Issuu

October 2017

The UK’s No 1 fitness industry magazine

‘Search engine’ aims to unite professionals By Christina Eccles

AN industry ‘search engine’ has launched, with the aim of uniting fitness professionals and providing users with the best person for the job. The Session Station has been created by West Yorkshire based personal trainer Andy Myatt who has signed up a variety of mostly local businesses ranging from gyms, personal trainers and fitness classes to sports massage, supplements and physiotherapy; creating a one stop shop for anyone looking for a health and fitness related service or product. Andy said: “We believe the power of the community is always better than going it alone. “So we’re building the UK’s first, all inclusive and all areas covered fitness and health directory. “A directory of everything anyone could ever want in the world of being better, living healthier and being more active.” As part of the initiative, members are encouraged to refer customers who need a specialist service they are unable to provide to their fellow Session Station members; ensuring the client gets the best person for the job and enabling businesses to cross promote their offering.

Andy added: “We’re trying to prevent personal trainers being makeshift physios, supplement shops becoming nutritionists and child sports coaches giving out strength and conditioning advice. Instead, referring to fellow Session Station members for education, cross discipline experience and recommendations. We believe this is for the benefit, not just to the reputation of the professional, but also for the best interests of the client.” The site also includes educational content to offer advice and promote a healthy lifestyle and following its initial success, Andy is now hoping to widen the membership base to cover businesses in more regions. He is also looking to help members – who pay a small annual fee to be listed – forge closer working relationships by organising meet ups. He added: “We believe as professionals that education and community-based relationships are the key to being better professionals. “We can learn from one another in the world of business and careers, educate each other in the latest research and tactics, advise each other from our respective areas of expertise and help each other grow.”

No 289 £3

Number of late-night gymgoers on the rise

Dame Helen Mirren, the Queen, Joanna Lumley and David Attenborough have been named as role models over 60 for living an active life in older age. The results form part of research commissioned by QHotels Health Clubs as part of a campaign to increase awareness of the importance of keeping active at all ages. Over half of participants also said it would be useful to have a health and fitness retirement plan, with over a third wanting it to start in line with workplace pensions or more than 10 years before retirement. *For full story see page 8. Photo credit: s_bukley/Shutterstock.com

THE number of late night gymgoers is on the rise, according to research, which shows the amount of people going to the gym between midnight and 3am has increased this year. Data from 24-hour gym operator Pure Gym shows that through the first four months of 2017, late-night gym attendance (entrants between midnight and 3am) is up 11 per cent on 2016 visits and 26 per cent on 2015. Visitor numbers between those hours have grown by a total of 39 per cent since 2015. Midnight is the most popular hour amongst late-night visitors, growing in attendance by almost half since 2015. Operations director at PureGym Matt Tomlinson said: “The dedication of those going to the gym in the middle of the night shows that people are committed to getting the most out of their days, regardless of their busy schedules. While we’ve often seen shift-workers and bar staff utilise our own 24-hour facilities, we’ve also seen people ending a night out early and opting for a midnight workout instead.”

UK FITNESS SCENE

Reward your top instructors to increase class numbers

By Christina Eccles

REWARDING your best instructors, focusing on ‘soft skills’ and using targeted social media can all help to drive participation in group exercise, according to a panel of experts. Speaking at the BP:Fitness Trade Show at the NEC in Birmingham, founder of Broga Matt Miller, Margaret Shenken from Fuse Fit and EMD UK’s Gillian Reeves advised visitors on how to increase their uptake in group fitness classes. Delegates posed questions on topics including how to get your brand out there, what makes a great instructor and whether teacher or content is the key component of a successful class. When it comes to promoting your offering, Margaret believes the best way is through targeted, closed Facebook groups, which allow instructors to directly reach out to their ideal customer – and get to know them before they even come to a class. She explained: “Think about who you are trying to attract. Fuse Fit is women in their early 30s to mid 50s, so we look at mums’ groups. “Don’t have too big an ego – we’ve got enough of that in the

fitness industry. It’s about being compassionate and relatable with people and building that relationship before they even come through the door.” Meanwhile, Gillian advised clubs to look at what boutique businesses are doing and consider finding a popular instructor who already has a lot of loyal followers. And she claimed that the quality of the instructor is the number one element of a successful class. She added: “Really great instructors have followers who will try whatever they bring in. “[To be a great instructor], be at the door of the studio to greet people as they walk in, be up to date with your qualifications. When was the last time you did an upskill? What does your programme look like?” Gillian also advised operators to set expectations early on as to the behaviour and standard they expect from their instructors and even consider holding an audition process to ensure they get the right instructor team for their club, with Matt adding that the very best instructors should be rewarded to create loyalty and recognise their hard work.

“Never underestimate the power of the personality of the teacher you have got. We need to re-think the way we are looking at these top instructors and value them much higher. Hold everyone to that standard.” At Script Media, we try to get things right but occasionally, we make mistakes. If you have a complaint about a story featured in our magazine or on our website, please, in the first instance, contact us by email: ce@scriptmedia.co.uk We abide by the Editors’ Code of Practice as demanded by the Independent Press Standards Organisation. For details on the code and what to do should you be unsatisfied with the way we handle your complaint, please visit www.ipso.co.uk

Matt Miller, Gillian Reeves and Margaret Shenken. He added: “Never underestimate participants in a class feel welcomed the power of the personality of the and – crucially – want to come back. teacher you have got. We need to Margaret added: “If you put them at re-think the way we are looking at ease and make them feel comfortable, these top instructors and value them and if you have built up that much higher. Hold everyone to that relationship, you are more likely to standard.” get them to stay. The panel also spoke about “Those basic soft skills are lacking in the importance of skills such as the fitness industry. communication and relationship “But small things can make a huge, building when it comes to making huge difference.” Advertising

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UK FITNESS SCENE

Online retailer to recruit fitness expert to support its customers Musclefood.com is recruiting a fitness expert to support its customers on their healthy living journeys. The successful applicant must have a strong social media presence, be vivacious, charismatic and passionate about health and fitness. While being a qualified fitness instructor or personal trainer is not essential, they must have a love of exercise and working out, with the successful candidate requiring an in-depth knowledge of nutrition, eating plans, training regimes and sports supplements – and be willing to pass that information on. The successful applicant will be working with MuscleFood.com to develop a series of videos and social media posts about how to get the most out of nutrition and working out. They may also be called upon to represent the MuscleFood.com brand

across the world. Those interested can apply by submitting their own five minute fitness video alongside a one day meal plan for fat loss using MuscleFood.com products. A MuscleFood.com spokesman said: “This is a dream job for an ambitious fitness fan who is committed to raising their own profile and building a brand of their own alongside MuscleFood. “Whoever is successful will become a household name overnight to MuscleFood’s growing customer base and will be a key part of the next international phase of our success. “We are currently expanding into Europe and have lots of exciting plans for more international growth so it is a really exciting time to be joining the company and this role will be very high profile.” MMA fighter and actor Alex Reid has joined the training team at Xtreme Boot Camps. Alex will be using his martial arts skills to add a new dimension to the training programme on offer; bringing the MMA fat burning, toning and combat workouts he is rolling out across gyms in London to camp participants. Co-founder and trainer James Evans said: “Having Alex join our training team adds an additional dynamic to what we offer at Xtreme Boot Camps. Alex shares the same ethos as us and is dedicated to helping clients reach their long-term goals. Having Alex on board allows us to broaden our range of training and education providing even more value to our clients.”

More than 1,800 rowers took to the race floor at last year’s competition.

Entries open for Indoor Rowing Championships ENTRIES are now open for The British Rowing Indoor Championships, which takes place at the Lee Valley VeloPark on December 9. Competitors at BRIC can race in 500m sprints, 2,000m tests and the fast and furious 4,000m team relay at the event, where 120 Concept2 indoor rowing machines will be lined up and ready for action. Last year, over 1,800 rowers took to the race floor, from first-time races to rowing stars from Rio 2016.

Moe Sbihi, who broke Sir Matthew Pinsent’s long standing 2,000m record in 2015, is encouraging people to sign-up. Moe said: “One of the best things about BRIC for me is the fact that the GB Rowing Team get to race alongside the rowing stars of the future. “Meeting young rowing fans is always motivational, it’s great to meet them and be able to cheer them on in their races.”

UK FITNESS SCENE

Initiative launched to support those new to physical activity By Christina Eccles

Pure World Energy has named Sean Fitzpatrick as its new CEO, along with the appointment of John Davies and Robert Boot – directors of Just Loans Finance and Investments Plc – to the board. The appointments follow the recent acquisition by JFLI of the shareholdings from the founders of PWE Holdings Plc, making JFLI the primary shareholder of the business. Sean has held senior leadership positions at Dalkia, Ireland and Carillion, UK in the corporate sector. He has also worked in development and senior commercial roles in the energy efficiency and renewables industry in the UK, USA and Ireland. Sean said: “I am delighted to join PWE at this exciting phase of its growth and look forward to strengthening our relationships with the leisure sector, with increased offers in energy management.”

STOCKPORT based operator Life Leisure has launched a new initiative to support those new to physical activity. Initially to be trialled at Life Leisure’s Romiley facility, actilife100 has been developed specifically to help people that have been inactive for a long time, are new to exercise, or who feel intimidated at the thought of joining a gym. The 100-day membership programme places emphasis on gradually increasing activity and fitness levels in a way that is personal and sustainable for each participant, whether that’s through gym usage, classes, swimming or just moving a little more each day. Participants enrolling on the programme each receive anytime access to a dedicated actilife100 coach, a free Garmin Vivoki smart device to help them track their activity levels, non-invasive body composition analysis to measure progress and access to an online interactive programme and support community. The programme costs £25 a month, for three months, and also provides full access to Life Leisure Romiley’s facilities – including all fitness classes, the pool and gym.

actilife 100 coordinator Michelle Childs and coaches Colette Traynor and Lauraine Iles. actilife100 is a new development of Life Leisure’s actilife programme, which is now widely used by health trusts and businesses to help increase the activity and fitness of their employees, patients and local residents. actilife100 coach Lauraine Iles said: “Becoming active again, or getting into exercise when you’ve never been active before, can be very intimidating. I should know. “Because that’s exactly how I felt when I first joined Life Leisure as a

member. “But the support I received made such a difference. “It made me enjoy being active – so much so that I went from nervous member to being an employee and qualified fitness instructor. “So, when I heard about the actilife100 scheme I knew I wanted to be involved and help people get over their own personal fitness hurdles. Having the right support to take those first scary steps makes a huge difference.”

