Workout September 2015

September 2015

The UK’s No 1 fitness industry magazine

Gyms wait to hear if they are successful

Experts to inspire and entertain at first conference By Christina Eccles FITNESS entrepreneur and TV personality Katie Bulmer-Cooke, renowned retention guru Dr Paul Bedford and the ‘father of fitness’ Ken Heathcote will inspire and entertain delegates at the first National Fitness Conference, Workout can reveal. The trio of experts will share their top tips on marketing, social media, raising your profile and boosting retention at what promises to be an informative day for any operator looking to boost their business – without breaking the bank. The conference, organised by Script Events in partnership with Harlands Group, takes place on Friday December 4 at The National Space Centre in Leicester; prior to the National Fitness Awards in the evening at the nearby Athena. Other highlights will include a panel discussion featuring a group of National Fitness Awards’ winners who will share the secrets of their success and reveal how they capitalised on their NFA wins, as well as a seminar session on how to work with the media to secure valuable coverage for your fitness business. Workout editor Christina Eccles said: “We’re really excited about launching the National Fitness Conference and are

thrilled to have industry experts of Katie, Paul and Ken’s calibre involved with the event. “The conference will provide information and inspiration for gyms of all shapes and sizes who are looking to raise their profiles and attract new members without spending huge amounts of money. “Our aim is for delegates to leave the day with a fresh enthusiasm and tons of tips which they can immediately implement in to their businesses to ensure they get 2016 off to a flying start.” Delegates at the National Fitness Conference will also get the chance to network with likeminded individuals over a healthy lunch, as well as take a look around a dedicated exhibition space, where specially selected exhibitors will be showcasing their latest products and innovations. Christina added: “We’ve had a great response to the conference so far and are looking forward to revealing more big announcements in the run up to the event. “Watch out for more speaker news coming up on social media over the coming weeks, as well as details of how you can book your tickets at what is shaping up to be a must attend event for any forward thinking operator.”

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Speaker Katie said she is “really excited” to be involved with the National Fitness Conference and has urged operators to secure their places at the event. She added: “I'm going to be speaking about how I use social media to market my fitness services without spending a penny and how a crazy idea can become PR gold. It's this sort of content that is going to keep operators in all sectors and small business owners/independent personal trainers standing out from the competition.”

HUNDREDS of gyms are anxiously waiting to find out if they have made the shortlist for the 2015 National Fitness Awards, with strong entries this year representing all corners of the industry. From Scotland and Northern Ireland down to Cornwall and The Channel Islands, clubs from all areas have submitted nominations this year and as this issue of Workout goes to print, the team is drawing up the shortlist of finalists who will go forward to the next stage of the judging process. All finalists will then be visited by a member of the Workout team who will take a look around their facility, chat to members and staff and compile a comprehensive report to be passed to an expert judging panel –including celebrity personal trainer Richard Callender and Miss Galaxy Universe organiser Sarah Donohue – to choose the winners. Trophies will be handed out at a glittering ceremony, taking place at The Athena in Leicester on Friday December 4. Watch out for the full shortlist and details on how to book your tickets next issue.

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Rob set to give independent gyms a voice By Christina Eccles A BOUTIQUE studio owner has told how he will be using his new role on the ukactive Membership Council to provide a voice for independent operators and encourage the public to increase their activity levels. CEO of Boom Cycle Rob Rowland and creative director Hilary Gilbert will be sharing the role representing independent private fitness sites on the Membership Council, which will be chaired by former ukactive CEO David Stalker. The council will be the formal voice of ukactive’s membership base, reporting to the board, and take on challenging topics relating to the sector, such as skills and workforce development. Rob explained: “I think it’s a very exciting role and am very proud to be able to give a voice to this exciting sector. “No one can deny that the boutique/independent sector hasn’t disrupted the traditional gym model but it’s not about kicking those operators out, it’s about helping us all work together to help our companies grow, but ultimately, it’s about getting more of the UK population more active, be that through boutique studios, big gyms or local authority leisure.” Rob and Hilary’s London based studio is going from strength to strength, with plans in the pipeline to further develop their product offering and eventually open more sites. With ukactive, they have recently attended their first committee meeting and are now working with the organisation’s data team to get deeper

Fitness First came to the rescue of London’s disgruntled commuters during a recent tube strike, offering them free showers or a place to train. Anyone walking, running or cycling to work during the strike could shower in one of the operator’s 45 London based gyms or escape the crowds for a workout, simply by showing their Oyster Card. Head of marketing for Fitness First, Kate Toland, said: “With Londoners experiencing a second tube strike within just a few weeks, we wanted to make their commutes a little easier by inviting them to train at our clubs or simply use the facilities. We received a wealth of positive feedback from both members and non-members alike and are really pleased that our #FFKeepMoving activity helped take some of the pain out of their disrupted journeys.” CEO of Boom Cycle Rob Rowland and creative director Hilary Gilbert. insights into the independent sector, as well as exploring any opportunities to help both themselves as a business and other independents to grow. He added: “Hopefully I’ll be able to bring the voice of many overworked and frustrated – but hyper enthusiastic – independent business owners. “As a new sector there are not many of us out there that know how a business such as our works, so our voice is key to be able to help ukactive shape government policy to ensure our survival and growth and push up the percentage of active people in the UK. “After spending three-and-a-half years in dark basements on our own, it’s great to be out and about and integrating ourselves into this exciting industry more.”

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

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Mike’s 100-mile test for children’s hospice A DETERMINED member from a gym in East Sussex has completed one of the UK’s toughest endurance events – raising almost £1,000 for charity in the process. In 2012, Mike Churchyard, who trains at Go:Ver Gym, was told he shouldn’t run more than five miles after having an ankle operation. But undeterred, he set himself a goal to help focus his rehabilitation and chose running the Lakeland 100 for children’s hospice Demelza. The challenge, which boasts an average dropout rate of 60 per cent, encompasses a circular route taking in the whole of the Lakeland fells and covers a distance of 105 miles. It includes 23,000ft of ascent and descent and consists almost entirely of public bridleways and footpaths. He was trained in the run up to the challenge by one of the gym’s directors and senior personal trainers Hayden Rolfe, mainly focusing on HIIT sessions. He also had regular sessions with another director and senior sports massage therapist Claire Singleton to keep his legs flexible. Mike was among just 200 com-

petitors to complete the event this year, each having to carry a backpack with supplies, self-navigating their way within the 40-hour time limit to complete the course. Mike said: “I have had my sights set on this race for several years now and I am absolutely delighted to have completed this on my first attempt, a completely overwhelming and magnificent adventure as well as a massive personal achievement.” MD of Go:ver Gym David Gover

added: “Mike always brings a fantastic positive energy every time he comes through the door to train and is very popular with our team. “The monumental challenge that Mike took on required the breaking of huge physical and mental barriers, hard earned kudos to Mike for getting it done and raising so much money for Demelza. Needless to say we are very proud of him and will support him in any of his future ventures.”

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Extra app investment will boost business THE founder of fitness tracking app Bounts has secured investment to further boost the business. The app, which rewards users for being active both inside venues and outdoors, connects with a vast range of other tracking apps and rewards physical activity with points for goods and services. Initially funded by Oxford University’s Isis Innovation Software Incubator scheme, the rapid growth and success of bounts, which now has over 1.5m users, has now attracted a further £750,000. Founder John Stuart said: “We recognise that many people choose to dip in and out of different types of activity throughout the year. “Our app rewards people whatever physical activity they do and the addition of this global venues map provides them with even more freedom to earn rewards, wherever they choose to enjoy their sports and fitness. “Since launching bounts in the USA, Canada and India we are starting to realise how much demand there is for this service and how rewarding the bounts games and rewards can be.”

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Tonbridge gym goes the distance A TONBRIDGE gym is going the extra mile for the local community by sponsoring the town’s half marathon. The Strength and Conditioning Institute has got behind the event, which takes place on October 4, and is set to be the largest one yet, attracting about 1500 entrants. Director and head coach Alex Shoebridge said: “We are delighted to support such a wellloved and well-organised local event. “The Tonbridge Half Marathon provides a challenging training ground for athletes, inspires local runners to up their game, and inspires non-runners to lace up their trainers. That encapsulates the spirit of the SCI: encouraging everyone to be the best version of themselves through sport.”

New calling A NEW Fit4less club has opened in Wellingborough, based in a former bingo hall in the local Swansgate Shopping Centre. The club occupies 8,500sqft and offers the latest equipment including cardio and strength machines, free weights and a functional rig. The gym also boasts a state-of-the-art studio and offers a variety of classes.

Teens taught respect for gym environment By Christina Eccles A FORWARD thinking leisure centre has devised a course to teach its teenage users how to use free weights correctly and respect the gym environment. Crowborough Leisure Centre increasingly found teenagers aged 14 to 18 were wanting to use the gym and free weights, but realised those lacking the skills or maturity to do so could end up being disruptive to other customers and risk injury by using the kit incorrectly. Rather than ban teens from the gym, operator Freedom Leisure came up with an eight-week course to teach teenagers how to use the free weights and respect their training environment. Those who show proficiency and maturity pass the course and are then able to access the free weights area of the gym. Freedom Leisure fitness manager Steve Collins explained: “We saw this issue more as a duty of care to train teenagers properly, rather than a problem to be dealt with by banning them from the gym. “Many teenagers want to lift free weights and if we simply say they can’t use this area, we would be deny-

Steve Collins ing many capable and responsible youngsters from benefitting from training this way.” Small groups of six are taught and each individual is expected to attend at least two of the three sessions available each week, for eight consecutive weeks. The sessions include a warm-up followed by a series of compound strength exercises with a pure focus on technique. Once a student has passed their initial assessments, Freedom Leisure trainers give them a personalised programme to follow under supervision with strict guidelines on weight loading. The staff monitor this on a

daily basis and regularly check with individuals that they are not just lifting correctly, but also keeping within the weight limits set. So far 15 teenagers have passed the course and are now successfully using free weights. Steve added: “Our Strength Academy means that teenagers are getting instruction and education on free weights and effective training that most of our adult members never got as teenagers. “Gym members are getting younger and younger it seems and the leisure industry needs to recognise this and work with youth groups to ensure they use the gym carefully and behave appropriately. “Gyms that find they have trouble with teenagers hanging around in groups, not observing gym etiquette or using free weights wrongly should really consider a teen training programme. “Our Strength Academy has shown that by tackling the problem head on and giving training and guidance, 1418 year olds can respond very positively indeed. Those not serious about the gym will be deterred while those wanting to learn and do well will be encouraged.”

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Personal trainer Sarah buys ladies’ gym that has changed her life By Olivia Taylor A PASSIONATE personal trainer has made the jump and bought the ladies gym she worked in. Fitness changed Sarah Tremble’s life; turning her from an unfit novice to a personal trainer and eventually a gym owner with her own premises. She explained: “I was a travel agent, I was very overweight so I joined the gym because I desperately needed to lose weight.” Her enthusiasm for exercise didn’t go unnoticed; the gym manager where she was working out approached her and asked if she’d like to get qualified and work at the gym. Sarah added: “Never in a million years did I see myself working in a gym. I was the girl at school who hated PE. Now I’m completely different.” Sarah has since gone on to buy the gym in Selby that she worked in and has completely transformed it – renaming the club Serendipity Ladies Health and Fitness. She added: “It was a bit of a back street gym before, it wasn’t advertised or marketed. It was getting a bit run down, so I changed the décor and

Serendipity Ladies Health and Fitness in Selby. added more classes. I absolutely love my job, it's the best thing I've ever done in my life.” Sarah likes to pride herself on offering something for all ladies, with a range of different classes for different abilities. The gym also boasts five beauty rooms offering users massages, beauty therapies and photoshoots. She added: “I wanted everyone to be included. I always want to keep improving the gym for everyone, not just one particular group of members “I chose the new name because of the meaning... find something amazing without looking for it, which sums up my journey into the industry.”

Yoga fans can now enjoy a class with a difference; taking in some of London’s finest views while they workout. Yoga in the Clouds with Yogasphere takes place every Saturday morning at London landmark, The View from The Shard, led by top teacher Mandy Jhamat and Harley Street wellbeing coach Leo Lourdes. Each ticket comes with a goody bag and there is also a chance for guests to enjoy the view after the class.

Franchise passes milestone FITNESS franchise Anytime Fitness has surpassed a milestone of 50 clubs in the UK, with the opening of two new sites in High Barnet and Bicester. The number of UK based Anytime Fitness sites has grown steadily since its launch in 2010 and the company hopes to open another 30 clubs here by the end of the year. UK chairman Andy Thompson said: “Since we launched in the UK in 2010 we have set ourselves ambitious growth targets and therefore we are

delighted to have reached this key milestone. “A key factor in our success is the passion and enthusiasm of our franchisees, many of whom have always wanted to own their own business, and are now flourishing with the support of our expert franchise consultants. It’s also great to see such a diverse range of people attracted to Anytime Fitness and the franchise industry, as demonstrated by the owners of our two latest clubs.”

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Amazing response for Belfast’s ‘new kids on the block’ By Olivia Taylor A 14-MONTH-OLD gym is going the extra mile to make sure they are the best in the area. GymCo Belfast provides members with an impressive range of facilities, giving them access to a high spec cardio and weights area and the largest spin studio and functional training space in Northern Ireland. The club also offers a well-rounded service to users, with an in-house sports massage therapist, physiotherapist, hairdresser, golf society and cycling club. Gym ambassador Paddy

Cunningham said: “We do have people who come from far away to train with us and it shows that we’re doing something right. We’ve been extremely overwhelmed and flattered by the support.” The facility is owned by the Conlon brothers, Jim, Martin and David, who have always been keen fitness enthusiasts and are already looking to extend the brand further with a second gym. The club provides classes for all types of gymgoers with HIIT, Zumba and their own 50/50 classes, which are made up of 30 minutes Spinning, followed by 30 minutes of another

surprise exercise. Teens are also encouraged to exercise with classes run during the week for them to come along and learn the foundations of good technique and posture. Paddy added: “The response we’ve had has been amazing – we really are going from strength to strength. It’s all very flattering for us because we’re just new kids on the block.” The club is also making sure they have a top team to deliver their classes, with 10 personal trainers who are all experts in their fields, whether that is weight loss, functional training or bodybuilding.

