Workout September 2018

September 2018

The UK’s No 1 fitness industry magazine

Gym gives pensioner a charitable lift By Oliver Dyson

XTREME Gym has gone above and beyond to help a veteran power lifter get back on the weights. At 87, veteran power lifter Tom Johnston is still getting to practise the sport, thanks to a partnership between Essex’s Xtreme Gym and charity enterprise the Wishing Washing Line. Run by FaNs (Friends and Neighbours) Network, it lets residents of nearby care homes post wishes on public washing lines for people to help with. Dementia sufferer Tom had his wish, to see a weightlifting competition, placed on the washing line in a local Tesco. It was spotted by Xtreme gym member Simon Cheek. That led to gym manager Damian Rees visiting Tom with staff member Adam Fosbrook and the rest, as they say, is history. They made his wish come true by taking him to a competition at Hamilton’s gym in Colchester. Damian said: “Tom got on the stage, did a lift brilliantly to everyone’s amazement and passionately requested to do another with more weight on. He was so happy, it made everyone’s day.” Since his big lift, stories have emerged from gym members who knew popular Tom from his days on the weightlifting scene. And Xtreme’s support continues with Tom now an honorary

Tom Johnston completes his lift at the competition he visited thanks to Xtreme Gym. Picture: Luke Sayer. member, working alongside Adam to train regularly and enjoy the gym environment. “Since the competition he has had a new lease of life. His dementia has improved. Re-igniting his passion for power lifting has brought benefit to his mental health and memories,” Damian said. “He visits whenever he can to train and enjoy a day out. “Tom has issues with his knees, so we cater for this with lots of care and love, plenty of rest – and cups of tea – in

between his training. “We have a motto at Xtreme which is never give up. I think my saying is more apt, and Tom is a sterling example of it: ‘You are as young today as you are ever going to be’. Do it now because in ten years time, you’ll look back and wish you did.” Tom’s enthusiasm for the gym has led to his care home building a cabin for him, with kit supplied by Xtreme, to use when he can’t reach the gym. Tom’s story was covered by the BBC and on national radio, with 276,000 views online. It has led to FaNs Network receiving a commendation certificate after experiencing a boom in users. “We have created what’s more like a family at the gym,” Damian said. “Our aim is to be as diverse as possible but with everyone having a similar goal - to work hard in the gym and get results.” Charity work isn’t unusual at Xtreme. Owner Brad Rogers took on the gym in October last year and has supported charities through personal feats – climbing Mount Kilamanjaro, and taking on two Saharan marathons – and through events at the Chelmsford gym too. “What’s brilliant is all we did is go and chat to an old boy and take him out for a few hours. And it then snowballed into helping so many others in so many ways,” Damian said. “We want to make a difference wherever we can, especially in our local community.”

No 300 £3

Awards return to Leicester

THE NATIONAL Fitness Awards is making a surprise return to Leicester … And it seems as though it’s a popular decision! We previously announced plans to move the glittering event to Liverpool’s Aintree Racecourse but, unfortunately, the venue is now unable to host the event due to a change of plan. Thankfully, WorkOut and Script Events were able to work with the Athena in Leicester, the venue for the awards in recent years, to secure this prestigious setting once again. Events organiser Simone Saunders said: “We are really grateful to the team at the Athena who kindly stepped in and saved the day after we were unable to proceed with our previous plans through no fault of our own. “We have spoken to our sponsors and to many nominees and the unexpected move seems to have gone down really well as The Athena is a fabulous venue and a fitting backdrop for the fitness industry’s largest free-to-enter awards.” The change means the awards will now take place a week earlier than previously planned, on November 30 instead of December 7.

UK FITNESS SCENE

3

Operator smashes target for its athletic support scheme By Oliver Dyson EVERYONE Active has smashed its target for its athlete support scheme. Sporting Champions aims to support up and coming athletes across the country by giving them the chance to access professional support through the leisure operator’s talent development scheme. It hoped to have 500 athletes signed up by the time of Tokyo’s 2020 Olympics and Paralympics; but the scheme, now in its third year, has far surpassed that with more than 700 helped to success already. And Sporting Champions doesn’t just help those still on the rise. A line up of Olympic and Paralympic stars will also be supported as ‘gold sponsored athletes’, including Britain’s most decorated gymnast Max Whitlock, Team GB hockey captain Alex Danson MBE and Commonwealth star wheelchair racer Jade Jones. The scheme represents a more than £500k investment from Everyone Active. Olympic silver medallist Colin Jackson CBE is ambassador for the scheme and plays an important role in providing one to one and group mentoring to the athletes. Colin said: “I’m proud to be involved with a scheme which is so dedicated to supporting athletic talent from grass roots up. “It’s important that we drive sporting excellence in our country, and the Everyone Active Sporting

Everyone Active Sporting Champions scheme ambassador Colin Jackson CBE with gymnast Max Whitlock, one of the gold sponsored athletes. cater for all sectors of the community, Champions scheme is already including emerging talent by reducing supporting hundreds of our young the costs required to perform at the prospects to achieve their sporting highest level. dreams.” “We hope to continue making a real Sporting Champions offers gold, difference to our athlete’s success.” silver or bronze tiers of sponsorship To find out more about the to athletes, with packages providing Everyone Active’s Sporting up to £5,000 towards training, Champion’s programme, visit www. equipment, travel and competition easportingchampions.com costs, as well as access to more than 160 EA leisure centres nationwide. Sporting Champions scheme director Duncan Jefford added: “As a leisure provider working in partnership with 49 different councils, we feel it is important to

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: od@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

www.workout-uk.co.uk

Paralympian bronze medallist Ian Marsden has become ambassador for equipment provider Pulse Fitness. Ian, who won his medal at the Rio Olympics, started out as a powerlifter but suffered a life-changing spinal injury which left him using a wheelchair. He turned his attention to hand cycling, before taking up rifle shooting and narrowly missing out on a London 2012 spot. He then turned to the water, where his skills came in useful in canoeing. It was in that sport that he earned his medal, in the 200m canoe sprint in 2016. Ian said: “I am delighted to become Pulse’s newest ambassador as they are truly paving the way when it comes to creating fitness equipment for those with a disability. I’m looking forward to supporting them and working together to create more opportunities for those with disabilities.” Advertising

Editorial

Sales manager: Danielle Hornby Tel: 01226 734709 dlh@scriptmedia.co.uk

Editor: Oliver Dyson Tel: 01226 734463 od@scriptmedia.co.uk

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

Group production editor: Dominic Musgrave Tel: 01226 734407 dm@scriptmedia.co.uk

Sales manager: Daniel Lloyd Tel: 01226 734699 dl@scriptmedia.co.uk

Group Editor: Judith Halkerston Tel: 01226 734639 jh@scriptmedia.co.uk

Graphic designer: Scott Firth sf@scriptmedia.co.uk

Script Media 47 Church Street, Barnsley, South Yorkshire S70 2AS

UK FITNESS SCENE

5

Supplier kits out show A HIT new fitness show has been kitted out with top of the range gear by Physical Company. The supplier was approached to help kit out the Fit Fix studio with everything from barbells, dumbbells and kettlebells to battle ropes, agility ladders, yoga mats, a punch bag, slam balls and medicine balls. They will also provide new pieces of kit for review and demonstration too. The Hit Fix, created by ukactive, is distributed to operators to share with

members with CRM channels. Physical Company managing director John Halls said: “The Fit Fix aims to be readily accessible and it made perfect sense for us to supply the kit used in its workouts and demonstrations as many operators already have these items to hand. “As for the more unusual or new pieces of kit, The Fit Fix is a great way to show how best to use these items which we can quickly supply to operators for the gyms and studios.”

Hundreds of fitness enthusiasts turned out to take part in the inaugural F45 Playoffs. Held at Wembley Park as part of The Colour Run, the event billed itself as the ultimate fitness challenge. Hosted by the fitness franchise network, it saw participants take on 10 different stations in 45 seconds, with the aim of reaching as many reps as possible to gain maximum points. The fittest male and female winners each got a £1,000 cash prize.

Life Leisure CEO Malcolm McPhail presents an honorary RTB board member award to Commonwealth medal winner Holly Hibbott.

Staff take centre stage at annual awards ceremony LIFE Leisure employees were recognised at an extra-special awards ceremony. The Stockport not-for-profit company, which manages 12 facilities in and around the town, thanked employees for their hard work at a special event. Held at Colshaw Hall in Cheshire, hundreds of staff attended to celebrate the awards’ 10th anniversary. Awards across a variety of categories were given out. But due to the high number of nominations and performance level, three people received the Personal Best Champion of the Year award. Andy Reed, duty manager at Avondale, Danielle McMahon, duty manager at Houldsworth Village and Nicole Rothwell, senior health and fitness coach at Avondale all showed a commitment to a personal best every day.

Special awards presented in honour of two former Life Leisure chairs, David Hopkins and Alwin Thompson, went to head of member journey and experience Caroline Hunt and Cheadle receptionist Delia Roberts. CEO Malcolm McPhail said: “It was a fantastic celebration of achievement for all our employees after another highly successful year for Life Leisure. “I am so proud of how our winners go above and beyond every day for our members. The awards paid tribute to a whole host of people like Caroline, who is always dependable, efficient and unfailingly committed to her job. Not only that, but she is always the first to support Life Leisure events outside working hours. “Then there are winners like Della Roberts who has a very bright future with us. Her attitude to work and her commitment to our preferred behaviours culture has really stood out over the last 12 months.”

UK FITNESS SCENE

6

Advertiser’s announcement

New gym is an asset to community NEW to Saddleworth we are proud to have had the opportunity to help create the Kiss Performance Centre, which has quickly become such a key asset to the community since its recent grand opening. Kiss offers a 5,500 SqFt facility, which is filled to the rim with some of the best equipment on the market to date featuring; n 28-piece Force 20/20 Resistance range. n 10-pieces from the Force Epic Plate Loaded range. n Rockit functional equipment. n A range of True 400 Cardio. All created and made bespoke for Kiss Gym, featuring vibrant red and black paintwork, instructional decals, all fully finished with Kiss Fitness Centre branding. But this doesn’t all come together over night and we were lucky enough to learn more into the 5 year Journey from the Kiss brothers on how Kiss Performance Centre a reality.

