how they use dance to express and emote their feelings to a particular event were relayed to us. Basic steps follow the beat of the dhol (Indian drum). A number of novel moves including the onelegged bounce (jumping with one
foot off the ground, bending your knee and leaning to one side, alternating with the opposite foot) whilst doing shoulder shrugs on the upper body were repeatedly worked at. This particular dance was great for working every part of your body. Finally, our last dance, a slow Arabic dance similar to a belly dance, focussed mainly on fluent arms and hands – with hand and arm circles, an ‘Egyptian walk’, and snake arms. A group section was added at the beginning of the routine. It consisted of a spiral walk followed by a squat in canon; teamwork played a big part in this area of the dance, as you had to keep in time with your fellow dancers; a great way to get to know one another. Our final task was a 10-minute cool down. Mel stressed how vital it is to stretch your muscles after an intense body workout, to prevent your muscles from ceasing up and aching and also to cool your body down and bring the heart rate to a resting rate, before exerting any more energy. Although DDMIX sessions are fantastic on a physical level, they also support a healthy and positive mind frame, pushing us out of our comfort zone to tackle something new that we may not have ever contemplated before. Our dance instructor Mel was very supportive and informative throughout the lesson, made you feel comfortable, joked and had fun. She also assisted with unusual movements we weren’t sure about. The ladies were a pleasure to dance with making my DDMIX debut an experience to remember! I can guarantee a fun time to anyone who is interested in attending; all you need is a pair of trainers, a positive attitude and lots of enthusiasm!
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Why franchised businesses succeed By Dave Wright IN the best selling business book, “E-Myth: Why Most Small Businesses Fail and What To Do About It,” Michael E Gerber talks about how individual small businesses need to set up their business as if they were to become a franchise. Franchise businesses are businesses that have well developed clear systems and processes that enable a competent franchisee to pick up the “business in a box,” follow the instructions and provide the same consistent product, service or experience to customers as another franchisee would provide at a different location. Subway and MacDonald’s are two of the most successful examples of how franchises work. They may not provide the most delicious, highest quality rolls or burgers but they provide a consistent experience and efficient delivery of their product to their customers. This consistency and efficiency builds the business credibility, customer following and eventually profit. This allows the franchiser to prove to the next franchisee that the business model they have designed can provide the same success for them as it has for others. This ease to sell and ease to operate is why over the last three decades franchise businesses have exploded through many industries. In the fitness industry, we have recently witnessed a boom in
Dave Wright
franchise run clubs and I think that it has provided some valuable lessons (or wake up calls) on how we can improve the set up and operation of our fitness business. What these fitness franchises have done is develop a ‘fitness business’ in a box- enabling fitness clubs to be operated in a simplified manner that allows an industry outsider to follow set out instructions and run a successful profitable business. The branding, marketing, sales, staffing, billing, operating, equipment, training and retention systems and policies have all been carefully planned out and packaged before the business opens the doors. This means that once a franchise club has been sold, the franchiser can quickly move on to the next location, knowing full well that if the franchisee follows the instructions they will provide the same consistent member experience. With external factors aside, this allows the franchiser, in most cases, to run a profitable, sustainable
business with minimal involvement in the day to day running of the business. Just as importantly, the franchisee can hire a manager to run the business for them, meaning they can spend more time working on the business or other business or life pursuits. How is your business set up? The problem many independent clubs face is the success of the business relies on excellent people (usually themselves) rather then excellent systems. With owners/managers being heavily involved in technical and managerial roles such as sales, marketing, accounting, member relation and staffing, they lose time working on the entrepreneurial and strategic roles of their business. These business types do succeed through passion, dedication and determination, but often at the expense of the owners being stuck in the business. With owners being heavily involved with the systems and processes in many cases the systems and processes are also not as detailed as they would be for a franchise style club. The need for such a detailed plan seems unnecessary due to the owners’ presence to explain, change and implement the systems as required. As a result if the owner/manager goes on holiday or is away for a period of time, the systems fall apart or are less effective in producing
the same results or experience if the owner/manager was present. To determine whether you or a manager are the key to the running of your business, ask yourself the question – what would happen if you or your manager were kidnapped? If you could make one call to a competent outsider, could you in one conversation with a reference to your operations book explain how to run your business and produce the same results? If you cannot, your business is too reliant on your presence as opposed to the systems, perhaps it is time to consider how to turn your business into a franchise model business. By making your business a franchise model business does not mean you have to become a franchisor, it simply means that the business can operate and succeed without your ongoing presence. Giving you more freedom and leverage to work on the business and other projects you have being putting off (including the important project of life balance). n Dave Wright is the creator and CEO of MYZONE®, CEO and owner of CFM (Creative Fitness Marketing) and owner of the Feelgood Fitness & 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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Phil Horton, country director for the UK at miha bodytec.
