Fitness & Beauty Professional - February 2016 by Jet Digital Media Ltd

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February 2016

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February 2016

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Welcome Industry News Editorâ&#x20AC;&#x2122;s Choice Proteins & Supplements

Fitness & Beauty Professional is a monthly publication covering all the latest information, news, legislation, products & services for UK Gyms, Spas, Beauty Salons, Beauty Schools & Consultants, Hair Salons, Health Clubs, and Hotels.

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004 Industry News Fitness & Beauty Professional

Former Twitter CEO Dick Costolo: Fitness Industry Mythologizes Path to Fitness Former Twitter CEO Dick Costolo made headlines last week with an announcement that he would be starting a fitness software platform with co-founder Bryan Oki.

He made the announcement on Twitter Jan. 19 in a tweet describing the yet-to-be-named venture. The platform “will go beyond measurement to motivate and drive improvement and make the road to personal transformation fun and social,” Costolo said in the tweet. On Tuesday, Costolo was interviewed on CNBC’s ‘Squawk Alley’ and discussed his vision for the new platform. “I think, you know, the fitness industry really mythologizes the path to fitness as one of self-actualization and you see their ads reinforcing this individual iron will,” Costolo said on CNBC. “But the reality is that most of us are really successful at getting

from point A to point B through social queues, social accountability, and social support, and that’s what we’re going to do. We’re going to bring all of that together in a software platform and really address that challenge in the space.” Costolo was then asked what the platform would bring that is currently missing in the connected fitness marketplace. “There’s an absolute fragmentation and no integration at all across these different kind of trackers’ apps for specific kinds of workouts,” Costolo said on CNBC. “There’s specific apps for running. There’s specific apps for cycling. There’s different apps for mountain biking to say nothing of the increased specialization in areas like CrossFit and Peloton and these boot camp classes that lots of folks are going to now. So we’re going to bring all of that together, re-add the

community aspect that we think is really missing from the fitness space and causing this bowling alone problem, which is no fun at all.” Costolo, who stepped down as Twitter CEO in June 2015, also announced last week that he is joining Index Ventures as a venture partner to invest in entrepreneurs and work with existing portfolio companies to scale and grow.

Taking Control With Mental Toughness Techniques

Sport psychology is dubbed the “science of success” because it studies the four mental toughness skills-motivation, confidence, concentration, and emotional and physiological control--that athletes use consistently, in conjunction with training and nutrition, to give them the ultimate performance edge. Whether you are a personal trainer, group fitness instructor, coach or mind-body wellness professional, the information, tools and techniques discussed here will help your clients to enhance their performance and give them the best shot at realizing their true potential. Be sure to use them yourself--and enjoy the benefits--before you teach them! Mental toughness techniques will help your clients to perform consistently. How? Because these techniques all take advantage of the one thing clients have 100% control over: their effort. In a sport and physical activity environment, where there are many uncontrollable factors, it’s essential for clients to focus on aspects of performance they can control. Help them understand and put into practice these principles:

• They can control how they think about their fears. • They can control when they pay attention to their vision. • They can take the time to highlight things they did well and things they could do better next time. • They can practice positive self-talk. • They can choose the optimal times in their training to tune in or tune out of the work (i.e., when to choose association and when to opt for dissociation).

• They can be prepared for training by selecting songs that set the stage for success and happiness. The time is now, and the tools are ready to use. Feel free to experiment with one mental toughness technique at a time or introduce a few at once. As clients incorporate these skills into their daily physical training, you will see them reach new standards of performance and feel incredible about themselves!

Equinox Launches Furthermore Brand

Fitness & Beauty Professional Industry News 005

Lifetime Training lands partnership with GLL to create 700 new apprenticeships

Equinox, New York, has launched its Furthermore brand focused on the fitness and luxury style editorial content category. Furthermore is a “natural next step” for the luxury club company, Equinox President Sarah Robb O’Hagan said in a statement. Furthermore helps marketers and advertisers connect with an upscale, fitness-focused demographic in a high-end wellness environment, O’Hagan said. Furthermore evolved from Equinox’s Q blog that launched in 2011, and it marks the brand’s move to a self-sustaining editorial and advertising publication. The content puts together Equinox’s fitness and wellness experts with worldwide tastemakers in lifestyle, fashion, technology and travel to produce photo and video content, according to a media release from Equinox. “Wellness is now at the center of the cultural conversation,” Furthermore EditorIn-Chief and former SELF magazine fitness editor Liz Miersch said in a statement. “Our online magazine, Furthermore, marks our commitment to offering the best combination of science-driven fitness content and lifestyle inspiration—from in-depth feature articles to elevated fitness videos to shoppable fashion stories.” Miersch told Fashionista that Furthermore is not writing about specific Equinox programming and is trying to be more editorial. “But from a business perspective, the plan is to create an advertising model different than anything else out there because we have a tie to the Equinox brand and to these physical spaces and access to a very specific target audience, which a lot of other sites don’t have,” Miersch told Fashionista. “It’s our foray into editorial. We have plans to talk about print and podcasting and other editorial verticals that we want to get into as a brand, which will all be under Furthermore.”

Lifetime Training has secured a major new partnership with GLL to become the key training delivery partner to the UK’s largest sports and leisure provider. The tie-up will see Lifetime Training providing a full range of apprenticeship programmes across GLL’s 210+ leisure centres nationwide, with a target of 700 apprenticeship starts over three years. The first learners are due to begin in February and will help towards the government target of creating 3 million more apprenticeships by 2020. GLL managing director Mark Sesnan described the partnership as a “perfect match” because of the synergy he sees in the way both companies focus on valuing and developing their staff. “As a social enterprise company that works in local communities, we have a responsibility to reengage our public services with those communities and the best way we can do this is to develop people at a local level,” said Sesnan. “The real celebration of our partnership with Lifetime is the way in which we will change people’s lives by providing a

clear career pathway. Lifetime will help us get to the next level in providing flagship apprenticeships within the leisure industry.” As part of the initiative, a range of bespoke apprenticeship programmes are being developed in association with CIMSPA, which has been instrumental in helping to improve physical activity sector apprenticeship standards through the Trailblazer initiative. Lifetime Training client services director Nigel Wallace said the chance to collaborate on creating bespoke training programmes for the leisure sector’s leaders of tomorrow is an exciting opportunity. “We court challenging, bespoke propositions that enable us to build a training programme that is right for the right learner at the right time. GLL has a great philosophy and an ambition that we’re keen to support,” said Wallace. “We want people to regard leisure as a long-term, productive and aspirational career and the new training pathways that will be developed within the partnership will go a long way to achieving this.”

Lorraine Kelly 006 Industry News Fitness & Beauty Professional

endorses Muscular Dystrophy charity’s #fitforafiver national fitness campaign Top TV personality and fitness role model, Lorraine Kelly, is backing Muscular Dystrophy charity, the Muscle Help Foundation (MHF)’s latest ‘get fit and give back’ campaign.

The campaign, entitled #fitforafiver and launching today, urges people across the nation to ‘lose a few pounds and get #fitforafiver’. Once participants have located a fitness centre near to them that is taking part in this initiative, they can then donate £5 online via the charity’s dedicated #fitforafiver campaign page and attend the session, knowing that they are getting fit and giving back at the same time! Several gym and fitness partner organisations have already signed up, including Xercise4less who have 35 clubs with over 250,000 active members. The Muscle Help Foundation (MHF) is an awardwinning, niche family charity that delivers lifechanging, highly personalised experiences, known as ‘Muscle Dreams’, for children and young people in the UK with Muscular Dystrophy (MD) and allied neuromuscular conditions. The charity aims to deliver 657 Muscle Dreams, the total number of muscles in the human body. Lorraine Kelly, a patron of MHF, (pictured above doing the ‘Muscle Warrior salute’) said: “I’m a huge fan of staying fit, eating healthily and having confidence in your body whatever your age, shape or size. Therefore, I’m right behind The Muscle Help Foundation’s #fitforafiver campaign which not only encourages everybody to participate in a fitness class but will raise much-needed funds for this amazing cause. Please help us create as many ‘once-in-a-lifetime’ experiences as possible by participating in this winwin campaign, whereby you get fit and our young recipients get to enjoy a magical ‘Muscle Dream’.” MHF’s CEO, Michael McGrath, himself diagnosed with MD at the age of 18yrs and who is the first disabled person to have successfully led expeditions

to both the North and South Poles, said: “January has come around once again, so what better time than now to launch a campaign that encourages people to get fit, whilst also donating to our charity. Now’s the time to feel good, do good and get #fitforafiver!” For more information about the #fitforafiver campaign or to talk to Michael McGrath, please contact Lydia Drukarz at Wavelength PR on: 07977 454180 or email: Lydia@wavelengthpr.com