From a discussion with Steven Kiss we learnt that the pair found there love for the gym at an early age through being keen rugby players, to finding a growing interest in the challenges and educational journey that came from strength and conditioning elements of being an athlete. Little did they know that on what was just a standard day when the pair were training at there local gym, they would be rubbing shoulders with Joe Thorpe (Fitness Systems National Sales Manager) when helping assist there local gym with the installation of there new equipment. Whilst assisting on the small installation, Kiss brothers were highly impressed with what they saw being done, from the initial installation to the service that was being provided. Amongst there time in the planning process in finding the perfect site, researching various equipment manufacturers along with multiple

specifications of equipment, to finally doing the market research in order to find the opportunity to assure that the gym was to be a success. Years on from assisting Fitness Systems on there installation they found themselves face to face with Joe Thorpe (national sales manager) but not this time assisting on an installation but to discuss the potential of creating Kiss Fitness Performance Centre. Steven said: “Having met Joe and the team personally in another gym and having seen first hand the attention to detail and passion the team had. “I knew I wanted Joe personally to manage the project and having seen and trained with the equipment that Fitness Systems Ltd provided I knew I couldn’t go wrong working with this company.” Throughout the installation we worked closely with the Kiss brothers trying to find the perfect layout to

house all the equipment within the 5,500 SqFt facilities. Through our experience of fitting out gyms for over 40 years we where able to find the perfect solution which would work best for the Kiss fitness performance centre. Now open to the public the gym is already being noticed for the fantastic professional service that is available with facilities and staff at Kiss Fitness Performance Centre. “First session, unreal gym the amount of variation of machinery was the main thing! Great atmosphere with brand new machinery and weights. Good range of weights for all types men and women and also plenty of cardio machinery. Highly recommended”. Dom D’Adamo 29/08/2018. For more information on the services available please feel free to contact us on Info@fitnesssystems.co.uk or 01204 541710.

8

UK FITNESS SCENE

Operator to EXF signs exclusive deal with run services Mobile Fitness Equipment for 10 years EVERYONE Active has scored a 10-year contract with Solihull Council. Everyone Active, which is the trading name for Sports and Leisure Management Ltd, has been awarded a 10-year contract to deliver Solihull Council’s leisure services. It will see EA manage North Solihull Sports Centre and Tudor Grange Leisure Centre. The company will invest £1million in the first year of the partnership, which aims to ensure the facilities offer a flexible and innovative approach and encourage more residents to take part in physical activity more often. Managing director David Bibby said: “We are delighted to have been chosen by the Council to use our extensive skills and experience to get more people active. “Both centres have fantastic facilities and we hope to continue to build upon their success to fulfil the Council’s vision. We have extensive experience of managing community facilities across the country, including in a number of neighbouring districts, and look forward to bringing the same highstandard services to Solihull.”

BESPOKE equipment manufacturer EXF has signed an exclusive agreement with Mobile Fitness Equipment to become their European manufacturer for the Mobile Fitness Unit. The deal will also see EXF become the exclusive UK distributor. The MFU is a mobile steel container, which comes in a variety of sizes and set ups and provides a solution to gyms struggling for internal gym space. It opens on all four sides to allow easy equipment access and is designed to be both weather proof and capable of handling high volume usage. The MFU also meets the ISO and industrial strength standards for quality and safety. All MFUs as standard are equipped with two retractable swing out/squat racks, two pull-up bars and a multistorage solution console capable of storing equipment such as medicine

“It’s ideal for PTs looking for develop their business, as well as operators who are looking for mobile options, or are struggling with internal space.”

balls and Olympic plates. There are four models to choose from, from the stripped back Barebones MFU 100T, to the fully equipped Tricon MFU which is three units connected to form one 20ft container space. There is also the Equipped MFU 200T, which contains all the essential training kit and accessories for small group sessions without the need to purchase any equipment. And the Custom MFU Plus gives the opportunity for people to create a bespoke package with personal branding.

EXF business development director Ben Steadman said: “We are delighted to be working with Mobile Fitness Equipment and excited about the possibilities the MFU range will create for the European and UK fitness markets. “The MFU is a fantastic piece of equipment, which has come to the market at a time when the popularity of outdoor training is at an all-time high. It’s ideal for PTs looking to develop their business, as well as operators who are looking for mobile options, or are struggling with internal space.”

10

UK FITNESS SCENE

Social interaction and technology are the key to FTC Gym’s success By Oliver Dyson IPSWICH’S FTC Gym secured more than 1,500 members before it even opened, thanks to an incredibly successful pre-sale. Since its doors opened to the public in March, this figure has increased to 2,000, with many of them first time gym goers. For director David Sanders, the key to their success lies in two factors: social interaction and their use of technology. FTC (Functional Training Company) was founded by ex RAF PTI John Grindrod six years ago, originally as an education provider for fitness professionals. That ethos of education carries through today in the gym. David said: “Our first months of trading have exceeded all expectations. We cater for all segments of the community, young and old (we run a programme for children as young as five years old), fit and unfit, healthy and not so healthy. FTC Gym encourages and supports everyone in their pursuit of a healthy, active lifestyle. “Our opening success can be attributed to two factors. Firstly, we promote social interaction. Our studio can accommodate up to 50 people creating a community hall feel, encouraging social connections between our members and also between our members and our instructors. “This is proving to be very popular, especially amongst women, the deconditioned market and our younger members, from as young as five years old, who enjoy a range of supervised physical activity sessions. In here, we host a wide range of classes including Beatz, Boot Camps, HIIT, Kettlebells and Hatton ABC.

David Sanders “Secondly, we have embraced technology and fully adopted the eGym intelligent system. This enables us to deliver an outstanding, results-driven experience to each and every member on each every visit. Every member’s induction includes the introduction of the eGym Fitness app and every instructor uses the eGym Trainer app. This makes logging, tracking and reviewing work out plans much more effective.” FTC Gym has embedded the eGym intelligent system into its core offer. Every member is introduced to the eGym Fitness app during their induction and every instructor utilises the eGym Trainer app. David explains: “When a member joins they are set up with an eGym cloud account. This provides

the means to log and track all physical activity undertaken, providing the member and the trainer with a complete picture of the individual’s physical activity history and current workout programme, increasing the effectiveness of programme prescription. Having instant access to all member data encourages any of our training team to make personal interactions, regardless of whether they have had previous contact. This is so important, especially in the early days of membership, in order to maintain motivation and lower churn.” In addition, FTC Gym has incorporated a dedicated eGym studio housing an eight-piece eGym circuit. A separate membership is offered for this facility to attract individuals who may not feel comfortable in the more traditional gym space. David added: “In our first month of opening we attracted over 80 dedicated eGym circuit members, mainly from hard to reach demographic groups including older adults, inexperienced gym goers and diabetes patients. As users have become more confident using this equipment, we are starting to see them venture out into other areas of the club, such as the exercise studio, which is exactly what we hoped would happen.” FTC Gym also offers a large open plan strength and conditioning space on the ground floor which includes resistance machines, free weights, Olympic platforms, functional training equipment and a sprint track. The first floor is focused on cardio and group exercise including a dedicated group cycle studio, TRX training zone and the large, community-feel studio. FTC Gym is an example of an independent site offering a truly inclusive fitness environment.

12

UK FITNESS SCENE

NHS in focus: supporting public health ESTABLISHED 50 years ago, the UK’s NHS is still one of the most respected and admired institutions of its kind. But a lot has changed in five decades. Population growth, increased life expectancy, and unprecedented health issues including a national obesity crisis, have all taken their toll, pushing services to breaking point. With the King’s Fund estimating that spending of £153billion will be required by 2022/23 to keep pace with demand, and reports suggesting that NHS trusts currently face a debt of about £1.28billion, the need for innovative intervention to support NHS services has never been greater. In this three-part series with leisure trust and citizen health specialist Life Leisure, we examine ways in which the UK sport and fitness industry can help. Here, chief executive officer Malcolm McPhail looks specifically at the role providers can play in taking

Malcolm McPhail activity ‘beyond the gym’. Activating activity beyond four walls The average UK adult spends over 70 days of their year sitting down; our children are the least active of all

time. Inactivity is a massive problem, one estimated to be costing the NHS as much as £20billion per year and resulting in around one in six premature deaths. Change this trend, and the future of public health could look very different. The UK fitness industry is helping. Gym memberships are on the up and look set to reach seven million by 2022. Drives to address retention rates will help further. Focusing on adding value in line with customer needs will encourage more people, to be more active, more often – from investing in specific equipment and technology, to looking at class scheduling, experience personalisation and investment in staff development. The right staff, motivated to behave in the right way will always be a leisure provider’s most powerful retention tool. But increasing membership, and

ensuring that those members keep coming and stay active, is a dip in the ocean in terms of the national inactivity epidemic. It also ignores one very simple fact. Some people just don’t like gyms and they never will. Reaching out to over 400 individuals (61 per cent of whom were completely inactive and statistically more at risk of developing health conditions later in life), we enabled them to use a fitness tracker to log basic data such as steps taken, distance covered, activity level/ duration and calorie burn etc., on a dedicated web portal, and receive remote wellness advice and support from our trained coaches based on the data input. After just three months, 85 per cent of those taking part reported an increase in their activity levels – 66 per cent were achieving at least three x 30 minutes of moderate physical activity each week.

Exercise your charity muscle SEPTEMBER means gyms across the country will be popping the kettle on – more than usual – to raise cash for Macmillan’s annual coffee morning event. The morning traditionally takes place on September 28 but can take place any time throughout this month. It raises cash for the charity, which provides healthcare professionals

and support services nationwide to those affected by cancer. To host your own event or find out more, visit www.macmillan.org.uk/ coffee. n If you do host a coffee morning, Workout would love to hear about it! Send us some photos, a bit about what you got up to and a fundraising total to od@scriptmedia.co.uk for a chance to feature in the next issue.

Jamie Murray with youngsters at the Rally4Grenfell Schools Tennis Festival at Westway Sports and Fitness Centre.