Gym manager Judith McGirr added: “I have complete faith that when I pass a member on to a personal trainer they will be very well looked after.” In the coming months, the club will be opening a healthy eating restaurant accessible to both members and non members, allowing them to refuel after their workout. Paddy added: “We’re trying to cater for our members and even for non members when it comes to post and pre workout. “We’re doing something right, but there’s always room for improvement.”

Fitness instructor launches new class at his studio SCOTTISH fitness instructor Louie Fecou has launched a new class, Skip A Fit, at his studio in Ayrshire. The 23-minute class embraces the challenge of HIIT with a training regime that has its origins in a boxing gym. It has a basic structure; warm up,

followed by sets of jumping rope, interspersed with non rope based movements, finishing with a block of muscular strength and endurance exercise and a final stretch. Louie explained: "We felt that a lot of people wanted to do intense exercise, but were intimidated by the

marketing of other principles. So we took skipping as our jumping on point and formulated a group exercise session around it. It's an old idea, updated, like many things in the fitness industry today, and the accessibility of the class has made it a winner.

"The class is very difficult and a lot of time is spent tripping over the ropes, however after three or four classes, you really start to see clients improving and enjoying themselves. When you get a rhythm going with the rope, we call it a "rally", it's an incredible feeling of achievement."

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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 ce@scriptmedia.co.uk or you can message us on Facebook or Twitter.

This month’s top Tweets...

Picture of the month

@_ukactive: Great meeting with the @WorkOutUK team today. Read the latest WorkOut magazine available on their website. @getbuzzing: It’s our very own Kate in this month’s @WorkOutUK. Thanks @ChristinaEccles, fab feature #healthyeating @ZAAZEEUK: We’re excited to attend next week’s launch of @serendipity_gym in #Selby @SarahTremble, @WorkOutUK #newgym #fitfam @GymcoBelfast: GymCo are delighted to have hooked up with @OliviaGTaylor from @WorkOutUK for an article running in the coming weeks. Details to follow. A Zumba loving bride and groom have taken part in an exercise class with a difference, encouraging guests to join in an impromptu workout at their wedding reception. A large group of guests at Stefan and Victoria Meehan-Tompsett’s wedding took part in the class; one of many highlights of their big day, which also included a Punch and Judy show for children. The couple tied the knot at Brockholes Nature Reserve in Lancashire.

Letter to the editor @ConceptLifting: #MotivationalMonday #TrainHardWinEasy #Sport @GBWeightLifting @lifeleisureUK @greatersport @WorkOutUK @BluebirdPR: Thanks @WorkOutUK for supporting this year’s @BloodPress_UK #KnowYourNumbers campaign. @ChristinaEccles: Afternoon meeting @bplmetrodome for @WorkOutUK. Nice to see the place so busy and so many families enjoying the facilities! @FitnessAwards: Sponsoring an NFA gives your brand exposure to hundreds of industry professionals on the night and through @WorkOutUK. Contact us for details.

@fitssi: @WorkOutUK Please RT to support our campaign for a more #active London. #Socialsport #Inspire #getinvolved

I WAS interested to read Rory McGown’s advertorial in the July issue, claiming that many gyms are intentionally oversupplied with fitness equipment. At Precor we have developed a number of solutions to ensure our customers have the correct equipment to match the demographics and needs of their members, as well as guidance on where each piece of kit is best placed on the gym floor. In 2013 we launched ActivDesign, based on the latest market trends, IHRSA and ACSM research and insights from worldwide shopping giants, to help operators design their

Editor’s comment gym floor. It takes into account flowthrough, zoning, equipment choice and layout, colours, lighting and floor finishes, as well as in-club training and launch support. Ongoing evaluation includes a benchmarking tool to monitor customer feedback and facility performance, enabling operators to react and adapt if necessary. Added to this, Preva Business Suite’s reporting tool enables operators to monitor and manage the use of their equipment. By checking daily use of equipment, cumulative use and trends by time, operators can make informed purchasing decisions, as well as prolonging the life of their kit by swapping stations that are continually used for those in less popular positions. Effectively using space will ensure both the members’ needs and operators’ commercial requirements are met. A good gym environment shouldn’t be filled with as many products as possible – in fact, 11 per cent of members leave because they feel too crowded. Research also shows that 38 per cent of members stay because of the variety of equipment, and users are more likely to become repeat customers if the right type of equipment is provided within a well thought-out space, so it’s simply not in a supplier’s interest to recommend more kit than necessary. Jonathan Griffiths, marketing manager, Precor UK

IT’S hard to believe we’ve come back round to the September issue again! Where does the time go?! Every year, this edition is always a busy one for us, and 2015 is no exception, as the Christina Eccles industry gears up for a new look Leisure Industry Week and we also look ahead towards the National Fitness Awards. Plans for both the awards and our new daytime conference are going well – December 4 promises to be an exciting day – and as I write this editor’s comment, we’re preparing to draw up the shortlist in each category, which is one of our favourite jobs. As the standard is always so high, it can be a tough task, but we love spending time reading through all of your entries and can’t wait to announce the full shortlist next issue. In the meantime, stand by your phones, as we’ll be calling all finalists soon to share the good news and arrange plans for your visits. We’re also excited about returning to the NEC for LIW. If you’re going, come and see us in the Workout Trade Lounge or drop us a line to arrange a meeting. You’ll also be able to talk to us there about the NFAs and NFC, so feel free to drop by with your questions on either event. See you in Birmingham and good luck to everyone on your awards’ entries!

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How PT Gemma caught the competition ‘bug’ By Christina Eccles

Celebrating: Personal trainer Gemma Stanley

PERSONAL trainer Gemma Stanley is celebrating success after achieving victory in her first competition. Gemma, who owns PT company Gemini Fitness and also teaches classes at Pontefract Squash and Leisure Club in West Yorkshire, set out on the challenge in April to enter a competition, with the initial aim of giving herself more focus and providing motivation for her clients. But with the help of her coach – IFBB pro Nina Ross – she ended up achieving much more than she first expected. Stepping on stage after 16 weeks of hard work to compete in Bikini Fitness at the UKBFF Stars of Tomorrow, Gemma walked away with first place and the title of the UKBFF Ultimate Beginners Champion 2015 in the tall bikini class. She explained: “I went from a somewhat healthy PT, teaching classes and training through a mix of cardio and light weights, to a

‘I went from a somewhat healthy PT, teaching classes and training through a mix of cardio and light weights, to a strong, focused individual who has never felt or been in better shape’ strong, focused individual who has never felt or been in better shape. “The entire day was such an amazing experience, getting to meet so many inspirational, like minded women and is definitely one I will never forget.” Gemma is already preparing for her next competition and after getting off to such a successful start, told Workout she’s now definitely ‘got the bug’. She added: “I am now training towards the next competition in the hope to get an invite to the British Finals in October and hoping to inspire as many people along the way as I possibly can. “It’s also helped for my clients to see I’ve done this myself, so why

can’t they? “And there have been a couple who have shown an interest in competing.” It’s been a busy few months for Gemma, as she has also recently taken part in the Pretty Muddy event at York Racecourse, along with three of her clients, to raise money for Cancer Research. She is also hoping to participate in further charity fundraising events throughout the year and get more clients and club members involved. She added: “It was a scorching day and despite the heat, was absolutely fantastic. As a group, and with massive thanks to our family, friends and members, we have managed to raise just over an amazing £300.”

Promoters and detractors explored WHAT differentiates health club promoters from detractors is explored in the latest IHRSA Member Retention Report, conducted in partnership with The Retention People. The report focuses on the impact of the Net Promoter Score on club member retention and is based on a survey of over 10,000 health club members in the UK; examining how member demographics, duration, attendance, and activity participation vary between promoters and detractors. According to the report, 51 per cent of members who belonged to a club for less than six months were promoters, in comparison with 20 per cent detractors.

For members with a tenure of at least three years, 35 per cent were promoters, while 31 per cent were detractors. IHRSA’s executive vice president of global products, Jay Ablondi, said: “The most recent edition of the IHRSA Member Retention Report will help club operators better distinguish the characteristics of loyal members, who may endorse their club to family and friends, from those who may be more likely to badmouth their business. “Although longer tenure is historically indicative of member loyalty, the report shows that recently joined members are most likely to be promoters.”

The report also explores the relationship between both gender and age with NPS. While the relationship between gender and promoter or detractor status is not particularly strong, NPS category does vary by age groups. Members between the ages of 16-24 and 65 years or older are most likely to be promoters. Half of members (50 per cent) in the 16-24 age group are promoters, while 46 per cent aged 65 and older are promoters. The percentage of detractors increases between the ages of 25 – 64 and the report suggests leveraging the power of staff interactions and group activities with members of all ages, as

social activities, including group exercise, typically lead to a higher rate of promoters. Director of TRP North America Phil Bonomo added: “Understanding the mindset of promoters is critical to improving overall member satisfaction, which has a direct impact on improving retention. “TRP will be studying promoters in depth during an upcoming, first of its kind, North American health club member ‘longitudinal study.’ “This study will track active club members over a multi-year period and provide meaningful insight into what makes a promoter and how clubs create a culture that yields more promoters than detractors.”

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Why Caroline’s fit kit stands the toughest, sweatiest workout By Christina Eccles THE founder of a website where women can buy the latest activewear from around the world has revealed why she’s delighted to play a part in the UK’s growing health and fitness movement. Active in Style founder Caroline Lucey got the idea for her business when she moved to Brisbane and became PR and communications manager for premium Australian activewear label Lorna Jane. She loved the brand so much she brought the concept back to the UK with her; creating an online platform where UK customers could purchase Lorna Jane products, plus many more of the hottest brands around. She explained: “I loved Lorna Jane and the clothes and had been so inspired by the brand and how motivating it was to women in encouraging them to lead an active life, I decided to bring Lorna Jane

to the UK and so once I moved back I started importing it. “I soon launched ActiveinStyle.com as a platform to sell Lorna Jane; and from there began adding other activewear brands from Australia which were also not available in the UK yet. “We now stock 22 brands and are soon to add another two brands in the next couple of months.” With plans in the pipeline to create a signature Active in Style range and the launch of a London-based pop-up shop later this month, Caroline told Workout things are going really well. Selling many brands exclusively in the UK gives the site a point of difference, as does a strong focus on customer service and a keen eye for the latest trends, which are often spotted on social media. She added: “We find a lot of our brands on Instagram – it’s a great platform for finding

unique products. We stock brands that understand the fit fashion remit – these brands produce collections that have style yet are performance pieces meaning they can stand the toughest, sweatiest workout. “We also believe that the experience of buying from ActiveinStyle is unique. We aim to write a handwritten note to all our customers as well as offer them an added extra in their order by partnering with relevant brands to giveaway products. “We love hearing from customers who work in the fitness industry. Our ambassador scheme allows all fitness professionals to receive a permanent discount with ActiveinStyle. All we ask is that they promote us to their friends and clients. “The whole health and fitness industry in the UK is growing so fast and it’s great to be part of such a fast growing movement.”

Delighted with progress: Active in Style founder Caroline Lucey.

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Advertiser’s announcement

Thought you knew how to determine customer demand on the gym floor? Think again, says Rory McGown, founder of GYMetrix.

Your club is unique tomers, and this is something we have seen time and time again in subsequent gym studies.

Rory McGown

Club demographics and customer demand Understanding customer demand levels for kit is key to satisfying customers and maximising the potential of your gym, but it’s not as simple as we’re led to believe. The first studies ever conducted by GYMetrix challenged our thinking about the demand patterns of gym floor customers. Until that point, we like most other people in the industry, believed that a club’s demographics determined demand for equipment. But our studies of two Glasgow Life gyms showed that this was not the case. The two sites were

located close to each other, served similar demographics and were stocked with similar types and quantities of equipment. That being the case, we expected to measure similar, if not identical, demand patterns. In fact, we found that they had very different patterns of demand, with one gym experiencing shortages of some equipment, while the very same kit was under-utilised in the other facility. The clearly showed that the demographics of a club did not determine the demand patterns of its cus-

Each gym demand pattern is unique One of the most important lessons we have learned from conducting hundreds of studies of gyms, is that no two clubs have the same demand pattern. Yes, they may share similarities, but each gym’s pattern of demand is totally unique, which leads us to an interesting question: what does determine the demand pattern in a club? Understand the ecosystem of your gym Likening your gym to an ecosystem is probably the best way of But it’s not all doom and gloom. The good news is that we can measure how all of these factors come together and produce an ideal ratio of equipment to suit the unique demands of each gym. Operators can also influence customer demand through instructor interaction with customers to affect their equipment choices to help to even out demand patterns. What about new-builds? All of the above is fine when working with existing sites, but how do you accurately predict

understanding the variety of factors, and the interdependency of those factors, that affect the demand patterns on the gym floor. The primary interdependent elements on the gym floor are customers, instructors, equipment and the size and shape of the gym floor. And as you can see from the diagrams, there are a myriad of different factors which influence these primary elements ranging from the age and gender of customers to the location of equipment and the levels of interaction

of between instructors and users. It’s only when you have considered all of the potential factors that can influence the customer’s choice of equipment that you can appreciate why no two gyms have exactly the same demand pattern. Forgot the one-size-fits-all approach This means that the one-size-fitsall approach adopted by so many operators is flawed. It will always generate shortages of equipment, which frustrates customers, as well as underutilised kit, which means operators are wasting money on excess equipment rather than investing it in solving shortages of equipment that their customers actually want.

how all of these elements are going to come together in a new site? Well, the best that can be done in this situation is to have a ‘best guess’ and build your gym, but only put in 80% of the kit, this allows for flexibility to accommodate future change. It also mitigates the risk of the gym not getting as busy as you hope. Once your gym is operating, and its own unique ecosystem has been established, you can measure its performance, calculate the ideal equipment mix, and make the necessary adjustments with the final 20% of kit to match customer demand. www.gymetrix.co.uk

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Initiatives to motivate members to do more exercise are a success By Christina Eccles Representatives from Pulse and Beaverfit who completed the 400-mile cycle ride.