How you can stand out in a crowded fitness industry THE latest projections from LeisureDB reveal that the UK health and fitness industry is continuing to strengthen with a market value just under £5billion But even so, the penetration rate remains at 14.9 per cent, with just one in every seven people in the UK holding a gym membership. The opportunity to get more people more active is immense. But how can you get these people to choose your offering over the competition? What can you do to stand out from the crowd? The key is to differentiate, and in this competitive market, it is a lot easier said than done. One way to attract more clients is to offer something unique or innovative, and Electrical Muscle Stimulation (EMS) training presents a great opportunity to do just that. EMS training was a hot topic at FIBO last month. The momentum for this type of training is mounting and it’s exciting to see so many new providers entering the space. Already massive in other European markets, there’s a big opportunity for UK operators and PTs who want to differentiate and attract new clients. Not only does it incorporate some incredibly sophisticated technology into a workout, it can open new revenue streams because this type of training is effective for so many different types of people – people that otherwise would never have considered setting foot in a gym or seeing a PT. For example, EMS works beautifully for people who don’t like the typical gym environment. Sessions are always one-on-one or one-on-two, so the personal training aspect is appealing to people who find the gym floor or group exercise
studio intimidating. Similarly, it’s a great form of exercise for unconditioned or sedentary people. It’s low-impact and lowcommitment. One, 20-minute session once per week is all that’s required for people to see results. For that reason, it’s also a great option for busy professionals who can’t make time for the gym. On the flip-side, EMS can also be a great tool for recreational or elite athletes looking to gain an extra edge in their training. This is why many athletes like Usain Bolt have used EMS training to bring them into top form. Whether the sport of choice is tennis, triathlon, running or football, EMS training can be effective for any type of athlete. It can also be effective for older clientele. Despite the wellestablished benefits of physical activity for older adults, seniors age 75+ are among the most sedentary of Brits. Most older adults won’t participate in traditional forms of fitness for several reasons: physical limitations, the intimidating atmosphere, the noise levels and the lack of affordable supervision. EMS Training removes all these barriers providing an efficient alternative to increase or maintain muscle mass and function. This low-impact workout is accessible, completely safe and scientifically proven to reduce sarcopenia. With so many different applications, the opportunity to attract new clients with EMS is vast, and with the market expanding rapidly in the UK, there’s never been a better time to get on board. If you are interested in a demo, get in touch. Visit www.be-a-firstmover.com
Centre moves to a top five finish CELEBRATIONS were in order at Bradley Stoke Active Lifestyle Centre after more than 500 customers, guests and members of the community helped them to achieve a top-five finish in a national competition. The ‘Let’s Move for a Better World’ campaign, which is spearheaded by Technogym, encourages participants to become more active and donate their physical activity for a common good in their local community. Fitness manager at Bradley Stoke Active Lifestyle Centre, Joe Sansum, said: “On behalf of everyone at the Centre, I’d like to thank the customers, guests and members of the community who’ve made moves towards this impressive total. “The challenge presents us all with a great opportunity to get involved in a community-based project and highlights the role exercise can play in bringing people together.”
Last year more than 183,000 people across 29 countries participated, collecting 628 million moves as a result. The campaign has continued to grow significantly year-on-year, with 2019 now confirmed to be the biggest yet. With 417 facilities and 35,930 people taking part in the UK alone, each of the Active Lifestyle Centres – which operate in five locations across South Gloucestershire – needed to work hard to deliver the desired results. Throughout the three-week period 1,703 people supported the centres to achieve a collective 6.2 million moves, a significant increase from last year’s result of five million. However, facilities were marked individually for the competition, and it was the centre in Bradley Stoke that fared best, improving on last year’s ranking by five places with a final total of 2.36 million moves.
Precor and Sony partner to deliver Advagym PRECOR has signed a pilot agreement with Sony to deliver its smart gym solution, Advagym. The agreement means operators of Precor kitted gyms can now offer a complete tracking journey for members’ workout regimes. Sony’s Advagym uses a sensor on strength machines to record reps and sets. Members simply touch their phone to the sensor ‘puck’ to start tracking their workout in real time, with stats automatically uploaded to the Advagym app. Pucks in free weight areas enable users to select from a list of exercises or create their own, while pucks on Precor’s Queenax functional training units link to videos and step-by-step instructions of suggested workouts. Jeff Bartee, director, emerging experience and partnerships at Precor, said: “Users who see progress towards their target are more likely to stay members. “Added to that is the retention boost we see from staff interacting with members on a regular basis. “Coupled with our Preva solution, Sony’s Advagym enables users to easily view and keep track of their progress, while feedback and custom
training plans from PTs will also help to inspire and motivate members. “Precor customers don’t even have to wait until their next fit out, as Advagym can be fitted retrospectively on existing kit.” In the Advagym app, members can log favourite workouts and preferred machine settings, add free weight workouts, set up their own training plan and view their complete workout history. Advagym enables PTs and gym staff to increase interaction with members and boost motivation by creating bespoke training programs and feeding back on progress. Operators can use the smart gym solution to monitor use of equipment and gain valuable insights into user preferences. The technology can be fitted to new equipment or retro fitted to existing kit, and will work hand in hand with Precor’s networked fitness system, Preva, which captures workouts on Precor’s cardiovascular machines and enables members to set and track goals and earn motivational rewards. Preva stats will automatically be downloaded to the Advagym app, giving users a single source for all their workout data.
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Preventing ‘fitness failure syndrome’ in your gym’s members with Matrix “ARE your members questioning why they train three times a week but are still overweight?” asks Matt Pengelly, managing director at Johnson Health Tech UK. “It’s not enough to commit to a gym and press ‘Quick Start’. Most of your members won’t see results, will lose motivation and suffer what we’re terming ‘Fitness Failure Syndrome’.” To bridge the consumer struggle with a commercial solution, we looked at the bigger picture. Technology plays an increasingly key role in our fitness and health. But there’s a problem. Not everyone buys a HR monitor or tracks performance; a small percentage do but the rest, which may make up 70 per cent of your gym population, may not care about tracking or find it too complex. Matrix provide Connected Solutions, a system to track performance of each individual, offering a bespoke member journey for all. Functionalities include: the Workout Tracking App, the Trainer Portal and the Asset Management solutions.
The Workout Tracking App will allow your members to capture data from all their fitness apps in one place, create personalised goals, set challenges and connect through activity-based social feeds. You can receive ‘at risk’ notifications so you can take action when a member shows disengagement. The Trainer Portal works in addition to the Workout Tracking Network app, allowing you to capture and engage every member and virtually connect with them individually or on mass. Trainers can view member information, create signature exercise programmes and assign individual and group workouts. Accessed via any web based platform, the Asset Management functionality offers a 360-degree view of your equipment status, automatically notifying you of any performance concerns using a colour coded system. The platform monitors usage patterns to maximise product life, making it easy to identify the optimum, most cost effective product mix for your space.
Come and meet Dyaco team DYACO is pleased to be sponsoring the Dyaco and UK Sport lounge at Elevate this year. The Dyaco team will be welcoming attendees to the lounge area for an informal opportunity to talk about the Dyaco brand portfolio, products, services and solutions that this global commercial and medical equipment manufacturer can offer. Dyaco will be displaying the recent-
ly launched Johnny G Spirit Bikes – a premium indoor cycling offering created in partnership with fitness innovator Johnny G who introduced the indoor cycling concept to the market. Come and meet the team on stand K29 to find out more about our product solutions and brands including Spirit Fitness, Spirit Medical, Johnny G, gym80 and UFC.
