FIBO Focus | January 15, 2020

FIBO USA • NOVEMBER 6-8, 2020 • MIAMI BEACH, FLORIDA

GROUP

ENGAGEMENT Stacey Vandiver and SoulBody bring boutique style classes to health clubs in 2020.

JANUARY 15, 2020 VOL. 2 NO. 3 WWW.FIBOUSA.COM

A REED EXHIBITIONS EVENT

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FIBO Focus on ...

SOULBODY

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oulBody is a progressive teacher training and Group

Fitness certification company that brings boutique style classes to health clubs across the globe, helping them stay ahead of the curve and on trend. Developed by co-

founder Stacey Seward Vandiver, the pre-choreographed classes in Barre, HIIT and Yoga Sculpt allow instructors to confidently teach classes that are seamless, safe and consistent. FIBO Focus was able to get Vandiver to stop teaching for a few

FIBO Focus: Please give us the “elevator pitch” for SoulBody.

Vandiver: I would love to. SoulBody has created innovative Group Fitness classes for health clubs that keep their members engaged. Its highcaliber Teacher Training, quarterly choreography, including continuing education, and strong support provided to health clubs creates a customer experience that members are seeking. Classes are designed for all levels and ages with smart, functional exercises that deliver results.

So it’s all about Group Fitness?

Yes, Group Fitness brings people together and due to the boutique studio boom, it has never been stronger. SoulBody keeps members engaged by developing classes that are on-trend, smart, fun and results-driven. To date, the formats include classes in Barre, Yoga Sculpt and HIIT. Now, SoulBody is a global fitness education company that continues to inspire through movement.

minutes to explain the Why should club owners get concept and how it is benefitting the global fitness business. She can be reached at svandiver@soulbody. fitness 2

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involved with SoulBody?

Group Fitness, for most health clubs, is a vital component to their success.

Health clubs can compete with the emerging boutique studio market by implementing programming that is current, fun and relevant to what their members are seeking. SoulBody fills that gap with our program offerings keeping the clubs ahead of the curve. And with no licensing fees attached, it is a win-win for everyone. www.fibousa.com

FIBO FOCUS • January 15, 2020

You are also very involved in promoting the fitness business as well.

Yes, as a fitness education company we stay involved and active in the industry. We are Associate Members of IHRSA, affiliated with AFFA, NASM and Canfitpro and are involved with WIFA. I have sat on the Education Committee for FIBO USA and we contribute to industry publications and podcasts.

Like FIBO Focus!

Of course. And we also exhibit and present at a number of well-recognized fitness conferences around the world and continue to support organizations that strive to educate and inform the industry. Because of all this, we have had 99 percent retention of health club and studio partners since 2015.

Your website says you offer “a suite of mindfully-intense, athletic-style workouts that develop strength, stamina and physical grace.” Can you please explain what exactly those workouts are and how they can benefit health clubs.

Health clubs and studios cater to a variety of generations. SoulBody’s classes are created to be inclusive so that everyone can benefit from the programs — from Baby Boomers to Millennials and beyond. Each program is designed to work the body mindfully, giving room to dial it up for challenges as well as turn it down with modifications and all of them deliver results.

What’s the thinking behind your SoulBody Unhitched?

For health clubs to stay current and offer classes that members are seeking, Barre is a must for the Group Fitness schedule. But many clubs 3

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Stacey Vandiver’s goal is to give clubs a high-caliber Group Fitness experience. and studios do not have the space, room or means to install ballet barres. Unhitched was created to fill that gap.

How so?

Simple. With only two props required – a weighted training bar and an inflatable ball – Unhitched delivers that same boutique style Barre workout without the need of the ballet barre.

And what exactly is your SoulBody Collective?

For us, there are three different clients, which together we call our SoulBody Collective. First is the Fitness Enthusiast — SoulBody classes are designed to include everyone to create a strong community within the club. Next is the Group Fitness Instructor, what we call our SQUAD. They are out there inspiring through movement every day, helping people feel better

about their health and bodies by exercising together. And finally there are the Health Club or Studio Operators and Directors. These are our partners who we work closely with making sure they have the tools to create the experience and keep members engaged.

How does SoulBody take advantage of the technology advances sweeping the fitness industry?

Technology sure is a buzzword and clubs and studios are at a disadvantage if they do not begin to streamline certain services and amenities. SoulBody provides workouts digitally on platforms such as Wexer and BurnAlong for those that cannot make it to one of our live classes. We are working on other digital platform developments as well to streamline SoulBody Teacher Trainings and workshops to keep the instructors ahead of the curve and constantly learning. www.fibousa.com

FIBO FOCUS • January 15, 2020

SoulBody is all about group fitness and making sure clubs have the workouts to keep members motivated and engaged.