008 Editor’s Choice Fitness & Beauty Professional

NEARLY 10 MILLION BRITS WAVE GOODBYE TO THEIR DIET PLANS AS THEY ENTER THE MONTH OF FEBRUARY Diet D-Day will take the UK population by storm – as Brits prepare to splurge out on food and booze and bid farewell to the gym in the next few days, research by Whitworths reveals • Between 27th and 31st January, 9,690,000 of us will ditch the diet as our willpower wanes • Over a third of us (36%) admit we over-eat because we’re bored • Nearly one in five (19%) of us blame bad weather – such as Storm Jonas – on over-eating • Partners (33%) are the worst influence on our willpower • Brits would spend an average of £452 per person to lose a stone – that’s £23bn as a nation • Whitworths has launched the Willpower Workout – an online workout combining fitness, nutrition, hypnotherapy and sleep tips – to help Brits maintain willpower

(74%) would quit their most-loved online channels – including Facebook, Twitter and Instagram - for the rest of the year if it would help guarantee weight loss.

As January comes to a close, research by Whitworths, a leading UK supplier of great tasting and healthier products, reveals that both our diets and gym memberships are going out of the window – with almost 10 million of us planning to give up our healthy living resolutions in the next few days as our willpower falters.

• Partners are cited as the worst influence by one third (33%) of Brits followed by friends and family, each identified by over a quarter (26%) of those questioned.

The population is set to lose willpower due to things like boredom (36%) of healthy food, with 26% of us claiming a lack of low calorie snacks are easily available, feeling down about the bad weather (19%) and a lack of sleep (9%).

• Boredom is highlighted as the biggest reason to break a diet by more than one third (36%), with the weather putting off almost one in five (19%) and stress at work and lack of sleep identified by 17% and 9% respectively

Despite the plans to ditch bad habits, Brits do admit they’d like a quick fix for weight loss. As a nation, we’d spend £23bn (or £454 per person) to drop a stone instantly, more than one in five (22%) would give up alcohol for a whole year, one in 10 (10%) would give up sex and one in 20 (5%) of us would even cut ties with our own mother for 12 months in a bid to drop a few pounds.

• Arguments with loved ones are cited as a cause to break a diet by more than one in eight (12%)

While we may live in an age of social media, a further three quarters of Brits

Perhaps it’s unsurprising then that almost one in ten (8%) Brits cite the reason for starting their diets as ‘I saw a horrible photo of myself on social media’, while other reasons include wanting to feel healthy (69%), thinking about losing weight for summer holidays (21%) and to compete with friends who are losing weight (5%). Commissioned by Whitworths in support of their brand new ‘Willpower Workout’ online classes, the findings also revealed which factors affect our willpower as we try to remain dedicated to our diets:

• Work colleagues influence 14% of us, while children affect almost an eighth (12%)

• Saturday night has been identified as the toughest time to stick to the diet by more than half (56%) of Brits Created in association with Whitworths’ low calorie Shots snacks – the good-natured little snack - the Willpower Workout designed to boost the nation’s willpower before it completely crumbles – in the same

way that Shots are a tasty and guiltfree snack that keep cravings at bay, keeping willpower going strong. Classes are available online on Whitworths’ social channels, with sleep expert James Wilson from the Sleep Council, Nutritionist Sian Porter, fitness model and qualified physiotherapist Lilly Sabri and hypnotherapist Darren Marks demonstrating how you can change various elements of your life to boost your willpower for a happy and healthy year ahead. • • • •

YouTube: whitworthsuk Facebook: whitworthsuk Twitter: whitworths Instagram: whitworthsuk

Karen Cox, Brand Controller at Whitworths commented, “As we kickoff 2016, it’s clear that as a nation weight loss is very much front of mind with many of us prepared to go to staggering lengths to achieve our goals. However, much of what we say we’d be willing to do for an instant weight-loss fix is unrealistic and even unhealthy. “As a brand that promotes healthy snacking, we believe that working on maintaining willpower is the key to succeeding in losing weight. Our ‘Willpower Workout’, which launched this month, is a little different to classes you’ll find in your local gym - featuring experts in the fields of hypnotherapy and sleep therapy as well as fitness and nutrition. However we believe it’ll help arm the nation with ways in which to increase their willpower to ultimately achieve their weight-loss goals. “Our research has shown that over one in four (26%) of Brits believe their willpower also struggles due to lack of tasty low calorie snacks and we’re pleased to say our Shots range delivers great tasting and healthier snacks all at under 100 calories. We’re hoping that our snacks – combined with our great new workout – will help support the nation’s weight-loss wishes.”

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010 Protein & Supplements

Fitness & Beauty Professional

BEE POLLEN

CIVILIZATION’S MOST SACRED AND POWERFUL SUPERFOOD! Life begins with bee pollen.

Since the dawn of time, civilizations from around the globe have known about the power of bee pollen as a sacred source of energy, rejuvenation, longevity and healing. The ancient Greeks used it for increased stamina, and it was used as an energy enhancer even at the very first Olympic Games. The famous Greek physician and philosopher Hippocrates once said ‘Let food be thy medicine and medicine be thy food’, and bee pollen epitomises this philosophy perfectly. It was found in the tombs of the Pharaohs in ancient Egypt. The Aztecs wore vials filled with pollen around tZheir necks as a tonic, and it’s still actively used in Chinese medicine.

What is pollen anyway?

These microscopic, dust sized granules are the genesis of all plant life, or the fertilizing element on the stamen of all flowering plants. As well as their obvious job of pollinating plants for reproduction, collect pollen to take back to the hive, where they feed it to young bees. What remains is collected for human consumption. Bee pollen is the richest source of nutrients found in nature in a single food. The list of nutrients is astounding. • 27 vitamins and amino acids • 28 minerals and antioxidants • 11 enzymes & co-enzymes • 24 Beneficial fatty acids • 11 carbohydrates Bee pollen is perfectly balanced by Mother Nature to feed your cells, and to re-energise and rejuvenate your life.

What can it do for you?

It provides nutritional support for your immune system, digestion, hair, skin and nails and can help to boost your energy and help your body to recover faster from strenuous exercise or illness. There are numerous scientific studies (just Google bee pollen!) showing the benefits of taking bee pollen every day.

Who can take bee pollen?

Why, everyone of course! It’s the perfect natural multivitamin supplement. It can support the diet of young children who refuse to eat their greens. Just open the capsules and sprinkle the delicious contents on anything they eat or drink. Perfect in a smoothie, or on their cereal or toast. It’s great for people from all walks of life, from busy working mums to seniors who could use a boost to their energy. Even celebrities love it...

Why Nature Bee Potentiated Bee Pollen?

Although pollen is granular in its raw form, the cell walls of pollen are incredible hard. Imagine a kernel of popcorn before it’s been popped! We developed a unique process to rupture the tough cell walls to make the pollen more digestible. This allows your digestive juices to absorb the nutrients faster and more efficiently. Nature Bee Potentiated Bee Pollen is a pure, wholesome natural vegetable food in a capsule. It is NOT made in a laboratory and full of dead chemicals mixed with fillers and preservatives! Bee happy... bee healthy, become a bee pollen bee-liever. Find out how you can thrive from the hive and see our range of bee hive products. Visit our website www.naturebee.com or call 0808 234 6698 for more information. LIKE US ON FACEBOOK, SHARE OUR PAGE AND GO IN THE DRAW TO WIN A NATURE BEE THRIVE FROM THE HIVE HEALTH PACK VALUED AT £115.95

ALOE Beautiful!