Rally4Grenfell raises £65,000 MORE than £65,000 has been raised by Everyone Active as part of a charity campaign following last year’s Grenfell Tower tragedy. Everyone Active is the operator of Westway Sports and Fitness Centre in partnership with Westway Trust. The #Rally4Grenfell campaign including a tennis festival – attended by champion Jamie Murray – and a special auction. The final total will be donated to the British Red Cross London Fire Relief Fund. The Grenfell Tower tragedy saw 72 people die after a fire tore through the residential block in West London. It is one of the UK’s worst modern disasters. The charity auction included specially donated items from celebrities across sports and show business, such as a signed match shirt

from tennis star Sir Andy Murray. The special tennis festival was attended by 1,700 local school kids at Westway. Everyone Active general manager Ian Ling said: “We are extremely proud to have raised such a tremendous amount of money for the British Red Cross London Fire Relief Fund. The Grenfell disaster was a tragic occasion for our community and it is amazing to see everyone coming together to help those affected. “Sport has an incredible ability to bring people together and can play a huge role in the healing process. Both our auction and tennis festival were a huge success and we loved welcoming a whole host of children and stars through the door to learn new skills and enjoy their day, all for a good cause.”

UK FITNESS SCENE

14

Digme Fitness opens new flagship studio DIGME Fitness is delivering a new flagship store within a former Post Office warehouse. Working alongside zynk design, Digme has transformed the Rathbone Place location – just north of Oxford Street – into a new 4,500 sq ft studio. Digme’s fifth site, it hosts the brand’s custom HIIT and indoor cycling classes within an industrial chic theme. The space includes a 60-bike cycling studio with tiered formation and dedicated HIIT training zones. There is also a collection of 14 luxury unisex changing pods, complete with showers and hair grooming kit to accommodate the fluctuation in gender preferences

for different classes. Digme CEO Geoff Bamber said: “This site is an exciting venue for the brand, so we have been determined to create a studio that reflects this. “The relatively conservative footprint that our studios operate in means we need the skill and experience of zynk to ensure we can maximise the space from an operational and commercial aspect. “zynk has also taken our new codified brand principles and created an exciting studio concept which, together with our own commitment to delivering the best classes in town, will inspire members to work out and achieve great results.”

Personal trainer hopes to inspire others after taking up gym role A DETERMINED personal trainer, who used leisure trust BPL’s health referral scheme to kickstart a complete lifestyle change, is now hoping to inspire others after starting work at a gym in Barnsley. Before qualifying as a PT and launching her business – Transform Fitness Personal Training – Tracy Greenfield had been a BPL Fitness Flex member at the Metrodome for seven years after initially coming into the gym on its referral scheme. In that time, Tracy has lost a total of 14 stone; making the decision to change her life, not only to improve her fitness levels and lose weight but to become a healthy role model for her son. She explained: “I knew I needed to change. I’d heard about the referral scheme, so went to my doctors and asked if they would refer me. I’d been to the gym before but had never stuck at it. “At first I was self conscious and scared. My BMI was 53, which is classed as morbidly obese.” As the weeks went by, Tracy began to feel more confident; attending regular exercise sessions and gaining support from the referral instructor and the new friends she had made at the Metrodome. Remaining consistent with exercise and healthy eating meant she was also starting to see changes, both physically and with her wellbeing and confidence levels, so once the scheme was finished, she was eager to carry on. She added: “I felt more energetic and was doing more with my son. I suddenly realised I was fitter than I thought I could be. I didn’t want to let that go, so I joined up as a member. “I’ve been coming to the gym for so long now, it’s like a second home. I

I’ve never been as happy in my life or as career focused. If I can inspire just one person to change, then I’d be more than happy with that.”

know everybody, the staff are friendly and if you need any help, you only have to ask.” After falling in love with fitness, Tracy decided she wanted to put her new found love of exercise and healthy eating to good use – and provide inspiration to others – so completed a course to become a personal trainer. She recently started work at the Metrodome and has already taken on her first clients; aiming to be a supportive and relatable trainer who understands what they’re going through when it comes to taking those first steps to change their lives. She added: “The referral scheme was the best thing I’ve ever done. I’m a completely different person now. “I’m more confident, I want to go out more and meet new people. Before I would shy away from it. “A lot of people look to somebody like me because I’m walking, talking proof that it can be done, but also because I can put myself in their shoes. “They know they can talk to me and I’m going to get where they’re coming from. “I love it. I’ve never been as happy in my life or as career focused. If I can inspire just one person to change, then I’d be more than happy with that.”

15

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.

Talking point: What do you think of the educational opportunities currently available to fitness professionals? Are there too many courses out there or would you like to see more variety? Do you think the balance could be better between theory and exams and the ‘soft skills’ needed to also become a successful PT?

Editor’s comment

Send your answers to od@scriptmedia.co.uk or contact us via Twitter or Facebook. We’ll print the best responses next issue.

SARAH Woodhouse might have started her personal training career later than most, but she hasn’t let that stop her. Sarah, 41, only qualified as a PT in May last year. But she took home the 2017 Fitness Trainer of the Year award, sponsored by Active IQ. Sarah, from Leicester, is a mum of three. And it was while she was pregnant with her third child that she decided to take up her new career, after struggling to find any Buggyfit classes nearby. She studied at Loughborough College for her level two gym instructing qualification while still pregnant, then became a qualified Buggyfit instructor before progressing onto her Level Three PT qualification. Her college tutor recommended she enter the AOC PT competition. After a gruelling process - including an observed PT session, tasks, interviews and demonstrations Sarah took home the top award at Birmingham’s NEC Arena. “I found the competition such a rewarding experience to be amongst so many other like-minded professionals,” said Sarah. “The competition experience really kept me on my toes, so it felt a complete surprise to win as there were so many other great professionals there.”

Picture of the month THE ribbon was cut on Anytime Fitness’ 150th UK location in Paignton, by husband and wife owners Emma and Simon Wright. Anytime opened its first UK club in Bristol in 2010, and is now the second largest private health club operator in the UK. Anytime founder Chuck Runyon said: “We’re delighted that the UK has opened its 150th Anytime Fitness club. The rate of growth showcases the commercial strength of the brand as well as the commitment of its franchisees. “We know the team here are working hard to fulfil their objective of becoming the largest fitness club operator in the UK and we look forward to celebrating their next milestone.” The landmark was celebrated with an event at the Paignton location.

Follow us on Twitter @ WorkOutUK or contact us on Facebook at www. facebook. com/workout magazine

Look out for updates on the upcoming National Fitness Awards and Conference on our social media pages, where we’ll be revealing all the latest news. Make sure you like the Workout Facebook page and follow @FitnessAwards and @FitConference to keep up to date.

#social media ...

@_GetActive: Very interesting read from this months edition of the ‪@WorkOutUK magazine, highlighting the report that was released at the latest ‪@ BUCSsport conference. Looking forward to helping our ‪@_UoW students take advantage of our free ‪#GetActive scheme. ‪@ WinchesterVPact ‪@ActiveWinch ‪@servicesport: Our managing director is featured in ‪@ WorkOutUK this month. Great

magazine – well worth checking out! #LancashireHour ‪@OpenPlayUK: Check out our CEO Sam Parton talking about ‪#GDPR in the ‪#sports industry in ‪@WorkOutUK ‪@JennyPacey: SOOOO EXCITED to announce myself & ‪@OfficialWayneG will be hosting the ‪@WorkOutUK UK NATIONAL FITNESS AWARDS later this year I feel very happy

to have been invited back as the host two years in a row! I can’t wait to award the best in fitness&see lots of familiar faces! ‪@healthclublwb: Great to see the ‪@healthclublwb Paddlecise class is picture of the month in July’s ‪@WorkOutUK magazine ‪@VersaclimberUK: The latest issue of ‪@WorkOutUK is out NOW, featuring some very

THE STORY on the front this month is something a little different. But I think it is one which will touch the hearts of everyone who reads it. Social isolation is big in the news at the moment, stories of the elderly (and people of all ages) who find themselves lonely and cut off from society. That’s why it is so brilliant to be able to celebrate when a gym like Xtreme gets involved in their local community, helping 87 year old Tom Johnston relive some of his power lifting glory. We all know that gym people can be some of the kindest and most supportive around. So getting to show the rest of the world that is fantastic. And what a great photo of Tom himself, mid-lift and surrounded by supporters. The NFAs reached another milestone this issue too – the deadline for entries has now finally closed after the extension. We’ve had some really great entries come in but now comes the even more difficult part: whittling them down into shortlists. Who knows, maybe we will see you at the big ceremony... Oliver

exciting Versaclimber news! ‪# fitfam ‪#cardio ‪@gym_career‪‬: ‪Don’t forget to check out our Q&A with @nexustrainingUK in this months issue of @WorkOutUK magazine. ‬Read the full Q&A here: https://gymcareer. com/workout-aug #pthelp #workinfitness #ptjobs #fitfamuk #FitnessMotivation #workinfitness‬

16

UK FITNESS SCENE Advertiser’s announcement

Cost tops reasons clients leave PTs By Oliver Dyson

PayAsUGym to sponsor National Gym of the Year 2018 accolade THE UK’s leading fitness marketplace, PayAsUGym, will be the official sponsor of the prestigious ‘National Gym of the Year’ category at the National Fitness Awards in December. After raising £6.5m of venture capital earlier this year, PayAsUGym has embarked on its most ambitious marketing campaign to date including a national TV advert, extensive coverage of online search terms such as ‘gyms near me’, and a number of high profile commercial partnerships with the likes of GAPFit, Tough Mudder and Vita Coco. The impact of this campaign has been significant. Participating gym

revenue has increased by 91 per cent year-on-year, with 92 per cent of customers being new to the gym they visit and 14 per cent saying they went on to join the gym on a direct membership. PayAsUGym is currently in the process of developing its 2019 marketing campaign and are now listing hundreds of new gyms to its platform, adding to the 2,500 that are already participating. The PayAsUGym team will be available to meet at the National Fitness Awards if you would like to list your club, and can be contacted directly via payasugym.com/ marketplace

A NEW survey has found affordability to be the main reason PTs lose clients. Specialist sports insurer Insure4Sport surveyed more than 1,500 personal trainers in their study. The survey also found that one in five PTs said clients stopped working with them due to time constraints and not being able to commit the required time to exercise. And a quarter said clients ceased training once people felt they’d achieved their initial goals. More than half – 57 per cent – of clients first signed up because they wanted to lose weight, with general health reasons and wanting to look good being the driving factors. But the findings suggest once those objectives are met, they no longer feel the need to keep seeing a PT. Manchester PT Ollie Lawrence said: “It’s disappointing that so many people commit to exercising but for one reason or another can’t seem to sustain this commitment long-term. “Exercise isn’t just a luxury, it’s a way of life for many people. “To make their sessions as affordable as possible for as many people as possible, PTs need to offer bespoke packages to suit a variety of budgets. “This will ensure they retain more clients in the long run.” Half of the PTs surveyed said their

clients stayed for an average of six months to two years, but building lasting relationships is clearly proving more difficult: only eight per cent of respondents said their clients had been with them more than five years. Insure4Sport managing director John Woosey said: “To keep them motivated, PTs could provide loyalty incentives to customers who’ve been with them for more than a couple of years as a gesture of goodwill. “Building a rapport with as many of their clients as possible and hammering home the benefits of continuous exercise is also essential. “Digital marketing is one way of doing this, and it’s clear from our research that more fitness professionals should advantage of the opportunities available to them. “This could prove the difference between having a successful career and going out of business.” The survey found that PTs still rely more on word of mouth (28 per cent) than digital advertising (20 per cent) or social media (19 per cent). But 23 per cent admitted posting regularly on social media would help their business. A third of PTs thought offering a better level of client service would help their business. A total of 16 per cent of PTs left the profession after just a year in business and after five years, 64 per cent moved into a different job.