Jordan Fitness: still at the forefront of product design Thirty years of evolution “INNOVATION, evolution and an in-depth understanding of market needs are the key attributes which have maintained Physical Company’s position as a leading provider of specialist fitness solutions for the last thirty years,” explains managing director, John Halls. “Through the provision of quality products and education, we partner with facility owners to bring innovation and inspiration to the gym floor,” added John. “We offer more than 1,900 products, from functional training consumables and rigs to Pilates reformers and flooring. It is our ability to stay one step ahead of the curve, predicting today what will be needed tomorrow, that keeps us at the forefront of fitness equipment provision. “Through our global network of supplier partners, we provide
easy access to some of the most iconic brands in the business including: Hatton, Exigo, TRX, Trigger Point Therapy, Merrithew, BOSU, TurfGrass, and Hyperwear. “We also invest in the development of bespoke innovations, such as, Evo Bench, our space saving multifunction exercise and storage bench, plus our app which provides instant access to a huge library of fitness content, perfect for trainers looking for programming inspiration.” For 2019, Physical Company is sporting a new, brand look. This project has included tweaking the aesthetics of core products, such as weight plates and plyo boxes to ensure a continued alignment to the preferences of gym owners. To find out more about our products and services, visit physicalcompany.co.uk or call the team on 01494 769 222.
JORDAN Fitness are a recognised leader in functional fitness, specialising in premium quality yet value for money. For 30 years now, Jordan have been at the forefront of product design, now with several registered designs including their new HIIT Bench and Ignite range of Dumbbells, Barbells, Discs (for the gym floor and studio) as well as their Functional Rigs. Jordan are continually creating unique free-weights and gym accessories including slam balls, sandbags and plyometric boxes in addition to gym benches and racks, that meet the needs of the evergrowing, international fitness market. Jordan also offer a full customisation service, so gyms, sports clubs, universities, spas and hotels around the world can offer a quality fitness experience that matches their own brand values. Add your logo to their customisable Dumbbells, Olympic Discs and Barbells, colour match your storage racks, and personalise your sprint track and flooring, to leave a lasting impression with your visitors and clients. Much of the Jordan Fitness
New Classic Premium Urethane Dumbbells range is also BSI approved, having been approved and tested by the British Standards Institute, so you can see how much they value quality.
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Track your KPIs anywhere and watch your business soar ... WHETHER it’s keeping track of your most popular classes, your best selling products or the demographics represented in your customer base. As a gym owner you’re collecting information about your members and their behaviour on a daily basis, but are you utilising it in your decision making? The key is to find management software that displays the data within your gym into an easy-to-understand format, which you can then act on accordingly in ‘fine tuning’ your business. Ashbourne’s new Business Intelligence (BI) Dashboard has been developed for this very reason, giving an overview of key data from within your club to be accessed anywhere, on any device. Management software, however, has little utility if it only helps you understand select areas of your business. This is why unlike many providers, Ashbourne’s software package is fully integrated with live data from the payment status of your members as well as from class bookings, shop takings and more. Live, accurate and secure data that you can trust in making better business decisions.
The dashboard allows you to engage members by sending push notifications through your own club app. It’s all well and good knowing the business (your goals) will dictate areas where your gym is experiencing how marketing efforts can be made shortcomings, but formulating an relevant and in turn effective. appropriate promotional plan is For example, you may be unhappy another challenge all together. with the figures drawn from this Figuring out what you’re trying month’s till report and so set a goal to to change or achieve within your achieve a higher net spend from your
loyal members. Using the dashboard’s built in mail tool you can reach-out to your frequent visitors with free protein vouchers and attempt to wet their appetite for future purchases! The relevance of your marketing activity may also be determined by the method of communication you utilise to achieve your goals. For example, a text message is likely to have a high success rate amongst younger member groups, while an email, postal campaign or push notification through your Ashbourne Member app may be more effective in reaching other member groups. As such, you might use the dashboard to separate your target audience based on their age demographics or perhaps their preferred method of contact. Whoever you’re trying to reach, Ashbourne’s BI Dashboard allows you to do so wherever you are and however you like. Take control of your clubs marketing with Ashbourne’s new Business Intelligence Dashboard. A tool for figuring out what you need to do and allowing you to do it. For more information visit www.ashbourne-memberships.co.uk or call 01564 741837.
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Advertiser’s announcement
Gym operators are losing out on thousands of pounds of additional revenue (sometimes tens or hundreds of thousands), by having the wrong conversation with recurring payment providers. Sarah Pearce, service enhancement manager at Harlands Group, explains how changing the conversation with direct debit service providers, may deliver a 300 per cent return on investment, directly to the bottom line of your gym or leisure centre.
