October 2018
The UK’s No 1 fitness industry magazine
No 301 £3
NFA tickets selling fast By Oliver Dyson
Dame Darcey Bussell leads a mass dance workout in the Guildhall Courtyard in the heart of London.
Darcey leads mass workout By Oliver Dyson
NOTHING but a dame would do to kick off this year’s National Fitness Day. Dame Darcey Bussell led a mass dance workout in the Guildhall Courtyard, in the heart of London, to celebrate the festivities. National Fitness Day celebrates the benefits and fun of physical activity across the country. Held on September 26, it saw gyms, leisure centres, instructors and clubs join in and host special events, classes and more. Dame Darcey said: “This isn’t just about one day though – we want to encourage more people to discover physical activities that they love all year round, whether it’s dancing with your kids in the kitchen, a brisk walk in the park, playing sport with your friends or a workout at the gym.” The big kick off was co-ordinated by ukactive, supported by AXA PPP healthcare and in partnership with Everyone Active and Les Mills.
Gymnast Max Whitlock, hurdler Colin Jackson and women’s hockey forward Alex Danson also turned up to share in the festivities, which included free classes taking place throughout the day. Guildhall was chosen as the launch location as part of AXA’s Flying Start campaign to get workers exercising to kick start their day. ukactive CEO Steven Ward said: “National Fitness Day represents a fantastic opportunity for the physical activity sector to spread the fun of fitness by engaging people who are usually less active and highlighting the rewards physical activity brings.” Everyone Active South East regional director Duncan Jefford added: “We are honoured to support National Fitness Day once again to shine a spotlight on fitness. “Ideally, every day would be fitness day and we hope that the early morning activities will inspire people to get moving.”
TICKETS for this year’s National Fitness Awards are already selling fast. The highly anticipated event, one of the most prestigious on the fitness calendar, will this year be once again held at Leicester’s Athena venue. And anticipation for the big night, set to take place on November 30, has only increased since shortlists for the awards were announced. The evening begins with drinks and canapes, before attendees enjoy a three course meal and entertainment. This year’s theme is Rio, promising to bring all the vibrant colour and energy of the famous Brazilian party city. And all this is before the main event: the awards presentation, hosted by Jenny Pacey and Wayne Gordon, where the winners of this year’s fiercely contested categories will collect their awards. And after our winners have been crowned, you can dance the night away at the disco – with a
midnight breakfast to boot. National events co-ordinator Simone Saunders said: “I can’t believe how fast it has come around, but this year’s NFAs are almost here. “We are so excited to welcome everyone to the Athena and share in what is sure to be a night to remember. But don’t delay in getting your tickets: they are on a first come, first serve basis, but the good news is you can purchase as many as you want. “It sounds like quite the show and that’s before we even give out the awards themselves. “Make sure you visit www. nationalfitnessawards. co.uk to find out more and secure your tickets now.”
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Ten Health and Fitness opens new Mayfair studio By Oliver Dyson A CLASSY redesign has been revealed at the Ten Health and Fitness Mayfair studio. With a client base which has previously included fashion photographer Mario Testino, supermodel Claudia Schiffer, Ten saw fit to create a space to suit.
Ten founder Joanne Mathews and creative director Justin Rogers unveiled the new look last month. A combination of marble, parquet flooring and black detailing gives the new look studio the appearance of a luxury hotel. And the changes aren’t just aesthetic: the number of Pilates reformers has been reduced to
Escape Fitness celebrates 20 years and reputation grows COMPANY Escape Fitness celebrated 20 years in the trade this year and their reputation continues to grow. Initially a small family start-up from a spare bedroom, the company is now operating in more than 80 countries and has more than 120 employees working with some of the biggest fitness and hospitality brands. The versatile company, based in Peterborough, is known for its products, gym design, programming and education and training. The company has always moved with the times and have this year launched their very own podcast called Escape Your Limits. The
podcast features inspiring words from proven club owners and leaders. Matthew Januszek said: “Our business has grown organically and with that growth has come change and a lot of learning. “As we celebrate the successes that got us to this point and look to the future, we will hold on to the passion and personal relationships that have helped to grow the business, while creating new systems and processes required of those organisations that operate at the next level. “We have a strong team of experts across all disciplines and the next 20 years looks to be even brighter.”
provide a more personal experience, and an extra therapy room gives clients better access to Ten’s ‘circle of care’ – the collaborative fitness strategy which sees PTs, physios and massage therapists work together on client programmes. Justin said: “At Ten, the brand is strong enough for us to ring the changes a bit with our studios.
“So rather than a cookie-cutter approach, we’re increasingly keen on celebrating the differences between them, whether that’s in the feel of the area or the architecture of the building. “That way, it’s more fun for us, and more interesting for our clients, especially as so many of them like to train across multiple studios.”
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Active Stirling chooses Halo to increase engagement By Oliver Dyson HALO Fitness Cloud was the tool of choice for Active Stirling’s new flagship facility – the first in the country to use the technology. The Peak reopened in May with new cardio, strength and functional training equipment from Life Fitness. As part of the relaunch, the Halo Fitness Cloud was introduced to help engage with the facility’s 2,300 daily visitors. The Peak is the first in the UK to use Halo. Stirling chief executive Andrew Bain said: “We needed an advanced solution that’s not only user-friendly, but also gives us meaningful insights about activity at The PEAK and an opportunity to promote the numerous services we offer at the facility and throughout the community. “We’re delighted to partner with Life Fitness to drive our passion further into the community. “Halo Fitness Cloud will allow us to support our large membership demographic who stay active in many ways – whether it be swimming, sports classes, gym workouts, fitness classes and many more forms of sport, physical activity and exercise. We’re excited about the new experience we’re
bringing to The Peak.” Active Stirling will use Halo Fitness Cloud to create a connection between its exercisers and the personal and small group training offering. Trainers at The Peak can create and send personalised workouts to members via the Halo Fitness App, which will be accessible to each member. Trainers can also interact with members directly via the app to support clients on their fitness journey. The Peak will use Halo to create a view of an exerciser’s activity, no matter where they are exercising, to support them in reaching their goals. Life Fitness president Jaime Irick said: “Active Stirling’s mission perfectly aligns with our purpose at Life Fitness to inspire healthier lives. “The community and activity programs that the group has built are truly impressive, and we’re proud to bring Active Stirling the digital tools they need to create even more impact in the community. “Our vision is to be the platform that connects the world to fitness, and we’re happy to be supporting Active Stirling in connecting their corner of the world to fitness.”
Third Space chooses EXF LUXURY London health club group Third Space has awarded EXF with the contract to supply kit at its Soho club and new City club. Third Space City, which opened in August, includes a 112sqm functional training rig which was built to measure to fit in with the look and feel of the new space. EXF also created a bespoke boxing rig for the new combat studio, which incorporates six heavy duty bags on a sliding rail system and another studio rig with inclusive storage. Finally, to complement the City club’s weight training provision, EXF supplied performance racks and a performance lifting floor. And at Third space Soho, EXF
delivered a bespoke storage solution for their functional training equipment. EXF business development director Ben Steadman said: “Third Space share our passion for quality and innovation and it has been a privilege to create functional solutions which are unique to their brand. “We worked closely with Third Space to consider every single detail of each rig and storage solution to ensure the in finished products deliver the best possible member experience. “We look forward to supporting Third Space as it continues to grow and innovate in our sector.”
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Advertiser’s announcement
Bolton welcomes Kings Gym KINGS Gym is a new family-run facility in the heart of Farnworth located in Greater Manchester. The facility is now open for business and established itself as a high-quality fitness centre open 24 hours a day, seven days a week. The gym offers full cardio, plate loaded, resistance equipment with additional features such as physio rooms and 250 classes per month all included in the price of the non-fixed contract. All equipment was specifically selected by owner Matt Biggar to assure that the gym was able to accommodate all fitness requirements using a wide range of leading fitness brands which where all supplied by the team at Fitness Systems, some of the brands included are Force, Matrix, Rockit, Hammer Strength, Technogym, Stair Master and much more. How did this all come together? Upon the completion of the new facility we took
the opportunity to speak to Matt for some insight on how Kings Gym was established, his motivation and his plans for the future. Matt grew up in the USA and was impressed with how the fitness centres over there had everything in one facility which would accommodate for all with an affordable price tag which was suitable for everybody among the community. On returning to the UK, Matt found that there was a gap in the market to build a facility such as the ones in the states. Working in the industry in various roles amongst some of the UK’s most established corporate gyms working from sales to a rehabilitation physio, Matt gained the experience required to pursue what he believed would be the perfect fitness facilities and community asset which would accommodate for all. Why did Matt choose Fitness Systems to bring this vision together? When speaking with Matt he expressed the great difficulties he came across in finding the perfect equipment, facilities and provider to bring his vision to fruition. Having great all-round experience and first-hand knowledge in working in the fitness industry, Matt was relentless in pursuit of finding what it was he believed to be the perfect equipment for the rigorous demand that would be put on the kit in with King Gym being open 24 hours seven days a week. Over the years Matt found that the Force strength equipment was perfect with the ranges of functionality and durability to withstand the heavy duty usage and also the option to add more weight to the pin loaded equipment for it to be able to accommodate for the more experienced gym goers who use the equipment when training for
competitors such as body building and elite sports. With Matt knowing exactly what it was he required from his kit it was key that he had the availability to all leading fitness brands. Matt found it refreshing to see a company treat all its clients exactly the same no matter the size or stature the company the customer service was provided in equal measure. In the next 10 years Matt has the intention to develop and grow Kings Gym into a nationwide brand with the search for site number two already underway. Email info@fitnesssystems.co.uk or call 01204 541710.