UK FITNESS SCENE

MoveGB wants to bring digital revolution to fitness MOVEGB is hoping to revolutionise the way people access fitness with their digital platform. The company is the UK’s largest fitness network and counts more than 5,500 venues in its database of classes. They connect users with operators all around the country, putting them in touch with classes and sessions which they might otherwise have missed in venues they could potentially have overlooked. Through a website and a mobile app, they link up operators with users as swiftly as possible and to activities tailored to their mood, energy levels and convenience. For operators, it presents a new way to source potential clientele. Alister Rollins, founder and CEO of MoveGB, said: “We’ve really made the process exceptionally easy for partners to get on board. They can sign up themselves on the self sign-up dashboard (https://www. movegb.com/partner-self-signup) or alternatively, they can request a call from one of our consultants. From here, it takes

approximately five minutes to signup, and then about 20 minutes to create their profile on our systems. “When creating their profile, we’ll need information such as Public Liability Insurance certificate, activity information and images. After completing the onboarding process, they can be live on the MoveGB network within 12 hours. Our team will check their profile and set them live providing all necessary details are provided.” The MoveGB system even

has smaller operators in mind, encouraging members - known as movers - to give them a go. “Every week we have a new partner email which goes out to all our members to pop a spotlight on the new venues/instructors that have joined MoveGB in their area. “We then regularly feature venues on our social media and take guest blog posts by instructors who are an expert in their field - usually small, independent operators. We also take guest blog posts from Movers

themselves who profile their favourite workouts which are always different and exciting. “We also work with influencers and bloggers in MoveGB cities - they have the freedom to explore the activities in their area and profile the activities they take part in on social media and/ or their blog. “It certainly highlights the variety of operators and they’re always keen to discover small operators and unique workouts.” MoveGB hope the platform can change the fitness scene in the same way Netflix transformed the way people consume entertainment. “The variety and convenience of a digital platform, both desktop and app such as Netflix, really does bear resemblance to what we present. MoveGB is a digital platform that brings a huge variety of fitness to our members’ fingertips. “Not only are the range of activities and locations vast, but it’s on-demand. Anytime, anywhere – in a MoveGB city – you can find a workout that suits your mood and energy levels.”

Advertiser’s announcement

When does the member journey start? WELL that is a very interesting question which will generate a number of different opinions that’s for certain depending on who you talk to I guess. So lets take a look at it from the customer’s point of view, then this way we can make sure we grab the opportunity of a new member from the word go. As we all know, it is the first impression that counts with us, so having a clear process to funnel those new enquiries is critical to see if they ever get as far as joining your club. You will find that if you stick with these basics there is no better way of ensuring you are in the best position to win the sale.

1. Always get a name 2. Always get a mobile number You could ask many more questions but from the customer’s point of view, just stop and think how they might feel when they are hit with a barrage of questions. It feels like an interrogation rather than a happy experience to find out how much their local club is to join! So by asking less from a customer on every new enquiry you will be able to get more member sales as the whole experience was one that was great as opposed to one that made the customer feel uncomfortable. The good news now is that you will have a name and number to follow up which statistically means that your

sales will increase by making follow up calls to the prospect that has not joined yet. As I feel confident to say, it is likely the other gyms they visited on their shopping trip did not even take a name and number so will never be able to get that new opportunity to join their gym. First impressions count. It’s a proven fact that it only takes seven seconds to make a strong impression! Make the first impression the right impression. Want to find out how ClubRight can help you on this Member Journey? Contact 0203 884 9777 www.clubright.co.uk enquiries@clubright.co.uk

Wayne Heath

17

UK FITNESS SCENE

18

How to successfully deploy a wearable technology system By Dave Wright

Special provision for gym’s strength area PHYSICAL Company found it took something extra to lift the weightlifting portion of a gym refit up a level. The fitness solutions provider was called in to help fit out the 20,000 sq ft, two tier Zone Weymouth site in Dorset. Catering for the relatively small population of Weymouth - 77,000, with many of those elderly - it fell to Physical Company to work out how to safely install the weight and strength training equipment upstairs, so as not to intimidate people on entry. Investor Andy Dick said: “The last thing I wanted was people to be greeted first by racks, benches and weights.” The weights form just one of eight different training zones at the location, each with specific kit and flooring fit for purpose. “Physical Company responded quickly with a whole range of solutions and, most importantly, they were clearly expert in specifying and installing a wide variety of flooring for each of the zones,” Andy added. “They were quick to visit the site, were on hand throughout the process, delivered everything on time and dealt with changes calmly and promptly.” Physical Company account manager and flooring expert Paul Farrell said: “All the flooring had to be carefully installed: having been an office block before, the whole building has a raised access floor system in place where the electrics were running.

“We installed a plywood subfloor layer to level it and prepared the surface for bonding of the materials. Each area has its own bespoke flooring to suit the style of training. “The floor of the heavy weights area upstairs needed to withstand the impact and noise from weights being used and dropped so we conducted several tests with different options to find the Ecore Smashtile was the best solution.” The project to convert the old BAE Systems offices into Weymouth’s largest fitness centre took 10 months to complete. Zone Weymouth is the largest gym in the town and immediate area. Andy worked closely with business partner and property owner Micky Jones to design, build and deliver the refurbishment. “Weymouth is a small town with around 77,000 population, many of whom are older,” added Andy. “It doesn’t surprise me that none of the big providers is here but we’ve shown what can be done: Zone Weymouth is a fitness facility that many big cities would envy and certainly has the ‘wow’ factor here.” Aside from the flooring, Physical Company supplied much of the equipment including dumbbells, barbells, strength bars and plates, the Exigo Rig and cable cross over plus all the functional equipment including slam balls, wall balls, sled, battle ropes, plyo boxes, kettlebells, Titan bags, HD resistance tubes, punch bags and gloves.

MANY operators fail when they try to deploy a wearable technology system into their clubs. They may have the best will in the world, but like most programmes, it needs to have the right plan of attack for it to work. Here are the simple four E’s (Ethos, Environment, Experience, Engagement) to apply if you want to make sure your system is successful. 1. Ethos Firstly, you need to make sure that everyone understands the whole rationale for the wearable system that you have implemented. You need to understand what problem it is solving and adopt it not just because wearables are the top trend for two years on the trot but because it is going to help you engage more with your members and ultimately increase their propensity to stay with you. 2. Environment Secondly, you need to make sure that the setup of your system is right. If you have telemetry display, then you need to make sure that the tv’s are set up in the right areas of the club with the best viewing angle for the equipment or exercise used. You also need to make sure that the internet is robust and that the software can be easily accessed by the staff that need to access it. 3. Experience Now that you understand the reason why you have a system and you have the physical set up right, you need to have a plan on how you can get the device into the hands of your customers. This may be in the form of demo devices, free trial periods, money back guarantees, or baking the device into premium programmes or into the membership. Of course, you don’t need a wearable device to exercise, but as long as it is an accurate one and it helps track results and adds value to their exercise experience, then the sooner that they can get tasting it, the sooner they realise that they can’t train without it. 4. Engagement With most wearables, the rubber

Dave Wright truly hits the road when the club get involved and engage with their members. Referencing their feedback throughout live workouts, commenting on their digital sessions and connecting them with other members completely amplifies the users wearable experience. In the same way that Facebook brings people together, so too can connection within the wearable market. But only if it is led by the club. There are a plethora of other tips and tricks to get the most out of any system, but as with most things, it’s better to keep it simple and basic so that it is easier for everyone to adopt. The one thing for certain is that in the same way that operators thought that ‘social media’ was a fad, it’s fair to say that wearables are here to stay. So rather than throw the baby out with the bath water and blame the system, it’s better to step up and get involved and follow the four simple E’s to success. Good luck! n Dave Wright is the Creator and CEO of MYZONE®, CEO and owner of CFM (Creative Fitness Marketing) and owner of the Feelgood Fitness & Voyage Fitness Club Chains. With offices in Chicago (US), Nottingham (UK) and Melbourne (Oz), Dave’s companies have worked directly with over 5,000 health clubs across 65 different countries, encouraging people to be more and stay more physically active. He may be contacted on Dave@myzone.org

UK FITNESS SCENE 19 Pilates can be a great way to balance out your strength and conditioning training. Christopher SmithLangridge, from Ten Health and Fitness, is an expert on the subject. Workout grilled him on how the early 20th Century discipline can help with a modern strength training regime.

How pilates can help with strength and conditioning training How can pilates lend itself to strength and conditioning training? Where strength and conditioning training aims to prescribe exercise programmes designed to enhance performance, it requires a pre-existing functional balance to work from – which is becoming rare because of the issues resulting from our sedentary and screen focussed lifestyles. The right pilates programme and instruction can teach a human body to move again as it was designed to - with control, stability and efficiency. With these fundamental elements in pace, a strength and conditioning program is destined to fall short of expectancy or be short-lived. What lessons can people take from pilates to enhance other aspects of their workout? Pilates is defined by six principles: Centering, Concentration, Control, Precision, Breath and Flow. Take these into any workout, accompany them with discipline and you’ll hit new levels. Learn to take things back a few steps and perfect the movement quality and activation before you concern yourself with how hard you can go. What is the advantage strength and conditioning wise of incorporating pilates into your workout? No matter how experienced you are, you can’t consciously control everything your body does.

objective for each exercise (jump higher, run faster, lift heavier, turn quicker etc). Pilates has a more holistic mission of ‘better movement’, which brings results in so many other ways to what you might expect. Including enabling you to move with more strength and power, move more effectively and efficiently, move more fluidly, move with greater flexibility and range, move with much less risk of injury, move without pain. We call it ‘the workout for the way we live now’.