Staff raise £275 for Fund

STAFF members from Pulse and Beaverfit have joined forces to complete a 400-mile cycle ride, raising over £275 for the Army Benevolent Fund. Ben Steadman, key account manager for government services at Pulse Fitness, and colleague Tom Beaver, managing director at BeaverFit, work closely with the military providing a range of functional fitness equipment. Their jobs gave them an insight into the lives of servicemen and women,

prompting them to start fundraising. Averaging 140 miles per day, they visited a total of 40 Ministry of Defence sites, starting at Royal Marine Base Chivenor in Barnstaple and finishing at Defence Medical Rehabilitation Centre Headley Court near Epsom. Along the way the duo were accompanied by army personnel from each base, offering support and encouragement. To donate to Ben and Tom’s challenge visit www.justgiving.com/benjamin-steadman

Pulse completes £100,000 upgrade PULSE Fitness has completed a £100,000 gym equipment upgrade at Redhill Leisure Centre on behalf of Gedling Borough Council. As part of the project, Pulse brought the old gym completely up to date with a fresh and efficient new layout. The new facility includes Pulse’s top-

of-the-range Series Three Fusion Cardio line, as well as Concept 2 Rowers, Wattbikes and Stair Masters. Pulse also advised the centre on a new functional training rig; installing a bespoke design, which can accommodate up to 12 users on the gym floor.

EVERYBODY Sport and Recreation has been achieving success with its initiatives to motivate members to do more exercise. Back in November last year, the charitable trust, which runs leisure services in Cheshire East, launched an Everybody Challenge at its annual awards to get members more active, more often and encourage others to join them. After being inspired by the work of individuals in this area, the trust launched a competition to win a lifetime membership – all people had to do to enter was pledge they would take part in 30 minutes of activity a day. Having had over 400 entries and picking a winner – Robert Evans – they decided to capitalise on the campaign’s success and create Zero to Hero. Content marketing executive Jade Griffin explained: “For those who had committed to 30 minutes of exercise, they were starting to see some positive results and we thought it was time to step up to the next level.

“We wanted our members (and Everybody staff ) to set some goals to get out of that comfort zone and not only challenge fitness levels and physique but also their character too.” As part of the challenge, teams from several Everybody leisure centres are joining staff to complete The Born Survivor later this month in Manchester and some have also signed up to take on local triathlons, cycling challenges and 5k mud runs, training with instructors. Jade added: “Everybody strongly believes that group activity and team spirit is key to our members’ success. It builds their confidence, pushes their comfort zones and boosts their motivation with the support from fitness staff and other members. “We have a number of classes such as Bootcamp, Warrior Fit, Circuits and high intensity training HIIT which will certainly gear them up to this event, pushing their training to the limit to get them ready for the obstacles they will face. “Our aim is to get involved with events throughout the year to help our members achieve their goals and aspirations.”

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Sally swaps weddings for workouts with new fitness brand By Christina Eccles AN entrepreneur has turned her passion for fitness and fashion into a successful business, with her boutique sportswear brand going from strength to strength. Founder of Every Second Counts Sally Dixon has a wealth of experience in the fashion industry – including a previous role as fashion director at You and Your Wedding magazine – and is also a qualified Balanced Body mat and reformer Pilates teacher. She set up the activewear brand to combine her two interests, aiming the collections at fitness fans who make their seconds count when it comes to fitting exercise into daily life, and want fashionable yet functional clothing to take them from one scenario to another. She said: “I worked as a fashion director for magazines and my job was to do all the shoots, seeing it through from the initial concept to producing the final images. “At the same time, I was massively into fitness and really into running. I was also at the point of, as much as I loved working with magazines, I wanted to go into my own business. “This was the perfect opportunity to do something on my own. I still wanted to be able to do something with fashion but combine it with my love of fitness.” Having experience of both industries has been key to the brand’s success, allowing Sally to use her fashion insight to create exciting, visual campaigns and striking promotional images and her fitness background to identify the technical elements, cuts and fabrics which will work well for her collections.

Her day-to-day life also involves combining the two worlds, as she is hands on with the business and teaches Pilates classes on a regular basis. She added: “It’s massively helped. Part of my previous job was to create mood boards to get the concept of a shoot, so from the point of view of clothing production, it’s exactly the same. Also from a photography point of view – I know what makes a good image. “I’m teaching pretty much every day and then come into the office. I love it and it’s nice for me to be able to put the kit through its paces.” Pop up-events at studios such as Barrecore and Bootcamp Pilates have been helping to further spread the word among the fitness community about Every Second Counts and Sally also works with ambassadors, including personal trainers and yoga teachers who embody the same healthy living ethics she promotes. Customers can also benefit from extra access to health and fitness advice via a blog on their website, offering them a well rounded service when they log on to browse or purchase an item. She added: “In the last year, we have had Matches come to us and a lot of independent yoga studios. It’s been amazing to have that kind of feedback and know that people like it. “[The blog is] an extra bonus for our customers. A place where they can go for recipes or to find out about different exercises. We like to look at the 360 degrees of health and wellbeing – it’s not just about the clothes.”

Every Second Counts founder Sally Dixon and, below, part of her activewear range.

Five-year deal unveiled New show at Nottingham village SPEEDO and Nottingham City Council have announced a five-year partnership at the newly-transformed Harvey Hadden Sports Village. As well as the naming rights to the pool and poolside area at Harvey Hadden Sports Village, the partnership also includes Speedo supporting six more Nottingham City Council leisure centres. The 50m pool at Harvey Hadden will be named the Speedo Swim Centre and a new Speedo store has also been opened – offering a range of swimwear, goggles and training equipment.

Speedo UK commercial director Justine Whitby said: “We are delighted to partner with Nottingham City Council to open the brand new Speedo Swim Centre. “The fantastic new sports facilities at Harvey Hadden will be beneficial to all who come through the doors, and we hope to inspire more people of all ages to enjoy swimming.” The Speedo Swim Centre will sit alongside the improved athletics stadium, new 1.5km closed road cycle circuit, refurbished football pitches, boxing club and leisure centre at the sports village.

A NEW corporate, social and environmental responsibility focused exhibition will run alongside this year’s Restaurant Show at Olympia to satisfy demand from the leisure sector for health and nutrition, responsible sourcing, sustainability and ethical business. Conscious Hospitality Show brings together over 50 exhibitors from across the sector and showcases a range of products and services. Commercial director Elizabeth Duncan said: “We have created a dedicated show that will help chefs, caterers and food and beverage managers to find out more about the products and services that will allow them to run more sustainably and with CSER credentials that will support their business to grow.”

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Research reveals the benefits of suspension training By Christina Eccles

Olympic medallist Colin Jackson has partnered with Sony to launch a new piece of wearable technology for fitness enthusiasts. The new Smart B-Trainer is designed for runners that use music to help them train; adjusting the tracks as they listen and run based on their heart rate. At the launch, Colin was on hand in Regent’s Park to put people through their paces, taking them through the type of exercises he does on a daily basis, while emphasising the benefits of the Smart B-Trainer. Colin said: “The Sony Smart B-Trainer is a brilliant new product, suitable for runners of all levels. The automatic music selection fits the tempo of your run, which I think is a great feature and I’m excited to incorporate it into my training.”

SUSPENSION training has been given a scientific seal of approval after research highlighted the significant benefits of working out this way in comparison to traditional resistance training. A recent edition of IDEA Fitness Journal featured an in-depth analytical review of multiple studies comparing Suspension Training to traditional weight training – and the review concluded the benefits of suspension training in many cases surpass or meet those associated with traditional weight training. The article written by Tony Nunez, MS and coauthored by Len Kravitz, PhD, program coordinator of exercise science and researcher at University of New Mexico, Albuquerque, took a comprehensive look at a variety of peerreviewed studies that compared suspension training to traditional resistance training methods. The collection of studies focused heavily on suspension exercise’s benefits to core activation, as well as suspension training in direct comparison to traditional resistance training. Findings included: I Suspended push-ups were superior in effectiveness, compared to traditional push-ups for core activation. I Inverted suspended rows not only proved to

be effective, but exerted less load on the user’s spine than conventional rows. I A seven-week suspension training program provides almost identical benefits to that with traditional resistance training. I Unstable training modes and traditional resistance training programs provide similar benefits in terms of muscular strength, power, movement velocity and jumping ability in a specific research population. I Unstable planks, like those performed using the TRX Suspension Trainer, are more effective than traditional ground-based planks. The findings reinforced the principles upon which TRX was founded and has championed since it first introduced the TRX Suspension Trainer in 2004. Head of human performance at TRX, Chris Frankel, said: “This article scientifically validates what we have believed for over a decade. “We have seen and experienced the very benefits this review highlights over the lifetime of our business, and it’s thrilling and gratifying to see our beliefs validated by such an esteemed source within our industry. Not only does TRX Suspension Training provide these tremendous benefits, but it offers all of it in an incredibly practical and efficient form that’s completely portable, compact, cost-effective and suitable for the widest range of fitness levels.”

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Harrogate is venue for third franchise YOURZONE Studio has opened a new facility in Harrogate, making it the third franchise to be opened since the beginning of the year. YourZone Studio offers a challenging and results-driven workout using a Bluetooth heart-rate system and motivational trainers. The hour-long classes consist of a variety of workouts based on muscle confusion; working different muscle groups during each session to build strong, lean muscle. Founder Chris Elms said: “Harrogate was our third franchise to open since January 2015, which is a great achievement in itself. “Working with our new franchisees has fantastic rewards because we are able to work closely with them to provide support to their business and allow them to bring a workout, like YourZone, that guarantees results to their local communities.” “The main advantage of opening a YourZone Studio franchise is that the start-up costs are considerably lower than other gyms and our team provides corporate structure, resources and support to all venues. “We have a vested interest in the YourZone brand and making the franchises a success.”

Winning PT A PERSONAL trainer at The Academy Health Club in Harrogate has proved her athletic credentials. Naana Aduesi won the 200m title in the Women’s over 35 British Masters at the National British Masters Championships in Birmingham. Having had her first taste of national success, Naana is now looking forward to participating in future competitions.

Facility aims to stay at forefront of the industry MEMBERS at Surrey Sports Park can now benefit from the latest equipment and technology, following the completion of a £500,000 gym refurbishment. The University of Surrey owned facility opened the doors to its new Health and Fitness Centre after a nine-day renovation in partnership with Life Fitness. The opening sees the introduction of new, state-of-the-art equipment, more stations and more elite-level strength and conditioning and functional training areas to coincide with the growing trends and demands of Surrey Sports Park’s users and to tap into fitness industry trends. New features include an increase from six to nine lifting platforms, a larger strength and conditioning area, Life Fitness Synergy 360 and PowerMills and four new Watt Bike Pros. Members can also benefit from a personalised workout experience with a free LFconnect account. The new LFconnect system allows users to create custom workouts, track their progress, customise their machine displays and track workouts via a free mobile app. Surrey Sports Park interim CEO Jonathan Acott said: “As one of the country’s leading sites for sport, health, wellbeing and leisure, it is important to continue to offer the very best facilities and training environments for our members and users. “This refurbishment ensures we remain at the forefront of the industry and we hope our members enjoy their workouts in the new facilities.” I Have you recently refurbished your gym or added in some new features to further improve your offering to members? If so, we’d love to hear from you. Send your stories to ce@scriptmedia.co.uk or contact us on Facebook or Twitter and you could appear in a future issue of the magazine.

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How Paralympian Gary is inspiring others ... A PERSONAL trainer has told how he’s made the transition from Paralympian to fitness professional – and is now using his experience to inspire others. Gary Farmer lost his leg in a car accident when he was five years old, but as a Paralympian in Sledge Hockey at the Turin games in 2006 and member of the Great Britain team for 12 years, he has always sought to stay physically active. A year ago, aged 29, he qualified as a personal trainer with Lifetime Training and is now motivating others with his can do attitude. He said: “I decided to become a PT to use my experiences as a Paralympic athlete to inspire oth-

ers. That doesn't mean I want them to become Olympians or Paralympians, just to be the best that they can be. I chose Lifetime Training, as I knew at some point I would like the challenge of working abroad. Their courses are REPs accredited which means they are recognised in other countries. “I don’t think that it was any harder for me to find work as a PT. My first job was with DW Sports Fitness in Mansfield. They treated me just like any other PT, which I greatly respected. Nothing needed to be changed in term of layout or equipment or training. Most gyms have to be suitably designed to cater for disabled people nowadays

anyway.” Gary also revealed how he thinks the industry can support disabled people who want to work out in gyms, revealing simple tweaks, such as offering some specialist equipment, can make all the difference. He added; “Operators can help disabled people by ensuring they have a wide range of equipment. One thing I have found with budget gyms in the past is that they don’t tend to have hand cycles. This small piece of equipment opens up a whole world of cardio work for disabled users, when treadmills and cross trainers simply aren’t useable.”

‘I decided to become a PT to use my experiences as a Paralympic athlete to inspire others’ Gary Farmer

Operator begins Olympic countdown

Keri-Anne Payne

OPERATOR Fitness First began the countdown to the Rio 2016 Olympic Games by launching an innovative tool designed to encourage people to try out new sports. Marking one year to go until the next Olympic Games, the operator, which is Team GB’s official fitness partner, launched the Sports Profiler

Tool at its flagship gym in Bishopsgate, London, alongside sporting stars Keri-Anne Payne and Jason Kenny. The tool matches people to the Olympic sport they’re most suited to, based on their speed, stamina, strength, power and agility. Users can download unique train-

ing plans devised by Team GB and Fitness First trainers, as well as a free pass to their local Fitness First gym. Both athletes took the test, with Keri-Anne being matched with her own sport Open Water Swimming, while cyclist Jason was matched with 400m running, showing just how transferable sporting ability can be.

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Independent gym owner Debra de Luen has had a whirlwind couple of years with the successful launch of a new class, her own clothing brand and the creation of a new fitness event in the North East – and it all started with an advert in Workout. She told us her story. Fitness manufacturer and supplier Precor has integrated functional training systems provider Queenax into its range of offerings. Precor parent company Amer Sports has acquired Queenax, which will operate within the Amer Sports Fitness Division under the Precor brand. President of Precor Rob Barker said: “The highly configurable Queenax system is the perfect complement to our robust strength and cardio offerings and reflects our commitment to helping operators to delight their members with personalised, results-driven fitness experiences.”