UK FITNESS SCENE

Campaign hopes to increase awareness of remaining active By Christina Eccles

Debra Stuart

The Training Room PT appoints chairperson FORMER Premier Global Group CEO Debra Stuart has been appointed chairman of The Training Room PT, in a bid to strengthen and enhance its position within the health and fitness sector. Debra has over 35 years’ experience in the industry and has a strong and successful track record of driving business growth through the delivery of quality education. Debra’s remit is to ensure The Training Room PT is leading in the delivery of first class education and providing the sector with fit for purpose PTs and fitness professionals

who are a cut above the competition. Chief executive officer of the The Training Room Andrew Powell said: “We are excited to have Debra on board to support our strategy as we focus on growing our portfolio of education both in the UK and internationally. “Debra has a wealth of knowledge and experience which will be applied to maintaining quality and the needs of the student at the heart of everything we do, while ensuring that all our courses provide the knowledge and skills needed for today’s health and fitness sector.”

QHOTELS Health Clubs has launched a campaign to increase awareness of the importance of keeping active at all ages. After commissioning research which revealed the majority of people want to continue with sport and fitness once they retire – but many are not currently achieving the recommended weekly amount of exercise – the company has devised a free health and fitness retirement plan, which identifies what type of activity people should be taking into consideration for each decade of life. The survey of 2,000 people discovered over 67 per cent of the public want to continue with fitness or sports interests to the same or to an increased frequency when they retire. However, 46 per cent are not achieving the NHS recommended minimum of 150 minutes of moderate aerobic activity every week and strength exercises on two or more days a week, with half of respondents claiming their current state of health and fitness is not good.

For those that do currently exercise, the survey revealed that walking is the most popular form of exercise for a quarter of those polled followed by going to the gym (15 per cent), running (12 per cent), cycling (10 per cent) and swimming (three per cent). With some 60 per cent already having considered if they will be fit and well enough to participate in their chosen activities and interests, 52 per cent said it would be useful to have a health and fitness retirement plan, with over a third wanting it to start in line with workplace pensions or more than 10 years before retirement. QHotels group health club and spa director Dave Heap said: “The survey reveals that getting older doesn’t reduce our desire to be active and achieve lifetime goals and with more time at our disposal, it’s the ideal time to be pursuing these interests. “However, people need to understand that, just as with our financial planning, we need to start looking after our body and mind as early as possible. “This way our retirement years will be much more rewarding.”

UK FITNESS SCENE

Rotherham Leisure Complex has boosted its group exercise offering with the launch of a new Wattbike cycling zone.

Centre offers something for everyone By Christina Eccles

A LEISURE centre in Rotherham is making its mark on the local community thanks to its wide offering and family friendly focus. Rotherham Leisure Complex, operated by Places for People Leisure, is aiming to offer something for everyone, with facilities including a swimming pool, well equipped gym and strong class timetable, plus dedicated activity sessions for kids and older adults. The club has also recently boosted its group exercise offering with the launch of a new Wattbike cycling zone, which was opened by former

British cycling champion, Dean Downing. Both members and non members were welcomed to the event to try out the new installation of eight bikes first hand, with Dean also running a cycling masterclass to showcase the immersive zone. Places for People Leisure contract manager Mark Rawding said: “Rotherham has a very strong cycling fraternity so giving cyclists somewhere to train on a high-tech bike was an easy decision.” The zone has so far been well received by customers, with the club and supplier working together to create an eye catching design –

complete with motivational quotes and images – to make it a visible focal point upon entry into the facility. Wattbike’s UK sales manager Steve Marshall added: “Places for People have a great reputation for providing exciting, engaging locations to train in and really embrace what their clients want. “They have seen that Rotherham has a strong cycling fraternity which they need to satisfy. But, not only giving triathletes and cyclists somewhere to train, they also have identified that the Wattbike is all inclusive and fits in well to their general fitness members as well.”

Offering the latest technology and facilities is part of a wider drive by Rotherham Leisure Complex to build a reputation for quality, with the site rated ‘excellent’ by industry benchmarking system Quest. Forging partnerships with local health organisations is also helping to re-enforce the message of activity for all, helping them engage with harder to reach groups thanks to community outreach programmes. Mark added: “Having this zone also fits in well with our pool and gym to give all our customers a better all-round fitness experience at every level.”

UK FITNESS SCENE

Gyms and PTs share excitement after NFA shortlist is revealed By Christina Eccles

LEADING gyms and personal trainers have been sharing their excitement at being shortlisted for a National Fitness Award. Facilities from Aberdeenshire to the Isle of Wight, Anglesey and the Isle of Man have been named among the finalists for this year’s event, with the Workout team currently out and about visiting everyone on the shortlist for the next stage of the judging process. Shortlisted personal trainers include Mike Hind from MAS Body Development in Middlesbrough, who has made the finals for the third year running. He said he was “lost for words” to know his work has been recognised and considered consistent, while first time finalist Graham Weaver from shortlisted club Origins Fitness in Paisley also celebrated the good news. He added: “First time being part of the National Fitness Awards, All the team at Origins are very proud that our gym made it through.” The team at Winners 2000 Fitness Ltd were also keen to share their success on Facebook and Josh Ahmet from Solan Fitness said it was an “absolute honour” to have both his clubs recognised at this year’s awards. 2017’s worthy winners will be crowned at a glittering ceremony at

The SCI’s Martin Shyvers, Craig Libby and Alex Shoebridge. The gym has been shortlisted for five National Fitness Awards. the Athena in Leicester on Friday December 1; hosted by two familiar faces in fitness – Jenny Pacey and Dean Hodgkin. Tickets for the event – organised by Script Events in partnership with Workout and headline sponsor ServiceSport – are on sale now, with the awards’ night promising to be the industry’s most spectacular end of year party. One of the most successful clubs

this year is The Strength and Conditioning Institute in Tonbridge, Kent, which has been shortlisted in five categories, including member of staff Craig Libby for Best Gym Based Personal Trainer and Josh Senior for Member Achievement. Director and head coach Martin Shyvers, who runs the club with fellow director and head coach Alex Shoebridge, added: “The breadth of categories that The SCI is shortlisted

in for this year’s National Fitness Awards demonstrates that we’re doing so many things right – from recruiting and coaching the very best trainers right through to the level of care we deliver to our members every day. “Alex and I are so proud of the unique concept that we first set up in 2012, and how we have evolved and grown the business to be one of the very best gyms in the country.”

Welcome to WorkOut Weigh In – it’s your chance to have your say and share your views on industry issues. You can email us at ce@scriptmedia.co.uk or you can message us on Facebook or Twitter.

This month’s top Tweets...

Picture of the month An award winning North East gym is celebrating the success of its fitness classes for mums. Since February, National Fitness Award winning FSI Gym has been running Strong Mummy sessions, where mums can bring their babies and exercise. The concept has proved so popular, the club now runs classes three times a week and has over 70 members in its Facebook closed group. Additional support is also offered to participants, with tea and coffee at the end of each session and group outings to encourage the ladies to socialise with each other.

@Stetops: Just looking at the National ‪@FitnessAwards page and excited to see so many sharing on social media being announced as finalists ‪#bestofthebest

@edenspanotts: We’re excited to have been shortlisted for ‪@FitnessAwards. We’re counting down the days until the winners are announced (fingers crossed). @kettlefit: Woohoo, finalists second year running ‪@ FitnessAwards #2017 ‪#RegionalGymoftheYearScotland ‪#GroupFitnessGymoftheYearUK ‪#FunctionalGymoftheYearUK @AthenaLeicester: We are welcoming the ‪@FitnessAwards back to Athena on 1st December 2017. Tickets are on sale NOW!! @lifeleisureUK: Woohoo! Our ‪@SSVSTockport centre has been nominated Local Authority/Leisure Trust ‪@ FitnessAwards this year #SoProud ‪#Excited @JakPhillips: Cracking new issue of ‪@WorkOutUK magazine – many thanks to ‪@ChristinaEccles and ‪@OliviaGTaylor for great write-ups @_ActionPR: A huge congratulations to our client ‪@neurokinex on their ‪@ FitnessAwards shortlisting. Our fingers will be crossed ‪#NFAs17 @MikeHindFitness: ‪@FitnessAwards‪ @WorkOutUK thank you guys so much, three years running been a finalist in the best personal trainer category @one2onefitness: Got the phone call we were all waiting for here at ‪@one2onefitness. Shortlisted for the ‪@FitnessAwards Can’t wait for December! @PromotePR: Day two of ‪@BP_FTS – great to catch up with the lovely ‪@ChristinaEccles from ‪@WorkOutUK!