Many elements of a movement pattern need to happen automatically and correctly in order to give you the output you desire. Incorporating pilates takes the mind and body away from its comfort zone and improves that automatic process. What feels like the basics are, in fact, the necessities. What does pilates offer which conventional or traditional strength and conditioning methods do not? While they both deliver through development of the kinetic chain, traditional strength and conditioning tends to lend itself to a more isolated

What other advantages does pilates offer? The list could actually be endless. We champion our reformer based classes because they allow us to bring so much variation to our delivery. balance, cardio, upper, lower & core strength, postural correction, injury rehabilitation and prevention. You name it. What would you say to someone unsure of trying pilates? I’d say I don’t know how you’ve got this far without it. And if you don’t think you’ve come far yet, you couldn’t ask for a better place to start. We’re currently working with everyone from beginners through to pro athletes. The London Irish Rugby Club train with us alongside our physiotherapy patients. We train triathletes and mums-to-be. There is no level you could be at where you wouldn’t see the benefit.

Operator launches its third London gym in Kensington

New qualification for PTs and instructors A NEW qualification for personal trainers and gym instructors has been developed by Active IQ and Focus Fitness. The level one certificate in sport and physical activity has been created by leading awarding organisation Active IQ alongside training and fast growing PT course provider Focus Fitness. The new qualification is aimed specifically for people considering a career within the active leisure sector. It covers the links between activity and better health, the opportunities to become more active within daily life, and provides the opportunity to get experience actually working in the sector developing employability skills. Focus Fitness founder Gavin Heeroo said: “The level one certificate provides fantastic progression opportunities for students wanting to go on to complete a level two gym instructor or level three personal training course, but also gives students a recognised qualification

should they decide not to go on to a level two or three qualification. “We worked closely with Active IQ to develop something of genuine value and interest to our students. The content of the certificate is excellent and Active IQ has also been really supportive in creating superb guidance materials for our learners.” It has been designed to support learners who are on a traineeship programme to build on their knowledge and skills. ESFA funded providers can access additional funding of £1,417 per learner when they incorporate it into their traineeship programme offer. Active IQ managing director Jenny Patrickson said: “This an exciting new qualification for our industry that will give structure to the traineeship model, enable learners to gain real experience within our industry at an entry level and be rewarded with a valuable qualification as they begin their journey.”

ULTIMATE Performance has launched its third London gym. The launch of UP Kensington is now the company’s third private personal training facility in London alongside UP City – the inaugural gym founded by CEO Nick Mitchell in 2009 – and the flagship UP Mayfair gym. The gym is situated in a prime location on Kensington High Street and will provide personal training services to the West London areas of Notting Hill, Kensington and Chelsea, Belgravia, Holland Park and Knightsbridge. Nick said: “Ultimate Performance was founded in London and has forged its reputation in the capital

over the past decade as the pinnacle of personal training. “While we continue to expand the UP business across four continents and 13 gyms and counting, it fills me with immense pride and pleasure to be able to launch our third gym in London. “UP Kensington has a tough act to follow in both UP City and Mayfair – our two original London gyms which are totems of UP’s industrydefining training methodology and results-driven ethos. “But with some of the company’s leading lights heading up our new West London gym, I can say that we are building something special yet again in UP Kensington.”

Impulse Leisure has overhauled the changing areas at its Belhus Park Leisure Centre in South Ockendon, West Thurrock; the first major revamp of the facilities in almost 40 years. The project formed part of a wider refurbishment of Belhus Park, which cost more than £2.5million and was funded by Thurrock Council and Impulse Leisure.

24

UK FITNESS SCENE

Let research guide you ... By Dr Paul Bedford OPERATORS often ask me what products or services will improve their retention. Whilst often critical to the overall business, measuring the return on investment of retention activities can be challenging. Not everything can be cleanly tied back to a business metric. As a result, operators don’t always know if the choices they make have real impact. This extends to technology decisions. As an operator, you want to invest in the most effective tools, but the range of technology solutions claiming to increase retention appears to grow every month, with most failing to define how they will achieve it. I’ve yet to meet an operator that isn’t juggling multiple priorities with limited resources, so any decision to pursue improved retention has to be weighed against other potential investments, making a sound understanding of what does and doesn’t work a prerequisite. What’s worse is when operators stitch together a bunch of solutions to address a variety of needs, making it nearly impossible to assess the value of each investment or connect the efforts to the company’s bottom line. Conducting accurate testing for an intervention allows you to see what performs best, but also to quantify the impact on your key performance indicators to ensure you’re making the most of your investments. Testing Most marketing departments and sales teams use testing to plan future campaigns. What works for one site, may not necessarily work for another and so, without testing the approaches and tactics they’re currently using, operators would never know what’s working or what could be improved. Employing multivariate analysis (marketers will know this as A/B testing) across interventions can help determine what works best for your business. With multivariate analysis the sample group is typically split into two: an intervention group and a control group. The experience that drives the best results is the winner. When it comes to retention, anything can be tested: one membership type against another, gym users verses group exercise participants, one club against another, etc. But, just like any research project you must first define your question or hypothesis. For example, do customers participating in group exercise stay longer if provided with a sweat towel before their workout? Once the question is defined the methodology for study design must be completed and metrics decided to identify the intervention’s success. Using a control group One of the most important components of any test is a control or the default experience. So if you’re testing whether sweat towels impact on group exercise retention you need a control group that doesn’t receive a sweat towel to compare against. Within a single club it could be difficult to control who does and doesn’t get a towel, so you would need to use a cluster analysis design; when you take a group of clubs with a similar population (ages, genders, lengths of membership, club timetables, visit frequencies, occupancy rates and instructor experience). Across a brand with six clubs you could randomly allocate three clubs to the control group and three to the intervention, where

Dr Paul Bedford members would receive towels. If members that do group exercise classes already stay seven months you would need to run the study for at least eight months to verify the impact of the intervention. Also, remember that everyone is unique; not all people will respond the same way to the same experience, so sub divide your members and compare how different groups respond. Measuring against a control will help uncover these findings and is also essential for measuring the intervention’s return on investment. But tests are usually more complex and the control group could beat the intervention group if other factors you haven’t controlled for, such as a gym refurbishment, are conducted at the same time, forcing more members to participate in group exercise classes and study participants to miss classes due to them being full. Testing tips Knowing what to test, when a test is finished or what to do if a test didn’t go well can be hard, so here are a few testing tips to give more guidance: Have a clear purpose: A poorly designed test can be confusing at best and harmful at worst. The key is a testable assertion and the right control group to compare against. If you’re not 100 per cent sure what you’re testing, you may not learn anything from the result. Let the study run: Don’t be afraid of stats that trend negatively. Let the study run until you’ve reached statistical confidence. With our example this would come with a sustained attendance pattern over time. Filter the results: Never react to negative or lessthan-successful test results without additional filtering. Very often a study performing worse than the control is actually performing better for certain segments. For example, basic filters such as members who joined within the last three months compared to those who’ve been members for more than 18 months. These tests can help you target more effectively, leading to even more relevant, higher impact for your efforts. When in doubt, test again: If there’s any confusion whether a test was successful, test it again. If you can’t replicate the results, it may not have been a well-designed test. The only reliable way to be sure your efforts are responsible for improvements in key metrics and to quantify how much a specific intervention is contributing to the success of the business is through statistical analysis against a control experience.

26

FLOORING

Do your research and get the best flooring solution TVS helps UltraFlex double its potential for your facility Advertiser’s announcement

WHEN Yorkshire-based UltraFlex first launched its UK gym offering, it set out to create the ultimate training environment to suit all levels of fitness. Its wide-ranging gym equipment is designed to help exercise every part of the body. After successfully launching its first gym venture in Leeds back in 2017, the business recently doubled in size this summer by opening UltraFlex2 in nearby Normanton. As part of the Normanton project, specialist gym flooring supplier TVS was asked to provide a heavyduty flooring solution, suitable for a weightlifting area. Following the initial consultation, it was agreed that the 40mm-thick, TVS interlocking SPORTEC Style Tile was the best solution.

This resilient layer provided adequate protection to the substrate, reduced the risk of damage to the custom-made dumbbells and also offered good grip underfoot. The black and red finish to the flooring also complemented the striking visual appearance of the new gym. TVS also supplied over 600m2 of its SPORTEC Color-15/10mm rubber gym flooring installed throughout the plate-loaded and cardiovascular training areas of the gym. With a fantastic period of early trading, the UltraFlex owners have ambitious plans to expand further and are already searching for other suitable locations. For more information about the range of gym flooring solutions offered by TVS visit www.TVS-Group.co.uk or phone direct on 01706 260 220.