DO YOU KNOW WHAT IT TAKES TO SURVIVE AND THRIVE IN THE FITNESS BUSINESS?
David Cooper, Co-founder GYMBOX.
01 Scott Best, Director DW Sports.
23
James Balfour, Co-founder 1Rebel.
02
Rob Moore, The Disruptive Entrepreneur.
07
Colin Waggett, CEO Third Space.
29
Kevin Yates, CEO TRIB3.
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LISTEN TO THE ESCAPE YOUR LIMITS PODCAST. Find out what these industry innovators are doing and what it takes to not just survive, but flourish in an ever crowded and competitive marketplace. Gain a life’s worth of knowledge in just one hour, from fitness businesses that have made it happen. Available on iTunes, SoundCloud, Stitcher and more, for iOS and Android. Or watch each episode on YouTube. For more information visit www.escapefitness.com/WO18
w w w.e s c a p e f i t n e s s .c o m | s a l e @ e s c a p e f i t n e s s .c o m | 01733 313 535
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New qualifications aimed at helping professionals work with disabled A NEW partnership will see more disabled people get active. SFE Academy and SportsAble are working together to develop and deliver a range of qualifications specifically geared towards helping professionals in the trade work with the disabled. SportsAble’s dedicated disability sports facility in Maidenhead, Berkshire, will become an official SFE training centre where students will get involved in tutorials and practical sessions focused on working with people with physical, mental or sensorial disabilities. Adam Latrache, founder of SFE Academy, said: “The 2018 Raising The Bar Report, commissioned by Future Fit and supported by ukactive and CIMSPA, confirmed what we already suspected, that the vast majority (86%) of employers believe fitness professionals are not adequately trained to deal with disabled people. “Through teaming up with SportsAble, SFE is developing a suite of flexible qualifications that will address this need, giving fitness professionals the skills and practical experience they need to confidently engage with individuals living with a range of physical and mental impairments.
“Every month, SportsAble delivers more than 300 coached sporting sessions to more than 500 members and community groups, from table tennis to swimming and from boccia to air weaponry and wheelchair basketball.
“The charity is focused on community provision but is also very proud to have been represented at every Paralympic games since 1976. “Tapping into their expertise and inviting their team to contribute to our student learning journey will add
authenticity to our offering and give the students an opportunity to learn from experts delivering in this field every day.” Kerl Haslam, SportsAble CEO added: “As soon as I met Adam and Darran I wanted to work with them. They are so passionate about what they do and have a real drive to provide training which produces truly work ready graduates. “This partnership will help more fitness and sport professionals become better equipped to work with disabled people which, in turn, creates more opportunities for people with a disability. “Working with people who have a disability is a neglected skill set and this partnership will bridge the gap. It will also help to raise general awareness of disabiIity and the importance of encouraging and working towards more widespread inclusivity. “I am really excited by the potential this partnership offers and look forward to welcoming our first students through our doors by the end of the year.” n For more information about SFE Academy visit www.sfe-academy. co.uk For more information about SportsAble visit sportsable.co.uk
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APG Leisure and BECO Beermann partner up APG Leisure will be the official sellers of BECO Beermann products after a partnership was agreed between the companies. Cheshire-based APG is now the official UK and Republic of Ireland distributor of German company BECO Beermann’s products which includes swimwear, swimming accessories and aquafitness products. Paul Smith, marketing director of APG Leisure, said: “Our new partnership with BECO Beermann marks the start of a new journey for APG and our customers, which sees APG expanding its marketing offering to including swimming accessories, aquafitness equipment, training aids, leisure and competitive swimwear. “The collaboration comes as the UK company actively seeks to expand its offering with the UK and Ireland. Thorsten Schroer, of BECO Beermann, added: “We are delighted to be partnering with APG – one of the UK’s leading aquatic suppliers with a rapidly growing UK presence. “We feel their strategic position and reputation for providing a high level of customer service fits well with our core values.”
The barriers and benefits of exercise for cancer patients By Stuart Stokes
IT IS crucial for cancer patients to return to activities of daily living, not just exercise, from a societal perspective as well as for their health. But it is important to remember, whilst many understand its benefits they may not want to be segmented into ‘cancer groups’. They are tired of being defined by their disease. This begs the question: should programmes be ‘badged’ as cancer rehab? To counter this, an ‘individualised element’ is massively important. If a patient has just finished an intensive cycle of chemotherapy they simply may not be ready to join a physical activity programme. Invasive surgery may present physical barriers, such as the risk of herniation, whilst chemotherapy introduces side effects such as fatigue, sickness and an increased risk of neuropathy. These concerns may bring into question the role of big group exercise. We have seen great results from specific programmes. Proactive, designed for small groups of prostate cancer sufferers, is a fantastic example. This free 12-week programme included weekly 90-minute sessions of discussion and exercise taught by specialist cancer rehabilitation instructors. Its uptake rate was 84 per
Stuart Stokes is commercial director at patient and health care referral company Refer-all. cent, with 83 per cent of participants increasing physical activity levels. Cancer is a life-changing event for everyone who experiences it. It is essential instructors are able to adapt to the patient’s needs. Patients need to feel safe and supported physically and emotionally. Rigid structures for weekly sessions may
not be appropriate, with the timing of exercise a potential issue: will winter or evenings be too cold? Patients will also need a good support network to transport them to sessions. Virtual programming, which could be accessed at any time from the patient’s home, could be an alternative. The Clinical Oncology Society of Australia recently stated it would be harmful to the health and recovery of its patients not to take part in physical activity. The article highlights “people who exercise regularly experience fewer and less severe treatment sideeffects; cancer related fatigue, mental distress, quality of life.” This follows a study by the American Society of Clinical Oncology which reflected on the importance of exercise during chemotherapy. This stated that four years after participating in an 18-week exercise programme, while receiving chemotherapy, patients still engaged in physical activity 20 minutes per day more than those who hadn’t participated in the initial programme. Regardless of how it is delivered, the evidence is clear. There is a strong link to participation in weight bearing and non-weight bearing exercise for all causes of cancer. Therefore if a centre is able to provide appropriate opportunities, they should.
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Refurb transforms Rhyl Leisure Centre A WELSH leisure centre is now a ‘market leader’ after undergoing a more than £1m refurbishment. Denbighshire County Council’s work at Rhyl Leisure Centre includes a 26-bike group cycle studio with tailored sound and lighting systems, a new functional training suite as well as an upgraded fitness suite and changing rooms. The revamped fitness suite features Technogym’s new skill range with the Skillmill, Skillrow and Skillrun machines, while the new functional training area includes half and full racks, Olympic bars as well as sled push, grappler, tyre flip, kettlebell, battle rope and climbing rig equipment. The work, which totalled £1.2 million, has already resulted in an influx of new members. Jamie Groves, the council’s head of leisure, said: “Rhyl Leisure Centre
has undergone a significant £1.2m re-development over the past six months making it one of the premier fitness centres in North Wales. “This leisure centre is a real market leader and offers a very high standard of equipment and staff expertise, which we believe rivals any facility in North Wales. “We are already getting great feedback from our members. “As well as looking fantastic, the new facilities now offer a wider variety of training programmes, which has already had a positive impact on new and established members.” The cycle studio now offers 15 classes per week, including early morning and evenings, as part of a new timetable, and features equipment that can be connected to Technogym’s mywellness cloudbased platform, allowing users to
seamlessly track their performance to help reach fitness goals. It also incorporates a new lighting system as well as an interactive screen that allows the rider to see their performance as the class progresses. Coun Bobby Feeley said: “We are truly proud of our track record in investing in our leisure facilities, at a time when many other councils are considering closing such facilities. “We recognise the benefits of our facilities in improving the health and well-being of our residents, making our communities resilient, which is a priority for the council.” Tesni Evans, Welsh bronze medallist in squash at the 2018 Commonwealth Games, who uses the centre for her fitness training, said: “They are really impressive facilities provided by Denbighshire County Council and Rhyl Leisure Centre, the equipment
provided will really help to maintain and improve the athletic performance which is essential for international competition.” Centre member Tracey Boulter said: “I am loving the new look to the gym, all the equipment has been updated. The staff are great, always helpful and friendly. I always find the gym a great place to be. “The new fitness suite is a fantastic place for anyone who enjoys working out. There is so much equipment to use that you can continually vary your workouts.” Dominique Jones, a GP referrals co-ordinator, said: “I am really impressed with the new facility and the two new gyms. They provide everything that I need to provide a complete and varied workout to our clients.” n For more information visit www. denbighshireleisure.co.uk/
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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 od@scriptmedia.co.uk or you can message us on Facebook or Twitter.
Editor’s comment
Talking point: What do you predict will be the biggest trends of 2019? Are you introducing something industry leading in your fitness business? Send your answers to od@scriptmedia.co.uk or contact us via Twitter or Facebook. We’ll print the best responses next issue.
