ISSUE 1 May
WEEKLY
Issue 87 - 18 February 2022
YOUR REGULAR ONLINE UPDATE FOR THE UK FITNESS SCENE
KAL adds community functional training playground PAGE 2 New memberships bounce back
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WORKOUT WEEKLY
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KAL adds community functional training playground KIRKLEES Active Leisure has worked with Escape Fitness to transform an underutilised training space at Huddersfield Leisure Centre into a vibrant functional training playground, specifically designed to engage a wider segment of the community. “Our community is extremely diverse. We wanted to create an inclusive training environment that would encourage and inspire everyone to train, not just our experienced gym-goers,” said Jenn Flaherty, fitness development manager at Kirklees Active Leisure. “Performing whole body movements, which mirror those employed in everyday life and are focused on
improving strength and stability, can hugely benefit not just those training specifically for speed and strength but also those who simply want to live a more mobile and active life. “We wanted to create a nonintimidating, accessible functional training environment that could support the needs of everyone. This is exactly what Escape has delivered.” The centrepiece of the functional space is a freestanding, bespoke Octagon frame, designed to offer optimal flexibility through the creation of training zones that accommodate a wide range of training abilities. At one end, the Octagon frame creates
the perfect multi-person training space for a variety of exercises, from battle ropes and body weight training to reaction exercises and core conditioning movements. This zone is connected via monkey bars, providing an ideal anchor point for multiple suspension training straps, through to a dedicated lifting zone. Here, incorporated storage solutions provide two, self-contained, lifting stations ideal for strength training and CrossFit style classes. This structure is supported by an area of floor space marked out as a nine square grid, perfect for station-based classes that can incorporate a range of
functional training equipment including the versatile, space saving, strength training solution – the Escape Fitness DECK 2.0, a speed track and a range of cardio equipment. Richard Burton, senior account manager and concept designer at Escape Fitness, added: “We have created a diverse training environment that captures the imagination of both trainers and members, providing training inspiration for all. “The installation took just two weeks to complete and has delivered a sustainable training environment that will serve the community for many years to come.”
EMS Personal Training: increase revenue by targeting beyond the gym floor INDUSTRY reports show that when gyms reopened, fitness enthusiasts flocked back to their local gyms. While this is encouraging news, the one thing these reports often miss is that large numbers of people are still looking for suitable workout options to meet their specific needs. Despite the myriad of digital options available, older groups or those recovering from childbirth or injury often struggle to find fitness options or personal trainers who can develop safe, effective workouts for their needs. The interest is there, but the options are limited. Electrical Muscle Stimulation (EMS) training is perfect for these sorts of clients. Used for decades by sports scientists and experts for rehabilitation, this form of training it is also perfect for postnatal and injury recovery. EMS devices offer the same benefits as a high intensity workout, but without the impact or stress on the joints. Using electrical impulses, an EMS device does this by mimicking the natural signal sent by the brain to the muscles, but more powerfully. One 20-minute session, once per week can activate up to 98 per cent of muscle fibres, compared to just 60 per cent in conventional training
methods. For those older groups who may be new to exercise, EMS is a full-body, low impact workout using simple bodyweight movements that anyone can do. With a dedicated EMS PT, there is a very short learning curve and very low chance of injury in a workout that uses slow, controlled movements while a machine activates the muscle fibres. There is no additional stress on the tendons, ligaments or joints also making EMS a perfect workout
option for those recovering from injury, helping them quickly get back to the activities or sports they love. These same benefits are also perfect for any woman recovering from childbirth. EMS is proven to help increase pelvic floor strength, a key area of concern for postnatal women. It can also help with diastasis recti, the partial or complete separation of the “six-pack” muscles, which is very common during and following pregnancy by quickly strengthening the abdominal muscles and closing