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FIBO FOCUS • January 15, 2020

How would you characterize the overall fitness industry headed into 2020? And how is SoulBody helping to make it stronger?

As much the industry is developing in technology and services need to be readily available for the “I want it now” mindset, people still need people and seek community. Group Fitness fills that need in exercise.

Whatever the class may be, the intrinsic motivator definitely outweighs the extrinsic one. To feel connected and motivated will keep members coming back, which in the end is what we all are seeking in business — long-term retention.

What type of social media effort do you have and how does it relate to your overall marketing efforts?

Our social media is heavily supported through our dedicated and passionate team of Master Trainers, Club Coaches and instructors that we call our SQUAD. They are our boots on the ground out there spreading the word about SoulBody’s mission to inspire through movement, creating communities and experiences members

globally with a growing team of Master Trainers, Directors and Club Coaches that share the vision and direction of the company. Because there is a demand for comprehensive programming that is new, affordable and effective, the growth continues at a solid pace into 2020.

So what’s next for SoulBody?

We are working on developing online platforms to educate instructors as well as operators to broaden our reach. As we continue to sift through the trends, we look to develop new, smart and relevant programs that members are seeking and instructors are looking to teach.

are seeking. We believe in exercise that includes everyone.

What would you say is SoulBody’s position in the fitness market in 2020?

SoulBody will continue to expand

How about geographic expansion?

The APAC region is relatively young in the fitness industry, but by no means inaccessible. They are open to discover, learn and explore ideas that come from the U.S. and we are looking forward to expanding our network in this area. We are already working in China with SuperMonkey Fitness with great success and the consistent growth has been rewarding which clues us in to what more opportunities lie ahead. n

THE SOULBODY DIFFERENCE

programs are seamlessly choreographed and set to dynamic music, the classes are delivered on a “silver platter” that allows instructors to focus on their members and bring their personality to the floor.

1. No Fees. For health clubs, there are no licensing fees to use 4. Classes for (almost) Everyone. Classes are designed for a SoulBody programming. SoulBody works closely with club operawide range of ages and fitness abilities. This creates inclusivity in tors and directors and makes its HQ readily available for support.

Group Fitness. Each class can be either turned up with challenges 2. Strong Instructor Community. SoulBody has built a strong community of instructors that are passionate and dedicated to teach or dialed down with modifications. This is part of SoulBody’s phiits four program formats. Its tight-knit community not only empowlosophy and a big part of the Teacher Training.

5. Quality Assurance. Because of SoulBody’s assessment proers each other, but also motivates them to allow members to feel confident about exercise and movement. cess, there is quality assurance. The instructor is not certified on the 3. Pre-choreographed Programming. The pre-choreographed spot. Any instructors wanting to teach SoulBody’s programs must classes allow instructors to teach with confidence. Because all go through a video assessment process. n ACCORDING TO STACEY VANDIVER, FIVE THINGS differentiate SoulBody from its fitness competitors.

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FIBO USA FOCUS: ULTIMATEINSTABILITY

A FLUID BUSINESS ULTIMATEINSTABILITY IS USING WATER TO GET PEOPLE TO ‘MOVE WELL, FEEL WELL, DO GOOD’

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decade ago, Paul Venner asked himself a simple question as an athlete and movement student: Why do we move so fixed and predictably – with fixed weights, sets and reps in the weight room, on the sports field and in therapy – while movement in everyday life and sports is unpredictable, unexpected and sudden?

In other words, why don’t we move unpredictably and suddenly when we work out?

And what could we use to achieve that unpredictability?

Venner found the answer to be simple: Water, since nothing is as dynamic and adaptable as water.

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Thus was born Ultimateinstability, a company built on the concept that by utilizing the properties of water people could become more adaptable and dynamic as well. From there

he developed the first Aquabags, followed by Aquaballs and then, in 2016, the groundbreaking Hydrovest, a patented invention that uses dynamic water weight in a vest and applies it to specific settings ranging from the sports field to elderly fall prevention.

“We are a bit of a strange duck in the fitness market,” Venner admits. “We focus on different aspects than most of the fitness world.

Even functional training, which has become a real container word, doesn’t fit what we do. We focus on movement quality and motor learning, but in a www.fibousa.com

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Paul Venner uses the fluidity of water for a dynamic and unpredictable workout.. very implicit, self-organizing way.

This approach is much closer to the nature of how and why we move.”

Ultimateinstability calls it contextual training and, as is evident in the company name, the products it makes and the way it looks at the business of fitness, it approaches this world differently than most.

“Many companies are in the industry to chase numbers and eventually it boils down to money,” Venner says.

“But we chase impact on people and the living world around us, we move from the inside out. We believe we are here to explore our edge and learn from nature.

“We want to create a world where people adapt and move freely as water, because this ripples down,” 7

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he adds. “When we move better, we feel better and can do more good.