This month’s Way To Go winner is Zakarya Mohammed. Zak trains at Core Gym, Bradford and has gone from being anorexic to competing in bodybuilding competitions, thanks to his work and dedication at the gym. When he first started, Zak weighed just nine and a half stone – approximately 60kg. But since working with coach and PT Kyle Kendrew, he has transformed in both mind and muscle. He now weighs 85kg, with a 30in waist, and competes at a stage weight of 75kg and a waist of 28in. In August, he took part in the UKBFF North East Championships. Zak, 37, said: “I have now competed in the IFBB UKBFF and my preparation has started for the UKBFF Sugar Classic in November. My background is that I have had an eating disorder since I was 21 and admitted I had an issue when I turned 31. I have been training with Kyle four years and since then, have added size, adopted a healthy lifestyle and rediscovered my love for nutrition.” WHAT A busy month September has been. And I’m not just talking about in the Workout offices, where we have been sorting through shortlists and getting in touch with the country’s best for this year’s National Fitness Awards. It’s quite an undertaking, deciding who has made it to the final round of each category. And this year has seen some particularly strong competition. It’s now down to our crack panel of judges, made up of some of the industry’s biggest and brightest stars, to decide who will get to hold those trophies aloft on the glittering awards evening in Leicester at the end of next month. Tickets are now available to buy on a first come, first served basis. Check out www.nationalfitness awards.co.uk for more information. I also tried my hand at Bikram Yoga this month for Challenge Workout. As someone who has never tried even room temperature yoga before, making my debut in the hot environment of Bikram Yoga Leeds’ purpose built studio was certainly interesting – but it was a great experience. Read more about that further in the magazine. Outside of Workout and the NFAs, plenty of other people have been busy too. The nation celebrated National Fitness Day on September 26 and later that same week, there was the Macmillan big coffee morning – an event which always seems to get gyms, trainers and members involved for a good cause (and some good cake). This month is Hallowe’en, so no doubt some of you will be putting together special events and ghoulish costumes for that too. If you are getting involved in any of the above – whether that’s something special for National Fitness Day, a big event for Macmillan or something spooktacular for All Hallows Eve – get in touch with me on od@scriptmedia. co.uk and send some photos in. We’d love to showcase some of what you get up to in the mag. Have a good one! Oliver
Picture of the month A body combat marathon was held by South Downs Leisure to raise money for charity. Held at Worthing Leisure Centre on September 8, it saw people flock in to raise cash for the Alzheimer’s Society. BODYCOMBAT, created by Les Mills, incorporates aspects of martial arts disciplines like karate and boxing into a workout class. The event raised £1,945.78 for the charity. Organiser and health and wellbeing manager at South Downs Leisure Sally Honey said: “Huge thanks go to all the participants for doing so well and to the instructor team for volunteering their time, including the hours spent learning choreography and to the staff at Worthing Leisure Centre that helped the event run so smoothly. The nearly £2,000 raised for this great cause is phenomenal.”
Look out for updates on the upcoming National Fitness Awards on our social media pages, where we’ll be revealing all the latest news. Make sure you like the Workout Facebook page and follow @FitnessAwards and @FitConference to keep up to date.
#social media ... @SarahTremble: When I first started in fitness 15 yrs ago I used to read @WorkOutUK and dream of attending the glittering @FitnessAwards ceremonies, never did I dream my gym would be a finalist for the 2nd year running! #feelingproud #fingerscrossed
@ServiceSport: An important snippet from this month’s @WorkOutUK magazine. The venue and date for this year’s
ServiceSport-sponsored @ FitnessAwards event has changed. Find out more at nationalfitnessawards. co.uk @TroyLakePT: Over the moon to feature in @ WorkOutUK magazineThe UK’s number 1 fitness industry magazine! The article details how I helped a mother (Carole) and daughter (Vicky) duo transform their lives! trainwithtroy.co.uk #PersonalTrainer #Health
#Fitness #WeightLoss #NorthEast @FitnessAwards: Well done to all our shortlisted finalists for the National Fitness Awards 2018! Tickets for the evening are now on sale... Head over to nationalfitnessawards. co.uk to book your seats and join us for a night to remember! @MacroBasedDiner: After winning @ FitnessAwards 2017 we
didn’t stand still, we went further than anyone could have imagined.. and me and my team showed how to use a successful year as a way to compete against the big boys. #mikehindfitness @Stetops: Excited to hear that the standard of entry at this year’s @ FitnessAwards is as high as ever. Look forward to judging and being inspired by the finalists #bestofthebest
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Top 20 ranking for Fitness Space FITNESS Space is celebrating after being named the 17th largest fitness operator in the UK. The boutique service-orientated concept is the fastest expanding franchise outside of the top ten, with 14 new locations in the past 12 months. The ranking comes as part of the 2018 State of the Industry report, from Leisure DB. Fitness Space founder Tim Benjamin said: “In the last 12 months Fitness Space has grown exponentially, and it is a huge accolade to be recognised as a top 20 fitness operator. Our boutique studios provide a digitally integrated, supportive, service-orientated environment for members, and the concepts proven popularity has helped to accelerate our growth across the UK. “We are continually focused on evolving our model and expect to open a further 12 studios in 2018.”
New free planner to help change habits THE BRITISH Nutrition Foundation has launched a new, free planner to challenge people to Try, Swap and Change their habits and become healthier. The weekly planner presents 15 suggestions to choose from to help develop a healthier lifestyle, by trying something new, swapping old habits for better ones, and changing elements of your lifestyle. Each week users can pick three or more of the 15 challenges, which include things like finding new ways to be active, including more fish in your diet and cutting out sugary drinks. BNF science director Sara Stanner said: “Our hope is that people will find our ‘Try, Swap, Change’ planner easy to use, so that over time healthier choices become natural and secondnature, rather than a chore. “We want to encourage the nation to maintain a healthy lifestyle and keep the long-term benefits in mind, rather than just thinking about the here and now.”
Virtual training – positives and negatives THE FITNESS industry is continually growing and expanding, with new exercise trends springing up every month. One of the latest industry buzzwords is ‘virtual training’, and it is proving to be an interesting source of discussion. EMD UK is the national governing body for group exercise. EMD CEO Ross Perriam said: “Virtual training has definitely opened up a topic for debate. Virtual training does have its place within the industry and can boast a number of positive benefits. “It can encourage people to exercise from the comfort of their own home if they are just getting started on their fitness journey, or if they want to build their confidence at home before trying out a live class. “It can also be a useful tool for those who may find that the class times at their local gym are of an inconvenient time or are booked up. “Virtual training can also help operators to fill in quieter times on their timetable and supplement the instructor workforce. “However, virtual training at home or in a club can lack the multiple
EMD CEO Ross Perriam benefits of the group element of a live class. “A live instructor brings energy and motivation into a class, as well as being on hand to provide direction and feedback on form and technique, that can be extremely difficult to replicate within a virtual class. “Often a good instructor will build
a loyal following of participants and support higher class numbers, leading to higher member retention.” The latest findings released from EMD UK’s group exercise national survey revealed that of those surveyed, over a third (35 per cent) of group exercise participants believed that virtual training would not meet their needs at all. The primary reasons being that they would miss the rapport building (56 per cent), instructor feedback (53 per cent) and the social aspect of being with others (43 per cent). However, there could be further research needed to investigate whether participants think that virtual training is better than no training at all. Ross concluded: “At EMD UK we believe the instructor is key to delivering a quality group exercise experience that supports lasting engagement with participants as well as delivering greater results and satisfaction levels. “Our national survey results indicate that many participants are of the same opinion, but we look forward to seeing how the future of group exercise progresses.”
Wattbike launch new small group training A NEW course has been launched to help gyms make the most of the rise in group cycle training. Power based, indoor group cycling is one of the fastest growing indoor training sectors, and in recognition of this, Wattbike have announced the launch of their new Small Group Training education course. It innovates the indoor cycling experience with progressive, periodised programming and is focussed around specific goals. Members are made accountable for their improvement using focused, individual data and real-time feedback on their effort. Delivered by Wattbike Master Trainers, the six-hour Small Group Training course will teach attendees how to effectively run group training, working through general conditioning, advanced conditioning and technique in order to engage different demographics. The sessions are designed to get results; they will work through progressive programming that will guarantee performance improvement.
Nuffield Health have been early adopters to the education course, having just launched Wattbike Small Group Training across 20 sites. Charlie Banfield, Nuffield Health national commercial manager for group exercise, said: “We have been developing our group training for gym zones, ensuring that we reflect our connected health strategy and cater to all our customer types. “From the outset, we knew that we needed a Wattbike Zone to support our indoor cycling, small group training. “Even though the Wattbike was developed with professional athletes in mind, they are a great fit for anyone, of any ability, wanting to see real results in their fitness and performance goals.” The Small Group Training course will take learners through the Wattbike four stage programme, starting with the principles of the effectiveness of using the Wattbike Polar View and understanding resistance training and technique, followed by conditioning the body to work across training zones,
through to targeting fitness gains and performance before providing ongoing sessions to ensure continued performance progression. Wattbike master trainer Matt Gleed said: “Having worked with renowned sports scientists, sporting champions and the best sporting engineers, Wattbike have always held the quality of its education at their core. “With the rise in popularity of Wattbike Zones, the team recognised the need to provide a course that will teach staff the latest in testing, performance tracking and delivering engaging fitness-changing content in a fun, motivational way.” With a focus on education, Wattbike will also be launching a number of other new education courses including a one-hour Express Introductory Workshop, a four-hour Introductory Workshop and a threeto-four-hour Fitness Assessment and Testing (FAST) course. n To find out more about these education courses or to book a visit from a master trainer, contact sales@ wattbike.com or visit www.wattbike. com for more information.