any separation. In addition to the body-sculpting benefits of EMS, these short, time-efficient workouts can be an incredible advantage for busy new mums over traditional postnatal exercise options. The pandemic has heightened people’s awareness of the importance of health and physical activity and as a result we are seeing more people look for fitness solutions who would otherwise not have considered stepping into a gym. EMS has been thriving in the rest of Europe for many years with over 80 studios opening in Germany last year alone, and the UK is starting to follow suit – since lockdown the EMS market is developing at pace. Across virtually every industry, business models are changing, and forward-thinking operators and PTs are adopting new practices. miha bodytec’s I-body system has a small footprint and only needs a simple plug socket so it is perfectly suited to a health club looking to increase revenue by attracting new clientele, or for a personal trainer who wants to diversify their offering by catering to special populations. See how EMS could fit into your business. miha bodytec is offering UK operators and PTs a free demo, book yours here
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WORKOUT WEEKLY
Technogym and TrainingPeaks: your new athletic performance experience TECHNOGYM is excited to announce a new compatibility with leading performance training platform TrainingPeaks. This new API integration will allow users to seamlessly execute their TrainingPeaks planned workouts on Technogym’s connected smart fitness equipment. To view TrainingPeaks workouts on Technogym, athletes will pair their Technogym and TrainingPeaks accounts, and workouts will be automatically available on the Technogym Live equipment interface. Once synced, Technogym will start up with TrainingPeaks workouts prescribed
Group Editor: Judith Halkerston Tel: 01226 734639 jh@scriptmedia.co.uk Group production editor: Dominic Musgrave Tel: 01226 734407 dm@scriptmedia.co.uk Studio manager: Paul Hopkinson ph@scriptmedia.co.uk Assistant studio manager: Scott Firth sf@scriptmedia.co.uk Sales and marketing director: Tony Barry Tel: 01226 734605 tb@scriptmedia.co.uk
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by coaches or via training plans. Technogym will automatically adjust resistance to the suitable intensity for every individual athlete, while completed training data will be seamlessly uploaded to both Technogym’s Ecosystem cloud and the TrainingPeaks platform, so that it can be reviewed later on to adjust future workouts. This integration will allow athletes to quickly perform the training they’ve been prescribed on any given day on the Technogym smart equipment without having to keep track of workout duration or intensity. “TrainingPeaks is proud to support
every kind of athlete on their journey to achieving their fitness goals,” said TrainingPeaks co-founder Dirk Friel. “We believe this partnership with Technogym will make it easier for a whole new segment of athletes to take advantage of TrainingPeaks’ wide range of training plan options and we’re glad to be working to facilitate their training in a whole new way.” The integration will be completed in two phases: n February 2022: TrainingPeaks will be available on Technogym MyRun treadmills and on Technogym’s Cycles exercise bikes. n March 2022: The entire Technogym
running portfolio, equipped with Technogym Live, will be integrated with TrainingPeaks. Both home users and commercial operators will be able to leverage the power of TrainingPeaks and Technogym Live to achieve specific sportperformance goals. Once fully integrated, athletes will be able to follow thousands of TrainingPeaks workouts on Technogym’s class-leading home- and gym-workout equipment. The integration will help athletes maximise their training, while simplifying the process of completing complex workouts.
New memberships bounce back THE annual urge to get active and return to the gym has returned to Britain, despite the lingering cases of the Omicron variant of Covid-19, according to an analysis of data from the UK’s leading sports consultancy. Data from leisure sites from across the country in January show that new members accounted for nine per cent of the total number of those attending a gym last month. That compares with January 2020, the last January before the arrival of coronavirus, when new members accounted for 10 per cent of all those going to a gym. But 4GLOBAL’s analysis shows that the recovery is being driven by some regions of England more than others. The East, North West and North East of England saw big surges of new members. The North West saw the biggest proportion of new members with more than 14 per cent of attendees of gyms having new memberships. Yorkshire and the East Midlands saw the most reluctance to take out a gym membership last month. London and the South East also showed the need for some catching up, with new memberships only around three-quarters of their pre-pandemic levels 4GLOBAL has used its industry leading Datahub to produce these findings.