“Improve the experience, reduce the sound”

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

and disperses vibration and sound energy. PureGym commissioned independent consulting firm M-EC Consulting Development Engineers to carry out sound assessments on duraSOUND tiles at their Gloucester site. They concluded that the 70mm tiles clearly passed the test criteria for Gloucester and said: “duraSOUND has been shown to significantly reduce floor impact noise being transmitted through the building structure, mitigating disturbance to adjoining occupiers.” DuraSOUND has now been selected as the flooring for all PureGym free weights areas – it’s the most cost effective solution that meets their sound attenuation requirements, whilst still providing a functional floor for training. Visit indigofitness.com, call 01455 890100 or email info@indigofitness.com

By Ben Steadman

WHEN it comes to flooring, it’s well worth doing your research into the right solution; not only can it give your facility a new lease of life but getting it wrong could prove costly in the long-term. Increasing popularity in functional and HIIT based training has given rise to bespoke solutions for flooring. For example, turf tracks are more popular than ever, and we are also seeing an increase in the use of integrated platforms as clubs look to continually respond to consumer demands for more varied exercise options, such as sled-based workouts, sprint areas and Olympic Lifting. At EXF, we are installing our Agility Turf Flooring at more sites than ever before. This artificial turf copes with heavy foot traffic and withstands friction from working loads such as sleds, making it ideal for functional training zones. If you’re thinking about selecting turf at your club, it is important to remember that one size really doesn’t fit all. For instance, what is your turf’s primary usage? Or perhaps you’re looking for a dual-purpose turf area? Then it is important to consider the density of your underlay to ensure comfort and adequate shock absorption. We would always recommend a shorter pile for lifting or CrossFit style activity whereas a thicker, softer pile suits sled work or sports specific work. We’ve also seen a huge rise in demand for the Performance Range, particularly in facilities where acoustics are of the upmost importance. Most recently, EXF kitted out new training facility and retail space, WIT One New Change, based in the heart of the city of London at the One New Change shopping and office complex. Due to the facility’s unique location, there was a need to provide a solution that could reduce noise and vibration as much as possible, as such we fitted 80mm black tile flooring from the Strength Performance Range. Able to withstand the toughest environments, the range has been specifically designed for areas that require exceptional flooring protection, such as heavy weight lifting or Olympic performance zones. Depending on the type of facility you have and your offering, you need to weigh up the advantages and disadvantages of different types of flooring. For example, with our new tile flooring system, our tiles are straight edged and no longer give that tile

Ben Steadman effect look. We would always tend to recommend tiled solutions where there is a need to create thicker, more dense lifting or weights areas as opposed to using roll wherever we need a thinner solution. We do however, find ourselves using a mixture of roll out and tile solutions to ensure the adequate acoustic and rebound properties are exact for our client’s needs. The days of slapping some rubber down are well and truly over, as we see it. The dangers in doing this are seen daily as we travel the country looking at what’s out there. When it comes to selecting your own gym’s flooring, there are a few main points to consider: n Are you considering the quality and chemical properties of the flooring? We are surprised daily by the amount of people who neglect to check on what they are buying. n Where is your floor made? n What’s in it? n Is your floor REACH accredited? I’m sure you wouldn’t want your customers to be inhaling chemical compounds from your floor. With more and more gym spaces being created in offices and residential areas, you’ll also need to consider the acoustics and vibration in your facility. Colour can also play a huge role, especially if you have a small space, as lighter colours can make a room appear bigger than it is. Finally, it’s hugely important to keep the flooring level; integrate platforms and different thicknesses where you can to provide a one level flowing solution. Overall, it’s about choosing a supplier that can offer you a range and balance of flooring that matches the look and feel you are after. n Ben is business development director for EXF.

UK FITNESS SCENE

27

Advertiser’s announcement

UK’s largest manufacturer of treadmill belts and decks EuroTreadmillBelts uses state-ofthe-art production techniques in a modern factory to manufacture replacement treadmill belts and decks to suit every make and model. If you can’t find your brand of treadmill from our extensive online database, we can give you guidelines on how to measure your belt properly and make any size belt or deck very quickly. Buy with confidence as our EuroGlide Belts and EuroFlex Decks also come with a 12 month warranty. Our easy to use online shop features

the SagePay secure payment system and stock items are dispatched within 24 hours. Items manufactured to your dimensions will usually be dispatched within 2/3 working days. Full tracking information is provided so you can monitor your package every step of the way. Running belts Our EuroGlide 2-ply lubricated commercial treadmill belts look great and have two surface patterns options – Sandblast, favoured by many of the top brands such as Life Fitness,

Cybex and Startrac, or Inverted Oval treadmill, favoured by top brands such as Technogym and Precor. They provide excellent grip, cushioning and long belt life. The two-ply material is strong, highly flexible and the underside is lubricant infused, low friction and maintenance-free. These features combine to make a belt with minimal noise, wear and heat build-up. The belts offer lateral stability with low stretch/elongation characteristics for ease of fitting and tracking.

Decks EuroFlex treadmill decks come complete with pre-drilled holes and any cut outs or machining that is required. Our decks are manufactured to provide optimum performance throughout their long lifespan. We use only high-quality materials and the board has multiple layers of MDF, laminated on both sides with silky smooth black EuroGlide laminate, which resists friction and heat. We also sell drive belts, weight stack belts and lubricant.

UK FITNESS SCENE

28

Having a social media ‘cleanse’ can help with body confidence By Katie Bulmer-Cooke

Samantha Coles

New faces at Escape

ESCAPE Fitness has appointed a new head of communications and a new digital marketing manager. The functional gym equipment manufacturer has recruited Samantha Coles for the comms role and Ben Hackney-Williams for the digital marketing position. Together they will bolster the marketing team, which now drives educational, inspirational content too such as the Escape Your Limits podcast. Samantha said: “Escape Fitness is innovative, entrepreneurial and quick to develop new ideas, which gives us an unusually rich bank of exciting content. “Now, we have the incredible opportunity to channel this creativity into effective strategies for our key markets – with clear direction and multi-channel campaigns – for maximum customer engagement.”

THE term ‘body confidence’ is frequently in the press, and I’ve found over the last five years especially, that I discuss the topic more and more with my personal training clients as it becomes more of a significant issue for people. In addition, our younger generation seem to be under increasing pressure to look a certain way, even more so since shows like Love Island started popping up on the television. A lot of my clients ask me how they can improve their body confidence and move away from self loathing and negative ways of thinking. As a PT I’ve spent a lot of time reading and researching around the topic, as I always feel it’s such a shame when clients achieve great things in terms of health and aesthetics yet still have negative feelings and thoughts about themselves. I frequently tell my clients that changing your mindset isn’t always easy and it can be a whole lot harder than changing your body, but it is achievable, and here are some of the ideas I share with them that have been very successful in creating change. First of all, sometimes you’ve got to ‘fake it until you make it’. Confidence is a very attractive quality and if you

Katie Bulmer-Cooke can love yourself a little more then that’s a great place to start. It can take a while to ditch a negative mindset, so until you get there...fake it! Carry yourself with confidence and stop saying unkind comments about yourself, whether that’s in your head or out loud. Having a good old social scroll through Instagram or Facebook when you’re feeling down on yourself is never a good idea. It often leads to comparing yourself to others, when in fact what you should be doing is running your

own race and focusing on your own positives. Always remember that the vast majority of people only share the best bits of their life and the best photos of themselves (many of which are edited) on social media, which often leads to feeling the need to compare your own life, body etc to the best bits of others. So if you really want to work on your body confidence, it’s time to unfollow the accounts that make you feel negative or even take a break from social media altogether. That little voice in your head that whispers negative words needs to become your best friend rather that your worst enemy. Flip the negative self talk into positive, and rather than focusing on the things you don’t like about yourself, focus on the things you do and the things you have to be proud of...however small they might be. Flip the negatives into positives and be kind to yourself. While some clients may well need to work with an expert in this field and delve deeper into certain areas, there are many clients that can benefit from useful day-to-day strategies that can be suggested and supported by their PT, such as self talk and having a social media cleanse. n Follow Katie on Instagram @ katiebulmercooke

UK FITNESS SCENE

Working our way through the years: a look through 25 years of Workout a gym – but his track Faith was declared one of the top tracks for boosting performance, in a study by Brunel University’s School of Sport. Also on the front page: the UK fitness industry has grown by eight per cent per year, with independent clubs reaping the benefits.

WITH this issue, Workout celebrates a special milestone. Not only is this our 300th issue, it is also our 25th birthday. The magazine started in September 1993 and it is fair to say that in the years since, the industry and look of Workout itself has been through quite a transformation. In this special feature, we dove into the Workout archives to take a look at some of the covers from across the years. What we found gave a glimpse into the journey of a constantly transforming industry - and some eye-opening fashion trends. October 1993 In this, Workout’s second ever issue, the lead story was how many women were getting involved in the fitness world. The lead story detailed how females had invested £652million into the industry in 1992, not including

September 2012 The London 2012 Olympics have had a positive effect on UK gyms, with operators reporting success with their themed events and offers. One such gym was London studio Youtopia, which offered a free session for every medal Team GB won.

clothes or equipment. And that figure was predicted to double by the year 2000. July 1996 London leisure complex Aquarium opens, and has a unique set up - it is a fitness club by day and a night club by night. The night spot was already popular with dancers, who could take a dip in the pool to cool off at the end of the evening. The fitness element is set to open in September and shares every space with the night club, apart from resistance and CV studios. August 1999 International Leisure Week dominates the front page. The event, to be held at Birmingham’s NEC, promises three days of fitness, health and sport, leisure hospitality, parks and attractions. Key exhibitors include Avanti Fitness, Fitlinxx, Gerva Sport, Maximuscle, Powerjog, Pulse Fitness, Stuart Dyson Associates and Technogym.

November 2001 On the front: Workout 2001, the magazine’s first industry show. Held at the Reebok Stadium in Bolton on November 27 and 28. It aimed to bring a quality programme to the regions, so single site operators would no longer miss out on big industry events. It cost £49 per day to attend and the schedule included: How the FIA and you can change the face of the industry, and Recession, what recession? Make your club recession proof with a sales strategy that works. November 2005 In a quirky news story, it was announced that the vehicle license plate MU55 LES was up for auction with a reserve of £900. And the lead story was about independent gyms being warned not to be tempted into setting up bogus trusts to take advantage of money saving tax and rate relief. March 2008 George Michael made the cover in this issue. No, he hadn’t opened

September 2015 Katie Bulmer Cooke, Dr Paul Bedford and the ‘father of fitness’ Ken Heathcote are all inspiring and entertaining delegates at the first National Fitness Conference. Organised by Script Events in partnership with Harlands Group, it will be held at the National Space Centre in Leicester before the NFAs take place in the nearby Athena.

29

30

TRAINING AND RECRUITMENT SPONSORED BY Advertiser’s announcement

How do you pick an instructor for your fitness business? By Louie Fecou

WIN: An Active IQ Level 4 Certificate in Advanced Personal Training GymCareer and FitAsylum are excited to announce a fantastic opportunity to win a place on an Active IQ Level 4 Advanced Personal Training course. The competition is a unique chance for one lucky personal trainer to progress their career and earn an industry renowned qualification. The prize, worth over £600, includes: n One free place on FitAsylum’s Level 4 Advanced Personal Training course n Two nights’ accommodation in Manchester for the two days of classroom learning included in the course. The Active IQ Level 4 Certificate in Personal Training builds upon existing Level 3 personal trainers’ knowledge, bringing you up to date with the latest knowledge and skills to support your clients, take an evidence-based approach to programming and develop a successful and sustainable personal training business. The qualification is an excellent way to position yourself as an expert in fitness and make yourself stand out from the crowd in this competitive and fast-moving industry. Following the initial two days of classroom learning, the winner will have to keep a 12-week record of their personal training journey with a specific client, which is then assessed via a presentation at the end of the course.