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Advertiser’s announcement
UFC – The Ultimate fitness equipment WHEN it comes to combat sports, it’s hard to top the global appeal of the Ultimate Fighting Championship (UFC). After buying the company for $2million in 2001, brothers Lorenzo and Frank Fertitta alongside schoolfriend and UFC President Dana White, sold the business to global sports management company IMG for $3.77billion in 2016. Global fitness company Dyaco holds the global licence to manufacture and distribute UFC-branded fitness equipment and leveraging the popularity of the iconic, global brand, is providing a diverse offering of premium equipment for both commercial and retail markets. The broad range of premium equipment available gives health clubs the platform to deliver bespoke ‘UFC Zones’ on the gym floor and engage its customers with a brand synonymous with elite-level performance. The UFC offering is split into four key pillars: UFC Ultimate Kombat – The Ultimate Kombat range encompasses a broad selection of combat training equipment including UFCbranded gloves, mitts, head gear, wraps and punchbags. The products have been designed to be suitable for beginner level right through to professional UFC athletes. UFC Ultimate MXS (Strength Series) – A full range of premium commercial UFC strength equipment suitable for health clubs of all shapes and sizes. Products include selectorised strength and plate-loaded machines as well as benches. The initial line-up includes traditional gym floor favourites such as Chest Press, Shoulder Press and Leg Curl machines.
The equipment is manufactured by Dyaco’s strategic partner gym80, ensuring premium and robust equipment suitable for rigorous commercial use. The equipment is durable and built to last, constructed with 4mm heavy duty steel as opposed to the 2-3mm found in the majority of selectorised strength equipment on the market. UFC Ultimate MXS equipment uses Kevlar belts instead of cables, which are significantly more durable and require much less maintenance. All machines are in the instantly recognisable red and black UFC colourway. UFC Ultimate Training – A diverse range of functional training equipment, ranging from rigs to accessories including ab wheels and battle ropes. The equipment has been designed so it is synonymous with the UFC brand. Even the weight plates and barbells boast the iconic octagonal design. UFC Training and Programming – Complementing the range of UFC equipment is bespoke training programmes to simulate the strength and conditioning of an elite UFC athlete. These will be available to health clubs and individual users in both written and video formats. A specific training programme in development is ‘Championship Rounds’ – five x five-minute rounds (with one-minute rests) of training which replicate the intensity of championship competition in the UFC octagon. With UFC athletes renowned for their fitness and stamina, the programme will provide an interactive experience which can be delivered as an immersive group exercise format.
Contact E: sales@dyaco.co.uk T: 0800 0293865 W: www.dyaco.co.uk
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FUNCTIONAL TRAINING
How the S-Force advances resistance training NEW to the cardio floor is the S-Force Performance Trainer from Matrix. This unique cardio product delivers scientifically-proven magnetic resistance training to challenge gym members in high-intensity, low impact interval training on the gym floor, in circuits and small group training. Magnetic resistance training increases the harder the athlete works, creating challenging and progressive workouts for everyone from beginners to elite athletes. The S-Force Performance Trainer is extremely versatile and can be used with individuals or in small group training. Personal trainers will quickly get to grips with how the S-Force can take clients’ workouts up a notch or two and fitness managers will enjoy the new challenge it brings to gym sessions, studio circuits and group training. Here, Matrix Master Trainer Matt Gleed explains a little more about how PTs and group ex instructors can make the most of magnetic resistance training. “The S-Force is great at working muscles like quads, glutes and hamstrings and is perfect for shaping
up and performance work,” Matt said. “PTs will be able to work on these goals with individual clients or in small group training, especially with the Sprint 8 workout built in to the console. “The S-Force is best used when lead through a workout by a PT or instructor to ensure they engage with
the equipment properly.” Matt is confident that once the basics have been mastered, people will soon be able to work through the levels and access the Sprint 8 workout options. But he warns: “Whatever you do, don’t just put the S-Force onto the gym floor and hope people work it
out for themselves. “The new technology and optimal use of the product needs explanation to realise its full potential. And once people understand how to use it, they’ll be back for more.” Matt recommends gyms introduce the S-Force to their members by setting a challenge, including a demo of what’s expected and a quick training session to show them how to work towards their goal. The challenge and bi-weekly retests will keep them coming back to use the machine and it will quickly become part of their routine. Another good way is to incorporate S-Force into circuit training as a HIIT station so people use it alongside others and in a supervised setting. “The S-Force is great because it can help achieve many training goals,” Matt said. “It is on wheels so you can be easily moved around the gym and in and out of studios as needed. Finally, PTs working with athletes and clients with an athletic mindset will quickly see how good the S-Force Performance “Trainer is for acceleration training and improving their ability to produce force: it’s a truly versatile piece of kit for gyms.”
Maximum results, minimal footprint ESCAPE’S newest space efficient frame-based training solution provides the maximum number of functional workout stations to boutiques, gyms and studios of any size. With minimal transition times and a range of equipment to hand at each workout station, dynamic, high impact workouts will excite your members and keep them coming back. Hand-crafted with high-grade European steel, the strong and durable HIT HUB will enhance the look and feel of any club or studio – creating engaging workout options in a small, efficient footprint; maximising your return on investment. Part of Escape’s Octagon range, the HIT HUB is developed in modules
that attach and expand to any size. The HIT HUB – SINGLE is ideal for space conscious hotels and multi housing complexes. Designed specifically for group fitness and boutiques, the HIT HUB – QUAD enhances group training where time, space and the proximity of equipment are key, creating the perfect centre point for circuits. Offering numerous functional training possibilities, including plyometrics, strength training, core work, boxing and more, the HIT HUB is a fully-stocked workout station with storage and options for athletes of all levels. It’s the go to destination for PTs and the ideal enhancement to programming solutions such as MOVE IT. Visit www.escapefitness.com
FUNCTIONAL TRAINING
Jordan Training Academy’s senior trainer, Marc Edwards, talks us through the ins and outs of functional training.
The what, why and how of functional training What? Functional Training is a very broad term for a specific, desired result. Many personal trainers, health clubs and gym owners profess to have ‘functional training sessions’, a ‘functional training studio’ and even run ‘functional training workshops’ for their members. When asked what is functional training is to them, 90 per cent of the time I’m met with the one liner, ‘stuff you do in daily life’. To a certain degree, they’re right but it’s deeper than that. For ten years, Jordan Training Academy has educated professional athletes and their coaches, as well as branches of the military and emergency services, right through to teachers and parents. Each has a specific role to perform every day and each will require different training programmes with variables that have the sole purpose of improving their ability to perform that task, that function. In a group exercise (class) setting, there may be in attendance, a police officer, an investment banker, a recreational badminton player, a fulltime mum of three, a butcher, baker, you see where I’m going. Each of these people perform different tasks in ‘daily life’ and yet without the luxury of having the ability to run multiple, different,
include moving an object, resistance training. Research conducted by the University of Jyväskylä in Finland found that resistance training twice a week improves environmental quality of life and intrinsic exercise motivation in older adults. We can assume a similar result for individuals of all ages.
training programmes in one 60-minute session, we need to cater for everybody’s ‘goals’, their individual fitness & movement levels and all with the aim to improving their ability to perform their function. Try to find a common link between everybody. The fact that we’re all human is a good start. Our joints move in three planes of motion and should all be trained to move freely in those planes. We (if we’re lucky enough) can all
Squat, Lift, Push, Pull, Twist and Walk** and these movements should all be trained. Aim to look at each movement pattern and perform its various exercises in all three planes of motion. This will have a positive carryover to many end user tasks and improve resilience to injury. Why? Many of these movement patterns
How? Jordan Training Academy specialises in functional training instructor courses. We have an extremely popular Functional Training Workshop that introduces you to the methodology of functional training and offers practical experience of using varied equipment, including our unique TufNut (Tyre), to improve and individual’s function. Our new Programming for HIIT Course teaches you to apply the methodology of Functional Training to a group environment. Using equipment such as sandbags, bodyweight suspension systems, barbells, dumbbells and even just your body weight, you’ll have the skills to design and build HIIT workouts for varied size groups, improving EVERYBODY’s functional performance. **Modified. Not the full list. See our Functional Training Workshop for the full list.
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FUNCTIONAL TRAINING
Exercise is fun-damental at award-winning gym THE importance of fitness in young people is a hot issue at the moment. And for Birmingham’s Rigs Fitness it is something they are taking direct action about. The functional training gym – 2016 winner of best functional training gym in the UK at the National Fitness Awards and Best New Gym at the 2013 ceremony – has established a youth athlete academy. Rigs owner Sam Smith said: “We want to see that progression from age eight as they grow up. The main factor for parents is they want to feel the gym is equipped for their kids. But we actually don’t need anything new, they can work just the same as adults. “What we want to focus on is making sure it is fun, that they go home saying they
“The main factor for parents is they want to feel the gym is equipped for their kids. But we actually don’t need anything new, they can work just the same as adults.”
enjoyed it. So we can turn them into games, and get past that barrier that coming to the gym is all about strength and conditioning.” Rigs head of performance Josh Bridgeman carries out a functional movement screening and then an exercise programme is created based on that, before moving into a more traditional strength programme as they progress. “We have to explain to
parents that we are really just making sure they can move correctly as human beings. “And we have spent a lot of time with the council, talking about how big an issue it is that kids just are not doing as much exercise as they once were. This kind of programme can really help out,” Sam said. “The main thing is to always have goals for them to work towards. Rather than them coming in and saying they are too fat, we want them to have something they are going to do like a strength competition which we can train towards.” “If you get kids at a younger age, they will start thinking about why they are doing it and it is the same as with any other members – if they have goals to work towards, they tend to stay.”