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Fitness & Beauty Professional

At Simplee Aloe, we understand the harsh elements your skin has to battle during winter. Not to mention those long dark evenings, bank balance woes and tight fitting clothes making the beginning of the year a rather sorry season. Well chin up, as Simplee Aloe has launched a new range of drinks packed full of aloe vera and blended with a bunch of tasty fruit juices! Since Ancient Egyptian times, Aloe Vera has been used for its powerful health benefits, in particular skincare. Simplee Aloe has now packed all of this goodness into a great tasting and refreshing juice drink made from all natural ingredients with absolutely no artificial flavourings or preservatives and is never from concentrate – just simply delicious. Even Egypt’s own Cleopatra swore by Aloe Vera to keep her looking and feeling youthful, so if it’s good enough for her, it’s good enough for us!

Simplee Aloe has been brought to you by two friends, Alex and Ray, who discovered the benefits of aloe on a trip to Asia. They were determined to spread the aloe love in the UK and create a product that would resonate with the health conscious among you. They began their mission by mixing drinks in their own kitchens, to trialling their creation at various food shows and eventually launching nationwide using fresh ingredients from all over the world! Simplee Aloe is now selling at Whole Foods Market, The Natural Kitchen, Waitrose, Sainsbury’s, Ocado, and over 200 independents throughout London, so more Brits than ever will be able to reap the benefits of Aloe Vera. Within the Simplee Aloe range our flavours are jam-packed with all the natural goodness of refreshing aloe vera. Our original is blended with sweet grape and a splash of zesty lemon and our brand new mouth-watering creation is mixed with apple juice and a squeeze of exotic mango. Perfect for a morning boost or on-the-go! Just one bottle of Simplee Aloe contains vitamins A, B1,B2,B6, B12, C and E, as well as calcium, magnesium, zinc, iron and potassium, designed to support a healthy immune system and keep your skin looking just as it should be! Sounds good, right? Why not give it a try and make your winters bearable!

014 Fitness & Beauty Professional

The Key to Customer Retention

hallmark of the fitness industry is the upsurge in new fitness regimes come January; it’s hard to miss. This is the time when most businesses try to maximise revenue and retain business for the rest of the year. However, research has shown that over one third (37%) of those who take up a new routine in January will quit before the month is out. This leaves fitness business owners back where they started, reviewing monthly attendance reports while contemplating what they could have done differently. It therefore makes sense to develop a ‘new year, new you’ member retention strategy for your fitness business now that you can implement in January. To help you on your way, we have outlined some great strategies which have worked wonders for our clients. 1. Embrace the Community Aspect From our client’s feedback, we believe that ‘New Year New Me’ January members who attend classes alone and fail to interact with other members are more likely to drop off quicker due to a lack of community motivation. People don’t just go to a fitness studio for a spinning bike or a yoga mat, it’s the people they meet and how they feel connected through similar fitness aspirations that drives them.

the traditional large gym chains are struggling to retain members while more move away to the small sometimes more expensive niche fitness operators. It is important that any value you add is seen by your customers as such and not just further sales pitches for upsells. Aim to prolong your member’s commitment to health and wellness by connecting them with more than just a fitness goal. Encourage interaction between your members and trainers and be available at the end of class to answer any questions they may have. Instead of a Christmas Party, why not have a January new members Party? 2. Add More Value The level of value required to retain the modern customer is growing all the time. In your business, try to think about all the extra pieces of value / benefits you can provide your customers outside of their fitness routines. This may be simple things like providing time once a week for member engagement or access to a great online member resource area. In January, when you are signing up new customers make sure to run through all of the extra value add ons that you provide. The best fitness businesses find a way to add more value to their clients outside of their time working out or taking classes. This is why

3. Subscription Payments Introducing automated recurring payment from your customers is the best way to build a long and stable business. It has an added benefit of requiring a greater level of commitment from your customers and will encourage them to stick to their new regime. While once the hallmark of companies who were able to provide Direct Debits, monthly recurring subscription payments on cards are now available via companies like Stripe hassle free. If you use Glofox we provide an integration with Stripe so you can manage all your subscriptions from the Glofox dashboard. The key to any successful business is building an MRR (Monthly Recurring Revenue). If you can sell the benefits of your business to clients and add enough value, there should be no reason why clients are not willing to pay you automatically for the service monthly. (In some cases, it can even add value as they don’t have to worry about paying you every month!)

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After the New Year is Over 4. Take Advantage of Mobile Marketing

own App? This is another great way to add consistent value to people.

Mobile marketing is a critical component of your member retention marketing strategy. Through your Glofox Mobile App, you have the ability to deliver rich and contextual content to any customer who has downloaded your App. If used correctly, your App can be an extremely clever and effective tool to keep clients engaging with your business.

5. Introduce a Loyalty Program

Examples of how to use your App: Send Alerts via Push Notifications: Push notifications are a great way of maintaining member engagement outside of classes. Our clients who see the best results, send bespoke messages to inactive members. A little push (no pun intended!) may be just what this person needs to get them back to their fitness regime. You can also analyse usage insights day by day and week by week in order to pinpoint exactly when these members are beginning to slip away and thus, you can target highly specific content pieces to these members in an attempt to re engage them. Share Engaging Content: The newsfeed of your App allows you to send rich engaging content including videos to your customers directly. Why send them to a platform like Facebook or YouTube when they can engage with all your content via your

Flexible drop in rates are becoming increasingly common and a business necessity due to the change in customer usage patterns. While having some upside this can make it easier for customers to drift away in an even shorter time frame. Why not Introduce a loyalty program in order to reduce the number of customers you see dwindling away by the end of February? It’ll help you to decrease overall client studio hopping. With a loyalty program, why wait until the industry norm 10th class? Why not after 6 or 7? If you keep a customer’s business for the year with more free classes, it’s worth a lot more to you in long run over attending 9 classes in January and

then never coming back! Customers want to feel rewarded for their loyalty and this is a great way of showing you care about keeping them. Simple, but effective. Find a way of rewarding clients that works for your gym or studio. Remember, this is an opportunity to convey your business’s unique characteristics. Make the most of it! To conclude, it’s time to avoid the revolving door of fitness by figuring out what combination of strategies work best for your gym or fitness studio. But be cautious, don’t let existing customers slip away for people who aren’t even in your grasp just yet. Be sure to identify the right balance between spending your energy on new and existing customers. Find a system that works well for your business, and when you do, stick to it.

ifting City

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Revolutionising Personal Training Exclusively at Dolphin Fitness Club With more people using New Year as an excuse to transform their fitness regime and focus on healthy living, London based fitness centre Dolphin Fitness is offering a unique personal training programme for men and women across London. Designed by personal trainer and qualified dancer Karen Lucia, the 12-week “Lifting City” programme is designed for all fitness levels and offers the support and results of one-to-one training while remaining affordable and sociable with its small group sessions. Having worked as a personal trainer and nutritional advisor, Karen spotted an increase in the results gained by clients who trained at least 3 times a week and were compliant with her specialised nutrition plan. Keen to make multiple personal training sessions more accessible and affordable to her clients, as well as providing vital support outside of gym time, she created Lifting City. “Lifting City aims for life changing results for those who are ready to commit and invest in themselves. We teach clients new habits and provide the techniques, nutritional guides and support to help sustain them during the 156 hours outside the gym,” Lucia says. “For us, variety is key – Lifting City makes training as fun and all round as possible, including boxing, interval and resistance training in small and supportive groups.” Beginning with a one-on-one consultation with Karen, to assess their fitness, wellness and nutritional needs, each client will receive a personal tailored plan to reach their goals. Classes run daily and clients can book in online through their online Lifting City profile. Programmes start from 12 weeks – the minimum time it takes to make a real sustainable change and for new routines to become habit according to Karen. One-on-one reviews run every three weeks, where clients can assess their progress and set new goals while the 24-hour support and Facebook group build a community of support amongst other members. Lifting City is exclusively available at Dolphin Fitness Centre at Dolphin Square in London and starts from £1,500 for 12 weeks. www.dolphinsquare.co.uk/fitness-club/

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THE ARENA OF SUCCESS:

ELEVATE BRINGS EXPERTS TOGETHER FOR INNOVATIVE SEMINAR FORMAT ON PHYSICAL ACTIVITY With 2016 well underway, many industry experts will be looking towards the ways in which they can help make this year one focused on physical activity. The launch of Elevate, an annual trade event, will provide the platform to facilitate discussions focused on key issues affecting the future health of the nation and explore ways to address these using education, effective strategy and innovation. Taking place at Olympia London 4-5 May 2016, Elevate will host an opportunity for exercise, health and performance to unite. The event will bring together professionals to facilitate the discussions needed for future health and performance innovation. As well as 150 leisure industry operators and suppliers exhibiting, one of the focal points during the two-day event will be the innovative seminar streams, featuring over 100 speakers across academia, industry, healthcare and performance. Organisations including Public Health England, Sport and Recreation Alliance, UK Sport, Loughborough University and many more will be represented. Max Quittenton, Founder and Director of Elevate, says: “The chief aim of this event is to bring otherwise disparate groups together under one roof, to stimulate progress in overturning inactivity.” Speakers will share knowledge and ideas on strategies to increase participation, physical activity for health and well-being, and the future of performance. Visitors are invited to attend these free sessions, which take the format of a one hour seminar with a Chair and three speakers. The latest developments and research will be debated, with the opportunity for attendees to question topics discussed. Ali Oliver, Chief Executive of Youth Sport Trust, sharing insight on physical activity for health and wellbeing. She comments: “Elevate will be the UK’s first cross sector event to tackle inactivity. The event creates an ideal platform to share ideas, explore opportunities and generate debate.”