Editor’s Comment LOOKING through my Facebook memories recently, I was reminded that it was a year ago since I took on the Shine Walk challenge; a marathon, night time walk around London, raising money for Cancer Research UK. There was no doubt the event was tough. Pounding the streets for several hours was hard going. Some of the miles seemed to last forever and at times I wondered why on earth I had agreed to it. But crossing the finish line as the sun came up over the capital was a sight I won’t forget and the shiny medal, funds raised for such an important cause and the sense of achievement I got from completing the event made it all worthwhile; despite the aches and pains I felt for the following few days. Being reminded of the Shine Walk got me thinking about new challenges and what else I can do, not only to improve my fitness but also to do something for charity and the local community. I’ve already got a few ideas for next year – more of which I’ll be sharing in the coming months – and after a busy summer, I feel like I’ve got my fitness mojo back and I’m raring to go! I’ve also been inspired by the efforts of the wider industry. From National Fitness Day to Macmillan Coffee Morning events, gyms and fitness professionals have been coming together over the last few weeks to share the benefits of exercise, get more people active and also

Christina Eccles highlight the sense of community and belonging which being a member of a gym, fitness class or activity can bring. We’ll be doing a round up on both of these initiatives in the next issue, so if you took part, please send us information and pictures as we’d love to include your stories. This month, I’ve handed over the reins of the challenge feature to our reporter Danny who has also been

doing his bit for charity. He recently took part in an Ultra White Collar Boxing match, where he was cheered on by me and several of our colleagues during an action packed evening. While this challenge is definitely not one I would want to try myself, he did a great job, more of which you can read about on page 20. As well as bigger challenges like these, we’re also now looking for classes to try over the next couple of months and into 2018 and as always, we want to hear your ideas. Have you got something new on your timetable you think will make us an interesting article? Or maybe you’re running classes of an old favourite but with a twist? Tell us about it and we could be coming to your club to try it out first hand! Finally, congratulations to all our National Fitness Awards’ finalists! We had a really tough time narrowing it down to create this year’s shortlist so you should all be really proud of yourselves. We’re looking forward to visiting you all, so if we haven’t already been in touch to arrange a trip to your facility, we will be doing so very soon. In the meantime, turn to our special feature starting on page... to check out the full list of clubs and individuals up for award; find out how to book your tickets and take advantage of our special hotel rates and secure your place at our daytime conference. Have a great month!

This month’s hot topic: Next month, we will be looking in more detail at training and recruitment. What do you think are the biggest issues and trends in this area? Send your answers to ce@scriptmedia.co.uk or contact us via Twitter or Facebook. We’ll print the best responses next issue.

UK FITNESS SCENE

Rugby legend’s programme helping men regain fitness By Christina Eccles A 12-WEEK programme, co-founded by rugby legend Neil Back, is successfully helping men regain their lost fitness. Back2Fitness was created by Neil, strength and conditioning coach Sam Yassin and nutritionist Jack Baker and can be followed by everyone from those with average fitness levels to elite sportsmen. Neil explained: “The concept behind the 12-week programme is about giving men the tools they need to take charge of their fitness. “Having been at the top of a maledominated sport for many years, I had plenty of experience of what works when it comes to fitness. Add to this Sam and Jack’s extensive knowledge and we knew we had something that men looking to regain their peak physical performance could benefit from. “While there is plenty of fitness advice aimed at women of all ages, we felt that men were being largely ignored and therefore we wanted to offer a clear, easy to follow

UK rights secured ORIGIN Fitness has secured UK commercial distribution rights for the US based Hyperwear range of products. Founded in Austin, Texas in 2007, products created by Hyperwear include the Hyper Vest weight vest, SandBell free weight, SteelBell steel shot filled weight, SoftBell 3-in-1 dumbbell and SandRope battle rope. Managing director of Origin Fitness Paul Bodger said: “We are extremely excited to be working with Hyperwear who are manufacturing products that are truly fit for purpose.”

programme that met their fitness needs.” The programme helps men find the perfect balance between the right foods and the right exercise to produce results. There are two ways to follow it, depending on lifestyle. Macrocycle style one is for those who need to maximise their limited workout time and sees intense workout sessions with weights and cardio on the same day, with three days of the week allocated as rest days. The second option is Macrocycle style two which is aimed at those not used to intense workouts. Cardio and weights are done on different days, which means there are no rest days and workouts are spread over the course of the week. The programme is available in a choice of three levels – gold, silver and bronze – and with every package, users get the complete plan in PDF form, with silver members also receiving a hardcover copy. Those opting for the gold package receive a PDF and hardback copy, as well as complete access to the Two industry specialists have joined forces in a bid to help operators create inspiring facilities – and drive up physical activity participation. The partnership between Alliance Leisure and group exercise specialist Les Mills UK will allow operators to harness the benefits of the latest innovations in facility development and group exercise. Business Development director at Les Mills UK, Aimee Barry, said: “We are delighted to partner with Alliance Leisure. With more facilities understanding the importance of group exercise, innovation and design our partnership will provide an easy framework to help deliver inspiring spaces which motivate members to keep coming back.”

Neil Back training video library. Neil added: “In this digital age offering an online programme was a no-brainer. The great advantage is that it makes the programme accessible 24/7 and as we know from clients who have used the programme, no two people are the same with work, family life and other commitments, meaning that people want fitness solutions that not only deliver, but fit around their lifestyle too. “We were keen to make the

programme fully accessible to users across the world and believe online was the way to do this – a choice which has proven itself, as we now currently have users in 12 different countries.” Neil also told Workout why he believes his sporting background and experience make him well placed to be involved with the programme. Neil added: “I enjoyed a long playing career and during that time worked with renowned experts in the fields of nutrition and fitness. “Naturally I have gained lots of knowledge from this exposure and with the help of Sam and Jack, have been able to use this experience to help others. “As someone who has spent much of his adult life in peak condition, I am acutely aware of how it feels to experience that dip in fitness which comes with either not working out enough or concentrating on the wrong things. “If I can use my experience to help other men through this dip so they can enjoy full fitness once again, then that is great news.”

UK FITNESS SCENE

Advertiser’s announcement

Supplier secures deal for Indian fitness brand ONE of the UK’s leading suppliers of fitness equipment, Fitness Systems, has announced it has secured the global equipment supply deal for India’s fastest growing functional fitness brand MultiFit Wellness Pvt. Ltd. As per the terms of the deal, MultiFit will source all its equipment requirements for all its fitness studios in India and the UK. MultiFit plans to launch 18-20 across India in the next 12 months and start its UK operations in the next quarter. MultiFit studio was started in Pune in 2015 by Dr. Samir Kapoor and Sally Jones and they have spearheaded the brand’s growth to enable a deeper penetration in Pune, as well as take MultiFit’s concept of functional

training across India. The functional fitness chain has 14 operational functional fitness studios across four cities in India and has built a community of more than 20,000 Multi-Fitters (members) across the country. Going forward, MultiFit is well set to double the number of fitness studios it operates by the end of 2017, including its first international fitness studio in Manchester. Additionally, MultiFit also runs India’s only Tri and Endurance Academy, namely MATES – MultiFit Academy for Triathlon and Endurance Sports. Managing director of Fitness Systems Ian Thorpe said: “We’re extremely proud to have secured such an amazing opportunity to work with such a progressive and enthusiastic

company. “Partnering with MultiFit to bring their unique brand to the UK is exciting and we’re looking forward to a fantastic working relationship. “Knowing that we had such strong competition from Technogym, Life Fitness and Precor in India as well as Watson over here in the UK says a lot about the relationships we like to develop with our customers and the trust they have with our ability to fulfill their needs and create the fitness clubs and gyms they’re looking for.” While Fitness Systems, a privately owned business, has been creating some of the most innovative, outstanding gyms and fitness clubs in the UK for over 30 years, MultiFit on the other hand has emerged as India’s

fastest growing functional fitness studio brand, having established over 12 studios, as well as, instituted an aggressive athlete adoption program, its own propriety Train the Trainer certification program MESA and MATES all in a short span of about two years. Co-founders of MultiFit, Dr. Samir Kapoor and former Manchester athlete Sally Jones, observed that among the many factors that had helped them grow the MultFit brand so fast was and is their unflinching focus on quality, be it their trainers or the equipment. It is this focus on quality that led them to float a Global RFP for equipment, through which they could identify Fitness Systems as the perfect fit for their requirement.

Ultra White Collar Boxing is becoming one of the most popular ways to raise money for Cancer Research UK. Established in 2009, the organisation has raised almost £10m for the charity – £4m in the last year alone. Reporter Danny Richardson boxed in Barnsley in September. Here’s his story...

Getting in the ring gave me a real sense of pride BOXING is a huge part of my life. As a bleary eyed five-year-old, I watched Sheffield’s Prince Naseem Hamed box in America in the early hours of a cold December morning with my boxing mad dad – and I’ve been gripped ever since. But given the chance, would I fight myself? Boxing has been tainted by horror stories through the years. The word dangerous doesn’t cover the harsh reality of what can be a devastating sport. But it has always been on my bucket list. So back in May, I decided to grow a pair and sign up for Ultra White Collar Boxing. Free to enter, I was promised eight weeks of training (and more importantly, insurance). I was told I’d end up in the shape of my life and learn how to box like a pro. The only thing I had to do was raise £50 for Cancer Research UK. A terrific cause. Training camp – two free sessions a week with the option of extras – was at Barnsley’s Combat Academy, home to kickboxing

Danny ahead of his UWCB match.

world champions Mick and Tommy Crossland. The first four sessions focused on circuit training. Burpees, squats, squat jumps, press ups, sit ups, planks, pad drills, shadow boxing – you name it. After two weeks my core felt stronger and I felt fitter, and I was learning boxing’s basics. Halfway through camp, participants started to drop like flies. Around 250 had signed up for the event – we were down to 70. Then sparring started and another 20 dropped. Getting punched isn’t nice. It hurts. But the more it happens the better you become at taking a shot. You flinch less, you learn to block and thankfully, your nose stops hurting as much. My skills were improving – and eight weeks later I was ready. Fight night came, and the set up was incredible. A black tie event, the crowd (around 800 strong) filtered in. UWCB is as safe as boxing can be. Three, two minute rounds, and all fighters must wear headguards and 16oz gloves. Before fighting, all competing must pass a medical led