Advertiser’s announcement
RAZE and IndigoFitness partner the first National Fitness Games THE inaugural National Fitness Games took place at Loughborough University. The National Fitness Games was conceived as the UK’s ultimate team fitness competition, with workouts challenging not only the four key pillars of fitness (strength, speed, power, endurance), but also the ability to work as a team. IndigoFitness, leaders in highperformance strength training equipment, were brought on
board as the official strength and conditioning partner, working closely with NFG’s fitness industry experts to provide the ultimate training equipment to challenge the competitors physically and their team work. IndigoFitness supplied a wide range of RAZE equipment to test the athletes throughout the event. This included 16 Renegade airbikes and rowers in the endurance zone, and PWR
Stones, PWR Bales, and PWR Kegs in the power zone. The PWR products were used as part of a carry medley, and in a variety of other events throughout the day. After a fantastic day of competition, and some very weary competitors, the winning team walked away with a prize of £10,000. The National Fitness Games will be back in 2019! For more info check out www.nationalfitnessgames and www.indigofitness
FUNCTIONAL TRAINING
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Advertiser’s announcement
Physical Company launches Evo Bench VILLAGE Hotels has embraced the unique, Evo Bench innovation, designed and manufactured by Physical Company, and incorporated the versatile functional training solution into several Village Clubs, including the brand’s flagship sites in Portsmouth and Solihull. “The multi-function exercise bench offers a diversity no other product on the market can match,” said Andy Logan, national operations manager at Village Hotels. “Not only does the Evo Bench offer a clever storage solution for a range of functional kit, it’s padded top can also be used as a plyo box and seat with an adjustable backrest, cleverly converting the unit into a functioning piece of kit, totally at home in a small group exercise environment, one to one personal training session or studio class.” Village Hotels has integrated Evo Bench into 11 of its largest clubs, giving it pride of place in the ‘Burn’ area of the gym floor, functional training space. Andy explains: “Our Burn area is defined by an area of AstroTurf, kitted out with the very latest innovations in cardiovascular and functional training equipment. “This space is fully utilised by our personal trainers for small group and one to one training sessions, plus we run a full programme of scheduled classes. Evo Bench has been a very welcome addition to our Burn offer.” Village Hotels currently locates Evo Benches on the gym floor, with several sites offering multiple benches, and there is a consideration to also locate Evo Benches in the studios. Andy says: “There is a huge opportunity to design large group exercise sessions around the Evo Bench and I would love to trial this concept.” Perfect for small group and one to one training, Evo Bench is an ultra-versatile exercise and storage bench which offers an ideal solution for operators
looking to deliver a quality experience in limited space. Evo Bench incorporates storage space for a range of kit including; six dumbbell pairs, two kettlebells, a slam ball, an HD Wave Battle Rope and two levels of resistance tubing. Further space is also available for specialist kit chosen by the trainer to make each and every session bespoke. Add to this the seven-position adjustable back rest and Evo Bench adds adaptability to any workout creating a plethora of exercise options to ensure workouts remain engaging and progressive. Trainers looking for programming and exercise inspiration can either visit YouTube to access more
than 150 exercise options or, the fact that the kit is NFC enabled means trainers can also gain access, via a smart device, to a digital library of exercises developed by industry experts. John Halls, managing director at Physical Company, said: “Operators are constantly trying to balance the need for kit with availability of space. “Evo Bench offers a solution which is affordable, functional and aesthetically pleasing. “We are really excited to introduce this innovation to our product range and look forward to showcasing it to the sector over the coming months.” For more information visit www.physicalcompany.co.uk
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INTERACTIVE MEMBERSHIP SOLUTIONS
How virtual training can offset the off-peak By Wendy Coulson TECHNOLOGY is undeniably helping fitness move beyond the barriers of physical space and time, allowing clubs to increase their offering to more than solely face-to-face style classes. This has opened up a wealth of opportunities for gyms and training providers to develop virtual programming, with the chance to engage members in a totally new and exciting way. Virtual training is an ideal solution for clubs looking to maximise their studio space and provide a highquality service during off-peak periods. People want to train on their own time and having access to a wide availability of classes throughout the day is important. This is where virtual comes into its own and our research highlights this, with three in five members stating that the number of group exercise classes available at their gym, both live and virtual, influenced their decision to join. When members know there is a class available no matter the time of day, it can be the difference between them buying a membership and not. As technology evolves, and more virtual features become available, members’ expectations are increasing and we need to be on the lookout for how to satisfy this. Les Mills has developed its first immersive cycling class called The Trip, which combines a graphic
experience that takes you into a world beyond your bike with innovative sounds and lighting technology. Indeed, it has been shown that an immersive virtual experience like The Trip can increase satisfaction and decrease the rate of perceived exertion for new exercisers, meaning they find the intensity of exercise more sustainable and easier, even if it isn’t. We expect to see similar uses of technology becoming more available in the future, allowing providers to capitalise on these sorts of opportunities.
Considering the potential for virtual, there is the notion that live classes may become redundant. This is not the case, as operators are seeing positive correlation between virtual and live classes, with virtual ones increasing the number of people attending live versions. This is because virtual helps people to overcome the initial intimidation felt by being new in a group exercise class. Virtual allows them to give group fitness a try before attending a live class, enabling clubs to build a bigger base of participants and increase
class size. They also have a positive impact on the number of times people workout each week and how long they stay as members. Such is the nature of virtual, that it is not limited to the four walls of the gym and we are seeing much more ‘On Demand’ content available through apps, YouTube videos and bespoke fitness platforms. Clubs should be aware of this and support their members with programmes and available spaces which compliment their home exercise routines. It’s a retention tool for keeping members in their exercise habits and can also serve as a mechanism for drawing new members into the club who have formed a love of fitness online. Consumers expect to be able to access anything, anytime, anywhere and clubs need to be able to cater for this going forward. Clearly, the scope for clubs to seize the opportunities available from virtual is huge, allowing them to offer classes throughout the day and encourage new exercisers to try out their classes in a less intimidating format. By keeping up with technological advances and utilising them to develop new forms of virtual programming, providers can bring something truly engaging and exciting to exercisers. We are excited to see where this will go. n Wendy is the CEO of Les Mills UK and Ireland.
UK FITNESS SCENE Julien Lavault, founder of FizzUp, comments on how apps are making an impact on the fitness industry.
The impact of Apps on the fitness industry APPS are having a huge influence on how we go about our daily lives; ordering food, arranging transport, finding a relationship, navigation, but also how we go about getting into shape. The fitness industry is definitely moving towards becoming more e-commercialised and increasingly influencer-led. Many fitness brands are using the power of aesthetically pleasing individuals to drive their engagement. There has been a significant increase in popularity for fitness apps – and we have noticed an increase in the number of millennials, in particular, who are signing up. There has been an 83 per cent increase in sign-ups for FizzUp from millennials over the last six months, which means we are likely going to see a decrease in the demand for personal trainers and physical gyms. Here is why: Cost Hiring a personal trainer can be very
spinning – so it is unlikely they will be investing in both classes and a gym membership/personal trainer.
Julien Lavault costly, so personal training apps can help reduce the costs involved with getting fit. People are also starting to engage in more one-off classes, such as
Convenience One of the main challenges faced when going to the gym is the process of actually getting there. It takes a lot of will-power and motivation to get dressed, leave the house, get to the gym, and then proceed to complete an exercise routine. This is why fitness apps are becoming increasingly popular – you can do them from the comfort of your own home. It is often difficult to access the equipment you would like to use if you are using the gym in peak hours, so being able to complete your workout at home means you can ensure you have the space and equipment you need. All round advice Fitness apps are starting to expand
what they have to offer – such as the addition of recipes and nutritional advice. At FizzUp for example, we have just expanded our meal planner section to include over 100 VE/V/LF/GF options to cater to our customers’ demands. Many people will go to the gym and get a consultation from a personal trainer on what the best workout routine is for them to reach their goals, but also what foods will help them achieve this. Apps are cutting out the need for this added cost, and the need for in-person professional advice. Flexibility With a personal trainer in your pocket, it means you can work out anywhere, at any time. Say you are going abroad – an app means you will not need to scour around for a day pass to a local gym. Instead, you can carry on with your personalised workout routine in your hotel room, or in a park for example.
Advertiser’s announcement
When does the member journey start? WELL that is a very interesting question which will generate a number of different opinions that’s for certain depending on who you talk to I guess. So lets take a look at it from the customer’s point of view, then this way we can make sure we grab the opportunity of a new member from the word go. As we all know, it is the first impression that counts with us, so having a clear process to funnel those new enquiries is critical to see if they ever get as far as joining your club. You will find that if you stick with these basics there is no better way of ensuring you are in the best position to win the sale.