The first of three seminar streams, supported by ukactive, will host a series of discussions exploring ‘Inclusivity – strategies to increase participation’. Over the past few decades social and economic trends have filtered physical activity out of daily lives and this part of the programme will look at creating opportunities to enable people to easily slot being active back in to their daily lives. The second set of seminars, supported by National Centre for Sport & Exercise Medicine, will look at how physical activity can provide a major step changes in public health and wellbeing. Discussions will surround how healthcare professionals have a crucial role to play in understanding and promoting exercise benefits. The third ‘Future Performance’ stream, supported by EIS, meanwhile, will be very research focused, looking at the latest developments in human performance and how such advances can improve healthcare and have an impact on wider public health. Professor Charlie Foster from the University of Oxford is a leader of physical activity and public health in the UK, and will be chairing a talk on physical activity as preventative care at the event. Charlie comments: “If we are to turn the tide on physical inactivity it is important that all stakeholders, influencers, suppliers and educators work together. Elevate brings together three sectors which, working together, have a much better chance of achieving success than working in silo.” For the full list of speakers attending Elevate and to register for your free pass to attend their seminars, please visit: www.elevatearena.com

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020 Shows & Events Fitness & Beauty Professional

Thousands expected at the Manchester Cleaning Show 2016 The Manchester Cleaning Show (6-7 April at Event City) is a launch event for 2016 and follows the same exhibition and free conference format of its parent Cleaning Show held in London every two years. The reception to the new, northern spin-off has been remarkable with over 1,000 people registered to attend with weeks to go. Steve Diprose, Managing Director of organiser Quartz Business Media said “We moved the Cleaning Show from Birmingham to London last year and had one of the best events in recent history, with fantastic support from the industry and thousands of high-level decision makers attending. We did however notice that some of our regular visitors from the North West and Scotland found the travelling distance more difficult. So we have listened to feedback from the industry and created a new event in Manchester.

He continued “Again we have been delighted with the response with hundreds of professionals confirming their attendance within the first few weeks of announcing registration was open. It’s a sure sign that this new Cleaning Show will be another fantastic opportunity for networking and doing business and we look forward to seeing everyone in April”. Exhibitors will include major brands such as Karcher, antislip specialists Bonasystems, major northern contract cleaner Floorbrite, Vax, Nilfisk-Advance, Sebo, Prochem, Greyland and Unger. There will be a huge range of products on display and many discounts for those looking to purchase products and equipment for their cleaning and hygiene needs. Nik Wyers, Joint Managing Director, Floorbrite says: “Manchester is an exciting, growing, and thriving hub of business opportunities and we’ve always found the strong business links we’ve formed in the city have served us well. “Over the years we’ve grown to become the biggest cleaning and facilities contractor in the north of England, so we’re really excited for the Cleaning Show to come to our home city. “The cleaning and facilities industry can work together to provide clients and customers with an even better service, and meeting likeminded businesses at the Cleaning Show will be a real highlight for us.” Held at Event City, Manchester from 6-7 April 2016, anyone responsible for cleaning & hygiene or distributors to the cleaning industry are invited to register for their free pass now at www.cleaningshow.co.uk/manchester

LIST OF EXHIBITORS: • • • • • • • • • • • • • • • • • • •

Astley Hire Ltd Bayersan Bonasystems Europe bpi.recycled products Buckeye International Cleanlink Software Cromwell Polythene Davis & Moore Dual Pumps Eco Removal Systems Ltd Electrolux Professional Equipmart Ltd Federation of Window Cleaners Floorbrite Cleaning & Facilities Services Greyland Ltd Innovise Software Jangro Ltd Kärcher Kennedy Hygiene

• Lavorwash • Morclean Ltd • Nationwide Window Cleaning • Nilfisk-Advance • Prochem Europe Ltd • Qualtex UK • RBL Laboratories Ltd • Rokserv-Wetrok • Rotowash • Sebo • Signature Aroma’s Ltd • Spinaclean • T C Cleaning Machines • Templa Computer Systems Ltd • The WoolSafe Organisation • TTS Cleaning SRL • Unger UK Ltd • Vax Ltd

Free-to-attend seminars include: • Opening Keynote: The cleaning industry - a European perspective • Skills and circular economy - committing to and reusing up-cycled resources • Pest management - what every cleaning contractor should know: • Cleaning in the healthcare sector

• Attendance Monitoring - using technology to manage a cleaning workforce • Illegal workers in the cleaning industry solutions for employers • Lack of regulation for domestic cleaners problems and solutions • Health and safety in the cleaning industry

See the latest updates and full details at www.cleaningshow.co.uk/manchester where you can also register for your free pass to attend.

022 Fitness & Beauty Professional

BRITISH WOMEN HIT FITNESS PEAK AT 28

• British women are hitting their fitness peak at aged 28 • Breast rash (BRASH) and dermatitis revealed as a leading skin health complaint affecting a quarter of British women, alongside buttock chaffing and jogger’s nipple • Professional sports stars found to be more motivating than celebrities with Jessica Ennis Hill and Rebecca Adlington topping the bill • Does my bum tum look big in this? Over half of British women dislike their tummies, but 94% feel at peace with their bum • One in ten British women prefer going commando when working out • Fitspiration: So 2015. 2016 is the year of Selfspiration

British women are hitting their fitness peak at the age of 28, according to new research. As they near the big 3-0 women are exercising a minimum of three times a week and taking their health and fitness more seriously than ever before. And it seems looking good is top of the female agenda, with a resounding 73% of women working out to lose weight and stay in shape, to look the best they can look (53%) and to get rid of negative energy and destress (52%). The survey1, commissioned to mark the launch of new activewear range, www.Staefit.com by Stacey Jackson, polled 2,000 fitness conscious women nationwide to lift the lid on their behaviours and attitudes towards health and fitness in 2016 and to identify their leading health complaints. As women are taking fitness more seriously and exercising more frequently, not all of the effects are positive, with almost a quarter (22%) of women suffering from persistent skin rashes and dermatitis, as well as odour and chaffing which can also lead to ‘joggers’ nipple’. The problem is compounded by women’s increasingly busy lifestyles which mean almost half of women (46%) are leaving their gym kits on without getting changed or showered post workout, which is one of the main causes of skin rashes and dermatitis. With one in five women complaining that it’s virtually impossible to get out of tight gym tops, this could explain their reluctance. As a consequence, almost a quarter of women have sought advice from a doctor, dermatologist or healthcare specialist and seven in ten women are opting to go commando when working out! Leading dermatologist, Dr Raj Mallipeddi, explains: “When sweat or moisture gets trapped in skin folds, this leads to irritation and eventually dermatitis.” StaeFit creator, singer, career mum of four and fitness powerhouse, Stacey Jackson, added: “It’s astonishing that as many as one in four women are suffering in silence, as I did for so many years. Fitness has always been a huge part of my life and persistent breast rash, or BRASH as I call it, was a big problem for me. I knew I couldn’t be the only one out there. Yet I was surprised to find, when I looked into it that there is nothing on the market that offers a solution, which led to me commissioning this body of research.” Jackson spent the last few years travelling the globe and working with leading sports fabric technologists and dermatologists, to design and patent a stylish product that will put an end to this common complaint. 2015 marked a healthy shift away from traditional ‘thin’ celebrity images with a move towards ‘fitspiration’, real body trends fuelled social media channels such as Instagram. 2016 looks set to continue this evolution, as it’s revealed women are shunning the ‘FITSPO’ phenomenon, with almost half (45%) of British women claiming they find the notion too extreme because it does not take into account genetics and lifestyle factors. One in five women even consider ‘FITSPO’ as bullying and shaming tactics.