Some of the boxers who took part in the Barnsley event. felt for nothing. I felt like I’d let my by paramedics. I passed. supporters, and myself, down. My fight time was revealed. I had But they were there to support me hours to wait. So I relaxed with as they had been through the whole friends, family and my girlfriend process – to tell me I’d done them before getting ready to box. proud and how brave I’d been to It would be easy to say I became get in the ring in the first place. And more nervous as the night went on. slowly I started to realise how much But I’d by lying if I said did. I’d achieved. Maybe it was because I’d seen 200 Days after, while indulging on some people drop out of training and I was well-earned junk food, I couldn’t one of the final 50. It could have been help but feel guilty. But why? I wasn’t because I’d sold nearly £1,400 worth in training anymore, I hadn’t got a of tickets, or because I’d raised over fight to prepare for. £400 for Cancer Research UK and as It’s a cliché – but UWCB has a group we’d done nearly £10,000. changed my outlook on health and Finally, after hours of waiting, it was fitness. my turn to perform. I want to stay fit in the gym while It was a surreal experience. Almost continuing to eat healthily. It may out of body. have only been for eight weeks, but Halfway through the first round I got to live the life of a boxer for a with my opponent – matched against short period of time, and now I feel me on weight, fitness and ability – better than ever. hitting me with some real haymakers, Would I recommend UWCB? my nose went. I couldn’t breathe Without a doubt. It’s a once in a through streams of blood. lifetime experience. He won the first round. I thought You’ll learn a lot about yourself I nicked the second. It was all on while getting fit, and even though round three and I didn’t have the the training is harder than anything energy to do what I needed to, as he you’ll ever have to do, to come out of stole another close round to get the the other end gives you an unrivalled all important win. sense of pride. I was gutted. All the training, the And that made it all worthwhile. dieting, the commitment – it all

UK FITNESS SCENE With 50 per cent of Guernsey’s population classed as overweight or obese, Beau Sejour, the only community leisure centre serving the 63,000-strong population, took drastic action to overhaul its food and beverage offering – achieving outstanding results. Workout found out more.

Site’s healthy eating strategy nudges its way to success ... ACCORDING to Leisure-net Solutions director David Monkhouse – who inspected the facility in April as part of Beau Sejour’s two-yearly assessment for Quest, Sport England’s leading quality scheme – the end result was not only worthy of an Excellent rating, but was “the best food and beverage offering this assessor has ever seen.” Until recently, the centre’s food and beverage offering comprised separate café and bar facilities serving traditional fare: drinks, snacks and sandwiches plus a range of hot meals cooked on-site, blast-chilled and served in fridges for customers to microwave. Then, last September, these two areas merged into a single new facility and the entire offering was overhauled with a focus on healthy eating to support the Guernsey government’s new Healthy Weight Strategy, launched in March 2016 to tackle the island’s obesity problem. According to Samantha Herridge, head of recreation services, they haven’t made big changes to the menu or how it’s delivered, instead employing subtler techniques to alter customers’ eating habits. Working with dieticians from the Committee for Health and Social Care, they looked at every dish and considered ways to make it healthier, from adding hidden veg to cottage pie or a portion of fruit to a child’s jelly to removing the oil from the pesto pasta and offering it on the side. Portion sizes have also been addressed: toddler portions are now offered and adult portions are up to a

The cafe area at Beau Sejour in Guernsey. third smaller – better for customers’ health and profit margins. But the most significant changes have been to how it’s presented. Trading areas supervisor Lewis Torode, who was closely involved with the project said: “The research we did told us forcing people to be healthier doesn’t work. “Also, as a community hub and a leisure centre, we didn’t want anyone to be penalised for having the occasional treat. So we felt educating people, nudging them to make healthier choices, was the only way.” Unhealthier choices are now out of customers’ lines of sight, while healthy snacks such as pots of dried fruit and seeds sit by the tills. The first drinks cabinet reached is full of water, with a poster praising its benefits on the side; the second cabinet has healthier soft drinks at

the top with the worst offenders at the bottom. Subliminal messaging is also employed: for example, fruit displayed in tall, thin containers rather than short, fat ones makes customers more likely to buy it. One of the biggest game-changers, however, was the decision to display either calorific value or sugar content (number of sugar cubes) for every product in clear sight, including on drinks cabinets and vending machines. The results have been dramatic. Trading areas manager Nathan Dicker added: “Our philosophy was to only remove products if sales dropped off. “One of our popular drinks used to be Capri-Sun, which parents often gave to young children. But once they realised a 330ml pouch contained the

equivalent of eight sugar cubes, sales plummeted; that was one of the first to go. “We’re selling more water than ever before – 20,000 bottles last year compared to 2,500 bottles of our Coke range – and Coke Zero and Diet Coke now sell better than regular Coke. We’ve also reduced our chocolate range from about 20 bars to eight, simply because sales have disappeared.” In contrast, he points out, within six weeks of last year’s launch sales of fruit increased by 107 per cent. Nor has this behaviour shift been at the expense of the bottom line: in the first quarter of 2017, the average spend per customer was up 45p compared to the same period last year. Delighted with the recognition from Quest, Samantha and her team are quick to acknowledge the scheme’s role in transforming their food and beverage service. When she started working at the centre over 15 years ago, she recalls, “Everything was deep-fried,” while Nathan admits that prior to his first experience of Quest, “I was very orientated on sales; it was all about income.” What Quest taught him, he says, was that focusing more on the customer and the community could actually drive commercial success. He added: “Quest has always been very useful in showing us what we should be doing and where we should be going. And what we’ve learned along the road is that, actually, the more we do for the customer, the more money they will spend.”

UK FITNESS SCENE

Show your work By Dave Wright

Ross Nixon

Two account managers appointed LIFE Fitness has appointed two new account managers as it expands its team to meet growing demand from the local authority and trust sector. Ross Nixon joins as an account manager for Scotland and brings a wealth of knowledge to the team, with over 10 years’ experience in the fitness industry. Adam Upton has also joined the team as account manager for Southern England with an extensive background in health and fitness. Life Fitness local authority and trust manager David Connolly said: “Both Ross and Adam bring valuable skills with their high levels of expertise and knowledge, as well as being incredibly passionate about fitness and wellbeing. “We’re delighted to have them on board and look forward to working with them both.”

Adam Upton

MY daughter’s secondary school has just introduced a new app called Show My Homework which is a mobile and cloud based application where teachers assign homework that can be accessed by students, teachers and parents all at once. Initially my daughter was distraught to think that mum and dad were able to keep an eye on her, but the level of accountability is something that she’s come to actually enjoy. As have we. Now I’m sure there are other applications that are used in schools, but this new technology provides the opportunity to support the intended subject (in this case, children at school) to help them achieve their desired results (higher grades). The ability as a parent or teacher to have visibility over the work completed or not completed has the same similarities to that of a trainer or club owner having visibility over their members. And there lies the point of this article. A great starting point to remember is that we are in an industry where over 50 per cent of our customers leave us every single year. More often than not, this is because many members meander around their gym experience with no direction, instruction, motivation and results. They move the blame pendulum

Dave Wright from ‘my fault’ to ‘your fault’, yet most operators would agree that if their customers simply stuck to their plan, they would get results. The same too with children in school. But like my daughter’s school, operators should embrace the opportunity to hold their customers accountable. Move beyond the initial objection of ‘nanny state’ and focus on becoming a ‘results state’ facility. People join gyms because they provide an environment of accountability rather than just training at home – they not only like recognition, but they now begin to expect it. Whether it is through your CRM provider or wearable technology device, information and data

collection is the key. Information unravels the mystery of lacklustre results. The personal trainer who knows that the only session that their client does is with them versus what the client says that they do is powerful knowledge. The ability for the club to push out a congratulations notification when a customer has performed an obstacle race over the weekend keeps that customer connected and motivated. Data is the new oil in this world. But as an operator, if that data is not cultivated and converted into meaningful actions, then it may as well remain in the dirt. Your grades as an operator will be judged harshly and you may end up back at school… where you may then be held accountable again. n Dave Wright is the CEO of CFM (Creative Fitness Marketing), CEO and creator of MYZONE, owner of the Feelgood Fitness and Voyage Fitness Club Chains, a former Board Director of UK Active and founder of the IOU. With offices in Chicago (US), Nottingham (UK) and Melbourne (Oz), Dave’s companies have worked directly with over 5,000 health clubs across 30 different countries, encouraging people to be more and stay more physically active. He may be contacted on Dave@myzone.org

Dame Kelly Holmes, Chico and Alice Liveing were among the stars at the first Refresh Festival. Held at Wellington Country Park, between Basingstoke and Reading, Refresh was the first festival of its kind for the region and provided visitors with a range of activities, workshops and product trials. Organisers Jay Dodds and Helen Freeman said: “We said Refresh Festival would cater for everyone and that’s exactly what we’ve done. We’re really pleased with the outcome and can’t wait to get started on the next event.”

UK FITNESS SCENE

Advertiser’s announcement

Taking training up a level OUR active leisure industry is constantly under scrutiny – and rightly so. As gyms, health clubs and leisure operators, you have a great responsibility to your members to deliver a high standard of training and guidance that, in turn, produces health, fitness and wellness results. As a leading Ofqual-recognised awarding organisation, we have a great responsibility to you, your personal trainers and group ex instructors to maintain high standards of training to equip them with the tools and qualifications they need to fulfil their role. A hot topic in recent months has been upskilling in the form of new

Active IQ managing director Jenny Patrickson

Level Four qualifications to improve trainers’ skills that enables them – and you as their employer – to stand out in the market. Upskilling to Level Four can enable PTs and instructors to gain greater job satisfaction as they build their career as well as their skillset. Having Level Four qualified staff will also benefit you, the operators, as they are a direct route to attracting new clients and retaining members who are inspired by your fitness team’s advanced skills. At Active IQ we have three new Level Four qualifications, developed to meet demand from operators and trainers. We have worked with highly respected partners to ensure these qualifications are fit for purpose. Our Level Four Strength and Conditioning was developed in partnership with British Military Fitness. The course enables personal trainers to enhance their knowledge and extend their advanced strength and conditioning skills to work with clients who want to build strength and power, alter body composition, gain flexibility and boost metabolic power. Ideal for trainers working with clients who have an athletic mindset, it will also enable gyms to run sessions that prepare people for obstacle course events and mix up group boot camp sessions to

challenge members further. Our Level Four Qualification in Instructing Pilates Matwork has been developed in collaboration with Body Control Pilates, widely regarded as the benchmark for Pilates education and renowned for the unrivalled breadth and depth of its matwork teacher training. Pilates is in increasing demand as a standalone class but elements of the practice are also finding their way into prehab and rehab sessions for clients. Instructors with this new qualification will help gyms and studios stand out in the market – and enable them to take clients’ understanding and experience of the practice to a higher level.