Harlands: turning their secret sauce into a science ... “IT’S counter-intuitive economics,” begins Sarah. “I actually look forward to existing clients or potential new customers, challenging our fees or comparing them to our competitors. “On paper, we can be more expensive on a transaction by transaction basis. “However, most gyms are not looking beyond the fees and we quickly realised that the way we operate, and our unique process means the additional revenue we can deliver for clients often more than covers the cost of our fees, as much as three times over.” That’s the crux of The Harlands Effect – generating additional revenue, which eclipses the cost of processing a gym’s membership direct debits each month. Harlands have perfected their processes over 20 years turning their secret sauce into a science. A tried and tested delinquent account collection service and adding extra functionality to allow members to manage their payments more easily adds substantial revenue to your bottom line, especially during the seasonal peaks and troughs. For example, let’s say that a privately-owned chain of gyms with 20,000 members is paying an annual fee of circa £65K to collect £3.3m of membership fees per year. Often gyms will see a rejection rate of between three and eight per cent every month when they attempt to collect membership subs. Low cost gyms have a higher rejection rate and more premium gyms a lower one. Our processes would expect to lower the rejection rates by around half. Even if the rejection rates are three
per cent then this would mean a reduction in failed payments by over £100k, with a rejection rate of six per cent then this figure is doubled to £200,000. Even with small and medium-sized trusts, who are often charged with running local authority-owned gyms and leisure centres, rejection rates can be between two and four per cent but as high as seven per cent. Most recurring payment providers will simply shrug at rejection rates and state it’s just the nature of the business. They will focus on the transaction cost – it’s simple, you have 20,000 members and they will charge you a small fee for each transaction, but they may not help you collect failed payments. “At Harlands, we work very closely with our clients, we’ve been in this business for over 20 years and over that time, we’ve developed processes that can reduce rejection rates dramatically, and if an account falls into delinquency, we offer a service to collect unpaid fees at No Cost To Our Client,” added Sarah. In a recent case study with a client, Harlands managed to collect an additional £214,000 in membership payments, that’s a return on investment of more than300 per cent on the transaction fees they paid us. These figures get larger still if the gym sells a committed membership as the Harlands processes will ensure much more of these contracted payments are collected – usually this will increase the amount collected by over 10 per cent on these memberships. The majority of recurring payment providers do not offer these processes
and rely purely on their submission fees. Gym operators need to change the conversation and forecast how halving rejection rates will impact on their bottom line and find the right partner to help them. Harlands’ deep industry insight and their commitment to understanding the data around every client, doesn’t just impact on successful membership collection. Their approach can also surface invaluable insights into a gym’s marketing efforts. Seeing a spike in new joiners looks great on paper, but often the revenue doesn’t keep pace, particularly around promotions. The seasonality of fitness is well documented, with spikes in January and dips in the summer and in the build-up to Christmas. Harlands strives to become a trusted
partner and with the Harlands Effect, can have a dramatic impact within six months of working with a new client. To see how the Harlands Effect can impact on your bottom line, try the Harlands Effect ROI Calculator. Simply enter your membership prices, and how many new members you sign-up each year. “The amount that we have been able to recover has allowed us to continue our reinvestment back into the facilities,” added Rachel Rinkcavage, corporate sales manager, BPL. Henk Sariman, of Anytime Fitness, also added: “It’s crucial to us that our members pay on time, every time. By working with Harlands we’ve definitely seen more members paying arrears.” Can you afford NOT to change the conversation?
heads Innovative new 3D body Team for Elevate visualisation tool debuts NEWLY-LAUNCHED Shapewatch, an innovative 3D body visualisation tool that enables users to scan their bodies, monitor key biometrics and see their body shapes in 3D is debuting its newly enhanced customisable avatar at Elevate. Shapewatch includes a scanning kiosk and app. The kiosk delivers scanning results in about a minute. Users can access their results and visualise them through their personal avatars on the app. This enables clubs to provide detailed, accurate and visual
accounts of key biometrics so users can track body changes as their workouts progress. These features add up to Shapewatch fully supporting true transformation, as users feel more accountable for their goals with visual body composition tracking allowing them to see how their behaviours impact their health data and results. It is the highly accurate, personalised and animated avatar Shapewatch has created that makes it the fitness industry’s first augmented reality experience
focused on changing body shape. A powerful tool to add value for existing members, attract new members, and sell PT, the flexible design architecture of Shapewatch enables clubs to easily integrate its functionality into their own club branded apps to provide members with motivational content, as well as a seamless experience in and out of the club. For further product information or to experience Shapewatch: enquiries@ shapewatch.com or visit www. shapewatch.com
miha bodytec, leaders in electro muscular stimulation (EMS) Training will be showcasing their innovative fitness technology at both Elevate and Bodypower this month. At Elevate, Jens Vetter, Head of Education for EMS International at Glucker College and miha bodytec will be speaking on a panel about the next big thing in human performance. The talk takes place on May 9 at 3.50pm. The team will also be onsite for demos and discussions at stand J40. Later that week, the miha bodytec team will be at Bodypower at the NEC in Birmingham from May 10-12. Stop by the Gym Town area or book a demo in advance: https://www.be-afirst-mover.com/
ELEVATE PREVIEW
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Advertiser’s announcements
Transform your leisure facility Increase profitability and activate healthier lifestyles by up to 50 per cent DID you know that on average we are now living up to three-and-a-half years longer than we did 10 years ago? Having an active lifestyle and positive mental wellbeing is more important than ever, helping to keep mental health problems, disease and obesity at bay. Whether you are a gym manager, owner, personal trainer or facilities manager, our range of KitLock locker locks provide an appealing, hasslefree environment for a range of leisure facilities. Look at how our locks can enhance your facility and help to encourage your members to lead a healthy lifestyle. When a member steps inside a health club they want to sweat during their workout, not in the changing room searching for a locker in working order. Cost-effective and simple-to-use, the modern KL1000 boast keyless and coinless access, meaning your guests don’t need to wear uncomfortable key bracelets and staff don’t have to spend time and budgets replacing lost keys. The simple ‘lock and go’ function provides seamless entry and if users forget their code there’s no drama – members of staff can easily gain access by using the technician code, which is also useful for checking lockers at the end of the day. Quick and easy to install, the lock uses two AA batteries and can be
retrofitted onto existing furniture. The KL1000 KitLock, pictured, offers a convenient solution for busy recreational facilities who require enhanced security and want to grant its members a better customer experience. If you’re looking for a locker lock revamp without the hassle of installing new furniture, order online or visit Codelocks at Elevate at ExCel, London on 8 – 9 May 2019, stand R20 for a product demonstration. www.codelocks.co.uk