Instead women are digging deep and finding inspiration from within: ‘SELFSPIRATION’, with almost half (48%) of British women claiming they are motivated primarily by themselves, followed closely by friends (21%) and trained gym instructors (21%). This refreshing shift is further reflected when women were asked which public figures they finding inspiring when it comes to fitness, with professional sports stars Jessica Ennis Hill and Rebecca Addington topping the bill over celebrities including Kelly Brook, Vicky Pattison, Charlotte Crosby, Jessica Alba and Khloe Kardashian. From an aesthetics perspective, however, when describing their ideal body women aspire to having a rack like Holly Willoughby, legs like Kate Middleton, a bum like Kylie Minogue and abs like Jessica Ennis-Hill’s. On the subject of their bodies, it’s revealed that over half (55%) of British women feel glum about their tum, naming it the least favourite part of their body, but bottoms are up with 94% of women feeling good about theirs. The survey also found that when women start to take their health and fitness more seriously at the average age of 28, their biggest priority becomes purchasing good quality sportswear (57%) followed by downloading more fitness apps (37%) or purchasing gym equipment for home use (34%). And it seems comfort is by far the most important factor for women when choosing sportswear (80%), followed closely by value for money (66%) and technical factors such as the fabric and suitability for its purpose (52%). The brand was not very important to women with only 10% citing it as a consideration. Available at www.staefit.com from today, the StaeFit capsule collection was created around the ultra-absorbent and patentpending2 workout top, designed to draw away trapped moisture underneath the breasts which causes irritation and dermatitis after gym-goers keep their kit on post workout. The unique material contains antibacterial treatment which absorbs odour, it also comprises flat lock seams which prevent chaffing, helping to eradicate other workout ailments such as ‘jogger’s nipple’. The StaeFit tops, available in a range of designs with fully supportive built in sports bras, are the only front fastening, full-length activewear tops on the market, making sweaty encounters wrestling sports bras over your head a thing of the past. Ensuring that function in no way compromises fashion, the StaeFit range is supremely flattering and stylish, comprising elastane and compression based side panels designed to sculpt and streamline figures. The racerback vest tops are available in opaque black with vibrant pink piping detail, or black with geometric print. The full length leggings are also available in black with pink piping or black with geometric print. The racerback tops also comprise air-tech panelling for ventilation and cooling, plus a convenient pocket for a key and a small MP3 player.

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024 Fitness & Beauty Professional

The most important piece of equipment in your gym

ccess control, often an afterthought when setting out initial plans for a gym or fitness facility, but, looking towards the future, effective access control paired with the right membership management software package will retain more money in your business than any piece of equipment on the gym floor.

As a provider of high quality access control and membership cards we are able to provide two of three elements that make for successful traffic control and facility security. The third element is a club management package that allows for easy integration of our hardware and a club or facilities database. Not only was it important to find a suitable partner that gave us the third element to our package, it was crucial they shared the same ideas and ethics when it came to business decisions and affordable pricing. In

2010 we began working with Club Manager Central.

In the past 5 years we have been involved with countless projects together and managed to establish a slick and effective working relationship. Club Manager provide one of the most complete membership management packages available on the market today, also the system is being continuously updated in line with feedback from customerâ&#x20AC;&#x2122;s insights into the day to day working of the system. We are now able to integrate all of our products with Club Manager completing our vision of providing the whole package to the market. Taking a closer look at the loss of revenue that can be seen when not having a complete verification and entrance security system in place, the impact it can have on a business is substantial. Take a club with 1000 members, all of which pay via direct debit @ÂŁ35.00 PCM. If just 1% of the membership base is out of contract, missing direct

debit payments or using the club illegally stands to cost the club over ÂŁ4,500.00 annually! We regularly install fully integrated turnstiles for around half of that cost, essentially allowing the systems to pay for themselves within the course of a few short months. A simple, smart investment into an access control system paired with an online database and management package eliminates the risk of members using the club illegally through verification before point of entry. When in place, the system retains a substantial amount of income every month and stops people from abusing the facilities. To discover how ID Card Supplies and Club Manager can help your business please visit our website www.idcardsupplies.co.uk, Email us via sales@idcardsupplies.co.uk or call the office on 01522 793053 and one of our team will be delighted to help with any enquiries.

FB Fitness & Beauty Professional www.fitnessnbeauty.co.uk

February 2016

BEAUTY CONTENTS @FnBProMagazine fitnessnbeautypro

Welcome 4 7

Industry News Editors Choice

9 27

Shows & Events Skincare & Health

Tony Little

Publishing Director

tony@jetdigitalmedia.co/.uk

01843 448443

Publication Manager

Dean Perry

dean@fitnessnbeauty.co.uk

01843 570944

Additional photography

Matt Szwedowski

swedowskiphotos@gmail.com

07742782382

Editor

Advertising Sales Executive

Andrew Harper Sarah Wells

andrew@fitnessnbeauty.co.uk sarah@fitnessnbeauty.co.uk

01843 580862 01843 570944

004 Industry News Fitness & Beauty Professional

Aptar strengthens its airless dispensing business with the acquisition of Mega Airless

AptarGroup has signed an agreement to acquire Mega Airless, a leading provider of airless dispensing systems for the beauty, personal care and pharmaceutical markets. The EUR 200 million deal (USD 128 million) adds complementary products and market coverage to Aptar’s existing portfolio of business. Mega Airless has two manufacturing facilities in Germany and one in the United States. The company has over 30 years of experience and has grown to become a leader in airless dispensing technology with approximately EUR 61 million (about USD 66 million) projected annual revenues for 2015 and the company has achieved EBITDA (earnings before interest, taxes, depreciation and amortization) margins in excess of 30% over the past three years. Under the terms of the agreement, AptarGroup will acquire Mega Airless for an enterprise value of approximately EUR 200 million (USD 218 million). The purchase will be funded with available cash on hand in Europe and an existing revolving credit facility. The transaction is subject to customary regulatory approvals and is expected to close in the first quarter of this year. “We are very pleased to announce this strategic acquisition which aligns with our disciplined approach of acquiring well-managed, profitable businesses with innovative technology. Their products and the markets they serve are complementary to our own and we see significant opportunities to leverage AptarGroup’s global network to grow this business. Today, dermal applications are growing and evolving. Regulatory agencies in the prescription and over-the-counter pharmaceutical markets, and customers in the beauty and personal care markets, are seeking

better ways to control dosing and preserve formulations across a variety of products. This transaction will enable us to shape the future of airless solutions,” said Steve Hagge, AptarGroup President and CEO. With over 50 years of experience, Aptar supplies a broad range of dispensing solutions for the beauty, personal care, home care, prescription drug, consumer health care, injectables, food, and beverage markets. The company is headquartered in Crystal Lake, Illinois, with manufacturing facilities in North America, Europe, Asia and South America and over 13,000 employees worldwide. “Mega Airless is a perfect fit for Aptar as we have complementary products and markets. By joining Aptar, we have a great opportunity to leverage Aptar’s global network, including their regulatory expertise, and continue to grow the airless systems portfolio,” commented Mega Airless CEO, Lucyna Silberstein.