1. Always get a name 2. Always get a mobile number You could ask many more questions but from the customer’s point of view, just stop and think how they might feel when they are hit with a barrage of questions. It feels like an interrogation rather than a happy experience to find out how much their local club is to join! So by asking less from a customer on every new enquiry you will be able to get more member sales as the whole experience was one that was great as opposed to one that made the customer feel uncomfortable. The good news now is that you will have a name and number to follow up which statistically means that your
sales will increase by making follow up calls to the prospect that has not joined yet. As I feel confident to say, it is likely the other gyms they visited on their shopping trip did not even take a name and number so will never be able to get that new opportunity to join their gym. First impressions count. It’s a proven fact that it only takes seven seconds to make a strong impression! Make the first impression the right impression. Want to find out how ClubRight can help you on this Member Journey? Contact 0203 884 9777 www.clubright.co.uk enquiries@clubright.co.uk
Wayne Heath
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INTERACTIVE MEMBERSHIP SOLUTIONS
How artificial intelligence adds a new angle to virtual training ENVOLVE Technology is a conversational marketing platform that uses AI to deliver Smart Responses, automating conversations with customers and visitors, and answering their most frequently asked questions in real time. It provides data-driven personalised recommendations and uses machine learning to discover what visitors are asking and what they’re looking for as part of the conversation, delivering the right content to the right person at the right time. The platform has enormous money and timesaving potential for gyms, leisure centres and personal trainers as, using an automated chat solution, clients’ questions such as ‘what time are you open?’, ‘how much is the spinning class if I don’t have a membership?’ or ‘how do I book a personal training session?’ can be answered instantaneously and accurately using rich media. Not only does this improve guest experience, allowing your clients to find out the information they need with minimal effort, it presents significant cross-selling and upselling opportunities by delivering rich and relevant marketing content on businesses’ websites and social media channels. Does a visitor and potential client want to know how much a personal training session costs? The platform will respond instantly with the
hour-by-hour cost, but why not also offer them a free taster session or a multi-session discount? Perhaps a client wants to know what the offpeak hours are at the gym; the Smart Response technology will confirm the times but could also tell the client which personal trainers are available at those times to offer extra support towards their exercise programme, for example. Queries are answered within a personalised, automated conversation directly through your website and with clickable, trackable URL links to ensure quick and speedy purchases. The platform increases conversions, drives leads and turns website visitors into new customers. Emma Smith, CEO and founder of Envolve Technology, said: “The leisure sector is a particularly important focus for us as customer service plays such a huge role across the industry and our platform helps capture audiences whilst they are on-site. “Envolve Technology enables gyms, leisure centres and personal trainers to drive ROI by looking after their existing customers and instantly responding to their queries, but also by using conversational marketing to reach new client bases and promote their latest offers and events.” The platform is accessible, available across all channels, transformational and affordable on a monthly subscription model, based on your business size. Advertiser’s announcement
Signing up members and customer registration DEPENDING on what type of business or activity you run, you will usually need to hold details of your participants in case of problems, usually health and safety issues. Customer database systems have been around for a very long time and even a spreadsheet can be used to store basic personal details. To get the most out of your data in terms of marketing and returns, you will probably be using more advanced systems, which allow you to send highly sophisticated, responsive emails to keep various sections of your customers informed and up-to-date. However, before you can reap the rewards of using such marketing wizardry, you will need to get hold of the data, and you will also need to store it legally, i.e. comply with GDPR. The good news is that registration systems now exist, which take all the effort required and put it in the hands of your customers, thereby freeing up the staff from data entry.
The customer just needs their smart phone or a tablet handed to them in the club, or the system can be inserted in your web-site so they can register from their laptop at home. All the details go directly into the database, GDPR compliant, and ready for the staff to issue a card, take a photo etc. or take a membership payment if required. Previously, this time consuming task could take 20 minutes of staff time per customer, and then once the customer completed the forms, the staff member would then be required to enter it into the system – another five minutes. Particularly for centres which run slightly more dangerous activities, like rock climbing, when insurance demands full registration of all participants, a few tablets dotted around reception means that even groups of customers can be handled by a single member of staff in five minutes. Call SportSoft for more information on 01423 873873.
INTERACTIVE MEMBERSHIP SOLUTIONS
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Hatton joins Cardskipper THE UK’S top boxing training provider Hatton Academy has partnered up with Cardskipper. Cardskipper, innovators in digital membership communication, will create a new communications platform and enhance member engagement for the boxing specialists. It will provide access to training resources, promotional offers, fee payments and opportunities to buy Hatton Boxing equipment and accessories to members. Hatton Academy founder Jon Eade said: “The new Cardskipper platform provides us with another channel by which to engage with our members and encourages targeted comms to ensure we’re marketing the right offers to the right members. “It’s effective, affordable and importantly for our members, it’s easy to use and will give them access to information and assets that will further enhance their experience of Hatton Academy.” Cardskipper CEO Joakim Schelin added: “We are delighted to have signed a partnership with a forward-thinking organisation like Hatton Academy. “Being our first in the UK, it’s an important step for our international launch and ambition to help clubs and organisations improve member communication.”
Artificial intelligence and your club By Dave Wright THERE is a lot of talk in the fitness industry about how tech is going to take our jobs away and that Ai is the future of everything that we do. So I thought I might touch a little bit on the latest fad (that has been around for 40+ years) called artificial intelligence. Artificial intelligence is the intelligence demonstrated by machines, compared to natural intelligence displayed by humans and other animals. And thanks to the likes of Google, Amazon, and Facebook, the terms artificial intelligence (AI) and machine learning have become much more widespread than ever before. They are often used interchangeably and promise all sorts from smarter home appliances to robots taking our jobs. But again (as with all effective technology) let’s make sure that we don’t throw the baby out with the bathwater, thinking that it loses the human touch. Instead, artificial intelligence can help operators free up staff and better serve members. One of the most intuitive ways that AI is taking over businesses and the fitness industry are algorithms that can track (and even forecast) health behaviours and repetitive exercise patterns. Artificial intelligence can help consumers become smarter and healthier using these other smart applications and help operators spot those members who are following a
Dave Wright familiar pattern to cancelling their membership. Any company with multi-platform channels or an active e-commerce website can also save significant time and generate additional revenue by exploring concepts in robotics, chatbots and AI. Actually, most tasks are done by the robots popping up in the corner of your computer screen, known as “chatbots”. They are the latest trend in AI for marketing and business opportunities. They focus on lower-level repetitive tasks, such as answering frequently asked questions, scheduling calendar invitations and even handling guest
pass requests for your gym. Chatbots can automatically answer your callers’ questions or direct your prospects to the next step of your sales funnel, which can take a lot of weight off your customer support system. Call centre tasks will be more efficient and productive, allowing human operators to be more valuable and believe it or not, seventy-five percent of businesses using AI and machine learning boost their customer satisfaction by more than 10 percent. But that said, your AI network is only as good as the people who creatively program and construct them – and when you identify a potential cancelling member, you need that face to face interaction to pounce on them with human empathy and fitness passion, something that computers may struggle with achieving. So, all that said, we still have a little bit of time before we lose high-quality jobs to AI any time soon! n Dave Wright is the creator and CEO of MYZONE®, CEO and owner of CFM (Creative Fitness Marketing) and owner of the Feelgood Fitness & Voyage Fitness Club Chains. With offices in Chicago (US), Nottingham (UK) and Melbourne (Oz), Dave’s companies have worked directly with over 5,000 health clubs across 65 different countries, encouraging people to be more and stay more physically active. He may be contacted on Dave@ myzone.org
UK FITNESS SCENE
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Advertiser’s announcement
Unscrambling the membership management puzzle By Ivan Stevenson THOSE of us who’ve been in the fitness game for a long time might remember the faff of administrating membership payments. I certainly do. I remember the arduous setup. The gruelling formfilling. The cumbersome management processes. The storage snags. Hooray for digital, I say. At DFC, Direct Debits are our forte. But we certainly wouldn’t have got onto the cutting-edge of our industry without insights from all the other areas of the digital payment revolution. Direct Debit was once merely a resource for collecting ongoing payments. It was a pretty useful one, but its aptitudes were limited. Nowadays, Direct Debit is a front and back end sales aid and an administrator’s ally. It’s not just an efficient way to manage your bottom line. It’s a sustainable way to capitalise on it. Take online joining, for instance. Gyms across the country lord this as the holy grail of gym membership acquisition. It functions beyond the 9-5 hours of operation and it’s accessible across most connected devices. Online joining eliminates monotonous paperwork, solving the storage conundrum I previously mentioned and speeding up the
process considerably. It truly is a remarkable solution that’s altered the membership collection landscape beyond recognition. It kicks down the barriers that stood in the way of gyms and their potential members. Online joining portals can be integrated into your current website, app and CRM. Just think how effective it is to house billing information from your one central hub. That in itself arguably highlights one of the most valuable aspects of our high-tech age. All roads can lead back to your website and CRM if you want them too. Even credit control doesn’t have to be a manual process anymore. We personally have a solution called My Payments that enables members to pay defaulted and payments online through an automated email or SMS prompt. The technological age opens up myriad opportunities for simplified communication and development. It solves brainteasers that once plagued fitness professionals around how to ease the buying and membership journey for their customers. But the best is yet to come and I can’t wait to see what exciting innovations are in store. For more information on Debit Finance Collections, visit debitfinance.co.uk n Ivan is a director at DFC.
Put an end to long reception queues IF YOU manage a fitness facility, there is nothing worse than seeing a long queue of members waiting to be served at your reception, especially when many of them are just trying to let you know they are here for their fitness class or to just gain entry to your gym. Those waiting times will be a thing of the past with the new Self-CheckIn module launched by EZFacility. This time-saving tool will allow you to direct your members away from the reception desk to check themselves in quickly and easily to your facility, it also includes an option to book yourself into the next available class; a great way
to manage your class attendance without having to lift a finger. EZFacility Self-Check-In is not only great news for your members, but your staff as well by taking away those simple and time-consuming admin tasks they are responsible for each day. This time can be put to much better use with allowing your staff to focus more on the important customer interactions that will increase client satisfaction & help you grow your business. If you want to know more about how EZFacility can help you manage your fitness facility, don’t hesitate to get in touch – sales@ezfacility.co.uk or call on 0203 3270480.