Our Level Four Certificate In Advanced Personal Training aims to meet demand from operators seeking highly qualified individuals to meet the rapidly evolving and broad ranging needs and goals of their members. The qualification focuses on the client journey and is assessed via a series of presentations and Q&A sessions which can be conducted ‘face-to-face’ on site or remotely through scheduled web meetings. These presentations allow PTs to present and discuss the real progress they are making with their clients at regular intervals over an extended timeframe. For more information visit www.activeiq.co.uk

UK FITNESS SCENE Many health clubs struggle with creating successful digital strategies that stand the test of time. At the IHRSA European Congress in London on October 23-26, UK-based futurist and author Ben Hammersley will share his marketing expertise during his Technogym-sponsored keynote presentation, Adaptive Digital Strategy. Here he explains more about digital strategy, emerging technology and consumer behaviour.

How health clubs can create adaptive digital strategies Where do you think most brands struggle when it comes to creating a digital strategy with longevity? Because digital strategies shouldn’t have longevity. The process by which you come to one needs solidity, but the strategy itself needs to be fluid enough to deal with the changing landscape. After all, a three-year plan, for example, is going to miss an awful lot that is new and good, and stick with a great deal that doesn’t work. Having said that, I have to emphasise the need to work with technology and, especially, an understanding of the customer’s use of technology, in a way that builds on proven customer behaviours, rather than just fashionable tech. So, for example, going all in on VR, or QR codes, or Snapchat content, say, would be pretty cool, but absolutely pointless for most brands. Being really good at digital customer service—which means less about digital and more about customer service’s place in your corporate structure—is infinitely more effective, if less likely to mean a snazzy press release.

What strategies can brands use to become more agile when adapting to new user behaviour and technologies? Can you give some examples? You need to understand your customer. I know: yawn. But really, it’s about understanding how they, for example, use their phones. If your demographic is all about the chat apps, then that will lead to thinking about offering bookings and customer service over IM bots. If they’re of an age or place or time where booking apps and push notifications are the most useful, that leads you to a new place. In the end, it’s all about serving your particular customer rather than embracing technologies for the sake of it. One good example is something I found personally. I organise my life with my phone. I also go to two gyms nearby. One’s a very famous sweat and concrete weightlifting place, and the other is an equally famous chain for spin classes. I book the spin classes through a phone app, which syncs with my calendar, and I book my personal trainer through texting him and hoping for the best. I’m finding I go to the spin classes much

The first amino acid enriched spring water has been launched in the UK, billed as the perfect choice of post workout drink. Rejuvenation Water contains L-Glutamine, which offers a wide range of health benefits, including protein synthesis for muscle building, repair and improved cognitive function. Founder Kris Ingham said: ”After being introduced to amino acids by a number of nutritionists and dieticians, I was surprised that amino acids were not as accessible as vitamins. Due to the innovative nature of Rejuvenation Water, we went through intense research and development to engineer the product. We have been absolutely delighted by the initial reaction to our innovative concept from customers and trade alike.”

Les Mills and UNICEF join forces UNICEF and Les Mills have announced a partnership, which will see the organisations co-ordinate a global event around World Children’s Day in November. With the participation of celebrities and activations in multiple countries on November 18, MOVE THE WORLD will potentially be the world’s biggest fitness event. All funds raised through the

campaign will primarily be used to help children and their families gain access to safe water, but also to health care and nutrition. Creative director of Les Mills International Dr. Jackie Mills said: “We are absolutely committed to making a difference to the lives of children around the world and we’re honoured to be an official partner of UNICEF.”

Ben Hammersley more because the process of booking it, from the interface to the certainty of the class time, is a whole lot more attuned to the rest of my life. Also, the grapefruit candles smell really nice. But that’s another thing. What advice would you give to a health club owner looking to create a digital strategy? Where should they start? Two things. Firstly, look at their own use of technology. How do they themselves use it? Do they buy a lot online? Book tickets? Communicate

with which apps? And so on, and then look at how their staff and clients use it too. Then walk through all of the customer journeys in their business, from enrolment to booking to checking the opening hours, and see how they would do that using their existing digital habits. If the two don’t match, there’s your first opportunity to fix things. The best bad examples of this are restaurant websites. You go to restaurant websites, especially on a mobile device to find three things: the address, the opening hours, and whether you need to wear a tie. Maybe a rough guide to the price. But if you look, very few restaurant websites have all, if any, of that on the front page. Restaurant websites are enragingly terrible. Don’t be those people. What takeaways will attendees leave your IHRSA European Congress presentation with? A good idea of what to do next, and at least two terrible jokes involving artificial intelligence. Perhaps some nervousness, and definitely some excitement.

#teamtops takes on event INSPIRATIONAL staff and clients from an award winning independent gym have taken on a massive fitness challenge. Wakefield based Tops Fitness and Rehabilitation invited some of its rehabilitation clients to take part in the Superhero Series of triathlons, which took place at Dorney Lake in Surrey. The event, now in its second year, saw 1700 people take part, with famous faces present on the day including Paralympians David Weir and Tanni Grey-Thompson. Gym co-owner Steve Johnson said: “We had three teams of three that agreed to take part. Some of these people we didn’t even know would be well enough until the day such is

the severity of some of their issues. “There were different triathlon distances and each team member took part in one of the disciplines that best challenged them. “As part of the adventure and team bonding session we all decided to camp overnight in Surrey the night before the event. This was a great team get together in a real party atmosphere making the whole event one that will not be forgotten by the people who took part for a long long time. “We were delighted to see all our inspirational clients achieve their set targets and I am sure we will be there again next year for more. “Health is for all and no one needs to be excluded as this event proved.”

FUNCTIONAL TRAINING Advertiser’s announcement

Gyms battle it out for award SIX of the industry’s top functional training gyms will battle it out for a National Fitness Award after being shortlisted for this year’s event. Salt Ayre Leisure Centre in Lancaster; Pioneer Fitness in Liverpool; The Strength and Conditioning Institute in Kent; FSI Gym in North Shields; Body Design FIT in Pontefract and Synergy Group Fitness in Livingston have been named as finalists in the Functional Training Gym of the Year category,

Tribar launches new free weights range at BP: Fitness show THE 2017 BP: Fitness Trade Show was the chosen venue for the launch of the new Tribar weights range. These range from two to 48kg and have recently been endorsed by British Weight Lifting. The Tribar is now one of the most versatile pieces of functional training equipment: n Close-grip exercises: The Tribar provides a two handed close-grip. This adds a new training option for close grip exercises such as triceps extensions, overhead press, goblet squats etc. n Resistance band work: It provides a variable weighted attachment handle for resistance bands and variable resistance training. n Barbell weight plates: Combine a Tribar weight with the new Tribar discs to use for barbell work. A Tribar disc can slot into each Tribar weight to enable them to be used as weight plates. n Suspended bodyweight training:

Tribar Straps can attach quickly to each Tribar, providing a solid handle for suspended bodyweight exercises such as dips, pull ups, inverted rows, and assisted squats. n Dynamic exercises: All kettlebell type exercises and many other ballistic exercises can be performed with the Tribar, such as the swing, clean to rack, snatch, Russian twist, bottoms up press etc. n Ground work exercises: Push ups, mountain climbers, planks and even burpees can all be enhanced by using the tribar. Tribar weights are stackable: Stacking securely onto each other up to 10 high. This saves space in any studio, gym or home. Tribar is currently seeking distributors to get this versatile piece of weight training equipment to all corners of the globe. For more information contact Rob Oldham on 01260 221393 or email sales@tribarweights.com

sponsored by Jordan Fitness. All of the shortlisted clubs will be visited over the next few weeks by a member of the Workout team who will take a look around the facility, chat to staff and members and compile a comprehensive report to be passed on a panel of expert industry judges who will decide the overall winners in each category. Trophies will be handed out at the National Fitness Awards on Friday December 1 in Leicester.

Centre sees benefits of providing options PROVIDING versatile functional training options for members was a priority at a Lancaster leisure centre, which has recently benefited from a multi-million pound, state-of-theart development. Salt Ayre Leisure Centre, which has been shortlisted at the 2017 National Fitness Awards for Functional Training Gym of the Year and Local Authority/Leisure Trust Gym of the Year, now has a dedicated functional training studio and a large 100-station gym, both featuring Queenax units. The centre is already seeing the benefits, with Queenax classes proving exceptionally popular. Attendance has quadrupled and fitness memberships have grown by 2,100 since the refurbishment. The classes are deliberately kept small to encourage and maximise trainer involvement, enabling

members to develop their confidence and ability. Sports development and facilities manager at Salt Ayre Leisure Centre Stuart Glover said: “The introduction of the Queenax rigs has strengthened our group ex programme considerably. “The versatility of the kit has inspired the creativity in our team, who are delivering engaging, challenging and enjoyable sessions that have bolstered relationships with our members. “No doubt this has been instrumental in the massive increase in members since the new facilities opened.” Eight months on, and encouraged by the high attendance at the Queenax classes, Salt Ayre Leisure Centre is now looking to further develop its functional training class timetable.