Arcade Beauty’s “gem” Carestia inaugurates a new plant

It is in southern France, just a few kilometres from Grasse, that the Arcade Beauty Group recently inaugurated its new Carestia site, one of its most technologically advanced production units. With Marie-Hélène Marcelli at its head, Carestia now occupies a surface area of 4,000 m2 for 100 workers and is the European leader of smelling paper, or blotters, with 75% market share. At the cutting edge of printing, finishing, and perfuming technologies, the company designs and produces 500 million products every year for cosmetics and perfume brands: blotters, sample packs, and perfumed objects. Founded in 1883 by the Carestia family, the Grasse-based printing plant got known in the 1980s as the creator of the smelling card, intended for consumers to test a perfume on a blotter impregnated with the fragrance. Printed, decorated, cut, or even pre-perfumed, the blotter has become an integral part of brands’ olfactory marketing. As a real port of entry to the product’s universe, it is designed with incredible creativity to

give it an identity. And it is this will to spend a lot of time on research and development and to make high-end products in very large quantities that made Carestia so successful that it eventually became a reference for major groups. The company joined the Arcade Marketing Group in 2013, before it changed its name for Arcade Beauty in 2014.

Fitness & Beauty Professional Industry News 005

Richard Meier designs ‘beautiful and humanist’ South Korean hotel for Winter Olympics Richard Meier & Partners have completed their first major hotel project – the new Seamarq Hotel in South Korea. Located in the city of Gangneun, where it faces the country’s East Sea, the hotel has been rebuilt as part of a regional regeneration scheme in preparation for the 2018 Winter Olympics in nearby PyeongChang. The 52,830sq m (568,700sq ft) area contains two main structures – a hotel tower and a banquet hall – situated at different levels on a small hill of dense pine trees and connected by a four-storey base building. The form of the 11-storey trapeziumshaped tower contrasts with the soft shape and contours of the hill. It contains 150 guestrooms, a private sky garden, a restaurant, a wellness spa, a gym and indoor and outdoor swimming pools – including an ocean-facing infinity pool on an outdoor deck. The banquet hall features an amphitheatre, exhibition hall and further dining facilities. A sequence of outdoor spaces surrounds the structures, featuring landscape design concepts –

developed in collaboration with New York High Line designers James Corner Field Operations – which offer various views of the hotel’s floating balconies, overhanging canopies and reflective white metal and aluminium facade.

The Seamarq Hotel was formerly known as Hotel Gyeongpodae, which originally opened in 1971 and closed in 2013 for work on the re-design to begin. The property is owned by South Korean corporation Hyundai Heavy Industries.

“Our primary goal for the Seamarq Hotel has been to create a strong sense of place by enhancing and transforming the existing site in a dramatic way,” said Pritzker Prizewinning studio principal Richard Meier. “Many of the cues for the design came from the site – its light, its landscape, its topography.

Local practices Hyundai Architects & Engineers Associates and Doojin Hwang Architects collaborated on the project.

“Perhaps the most important initial decision was to work with the configuration of the land and to design the hotel complex in relation to the existing topography. “My purpose was to deliver thoughtful, original modern architecture that is as accessible as it is beautiful, as humanist as it is disciplined. This is an architecture which is concerned with the individual as well as the community at large.”

Minor completes acquisition of Tivoli Hotels & Resorts Minor Hotel Group, parent company of Anantara, Avani and Per Aquum, has completed ts acquisition of Portugal-based Tivoli Hotels & Resortsi for €294.2m (US$321.9m, £233m). Tivoli has 12 properties in Portugal and two in Brazil, many of which operate spas. The acquisition was completed in separate stages over the course of more than 12 months, and brings Minor’s overall hotel portfolio to 145 properties across 22 countries, and marks its entry into Europe and Latin America. Minor said the acquisition gives it a strong operating platform to drive further growth in these markets, as well as to expand the reach of the Tivoli brand into its other areas of operation, including the Middle East,

Africa and Asia. “With over 80 years of history, the Tivoli brand brings with it a rich heritage, a highly experienced team and a deeply loyal customer base,” said Dillip Rajakarier, COO of Minor International and CEO of Minor Hotel Group. “The Tivoli acquisition further cements MHG’s position as a world-class hotel operator, with a portfolio now extending to Europe

and South America. Looking ahead, we have already planned further investment into the Tivoli hotel assets and its operating and distribution infrastructure to realise the full potential of this strategic investment.” The final stage of the brand’s acquisition includes seven hotels in Portugal, including the 119-bedroom Tivoli Jardim Lisboa, the 280-bedroom Tivoli Victoria Vilamoura Golf Resort & Spa

006 Industry News Fitness & Beauty Professional

Smart Beauty launches hair dye in conditioning format Smart Beauty has created a new format for refreshing coloured hair. ExpressColour (£6.99) can be applied like a conditioner and works to revive colour and cover greys in just three minutes.

Sofia Vergara files lawsuit against Venus Concept Sofia Vergara has filed a lawsuit in Los Angeles against beauty company Venus Concept, claiming that the brand is using her name and likeness without her permission. The Modern Family actress is asking for $15m in damages. Vergara used a Venus Concept treatment back in August 2014. She posted a picture of herself using the Venus Legacy machine on Instagram as she got ready to attend the Emmy Awards. With a picture of Marilyn Monroe in the background, Vergara captioned the image: “What is so funny Marilyn?? Legacy massage at @ drlancerrx” (pictured below). Since then, according to the court papers filed, Venus Concept has been using images of Vergara and the actress’ name to promote its products online and at trade shows. Vergara, who has a number of endorsement deals with beauty brands including Covergirl and Head and Shoulders, says that her image was used without her consent. According to People magazine: “[She] tried the Legacy treatment, but ultimately did not like it, finding that it was a waste of time and money with little in the way of results.” According to People the court documents state that: “[Vergara] would not use it again and certainly would not endorse it nor agree to appear in an international advertisement campaign to promote it.”

The formula is free from ammonia, peroxidem, parabens and PPD. It is packaged in a resealable jar containing up to five applications in a pack. The product comes in eight saloncompatible shades: Platinum Blonde, Ash Blonde, Honey Blonde, Chestnut, Copper Brown, Warm Brown, Rich Red and Mahogany. The effects of the product are said to

last 5-6 washes, while the conditioning formula adds shine, leaving the hair glossier and healthier-looking. Express Colour can be used between salon trips or on natural hair.

CPL Aromas launch range of captive fragrance ingredients International Fragrance House, CPL Aromas, has launched “Aromafusion” its range of in-house specialist ingredients available exclusively to its perfumers.

Aromafusion is a fragrance ingredient technology developed by CPL Aromas that allows its perfumers access to truly unique high quality materials unavailable elsewhere in the industry. CPL Aromas clients will benefit by having access to new creations that feature truly unique ingredients that cannot be reproduced elsewhere. The ingredients are produced through an innovative high tech process that fuse a combination of high quality ingredients by molecular distillation producing materials never before used by perfumers. The range of Aromafusion products extends the palette of ingredients available to CPL Aromas perfumers who will become the exclusive recipients of these new raw materials affording customers the guarantee of innovation through a combination of Art and Science. CPL Aromas Director of Perfumer, Christian Provenzano, commented:

“Our clients are constantly requesting creativity and innovation; Aromafusion ingredients allow CPL Aromas perfumers the ability to formulate with high quality captive ingredients providing us with new creative possibilities”

Group CEO, Chris Pickthall, added

“The launch of Aromafusion marks an important step in the development of our business. Extensive research and investment has produced a range of high quality raw materials that are totally unique and exclusive to CPL Aromas as we seek to offer new and innovative benefits to our clients”

The range of Aromafusion ingredients is extensive and provides perfumers with a diverse range of odour areas that work in several perfumery applications. These captive ingredients will not be offered for sale outside of the company. CPL Aromas is dedicated only to fragrances and can rightly claim to be the world’s largest, fragrance only, fragrance house. This specific focus on fragrance allows the company to concentrate its efforts on perfumery. Aromafusion is, therefore, solely for the development of fragrances and increases the number of raw materials on its palette. Clients of CPL Aromas can now request bespoke fragrance creations that incorporate Aromafusion ingredients safe in the knowledge that the creations will remain exclusive as the technology is unavailable elsewhere.

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008 Editor’s Choice Fitness & Beauty Professional

WESTROW DIRECTOR, STEVE ROWBOTTOM, ANNOUNCED AS AMBASSADOR OF KASHO SCISSORS Steve Rowbottom, Creative Director and Co-Founder of the award-winning Westrow group, has been appointed as ambassador of Kasho, the leading Japanese brand of professional scissors and barbers razors.