THERE’S much more to Direct Debit management than the exchange of money. Everything from the price tags on your membership to billing frequencies and lost payments can have a significant impact on your bottom line. At DFC, our fully managed service can increase profitability by up to 50 per cent. By handling the Direct Debit process end-to-end, we’re able to improve member acquisition, member retention and collection rates, with the goal of instilling longterm financial security. We take over the things that your busy fitness staff simply can’t do. This includes revenue administration, chasing lost payments, Bacs documentation, customer service and maintaining compliance procedures. Our trained customer service team are also busy handling thousands of calls a day on payment-related queries, easing up the pressure on sites. We’re open six days a week. We’ve covered the human side of things, but our state-of-the-art automated technology can do a lot of things that even our fantastic staff can’t. Things like being awake 24/7. Our online joining portal, FastDD, acts as a continuous sales aid long after your doors have closed. This
way, your customers can sign up to a membership at their convenience. Through FastDD, your membership joining process will take little more than three minutes. For your existing members, even credit control is a pain-free process. Our MyPayments portal gives people the chance to rectify missed payments quickly and easily through your website or app. It eliminates customer procrastination caused by uncomfortable phone calls and overcomplicated processes. As a result, our collection rate for clients in 98 per cent. Finally, we offer daily, weekly and monthly reports that offer up-to-date management information regarding your business. This way, we do the hard work and keep you looped in every step of the way. Our mission is to make our clients business easier and help improve your relationships with your customers so that they stay longer. Visit us at stand M76 or head to debitfinance.co.uk
ELEVATE PREVIEW
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Advertiser’s announcement
Leading vibrating New AtomX ‘the pinnacle of platform to mark indoor cycling excellence’ 20th anniversary CELEBRATING its 20th anniversary, Power Plate is the global leading vibrating platform that helps you Prepare Faster, Perform Better and Recover Quicker, stimulating natural reflexes, increasing muscle activation and improving circulation. Built on decades of in-depth science and research, training on a Power Plate enhances any movement, simple or complex typically performed on the ground. Power Plate has been linked to a wide range of health benefits, from strength, balance, flexibility and weight loss to improved circulation, pain reduction, detoxification, stress alleviation, and even reduction in the appearance of cellulite. Join Power Plate at Elevate 2019; May 8 and 9 at ExCeL, London, stand A03, to see new product and the Power Plate master trainers delivering Small Group Training programmes. Power Plate will be delivering four small group training formats consisting of 15-minute work outs on the hour, every hour: BURN is a HIIT class that improves cardio performance benefits and fights fat. STRONG is a full body workout designed to improve physical strength and conditioning. X takes small group training to another level with boot-camp style exercises and suspension training. ZEN is for those with recovery as an objective and massage with yoga and stretching. The innovation of Power Plate vibration training coupled with small group programming is the perfect solution for PTs and studio operators and fitness facilities looking to drive client engagement and revenue productivity.
WATTBIKE is launching two new products at Elevate to offer the complete indoor cycling solution. The Wattbike AtomX is the new smart bike for the commercial market that will revolutionise indoor cycling for the health, fitness and studio environments. The AtomX is the pinnacle of indoor cycling excellence and builds on the huge success of Wattbike’s award winning consumer product, the unrivalled Atom, the first smart bike in the world. With patented technology and innovative new advancements, the AtomX gives riders a fully connected, immersive cycling experience. With in-built, interactive workouts, tests, training plans and climb mode all accessible from the touchscreen performance monitor, AtomX allows riders to automatically change resistance to follow structured workouts, simulate gradient changes and mimic real climbs from around the world including Alpe d’Huez and Mont Ventoux. AtomX smart technology enables seamless third party connectivity so members can train their way. They can connect to the Wattbike Hub app or via their own smart devices to use apps including Zwift, The Sufferfest, Trainer Road and many more. Integrated shifters allow riders to change gear or resistance as well as toggle ride modes and screens without lifting their hands from the handlebars. Also launching for the commercial market will be the Wattbike Icon; an evolution of the Wattbike Pro/Trainer, the pioneer of performance indoor cycling. Created to elevate the user experience with the all new Performance Touchscreen, the high-definition display delivers the most advanced performance feedback for a fully connected user experience.
Richard Baker, Wattbike CEO, said: “These new products offer the market the complete indoor cycling solution. “We have indoor bikes that cover both home and commercial fitness sectors, and user groups from general health and fitness to elite sport. “With this we offer our customers a virtuous cycle from their home, health club, hotel or work, providing a product offering suited to a particular function and area of the gym floor; a portfolio of bikes suited for every Wattbiker. “We have a history of innovation; our mission is to continue leading the market with our advancements and technology. We continue to focus on the key market trends and develop products that can serve our core markets. “With an obsession for performance, we plan to continue to evolve our offering, disrupt the industry and enhance innovations.” The Wattbike AtomX and Wattbike Icon will be showcased on stand G10 at Elevate.
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TRAINING AND RECRUITMENT SPONSORED BY
New sports qualification launched A NEW coaching qualification will soon be helping more children across the country to participate in gymnastics. Everyone Active and Max Whitlock Gymnastics can now deliver the new Active IQ Level 2 in Gymnastics award after it received approval from Ofqual on the Regulated Qualifications Framework. The nationally-recognised qualification will ensure thousands more young people can participate in the sport by upskilling Everyone Active’s instructors to deliver highquality gymnastics coaching. Doing this will help the two organisations to achieve their pledge of engaging one million children in gymnastics by 2022. All coaches who pass the assessments will receive a formal Level 2 Award in Max Whitlock Gymnastics certification. Everyone Active and Max Whitlock Gymnastics have worked in partnership with the leading awarding organisation, Active IQ, to develop the qualification and devised robust assessments that ensure coaches are able to deliver sessions of the highest standard. The course educates participants about the design and delivery of gymnastics sessions, instructs them on how to progress young people
through different stages and educates them in rigorous health and safety standards. It is delivered exclusively through the partnership between Everyone Active and Max Whitlock Gymnastics. Harvey Gosling, Everyone Active’s group training manager, said: “This qualification will make a real difference to our ability to get more children active. Working with Max Whitlock Gymnastics, we identified that a lack of qualified coaches was preventing more young people accessing the sport. “The Active IQ Level 2 Award in Max Whitlock Gymnastics will support us to overcome this by ensuring we have the right people in place to cater for the growing demand in gymnastics. “The course will see our coaches learn specific skills and behaviours that will help them to ignite a love of the sport in young people from an early age.” Max, who is currently training for a number of upcoming competitions, has been heavily involved in the design of the programme and its accompanying qualification. With the support of his elite coach wife, Leah, he has worked with Everyone Active and Active IQ to ensure both coaches and students benefit from his world-renowned expertise.