FUNCTIONAL TRAINING

Advertiser’s announcement

The Bosu

The Surge

Future looks unstable says kit supplier THE future of functional fitness in the gym is looking unstable, according to Physical Company, which has launched two new pieces of kit designed to destabilise the user and challenge their balance, reaction time and strength. The new Surge Storm hydroinertia training system brings fresh challenges over and above those posed by its predecessor, The Surge. The design of the Surge Storm is sleek and more angular than The Surge and includes restructured multiple handle options; providing

greater accessibility with the different hand positions allowing precise moves to target key muscle groups. The Surge Storm can hold up to 65lbs of water and users add as much water as they wish to challenge themselves. Instability has always been the main principle behind the universally popular BOSU, exclusively supplied by Physical Company. With an unstable surface presented with ‘both sides up’, the BOSU can be used on its own in conjunction with other kit to amplify the effect of

numerous functional fitness moves. The Next Gen BOSU has four quadrants marked on the dome to encourage people to position their hands and feet precisely to improve form, advance exercise technique and challenge themselves further while its new textured surface helps to enhance their grip. Physical Company managing director John Halls said: “There’s nothing to beat instability and unpredictability of weight or resistance in functional fitness. “The whole idea of functional

fitness is to equip people with the ability to react, respond and stabilise themselves in a changing environment. “The aim is to train muscles to work together, using upper and lower body muscles simultaneously and bringing the core into play too. “Our new Surge Storm and BOSU Next Gen will challenge people at many levels and are perfect gym floor tools. They will both make for an interesting circuit training station too, ticking many boxes for operators and trainers alike.”

FUNCTIONAL TRAINING

Club expands offering with addition of area By Olivia Taylor

Escape’s co-founder Matthew Januszek (right) with UFC PI’s VP of operations, James Kimball at the new facility.

Kit included in facility A RANGE of functional equipment from Escape Fitness has been included in the newly opened UFC Performance Institute in Las Vegas. The institute is a multi-million dollar, state-of-the-art facility that serves as the world’s first mixed martial arts multi-disciplinary, research, innovation and performance centre. The facility provides benefits and services to all athletes competing under the UFC banner and is equipped with experts in the fields of strength and conditioning, nutrition and physical therapy, with a focus to provide athletes with world-class performance optimisation at no cost to the athletes. The Performance Institute includes multiple weight

ranges of Escape Fitness Competition Kettlebells, VERTMINIs, Slamballs, Medballs, Sandbags, Bulgarian Bags, GRIPRs, TIYRs, and Battle Ropes, as well as Multiplyo Boxes, a Speed Ladder, Lateral Speed Resistor, Reaction Probounder and more. Escape Fitness co-founder Matthew Januszek said: “UFC is THE global leader in MMA and its new Performance Institute is an outward demonstration of their commitment to excellence. “There has never been a facility like this for professional fighters until now and Escape, as the leading functional training brand, is excited to be part of the cutting edge experience the UFC Performance Institute offers to its athletes.”

AN INDEPENDENT club in West Yorkshire is expanding its offering to members; introducing a functional section to its gym. Workouts Gym in Shipley was opened in 2008 with a vision of providing the best training methods and facilities with exceptional customer service and a family friendly atmosphere. Owner Paul Royston wanted to prove the club was a cut above local competition – and get new members through the doors – so added a dedicated functional training area to the gym, with help from supplier MT3 Fitness. Managing director and founder of MT3 Fitness, Mark Turner, said: “I’ve known Paul for about 25 years and he’s very clued up on training and functional fitness. “He’s worked with Keighley Cougars rugby team – he’s very knowledgeable – but he couldn’t find an exercise solution to fit his gym, so we helped him out. “He’s had a lot of competition from other gyms in the area. “There are budget gyms and bigger chains nearby, so he wanted to really set himself apart from the rest. “That’s why we reduced some of the free weights and cardio equipment and added a rig.” Workouts Gym members can now

incorporate functional fitness into their exercise regime, benefiting from the use of the Torque Fitness X-Lab Training Rig. Paul has plans to use the rig as part of his class timetable for high intensity training circuits. Mark added: “It’s ideal for small group personal training and all the staff are really enjoying training on it. “The rig’s got a rebounder on it, so the trainers can bring functional training to more general gym users.”

FUNCTIONAL TRAINING

Functional wall added to Jordan Fitness hosts functional Freedom Climber range training and bootcamp area WORKOUT’S Dan Lloyd caught up with Jordan Fitness’ head of marketing Claire Johnston at the recent BP:FTS to discuss functional fitness training and the bootcamp area which the company hosted at the show to highlight its growing range of functional fitness equipment. Claire explained: “Jordan are well known for our expertise in developing products to meet the needs of our customers and the end user, focusing on a range of core movements. “Having recently partnered with trainer Richard Tidmarsh of Reach Fitness in London, who is a strong ambassador for our brand, we are delighted to provide an opportunity

here at the show to demonstrate our products, with the help of Richard’s expertise in strength and mobility highlighting the diverse nature of functional fitness and what it means to different individuals – which is proving highly popular. “Our partnership will also enable us to continue to develop products that really meet the ever-changing landscape within functional fitness.” Jordan also showcased the exclusive range of Hatton Boxing equipment, whilst the team were put through their paces with PowerWave. For more information visit www.jordanfitness.co.uk or contact sales@jordanfitness.co.uk

MAXIMISING your functional area’s wall space has been key to the design of the new Freedom Climber integrated training wall. Creating a multi-functional, wall mounted exercise station provides a focal point for individual PT and circuit class sessions. The new training wall uses the space saving design of the Freedom Climber, in itself a great total body workout, incorporating a functional panel with upper body and lower body TRX and stretch band attachment points. This design creates a versatile and adaptable cross training station to complement your functional training area.

As well as hard core dynamic climbing, the integrated wall can be used for a range of non-climbing exercises such as vertical burpees, lateral adductor and abductor scissors by using the parallel mounted hand holds. Also grappler style pulldown and squat thrusts can be achieved by using the hydraulic resisted disc. Its space saving design means that gyms are able to fit the training wall to existing walls without structural alterations and loss of valuable floor space. So for all your Tough Mudder members, there can be no excuses. For more information visit www.freedomclimber.co.uk or email info@freedomclimber.co.uk

FUNCTIONAL TRAINING With over 900 sites in 31 countries, F45 Training has become a worldwide phenomenon. Global sales director Luke Armstrong spoke to Workout; revealing more about the concept and the secrets to its explosive success.

Luke unveils secret to F45 Training’s success Can you tell us more about the F45 concept? F45 is short for functional 45 and is the ultimate high-intensity, circuit-based group training concept, which offers a wide range of unique themed classes to challenge and motivate. F45 has been specifically designed to provide a functional results-driven, full-body workout whilst also improving energy levels, metabolic rate, strength and endurance. Sessions are fast-paced with a strong community element to ensure users work to their maximum with constant support and guidance from world-class F45 coaches. The popularity of F45 and why studios are popping up all over the world is due to the fact every day is different. What does a typical class involve? F45 classes are based on the principles of HIIT. Instructors guide people through a series of intense, 45-second exercises, with short breaks in between to help you catch your breath. The focus is on doing functional exercises (hence the ‘F’ in ‘F45’), which means you’re engaging multiple muscle groups at the same time in a more natural way. Classes last 45 minutes, and use a different combination of over 3000 exercises to ensure no two classes are ever the same. The technology we use is also extremely innovative, with in-studio screens to remind members of stations and unique Lionheart heart tracking technology. Why is this type of training different to other group exercise classes? What makes it so successful? F45 is based on unrivalled training innovation, technology and music. We’ve developed our own technology platform to enhance the member experience, including F45 TVs, heart rate monitoring, branded music mixes… all of which add up to an experience that is very easy to pick up and use the first time. New classes and exercises are introduced quarterly, along with fresh equipment. When you join F45 you get immediate access to a great community; which promotes a culture of inclusion with no intimidation. How are you building your presence in the UK? Through a strong social media presence and exposure in key consumer and trade media read by our target demographic, coupled with influencer outreach. We are also participating in a whole host of consumer lifestyle events in the coming months. We also have secured serious coverage on the

ground in a short period of time, securing 20 locations across south of England with another 30 franchises in the pipeline. What do you think have been the secrets of your success so far? What is making you stand out from other gyms/ studios? F45 fills the gap between a low cost/low service model and expensive personal training. In fact, it’s a superior product to both as the member experience workout programming and proprietary technology, exceeds the DIY gym membership and most personal trainer offerings. I think F45 has really provided a solution for those looking for a more personalised group training experience. It is a third way between a gym membership and a personal training package: group sessions, led by fitness instructors, that are priced in the mid-way mark. We have low costs and high margins: Not only does F45 provide clients with a premium fitness experience through our pioneering training systems, but we also offer franchisees a unique business opportunity in the fitness industry through a low set-up cost, high margin and highlyengaged community via our franchisee network. Can you tell us about any upcoming studio openings and future plans? We have plans to open all over the country. We currently have a site in Kingston and have sites opening in the Midlands and south-east England amongst others. There will be F45 sites in Bristol, Brighton, Reading, Birmingham, Chelmsford and Guildford, all of which will be operational by March 2018.

INTERACTIVE MEMBERSHIP SOLUTIONS

More than a quarter of adults now own an exercise tracker

Collecting your class and activity revenue monthly by DD ANY business owner will agree how hard it is to pay their usual monthly overheads during quiet times. School holidays, Christmas and Easter can all be times when wages, and even bonuses, need to be paid but less money than usual is coming into the till! To counteract this problem, whichever type of leisure business you’re in, it is always good when you have subscriptions adding to your revenue every month. What’s that I hear you say? …but I don’t sell memberships at my skate park. Perhaps not, but what is stopping you selling a monthly pass subscription, which includes three

visits per week? The advantages are numerous; cash flow has already been mentioned, encouragement to visit and use your allocation, ease of use and speed of front of house transaction, sell passes online – less cash handling required. Gold, silver, bronze; five, four or three visits to the gym per week; advanced, intermediate or beginner; eight, six or four classes per month. SportSoft’s management system will allow you to tailor your “passes” or combinations of activities and entry fees and sell them online by monthly subscription. DD is not just for memberships! Call 01423 873873 for more information on the uses of Direct Debit.