New diploma launched following feedback PREMIER Training International has developed a new diploma in health, fitness and sales, following feedback from 450 operator employers, qualified personal trainers and current PTI students. The new qualification will not only teach the skills required to pursue a successful career as a fitness instructor, but also the interpersonal and sales skills needed to grow and manage a client portfolio. CEO of PTI Debra Stuart said: “When we conducted our extensive consultation with the industry earlier this year, employers and fitness professionals identified a need for fitness instructors to better understand the

business and sales requirements of building a successful personal training business. “The new diploma has been developed as a direct response to our findings. “We are very proud to have been serving the industry as a leading training provider for more than 20 years and take our responsibility to continually assess and meet the needs of employers and employees very seriously.” The diploma is underwritten and accredited by ActiveIQ. Students can complete the qualification in six weeks of full time learning or on a part time basis.

Whirlwind years all started with Debra seeing Workout ad DEBRA, who owns Club Zest in Sunderland, started her exciting journey when she spotted a page in Workout announcing instructor training dates for a new class called Fitsteps. After being inspired to find out more about the class, she and a colleague, Tanya Walker, signed up to attend the first training date, where they met another girl from the North East, Claire Hanson. Within weeks, the trio were working as part of the Fitsteps training team, travelling the country training instructors – little did they know at the time what else their friendship would lead to. Debra explained: “Whilst training days were busy around the rest of the UK, the North East courses were slow to fill. After speaking with other brands and with the instructors themselves, it became apparent that unless the brands showcased by holding master classes in the area, instructors were reluctant to invest time and money on course fees, travel and accommodation without having tried the class first. The brands, who weren’t receiving any interest in their training days in the North East because of this, assumed that the interest just wasn’t there and bypassed the region.” Recognising the catch 22 situation, they decided to create a two-day fitness event in Newcastle – Project Fit – to allow North East based instructors to ‘try before they buy’. Debra added: “The event turned out to be the largest fitness event held in the North East and was a huge success. We enjoyed it so much we’re doing it again this year. “As we were planning the event, we decided it would be a good idea to have an expo/trade hall. We began searching for fitness apparel retailers who might want to come and sell their clothing at our event. It was a disappointing search with only two businesses interested in coming on board. So, seeing a gap in the market, we thought it would be a good idea to

“We like women to feel our clothing, try them on and see how they have been chosen to flatter all kinds of figures so it’s great to get out and about with our range.”

Debra, Claire and Tanya start our own label and range of women’s fitness clothing and before we knew it, Amazing-Jane was born. “The name was chosen because we want to encourage women to accept their bodies and feel amazing, rather than plain. We want them to experiment with their clothing, try new styles and embrace their bodies, regardless of shape or size. “One year on and we are busy attending fitness events and health clubs with our pop up shop. We like women to feel our clothing, try them on and see how they have been chosen to flatter all kinds of figures so it’s great to get out and about with our range. Our online store is doing great and we’re really learning a lot and enjoying ourselves.” Plans are already shaping up for the next Project Fit, with Debra also hoping to make the shortlist for the 2015 National Fitness Awards after putting Club Zest forward this year. She added: “Our Project Fit event is all set to go on Saturday November 7 and Sunday 8 and we have five brands holding instructor training around the region on Friday 6. “Of course, Amazing Jane will be there with a full range of fabulous fitness apparel for people to spend their pennies on. “A big thank you to Workout magazine, because without you, we wouldn’t have met each other or be travelling this exciting road with Fitsteps, our fitness event and fitness apparel.”

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How to attract and target fitness consumers for better results ... By Elizabeth Spencer-Phillips IT’S a sweat trying to reach and retain consumers in the fitness sector. Competitors will work hard to lure them off you with cheaper memberships at rock bottom prices. For many, it’s a price war with the fighting gloves off. But every marketer worth their weight in gold will know it’s not always commercially viable. Attracting consumers to become faithful fitness fanatics is more than the price they pay – it’s the added value you bring. Here’s how you can super-charge your marketing to bring them that one step nearer to brand advocacy. Make your brand a lifestyle choice: In 2014, 13.2 per cent of the UK population registered at a gym or fitness club compared to 12.6 per cent in 2013 (The European Health and Fitness Association), indicating an increasing appetite for memberships. With more than 6,112 fitness facilities established within the UK in 2014 (Leisure Database Company State of the Industry Report) it’s a noisy marketplace. Buying into a fitness programme is more than just a service offering. Inspire and support your customer base with a lifestyle choice that emulates your brand values.

Social media and the company blog are great platforms for content marketing and SEO – so use it to your advantage. It’s well-versed that Facebook nurtures communities in a hub and spoke fashion and it’s a good place to start if you’ve yet to dip your toe into the world of emojis. Motivate consumers with tips and tricks on how to reach their fitness goals, run a Twitter Q&A and provide practical healthy-eating advice. Remember, consumers are engaging with your brand because they intend on reaching a specific fitness goal. So, help them get there – whether that’s in the gym or out of it. Nudge and nurture behavioural change Within the first six months, almost 50 per cent of all people drop out of an exercise programme. Therefore, it’s imperative to nudge and nurture your customer base via customer insight. Data gathered from tools like Google Analytics, E-CRM platforms and CRM software will help inform decision-making for your marketing strategy. Coach your laggards and inspire them to pick up the weights again with an incentivised direct marketing campaign. Build upon the data gathered from audience profiling to deliver communications that will determine an action. Seed content tailored to each stage of the customer journey. More importantly,

identify your target audience’s motivators and tailor the messaging to their needs. Categorising why people join the gym will increase engagement and loyalty to your brand. So, whether it’s losing weight, wanting to be healthy, sports excellence or social motivations, ensure your persona maps are thoroughly executed and dovetail your overall marketing and content strategy. Technology is your friend When it comes to giving that personalised touch, gym-going consumers are very versed to it. Analytics company Flurry reported fitness apps were growing faster in users than the industry average by a whopping 87 per cent in the first half of 2014. In support of this, Mintel highlights 27 per cent of gym members are interested in using smartphone / apps, meanwhile, 24 per cent are interested in receiving dietary advice by email, text or by application. With goal tracking cited the number one reason for accessing mobile health and fitness apps (eMarketer, 2014), it’s the perfect channel to motivate your customer base and increase engagement. Incentivise and reward key milestones After Iceland and Malta, the UK has the highest level of obesity than anywhere in Western Europe (Institute

Elizabeth Spencer-Phillips is founding director of marketing and employee communications agency, Caburn Hope. for Health Metrics and Evaluation, 2014). This in turn means a higher sample of overweight people who are eager to shed the pounds. Get into the mind-set of your target customer. Focus on building relationships that are goal-orientated. One effective way to do this is with loyalty scheme programmes, which reportedly increase in-store visits by 185 per cent. Whether you provide cash incentives like Boots or a Waitrose style ‘pick your own’ deals, it’s a good place to start.

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Many of us may not have heard of Mindfulness up until recently but, according to founder of Human Business Deniz Paradot, it isn’t just a passing fad. In the first of a special series of columns, which will explore more about the concept and how it can work within the fitness industry, he explains what Mindfulness is – and why it’s so important.

Why Mindfulness? SCIENTIFIC research proves Mindfulness is effective in managing stress and developing positive feelings and happiness. As humans, we are more successful when we are able to manage stress. It’s all about living in the present, achieving focus and clarity in our daily lives. This awareness goes a long way towards decreasing stress and anxiety and improving performance both at work and through exercise. All too often our brains get caught up in thoughts from the past or worries about the future – this mental chatter causes a stress response that prevents us from accessing the part of the brain that keeps us engaged in the present moment and able to maintain perspective and focus. A recent study found mindful meditation led to lower resting cortisol levels — the socalled stress hormone – and scientific research shows when we practice mindfulness we are actually training the prefrontal cortex – the part of the brain that creates a calm and alert state of mind, helping us stay focused, resist distraction and perform at our best. Mindfulness calms the stress response in the brain, allowing us to notice our thoughts and emotions

without getting attached to them. When we are Mindful we are cultivating a moment-by-moment awareness of our thoughts, feelings, bodily sensations and surrounding environment, protecting ourselves from negative thought patterns and emotions and giving us the freedom to fully engage in the task or situation at hand. The brain is ‘neuroplastic’, which means it’s always changing. It changes in response to what you learn, what you do, what you experience, but also on account of what you think and, importantly, how you hold and move your body. My programme, The Way of the Chimp, is an authoritative way of altering the emotional architecture of the brain, specifically in the areas that control how we feel about ourselves. We can think of The Way of the Chimp practice like going to the MindBodyGym. Just as going to the gym to exercise makes your muscles tone and grow, doing this mindfully actually changes your brain and also helps it tone and grow. The Way of the Chimp is a stress management and employee well being training programme that helps staff become healthier, happier and

more productive, reducing staff turnover and sick-days and increasing morale and productivity. The Chimp is a term we use to describe the agitated, easily distracted and incessantly moving behaviour of ordinary human consciousness, our minds. Like a chimp whose attention goes from one thing to the next without regard for long-term direction, the undisciplined human ‘chimp’ mind jumps from thought to thought. The chimp mind is easily distracted from its focus; getting caught up in unhelpful emotions and negative thought patterns that interrupt creativity and productivity. When you have ‘Chimp Mind,’ which we all do, you think and behave reactively, selfishly, arbitrarily, unaccountably and so on. You can’t lead yourself and others when your mind only works in chimp mind mode. Or rather, you can only lead others with chimp minds. You lose freedom because things outside your control, control you. The Way or ‘journey’ refers to the method used to understand, recognise and deal with the Chimp Mind. It’s a method that gently guides the individual to see how their conditioned mental habits restrict, distract and more often than not cause

unnecessary angst and suffering. The Way helps us to adapt to constant change. When we increase our self awareness we can tame our chimp minds and enjoy the many benefits of experiencing the present moment, free from concerns over past mistakes or future worries. The Way of the Chimp provides individuals with the skills necessary to function optimally in key areas of their professional and personal life, achieving a perceptible work-life balance. Participants in our programmes report reduced stress and anxiety, increased productivity, and more openness to creative problem solving. Throughout training and beyond, our web based App provides daily reminders of how to maintain a mindful approach to challenges and relationships at work. I Look out for the second part of the series coming up next issue where Deniz reveals his practical tips on how to introduce mindfulness into work, life and exercise. For more information on The Way of the Chimp programme, visit www.human-business.co.uk

38 MEDIACITYUK has successfully hosted two top events over a weekend of sporting action. Thousands of enthusiasts and spectators enjoyed the inaugural JLL Triathlon and the iconic Nuffield Salford Triathlon, which raised thousands of pounds for their respective charities. The JLL Property Triathlon North, (jointly sponsored by the Peel Group), attracted over 700 entrants, including presenter Louise Minchin from BBC Breakfast and was a sprint distance Triathlon open to anyone in, or connected with, the property industry from complete novices to more seasoned athletes. Meanwhile, the Nuffield tri-sport challenge, saw over 800 people compete in what has become one of the largest events of its kind in the north west, offering triathletes of all abilities, a race on a fast flat course around the MediaCityUK complex.

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24/7 chain invests £100k into new classes By Christina Eccles FAST growing gym chain 24/7 Fitness has tapped into the latest technology by investing £100,000 to launch new virtual classes at its flagship Kidderminster gym. The Les Mills Virtual classes will allow fitness fanatics to access regular sessions including Body Pump and Body Combat at a time which best suits them. 24/7 Fitness UK sales adviser Mark Chivers said: “They have been designed to enable more of the Kidderminster community to become active and fit, by providing access to fitness classes up to 24 hours a day, seven days a week. “It works on a similar principle as a standard class timetable, but

on a loop system. “Members and non members would be able to choose which one to attend and turn up accordingly, so the class will go ahead with either one member or 10. “So, for example, if someone wanted to do a spin class at 3am they could as long as it’s on the timetable for that time. “We still have our instructor led classes and the virtual sessions complement these and allow people to enjoy and take part in them at times that suit them and fit around their busy lives.” The company is now looking to invest a further £300,000 rolling out the virtual scheme at other gyms in its portfolio.

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New kit for studio CYBEX International UK has installed a range of kit at Performance Rx, a new personal training and injury rehabilitation studio in Swiss Cottage, North London. The facility is now home to Cybex Bravo Functional Trainers, Jungle Gym, 625T treadmills and a plate loaded kneeling leg curl. Owner Joel Proskewitz said: “Such a varied client base can bring about its own challenges when setting up a facility to cater for a wide user demographic, so it was essential that we got our choice of fitness equipment right; the cable-based pieces in particular offer a huge range of exercises, allowing the user to control their own range of motion and, underpinned by Cybex’s quality and product design, ensures a safe and user-friendly training option.”

Matrix helps ladies become world beaters A GROUP of 120 female fitness fans have set a new Guinness World Record, with supplier Matrix Fitness giving them a helping hand. The participants set the record for ‘Most mechanical energy produced by pedalling on static bicycles in one hour’ as part of British Cycling’s Breeze at The National Cycling Centre – Manchester Velodrome. The women each pedalled constantly for 20 minutes on one of 40 static Matrix Fitness bikes, all

under the gaze of an official, independent adjudicator. A minimum pedalling time of one minute was required per participant. They recorded 4821.40 total accumulative watt hours, equivalent to 646 miles/1039.63 kilometres – or cycling more than the equivalent straight line distance from Land's End to John o' Groats. Head of marketing at Matrix Fitness, Gemma Bonnett, said: “As a fitness equipment supplier, Matrix Fitness has obvious connections with indoor cycling, but

we are also heavily involved with the support and promotion of women’s cycling; both through our sponsorship of the Matrix Fitness Pro Cycling team, and our association with the Women on Wheels campaign. “We were therefore delighted to be approached to supply the indoor cycles used during the Guinness World Record attempt; play our part in the challengers’ success, and at the same time, encourage more women to get cycling.”