Move well, feel well, do good.”

Of course, Ultimateinstability, with headquarters in The Netherlands, has a bottom line focus, too, but Venner maintains making money is not the company’s primary driver — and certainly not at the expense of quality, involved stakeholders or the environment. The company is still a relatively small player, but moving and growing fast. It works with elite sport teams and pro athletes worldwide, from MLB, the NFL and the NBA to teams and players in soccer, tennis, rugby, swimming, break-dancing and free-running. The unifying theme is the same principle of human movement.

Yes, Ultimateinstability certainly looks at the world a little differently than most other companies and to back it up it aims for a climate neutral business model by 2021. It seeks to accomplish this goal by planting a tree for every sold product.

Why Water?

Ultimateinstability is built on the concept of water because, as Venner explains, nothing is as dynamic and adaptable. Leonardo DaVinci said, “Water is the driving force of nature.”

Humans are made of 60-70 percent water. And none other than Bruce Lee said, “Running water never grows stale.”

“When we use the qualities of freely moving water as with our www.fibousa.com

FIBO FOCUS • January 15, 2020

and programs.

Along with water as a tool comes a sustainability message that is at the core of the company’s philosophy of business. Venner says it is part of its DNA from the beginning.

“I went deep into the study of human movement and the deeper I went the more I studied what movement and coordination actually is within other living systems,” he explains. So he started to look at human movement like an ecologist and became more interested in the functioning of ecosystems themselves as well.

“The realization that our own health and performance is fundamentally related to our global health and performance became more and more obvious to me,” Venner says.

“It became an obvious choice to steer the company and our actions in this direction.”

Fitting into Fitness Venner sees an opportunity in the fragmented world of fitness in 2020. With so many different approaches, the bottom line is

WHAT’S IN A NAME? training materials we need to become more adaptable ourselves as well,” Venner explains.

His message to health clubs and individuals is to focus on the belief that, as David Suzuki said, “We can’t be healthy without a healthy planet.”

The health of our ecosystem and ourselves are intimately related, he believes, so by raising awareness of the importance of water, adaptability 8

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and movement variability he aims to improve biodiversity and protect water quality.

Since Ultimateinstability originated in the world of elite sports, that market remains key to its success.

But it has expanded its reach to “movement professionals” working in health clubs, sports, therapy and vitality and is targeting a broader audience with specific training tools

THE ULTIMATEINSTABILITY NAME ITSELF has a double meaning, says Paul Venner. “To improve stability we need to train with instability,” he explains. “So we provide the ultimate instability to become ultimate in stability.

“To me it also means a new and better way of looking at the concept of stability, looking at it from a more integrated and dynamic perspective.” he adds. “By being able to resist the perturbations and chaos during our exercises, you become more robust and resilient in your movements.” n www.fibousa.com

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“We are a bit of a strange duck in the fitness market. We focus on different aspects than most of the fitness world.” — Paul Venner

that the business is too often focused on outside looks and not inside feeling and functioning.

Ultimateinstability sees that at its point of differentiation.

“Our company is helping in re-connecting people with their own bodies, integrating their body parts into better functioning wholes,” Venner says. “And by reconnecting people with their own nature, we are also re-connecting them with nature at large.”

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Of course, Ultimateinstability is not all about just doing good and feeling good. It is a business, after all, and it is providing customers and users with the tools they need to be successful.

It offers a mobile app with three months free use with a purchase of one of its products. The app includes training schedules and more specific content and insights. To spread its merchandising message it is working on

sustainably produced sportswear and water bottles to launch later this year.

It is also an avid user of social media to inspire with exercises and content and also share content of its global users.

The future is bright and Venner promises some exciting developments in technology, new products and new markets as well as new collaborations that will be launched at FIBO in Cologne. n

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TECH AND THE HEALTH CLUB

BRIDGING THE GAP

TECHNOLOGY IS BRINGING TOGETHER THE DIGITAL AND PHYSICAL WORLDS AS CLUBS AND THEIR CLIENTS EMBRACE THE FUTURE OF FITNESS .

BY JEAN-MICHEL FOURNIER

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s we start a new decade technology continues to make an impact in the fitness world. As a result, we will aim to share what we see as the present and future of fitness in technology — what we call Fit Tech.

Most FIBO Focus readers are probably familiar with the Les Mills brand already, but maybe less so with Les Mills Media. Les Mills Media is a division of Les Mills International and as head of media at Les Mills I lead our worldwide consumer business, the entire B2B and direct-to-consumer digital portfolio of products, as well as our worldwide music management.

At Les Mills it has always been in our DNA to be an innovationled company where we are always striving to stay ahead of the curve.

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Staying ahead is mandatory when appealing to the two largest generations of fitness users, Millennials and Gen Z, who now make up 80 percent of the fitness market.