Everyone Active colleagues will be joined by elite coach Matthew Jackson, who has worked alongside Max and many other high-level British gymnastics during his career. Matthew will be helping to develop the coaches and teach the skills and techniques needed to deliver the programme. “Everyone Active and Max have ambitious plans to ensure that more young people are involved in the sport of gymnastics,” added Jenny Patrickson, managing director for Active IQ.
“We are thrilled to be working with them and Max to ensure their coaches are trained to the highest standard. “We know that many children become disengaged from physical activity as they get older but also know a good coach right from the start can truly make all the difference. “Gymnastics is enjoying a great profile in the UK currently and there is certainly an appetite for leisure centres to offer bespoke courses to engage youngsters in the sport.”
Service to make personal training more accessible ANYTIME Fitness has combined the nation’s love of smartphones with a revolutionary new service. Anytime Coaching is a smartphone-based, remote personal training service that provides an affordable alternative to traditional personal training options. Still including face-to-face time with an in-club personal trainer, Anytime Coaching allows personal trainers to communicate with their clients via a built-in messaging platform to share bespoke workouts, set goals, track their daily steps and generally keep in touch via direct messages – all securely housed within the Anytime Fitness iOS and Android app. With this level of interaction, it reduces the need for physical, in-person coaching, allowing personal trainers to coach their clients even when they are unable to visit the club. This ensures that every individual receives true value for money whatever their fitness goal may be and allows members to be trained, anytime anywhere.
Marvin Burton, Anytime Fitness head of product and an experienced personal trainer, added: “Anytime Coaching is an exciting addition to the digital revolution that is sweeping the
fitness industry. “Even regular gym visitors who go upwards of three times a week are only spending five per cent of their weekly time in the gym so this provides a way for our clubs and personal trainers to impact our members’ lives in the remaining 95 per cent. “As a personal trainer myself, I appreciate the barriers that prevent people from getting one and I believe it’s a great update to the personal training model in the UK. “It provides an affordable and accessible way to receive expert tuition and get the guidance you need to achieve your goals.” After receiving a workout from their personal trainer, clients can log their session within the Anytime Workouts app for the trainer to review and appraise. If the client is not hitting their targets or progressing as expected, Anytime Coaching allows the trainer to review their goals and send them messages of encouragement.
TRAINING AND RECRUITMENT SPONSORED BY
It’s time for actions to speak louder than words regarding Mental Health ... By Jenny Patrickson, Active IQ MENTAL health awareness is high on the agenda. But with one in four of us experiencing a mental health issue each year, it’s time we put this awareness into action. This month sees Mental Health Awareness Week from May 13-19 hosted by the Mental Health Foundation, with a key focus on body image. As an industry built on body image, what more can we be doing to ensure both our members and our employees are looking after their mental health alongside their physical health? Having an awareness of mental ill-health is the starting point but a gap exists between this and the action needed to find solutions. Leisure operators have the opportunity and responsibility to take this action. Upskilling across the board – from senior management and front-of-house staff to PTs and class instructors – will ensure both members and staff are covered. Mental ill-health can cover a broad spectrum of conditions, so spotting the signs might not always be so easy. Anxiety and depression are the most common and the better you know someone, the easier it is to spot changes in their behaviour that may indicate a decline in their mental wellbeing. Ensuring staff have the right training to spot early signs is particularly important for PTs, fitness instructors and group ex instructors as they are in the front line in member interactions and will see them regularly week-in-week-out for
Jenny Patrickson a decent amount of time. As such, any change in behaviour or appearance will be apparent to them. PTs particularly are trained to build rapport with people as part of their role is to explore and discuss a client’s life. Being this close means PTs may notice changes before others: this may be from what they say, how they behave or how they look. Spotting the early signs and knowing what next steps to take can give vital support and reduce further deterioration in someone’s mental health. Within our Level 2 Mental Health Awareness
Award, a whole unit is dedicated to Mental Health First Aid. Learners will specifically understand and learn to spot the signs of mental health issues in themselves as well as others and learn skills to offer mental health first aid. Open to anyone over 16, the course also seeks to improve knowledge and understanding, change attitudes, get people talking about mental health and reduce stigma and discrimination associated with mental health issues. I would urge operators to act on their awareness, starting with these few steps to create an environment that prioritises good mental health: Promote a culture of openness, team feedback and reflection to help manage stress Educate staff in mental health awareness and mental health first aid Create quiet spaces where colleagues can enjoy some headspace Give colleagues an opportunity to speak up knowing they can expect full, non-judgemental support Work with local mental health charities to promote mental health wellness for members and staff By prioritising mental wellbeing among staff and customers, bringing issues into the open, spotting the early signs and having the confidence to offer help or signpost people will help to reduce the stigma and discrimination associated with mental health issues. Actions speak louder than words and our industry is very well placed to do this.
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TRAINING AND RECRUITMENT SPONSORED BY
Helping clients EMD UK CEO to leave create a space post in the summer that inspires ABSOLUTE Performance has been on the scene since 2008. Initially a small team with more than 20 years’ experience in the health and fitness industry, we set out to be a company that would do far more than get clients the right product at the right price. We would work in close partnership with them, helping create their ideal training facility and supporting them years down the line as their needs and their businesses evolved. That’s how we operated then and it’s how we do things today. Our carefully honed process of consultations, site visits, 2D and 3D floor plans, installations and aftercare has earned us a international reputation for bringing clients’ unique requirements and visions to life, with some fresh perspectives and plenty of industry expertise. We’re creating bespoke, cuttingedge facilities for leading names in individual and team sports. But it’s not just about elite athletes.