With a career in hairdressing spanning more than 30 years, 29 of which have been at the helm of Westrow, Steve is renowned for his precision cutting and acute eye for detail, making his appointment as ambassador of such a premium scissor brand known for its exceptionally high quality and guaranteed accuracy a natural fit. As part of Steve’s role as Kasho ambassador, and to showcase the incredible cutting results delivered by the brand’s extensive scissor and razor ranges, Kasho will collaborate with Steve to produce two creative photo shoots per year, featuring both men’s and women’s cuts, with the resulting images forming a collection of signature looks. To further promote the exceptional quality of Kasho’s styling tools, and in line with Westrow’s notable commitment to education, the collection images will be used as part of a unique training programme to teach classic and creative cutting skills. This comprehensive programme, delivered by Steve Rowbottom alongside Westrow’s team of first-class educators, will be held at the prestigious Westrow Academy in the heart of Leeds. Jonathan Shipman, on behalf of Kasho, said: “Steve Rowbottom was an obvious choice as ambassador of Kasho. We pride ourselves on offering tools that are renowned in the hairdressing

industry as incredibly effective; they are an integral part of a hairdressers tool kit, and as Steve is a master of his craft we thought he would be the perfect fit.” For Steve, the partnership is equally logical: “Kasho is simply the finest scissor brand on the market. At Westrow we only align ourselves with the best products, whether it’s for our art team, our educators or our salon stylists and these products truly work in harmony with the ethos of our brand. The engineering is second to none; they have such amazing balance, allowing our cutting disciplines to be performed as accurately as possible. This is a partnership and project that I firmly believe in and Kasho will become an integral part of the kit used by all our students in the Westrow Academy.”

WESTROW, the north of England’s

award-winning hairdressing group, boasts eight salons located across Yorkshire

and

educational

academy and event space in the

heart of Leeds city centre. Established in 1987 by Steve Rowbottom and

Marc Westerman, the group – which was the title-holder of the 2012 L’Oreal Colour Trophy, 2012 It Guy, 2012 Franchisee of the Year

and 2012 Business Directors of the

Year awards – celebrated 28 years in business this year. Westrow is a firm

fixture backstage at London Fashion Week

with

the

award-winning

Westrow Artistic Team regularly delivering education globally.

To learn more about Westrow: Visit: www.westrowhair.com

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Age is not a number... ...it is a frame of mind. 010 Shows & Events Fitness & Beauty Professional

How many times have we been told thatâ&#x20AC;Śbut today that is truer than ever because we live in a wonderful age where science has made so many leaps in so many directions.

Things have changed. Thanks to global research and development by medical institutions, universities and skincare companies, anyone wanting to hold back the years has far more choice than before.

Once, a glance in a mirror and discovering that we were turning into our parents was enough to send us screaming for the scalpel demanding everything the surgical holy grail could provide. And often that was a full-on plastic surgery involving general anaesthetic and a whole lot of recovery downtime. The results were not subtle. Overstretched and immoveable faces looking like they had been sucked into a wind tunnel.

With choice comes knowledge. People are more knowledgeable about cosmetic surgery so they can make wiser choices. They opt for tweaks and tiny, regular fixesâ&#x20AC;Ś subtle procedures to refresh, or gentle surgeries that hold back the years in unobtrusive, more elegant ways. Prevention is better than cure. At Bel Age we aim to bring you the latest in whatâ&#x20AC;&#x2122;s out there - so that your choice of how you age is up to you.

012 Shows & Events Fitness & Beauty Professional

LIST OF EXHIBITORS: • • • • • • • • • • • • • • • • • • •

See the latest updates and full details at www.cleaningshow.co.uk/manchester where you can also register for your free pass to attend.

014 Fitness & Beauty Professional

Melanie Sykes joins TanOrganic to launch the biggest innovation to spray tanning, TanOrganic Silk Oil Top UK celebrity and health and fitness guru Melanie Sykes joined TanOrganic at the prestigious The K Club to launch Silk Oil, the world’s first luxurious spray body treatment. Silk Oil joins TanOrganic’s Self-tanning Oil as another world first and augments TanOrganic’s position as a pioneering cosmetics brand.

Speaking from the exclusive The K Club at the launch, Noelle O’Connor, founder of Curraghbased TanOrganic commented “Silk Oil is a premium luxurious moisturising treatment that will leave your skin velvety soft, hydrated and with the most natural colour on the market. The formula is based on our ground breaking TanOrganic Self-tanning oil, which has become a global phenomena.” Silk Oil is a revolutionary product and differs from traditional spray tans as it’s not just a tan, it’s a moisturising spray treatment with all the benefits of a tan. Made wholly from natural ingredients and suitable for all skin tones, it’s formulated with a unique blend of 8 different natural plant oils including Borage seed oil, Argan oil and Orange peel oil that actively hydrate the skin for up to 7 days and protect the skin with easily absorbed anti-oxidants. This hydration gives the skin a silky feeling for days, and ensures the skin doesn’t dry out, unlike traditional spray tans, which can leave the tan patchy and streaky. Noelle O’Connor commented “Silk Oil is perfect for today’s busy women, I know because I am one of them! I have 2 boys and also run a company so I wanted to develop a product for women who want a beautiful tan without the fuss. It’s absorbed extremely quickly with zero transfer and has no fake tan odour so it ticks all the boxes. You could have a treatment done on your lunch break and get back to work and go out later without having to wash off the tan. It develops in 6-8 hours and has a just back from 2 weeks in the sun look…. and the best part is that it’s also providing your skin with hydrating and nourishing natural ingredients” Melanie Sykes who joined TanOrganic for the launch, is also a pioneer for the organic lifestyle, from food to beauty products, and the proof is in the pudding for the ultra glam mother. Key to her regime are organic beauty products for the simple reason that they are better for your skin. The organic self-tan market is expected to thrive in 2016 and recently top UK shopping guru Mary Portas, advisor to the UK government on high street retail, listed an organic and natural self-tan as a top shopping trend for 2016. TanOrganic, established in 2010, is already way ahead of the trend with a range of premium products that are made wholly from natural and organic ingredients and 2016 promises to be a monumental year for the brand. For list of stockists visit tanorganic.com

016 Skincare & Health Fitness & Beauty Professional

NATURE C SKINCARE RANGE INTRODUCING THE

USED BY THOUSANDS IN NEW ZEALAND, AUSTRALIA AND THE USA. NOW AVAILABLE IN THE UK Your skin is your body’s largest organ, and commands the same level of care and attention as the organs we can’t see. The condition of your skin depends on many factors. Genes, climate, age, hormones, nutrition, environment just to name a few. Some products are expensive and bear untold claims to being the fountain of eternal youth, but in essence, your skin will benefit the most by using products that are as close to natural as possible. The Nature Bee family of health and beauty products are based on simple, natural ingredients provided by Mother Nature, and in particular those ingredients that come from the bee hive. Almost all of our skincare range contains Manuka honey as a key element. The remarkable healing and rejuvenative powers of Manuka honey as an ingestible and a topical agent are well documented. Manuka honey comes from the Manuka bush which is native to New Zealand. The honey is graded according to its UMF (Unique Manuka Factor). The higher the number of its UMF, the more effective it is as a medicinal agent.

Many hospitals use the highest grade of Manuka honey as a highly effective way to treat burns and other skin conditions. The honey doesn’t cling to dressings, and its own powerful chemistry facilitates healing of various skin conditions when other methods show less success. Our range of products contain Manuka honey, as well as various essential oils and other gentler ingredients which are not only kind to your skin, but show great results in reducing the visible signs of ageing like fine lines and wrinkles, crows’s feet, dry skin, brown spots and more. Using our products will help your skin to regain and maintain a natural, radiant glow, without costing the earth. FEATURE PRODUCTS: TAKING THE STING OUT OF AGEING NATURE C BEE VENOM MASK: Celebrities like Kate Middleton, Victoria Beckham, Michelle Pfeiffer, Gwyneth Paltrow and Kylie Minogue are all reported to swear by bee venom cream. Bee venom is an alternative to painful expensive injectables and works by fooling the skin into thinking it has been stung. This slightly relaxes the facial muscles and stimulates the production of collagen and elastin, the building blocks of youthful, healthy skin. Use as a treatment mask, or under makeup to keep your skin glowing.