The “Generation Active” has different tastes than their predecessors – favoring working out in groups, a broader range of options and smart integration of technology – so it’s a given to innovate and necessary to adapt club and fitness offerings to win their business.

One of our big goals is to offer our health club partners and their members a 360-degree fitness solution that seamlessly blends the physical and the digital. We call it the “consumerization of clubs.” It means virtually expanding the four walls of the traditional fitness facility and enabling members to exercise where

and when they want. Technology has the potential to allow for this in a more seamless and inexpensive manner for the end user.

Fitness is a very human-centric industry — people want to enjoy their fitness. Our internal research also shows Generation Active prefers group exercise as a means of socializing. Therefore, the future of great live class experiences could be a fusion of amazing, energetic instructors plus tactile audio technology plus augmented video to create immersive virtual environments.

Digital technology can boost the live class user’s multimedia fitness experiences through potential use of immersive “haptic” audio, which creates a tactile augmented reality. Layering tactile music that users can feel, with an immersive www.fibousa.com

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Les Mills On Demand (LMOD)/Les Mills Coaching visual experience through the use of augmented high-resolution video projected on wide viewing format screens, is the first big step toward creating a more experiential live class experience.

A recent demonstration from Microsoft of its HoloLens 2 showed how the device can now spawn highdefinition holograms of people that can translate speech instantly into any language, anywhere in the world.

This unlocks the possibility that soon our favorite instructors could become, quite literally, on-demand,

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able to appear wherever we wear our augmented reality headsets, in whatever language we require.

In addition, the trend for fitness-athome continues to grow. We know that 85 percent of club members also exercise at home, so our sector must evolve to meet these growing expectations for integrated fitness solutions. Our video streaming platform, Les Mills™ On Demand (LMOD), gives consumers access to more than 800 amazing workouts from the most popular Les Mills programs. Users can stream them

anywhere, from any digital device.

LMOD has seen significant growth in recent years and we think this category will have a huge impact on the future of fitness as emerging technology matures.

In the short term, expect the immersive experiences pioneered by group cycling class The Trip™ to expand into other class formats – both virtual and live – with high-quality video enhancing the class experience. Imagine a dance workout set against the backdrop of a cheering crowd in a sold-out

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is a very human industry – it’s about physicality and movement – and great people will always be at the heart of the very best fitness experiences. n

stadium, or a yoga class surrounded by screens showing a spring alpine vista. Expect to see these very soon.

Additionally, Artificial Intelligence (AI) will be transformative for fitness and wellness, particularly when integrated with wearable and ingestibles to help us make data-driven decisions around when and what to eat, how long to sleep and when to work out. It also has the potential to transform how health clubs serve their members.

In the same way that Netflix learns what TV shows users like and then makes recommendations, consumers increasingly expect experiential workouts, personalization and smart recommendations to support their lifestyle, so AI will have a huge role to play in supporting members’ every wellness need.

For example, the Polar Vantage, Polar’s flagship sports watches (photo above), recently received some hefty updates, mainly focusing on sleep and recovery, breaking down sleep into the REM, light and deep stages, while also giving the user a look at how well their body has recovered from the day before. I believe Google is going to institute some major technological upgrades 12

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to Fitbit to reveal more robust and additive features that it hopes will make it a more appealing consumer alternative than the Apple or Garmin wearable products.

Those who bridge the gap between the digital and physical worlds to offer an integrated fitness experience will be the big winners.

Clubs are the heartbeat of our industry and it’s vital that they stay at the center of the fitness journey.

As consumers extend this journey to include digital, we’ve implemented ways to retain the clubs as a part of the digital fitness experience. That’s why we’ve partnered with Netpulse, where we can enable clubs to own their members’ fitness journey wherever and whenever they want to work out. Clubs are able to offer a co-branded LMOD subscription to their members at a preferred member rate, helping to boost member loyalty and keep them in the habit of exercising when they can’t make it to the gym.

Our mission at Les Mills is to create a fitter planet and the technologies we’ve talked about will play a really important role in helping to democratize fitness and take it to the masses. But at the same time, this

About the author Jean-Michel Fournier is currently the CEO of Les Mills Media, a division of Les Mills International, a global fitness company based in New Zealand with offices around the world. As head of media at Les Mills, Jean-Michel oversees their worldwide consumer business, the entire B2B and direct-to-consumer digital portfolio of products (including Les Mills On Demand), as well as their worldwide music management portfolio. Jean-Michel is a seasoned entrepreneur in Silicon Valley, advisor to the French government for economic development and a graduate of Harvard Business School. He is currently domiciled in Silicon Valley and spends a consistent amount of time in New Zealand and Europe tied to his role for Les Mills Media and current advisory roles. He can be reached at jmf@lesmills.com

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