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Maximise your resources with Scheduler+ ASHBOURNE are launching at LIW the latest addition to their suite of software for clubs – Scheduler+. Come along to the Ashbourne stand (D2, right by the entrance to the show in Hall four), to see a demo. Scheduler+ is the complete scheduling tool, allowing you to plan everything from staff rotas to class/court/spa bookings. You can only maximise the resources in your club (staff and facilities) by scheduling all activities efficiently, and Scheduler+ makes this easy, plus this leads to better customer service in your club. Scheduler+ is yet another software module from Ashbourne, giving you all the tools you need to run your club efficiently, whatever the size. National sales manager at Ashbourne Grant Harrison said: “A scheduling tool has been the one major gap in our software package,

and now we’ve filled it. “Scheduler+, like all Ashbourne’s software, is designed to be quick and easy to use, giving you all the features you need without making it overcomplicated. “Using a simple calendar layout and drag-and-drop entry, you can create a clear matrix of bookings and staff manning levels. Scheduler+ is yet another part of our collection service, fully integrated with the rest of our services. Scheduling systems are usually only available as part of expensive monthly software licences – Scheduler+ now makes efficient scheduling available to clubs of all sizes.” So, schedule your own visit to the Ashbourne stand and see Scheduler+ in action. For more info visit www.ashbournememberships.co.uk or call us on 0871 271 2088.

The UK’s only metric marathon takes place in Chester on October 4.

Metric marathon to return ORGANISERS of the multi-award winning MBNA Chester Marathon are preparing for the return of the UK’s only metric marathon for 2015. Covering 26.2km (16.3 miles), the first event attracted a sell-out crowd of more than 500 runners in 2014, helping many athletes bridge the gap between half marathon and full marathon distance. This year’s event will take place on Sunday October 4 – the same day as the MBNA Chester Marathon – starting and finishing at Chester Racecourse and taking in many of the same roads as the full marathon.

Race organiser Chris Hulse from Active Leisure Events said: “We identified the need for a race like this after speaking to our runners and we were delighted with the amount of interest it generated last year. “The Chester Half Marathon in May gives many people the platform to go on and train for the full marathon in October, but we know that for some runners that step up is just too much. “This race helps them make the transition from a half to a full marathon much more smoothly – it’s the perfect stepping stone.”

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Listen your way into a sale By Dave Wright THE first step in any sales process is to get information from prospective members and then to make them feel comfortable. The main way that we can do this is by actively listening. The old adage “you have two ears and one mouth is relevant in sales so that you listen twice as much as you speak” and is something that should really be applied in the fitness industry. Long are the days where a great salesperson was someone who could ‘talk underwater with a mouthful of marbles.’ Great sales people are those that can build rapport with ‘any’ client and build that element of trust by actively listening to them. Selling requires an information exchange and that exchange cannot be one way. The people that enter your club should give you information about their experiences, their needs and their aspirations and you in turn will give them information about your club and prices and how you can provide the solution to their needs and aspirations. To really improve your listening, you need to provide the opportunity for prospects to ‘open up’. Hence you should focus on asking ‘open-ended’ questions, which enable the prospect to go into more depth about their experiences unravelling important information that you will

Dave Wright require to know whether your club is suited to them. For example “Tell me about your gym experience?” Close-ended questions only elicit a one-word response, so are not really good in opening the waves of communication. For example, you can ask a question such as “Have you been to a gym before?” and they can give you a oneword answer, which is not ideal when you want them to ‘open-up’. Brian Tracey, an internationally renowned speaker on sales and personal development puts it this way: “Only when you and the prospective member have completed a thorough ‘examination’ and probing of what

their wants and needs are, and then have mutually agreed upon the ‘diagnosis’ or solution, are you in a position to begin talking about your product or service. “This means you cannot bring out your brochures or price lists and begin telling the customer how your product or service can solve his problems or achieve his goals until about 70 per cent of the way through the sales process. “Until then, you have not yet earned the right. Until then you don’t even know enough to begin an intelligent presentation without embarrassing yourself.” So obviously the answer is to build rapport with clientele by actively listening to them. Once the prospect opens up and tells you their wants, needs and aspirations, only then should you start to talk about how your club and prices will meet those needs. I Dave Wright is the CEO of CFM (Creative Fitness Marketing), CEO and creator of MYZONE, owner of the Feelgood Fitness and Voyage Fitness Club Chains, a former Board Director of UK Active and founder of the IOU. With offices in Chicago (US), Nottingham (UK) and Melbourne (Oz), Dave’s companies have worked directly with over 5,000 health clubs across 30 different countries, encouraging people to be more and stay more physically active. He may be contacted on Dave@myzone.org

Lifetime Training has appointed Mark Newman as its new operations manager. In his new role, Mark will lead Lifetime’s ever-expanding commercial training team, overseeing its full-time and freelance tutors who are located around the UK. The role includes responsibility for developing and driving the delivery of qualification, as well as overseeing course scheduling, venue management and corporate bookings, and maintaining strong relationships with awarding bodies, external verifiers and internal quality teams. Mark said: “I want to contribute to building on the superb reputation of Lifetime’s education programme ensuring that, as a company, we are known for providing quality fitness education and building excellent relationships. I’m excited by the diverse nature of the role and the opportunity to contribute to further establishing Lifetime Training as a market leading training provider.”

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Leisure Village bowls in with extra facilities By Christina Eccles

Women in Sheffield have been encouraged to get into golf as part of the successful This Girl Can campaign. More than 30 women teed off at Beauchief Golf Course’s free give it a go session – one of a series of free, female-only sports sessions put on by course operator Sheffield City Trust. It comes as the Professional Golfers Association and the amateur golf governing bodies England Golf and the Scottish Golf Union launch #ThisGirlGolfs – a new national campaign launched to encourage more women and girls to take up golf.

Adam joins Precor team ADAM Cracknell has joined Precor in the role of internal sales rep, supporting the regional field sales reps. Adam, previously a site manager for an interior design company, brings a wealth of experience ranging from large scale office installations to new build projects. Having served in the Royal Marines for six years, he is a fitness enthusiast and has also worked as a personal trainer over the last two years in his spare time offering military-style circuit

training. He said: “Working as a PT has enabled me to share my appetite for exercise and the training I received in the Royal Marines has given me that will to achieve and the ‘never quit’ mentality, which I aim to instill in everyone I train. As fitness is my passion, coupled with my site manager experience, it was a natural progression for me to work with a leading fitness company and I feel extremely fortunate to have joined Precor.”

TEN-pin bowling and adventure climbing will form part of the family-orientated offering at Selby Leisure Village, with work now underway on the construction of the new facility. Alliance Leisure has started work on the project – due to open next year – which will take pride of place next to the new Selby Leisure Centre and delivered on behalf of Selby District Council. The facility will include 10-pin bowling, a VerTGo adventure climbing facility, adventure play zone, aerial trekking, indoor ski simulator and an indoor skate and BMX park. The £5m investment will also include a café/restaurant and will be run by Wigan Leisure and Culture Trust, who are the Council’s leisure providers. Alliance Leisure chief executive Sarah Watts said: “This project truly demonstrates the capabilities of Alliance in bringing together a scheme of this magnitude. “Working with our construction partners at ISG and with our leading solutions providers, we are excited to deliver Selby Leisure Village on behalf of such forward thinking clients in both Selby District Council and WLCT.” The development will also see the introduction of an outdoor skate and BMX park following consultation undertaken with local skate park users.

Pictured are Jonathan Lund, Selby District Council Deputy Chief Executive; Coun Dave Peart, Selby District Council’s Executive Member for Housing, Leisure, Health and Culture; James Foley, Business Development Manager Alliance Leisure; Stuart Holden, Development Manager WLCT; Daniel Leigh, Site Manager ISG; Tim Harvey, Construction Director ISG and Craig McLackland, Contracts Manager ISG.

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Leisure Industry Week will re-launch later this month under new management, having been acquired by the team behind the hugely successful BodyPower series. Here Workout rounds up what visitors should be watching out for at this year’s show.

Rugby World Cup winner Ben Cohen, IHRSA director of Europe Hans Muench and former England international Stuart Pearce.

New LIW team is lining up exciting and refreshed event

Kellie Maloney

WITH just weeks to go until the industry once again descends on the NEC in Birmingham for LIW, plans are in place for what promises to be an exciting and refreshed event for 2015. Building on the positives of previous years, the new team aims to deliver a world class networking platform to key industry associations, brands and decision makers, as well as providing an educational programme that brings knowledge and insights to leisure professionals. Feedback from thousands of previous attendees was collated earlier this year to ensure the free educational programme delivered the kind of knowledge and practical insights that could be applied by a wide range of employees – from personal trainers to managing directors – in their daily role. And led by a number of household names, the Keynote Theatre will form the show’s headline act, featuring the likes of Rugby World Cup winner Ben Cohen; former chief of UK Athletics David Moorcroft; the ECB’s most successful chairman of selectors Geoff Miller; former England international and Under 21s manager Stuart Pearce; boxing promoter Kellie

Maloney; IHRSA director of Europe Hans Muench and managing director of Oxygen Consulting Ray Algar. High profile names aside, organisers have also gone to great lengths to ensure the education at LIW has received a thorough shake-up. Beyond the Keynote Theatre are two areas dedicated to tackling the most prevalent issues in the leisure industry head-on. The Operators Conference will be specifically aimed at industry operators looking to increase their knowledge and skills in a wide range of topics from digital marketing to wearable technology. Focusing on slightly smaller focus groups, leading industry names like CIMSPA CEO Tara Dillon, Jaguar Land Rover and Rolex digital expert Chris Woods and former ukactive CEO Dave Stalker will deliver sessions on wellness, retention, marketing and operations. Or for those in a hurry or a full schedule of meetings, the quick-fire Industry Theatre will cover the entire spectrum of leisure in a series of 30 minute talks, dealing with issues, trends and future-proofing for all sectors, including wet leisure, play, sport

Networking opportunities NETWORKING retains huge importance in the revitalised programme, with four networking events over the two days. Highlights include the ukactive VIP Connect Programme, featuring a hosted lunch on the ukactive stand, speed networking and a drinks reception on Tuesday September 22. Meanwhile, WorkOut is running the WorkOut Trade Lounge, targeting independent gym owners, club

managers and key decision makers and LIW is running the VIP 1000 Club, sponsored by XN Leisure, which offers exhibitors the chance to register their key clients and accounts for free refreshments and a comfortable meeting lounge off the show floor. The Active-Net networking lounge is part of a two-day programme run by LIW event partners, Leisure-Net Solutions.

Mike Hill and David Monkhouse will be running an Insight Seminar for marketing professionals and customer insight specialists, and a Quest Training Session for Quest assessors on the Tuesday of the show. On Wednesday, the Active-Net networking lounge will host a networking lunch for invited delegates followed by a quick-fire networking programme consisting of five ten-minute meetings.

and physical activity and facilities management. As well as a dedicated conference for independent operators and a conference solely targeted at personal trainers, fitness professionals can enjoy the Fitness and Nutrition Stream, sponsored by Matrix. Delegates looking to enhance training, nutrition knowledge and professional development will benefit from seminars delivered by the leading fitness professionals in the world, including the likes of Mark Coles, Jamie Alderton, GB weightlifting coach Sam Dovey, Commonwealth champion Zoe Smith and many more. Specifics include cutting edge training information and a varied mix of processes, ideologies and balanced views surrounding nutrition, training, and fat loss. LIW CEO Nick Orton said “We’re delighted by the response we’ve had to our acquisition of LIW. Our philosophy, innovative approach and fresh thinking seem to have been embraced by key personnel and organisations within the leisure sector and it has created an added air of anticipation before this year’s LIW event.”

Venue: Hall Four, NEC, Birmingham, UK Dates: Tuesday 22 and Wednesday 23 September 2015 Opening Times: 09:00 – 17:00 Registration: Pre-register for the show for free before September 7 at liw.onlineregistration.co.uk Website: www.liw.co.uk Get Involved Using: #LIW2015 and following @L_I_W

LIW PREVIEW

Changing with the times ... By Nick Orton, CEO of BodyPower and LIW. PROMOTING physical activity, wellness and healthy lifestyles, as we do in the industry, is a serious business. I read a statistic recently which highlighted the glaring inability of politicians to make change – those people that we vote into positions of power to improve things. The statistic is shocking, “More than 3m people in the UK are being treated for diabetes – an increase of nearly 60 per cent in the past 10 years.” 10 years ago we were talking about the same stat from the previous 10 years. We knew what some of the major contributing factors were. They are the same today. Supermarket shelves are still full of sugary drinks; sugary snacks; sugary cereal snacks. Fast food is still freely advertised. Diets are awful and nutritional knowledge in society is generally very, very

poor. We can’t leave it to the politicians to make the changes – let’s face it, most of them seem to prefer a press call in a pub than in a gym. They want to be seen with a pint in their hand, as a ‘man of the people’, in check with the public… not a catalyst for change, which could turn voters off. We have to take more responsibility ourselves. And we have to change with the times. Key influencers and business leaders in the industry have a duty to ‘practice what they preach.’ We need to think about the message that we convey, especially in public. Especially at industry events, where young people joining the industry are influenced by the behaviour of their seniors. ‘Do as I say, not as I do' is outdated and doesn't wash in today's society. Lead by example. Change will happen faster.

Nick Orton

A host of leading brands have also confirmed their involvement in LIW 2015, including Lucozade, Zoggs, Speedflex, Physical Company, Keiser, Matrix, Cybex and Precor. Other features to watch out for at the show include a demonstration of new workout DDMIX from Diverse Dance Mix and a 140m2 trampoline park system from Continental Sports, which will feature 12 flat and five angled trampolines within a raised podium to allow visitors to try it out for themselves. Elite sports recovery experts, CET, will also be at the show, offering leisure centres across the country a dynamic new way to monetize sports recovery with their CryoSpa Therapy ice baths.

Survey launched ahead of show to gauge confidence in industry LEISURE-net Solutions and LIW have joined forces to launch a new Industry Confidence Survey in the lead up to this year’s show. The survey, which has been sent out to all operators on the LIW database, is first of its kind in three years and will gauge how confident operators are about the overall future of the health and fitness industry, their own business and its different income streams, as well as what they see as the major challenges facing the sector in the next 12 months. Managing director of Leisure-net Solutions Mike Hill said: “All senior

managers within the sector have been asked to complete the survey, giving their views on how the industry is shaping up to the current challenges it faces. We will find out what level of investment they have planned for the year as well as their intentions for new employment opportunities.” The 20-question survey also includes an education strand from Lifetime Training, to discover what operators are looking for in school leavers applying for jobs and what qualities they feel young people bring to the work place. Commercial director at Lifetime

Training Mike Jones added: “We also want to find out how operators are getting behind the Government’s pledge to create three million new apprenticeships during its term in office, and capture views on which skills they feel are most important when hiring new staff.” The survey will be broken down into public and private sector, as well as size of organisation, and the results will be shared with the industry in the weeks leading up to LIW. To take part in the survey visit http://www.efocus-net.com/dynamic_survey.php?data=1437119857

Come and visit the team at this year’s LIW in the Workout Trade Lounge

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Demo areas to highlight latest trends THIS year’s show will also include a number of demonstration areas highlighting the latest trends in group training and functional fitness, including the Jordan Fitness Functional Zone. All of the Mark Laws LIW demonstrations are geared towards showcasing how operators can cost effectively maximise the revenue from their facility for increased participation and client retention. Featuring live workouts and interactive have-a-go sessions demonstrating the latest techniques, equipment and trends in functional training, Jordan Fitness will deliver a high-energy programme aimed at showcasing how leisure operators can maximise the revenue from their fitness classes or, in fact, use functional fitness as a secondary spend opportunity. Delegates can see respected industry professionals including Brendan Chaplin, Ben Coomber, Rachel France and Mark Laws.