Percentage of new gym memberships as a proportion of total users
Their platform draws on information supplied by hundreds of leisure sites across the UK, analysing more than 1.3 billion data points about the physical activity of more than 20 million people. 4GLOBAL will continue to track the recovery of the gym sector in the months to come, to see whether the end of the ‘Plan B’ restrictions will encourage more people to take out a new gym membership. The findings build on 4GLOBAL’s innovative research which has concluded: n Three in 10 people who were previously active before the pandemic have not returned to activity. n The over 55s were the age group least likely to have resumed being active. This is despite previous studies showing that four in 10 people in the UK had reported gaining weight during
the pandemic, with people on average saying they’d put on half a stone because of lockdowns and working from home. Eloy Mazon, chief executive officer of 4GLOBAL, said: “Physical activity is a vital part of maintaining an individual’s physical and mental wellbeing. “We will continue to track the data as we move further into 2022 and hope, as we are now seeing the pandemic restrictions begin to lift, that we will begin to see a continued surge in activity, hopefully to levels greater than they were pre-pandemic.” 4GLOBAL has recently partnered with Sport England, playing a pivotal role in the ‘Moving Communities’ programme. Its data will help make informed decisions on where to target investment, to help England build on its recovery from the pandemic.
Unlock the power of effective marketing for your fitness business Gyms, pools, studios and leisure centres are having to deal with a major loss in both revenue and footfall caused by the pandemic, leaving many operators on the brink of survival. Whether you are from a small independent gym or a large operator with numerous sites, all businesses in the fitness industry have the same objective and are facing the same challenges. The best possible marketing campaign to make your business the most attractive to potential new members has never been more important, and this is where we can help. At Script we know fitness, backed up by more than 20 years of serving the industry through Workout magazine, as well as the highly successful National Fitness Awards that are now in their 12th year. With our knowledge and expertise of the industry, Script Fitness Marketing from Script is with you every step of the way and we can tailor a marketing package to save you time and to suit your needs and budget.
With our knowledge and expertise of the industry, Script Fitness Marketing is with you every step of the way and we can tailor a marketing package to save you time and to suit your needs and budget. Powerful Print
Perfect PR
Bold Branding
Professional printed matierials for your gym such as;
Our team of experienced journalists and PR specialists can offer;
Show your professionalism and a consistent brand image with;
• Brochures • Indoor and outdoor banners • Flyers / leaflets • Posters • Letterheaded paper and compliment slips • Business cards
• Press release writing
• Logo design • Full brand guideline development • Existing brand refresh • Branded merchandise such as pens, mugs, clothinge etc. • Social media graphics and content
• Social media post content writing • Copywriting • Blog / newsletter content writing
So what are you waiting for? It is vital that your fitness business stands out from the crowd to attract new members and staff. Who better to help you do this than the team behind the country’s most successful B2B magazine for the industry. We’ll take away the hassle and provide professional marketing which will deliver results for your business. Based in Yorkshire, we have an award-winning team that prides itself on producing a range of top-quality work at competitive prices. To find out how we can help your business, contact Dominic Musgrave today by calling 01226 734407 or email dm@scriptmedia.co.uk
BE A FIRST MOVER
FOR INNOVATIVE AND FORWARD THINKING UK PERSONAL TRAINERS • EMS (Electro Muscle Stimulation) A full body workout using professional grade technology • An intense training method without any load on the joints
• HIT adaptations in half the time • COVID-secure
Try EMS Now! uk-info@miha-bodytec.com
• Be a trailblazer and have a competitive advantage • Train more clients each day & explore new client types • Engage your clients with the fastest & most efficient training method in the world
….. YOU WON‘T BELIEVE IT UNTIL YOU TRY IT!
www.be-a-first-mover.com