We love to help personal trainers get up and running in their first permanent base, and homeowners who want to set up basement gyms. It’s about designing a space – whatever and wherever it is – that works brilliantly; one that inspires its users to train better. Still led by the company’s founder, Tony Buchanan, our Cardiff-based team operates globally. Driven by an instinctive will to do the best job possible on every project, we’re big on knowledge, service and integrity. We nurture our close connections with clients, as well as with suppliers in the US and elsewhere. And we’re proud to be the trusted partner of people and organisations that value and rely on the very best training environments.
EMD UK, the national governing body for group exercise, has announced its CEO, Ross Perriam, is to step down in June. Ross joined EMD UK, then named The Exercise Movement and Dance Partnership, in 2015. He repositioned the organisation as EMD UK, the national governing body for group exercise, in 2016, and increased its remit to grow participation in group exercise through training and supporting the fitness workforce. Since 2016, one million more people are participating in group exercise, with nearly five million taking part on a weekly basis. Ross will leave EMD UK in June to become chief executive of the RAF Central Fund, a charity dedicated to supporting the development, wellbeing and morale of RAF personnel through their participation in sport. He said: “It has been an honour to work at EMD UK the past four years. “We have made huge strides as an organisation, and the important work we do for the sector will continue. “I’d like to thank the EMD UK team, the board and Nigel Wallace, the chair, for their support, and I look forward to seeing how EMD UK continues to grow participation in group exercise.”
Ross Perriam The recruitment for the new CEO of EMD UK has begun. In the interim, EMD UK chair, Nigel, will extend his duties and step in to support the senior management team in continuing to deliver EMD UK’s mission and extend its reach and influence within the instructor market. He added: “It’s been great working with Ross and it’s inevitable that good people get good opportunities presented to them. “Thanks to Ross and the team’s hard work we’re in a great place to attract the next leader of EMD UK in what is an incredibly exciting period of growth and opportunity for the organisation.”
Advertiser’s announcement
LFX launches new academy INDUSTRY networking group, LFX has announced the launch of a new academy to run alongside its impressive schedule of events. LFX founder Graeme Hinde has appointed industry stalwart Lynne Briggs to head up the concept which will provide seminars and workshops designed to positively impact individuals and businesses. Speaking about the new venture, Lynne said: “The industry provides a wealth of training opportunities particularly in the more formal qualifications, however there is a gap in more specialist areas such as leadership, coaching and business planning.” One of the unique things about the new academy will be the sourcing of presenters and trainers from other sectors, something that Graeme regards as vitally important. Speaking on the new academy he said: “Our current network members trust LFX to deliver unique and relevant content at our events so it seems appropriate to take the same approach with the academy. “We will work with the best in our industry and involve experts from other fields to present on some very important topics. “Most important is our mission to help managers and owners raise their game to a new level. “Our trainer line-up is already taking shape and will include Garry
Banford, whose most recent work involved the recruitment, coaching and mentoring of all personnel in the UK Special Forces. His experience will bring a unique and dynamic feel to the leadership workshops”. Another confirmed workshop is ‘Understanding NHS Funding and Commissioning’ which will be delivered by Anne Cairns, health economy manager at Janssen Pharmaceuticals. This has been designed to help managers to understand the structure and decision-making processes of the NHS. Graeme also stressed the importance of the partnerships his organisation has with others: “I always make the point that without our partners at Matrix Fitness, Les Mills UK, Harlands and miha bodytec we couldn’t offer such fantastic member services.” LFX events has recently focused on what the fitness industry can do to
Lynne Briggs will head up the new concept. help combat the growing problem of mental illness and the interest has been significant from all parts of the UK. Lynne added: “We believe that as an industry we are perfectly poised to help improve mental wellbeing and we’re proud to be launching the Academy with the Active IQ level 2 Award in Mental Health
Awareness which is the only course currently assessed in two units, Understanding Mental Health and Mental Health First Aid.’ The LFX Academy will launch in June and as media partners to LFX, Workout is looking forward to seeing it grow. For further information about LFX and the Academy visit www.mylfx.com
EVENTS AND ACADEMY #TEAMLFX
www.mylfx.com
PRODUCT NEWS
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Awards to recognise group exercise professionals
Body scanning company heads for BodyPower LEADING 3D body scanning company Fit3D will be exhibiting at BodyPower. Fit3D is designed to track and notice any distinct body change. They do this by providing gym members with a virtual avatar of themselves along with full body measurements, body composition data, wellness metrics and a visual posture report. These are then compared over time to track body change and success from working out. The gym member takes a scan every four weeks and from this you can pinpoint how your members body develops over their individual fitness journey. Fit3D also provide the gym and PT’s with an account they call the ‘Success Hub’. This gives them access to all member results so essentially you can prescribe bespoke training plans based on that members individual body shape, posture and most importantly their goals! As the body changes, you can notice this and alter the training plan to suit. Visit Fit3D for a free demo on stand K80 at BodyPower B2B.