NATURE C PLUS 1-2-3 SKINCARE ROUTINE Everything you need for everyday skincare. This three-part routine includes an exfoliating cleanser, daily moisturiser and an overnight recovery complex. The ingredients are Alpha Hydroxyl Acids, Manuka honey and a blend of natural oils. GENTLE EYE GEL Often, the first obvious signs of ageing appear around the eyes, so the delicate skin around this area needs special attention. Our gentle eye gel is a deliciously soothing application which helps to combat puffiness, fine lines and wrinkles and dark circles. It’s a must-have in any cosmetic bag. TIP: Even more effective if you chill before applying. To see more of our skincare range, visit our website www.naturebee.com or call 0808 234 6698 for more information. LIKE US ON FACEBOOK, SHARE OUR PAGE AND GO IN THE DRAW TO WIN A NATURE BEE THRIVE FROM THE HIVE HEALTH PACK VALUED AT £115.95.

Pure Gentle Natural Cosmetics

018 Fitness & Beauty Professional

6 Mistakes New Beauty Making mistakes is a great way to gain experience, but why lose

1. Cash Flow and Money Management

Cash flow is one of the biggest problems with many small and growing businesses and the beauty industry is no different. Seeing cash coming into the tills is all well and good, but, understanding where it has to go to (and when it has to get there) is essential. You must get your head around cash flow. By the time suppliers, rent, rates, etc. are paid (not to mention VAT), cash can quickly go out of the salon door as quickly as it can come in and bills can start to mount. Learn to understand your regular monthly expenses and keep your records up to date as much as you can. Beauty salon computer systems (such as iSalon, Short Cuts, etc.) can deliver you fantastic income data, but knowing what is needed for bills, when they are due, and making sure you have money available is essential. If you are not inclined towards numbers and accounts, find a book-keeper who is who can guide you and help you manage this essential aspect of managing your beauty salon.

2. Spending Too Much On Salon Brands and Services If you’ve ever visited one of the big beauty industry trade shows, you are probably well aware of how hard the skincare companies and equipment

resellers work to sell their products into beauty salons with the promise that “all my salons make lots of money selling this”. Don’t be fooled! A lot of the large skincare brands want an investment of around £5,000 to stock your salon. That’s a lot of money to recoup. It may not sound it, but you need to sell a lot of facials and body treatments (as well as retail) to get that investment back. Relying on these skincare brands is not as good a bet as they would suggest. The same applies to products and equipment. For instance, I had a conversation with a salon owner recently who had spent £36,000 on a specialist bed/bench for her salon as it was sold as such a great investment at a show. Be ruthless and don’t be fooled into the sales pitch. Which brings me to my next point...

3. Not Focusing on The Money Making Beauty Treatments

As technology develops – both in professional beauty equipment and the skincare and nail care products; and, as new trends / fads come and go, it’s easy to think that there needs to be a constant investment in the latest treatments, otherwise your beauty salon will fall behind. You will make most of your revenue from bread and butter beauty treatments, such as waxing and manicures (which usually cost the less).

In the past, I have invested money into training (and supporting products) because a therapist has told me that “all our clients are asking for it” only to find out that £1,000 later, no-one is actually booking. Obviously, the beauty treatments you offer depends on your specific salon – as well as knowing your client base – but, to give you an example, in one of our beauty salons, Facials and Body Treatments (the most expensive treatments to deliver) make up less than 20% of the income. Waxing on its own makes up 28%. If you were to measure over a month how much money a beauty treatment brings in and balance it against how much you spend on products (and time) to deliver it, you may well be surprised. This is where you may need to be ruthless and potentially cut treatments from your salon. It may upset the odd client, but you can not base your beauty salon treatment offering (and your livelihood) on the wishes of one or two people.

4. Don’t Become “The Offers” Salon

When things are slow, it is very tempting to run offers in your beauty salon. You need to play this one very carefully. About three years ago, I had a manager in one of our salons, and I was not ‘in’ the business as much as I should have been.

Fitness & Beauty Professional 019

Salon Owners Make

money when you can learn from the experience of others? As such, the feedback I was getting from the manager was that the salons was not busy at all.

But, the Internet has turned these restrictions on their head and there’s no going back.

So, we started offering (what I thought were) very good monthly offers for clients.

Anyone selling advertising to you will be able to give you a great success story when they go through their sales pitch – don’t be fooled. Yes, experiment with marketing and advertising ideas but make sure you implement measurement, such as ‘old fashioned’ coupons.

The problem was that we became the ‘offers’ salon. The cheap beauty salon where you could grab a bargain. Make sure you value your beauty salon brand, otherwise you will get the wrong kind of reputation. The same applies to Offer sites such as GroupOn. I have heard nothing but bad stories for salon owners about running these kind of offers and we nearly fell into the same trap, until I worked out the maths of the GroupOn offer and couldn’t work out how it would benefit us in any way.

5. Running Ineffective Marketing That Isn’t Measured

In the old days, companies selling advertising, such as newspapers and directories, found it a hell of a lot easier than today because: Your customer had less choice in where to look for beauty salons – they only had local papers, yellow pages, etc. Most businesses paying for advertising couldn’t / didn’t measure the results.

Beauty Salon Computer Systems give you the option to measure marketing campaigns and this measurement will help you refine how to spend your cash. The web is the obvious route to reach customers – as it’s where most of them will look to find you – and having a good website can offer a great way to reach new clients. Make sure you invest in a good website and make sure it delivers something you can measure to your business.

6. Investing In The Wrong Relationships

Too many salons work on trying to bring in new clients, rather than concentrating on the ones they have. Learn who your customers are and what they want and don’t see them as the enemy that needs conquering. Create a two-way conversational relationship with them and invest time and effort into how

you communicate. The Internet allows for a much more powerful consumer. They can rate you, share experiences with their friends and tell the world about you. If you invest in the experience your clients have, the comments they share will more likely be positive. People Training

If your business has a training budget set aside, invest just as much as you do in treatment training into getting your therapists to be able to communicate effectively with clients. I have delivered a retail communications course into our salons (developed by Daryll Scott) and although it wasn’t cheap, it was amazing value for money. Our beauty therapists understand how to interact more effectively with clients (and feel more comfortable and confident in doing so). They are more welcoming, more personable and as a result they get better feedback, increased re-bookings and they sell more products. Meanwhile, because the therapist has listened and asked the right questions, the client leaves the salon feeling they have received amazing value and a truly personalised experience. At the end of the day, great client relationships are the lifeblood of a beauty salon and need to be nutured.

020 Fitness & Beauty Professional

Salon System GELLUX Nail Technician, Julie-Anne Larivière has created a range of Valentines step-by-steps:

Preperation Step 1

Prepare nail and clean with GELLUX Prep + Wipe (£4.05), and apply GELLUX Fast Bond (£5.85). Allow to dry for 60 seconds.

Step 2

Apply GELLUX Easy Off Base Coat (£11.95), then cure for 30 seconds with LED or for 2 minutes UV.

Valentines Designs Lovehearts

Step 3

Apply two coats of GELLUX Loveheart (£11.95), curing each layer. Put under the lamp for 30 seconds for LED or for 2 minutes with UV.

Step 4

Using GELLUX Lemon Sherbet, Marshmallow and Parma Violets (£11.95) and a fine brush, paint on love hearts in the different colours and then cure.

Step 5

Outline each heart in GELLUX Purely White (£11.95), cure, add small dots and then cure again.

Tiny Lovehearts

Step 3

Apply two coats of GELLUX Purely White (£11.95), curing each layer. Put under the lamp for 30 seconds for LED or 2 minutes for UV.

Step 4

Using GELLUX Parma Violets (£11.95) and a fine nail art brush, paint on love hearts and then cure. Then using GELLUX Lemon Sherbet (£11.95), do the same and cure. After this, repeat the process but with GELLUX Lemon Sherbet.

Step 5

Dip the same fine brush into GELLUX Lollipop (£11.95) and outline the purple hearts, cure.

Finish Step 6

Apply GELLUX Top Coat (£11.95), and cure for 60 seconds with LED or 3 minutes with UV.

Step 7

Wipe off sticky layer with GELLUX Prep & Wipe (£4.05) and apply NAILLUX Cuticle Cream (£4.55) to moisturise the skin around the nails.

t. 016 70 73 89 79 w.albertewandesign.com

studio design

New 2015 catalogue now available on-line loads of new products

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