Pool to take centre stage THE LIW pool will take centre stage once again, with a number of live swimming, aquatic, lifesaving and pool plant demonstrations. Sessions include demonstrations from Adam Walker – The first Briton to swim the toughest seven oceans in the world – and Simone Benhayon – former ASA swim teacher of the year. All sessions are designed to show leisure operators how they can cost effectively maximise the revenue from their pool facility and sessions. The pool will support the current drive to increase participation and swimming frequency with a number of targeted sessions for wet leisure professionals.

VIP sponsors LEISURE-net Solutions, Right Directions, Lifetime Training and Bigwave media will be sponsoring the VIP Lounge at this year’s LIW. The quartet will provide a onestop shop for show visitors to find out more about learning and development, quality and safety standards, customer insight and marketing and communications.

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App to shake up way new clients are found

Class inspired by traditional Burlesque Showgirl moves BURLEXERCISE, The Ultimate Showgirl Workout, is the new Burlesque inspired fitness class that everyone is asking for across the UK. Created by Katie Hardwicke and Sarah-Lou Twist, the class is inspired by traditional Burlesque Showgirl moves, and promises an all over body workout suitable for all shapes, sizes and fitness levels. So what makes this class special? Firstly, Burlexercise is created by professional Burlesque Showgirls, Katie and Sarah-Lou also run and perform with London's leading Burlesque troupe The Folly Mixtures. Both have professional dance training and wanted to combine this art form with their fitness background, to create a fun workout that gets results. The stand out feature of the class is the fact it combines both cardio and resistance, something that many dance fitness classes lack. Whether you are new to exercise, or want to really push yourself, this class has options for all levels. They even have

their own weighted showgirl boas, to make lifting weights glamorous.The girls constantly monitor the intensity of the class with heart rate monitors – which show that it burns over 500 calories a class. Combine this with the fun playlist and constantly updated choreography, Burlexercise is becoming a hit with its instructors and their clients across the UK. Katie and Sarah-Lou hold training days across the UK to become a Showgirl Instructor and are offering readers of Workout Magazine a discount. They also offer group discounts for gyms and dance schools who would like to add the class to their timetable. With requests for classes coming in everyday, the Burlexercise team would love to hear from fabulous fitness and dance instructors who would like to teach The Ultimate Showgirl Workout. For more information visit www.burlexercise.co.uk

A NEWLY launched app is set to shake up the way gym owners, personal trainers and class instructors find clients. Ivan_intro – a free to download app fronted by character Ivan the mole – is powered by response technology which mines Twitter for key phrases in conversations or mentions relevant to fitness industry professionals. The app then automatically sends a personalised response from the user with contact details. The app comes pre-loaded with over 150 trades and occupations and can be set up in six easy steps. Once installed and set up, it works 24 hours a day, 365 days a year, unearthing leads for businesses. Ivan_intro also allows users to set a radius of up to 20 miles, keeping its

mining of introductions very local, and currently works with Twitter, although creators, Sociosciences, have future plans to include users of other social media, including Instagram and Facebook. Sociosciences director Stuart Burn said: “Ivan never sleeps. He works 24/7, leaving you free to work, relax and sleep while he digs up business leads for you. “Our innovative technology means Ivan only sends a response to those who have mentioned they need help, so when the mobile rings you know it’s someone who wants your services. “The app is free to download, so it’s a no-brainer to give it a go and see if it can transform your business. Ivan is a very clever mole to have on your side.”

London’s first trampoline park – Oxygen Freejumping – has celebrated opening its doors with a special event. The park in West Acton was officially opened by the Mayor of Ealing, coun Harbhajan Kaur Dheer, Freerunning founder Sebastien Foucan and Team GB gymnasts Jenna Barrett and William Cowen. Guests attending, including Ealing and Central Acton MP Rupa Asha Huq, were treated to a special gymnastics display by the young stars who dazzled with tumbles, turns and twists, before 50 young children joined ‘Little O’, the park’s new mascot, to be the first to explore the park’s 150 trampolines, Dodgeball courts, air bag, “walk the wall trampolines” and obstacle course. Sebastien also thrilled attendees with a Freerunning demonstration across the park and afterwards spoke to guests about his new partnership with Oxygen Freejumping, which sees his Academy based at the site.

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It’s not what you do it’s the way that you do it … and THAT is what gets results By Mark Laws, Jordan Fitness THERE are more people than ever before suffering from avoidable conditions linked to poor nutrition, poor activity levels and poor posture. But there are more fitness professionals than ever before entering the industry. Despite the growing number of fitness professionals entering the industry the vast majority of these are leaving within 12-18 months! I have written about retention before so won’t go into too much detail here, but these facts say to me that what we are doing is NOT working. Einstein famously wrote that repeating the same thing and expecting to see different results is the definition of insanity. So I believe it’s time to ignore WHAT we ask people to do and concentrate on HOW we ask them to do it in order to turn around the current failures within the industry. Carol Dweck is a professor of Psychology with research interests in the fields of motivation, personality and development. In 1998 Dweck took 400 11-year-old pupils and put them through some simple tests to determine whether she could influence their performance with words alone. Her findings, which I have taken from the book ‘Bounce’ by Matthew Syed, were pretty incredible… All 400 pupils performed the exact same series of puzzles and were given a score. Regardless of their score the pupils received six words of praise. They were either praised for their ability (‘You must be smart at this’) or for their effort (‘You must have worked really hard’).

Mark Laws Could the pupils’ attitude towards success and failure really be affected by one of these quotes or the other? The second stage was to offer them all a choice of an easy test or a hard test. 70 per cent of the pupils praised for their ability chose the easy test, presumably increasing their chance to do well and therefore maintain their success rate and avoid failure. 90 per cent of the pupils praised for their effort chose the hard test – they weren’t motivated by success, they wanted to show exactly how hard working and determined they were. The third stage saw all pupils given an impossible task to solve. Obviously nobody succeeded, but it was their response to this that was being measured. The group initially praised on their ability took this failure (incorrectly) as proof that they were no good at puzzles after all. In contrast the group praised for

their efforts spent much longer trying to solve the problem, explored far more methods in order to find a solution, they enjoyed the task a lot more and suffered no loss in confidence. The final stage of the process saw them return to a series of tests of similar difficulty to those that they performed in the first stage. The group praised for their ability showed a 20 per cent decline in performance. The group praised for their efforts showed a 30 per cent increase in performance. Carol Dweck and her team repeated the same tests with children in different parts of the USA and with different ethnic backgrounds and all three sets of results were identical. For a lady who devoted her life to research to claim that these results “were some of the clearest findings I have ever seen” is something that should not be overlooked. This story is quite thought provoking on many levels. For me I see it as the key to gaining success within the fitness industry. Can directors learn from this to help them get the most out of their management team? Can tutors learn from this to produce better quality instructors? Can PTs learn from this and help their clients to achieve their goals? Either way this shows that mindset is a powerful thing that we could all benefit from – look out for the new Mindset and NLP (Neuro Linguistic Programming) workshops that we will be introducing to our course directory in September. I For more information email mark.laws@jordanfitness.co.uk or visit www.jordanrbt.com to see a course schedule.

Franchise asks guru to help develop strategy ANYTIME Fitness North America has drafted in retention guru Dr. Paul Bedford to help develop the franchise brand’s digital retention strategy. The move will see Paul help to create an automated digital approach

to membership marketing, which aims to provide consistency of message for the group, allowing owners and managers across the 2,200 franchise clubs in North America to focus on the day-to-day running of their health clubs.

The four-month project is part of a multi-staged approach and will be aligned with the brand’s new member experience in North America. The findings will be used to inform retention strategies for the group worldwide.

Drinks machines on display at LIW LUCOZADE Ribena Suntory Ltd will be showcasing its popular product range, including the UK’s number one sports drink Lucozade Sport, and best in class vending solutions at this year’s Leisure Industry Week – stand D38. The machines, which feature a cashless payment option compatible with Apple Pay, will display a range of product for visitors to sample including the new Lucozade Sport Mango and Passion Fruit.

Launched earlier this year, Lucozade Sport Mango and Passion Fruit is the biggest sports drink NPD in 2015 with 4.5 per cent share of sector and generating £1.8m in its first three months. As front of entrance sponsors at the show, the supplier will be encouraging trial of its portfolio, which also includes Lucozade Energy, Ribena and Orangina, by handing out interactive wristbands which are compatible with its vending machines,

allowing visitors to purchase a free drink. The field sales team will be present at the show and keen to offer visitors help and advice, with the new MultiBrand vending machine now available there is a solution for a wide range of outlets. Lucozade Ribena Suntory Ltd will also be looking ahead and presenting the vending machines of the future within the Club Showcase area which is not to be missed.

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A group training product, which provides members with the feel of PT – but without the added price tag – is the latest offering to be introduced by some of the industry’s biggest operators. Christina Eccles tried out a class.

PT without the price tag ... IN today’s time pushed society, every second counts, and spending hours in the gym to achieve results is just not an option for many members. Fortunately, savvy operators have tapped into the trend for workouts which are effective in terms of both time taken and results gained – and DI30 is a great example of just that. A licensed product that all Club Training trainers have full access to, DI30, which simply stands for Done in 30 Minutes, is available at DW Sports, Sports Direct and JD

Gyms as part of their membership offering. Several different workouts are available, such as HIIT and Run, Beach Butt Bootcamp and Spartan Resistance, but all follow the same principles of offering effective exercises, licensed music tracks, audio cues, timings, alerts and a 30 minute countdown clock. This format leaves trainers free to then focus completely on their clients; using the sessions to correct technique and motivate participants, rather than having to spend time

counting reps or watching the clock. Club Training’s North East area manager Andy Peacock explained: “The product is group training rather than a class and is great for the trainer and more importantly the customers, as the trainer works with each client on an individual basis per exercise and working around the group, the clients get the feel of what it is like to work with a personal trainer. “The trainer gets the opportunity to show off their motivational skills along with their character during the

30 minutes’ working with the group and on an individual basis.” According to Andy, the product has been received really well in the clubs and DW Sports even base the hours trainers work for them around these group training programmes, recognising the value they can bring to the gym floor. He added: “Personal training is an excellent retention tool and these group training sessions provide a personal training feel but included within the membership, giving gymgoers more for their money.”

Workout that’s guaranteed to keep things interesting

Workout editor Christina Eccles with personal trainer Carly Tierney.

AS a big fan of group exercise – and with a vested interest to find the latest trends to report on in Workout – I can often be found trying out the latest classes in gyms around the country. However, something I have struggled with in the past is ensuring my technique is correct and I’m getting the most out of a session, as in a room full of fitness fans, instructors rarely have the capacity to offer one to one attention. A session like DI30 which combines the best of both worlds – group training and the personal touch of a PT – sounded like the perfect combination, so I was eager to get stuck in and give it a try. Branded as GT30 in DW Sports Clubs, my class took place at DW in Barnsley and was led by Andy; a former independent gym owner who has recently taken on a new role recruiting personal trainers for Club Training across the North East. I was also

joined by one of the club’s newest recruits, BSN sponsored personal trainer Carly Tierney, who will be teaching GT30 classes at the gym, as well as offering one to one PT. Taking part in the workout with two qualified fitness professionals was slightly intimidating at first, as I knew it was very unlikely I’d be anywhere near as fit as Carly and Andy, but as we progressed through the moves, I realised that not being super fit didn’t really matter, as this is a class where you can perform at your own pace; completing as many reps as you can do rather than having to keep up with the person next to you. Our session was Full Body Func – a full body functional resistance based workout – and exercises we performed included press ups, burpees and squats. I really liked the fact exercises are done in blocks of about 40 seconds, with a few seconds’ rest before moving on to the next move. This keeps things interesting, as you are never going to get Christina and Carly during the workout. bored repeating the same moves, tively short space of time. but also ensures you keep moving Anyone looking to have fun while throughout the session, with just they workout, try something different short bursts of rest in between. and get results, should definitely give I thoroughly enjoyed the class and it a try. felt like I’d got a lot out of it in a rela-

UK FITNESS SCENE

The new gym and exercise studio will contain state-of-the-art facilities from Technogym.

Operator enters its first private contract with stadium investment By Christina Eccles EVERYONE Active has entered into its first private contract, which will see the operator invest £500,000 into Clevedon’s Hand Stadium. The 10-year contract, in partnership with the stadium’s private owner Mark Lewis, will be the first private project without local council involvement for Everyone Active. The majority of the investment will be spent on converting one of the stadium’s interior grand stands into a new 50-plus station gym and indoor cycling

and group exercise studio, using Everyone Active’s preferred renovator, Vincent Stokes. The new gym and exercise studio will contain state-of-the-art facilities from Technogym and as part of the contract, the stadium will be renamed Everyone Active Stadium. Everyone Active managing director David Bibby said: “We are delighted to be working on our first private project with Mark Lewis. “We pride ourselves on being a community-focussed company, with a mission to encourage more people to do at least 30

minutes of exercise, five times a week. “The new and improved Clevedon Hand Stadium will undoubtedly play a huge part in improving the health and wellbeing of the local people and our focus is now on ensuring that we achieve our mission and that the new facility is managed to the highest standard.” Mark added: “I am really excited to be working with Everyone Active to develop the stadium into a sporting facility that can be used by the entire Clevedon community and the Clevedon Town Football Club.”

An artist’s impression of the new neighbourhood hub.