Ryan Johnston, co-founder of gymcareer, said: “We’re proud to support personal trainers throughout the entirety of their careers in health and fitness. “It’s an extremely competitive industry, so having a Level 4 qualification really helps PTs stand out from the crowd. It’s great to be able to provide them with this exciting opportunity to progress their careers.” Gary Wiswell, director at FitAsylum, said: “The Level 4 Certificate in Advanced Personal Training course has proved extremely popular with PTs who’ve been through our Level 3 course and has helped catapult them to the next level as a personal trainer. “The course brings them up to date with the latest evidence-based practice, provides a deeper look into supporting clients and how to grow your PT business through social media.” To enter the competition you must be: n An active Level 3 personal trainer. n Able to find one client willing to be used as a case study for the duration of the course (12 weeks). n Available to attend two days of classroom learning in Manchester on October 15 and 16 (travel expenses and accommodation will be provided) To enter, head to www.gymcareer.com/win

AS FAR as the leisure industry goes, the growing number of gyms leads to demand for more staff. Among those staff members you will require instructors, and experience proves that great gym staff brings members in and helps retain them. However the question for employers has to be, what makes a good instructor? With plenty of organisations offering qualifications it can be hard to sieve through the pile of applications to find the hidden gem your company may need. First and foremost, a well known and recognised qualification should always be at the forefront of everyone’s attention. However, if everyone has the required certificates, what should be taken into consideration before you point a finger and exclaim ‘You’re hired’? Instructors vary in many different ways. On interview day you will see a cross section of the community and it can be a long process putting together a shortlist for the next round. With all the usual requirements in place, what’s next to look at? It should be quite obvious who is genuinely interested in health and fitness and who has looked at the training as a last resort. Real instructors will enthuse at the opportunity to become part of your team, so look for the ones that engage well with you and are good communicators. Asking them about their own personal goals and lifestyles can also be a good indicator of their knowledge so ask about their outside interests and lifestyles. Once you have found the applicants that seem genuine, it’s a good idea to see if they have done their research on you. If they know a little about the way your company runs, it’s safe to say they have a done a little homework. This shows they have regarded you as a possible employer and more importantly, one they would like to work for. So you have an engaged and

Louie Fecou genuine participant – now you need to know just what they can deliver. These days, most fitness instructors will also have some experience in group exercise sessions. If you have an instructor that can work the floor and take sessions, that’s another tick that should push them further up the list. As well as delivering existing sessions, check for enhanced education too. Can this instructor also deliver Pilates, circuit training, boot camp or other specialist sessions? If so it shows a flexibility and awareness of the industry, positive signals that they mean business. It’s a sign of the times, but check out their presence on social media too and see if their online image is one you feel comfortable with. It’s a shame but many employers use this as a way of seeing how potential employees behave out of their work confines. Finally you need to know if your client base will accept them as a valued member of staff. Only you will know if they will fit in with the current team and your members, so assess their personality carefully before making a decision. As an employer you need the top talent to help your business succeed. Your staff will be a factor that makes your company grow so take your time with interviews and look beyond the paperwork for the instructor that has it all. n Louie Fecou is a studio owner, fitness instructor and writer who runs The Studio Fitness Boutique in Ayrshire.

TRAINING AND RECRUITMENT SPONSORED BY

Groundbreaking ‘Teacher’s Academy’ hailed by leading leisure operators TWO of the UK’s leading leisure operators have hailed the Institute of Swimming’s ‘Teacher’s Academy’ as ground breaking, with a fresh and innovative approach to training. The Teachers Academ’y is a one stop shop to source and recruit swimming teachers of the future. It follows a Workforce Census by The Institute of Swimming in 2017, which discovered around 400,000 people in the United Kingdom are missing out on swimming lessons, with leisure operators having waiting lists for lessons. The study discovered that there was a nationwide shortage of qualified swimming teachers. Rebecca Cox, managing director, Institute of Swimming, said: “It was critical to address this shortage. We had to find out why people weren’t choosing teaching as a career. We had to engage with people that hadn’t considered it as a profession before. “Our research found that the expense was a deterrent to getting people interested and committing to the training. Teaching swimming is a rewarding job, but the cost of qualifying can hold people back. We want this opportunity to be available to everyone.” The Institute of Swimming launched its fresh approach to training this summer, developing a pilot Swimming Academy partnering with Manchester’s Trafford Leisure and

London-based Everyone Active. The academy gives people the chance to become a swimming teacher for only £50 and takes them through the Swim England Level 1 Swimming Assistant (teaching) Course and Level 2 Teaching Swimming Qualification. Jo Cherrett, COO, Trafford Leisure added: “Being able to swim is an essential life skill. Everyone should have the opportunity to swim. We cannot recruit qualified teachers quick enough to fulfil the demand. “Partnering with the Institute of Swimming will ensure our teachers are the best. We are confident this combined mentoring approach will not only mean our teachers are highly skilled, but that we can attract new

Limited places available ... Ibiza health and fitness retreat: October 28 to November 1 – sold out. Morocco fitness, surf and yoga retreat: March 23 to 30, 2019 – only eight spaces available. Ibiza health and fitness retreat: October 27 to November 1, 2019 – only six spaces still available. THE Morocco retreat is great for everyone, combining sunrise and sunset yoga practice, waves for all surfing levels, fitness sessions on the beach, along with delicious food and great company. This is a week in the sun you’ll never forget. The retreat includes: n One week’s accommodation. n Yoga classes in the shala with a beautiful ocean view. n Fitness sessions on the beach. n Surfing lessons for everyone, from beginners to experts. n Three excursions including a trip

to Paradise Valley, an afternoon sand boarding and a trip to a local souk. For more information on this retreat visit www.richardmorrisfitnessretreat.com/ morocco-retreat The Ibiza health and fitness retreat includes: n Five nights in a luxury villa. n Private chef cooking a range of healthy meals, juices and smoothies. n Daily group personal training sessions. n Sunset yoga sessions. n Daily walks to take in the stunning views that the island has to offer. n Healthy cooking and juicing lessons. n Barbecues. n Outdoor cinema experience. For more information on this retreat visit www.richardmorrisfitnessretreat.com/ luxury-retreat-ibiza-offer or contact Rich on 07990 517520.

people into the sector.” Applicants will also receive a years’ membership to the Institute of Swimming and access to the online Introduction to Swimming Strokes – Continuing Professional Development. The trainee teachers will work with potential future employers to gain practical experience and valuable advice from mentors, ensuring they have the necessary experience for the role. The Institute of Swimming will manage the search and recruitment of trainee teachers while supporting them through their training on behalf of employers. This ensures leisure operators searching for new recruits know they

will receive a teacher who is trained to the highest level. Jacqui Tillman, head of swimming at Everyone Active, said: “It’s been a very successful pilot. Through our partnership we are determined to make the vocation more accessible. The expense of current qualifications can prevent many aspiring swim teachers from progressing. The Swimming Academy pilot provides the ideal mix of high grade training and practical experience in an affordable package.” Rebecca concluded: “We are trying to make it easier for leisure operators to find highly skilled swimming teachers. It’s a win-win situation for everyone and we’re excited about the potential the Academy has to create a new wave of swimming teachers across the country. “We are delighted with the progress so far, with 198 applicants from both London and Manchester, a figure that exceeded our initial expectations. We are excited to see the impact of the programme on the future of swimming teacher training and operators abilities to fill the demand for lessons.” The overwhelming response from the pilot means the academy will be offered to other swimming lesson providers. The Institute of Swimming has confirmed it will be rolling the programme in the New Year.

31

32

PRODUCT NEWS

Keiser Functional Trainer now available to rent IN association with Rent Gym Equipment Ltd and Real Time Leisure, the Keiser Functional Trainer and everything you need to set up and get going is available to rent in the UK. The Keiser Functional Trainer is already loved by countless coaches, elite athletes, sports teams, personal trainers, gym and studio owners alike. That’s no surprise as it’s known to be one of the most versatile, effective, durable and desirable fitness training tools on the market today. This along with its premium look, build and feel, is quite normal to expect a more premium price for it. However, this has sometimes been its nemesis as it has been a barrier for some – until now. For the mutual benefit of health and wealth, happy customers is what this industry strives for. Winning in both makes our industry thrive and creates smiling faces all around. Through our arrangement with Rent Gym Equipment Ltd, the Keiser Functional Trainer can now be rented

for one affordable monthly cost, smashing down the price barrier and allowing many more to have them on their training floor. This is no bad thing – and will help all to get the desired results in both health and wealth. Stock of the Keiser Functional Trainer fluctuates greatly in the UK, so if you want one fast, best to act now. Call Stuart on 07412 602606 or visit https://realtimeleisure.com/rent-keiserfunctional-trainer/ for more information.

Get your marketing house in order WHICH is the best channel to you use to contact your customers? Text message, emails? Well after the recent new regulations (GDPR) we should really be asking our customers! The new law is not there to stop contact with members or customers, it is really there to help us tidy up our act and get our marketing house in order. Customers now have a choice in how they hear from us, so in theory they will read our marketing messages instead of deleting them along with all the others. So any businesses following best practice should now ask their customers how they would like

to be contacted. The playing field has already started to change, with inboxes containing far fewer irrelevant emails than a few months ago, taking us back to the days where we read ALL our emails. SportSoft’s new GDPR Portal allows customers to register their details, complete their PARQ, give consent to hold their data and also set their marketing preferences, thus allowing you to securely store and contact your members in whatever manner they request. It is a legal requirement now and will dramatically reduce your reception staff workload. Call 01423 873873 for more information.

How data is changing the way we exercise

WITH technology changing the way we workout, the need for accurate and measurable solutions is on the rise. Recognising the power that fitness tracking can have on both engagement and retention, operators are looking to incorporate the latest technology into their facilities. Beyond personal wearable devices, state of the art fitness measurement machines like FitQuest are helping gym goers access accurate fitness data previously only available to elite athletes. FitQuest offers gym members a fun and easy way to see a measurement of their overall fitness. In just four minutes, the machine measures eight parameters: upper body strength, upper body endurance, cardiovascular fitness, lower body strength, lower body endurance, speed ability, explosive power and balance (motor sensory control). The FitQuest machines also give an assessment of overall body composition – a factor which is extremely important to a lot of people, especially considering the growing obesity trends. Through an easy to use digital interface, individuals can track their progress and set goals ensuring their training plans are based around the areas they wish to improve. The FitQuest system is designed to be completely user friendly and engages members as soon as they set up their profile, providing access to the platform remotely no matter their location. The technology can act as a personal trainer, with personalised emails sent after each

session is logged highlighting best results, encouraging each member to progress and improve their scores. The platform utilises FQscore to allow for peer-based comparisons, providing the opportunity for friendly competition as individuals can track their scores compared to those of a similar age, gender and demographic. Brian Firth, FitQuest CEO, said: “We want to provide gym goers and operators with the latest technology to help them monitor their progress in a tangible way. Our machines are designed with the user, operator and trainer in mind, combining a digital platform with state of the art technology to bring results to life. “Fitness is more than what we see in the mirror and we’re confident that FitQuest can give people a more accurate picture off their overall health.”