THE trend for wearable technology is showing no sign of slowing down, according to research, which shows more than a quarter of United Kingdom adults now own an exercise tracker of some kind – and a third wear them every day. New research on behalf of life insurance comparison website Compare Cover, revealed over 26 per cent of Brits surveyed admitted to owning a fitness tracker and 34 per cent of owners claimed to wear theirs seven days a week. The research also showed around a third are willing to spend up to £200 on an exercise tracker in a bid to improve fitness levels. According to figures, residents based in London mainly use theirs to monitor sleep patterns, while those in Northern Ireland are most likely to use theirs in a bid to aid weight loss. Compare Cover’s business development director Mike Preston said: “It’s interesting to see that, where advances in gaming and technology have previously been blamed for decreases in physical activity, the availability of fitnessbased digital solutions seems now to be supporting a wide demographic in achieving their chosen goals physically. “Contrary to wider discussions

around fitness trackers and their popularity emerging merely as a passing phase, our study appears to show that consumers of all ages – and on a fairly large scale – have firmly incorporated the benefits wearable fitness technology could bring into their daily lives.” The survey also found that in the UK the Fitbit brand is still a favourite. More than 26 per cent of respondents chose the Fitbit Charge compared to almost 15 per cent who opted for the next most popular model, the Samsung Gear. Consumers aged 18 to 24 admitted to changing the model they own more frequently than anyone else, with 16 per cent claiming to upgrade or switch their tracker more often than every three months. Those in the same age bracket were also most likely to use their tracker purely as a fashion accessory and also had the highest rate of respondents (more than 13 per cent) who admitted to owning a fitness tracker but never actually wearing it. Investment in wearable fitness technology was otherwise highest among 25 to 34-year-olds, with more than a third happy to spend between £100 and £200 on their chosen tracker, while the over 55s were most likely to wear theirs every single day, with over 39 per cent claiming to do so.

INTERACTIVE MEMBERSHIP SOLUTIONS

EZFacility redesigns self-service module for its client base CONSUMERS today are savvier than ever. Researching a product or place of business before attending or making the decision to purchase has become standard practice for today’s modern consumer. With vast amounts of information quite literally at their fingertips they can educate themselves in a matter of minutes. Because of this, businesses need to continuously adapt to consumer behaviour in order to stay relevant and in front of not only potential clients, but current clients as well. To provide the tools needed to enhance the client experience (and increase client retention), EZFacility has launched their redesigned selfservice module to its client base. Visually, Self-Service users can already see a cleaner and more intuitive interface that boasts highly customisable features. On the administration side, gym facilities can have more options for what client notifications are enabled, more branding choices when setting up the Self-Service site, as well as utilising additional formatting for welcome messages and payment

Operator launches virtual activity classes with iDEA terms and conditions. Additionally, they have made exciting changes to the client facing invoicing platform. Within the invoicing screen, clients can now view their open invoices, make payments quickly, see their payment history and can view all these payment options for their entire family easily within the same SelfService login. For more information, or to book a demo of EZFacility, call 0203 3270480, visit www.ezfacility.co.uk or email sales@ezfacility.co.uk

EVERYONE Active has partnered with iDEA to launch children’s virtual activity classes in selected centres. The interactive sessions will boast a wide range of activities including martial arts, street dance, juggling, and hula-hooping, with classes displayed on large digital screens in a studio and specially designed to engage and motivate children. Each 45-minute activity allows children to easily follow along while gaining valuable skills such as selfconfidence, focus, co-ordination and self-expression. Everyone Active colleagues will be on-hand to ensure children stay focused, engaged and safe throughout the sessions. Everyone Active east region

activity development and funding manager, Chris Duncan, said: “We are committed to delivering a widerange of activities to encourage the communities that we operate in to lead healthier, more active lifestyles. We are confident that the new classes will be a key driver in getting more children taking part in physical activity.” Director of iDEA, Ben O’Hara, added: “As virtual classes for adults continue to gain in popularity, our specialism is focused on producing a varied range of unique activities that get children fit physically, mentally and socially. “The classes are easy to facilitate and offer a bespoke programme for operators.”

INTERACTIVE MEMBERSHIP SOLUTIONS

Firms join to launch new virtual studio CYBEROBICS has partnered with digital fitness specialist Wexer to launch a premium virtual studio concept. Branded CYBEROBICS, powered by Wexer, the new model is based on creating premium, standalone CYBEROBICS virtual studios within clubs. These studios will offer members access to the full CYBEROBICS class library – cinematic quality content that has been shot in inspirational locations ranging from Miami’s South Beach to Malibu to the Mojave Desert. Health club chain McFIT originally conceived CYBEROBICS in 2014, subsequently introducing it at over 170 of its own clubs. This is the first time the content has been made available to a broader audience. Wexer CEO Paul Bowman said: “Gyms will need to meet a minimum standard of AV to deliver the full CYBEROBICS, powered by Wexer experience – and it really is a fantastic experience. “It’s been created as a premium package, with world-class CYBEROBICS classes – unavailable on any other platform – delivered in an engaging and uniquely designed space.”

Retention starts at the sign-up stage PEOPLE don’t join a gym with the intention of undertaking a long, drawn-out sign up procedure. Quite the opposite. They want to place focus on their fitness routine, not perform highintensity brain aerobics before they’ve even set foot in your facility. They want a streamlined process. Luckily, in this internet-driven world we inhabit, that’s not such a difficult thing to achieve. Hopefully, you’ve already set the wheels in motion by using Direct Debit as your primary collection method. This particular transactional form is time and money saving for customers, but it’s equally convenient for businesses, not least because members love it. What you may not have known, however, is that Direct Debit lays the foundation for a host of other handy solutions which can help positively drive your bottom line. Take online joining; an effective online tool that not only operates as an efficient collection strategy but also acts as a revolutionary sales aid. With a growing social impatience around waiting for just about anything, people need quick, easy

solutions. Online joining portals, like DFC’s very own FastDD, have provided a glowing ray of light to busy leisure facilities trying to beat down their competitors. Accessible 24/7, online joining allows people to sign up for memberships anywhere with internet accessibility (so that’s just about everywhere). A few simple questions pave the short distance to the end of the sign up process. Taking just minutes to complete, online joining is a far cry from complicated paper mandates which require some degree of back and forth. But what about inevitable, occasional payment bounces? Whilst uncommon, particularly with

automatic bank verification, this isn’t particularly fun for organisations. It’s even less so for the person involved. Dealing with these issues swiftly and in as pain-free a fashion as you can is the key to keeping them engaged with your facility. Once again, we have the internet to thank for this. DFC’s My Payments portal is a glowing example of how you can retain your clients and ensure you maintain a strong collection rate. By accessing My Payments either online or through a centre’s app, members can keep track of payments and quickly rectify problems without creating extra work for those inside the business. The outcome is significant time saved on admin and an easy win for customer service. Put simply, the majority of your members don’t find pleasure in managing their finances. Improving this is the key to unlocking a positive growth in member acquisition and retention. For more information on how you can improve your membership collection strategy, get in touch with DFC on 01908 422026 or find us at www.debitfinance.co.uk

INTERACTIVE MEMBERSHIP SOLUTIONS

Advertiser’s announcement

The Riverside Fitness Club has been using FitSense from Clubwise to improve its member experience. The club’s membership admin consultant Beth Skeen explained more.

Gym’s members reaping the benefits of using FitSense How long have you had FitSense? One month. What was your main reason for choosing FitSense? Our members are all mobile connected and we really wanted something that could help our club move forward in this area. Our members wanted a way to book classes through an app, as well as manage their workouts and interact with each other. How are your members finding FitSense? Our members have responded really well to FitSense. They have all adopted it with enthusiasm and it has exceeded a lot of expectations. We have members of all ages, including the older generation, and the simplicity of FitSense has meant that it’s accessible to everyone. Our older members are loving the app, which is wonderful as they feel more involved and part of the community. What features couldn’t your members live without now? Members love being able to book classes at the click of a button, see class availability and also see which other members are on the class. They also love that it syncs the class booking to their phone diary. The fact that the app is so easy to use has really encouraged class bookings, and we have enjoyed consistently full classes as a result. Has FitSense improved the club community? Members have really embraced the social side of the app, which is fantastic for us to see. Our members are enjoying following each other, liking posts and commenting. Many of our members have been comparing FitSense to Facebook and are delighted that we can offer them this kind of technology.

How do you feel FitSense has improved the member experience? FitSense has allowed our members to take ownership of their fitness journey, particularly with the workouts feature. They can select the exercises they want to perform and the high quality videos teach them the correct technique, so there is no risk of injury and they can get on and complete their workouts themselves with confidence. How have your trainers benefited from FitSense? The Workout feature is also a real bonus for our trainers too. They love the fact that they can set workout plans for their clients, direct to their FitSense feed. The tracking feature is also a great tool so they are able to monitor clients’ progress.

Do you feel FitSense has helped keep your members engaged and motivated? FitSense also has a points programme, which allows members to accumulate points based on completing certain challenges and activities. Our members have really enjoyed the healthy competitive element this provides, and I often overhear them discussing their points level on the gym floor. This has been great for keeping members motivated and engaged with the club. Finally, would you recommend FitSense to other fitness clubs? Yes! For any clubs out there thinking of getting FitSense, stop thinking and get it! I 100 per cent recommend this to all club owners.

For more information visit www.clubwise.com

UK FITNESS SCENE

Kit supplier appoints director PHYSICAL Company has appointed James Anderson as director of sales and marketing. James’ extensive industry experience started in sales and marketing at David Lloyd Leisure. He joined Star Trac – now Core Health and Fitness – in 2002 where he held sales roles of increasing responsibility. On being promoted to national sales manager, he led the UK team to impressive revenue growth over a five year period and during this time, James was appointed on to the ukactive Suppliers Council, alongside a selection of key senior leaders in the leisure industry. His most recent role was head of business development with UK leisure industry marketing experts Bigwave Media. At Physical Company, James is responsible for directing marketing operations, leading and developing the sales team, and identifying new market opportunities. Physical Company managing director John Halls said: “James’ wealth of sales and marketing experience, along with his vision and leadership skills, stand him in great stead to progress Physical Company’s business further forward.”