£16m Warrington facility gets green light PLANS to build a £16m stateof-the-art integrated facility to provide leisure, health and cultural services in Great Sankey, Warrington have been approved. The project involves transforming the existing Great Sankey Leisure Centre into a dementia friendly neighbourhood hub, which will include a fitness suite, swimming pools, sports hall, tennis courts, 3G pitch, GP surgeries, library, cafe and health and wellbeing facili-

ties including a spa. Construction on the first stage of the development will start later this year, with phase one set to open in Autumn 2016. The new facility will provide residents with a one-stop-shop for all their leisure, health and wellbeing and cultural needs and services will be delivered by LiveWire, Warrington Borough Council, Culture Warrington, the NHS, Warrington Clinical Commissioning Group and

Health Plus. Executive board member for leisure, community and culture at Warrington Borough Council coun Kate Hannon said: “This facility will be a major boost for west Warrington and will help us achieve our vision for a healthier, happier and more active population. “It is the product of a concerted multi-agency approach and has had the enthusiastic input and support of Warrington west residents.”

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Act fast to meet pension deadline By Christina Eccles SMALL businesses in the health and fitness sector have been warned to act fast to ensure they are fully prepared for auto-enrolment. According to financial advisors, Lighthouse Group, many of the country’s 1.8m small employers approaching their pensions autoenrolment staging dates are in danger of missing deadlines by underestimating the amount of data needed to complete the process. Pensions expert Roger Sanders is managing director of Lighthouse Group Employee Benefit, which is helping SMEs across the country meet their enrolment requirements. And he has urged business owners to familiarise themselves with the requirements and assess their business as soon as possible, even if their staging date is two years away. He explained: “Employers’ autoenrolment duties go far beyond setting up a pension scheme and enrolling staff in it. “They must assess their workforce, work out who to enrol and decide

how much they and their employees will contribute. They also need to keep records of all this information, together with any changes, all of which represents a significant amount of work for smaller employers. “However, we are finding many businesses in health and fitness lack the accurate, up-to-date information on employees vital to completing enrolment smoothly. Firms that leave their enrolment preparation too late will be in for a shock when they discover years of payroll and employee data needs to be sorted before they can properly begin.” Lighthouse advises employers who use a payroll bureau should ask whether their systems and software are geared up to deal with autoenrolment, assessing if they can extract needed information easily, in a suitable format, and on a regular basis. A payroll bureau generally holds information such as an employee’s full name, their salary and National Insurance number, but may not have their address and other contact

details such as email, which is often held by the employer. However, under autoenrolment all this information needs to be brought together each time an employee is Roger Sanders paid, whether monthly, fortnightly or weekly. The company advises SMEs should begin the process at least six months before their staging date, starting with checking what data their payroll function holds and how to export it, as well as what information is missing and must be tracked down. At three months before the staging date, businesses must have a process to collate all the information needed in a suitable format and on a timely basis. Data must be in a standardised format and should

cover all employees, even if they will not be enrolled automatically. Roger added: “The data challenge doesn’t end once everything is in place. Businesses also need to run a data check for every pay period, to verify employees’ eligibility criteria, new joiners and contribution levels. “This will ensure that any employees who become eligible later are enrolled, for instance because their earnings have increased or they have reached the age of 22. “Automating as much of the data gathering, collating and transmissions as possible will significantly lower both the margin for error and the overall cost to the business. “Choosing a pension provider that offers locally-based support in person as well as from an administrative centre will also make all the difference. “While there may be a small additional cost, being able to concentrate on running their business while knowing they are meeting the requirements, and are therefore unlikely to be fined, can make it worth every penny for SME owners.”

Topping out takes place

Places for People Leisure has opened its second budget gym in Corby, following the success of the first in Sheffield. The new Places Gym provides members with over 100 stations to accommodate their exercise needs including kit from Precor and Matrix. CEO of PfPL Sandra Dodd said: “This is a very exciting time for the Places group to be expanding into the budget gym sector. We’re really keen to offer an alternative to the traditional leisure centre facilities that we currently provide and also ensure that we can keep our membership costs down by cutting back on the non-essential items. The reception for both Places Gyms has been particularly encouraging and we look forward to expanding in the future.”

THE Topping Out Ceremony of the new £15m Hinckley Leisure Centre, due to open in Spring 2016, has taken place on the site of the former council offices on Argents Mead. Representatives from Hinckley and Bosworth Borough Council, Places for People Leisure, Pellikaan Construction and Roberts Limbrick Architects attended the ceremony to celebrate the highest point of building work being completed. The dignitaries were also given a tour of the site of the new centre. The centre has been designed, built and will be managed by Places for

People Leisure. It will include an eight lane, 25m pool with viewing areas, along with a learner pool. Further wet facilities include a family splash area and sauna and steam rooms. The dry sports facilities include an eight court sports hall, a wellequipped gym, along with dance studios and a group cycling studio. Other facilities at the new centre will include a multi-purpose meeting room and a large café, plus a grassed play area suitable for school and community usage.

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A still from the video, and below, the MG car which members can win by taking part.

How operator drove the message home By Christina Eccles COMMISSIONING a promotional video for its latest referral campaign has had double success for leisure operator BPL, who have used the footage both to inform staff about how the concept will work and further highlight the offer to customers online. The Refer Win Drive campaign is running across all of BPL’s Fitness Flex sites, including flagship facility The Metrodome Leisure Complex in Barnsley, and gives members the chance to win a range of rewards – the star prize being a brand new MG3 car – by referring friends and family. For every person referred from the start of the competition, members will earn one ticket in the final draw to win the car – the more people they refer, the greater their chance of winning. Every month, the person with the most referrals at each of the 10 individual Fitness Flex sites will also win a hoody and those 10 put into another draw to win a prize, such as holiday vouchers, worth up to £500. BPL initially brought Script Productions on board to create an internal video to share with staff to educate them about how the campaign would work; eliminating the need to individually meet with everyone across the sites. But it was so well received they then decided to use the footage online to further promote the campaign to customers. Digital media and PR executive Lewis Hartley explained: “The purpose of the video was two fold. We wanted to do an internal video for staff, which was really helpful as it saved us all having to go to meetings.

“In today’s fast moving world, it’s important operators embrace technology to help grow their business – and video can be a great place to start.” “Central management liked it so much, we had one mocked up to show customers and put on YouTube, which has been a massive help for us. “Thus far, the campaign has seen great success in only a short space of time. The vast majority of our sites have seen increased numbers of referrals, and with the car itself doing a tour of our venues, there has been plenty of buzz surrounding the campaign on social media.” According to Script Productions’ digital producer Simon Rodman, who worked on the video, using video footage of your facilities or to push your latest membership offer can work successfully for operators of all sizes, whatever their budget. He added: “Whether it's a promotional film on your website and social media channels which highlights facilities to potential mem-

bers, or as a way to generate awareness of a new marketing or referral campaign, video can be an effective way for gyms to spread the word about their offering to a wider audience. “If you operate multiple sites, it can also be time consuming and costly getting staff together in one place for briefings. Circulating a video of your key messages instead means you can address everyone directly, without the need for them to even leave their facility. “At Script, we’ve worked on projects for clients including the NHS, Lifestyle Fitness and The National Fitness Awards meaning we're well placed to advise on what could work for your club. In today’s fast moving world, it’s important operators embrace technology to help grow their business – and video can be a great place to start.”

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Engage To Compete operates within schools to maximise playground activity time.

Operator joins with kids’ activity provider for successful project PLACES for People Leisure has successfully partnered with children’s activity provider Fit For Sport to help the company deliver its Engage To Compete children’s activity programme by offering access to its West Bromwich Leisure Centre site. Engage To Compete aims to boost levels of physical activity and competition among young children and 5,477 children in 22 Sandwell primary schools took part in the successful pilot project. The programme operates within

schools to maximise playground activity time. Key to its success is wider support within the community by engaging with local families alongside parents of the participating schools to encourage a broader awareness of the importance of activity and access to facilities to enable youngsters and their families to be more active. Places for People Leisure junior activities manager Glen StaiteLoveridge said: “We have been

delighted with the success of the Engage to Compete project with Fit for Sport so far during our pilot run. “It’s captured the imaginations of our younger audience and it’s been fantastic to see parents and siblings coming together. “The design of the programme complements our ethos as a social enterprise perfectly as we aim to encourage awareness for the need of physical exercise and activity across all ages within the local communities we serve.”

Gym’s back to back classes raise over £300 for charity A SCOTTISH gym has raised over £300 for MND Scotland by hosting a tough charity class. Pure Gym Edinburgh West helped three of its members, who were taking part in a Three Peaks challenge for the charity, raise sponsorship money by running three Les Mills GRIT classes – Plyo, Strength and Cardio – back to

back; even extending the normally 30 minute sessions to 45 minutes to make it harder for those taking part. Gym manager Martin McGinley said: “The response from the members was phenomenal with us oversubscribing the class and having a waiting list of 20 members over and above the 30 who took part on the

day. “To make the class extra motivating we had four Les Mills instructors team teach the event so we could really push the members with extra floor coaching. “In all we raised over £300 for MND Scotland and will be looking to run another similar event in September.”

A community focused ladies only gym has been continuing its successful run of charity events, all in aid of the local hospital. Earlier this year, Workout reported on the fundraising efforts of staff and members at Unique Fitness 4 Ladies Only in Dudley, who generated almost £1,000 with a giant Easter egg raffle. Since then, the club has held a two and a half hour aerobathon and a family fundraising day, pushing their total raised to over £2,500. The money will be donated to Russells Hall Hospital’s lung function unit.

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Busy gym goes from strength to strength By Christina Eccles SUCCESSFULLY staging seminars and strongman events is keeping the owner of an award winning independent gym busy, as he strives to further expand the services on offer to members. FSI Gym in Newcastle, which was crowned Functional Training Gym of the Year at the 2014 National Fitness Awards, recently hosted a seminar with two time British strongman champion and world deadlift record holder Eddie Hall. At the event – attended by over 50 people – Eddie discussed his background, training and nutrition routine, deadlift training plan, competition preparation and the psychology of being a winning athlete, as well as delivering coaching on the deadlift and lifting yoke carry. Just weeks later, the gym presented and hosted its first ever strongman event – Newcastle’s Strongest Man – which featured 30 competitors in two categories, novice and intermediate. The competitors battled it out for the title over six events, with the event also providing fun for all the family including bouncy castles, raffles, cake stalls and catering, and raising money for local north east charity CHUF (Children’s Heart Unit Fund at the Freeman Hospital). Co-owner of FSI Gym Michael Warren said: “The feedback from the event has been very positive, the day was a great success, the standard of the competition was very high and attracted competitors as far away as Scotland to come and compete. “We are really pleased with how the day went and for raising money for a very worthwhile charity. The Children’s Heart Unit at the Freeman Hospital is one of only two in the country, the other being Great Ormond Street hospital. “Ever since we have supported CHUF there have been so many peo-

ple coming forward telling us of their own stories of the great work they do at the Freeman hospital and how they have helped them directly or someone they know. “At the start of 2015, we launched the FSI Strongman Club and both events were in line with the club and part of the development of both the club but also the FSI brand. “To have Eddie Hall at the gym was superb to have someone of that calibre sharing his experience and to inspire some of our athletes. Eddie was really impressed with the gym and our set up which was really superb. We have a few clubs now at FSI Gym and the strongman club is going from strength to strength. We have had a number of podium finishes already this year from the club and the team took three of the six podium places at the event.” Michael, who was named Gym Based Personal Trainer of the Year at the NFAs last year, also told Workout Newcastle’s Strongest Man has the potential to be an annual event – and he is already thinking about how to expand the concept next year. He added: “We are looking to develop all areas of the FSI gym brand and this is just a small part of the bigger picture and goal.”

Increase revenue by offering members composition tests ARE you looking to increase the revenue for your gym or leisure club? Have you thought of offering a body composition test for each member? Monitoring body fat and tracking muscle mass have proven to be huge motivational factors for club and gym members, increasing referrals and membership renewals. For over 25 years, Bodystat Ltd has earned an international reputation for providing top quality body composition monitors to fitness centres, health clubs, personal trainers and even hospitals and research scientists throughout the world. Their reputation as trusted experts in their field

has placed them as market leaders, with friendly staff always available at the other end of the phone. Bodystat’s customer base include the British and US Army, BUPA, Nuffield Health, Virgin Active, Pure Gym and Slovenian Olympic rowing team, among others. To find out how you can provide these invaluable measurements for your club members, call us now on 01624 629571. For more information find us at www.bodystat.com, email us at info@bodystat.com or visit our new online shop for instant quotes https://shop.bodystat.com

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SUPPLEMENTATION AND NUTRITION

USN partnership leads to success for owner

Sports nutrition company JBC has signed Olympic athlete Brett Morse as its latest brand ambassador. Brett, who first picked up a discus at the age of 15 at a school sports day, will represent team GB in the 2016 Rio Olympic Games. He said: “As an athlete it is very important that I choose the correct sports nutrition sponsor for many reasons, first and foremost the products have to be safe which means they have been HFL batch tested, to ensure that there is no cross contamination issues. Secondly the quality of the product has to be very high. It is very important that your body is getting the best fuel source possible to achieve what you want it to do. I look at it like this – you would not fill a Ferrari engine with diesel so why put cheap fuel into your body?”

New Warrior Aminos all set to smash the market BRAND new to smash the market this month is Warrior Aminos. Warrior supplements have fast established themselves as the number one MMA, competitive fitness and hardcore gym supplement brand – designed for those who need “real results, real fast.” Warrior Aminos continues in the Warrior tradition of scientifically validated sports nutrition, in super-high dosages, with incredible flavours. Speaking for Warrior in the UK, Kieran Fisher of official distributor Bodybuilding Warehouse, said: “Warrior Aminos tastes incredible – it’s hard to find such a great combination of ingredients, with a taste that’s so refreshing.” Warrior Aminos has been designed to help those looking to boost lean muscle gains, whilst enhancing stamina, endurance and recovery. This makes it the perfect “helping hand”

AN independent gym owner has told how partnering with supplements company USN has led to business success. Colin Ryder and his business partner Bradley Hay set up Renegade Fitness and Performance – a functional training gym in Stirling – just under a year ago. The pair were keen to promote quality products to their members and chose to stock items from USN, with staff member Kerrie Donaghy, helping them secure some big names to help get their club off to a flying start. Colin said: “We have built an excellent and very productive relationship with Kerrie, who in our eyes, has been a first class ambassador for USN as a company and a brand. “In this time she helped and assisted us in setting up our gym open day and even persuaded USN athlete Dave Titterton to attend, advise and answer questions at the event. “The members and all those attending really appreciated the efforts and revelled in the chance to meet such a high level athlete. Both the gym, and Dave and USN were the talk of the town for the following weeks.” Colin was also selected to be a USN ambassador at the SFN Expo in

Renegade Fitness and Performance’ Colin Ryder and Bradley Hay. Glasgow – something which he says was a great honour. He added: “We are now hold over £4,000 in USN stock on our shelves and to date have sold over £15,000 worth of USN supplements, another statistic we are proud of for such a small gym in such a short period of time.”