Virtuagym supports more Milon makes appointments than 12 million people as part of expansion plans MILON, the leading supplier of electronic and digital training solutions with over 2,500 installations across 30 countries, has appointed Jeff Davis and Reach Wellness as the official sales consultants to further the growth and expansion of Milon in the UK. Stuart Davis, MD of Milon UK, said: “Jeff’s vast experience, integrity and contacts in the industry are highly regarded by Milon UK and we are pleased to welcome him on board to help build on our success and to integrate, wherever possible, the FIVE concept which is distributed by Reach Wellness within our health and wellbeing studios.” Jeff Davis, MD of Reach Wellness, added “I am excited to be collaborating with Stuart to build upon the success of Milon in the UK. “The FIVE Mobility Concept already supplements and compliments Milon at many club installations in mainland Europe. “The existing synergies in our propositions have resulted in our natural cooperation in the UK where there exists a growing demand and

opportunity for both Milon and FIVE Concepts.” Milon UK already work with 1Life and Places for People within the local authority sector and delivers a simple, safe and effective solution that helps leisure centres offer outstanding healthcare for their members and the local community, while private sector operators such as HealthHaus, SmartFit35 and Studio35 are able to benefit from Milon’s proven and financially successful concept that attracts hundreds of members who would not normally join a traditional health and fitness facility.

VIRTUAGYM is the leading software solution for coaching and member engagement, supporting more than 12 million consumers and 4500+ businesses worldwide. With best-in-class mobile apps and web platform, Virtuagym offers everything you need to boost retention and revenue. Digitally enhance coaching Leverage our extensive workout and exercise database with 4500+ exercises. Make progress tracking easy using our BRANDED FITNESS APP, and offer at-a-distance coaching with our unique COACH APP. Harness the power of big data Transform club data from simple metrics into high-impact insights with crystal clear visualizations. Make smarter business choices with the backing of actionable data. Nutrition guidance Virtuagym’s FOOD APP includes personalized nutrition plans and a food database of hundreds of thousands of products. Go beyond fitness and offer complete lifestyle guidance. Revenue model Our proven business model allows you to upsell platform access and other digital services, beyond the

point where the software starts paying for itself. An open platform Connect to leading club management and payment providers, as well as gym equipment, access control and other hardware. Community Boost member engagement and commitment using your own branded club community, with challenges and rewards, interest groups, flexible communication, and marketing tools. Constant innovation that is trusted by leading brands Including Xercise4Less, Absolutely Fitness, Sentinel Leisure Trust, City Club, MacFit, Basic-Fit, and Lemon Gym.

PRODUCT NEWS

33

Building a brand that lasts means instilling a culture that permeates By Matthew Januszek AS A club owner in the UK, you know it’s a hyper competitive market, which means you’re always looking for ways to build your brand. However, sometimes our definition of “brand” is narrow – marketing, design esthetics, how we talk about what we do, how we differentiate, how we position in the market. But, “brand” is wider and deeper, more meaningful to your success or failure and should be considered in and around every idea, functional area and touch point of your business. Recently, for the Escape Your Limits podcast, I interviewed Randy Dobson, Chairman, and Dane Fort, CEO, of Vietnam based CMG Management Group. They began CMG in 2007 with one fitness club. Today, they operate 14 companies under the CMG brand umbrella. These include California Fitness & Yoga, California Centuryon, ERI International, YOGA Plus, UFC Gym, Califkids Academy, CA Active Apparel and Gear, Calipso Popular Social Outlooks, California Republik Fitness & Yoga, California Studios, Red 2, CA 360, YEAH1CMG Studios and Califresh. And the first thing you’ll notice is that not all of their companies are fitness clubs. In fact, they include a medical wellness division, a media division, and an early childhood development division. But, they are definitely one culture that resonates through one brand that is continually evaluated with a long-term view. It’s their thought provoking and foundational thoughts on brand and its relationship to culture that have paved the way for their successful expansions. And their insights will reshape how you think about both. 1. Culture must be lived from the top down. And it must flow from brand as well as infuse it. This is not brand in the superficial sense – as in a logo, colors or graphics, but brand as in the promise your company makes to its constituents and how it delivers on that promise over the long term. 2. Culture is on purpose. It is not a by-product or by accident. It is deliberately conceived and specific. And must be indoctrinated in every single employee and felt/experienced by every single customer. CMG Management uses its probationary period to ensure people not only get its culture of adding and delivering value, but that they ARE the embodiment of that culture through every interaction. With other team members as well as customers. If job candidates aren’t a culture fit, they’re most likely not hired in the first place. Those who do make the grade are ferociously loyal and passionate about sharing CMG’s brand vision with its customers. That’s hiring to preserve a culture that permeates. 3. Successfully executed brands cannot be stolen. In the service sector, successful brands that resonate with clients and stem from culture are unique – uncopyable. Because they are experienced by

Matthew Januszek

your customers through your people. That’s your secret sauce! 4. Know what business you’re in. Blockbuster video and Kodak are prime examples of once successful now all but extinct businesses that did not get this right. If you’re in the health and wellness delivery business, what might you focus on versus if you think you’re in the fitness club business? Maybe adding value to clients’ lives so they can live better when they are not at the gym would matter more. And, you’d ideate products, services and programming based on this. 5. Be client-centric in the implementation of your brand. Really know your market. Think about how can you stay with customers through all their stages – evolve with them. Dane and Randy started California Fitness & Yoga at a time in Vietnam when the people really didn’t understand why anyone would go to a gym. The culture was not about sports, but did connect deeply with fashion, entertainment and music. So the club was ultra high design with an entertainment – not a sports club – feel; it was a social hub. And people flocked to it. Then as clients got older and experienced injuries, or had kids or were exhausted from being caretakers, the medical, yoga and child development divisions of CMG were created to fulfill their needs. Escape Fitness is currently celebrating 20 years in the fitness industry and has always been about brand. But our definition of what brand means has evolved and is fundamentally more in line with the ideas espoused above. In fact, our most recent initiative – the launch of our Master Trainer programme – was based on building deep relationships with like-minded experts who seek to make the quality of life for their clientele better by delivering Escape products and programing to them at the high level we do. n Matthew Januszek is co-founder at Escape Fitness, a leading global equipment manufacturer celebrating its 20th anniversary offering innovative equipment and storage solutions, gym design, flooring and training. Additionally, Matthew is the host of the Escape Your Limits podcast, which delivers insights from the fitness industry’s most influential leaders and entrepreneurs. For more information, visit http://www. escapefitness.com/

Taylor Made Designs celebrates 25 years BACK in 1993, James Taylor, the founder and managing director of Taylor Made Designs, started printing t-shirts for local companies and schools. This soon progressed to larger organisations and when Hesley Group (now Cambian Group) started using the services of the young company, it gave James the platform to strive for greater things. From then on, TMD continued to specialise in the provision of high quality embroidered and printed uniforms and are now one of the market leaders in uniform and workwear fulfilment. The TMD team has access to hundreds of suppliers and thousands of garments and can select items fit for purpose, from simply branding an off-the-shelf item through to arranging bespoke made garments. In the past 25 years, TMD has expanded its service offering to focus on uniform management,

multi-site logistics, personalised online ordering, bespoke garment creation, storage facilities and stock management, and has been accredited with an ISO 9001 Quality Management Certificate. In addition, TMD also offers a vast range of branded merchandise and promotional products, and gym starter packs are a main feature in this range. Incredibly popular for the New Year rush, preferred items in a starter pack include a sports water bottle (aluminium bottles as well as plastic), a gym towel and drawstring bag, however, TMD can create a starter pack based on any customer’s requirements. Taylor Made Designs is now well positioned to be a one-stop provider for all uniform, workwear and branded merchandise needs, and will continue to evolve with ambitious growth plans. www.taylormadedesigns.co.uk

The importance of a streamlined contract WE’RE finally starting to cool off from a busy summer. During this period, fitness centres will have faced an influx of joiners looking to get a quick fix for their beach holiday. Their sales team may have enticed them in with a summer discount. Class timetables may have shuffled to suit changing demands. Members will have joined, whilst others will have left. Consider the brainpower required to process all this data. Wouldn’t it be easier if it was streamlined to a single CRM, rather than fragmented across lots of pieces of software? A singular platform to manage people’s journey through the sales funnel and beyond. At DFC, we integrate with many of the leading club management CRM platforms. New member information is pulled directly into

the CRM and stored. Hereon, the CRM acts as a sales ledger with superior business intelligence, enabling leisure facilities to keep a record of visits, billing, Direct Debit attrition rates and much more. Above all, it creates one unified system that front and back of house staff can work from. And without the potential for overlap from other platforms, manual errors are reduced. To learn more, visit debitfinance.co.uk or get in touch on 01908 422 000.

34

CLASSIFIED FITNESS EQUIPMENT

One of the U.K’s Leading Suppliers of...

MYO strength

Gym Design & Supply £

Equipment Finance

®

Service & Repair Parts Supply

:www.staffsfitness.co.uk

:sales@staffsfitness.co.uk

:01538 387960

CLASSIFIED FITNESS EQUIPMENT

LOCKS

INSURANCE

LOCKS

INSURANCE

35

36

CLASSIFIED LOGISTICS

SOFTWARE

REPAIRS

FLOORING

DIRECT DEBIT COLLECTIONS

WANTED

2

CLASSIFIED LOCKERS

DISPLAYS

LOCKERS

SUN BEDS

UPHOLSTERY

MANAGEMENT

37

38

CLASSIFIED AUDIO / VISUAL

CLOTHING & MERCHANDISE

UPHOLSTERY

FITNESS EQUIPMENT