More than 500 leaders expected at IHRSA’s European Congress By Christina Eccles OVER 500 industry leaders are expected to attend IHRSA’s European Congress when the event arrives in London later this month. With the theme Fitness and Technology: Staying Ahead in an Evolving Industry, the congress will focus on what leaders need to know now as the club business continues to undergo rapid change. Keynote presentations will include Pioneering an Adaptive Digital Strategy, sponsored by Technogym, and presented by futurist Ben Hammersley, and The Disruptive Leader, sponsored by Keiser Corporation, which will be presented by founder of change consultancy JQED Ltd, Jamil Qureshi. IHRSA’s Europe director Florian Cartoux said: “The congress is coming back to London after 13 years and we couldn’t be more excited. “London boasts some of the most exciting and diverse clubs in the country, and, in terms of revenue, the UK continues to be the biggest market in the fitness industry in Europe. This congress provides an opportunity to return to the heart of fitness in Europe.” The programme will also feature 12 additional presentations by club leaders and business experts. All presentations, including the keynote

Last year’s European Congress in Seville, Spain. sessions, will be simultaneously interpreted in French, German, Portuguese, Russian, and Spanish. There will also be valuable networking opportunities including a sponsor showcase where attendees can talk one-to-one with leading suppliers and opening and closing receptions. IHRSA’s senior meetings manager

Marc Gagnon added: “The biggest change in the programme this year is a greater investment in high-level business speakers. “In the past, we primarily did concurrent sessions of industry presenters. This year, we’re doing all general sessions that will be an equal mix of industry leaders and nonindustry experts.”

PRODUCT NEWS

Sound Dynamics help you run best classes possible SOUND Dynamics help fitness professionals run the best classes possible. How do we do this? We provide fitness sound systems which are user-friendly, robust, powerful and innovative. We offer advice on all of our products and aim to simplify systems where possible, enabling instructors and staff members to confidently use them. Along with the ever popular portable PA systems we supply, Sound Dynamics’ very own instructor system is a great solution for many health clubs, gyms and studios. Each one is built to order, based on our customers’ requirements and comes complete with loudspeakers, a headset microphone and all the cables and brackets needed. They actually work really well for indoor cycling studios and many systems are now fitted with Bluetooth, giving instructors control from the bike. Over the last few years, we’ve seen a huge increase of enquiries for indoor cycling studios, with emphasis being on supplying top quality sound and lighting for these areas. Our sound installations team have been busy kitting the studios out with projectors and screens for virtual classes, along with quality sound systems that can cope with the noise of the bikes. This, together with some really cool

Brand to be launched in UK

lighting to help motivate, creates the kind of studio and atmosphere that participants get excited by, meaning they’ll be back for more. Find out how we can help you today – contact our team for advice on the best products for you. Call 01773 828486, email support@sound-dynamics.co.uk or visit www.sound-dynamics.co.uk

BODYSHOCKER is proud to announce the we will be launching the hugely successful supplement brand, Kaged Muscle into the UK. For those who aren’t familiar with Kaged Muscle, it was founded and developed by the legendary trainer and transformation specialist, Kris Gethin. Kris had “searched the world for 28 months to find the purest, most potent ingredients available” to create the brand, using only the highest quality ingredients that are safe and backed by science. Kaged Muscle Supplements are built on integrity and commit to responsible raw material sourcing. Only premium ingredients are used at Kaged Muscle. MicroPure Quality is guaranteed, clinically-backed, has stringent quality assurance standards, is independently third party tested and contains no artificial flavourings or colourings. Kaged Muscle is committed to 100 per cent full label disclosure and transparency, containing all necessary information to assure you of the quality. There is no “faking it”. Each product has a unique ID

number that can be entered onto their website to verify the product is authentic. If you are serious about your training and results and want to count on purity and effective dosages, as well as the highest quality ingredients, then Kaged Muscle is the brand for you. Their supplements meet or exceed the current Good Manufacturing Practices (cGMPs), are banned substance free – tested by BSCG and screened within the World Anti-Doping Association (WADA) framework. They are also InformedSport and Informed-Choice certified, making it great for tested sports people and athletes. Now you can make up your mind.... do you want to be using anything but the highest quality products? The standard has been set! For further information please contact Bodyshocker on 0121 709 0433 or info@bodyshocker.co.uk

UK FITNESS SCENE

Was the BP trade show a catalyst for innovation? By Matthew Januszek

Life Fitness launches IC8 indoor power trainer LIFE Fitness has introduced the IC8, an indoor power trainer with greater power accuracy, wattage and performance data than any other indoor cycle. Engineered to deliver the ergonomics, drive and feel of both a road and triathlon bike, the trainer is designed for riders that want superior tracking and fitness results. The trainer boasts the world’s most accurate power meter on the market; a performance-orientated PRO handlebar which empowers the cyclist to ride inside just how

they ride outside; and advanced, magnetic resistance and mechanical components delivering up to 3800 watts via a single resistance dial. The WattRate TFT Computer on the trainer has more than 40 performance metrics, and the IC8’s Bluetooth and ANT+ capabilities allow the user to access workouts, create training plans and analyse workout data with the ICG Training App. For group cycling scenarios, the IC8 comes with ICG Connect capabilities to capture the collective efforts of all riders. For more information visit www.lifefitness.co.uk/ic8

Specialists to supply recovery products to governing bodies SPORTS recovery specialists Pulseroll have reached a deal to supply their market leading recovery products to both GB Boxing and British Weight Lifting. Their signature Pulseroll vibrating foam roller has captured the imagination of many within the sports and health and fitness industries for some time. With four intensity levels, the roller gives users a similar effect as a deep tissue massage, helps quicker recovery from training, improving flexibility and increased circulation. Their new Pulseball product gives the same deep massaging effect and benefits, as well its unique peanut shape, designed to reach deep in to small muscular areas, as well as being ultra-portable. After being used by several leading athletes for some time, Pulseroll CEO Paul McCabe was delighted to come to an agreement with the boxing and weight lifting governing bodies. He said: “When we started Pulseroll, our goal was to help keep people training day after day. “For two of sport’s leading governing bodies to want to use

our products shows that the hard work and research we have put in to developing the perfect product for athletes has paid off.” As well as their innovative products, Pulseroll offer support to health and fitness professionals, by organising courses on how to host Pilates classes incorporating their vibrating foam rollers. So far they have trained 50 instructors from all corners of the UK, as well having a leading national gym chain trialling the classes in several of their venues. For more information visit www.pulseroll.com

A HIGHLIGHT in the Escape calendar every year is to exhibit at LIW, now rebranded as BP: Fitness Trade Show. In fact, LIW in 1999 was the first show Escape attended, where we just had a 3x2m stand, with a set of dumbbells and a few weight plates to exhibit. Twenty years ago, the cost of being there seemed huge for a small business still operating from a spare bedroom. It was our first year and the event was the platform that launched Escape in the UK. It brought us not only lots of new customers, but also plenty of key contacts across the industry. Back then, LIW was a thriving event with lots of energy. Anybody who was anybody was there. It was a fantastic opportunity for suppliers and club operators to share ideas, and to find out about new training styles and equipment. I always came away buzzing, with pages of notes full of ideas to follow up on. I still get the same buzz when attending trade shows around the world, including IHRSA (USA) and FIBO (Germany), which I still make a point to do even to this day. Unfortunately, in recent years there doesn’t seem to be the same level of interest, excitement and support from the UK industry for this type of event, and LIW is a shadow of its former self. This isn’t the organisers’ fault, and I have personally seen how hard they have worked to promote and reinvigorate the show, along with organisers of other similar events. In my mind, it seems that the UK industry as a whole no longer appears to be as excited about supporting them or sees the value in these events. Innovation comes from an exchange of ideas It’s disappointing that one of the world’s biggest fitness markets doesn’t have an industry event that can match its overseas counterparts for attendance, engagement and support. These events bring together the best minds in the industry, sharing ideas and meeting new people. New ideas are formed, partnerships are made and the seeds for new ventures are planted. We need this type of event in the UK, today more than ever. Although some parts of the industry are thriving, a big part of the market is struggling with a changing and increasingly competitive environment. In my experience and if you look at most industries, one of the ways that a struggling business can get out of a tough situation is through innovation. Look at sector after sector, and you see innovation driving business growth. There have been revolutions in the retail, hospitality, telecommunications, IT and

Matthew Januszek automotive sectors to name just a few. I see big changes in our industry too, but I’m not sure that in the UK we are innovating at the same pace as some of the other markets where Escape operates. Clubs are often choosing to base their strategy purely around aggressive pricing, echoing the approach of successful low-cost operators. But it’s important to recognise that most of the operators dominating this sector are not successful just because of price alone. Even the operators that seem to be competing on pure price are in most cases extremely innovative. They innovate on how they are selling memberships, their use of technology, their member experience, the way they balance their costs and so on. Innovation across all business models is vital. This is why attending industry events is so important, bringing you great opportunities to see what suppliers and other operators are working on, and which of their solutions will give you the edge on everybody else. Where are our industry’s next innovations? Trade shows have definitely been fundamental in growing our business over the past 20 years. They have changed the shape of our business and without them we wouldn’t be where we are today. Many gyms would also not look anything like the way they look today. I’d be interested in getting your thoughts on the BP show and what we as an industry should be doing to build brilliant, exciting events packed with ideas that will help to move our industry forward. Please contact me via LinkedIn or email me at matthew. januszek@escapefitness.com if you want to join me in this conversation. n Matthew Januszek is customer solutions director at Escape Fitness.

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