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TRAINING AND RECRUITMENT SPONSORED BY
Why our tutors are at the heart of how we teach
By Greg Slade
THE 2018 State of the UK Fitness Industry Report estimates the fitness market’s value at £5bn, an increase of 2.9 per cent year on year but the sector is still very much growing and central to that success are the personal trainers working in gyms and fitness facilities. The demand for more PTs on the gym floor has led to the need to make more study options available. Students are finding it easier to fit studying into the rest of their lives by choosing from online, parttime, blended learning or face to face. Competition between training providers is fierce, especially in the online and digital arena. But is the increasing availability of digital learning truly having a positive impact? We believe that whatever the delivery method, it’s the quality of the tutor – at the end of the phone, online or in person – that really counts. Training Room tutors have a reputation for being great people as well as great tutors. Our tutors have a gift which inspires our students and brings the course content to life. That’s what we’re proud of at The Training Room above anything else. They’re in demand from the media too, as fitness or nutrition gurus, spreading their warmth and enthusiasm to an audience beyond the class room and gym floor.
The start of this year saw the launch of the longawaited new Level Three Diploma in Personal Training. Its new set of professional standards include a focus on soft skills and we believe this is where our tutors really excel – and in turn where they’ll be able to give our students the edge. Our tutors build confidence and trust in their students, just as students will need to with clients, with colleagues and with gym and health club operators once they qualify. With this new qualification comes a real opportunity for the more credible training providers like The Training Room to produce
inspirational PTs who will not only improve and enhance the health of the public but who will also have the skills to build a strong client base and secure for themselves a longer and more meaningful career. Our tutor team go above and beyond the course content to enhance the student’s whole experience of The Training Room. As you might expect, our students are always giving us feedback and the clear theme is the quality and impact the tutors have on them both personally and professionally. Our Feefo is 4.7 out of 5 and many of our graduates are still in touch with their tutors long after they leave – that for me, speaks for itself. Meg Greenwood a graduate from The Training Room in Manchester talks about her experience: “I am still in awe of the course and the tutors – especially my main tutor Martin Hamer. “The support and advice I was given was incredible and I have come to understand the support The Training Room students receive is above and beyond what the other training companies provide. “I was given the skills and knowledge needed to become a PT but most importantly I was given the confidence to believe in myself.” For more information about The Training Room please visit www.thetrainingroom.com n Greg is head of health and fitness at The Training Room.
Unique opportunities give fitness professionals an edge By Oliver Bell
WHILST many budding fitness professionals pass their educational programmes with great success, the reality is that many are entering the sector completely unprepared, with unrealistic expectations of salary and working practices. While they may have learned the relevant theory, their qualifications often fail to provide them with some of the necessary skills required to ensure a long and successful career in the sector. Research from Future Fit Training’s Raising the Bar report developed in conjunction with ukactive, revealed many people are entering the sector having graduated without any experience working in a practical context with real clients. Within months, many graduates are unable
to find or maintain a job. Others leave the sector altogether. Working directly with operators, we identified several skills gaps they regularly observe within their workforce, notably in soft skills and business management. We then developed courses to provide the necessary training in these areas. One such course is Behaviour Change Coaching. This innovative e-learning course provides the skills and knowledge that people need to help their clients achieve long-term change in relation to their diet and exercise behaviour. In it, people learn important skills like barriers to change, models for behaviour change, and communication and interpersonal skills, helping to make them a more effective coach or adviser. Another course developed directly
in response to the gaps identified in the report was Building Your Fitness Business. This course, which focuses on marketing and business tips for newly qualified fitness professionals, teaches them critical skills like how to create a business plan, basic finances and accountancy, brand building techniques and how to effectively sell their services. These practical and important skills are not taught as part of standard PT and nutrition courses, leaving many graduates unprepared for the realities of building and sustaining a business. Current qualifications have been around for years, meaning many PTs are learning old standards that do not fit the needs and demands of today’s industry. However, creating a new qualification can take up to six months. To address this need,
we have launched Pro Zone, the industry’s first subscription service for employers that provides a CIMSPA CPD solution. It allows us to quickly and effectively respond to customer trends. It also provides a very affordable solution to upskill and train staff. In a world where content is freely accessible at the touch of a button, the industry is crying out for more solutions like Pro Zone. Trainers are not currently equipped to deal with a population who are more informed than ever when it comes to everything health, fitness and nutrition. Our hope is that skills gap courses and ongoing e-learning opportunities will enable PTs and nutrition advisers to enjoy a long and successful career in the fitness sector. n Oliver is the head of commercial development at Future Fit Training.
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Time to step up our efforts to support prisoners and young offenders By Jenny Patrickson I READ with great interest the recent report, A Sporting Chance: An Independent Review of Sport in Youth and Adult Prisons, by Professor Rosie Meek about the role sport and physical activity can play in rehabilitating prisoners and the and reducing their risk of reoffending. The report made several key recommendations, which really drove it home to me that the physical activity industry has an opportunity – if not an obligation – to step up our efforts to support both those in prison and prison staff. In her report Professor Meek highlights that each prison needs to develop and implement an integrated physical activity and wellbeing strategy. She also states that sporting provision needs to be responsive to individual needs, with a focus on health, wellbeing and rehabilitation at the heart of practice. I couldn’t agree more. At Active IQ, we are already working within this sector and looking to develop our offering further to truly support offenders. We are currently working with over 30 prisons across the country, whose staff are delivering our qualifications to prisoners and young offenders to give them skills to enrich their lives and to prepare for employment upon possible release. A large number of prisons we are working with also deliver Active IQ courses on topics such as alcohol awareness, nutrition and general wellbeing to prisoners. Very soon, we will be ready to introduce our new Level Two Award in Mental Health, which officially launches in November, to further
Jenny Patrickson instill understanding, awareness, tolerance and sympathetic management skills among prison staff and prisoners who have mental health issues. One in four people will suffer from a mental health issue at some point in their lives and this statistic is significantly higher within the prison system. Professor Meek also highlights that the Ministry of Justice needs to provide the leadership, staffing, training and facilities required to support a widereaching and high-quality sport and physical activity provision. It is here where I believe we can add the most
value through professional career development of prison staff. In terms of offenders we also see the huge potential in developing their skills whilst in prison, as Professor Meek recommends that the Ministry of Justice should review Release on Temporary Licence, Mobility and related policies to facilitate meaningful sports-based learning, team-building activities, placements and training. We know our Level One Certificate in Sport & Physical Activity can provide offenders, particularly young offenders, with the perfect stepping stone to gain insight into our industry. The qualification explores the links between activity and better health and demonstrates the opportunities within daily life to become more active: it’s an ideal rehabilitation tool in itself and could also lead on to a Level Two Gym Instructor or Level Three Personal Training course. Physical activity not only keeps people fit and healthy: it also provides an outlet to help them get through times of difficulty. It therefore follows physical activity can play a major role in the rehabilitation process of prisoners and young offenders. As an industry we have the tools to help both offenders and ex-offenders engage in sport and activity for their own health, and potentially a new career. It could make a huge impact on society as it helps these individuals avoid re-offending, thus protecting their communities. And that’s a sobering thought. n Jenny Patrickson is managing director of Active IQ.
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As the cold nights draw in, Workout was on the hunt for something which could warm us up. We would have struggled to find something better than Bikram Yoga Leeds.
Work colleagues Simone (left) and Oliver (right) get into position during the Bikram Yoga session run by owner Vicki Anderson.