THE National Community Fitness Awards, a staple in the world of community-based group exercise, will take place in Newcastle this coming November. For group exercise instructors across the country, the awards are a chance to be recognised for the passionate and important work they do in getting their local communities active. Instructors, fitness brands and suppliers can be nominated across 12 categories, including Diversity & Equality Instructor of the Year, Community Facility of the Year, and the Unsung Hero Award. Group exercise is an increasingly popular activity. Nearly five million people take part in group exercise every week, which is one million more than in 2016. With class participants citing the instructor as being a key influencer for attending classes, and a desire to help others being the most popular reason instructors stay in the fitness industry, the awards highlight the importance of the group exercise workforce – a widely undervalued group in the fitness sector. Instructors who work in the community are often sole traders and have to multi-task and possess a wide range of skills in order to bring everything together and make it work. Generally unsupported by local
authority or government funding, they nevertheless provide affordable fitness to the wider community and fill the gap for those who aren’t members of mainstream gyms. The work done by this army of instructors has until now gone unrecognised to some extent by any formal process and this is what prompted Claire Goodliff to create the National Community Fitness Awards. Claire Goodliff, director and creator of Thrive At, said: “We’re incredibly excited to bring back the National Community Fitness Awards. I have been invested in community fitness for many years and have seen firsthand the inspiring work instructors do. “Having worked with a variety of fitness brands, it’s important to understand that group exercise encompasses so many different types of people, tastes and abilities, and this is reflected in the National Community Fitness Awards; an event that highlights the invaluable work group exercise instructors do in getting people active.” The National Community Fitness Awards has been part of Project Mayhem Ltd since 2015. Project Mayhem has recently changed its status to become a Community Interest Company, Thrive At Limited, so that it can use
its profits and assets for the wider public good. The first NCFA was held in November 2015 in Wiltshire, and following its success, relocated to Newcastle upon Tyne to provide a two-day fitness event, combined with the awards evening. 2019 will see Thrive At Limited partner with EMD UK, the national governing body for group exercise, to bring Project FIT and the National Community Fitness Awards in one weekend of fitness showcase and instructor recognition. Ross Perriam, CEO of EMD UK, said: “EMD UK are proud to partner with Thrive At Limited in their exciting event. As the national governing body for group exercise, we recognise and champion the work of group exercise instructors across the sector, as highlighted in our white paper calling on health club operators to recognise the value of both their group exercise workforce and the activity itself.” “The National Community Fitness Awards is a reminder to all that not only should instructors be recognised for the work they do, but they themselves should be demanding more from their careers as they stand at the front and lead their classes week after week. They are the ones getting our nation active.” For more information on the awards and for nominations, visit their website on www.communityfitnessawards.co.uk
The benefits of vibration technology PULSEROLL are UK leaders in the next generation of fitness training recovery and wellbeing products while utilising the benefits of vibration technology. In the form Vibrating foam rollers, peanut ball, single ball and a gun they are the latest technology and are being used by elite athletes, fitness enthusiasts and rehabilitation professionals. They are official partners with Loughborough Sports, GB Boxing, British Weightlifting, England Handball, British Fencing and work
with several premier league football clubs. The Pulseroll products are a perfect addition to complement sessions with clients while also providing an extra revenue stream using cutting edge technology products. The benefits of vibration can help with increased circulation, improved mobility, reduced DOMS and myofascial release. Pulseroll provides industry discounts and a simple but profitable affiliate system that is available to all PT’s and gym owners. Their rollers are also available in a
Pulseroll stretch and release class that is used in a class environment while we offer our own instructor training course that is accredited by CIMSPA.
Stuart Clegg, chief commercial officer of Powerstar, a leading provider of smart energy solutions, explores how to offset rising energy costs for gyms and other leisure facilities.
Hit price rises with high intensity saving ENERGY costs continue to rise and gyms are susceptible to feeling the pinch themselves due to the long hours and quantity as well as range of electrical equipment maintained by modern gyms. Given that many businesses find themselves coming to the end of long-term fixed rate contracts, they are being exposed to steep increases of 30 to 40 per cent. During this volatile time and given that it shows no signs of slowing in the future, buildings supplied with electricity at a higher voltage level than necessary will experience further inflated electricity bills. However, optimising voltage to
a level that more closely matches the requirements of the site and its equipment can not only reduce consumption and energy costs, but also prolong equipment lifespan whilst reducing maintenance costs and carbon emissions. Such benefits can be achieved through the implementation of Powerstar’s range of voltage optimisation solutions. Powerstar’s patented technology is applied to a number of different solutions, designed to the specific requirements of each site, to provide maximum efficiencies and savings. These savings, which typically average eight to 10 per cent of annual
electricity costs, free up capital which can be reinvested elsewhere on things which are more important to gymgoers such as state of the art classes, advanced cardio machines, and wider ranges of supplementation. Given the increasing pressure on the bottom lines of businesses across the UK, gyms and leisure centres alike should take steps now to insulate themselves against the rises with smart energy solutions that provide benefits for years to come, and often pay for themselves in under three years while providing tangible carbon reductions. For more information on Powerstar’s range visit https://powerstar.com/
Stuart Clegg, chief commercial officer for Powerstar.
CLASSIFIED
Myzone launches MZ-Bodyscan THE latest feature to join the Myzone portfolio is MZ-Bodyscan. The MZ-Bodyscan takes a 360° view creating a 3D avatar of the user and is a sophisticated way to view before and after images of your customer’s progression, with visually stimulating results. The results then populate in the user’s Myzone app so they can monitor their own progress. MZ-Bodyscan is accessible via the MZ-Bodyscan app, downloaded direct to an iPad through the Apple App Store. The iPad is then equipped with an Occipital Structure Sensor 3D Scanner. MZ-Bodyscan uses the device to undergo a process known as structured light, in which an infrared laser projector casts a specific pixel pattern on the scene in front of it. The structure’s infrared sensor then records distortions in a dot pattern at VGA resolution as you move your iPad around the object you’re scanning,
creating a depth (3D) map of the scene and the objects in it. Dave Wright, CEO of Myzone, said: “MZ-Bodyscan is a unique feature enhancing the Myzone family of products, producing visually stimulating results direct to the user’s Myzone App in the Body Metrics section. “It is designed to help members see and monitor their progress and is ideal for trainers to help evidence the work they do, motivating clients and providing a rewarding and feel-good fitness experience that outweighs the cost.” To use MZ-Bodyscan, you will simply be required to login to your owner’s account on the MZ-Bodyscan app, search for a specific user, click “Scan” in app, then move the iPad 360° around the user. MZ-Bodyscan is live today, offered to existing Myzone facilities at no extra cost to the Myzone license, you will just simply need to purchase the scanner.
Styku drives expansion with launch STYKU has announced the opening of direct operations within the UK to provide its groundbreaking 3D body scanning and body composition technology directly to health club and boutique operators across Europe. Styku has appointed former managing director of Power Plate, David Morrell, as managing director of Styku Europe to oversee distribution. He said: “We’ve had tremendous success early on with partners
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in Spain, Germany, and our own efforts in the UK. We’re now actively engaging partners in countries throughout greater Europe to expand operations further. “Operators are convinced our 3D visualisation solutions help drive membership and training sales, while increasing retention, and we look forward to helping many other facilities realise the power of 3D body scanning to enhance customer experience and revenue.”
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