Producer celebrates first year

for MMA fighters, boxers, rugby players and others who take competitive, aggressive sports seriously. For further information, contact Bodybuilding Warehouse trade on Trade@bodybuildingwarehouse.co.uk or call 0161 236 1588.

A UK-based producer of sporting performance supplements is celebrating a knock out first year, breaking into the US market and selling 60,000 units in the first 12 months of trading. Roar Ambition has developed 100 per cent natural dietary supplements, focusing on two core products – Instant Knockout and TestoFuel – designed to help improve sporting performance. And with 65 per cent of sales now coming from the USA, the company is making a big name for itself on both sides of the Atlantic.

Roar Ambition owner Robert Parker said: “One of the main things we've learnt is that quality always wins over quantity. Our customers are mainly men aged 21-30 and they’re educated – they are seeking out the latest ingredients and the best formulas. They are not brand loyal, they will research and shop around to get the best products on the market. “We specialise in burning fat and supporting testosterone – the two key areas that men are most concerned about, to allow them to build muscle and stay lean.”

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LFA and YMCA Awards offer clients industryleading qualifications

Jordan’s to launch custom colour service at LIW JORDAN Fitness is launching its new custom powder coating colour service at LIW, to complement its already extensive range of custom branding options. The custom branding options offered by Jordan Fitness are designed to give gyms the option of ensuring their Jordan product is entirely consistent with their own brand image, and the tone and experience that they are trying to create for their members. New Jordan fitness managing director Zak Pitt said: “We understand how important it is for many of our customers to create a unique environment for their members. “Custom colours will make our custom branding offer even stronger – our product appearance can be in

complete harmony with your own brand, helping you to meet your brand objectives and enhancing your brand image.” The new custom powder coating solutions will enable customers to colour all steel elements of Jordan Fitness benches, racks and the exciting new Ignite Rig. Zak added: “We developed this solution after discussion with our customers and key players in the industry, who were crying out for high quality, premium paint finishes. “Hence we focussed on both the excellent quality of finish, and making sure we could provide exactly the right colour for every need.” For more information, visit the Jordan stand C38 at LIW, and ask them about their special, time-limited launch offers.

Have you moved your swimming lessons to DD? MOVE your swimming lessons to DD and watch your income grow. Harlands can manage these extra DDs as a separate service or as part of an overall solution. Nottingham City Council have done this to great effect. Swimming development officer Karen Dening said: “Like many similar operators, Nottingham City Council manage a large number of swimming lessons at our pools. “We have done this on a manual payment method for a number of years and I guess like many operators you use the resource you have in the centres and make it work as best you can. “Being under pressure to look at ways we can streamline services and generate more income we looked again at how we manage our swimming lessons and it was clear to us that we needed to find a solution to

LIFE Fitness Academy, the global training and education division of Life Fitness, has teamed up with YMCA Awards for an exclusive partnership offering clients industry-leading qualifications. LFA delivers exceptional standardised fitness learning, accredited by global certifying bodies and following its new agreement with YMCA Awards, fitness professionals can enrol in a new series of Level Two and Three courses. The first course offered will be Level Three Certificate in Personal Training, taking place on 2-5, 21-25 and 30 November at London’s Southbank Club. This is open to those who already hold a recognised Level Two Gym Instructor qualification and an assessment day will be held on December 18, giving fitness professionals the

the bottlenecks we endured at our receptions at the start of each booking cycle. “At the end of 2012 we took the decision to move our swimming lesson payments to DD, six months later we had almost eradicated the administrative issues we used to have at the centres and our regular customers don't have to go through the tiresome rigmarole at the start of each term as they are automatically rebooked, assuming their DD payments are in place. “The other notable difference is the incredible growth we have managed to achieve – we now have 1000 extra payers than before we went to payment by DD, which is around a 70 per cent increase for us in this short time period.” For more information call 01444 449 157, email sales@harlandsgroup.co.uk or visit www.harlandsgroup.co.uk

opportunity to qualify as a personal trainer by the New Year. Global education manager at Life Fitness Academy Nick Mennell said: “As a trusted source of fitness education for more than 20 years, we’re excited to now offer a range of industry-leading qualifications through YMCA Awards. “We’re committed to offering the best training solutions to clients and supporting their development. By offering nationally recognised qualifications, we are helping customers to upskill their fitness teams and enhance the fitness experience which in turn has a positive effect on member and staff retention.” To find out more, visit www.ymcaawards.co.uk/ life-fitness-academy. Bookings placed before the end of September will receive a 10 per cent discount.

Zak promoted to MD role at Jordan Fitness

Stages Indoor Cycling UK has appointed Elena Lapetra as commercial director. Elena has previous experience in the fitness industry representing brands including Schwinn, StairMaster, and AmerSports. She said: “I firmly believe in the power of doing what you feel passionate about. The more I looked into the brand, the company and the product, the easier it became for me to join. It is an outstanding bike and I am thrilled to launch it in the UK. It's an exciting road ahead for me and the brand.”

ZAK Pitt has been promoted to managing director of Jordan Fitness, taking over from Neil Jordan, who will remain as company chairman. Zak’s former role as sales director will be split, meaning Jordan Fitness will, for the first time, focus on managing direct and trade sales separately. Dedicated to direct will be Paul Ferreira, who has been appointed head of UK direct sales, whereas Scott Lamber will concentrate on trade as global trade sales manager. Neil said: “With our outstanding growth, especially over the last two years, this move will ensure that we can continue to service our customers at the highest level. “It enables me to focus on my true passion, which is new product innovation, and seeing that through to new and exciting product on the gym floor.” For more details, contact Zak Pitt on 01553 763285.

Supplement firm in US list FLORIDA based supplement company RCSS – founded by retired Mr Olympia, Ronnie Coleman – has been officially ranked in the US as the fastest growing sports supplement brand in America. RCSS UK market manager Giles Thomas said: “Ronnie and I are very happy to announce that Ronnie Coleman Signature Series was just recognised as the 208th fastest growing private company in the United States by INC magazine.” “RCSS was formed in 2011 with no financial assistance, no investors, no head office, warehouse or employees for that matter. “Like many great entrepreneurs,

Ronnie had nothing but a bucket of dreams and one hell of a vision. Just over three years later we still have no investors (which was the plan) but we do have a 20k+ sq. ft. head office / warehouse, 19 employees, distribution in well over 100 countries and now are ranked as the 208th fastest growing privately held company in the United States. “Our European distribution partners have also stated that from January of this year RCSS was their fastest growing brand in the UK and Ireland.” Get in touch with Giles via email at giles@ronniecoleman.net if you’d like to stock this rapidly expanding, quality supplement brand.

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Megan’s gamble pays off and goes from strength to strength HARD work and determination does pay off and Megan Murrie, proud owner of MFit Fife, is living testimony... but it hasn’t always been like that. She explained: “I only started studying and training four years ago where I initially taught two to five dance fitness classes a week juggling them around a full time job. “I soon realised I had a passion for fitness and decided to take the risk to terminate from my full time job.” Giving up full time work and becoming self-employed enabled Megan to focus more on fitness and although it wasn’t easy, her hard work and determination paid off. She added: “My business just keeps on growing and the support we get is phenomenal. We teach a range of classes from Bodyweight training to Pilates and of course Kettlercise. “Due to high demand and the success of classes I am currently delivering a whole range of classes in different areas of Fife including community centres and halls.” Megan is now successfully sponsored by many companies including Nike which she says is her ‘biggest achievement’ to date. So successful is Megan’s business that they now teach a staggering 27

classes a week with average attendees being between 40–65 in each class. Megan credits some of her success to becoming a Kettlercise Instructor. “It really helped my business expand due to the results that people are achieving in classes. Not only that but the business growth has been immense due to being able to offer a wide range of additional products to my client base and having the support network there when needed. The new class material has been invaluable – it helps keep my classes fresh and up to date and keeps clients motivated and coming back for more” To become a Kettlercise instructor see pages 36 and 37 for further details, go to www.kettlercisecertification.com or call 01282 698698.

See what’s new from Codelocks IF locker key management takes up a great deal of time at your gym or fitness club, visit Codelocks on stand F54 at LIW to see what’s new. At this year’s show, Codelocks demonstrates the latest products in its KitLock range of keyless digital locker locks. The new NANO90 is a mini electronic locker lock ideal for smaller wallet or personal effects lockers, furniture, cupboards and medical cabinets. Although compact – its footprint is just 30mm by 90mm – it has all the programming features and quality you’d expect from a KitLock digital locker lock. For a really sleek look, the NANO90 can be fitted flush to the surface. Easy to fit and programme, it provides up to 100,000 operations from just one

coin cell battery. The latest product in the KitLock range, the KL1550 Smart, utilises NFC technology giving gyms and fitness clubs the option to issue MIFAREbased Smart cards for use with lockers in their changing rooms. This multi-purpose locker lock also supports traditional public and private modes of operation and NetCode. The KL1550 locks can be programmed using our Codelocks Smart Device, greatly simplifying the process and time it takes to manage large numbers of digital locker locks. To find out more, come and talk to Steve, James or Ros from Codelocks on stand F54. For NANO90, product information can be found at: http://www.codelocks.co.uk/kitlock/nano90-kitlock-furniture-lock.html

Tomorrow's technology bringing fitness today FANS of gym fitness classes are now able to choose not only what class they do but when they do it thanks to Fitness on Demand, the new interactive fitness system which offers more than 600 classes as and when they are desired. Fitness on Demand can help you make the most of your studio space without having to schedule more classes. Working around your existing classes, Fitness on Demand complements the timetable you already have in place and your gym bunnies will love the flexibility of being able to attend a

class of their choosing at any time that suits them. Classes offered cover the whole spectrum of fitness from high energy classes such as spin and aerobics to the more relaxing, core strengthening classes like Pilates and are all easily delivered at the push of a button to an individual or a group. Unique Systems (AV) Ltd is the sole supplier and installer of FOD and all aspects of Audio Visual solutions, so if you want to know more about this exciting product or any of our other services then contact service@unique-online.co.uk or call Chris on 07870 645078.

Versatile Training Wall to launch in the UK DESIGNED and engineered in Barcelona, the Training Wall is a versatile piece of fitness equipment, offering an innovative range of accessories and endless potential. A vast range of tools are available to explore all areas of functional training, ranging from the more popular attachments to exercise specific accessories. The Spanish based company have reached an exclusive distribution agreement with Craig Young Consulting Ltd. Managing director Craig Young said: “Training Wall has been available throughout Europe for the past couple of years and we are delighted to add this exciting new product to our existing portfolio of brands. “This unique concept gives gym owners and operators the ability to maximise that ever-valuable gym floor space, without interfering with traditional gym equipment that members have come to count on as part of

their fitness routine.” Each Training Wall panel is 1m2 and equipped with quick release anchors to accommodate the wide range of tools which are designed exclusively for use with the wall. Training Wall features low, mid and high anchor points to accommodate a variety of accessories, including dipping and pull up bars, resistance bands and ropes, boxing bags, suspension training straps and much more. Quick release attachments ensure a swift set-up and transitions between exercises to keep classes and individual training sessions moving smoothly. Training Wall is designed and manufactured using the highest quality materials, creating a solid structure, while at the same time offering an attractive design that allows it to be placed almost anywhere. For more information contact 01978 812 829, info@trainingwall.co.uk or visit www.trainingwall.co.uk

Try a KETTFusion class at LIW for FREE ... DEMAND for KETTFusion instructors is at an all-time high with consumers all over the country asking for classes in their area. Take advantage of this unique class by becoming one of the first fitness facilities in your area to offer this fun, yet challenging, fitness class that will see participants continually coming back for more. KETTFusion will be running free demonstration classes throughout Leisure Industry Week at the NEC, Birmingham on September 22-23 so make sure you take full advantage to experience how this class can enhance your current class list. They will even have a stand at the show so to find out more about the class, the creator or how you can become a KETTFusion instructor simply visit them on stand F105. If you can’t attend LIW then the next instructor-training course is taking place on November 6 in Newcastle at Project Fit. So, what are you waiting for? Sign up

KETTFusion founder Michael Ross. to experience this dynamic new fitness class and see how KETTFusion can help you retain existing members while attracting more through the door. For more information visit www.kettfusion.com

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Body Coach Fitness creates supplement SHARON Clare is a Suffolk based level four specialist personal trainer and food coach, who also competes internationally with the World Natural Bodybuilding Federation in the Miss Physique category. Body Coach Fitness is a health fitness and lifestyle company who aims to educate, inspire and motivate fellow fitness professionals and the community to lead a healthy and active lifestyle, through sports and fitness training. A new venture for Body Coach Fitness is the creation of an own label Body Coach Fitness Protein Supplement. Body Coach Fitness pea protein supplement is a natural plant based protein with 26g of protein per serving, a full amino acid profile, high biological value and digestibility rate and low sugar content. The protein is also suitable for vegetarians, vegans and is great tasting and easy to mix. More additions to

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the range will be added in the future. The protein has been developed in conjunction with Pyto-Fit Nutrition; a company who specialise in high quality ethically sourced pure ingredients and is available at the online shop on www.bodycoachfitness.com Body Coach Fitness is also developing a new online aspect to the business for both fellow fitness professionals and the public to view and purchase products and services such as online personal training and nutrition. Contact Sharon on 07875 086760 or sharon@bodycoachfitness.com for further details.

If you’ve got a story for a forthcoming issue of Workout email it to editor Christina Eccles at ce@scriptmedia.co.uk or call 01226 734463 MERCHANDISE

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