Stretching ourselves at sweltering yoga class BIKRAM Yoga is a form of yoga which sees participants complete a set of 26 postures (fine), over 90 minutes (sounds pretty long) in 40-degree heat (what have we let ourselves in for?!). Neither me or my colleague Simone had tried even ‘regular’ yoga before. So this was jumping in the sweltering deep end. But we were lucky enough to be taking the leap with the help of instructor and Bikram Yoga Leeds owner Vicki Anderson. Vicki has been practising yoga for more than 25 years and started in Bikram nine years ago, after realising she loved the posture series and how much deeper and further the temperature allows participants to push themselves. She opened Bikram Yoga Leeds roughly three years ago, upstairs in The Core in the city centre. As complete novices, we turned up with yoga outfits on but no mat or towel. Luckily, we could rent the necessary. And a neat touch was the filtered water fountain, definitely needed for the classes but also eco-friendly in that participants had to bring their own water bottles to use it, rather than waste plastic. It fits in with the general vibe of the place, which is quite mellow and relaxing. That was echoed in
the client base, which featured a range of ages and abilities. Speaking to another man in the changing area, he revealed how taking up Bikram had actually helped him ease off the intensity of his back physio. And two women in our class – Bikram for Beginners, led by Vicki herself – were pregnant too. For a Friday night, the class was full. The room itself is constantly 40 degrees but it isn’t uncomfortably warm. The humidity is carefully kept at 40 per cent and the temperature actually falls to the back of your mind when you are focused and concentrating on the postures. No matter which class you attend, Bikram sticks to the same series of moves. So the beginners’ class really was about Vicki guiding us step by step through each, making sure we knew what we were doing and giving us encouragement and feedback as we went along. The point of the yoga is quite literally to stretch yourself. For me, my legs might be long but they aren’t the most mobile. So some of the postures left me quite literally juddering on the spot – but it was satisfying when you achieved balance and weirdly, the aches afterwards are reassuring that you’ve done a proper workout. Not everyone can do everything and Vicki was totally accepting of that, giving us the option to adjust poses or take them as far as we felt comfortable. Yoga is interesting as you can measure your progress directly in how far you can push yourself. In this case, you can also measure by how much you have sweated: Simone plays rugby regularly and says she has never sweated as much in her entire sporting career. But it is very satisfying and feels like a real achievement when you complete the class. Simone said: “I didn’t realise I would be able to do as much as I did. Vicki was really knowledgeable, not just about the postures but also what muscles they are using and the type of stretch we were doing. “I’m a visual learner so struggled with some of the
moves where you can’t see what is actually going on – but I could stop and use the example of other participants to grasp it. As something new, it was really enjoyable.” Vicki said: “Most people come two to three times weekly and some just once a week. There is myself and four other teachers and we run 24 sessions a week, with four most days. A lot of people like the shorter sessions as they can fit it in early morning, before work. Our biggest age range is the 25-35 bracket. But we have a really wide variety in ages and ability levels too. “It really works for everybody and one size does fit all. It is quite tough but the more you keep coming, the more you can push yourself and see how far you can challenge yourself. “The heat really makes a difference in the body. It can have a numbing effect on painful old scar tissue and it loosens up ligaments. Because of that, we do have a lot of fighters and boxers come to us, such as Nicola Adams.” To find out more about Bikram Yoga Leeds, visit www.bikramyogaleeds.com
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UK FITNESS SCENE
Engaging members: How group exercise can be the solution to member retention LES Mills has been pioneering group exercise classes for the last 50 years. Behind each class, is months of research into trends, movement techniques and workout effectiveness. Their research has proven that motivation drives attendance and members need to feel inspired when they walk into a gym environment in order to keep coming back. In collaboration with the DataHub, the latest research from the ukactive Research Institute looks at how attendance at Les Mills classes has grown over the last three years and what the key products are driving this success. It follows attendance rates across 601 facilities, examining the wider impact on the length of customer membership and the overall exercise behaviours of members that attend classes. The study showed positive correlation between class attendance and engagement rates. Members who do Les Mills programmes three times per week have an average length of stay that is 50 per cent longer than those who do none – equating to a substantial uplift in lifetime value of a member. Those attending Les Mills programmes three times a week or more also had higher overall visits to the facility (5.9 per week in total) than any other customer group. Interestingly, in general, group exercisers who visit a club just once per week are 20 per cent more likely to be loyal members than those who visit three times per week and only workout on the gym floor. For members attending Les Mills classes twice a week, their average length of stay is 31.9 months, compared to 23.4 months for those who never attend Les Mills programmes.
This increases further, to 35.3 months for those attending Les Mills classes three times a week or more, representing an average membership that is nearly one year longer than those attending no classes at all. It doesn’t take much to see the extent of benefits attending Les Mills group exercise classes can bring. While the attraction of group exercise shows no signs of slowing down, Les Mills recognises the role the instructor plays in retention too. Participants will connect with an instructor and keep coming back for them. Clubs need to focus on hiring ‘rock stars’ and invest in ongoing training and continued professional development to help their staff feel confident and knowledgeable in the classes they deliver. This is something at the core of the Les Mills business, demonstrated through their Level 5 status in the Nesta Standards of Evidence Review by ukactive, for their continued review and
enhancement of evaluation and improvement processes. Erin Myers, marketing director for Les Mills UK, said: “Understanding what members want is key to retention. Right now, the demand for inclusive, social workout experiences is at an all-time high. “We find members are motivated by the effectiveness of their workout and the atmosphere created by their Instructor, music, and studio environment. “We work tirelessly with our partners to optimise their programme offering in order to capture member’s engagement and leave them wanting more. “The research with ukactive has proven how influential group exercise, and indeed Les Mills classes, are for this and how important it is for clubs to focus on supporting their members to explore the full range of options available to them.” Email Erin.Myers@lesmills.com or visit www.lesmills.com/uk
Fast, effective repairs built to last IT’S crucial that technicians know their machines… an ineffectve repair can cause damage to the machine over time. That’s why our engineers check your machine over thoroughly to make sure you’re only repairing what you need to and that the repair will extend the life of your gym equipment. You can’t beat experienced engineers when it comes to gym equipment repair – combine that with regular maintenance and you’ll extend the life of your investment. We also specialise in customising, supplying and fitting cables with the relevant steel / ball / snap hook ends
for all your strength equipment. We have over 20 years of experience of repairing and servicing most types of commercial gym equipment so you know you get peace of mind with our expertise. Appointments can be made so you don’t have to hang around all day. We also offer a trade in service against refurbished and ‘as is’ fully serviced machines. We supply warranties if required on our refurbished and serviced machines due to our confidence in our expertise in engineering. Call 01204 774 224 or email info@gymequipmentmedics.co.uk
PRODUCT NEWS
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Take a truly personalised approach with gym80
Codelocks CL4520 smart lock makes its market debut
CODELOCKS’ CL4520 smart lock combines convenience, flexibility and a powerful mortice lock with a double cylinder. This fresh, new lock is ideal for buildings and environments that experience high traffic or for busy Building Managers seeking to streamline their activities. Presenting the same lever and keypad as the popular CL4510 lock, the CL4520 takes security to the next level. It features a euro profile mortice sash lock with deadbolt and latchbolt safety function. This versatile lock can be set with or without a key-operated deadbolt feature allowing building managers to restrict or allow access by code. With safety at the forefront of all Codelocks products, accidental lock ins are avoided with the provision of an inside lever handle to retract the deadbolt and latchbolt simultaneously. “The CL4520 is the next generation of lock – it is smart, convenient and effective. With the introduction of a mortice lock to the system, it delivers the option of even greater levels of security,” said Colin Campbell, managing director at Codelocks. “The lock is designed to support building managers by ensuring they have control at their fingertips via a smartphone and it has been engineered with safety in mind, to prevent accidental lock ins. It is a real asset to anyone seeking to manage a building efficiently and securely.” The CL4520 offers a range of entry methods which can be controlled and monitored via a Bluetooth compatible smartphone. The wireless technology, accessed via the K3 Connect App*, empowers Building Managers to activate the lock, generate codes for easy access, issue smart cards and track and
control entry with a full audit trail via a smartphone. Smart control is facilitated by issuing NetCodes; time-sensitive codes which can allow temporary access generated and sent via email or SMS. NetCodes can be issued for short term single use or medium to long term use during allocated timeslots. Using time-sensitive codes is a more secure way to grant access as the code will not work outside the designated timeslot. The CL4520 also offers the opportunity for keyless entry on an individual basis by creating a code, sending an invitation to a mobile phone or allocating a MIFARE® compatible card. In addition, it is possible for Building Managers to schedule up to 10 code-free times per day, when access is required and permitted for cleaning, maintenance, deliveries or visitor access. Codelocks’ CL4520 supports up to 350 users divided between 100 user codes, 100 phone clients and 150 smart cards. Its user interface gives Building Managers complete control from the convenience of their smartphone whether updating basic settings, creating multiple individual access periods or downloading audit trail data. n The locks can be managed with the K3 Connect App by any Bluetooth compatible smartphone. The App is available on Apple App Store for Apple devices or Google Play™ for Android™ devices by searching for K3 Connect. Apple, the Apple logo, and iPhone are trademarks of Apple Inc., registered in the U.S. and other countries. App Store is a service mark of Apple Inc. Android, Google Play and the Google Play logo are trademarks of Google Inc.
DYACO UK and Germany-based fitness equipment manufacturer gym80 can provide bespoke designed collections of commercial strength training equipment to help operators differentiate their club from the competition. Almost everything is customisable, from the colour, coating and engravings within the steel frame of the equipment to the material, colour and embroidery of the upholstery. Clubs are even able to customise the weight stacks on the machines, with some customers choosing to add additional weight to cater for its members. With the rise of women-only gyms and training ‘zones’ for specific user groups, gym80 can also offer bespoke equipment packages.
These are created with the gym80 director of science research and development and head of education, who advises customers on the current fitness trends and goals for particular users. The package is then co-ordinated with the target group’s anatomy, fitness goals and preferences in mind as well as ensuring that training specifically addresses areas that are typically regarded as problematic. This gives health clubs and operators the opportunity to offer something new to both existing and potential customers, creating a key point of difference in the crowded fitness space. Enquiries: Call 0800 0293 865, visit www.dyaco.com or email sales@dyaco.co.uk
CFM increases membership across hotel group’s sites CREATIVE Fitness Marketing has been working with the Jupiter Hotel Group to increase membership numbers across six of their Mercure Hotel sites. Having already completed promotion at the sites in Watford, Maidstone, Bewdley and Bolton they will soon be starting at Chester and Ayr. So far more than 1,800 members have added with 443 members at Maidstone, 408 at Watford, 558 in Bewdley and 438 in Bolton. Each Feelgood Health Club features full gym, spa facilities and classes and had capacity for an influx of new members. Debbie Robbins, the health club manager for Maidstone, said: “When I got in contact with CFM I was hoping for an increase of 200 members and extra awareness in the community.
“We have got much than we expected with over 400 new members. “The CFM staff have been out in the community everyday with posters, leaflets, corporate outreach and a comprehensive of social media campaign. “I would recommend CFM to any other health club looking to drive membership sales and increase bottom line.” CFM has been promoting health clubs across the UK since 1990 and provide an end to end marketing promotion for health clubs. In a four-to-six week time period this incorporates direct mail; social media advertising ; onsite professional sales consultants and an effective corporate outreach strategy. To find out more about CFM call on 0115 777 3333.
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